THE TIMES > Raconteur

In the Suplement Raconteur of the newspaper "THE TIMES", an interview with Joon-Mo Lee and Andreas Diefenbach, both managing directors of PHOENIX> "It takes courage to seek inspiration where others do not look." >>>https://www.raconteur.net/sponsored/tacit-desires-unspoken-wishes. Article from THE TIMES "Tacit desires, unspoken wishes" as PDF download is available here.

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  • Joon-Mo Lee: Imagine, you're a car manufacturer: what's your next product going to be? A faster, greener and quieter car? Perhaps it's not a car at all. New technologies, agile disruptors and more demanding, well-informed customers mean companies are having to take a more lateral, holistic approach to innovation if they want to stay relevant. Design is no longer just about the look of a new product, it's about rethinking what the customer really wants, even if the customer isn't  sure themselves yet. Companies and their design agencies need to create a culture of innovation that encourages three tings: courage, creativity and collaboration.

    First, courage is essential to enable companies to adopt new approaches and perspectives. They need to be prepared to design a future for their business that
    doesn’t exist today and that no one else has done before.

    Secondly, business leaders must work closely with design agencies to unleash their creativity to come up with new ideas and imagine new criteria for success. It’s not enough these days just to produce an exciting new version of your traditional products. A car company has to look beyond cars these days and consider
    the whole idea of mobility. It’s about lateral thinking and it’s happening around us right now.

    Thirdly, successful companies are those that seek collaborations on equal footing to move beyond what we call ‘armchair innovation. It’s about teaming up with people who challenge paradigms, ask uncomfortable questions and are committed to go through hell with you, knowing it’ll all be worthit in the end.

    According to Phoenix Design, we’re already in an era when consumers, not companies, will truly dictate what products are created. Companies therefore need to rethink both their design and commercial strategies.

    Andreas Diefernbach: If a product is valuable for consumers, then it can be used to make money, but companies need to be creative here. We shouldn’t be killing off innovations simply because we don’t yet know how to market and monetise things. We need to innovate and then become creative about marketing those innovations. Establishing a strong foundation for innovation involves insight. Rich, actionable and meaningful truths that will inspire you to do something new that no one saw coming. Too many companies rely on traditional market research or their own ability as “experts”. The problem is consumers don’t necessarily say, or even know, what they want. You need courage to look for inspiration where others aren’t looking. It’s about unearthing tacit desires, unspoken wishes. This is the key to innovating successfully. That’s why we make every effort to observe people in their day-to-day lives, why we ask candid questions and why we spend so much energy analysing and synthesising our findings. Insights are the gold of innovation.
    .

  • Andreas Diefenbach: ‘A shower is not just about getting clean’. When Phoenix Design was commissioned to design a next-generation shower, they thought beyond the obvious use value of showers. Taking a shower is not just about getting clean. Our consumer research revealed people give individual and occasionbased meanings to the ritual of showering. Showers are seen as an easily organised remedy against those daily ailments that are too small for treatment, but too big to ignore. Ultimately the shower is all about catharsis, restoration and inspiration. Collaboration is essential to respond to these tacit desires and unspoken wishes. Phoenix’s work with the sanitary fittings manufacturer hansgrohe has resulted in a “phygital” or physical-digital experience that adjusts not just water temperature and jet intensity, but provides music, video and light to create the ideal shower experience, whether it’s warm and relaxing or bracing and energising.

    More >>> www.hansgrohe.de

  • Joon-Mo Lee, Managing Director, Phoenix Design

    Joon-Mo Lee (*1976) is Managing Director at Phoenix Design and leads the studio munich. In March 2016, he joined the company as Design Strategy Manager and was a member of the management board. After completing his Master in Innovation Management at the renowned Central Saint Martins in London, his work centers around the intersection of culture, design, and innovation, including special expertise in material culture and innovation culture. His long-standing track record in the toy industry (NICI) as well as in FMCG (with Coca-Cola Germany) made him spend numerous stints abroad – from quiet Bamberg in Upper Franconia to Hong Kong, Qingdao, Seoul, Berlin and London – before finding his way into the design industry now.

    Phoenix Design maintains the top rank at the iF World Design Index “design studios” and is regarded as the leading independent design studio for product and interface design worldwide. Today, Phoenix Design has 80 employees working at their locations in Stuttgart, Munich and Shanghai. Phoenix Design has already received more than 800 international design awards, i.a. the title of honor “Red Dot: Design Team of the Year 2018”. Brand companies like AXOR, Deli, Haier, Hansgrohe, Huawei, Lamy, LG, Loewe, Stiebel Eltron, Still, Trumpf, Vorwerk, Wilkhahn, Xiaomi and Zeiss are among the long-standing clients.

  • Andreas Diefenbach, Managing Partner of PHOENIX Stuttgart/Munich/Shanghai

    Andreas Diefenbach (*1979) has been a Managing Partner of Phoenix Design Stuttgart/Munich/Shanghai since 2019. Since 2006, he has held several positions with Phoenix Design, most recently as a member of management board. He successfully finished his studies in Industrial Design at the Stuttgart State Academy of Art and Design and the Folkwang University of the Arts in Essen. As a specialist for the sanitary and investment goods industries, he has consulted international brands in their innovation process and is today alos as manging partner responsible for the areas of Business Development, HR, and Marketing.

    PHOENIX maintains the top rank “best of” at the iF World Design Index “external design studios” and is regarded as the leading independent design studio for product and interface design worldwide. Today, PHOENIX has 80 employees working at their locations in Stuttgart, Munich and Shanghai. PHOENIX has already received more than 800 international design awards, i.a. the title of honor “Red Dot: Design Team of the Year 2018”. Brand companies like AXOR, Deli, Haier, Hansgrohe, Huawei, Lamy, LG, Loewe, Stiebel Eltron, Still, Trumpf, Vorwerk, Wilkhahn, Xiaomi and Zeiss are among the long-standing clients.