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In this installment of The Power of PreVIZ, Dane Howard meets with the leaders of One & Co, an industrial design firm that creates products from touch phones to sporting goods and furniture, and asks them to share their insights and expertise in previsualizing, or visually planning, successful design concepts. Discover how they use previsualization techniques to form new ideas, establish a vision for projects, and see them to market. Principal Jonah Becker also shares their process for researching the market, the competition, and other aspects that inform a product's design, and how this information, along with the deliverables from each stage of the design phase, combine to create a compelling story for clients and consumers.
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(music playing) Jonah Becker: It's okay to do something that's terrible, because that gives you a reference point for when you have an idea that's really good. So I always encourage them, one, to step back and review their own work as if it's not theirs or exchange work with another designer sitting by so that that's a great tool that I actually learned in design school. You would bang your head against the wall for a couple weeks on a problem and then we would share projects with another classmate and spend an hour problem solving on some of the key areas.
And you have someone who's completely free to think about your idea and they don't feel like it's their baby, so I think there's-- sometimes it opens people up. In terms of thinking about how to visualize these concepts and present them, I always encourage young designers to come up with their own ways that it's--we don't necessarily have a root process. I always want to hear what they bring because everyone whether the young designer or not, has a certain experience and stories and things they've seen and done in the past.
So, one, I think we provide an atmosphere where even the young designer can bring something new to the table. But I always encourage them to think about the person who has never seen this before and he is going to be spending a lot of money on something. So think about how it's presented and that the story that you know we started working on in that first phase is still part of it. I think what's key to that is not to have to work on these deliverables, work on the deliverables and then realize a couple of hour before the deadline, oh, time to put it in a presentation, because that presentation, I think is a huge part of it.
And I have often told some of our younger designers that you know you have a lot of crappy designers out there that may be great salespeople and are doing a great job selling stuff that's not as good as the work you are doing. So if you are a great designer and not very good at selling your design, you can lose out in that battle. So it's very important to not only have great ideas and great design, but also to be able to tell that story and whether that means bundling it with the inspiration and the story that was defined early on, whether it means that you are animating how that product has used just to bring the person into the experience, or whatever the solution is, that that's as important as the actual design.
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