D1 Design Distinction - Concept
- 1. Page 1 of 4 Design Distinction….. WHY IS IT RELEVANT NOW? Though extensively discussed and increasingly proposed, design thinking is relatively a recent concept in management. It is now almost at the threshold of defining the strategy and planning roadmap, as well as, plotting the application and execution parameters for everyday course of business. In a popular Harvard Business Review article, Tom Kelly, the CEO of IDEO, describes design thinking as “a discipline that uses a designer’s sensibility and methods to match user needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.” While this might have all the elements that define design thinking, even this description is not considered as a generic definition for lack of wide-spread acceptance across academia and industry. Design Distinction, the emerging quarters of research and learning at TMTC, is essentially what emerges as ‘the viewpoint of consensus’ from the design thinking greenfield; regardless of the vantage point from where it is perceived – the concept designer’s or the business manager’s. Therefore, the most pertinent starting point for this specialty practice area is the understanding on how design thinking might be relevant and conducive for business, given that design influences a variety of outcomes in an organization – product, packaging, merchandising, interaction, process and even services. The foremost purpose of this ‘design device’ is to employ design thinking and help solve ill-defined and/or complex problems in each of these manifestations. Design Distinction, though essentially about research and learning interventions in design thinking, would also help in integrating that knowledge in strategy and practice. Thus making it relevant for both; the consumers, as well as, the creators of design! Tata Nano Pixel: Personal Transport Concept ACTIVATE Design WELL BEGUN. HALF WON. INTEGRATE Highlight the Design Distinction practice further by inviting TMTC for a gratis workshop with the leadership. FACILITATE Enable writing of Design Distinction case studies by granting access to relevant data within the business. NOMINATE Identify relevant human capital in design and nominate them for customized Design Distinction programs at TMTC STIMULATE Sponsor Design Distinction events in-house with TMTC, to create and foster a design culture within the business.
- 2. Page 2 of 4 TATA MOTORS Design Distinction….. HOW DOES IT WORK? Proprietory Model of Design Distinction at Tata Management Training Centre (TMTC)
- 3. Page 3 of 4 Design Distinction….. WHY IS IT PERTINENT TODAY? Design Distinction has the potential to be a crest practice for several Tata Group businesses that have successfully embodied the Quality Excellence promise by following the Tata Business Excellence Model (TBEM). Design Distinction, if embodied and employed well by these organizations, can catalyze their journey in surpassing quality benchmarks and regulatory compliances. For others, who are yet to get there, this will accelerate the quest for distinctive differentiation. Design Distinction, in either case, when adopted as a paradigm will facilitate development of products and services (and all processes in support) to evoke emotional connect with the potential buyers and users. Design Distinction emanates limitless ‘emotional quality’. The brand, product and profit premium when attached to this virtue; could now aspire to evoke pertinent customer emotions. That too in line with some of most desired responses sought from consumers: PRODUCT/PROCESS SEMANTICS It speaks out its utility. And the users that. PRODUCT/PROCESS FUNCTION It works without a snag. Its use is intuitive. PRODUCT/PROCESS FORM It fits into the user’s space/scheme. And blends in well. HOLISTIC EVALUATION It has everything. With its attention to detail, it feels special. DELIGHTFUL EXPERIENCE It has something within (a factor) that’s make it almost magnetic. Brand Aligned Competitive Analysis Design INDIAN HOTELS MANIFEST Design GET THEM TO SAY THIS Design Reflex: Stage 1 OBJECTIVE I got to have it going. It ties into me. Design Reflex: Stage 2 REQUISITE I know it’s made for me. It talks to me. Design Reflex: Stage 3 ESSENTIAL I can’t live without it. It adds to me. Reflective Recurrences CERTAINTY It couldn’t have been any better. DIGNITY It makes me feel good about myself.
- 4. Page 4 of 4 Design Distinction….. HOW CAN WE EXECUTE IT? EMPHASISE ENDEAVOUR EXERCISE Learning and Development Interventions for Business Excellence via DESIGN DISTINCTION DESIGN DISTINCTION through User Design Research vis-à-vis Consumer Market Research Research and Learning Interventions for Pilot Rollouts of Seamless and Integrated DESIGN DISTINCTION EMPHASIS PROGRAMS for Business managers, who are consumers of design outputs OBSERVATION STUDIES with Prototype/Substitute/ Competitive product development PILOT ENTERPRISE through Project based rollout to implement design thinking in companies SPECIALIST PROGRAMS For designers in various design faculties viz. product, brand, packaging, service, industrial, interface, information design SPECIALIST ALLIANCES Tie-up with task forces for design research Develop cases on group design experiences* SPECIALIST CO-CREATION Contribute to current design exercise, strategically Create a designer forum to periodically share learning * Titan / Tata Motors ERC / Jaguar / mJuntion / TCS HR / Tata Salt TMTC : TGBU 80:20 TMTC : TGBU 50:50 TMTC : TGBU 20:80 Scale of Involvement - Tata Management Training Center : Tata Group Business Unit ESTABLISH Design HELP US, HELP YOU RAJIV NARVEKAR, PhD Practice Leader Innovation & Strategy Domains: Design Innovation, Business Strategy and Service Science E rnarvekar@tata.com M +91-92253 64060 AJAY KOLHATKAR, PhD Senior Practice Consultant Innovation & Strategy Domain: Design Thinking, Consumer Interface and Social Connectivity E akolhatkar@tata.com M +91-92255 24842 NIRANJAN PRAKASH Practice Consultant Markets & Customers Domain: Brand Strategy, Marketing Communication and Visual Design E nprakash@tata.com M +91-97111 77877