Getting designers into decision-making is the key to the combination of soft and hard in mobile times

Soft and hard combination is a trend, software rapid iteration can make consumers satisfied, and product design, or a deeper design strategy is hidden behind the core. If a company claims to pay attention to design, but the decision-making level does not have a designer role has the right to speak, that is basically cheat themselves. Current embarrassment worldwide, hardware product manufacturing and supply chain systems are all in China, and even the world's most popular Apple products are in China to complete the procurement, manufacture, assembly. If you're in California, you want to get a component or look for a processing plant, you might want to drive hundreds of kilometers and then go empty-handed, because all hardware devices, factories, and assembly resources are in Shenzhen, China. In the face of such advantages, domestic enterprises do not have anything to do, at least so far. The popularity of Shanzhai may taste short-lived, but it cannot achieve a brand that can bring huge profits and sustainable development, because no company has promoted the design to a strategic level. And I think. A design team should spend more than 80% of their time understanding people, digging up demand, integrating peripheral resources, analyzing competitor strategies and figuring out the supply chain system. In the eyes of Chinese enterprise leaders, designers are only artists, from top to bottom to convey the command, and finally by the designer to complete a pile of assorted needs and design a so-called "Form", and a compromise, ultimately by the ID designer to give in. In their view the design of the beautiful, good-looking, cool is the main criteria for their evaluation design, and this standard is very subjective, does not really mean beautiful, good-looking. Soft and hard combination back to the soft hard combination, is no doubt the mobile Internet after the next landmark opportunity point, but who really considered the core of the soft and hard combination of what? Hardware in today's global integration process is already not a bottleneck, you are using the same device competitors can easily get. Software? I don't think it's a bottleneck. The characteristics of fast iterations are destined to satisfy consumers. and product design, or a deeper design strategy is hidden behind the core factors. Of course, if your hardware products can not attract consumers to buy, the so-called software does not exist, the so-called big data is impossible. Design strategy to promote the design to the height of the strategy is very sensible behavior, I can reply to the responsibility to say if a company claims to pay attention to design, but at the decision-making level does not have a role of designer class has the right to speak, that is basically cheating themselves. Whether it's at Apple, Nokia, HTC, Motorola, Philips, all have the position of vice President of design, which means that in the discussion of next year's product planning, from the beginning will be able to insight into the real needs of consumers and from the design strategy to consider the future of what kind of products to establish their brand identity and response to competition. We can look at what the famous American Strategic design company frog the design strategy for Apple: the Apple Computer should be small, concise, white all graphics and text must look clean and orderly final product to show a smart, High-tech appearance, to use the most advanced processing sideStyle to create all the product design to the principle of environmental protection, and strive to achieve "no paint, low cost", the cautious use of acrylic-butadiene-styrene plastic and other chemical raw materials and the above design strategy, is forg company and jobs together to confirm and implement. The future development is obvious, the current big company is losing creativity, huge business, complex management system has not allowed to do excessive innovation. So the combination of soft and hard at the moment is some small and medium-sized start-up companies doing a very good job, and I think that in fact, most of these companies should be design-driven companies (and technology-driven, but very few), with the help of a designer to build a brand strategy that can highlight its branding, by resorting to consumer sentiment, Provide a very useful consumer experience, and explore a responsible environment for the benign management of the road. Of course, the requirements of the designers themselves will be very high, passion for design, their own taste, open horizons, global vision, to other related areas of understanding and so on. In my own design as a strategic product designer experience, about 80% time spent on understanding people, mining needs, integration of peripheral resources, analysis of competitor strategy and understanding of the supply chain system above, perhaps the real product design itself only accounted for me 20% of the time. In fact, only when the designer grasps the business operation and learns to run a successful organization must have the rational thinking, the vision, the morals and the creativity, can truly master own product destiny, is a real strategic product designer. Design, in the process of shaping the soft and hard combination of this innovation-driven business strategy, has a vital role in life and death. Redefining "Design" as a strategic industry, and constantly upgrading its relevance to industry and commerce, will allow an enterprise to move towards a completely different future.