Hi, and welcome to the Product Design Show.
I'm Allison Toepperwein. And I'm Vince Penman.
Today we're talking about concept design,
the stage in the design process where the major competitive product features are decided.
In early concept design,
most of the designers' attention was paid to product function rather than appearance.
Just think back to the first cellphone,
or Macintosh computer.
Back then, you couldn't beat beige and boxy.
Today, the way things look - and how they make you feel - are very important in our choices.
From the products we use to the video hosts we watch.
Easy there, Vince.
Designers of consumer products now target rich and fulfilling experiences for their customers,
with some even looking at emotion explicitly as a starting point for design.
We spoke with John Kiehle at RKS Design, who told us their mantra is,
"It's not how you feel about the design or experience. It's how the product makes you feel about yourself."
This philosophy is known as psycho-aesthetics and it is the way RKS connects
consumer's needs and aspirations with rich product experiences.
Let's look at a recent complete design through manufacturing process for a Kor reusable water bottle designed by RKS.
This isn't just any new water bottle,
but rather a superhero water bottle design.
At the time of this product design it was clear that people were drinking more water to promote good health,
and that reusable water bottles were displacing disposable water bottles as the container of choice.
In designing a new water bottle,
the designers decided to target three of their consumer's desires.
One, it had to be healthy. Two, care for the environment,
and three, to carry an eye-catching package.
To meet these emotional goals the bottle had to be made of materials that were healthy for consumers and for the environment.
The Kor also had to have great functionality,
including a high volume flow and a one-handed cap.
And these features had to be delivered in a package
that looks and feels like a luxury product.
The new bottle was designed to be more than just a bottle.
It's known as a hydration vessel.
The materials rich tactile properties and glass-like clarity help to enhance the perceived value of the water,
the bottle and the experience.
The trim of the Kor One frames the vessel,
treating it like a piece of art
the user can be proud to display on their kitchen counter or on their office desk.
The frame extends above the cap to provide additional points of engagement.
Having observed that people often carry water bottles by grasping them from the top,
the designers created openings i n the frame that provide finger holes
making the Kor One easy to carry even when your hands are full.
In concept design
these sorts of features are often captured in design sketches.
At RKS, designers used the Creo Suite of design software from PTC to quickly capture and share ideas.
Let's take a look at how the engineering team innovated a new design for a one-hand operation.
Most common bottles use a screw top,
requiring one hand to hold the bottle while the other one loosens the top.
The challenge to the RKS team was a one handed operation and a cap that wouldn't get lost.
They developed a lid with an innovative latch mechanism.
With just the press of a thumb the latch releases,
freeing the lid to hinge back and give clear, unobstructed access to the mouthpiece.
When the lid is flipped closed the latch automatically resets.
The soft, built-in gasket keeps the bottle securely sealed even when the Kor is lying flat on a table or in a bag.
By focusing on the emotional aspects of the water bottle purchase decision,
the team at RKS developed a concept that makes consumers feel better about themselves.
To make that starting point a reality,
the concept design team relied on research, creativity, and great engineering.
If you want to try the same software that RKS Design is using to quickly create concept designs,
why not download the free for lifetime Creo Elements Direct Personal Edition from PTC.
You can get it at ptc.com/go/modelingpe.
Next week on the Product Design Show,
we will be back with another example of great concept design.
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