The lecture was split into four sections and covered crowdsourcing techniques such as crowd funding, labor, innovation, and creativity. Open design was discussed as an emerging paradigm where design blueprints are shared openly versus just source code. Different open licenses like Creative Commons were reviewed. Examples of open hardware projects like Arduino and Free Beer were provided. Open design was presented as a new consideration for integrated product development and potential revenue models from an open source approach.

1. Design and Product Development
Guest Lecture at Tallinn European Innovation Academy
Thomas J. Howard
www.thomasjhoward.com
thow@mek.dtu.dk
Unless otherwise stated, this material is under a Creative
Commons 3.0 Attribution–Share-Alike licence and can be
freely modified, used and redistributed but only under the
same licence and if including the following statement:
“Original material by Thomas J. Howard, The Technical University of Denmark”

2. Agenda
Split into four sections each of roughly 40min (including exercises)
and a small break between each section
Sections covered:
18:00 - Integrated Product Development
18:30 - Product/Service-Systems (PSS)
19:00 - Open Design
19:30 - Protovation
2 Original material by Thomas J. Howard, The Technical University of Denmark 2013

3. What is Open Design?
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4. Open Design:
The Oxford English Dictionary
The Oxford English Dictionary – 1st Edition
http://www.manhattanrarebooks-literature.com/oed.htm
“Box of quotation slips” by Owen McKnight, CC BY-SA 2.0
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5. What is Open Design?
Crowdsourcing
Open Source Design
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6. What is Crowdsourcing?
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7. Types of Crowdsourcing
Crowd Funding (22% of sites)
Crowd Labour (8% of sites)
Crowd Innovation (10% of sites)
Distributed Knowledge (37% of sites)
Crowd Creativity (14% of sites)
(Aesthetics & Branding)
Tools (9% of sites)
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8. Crowdsourcing
How would we use it?
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9. Crowdfunding
Tech Art
Social
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10. Funding
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11. Funding
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12. Funding
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13. Innovation
Divergent/ Convergent /
Solution Evaluation
Problem Solving
Social Challenges
Push & Pull
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14. Innovation
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15. Innovation
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16. Labour
•Debugging
•Advertising and testimonials
•Proofreading
•Web-design
•Graphic enhancement
•Website testing
•Surveys
•Data entry
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18. Aesthetics & Branding
•Fashion
•Sounds
•Artwork
•Logos
•Graphic Design
•Photography and Images
Competition Driven
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19. Aesthetics & Branding
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20. Anything left for us to do?
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21. Crowdsourcing is now a mature field,
use it and master it.
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22. Open Source Design
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23. Open Source to Open Design
Source Code Design Blueprints
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24. DEFINITIONS
OPEN SOURCE DEVELOPMENT
OSP OSS
Open Source Products Open Source Software
Tangible Intangible
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25. Why Open Design?
To fund R&D rather than legal fees for patent
disputes.
To maximise the value of the product to the
crowd and allow them to develop design
derivatives
To focus less on blocking the development of
others and instead to gain from being visible and
influential.
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26. How Open are we to be?
Choosing the correct licences will be crucial:
Attribution - CC BY
This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as
they credit you for the original creation. This is the most accommodating of licenses offered.
Recommended for maximum dissemination and use of licensed materials.
Attribution-ShareAlike - CC BY-SA
As CC BY except all new works based on yours will carry the same license, so any derivatives will also allow
commercial use. This is the license used by Wikipedia, and is recommended for materials that would
benefit from incorporating content from Wikipedia and similarly licensed projects.
Attribution-NoDerivs - CC BY-ND
This license allows for redistribution, commercial and non-commercial, as long as it is passed along
unchanged and in whole, with credit to you.
Attribution-NonCommercial - CC BY-NC
This license lets others remix, tweak, and build upon your work non-commercially, and although their new
works must also acknowledge you and be non-commercial, they don’t have to license their derivative works
on the same terms.
Attribution-NonCommercial-ShareAlike - CC BY-NC-SA
This license lets others remix, tweak, and build upon your work non-commercially, as long as they credit
you and license their new creations under the identical terms.
Attribution-NonCommercial-NoDerivs - CC BY-NC-ND
This license is the most restrictive of our six main licenses, only allowing others to download your works
and share them with others as long as they credit you, but they can’t change them in any way or use them
commercially.
http://creativecommons.org/licenses/
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27. Open Design
An emerging paradigm... a gift to the
people and society...
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28. Open Design Empowers People and Drives
Innovation
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29. Flying Open Sourcers
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30. Flying Open Sourcers
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31. The Open Design Library
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32. FREE BEER 1.0
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33. FREE BEER cont...
FREE BEER 2.5 (Right)
FREE BEER 4.0 (Below)
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34. Open Design (Open Hardware)
An emerging paradigm... a gift to the
people and society...
...but can you really make money
from giving things away for free?
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36. The old mindset of product development
Andreasen and
Hein [1987]
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37. Open Design – A New IPD Consideration
Howard [2012]
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38. OSD Archetypal Business Model
Self-service,
Communities,
Community Network, Co-creation Participants,
Accessibility, End-users,
Knowledge -For Profit
Sharing, -Personal gain,
Cost reduction -Social good
Intellectual
resources., Internet,
Brand Web-site/
(Platform) platform
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39. Revenue from Open Source Design
• Sale of expertise
• Spin-off products
• Straight production
• Advertising & Front of shelf model
• Value from the use phase
• Use and user data
Benefits of Open Source Design
• Rapid and cheap publicity
• Multiuser development & Expert customers
• Increased product varieties
• Competition killer
• Suboptimal is forgivable
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40. Right now, being open is no longer
an added value. Either you are open
or you are out! The internet has
changed the game, we’re be coming
self-producers with access to
information and possibility to learn
whatever, whenever, wherever.
David Cuartielles (Arduino), California, 2012
BOB WALDIE, OpenGear
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43. Questions
?
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