Integrating Design Into the Corporate Agenda

• The corporate agenda refers to the priorities and goals of a company. In order for
design to be conducted properly, it must fit within this agenda.
• A properly constituted design team should include high-level representatives from
various departments, such as engineering, marketing, sales, manufacturing, and
administration.
• The company should provide the necessary resources and personnel for the design
team to complete its tasks, including the development and evaluation of prototypes and
conducting marketing studies. Cutting support for the design team in the short term
may have negative long-term consequences for the company's ability to develop new
products.
Structure of the Design Team

• The core design team consists of company employees assigned to the team
for the duration of the project and report to their respective departments.
• Other company departments, shown in bold rectangles, may be involved in
the design project on a full-time or as-needed basis. Legal and financial
support are provided on an as-needed basis and are not shown as directly
involved departments.
• Outside sources of information and resources, shown outside the dotted
rectangle, can provide valuable information to the design team.
• The design team may need to consult with various departments and
outside sources in order to make informed decisions.
• The design process involves the integration of skills and knowledge from
multiple areas.
The Profit Circle

• In the "raise the bar" stage, the company introduces a new product
(Product A) that sets a higher standard for competitors to meet.
• In the "improve manufacturing" stage, the company works to
reduce production and selling costs in order to maintain high
margins despite competitive price pressure from similar products
(Product B, etc.).
• In the "extend market" stage, the company looks for new markets
to sell Product A in, such as bundling it with other products, in
order to preserve margins as competitors' manufacturing processes
improve.
The Profit Circle (Apple iPhone example)
Nokia N 95 in 2007
1st iPhone in 2007

Blackberry in 2007
Product Classes and Risk

1. Category products define a new category of products, such as the first minivan or first cell
phone. These are "raise the bar" products that set a new standard for competitors to meet.
2. "Me too" products are introduced by companies that copy market leaders, often focusing on
manufacturing and marketing capabilities to differentiate themselves.
3. Enhancement products are revisions of existing products, usually aimed at addressing the lesser
concerns of customers and extending the life of the base product.
Risk: Category Products

1. Category products are innovative products that define a new category, such as the first personal
computer or the first minivan. These products carry a high level of risk, but also have the
potential for a high payoff if they are successful.
2. It can be difficult to accurately predict the market potential of category products because they
are new and unfamiliar to consumers. This is exemplified by the example of IBM refusing to
purchase the rights to the photocopying process because their marketing team believed the
product would not be successful.
Risk: `Me Too' Products

1. "Me-too" products are introduced to compete with existing products in a particular market and
carry a lower level of risk because the market is already familiar with the product category.
However, they also tend to have lower rewards due to competition.
2. "Me-too" products are an opportunity for a company to increase its market segment by
broadening its product offerings, but still carry risks related to establishing sales channels,
production methods, and supplier relationships.
Risk: Enhancement Products

1. Enhancement products are modifications of existing products in order to maintain

competitiveness and carry the lowest level of risk due to the company's familiarity with the
market, production methods, and supply sources.
2. The rewards of enhancement products may be smaller but can still be substantial if the
enhancement leads to reduced production costs. However, actual rewards may be lower than
sales figures suggest if the enhancement product displaces or competes with an existing product
and must be subtracted from the overall reward.
Give The Customer What He Wants!

1. Determining customer needs is important to avoid product failure.

2. Techniques such as focus groups, interviews, and observing consumer behavior can help
determine customer needs.
3. Understanding and designing for unexpected uses of the product can prevent damage and
improve customer satisfaction.

Example: A tool company discovers that their adjustable wrench is being used as a hammer and
designs it to withstand this abuse, leading to fewer returned wrenches and improved customer
satisfaction.
Sensors

1.Ultrasonic Sensor (HC-SR04): Measures distance using sound waves, often used in obstacle
avoidance and ranging.
2.PIR Motion Sensor: Detects movement based on infrared heat emitted by a moving object,
commonly used in security systems.
3.DHT11/DHT22: Measures temperature and humidity, useful for weather stations or indoor
climate control.
4.IR Sensor: Detects objects based on infrared light reflection, often used in line-following robots
and object detection.
5.GPS Module: Provides geolocation data, useful for tracking and navigation applications.
6.Accelerometer (MPU-6050): Measures acceleration and tilt, commonly used in motion-
sensitive devices.
7.Gyroscope: Measures angular velocity, often combined with accelerometers in IMUs (Inertial
Measurement Units) for orientation detection.
8.MQ-7 Gas Sensor: Detects the presence of smoke and carbon monoxide, useful for safety and
air quality monitoring.
Sensors

1.LDR (Light Dependent Resistor): Measures light intensity, commonly used in light-activated
switches and weather stations.
2.Hall Effect Sensor: Detects magnetic fields, often used in magnetic lock systems and rotational
speed counters.
3.RFID Reader: Reads data from RFID tags, commonly used in access control systems.
4.Capacitive Touch Sensor: Detects touch-based input, useful for creating touch-activated
interfaces.
5.Load Cell: Measures weight or force, commonly used in scales and pressure-sensing
applications.
6.Heart Rate Sensor: Measures pulse rate, often used in wearable health devices.
7.Flex Sensor: Measures the amount of bend or flexing, useful in robotic arms or wearables.
8.Color Sensor (TCS3200): Detects color, often used in sorting mechanisms and color-based
identification systems.
9.Soil Moisture Sensor: Measures water content in soil, commonly used in automated plant
watering systems.
Projects

1. Smart Parking System: Use ultrasonic sensors to detect open parking spots and display
availability on a mobile app/Whatsapp.
2. RFID-locker: (used in the past term)
3. Smart Trash Bin: Students can design a trash bin that sorts recyclables from non-recyclables
using sensors.
4. Accessible Door System: Create an automated door system that can be controlled via a
smartphone app, making it easier for people with mobility issues to enter and exit rooms.