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TEAM PRESENTATIONon
INDUSTRIAL DESIGN
Unit IV
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What is Industrial Design?
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The Industrial Designers Society of America (IDSA)
defines Industrial Design as:
Industrial design (ID) is the professional service of creating and
developing concepts and specifications that optimize the function,
value and appearance of products and systems for the mutual benefit
of both user and manufacturer.
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ID goals
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Product utility -safe, easy to use, and intuitive
Appearance - form, line, proportion, and color
Communication of corporate image - through the visualquality
Ease of maintenance and repair
Low (mfg) costs
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ID Importance to product design
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Ergonomics needs
Ease of use
Ease of maintenance
User interaction with the product
Minimum knowledge of using it safety.
Aestheti cs needs
Amount of product differentiation required
The importance of pride of ownership, image.
Motivation to the design team (for their pride in product)
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Product types from the ID point of view
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Technology-driven products
Engineering or technical requirement is paramount
ID has little involvement
Extreme cases of Intel chips and GE engines
User-driven products
Usually there is a high degree of user interaction for these products.
The functionality and/or its aesthetic appeal are important
ID works closely with marketing and engineering throughout the
process.
Classif ication of some common products
See exhibit 10-8 on page 202
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May-136
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Timing of ID involvement
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Technology-driven products
During the later phases of product development
In concept generation for user interface
In concept testing for for customers for feedback.
In detailed design and refinement for packaging and marketing
User-driven products
Throughout the entire process
In need analysis for identifying customer needs.
In concept generation for creating multiple concepts
In concept testing for creating models
In system level design for refining promising concepts
IN detailed design for selecting final concept and coordinating eng-mfg.-marketing efforts.
See Exhibit 10.9 on page 203
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May-138
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ID expenditures
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Depending on the product type
Hand-held medical instrument are the highest in termsof budget %
Technology-driven products are the lowest
See Exhibit 10-2 on page 192 for details
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The ID Process
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Investigate customer needs
Conceptualize
Preliminary refinement
Further and final concept selection
Control drawings of the final concept
Coordinate with engineering and production.
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I ndustr ial Design Case study:
Motorola RAZR
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Motorola Flip Phones
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MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)
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Phase -1 : Identification of needs
Small size & weight = thin phone
Performance features:VGA camera, large keys with back lighting, color display withgraphics, Bluetooth for wireless headset
Ergonomics: good user comfort, buttons were designed based on accepted industry
standards, flip phone allowed answering or ending calls, new software for navigation, textmessaging
Durability :withstand 1 meter drop test
Materials :laser cut keypad, laser etching, magnesium hinge, anodized aluminum
housing, composite antenna
Appearance :futuristic look, became a status symbol, pride among owners
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Phase 2 : ConceptualizationThumbnail Concept Sketches
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Aim : Generate number ofconcepts
Aid : Thumbnail sketches
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Phase 3 : Preliminary RefinementSoft Models
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Soft model
Aim : Feasibility study ofconcepts
Aid : Soft models
Material : Foam / core board
Scale : Full scale
Result :Selection of promisingConcepts after Evaluation &modification
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Phase 4 : Final Refinement & concept selectionHard Models
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Hard model
Aim : Gain additional feedback,color studies and customerreception
Material : wood, dense foam, plasticor metal
Scale : Full scale (Technically nonfunctional)
Result : Final selection of concepts
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The Impact ofComputer-Based Tools on the I.D.Process
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Render ings using 2D & 3D model ing
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Phase 5 : Control Drawings of the Final ConceptHard Models
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Aim : Define final shape and key dimensions
Aid : Control Drawings
Contents : functionality, features, sizes, colors, surface finishes, andkey dimensions.
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Phase 6 : Co ordinate with Engg & ProductionFinal Product
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Developed Product Base Model of RAZR
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Quality assessment of ID
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User inter face Intuitive, safe, comfort, easy to use
Emotional appeal
Attractive, exciting, pride of owning and being o the team
Users ability to maintain and repair product Easy, intuitive
Appropriate use of resources
Value (quality vs. cost)
Product dif ferentiation
Easy to stand out, recognize, & remember. Fit with or enhance corporate identity
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Assessment of I.Ds Role RAZR Development Project
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Motorola Flip Phones
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MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)
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