Design for Production - Lecture 1: Research and Analysis

DESIGN FOR PRODUCTION

SANGEETA JAIN

WHAT IS DESIGN?

•  Verb –  To conceive in the mind –  To formulate a plan –  To plan out in systema5c –  To create or contrive for a par5cular purpose –  To have as a goal or purpose –  To create or execute in an ar5s5c or highly skilled manner –  To make or execute plans –  To have a goal or purpose in mind

WHAT IS DESIGN?

•  Noun –  A drawing or sketch –  A graphic representa5on –  The purposeful or inven5ve arrangement of parts –  A plan –  A project –  A reasoned purpose or intent

DEFINITION OF DESIGN?

Design is the process and art of combining text and graphics and communicating a message

effectively through any type of visual communication.

THE PROCESS OF DESIGN

§  Research and Analysis = defining the problem

§  Planning = seeking insight

§  Creation = choosing the best solution

§  Prototyping = communicating the solution

§  Production = implementing the solution

DESIGN FOR PRODUCTION

§  Research and Analysis = Lecture 1 Task 1

§  Planning = Lecture 2 Task 2

§  Creation = Lecture 3 Part 1 Task 3A

§  Prototyping = Lecture 3 Part 2 Task 3B

§  Production = Lecture 3 Part 3 Task 3C

LECTURE 1 TASK 1 – RESEARCH AND ANALYSIS

§  Ernst Keller (1891-1968) was a titan in the pantheon of great Swiss graphic designers. According to Keller, the solution to a design problem should emerge from its content. This is where research steps in…

§  Design Research: is systematic investigative process used to gather, increase or revise current knowledge, analyze and interpret data pertaining to the brand, the consumers and the competitors.

§  Applied Research: An effort aimed at using basic research for

solving problems or developing new processes, products or techniques.

RESEARCH

§  Analysis: is a systematic examination and evaluation of data or information, by breaking it into its component parts to uncover their interrelationships.

§  An examination of data and facts to uncover and understand cause-effect relationships, thus providing basis for problem solving and decision making.

§  Analysis helps to set realistic targets and develop

effective design strategies.

ANALYSIS

RESEARCH AND ANALYSIS

§  Research and Analysis = Defining the Problem 1.  Brand Research and Analysis

2.  Target Audience Research and Analysis

3.  Competitors Research and Analysis

4.  The Problem Statement

5.  USP

6.  Conclusion

1. BRAND RESEARCH & ANALYSIS

§  Brand: A brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

§  A good brand communicates a clear message about what it stands for and how it differs from competitors. It also reinforces the same message consistently each time the customers’ experience it.

§  Brand Analysis: Brand Analysis is where you are. It pins down the current state of a brand. It not only helps to understand the brand but also the context surrounding it. This process may reveal a strong brand or it may shed light on missing areas.


Points to consider for brand research & analysis: –  How/where/why did the brand start? –  Different aspects of the brand such as image of the

brand, tagline, service, features, packaging, pricing, advertising etc.

–  The tone of the brand –  The company culture –  Where is it going? –  The industry and the market for it –  How the consumers perceive the brand? –  Who you are to them?


2. AUDIENCE RESEARCH & ANALYSIS

•  Target Audience: is a section of the population that is identified as likely to be most interested in buying or being associated with a product. It is the market segment at whom an advertising message or campaign is aimed.

•  The characteristics that identify a particular group are called Demographics. Demographics include age, education level, family size, household income, etc.

•  The Target Audience Analysis can help understand existing customers and also identify potential customers.


Points to consider for audience research & analysis: –  Age –  Gender –  Education –  Job function –  Skills –  Language –  Culture –  Background knowledge –  Needs and interests


3. COMPETITOR RESEARCH & ANALYSIS

•  Competitor: is the one who competes with another, as in sports or business; a rival.

•  Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service.

•  Competitor Analysis: helps to know enough about a competitor, to be able to think like that competitor so the brand or company's competitive strategy can be effectively formulated.


Points to consider for competitor research & analysis: – Who are the compe5tors? –  Features and pricing of their brand(s) –  Their marke5ng and promo5onal strategy –  Their strength(s) and weakness –  The threats they may pose to your brand –  Rate each compe5tor on each of the key success factors –  Sum up overall strength of each compe5tor rela5ve to each other and to your brand

–  Analyze three of your most important compe5tors


The entrance of new competitors is likely when: –  There are high profit margins in the industry –  There is future growth potential –  Companies competing in a related product/market –  Companies using related technologies –  Companies already targeting your prime market

segment but with unrelated products –  Companies from other geographical areas and with

similar products –  Consider the new competitors in your analysis


A problem is nothing but the perceived gap between the existing

state and a desired state.

THE PROBLEM STATEMENT

§  Design research is a continually evolving discipline. But the aim of research remains steadily fixed on the same target: deeper insights into the brand, competitors and the consumer/audience.

§  The research provides a thorough understanding of the various aspects of the product or service. While the constraints help define the problem, the strengths bring forth the unique selling point of the product.

§  The problem need not be seen as a hurdle but in fact it provides and opportunity for innovation. It helps to set the goal of the design project!


§  The problem statement defines the problem, helps to clarify the current situation and its severity.

§  When problem statements are well written, people readily grasp and understand what you’re trying to accomplish.

§  The problem is a paragraph or more in length. It describes the problem you are aiming to solve.


EXAMPLES:

§  A company designing and manufacturing educational games have recently found that sales of its games have fallen.

§  A bank has been successful in reaching their targets for savings accounts and now want to extend their range of services to customers.

§  A local supermarket has recently been getting complaints about the packaging of shampoos.

UNIQUE SELLING POINT

•  USP (Unique Selling Point): Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands. USP is often a critical component of a promotional theme around which an advertising campaign is built.

•  USP is what sets you and your business apart from your competition. It can be an actual fact or a perceived difference or specialty. Every business needs one.

•  The process of identifying a USP helps to focus on the key benefits that can sell your brand and to improve the effectiveness of your brand’s promotion and sales activities.

Points to help determine the USP of your brand: –  List the dis5nc5ve features/benefits of the brand – Decide the emo5onal need meet by the brand –  Iden5fy aspects of your product or service that your compe5tors cannot imitate.

– Answer your customer's primary ques5on: "What's in it for me?"

–  Iden5fy and fix problems of your brand. – Make sure you communicate your USPs clearly to customers.

UNIQUE SELLING POINT

•  Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30-minutes or less…or it's free.”

•  M&M's: "Melts in your mouth, not in your hand.”

•  Qantas: “You’re the reason we fly”.

EXAMPLES…

EXAMPLES…

hRp://brandtruth.com.au/2012/08/23/can-‐the-‐commonwealth-‐banks-‐can-‐beat-‐the-‐other-‐big-‐four-‐banks/

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ASSESSMENT TASK 1

§  Your first assessment task is for all of you to form into a working group. Next jointly select a product from mashable.com

§  Research the brand (product or service), the company, target audience, existing and potential competitors as discussed above. Define the problem and determine the USP of the brand you have selected.

§  Analyze your findings and prepare a document that will record all your findings and analysis.

§  Conclude your document with a tentative/propose plan(s) and/or your approach to addressing the problem statement.

ASSESSMENT TASK 1

•  The assessment task will be submitted in the form of a visual pdf illustrated written paper.

•  A checklist of the assessment task is also uploaded on the forum. Please use it to make sure that you are not missing any important points. Use it as a guideline not rule. Feel free to modify it to suit your product and purpose.

§  Weight: 25%

§  Due Date: At the end of Week 3

ASSESSMENT TASK 1

A LITTLE ABOUT TEAMWORK

§  Teamwork: is "work done by several associates with each doing a part but all subordinating personal prominence to the efficiency of the whole”. Almost all the designs that we see around us are a effort of team work. So it is important to know what skills are needed to work competently in a team and how to interact with clients.

§  By working in groups you gain experience and understanding about how tasks are often undertaken in the workplace. The successful completion of a group assignment usually means that you have acquired many very important skills, particularly communication, analytical and interpersonal skills, which are highly valued in the industry. The capacity to listen, question, persuade, respect the opinions of others, help, share and participate is of lifelong value.

§  Problems solving: A single brain can’t bounce different ideas off of each other but in a team that can be done.

§  Accomplish tasks faster: When people work together they can complete tasks faster by dividing the work to people of different abilities and knowledge.

§  Everyone has unique qualities: Every team member can offer their unique knowledge and ability to help improve other team members.

§  Healthy competition: A healthy competition in groups can be used to motivate individuals and help the team excel.

§  Get to know your team/group

§  Establish guidelines

§  Clarify assignment requirements

§  Identify skills

§  Implement the plan

NEXT…

§  Research and Analysis = Defining the Problem

§  Planning = gaining insights § Design Strategy § Media Strategy § Budget § Timeline

§  Creation = Choosing the best solution §  Prototyping §  Production