MODELS

VALUES
NEEDS
Basic Design Cycle
FUNCTIONS The Basic Design Cycle is a model that represents the fundamental TIPS & CONCERNS
reasoning steps in the process of designing. It consists of a sequence Do not confuse the five
reasoning steps with the
of conscious reasoning steps that are repeated in empirical cycles.
phases of a design process.
The knowledge of both the problem and the solution increases with 45
The Basic Design Cycle
each cycle. is a model describing the
Analyse fundamental reasoning
WHAT & WHY? The model describes the different basic reasoning steps a designer goes steps and their relative
through when solving a design problem purposefully and consciously. Theoretically, you logical order, which happen
5.
can go through only a single cycle, but you usually perform many cycles across the various throughout any conscious,
APPROVED phases of any design process. The basic design cycle consists of five reasoning steps goal-directed design
DESIGN that are logically connected. Novice or naïve designers often tend to ‘jump’ over some of process.
the steps, which might harm the quality of the design outcome. For example, one might ----------
immediately ‘jump to solutions’ when presented with a design brief, without thoroughly This means that there is
Iterate analysing the problem. This reasoning might result in a design that does not address the not one phase in which you
1. actual problem. Ideally, you spiral from problem to solution, from abstract to concrete, and synthesise, but that you
Decide from function to product geometry. This process is usually iterative, in which you sometimes must engage in synthesis
CRITERIA
have to take a few steps back – ‘back to the drawing board!’ – to go a step forward later throughout the design
on. You might also enter into the cycle at different steps, as long as you complete the cycle process.
each time. Being aware of the basic cycle that you are going through on different resolution ----------
levels – from a cycle within the time span of a minute to cycles that span several weeks – When you ‘get lost’ in your
helps you to organise your thoughts and design activities. ideas and thoughts, you
4. -------------------------------------------------------------------------------------------------------------------- might find it helpful to
Synthesise VALUE OF THE MINDSET: The Basic Design Cycle represents a fundamental cycle of reasoning that is consider which step of the
DESIGN inherent in conscious, purposeful design problem solving. This means that a designer who basic cycle you are in and
desires to do so needs to critically reflect on how his or her own thinking corresponds to identify which reasoning
basic reasoning logic. steps you might have
-------------------------------------------------------------------------------------------------------------------- missed that might get you
Evaluate HOW? The model describes five reasoning (elements of) design proposals. Simulation back on track.
steps, each with its own purpose. As yields representations either in your mind ----------
2. mentioned, these steps can happen, for or externalised with which you can evaluate Discussion with others
PROVISIONAL example, in a span of a few seconds or their potential value. often helps in effectively
DESIGN over a period of weeks depending on the ---------------- doing these reflections.
Simulate
resolution level you take. Evaluate: In this step, you reason about -----------------------------
---------------- the potential value of design proposals LIMITATIONS
3.
Analyse: In this step, you examine the through their simulated representation. ‘Analyse’ is the first step in
EXPECTED aspects related to your design goal or a This happens in relation to design criteria. this model, and this might
PROPERTIES design problem. Overall, analytical reasoning Evaluation produces an understanding of suggest that it should also
yields information that informs your design the current value of (an element of) your be your point of departure.
criteria and eventually the requirements. design proposal and informs design making. However, that step is not
---------------- ---------------- necessarily your preferred
Synthesise: In this step, you generate pos- Decide: In this step, you reason about the point for starting your
sible solutions. Synthesis yields (elements relative value of (an element of) your design design cycle.
of) design proposals that potentially offer proposal and you decide on how to proceed. ----------
valuable (parts of) solutions to the problem. Decision making informs the next cycles of Depending on your
---------------- design: whether to repeat a cycle, proceed preference, you can enter
Simulate: In this step, you create imagined, to (an element of) your design proposal, or into the cycle at different
The basic building block of the design process is this circle of thought, action and decision. Designing is like a digital, or physical representations of focus on other elements instead. points.
fractal: zooming in or out results in a similar image. Designing is an iterative process where you sometimes have ---------------------------------------------------------------------------------------------------------------------------------------------------------------
to take a few steps back – ‘back to the drawing board!’ – in order to go a step forward later on. Being aware of REFERENCES & FURTHER READING: Roozenburg, N.F.M. & Eekels, J., 1995. Product Design: Fundamentals and Methods. Chichester: John
the basic cycle that you are going through, up to a few times per minute, helps you as a designer to organise your Wiley & Sons. / Roozenburg, N.F.M. & Eekels, J., 1998. Product Ontwerpen: Structuur en Methoden. 2nd ed. Utrecht: Lemma.
thoughts and design activities. (After Roozenburg and Eekels, 1995)
 MODELS

Product Innovation Process

evaluation
of the
The Product Innovation Process model describes the overall TIPS & CONCERNS
product process of product innovation, along with an emphasis on the The visualised innovation process, a
use
circular model, suggests that there is
fuzzy front end. The model can help designers plan for and
neither a beginning nor an end. This
manage innovation as well as to keep an overview of the process is true because a new product on the
STRATEGIC
while innovating. market will lead to reactions from
PRODUCT PRODUCT 47
USE POSITION competitors. These reactions will
WHAT & WHY? A company often responds to changes inside and outside its organi- eventually eat away the competitive
EVALUATION EVALUATION
sation by developing new products. This kind of development can be seen with the advantage of the new product, and
evaluation Product Innovation Process, which is a model that describes innovation as a process of this would necessitate the start of a
of the
product STRATEGIC experiential learning in a continuous loop. Several stages are seen in this loop: the de- new Product Innovation Process.
PRODUCT SITUATION velopment can begin from people using an existing product, to the company forming its - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
LAUNCH OF THE strategic product position, to the project undergoing stages of product development, LIMITATIONS
COMPANY
External and finally to the product launch where people are using the new product. The model In theory, the model could also be
distribution
analysis can help you to organise and align all activities in this loop. applied to the innovation of digital
promotion
The Product Innovation Process model advances a stepwise approach to product services in highly networked eco-
and sales
Internal
design and development, and it is intended for active use by designers to set agendas systems. However, in those cases,
analysis and collaborate with others in innovation. you need to be aware that it is hard
manu- ---------------------------------------------------------------------------------------------------------- to make a distinction between the
facturing
MARKET MINDSET: Broaden in your mind the position of design in innovation and make a analyses (internal and external) and
GENERATING
INTRO- SEARCH departure from the tradition that describes design as a function to bridge a world between the human factors (users
DUCTION AREAS of production with a world of consumption. and providers).
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ORGANISATION HOW? The process consists of five stages that are visually similar in terms of building The model was not conceived for
blocks, shape, and size. Each stage ensures creativity in innovation by requiring more agile forms of innovation,
divergent thinking and by forcing innovators to consider the company’s internal and where ideas are quickly prototyped
EVALUATION external environment. For each step in the model, various methods are developed to and marketed for faster learning
EVALUATION
support research and development, as well as other activities in the design process. cycles. In agile innovation, certain
For example, for the strategy formulation stage (Step 5), you can use methods such as stages in the model can be skipped
Strategy Wheel and SWOT & Search Areas. In the development stage (Step 4), you can in order to speed up the innovation
try several different approaches for creativity. process.
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Internal
analysis SEARCH Step 1 - Product use: The use of the company’s existing pro- are then formulated in a design brief. This brief describes
technology of bottle- AREAS
PRODUCT development ducts is seen as the starting point for the next innovation the ideas in a way that an internal or external design team
necks
DESIGN
round. This stage involves connecting product use with the can start developing the product or service. The brief can
next step – which is referred to as a strategy formulation for include a vision statement, a program of requirements, and
the company – thereby initiating the next innovation cycle. other guidelines to steer the design direction.
---------------- ----------------
PRODUCT
DEVELOPMENT
External Step 2 - Strategy formulation: This stage starts with Step 4 - Development: This stage involves traditional
need
GENERATING analysis determining the current strategic situation of the company design activities that are related to product design, and
PRODUCT
using an internal and external analysis of the company. By such activities include creating a marketing plan and
IDEAS
DESIGN combining these two analyses, you can formulate search assessing the required technology for the product and its
EVALUATION
BRIEF areas, which are strategic ideas for innovation and are production. A number of essential components will result
potential new business opportunities. When evaluating from this stage, such as working prototypes, technical
market
development
these search areas you can check their validity in a number documents and assembly schemes.
of ways such as expert interviews, looking at patents, or ----------------
observing potential customers and users. Step 5 - Market introduction: This stage entails the further
---------------- development of a full-scale manufacturing process as
Step 3 - Design brief formulation: In this stage, the selec- well as marketing, encompassing sales, promotion, and
COMPETITIVE ENVIRONMENT ted search areas are transformed into product ideas, which distribution. The final result is the product launch.
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REFERENCES & FURTHER READING Buijs, J. A., 2012. The Delft Innovation Method; a design thinker’s guide to innovation. The Hague:
It never ends: the Product Innovation Process is a continuous circular process. An organisation moves through the cycle all the
Eleven International Publishing. / Buijs, J. & Valkenburg, R., 2005. Integrale Productontwikkeling. 3rd ed. Utrecht: Lemma. / Buijs, J., 2003.
time, developing new products and redeveloping existing products, sometimes simultaneously. (After Buijs, 2012)
Modelling Product Innovation Processes: from Linear Logic to Circular Chaos. Creativity and Innovation Management, June, 12(2), pp. 76-93.