Vision in Design

A Guidebook for Innovators

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Prof. Paul Hekkert
Prof. Matthijs van Dijk

From the publisher

The authors, design practitioners and educators of this book have brought together 15 years of knowledge, practice and research experience to create the first book for designers dedicated to how to formulate a vision for new and appropriate products. They call this new approach Vision in Product Design (ViP).  ViP is both a method and a design philosophy; it is intended to strike a balance between structuring the process of design, while allowing designers to take a personal position and fully express themselves in producing a product.

Besides elaborating the concept of ViP, the book also offers a rich sample for the reader of exemplary conversations, case studies, literature ,alongside pictures and illustrations of models, which further develop the application and consequences of VIP approaches. Through these different pathways, the reader will better understand the difference that ViP makes to design practice, and will be able to interact with the book both in their applied practice and in educational contexts in a multitude of ways.

The book is targeted primarily at students of design education, including product design, interactive and strategic design. However experienced professionals will also find the book a perfect reference manual to structure design activities, provide concepts for discussion and help in avoiding design mistakes.

Reframing Studio

Reframing Studio is an independent innovation agency with over 25 years of experience.