"N95 car", "Chinese medicine incense car" and "anti-virus car" ... In the past two months, many car companies seem to be making many attempts around the health and safety of their products. Are they coercion under the epidemic situation or publicity gimmicks on the marketing road?
Design innovation must think about people's needs in a closed loop, not at a certain level, otherwise it is difficult to build a complete solution.
Vice President of Tsinghua University Academy of Fine Arts? Vice President of Tsinghua University Institute of Arts and Sciences and Vice President of International Design Federation? Zhao Chao, Innovation of Xuanyuan University? With the theme of "Healthy Design and Innovative Thinking", Day shared his experiences and insights in the fields of industrial design, user experience, health and safety.
The following is innovation? The refined version of the text in the daily open class, the complete content can scan the poster QR code to watch the video playback of the day.
Zhao Chao: Product innovation needs to be systematic.
Most people's cognition of innovation comes from appearance aesthetics, so how do we view innovation in different dimensions?
Most people's cognition of design innovation still stays at the level of appearance and aesthetics. However, in the current technological background of globalization, how should we examine and understand the diversified dimensions of innovation?
The essence of art is to create new symbols and new cultures of human society, and science is an important means for human beings to explore the laws of natural phenomena.
As an artist, scientist and engineer, Leonardo da Vinci not only created immortal paintings, but also designed the earliest human plane. Later, according to Leonardo da Vinci's sketch style, people built the principle model of this plane with Renaissance craft materials and found that it could fly. Therefore, if Da Vinci is given a labeled identity, I prefer to define him as a design genius.
This urges us to think deeply today. What is the difference between design and art, science and engineering and * * *? I think design builds an interaction and connection between man and man-made objects (machines) and between man and the outside world.
The core of industrial design is a series of possible solutions to problems such as use situation, morphological characteristics or other related quality.
Today, technology-centered products like cars must be used by people. This brings the game and interaction among people, technology and business. Today, it is difficult to get rid of the support of business model and service experience in the use of any technical product.
The designer's duty is to deeply study and explore the integration and innovation of products, people and business models to meet the usability of functions and emotional experience. From the perspective of motivation psychology, this echoes Maslow's hierarchy of needs model.
The traditional R&D path of China automobile enterprises represents the cognition of traditional technology-based enterprises to innovation: they pay more attention to technology, first to function, and then to usability and pleasant experience.
However, when people are driving, the comfort of seat design is directly related to functional safety; At the same time, some people will hang some auspicious wishes on the car and pray for safe travel. This is actually a spiritual hint, that is, using spiritual needs to influence safety needs.
These cases show that design innovation should put people's needs in a closed-loop and interactive network, rather than as a linear hierarchy. In other words, only functional satisfaction can produce the demand for ease of use and pleasant experience. This helps designers realize that functions, forms, technologies and requirements are natural, not linear or priority.
Donald Norman, former vice president of Apple, believes that the model in the designer's mind must be consistent with the potential needs and behaviors in the user's mind, and the designed system is really easy to use and use. So with the help of design innovation, Apple can bring different experiences to users.
Here I want to share several dimensions of design innovation:
First of all, design innovation needs interdisciplinary contact, integrating the knowledge of different disciplines such as psychology, engineering, aesthetics and sociology, so as to put forward innovative solutions.
Secondly, design is the management of complex systems and the process of transforming the complexity of technology and artificial world into more humanized use.
This is an innovative case of ambulance design. The British National Health Council commissioned the Royal College of Art and the Imperial College London in London to study the cross-infection of ambulances. Designers use empathy theory and methods to study the existing problems of ambulances, sprinkle dust on the ambulance model studied, and test the possibility of cross-infection of existing products by simulating the rescue work of doctors in the car.
The designer built a simulation cabin of an ambulance with cardboard boxes, and used ultraviolet rays to check the body parts infected by dust (virus), thus helping to find a more scientific and reasonable design scheme.
The third dimension is that design focuses on solving a problem.
Taking the design innovation of Dyson hair dryer as an example, in order to dry hair quickly and ensure the smoothness of hair, Dyson established a hair laboratory. Through the test in the laboratory, Dyson engineers found that the existing hair dryer is not only noisy, but also easy to perm hair, so they creatively added a temperature sensor and a digital fan with lower noise to the hair dryer in product development, which greatly improved the product experience and work efficiency.
Design should also bring people a pleasant experience. ? We have done a project to explore how to use sensors and smart wearable devices to intervene people's emotions and change them from negative emotions to positive emotions.
Through experiments, we use sensors to collect data related to emotional changes, such as heartbeat, body temperature and sweating, and then combine wearable technology with clothing to design smart clothing. I think this design can be applied and transformed in this epidemic. Using these special functions, we can relieve the pressure, tension, fear and other emotions of medical staff in rescue work, predict negative emotions in advance and treat the psychological trauma of medical staff.
Secondly, let's talk about experience design. When Ford developed the first generation of Focus, the target users were mainly the elderly in Europe and North America. In order to give elderly users a better driving experience, Ford has established an interdisciplinary team composed of fashion designers, material engineers, gerontologists and automobile designers.
At first, they designed a set of clothing to simulate the decline of the physiological function of the elderly, so that designers could experience the driving experience of the elderly in this simulated clothing, and used this as data to complete the design of Fox. The final product not only meets the needs of elderly users, but also is more convenient for young people to use.
This is the important role of design thinking and emotional experience in the process of design innovation.
The important function of design science is to meet social needs and solve social problems. Preventing and controlling public health crisis and many problems caused by aging society are the main social needs facing globalization at present, and design disciplines need to respond to them.
We designed and constructed a new scene of home life for the elderly living alone, and designed an intelligent booster chair for the elderly living alone. It is a smart home platform, which can provide comprehensive services and functions for the elderly, such as intelligent help to get up, medicine reminder, massage, heating and entertainment, and improve the quality of independent home life for the elderly.
The proposition of healthy cars should not become a hasty response and functional superposition because of a social crisis or urgent demand. Automobile enterprises should introduce design innovation mechanism and management system in an all-round way, and develop subversive automobile products and transportation systems to meet the needs of healthy travel of the whole people.
I think Tesla is the apple in the field of automobile industry. It defines the future of automobile products in a brand-new language and way. Although I think Tesla's design is a little conservative because it takes into account the cognitive inertia of people in the traditional automobile market, as an intelligent electric mobile product, its subversive effect on the traditional technology-based industry of the automobile industry has already appeared.
In my opinion, with the help of this sudden public health crisis, China automobile enterprises can systematically introduce scientific innovative design methods and systems and develop a new paradigm of leading health products and services, which will bring great contributions to the innovation of the entire global automobile industry.
The "mask" car and "purifier" car that the society is talking about now are simply piecing together functions. Design should be a multiplication operation facing social needs, and it is an important tool platform that organically combines needs, functions, forms, aesthetics and experiences.
I remember that in the early 1990s, we invited the Vice President of Global Design of Mercedes-Benz to Tsinghua for a design workshop. At that time, cars were not popular in China. His words left a deep impression on me: German car designers can tell which brand and model this car is by the sound of a door switch. This reflects the designer's understanding of the product spirit and the innovative culture that goes deep into the bone marrow-from the material design of the physical car to the intangible design of the sound, design innovation is everywhere.
Therefore, design itself is an interdisciplinary subject, which needs to integrate natural science and humanities. At the same time, a well-designed business model also needs innovation test. I think there are at least 10 innovation modes in design, including supply chain innovation at the front end of the whole chain, product and system innovation at the middle end, and service, channels, brands and users at the back end participating in innovation.
In this innovation chain composed of 10 mode, if product output is the basis of platform innovation, then extending the application to the front end of innovation chain is a design innovation centered on business model, and extending it to the back end is a design innovation centered on experience.
What is important is that innovative enterprises need to apply different models in a balanced way, and they can't lose sight of one thing and lose sight of another.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.