Back to Basics in Industrial Design

In this article, I will discuss the 10 most important points to take into consideration when a company embarks on designing products.?

Industrial design is the process of creating products that are not only aesthetically pleasing but also functional and user-friendly. Companies embark on designing new products to stay ahead of their competition and to meet the needs of their customers.

Industrial Design costs amount typically to less than 3% of the total cost of a product development ( and this does not even involve Marketing Communications and Go to Market expenses ). And studies suggest that investing in effective industrial design can contribute to enhancing a company's financial performance - The Impact of Industrial Design Effectiveness on Corporate Financial Performance? Julie H. Hertenstein ,?Marjorie B. Platt ,?Robert W. Veryzer

But companies often overestimate the cost and underestimate the positive impact of design on the bottom line. Since designing products goes way beyond making products in BtoC or BtoB industries more functional and desirable, it is a fantastic way to boost the transformation of organizations towards lean management and efficiency, and fosters teamwork.

1. User Experience When designing products, it is essential to consider the user experience. The product should be easy to use, intuitive, and comfortable. It should be designed keeping in mind the user's needs, preferences, and limitations. One example of a product with great user experience is 苹果 's iPhone. It has a simple and intuitive interface that makes it easy for users to navigate and use.?
2. Functionality. For me, design is only 10% style and 90% functionality. It should simply make your life easier. The product should be designed to perform its intended function effectively. It should be designed with the user's needs in mind, and the design should reflect the product's purpose. One example of a functional design is the Krups Food Preparation range ( part of Groupe SEB ) designed by Konstantin Grcic. Clearly Form follows function, ( ?Die Form folgt der Funktion“ ), in the true Bauhaus philosophy.

3. Aesthetics. The product should be visually appealing and should reflect the company's brand identity. A well-designed product can improve brand recognition and sales. One example of an aesthetically pleasing design is the Tesla Model S. It is a sleek and stylish electric car that has massively helped improve Tesla's brand recognition, with no advertising budget whatsoever.

4. Materials. The materials used to manufacture the product should be of high quality and should be appropriate for the product's intended use. The materials used can impact the product's durability, performance, and aesthetics. One example of a product that uses high-quality materials is the Herman Miller Aeron chair. It is designed to provide comfort and support and is made with high-quality materials that are durable and long-lasting.?

5. Manufacturing. The design should be manufacturable, and the manufacturing process should be efficient and cost-effective. It should take into consideration the manufacturing process, and the product should be designed to be easily assembled and disassembled. In this regard, design is rapidly evolving due to technological advancements. There are more possibilities available with the development of modern materials and techniques, like 3D printing. These tactics make it possible to create environmentally responsible, more resilient, and lighter objects. With the use of computers and software with improved capacity, the prospects are infinite. In this regards, tools offered by 达索系统 are world-class ( Check out the Solidworks suite of software ).

6. Sustainability The product should be designed with sustainability in mind. It should be designed to minimize waste, reduce energy consumption, and be environmentally friendly. One example of a sustainable design is the new range of non-disposable objects for McDonald's recently designed by the fantastic team at elium .

7. Safety The product should be designed with safety in mind. The design should take into consideration potential hazards and should be designed to minimize the risk of injury or harm.

8. Brand Identity The product should be designed to reflect the company's brand identity. The design should be consistent with the company's values, vision, and mission. One example of a product range that reflects a company's brand identity is the Aldes Groupe range of residential products. It is designed with the company's logo and colors and is instantly recognizable.?This vision has contributed to a strong turnaround in this Lyon based, French company's profitability.

9. Market Research The design should be based on market research and should meet the needs of the target audience. It should take into consideration the demographics, preferences, and behavior of the target audience. One example of a product that is based on market research is the Fitbit Fitbit (now part of Google) It is designed to meet the needs of people who want to track their fitness and health and has clocked more than 10.000 hours of initial product testing.

10. Innovation. Last but not least, a true innovation, a product breakthrough will also be based on the success of its industrial design. And innovation does not necessarily need to be a Space X rocket. The product should be innovative and should offer something new or different. The design should be unique and offer a distinctive competitive advantage. One example of an innovative product design is the Nest Protect smoke detector.

?

Ressources?

Check out some world-class designers that have shaped industrial design over the recent years:

• @ Luc Jozancy and @ Jerome Munda
• @ Sebastian Bergne
• @ Konstantin Grcic
• studio Delo Lindo with CAGANI FABIEN ET MATRAS LAURENT
• @ Pierre Garner and @ Frédéric Lintz
• And some other talented designers @ Marc Salagnac , @ Laurent Massaloux , @ lionel Averty ,
• @ Anthony Di Bitonto

If need key advice your strategy and design, turn to Christophe Chaptal

Should you want an introduction to those key ressources and personalities in the world of design, send me a message! #makeadifferencewithdesign #innovation