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Design ExperienceExperience Design Design Process AnalysisPrototypingObservationConsumer insightIndustrial DesignR n DSale Product marketingProduct managerBusiness GoalMass productionUser feedbackNeed/desireProduct Supply Chain AnalysisPrototypingObservationConsumer insightIndustrial DesignR n DSale Product marketingProduct managerBusiness GoalMass productionUser feedbackNeed/desireProduct Supply Chain 3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct Graphics Why we need Design Process?The purposes of Design Process-Standardization-Communication-Checking-Documentation-Evaluation The purposes of Design Process-Standardization-Communication-Checking-Documentation-Evaluation The purposes of Design Process-Standardization-Communication-Checking-Documentation-Evaluation The purposes of Design Process-Standardization-Communication-Checking-Documentation-Evaluation The purposes of Design Process-Standardization-Communication-Checking-Documentation-Evaluation1initiation2analysis3concept4finalization5evaluationPhilips High Design ProcessDesign driven processDesign driven processIDEA ACCEPTEDCONCEPT ACCEPTEDMARKET EXPANSIONEND OF LIFEPORTFOLIO ACCEPTEDSOLUTION ACCEPTEDMkt.Int.Analysis Business Case Devt.Prioritize Resource Alloc.Launch/CloseoutSOLUTION LOCKDOWNConcept IdeasProject DefinitionImplementREADY FOR EXPANSIONDESIGN READINESSCONTRACT BOOK APPROVEDPROJECT INITIATION Gates:15141312111076320PRODUCT LAUNCH SYSTEMMotorola M-Gates Product management driven processProduct management driven processProject Brief03D modelingDesign refinementCMF in tooling sampleIdea sketchConcept Appearance modelCo-design Pro-E fileCMF color Theme proposalGraphics works2D renderingPro-E/Final Hard model Tooling checking12345678101112Idea AcceptedM15M13M11M09M07Concept AcceptedSolution SelectedPortfolio AcceptedSolution LockdownM14M12M10M08Project InitiationSystem Requirement BaselinedContract Book baselined and approvedSystem Requirement allocatedFine tweak with Engineering9Week 16Week 16Design Process Integration-Philips High Design-Motorola M-gate RewardRiskLegacy20%Core45%Growth25%Breakthrough10%Advanced concepts3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionAnalysisAdvanced concepts projectLegacy projectIconic projectGrowth projectCore project3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionAnalysisStudent ID designerDesign LeadDesign Manager3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsRewardRiskLegacy20%Core45%Growth25%Breakthrough10%PremiumHigh TierMid Tier Low TierCore45%Growth25%Breakthrough10%Legacy20%Expected Camera Phone Growth1052003200420052006200720082009Objectives:Create buzz with high MP,extreme attributes Differentiate features to generate ARPUPartnershipsSeamless experienceDistinctive designs1.0 MP1.0 to 1.92.0 to 2.93.0 to 4.95.0+MP37%2009:834 million camera phones 37%CAGR2004:178 million camera phones Camera phone shipments(M)75170300435605760830Progression of imaging devices2007Expanded multimodal experience HSDPA12 MP,5x oz durabilityConnected homeMiniaturization UMTS2006Improved experience with technology Leverage design leadership5-8 MP,3x ozPicture chat/push to viewMovie makingGSM/UMTS2005Development of ecosystem to simplify user experience3 MP,2x ozPrint to retail/homeBlog,MMS Segmented Ecosystems with Key PartnersCaptureEditStoreSharePrintChannelAgreement Status:Signed agreements:ArcSoft,Avvenu,Yahoo,Snapfish(promotional)Near completion:Kodak,GoogleActive negotiations:Adobe,Hewlett-PackardActive technology investigation:DxO,ScaladoAmbientVuAmbientVu3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process Selling PointsPDA(=)“Make my life easier”Sync.More true in BeijingCORESECONDARYPERIPHERALGPRSNote PadCalendarDesign:I dont need to put up with an ugly phone to get useful functionalityVoice notePhone bookE-mailJAVAGroup messagingDown load gamesDownload ringtoneDownload softwareModemTouch screen practicalityConceptualFunction/featureFirst mobile that can really act as a PDA Connectivity is more of a reassuranceThe HWR deliversMore of a nice to have1 device,not 2Selling PointsWOW!Nice to haveBasicSegmented Mobile Photography Use Cases Easy CaptureSnap&ShareSerious AmateursCaptureEditShareStorePrintCaptureEditShareStorePrintCaptureEditShareStorePrintThe segments place importance in different aspects of the process.High ImportanceAverage ImportanceLow ImportanceTop Enablers and Partnerships are KeyKey Technologies Removable memoryBluetoothUSB on the goAuto focusMulti Megapixel sensorsOptical zoomImage enhancement&manipulation applicationsGPS/LBSWiFiEcosystem Partnership Examples Leader in kiosk printing,EasyShare photo printers and online services.High brand affinity with Easy Capture segment.PictureMate photo printer is bluetooth enabled for easy printing from Imaging device.Affinity across segments.One of the leaders in online services and printing.Very high affinity with Easy Capture segment.Key channel to sell Imaging,high sales competence,value selling.High affinity with Serious Amateur segment.Leading provider of digital camera technology including optics and image improvement algorithms.High affinity to Serious Amateur segment.15 20 25 30 35 40 45 50 55Mental workTechnologywork Without workphysicalworkSocial PropertyCool10%Elegant10%Luxury 1%Contentment80%Lifestyle Group Category Natural PropertyInnovativeConservativeComplicatedSimpleNokia vs.Motorola3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process EMU connector can located on the bottom side of the main body.Pedestals function:Power charge/music input.Battery doors parting line.Power onoff home:Two functional keys might still located on the front bezel.3D/2D illusion of graphic play around during the music playing.Receiver locationsize:9 diameterReceiver cover(B)Receiver cover(T)Transparent flip lid cover(B)Transparent flip lid cover(T)Hinge cover(T)Material:metal plate.Hinge cover(B)Material:metal plate.Auto hingeCopper/thin wireAcoustic&wiringConcept Focus Opportunity20041KnownELow-TechAHi-Tech5Extreme3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process E380d e s i g n l a n g u a g e r e v i e w -CXD.PCS.Motorola confidential&proprietary3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process Motorola V235 Mobile Phone _CXD Beijing Design lead _ Ryan ZhangDesign support _ Kent LeeDesign Manager _ Kumo Chiu2003Motorola V235 Mobile Phone _CXD Beijing Design lead _ Ryan ZhangDesign support _ Kent LeeDesign Manager _ Kumo Chiu200Pulse _ Communication Device Designer _ Sean Cai ;Tsinghua University,Industrial Design Department,Beijing ChinaDesign Instructor _ Kumo Chiu;Cai Jun;Yan Yang2002Pulse _ Communication Device Designer _ Marty Ma ;Tsinghua University,Industrial Design Department,Beijing ChinaDesign Instructor _ Kumo Chiu;Cai Jun;Yan Yang20023D Modeling/rendering Motorola V221 Mobile Phone _CXD Beijing Design lead _ Kent LeeDesign support _ Michelle XiaoDesign Manager _ Kumo Chiu20043DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process 6 view I parts2D rendering in progress(8)A part(1)Front M logo(3)Push rubber(4)Soft key/Send /End key(18)Number keypad(21)EMU connect(19)Volume key(7)Tri flash cover(19)Smart key(20)Ear phone jack cover(2)Front IMD part(9)B part(16)C part(17)D part(10)Slider hinge(15)Cebu label(13)Mirror(12)Camera lens(14)Camera label(22)Battery door(5)Navigation key(6)OK key(11)Camera ringLanyard must be centeredNeed appearance when backlitNeed view w/o battery cover to include battery and SIM card installation/orientationAdd a revision sheetAny issue for molding USB symbolCall out as escutcheon label not“CEBU”Should MOTOROLA text be removed or Should it be included on side views?EMU orientation should have wide portion facing up towards front housing.This appears to be reversed 180 degreesUpper module I CMF listPart nameMaterialManufactureColour/FinishesPaint details/Note(1)Front M logoMetalElectroformed Name plate“M”word with rainbow effectand concentric circles laser cut in other areaIs there color in the“M”(2)Front IMD partAcrylic(PMMA)IMD processFlat surface is white hair line finishWith chrome bandThis part will change by different CMF proposal(3)Push rubberRubberRubber partPantone 8001C/Lower gloss(4)Soft key/Send/End keyABS+PCPlastic parts+ElectroplatingTexture VDI 21Send&End icon colour please refer artworkChamfer is high polish chrome finishPlease refer to graphic sheet(5)Navigation keyABS+PCElectroformed toolingDouble injection Plastic parts+Electroplating4 dots are transparent(Pantone T505-5-1)Navigation disk with concentric circles laser cut Chamfer is high polish chrome finishPlease refer to graphic sheet(6)OK keyABSPlastic parts+PVD+Laser etching“OK”is acrylic material/transparent/high polishThis part will change for Carrier(will change to transparent parts+back print carrier logo)Please refer to graphic sheet(7)Tri flash coverTPURubber partPantone 425C/soft feelN/A(8)A part PCPlastic part+paintingLustrous silver/50%glossLustrous SilverBase:KD400 T806-71-1840Top:UV#3503ND clear gloss level 55Cashew Co.,Ltd(9)B part PCPlastic part+paintingRush silver/15%glossRush SilverXPB2185SXPC70031 02/09/04 DALGloss level 15%PPG Spectracron(10)Slider hingeSlider componentN/AN/AN/A(11)Camera ringMetalAluminium+Diamond cutN/A(12)Camera lensAcrylicPlastic partTransparentN/A(13)MirrorABSPlastic part+ElectroplatingChrome/polishN/A(14)Camera labelPETPlastic partTransparent/back printingWill back print artwork(15)Cebu labelPETPlastic partTransparent/back printingWill back print artworkNeed to indicate texture and resin base colorNeed to indicate slider colorShould this be PC for good ink compatability?Need to specify colorsKeypad I artworkCEBUMA:GSMTarget Region:AsiaShip Date:3Q05Studio:Beijing CXDEpoch PC Digital CamDesigner _ Kumo Chiu;Mat Bembridge;Gavin Proctor 1998Epoch PC Digital CamDesigner _ Kumo Chiu 1998Flora _ Philips Coffee makerDesigner _ Judy Lo ;Shih Chien University,Industrial Design Department,Taipei TaiwanDesign Instructor _ Kumo Chiu 2000Flora _ Philips Coffee makerDesigner _ Judy Lo ;Shih Chien University,Industrial Design Department,Taipei TaiwanDesign Instructor _ Kumo Chiu 20003DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process 3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process Detail specifications(numeric keypad)horizontal diamond cutreference photoDetail specifications(function keypad)reference photocircular diamond cutDetail specifications(nav disk)double sided IMD?nav diskreferencehidden graphics(second surface print)first surfacelightEL light reveal iconsnormal functioncamera mode(light on)Detail specifications(memory door cover)printreference photoLeft sidememory card door3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process Function Engineering working model.Light effects but only has red light.Functional receiver.In the officeNo ambient light withLight EffectsNo ambient light with.CXD working model.Light effects has rainbow colors and automatic colors switches which is controlling by a small PCB board,and the PCB board is embedded in the LED lens.Light EffectsReceiver and hinge locationFlip lids combinationReceivers wiringWiring concept one.Wring concept twoAcoustic&wiringPrototype twoCXD Two LEDs aimed at angle.Auto hinge.CXD working model.Without light effects circumstance.No receiver embedded in the middle of flip lid.The model just put on the table and surrounding by ambient light.Rainbow mode colors of LEDComponemtsCopper wireReceiverSmall embedded PCB control the lighting effects and colors switched.Size:5 mm diameter.Single color mode of LEDSize:2.8x 1.2x 1 MMSize:9 x 9 x 3 MMSize:0.15 MM3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process 3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process 3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process 200001200220032004Color Trend Progression2004Color Trend ProgressionPebble Examples(soft feel)Bubble GumPumpkinCelerySteel TealL6CORE PALLET-CHROMA SELECTIONBUBBLE GUM MANDARINCELERYSTEEL TEALColors TestedSilver,smoked flipBright silver,transparent flipDark Black,smoked flipSoft Feel Black,Pearl dark gray front bezelSoft Feel Black,Indian blue front bezelWhite,smoked flipWhite,transparent flip3DDesign refinementIdea sketchesDesign directionAppearance modelMarketing testHF checkPrototypeCMF variation2DRnD co-designToolingProject BriefMass productionDesign Process AnalysisCompetitorSocial TrendTech trendMappingUserSelling pointsCMF trend 2D renderingSketch model3D modeling3D rendering3D CAMCMF draftProduct GraphicsDesign Process end
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