構想發展與企業發展——事業導向之設計程序

Between Idea Development and Corporate Development-A Business Centered Product Design Process Model

企業之創新能力與其新產品發展之表現相關，而新產品發展表現取決於其構想品質。現有設計程序多依循既定企業目標或現行事業策略發展設計，限制構想品質之發展可能性。本文提出一套以事業運作為中心思考之產品設計程序模式，冀能消減有礙構想品質提昇之限制。該模式係由六步驟所構成：一、自使用者角度找出具高設計潛能之新產品構想；二、就商業觀點選取適合之企業目標作為設計目標；三、從顧客立場定義能達成設計目標之新產品觀念；四、以生產者面向規範能節省研發努力之設計要項；五、就構想採用者角度進行設計評價以及程序決策，以及；六、以完整產品之方式將設計要項轉換為實體構件。為方便新模式運作，支援設計發展的觀念工具亦一併提出，計有：用以定義企業目標之「利益矩陣」、用以定位創新概念之「生活層屬架構」，以及用以分析設計焦點之「產品層屬結構」。以作者所教授之產品設計課程測試新模式，從學生作業成果可知，新模式在新產品發展上為可行有效，可發展出能影響目前事業運作方式之新產品設計，文中以一學生設計作品為例說明。為求進一步驗證，進行理論分析，其結果支持上述論點。

The innovation capability of a corporate relates to the performance of its new product development, which is determined by its idea quality. Existing design approaches are undertaken based on predefined company goals or alignment with current business strategies, which restrict development possibility of idea quality. This paper proposes a business centered design process model for removal of obstacles that confine enrichment of idea quality. The model consists of six elements: （1） Identifying new product ideas with attractive design potential form a users viewpoint, （2） Selecting appropriate company goals as design goals from a business perspective, （3） Defining new product concepts to reach the desired goals from a customers standpoint, （4） Specifying key design elements for less development efforts from a producers prospect, （5） Evaluating design and making procedural decision based on the aspects of an idea adopter, and （6） Translating design elements into physical entities in terms of a whole product. For facilitating the design process, new conceptual tools are introduced, including the benefit matrix tool for （re）defining company goals, the life hierarchy model for positioning innovative ideas, and the product stratification structure for analyzing design focus. For verification, a product design workshop class taught by the author was employed. From students' works, it can be asserted that the new model can be feasible and effective in developing new product designs influential to current business approach. For illustration, a redesign work done by a student is demonstrated as an example. For further verification, theoretical analyses are conducted, resulting similarly supportive conclusions.