The Sony design process
The origin of the design projects undertaken by the Sony Design Group varies. An idea may originate with design centres themselves, product planners or marketing. Design briefs vary considerably in their level of detail and sometimes projects are run on a competitive basis given to several studios simultaneously. The centres then compete to be chosen to deliver the final project The leader of a design project is the interface between the design centres and the rest of the Sony organisation. In this role, that person negotiates the terms of each project.
When a project is sent to a design studio it will be assigned either to an individual or to a team of designers who will then be responsible for the design until completion. During the design process, the designer or designers report their design at weekly crits and review meetings at the design teams to ensure that designs in progress are extensively judged and tested.
During the evolution of a design, Sony Design generally uses a four step process for its industrial design.
User analysis - Designers and product managers will occasionally use information about the product’s market. This may cover user behaviours, the environments they operate in and the lifestyles they enjoy
Image sketch - Initial concepts are presented as 2D sketches so that the direction of the design can be commented on and agreed quickly
Rendering - Once the concept is approved, Sony uses the latest 3D CAD technology to construct a detailed model of the design. This allows the designers to ensure that the concept will accommodate its mechanical and electronic elements properly and will allow the cost and ease of manufacture to be evaluated
Mock-up model - A physical mock-up model allows a proper understanding of the design in context, identifying potential usability issues.
It is emphasised that the design process for product design as described above is necessarily flexible, and has to adapt both to different projects and contexts in Sony. Also, this process is currently under review, so that Sony can assess how best to plan and carry out its designs going forward.
When a project is sent to a design studio it will be assigned either to an individual or to a team of designers who will then be responsible for the design until completion. During the design process, the designer or designers report their design at weekly crits and review meetings at the design teams to ensure that designs in progress are extensively judged and tested.
During the evolution of a design, Sony Design generally uses a four step process for its industrial design.
User analysis - Designers and product managers will occasionally use information about the product’s market. This may cover user behaviours, the environments they operate in and the lifestyles they enjoy
Image sketch - Initial concepts are presented as 2D sketches so that the direction of the design can be commented on and agreed quickly
Rendering - Once the concept is approved, Sony uses the latest 3D CAD technology to construct a detailed model of the design. This allows the designers to ensure that the concept will accommodate its mechanical and electronic elements properly and will allow the cost and ease of manufacture to be evaluated
Mock-up model - A physical mock-up model allows a proper understanding of the design in context, identifying potential usability issues.
It is emphasised that the design process for product design as described above is necessarily flexible, and has to adapt both to different projects and contexts in Sony. Also, this process is currently under review, so that Sony can assess how best to plan and carry out its designs going forward.
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