Radical Design and Technology Epiphanies: A New Focus for Research on Design Management
Radical Design and Technology Epiphanies: A New Focus for Research on Design Management
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激进设计与技术顿悟：设计管理研究的新焦点
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发表时间：
2011
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通讯作者：
R. Verganti
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作者：
R. Verganti
过去十年，学者和实践者对设计的兴趣不断增长。其结果是发展了大量关于设计、创新和设计管理的新理论。经过十年的研究，我们对企业如何通过以用户为中心的设计更好地分析客户需求、如何通过头脑风暴方法和多学科团队产生更好的想法、消费者如何评价产品的形式有了深入的了解。然而，正如研究中经常发生的那样，许多研究都集中在最明显和可测量的设计形式（与以用户为中心的设计的清晰流程和方法相关的那些形式）。结果是，除了少数例外，理论发展的重点一直是设计带来的渐进式创新：更好的用户界面、改进、差异化、好的想法和功能，但很快就会被模仿和过时。学者们经常忽视一些最有趣的设计形式，即当设计带来激进的视角时，当它有助于重新定义一个行业并创建一个新范式时。在这篇简短的文章中，我希望为设计管理的这一新研究领域奠定基础。我特别提出了两个研究领域：设计在彻底创新产品和服务意义中的作用，以及激进设计与激进技术的相互作用，我称之为技术顿悟，即识别突破性技术所带来的最强大的意义。
The past decade has ushered in a growth of interest on design, both among scholars and practitioners. The consequence has been the development of a wealth of new theories on design, innovation, and design management. After a decade of studies, we have developed significant understanding about how firms may better analyze customer needs through user-centered design, how they can generate better ideas through brainstorming methods and multidisciplinary teams, how consumers value the form of products. Yet, as often happens in research, many studies have focused on the most visible and measurable forms of design (those connected to the clear processes and methods of user-centered design). The consequence is that, apart from a few exceptions, the focus of theory development has been on incremental innovation enabled by design: better user interface, improvements, differentiation, nice ideas and features that get rapidly imitated and obsolete. Scholars have often neglected some of the most intriguing forms of design, i.e., when design brings a radical perspective, when it contributes to the redefinition of an industry, and the creation of a new paradigm. In this short note I hope to set the stage for this new frontier of research in design management. In particular I propose two fields of investigation: the role of design to radically innovate the meaning of products and services, and the interaction of radical design with radical technologies, which I call technology epiphanies, i.e., the identification of the most powerful meaning enabled by a breakthrough technology.