Multi-disciplinary teams are a key feature of the design processes observed in the companies that took part in this study. And multi-disciplinary teams are a feature strongly in the Develop stage, where input and advice from other areas of expertise are essential to finalising the product or service at this stage
Key to this is the way in which the design process aims to break down walls and silos internally, for example between design and manufacturing. The benefits of doing this include speeding up problem-solving during the project, as potential issues and bottle-necks are identified early on, and potential delays are addressed.
In the case of Virgin Atlantic Airways, the design development stage of the design process involves a series of meetings with manufacturers to present the design to manufacturers and gain their feedback.
At Whirlpool the innovation process and product development phase starts in the Platform Studio (in which designers, advanced manufacturing experts and engineers work together to think about new trends and products) and ends up with a prototype being handed over to the brand studios for final preparation for launch, including user testing.
During this entire process, a multi-disciplinary team including product and brand managers from brand and marketing backgrounds, designers from Global Consumer Design, and Global Product Development groups (representing the product category being developed) manages the design process. In doing so, designers are consulting with R&D experts, the advanced materials group, and other key stakeholders.
Designers and team members from other functions and disciplines are effectively involved from beginning to end in Whirlpool’s innovation process, and work together to succeed in bringing the best possible product to the market.