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Knowledge design: in the face of industrial design in the digital age

Chen Wenlong/wen long Chen (general manager of Haohan product design company)

these days, we often hear on the radio that "in a few hundred days, we will enter the 21st century", and the email mailbox is full of all kinds of news about the end of the century... Inadvertently, we have indeed entered another century from this century

what kind of environment are we facing now at the turn of the century

- the digital age with the new concepts of "speed", "connection" and "no entity"

- more than 1million stations can be indexed on the network, and more than 2. 500million pages

- the second biggest problem that does not affect the domestic construction quality will be transmitted by the network, not by the network

- emphasizing the new era of knowledge economy and knowledge management

- smart money will become the main currency in the new era

- thanks to jiluo, customers will have a louder say in what future products are

such a rapidly changing environment is from the so-called "second wave" to the "third wave", that is, from the industrial age to the information age. The changes of times always come with time and space, and the impact is usually clear, and the differences between them can be divided! Our ancestors' transition from the "labor-intensive and land intensive" agricultural era (the first wave) to the "machine and factory based" industrial era (the second wave), has caused great changes in human living and working environment, such as mass production, environmental pollution, the emergence and urbanization of trade unions, banking system Therefore, some people call it the great revolution of the times. What kind of impact will the "third wave" have? Many experts have pointed out that the Internet Revolution (since the birth of the Internet browser in 1994) has forced us to change our thinking mode. The challenge faced by new economic activities is not only to produce, but also to think about how to improve the "intangible value" of products through services, information, individual services and sensibility, so as to meet the expectations and ideals of consumers. In the digital era, because of the blurring characteristics (blurring desires and resources), new products are gradually blurred into a consistent operation from the beginning of demand, the process of design and development to the completion of listing

in the face of these changes, industrial design should certainly adjust its thinking direction and role. Perhaps it is more necessary to change the tools, methods and structures used in order to prepare for the advent of the digital age

I want to start from two perspectives:

from the perspective of enterprise manufacturers:

customization will be the key to the success or failure of enterprises! Trends show that consumers will be more and more willing to buy products or services with intangible value: even at a higher price to own and try! For example, this new virtual bookstore makes buying books a trusted, convenient, fast and free space. G-Shock or Swatch watches have become a special value equipment and ethnic symbol. Steven spielberg's established dream works SKG, which has become a popular target for investment before any film works have been completed! All show the power of intangible value

we can find that the generation of intangible value is usually based on organizational innovation, brand, and customer trust. Especially in today's knowledge economy society, manufacturers or enterprises should not only quickly grasp the trend information of consumers' needs and the general environment, but also have the ability of "knowledge capital" to convert "tangible value" into higher "intangible value"

but what is intellectual capital? Generally speaking, "data" is an unconfirmed phenomenon or event. Grouping the data and summarizing the relevant causal relationship will become "information" (in the digital age, information will flow widely from the network to our desktop). The ability to use knowledge-how at work to analyze information as the basis and pointer for decision-making is "knowledge"

if an organization can accumulate and combine the experience, creativity, intelligence, and capabilities of employees, partners, and suppliers and convert them into effective strategies, successful products, or novel technologies, these countermeasures, insights, and innovation to show the company's differentiated and specialized operation and management capabilities, it is the organization's intellectual capital

from the perspective of consumers:

the reasons why consumers react to products are "emotional", that is, the direct response to beauty and ugliness and the feeling of love and preference, which will be related to the personality, sensibility and growth background of each consumer, Of course, for "messy or neat", "simple and complex", "soft and hard", "fat and thin", which belong to the common visual experience of the crowd, the likes and dislikes will also be part of the direct emotional response: while the emotional feelings received by consumers in services are more direct and common reactions

in addition, it comes from the "cognition" of products, which will be a common value formed by external influence and education, and may also be a popular fashion. The reason for the formation is that manufacturers and enterprises need to operate and shape for a long time, such as consumers' expectations of Nike, BMW, Alessi The cognition of these brands represents a special style and significance

due to consumers' emotional and cognitive reactions, it will affect or even decide whether they will approach, stay away from or buy products or services

based on the above points of view and phenomena, in the new information digital era, business to business (BtoB), business to consumer (BtoC), and consumer to consumer (CtoC) will form a faster and broader connection and interaction between information, and will also be more non materialized. The value and price of "smart capital" owned by enterprises in the market, It will depend on the success or failure of the interaction between the products converted by the enterprise and consumers

therefore, if an organization can establish a system to make the information access environment based on an adequate and effective Internet system (Internet intranet), it can grasp the direction of new product development and consumer needs at any time, and form information and decisions! Once the design work is carried out, it is more able to communicate with customers in real time on the design proposal, such as connecting the computer virtual design prototype with the target customers, and making their emotional and cognitive reactions as the feedback of intelligence. These information and intelligence can be dynamically displayed on the digital display team for case analysis through the "intelligent capital" of the enterprise, The next version of the design prototype should be modified and adjusted. After repeated communication and modification, the best products and decisions should be launched

in this way, the design and development process of industrial design may also be the same as lotus in the development of domino software. First, provide end users with early trials through the network, and interactively revise them repeatedly through users' feedback: users synchronously participate in the design and development, so that unexpected problems in software design can be solved before new products are launched

industrial design is related to aesthetics, engineering and business. In the past, although product design has always been centered on "consumers", due to the inconvenience of information acquisition and interaction, conflicts and hesitations between professional units and even senior executives often occur in the decision-making meeting of the proposal direction! The main reason is that there is not enough information directly from "consumers" for the worry and paranoia caused by decision-making conversion! Applying the new digital information environment to solve this problem should be a new opportunity, but because of the level involved, it is not only "know-how" - the application of technology, but also need to talk about the "know-w market activity is poor hy" - consensus building and "care why" at any time - concerned about the changes and applications of new technologies, so how can industrial design face the advent of the digital age? How to achieve K-Design? It should be an innovation with great changes

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