The Importance of Design in Manufacturing - Innovating Meaning and Value

The Importance of Design in Manufacturing - Innovating Meaning and Value

In recent years, more and more companies have begun to realize the importance of putting design at the forefront of their operations. This shift towards a "design-centric" approach stems from the recognition of the significance of "product-out" thinking. One example of this shift is the rise of companies that focus on selling concept-based products, also known as "ethical products." These companies engage in various forms of producer support, such as a beverage manufacturer that supports different producers, an apparel company that uses organic cotton, or a textile manufacturer that utilizes the functional properties of silk. With these emerging companies, the focus is not just on creating a product but also on creating a connection with their customers.

In this new era, companies are encouraged to consider creating products that can be shared with the diverse global population, which is projected to reach 9 billion in the future. Additionally, companies should also think about creating products that can be shared with future generations, including children who have yet to come into existence. It is crucial to share the values and innovations of the past with those who will inherit the future. Furthermore, companies should recognize the importance of sharing with all forms of life, including humans, other species, and the natural ecosystem.

To bring universal design into reality, there are ten keywords that should be considered: safety, accessibility, usability, hospitality, affordability, sustainability, expandability, participation, aesthetic, and Japan value. These keywords encompass various aspects necessary for creating products that meet the needs of a diverse range of users. Universal design is not limited to creating physical stores or products; it extends to creating a system that simultaneously creates products and fans.

One strategy for achieving this is to strategically create influencers who share the same sensibilities as the company, along with customers and manufacturing partners. By doing so, companies can convert these influencers into users, thereby creating a powerful network of advocates for their brand. This approach involves guiding users through a series of experiences designed to create habits, a concept known as the Hook Model. This model describes a user's journey through four phases: trigger, action, reward, and investment. By reinforcing habits through this cycle, companies can increase the value of their products to users.

Triggers play a crucial role in the Hook Model. They can be both external and internal, with internal triggers becoming part of a user's routine behavior. Companies leverage motivation and ability to encourage users to take the intended action. Additionally, variable schedules of reward are employed to stimulate dopamine release in the brain, creating anticipation and further reinforcing habits. Finally, the investment phase involves asking users to contribute time, data, effort, social capital, or money, which improves the overall service and further engages users.

In conclusion, understanding the power of the Hook Model and incorporating it into manufacturing processes is essential for companies to create desirable products that improve people's lives. By considering the importance of design, incorporating universal design principles, and utilizing the Hook Model, companies can innovate and create products that resonate with a diverse range of users. Here are three actionable pieces of advice to get started:

1. Shift to a design-centric approach: Recognize the importance of design in manufacturing and make it a priority within your organization. Consider the values and innovations that can be shared with various stakeholders, including customers, future generations, and the natural world.

2. Embrace universal design principles: Incorporate the ten keywords of universal design into your product development process. Ensure that your products are safe, accessible, usable, affordable, sustainable, and aesthetically pleasing to a wide range of users.

3. Harness the power of the Hook Model: Understand how triggers, actions, rewards, and investments can create habits and reinforce the value of your products to users. Develop experiences and strategies that guide users through these phases, creating a network of advocates for your brand.

By following these actionable pieces of advice, companies can enhance their manufacturing processes, create desirable products, and ultimately, drive success in the marketplace.