Design Thinking Case Study Analysis of James Dyson & Mark Sanders

Question

Task: You need to examine the design thinking case study (two cases) of creative individuals who have invented, designed, developed and introduced innovative products.

• James Dyson, an inventor, entrepreneur and product designer, and his innovative designs of Wheelbarrow andVacuum Cleaner;
• Mark Sanders, a product designer and design consultant, and his novel design of Folding Bicycle.

Task 1:Analyze the characteristics of design thinkers to be creative for the product development process. Your analysis should provide a critical evaluation of the cases.

Task 2: Evaluate the role of design thinking that where these creative design ideas came from for both the cases.

Task 3: By considering the design thinking process, evaluate how inventors developed the new ideas into successful products.

Task 4: Discuss the problems faced by the both inventors in getting novel products on to the market as new innovations.

Task 5: Critique whether or not the ArchiMate visual modelling language helps the designers to visualize their designs for innovative product development.

Answer

Introduction
The process of innovation is highly dependent on the services or products renewed through trials and presented as new by introducing new techniques for reserving futuristic successful ideas aiding in development of value of the specific products or services once again. As stated by Elsbach and Stigliani, (2018), Design thinking is the approach that is human-cantered when it comes to innovation and is supported by the understanding of the needs of the customers and developing ideas on how they can develop products and services and transform them or change them in a new manner. This report focuses on the aspect of innovation and design thinking as well as the ways in which the steps of design thinking are implemented by entrepreneurs, for introducing innovation to existing systems and discovering innovative products.

Characteristics of design thinkers for the product development. As stated by Kostrzewski, (2018), the attributes of designing and thinking, leaders should include the characteristic of creativity. They should have lateral thinking and a sense of dead-on instinct or 6th sense functioning while making a decision or creating a new product. As for the creativity and development of the product such as the development of the wheelbarrow and vacuum cleaner by James Dyson and the development of the folding bicycle developed by Mark Sanders, they should have successful clarification and communication ideas and concepts with the help of models and sketches which can help them have a better idea of what they want to develop and carry out as well. The main focus should be on the solution such as designers developing a product along with giving it a new essence with their creative ideas. As evidenced by Nagahiet al., (2020), the focus should be on the ideal requirement of things versus the current scenario of the things regarding the product. Akin to the situation where two leaders focus on productdevelopment to make the specific product better like adhering to the case of Mark Sanders tires where he developed the product successfully to win against the Japanese competition of pink vacuum with a higher priced product. Both the case studies emerged with the aid of similar research method while product development.

Mark Sanders developed a folding bicycle, which can be used for short journeys with low cost along with simplicity and easy to use. The basic features covered cost effectivity, speed of foldability, modern and fashionable appearance, originality (following a new configuration which is patentable and not folding version of any previous configuration), ease of handling when folded (no sharp objects coming out and easy to handle on a public transport), light weight, minimum cleanliness requirements and catering to a larger customer group both cyclist and non-cyclists.

For Dyson innovation means possessing good ideas which are based on experiences laden with careful observation of the reality of the market and involving hard work comprising of practical skills as well as technical expertise to transform the idea to a successful marketable product.Sanders involves the combination of skills of engineering as well as industrial designs but possesses a different approach towards creative design for innovation. Both characterises a high level of commitment towards fulfilling a project requirement that can successfully appeal to all customers. As evidenced by Wrigley, Nusem, and Straker, (2020), Design thinking is linked to various ideas of creativity to reach a realistic solution and emphasizes on the requirements of the stakeholders involved. It is a procedure which aids in solving problems with customers as its propriety. It helps in the observation of the situation depicting the interactions with the people developing particularly concerning the employees or workspace environment along with approach to develop an innovative solution concerning the specific product. Archi is considered to be a free open-source cross-platform tool that helps to create Archi made models. Before the tool was mainly aimed at all levels of enterprise architects and modulus where they provided a low cost in developing solutions to the users in order to make the first step in the ArchiMate modern language. The aim was to get involved with the language within a TOGAF or any other architectural enterprise framework. The windows version had an installer which was the windows 7 and 8 and added a 32- or 64-bit version, which was supported and could supply copies for the program files. As stated by Pusca, and Northwood, (2018), design evaluation methods mainly consist of three methods that are the pass-fail evaluation matrix and SWOT analysis. In these two case studies, the swot analysis was used in order to evaluate the design used. SWOT analysis can show the strengths, weaknesses opportunities, and threats of the idea that is being projected into the marketplace by the organization of the innovative design. Therefore, it is seen that this type of evaluation tends to look for better ideas and vision and have put a hand to development on the four factors in order to protect the potentiality of 6s based on the innovation being introduced to the market on the market-based aspect.

As stated by Barsalou, (2017), the design thinking procedure has five steps which are first empathized, define, ideate, prototype, and then test. Empathizing is the first stage of designing thinking as it tends to gain an understanding which is empathic in nature which the leaders are trying to solve in concern to the problem. Defining the problem is the second stage which is where the leaders and to put together the information they have developed before creating the product like how James Dyson used to develop the wheelbarrow and vacuum cleaner. This is where they analyse and examine the observations and then come up with defining the key problems that they are facing and how they can tackle those. During the third stage of the design thinking procedure, the designers consider being ready to execute the ideas and starting the process. The prototype stage is where they come up with a number of inexpensive versions of products and have particular features that are found in the product so that they can do some investigation on the problem-solution factor. prototypes are the ones that are shared and tested within the team itself, an organization, and departments that are considered to be outside the design team. Lastly, the designers are made to test the product which is completed using the best solution which is found out during the prototyping phase, like how Mark Sanders used the prototype aspect to test his novel design of the folding bicycle.

Fig 1: Wheelbarrow

Fig2: Folding Bicycle

Role of design thinking
As evidenced by Micheliet al., (2019), the role of design thinking is there to help the organization leaders to solve the problems and create new concepts of various types and also help to develop the products, services, and procedures as well as the business model that they already have existing in the organization. The main reason for this is to meet the needs and designers of the customers as well as the stakeholders in order to come up with solutions that are inspiring in nature and experiences. It is seen that ArchiSurance had three independent insurance companies, which used the advantage of numerous synergies between the three organizations because of the truth through different types of insurance that had similar business models. All three businesses are sold directly to consumers with the help of web e-mail telephone and other aspects like postal channels. Even though they are placed in different cities each company has a modern house complex in a major metropolitan area, which makes them have loyal customers and helps them to develop strong reputation values and services as well as be financially stable. Design thinking can help with the innovation more because it helps to link the creation and make it have an improved future and also seek to have ID assistant to be lit up unlike the aspect of evaluating an elastic innovation which tends to break down and has an aspect of the galloping and better understanding of customers all the users and their needs.

As stated by Elsbach and Stigliani, (2018), the most has made them have a result of a number of integration and alignment challenges for the new company’s business which are being seen in the Ashish orange data and technology. On the other hand, ArchiMate is considered to be a language that tends to deal with architecture. The ultimate came through with the desire of the enterprise architect to come up with a module language that is visible in nature in order to help them develop and describe enterprise architecture. Therefore, it is seen that James Dyson and Mark Sanders came up with two products and innovative designs were the wheelbarrow and vacuum cleaner as well as the folding bicycle which would help them face their problems and issues that they were facing. in order to meet the customer's needs and desires, they develop such equipment so that it would be easier for them.

As evidenced by Bork, Hawryszkiewycz, &Karagiannis, (2017), Mark Sanders as for the trader innovation design of the folding bicycle was made for short-distance use and linked up with other modes of transport. Mark Sanders especially designed this as he was a postgraduate student in the joint of royal College of art and he had been thinking about the logic of following bicycles which could work as a mechanical engineering aspect. As with the ball barrow, the study also arose from personal needs, and therefore Mark Sanders was trying to communicate with Windsor of London and assume that the idea of a folding bicycle could tend to match the transport needs as well as give the college project a suitable aspect and growth. Acquiring the idea of this he began with low pricing which was essential considering it to be marked as a retail price above 100 Euros, therefore, he made it foldable in nature giving it simplicity and ease of using. The appearance of the bike was modern and fashionable and even with the ease of folding and portability retained its modern look. they maintained originality that was patentable and did not use previous existing model’s configurations. As stated by Pereira and de FSM Russo, (2018), it is seen that this innovation by Sanders had a positive influence and it was regarding the solution of the problem which focussed on the dissatisfaction regarding the folding bikes available and of these actually existing types of folding bikes were satisfactory when it came to inspiring the people. This was when and how Sanders developed the idea of this double bicycle.

Design thinking process in developing new ideas into successful products
As stated by Oxman, (2017), Design thinking seems to be a nonlinear process with the tendency to help the leaders understanding the users and todevelop innovative solutions serving as a prototype. The various methods of testing involve more than five phases to come up with the best outcome in problem solving management and present the best developed prototype to serve the requirements in the market. James Dyson was an inventor and designer who was detained at the royal college of art. Therefore, his two products were the wheelbarrow which was a ball-shaped product, and a novel type of domestic cleaners which was based on the concept of the cyclone principle which was called the cyclone vacuum cleaner.

The creative and innovative processes behind the procedures of development used in the innovative designs emerges from the individual's dissatisfaction motivating the aim to improve the existing product. Therefore, the experience of using a barrel with conventional and area with wheel sunk into soft services and the body shape was when it came to making cement and had a difficult to be used that we came up with the idea to design a ball barrow. Before the designer came up with the concept of a ball-shaped wheel, the creator, being a part of an engineering company called Rotork engineering, learned that the balloon tires were produced by molding for vehicles. This shows that it was a transfer of an idea technology from one product to the other. They developed the ball marrow concept by starting sketches and drawings to a prototype that had a fiberglass wheel molded around a football. In the beginning, the existing wholesalers and retailers did not think that the garden equipment of Dyson would have any sales and hence, marketed the ball barrow by mail order.

As stated by Wallis, (2019), On the other hand, Isis next intervention came up with the production problem in the ballmarrow factory with the issue that came up with the cyclone vacuum cleaner where he was advised to install and industrial cyclone in order to separate the fine powder from the air while having to install the cyclone James Dyson got the idea of a clean a domestic aspect that could be used as the cyclone principle in order to separate the dust from the dirty air. Dyson came up with the protocol cyclone clean of which was the major to UK manufacturers of vacuum cleaners therefore it began to be really successful and be appreciated by the people.

Fig 3: Vacuum cleaner

The problems faced by James Dyson & Mark Sanderswhile introducing products to the market
As stated by Schell, (2018), the problem that directs that the inventors who got involved while introducing our products on the market as a new innovation was that they had risk and security risks while mapping of risk and security concepts as well as they had issues with the data protection matters which is an essential part of the risk management aspect. Another issue was that the ball barrow, which was developed in 1974 after Dysonsold the business to a major manufacturer. Before garden equipment was not found by the retailers and wholesalers in the market and therefore it was an issue for Dyson because they were not accepting his product, so he marketed by mail at first. Another issue was that the introduction of the foldable bicycle was that the research design and development process would take a lot of time to develop the procedure and the product.

Another issue was that when the design was license in 1986 the Japanese manufacturer had adopted a contract from the British which was Italian form and they had copied the cyclone cleaner and developed a more costly pink vacuum cleaner with the continued involvement of Japanese designwhich had become an issue for them as it has limited numbers of design contest customers who agreed to pay the hundred euros for the machine. As stated by Baker III andMoukhliss, (2020), when it came to Dyson’s product, this product which was coloured black has been sold at a more realistic price, at $300. They had certain compatibility issues as well when it came to introducing the new product as a set of new ideas and techniques have been involved and the customers had never responded to such a new product earlier and thus its market assessment seemed a little incompatible.

As evidenced by Thomas, Rankin, Minor, & Sun, (2017). Whenever there are new innovative products introduced in the market, they can have a lot of challenges when there is an innovation as the product can be inappropriate when it comes to the customer’s needs and desires. Every little step while introducing a new innovation in a product-based aspect should be given importance and carefully done. The employees might be not motivated or empowered when it comes to working towards the innovation of developing a new product and helping the company to do well. Employees need the freedom to take the risk that they want when it comes to trying new ideas and having new innovation concepts introduced in the organization and deciding which one is supported or not.

There can be a lack of collaboration between the team members while introducing a new product possessing internal and external effects and thus it is necessary for all the managers and employees to know their competitors and the industry partners as well as know that what they can use to help innovate the product in its best form. As stated by Scardamalia and Bereiter, (2017), customer feedback is incredibly important when it comes to having innovative success as having feedback from the customers is essentially needed. If the organizational leader wants to ensure a long-term success when it comes to innovation it is really needed that they are aware of the challenges and plan accordingly to work against the competitors.

Use of ArchiMate to visualize the designs for innovative product development.

As stated by Bhattacharya, (2017), ArchiMate is a modeling technique that is used for describing enterprise architectures. air has a set of ideas within the concept of relationship between the architectural characteristics and tends to have a simple and structured idea for describing the contents of those domains that exist. The Archimate has gained popularity over time and has been considered as a standard instrument in concert with enterprise architecture it has a strong result when it comes to reference point of modeling and has a sharp level of focus on what it sets out to consume. The model element of Archie made is considered to be an element that makes it possible for all the users to look at the service which is oriented in nature as well as through models such as the three layers being application business and technology. As evidenced by Sales, et al (2019, June), therefore the visual modeling language can help them to visualize product designs as needed and help stakeholders relate with the ArchiMatemodeling aspect in order to complete their tasks as well as have a better understanding because the modeling language develops an environment for flexibility in their approach.

As stated by Mayer and Feltus, (2017), it is seen that the ArchiMate visual modelling language was designed for the product to have a picture before them while innovating a new productbecause it has windows which is installed and can run on a windows system 7 8 supported by a 64-bit version. The installer can also simply copy the program files to the targeted ones therefore it does not have an uninstall present in it. The Archi also has a zip installation. therefore, it is seen that the workspaces are provided on the various sub-windows. that is the model's properties outline navigate a palette visualizer hints and validator. It can be arranged by the help of drawing them into new positions or by dragging them into the main application window which can be detached from the main window as well where the windows may be shown or hidden by selecting the appropriate windows menu.

As evidenced by Sales et al., (2018, October), the ArchiMate model tends to consist of a number of concepts that belong to different layers such as the business application of technology. Therefore, each concept in the model can be connected to one another and develop a certain relationship or connection between them. It has connection preferences as well which is the magic connector on the drawing or other aspects such as the ARM that is the automatic relationship management. it also has all the colors and font preferences which can be really beneficial while coming up with a new design. It also has Canvas modelling toolkit preference, which can benefit if this has a checked Canvas modelling toolkit menu

Conclusion
This assignment is a case study that consists of various tasks. It is focused on the two cases which are given to us namely the James Dyson and innovative designs of the wheelbarrow and vacuum cleaners and Mark Sanders product that was a novel design of the folding bicycle. It focuses on design thinking and how it can be released and shall have a part in the concept of innovation as well. it focuses on the concept of innovation and design thinking while creating a new product and dealing with issues and problems are addressed in the organization in developing a better product to satisfy the customers.

References
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