Strategic design approach to create a framework to utilize existing resources for Qualy

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Strategic design approach to create a framework to utilize existing resources for Qualy

Year

2018

Design at

KMITL

for

Qualy

my role

Design Student

Project Introduction

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The Class

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This project is a collaboration between the Qualy and the Department of Industrial Design at the School of Architecture, Art, and Design (SAAD) from King Mongkut’s Institute of Technology Ladkrabang (KMITL), for the class of the Industrial Design 5, focusing on the Design Strategy. This course centers on the development of Design Strategy with a focus on organizations, using real-world case studies through collaboration with a company. The approach involves consolidating design briefs, conducting research, and performing contextual analyses in social, economic, market, and technological contexts. The project encompasses a comprehensive analysis, incorporating aspects such as consumer studies, the design thinking process, strategic thinking processes, and trend analysis. Participants will engage in practical design projects, navigating through various stages including problem statement identification, strategic definition, ideation, idea selection, prototype development, and testing.

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Strategic Design

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Design isn't just about making things look good; it's a crucial factor in both business success and social well-being. Managing and leading design effectively is key for thriving businesses.Strategic design is an approach that tackles problems in a holistic way not just about finding solutions but about reimagining the problems and how solutions being delivered. This approach creates opportunities for innovation by approaching challenges with a fresh perspective. Strategic design is a broad concept that incorporates various design approaches, such as service design, design thinking, and innovation. Its goal is to create new competitive advantages for businesses. The focus of projects in strategic design is not just generating ideas but also turning them into practical and profitable applications.The foundation of strategic design is rooted in the analysis of both external and internal trends and data. This analytical approach ensures that design decisions are grounded in factual information rather than relying solely on aesthetics or intuition. By basing decisions on a thorough understanding of the environment and trends, strategic design aims to bring about tangible and effective outcomes for businesses.

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Qualy

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Qualy, a distinctive Thai-designed product brand, is deeply committed to a trinity of values: creativity, utility, and sustainability. Anchored in the belief that design has the transformative power to enrich lives, the brand is driven by a dual purpose - to enhance the quality of life for individuals while also respecting and contributing to the overall well-being of the planet. Qualy's product philosophy revolves around crafting items that transcend mere functionality, aspiring to be both innovative, sustainable, and uplifting. Their creations are not just tools; they are designed to bring happiness and joy to the lives. What sets Qualy apart is not only their innovative designs but also their initiative dedication to sustainability. This commitment is manifested in their pursuit of being an eco-friendly design brand, showcasing a genuine responsibility towards the environment by collaborating with many sustainable NGOs and take a lead in developing new greener material to create a last-longing life cycles of plastic products. In essence, Qualy strives to be a source of both inspiration and positive impact, weaving together creativity, utility, and sustainability into the fabric of their brand identity.

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Cost center of Plastic

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In plastic products manufacturing, injection molds is a major share of production costs. These molds, typically crafted from high-grade iron, serve as essential tools in the injection molding process. It is a common practice to create a unique mold for each specific product or part, contributing to the overall expenses.The process of crafting injection molds not only involves the use of materials like iron but also consumes a significant amount of water. The intricate design and precision required in mold creation demand substantial resources.Beyond the direct material and resource usage, injection molds play a substantial role in contributing to the carbon footprint associated with plastic manufacturing. The energy-intensive nature of mold production and the subsequent injection molding process adds to the environmental impact of the overall manufacturing lifecycle. Addressing the environmental implications of injection molds is crucial for sustainable practices.

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Design Challenge

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Approach

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Analysis

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Horizon of Qualy’s Product

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Qualy's component

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Ideation

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New Strategic Framework - Idea Generation

We established a comprehensive framework aimed at generating design alterations, drawing inspiration from the SCAMPER method. By incorporating the principles of Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse, we explored the potential for innovation in existing products. Through this process, we observed that even minor adjustments stemming from the SCAMPER method have the transformative power to offer new perspectives into the design landscape and encouraging creative insights. This approach not only enhances the dynamism of our design process but also opens up ways for imaginative solutions in product development.

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New Strategic Framework - Design Matrix

We made a matrix to help us create new products. Each path we explore using our framework can be turned into different products. This matrix is like a guide, making it easier for us to come up with fresh and diverse ideas for new products. It's a systematic approach that lets us take creative routes and turn them into real, marketable products. By using this matrix, every path we discover becomes a potential new and unique product.

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Experimentation

Idea Sketching

By combining idea sketching with the utilization of existing parts from Qualy's products as independent variables for ideation, we seamlessly incorporated them into our design matrix. Guided by the principles of our idea generation framework and a systematic matrix, this approach allowed us to explore creative possibilities centered around these components. This synergies of existing elements within established frameworks enhances our capability to generate innovative and compelling ideas for new products.

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Part Matching Exploration

We immersed ourselves in a weekly exploration of Qualy's manufacturing line, combining systematic approaches with childlike curiosity and imagination. This hands-on engagement allowed us to experiment directly with real products and parts, fostering a dynamic and innovative ideation process. This unique blend of systematic analysis and childlike exploration enriched our understanding of manufacturing processes and inspired creative solutions for product development.

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Design Selection

After exploring sketches and conducting Part Matching Exploration, we move to the next step: validating multiple prototypes. In this crucial phase, we carefully assess each prototype based on factors like aesthetics, functionality, and alignment with the intended narrative.Selecting from these prototypes is a meticulous process. Each design is thoroughly examined to ensure it meets not only visual and functional standards but also integrates seamlessly into the broader collection. This thoughtful approach ensures that the chosen designs not only shine individually but also contribute cohesively to the overall storytelling essence that defines all Qualy products.

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By looks

The selection process places a strong emphasis on the visual aspect, with a focus on the overall looks and aesthetic qualities of each design. Careful consideration is given to how each piece contributes to the cohesive and appealing visual identity of the collection. This ensures that the chosen designs not only individually stand out for their aesthetics but also collectively create a visually harmonious.

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By Function

The selection process prioritizes functionality, with a keen focus on how each design serves its intended purpose. Each piece is chosen based on its practical utility, ensuring that it aligns seamlessly with the functional requirements of the collection. This approach ensures that the final selection not only looks good but also delivers on the intended use and purpose of each product within the collection.

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Design

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Common Collection

The Common Collection comes to life through a mix of taking a simple part and upgrading its material. We choose uncomplicated forms, enhance them with high-quality materials, and turn them into new products. This collection mainly includes decorative items, vases, and plant pots, each crafted to strike a balance between simplicity and elegance.

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Stack Collection

The Stack Collection is crafted through part matching. We take a component from an existing product, using it as a joint to create stackable containers. This innovative approach allows us to repurpose familiar parts, giving rise to a collection of functional and versatile stackable storage solutions.

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Reflex Collection

The Reflex Collection is a fusion of a part from Qualy and standard industrial elements like metal pipe caps and mirrors. This unique combination results in a collection of desktop stationery items such as desktop mirrors, vases, and potpourri bowls. Each piece in the Reflex Collection blends Qualy's distinctive elements with industrial components, creating functional and aesthetically pleasing additions to desktop settings.

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Lamp & Light Collection

The Lamp & Light Collection comprises lighting products crafted by incorporating light bulbs into Qualy's distinctive parts. Leveraging the unique shapes of Qualy's products, we have created a variety of stunning lamps. This collection offers a diverse range of lamps, including ceiling lights, wall lights, and desktop lamps, each blending Qualy's unique elements with functional illumination.

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Odda & Ends Collection

The Odd & End Collection showcases miscellaneous products that, while not fitting into other specific collections, hold their own unique value. These items stand apart, offering distinctiveness and individual charm that sets them apart from other product categories.

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Stack Workshop

The Stack Collection introduces an interactive feature, allowing customers to personalize and create their own customized products. This project got the opportunity to be showcased at Bangkok Design Week 2019, where we hosted a workshop. Visitors had the chance to craft their unique stacks during the workshop and take home their personalized creations.

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Validation

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Production Drawing

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Production Drawing

To validate our design solution, my team initiated product refinement and tested it on the actual manufacturing line. During this process, certain product parts required modification, prompting the creation of specialized jigs or templates. These tools proved instrumental in expediting the manufacturing process and ensuring the successful implementation of our design improvements.

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Cost Structure

Following the testing phase, we conducted a comprehensive analysis of the initial investment for this project. In comparison to the typical investment for plastic manufacturing, additional costs such as modification expenses and wages for the human assembling line were considered. However, through careful calculation, we discovered that leveraging the existing injection mold allowed us to significantly reduce the primary production investment. This strategic approach means that we could break even by selling a smaller number of products.

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Impacts

Qualy’s Manufacturing Disruption

This strategic design project not only showcases the ability to create new products without investing in new molds but also underscores its sustainable aspects. By repurposing and renovating existing stock into new products, the project aligns with principles of sustainability by minimizing waste and utilizing available resources effectively. This innovative approach not only reduces environmental impact but also presents a responsible way to bring new life to existing inventory, contributing to a more conscious product development strategy.

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Showcase with Bangkok Design Week 2019

Our project unveiled a compelling strategic approach to sustainable design, earning us an invitation to showcase at Bangkok Design Week 2019 as part of the student exhibits. Additionally, we took the initiative to organize a workshop, inviting BKKDW2019 participants to customize their Stack Collection, fostering hands-on engagement and interaction with our innovative design.

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Team Member

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Chayakorn P.

Strategic design approach to create a framework to utilize existing resources for Qualy

Year

2018

Design at

KMITL

for

Qualy

my role

Design Student

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