Product design and development companies need to align their visions of technology and future consumer behaviours to enhance the chances of new breakthroughs, says Bart Velthuizen, Chief Executive Officer at People Creating Value. Companies that stand out are those who have found matches between the two.
Here Velthuizen discusses his thoughts on aligning visions for superior innovation and creativity.
What makes a product user-centric?
Having a user-centric design methodology is the best way to ensure products are user-centric. Experts often ask potential consumers what their expectations of the future are, to build a picture of what people need or what they will need in the future. Product designers need to analyse and translate consumer insights into product specifications, and use that data to guide product development in a structured way.
What brings product loyalty?
Product loyalty comes from product quality. Manufacturers need to make simple and beautiful products which address and fulfil customer needs. The consumer will remember the quality next time he or she buys the product.
How can product design executives reach superior levels of creativity and innovation?
Innovation has hundreds of definitions. We chose the definition of people creating value through the implementation of new ideas. This is not about creating new ideas but implementing ideas and creating value in new ways.
Companies that stand out in the world do two things: they understand their customers’ needs and combine that with creative technology to get matches between the two.
What are some of the upcoming developments that the industry should prepare for?
There will be a scarcity of certain materials and we will need to find ways of using renewable or recyclable materials. There are also toxicity and environment issues to consider. The choice of material in product development is becoming more and more critical.
What long-term strategies would you recommend?
I would advise aligning visions of technological capabilities with visions of future behaviours. We will be seeing many companies working on brilliant ideas and not finding the right market, either because it does not exist or because there is no access to it.
If you have built a vision of how consumers are going to behave in the future you have to do the same with technology; organise a radar function to spot new and emerging technologies, and try to align those two visions into one long-term vision for your consumers and technology. Doing so will enhance the chances of finding a new breakthrough.
Courtesy of Sarin Kouyoumdjian-Gurunlian,
Press Manager, marcus evans, Summits Division
About the Industrial Design Summit 2010
This unique forum will take place at the Majestic Barrière Hotel, Cannes, France, 22 – 24 November 2010.
Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event.
The summit includes presentations on engineering consumer experiences, successful product development, the eco-design revolution and heightening brand loyalty.
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