Added brand value is created by design, even in digital experience worlds. That’s why PHOENIX offers professional guidance for doctoral candidates at the Diesel Medal Postgraduate Programme in the area of imitation suppression via IP, together with the German Design Council and the brand consultancy GMK Markenberatung.
Interview on the Fellowship Programme
Fellowship Programme on Digital Brands
Professional support for doctoral candidates
Stuttgart, 3 September 2019: Added brand value is created by design, even in digital experience worlds. That’s why PHOENIX offers professional guidance for doctoral candidates at the Diesel Medal Postgraduate Programme in the area of imitation suppression via IP, together with the German Design Council and the brand consultancy GMK Markenberatung.
On the sidelines of the CTO Spring Forum of the Dieselkuratorium, the Board of Trustees of the Diesel Medal, Andreas Diefenbach answered questions about the Fellowship Programme and about Design in the Digital Age.
To what extent is the work of a designer different from that of a classic developer?
That's a very good question. I believe that the two areas will increasingly have to converge. Also in the sense that developers have to think more and more in terms of “why”, and thus think about new products, and not just about the “how”. Not asking, “How am I going to do this?”, but rather, “Why am I doing this in the first place?”. On the other hand, it is important for designers to understand how they can realise their results in a truly relevant fashion.
What characterises good product design in a digital ecosystem?
Good product design in a digital ecosystem first and foremost cares about human beings. I believe that products are getting more and more intelligent, increasingly turning into knowledge products. And thus it is also about knowledge design. So it’s more and more about designing the interaction between product and human being. And of course, part of this consists of giving the product its character – its outer appearance, its look and feel. But most of all it's about shaping the interaction between me and the product.
How important is the uniqueness of the User Experience for you?
Of course, today we see a big change from a pure Product Experience to a User Experience, especially in the Experience Economy. As a matter of fact, this means that products disintegrate and reinvent themselves. Thus also the product paradigm or the product character reinvent themselves, but most of all – like I said – it’s about what the product does to the human being. And that is essentially the interaction with the product in the world and with other people. That’s the real User Experience. And User Experience also means Unpacking Experience, i.e. how do I unpack a product, how do I switch it on, do I need a user guide. This is something we have been dealing with for many years. But increasingly, other things have to be thought about as well: How does the product talk to me, and how does it communicate with other products within the world.
Where do you see the impact of the Diesel Medal?
For me, the Diesel Medal most of all represents innovation power and inventive talent. And this is very strongly associated with Germany as a business location. And increasingly with a positively critical mind as well. For it’s not about inventing something new in terms of quantity; above all it’s about critical evaluation, about decisions, and about focus. And for me this is represented by the critical German spirit of invention which is directly linked to the Diesel Medal.
How important is it to support up-and-coming talent?
That’s more important than ever because the developments in technology, of products, in our world is getting faster and faster. And there are more and more bottlenecks in terms of experienced corporate staff; they exist, of course, but not enough of them. This means that we have to hand over more responsibility to teams. And those teams will be the ones who do a lot of development work, and young, very motivated, up-and-coming talent will be represented to a large extent within such teams. All the more important, then, that these young people are given a proper role, to give them sufficient responsibility, and to be able to let go to a certain extent. And that’s the whole point: Letting go and trusting the young.
About Phoenix Design:
Phoenix Design is a design and innovation studio creating smart and substantial brand experiences that make eminent business sense and which touch people – today, for tomorrow. Since 1987, products, interactions, and digital ecosystems have been created based on the fundamental values of Logic, Morals, and Magic. More than 800 design awards (1st place – iF World Design Index, Design Studios) confirm the quality and continuity of the worldwide work, i. a. the award of honour "Red Dot: Design Team of the Year 2018". Today, the team comprising 80 international experts at the Stuttgart, Munich, and Shanghai locations – together with its partners – are creating a joint vision of Smart Living. | www.phoenixdesign.com/en