Design is communication. In a traditional sense of design theory this idea is based on a product related perspective, stating that good design must speak a language that is understood by the recipient. The aesthetics of the design catches his interest and opens his mind as a prerequisite for his willingness to enter into a dialogue. From symbols and images an argument is derived, rationally understandable, convincing and finally condensed in a message. This process is triggered by the product design. It communicates a value proposition for the recipient combined with a demand to buy the product it refers to. At the moment of the purchase decision a transformation takes place and the value proposition turns into a benefit, the design into the product utility and the recipient into a customer. It will be argued that this process retains its validity even if communication itself is considered as a product.
SUM M A RY This article describes the concept of integrated product developm ent (IPD ) which is an integrated and hum an-oriented approach that enables advanced companies to develop high-quality products/services within a reasonable time and costs by considering all phases of the product life cycle. IPD offers a way of mapping integrated aspects, how they should be related and how they should be implemented for m inimizing product development expenses.IPD is a fram ework which has to be de® ned in the context of circumstances and strategic orientations of a particular com pany. IPD provides support and guidance to people who have to make the choices concerning resources, capabilities, budgets, products and the scope of activities in order to create marketable products/services.
Increasing requirements on today’s products, as well as possibilities resulting from globalization and digitization, lead to a growth of increasingly complex products. However, design principles from the field of design engineering call for a product to be designed as simple as possible. It is not yet clear what characteristics and properties a simple product has. The aim of this paper is to clarify the different definitions of simplicity in different disciplines within the product lifecycle and to provide a general description of a simple product from the viewpoint of the different groups.
Integrated Design Engineering is a holistic approach to create products of any kind. These are created in a human-centred way, as interests, issues, and needs of people involved in any product life cycle phase are respected. Attributes that don't fix realisation issues describe neutrally the required product performance. They result from needs, desires, expectations, and conditions in relation to the capabilities of users and from the environments where the product is created and to be used. Requirements to assure human centricity add to the requirements to realise the expected performance.
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