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    BAB 5 Psikologi Desain Dan Produk

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    Abdul Rosyid
    1. The key objectives of the chapter are to understand the challenges and dilemmas of innovation, understand the definitions and types of new product development, and apply innovation product design with a psychological approach. 2. The document discusses the tension between being too innovative which risks failure versus not being innovative enough which risks company failure. It also discusses strategies like having a "company within a company" and allocating 2% of resources to emerging markets and technologies. 3. The types of new products discussed are new to the world, new to the firm, additions to existing product lines, improvement revisions, repositioning, and cost reductions. Examples are provided for each type.

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    BAB 5 Psikologi Desain Dan Produk

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    Abdul Rosyid
    54 views41 pages
    1. The key objectives of the chapter are to understand the challenges and dilemmas of innovation, understand the definitions and types of new product development, and apply innovation product design with a psychological approach. 2. The document discusses the tension between being too innovative which risks failure versus not being innovative enough which risks company failure. It also discusses strategies like having a "company within a company" and allocating 2% of resources to emerging markets and technologies. 3. The types of new products discussed are new to the world, new to the firm, additions to existing product lines, improvement revisions, repositioning, and cost reductions. Examples are provided for each type.

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    BAB 5 Psikologi desain dan Produk

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    1. The key objectives of the chapter are to understand the challenges and dilemmas of innovation, understand the definitions and types of new product development, and apply innovation product design with a psychological approach. 2. The document discusses the tension between being too innovative which risks failure versus not being innovative enough which risks company failure. It also discusses strategies like having a "company within a company" and allocating 2% of resources to emerging markets and technologies. 3. The types of new products discussed are new to the world, new to the firm, additions to existing product lines, improvement revisions, repositioning, and cost reductions. Examples are provided for each type.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    54 views41 pages

    BAB 5 Psikologi Desain Dan Produk

    Uploaded by

    Abdul Rosyid
    1. The key objectives of the chapter are to understand the challenges and dilemmas of innovation, understand the definitions and types of new product development, and apply innovation product design with a psychological approach. 2. The document discusses the tension between being too innovative which risks failure versus not being innovative enough which risks company failure. It also discusses strategies like having a "company within a company" and allocating 2% of resources to emerging markets and technologies. 3. The types of new products discussed are new to the world, new to the firm, additions to existing product lines, improvement revisions, repositioning, and cost reductions. Examples are provided for each type.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 41

    BAB 5

    Psikologi design & produk


    Objective and Outcome

    Key Objective Outcome


    1.) Memahami tantangan dan dilema Mampu memahami konsep psikologis dari pengembangan
    produk (barang/jasa) serta menganalisa landasan desain secara
    inovasi.
    visceral, behavioral, dan reflective dari kehidupan sehari-hari.
    2.) Memahami definisi dan jenis

    pengembangan produk.

    3.) Menerapkan inovasi produk

    berbasis desain dengan

    pendekatan psikologi.
    Tantangan dan Dilema Mengatur
    Inovasi dalam Perusahaan
    kreati
    f

    atau
    efisien?
    This poses one of the most fundamental problems for management
    today
    Company within
    a Company
    Do you ʻThe want
    farther to
    that any company seeks to innovate, as measured by the
    fail to innovate degrees of

    or fail change
    like from its base markets and technologies, the greater the
    them?likelihood that its innovation efforts will fail. And yet, the less that a firm
    seeks to innovate, across the board, the greater the likelihood that
    You choose. the corporation itself will fail.ʼ
    ʻThe farther that any company seeks to innovate, as measured by the
    degrees of change from its base markets and technologies, the greater
    the likelihood that its innovation efforts will fail. And yet, the less that a
    firm seeks to innovate, across the board, the greater the likelihood that
    the corporation itself will fail.ʼ
    ʻSemakin sering suatu perusahaan berinovasi untuk mengikuti
    perubahan pasar dan teknologi, maka kemungkinan besar semakin
    sering gagal inovasinya. Namun, semakin sedikit perusahaan itu
    berinovasi, maka kemungkinan besar yang akan gagal adalah
    perusahaanya.ʼ
    Strategi 2% Perusahaan yang sukses mengelola inovasi

    Apple
    The 2% is Is to compete
    called simultaneously in
    mature and emerging
    Ambidexterity market.

    Is to exploit the
    mature market and
    explore the
    emerging market
    Mengatur Perusahaan
    dalam Perusahaan
    UNCERTAINT OPPORTUNIT
    Y Y
    #1 -
    Exploratory
    Research
    #3 - Applications
    Engineering
    #4 - Combining
    Market &
    Technology
    Jenis-jenis Pengembangan
    Produk Baru
    What is New
    Product?
    What is New
    Product?

    Additions to
    New-to-the-world New-to-the-
    existing product
    (NTW) Firm(NTF)
    lines (APL) Coke
    iPod & iPad Amazon Kindle
    Zero & Diet

    Improvement revision
    Repositioning Cost Reduction
    from existing product
    (REP) (CR)
    (IRE) All new Innova
    Dove Brio Satya
    New to the World, yaitu produk yang benar benar baru bagi konsumen dan
    perusahaan yang membuatnya, contohnya adalah iPod, dunia dicengangkan
    ketika melihat inovasi pertama dimana akan ada 1000 lagu di alat yang lebih
    kecil ukurannya daripada kaset

    New to the firm, dimana inovasi ini adalah hal baru bagi perusahaan yang
    menciptakannya tetapi bukan hal baru bagi konsumen secara umum, biasanya
    produk new to the firm akan meningkatkan antusiasme loyalis dari perusahaan
    tersebut, seperti Amazon ketika menciptakan Kindle reader, produk tablet untuk
    membaca e-book bukanlah hal baru bagi konsumen, tetapi menjadi sangat
    menarik ketika diluncurkan oleh Amazon yang notabene penjual e-book
    terbesar dan terlengkap di dunia
    Addition to product existing line, atau penambahan produk baru dalam lini
    produk yang sudah ada, contohnya adalah Coca Cola Diet dan Coca Cola Zero
    dimana inovasi ini adalah hal yang baru untuk konsumen Coca Cola yang justru
    ditujukan untuk pangsa pasar baru yang memiliki ketertarikan dengan produk
    rendah gula.

    improvement revision from existing product, yaitu pengembangan secara


    bertahap terhadap produk yang sudah dikenal baik oleh konsumennya,
    contohnya adalah perkembangan mobil Toyota Kijang dari edisi pertama
    sampai dengan edisi hari ini yang benama Toyota Kijang Innova
    repositioning, dimana tidak ada perubahan yang signifikan dalam produk yang
    ditawarkan, tetapi ada perubahan yang signifikan terhadap pasar yang disasar,
    contohnya seperti Dove yang awalnya brand difokuskan untuk target pasar
    wanita, menjadi produk general yang dipasarkan untuk pria dan wanita.

    cost reduction, dimana tipe produk yang sama dibuat versi lebih murah untuk
    menjangkau target pasar yang baru, contohnya adalah Honda Brio Satya yang
    merupakan versi lebih murah dari Honda Brio yang dibuat untuk berkompetisi
    dalam pasar LCGC (Low Cost Green Car).
    Penerapan Inovasi, Design, dan
    Psikologi
    Good design is good
    business
    Thomas j Watson
    The Psychology of
    Design

    The Three Ways Design


    could make you Happy

    1. Visceral
    Donald Arthur Norman
    The father of Experience
    2. Behavioral
    Design 3. Reflective
    Keywords
    Deeply programmed
    First impressions
    Subconscious

    Visceral Gut Feeling


    Aesthetic
    Intuitive
    Barack Obama Ridwan Kamil
    Keywords
    Action & Interaction
    Feeling in control
    Understanding
    Practicality

    Behavioral
    Usability
    Clarity
    IKE V Supermarke
    A S t
    BEFOR AFTE
    E R

    Manhattan Subway Map Design, Massimo Vignelli, Subway Map Design,


    1943 1972
    Anthony Robbins, Motivator A good psychologist
    CHAPTER #2
    What is Good
    XD?

    Keywords
    Values alignment
    Superego

    Reflectiv
    That’s me!
    Image

    e
    Apple Products
    Sony Walkman
    Supreme
    Ir Soekarno Martin Luther King Jr.
    Viscera
    The Three Ways
    l
    Design could
    make you Behavioral
    Happy

    Reflectiv
    e
    Latihan:

    1. Berikan contoh lain inovasi produk dari enam kategori produk


    yang sudah kamu pelajari dan berikan penjelasannya
    2. Tulislah sebuah deskripsi singkat mengenai suatu produk/jasa
    dalam kehidupanmu sehari-hari yang sangat
    merepresentasikan dirimu!
    3. Carilah bahan kajian mengenai “Psikologi warna dalam bisnis”
    dan buatlah ringkasan dari bahan tersebut. Sertakan contoh dan
    analisis dengan bahasa kamu sendiri.

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