1. GKR 2113: INTRODUCTION TO DESIGN PROCESS
LU 3& LU4: PHASE 1-DISCOVER

2. Phase 1: Discover
Act as a ‘phase of divergent thought’, where the designers and other project team members keep their perspectives wide to allow for a broad range of ideas and influences.
In this phase of the design process, the company is asking a question, posing a hypothesis or identifying a problem by analysing market data, trends and other information sources.

3. Phase 1: Discover
Discover phase helps to identify the problem, opportunity or user need that should be addressed, and introduces the space within which design can provide a solution – the playing field for design.

4. Phase 1: Discover
This phase is very important as the vision of the product is set.
Vision of the product might include specific question that designers need to answer:
What product that we wish to be in the market?
What is the problem with the existing and current product?
Why does the product cannot do something that we want it to do?
At the end of this phase, the questions should be able to answer.

5. Phase 1: Discover
The most formalised sources of inspiration and information are the outcomes and interpretation of market research and data, observation, primary research or ideas that have been generated in formal or informal settings by members of the team.
User needs identification:
Market research
User’s needs research.

6. Phase 1: Discover Market research
Various methods that provide information needed to make effective decision on new product major issues concerned:
What are the customer’s present and future needs.
How will future needs be met?
When will they met?
Competitors-current and future product position and how will they change?

7. Phase 1: Discover Market research
Consumer behaviour and preferences in relation to the product or service offered by the company
New modes of communication
New service needs that may emerge on the basis of social, economic or environmental changes
The breadth of focus here opens up the possibility of a wide range of impacts on companies’ products and services – from complete product innovation (in response to issues such as global warming or technological changes), to styling preferences such as colours, finishes, materials and textiles.

8. Phase 1: Discover User research It is used to identify:
How users are assessing current product/service?
Areas of improvements and innovation
Opportunities for new products that will fulfil user
Direct involvement of designers in user research will benefit the companies in various ways including:
Designers are capable to resolve problems creatively and generate ideas based on the finding of the research.
Having designers involved directly with other multidisciplinary teams (user researchers, product and services developers) in the analysis of data will give the other an insight into the skills that designers bring to the process.
This collaboration help to clarify the product vision and objective at the earlier stage.

9. Phase 1: Discover Understand Customer/User Needs Direct needs
Latent needs
Constant needs
Variable needs
General needs
Niche needs
Understand Your User

10. Phase 1: Discover
Kano Diagram

11. Phase 1: Discover
BASIC FEATURES

12. Phase 1: Discover PERFORMANCE FEATURES
Performance, as far as a bicycle is concerned, could any or a combination of the following : ) A rigid framework with stable ride and cornering ) Some like it fast and aerodynamic ) Some love super light everything ) Some need the extra stiffness for hills and sprints ) Comfort on long rides, cobble stones, road potholes and etc.

13. Phase 1: Discover
EXCITEMENT (‘WOW’) FEATURES

14. Phase 1: Discover Managing and planning information
The way in which this information is used by, and shared with, the design function and with a wider project team
Planning with information - Using the design process to plan the flow of information through the development phase and manage the interaction with designers and other teams throughout the process.
Reflecting the findings of market data, research and future trends - and making appropriate design changes where necessary - presents a considerable challenge when planning the development of a new product or service.

15. Phase 1: Discover Design research groups
Involve multi experts in the company : designers, manufacturing engineers, marketing, sales, quality controller and etc ensure that the designs can be made and sell. The way in which this information is used by, and shared with, the design function and with a wider project team
External consultant can also be part of the team to look at a specific area.

16. Phase 1: Discover Group Activities
Visual research/observation – image board
Design Framework – project plan & schedule
Market research- questionnaire
User’s needs research – questionnaire
Data analysis & Result