A model of cognitive value determination in design Michael Reber and Alex Duffy

1. Research Presentation Day 2006 – University of Strathclyde, DMEM, Glasgow, 17th January, 2005 A model of cognitive value determination in design Michael Reber and Alex Duffy

2. A model of cognitive value determination in design - Business context - • The creation and management of value has become a major • issue in economy. • Value dominates the agenda of top level management. • Chief Executive Officers conform value as an important • parameter for business navigation. • Authors claim that management should focus on value creation.

3. A model of cognitive value determination in design - Situation - • Lack of common understanding of value across disciplines • and value in design. • Lack of research on cognitive processes in design, especially • on value determination. • To look at design as a resource to deliver value to enterprise, • customer, and society is not common. • Implicit assumptions in current design approaches.

4. A model of cognitive value determination in design - Need - • To develop a common understanding of value and value • determination in design. • To get more detailed insights on cognitive processes in design • and their impact on design artefact and process. • To develop and internalize an understanding of design as • resource to deliver value.

5. A model of cognitive value determination in design - Goal - • The “long term” goal is to focus design artefact and • process on value creation. • The “research” goal is to develop a model of cognitive • value determination in design.

6. A model of cognitive value determination in design - Requirements & Agenda - • To identify the characteristics of value as a means to develop • a common understanding of value in design. • To establish a cognitive model of value determination in • design to get insights on cognitive processes. • To evaluate the cognitive model of value determination • in industry.

7. A model of cognitive value determination in design Item Agent Criteria Contribution Analysis Situation - Characteristics of value -

8. A model of cognitive value determination in design - Modelling approach - • Value determination is cognitive in a sense of being a • mental process of an individual. • Cognitive approaches argue that the mind has • internal states and can be understood in terms of • information processing. • An IDEF process modelling technique has been used • to establish the cognitive value determination model.

9. A model of cognitive value determination in design - “Worlds” in value determination - expected world mental world interpreted world environment external world agent internal world

10. A model of cognitive value determination in design - IDEF Activity Model - goal activity input output resource

11. - The model of cognitive value determination - item selection item interpreted world criterion value criterion selection contribution analysis expectation selection expectation expected world internal world “object name” “output”

12. A model of cognitive value determination in design - Conclusions - • The mental world of an agent has a relevant impact on value • determination in design (e.g. criteria used). • We use criteria to represent value. The criteria might or might • not reflect need. • An understanding of design as a resource to deliver value raises • questions on future tasks and responsibilities of design engineers.

13. Research Presentation Day 2006 – University of Strathclyde, DMEM, Glasgow, 17th January, 2005 A model of cognitive value determination in design Michael Reber and Alex Duffy