Industrial Design Management
Selecting an industrial design partner is key to the success/acceptance of the product with the end user. The firm selected must be fully immersed into the programs objectives, the category history, the competitive landscape, the long and short term goals of the company/brand. To select a firm a standardized set of deliverables must be created so each firm quote is measured to the exact same criteria allowing you to compare “apples to apples” rather than “apples to oranges”. The firm must clearly understand the price/feature objectives, the brand or company message behind its products and be aggressive in thinking outside the box rather than copying competitors or developing what they are told only by marketing. The use of focus groups should be downplayed (the average person has no idea of what they want or need) and ethnography research used to identify exiting product shortcomings or feature opportunities.