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International Journal of Literature and Art (IJLA) Volume 2, 2014
Analysis of B&O Product Design Strategy Based on Converse Thinking Xin Huang, You Lu School of Urban Design, Wuhan University, China cynthiahx1992@gmail.com; ludd1011@126.com Received 21 Jan, 2014; Revised 20 Feb, 2014; Accepted 1 Mar, 2014; Published 10 May, 2014 © 2014 Science and Engineering Publishing Company
Abstract Converse thinking is designed to change how we think and achieve creativity. A protocol analysis method was applied to describe B&O’s product design strategy. Converse thinking is considered to have important implications for the strategic innovation of product design. This research aims to discuss converse thinking in the field of design via a literature review and empirical study. From a converse thinking perspective, this paper explores the thinking process of the designer, user and enterprise operator through a specific case study. It also systematically explains the widespread use of converse thinking in B&O’s product design from several aspects, such as brand positioning, organization management, design strategy, and product design. The authors attempt to propose a methodology of converse thinking design to build a specific application in design management by a company. Although this study focuses on B&O’s product strategy, it is a research into the theory of design process combined with design practice that contributes to the transition of enterprise and enriches the methodology of design management. Keywords Design Thinking; Converse Thinking; Design Management; The Strategy of Product Design; B&O
Introduction Jacob Jensen thought that design was a language which could be understood by everyone. His thinking was manifested in the Beolab5000, a stereo radio he designed for B&O in 1967. The later product line of B&O continues this strategy of product design very well——taste and quality are foremost (Hu, 2010). Innovative thinking is the core of product design strategy. As one of the most important means to creative thinking, converse thinking should be widely introduced into the area of product design strategy in enterprise. In fact, extensive use of converse thinking
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adequately reveals its irreplaceable contribution to modern corporations. In view of the few studies on converse thinking’s application in design management, this paper will explore converse thinking and its application in product design strategy through an empirical study of B&O. Conceptual Framework Design Thinking Design is the manifestation of the creativity and experience. In the field of design, there is an iterative process about whether design should have a unique thinking mode. During the early years of design thinking, researchers represented by Simon describe design as resolution processes for general problems (Simon, 1976). Cross et al. holds a view that design thinking should be a method for designers to acquire particular knowledge and ability (Deng, 2001). But the concept of design thinking was only explicitly proposed by Lawson for the first time. He defined design as a special and well-developed thinking form and a skill for better design. In that case, design thinking tries to illustrate the fuzzy attributes in design processes through a descriptive way. Nowadays, with an increasingly competitive market and diversified consumer demands, “design” is not only limited to products anymore, but include corporate activities that are of great strategic significance. IDEO, a world-famous company, regards design thinking as a regulation that meets human demands, via a designers’ perception and method, which are feasible to technical and commercial strategies and could be converted to consumer value and market opportunity (Yin, 2013). More and more terms and concepts in design thinking are gradually being introduced into management practices, dealing