1. © Folens 2009 Design influence and user demand Lesson 6 Ian Bark & Lloyd Ansell Series Editor: Louise T Davies

2. © Folens 2009 Lesson objectives/aims Understand what influences design. Understand the needs of the client and the user. Understand the term market pull. Understand the term technology push. Be able to bring together a range of information from different sources to design a product.

3. © Folens 2009 By the end of the lesson: You must: understand what influences design. understand the needs of the client and the user. You should: understand the term market pull. understand the term technology push. You could: be able to bring together a range of information from different sources to design a product. Learning ladder

4. © Folens 2009 Introduction As a Resistant Materials student you need to be able to understand and show in your work what influences the designs you create. All products are created for a specific user: for instance, a child's toy is designed for the needs and wants of a young child. You have to use and understand ways of finding and analysing this information from your users, and then use it in your making process. There are also many different design styles out there – which will you use to help style your product?

5. © Folens 2009 Think of as many types of portable music system as you can. How many can you think of? What are the differences between them? What materials are they made of? Who were they designed for? Which is the best? Which is the worst? Starter

6. © Folens 2009 If you are designing a new product, how will you understand what the client or user wants? You will probably do it in one or more of the following ways: – questionnaire – drawings – models. Needs of the client and the user

7. © Folens 2009 Questionnaires A questionnaire can be targeted to answer defined questions about your idea. You can ask for specific details that you wish to know, and build up information about the client and consequently about your product. A questionnaire can also help you write up a specification for the product you are designing.

8. © Folens 2009 Drawings Drawings are a very useful way of quickly showing your thoughts about how the product should look. The client can then give instant reactions to your ideas. Drawings can be presented in various ways: sketched concept drawing isometric drawing orthographic drawing oblique drawing.

9. © Folens 2009 Sketched concept drawing This kind of drawing shows the client what a designer proposes to produce.

10. © Folens 2009 Isometric drawings Isometric projection is a way of representing 3D objects in two dimensions. The height of the object is measured along vertical lines. The width and depth of the object are measured at 30° to the horizontal plane. Isometric drawings can be drawn freehand or with the use of isometric paper. It is one of the most common ways to present design ideas.

11. © Folens 2009 Orthographic drawings Orthographic projection is a more technical method of presentation. It shows 3D objects in (usually) three 2D views: from the top (plan), from the front (front elevation) and from the end (end elevation). It is the standard way of presenting working drawings, from which products are actually made. Orthographic drawings must include all the dimensions (measured in millimetres).

12. © Folens 2009 Oblique drawings Oblique projection is a more basic method of 3D presentation. The front of the object is drawn flat. The sides of the object are drawn at 45°, but to only half their actual depth. Oblique drawings are the easiest way to present 3D objects, but they are not very convincing to the eye.

13. © Folens 2009 Models Models are probably the best way to get feedback from the client or user. They are tactile, and can be picked up easily or (sometimes) even used. The BBC TV programme Dragons Den is a good example of models being used to show a product’s form, or demonstrate how it works.

14. © Folens 2009 Market pull and technology push Market pull = the customer wants it. Technology push = this is what we make and sell – do you want it?

15. © Folens 2009 Basics of market pull Identify a market. Create a solution or product to fit that market. Solve any design issues through models, prototypes, or focus groups. Explore manufacturing of product. Market and sell product.

16. © Folens 2009 Basics of technology push New technology is invented. Assign suitable applications: e.g. military, toys, medical. Make industry aware, and do a feasibility study. Understand market size, demand, and return on investment. Create models, and then product. Market product.

17. © Folens 2009 Example of technology push The original predecessor to MP3 players such as the iPod was the Sony Walkman, a portable player for tape cassettes. In 1979 this was a piece of technology that nobody knew they wanted. A tape recorder that couldn’t record? But Sony pushed the technology, and launched the first ever portable music system. The Walkman created a totally new, worldwide market. Ten years after launch of the first model, more than 50 million units had been manufactured.

18. © Folens 2009 Influences on design Let’s look at other examples. A commonly known and used one is the remote control. Remote controls have become ever more complex because of the many functions available. This has caused confusion for users in knowing which button to press. Psychologist and computer scientist Donald Norman believes that by analysing the psychology of people we can understand their design needs. He found that there were too many buttons on most remotes, and that this confused people. He also found that some buttons were used very frequently and some very seldom. His solution is on the next page (centre image). Interesting book: Donald Norman, The Psychology of Everyday Things.

19. © Folens 2009 Influences on design What are the differences between these three types of remote control?

20. © Folens 2009 Influences on design Design A: traditional remote with many buttons, which can confuse the user. Design B: more considerate. The sliding back allows the user to access more complex functions only when necessary. Design C: uses colour and form to separate sections of the remote. The black section is for video and the grey for TV. A B C The designs of A and C have influenced Design B

21. © Folens 2009 Task Identify factors that might influence the design of an iPod. If you have an iPod, use it to analyse how its size and form are affected by anthropometrics. You can divide up into groups and analyse different aspects of the iPod. One group can consider the materials used in its manufacture; another group can focus on its ergonomics and anthropometrics; and another group can focus on environmental issues. See Worksheet 1 for more details.

22. © Folens 2009 Plenary What is market pull? What is technology push? In what ways can you find out the needs of the user? How can designers test their ideas? How can these skills help your designing and making?

23. © Folens 2009 Extension Find another example of a market pull product. Research its history, and explain why it represents market pull. Present your results appropriately. Now do the same for another technology push product. What are the key differences between them?

24. © Folens 2009 Homework Complete Worksheet 1, on the design influences on an iPod or MP3 player. Worksheet 2: Design history. Look up Sony Walkmans and ghetto blasters on the Internet, and create a pictorial history of portable music through the ages. Try to collect as many pictures of models as you can, in order to present a clear picture of the progression of this technology.