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Creating Value By Design?

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If you have a question about this talk, please contact Julie Jupp.

External Speaker (Currently at Microsoft Research Cambridge)

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 cultures. Design is no longer just viewed as the creation and development of concepts that result in some form of artefact, manufactured, printed or otherwise.

I 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 service development. I found that value was readily understood within the human sciences, the humanities and creative cultural disciplines. These constitute 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 emerging craft and technical repetoires with whatever it is that is found worthwhile in particular human practices and social settings. An answer could lie in approaches from consumer psychology that connect product attributes with personal values. Approaches such as Means-End Chains and Hierarchical Value Models can be transferred from the product launch planning to the fuzzy front end of design.

I will take a whistlestop tour through my worth-centred development framework that uses novel worth/aversion maps to anchor a range of representations and analyses for design and evaluation. I will argue that this framework supports principled concurrent development of products/services and their intended value, resulting in earlier and clearer elaborations of (revisable) design purpose, and productive synergies between evaluation and design.

This talk is part of the Engineering Design Centre series.

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