English
简体中文
As the economy gears up to meet the challenge of ‘Made in China 2025’ the focus is on innovation and creativity as drivers within the ten areas of government supported industry.
为迎接“中国制造2025”的挑战，中国经济发展加速，而使创新和创造力成为政府扶持的十大产业领域的发展驱动力则是焦点所在。
In order for these industries to manufacture market ready products and services, support will be increasingly required if they are to compete with already established global brands.
为使这些产业领域能够生产出市场化的产品和服务，并与成熟的国际品牌竞争，就愈加需要支持。
This proposition intends to introduce a number of design led product development opportunities for businesses that are moving towards a value added and higher technology future.
本建议皆在为正在迈向高附加值和高技术未来的企业引介若干以设计为导向的产品开发机会。
Product development is one way of assisting this government objective and it provides a formula that can be applied to virtually all production and service provision. In doing so it teaches transferrable skills and processes thereby ensuring long term value to those who become skilled and experienced in its application.
产品开发是帮助实现这一政府目标的途径，它所提供的方法能够运用于几乎一切生产和服务供应领域。通过实施产品开发，教授可传递的技巧和流程，从而确保那些在应用过程中熟练掌握这一方法的企业获得长期价值。
The Basics/基本概念
Product development is essentially a tool for analysis and evaluation, research and manufacturing methods in association with all the fundamentals of materials, processes, marketing and management.
从本质上说，产品开发是一个分析评估工具，一套与材料、流程、销售和管理的所有基本要素相结合的调研和制造方法。
The strategy is linear, logical and simple, the elements are incorporated into the process in proportions that fit the project. In this way it is also possible for a participant to put emphasis on a particular strength and so create a more deeply skilled individual who may then work in a team formation with similarly skilled people of different strengths and so produce an executive Design Led Product Development group.
它是一个线性的、符合逻辑而又简单的策略，其元素按照适合项目的比例融入流程之中。使用这种方法，也可使参与者有可能重点关注某一特定的强项，从而得到技能更熟练的个体，可与其他技能水平相当而另有所长的人们组成工作小组，继而产生一个 “以设计为导向的产品开发”执行团队。
By describing this proposal as ‘design led product development’ (DLPD) the emphasis is on the innovation and creative aspects of the process. Thinking Design is an approach to all problem solving and it is this component which differentiates DLPD from a more generic form of product development and is I believe the future of product development. There are many examples of DLPD companies around the world and include: Samsung, Dyson, Porsche, Philips, Boeing, Sony, Bentley …..etc.
我们把这一建议描述为“以设计为导向的产品开发”(DLPD)，强调的是这个流程中创新和创造性的方面。思维设计(Thinking Design)是一种用于解决一切问题的方法，正是这一点使得DLPD区别于一般的产品开发形式，而我们相信它是产品开发的未来。世界各地已经有许多公司在运用DLPD方法，当中包括三星、戴森、保时捷、菲利浦、波音、索尼、宾利等等。
The linear process/线性流程
The elements in the application of a DLPD project are logical and linear, the elements are selected for each project on a case by case basis and not all will be necessary in every case. Also, as I have stated above, the proportion of each element varies with each project and may vary during the projectas information is exposed and ‘needs and wants’ change.
DLPD项目应用中的元素是符合逻辑和线性的。这些元素根据项目具体情况来选定，并不是每个个案都必需包含所有元素。而且，正如上文所述，每个元素的比例也因项目而异，而且随着信息的披露和“需求与意愿”的改变，在项目过程中也可能会发生变化。
Simply put, a linear description of DLPD is as follows:
简单地说，对于DLPD流程的线性描述如下：
Project identified, brief expanded and confirmed, all information gathered and evaluated, sorted into sections for later reference.
确定项目，扩展和确认项目任务，收集和评估所有信息，并将信息加以整理分类，供以后参考。
Research phase begins, precedent case, competition, existing products or services, new technology.
调研阶段开始，调研内容包括先例、竞争情况、现有产品或服务、新技术。
Market research looks closely at all aspects of similar products and starts the process of analysis leading to functional, user and material suitability leading to initial direction of differentiation.
市场调研则是全面深入地研究类似产品，并启动以功能性、用户和材料适用性为目的的分析流程，得到初步的差异化方向。
Consumer research further evaluates the user experience and gathers knowledge related to emotional and ergonomic and functional aspects of competitive products.
消费者调研，进一步评估用户体验，收集竞争产品的情感、人体工程学和功能方面的相关信息。
Materials and technological research collects relevant knowledge related to cost, durability, user suitability, sustainablity etc
材料与技术调研，搜集与成本、耐用度、用户适用性、可持续性等相关的资料。
Design phase has been running throughout these research activities and begins to develop conceptual models utilizing all relevant information from the research and evaluation phases. Innovation is provoked in the designers as they begin to question ALL aspects of the project and integrate elements like cultural tendancies, social responsibility and humanistic preferences.
设计阶段其实一直贯穿于这些调研活动之中，并开始利用由调研和评估阶段所得到的有关信息开发出概念性模型。创新在设计师们的头脑中激发，他们开始对项目提出方方面面的质疑，并加入如文化趋势、社会责任和人文偏好等因素。
Further consumer research introduces design concepts to consumers for evaluation and refinement. Serial iterations are developed and similarly tested. All aspects of concepts are included as the process matures, materials, functional details, ergonomics, user interface, durability, maintenance, social issues.
更进一步的消费者调研，向消费者引介设计理念，以便进行评估和精炼。这个过程不断地循环迭代，并且采用同样的方法进行测试。随着这个流程的推进成熟，这些理念的各个方面都将被涵盖进去，包括材料、功能细节、人体工程学、用户界面、耐用度、保养维护、社会问题等等。
Marketing has been evident in the development of concepts and would be heavily involved in consumer evaluations. Analysing market segment, price points, and distribution would further inform the concept development stage and confirmation of suitable model.
市场考量在理念开发的过程中是显而易见的，是消费者评估的重要部分。对细分市场、价格点和销售渠道的分析将进一步影响理念开发和对适用模型的确定。
Detailed design development and engineering would work together to finalise manufacturing prototypes and these again would be tested through consumer and marketing evaluation meetings.
细节设计开发与工程学相互配合，敲定最终用于生产的原型。这些原型又会通过消费者和市场评估会议再度进行测试。
Final design confirmed, the product, or service, would be ready for manufacture or introduction and become the subject of more focused marketing activity which would have been developing throughout the design and research stages.
确认最终设计，产品或服务将做好生产或投放市场的准备。在设计和调研阶段就一直在策划的市场营销活动，此时焦点更明确，已经做好准备的产品或服务将成为活动的主题。
Methods of marketing, ‘fishing and farming’, or creating and maintaining a market along with knowledge of advertising technologies and media and consumer behavior should lead to a comprehensive understanding of how to launch the ‘product’.
市场营销的方法，采用“渔耕”模式，或者换句话说，借助广告技术、媒体和消费者行为的知识去创造并维护一个市场，这样可以对如何推出“产品”有一个全面的认识。
Throughout the process, a management element guides the progress of the project and ensures compliance with all the objectives of the initial and developed briefing. Financial control, quality control, client relations and human resource control would ensure successful conclusions to the project
在整个过程中，管理元素指导着项目的推进，并确保进程符合从初期到成熟期的全部开发任务目标。财务控制、质量控制、客户关系和人力资源控制将保证项目得以成功完成。
All projects will require a ‘plan’ of development and not all the above steps willbe required for all projects. An experienced DLPD user will be able to select the relevant steps for each project as the conditions, context and objectives are confirmed with the client.
所有项目都需要有一个开发“计划”，但并非所有项目都需要包含上述所有步骤。在与客户将项目的条件、背景和目标确定下来之后，熟练的DLPD运用者能够为每个项目选定相关步骤。
Summary/总结
Bringing a product to the market involves, consumer research, market research, materials, product design and engineering, marketing, innovation, management and manufacturing processes these are the components of any product or service. The emphasis depends on the project and the objectives and experience of the individuals involved, but an introduction to ALL the elements of the process helps to establish standards that can be checked and replicated as the team matures. Essential to the implementation of successful DLPD is the management of the team.
将一项产品推向市场牵涉到消费者调研、市场调研、材料、产品设计和工程学、市场营销、创新、管理和生产制造等诸多因素。一切产品和服务都由这些因素组成。虽然重点取决于项目、具体目标以及所涉人员的经验，但是把这个流程的所有要素引介进来，有助于建立标准，随着团队的成熟，这些标准可以被检验和复制。成功实施DLPD的关键在于团队的管理。
A horizontal management structure allows all members to contribute to all elements of the process. In enlightened companies, the days of the only decisions being made by the boss have gone, favouring now a coordinated decision making process through ‘responsibility with authority’. A marketing person can inject knowledge and also emotion into a concept just as easily as a designer, an engineer may have insights to a research method etc. thus ensuring as broad a range of experience as possible contributing to the development.
横向式管理架构使所有成员都可以为整个流程的所有元素作出贡献。在开明的企业里，只有老板能决策拍板的日子早已一去不返，现在多选择通过“有权有责”的制度实施的协同决策流程。一位市场营销人员可以像设计师一样很容易地为一个构思注入知识和情感，一位工程师也许对某个调研方法颇有洞见，等等，从而确保贡献于开发的经验面尽可能地宽泛。
The notion of DLPD is not unique but each group who establishes a DLPD facility interprets the approach slightly differently depending on the contextual circumstances surrounding it. It is this difference that illustrates the concept of design/thinking/design. It would indeed be counter to the notion of DLPD if a group simply copied another without applying the creative process and evaluation strategies necessary to differentiate their company from the competition and so demonstrate an innovative, design led product development ability.
DLPD的概念并不是唯一的，每一个建立了DLPD工作组的团体在诠释这种方法时都会稍有不同，这取决于其所处的背景性环境。这种差异正是“设计/思维/设计”理念的例证。如果一个企业只是简单地复制另一个企业的产品，而不运用创造性的流程和评估策略来使自己区别于竞争对手，从而展现出一种创新的、以设计为导向的产品开发能力，那么则是与DLPD理念背道而驰。
This proposal is targeted towards any business that understands what the future of business in China, and the rest of the world, will demand in terms of quality, service, price, availability, delivery and social responsibility.
本建议适用于任何企业，只要它理解中国商业的未来，具有全球视野，并对品质、服务、价格、实用性、产品/服务的交付和社会责任有要求。
Thinking design as a methodology liberates the innovation in development teams and so encourages highly competitive solutions to projects of all types. It is a way of thinking not just a single solution and as such is future proofed to be used again and again in the development of products and services for the future.
思维设计作为一种方法学，将开发小组的创新力释放出来，从而有助于为所有类型的项目探求具有高度竞争力的解决方案。这不仅是一个单一的解决方案，而是一种思维的方式，正因为如此，它可以经受住未来的考验，在未来的产品和服务开发过程中被一再地反复运用。
