Businesses thrive on innovation. Contemporary designs and products not only maintain your market presence but also sustain the consumers’ engagement. From research to launch, designing a product is an intensive process that is imperative to undergo to build an impactful product. India is home to an immense market with global exposure, where the buyers demand well-designed & aesthetically appealing products. Brands need superior quality and individuality to be able to make a mark & put their brand on the map. The aim should be to create products that become one with the people, so much so that they are able to identify with them irrespective of the brand name. A brilliant example of this is set by Aseem Arya, Architect & Industrial Designer at Kaff Appliances where the brand language is in direct connection with the form of the product. In an exclusive interview with designworxasia, he takes us through the journey of a product!

Aseem Arya, Architect & Industrial Designer at Kaff Appliances
  1. What are the roles & responsibilities of a Product Designer?

Unlike a popular notion where people think product design is only limited to product styling, its annotation is different. Product styling is a part of product design but the work begins much earlier. Product design is a process of problem-solving. The solution that comes out is not only functional but also aesthetic. The designer adds the right balance of emotional connection with the end-user thereby making the outcome a good solution as well as a selling proposition.

The designer is involved in all stages of product development, right from conceptualization to production to marketing. 

  1. Please take us through the journey of designing a product, from its ideation to its final execution.

The process of product design is based on design thinking.

Firstly, research begins where one tries to find problems and insights relevant to the category. The research includes feedback by users, sales, and marketing teams along with competition study. This leads to defining the problem. Once the problem is defined the designer starts with ideation to solve this problem. These concepts are evaluated in their ability to solve the problem. Gradually the ideas start to take a form. Then, the Form models or mockups follow, which are non-function form models. After further evaluation and corrections, the processes of materials begin which is called CMF (color material and finish). Next comes prototyping where usually a working piece is made and tested. Once all this is done, the process of tooling begins, where all the tools necessary for mass production are developed. Here the design engineering team plays an important role in making the product feasible and viable for production simultaneously making it robust. Lastly, batch testing is performed which leads to the final production of the product. If the product fails at any stage, the process goes back to ideation and begins again. Usually, the designer is also involved in post-production processes like packaging design as well as the marketing of the product. 

  1. Why is the Product Designer important for a company?

In order to stay in the market, one has to come up with something new and better. That is basic evolution. In order to make a mark, there is a need for a revolution. The above-mentioned innovation-based strategies contribute to the growth of any company. This is achieved through strong research and development. A good designer is a driver at the R&D division, bridging all the other teams. 

  1. Please tell us about the Evolution of Product Design in India.

Product design is still a niche segment in India. People are yet not aware of the impact good design can bring to an organization. More aware the company, higher the investment on R&D. A lot of startups have made a mark in the Indian market by their design-centric approach, thus giving the big players a run for their money. Globally the world is adapting to Design Thinking, which uses the designer’s skill set for problem-solving, what better to have a person who is a trainer to think in this direction. The awareness is increasing day by day and with the government encouraging Make in India, Product design seems to have a bright future in the country.