world quality day 2009 excellence in design ian clarke siemens healthcare

World Quality Day 2009

Excellence in Design

Ian Clarke Siemens Healthcare

Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare)

What does design Excellence look like ?

The IDEA® (International Design Excellence Awards)

premier international competition honoring design excellence in products, ecodesign, interaction design, packaging, strategy, research and concepts. Entries are invited from designers, students and companies worldwide.

Winning entries receive coverage in hundreds of print and broadcast media networks around the world. Industrial Design Society of America has been honoring design excellence via the IDEA Awards since 1980.


Recent IDEA winners


Recent IDEA winners

Hands up if you have come across any of these designs outside of the showroom or a TV broadcast


Views on design Excellence ????

Designer Viewpoint:

Design Concept - the creation of a product which is recognisably unique

Technology - the use of scientific knowledge to improve a product

Materials - the use of new materials to improve a product

Innovation - improvements through the use of new methods or ideas

Cost - the ability to produce a product for a reasonable cost

These combine to give a measure of Design Excellence or Quality from a designers perspective

Consumers Viewpoint : Novelty - a product providing a new or unfamiliar experience

Affordability – ability to purchase a product without adverse consequences

Utility – a product which is useful through its multi functionality

Availability – the accessibility of a product

Looks - the users perception of the aesthetic appearance of the product

These combine to give a measure of Design Excellence or Quality from a consumers perspective


A simple Model for evaluating Design Excellence

Designer Viewpoint Factor Score

Innovation

Cost

Materials

Technology

Design Concept

Total

Consumer Viewpoint

Factor Score

Novelty

Affordability

Utility

Availability

Looks

Total

Rating scale > Low - 0 Medium - 1 High - 2


Statesman v Rabbit

The Statesman was among the first range of BT phones to be

available for outright sale.

It was designed to be inexpensive and was known at the design

stage as the IXT.

It featured push button dialing via a carbon loaded rubber mat and

both the dialing circuit and the transmission circuit were on a

single microchip. The microphone, receiver and ringers shared

revolutionary designs.

These phones started the trend for the handset to be positioned

down the phone body rather than across it, a feature that meant

that a special wall-mounting version did not need to be produced.

The modular cable meant they were the first phones that could be

moved between PSTN sockets by the user.

CT2 was a replacement for CT1, the cordless phone system which

millions of people used in their homes in the UK.

Developed in the '80s, it was a digital system with no interference,

no noise, no eavesdropping, and with 40 channels, no problems

getting a line.

The phones used state of the art ASIC technology incorporating

leading edge radio communications and audio coding protocols

The other benefit was that your handset could be used in the

office, round at your friend's, and on the street near a commercial

CT2 point.

The government licensed four companies to run national CT2

networks in competition with Analog cell phone networks.


Statesman v Rabbit

Designer Viewpoint

Factor Score

Innovation 2

Cost 2

Materials 2

Technology 2

Design Concept 2

Total 10/10

Consumer Viewpoint Factor Score

Novelty 2

Affordability 2

Utility 2

Availability 2

Looks 2

Total 10/10

Designer Viewpoint

Factor Score

Innovation 2

Cost 0

Materials 2

Technology 2

Design Concept 2

Total8/10


Novelty 0

Affordability 0

Utility 1

Availability 1

Looks 2

Total 4/10

The Statesman was an immediate success on launch

and the mass production lines ran smoothly, cost

effectively turning out millions of telephones. The

handset became one of the most successful consumer

telephones of the 1980's.

Handsets roll out was slow due to production difficulties

and they were costly compared with CT1. Public services

started in Aug 89. The inability of users to receive calls

when roaming was a barrier to acceptance and the last

service Rabbit, survived until 93/94. CT2 never broke

through in the office or home.


Mac v Commodore

In 1997, Apple unveiled a special edition Macintosh to

commemorate the company's 20th year anniversary.

This featured a slick all-in-one design that measured only 2.5

inches deep, a LCD display with side-mounted Bose speakers

and a vertically mounted CD-ROM drive.

It was released in with a lot of fanfare. Aesthetically the

machine was stunning.

The Commodore 64 released in January, 1982, at a price of 595

dollars. featured a large memory with sound and graphics

performance that were superior to IBM compatible computers of

that time.

It was sold in retail stores instead of electronics stores, and could

be directly plugged into an existing home television sets without

any modifications.

Commodore produced many of its parts in-house to control

supplies and cost.


Mac v Commodore

Designer Viewpoint

Factor Score

Innovation 2

Cost 0

Materials 2

Technology 2

Design Concept 2

Total 8/10


Novelty 1

Affordability 0

Utility 0

Availability 2

Looks 2

Total 5/10

Designer Viewpoint

Factor Score

Innovation 2

Cost 0

Materials 1

Technology 2

Design Concept 2

Total 9/10


Novelty 2

Affordability 2

Utility 2

Availability 2

Looks 1

Total 9/10

The MAC had a price tag of $7,499 and its specification

was completely under whelming.

Following its release, Apple kept lowering its price to

coax people to buy it with a final price of $1,995.

The company discontinued the product after one year.

The price cuts upset consumers who paid full price

who were subsequently given replacement Powerbooks

During the Commodore 64's lifetime, sales totaled 17 million units, making it the best-selling single personal computer model of all time.

Between 1983-1986 the Commodore 64 dominated the market with between 30% and 40% share and 2 million units sold per year, outselling the IBM PC clones, Apple computers, and Atari computers.

It is sometimes compared to the Ford Model T for bringing a new technology to middle-class households via creative mass- production.


Cassette Walkman v MiniDisc Walkman

When the Sony Walkman went on sale 30 years ago, it was

shown off by a skateboarder to illustrate how the portable

cassette-tape player delivered music on-the-go a totally

innovative idea back in 1979.

The MiniDisc was targeted as a replacement for the analog

cassette audio tape system.

Sony avoided the mistake that it had made in the 1970s with the

Betamax video recording system, and this time licensed the MD

technology to other manufacturers, with JVC, Sharp, Pioneer and

Panasonic and others all producing their own MD systems.


Cassette Walkman v MiniDisc Walkman

Designer Viewpoint

Factor Score

Innovation 2

Cost 2

Materials 1

Technology 2

Design Concept 2

Total 9/10


Novelty 2

Affordability 2

Utility 2

Availability 2

Looks 2

Total 10/10

Designer Viewpoint

Factor Score Innovation 2 Cost 0 Materials 2 Technology 2 Design Concept 2

Total 8/10


Novelty 0

Affordability 0

Utility 0

Availability 2

Looks 2

Total 4/10

The July 1, 1979 rollout of the portable cassette player helped transform the Japanese company into a global electronics powerhouse.

Sony sold 30,000 Walkmans in the first two months after its launch, and 50 million within a decade.

Despite having a loyal customer base (primarily musicians and audio enthusiasts), MiniDisc met with only limited success.

The initial low uptake of MiniDisc was attributed to the small number of pre-recorded albums available on MD, the initial high cost of equipment and blank media was also a factor.

Stationary MiniDisc- player/recorders never got into the lower price ranges, and most consumers had to hook the portable player to the hi-fi in order to record.


Topical Example iPhone

How is it possible for Apple to sell 3.8 million iPhones over the past three months - generating $1.5 billion in revenue - during a

recession?

The device introduced a market breaking touch screen user interface and combined a class leading mp3 with a cellular phone

It was priced at the top end of the cellular market but given the combination of functionality remained affordable

It’s users could download applications from a host of associate software houses

It was widely available on the mass market

It was widely acclaimed by many for its looks.

Designer Viewpoint


Total 10/10


Novelty 2

Affordability 1

Utility 2

Availability 2

Looks 2

Total 10/10


Topical Example Somatom Flash

How is it possible for Siemens Healthcare to grow market share significantly within the CT modality during a recession with a flagship

CT scanner that has a significantly higher capital purchase cost than its predecessor and the CT scanners marketed by its competitors

The Somaton Flash with Siemens twin tube technology delivers quicker scans than any other device on the market with a lower

radiation dose than any other device.

Workflow improvements, wider applications and lower contrast requirements make it affordable

It can be used for a much wider range of diagnostic applications than any other device on the market

It lead times are comparable with those of other CT scanners

For those into CT scanners it arguably looks nice

Designer Viewpoint


Total 9/10


Novelty 2

Affordability 1

Utility 2

Availability 2

Looks 2

Total 10/10


My theory

Excellence in design has to consider both the designers and consumers or users view.

How you do it is up to you

Forget to factor one of these in at your peril


The last word from Thomas Edison

Founder of General Electric and one of the most prolific inventors in history:

“Anything that won't sell, I don't want to invent. Its sale is proof of utility, and utility is success.”

world quality day 2009 excellence in design ian clarke siemens healthcare

Documents

world quality day

measure of design excellence

interaction design

design stage

product materials

product looks

consumers perspective

idea awards