"“not everything
that counts..."
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“not everything that counts can be
counted, and not everything that can be counted counts” |
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[-Albert
Einstein-] |
"iDLab"
I like it… I’ll buy it.
Research indicates that…
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We rationalize after the decision |
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Decisions are not transitive |
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We violate sorting, and |
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We do it inconsistently. |
So how can we design
anything?
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Let’s think about the design problem. |
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What is ‘good’ design?
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A balance of |
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technical, |
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marketing, and |
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economic issues. |
How do we achieve this
balance?
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Ask, ask, ask questions… |
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define the issues…and |
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acquire the mindset to… |
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seek failure! |
Find the project killers!
ANYTHING…
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that can affect your project is a potential
project killer. |
Value of Good Design
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Successful products must “carry”
unsuccessful ones. |
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Development & launch costs are
incurred for both. |
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Production and selling costs scale with
sales. |
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Slide 11
Company excellence:
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Engineering design |
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Business design |
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Industrial design |
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Graphic design |
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Branding/positioning |
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Cost of design
decisions...
Products and poker:
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Both should be exercises in risk
management. |
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What are the
questions?
What are the issues?
Formal design methods can
help.
Stage Gates
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Provide a |
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formal, staged process to |
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identify project killers and |
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manage risk. |
tech Idea
Concept Detailed Proto
Generation
Design Design
- problem
defined - ‘flesh out’ - full documents - beta tests
- attributes - POC testing - materials specs - finalize prod.
plan
- functions -
concept comb. - full specs - tooling design
- requirements -
scoring - regulatory tests
-
characteristics - prelim prod. plan
-
constraints
- concepts
proposed
screened
business
-
project planning - patent search - sales plan - final launch
plan
- prelim mkt
srvy - detailed mkt srvy - launch plan - locate personnel
- prelim regulatory -
prelim sales plan - budget - start training
- prelim
financial - IP protection - initiate sales plan
- company -
mkt testing
constraints
needs
Attributes of a good
designer:
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Keeps ego out |
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Profound understanding of problem space |
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Expresses in first principles |
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Crystalizes the concepts |
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Looks for “project killers” |
Good designers have
attitude
"…but it’s my
problem"
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…but it’s my problem! |
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because the project will fail, and
that’s my problem. |
So the stupid user can’t
read the manual?
..and the operating
system crashes…
…the user plugged in the
wrong cable…
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Right again. My problem. |
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Why? |
Attitude:
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If it affects product/project success,
it is my problem. |
Attitude:
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Every time it is touched, quality is
lost. |
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It must work in spite of the parts, not
because of them. |
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Fast, good, cheap; pick two. |
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It will fail; we’re discussing when. |
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Software must not kill hardware, ever. |
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Raise the bar, always. |
Slide 27
Murphy was a dewey-eyed
optimist!
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Even stuff that CANNOT go wrong, will. |
An example:
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Once upon a time there was a man in a
far country presented his findings on human visual perception to a
conference. The audience had a clear,
practical demonstration of his work.
Unfortunately, he made his message all too clear due to its
illegibility. What was the
message? “You must understand
perception in all user interfaces.” |
Another example:
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The rivalrous stimuli of text and
texture make interfaces impossible to use.
Don’t do it. |
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Another example:
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The rivalrous stimuli of text and
texture make interfaces impossible to use.
Don’t do it. |
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Design in High Tech:
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Constructive destruction |
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Bringing chaos to order |
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Herding cats |
…and the best game going!
Slide 34