{"id":3655,"date":"2016-11-15T10:12:13","date_gmt":"2016-11-15T09:12:13","guid":{"rendered":"http:\/\/www.productdevelopment.se\/?p=3655"},"modified":"2022-05-11T13:36:27","modified_gmt":"2022-05-11T11:36:27","slug":"from-rocket-science-to-everyday-use-how-bth-is-transforming-value-driven-design-research","status":"publish","type":"post","link":"https:\/\/www.productdevelopment.se\/from-rocket-science-to-everyday-use-how-bth-is-transforming-value-driven-design-research\/","title":{"rendered":"Value-Driven Design – sustainable products and service innovation with value in focus"},"content":{"rendered":"
In 1903, Charlie Taylor was given the task to design a completely new engine able to propel the first ever heavier-than-air powered aircraft. While ambitious, the main design challenge at that time was pretty straightforward: to mitigate the risk of torque effects from affecting the aircraft handling. This problem was successfully solved by crossing one drive chain over the other, so that the propellers could rotate in opposite directions. Almost 120 years later, his modern colleagues at Rolls Royce Plc describe the issues related to a new aero-engine development program by using expressions such as ‘Power-by-the-our’, ‘predictable cost of ownership’ and ‘product stewardship’.<\/p>\n
These new objectives are children of the increased \u2018servitization\u2019 of the manufacturing industry. The development of extended product warranties, leasing or pay-per-use schemes is driven by the opportunity to maximise value for customers and stakeholders. For instance, by maintaining ownership over the product, aero-engine manufacturers can minimise operational disruptions and improve engine efficiency through better predictive maintenance planning. <\/p>\n
Even though several successful examples of the implementation of such a Product-Service System (PSS) paradigm are documented in literature, its uptake remains limited in industry. Many companies struggle in this transition, mainly because straightforward mechanical challenges have become a complex trade-off game between satisfying the product requirements while ensuring maximum value provision along the entire lifecycle of the product.<\/span><\/a><\/p>\n Value-Driven Design (VDD) research wants to understand how \u2018value\u2019 can be modelled and visualized in the engineering decision making process, so to guide early stage generation and selection of design concepts. <\/span><\/p>\n T<\/span>he European FP7 CRESCENDO<\/a> project stands out as one of the main hubs for the development of \u201cvalue models\u201d to support design decision making. Here, Marco Bertoni<\/a>, Alessandro Bertoni<\/a> and Christian Johansson<\/a> have been main contributors to the improvement of value-based decision-making models. This research was initiated by Professors Tobias Larsson<\/a> (then at Lule\u00e5 University of Technology) and Ola Isaksson<\/a> (previously at LTU, and now at Chalmers) during the VIVACE<\/a> EU FP6 programme. <\/p>\n The development of \u2018value models\u2019 to complement traditional requirements engineering practices lies at the core of the research work. Four<\/span> different – and interlinked – value model types are proposed to support decision making in the early stages of the design process. A detailed description of these models and of the red thread between them can be found here<\/a>.<\/p>\n