12. Creative Product Design and Digital Product Design.pptx

Creative Product Design

1. Design Thinking 1 Creative Product Design & Digital Product Design

2. Mampu menjelaskan tahapan Creative Product Design dan Digital Product Design dengan tepat dan detil Capaian Pembelajaran 2

3. Klasifikasi Produk Desain Ergonomis Pengertian Desain Produk Desain Produk Digital Outline 9/14/2022 3

4. Product Classification 4 Can be done in a variety of perspectives: Consumer- Goods Classification Classified on the basis of shopping habits Durability and Tangibility Industrial- Goods Classification Classified in terms of their relative cost and how they enter the production process

5. Convenience Goods Inexpensive, frequently purchased Little effort needed to purchase them Staples, impulse and emergency goods Consumer Product Classification (1) 5

6. Consumer Product Classification (2) 6 Shopping Goods Not as frequently as convenience products Costly Consumer does research before purchase

7. Consumer Product Classification (3) Specialty Goods Unique features Consumer is prepared to pay a premium price 7

8. Consumer Product Classification (4) 8 Unsought Goods Those good that consumers do not now or Doesn’t think of buying

9. Durability and Tangibility 9 Nondurable Goods Tangible goods consumed in one or few uses Purchased frequently Strategy: availability, low priced, heavily advertised Durable Goods Tangible goods that survive many uses Require more personal selling and service Higher margins and requires seller guarantee Services Intangible product Requires more quality control and credibility

10. Industrial- Goods Classification 10 Materials and Parts Raw materials: farm products, mechanical component parts Capital items: installations, equipment Supplies: repair items, operating supplies Business services: maintenance and repair services

11. Product Form and Function 11 The product FORM should reflect its FUNCTION FUNCTION = What the product is to do FORM = How the product is to do its FUNCTION Shape (geometry), material, connections, energy and operation procedure Design is the process of mapping function to form Design problems have many satisfactory solutions and no clear best solution

12. The Golden Triangle 12 Effectiveness of the design process is measured by: Product cost Product quality Time to market (TTM)

13. The Life of a Product 13 Identification of need Development of engineering requirements Design concept development Product design Manufacturing Assembly Distribution Installation Use Retirement, disassembly, reuse, and recycle

14. Design Process Evolution Craftsmanship – one person could design and manufacture an entire product By the middle of the 20 th century: over- the-wall approach From the late 1980s: concurrent engineering approach (CE) 14

15. The Over-The- Wall Design Method 15

16. Concurrent Engineering (CE) 16 CE emphasizes the integration of cross- functional TEAMS to develop the product The use of teams, including all the stakeholders, eliminates many of the problems with the over- the- wall method Stakeholders = people who have a concern for the product

17. Ergonomic Design 17 " Ergonomics (or human factors) is the scientific discipline concerned with the understanding of interactions among humans and other elements of a system , and the profession that applies theory, principles, data and methods to design in order to optimize human well- being and overall system performance . ” According to the International Ergonomics Association

18. Overview of Ergonomics 18 Physical ergonomics Cognitive ergonomics Organizational ergonomics

19. Physical Ergonomics Physical Ergonomics are concerned with the interaction of the body with the equipment and the tools, starting right from the chair to the computer. I t also studies its effect on the body, for example, repetitive disorder, workplace safety, health and layout, musculoskeletal disorder and posture. 19

20. Cognitive Ergonomics 20 Cognitive ergonomic emphasizes the ways of information processing by the mind and its presentation. It is related to the motor function, workload, decision- making and memory- usage. This helps in understanding the interaction and relation of the human mind with the data presentation.

21. Organizational Ergonomics Organizational ergonomic works on complete optimization of the workplace, right from quality management to teamwork. It includes managing everything in the organization to make it a better place to work. 21

22. Fields of Ergonomics Engineering Psychology Macro- ergonomics Seating Ergonomics 22

23. Engineering Psychology 23 Engineering Psychology works on the relationship between human and machines and makes a continuous effort to improve the relation. This might include changing the location of the workplace, modifying the ways of using machine or redesigning of the equipment. In short, the main work of engineering psychology is to make the machines 'user- friendly' for the workers.

24. Macro- Ergonomics Macro- ergonomics works on a wider aspect and emphasizes more on the organizational environment, history, goal, culture and design. It concentrates more on the physical design and the surrounding environment. Its aim is to set an efficient work system and consequently improve the employee satisfaction, safety, health and productivity in the organization or workplace. 24

25. Seating Ergonomics 25 Seating ergonomics can be defined as a comfortable working posture with a natural alignment of all your joints from head to toes. Before discussing on how to set your computer workstation, let’s have a look at the concept of ergonomic seating (neutral body positioning). This method of Ergonomic Seating helps you reduce the stress and strain on the muscles, tendons, and skeletal system thus reducing the risks of developing ergonomic problems.

26. Example 1: Chair Ergonomics 26

27. Example 2: Standing Desk 27

28. Example 3: Keyboard Ergonomics Design 28

29. Final Takes Product design technique can be done to any types of product or services Pay attentions on the ergonomic aspect Pay attentions to the production cost and market price 29

30. Definition: Product Design Product design is about business analysis, research, psychology, marketing, and even software development, rather than drawing pretty pixels. Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem, and validating the solution with real users. 30

31. Digital product design is an iterative design process used to solve a functional problem with a formal solution. A digital product designer identifies an existing problem, offers the best possible solution, and launches it to a market that demonstrates demand for the particular solution ( Designing Digital Product for value ). Definition: Digital Product Design 31

32. Disciplines of Digital Product Design Digital product design is a broadly interdisciplinary and transdisciplinary course of study combining fields of Computer Technology, Industrial Design, Entrepreneurship, Marketing, and Humanities. 32

33. Identifying the opportunity for a new product Researching market & customer needs, etc. Concepting Experience Design: user research, UX Flows, wireframes, prototyping, testing, etc. Visual Interface Design: colour palette, branding, general visual aesthetics Interaction Design: hi- fidelity prototyping, menus, general functionality Quality assurance of build, further testing, etc. Roles of Digital Product Design 33

34. Product Design is an imprecise, iterative process to solve a functional problem with a formal solution. Design Process/Method 34 The spectrum of design tasks. Integration where Product Management and Development overlap with design are key to being “design-minded.”

35. Design Thinking Design thinking as the foundation for digital product design “Design thinking” is a method for the practical resolution of problems. Originally coined by David Kelley and Tim Brown of IDEO This approach encapsulates methods and ideas of human- centered design into a single unified concept. “Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” -- - Tim Brown Good designers have always applied design thinking to product design (whether physical or digital) because it’s focused on end- to- end product development, and not just the design phase 35

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37. A digital product exists for the purpose of a digital transaction Core Benefit The fundamental value of the digital product Basic Digital Product Minimum digital product offering needed to deliver the core benefit a customer expects from a digital product Augmented Digital Product Features that go beyond the customer’s minimum expectations The Fundaments of Digital Product

38. DIFFERENTIATION Core Benefit Basic Digital Product Augmented Digital Product Does the product taste good? Is it dependable and consistent? Does it offer good value? Is it packaged conveniently and pleasingly? What does the product offer? Thirst quenching? Refreshment? Stimulation? Relaxation? Staving off hunger or satisfying it? Nutrition? Weight control? Enhancement of health/fitness? Improved performance in athletic endeavours, energy, mental activity, sex or simply alertness? How will I feel about this product? That I've made a smart choice? That it's a product I can trust? That I've done something good for me? That it's simply something I'll enjoy that will make me feel good? That I'd like people to see me choosing it? e.g. Choosing Drinks 42 DIGITAL PRODUCT VALUE HIERARCHY

39. Tangible Goods Easily understood because the buyer can see and often experience their benefits prior to buying Services Actions that companies offer to customers for the purpose of transaction Type of Digital Product Types of Digital Product 39 Main Purpose Digital Attribute e.g. Digital Goods Core benefit comes in a digital format Create once, reproduce many times, transferable Software, news, music Service Core service is digital Standardised service, producer and consumer are separate in time/space, vivid Disposal of inventory, aggregation of demand Online games, search engine, financial advice, banking Retail/Distro Digital sales/ brokerage/distribution for real-world delivery Online book store Augmented Product Add extra service or features to a product or service Low cost approach to differentiation Parcel tracking, online investment portfolios

40. These tend to be governed by certain attributes Level of quality Features Styling Brand Name Packaging Mention examples of them! Physical Goods 40

41. These tend to be governed by 4 characteristics Intangibility Can’t be touched or possessed – not a physical good Simultaneity Producer and consumer need to come together at a single time for exchange Heterogeneity Subject to variability Perishability Excess capacity to provide cannot be stored Services 41

42. The effects of 2 “I” on Digital Products 42 Individualisation Interactivity DIGITAL PRODUCT Easy to convey prices to individuals Allows more targeted price promotions Different presences cater to different segments Dynamic pricing presences can keep individuals informed Allows for responsive service interactions providing augmented value to product Allows organizations to quickly gather valuable customer data (e.g. preferences) Customers directly involved in the product development

43. The process should morph to fit the project Product design is not a linear process Product design is a never- ending process Product design is based on communication Four essential things to remember about product design 43

44. The most important thing is that design is for people . To design great products , you must deliver the right features, with the right user experience for the right people. Thus, define your target audience, then research their problems, and, finally, focus on building a product that solves those problems! Conclusions 44

45. THANK YOU 51