2. Chapter 2: Literature review
5.3.8 Overall results of linkographs developed
Detailed methodology followed in developing linkographs during the study of Umbrella
Our method utilizes quantitative and qualitative approach to develop linkography and is a method to analyze the design process followed in the initial phases of the product designing. Linkography is used for mapping how designers think? And generate creative ideas in a perceivable manner and combine them in a meaningful way. It has been seen that in a designing process the linkography is a logical way to get insights from cognitive psychology and a creative process [Goldschmidt, 1996]. Here, the main aim is to measure the linkography quantitatively even though the graph is plotted qualitatively. The objective of the plot/graph is to assess the productivity/innovativeness/goodness of the product, in the existing product or develop an entirely new product.
This study presents a method for evaluation of innovation index for the given set/class of products through the case study of problem i.e. ‘How do we get protection against the rain? The solution quickly comes as umbrella, raincoats, caps, jerkins etc. But given two umbrellas or given two rain coats, how do we judge which is the best or relatively more innovative? It becomes very difficult to judge for users, designers and manufacturers. Our study develops a method which reports observations on the given product and it can tell relatively which is more innovative. Also the extended results can suggest further improvements of the products so that it can be more innovative by keeping user as the center i.e. user centered innovation.
Building of linkography: In the initial level we start by identifying the main design elements which influence the design of the product in order to achieve innovation along with their sub parameters.
In one of our study we stated that innovation get influenced by many elements such as aesthetics,
ergonomics, function, usability, operations, processes, materials, margin, marketing, assembly, manufacturing, competition, branding, public and policy. This wholly makes a fractal triangle of innovation as discussed in chapter 3.
Step 1: For the given product a user study has been conducted and then prioritization of design elements is done.
Step 2: For aesthetics, sub parameters are marked as design moves and each element is checked for the interrelationships. If they are related they are connected with points/dots called as nodes.
Step 3: Similar procedure is carried out for all identified design elements.
Step 4: Here we will be combining our design elements as per the fractal triangle of innovation i.e. aesthetics, ergonomics and function as one triangle to build bigger linkographs such as AEF.
Similarly, linkographs for UPO considering usability, operations and processes are built. Now we have relationship within design elements and relationships between other elements along with sub parameters of others.
Analysis
The results were analyzed both qualitative and quantitatively. As a thumb rule of linkography, if it is very shallow with less number of links then the innovation index in the product is said to be very minimal in comparison with similar family of product or with the ideal one. On the other hand, if there are deep valleys in the linkographs then they have many more links. We can state that innovation index is high and it is more productive. The valleys can be measured in terms of the concentration of links in product design process.
Qualitative Observations
In the illustration of umbrella, we have taken 3 different kinds of umbrella for the analysis. Our study began with design audit of these products i.e. fish bone diagram for the improvements in the product and identification of the problems in the existing product. The value engineering help in understanding the components of the umbrella along with its function and to add/remove the components by reducing its cost. The engineering analysis is carried out in order to understand the product better in terms of materials, costing etc. As a part of the analysis the next phase of work will include the pair wise comparison of design elements, so that the result would give prioritized elements for the design process. The later stage is set for developing the linkographs for the identified design elements. Unlike the general architecture, here we use these linkographs in capturing the lost cognitive creativity/ideas while discussing, analyzing and getting/generating solutions. Through the protocol analysis linkographs are developed and analyzed both qualitative and quantitatively. In the case of umbrellas linkographs were developed. The study started from the theory of design space in which the user is at the center followed with a triangle constituted with aesthetics, ergonomics and function as its edges.
From the current example of umbrellas, A, B, and C, let us take umbrella as product A, and start building the linkographs after carrying the design audit as mentioned in the earlier part. In developing linkographs at the first level, individual factors such as ergonomics, aesthetics and
functions were considered. It is then combined to build a single linkograph as AEF, as shown below. At second level, the building of second triangle elements i.e. usability, processes and operations was combine to build a single linkograph as UPO.
By plotting all the elements coming under function such as strength, durability, cost/value, purpose, fit, features, stability, construction, ease of use etc. as shown in the Fig. 5.27. These elements are then linked to each other based on whether the parameter is related or not.
Figure 5.27: Showing a linkograph of function along with its design elements
Construction of the linkographs:
1. To start with, a question is posed: Is strength related to durability? If yes, then connect/establish a link between strength to durability.
2. Is strength related to cost/value? If yes, then connect/establish a link between strength to cost.
3. Is strength related to purpose? If yes, then connect/establish a link between strength to purpose.
4. Is strength related to fit? If no, then do not connect/establish a link between strength and fit.
5. Similarly features with no link/relation are left blank and the same procedure is followed until all the sub parameters are checked.
6. Is durability related to cost? If yes, then connect/establish a link between durability and cost and apply the same procedure to build an entire linkograph for function, for umbrella A (product A) The linkograph developed is for the function and similar steps are followed to develop linkographs for ergonomics and aesthetics individually.
7. The next step would be combining all the design elements falling in each of aesthetics, ergonomics & function and plot the linkograph by identifying the relations with each other. It will be constituted of all design elements of AEF to form design moves.
8. Repeat the same procedure for the second triangle considered as UPO and build the linkograph individually as well as combined, as shown in following section.
9. Analyze the linkograph and interpret in terms of their relations i.e. where should more emphasis be given? Where are greater number of links?
This is the overall building of the linkograph for product A, similar procedure is carried for remaining products i.e. B, C, D umbrellas and raincoat.