Michael Krohn - Academia.edu (original) (raw)
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Papers by Michael Krohn
GfK Marketing Intelligence Review, 2015
Many companies incorporate design into their processes much too late and work sequentially instea... more Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, however, the important conceptual, technical or market-relevant decisions have already been made and the product or service is almost ready for launch, then design “cosmetics” will not help much. Design creates images that stick in your mind, and if these images are thought out at the last minute, there’s a risk that they will not optimally promote the overall brand image.Integrated design not only gives form to innovations but makes them more user oriented and suitable for marketing efforts. In this case, design is - among other aspects - the actual driving force that adds magical attraction to a brand and its many touchpoints. Design follows the desire to incorporate an emotional value that consumers expect and that helps connect with the brand and offers orientation. Designers must therefore understand the target group and their sensory needs, and tra...
The Engineering of Sport 6, 2006
The presented concept of a new traffic system for metropolitan areas "VeloVent" suggests a number... more The presented concept of a new traffic system for metropolitan areas "VeloVent" suggests a number of innovative developments that may help to solve two major problems of these areas-too much motorized traffic and poor physical health of the citizens. The idea is based on human powered vehicles which run through a tube network with transparent covers and are supported by an externally introduced air stream. Importantlocations of public interest (i.e. shopping centers, major company facilities, parks, university campus) are connected by the tube. Emphasis was put on the premises and results of human powered VeloVent vehicles for different transportation purposes in the urban environment.
Marketing Review St. Gallen, 2007
EPDE2006, 2006
ABSTRACT This paper reports a preliminary analysis of the role of negotiation in cross-cultural d... more ABSTRACT This paper reports a preliminary analysis of the role of negotiation in cross-cultural design collaboration between Swiss-trained design students and China-trained design students at the annual cross-cultural design student collaboration in Zurich. The research that informed this paper aimed to extend currently mono-culturally oriented Co-design description of data collection and discourse analysis to a cross-cultural context. Our aim is to investigate the role of negotiation in constructing shared concepts in cross-cultural design collaboration. An ethnographically informed study using video-assisted technology was carried out to capture both verbal and non-verbal data of design discourse of a cross-cultural team during early design episodes. Preliminary analysis on the data aimed to testify currently available Co-Design analysis methods from problem solving and reflective practice design paradigms. A comparison between Swiss-trained and China-trained designers are done on 1) the distribution of verbal, sketches and gestural cues used during design interaction, and 2) tracing team framing through the distribution of association and disassociation of design episodes. The research outcomes show a cultural variance in the data collection and analysis methods currently available in Co-Design studies.
GfK Marketing Intelligence Review, 2015
Many companies incorporate design into their processes much too late and work sequentially instea... more Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, however, the important conceptual, technical or market-relevant decisions have already been made and the product or service is almost ready for launch, then design “cosmetics” will not help much. Design creates images that stick in your mind, and if these images are thought out at the last minute, there’s a risk that they will not optimally promote the overall brand image.Integrated design not only gives form to innovations but makes them more user oriented and suitable for marketing efforts. In this case, design is - among other aspects - the actual driving force that adds magical attraction to a brand and its many touchpoints. Design follows the desire to incorporate an emotional value that consumers expect and that helps connect with the brand and offers orientation. Designers must therefore understand the target group and their sensory needs, and tra...
The Engineering of Sport 6, 2006
The presented concept of a new traffic system for metropolitan areas "VeloVent" suggests a number... more The presented concept of a new traffic system for metropolitan areas "VeloVent" suggests a number of innovative developments that may help to solve two major problems of these areas-too much motorized traffic and poor physical health of the citizens. The idea is based on human powered vehicles which run through a tube network with transparent covers and are supported by an externally introduced air stream. Importantlocations of public interest (i.e. shopping centers, major company facilities, parks, university campus) are connected by the tube. Emphasis was put on the premises and results of human powered VeloVent vehicles for different transportation purposes in the urban environment.
Marketing Review St. Gallen, 2007
EPDE2006, 2006
ABSTRACT This paper reports a preliminary analysis of the role of negotiation in cross-cultural d... more ABSTRACT This paper reports a preliminary analysis of the role of negotiation in cross-cultural design collaboration between Swiss-trained design students and China-trained design students at the annual cross-cultural design student collaboration in Zurich. The research that informed this paper aimed to extend currently mono-culturally oriented Co-design description of data collection and discourse analysis to a cross-cultural context. Our aim is to investigate the role of negotiation in constructing shared concepts in cross-cultural design collaboration. An ethnographically informed study using video-assisted technology was carried out to capture both verbal and non-verbal data of design discourse of a cross-cultural team during early design episodes. Preliminary analysis on the data aimed to testify currently available Co-Design analysis methods from problem solving and reflective practice design paradigms. A comparison between Swiss-trained and China-trained designers are done on 1) the distribution of verbal, sketches and gestural cues used during design interaction, and 2) tracing team framing through the distribution of association and disassociation of design episodes. The research outcomes show a cultural variance in the data collection and analysis methods currently available in Co-Design studies.