Biomedical Engineering Reference
In-Depth Information
computer systems; so, to coin a phrase, “neither hack nor a hacker be.” 1 The aim of the phrase
“to design” is, therefore, a reminder to us all that we need to plan and think about the problem
before we start, and definitely not “hack.”
So, what are we to deduce from the paragraphs above? Firstly, design is a creative activity - it
always ends with something new. On its own, however, this is not design - it could also be
a work of art or the breaking of a world record. Hence we need to add something else. That
something else is a demand, or a need - someone, somewhere wants this thing . Again this could
still be a work of art or a new world record. We still need to add one other thing: a planned
structure, a route map, or a planned process. This now discriminates the activity from all
others. If you design an artifact properly, someone somewhere will definitely like it and it will
be sold . And this is why the word “design” is often confused with the arts - it is a creative
process . But creativity without structure is not design. As designers we need to harness our
creative juices, stimulate every analytical fiber in our bodies, and use every one of our senses
to detect opportunities. But we need to do this within an overall structure to ensure that the
final outcome meets “a need.”
It is clear that we now need to define the need as this seems to be core to any design activity
- and so it is. Design is about producing something that someone wants. They may not know
they want it, but they do want it. How many times have you been to a clothes shop looking for
a particular tie, blouse, or shirt? You will have a picture in your mind of what you want - that
is your need . If the clothing designers have been clever they will have anticipated your need
and you buy it. Normally, however, we walk from shop to shop and go home unhappy with
something close, but not quite right. So many consumer goods are based on this “predictive”
design process - the designers forecast what the consumer will need in, say, a year's time
(based on market research) and devise what the need will be , or even create a need through
fashion trends (how many fashion shows and magazines are there?). Another example of this
type of prospective need is when technology is rapidly developing and a brand new concept
comes from nowhere, e.g. the Sony Walkman. This is often called disruptive technology
(a new technology that completely changes the way things are done). The Walkman was a
success because there was a brilliant forecast that the consumer would want this - but how
many disruptive technologies wither on the vine? We do not hear about them because they
failed - Sinclair C5 anyone? 2
There is, of course, the immediate response to a demand from the consumer. This is
synchronous or immediate need . This is where the designer is, physically, asked to develop a
design based on a direct request. Classic examples of this are buildings - if you ask for your
1 Adapted from Shakespeare, Hamlet , Act 1, Scene 3.
2 The Sinclair C5 was a personal electric vehicle, too far ahead of its time to be accepted then but which now
would be applauded for its “green credentials” ( Wikipedia, 2011 ).
 
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