Sample Answers to Exercises and Thought Questions: Chapter 11
EX 11.1
Visit a local specialty store (e.g., kitchen supplies, tools, office supply, gifts) and photograph (or purchase) a set of competing products. Assess each one in terms of the five ID quality categories as shown in Exhibit 11-11. Which product would you purchase? Would you be willing to pay more for it than for the others?
(Based on a solution by Susannah Hill)
Analysis of two corkscrew designs: a traditional corkscrew and a "big wings" corkscrew.
Visit a local specialty store (e.g., kitchen supplies, tools, office supply, gifts) and photograph (or purchase) a set of competing products. Assess each one in terms of the five ID quality categories as shown in Exhibit 11-11. Which product would you purchase? Would you be willing to pay more for it than for the others?
(Based on a solution by Susannah Hill)
Analysis of two corkscrew designs: a traditional corkscrew and a "big wings" corkscrew.
"TRADITIONAL" CORKSCREW
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Category
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Level of Importance
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Explanation of Rating
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Low - - - Medium - - - High
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1. Quality of the User Interfaces
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The user can guess how to use this corkscrew by looking at it, but there is no guidance as to where to place the sharp tip to best remove the cork.
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2. Emotional Appeal
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This corkscrew has no excitement; it’s just a bit and a handle.
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3. Ability to Maintain and Repair the Product
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This criterion does not apply because no corkscrew should require repair or maintenance. This corkscrew is easy to clean, however.
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4. Appropriate Use of Resources
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This corkscrew obviously has no frivolous features. It does, however, under-utilize resources: there could be a placement guide.
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5. Product Differentiation
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This product is so simple and common as to almost be a commodity.
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"BIG WINGS" CORKSCREW
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Category
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Level of Importance
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Explanation of Rating
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Low - - - Medium - - - High
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1. Quality of the User Interfaces
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As with all corkscrews, use is easily communicated. Here the extra large handles make it clear where to grip.
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2. Emotional Appeal
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Corkscrews don’t have high status appeal, but this design creates pleasure. The large handles look inviting and the sheer black construction has a "high tech" appeal. It’s a conversation piece.
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3. Ability to Maintain and Repair the Product
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If you have to clean it, this corkscrew is well designed. Repair does not apply.
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4. Appropriate Use of Resources
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Expending more plastic to make large and grippable handles and turn-piece is well conceived, especially for arthritis sufferers and the rest of us who have trouble opening bottles.
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5. Product Differentiation
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No other corkscrew looks this inviting. It’s even differentiated by color.
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EX 11.2
Develop several concept sketches for a common product. Try designing the product form both "from the inside out" and "from the outside in". Which is easier for you? Possible simple products include a stapler, a garlic press, an alarm clock, a reading light, or a telephone.
(Based on a solution by Maria Carrascosa.)
Develop several concept sketches for a common product. Try designing the product form both "from the inside out" and "from the outside in". Which is easier for you? Possible simple products include a stapler, a garlic press, an alarm clock, a reading light, or a telephone.
(Based on a solution by Maria Carrascosa.)
A travel mug is very simple and is obviously a product for which industrial design has a huge importance. Its "technology" is very basic and the design aspects that relate to the user interface are the key to the product success. Ergonomics are central because you want the product to be as unobtrusive, easy to handle, and safe to use as possible. Aesthetics also play a major role in differentiating the product. When I started drawing the sketches I could hardly think of an "inside-out" approach. I was basically paying attention to the shape of the product, to its look and feel, and to the ease of using and carrying it. The "outside-in, function-follows-form" seemed to be the appropriate one. However, when I came to nailing down the design I realized that I had to be sure that these "forms" fulfilled several functions. These functions are basically:
This list of functions could be translated into a series of physical elements that formed the mug
I checked the designs using this "inside-out/form-follows function" approach to be sure all the functional requirements were covered. In fact, the different designs in the market could be graded according to how many and how well these requirements were met, independently of their user-interface. So, both approaches were complementary and played a role in helping me to understand the product requirements and come up with concept sketches.
EX 11.3
List some firms that you feel have a strong corporate identity. What aspects of their products helped to develop this identity?
The following table lists some firms with strong corporate identities along with some of the mechanisms these firms have used to achieve this identity.
- Mug holds liquid
- Mug allows drinking
- Mug is portable
- Mug prevents liquid from spilling
This list of functions could be translated into a series of physical elements that formed the mug
- Hole to pour the liquid and container
- Hole, straw, air vent...to allow drinking
- Handle or carrying device
- Cover
I checked the designs using this "inside-out/form-follows function" approach to be sure all the functional requirements were covered. In fact, the different designs in the market could be graded according to how many and how well these requirements were met, independently of their user-interface. So, both approaches were complementary and played a role in helping me to understand the product requirements and come up with concept sketches.
EX 11.3
List some firms that you feel have a strong corporate identity. What aspects of their products helped to develop this identity?
The following table lists some firms with strong corporate identities along with some of the mechanisms these firms have used to achieve this identity.
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Mercedes-Benz
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The grill on a Mercedes automobile has retained some of the same characteristics for decades. The "star" logo is also a strong point of consistency. Such design elements are one way of establishing and maintaining a corporate identity.
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Hewlett-Packard
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Although Hewlett-Packard (HP) does not have a strongly recognizable "design language" like Mercedes, its products create a consistent impression of being highly engineered, rugged, and powerful.
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Apple Computer
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Apple creates its corporate identity in part by using industrial design that is fun, different, and even whimsical at times. Apple also employs a consistent design language that includes "surface interest" (bulges, tears, dimples, patterns); consistent semantics for controls and displays; and sculpted forms.
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The Stanley Works
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Stanley’s identity is mostly derived from the use of the color yellow on its tools and packaging.
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TQ 11.1
By what cause-and-effect mechanism does ID affect a product's manufacturing cost? Under what conditions would ID increase or decrease manufacturing cost?
(Based on a solution by Eric Ask)
The cause-and-effect relationship between manufacturing cost and ID can be illustrated with a few simple examples. If the product’s design requires a more expensive/exotic material, this will increase the cost. If the product requires a more complex geometry or a difficult finish or color this may drive up the tooling costs. If the involvement of ID can reduce part count or make the product easier to assemble, this would reduce the cost. The examples of this relationship are numerous and obvious.
A more intricate relationship intertwines the complete lifecycle costs of the product and ID. The pertinent cost would be the combination of manufacturing costs, direct cost for ID (salary, supplies, and overhead), and time cost (possible economic penalties for a longer lead time). An industrial designer could reduce this overall cost if he or she was able to make timely, sufficient reductions in manufacturing cost to balance out the cost required to actually perform the ID. These reductions could come in the way of reduced part count, simplified design, or a process change (e.g., using injection molding instead of casting a part). An industrial designer would add to the overall production cost if he or she was unable to reduce the manufacturing costs sufficiently.
It appears more important to expand the question and discuss the overall profitability of the product with relation to the ID. The ID expenditure could then be justified with "increased product appeal and greater customer satisfaction through additional or better features, strong brand identity, and product differentiation. These benefits would translate into price premium and/or increased market share".
TQ 11.2
What types of products might not benefit from ID involvement in the development process?
(Based on a solution by Bob Bakkestuen)
Industrial designers focus their attention on the outward features of a product. They have expertise in the areas of ergonomic needs and aesthetic needs. The ergonomic needs address the ease of use, ease of maintenance, and safety issues. The aesthetic needs address the external appearance of the product. Therefore, products that would not benefit from ID involvement must not be have these needs. These products would demonstrate the following attributes:
One product group that meets these criteria are products that are internal components to a larger end user product, i.e., a hard disk drive for a computer or a drive shaft for an automobile. The end user of the computer or the automobile would not experience any benefits of ID. However, if the assembly worker is defined as the user, even these products would benefit from ID. One goal may be to make the component easier to assemble into the product by making the component features indicate the correct orientation. I conclude that any product group will benefit from ID involvement in the development process on some level if the group considers all the interactions the product will have over its lifetime.
TQ 11.3
The term visual equity is sometimes used to refer to the value of the distinctive appearance of a firm’s products. How is such equity obtained? Can it be "purchased" over a short time period, or does it accrue slowly?
Some of the ways visual equity is obtained are:
Visual equity cannot generally be purchased quickly. It requires that a pattern of consistency be established in the marketplace over time.
By what cause-and-effect mechanism does ID affect a product's manufacturing cost? Under what conditions would ID increase or decrease manufacturing cost?
(Based on a solution by Eric Ask)
The cause-and-effect relationship between manufacturing cost and ID can be illustrated with a few simple examples. If the product’s design requires a more expensive/exotic material, this will increase the cost. If the product requires a more complex geometry or a difficult finish or color this may drive up the tooling costs. If the involvement of ID can reduce part count or make the product easier to assemble, this would reduce the cost. The examples of this relationship are numerous and obvious.
A more intricate relationship intertwines the complete lifecycle costs of the product and ID. The pertinent cost would be the combination of manufacturing costs, direct cost for ID (salary, supplies, and overhead), and time cost (possible economic penalties for a longer lead time). An industrial designer could reduce this overall cost if he or she was able to make timely, sufficient reductions in manufacturing cost to balance out the cost required to actually perform the ID. These reductions could come in the way of reduced part count, simplified design, or a process change (e.g., using injection molding instead of casting a part). An industrial designer would add to the overall production cost if he or she was unable to reduce the manufacturing costs sufficiently.
It appears more important to expand the question and discuss the overall profitability of the product with relation to the ID. The ID expenditure could then be justified with "increased product appeal and greater customer satisfaction through additional or better features, strong brand identity, and product differentiation. These benefits would translate into price premium and/or increased market share".
TQ 11.2
What types of products might not benefit from ID involvement in the development process?
(Based on a solution by Bob Bakkestuen)
Industrial designers focus their attention on the outward features of a product. They have expertise in the areas of ergonomic needs and aesthetic needs. The ergonomic needs address the ease of use, ease of maintenance, and safety issues. The aesthetic needs address the external appearance of the product. Therefore, products that would not benefit from ID involvement must not be have these needs. These products would demonstrate the following attributes:
- no user interface
- very little maintenance required
- no safety concerns from a design standpoint
- not seen by the customer
One product group that meets these criteria are products that are internal components to a larger end user product, i.e., a hard disk drive for a computer or a drive shaft for an automobile. The end user of the computer or the automobile would not experience any benefits of ID. However, if the assembly worker is defined as the user, even these products would benefit from ID. One goal may be to make the component easier to assemble into the product by making the component features indicate the correct orientation. I conclude that any product group will benefit from ID involvement in the development process on some level if the group considers all the interactions the product will have over its lifetime.
TQ 11.3
The term visual equity is sometimes used to refer to the value of the distinctive appearance of a firm’s products. How is such equity obtained? Can it be "purchased" over a short time period, or does it accrue slowly?
Some of the ways visual equity is obtained are:
- Coordinating the design of all of a firm’s products through a central industrial design department.
- Employing a single, visionary individual to coordinate the designs of a firm’s products, even when actually performed by outside firms.
- Establishing a "design guide" with specifications for materials, colors, or other aspects of "design language."
Visual equity cannot generally be purchased quickly. It requires that a pattern of consistency be established in the marketplace over time.