Design = Change for the Better – Part 3 of 3

In this final “episode” of using Design to achieve Innovation, we look at how we can fast-track innovation through outsourcing – the networks and professional services that are available to you get your idea moving towards an innovative reality.

If you missed the previous articles, find them here: Part 1 and Part 2

Idea # 3: Get some outside help (a.k.a. Outsource)

We can all have the blinkers on at times. Whether you have implemented Idea 1 or Idea 2 in this series or not, we can still get caught up in the boundaries, limitations and problems of our little worlds.

Whilst many of us are driven to do as much of the hard work ourselves and never contemplate paying someone else to do something we think we can do equally well, engaging some external help can often lift the lid on new opportunities, information and directions. A fresh pair of eyes, if you will!

Let’s face it… whilst we may have an appreciation for various disciplines like sales, marketing, design, intellectual property, manufacturing, distribution, quality, engineering and so on, there is no way we can do it all to a level that will be sustainable in the long term. We must get help.

Here are a few “vocation-specific” questions (in no particular order) that might help you determine what external assistance you need during your product development programs:

Industrial Design: “You’ve got a new product idea, but…”

• How will it look?
• How will it work?
• What will it be made of?
• How will it be made?
• How easy is it to use?
• How big should it be?
• How many do you need?

Graphic Design: “You’ve got a new product idea, but…”

• how do you want to communicate it to the world?
• what visual communications are required (within posters, flyers, brochures, websites, corporate & product identities, instruction manuals and packaging)?

Marketing: “You’ve got a new product idea, but…”

• What is your market?
• Who will buy it?
• Why should they buy it?
• What are the benefits your customers can expect from buying your product?
• What features should be included to deliver those benefits?
• How will you identify, disseminate and differentiate your products unique benefits, features and attributes?

Sales: “You’ve got a new product idea, but…”

• How much should it sell for?
• Who will sell it?
• How many do you need to sell?
• How much margin is there?
• Is this a high-value / low-volume product, or a low-value / high-volume product?

Intellectual Property (IP): “You’ve got a new product idea, but…”

• Has anyone else already done it?
• Is there a patent in place that you need to be aware of
• Does your product look (physically) like another product on the market?
• Does your logo or trademark resemble someone else’s?
• Have you done any research into similar existing inventions or “prior art” to determine if you are in fact “infringing”?
• Do you seek international IP protection for your new product, or just within specific regions / countries?
• Will you get a return on your investment in IP protection?

Prototyping: “You’ve got a new product idea, but…”

• Do you know it actually works?
• How can you mimic or test your idea physically?
• Have you created any mock-ups or rough samples that explain / test / validate your idea?
• Do you know if the material you’ve chosen for your product is correct?
• Have you tried using different materials, finishes, colours?
• Have you checked that this product idea can be comfortably / conveniently used by your end-user?

Manufacturing: “You’ve got a new product idea, but…”

• How many and by-when do you need them?
• What are your quality expectations?
• How easily can this product be assembled?
• How do you want it packaged?
• How many can fit on a pallet?
• Is there tooling required?
• What can you afford?

Although simplistic, these questions are indicative of the type of information your suppliers and outsourced partners will be looking for before and during the development program. Your role may be one (or more!) of the above, or you might assume the role of “project manager” – coordinating all these stakeholders to get the product developed.

When engaging external services and suppliers, it is vital that you have a clear understanding and agreement of what each other’s expectations and capabilities are. Communication and documentation are at the core of this understanding.

Thorough and comprehensive design briefs, product design specifications, RFQ (request-for-quote) documents, confidentiality agreements, variation agreements and manufacturing contracts all form the basis of your commercial relationship with your clients and suppliers, and ultimately maintain a transparent, clarified set of expectations for all to work within.

Your relationship with these outside parties will vary greatly – some you’ll simply pay a fee-for-service or fee-for-product (such as designers and manufacturers); others will require on-going fees and renewals (like some forms of IP protection). That said, there is nothing stopping you from discussing alternate financial arrangements that may help to share the risks and rewards of your project with your suppliers and professional service partners.

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Well, that wraps up this 3-part series on “Design = Change for the Better”. I’d love to hear your thoughts about how this information can / has helped you move closer to achieving innovation – and as always, if you’d like to discuss your specific project with me, please contact me.