A CASE STUDY ON

CREATIVITY IN PRODUCT DESIGN

SUBJECT: CREATIVITY IN PRODUCT DESIGN

MASTERS OF TECHNOLOGY SEMISTER -1

In

PRODUCT DESIGN

BY

JAYA KRISHNA VIPPALAPALLI 20751D8001

DEPARTMENT OF MECHANICAL ENGINEERING

(2021-2023)
SREENIVASA INSTITUTE OF TECHNOLOGY AND MANAGEMENT
STUDIES, CHITTOOR-517127, A.P.

(AUTONOMOUS – NAAC&NBA ACCREDITED)

(Approved by AICTE, New Delhi & Permanently Affiliated to JNTUA,
Ananthapuramu)
 Case study on Creativity in product design

Abstract: The traditional design methods mainly focus on product or technical system
themselves, but seldom recognise and plan design process from creative cognition approach
point of views. This paper presents a qualitative model of creativity for product innovation.
The factors that affect individual creativity are analysed. Based on the characteristics of
product design, incorporating cognitive psychology, information technology and computer
application technology into design technology, a qualitative model of creativity for product
innovation is developed. The key attributes of the model, named thinking styles and
computer support tool, are analysed, as well as the approaches of enhancing designer’s
creativity for product innovation are presented. Based on the cognising process, the design
activities were defined and represented, then, suitable creative strategies were selected. A
systematic man-machine interactively creative design approach was established and a
preliminary prototype software system of computer aided design for product innovation
was developed

Introduction:

Product design means a lot more than what the name implies. Designing a new idea or
invention is not merely about its physical form; it involves problem solving to improve the
quality of a new or existing product and enhance the end user experience.

Product designers are not just the individuals who make your product presentable; they
help you identify, examine, and validate the problem your product addresses, then craft,
design, test, and deliver the solution.

This process consists of designing new or breathing life into existing ideas. Depending on
your invention or idea, the process can be different. In the points below, we outline the
many possible steps an invention may require before it can become a marketable product:
Research: We gather information about your product idea and the problem it solves.
Through brainstorming, focus groups, market research, creative concepts, experimentation,
and evaluation we design your idea and make it into reality.

Concept Development: Preliminary design concepts are developed, where we ensure that
all product design concepts can be translated into feasible solutions.

Product Design Services For All Your Needs

Ergonomics: During this process, we study how the intended users interact with your design
to ensure the product works the way it’s meant to. The user should not have to adjust to
the product, the design must be effortless to use, often improving safety, efficiency, and
comfort along the way.
Aesthetics and Styling: The aesthetics are all about the way your design looks and are
largely responsible for how a new product design captures the market. During this stage of
product design, we optimize a product’s appearance through sketching, 3D modelling,
prototyping, and computer surface modelling continually refining the product’s aesthetics
to appeal to the target market without sacrificing its functionality.

Computer-Aided Design and Mechanical Design: The product design team is involved
throughout the entire process to ensure your concepts are possible in both their function
and manufacturability. We use sophisticated software to create highly accurate models and
assembly parts that can be used for testing the integrity of the product.

Taking your ideas from concept to manufacturing

Patenting your idea: Not all inventions get patented or are even patentable. But if you do
intend to protect your invention, this is the right time in the process to do it. As part of the
patenting process, we are able to create utility and design patents.
Prototyping & Manufacturing: This step is an integral part of the product development
process. We create prototypes, sketch models, and generate mock-ups of product
components to give our team, you, and target market consumers the opportunity to hold,
touch, and interact with your design.

Packaging and Graphics: Our design team will make sure the packaging of your idea is the
right size and made of the ideal materials and will grab the consumer’s attention.

3D printing is a process of manufacturing three-dimensional objects with the help of a 3D

printer. In this, different materials like liquid, powder, plastic, and other filaments are
added layer by layer. Hence, it is also called Additive Manufacturing.

With the help of computer-aided design and other printing technologies, 3D models are
developed for the desired product.

Whether you’re new to 3D printing or have a bit of experience, there are certain problems
that you face with 3D printing.

To save your time and help you establish your 3D printing business successfully, we have
come up with solutions to the commonly faced problems with 3D printing.

COMMON 3D PRINTING PROBLEMS AND WAYS TO AVOID THEM

3D printing is not as easy as it sounds to be, in fact, it’s one of the most complicated
techniques. A small mistake can ruin the whole part or prototype.

3D Design
The 3D printing industry is evolving with time and many kinds of materials are introduced
for use every once in a while. It’s important to know what kind of material is the best fit for
your 3D product.

3D printing goals are different for everyone. You have to decide whether you want to print
a solid or flexible object and the colors you would like to use.

Based on your goal, you need to find the appropriate 3D print design. If you choose the
wrong design, then the materials will be of different quality altogether.

That’s why it’s important to select the right material and follow the design guidelines of that
particular material. It will save you a lot of money and time.

3D PRINT STRINGING

3D print stringing is the most common challenge that people face when printing something
using a 3D printer. This happens when the melted plastic is oozed out of the nozzle while
the printing equipment is moving from one end to the other. It’s more like a normal printer,
where you see the leakage of ink at times.

The material or plastic solidifies and it gets difficult to get rid of the extra strings during the
post-processing method.
 You can avoid this problem by enabling retraction. When you do this, the filament that is
inside the nozzle is pulled back and is stopped from moving.

Additionally, you can also increase the retraction speed as it will decrease the chances of
stringing. Also, the distance of retraction matters, make sure to choose a far distance for
retraction to avoid stringing.

3D Print Warping

Warping of parts occurs when the deposited material starts cooling during
the printing process. This uneven and untimely cooling causes deformation of parts
resulting in a defected object as an output.

How can you avoid this problem?

By using a heated print bed you can increase the time it takes for the layer to cool down
when it is deposited, thus it saves the filament from warping.

Also, you may build surface adhesion as it will help with other filaments like glass or
aluminium. Make sure to keep the build surface clean all the time.
3D Print Pillowing

3D print pillowing occurs when holes and deformities form in the topmost layer of the
object that is printed with a 3D printer. It happens because of improper cooling as the top
layer fails to get enough air to cool properly. Pillowing can occur with any filament.

The only way to tackle this problem is to set a thick top layer and adjust the cooling. Ensure
that the cooling fan is working efficiently.
3D DESIGN SOFTWARE

The simple drag and drop option in 3D design software makes the designing process look
effortless. However, creating a proper 3D print design takes knowledge, time and effort.

So, it’s important to learn different tools or 3D designing software that is used to make the
design.

Without jumping right in thinking it’s easy, take your time and first learn the basic design
concepts.
Conclusion

Just like any other skill, 3D printing too is learnt over time as it’s an ongoing process with
myriad changes every now and then.

If you’re just starting, try it with small objects that are less costly. With time, you can gain
experience in 3D printing and scale your business.

Growth imperative

We are in the early days of a 4th Industrial Revolution, a far-reaching analog -to-digital shift
that will completely transform the $12 trillion global manufacturing industry. It will
fundamentally change the way we conceive, design, produce, distribute, and consume
nearly everything, with enormous impact to jobs, industries, and economies. It’s a digital
industrial revolution spearheaded by the accelerating growth of 3D printing, and its leaders
will be defined by their ability to harness the full power of this truly disruptive technology.
In manufacturing’s all-digital near-future, designers will create entirely new categories of
products, unconstrained by traditional processes as the line between idea and physical
reality erodes. And manufacturers, no longer tethered to overseas factories, will move
physically closer to the consumer, shortening supply chains with the newfound ability to
custom-produce anything, anytime, anywhere. Four to 6 trillion (USD) of the global
economy will be disrupted and redistributed in the next 10 years due to the accelerating
growth of 3D printing, according to a new study conducted by A.T. Kearney. Jobs will shift
around the globe, with manufacturing jobs migrating to places where 3D printing is fully
embraced. Countries with strong existing consumer bases will be able to leverage those
bases into opportunities for job creation. Countries with strong existing manufacturing
economies will need to adopt 3D printing quickly to secure the future growth of their
workforces. And the new 3D manufacturing workforce will be one that’s skilled-up, tech-
savvy, and highly in demand as it helps to push their nations to the forefront of global
technology and innovation leadership. Those who fail to act will risk securing their share of a
historic new wave of value creation across industries and continents. The World Economic
Forum has estimated the overall value of the global digital transformation to business and
society across all industries at $100 trillion in the next ten years alone. The 3D printing
industry is currently at a technological and economic inflection point that is opening the
door to a digital reinvention of the worldwide manufacturing sector, and the countries who
act to embrace it now will secure their place at the table of global leadership and innovation
for generations to come. The ability to create, maintain, or revitalize a manufacturing
economy. Driving a global shift of this magnitude by leveraging 3D printing technology and
applications will rely heavily on public / private partnerships. Comprehensive government
engagement is required for nations to realize the vast economic potential of 3D printing in
the fully-digitized new world. It is imperative that federal, state, and local policymakers
drive three key policy catalysts to build a successful and sustainable 3D printing ecosystem:
Education, Adoption, and Incentives. Leaders need to focus on creating new educational
programs and incentives for engineers to learn 3D design, and to train educators to teach
future generations of innovators. By supporting R&D in their own leading educational
institutions, countries will foster the growth of broad 3D print capabilities and ecosystems
to advance their competitive positions in the global marketplace. Building incentives to
accelerate the adoption of 3D printing, especially at the state and city level, will spur
development of a complete 3D ecosystem that will attract manufacturing to their
geographies, create robust new markets, and ensure leadership and prosperity in the 4th
Industrial Revolution and beyond.

How can beat our most powerful competitors

BASED ON THE CIRCUMSTANCES OF INNOVATION TWO DISTINCT CATEGORIES CAN BE IDENTIFIED -

SUSTAINING EVOLUTION AND DISRUPTIVE REVOLUTION.

Evolution: In sustaining circumstances - when the race entails making better products that
can be sold for more money to attractive customers - we found that incumbents almost
always prevail.

Revolution: In disruptive circumstances - when the challenge is to commercialise a simpler

more convenient product for less money and appeals to a new or unattractive customer set
- the entrants are lkely to beat the incumbents.

This is the phenomenon that so frequently defeats successful companies. It implies that the
best way for upstarts to attack established competitors is to disrupt them.
Evolution: : A sustaining innovation targets demanding high-end customers with better
performance than what was previously available. Sometimes incremental
improvements. Sometimes breakthrough leapfrog-over-competition. But the established
competitors almost always win the battles of sustaining technology.

Revolution: Disruptive innovations introduce products and services that are not as good as
currently available products. Other benefits, though : simpler, more convenient, less
expensive - that appeal to new or less-demanding customers.

Once the disruptive product gains a foothold in new or low-end markets, the improvement
cycle begins. Because of the pace of technology is faster than customers' ability to use it, the
previously not-good-enough technology improves enough to intersect with the path of the
more demanding customers.

Disrupting has a paralysing effect on industry leaders. They are always motivated to go up-
market, almost never motivated to defend the new or low-end markets that the disruptors
find attractive.

Leaders are so much easier to beat if the idea for a new product or business is shaped into
a disruption.

Shaping a business idea into a disruption is an effective strategy for beating an established
competitor. It's much easier to beat competitors when they are motivated to flee rather
than fight.

Sustaining innovations are so much more attractive and important that the best sustaining
companies systematically ignore disruptive threats and opportunities until the game is over.

Entrepreneurs who have entered on a sustaining trajectory should turn around and sell out to
one of the industry leaders behind them. If executed successfully, getting ahead of the leaders on
the sustaining curve and then selling quickly can be a straightforward way to make an attractive
financial return.

If you create and attempt to sell a better product into an established market to
capture established competitors' best customers, the competitors will be
motivated to fight - rather than flee.

If your idea might represent a sustaining improvement for others, then you
should go back to the drawing board. You need to define an opportunity that is
disruptive relative to ALL the established players.

When a company tries to take a higher-cost business model down-market to sell products at
lower price points, almost none of the incremental revenue will fall to its bottom line.
Established firms that hope to capture the growth created by disruption need to do so from
within an autonomous business with a cost structure that offers as much headroom as
possible for subsequent profitable migration up-market.
To create a new-growth business:

 Target products and markets that the established companies are motivated to ignore
or run away from.
 New customers who previously lacked the money or skills to buy and use the
product.
 Enable a whole new population of people to begin owning and using the product.
 Low-end disruptions attack the least-profitable and most over-served customers.

Incumbent leaders feel no pain and little threat until the disruption is in its final stages.
When disruptors begin pulling customers out of the low end, it actually feels good to the
leading firms.
Kind of products will buy the customers.

A classification long used in marketing separates products targeted at consumers into three
groups: convenience, shopping, and specialty. In this section, we will differentiate between
convenience and shopping goods. Specialty goods will be discussed in the next section.

A convenience good is one that requires a minimum amount of effort on the part of the
consumer. Extensive distribution is the primary marketing strategy. The product must be
available in every conceivable outlet and must be easily accessible in these outlets. Vending
machines typically dispense convenience goods. These products are usually of low unit
value, are highly standardized, and are frequently nationally advertised. Yet, the key is to
convince resellers, i.e. wholesalers and retailers, to carry the product. If the product is not
available when, where, and in a form desirable by the consumer, the convenience product
will fail.

From the consumer’s perspective, little time, planning, or effort go into buying convenience
goods. Consequently, marketers must establish a high level of brand awareness and
recognition. This is accomplished through extensive mass advertising, sales promotion
devices such as coupons and point-of-purchase displays, and effective packaging. The fact
that many of our product purchases are often on impulse is evidence that these strategies
work.

Availability is also important. Consumers expect a wide spectrum of products to be

conveniently located at their local supermarkets, ranging from packaged goods used daily,
such as bread and soft drinks, to products purchased rarely or in an emergency such as
snow shovels, carpet cleaners, and flowers.

In contrast, shopping goods are items that consumers want to be able to compare and
contrast with others before they make a purchasing decision. Automobiles, appliances,
furniture, and homes are in this group. Shoppers are willing to go to some lengths to
compare quality by setting an criteria to judge the product’s specifications, usage, price, and
value. Shopping goods do not necessarily have to be distributed widely. Although many
shopping goods are nationally advertised, often it is the ability of the retailer to differentiate
itself that creates the sale. The differentiation could be equated with a strong brand name,
such as Sears Roebuck or Marshall Field, effective merchandising, aggressive personal
selling, or the availability of credit.

Discounting, or promotional price-cutting, is a characteristic of many shopping goods

because of retailers’ desire to provide attractive shopping values. In the end, product
turnover is slower, and retailers have a great deal of their capital tied-up in inventory. This,
combined with the necessity to price discount and provide exceptional service means that
retailers expect strong support from manufacturers with shopping goods.
How the customers are attracted to buy our products

Customers are looking for companies they can keep purchasing from and brands they
can become advocates of. In other words, while you are searching for customers to love
your brand, customers are also looking for companies and brands to love.

Think about it: with all the choice in the market customers currently have and with
limited time to make their purchase decisions it’s much easier for them to find a brand
and company they love and trust to stick with. This takes away the frustration of
searching and risk of buying an inferior product or dealing with a long delivery time.

So what does it take to attract customers to like and eventually love your brand? Similar
to relationships, the key is to understand your customers’ needs, keep them engaged,
and build relationships with them. All of which are the key focus of Retention
Marketing. Unlike the “instant results” approach of acquisition, Retention Marketing
takes a more nurturing and long-term approach. Here are 6 surefire ways to attract
more customer love through Retention Marketing

1. Understand them

Understanding your customers’ needs and wants is the first step towards creating more
positive customer experiences that eventually lead to customer loyalty and love. The big
question, though, is how do you go about understanding your customers’ needs and
providing these good experiences?

It’s simple: better customer experiences start with data. As customers interact with
your brand through purchases, online browsing, opening emails, and clicking links, they
leave behind a trail of transactional and behavioural data. Using predictive analytics-
based technology to analyse your customer data provides you with a deeper
understanding so you can respond to their needs. Responding to their needs could
involve providing relevant product recommendations in your communications or
offering a free shipping incentive when you know they are very likely to purchase in the
next 7 days.

2. Build Relationships

Go beyond looking at your customers as a single transaction. Although the heavily

discounted “do what you can to get them in” approach may work for acquisition efforts,
where does that leave your customer once you forget about them and go on the hunt for
next one? Building trusting relationships with your customers by being attentive to
their needs is the way to create positive customer experiences. Track customers
throughout their lifecycle and deliver relevant communications at each stage to nurture
them through to advocacy. Create Welcome campaigns to introduce them to your brand
and values and deliver Win-Back campaigns if there has been a large gap in their
purchase, or if they have unsubscribed to your service.

3. Stay Relevant

With an abundance of emails, offers, and online retailers selling comparable products,
customers are looking for the easiest and fastest way to find what they want and make
their purchase. Sending relevant product recommendations based on purchase history
and online behaviour is the most effective way to give customers what they want. A
denim retailer sending a generic “20% off men’s jeans” email to a female customer is
only going to cause frustration and demonstrate a lack of care when it comes to their
customers. According to Accenture Interactive, 75% of India consumers like it when
companies personalize messaging and offers so they are more relevant. A study by
the e-tailing group reported that 39% of India consumers buy more when retailers
suggest products based on past browsing or buying behaviour.

Healthy Goods, an online whole-food supplements retailer, recently sent me a 15% off
incentive for one of the brands they sell based on past purchases I made. As I also liked
this brand and the offer was relevant to me, I decided to make a purchase. The free
shipping for orders over 49 incentives then encouraged me to purchase more products
– since I was purchasing anyway, the free shipping option was enticing enough to spend
a little more to make the minimum amount.

4. Be On Time

An invitation to a good friend’s out of town wedding is both relevant and timely when
received a few months before the event. When received the day before the wedding
however, it decreases the relevance and value of the invitation. The same goes with
retention marketing campaigns: they are only effective when delivered in both a
relevant and timed fashion.

In order for companies to deliver their retention campaigns when the customer is most
engaged and ready to purchase, data science is key. Data science allows you to work out
what time of which day an individual customer is most engaged, and which frequency
they need to receive communications in order to encourage conversions. Combining
data science with marketing automation also allows to you automatically remind your
customer when it’s time to make their next purchase based on the end of their product
lifecycle – eg. sending an email 20-25 days after their purchase of a 30-day supply of
vitamins, right before they’re about to run out.

5. Keep the conversation flowing

Engaging in an ongoing two-way conversation with your customer gives your brand a
more personal aspect instead of coming off as just a faceless company. Customer
interaction and engagement with your brand is key if you want your customers to love
you. Even if you have an advanced data science-based Retention Marketing strategy in
place and understand your customer well, they still appreciate the engagement. Give
your customers a platform to speak about your brand to others and provide feedback to
you. Use surveys to ask your customers what they like, send product rating and
feedback forms after they receive their purchase, encourage them to share their latest
purchase information with their friends, engage with them on social media, and create
fun competitions that require interaction.

6. Reward them

Acknowledging and rewarding your customers throughout their lifecycle not only
shows you appreciate them, it’s also key to gain more customer love. Like relationships,
being acknowledged and feeling appreciated makes it more compelling and satisfying
for them to stay. Implement a reward series for your high-value and loyal customers
through customized incentives, events, and social media in order to encourage
advocacy. Create a fun event for VIP or loyal customers, whether it’s online or in person.
Offer incentives and make it a unique experience. Acknowledge how long your customer
has been with you by sending anniversary campaigns with incentive rewards annually
or half-yearly.

How to Avoid Commoditization

Here are three ways to avoid commoditization in your business:

1. Create a third market place

To bypass competition from both used-car lots and new-car dealers, drivers select,
an online marketplace for previously owned vehicles in North Texas, created a new,
more profitable niche. It sells only automobiles that are one to three years old, are
“accident-free,” and qualify for new-car financing rates. It markets them as a “new-
car alternative,” says founder Steve Hall. Since eliminating older models from its mix
in the first quarter, the company has increased its monthly revenue by 75%.

2. Target the right customers

The first step is to think about your product or service and the type of customers who are
likely to buy from you. For example:

 Will your product or service only appeal to specific age groups or gender?
 Is income important?
 Are your customer’s house holders or business customers?
 Are your products and services linked to seasonal changes or are you likely to have
custom all year round?
The more you can start to define who your customers and split them into specific
groups, the better it will be when it comes to your marketing efforts. Trying to
 appeal to a wide range of customers with very different needs is very difficult and
not a good tactic when first starting your business.

3. Don’t keep them (customers) waiting

During a recent client assignment, I noticed the frequency in which customers found
themselves in the waiting mode. Waiting to be told what to do next. Waiting to be
acknowledged. Waiting to be serviced.

Waiting is high on the how to antagonize customers list. Can you put your finger on
the reasons your customers wait.

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