‘What Ideality Tool’ (The WIT) for Product Design Briefs Fusion and Confluence in Design Management
Editor: Boks, Casper; Sigurjonsson, Johannes; Steinert, Martin; Vis, Carlijn; Wulvik, Andreas
Author: Weiss, Alon; Avital, Iko; Das, A.K.; Gedalya, Mazor
Institution: Indian Institute of Technology Guwahati, Israel
Section: Design for Sustainability
This article presents the essential advantages in using an innovative design tool that enhances the values of sustainable design management, applicable for product designers and design managers, serving as a crucial compass in the ideation and formulation stage of Product Design brief. The model was developed aiming to bridge over existing gaps between sustainability and the business approach, such as developing a sustainable design within the limitations of traditional briefs, establishing a shared terminology between the management decision makers and designers, offering a solution for tackling mind blocks, fixations, and bridging over the “design paradox” process of skipping the stage of expanding the ideas (WHAT), and rushing towards a specific design solution (HOW). The solution offered is by focusing on the analysis level of the “WHAT” in order to enhance the “HOW” practical output. The model is based on TRIZ ideality concept and the Biomimicry approach, and is aimed for developing a Designer Planning Brief according to nature’s Ideal strategies, functioning as a method for expanding the Pool of ideas and developing more innovative sustainable product’s attributes. Additionally, by integrating the business world with holistic sustainability approach, it will serve as the essential core for future business vision, focusing on Design as an integrator, transformer, and an optimal business approach. The tool’s principle is to direct developers in implementing ideality and efficiency in the system, increasing functions’ quantity, and amplifying the functions’ values to create a stronger effect. This tool guides developers through the complex planning required in today’s competitive sustainable market, utilizing this model to achieve interactive strategic thinking, balancing the main planning stages in design management. This article presents the practical contribution through a two level case study evaluation process, conducted in an academic classroom experiment with Master students specializing in Product Design and Management.