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SUMMARY:Creating Value By Design? - Gilbert Cockton\, University of Sunder
 land
DTSTART:20071114T160000Z
DTEND:20071114T170000Z
UID:TALK9098@talks.cam.ac.uk
CONTACT:Julie Jupp
DESCRIPTION:*Abstract*: In 1998\, Stefano Marzano illustrated the developm
 ent of Philips High Design Philosophy in two volumes of his Creating Value
  by Design (V&K).  Over the last decade 'design is the creation of value' 
 has become a mantra within Innovation cultures.  Design is no longer just 
 viewed as the creation and development of concepts that result in some for
 m of artefact\, manufactured\, printed or otherwise.\n\nI am currently com
 pleting a 27 month NESTA Fellowship that has focused on asking how 'Design
  as the Creation of Value' can be understood in a meaningful enough way to
  create and maintain a focus on value throughout product and/or service de
 velopment. I found that value was readily understood within the human scie
 nces\, the humanities and creative cultural disciplines.  These constitute
  the socio-cultural competences at the heart of Philips High Design.  The 
 challenge is to see how designing as a process can connect existing and em
 erging craft and technical repetoires with whatever it is that is found wo
 rthwhile in particular human practices and social settings. An answer coul
 d\nlie in approaches from consumer psychology that connect product attribu
 tes with personal values.  Approaches such as Means-End Chains and Hierarc
 hical Value Models can be transferred from the product launch planning to 
 the fuzzy front end of design. \n\nI will take a whistlestop tour through 
 my worth-centred development framework that uses novel worth/aversion maps
  to anchor a range of representations and analyses for design and evaluati
 on.  I will argue that this framework supports principled concurrent devel
 opment of products/services and their intended value\, resulting in earlie
 r and\nclearer elaborations of (revisable) design purpose\, and productive
  synergies between evaluation and design.
LOCATION:Lecture Room 2\, Ground Floor Engineering Department
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