The Design Methodology used by Axis, is a direct response to noticeable market trends. If implemented with the necessary speed, it can provide corporations with one of the most comprehensive trend directions in the world today. The results of this implementation will be the production of quality consumer goods, of a distinct identity. As the goods will be the result of a process, and as the process has the consumer as its research focus, affordability at both the production and at the retail end will be a key benefit.

To function in the marketplace, products must not only operate correctly, they must also communicate what the company wants to say about itself- how it wishes to be perceived by the outside world. It is this communication function of a product that we call product identity. A company's positive identity as communicated by its products translates into initial and repeat sales.

Implementing a Corporate Design Strategy is one of the steps that will reinforce this commitment in the eyes of the marketplace.

As the key to corporate profitability is to make more products more more successful , the process concentrates on just that, on making products more marketable. In a market in which every competitor can sell the same technology, technology can not be management's primary solution because it is every competitor's potential solution. Thus, the only distinctive factor for the consumer is the design.

The natural result of a comprehensive Design Strategy is a product of Affordable Quality. As a product characteristic, quality is sometimes perceived as "expensive". It becomes affordable only when products are designed to meet the contextual components of:

• Corporate Goals
• Social Needs
• Economic Realities and
• Cultural Expectations.

The Design Process that follows underlines the in depth exploration required to properly achieve the stated objectives of affordable quality. It also reinforces the ever expanding expertise of the designer and the role that he/she must play in all Corporate Development endeavours.

The involvement of the Industrial Designer in the development of a new product was divided into ten stages. These stages contain multiple sequential tasks.

The stages are:

• PROJECT OBJECTIVES
• PRODUCT KNOWLEDGE
• MARKET KNOWLEDGE
• PRELIMINARY DESIGN REQUIREMENTS
• DESIGN AND DEVELOPMENT
• PRODUCT SELECTION
• PROTOTYPING AND TESTING
• FINAL DESIGN
• PRODUCTION
• FIELD EVALUATION

The more comprehensive the research, the better are the chances for a correct Design Direction. And comprehensive qualitative research is dependent on the thorough understanding of the corporate objectives. Divided in three sets of tasks, the data collected in the Project Objectives Stage determines the direction research will take for the subsequent Product and Market Knowledge analysis, as follows:

• 1. General Objectives
• 2. Specific Product Objectives
• 3. Project Constraints

• In General Objectives we define and outline together with management the motivation of the development as part of the Corporate context, Product Development Context and Marketing Context.

• In Specific Product Objectives we review the principal product development motivation, the specific objectives in terms of function-use, technology, marketing and competitive motivation.

• In Project Constraints we list and describe the possible limitations related to function, technology, size of product, portability, production methods, distribution channels and marketing effort.

As the work of the designer has to meet and be a reflection of the corporate objectives, close collaboration with management during this stage is essential. Only in the context of these objectives can the results of design be considered successes or failures.

Once the first stage is completed, we proceed to the collection and analysis of data relevant to the project's objectives. Detailing the tasks involved and the manner in which each is carried out is important in understanding, on one hand, the elements of "objective" nature present in the design process and, on the other hand, the creative use of the "objective" information in what could otherwise be considered a purely subjective artistic exercise.

PRODUCT KNOWLEDGE / DATA COLLECTION AND ANALYSIS starts with :

• Identifying State of the Art companies and products that may come in direct or indirect contact with the new product. We then produce
• Product Interface Diagrams/ Matrix and Product Charting : the diagrams indicate the interface (relationship) between the new product and the selected state of the art companies or products. The area of selection should encompass all context areas where the new product will be positioned.
• Analysis of Charting: We compare product charts for common features, cross reference between companies and products, average State of the Art product characteristics, note competitive design direction changes. This helps in the
• Substantiation of Design Direction, where we describe in short form, all appearance product characteristics of selected companies and list the common found characteristics. Combined with the results of product charting analysis, outline preliminary product design direction.

All the tasks previously identified, are intended to answer the question "How can design and the design process be managed to achieve the strategic objectives of our company in the global market environment?'

© 1988- 1999 Axis Group International Inc.