Study of Impact of new product design process on automobile & bamboo sector in Mumbai-Pune region Chapter 6 Scope, Limitation & Suggestions for future
Scope, Limitation & Suggestion for future 6 6.1 Scope of the present research The research was essentially to study impact of design process in the automobile industry in India, with specific reference to Tata Motors and Mahindra and Mahindra. The other part of the study was to find if design process is meant only for multi-crore high profile industrial units like the automobiles or does it impact even a low investment cottage industry producing bamboo products. The researcher evolved his research plan as follows: Secondary data on the definitions of design and design processes was obtained from books, reports and websites. The scope was not limited to study these with reference only to India, and Indian designers. It included design field in USA and Europe, with more focus on UK and Germany. A. Product Design Case studies Design companies based in Pune Product designed by the companies after 2005 Documentation of earlier product success stories Design processes used by these respective companies Design services and product companies were involved Establishing the importance of New Product Design process for success of a new product User feedback within Pune B. Automotive For the automotive part of the research, the scope was finalised as follows: The study was conducted for the products designed and launched after 2005 Category of the vehicles: Light Commercial Vehicle: Tata Motors ACE, Passenger vehicle: Manza, and Sports Utility Vehicle :Mahindra & Mahindra s XUV 5OO. 330
Three vehicles belonging to two, competing groups based in Pune-Mumbai industrial belt: TATA Motors and Mahindra & Mahindra Features of the vehicles: Documentation of Design and Styling of the three vehicles under study Consumer Study: Carried out by the auto companies as part of their design process Feedback of consumers on the vehicles launched in the market, and their perception about the products. The researcher limited scope of his study only to the physical features, ergonomics and comfort of the three vehicles. This did not cover vehicle performance, engine, electronic and software. Studying Product Design Process used in the Indian automobile industry C. Craft & Bamboo sector Craft based commercial organisations working in craft based products who use design as their core philosophy The product review and discussion with the promoters and designers of these organisations Documenting the products developed by these organisations Bamboo craft based companies in India D. Action Research Products designed with organisations and teams where the researcher was involved. Mahindra Composites, Pune for the Mini-Orchard tractor and Bamboo Masters, Hadapsar, Pune for the bamboo product development. 331
6.2 Limitations of the present research The study was a good learning process and was a very satisfying experience. Yet there were several factors that limited this researcher s plan to study as he desired. These can be summarised as follows: Access to Documentation & Information The relevant data required for this study was not readily available at most of the companies. Documentation of all the process followed during design and development is not a regular practice in most of the product companies. The feedback mechanism of completion of products and processes was not available as a standard practice with companies. Due to high secrecy ( intellectual property rights issues ) of the companies, R&D and Design activities, the information shared was limited regarding the processes followed for a particular product category. The present research was therefore based on general processes rather than specifics. Time : Response time due to professional commitments of the company executives is poor. Great deal of follow up is required to keep track of the information which is wanted for this type of study. Overall time available to conduct the surveys, and for the study was insufficient to reach companies. Handling three sectors of the design industry was a challenge for a single person. Conducting the research along with the corporate commitments was difficult for the researcher to handle. This delayed the speed and progress of the activity. Automotive Industry : The R&D and Design executives in the automotive industry are tied up due to various rules and policies of the companies to share information. 332
Data sharing is very limited. It is not the general practice in the corporate culture to openly and willingly share the information. Only three segments of the industry were studied as part of this research. Two vehicles per segment were compared to gauge the impact of design. Bamboo Industry : Since there is no major company working with bamboo craft on a commercial scale the impact of design processes was not able to be analyzed beyond the case under study The companies, organisations working in the bamboo craft and other crafts in general do not have structured way of developing the products, It becomes difficult to get required information. The researcher had to spend time with the people in such organizations to help them document the process for mutual benefit. The Design process deployment experiment, which was part of the action research was conducted only at one location in Pune. Resources: A major limitation related to resources to carry such a study involving the three sectors. Funding was a very important limitation. Another factor was lack of books and reports in Pune. Books on design research in Europe and USA were scarce in libraries in the city. A very negligible number of Indian authors have penned their experiences on design process.
6.3 Suggestions for future research The research offered this researcher a good opportunity to Study Impact of New Product Design Process in Automobile and Bamboo sector in Mumbai-Pune Region. It was a very exciting journey that gave him joy to learn definitions of designs and about the design processes followed in different regions and fields of industries. It helped him contribute, in a small way, his own inputs to the body of knowledge in industrial product design processes in India, and gave him insight to study further in this domain. The journey made him aware about the vast areas to be studied in the field of design in India. He learnt how the veteran designers and academicians in the advanced countries like USA, UK, Germany, and Japan worked not merely to develop their businesses, but tried to extend benefit of their knowledge and experience to their next generation. A specific case in point was the functioning of the design councils in these countries. For example, an Indian researcher can take up a study of the functioning of, say, UK Design Council and how it could benefit the new generation of designers in that country and in the global scenario. This is necessary specifically in India because its Design Council is in a nascent stage and its present leaders can benefit from such a study that would ultimately help the professionals in the country. The present study offered an insight into the design thinking and new design processes of two major automakers, Tata Motors and Mahindra & Mahindra. It would prompt other researchers to study other auto majors, such as Bajaj Auto, Ashok Leyland, Hero Honda, Maruti Suzuki, Force, and so on. The researchers can think of studying if there is a difference between approaches of the Indian companies (e.g. TATA Motors) and Joint ventures with multinational (Maruti Suzuki.) One could take up a study on difference or similarities between three wheeler producers, four wheelers, bus manufacturers, and so on. Such studies can find out if the differences in the design thinking is because of cultural difference between the employers and attitudes of the employees in various regions in the world. There is a need to study the design processes in every other sector of Indian industry. For instance, research can be undertaken in Information Technology companies which
has brought glory to India. Infosys is only one of the majors. There are scores others such as Tata Consultancy Services, Wipro, HCL Technologies, Tech Mahindra, Patni Computer Systems, i-flex Solutions, and Mphasis. Study of these IT giants will lead to a collection of design processes of this sector of Indian industry. Such studies will provide data that could form case studies to be taught and discussed in management schools. A similar approach can be adopted towards design processes in other sectors such as electronic appliances, industrial goods. As this researcher found out that the design processes are essential and useful to even cottage industries, and was not limited to multi-national and heavy investment automobile giants. Study of design processes in cottage industry in bamboo has broadened his vision. The action research approach was particularly useful to realise that the design processes would be essential and useful in the rural, small scale, and cottage industry sectors dealing with products produced in different parts of the country. Successive governments at the centre and in the states have proclaimed their vision and policies to encourage these sectors and offer financial assistance to the entrepreneurs that would ultimately benefit the poor. Research into the need or effect of design processes in such industrial units would benefit not only the concerned industrial units, but also overall entrepreneurship of the country. German industrial designer Dieter Rams has a lasting impression on this researcher during the period of this study. His unobtrusive approach and belief of less but better design has inspired young designers all over the world. His ten commandments, as his ten principles of good design are respected, have been respected in the field of design. This researcher earnestly feel that an exploratory study on each of these ten principles of good design will be very useful to find how the Indian product designers have responded to his philosophy and how they have been benefitted in their design processes. 335
The ten principles of good design are summed up as follows: 1. Good design is innovative. 2. Good design makes a product useful. 3. Good design is aesthetic. 4. Good design makes a product understandable. 5. Good design is unobtrusive. 6. Good design is honest. 7. Good design is long-lasting. 8. Good design is thorough down to the last detail. 9. Good design is environmentally-friendly. 10. Good design is as little design as possible. Less, but better. Back to purity, back to simplicity. As can be noticed, each of these ten points above can lead to qualitative useful research. This can include evaluation and analysis of quality designs, and also design processes of veteran designers in different centres of studios. A separate study can be planned for the works of designers working with corporates in the country. This researcher has been associated with design schools and management institutes as a visiting professor and mentors to the students. Based on his experience at these institutes, he feels that the faculty and students can contribute a great deal in design research, some suggestions for which have been made in this chapter above. They can take up search projects at the graduate, postgraduate, M.Phil., and doctoral level, with topics suggested above. Needless to say, it would help the design field a great deal if they involved working professionals in the research activity. Professional designers working in corporate houses can contribute their expertise to broaden the vision of the faculty and students involved in such research. It is time also to study the new field of Design Management. Among the areas to be studies can be how is design managed, operated in various industries, besides auto sector. The other two areas for critical inquiry may be Capturing multidimensional user segments, and Importance of Design Thinking in Business excellence, and the hypothesis that good design is good business, and how design thinking impacts business success. 336
This researcher deployed action research to study impact of design and design process in auto and bamboo production. It confirmed his conviction that the action research would be very useful in other productions. These may include terracotta baked clay, metal craft, woodcraft, jute, weaving and knitting, and block printing businesses in cottage and small scale sector. Similar participatory or action research is necessary in auto sector also. Although there are limitations in this sector because of secrecy and confidentiality concerns among the corporates, enlightened managements may encourage product designers and academicians to take up research in such areas also. 337