Design Comment

DESIGN

COMMENT

Michael Paloian, Integrated Design Systems, Inc.

Great Design: The Key to Making BIG BUCKS

A great design is simply a well-thought-out plan for a new product. It requires a broad range of considerations including aesthetics, engineering, manufacturing, marketing, user requirements, material science, cost, application requirements, and distribution. Comprehensive product design programs usually require a team of people to provide important information within each of these areas of specialty. All this information is usually compiled within a set of product specifications interpreted by one or more designers and engineers into a physical product. The process must be well managed to be completed within a reasonable schedule. Wellmanaged projects include good managers and a team of proficient contributors. There is no place for infighting or politics; however, many projects are plagued with these problems.

Great designs are developed by highly creative designers and skilled engineers who share a common vision usually provided by a visionary in the company. Creative designers can interpret the verbal concept into a range of innovative visual representations that retain the essence of the original thought plus introduce many new and exciting enhancements. Developing these concepts requires imagination, talent, artistry, and basic knowledge of how the product will be manufactured. These designers are usually industrial designers who are focused on the end user and propose designs that appeal to the needs of the end user. This perspective is very different from those of engineers who are focused on functionality, performance, and reliability. Together, these two mindsets can generate great designs if they are well managed and their focus remains constant.

Industrial designers often provide the magic that can inspire an entire development team. After the seed has been planted, a strong engineering team can synergistically collaborate with the industrial designers to transform the concept into a real product. This critical translation is an essential step for any successful product. Engineers must creatively integrate the design intent with real-world parameters. Rotationally molded parts require extensive knowledge of the molding process, tooling, secondary operations, and a wide variety of resins. This vast body of knowledge requires engineers to invest many years in learning the business and all its benefits as well as limitations. Application of this knowledge with technical proficiency and creative insight translates into great innovative designs.

A solid engineering team can enhance a great concept by consolidating parts, simplifying assembly, improving performance, increasing reliability, and eliminating costly mistakes during production startup. Well-engineered products that look great and are optimized for the end user provide high value which translates into high profits. Products such as these are manufactured costeffectively. They are manufactured with high quality and they are optimized for the end user. These are the essential ingredients for a successful product, provided it is marketed well.

I hope this short but informative editorial has enlightened you on the importance of good design and how it will affect your bottom line. There is undoubtedly a direct correlation between profitable products and well-designed ones. Fortunately, the rotational molding industry is realizing this simple equation as demonstrated by the constant introduction of innovative new products every year. There is no limit to where this trend will lead

Contact me at paloian@idsys.com if you want to drop me a line.