Information Technology Reference
In-Depth Information
Product designers use IT systems in a variety of ways to support their prac-
tice, from the initial gathering of information surrounding a product concept to the
use of advanced visualization and project management tools. The use of computer
aided design (CAD) software has become standard in many design consultancies
to help visualize new designs, communicate ideas to colleagues and clients, and
create 3D models which can then be used to generate the machine code needed
to drive rapid prototyping systems. There are, however, situations where a pencil
and paper or a hand-made model has considerable advantage over an IT-based sys-
tem. The advantage may come from the ability to communicate a concept more
directly or to understand a form more completely as a result of handling a physical
object.
Organizations may employ their own in-house professional designers.
Alternatively, they may prefer to make use of design consultancy companies offering
more specialized services. Making use of a design consultancy firm offers particular
advantages. The independent nature of the consultancy can provide a new perspec-
tive to a company, allowing them to bring a more innovative approach, which may
not be available in-house. All design consultancies are unique in some respect or
the other; however, they all require sophisticated IT systems in order to track the
development of projects and to assist in the product design process itself.
This chapter offers insights into the use of various IT-based systems that have
been developed in response to the requirements of a contemporary design consul-
tancy. This chapter examines the various stages in the product design process based
on the case study of a London-based design consultancy company, Studio Levien.
The case study is used to illustrate the key elements or features of the IT system
required to support the design process and their implications for design practice.
The chapter concludes by identifying some useful research directions based on the
themes that emerged during the development and evaluation of the IT application
described here.
4.2 Design Consultancies: Business Model and Processes
Design consultancy companies come in many different forms and sizes. They are
businesses that offer specialized services to their clients ranging from advice on
corporate and brand strategy to the conceptualization and design of whole product
ranges, in some cases providing a company with an entire brand identity designed
with the purpose of distinguishing them from their competitors. Many of the design
consultancies that specialize in new product design have built their client base on
the skill and reputation of highly talented individual designers.
One such company is the London-based design consultancy, Studio Levien. The
company was founded in 1999 by Robin Levien and his partner Tricia Stainton.
Levien graduated from Central St Martins School of Art and the Royal College
of Art before specializing in the design of industrial ceramics. Stainton grad-
uated in Printmaking at the RCA in 1977. On graduation, Levien worked for
the design consultancy, Queensbury Hunt, becoming a partner in the firm a few
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