Trans RINA, Vol 157, Part C1, Intl J Marine Design, Jan –Dec 2015
The aim of which was to examine a new market sector of a sustainable luxury superyacht based on a catamaran platform for the South East Asian market, specifically China, informed by the innovative ‘Future Concept Feadships’ as well as the DDI insights of EBDIG-IRC. The catamaran
superyacht sector at 40m LOA, by comparison the World's largest superyacht has an 180m LOA. Whereas, in the commercial vessel
sector Incat have recently
completed a 99m LOA LNG fuelled gas turbine powered catamaran ferry capable of 58knots, which was designed to compete with short air travel routes. Based on this innovative platform, the SLCS proposal was developed to address the significant market opportunity of the sector
The process of Design-Driven Innovation is an exploratory research project, which aims to create an entirely new market sector for a given product through changing the
design meaning the platform has recently arrived in the user has for
product. It occurs before product development, as shown in Figure 1, and is not the fast creative brainstorming sessions that are typical of concept generation but a design investigation similar to technological research. In essence, it
is
through engaging with a range of interpreters in technology
between superyachts and cruise ships. The
technology innovations of the LNG fuelled gas turbine catamaran platform and the implementation of Passive Design act to reduce CO2 and other emissions, compared to other vessel platforms of comparable size and speed.
2. DESIGN-DRIVEN INNOVATION
The perceived comfort/pleasure of a charter client or owner on a superyacht is a combination of the emotional response to the visual impact of the aesthetics of the vessel exterior/interior and that of the interaction of the user with the environment. Design must therefore meet user needs, both functional and emotional, and been informed by human factors. People gain pleasure from products that meet their functional and supra-functional needs, as defined in the most comprehensive terms. Indeed, now that adequate product functionality is the norm, supra-functional factors are being recognized as more important. Emotional
bonding, symbolic
representation, tribal connections, subculture references, and so on all form part of the language defining product personality and product semantics. People relate to products in individual and interesting ways. Different people relate to the same product in their own particular way, depending upon its characteristics and their own. Material possessions serve as symbolic expressions of who people are. The clothes they wear, the car they drive, the design meaning of the superyacht they own or charter all enable they to express their personality, social standing, and wealth. The nature of a product can be described as a product personality, and it is this, that determines the relationships different products. [3]
that users develop with
To facilitate design innovation marine designers should consider implementing a Design-Driven
Innovation
strategy as is often employed within product design. People do not buy products but buy design meanings. People use things for profound emotional, psychological, and socio-cultural reasons as well as utilitarian ones. Analysts have shown that every product and service in consumer as well as industrial markets has a design meaning. Marine Designers should therefore look beyond features, functions and performance, and understand the real design meanings users give to a superyacht.
Figure 2: The strategy of design-driven innovation as a radical change of design meaning [6]
2.1 FUTURE CONCEPT FEADSHIPS
Feadship engages in the DDI discourse through ‘Future Concept Feadships’ as unique projects taken from the concept through engineering stages and presented with a
C-50 © 2015: The Royal Institution of Naval Architects
the development of a design scenario and cultural production.
Knowledge is
generated from immersion with the design discourse of the interpreter's groups. The process can be structured or unstructured and is dependent upon the nature of the relationship of the client
with the interpreters. The
interaction between innovation of design meaning and technology innovation can transform the market within an industry and even create new market sectors. The two strategies are complimentary as technological and socio- cultural models are inextricably linked, evolving together in innovation cycles. The successful interaction between design-driven and technology-push innovation is called a technology epiphany, shown in Figure 2, it creates a market leader and in some cases a completely new market sector. It is the basis for successful products such as the Apple iPod. [4]
the
Figure 1: Design-Driven Innovation as research [4]
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