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Competing by investing in Industrial Design Engineering

Competing by investing in Industrial Design Engineering. The Dutch Experience JC Delft University of Technology Design for Sustainability program. Industrial Design Engineering mission statement.

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Competing by investing in Industrial Design Engineering

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  1. Competing by investing in Industrial Design Engineering The Dutch Experience JC Delft University of Technology Design for Sustainability program

  2. Industrial Design Engineeringmission statement • Contribute to knowledge, skills, methods and professional attributes in the field of integrated product development. • The aim is to study, innovate and improve (the development of) durable products for people, on the basis of the integrated interests of users, industry, society and environment

  3. Industrial Design Engineering • IDE, ID, DE, D • Creating products (service systems) for people……… • Industrial design is the art of combining elements from different disciplines which are concerned with function, market and production

  4. Industrial Design Engineeringcurrent facts • Start in 1969 • 5 year program • About 1800 students (35% female) • Yearly intake of >300 freshmen • 50 PhD’s • 2500 graduates • 24% of them work independent • Around 200 Industrial design offices in Netherlands

  5. Industrial Designerprofile • Analytical skill • Technical understanding • Creative / inventive abilities • Understanding of spatial dimensions • Planning skills • Communicative skills • Uncertainty reduction

  6. Industrial Design • May enhance product performance • Reduce manufacturing costs • May improve ergonomics features of products • May attribute an aesthetic appeal • May result in an unique, original product • May play a role in a firm’s corporate reputation

  7. Industrial Design Engineering in Practice in Holland • Case examples of Dutch IDE offices • Well Design • Flex Product Development • NPK • Fabrique • Springtime • Added value of IDE to competitive advantage of SME industry in Holland

  8. Rood Runner • Rood Runner for the Dutch Post Company • To deliver more mail with less effort • Increased efficiency with car quietness • Ergonomics • Electric engine delivers 50% to the drivers cycling power • Closed container to protect the mail • Opens by an electronic lock when postman arrives • First batch of 500 Rood Runners on the road

  9. Syntens • Former Innovation Centers • 18 branches • To support SME’s in innovation • 2 days of free consultancy • To link SME’s with Design offices and Engineering offices • Financed by the ministry of Economical Affairs • Special programs like Ecodesign, ICT, Quality etc.

  10. Competing by investing in Industrial Design Engineering A research by BNO and the Dutch Ministry of Economical Affairs

  11. Impact o design on company performance • Not so many studies. • Scotland, 1987: Firms with high sales growth have greater involvement of professional designers • UK, DIG 1992: Firms with ‘good design’ perform significantly better • France 1995

  12. Research Question • Can SME’s improve their competitive position by investing in Industrial Design? • Compare industries that invest more or less in Industrial Design • Research in two branches of Industry: • Furniture Industry • Instrument Industry • 47 companies • Invest = putting into service of industrial designers in the product development process.

  13. IDE within SME’s (1) • Out of the 47 companies: • 18 always bring an Industrial Designer • 6 regularly • 10 occasionally • 13 never • Bigger companies invest more • However there are also small design driven companies • Series size is important to invest in IDE • Space for development important • Depends on market segment • Modern furniture companies invest more.

  14. IDE within SME’s (2) • 18% of the 34 companies (that use IDE) have their own employed Industrial Designer • Most of them are the furniture manufacturers. • Instrument manufacturers prefer to hire ID consultants. Mostly they have a sustainable relationship. • Furniture companies change more often of hired ID consultants.

  15. Reasons to hire ID consultants • Furniture industry • Knowledge of the branche/market 59% • Style of design 53% • Reputation 47% • Design, style, aesthetics oriented • Instrument industry • Knowledge of the branche/market 53% • Has been working earlier for the company • Take care of a big part of the product development process • Technical / functional oriented • In both cases involved in all processes of the product development process • Especially translating the program of requirements into product concepts

  16. Why (not) involving IDE experts? Yes…because: • Creative input in the product development process. • To make their products different in the market. Not..because: • Already enough expertise within the company. • The market is not asking for it.

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