Design Council, Warwick Business School Release New Research

The Design Council and Warwick Business School have released new research suggesting that design is playing an increasing role in automotive manufacturers' decision to creating experiences in addition to products. This, in turn is causing greater collaboration with firms outside the industry, says Pietro Micheli, a professor at Warwick Business School.

“Four key themes emerged in our research,” said Micheli. “Firstly, design is one of the most important drivers of innovation and competitive advantage; this is being recognized in the industry, for example through the appointment of chief designers to company boards.

“Secondly, good design is not just about good looking objects, but also about bringing together different perspectives and people, for example by establishing effective collaborations between traditional automotive and IT firms.

“Thirdly, design can offer automotive firms the capacity to better understand and anticipate users’s needs, and therefore offer products and services in line with the times. For example, by offering greater connectivity, introducing better user interfaces, and integrating technology that will eventually enable fully autonomous vehicles in a way users understand.

“And finally, such a role could only be effectively fulfilled if designers develop a wider skillset, which does not only comprise traditional 'form-giving' and production technology, but also user interaction, graphic design and service design.”

For more information, visit the Warwick Business School.

Sources: Press materials received from the company and additional information gleaned from the company’s website.