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CATEGORIES:Engineering Design Centre
SUMMARY:Creating Value By Design? - Gilbert Cockton\, Univ
 ersity of Sunderland
DTSTART;TZID=Europe/London:20071114T160000
DTEND;TZID=Europe/London:20071114T170000
UID:TALK9098AThttp://talks.cam.ac.uk
URL:http://talks.cam.ac.uk/talk/index/9098
DESCRIPTION:*Abstract*: In 1998\, Stefano Marzano illustrated 
 the development of Philips High Design Philosophy 
 in two volumes of his Creating Value by Design (V&
 K).  Over the last decade 'design is the creation 
 of value' has become a mantra within Innovation cu
 ltures.  Design is no longer just viewed as the cr
 eation and development of concepts that result in 
 some form of artefact\, manufactured\, printed or 
 otherwise.\n\nI am currently completing a 27 month
  NESTA Fellowship that has focused on asking how '
 Design as the Creation of Value' can be understood
  in a meaningful enough way to create and maintain
  a focus on value throughout product and/or servic
 e development. I found that value was readily unde
 rstood within the human sciences\, the humanities 
 and creative cultural disciplines.  These constitu
 te the socio-cultural competences at the heart of 
 Philips High Design.  The challenge is to see how 
 designing as a process can connect existing and em
 erging craft and technical repetoires with whateve
 r it is that is found worthwhile in particular hum
 an practices and social settings. An answer could\
 nlie in approaches from consumer psychology that c
 onnect product attributes with personal values.  A
 pproaches such as Means-End Chains and Hierarchica
 l Value Models can be transferred from the product
  launch planning to the fuzzy front end of design.
  \n\nI will take a whistlestop tour through my wor
 th-centred development framework that uses novel w
 orth/aversion maps to anchor a range of representa
 tions and analyses for design and evaluation.  I w
 ill argue that this framework supports principled 
 concurrent development of products/services and th
 eir intended value\, resulting in earlier and\ncle
 arer elaborations of (revisable) design purpose\, 
 and productive synergies between evaluation and de
 sign.
LOCATION:Lecture Room 2\, Ground Floor Engineering Departme
 nt
CONTACT:Julie Jupp
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