Creative Management of Product Design

An emerging area of importance is product/process design. In increasingly competitive, sophisticated markets, attractively designed products or processes sell well; shoddily designed products are left alone on the shelves. Excellent product design requires high orders of essence creativity (novel ideas), elaborative creativity (contextually relevant elaborations of ideas that are unique because of the kinds of components utilized and the way they are fitted together), and expressive creativity (unique aesthetic features). There can be following basic steps for coming up with successful and creative product design:

a)    The designing unit should have members with diverse expertise so that their brainstorms can result in unique product design concepts that are also practical.

b)   It is imperative that the design unit has an in-depth understanding of the client and the market, the technologies needed or involved, and the nature of the problem and the constraints that need to be kept in mind.

c)    The design unit must take the trouble to observe people in real-life situations to identify their needs, difficulties, likes, dislikes, etc. Creative design needs creative observation, that is observation that is not only accurate but also multi-angled so as to yield interesting design possibilities. Innovation begins with eyes. The design unit needs to create a ‘bug-list,’ that is, a list of the problems that presently bug the likely users of the future products.

d)   The design unit needs to visualize a new product concepts and the customers who could be captivated by them. This can involve building several physical models and prototypes, simulations on the computer, and creation of videos that portray high the new product may be used by people well before it comes into existence.

e)    The design unit needs to evaluate and refine the prototypes/models through several quick iterations, each one involving changes and improvements. Inputs should be secured not only from members of the design unit, but also from experts, the client, and the potential consumers. Exceptional design seldom come right the first time around. Serially generated improvements based on the reactions and suggestions of the product’s stakeholders can quickly get the design unit to an exceptional design.

f)     Effective implementation that leads to the commercial use of the product. This is often a long and tedious process that creative teams frequently neglect. But the planning of milestones, cost cutting and cost control efforts, packaging and so forth are indispensable if a product design is to taste commercial success.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit, Line of Sight