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What is Growth Innovation Pilot Initiative

Chapter 17
Handbook of Research on Trends in Product Design and Development: Technological and Organizational Perspectives
A New Zealand governmentally funded tertiary education commission initiative (2007 - 2009) that aims to foster industrial competitiveness through design for desirability. The intention of this project is to assist New Zealand manufacturers and designers to achieve increased levels of success in international markets through focusing on Design for Desirability by establishing collaboration between manufacturing industries and academia.
Published in Chapter:
Design for Desirability: A Collaborative Innovation-Initiative between New Zealand Design Academia and Industry
Mark Goellner (Massey University, New Zealand), Anders Warell (Lund University, Sweden), Rodney Adank (Massey University, New Zealand), Lyn Garrett (Massey University, New Zealand), and Tony Parker (Massey University, New Zealand)
Copyright: © 2011 |Pages: 20
DOI: 10.4018/978-1-61520-617-9.ch017
Abstract
This chapter outlines an innovative and collaborative design research project that connects New Zealand SME manufacturers with advanced design thinking about affective design. This project was developed and implemented by the centre for affective design research (Affect) at Massey University. Design researchers and five NZ companies have collaborated to foster ‘design-for-desirability’ thinking and develop capabilities by means of knowledge sharing, enterprise training and individualised projects. This created visionary product concepts utilizing the perceptual product experience framework (Warell, 2008). The chapter provides a novel model for collaboration between industry and academia that focuses on implementing ‘design-for-desirability’ thinking in SME companies with the aim of improving their international competitiveness. Well-designed, functional products are expected in today’s competitive global markets. Gaining success in global markets requires a step beyond this level of usability in order to develop products that are desirable and appeal to the users on emotional, social and intuitive levels.
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