Trans RINA, Vol 156, Part C1, Intl J Marine Design, Jan - Dec 2014
CREATING A NEW DISTINCTIVE IDENTITY FOR A RANGE OF OFFSHORE VESSELS USING AN INDUSTRIAL DESIGN APPROACH
M M de Monchy, Damen Shipyards BV, The Netherlands (DOI No: 10.3940/rina.ijmd.2014.c1.27)
SUMMARY
The starting point was to develop a new product for the offshore industry with a new distinctive identity (look and feel). Where the look applies more on the external features being recognizable from far, the feel applies more to the comfort from the user perspective. Most of the shipyards are producing their vessels in Asian countries to reduce their cost price. Although cost price is an important issue, clients and users tend to pay more attention to the look and feel of their vessels. Like in the car industry the user and owner of the vessel tend to identify themselves more and more with the vessel they work with.
The vessels were taken out of the maritime and naval architecture design context and placed in a product environment. They were established like products with the possible users and owners in mind. By implementing market research and using the design methods of metaphors, mood boards and SWOT analysis, a new distinctive offshore range was created. From the first model to the first PSV sailing around feedback and the related improvements were implemented.
1. INTRODUCTION
The cost important
price of the vessels may not be the only factor. The tendency of people identifying
themselves with products [1] around them generates a new demand of certain products.
Products are used to make a statement and to expose their way of living and thinking.
Standing out in the shipbuilding industry the looks tend to play an important role.
Besides the looks of the vessel, the comfort of the users on board is important as well [2]. Especially due to the shortage of personnel, willing to work offshore, comfort and wellbeing on board is getting to be a bigger issue. To ease the struggle of finding good qualified employees, the quality of living on board should be very high.
This paper gives an insight of a new fresh developed offshore line. It also illustrates why this approach is necessary in the present business area.
2. EXISTING USED DESIGN METHODS
In the shipbuilding industry a ship is mostly developed/designed according the same sequence [3]. In general an existing ship is used as starting point and is modified to the wishes and demands of the client. Repeating and refining the same sequences in a row results in a new ship design.
Products tend to be developed based on market analyses, user analysis and product environment [4]. However, products
tend to have their own design approach; depending on their market and users. Figure 1: order intake 2010
Looking to figure 1 we see that in 2010 the order intake was concentrated over six companies. From this list the six companies with the bigger order intake will be further investigated. These companies having a bigger order intake (from now on referred as competitor A to F) are analysed further. Making the assumption that the company with a bigger order intake has a bigger market share.
3. USED DESIGN APPROACH 3.1
ANALYSIS
Contrary to the current applied methods where existing used technics and vessels form the starting point of the design process. Analysing the stakeholders and competitors in the offshore market forms the beginning of the applied design process.
3.1 (a) Defining main competitors
The main competitors in the offshore market are determined according the list of ordered vessels [5&7].
©2014: The Royal Institution of Naval Architects
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