The world of design is becoming increasingly aware of the dynamic nature of the context in which products are created and consumed. Designers must ensure that the products they develop will be relevant to consumers at the time of release and for the duration of the product’s shelf life. Design researchers must ensure that their theory accounts for this rapidly changing environment and its impact on the design of products. This is particularly key for modern consumer products that compete on both aesthetic and technical qualities and are undergoing constant change. Drawing on the extensive sociological, economic and organisational theories of technology evolution, and the theories of fashion that provide a rich, multi-disciplinary perspectives on the creation and consumption of aesthetic artefacts, this study explores how product categories evolve. It finds that there are several core concepts that are common to the evolution of different product categories. These findings are illustrated through a case study of the evolution of the mobile phone. They aim to promote discussion and further exploration of a complex and under-explored area of design.

1. Fashion and technology evolution
and the design of consumer products
Andrew Muir Wood
Monday 12th September 2011

3. Fashion

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6. How wife?
Wife good.
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8. Technology

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11. Schumpeter
Dosi, G., & Nelson, R. (1994). An introduction to evolutionary theories in economics.
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13. The artefact lens

14. 1930s 2000s

15. Simon-Miller, F. (1985). Commentary: Signs and Cycles in the Fashion System. In M. R. Solomon
(Ed.), The Psychology of Fashion. New York: Institute of Retail Management.

19. 2000 2001 2002
My study

20. FASHION THEORY
TECHNOLOGY THEORY
AREA OF INTEREST

21. Feedback to original problem
Deep case
study
Broad case
studies
Incomplete
understanding of Theoretical
a problem or foundation
phenomenon Improved understanding

22. 100
80
Ratios of skirt
60 width to height of
women’s gures
40
20
0
1820 1840 1860 1880 1900 1920 1940
Kroeber, A. L. (1919). On the principle of Order in Civilization as Exemplied by Changes of Fashion.
American Anthropologist, 21(3), 235-263.

23. 100
80
Ratios of skirt
60 width to height of
women’s gures
40
20 Percentage of men
wearing beards
0
1820 1840 1860 1880 1900 1920 1940
Robinson, D. E. (1975). Style changes: cyclical, inexorable, and foreseeable.
Harvard Business Review, 53(6), 121-131.

25. Mobile phone heights

26. Clustered by form factor

27. Mobile phone colours
Black Charcoal Blue Other Grey Silver
100%
75%
50%
25%
0%
1996 2000 2004 2008

28. Roy, R. (1994). The evolution of ecodesign. Technovation, 14(6), 363-380.

29. Overlays
2000 2001 2002
2003 2004 2005
2006 2007 2008

30. 2000 2001 2002
2003 2004 2005
2006 2007 2008

31. CHANGE
P3
Change
dimensions
PRODUCTS
P1 P2
Functional Physical
type components
TIME

32. EXTERNAL CONTEXT
CHANGE
P10 P11 P12 P15
Influential Product Sociocultural Phases of
artefacts gatekeepers change change
P3
Change P17
dimensions
Change
boundaries
COMMERCIAL CONTEXT P18
Product
P13 P14 longevity
Creative Market
strategy response
P16
Transitions
PRODUCTS GRADUAL CHANGE RADICAL CHANGE
P1 P2 P4 P5 P6 P7 P8 P9
Functional Physical Product Product Dominant Discontinuous Radical product Disruptive
type components continuity paradigms product design change innovation product
TIME

33. It’s all about the timing.

34. Discussion

35. – Can we predict the future, or must we
invent it?
– Will the mobile industry be disrupted?
– Can you teach trend research/foresight?

36. e: amuirwood@gmail.com
Thanks! t: @muirface