Value and Vision-based Methodology in Integrated Design

The research theme of this thesis is based on a paradigm shift in design which outlines two new premises for design. First, the design must be based on a clearly defined set of values due to the socio-cultural development in our rich modern western society. A massive overload of products offer the same physical and functional features, therefore it is the leaning of the product that carries it through the commercial noise to the consumer?s awareness. Second, the creative process is conducted by a cross-disciplinary team and the process must therefore be described. The research object of this thesis is the value transformation from an explicit set of values to a product concept using a vision based concept development methodology based on the Pyramid Model (Lerdahl, 2001) in a design team context. The aim of this thesis is to examine how the process of value transformation is occurring within the vision based approach using this Pyramid model (Lerdahl, 2001). This includes phenomena and methods that link abstract and concrete material together in a synthesizing manner; forming a shared vision, developing the initial coherent concepts and supporting the team learning process. The thesis is based on empirical data from workshop where the Value and Vision-based methodology has been taught. The research approach chosen for this investigation is Action Research, where the researcher plays an active role in generating the data and gains a deeper understanding of the investigated phenomena. The result is divided in three; the systemic unfolding of the Value and Vision-based methodology, the structured presentation of practical implementation of the methodology and finally the analysis and conclusion regarding the value transformation, phenomena and learning aspects of the methodology.