Holistic design is to consider the whole ecosystem around the product when they design, which include aesthetics, sustainability, spirituality and all other possible aspects. There is a theory said “ design is for sloving problem”, but holistic design goes beyond problem solving. It can be used in architecture design, interior design and etc. There are a lot of benefits like better aesthetics from the out looking because they will think about how different people will view the product and what kind of angle or light is perfect for the product. They can choose a perfect way and enviroument to present their product. The second benefit is it will be humanized since its will thinking about consumer’s living habits, operating habits and even their psychological needs. For example, if they want to design a space, they will think about what kind of feeling it will express and what kind of message people will receive from this space. The third benefit is they will able to consider sustainable in their design. Not only use environmental friendly materials, but also make the build process efficient. It will avoid the change during build process. It is important cause even making small changes during the process of build might impact the environment a lot.
The reason we need co-design is to consider every voice in this business cycle. Like the example David Brody mentioned in the lecture. “make a green choice” program is avoid to listen from house keepers and guests.
As a fashion designer I prefer co-design and it reminds me the experience of my internship. I have work with the designers only think about financial and budgeting benefits. I used to work for my uncle’s women clothing company “topstar” back in China. He has two brand “sfenth” and “le shemya” in his company, which has about 10 stores in Shanghai. I used to work for their design group and I figured out that they have template when they design. They already have a list about certain type of fabric and style is popular and need to be produced in certain month based on their market research about what kind of clothing selling well. The designers in the company only cares about what cloth can be sold well with maximum revenue. The product they produce is very ordinary but it fits the public. They don’t have any inspiration when they design. They use the most cost-effect fabric and careless about the comfort and long-lasting of the fabric. They selling well due to the affordable price and acceptable style. But they have two major challengers. Firstly, they don’t really have brand culture for the company as a whole. Even for the customers, this brand is only a ordinary store among thousands of clothing store. The customers even can’t remember their brand name because it don’t have features. The second problem is that they produce large amount of cloth with similar style, which left them a lot of inventory.
On contrary, the designer I work with now called YEE-SI, which is a very small studio based in New York produce women handbags. It’s a prefect example of co-design. The relationship is much more intimate in our group. My boss as main designer, he keeps in touch with every member in our group like supplier, customers, even the salesman in buyer store. He will ask us to brainstorm together and help him improve his design. He ask some girls in our group and some random customers use his bag and see what will we put in our handbag when we go to work or school and compare with the things we need to bring when we hangout. So he can reconsidered the size of the handbag. Also he will ask us the feedback from the girls who use this bag and organize them into the design. For example, in the first version, the handle of the handbag used to be leather and long. Then we thinks it should be better if we can carry it on our arms so we add one more short handle. And after several day of use this bag, we figure it out that the short leather handle will be out of shape easily. We brainstorm together and decide to make a new metal handle. The sense of participation is very unique. In co-design process it’s a little hard for the designers since they have so many advice they need to consider and deicide what advice is necessary and it will take long time to come out the final version of product. But in my opinion, I think the product worth the time. “Co-design facilitators provide ways for people to engage with each other as well as providing ways to communicate, be creative, share insights and test out new ideas.” The key is to build a channel directly from the designers to the customers. People are not paying attention to the communication. Co-design can solve the customer’s concern and build a great brand imagine.