Design development: Five phases on the way to market readiness.
The synthesis of authentic design, optimised functionality, and emotional elements matures only in an elaborate and painstaking process. From the initial idea to the finished product, this process can be described as including five phases: product identity, design concept creation, design development, design refinement and design implementation.
Product identity:
In order that the design should reflect vital statements pertaining to the product and brand, it is vital that objectives are first thoroughly examined. The designers must acquire a concise understanding of all design-relevant factors. These include crucial basic conditions from the field of marketing, sales, and production, but also other factors such as functional and technical requirements as well as production-related premises in context with the product. These are complemented by the competitive position and corporate goals, core competences, and brand values as well as product and brand history.
Complex tasks include the translation of brand attributes into design characteristics. The meaning of brand characteristics is defined and the interpretation transformed into product-distinguishing attributes. Likewise, the desires and needs of the consumer world are analysed, its lifestyle comprehended and conveyed to the overall character of the product. This process includes the presentation, evaluation, and refinement of various alternatives. The visual characterizations and references derived from this search process serve as design criteria and are essential in taking further action.
This fundamental phase can last from just a few weeks to several months. The interplay between technical concepts and necessary basic product architectures, and the product's appeal and design direction is one of the most challenging tasks. After all, it is essential that all available technical innovations are realized in such a way as to enable the potential user to experience them as perfectly functioning, sensible, and visually appealing features. Even at this early stage decisive factors are initiated. For example, the design of control elements depends to a large extent on how diversified the new product's functions are intended to be. This all leads to design-strategic considerations disclosing future options. The aim at the end of this phase is to obtain a convergent and coherent image of all influencing factors and potentials and their effect on the design of the product. The results of this process are developed in collaboration with Saeco marketing.
Design concept creation:
Phase two of the design process leads to a contention of different concepts for the new product design. Knowledge gained from the first phase is implemented within a spectrum of design themes, whereby design becomes a tightrope walk within a creatively intuitive and at the same time profoundly methodical procedure. The maximum spectrum of ideas is demonstrated using design sketches. Finally a concept is chosen which, under consideration of all relevant criteria, provides the best representation of the aspired product perception. When designing the new Saeco models, the shared characteristics of all three product lines were conceived and the scaling of the design theme defined for the positioning of each one.
Design development:
The chosen concept is then developed using a 3D Computer Aided Design (CAD) model. On the computer the designer deconvolves the design concept through the presentation of all design-relevant surfaces. This step is crucial to the final form-finding and design quality. During this stage the designer specifies the shape and theme of the product by means of the exterior geometry and in close compliance with the engineering concept. The virtual model serves the designer as a basis for the physical validation of the selected design concept. During this phase technical requirements and design intention are brought together.
Detail development:
During the next stage on the way to series production all aspects regarding details including: control buttons, textures, color scheme, and product graphics are considered and the design specifications harmonized with the product requirements. In order to fulfill ambitious design intentions, innovations in the manufacturing process and in production methods are also often necessary. It is at thjs point that the product begins to take its final shape. Thanks to the constant communication between designers, engineers, and production specialists, it is ensured that the design can be employed for series production in as many details as possible. Therefore, even subtle details such as the dynamic design of the drip tray or the perfectly modelled transitions between inner and outer housing surfaces also correspond with the designers' vision of the finished product. At the close of this fourth phase, the final design is defined in a so-called "design freeze". The design data (3D CAD) is then handed over to the engineers.
Design implementation:
During this phase certain adjustments are necessary due to modifications made in the manufacture of the product. In the final phase the main emphasis is therefore placed on a minimum in modification in order to achieve maximum design and surface quality.
The structure and design process clearly demonstrates how the intensity of the collaboration between BMW Group DesignworksUSA and Saeco has affected the design quality of the new fully automatic coffee machines. The integral design language and the realization of the premium standard in all product details are a result of this exceptionally close and significant cooperation between both partners.