Beruflich Dokumente
Kultur Dokumente
Publication
120
121
In phase two, research results are analysed and reinterpreted for the projection of alternative scenarios in an
organizational competitive context, identifying innovative
trajectories.
In the third phase, different concepts are designed.
We can see them as embryos of new products that are
accountable for creating innovative trajectories. In this
phase, designers express their distinguishing way of
synthesis by virtually shaping, modelling and visualizing
new products.
In phase four there is effective implementation of the results obtained. It starts with the planning of organizational
actions in order to capitalize knowledge and make progress throughout innovative trajectories. In this step, some
of the concepts are detailed, prototyped and eventually
produced and sold.
After developing a metadesign process, it is necessary to
start another cycle. Therefore, it is important to point out
that the products developed should not be considered
final outputs of the metadesign process, but intermediate outputs as they serve as inputs for the beginning of a
new process cycle. Such processes seek for continuous
innovation and that can be reached through the development of increasingly conscious and effective cycles,
as shown by the spirals form. Organizational learning is
reached, then, by the series of cycles.
122
123
On the next chapter, we retrace the phases of the metadesign process model.
Gardesa Metadesign Experience
Gardesa is one of the biggest security doors manufacturer
worldwide. This market is progressively expanding, which
discourages companies to seek for innovation: security
doors have not evolved much since their emergence in the
market, suffering only small incremental innovation. Many
of Gardesas main competitors are persistently investing
on branding, looking for more visibility in the market. Besides that, other companies are introducing quite low-priced
products.
Therefore, Gardesa has decided on investing in innovation, but has chosen a unique way to do so: through design, in collaboration with Politecnico di Milano. The team
consisted of two leaders and three graduate students.
From the synthesis phase on, the team counted on twentyone undergraduate and graduate Design students who
were invited to take part in a workshop.
Research phase. The contextual research was developed
throughout two months and focused not only on the company (market offerings and competitive context), but also
on the required standards for security doors in various
moments of their life cycles.
At the same time, a referential research focused on style,
technology, society, anthropology and market was undertaken regarding doors and domestic environments. The
following researches were accomplished:
- The door in the design history;
The door in the cinema;
- Door evolution throughout history and geography;
- Exploration of the automotive and marine industries,
where cars and boats may be interpreted as a persons
second home;
- Exploration of creative industries, particularly of fashion, studying current and unfolding trends;
- New technologies and materials.
The collected data was shared among the participants of
the process, who later on critically analysed and organized it in a dossier.
Analysis phase. The next step was to summarize such
researches and group them up in a scenario where the
entrance door should be resignified and valued into the
home environment. Interior doors represent the link that
allows the passage of the security doors from the building
industry (a technology-driven area) to the furnishing one
(a design-driven area), as figure 2 illustrates.
Figure 2 The passage of the security door from the building industry to the furnishing
Context research was essential for that conclusion, whose
reflection was determined by thoughts about the object
door considering a triangulation between companies,
retailers and consumers. The following innovative trajectories came up:
- From door as an object to door as a place;
- From door as a construction element to door as a
dcor element.
As for Gardesa, this resignifying process should consider
safety, as their main products are safety doors. By analysing the research results, it was possible to question the
reasons behind the need for such product, on whether
it should focus solemnly on safety or if it should consider safety only as one of its key conditions leaving the
process open for more insights. For that reason, referential
researches became essential. While researching sectors
highly related to design, significant references came up,
such as the Xelibri and the Nokia art deco-inspired phones. These products go beyond their primary functions
since they became fashion accessories and identified
their users lifestyles.
Accordingly, as it reaches humanistic culture (specially
while considering Freuds Civilization and Its Discontents
theories), it was decided that the link between safety and
freedom would be taken into consideration. New innovative trajectories arose from this link:
- From safety as the focus to safety as a key condition;
- From safety to safety-freedom.
124
Synthesis phase. Researches and scenario were presented to the participants of Dwelling the door sill workshop,
which was extensively developed on multiple meetings
throughout two months. The concepts Over (fig. 4), Frame 3D (fig. 5), Theta (fig. 6), and Asola (fig. 7) show a
few of the results accomplished by the students.
125
Over adverts the from safety to safety-freedom trajectory by suggesting the use of glass which is usually
connected to the notion of delicacy as the main material
used on the security door panel. That way, internal lock
systems are visible from the outside, establishing an audacious expression of safety as it assures visual freedom
between the notions of inside and outside.
Beyond that, the experience shows the potential of design
as a learning and innovation tool for organizations. The
metadesign process has allowed the organization to
reflect upon itself and its own strategies; and such reflections have resulted in other kinds of results for the company.
After the first cycle of the process, a design centre was
created in the company in order to develop the remaining
cycles. The formation of such centre, besides assuring
internalisation of metadesign technologies and their practices, has determined a restructuring of the companys
clusters since it would focus on designing new products
along with the research and development department,
which is set basically on the engineering aspect.
It is relevant to state that the research team followed the
successive cycles closely in order to carry the action-research forward and ensure its success. Outside designers
were asked to be part of the following processes. In 2009,
for instance, the company launched the Prt--porter collection, which was developed in collaboration with Agatha
Ruiz de la Prada.
By bringing out such products, the companys portfolio
strategies have changed and there is a special section
destined to the most representative doors of the new
Dwelling the door sill organizational scenario.
References
Bertola, P., & Teixeira, C. (2003). Design as a knowledge agent:
How design as a knowledge process is embedded into organizations to foster innovation. Design Studies, 24(2), 181-194.
Cautela, C. Strumenti di design management. Milano: FrancoAngeli.
Celaschi, F., & Deserti, A. (2007). Design e Innovazione. Strumenti e pratiche per la ricerca applicata. Roma: Carocci.
Corso, M. (1998). Dal processo alle risorse. Nuove strategie
di innovazione di prodotto. In: A. Penati, & A. Seassaro (eds.).
Progetto, processo, prodotto. Variabili di innovazione. Milano:
Guerrini, 261-290.
Cross, N. (1999). Design research: A disciplined conversation.
Design issues, 15(2), 5-10.
126