To design a retro-futoristic cruise ship for families with children is and was quite a task, but we see it sailing in a fleet introduced by DISNEY CRUISE LINE. Among the `streamlined me-too´ design, typically choosen, in the mass market a soothing eye candy. Especially for those loving the `old lines´.
Actually to most critics the exterior design of the actual DISNEY fleet is named the most elegant, modern looking liner design - it seems to me a bit of `Steam Punk´. And indeed the DISNEY vessels have the special look, that is recognized as that of the Golden Era of liners, the 1930s and ART DÉCO.
Actually to most critics the exterior design of the actual DISNEY fleet is named the most elegant, modern looking liner design - it seems to me a bit of `Steam Punk´. And indeed the DISNEY vessels have the special look, that is recognized as that of the Golden Era of liners, the 1930s and ART DÉCO.
, editing by Earl of Cruise (in grey)
Early design idea presented by FROG DESIGN to DISNEY - courtesy FROG DESIGN
FROG DESIGN was involved in creating the basic ship and brand designfor DISNEY cruises. Frog (styled as frog) is a global design firm founded in 1969 by industrial designer Hartmut Esslinger in Mutlangen, Germany as "esslinger design". Soon after it moved to Altensteig, Germany, and then to Palo Alto, California, and ultimately to its current headquarters in San Francisco, California. The name was changed to Frogdesign in 1982 (the name apparently originating from an acronym for Esslinger's home country, the Federal Republic of Germany), then to FROG DESIGN in 2000, and finally to frog in 2011.
FROG DESIGN started by research results done by DISNEY among its customers in the theme parks - with analogus the basic question: "How should a cruise vessel look?"
copied from frogmut.com
When it comes to innovation, established Market Research - be it by interviewing 5 people around the world and often writing a self-serving analysis, or by "1 - 10 monkey surveys" - is worthless. Steve Jobs once agreed: "People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page."
There is a sworn fan comunity for APPLE since its beginning ... but APPLE started with a unique design speech in the market. It was a hit back then, and represent good and hip design, beside inward unique technical features. All new products did follow this philosophy like design speech, which made it easier.
On the other hand a unique and pleasing design will help selling - looks do matter!
To no surprise, the success rate of new product innovation, design and launch to market is dire. Google it and you will find many resources that tell you that at least 50% of products fail in the market despite market research and planning. The simple take-away: customers cannot tell you what they want - innovation requires observation and phantasy.
Early design idea presented by FROG DESIGN to DISNEY - courtesy FROG DESIGN FROG DESIGN started by research results done by DISNEY among its customers in the theme parks - with analogus the basic question: "How should a cruise vessel look?"
copied from frogmut.com
When it comes to innovation, established Market Research - be it by interviewing 5 people around the world and often writing a self-serving analysis, or by "1 - 10 monkey surveys" - is worthless. Steve Jobs once agreed: "People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page."
There is a sworn fan comunity for APPLE since its beginning ... but APPLE started with a unique design speech in the market. It was a hit back then, and represent good and hip design, beside inward unique technical features. All new products did follow this philosophy like design speech, which made it easier.
On the other hand a unique and pleasing design will help selling - looks do matter!
To no surprise, the success rate of new product innovation, design and launch to market is dire. Google it and you will find many resources that tell you that at least 50% of products fail in the market despite market research and planning. The simple take-away: customers cannot tell you what they want - innovation requires observation and phantasy.
A FROG DESIGN idea for DISNEY, which came near to final first vessels - courtesy FROG DESIGN
SONY´s Akio Morita said: "Carefully watch how people live, get an intuitive sense as to what they might want and then go with it. Innovation
also requires imagination and simulation - for me this means designing
not just with sketches or computer renderings but with real-world models
and working prototypes, physical and virtual."
People who have
worked with me know that I always design with models, starting with
rough foam models all the way to near perfect product resemblance – some
indeed have been mistaken for the real thing and were stolen at
tradeshows only to be turned in for repair with our customer´s (SONY)
service department. The single biggest advantage of models is the
complete unity of size, shape, function, weight and interaction, which
establishes an instant relationship with the object. Therefore, my
students have to start their education with basic foam modeling,
transitions of shapes and building simple mechanisms. Unfortunately,
many designers never move beyond sketching and computer renderings and
as a result, they have little sense of form. 3D printing is the new tool
of choice, but it should be used just as an iterative tool-of-proof
during the design process and then at the end.
FROG´s success has
been based on models - neither Sony nor Apple had model shops when we
started our relationships - and it always took many models before a
product went to market.
Logically, Steve Jobs copied the frog
model shop at APPLE with a nod to our process, and so did SONY and my
university in Shanghai. Since I left FROG, I built my models with my
friend and former FROG, Rolf Milesi at Supermodelli and
his team. By putting realistic-looking and behaving models in the hands
of potential customers, we gain insights into their unmet needs. We can
have a conversation with them about how a product might fit into their
lives and how it will be used. We observe how they hold the product,
look at it and interact with it. Then we designers can go back and take
the next step of refinement.
At one point FROG started the practice of design research ahead of the
design process because many clients believe in the illusion of “paper
facts” and “data”. I never bought into this and I believe that the
traditional “FROG way” of concept models allowed for deeper and more
contextual conversations. I also like to hang out in shops and
tradeshows and talk to people about the products surrounding them.
Having a product or prototype to start a discussion has always been my
preferred method. Point being, I was always a sceptic when it comes to
design research, especially if it results in long documents with zero
emotional resonance. Executive decision makers never get that message
without anything tangible as they are too removed from their own
employees and customers and again, for me models and prototypes always
were a good bridge builder. I understand that there are good researchers
but methodologies for innovation are limited - especially in a global
market were traveling for a few interviews is expensive. The worst
method is focus group testing within a fake environment or surveys that
rate an experience from 1 to 10. Meaningless data that never can support
innovation. What does customer’s “love or hate on a level 5” even mean.
I just looked at a 109-page survey result with experiences rated
between positive and neutral.
What is neutral?
Mediocre?
What is neutral?
Mediocre?
DISNEY WONDER, as sister ship DISNEY MAGIC, basically a FROG DESIGN, have been constructed at FINCANTIERI - courtesy DISNEY CRUISE LINE
Now, I always had a highly critical yet supportive partner at FROG: my
wife Patricia. After many discussions around the challenges of global
innovation research, she decided to take our FROG methodology into the
space of mobile selfie-video research that can capture customers around
the world - in their environment and in scalable numbers. This
technology comes with a robust back-end that enables a smart way to
analyze the videos quickly for results. Their output in form of video
insights resonates with decision makers, and the global access to
customer insights is desperately needed. For example, most European car
companies will only experience sustainable growth if they understand the
innovative forces driving the dynamic markets in China and East Asia.
As I work and teach there many months of the year, it is a market of
completely different needs and purchasing decisions. In addition to
models, I now also believe in mobile video as a way to observe people
within their environment and to be inspired to design for a cool future.
Vidlet‘s team of
former frogs and folks from IDEO is wickedly smart in asking video
questions in a whole new way - almost like a new language. I will never
give up my love and need for models and what they do to understand
customer needs, but customer stories via mobile selfie-video are a
winner.
.
Anybody who like to sail on good looking ships should try it with DISNEY, even the ART DÉCOesque interior may be a bit too much, or too much like a DISNEY animation film, as in (Walt Disney Pictures) `Who Framed Roger Rabbit´ ... DISNEY CRUISE LINE is offering on its ships not only family cruises, but is offering too adult only areas on its ships.
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