Project 1

Transcription

Project 1

Content
Case Study
Page
1
Design Process with Ergonomic
1
2
The development and impact of digital music
37
3
The Success of an Innovation – Smartphones
59
4
3G: Green Design, Green Technology and Green Enterprise
75
Teacher’s Guide
1
Design Process with Ergonomic (Teacher’s Guide)
2
The development and impact of digital music (Teacher’s Guide)
107
3
The Success of an Innovation – Smartphones (Teacher’s Guide)
131
4
3G: Green Design, Green Technology and Green Enterprise
(Teacher’s Guide)
143
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PREFACE
A set of curriculum resource materials, “Case Study for Technological Subjects (S1-3)”,
is developed by the Technology Education Section of Curriculum Development
Institute, Education Bureau for the implementation of the technological subjects
(Secondary 1-3) of Technology Education Key Learning Area, such as Design &
Technology, Design & Technology (Alternate Syllabus), Design Fundamentals and
Technology Fundamentals.
The integration of theory and practice is the key learning and teaching strategy in
technological subjects. It encourages students to explore the synthesis of ideas and
practices, and examine the effects of technology on society and the environment. In
order to facilitate students to be aware of the relevance of the technology they are
studying to the real world, case studies on technology and design enable students to put
their learning into an authentic context, and engage students in developing insights into
innovation and in developing skills in research and communication.
All comments and suggestions related to the resource materials may be sent to:
Chief Curriculum Development Officer (Technology Education)
Technology Education Section
Curriculum Development Institute
Education Bureau
Room W101, West Block, 19 Suffolk Road
Kowloon Tong
Hong Kong
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Case Study – Design Process with Ergonomic
Technology
Education Key
Learning Area
Case Study:
Students should be made aware of the relevance of the
technology they are studying to the real world. Case studies on
technology and design enable students to put their learning
into an authentic context.
Authentic Context: Students could understand the
consideration of ergonomic in
through two examples, namely
Immobilizer” and “Motorola NFL
II”.
Level:
importance of the
the design process
“SpeedBlocks Head
Headset, Generation
S3
Knowledge Context Covered:
Common topic - Design & Applications
1
Author
Mr Leung Pak-yuen, Beam
Senior Lecturer, Department of Product and Interior Design
Hong Kong Design Institute.
Project Coordinators
Mr Li Yat-chuen
Senior Training Consultant
Institute of Professional Education And Knowledge, VTC
Mr Tsang Siu-wah, Ephraim
Training Consultant
The copyright of the materials in this Case Study belongs to the Education Bureau of
the Government of the Hong Kong Special Administrative Region.
Duplication of materials in this Case Study may be used freely for non-profit making educational
purposes only. In all cases, proper acknowledgements should be made. Otherwise, all rights are
reserved, and no part of these materials may be reproduced, stored in a retrieval system or transmitted in
any form or by any means without the prior permission of the Education Bureau of
© Copyright 2010
Note by the Institute of Professional Education And Knowledge, VTC:
Every effort has been made to trace the copyright for the photographs and images in this Case Study as
needed. We apologize for any accidental infringement and shall be pleased to come to a suitable
arrangement with the rightful owner if such accidental infringement occurs.
2
Background
Most people have heard of ergonomics. They think it is something to do with seating or
with the design of car controls and instruments. However, ergonomic means more than these.
Ergonomics is the application of scientific information concerning humans to the design of
objects, systems and environment for human use. Ergonomics comes into everything which
involves people. Work systems, sports and leisure, health and safety should all embody
ergonomics principles if well designed.
Discussion
•
•
•
Why is the video recorder become one of the most frustrating
domestic items to operate?
Why do some car seats leave you aching after a long journey?
Why do some computer workstations confer eyestrain and muscle
fatigue?
Such human irritations and inconveniences are not inevitable – ergonomics is an
approach which puts human needs and capabilities at the focus of designing technological
systems. The aim is to ensure that humans and technology work in complete harmony, with
the equipment and tasks aligned to human characteristics.
Ergonomic in the Design process
When design product for human being, designer should come over on the ergonomic
concerns. In reality, ergonomic problems are mostly found during the research stages. The
process chart below show the whole design process, in which ergonomic concern start from
the beginning to the end. The two case studies presented in this learning resource material
will stick to the design flow below exploring the ergonomic consideration during the process.
3
Design brief
The Design Process
Researching
Analysis
Problem identification
Conceptualization and
development
Realization
Evaluation
Client presentation
Consumer
generating
further needs
Production and
Commercial-ization
The two case studies here reflect two different approaches in design, both products
required the study of ergonomic. Human dimension, comfort and form will have to study
during the process. However, the difference hidden is the straight forward ergonomic solution
vs a commercial concern leading to an ergonomic solution. Both cases cover the handle of
ergonomic information and development, but to fulfil very different needs.
Case A – SpeedBlocks Head Immobilizer, traditional process studies on ergonomic.
Case B - Motorola NFL Headset, ergonomic idea generate from commercial needs.
4
Case A - SpeedBlocks Head Immobilizer
The history of the immobilizer
In the world of health care, where the technological advances of the past 50 years have
been dazzling, some areas remain surprising low tech.
Figure 1 - SpeedBlocks® Head Immobilizer
Only 20 years ago, emergency medical technicians (EMTs) were still placing sandbags on
either side of the head to immobilize patients suspected of having incurred a spinal injury. Of
course this is a clever way to prevent the patient from any further injury during the
transportation to hospital. It also was an incredible design during that time. However,
disadvantages is quite simple, the technician has to carry the extra weight of the sand bags
instead. There will sure lower down the efficiency, or even cause career health hazards to the
technicians. The sand bag also often move the patient’s head cause more trouble.
5
Fig. 2 The immobilizer used in early years. There were 2 block of foam place on
both side of the patient’s head. Both effectiveness and efficiency are low.
In 1989, Laerdal Medical Corporation’s design team introduced a cheap, disposable
system called the Stifneck HeadBed II.
Figure 3 HeadBed™ II Head Immobilization Device
This system effectively immobilized patients, but because it was made of corrugated
cardboard, may EMTs remained unconvinced of its effectiveness.
Laerdal, a world leader in creating products for the EMT and paramedic community, saw
a need for a head immobilization product that was easier to keep clean than the foam blocks
and that had a more convincingly sturdy appearance than the HeadBed, but that was still
cheap enough to discard when needed.
“The idea was to give them something that could be reused on multiple patients until
they did get into a readily serious accident that was very traumatic; then, when the product
got very messy, it would be inexpensive enough that they could throw it out if they wanted
to“, said Jim Traut, the director of design and development for Laerdal.
6
Research and Analysis
To understand the situation on the needs and use of immobilizer, EMTs would be
receptive to the process. Uncovered requirements are found for the product. Research
method including:
•
Focus groups
•
Field studies
•
Close examination of videotapes of EMTs on job
The design brief
After the research stage the following main criteria are found:
1.
It had to immobilize the patient’s head, even if the patient was disoriented and
struggling.
2.
The essence for EMTs is time. The product should be used quick and easy in the
field.
3.
The product would be of open enough construction to give doctors physical and
verbal access to the patient.
4.
It should be flexible enough to be used on a two-year-old child or a helmeted
motorcyclist.
5.
The product would have to be attachable to a variety of styles of backboards, as
they are not standardized.
6.
The product should not interfere with x-ray.
7.
It should be easily cleaned and stored.
The ergonomic concerns
Within the design criteria, ergonomic surely is the main factors in the first 4 which
consider the followings:
•
The mounting of head in terms of immobilize it. Size and shape of human head will have
to be considered together with comfort.
•
The ergonomic of the final design should help the EMTs to put on the immobilizer as
effective and efficient as possible.
•
Various head size from different ages and culture.
•
In one hand, the product immobilizes the patient’s head. On the other hand, the doctor
still can communicate and examine the patient on his eyes, nose, mouth and ear.
Conceptualization
Brain storming, mind mapping and other creative process has come up of thousand of
ideas.
•
Holding the patient’s head firmly is the first target to be achieved. Idea sketches in the
early stage show that design of mechanism leading to an adjustable feature. These
increases the effectiveness on immobilize the patient’s head.
7
Fig. 4 & 5 idea
sketch showing the
primitive design
considering the
ergonomic on using
the device in
holding the
patient’s head
8
•
In adjusting the knob, ergonomic concern also been taken while using the product. EMT
as the user will have to be considered throughout the whole progress.
Fig. 6, 7 & 8 Sketches in early stage showing details on the controlling and adjusting
parts. Ergonomic consideration also made from the EMTs point of view. As the
efficiency is the key point, easy and quick to be used must be achieved in the design.
Finalizing ideas
Ideas were evaluated, and the final idea will face a series of development and modeling
test. Other than the direct ergonomic concern on the last stage, the following new direction
was set:
•
Designer found that the product has to affixed to any size or style of backboard, as the
EMTs did not restricted to one type of back board.
•
Injection-molded plastic will be used, which is light weight, high strength and reliable.
•
Wall thickness of plastic will be investigated for not blocking x-rays.
•
Disposable head straps and block pads used for easy and low cost replacement.
•
Method on space saving will be investigated fulfilling the crowded condition in the
ambulance.
Development
As the basic architecture of the system was decided, the design team worked further on
details with testing. Size and shape are finalized with a lot of test model with model and real
human.
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The ergonomic concerns in this stage include:
•
The size and shape of the patient’s head. Reference on human dimension is being used
to make use all sizes fit.
Fig. 9
•
Even in this first model, the basic concept of the structure – a universal base that can
attach to any type of backboard, with plastic blocks to hold the head – is apparent.
•
Ergonomic test also confirm the EMT throughout the process.
•
The product should also make sure that the patient can be well treated by doctor.
Patient’s face should not be covered. Eyes, nose, mouth and ears can be examined by
doctor. On the other hand, ensure the communication is not blocked too.
Fig. 10
•
In this later model, the team kept the base and block concept but started refining the
strapping mechanism used for the head. Through trying this model out on team
members, they discovered that its straight-across strapping mechanism was not as
effective as a slanted mechanism.
10
Fig. 11
•
As the design team came closer to the final design, aesthetic and production elements
will built up. The form of the final design provides a strong and reliable sense. The thick
bar shape with straight forward details communicate clearly that it is a functional piece
of design. Foam model was made firstly to identify the correct form and details.
•
Tests were made on the comfort and efficacy of the arch mechanism on a wide
spectrum of people, trying to find the construction that suited the largest number of
people; the design team also aligned the hole with patients’ ears, if possible, which
would aid physicians both in diagnosing trauma and communicating with patients.
Evaluation
Development stage does not mean a smooth process which all design idea come true
easily. Problem and other findings also will be discovered. Any findings can be positive, even
problems can ignite improvement ideas in a positive way. Ergonomic come to the testing
ground and the design become the reality.
•
Ideas were generated and visualize with sketches. Although human dimension, shape
and body features are considered, the full details still cannot be described at this stage.
Fig. 12 sketches on the ideas considering the patient’s head
11
•
Through trial and error, the design team discovered that straps that slanted across the
patient’s face at an angle were more effective in holding a patient secure in the device
than straps that went straight across. The first idea of parallel straps was developed
from sketch to the test model. But the problem found and improved with an angled
straps.
Fig. 13 an earlier test model which develop from sketch on
parallel straps, and the improved model with angled straps.
•
The user’s comments take an essential role. Other than the input on research and idea
generation, EMTs were consulted in the development. The design team explored the
concept of a head immobilizer that folded to save space on a crowded ambulance.
Ultimately, the idea was rejected because feedback in the field from EMTs was that
speed of use was more important to them than saving space, so any additional assembly
would be undesirable; the team also had trouble ensuring the stability of this concept in
action.
Fig. 14 0the original sketches on the foldable holder design
Finalize design – Production and Commercialization
As the design come to the final stage, all the data from development were refined.
Production and precision is the focus on the finalize design stage.
•
Precise CAD model with all detail production details were produced. Follow with the
CAD data, prototypes were made for load and field test. This will ensure the product
would perform as desired and not flex under pressure.
12
Fig. 15 CAD Model of one of the final prototypes.
•
Production is not the main concept on the final design, but as many other design
process, the production method was considered in a very early on. The company has
already target mass product and plastic as the final production method. The design
team directly moved in this direction. During the process, exploded view was drawn to
analysis the assembly and components for the design.
Fig. 16
•
An exploded view of the final product, which shows the blocks separated from the base.
Though the yellow board shown here is Laerdal’s own model, the base can be strapped
to any kind of backboard ahead of time.
•
CAD prototypes were produced to be used in field test. The prototypes are a simulation
of the real production piece which should have the same size, feature, strength and
stress level. These prototypes were fitted onto a wide variety of people in checking the
comfort and final size.
13
Fig. 17 prototypes test by wide variety of people.
•
Field testing is to ensure the product can be operated under the real situation. Note
that the patient is also wearing an extrication collar, the Laerdal product that gave the
design team the idea of using plastic to manufacture SpeedBlocks. The field testing
confirmed the security of the lock mechanism and the ease of use and cleaning, but the
team discovered that their customers preferred the option of disposable pads and
straps.
Fig. 18 situation during the field testing.
The field test response- further evaluation
Same as the last rethink stage, field test does not always happen to be an expected
answer, surprise is always unexpected, however should still support for improvement made.
•
The SpeedBlocks system was designed as an disposable unit where a large part of it can
only be used once. However, as the design is so sophisticated, EMTs found it difficult to
accept the disposability of the system. With these comments received, the production
design was improved with only the straps and pads are disposable, the other plastic part
can be reused after cleaning. This not only lowered the cost per use of the product, it
also reduced the amount of material waste associated with the product by an average
of over 80% compared to the original disposable head immobilizers.
•
EMTs were satisfied with the performance of the SpeedBlocks on its effectiveness and
efficiency. They commended its simplicity of use, ease of cleaning and excellent
immobilize ability.
14
Case B - Motorola NFL Headset, Generation II
Fig. 19 The Motorola NFL Headset www.nfl.com
http://student.acu.edu/~raa00a
Design brief of the headset
Motorola is the company making the telecommunication products and first became
sponsors of the National Football League (NFL) in 1999. Herbst LaZar Bell (HLB), a product
design firm was asked to design a headset for the head coaches. The first generation headset
will have to be improved.
On the Football Match, the head coaches are highly visible to millions of fans through TV
board cast. Every week this team commander-in –chief will carry the headset and it is a great
opportunity for the brand. It was asked to create a new version of the headset that made the
most of this visibility by prominently featuring their logo on a new, higher-tech headset.
Design criteria:
1.
The design had to feature the logo in a way that would cut through the clutter of
the competing visuals of the TV sports environment and that would be easy to
read from a variety of camera angles. The goal was for consumers to see the
products on the heads of head coaches and link them to [Motorola’s] consumer
products.
2.
Comfort is also the key, as the coach has to wear the headsets for over three
hours.
3.
Tough structure is required. Referring to Coach Mike Ditka’s habit of tearing off his
headset and slamming it on the ground, this called “the Ditka test”
4.
The appearance of the headset had to make the coaches looks good.
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Conceptualization
Sketches with different design was made, different ideas has been explored.
Fig. 20 concept sketches on the headset
Development
After the concept stage, more refined concept sketches were presented to the coaches.
Size and location were carefully considered.
•
The design team explored a number of variations on a configuration where the yoke of
the headset wrapped around the back of the head rather than the top, to allow for one
more logo placement. The coaches expressed concern about the security of the headset
in that configuration, especially when hats or sunglasses were removed.
Fig. 21 refine sketches for showing to the coaches
•
The style of some of these early concepts was considered too futuristic and not rugged
enough by the coaches.
•
The idea of having the logo appear at the back fulfill the brief set by Motorola, however,
from the ergonomic concern, it is not a improvement solution and been rejected by the
user.
•
A wide variety of shapes and colors were contemplated for the ear-cup. The design
team worked to find a shape that felt comfortable and blocked out noise well. A larger
version of the ear-cup ended up working better for these purposes.
•
To counteract the cup’s size and to make it less visible, the designers chose to make it
black.
16
Fig. 22 Test model of the ear-cup
•
3D CAD modeling of a human head was used to help the designers visualize the
interaction of the ear-cups and microphone as well as the fit of the headset.
Fig. 23 CAD model
Ergonomic concern
•
The back strap design for headset is not a new thing, this has been employed in other
Motorola handset. It was proof that there would be no ergonomic problems on this
design. The first advantage it has is having the logo at the back. However, this new
wearing format is not an acceptable solution to the user. So users’ comments play an
important role during the process.
Fig. 24 Refined sketches on the headset
17
•
The ear-cup is the most important ergonomic design in the headset. As the noise
resistance is the functional needs, the large size ear-cup is not a debatable fact. Test
with full size models must be done to make sure the comfort. In terms of the visual
aspect and lower the massive sense, black is used to hidden the huge size.
•
The coaches request to have a larger mouthpiece, which can help to avoid the other
coaches from lip reading when they were calling a play. This seems to be contradicting
with the technology and ergonomic, as more unnecessary materials create extra weight
which may not resulting comfortability. However, this request is being reasonable in the
high competitive sport game.
•
To visually balance the large mouth piece, the boom of the mouth piece was designed to
be more substantial. This strong design also is suitable in real situation as the coaches
might remove their headsets up to 100 times during a game. They almost always
grabbing the headset by the boom.
Fig. 25 the headset in use on location
•
Material used carefully to enhance the handling feeling. Sandoprene TPE was
over-molded for the mouth piece for better tactile grip. The microphone boom was
coated with elastomer, which is easy to bend and twist, allowing to adjust the position
of the microphone.
•
The headset was designed to rise from the top of the weaver’s head, allowing air to flow
and reducing pressure on the top of the head.
•
Both single and dual ear-cup version were developed. For single ear-cup, it was
designed to be reversible, allowing the coach to position the ear-cup on either side.
Finally there were 2 logos appear on the mouth piece to ensure visibility in either
configuration.
18
Ergonomic on both Cases
There are numbers of ergonomic concerns during the design process for both cases. As
both are closely related to the human head, ergonomic sure will be the main subject.
However, different needs led to different ergonomic design. The Motorola NFL Headset is a
different case which is different from the traditional ergonomic requirement of the
SpeedBlocks Head Immobilizer. The following compare both case to enhance students’
understanding on ergonomic.
Similarity
1.
Both cases are design mould on human being. Physical Dimension on human head has
under reference support.
2.
Both cases are having strong research from the users with different research method,
e.g. focus groups, field visit.
3.
Both cases consider the process on using the design, ergonomic design solution has
fulfilled the user’s needs.
4.
Both cases went through detail process with sketches and test model
5.
CAD was used in both cases for the study of ergonomic.
6.
New ergonomic findings found during the development stage with test model. Angled
straps used for the immobilizer. The boom of the Motorola headset has be reinforced
in structure.
7.
Both cases have failed design details and been rejected by user during the finalize
designs stage. The immobilizer finally did not have a foldable details. The Motorola
head set finally did not have back wrapped design.
8.
Both cases have gone through field testing in ensuring the ergonomic details.
Difference
1.
The needs for the design are different. Although both are improvement from the last
version of product, the immobilizer’s needs is on ergonomic, the Motorola headset is
on the advertising of the brand.
2.
Original design concept is from different needs. The immobilizer is straight forward in
using ergonomic to solve ergonomic problems. The Motorola head set using ergonomic
to solve an advertising problem. E.g. idea on the back wrapped design and enlarged
mouth piece.
3.
Privacy is considered in the Motorola head set, but not the immobilizer. The large
month piece designed to avoid lip reading from the opponent. This design affects the
weight, structure and aesthetic, some parts create other ergonomic problem.
4.
The immobilizer considered as a universal design which should fulfill requirement from
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different people with different age, size, and culture.
5.
For ergonomic, the Motorola headset is mostly consider the coaches. The immobilizer
considered ergonomic both users, the patient and the EMTs.
6.
The immobilizer considered method of adapting other equipments (the spineboard),
the Motorola headset being individual during operation.
7.
The immobilizer consider the wastage problem created, with design morality, designer
only use disposable material when necessary. Motorola head set did not have this
consideration.
20
Self-assessing Questions
Worksheet Code:
D&T/CS-Erg-WS01
Date: ____ /____/ _______
Name:
(
)
Class:
Activities: Self-assessing
Objective: 1. To assess the understanding of the case study topic.
2. To conceptualize the topic through information search and group discussion.
1
What are the items in the design process?
2
Who are the users of the SpeedBlocks Head immobilizer?
3
List out the consideration of the design brief for the SpeedBlocks head immobilizer?
4
What design detail was rejected by the EMTs?
5
What is the name of the test that a final model was tested on site by the user?
6
What is the benefit of having a back wrapped design feature for the Motorola
headset?
7
List out the difference between the Motorola headset and the immobilizer project?
Teacher remarks:
21
Class Assignment and Worksheet
Assignment 1 – Making paper card glasses
Worksheet Code:
D&T/CS-Erg-WS02
Date: ____ /____/ _______
Name:
(
)
Class:
Objective: To assess the understanding of human dimension via design process.
To conceptualize the topic through information search and group
discussion.
1
Task
Students are asked to group themselves with 5 students. Each group is asked to
make research and produce a paper glasses by themselves.
2
Steps
Measure the dimension of their heads and fill in the dimension data
sheet. All dimension are in cm.
According to the dimension they have, make paper glasses with card
individually according to their individual dimensions.
Mark the size Large, Medium and Small on the 3 selected glasses.
Make conclusion on the best model in your group.
3
Trial test
Select the 3 paper glasses and mark the size Large, Medium and Small.
Each student tries wearing them, compares with their individual glasses
and scores them on the list.
5
Statistic
What are the size of glasses in your group:
No. of Large glasses:
No. of medium glasses:
No. of small glasses:
6
List down the size of glasses with highest and lowest score and write down
the reasons on both.
Teacher remarks:
22
Name of student
W1
W2
23
H1
H2
H3
D1
D2
Size of the glasses
Name of student
Large
For answer “Yes”- 1 mark, “No”- 0 mark
Is it
Is it not loose? Is it not too
comfortable?
tight?
Total score:
Total:
Size of the glasses
Name of student
Medium
Is it
Is it not loose? Is it not too
comfortable?
tight?
Total score:
Total:
Size of the glasses
Name of student
Small
Is it
Is it not
Is it not too
comfortable?
loosen?
tight?
Total:
24
Total score:
Assignment 2 –
Product analysis
Worksheet Code:
D&T/CS-Erg-WS03
Date: ____ /____/ _______
Name:
(
)
Class:
Objective: To assess the understanding on factors affecting the ergonomic
performance.
To conceptualize the topic through information search and group
discussion.
1
Task
Students are asked to compare 3 designs with different ergonomic design and
list out the factors affecting their ergonomic performance.
2
Steps
Group yourself into 5 students.
Analysis each design and write down the advantages and disadvantages
concerning the following factors:
Comfort ability, convenience, aesthetic, production
25
3
Analysis
Design A
Advantages:
_______________________________________________________
_______________________________________________________
Disadvantages:
_______________________________________________________
_______________________________________________________
Design B
Advantages:
_______________________________________________________
_______________________________________________________
Disadvantages:
_______________________________________________________
_______________________________________________________
Design C
Advantages:
_______________________________________________________
_______________________________________________________
Disadvantages:
_______________________________________________________
_______________________________________________________
Teacher remarks:
26
Assignment 3 – Product design
Worksheet Code:
Name:
D&T/CS-Erg-WS04
Date: ____ /____/ _______
(
)
Class:
(
)
(
)
(
)
To practice design with concerning on ergonomic
To go through the whole design process with skill for each stage
To record the process and communicate to audience
Objective: 1
Task
Investigate a domestic ergonomic problem from one of the following area:
Using an iron
Using a Chinese wop and ladle
Using a chopping knife
Using a peeler
Using a pair of scissors
Using a toilet pump
Try to design a new handle for the tool.
2
Choosing the topic
Group yourself into 4 students.
Analysis each design area with discussion and decide on one area to work.
3
What analysis your team has made on the topic suggested?
4
What is your final topic chosen?
5
Submission
All worksheets, final PowerPoint presentation, drawings and models
27
Assignment 3a - Responsibility and Duty
Worksheet Code:
D&T/CS-Erg-WS05
Date: ____ /____/ _______
Name:
Class:
Objective: To empower students to take responsibility of their learning
To provide an authentic scenario for their learning.
Post
Duty and responsible person
Design
coordinator ___________________________
Responsible in leading the team through out the whole design process
Designer
___________________________
Responsible in summarizing design problem, solution and development from
all members.
Editor
___________________________
Responsible in leading the recording team in producing a full details
PowerPoint presentation for audience.
Recording
assistance
Designer’s
Assistance
___________________________
Responsible in collecting all recorded material, organize and prepare
presentation.
All team members are Designer’s assistance with their creative mind.
28
Assignment 3b - Research on ergonomic
Worksheet Code:
D&T/CS-Erg-WS06
Date: ____ /____/ _______
Name:
Design Coordinator:
Class:
___________________________(
)
Designer:
___________________________(
)
Task
Objective: To practice research and investigating problem on ergonomic
Design area
(e.g. problem in using an iron)
Key area
Here are some key areas that you can consider while analysis the existing
design solution:
Size
Comfort
Effectiveness
Efficiency
Aesthetic
The working process
How it was used
The user
Other related utensil using
What has
been done?
Problems
found
Teacher remarks:
29
Worksheet Code:
D&T/CS-Erg-WS07
Date: ____ /____/ _______
Name:
Editor:
Class:
___________________________(
)
Recording assistance:
___________________________(
)
Task
Recording design stage – Problem identification
Objective: To practice research and investigating problem on ergonomic
Design area
What has
been done?
What was
recorded?
Teacher remarks:
Worksheet Code:
D&T/CS-Erg-WS08
Date: ____ /____/ _______
Name:
Design Coordinator:
Class:
___________________________(
)
Designer:
___________________________(
)
Task
Conceptualization – idea generation
Objective: To practice idea generation for solving identified problems
Design area
Key area
Base on the problem listed in last stage, generate 12 design ideas (3 ideas
from each assistance designer)
What has
been done?
Design ideas (can be attached to extra sheet of paper)
Teacher remarks:
30
Worksheet Code:
D&T/CS-Erg-WS09
Date: ____ /____/ _______
Name:
Editor:
Class:
___________________________(
)
___________________________(
)
Task
Recording design stage – Conceptualization
Objective: To practice recording details on design stages
Design area
What has
been done?
What was
recorded?
Teacher remarks:
Worksheet Code:
D&T/CS-Erg-WS10
Date: ____ /____/ _______
Name:
Design Coordinator:
Class:
___________________________(
)
Designer:
___________________________(
)
Task
Conceptualization – Development
Objective:
To practice detail development of selected design idea
Design area
Key area
Compare the ideas from last stage, select the 3 most possible solution for
testing model.
What has
been done?
Design
(can be attached to extra sheet of paper, with photo)
development
solution
Teacher remarks:
31
Worksheet Code:
D&T/CS-Erg-WS11
Date: ____ /____/ _______
Name:
Editor:
Class:
___________________________(
)
___________________________(
)
Task
Recording design stage – development
Design area
What has
been done?
What was
recorded?
Teacher remarks:
Worksheet Code:
D&T/CS-Erg-WS12
Date: ____ /____/ _______
Name:
Design Coordinator:
Class:
___________________________(
)
Designer:
___________________________(
)
Task
Conceptualization – Finalize Design Solution
Objective: To practice visualization of the final design solution
Design area
Key area
Finalize the very best design solution (can combine ideas), produce the most
final detail design with model and drawings.
What has
been done?
Final Design (can be attached to extra sheet of paper, with photo)
solution
Teacher remarks:
32
Worksheet Code:
D&T/CS-Erg-WS13
Date: ____ /____/ _______
Name:
Editor:
Class:
___________________________(
)
___________________________(
)
Task
Recording design stage – finalized design solution
Design area
What has
been done?
What was
recorded?
Teacher remarks:
33
Assessment Rubrics for Final Presentation (design
presentation)
The checklist rubric
Student Name: __________________
Focus of Assessment: Teamwork
Criteria
1. I understand the lesson objectives.
2. I work with team members cooperatively.
3. I give my views responsibly.
4. I respect and listen to other members’ ideas.
5. I can draw conclusion after this lesson.
6. I am satisfied with my learning today.
Team: _________________
Date: ____/_____/_________
Self
Peer
Teacher
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
The peer assessment rubric
Presentation
Attitude
Knowledge
Peer Assessment for Final presentation
Team:
Date:
___/___/ ______
Assessors:
Class:
Focus No Scores
Assessment Criteria
Scores
1 12345
Understanding of the topic
6 7 8 9 10 N/A
2 1 2 3 4 5 Content is consistent with the topic 6 7 8 9 10 N/A
3 1 2 3 4 5 Content is supported with evidence 6 7 8 9 10 N/A
4 12345
Content is at appropriate level.
6 7 8 9 10 N/A
5 12345
Show key concept in content.
6 7 8 9 10 N/A
6 12345
Show effort in group discussion
6 7 8 9 10 N/A
7 1 2 3 4 5 Show effort in information search 6 7 8 9 10 N/A
8 1 2 3 4 5 Show effort in preparing presentation. 6 7 8 9 10 N/A
9 12345
Show competency in IT skills.
6 7 8 9 10 N/A
10 1 2 3 4 5
Show organization skills.
6 7 8 9 10 N/A
11 1 2 3 4 5 Present their views and idea clearly. 6 7 8 9 10 N/A
12 1 2 3 4 5 Logical and consistent flow of ideas 6 7 8 9 10 N/A
13 1 2 3 4 5
Have interaction with audiences
6 7 8 9 10 N/A
14 1 2 3 4 5 Show appropriate use of visual aids 6 7 8 9 10 N/A
15 1 2 3 4 5 Have eye contact with audiences 6 7 8 9 10 N/A
Total Scores
* Performance descriptors: 1 is incomplete; 5 is fair; 7 is good; 8 is very good; 9 is
outstanding effort and 10 is excellent.
34
References
1. Lynn Haller and Cheryl Dangel Cullen, Design Secrets: Products 2, Page One Publishing
Private Limited. 2006
2. Laura Slack, What is Product Design? Page One Publishing Private Limited, 2006
3. http://www.sizechina.com
4. http://www.laerdal.co.uk/document.asp?subnodeid=10926843
5. http://www.ergonomics4schools.com
6. http://www.ergonomics.org.uk
35
此頁空白
36
Case Study –The Development and Impact of Digital Music
Technology
Education
Key Learning
Area
Case Study: Students should be made aware of the relevance of the technology
they are studying to the real world. Case studies on technology and
design enable students to put their learning into an authentic context.
Authentic Context: Students could realise the influence of technology and discuss
relevant ethical issues such as piracy and copyright through
the study of the development of digital music.
Level:
S3
Knowledge Context Covered: Common topic - Technology and society
f
37
Author
Mr Hui Ka-man
Lecturer, Department of Communication Design and Digital Media
Hong Kong Design Institute
Mr Li Yat-chuen
Training Consultant
© Copyright 2010
38
Introduction: Audio Technology Development
Today, music files are commonly distributed in digital form and most of them are sold in
the media such as Compact Disc (CD) or being sold through the Internet. Advanced
technology enables digitalization of information (sounds, pictures, and texts). Digital
music refers particularly to music (files) distributed via the Internet without physical
substrates. Digital music can be stored on home computers and other digital player
device. For example, one of the common digital music players is iPod.
The most successful digital music player - IPod
In October 2001, Apple computer launched their portable music digital player –iPod. It
consisted of a 5GB Hard Disk and was able to store up to 1000 songs. Instead of the
pressing control buttons, user can spin a wheel to scroll through a list of song to locate
the song to be played. The wheel can also be used to control the menu of the system.
This product was well received by the youth market quickly. Then Apple Computers
launched the iTunes Music Store (iTMS) in the
summer of 2003 and started to develop a platform for
the sale of digital music through internet. Nowadays,
the iPod becomes one of the most popular digital
music and video player in the world.
Figure 1: iPod (2003)
39
Think about it:
There are lots of MP3 player in the market.
What are the reasons for iPod to be the most
popular one? If you are the designer of Apple
computer, how will you design the new
generation music player? Please list the
essential features you think they are important
to the new design.
Nowadays, we can listen music through different digital player devices, such as our
mobile phones, MP3 players or some digital data storage devices. Let us take a look at
several technological advances, which set the stage for the rise of digital music.
40
Brief History of Audio Storage Media
Vinyl
The vinyl record is a type of gramophone record. It is the primary medium used for
commercial music reproduction for most of the 20th century, which were popular from
the 1950s to the 1990s, and was most commonly used for mass-produced recordings
of music.
A vinyl gramophone or phonograph record consists of a disc of polyvinyl chloride
plastic, engraved on both sides with a single concentric spiral groove in which a
sapphire or diamond needle, stylus, is intended to run from the outside edge towards
the centre.
Activity:
Students are encouraged to watch the movie on www.youtube.com: How Vinyl
Records are Made (Part 1 and Part 2)
http://www.youtube.com/watch?v=xUGRRUecBik (Part 1)
http://www.youtube.com/watch?v=IReDh9ec_rk&NR=1 (Part 2)
Current situation
Vinyl first designed in the final quarter of the 19th century and held a predominant
position for nearly a century. However, by 1988 to 1991 vinyl records experienced a
sudden decline in popularity because of the rise of Compact Discs (CD). It left
mainstreams by 1991, and continue to be manufactured and sold until now for some
minority markets. It is still used by audiophiles for certain types of music, especially
electronic dance music, hip hop, punk rock, and heavy metal music.
Stop and Think :
Do you know why this is
so? Please suggest some
possible reasons for that.
41
Figure 2: English: A 12" record, a 7″ record, and a CD-ROM.
File source: http://en.wikipedia.org/wiki/Image:Vynil_record.jpg#file
Figure 3: Edison Home Phonograph
File source: http://en.wikipedia.org/wiki/File:EdisonPhonograph.jpg
Cassette Tape
Cassette Tape, also refer as Audio Cassette or Compact Cassette, is a magnetic
sound recording format. Philips Consumer Electronics introduced the Audio Cassette
media in 1963. Cassette Tape can store music for up to 120 minutes and the most
popular varieties are C46 (40 minutes), C60 (60 minutes), C90 (90 minutes) and C120
(120 minutes). Cassette tape became popular in1980s because it is small in size, its
durability and ease of copying.
42
In the 1980s, Sony introduced Walkman, a portable pocket recorders and player to the
market. Since then, people can listen to music wherever they are and Cassette tape
became a very popular music storage media because it acts as the music container of
Sony’s Walkman.
Decline of Cassette tape:
However, the market for cassettes has declined sharply since its peak in the late 1980s.
Its sales was overtaken by Compact Discs (CD) during the early 1990s, which provided
higher audio quality and also ease of handling and copying.
Figure 4: Cassette tapes and Sony’s Walkman
File source: http://en.wikipedia.org/wiki/Image
Stop and Think:
Do you have any digital audio player device? There are
numerous reasons for people to buy CD and MP3 players,
such as good audio quality, lower price, easily to integrate
with other households etc. However, some audio fevers are
still looking for high quality Vinyl and Vinyl players. They
think that the sound of Vinyl is “warmer”, “softer” and
more “human”. Can you find any other advantages of
using analog media?
43
Digital Media
Compact disc (CD)
A Compact Disc (or CD) is an optical disc used to store digital data, originally
developed for storing digital audio. In 1979, Sony and Philips Consumer Electronics set
up a joint task force of engineers to design a new digital audio disc. After a year of
experimentation and discussion, the taskforce produced the Red Book, the Compact
Disc standard. The basic specifications state that:
Stop and Think:
What is the Red Book? Please search and
explain the function and features of Red
Book.
1)
Maximum playing time is 78 minutes (including pauses);
2)
Minimum duration for a track is 4 seconds;
3)
Maximum number of tracks is 99;
4)
Maximum number of index points (subdivisions of a track) is 99 with no maximum
time limit;
5)
International Standard Recording Code (ISRC) should be recorded on CD-Rs to
appear on the replicated discs.
Currently, there are 2 common standards of Compact Disc:
Physical Size
Audio Capacity
CD-Rom Data Capacity
12 cm (Standard)
74 – 78 min
650 – 703 mb
8 cm (mini CD)
21 -24 min
185 – 210 mb
1990s, the production volume of audio compact cassettes was rapidly declining from
its peak of 76 million units in 1988. CD technology had quickly replaced analog audio
44
technology thanks to its digitally-based, high speed random access and direct search
capabilities. CDs were a great success.
Mini disc
Ten years after the launch of CDs, Sony announced a new music medium – Mini Disc.
A Mini Disc (MD) is a magneto-optical disc-based data storage device initially intended
for storage of up to 80 minutes of digitalized audio. Mini Discs are popular in Japan as
a digital upgrade to cassette tapes, but have not been as popular world-wide. Another
digital format player – MP3 player, quickly replaced it.
Figure 5: A Sony MiniDisc player and a MiniDisc
MP3
MP3 is the short form for ‘MPEG Audio Layer 3’. It was developed in 1987 as a way of
compressing CD-quality sound files. Every minute of digitized music stored on a
standard CD requires about 10 megabytes storage space. With MP3 compression
technology, files occupied only about 1/12 as of the CD disk space occupied by
uncompressed files. While MP3 reduces the storage space needed for a sound file, it
offers near-CD quality sound (National Research Council, 2000, pp.77-78). The
advantages of MP3 are:
This compression technique makes MP3 files tremendously denser than raw
audio data,
Much faster to distribute;
Easier to store.
Research Topic:
What are the differences between MP3
and MP4? What is “MPEG”? How do
various “MPEG” standards affect the
digital entertainment industry? You may
access to Internet and find out their
differences.
45
The impacts of MP3 –Music Piracy, Copyright and Digital Right
Management (DRM)
Background: Record Industry and Problem of Piracy
In recent years, the rapid development of internet technology has enabled internet users to upload and
download MP3 across the world easily. According to the statistics of IFPI music report in 2008, 30
percent of all recorded music sold is online or mobile in US, only after five years of the commercial music
download business first emerged. The digital revenues are growing and diversifying since consumers can
easily purchase music and related products from unlimited digital channels.
However, music piracy remains an ongoing problem in Music Industry. The mature digital music
technology caused huge damage to the music industry:
“IFPI estimates the trade of pirate discs was worth US$4.5 billion
globally in 2005. At the same time, almost 20 billion tracks were
illegally swapped or downloaded on the internet in 2005.”
www.ifpi.org - 2006
The trend of music download is irreversible. Music industry is undergoing a revolution
that consumers are using the digital platform to obtain and pay for the music. The
music industry had tried every means to stop the problems of piracy. The law of the
copyright is the first shield to prevent companies and people to download and upload
illegal music.
Research Topic:
Please research on the music industry organization – IFPI.
What is her role in the industry? What are her suggestions to
the online music business?
46
Copyright
The roles of “Copyright”
The first step of building a secure digital music service platform is to seek strong
copyright protection. Copyright law plays three important roles in supporting the culture
industry.
1) First, copyright is a legal institution that provides a framework for designating
marketable rights in intellectual property.
2) Second, copyright is an economic institution that excludes other competitors in the
market and ensures income during periods of low sales.
3) Third, copyright is a cultural institution in which the concept of art, individual rights,
collective freedom, and intellectual property is re-encoded.
How do the copyright law protect copyright?
Copyright law is the foundation of the recording industry’s income stream. A large
amount of the recording industry’s revenues comes from the exploitation of various
rights. It gives the owners of copyright exclusive rights to deal with their works in a
number of ways, such as:
1.
Copying;
2.
Issuing copies to the public;
3.
In the care of computer programs or sound recordings, renting copies to the
public;
4.
Making available copies to the public;
5.
Performing, showing or playing the work in public;
6.
Broadcasting or including the work in a cable program services; and
7.
Making adaptations or doing any of the above in relation to an adoption
How to attack “Piracy” in recording industry?
However, the recording industry is hardly to identity every single illegal music download.
Even of all piracies are located, a large number of copyright suits would be required.
Instead of attacking the problem on the receiving end, the industry attacked the
manufacturers in hopes of re-centralizing the infringements:
47
Napster Inc. Case (1999)
In 1999, the recording industry attacked the Napster inc. Napster Inc. is founded by a
19 years old Shawn Fanning. He developed a music file sharing system called Napster,
which allowed users to share their MP3s free over the internet. It is based on
peer-to-peer technology (P2P), which essentially enables users to link their computers
directly to each other via the internet to share whichever files they choose.
In December of 1999, the Recording Industry Association of America (RIAA), which
represents a host of recording companies, took action by filing a federal lawsuit against
Napster for copyright infringement. In 2001, Napster offered $1 billion to the record
companies in hope settling the lawsuit. Record companies, however, insisted that
Napster block all of the unauthorized exchange copyrighted songs.
Research Topic:
Is there any government policy in Hong Kong to
protect the music industry from the music piracy?
What are the impacts of piracy problem to our
music and movie industries?
Protection with Technology Advancement: Digital Right Management
(DRM)
To protect music from illegal download and playback, music industry also deployed
some technological protection service. One of the employed technologies is Digital
Right Management (DRM). The technology aims to control use of digital media by
preventing access, copying or conversion by end users to other formats. According to
Microsoft, DRM is “a technology that enables the secure distribution, promotion, and
sale of digital media content on the Internet” (“Digital rights,” 2002). Many online
companies use DRM to restrict users to copy and reproduce their music:
48
1) The iTunes Store, run by Apple Inc., allows users to purchase a track online for
$.99 US. The tracks purchased use Apple's FairPlay DRM system. Downloaded
music can be only played on Apple Inc.’s MP3 player – Ipod (or similar devices
such as iPhone).
2) Sony offers music download service with the protection of OpenMG DRM
technology. Music download from this store is only playable on computers running
Windows and Sony hardware (such as PSP)
3) In Hong Kong, EOL Asia. com employed Microsoft Digital Right Management
(DRM) technology to protect from illegal playback. The downloaded music can be
burnt onto CDs or transferred to those portable digital players which support WMA
protection.
However, these different DRM systems are not interoperable. Some online consumers
may find that their downloaded music files cannot play on his digital players. Each
online store require their users to install a client software and their downloaded music
file can be only played on some specify portable digital players (with the use of same
DRM system).
Decline of DRM?
Although DRM can help to protect the Internet music from illegal usage, some online
music store, such as eMusic and Amazone do not use DRM. Apple’s iTune store also
start to sell DRM free music. Apple's Steve Jobs has called on the music industry to
eliminate DRM in an open letter titled Thoughts on Music:
Why would the big four music companies
(1)
agree to let Apple and others
distribute their music without using DRM systems to protect it? The
simplest answer is because DRMs haven’t worked, and may never work,
to halt music piracy. Though the big four music companies require that all
their music sold online be protected with DRMs, these same music
companies continue to sell billions of CDs a year which contain completely
unprotected music. That’s right! No DRM system was ever developed for
the CD, so all the music distributed on CDs can be easily uploaded to the
Internet, then (illegally) downloaded and played on any computer or player.
49
Notes:
(1)
The four big companies are Universal, Sony BMG, Warner and EMI. Those four companies control the
distribution of over 70% of the world’s music.
The Future of MP3 and Music Industry
The music industry has been declining in the past few years. CDs are not sold in the
numbers that they used to. However, the bloom of digital music also create some good
news to the industry. In the report of IFPI 07: Digital Music Report, they have the
following findings:
1) Record companies’ digital music sales are estimated to have nearly
doubled in value in 2006, reaching a trade value of approximately
US$2 billion.
2) Single track downloads are estimated to have totaled 795 million in
2006, up 89 per cent on 2005.
3) The number of tracks available online doubled to reach over four
million on leading services in the last year.
4) Portable music players are helping drive digital music consumption.
Portable player sales totaled around 120 million in 2006, an increase
of 43 per cent on the previous year (Understanding and Solutions).
5) New revenue streams and business models emerge. Social
networking sites exploded in popularity while advertising-supported
models such as video licensing on Yahoo! Music and MSN emerged
as a potentially exciting revenue stream for record companies.
6) Lawsuits are having an impact. Recent research from analysts Jupiter
shows that illegal file-sharing in Europe has been contained in the last
year, in the context of a 30 per cent increase in broadband household
penetration.
The potential for digital download and mobile music stores to generate serious
revenues is certainly there, but until issues such as DRM models are resolved, music
industry might still have some work to do before it really hits back.
50
Research Topic:
People are using various peer-to-peer (P2P) file-sharing
technologies to share digital files in the Internet. What are
the specifications of P2P technology? Please provide one
example of a P2P software and explain its pros and cons.
51
Project 1 : Webpage design for a music company
Objective:
1.
To investigate the business environment of internet music industry
2.
To understand the design process and design a webpage platform that can fulfill
the need of an internet music download business
Numbers of Students per group: 5 – 6 students per group
Task: Design a webpage for a music download business
Details:
In this project, students are required to form a design team to prepare design sketched
and computer graphic mock-ups for the design of an online store. The design team is
working for a well established music company. The company has a huge amount of
music stock (with different styles) and wants to start the music download business
within a month. Our students, who act as the design team members, are required to
develop a webpage prototype with the following requirements:
A. Target customer: age 12 – 45
B. Webpage design:
i.
Homepage: it should be attractive for the youth and people can easily
find their favorable music. Some new albums will also be promoted on
the homepage.
ii.
Search page: it should be easily to understand and people can easily
find their favourite music here
iii.
Payment page: Credit card is the only payment method in this music
download business. Customers have to pay $5 for each music track
(MP3 only).
52
Development Process:
1) Define roles among members: students should first define their roles in this project:
a) A project leader should be selected to monitor the development process;
b) 1 – 2 researcher/analyst are required to investigate the competitors (other
music download company);
c) 1 – 2 web designers are required to develop the webpage prototype.
2) Research and analysis: students should first conduct researches and visit various
internet music download webpage, analyze their business models and study their
webpage design considerations.
3) Webpage design: according to the results of previous research, students should
develop the prototype. Students can first draft the design with pencil on paper. After
further discussion, they should develop the design with computer software, such as
Adobe Photoshop or Illustrator. (Reminder: No need to develop an interactive
webpage!!! Just focus on the design and how it fulfill the business need)
Project Presentation and Submission:
There will be two verbal presentations. Students are also required to submit the group
report.
Presentation 1 (10 mins):
Students should first introduce their projects (with background researches):
1) Other popular music download webpage design and their design specifications,
such as color scheme, no. of pages, service provided etc
2) Design idea and consideration: students should explain their design idea of this
project: how can it attract people stay on the webpage? What kind of services that it
can provide?
53
Students are required to present and explain their final design. Students should
introduce their design considerations and how do their final design encourage potential
customers stay and purchase music on the website.
Final Submission:
The detail report, including all the research data, proposals, recommendations and the
presentation file.
54
Project 2 – MP3 and the Music Industry
Objectives:
Students should be able to:
1) conduct research on a topic which related to music industry and copyright.
2) understand the current situation of music industry and music piracy.
Instructions:
1) Students are divided into groups (3 – 4 students per group);
2) Each group selects one of the following research topic;
3) Conduct research on the topic;
4) Prepare and present the findings.
Project Presentation Duration: 10 minutes per group
Research Topics:
1) MP3 download has caused huge damage to the music industry. Are there any good
effects it brings to the industry? Please states.
2) What is the future development of the music industry in this digital era? Can mobile
music download become an important revenue stream for the industry?
3) If you are a CEO of a record company, what means will you propose to increase the
revenue from the online music store?
55
References
CHI JEN HSIEH (2002) From "the MP3 revolution" to pay-to-play [electronic resource]:
The political economy of digital music
HACKER SCOT (2000) MP3 The definitive guide Sebastopol [Calif.]: O'Reilly
HSIEH CHI JEN (2002) From "the MP3 revolution" to pay-to-play: The political
economy of digital music
Sony History – Mini Disc : a replacement for the Audio Compact Disc
http://www.sony.net/Fun/SH/1-21/h4.html
What is MEPG?
http://www.webopedia.com/TERM/M/MPEG.html
Copyright Ordinance
http://www.hkcla.org.hk/eng/Copyright/Copyright_Ordinance_Content.htm
A History of the iPod: 2000 to 2004
Tom Hormby and Dan Knight - 2005.10.14, revised 2007.09
http://lowendmac.com/orchard/05/origin-of-the-ipod.html#1
Gramophone record
http://en.wikipedia.org/wiki/Gramophone_record#Early_speeds
Apple's Jobs: Just say no to DRM
http://www.mp3.com/features/stories/8588.html
Digital Right Management
http://en.wikipedia.org/wiki/Digital_rights_management
Apple - Thoughts on Music
http://www.apple.com/hotnews/thoughtsonmusic/
數碼娛樂的基石─數碼版權管理
http://www.rthk.org.hk/mediadigest/20060115_76_120767.html
56
We encourage collaborative learning throughout this case study; therefore peer assessment
and evaluation on their learning were suggested. It is recommended that you take a minute to
evaluate and reflect on your own leaning after each lesson.
provided.
A simple checklist rubric is
You will also take responsibility to assess the performance of other groups during
the final presentation with the scored rubrics. Teacher will take the role as a moderator.
The
assessment rubrics will make the assessment more accountable and let you have a clear goal
to strive for your best.
Assessment Rubrics for Final Presentation (design
presentation)
Team: _________________
Student Name: __________________
Criteria
Date: ____/_____/_________
Self
Peer
Teacher
7.
I understand the lesson objectives.
Yes / No
Yes / No
Yes / No
8.
I work with team members cooperatively.
Yes / No
Yes / No
Yes / No
9.
I give my views responsibly.
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
10. I respect and listen to other members’
ideas.
57
Assessment rubrics (Presentation)
Students can use these rubrics for peer assessment of the final presentation. Teacher needs to
explain and discuss these criteria with the students.
Team:
Date:
Assessors:
Class:
Presentation
Attitude
Knowledge
Focus No
___/___/ ______
Scores
Assessment Criteria
Scores
1
1 2 3 4 5
← Understanding of the topic →
6
7
8
9 10 N/A
2
1 2 3 4 5
← Content is consistent with the topic →
6
7
8
9 10 N/A
3
1 2 3 4 5
← Content is supported with evidence →
6
7
8
9 10 N/A
4
1 2 3 4 5
← Content is at appropriate level →
6
7
8
9 10 N/A
5
1 2 3 4 5
← Show key concept in content →
6
7
8
9 10 N/A
6
1 2 3 4 5
← Show effort in group discussion →
6
7
8
9 10 N/A
7
1 2 3 4 5
← Show effort in information search →
6
7
8
9 10 N/A
8
1 2 3 4 5
← Show effort in preparing presentation →
6
7
8
9 10 N/A
9
1 2 3 4 5
← Show competency in IT skills →
6
7
8
9 10 N/A
10 1 2 3 4 5
← Show organization skills →
6
7
8
9 10 N/A
11 1 2 3 4 5
← Present their views and idea clearly →
6
7
8
9 10 N/A
12 1 2 3 4 5
← Logical and consistent flow of ideas →
6
7
8
9 10 N/A
13 1 2 3 4 5
← Have interaction with audiences →
6
7
8
9 10 N/A
14 1 2 3 4 5
← Show appropriate use of visual aids →
6
7
8
9 10 N/A
15 1 2 3 4 5
← Have eye contact with audiences →
6
7
8
9 10 N/A
Total Scores
* Performance descriptors: 1 is incomplete; 5 is fair; 7 is good; 8 is very good; 9 is outstanding
58
Case Study – The Success of an Innovation - Smartphones
Technology
Education Key
Learning Area
Case Study:
technology they are studying to the real world. Case studies
on technology and design enable students to put their
learning into an authentic context.
Authentic Context:
Level:
Students could understand the success of an
innovative product design through an example,
namely Smartphone.
S3
Common topics – Design & Application
(Product design)
59
Author
Mr O Hin-ming, Brian
Senior Project Manager, VTC
Mr Li Yat-chuen
Training Consultant
© Copyright 2010
60
Background
Smartphone is the most popular modern communication device and considered highly
successful product in the world; the features and functions provided by the phone are
particularly attractive to the young generation and businessmen.
Smartphone is a product which embraces all the latest technologies such as multimedia,
and internet-enabled mobile phone. Smartphones usually come with multi-touch screen
including virtual keyboard and buttons. The functions provided by smartphones normally
include camera phone, portable media player, text messaging and visual voicemail. It also
offers Internet services including e-mail, web browsing, and local Wi-Fi connectivity, and is
able to work faster than 3G cellular networks. Smartphone was named Time magazine's
Invention of the Year in 2007
In a foreseeable future, smartphone will become peoples’ essential tool just like clothes
and shoes that we are using each day.
The Features of smartphones
Function
Soft Keyboard
Visual Voicemail
Camera
Music
Multi-touch
display
HTML email
client
Maps application
Wireless
communications
Special Features
Makes call by a name or number in the address book, a list of
favourites, or a call log.
Automatically syncs all contents from a PC, Mac, or Internet
service
With SMS application, prevents and corrects incorrect entries
making it easy and efficient to use
Random and direct access to any messages, hence, enabling
quick selection of the messages
Takes high resolution photos
Enables photo management
Display albums with a flick of a finger
Posts pictures directly to a Web Gallery
Provides iTunes Wi-Fi Music Store
Enables to browse, review, buy, download and store music
Enables to browse web pages
Easy zoom in and out
Gets email from POP3 or IMAP mail services
Displays photos and graphics along side text
Easy-to-use touch interface to view maps and satellite images,
or get directions and traffic information
GSM, Wi-Fi and Bluetooth for data connection
61
The Story (1) - How smartphones were born
Visionary and Seizing the Opportunities
In 2002, Steve Jobs, the founder of Apple Inc., started
thinking about developing a phone which can provide
all-in-one services to consumers embracing multiple features
provided by separate phones, iPods, BlackBerrys, and MP3
players. In order to make the new product more successful,
Jobs knew he would eventually need to venture into the
wireless world, hence, he started to think about smartphone.
The First Hurdle – Identifying the Problems
In the fall of 2006, Steve Jobs had tasked to a group of engineers with the idea of
creating a smartphone. At that time, the whole design was not ready and yet to prove the
idea worked. The problems seemed endless such as the phone dropped calls constantly, the
battery stopped charging before it was full, data and applications routinely became corrupted
and unusable.
Marketing Strategy and Corporate Image
To fix all the problems seemed unlikely because the time leading to the launch of the
product was imminent and short and the smartphone was supposed to be the centerpiece.
Jobs had used the event as a showcase to launch his biggest products, and Apple-watchers
were expecting another dramatic announcement. If the smartphone wasn't ready in time, the
corporate image would be damaged.
Jobs changed his marketing strategy and had finally negotiated terms with the wireless
division of Cingular, the telecom giant, to be the smartphone's carrier. In return for five years
of exclusivity, Apple allowed roughly 10 percent of smartphone sales in AT&T stores, and a
thin slice of Apple's iTunes revenue, AT&T had granted Jobs unprecedented power. He had
also convinced AT&T into spending millions of dollars and thousands of man-hours to create a
new feature, so-called visual voicemail, and to reinvent the time-consuming in-store sign-up
process. He had also wrangled a unique revenue-sharing arrangement, garnering roughly
HK$80 a month from every smartphone customer's AT&T bill. On top of all that, Apple
retained complete control over the design, manufacturing, and marketing of the smartphone.
Jobs had done the unthinkable: squeezed a good deal out of one of the largest players in the
entrenched wireless industry. Now, the least he could do was meet his deadlines.
62
Team Work and Meeting Deadlines
After getting all the needed deals, the engineers and designers were working tirelessly
and frenetically in the next three months The team work and need to meet deadlines were
fully evidenced by seeing people screaming in the office and engineers frazzled from all-night
coding sessions, quit, only to rejoin days later after catching up on their sleep.
Product Evaluation and the Values of Design
But by the end of the push, just weeks before the launch, Jobs had a prototype to show
to the suits at AT&T. In mid-December 2006, he met wireless boss Stan Sigman and showed
off the smartphone's brilliant screen, its powerful Web browser, and its engaging user
interface. Sigman was uncharacteristically effusive, calling the smartphone "the best device I
have ever seen."
Six months later, on June 29, 2007, the smartphone went on sale. At press time, analysts
were speculating that customers would snap up about 3 million units by the end of 2007,
making it the fastest-selling smartphone of all time. It is also arguably Apple's most profitable
device. The company nets an estimated HK$600 for every HK$3,000 smartphone it sells, and
that's not counting the HK$1,870 it makes from every two-year AT&T contract an smartphone
customer signs. Meanwhile, about 40 percent of smartphone buyers are new to AT&T's rolls,
and the smartphone has tripled the carrier's volume of data traffic in cities like New York and
San Francisco.
Smartphone is considered a successful product by the virtue of the leader’s foresight of
future market, integration of technologies, customers’ satisfaction and innovative outlook
design.
The down side of smartphone is the relative higher cost as compared to the
competitors’ products, lack of video recording function, frequent charging of the battery,
replacement of battery by Apple dealers, and proprietary Bluetooth device such as the ear
voice reception device.
The Role of a Leader
But as important as the smartphone has been to the fortunes of Apple and AT&T, its real
impact is on the structure of the HK$88 billion-a-year US mobile phone industry. Now, in the
pursuit of the contract, every manufacturer is racing to create a phone that consumers will
love (user-centred), instead of one that the carriers approve of (monopolized market). "The
smartphone is already changing the way carriers and manufacturers behave," says Michael
Olson, a securities analyst at Piper Jaffray.
63
The Story (2) - The technologies incorporated in smartphones
Smartphone is really a piece of creative product of today; it embraces many innovations
and applications of new technologies. The design has made due considerations on various
aspects such as customer, energy and materials. It will change the way you think about a
mobile device.
Smartphone is not just a piece of ordinary mobile phone because it provides the
advanced features which are much more than a mobile phone can perform. The advanced
features are enabled by the integration of multiple technologies which include wireless,
embedded systems, software, computer network, touch screen, and materials.
Smartphone can be seen as a widescreen iPod with touch controls on just everything
including music, audiobooks, videos, TV shows, and movies and you can enjoy them on a
beautiful display. It also allows you to sync the content from the iTunes library on your PC or
Mac and access it all with the touch of a finger.
64
With its large multi-touch display and innovative new software, smartphone lets you
control everything using only your fingers. You can type using the predictive keyboard, glide
through albums with Cover Flow, scroll through photos with a flick, or zoom in and out on a
section of a web page — all with the smartphone multi-touch display
The ease of control
has given smartphone a leading edge in phone service.
Smartphone uses OS X, as the operating system which allows you to access the
software on a handheld device, including rich HTML email, full-featured web browsing, and
favourite applications including Address Book and Calendar. Smartphone is also fully
multi-tasking allowing you to read a web page while downloading your email in the
background. This feature satisfies the customers’ need and save their time in performing
multiple tasks at the same time.
Smartphone uses quad-band GSM, the global standard for wireless communications. It
also supports AT&T’s EDGE network, 802.11b/g Wi-Fi, and Bluetooth 2.0 with EDR, which links
to Apple’s compact Bluetooth headset. When you move around, smartphone automatically
switches between EDGE and Wi-Fi to provide the fastest data connection possible. This
feature satisfies the customers’ need to access data while they are moving around.
The accelerometer detects when you rotate smartphone from portrait to landscape,
then automatically changes the contents of the display, so you immediately see the entire
width of a web page or a photo in its proper landscape aspect ratio. This feature is designed
for user friendliness.
The proximity sensor immediately turns off the display to save power when the display is
not required and prevent inadvertent touches. Another power-saving feature is the ambient
light sensor. This intelligent sensor automatically adjusts the display’s brightness to the
appropriate level for the current ambient light. This design is meant for environmental
65
protection and energy saving.
With a 2-megapixel camera and an advanced photo management application,
smartphone goes beyond anything on a phone today. It automatically syncs photos with your
PC or Mac when you dock.
With smartphone’s Maps application and easy-to-use touch interface, you can view
maps and satellite images, or get directions and traffic information.
66
The Story (3) - Smartphone technical specifications
Size and weight
•
Height: 4.5 inches (115 mm)
•
Width: 2.4 inches (61 mm)
•
Depth: 0.46 inch (11.6 mm)
•
Weight: 4.8 ounces (135 grams)
In the box
•
smartphone
•
Stereo Headset
•
Dock
•
Dock Connector to USB Cable
•
USB Power Adapter
•
Documentation
•
Cleaning/polishing cloth
Capacity
•
8GB flash drive
Display
•
3.5-inch (diagonal) widescreen multi-touch display
•
480-by-320-pixel resolution at 163 ppi
•
Support for display of multiple languages and characters simultaneously
Operating system
•
OS X
67
GSM
•
Quad-band (850, 900, 1800, 1900 MHz)
Wireless data
•
Wi-Fi (802.11b/g)
•
EDGE
•
Bluetooth 2.0+EDR
Camera
•
2.0 megapixels
Audio
•
Frequency response: 20Hz to 20,000Hz
•
Audio formats supported: AAC, Protected AAC, MP3, MP3 VBR, Audible (formats 1, 2,
and 3), Apple Lossless, AIFF, and WAV
Video
•
Video formats supported: H.264 video, up to 1.5 Mbps, 640 by 480 pixels, 30 frames
per second, Low-Complexity version of the H.264 Baseline Profile with AAC-LC audio
up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats; H.264 video,
up to 768 Kbps, 320 by 240 pixels, 30 frames per second, Baseline Profile up to Level
1.3 with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov
file formats; MPEG-4 video, up to 2.5 Mbps, 640 by 480 pixels, 30 frames per second,
Simple Profile with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4,
and .mov file formats
•
TV out: Component and composite video out through dock connector (with AV cables
sold separately). Supports NTSC (up to 480i) and PAL (up to 576i).
Headphones
•
Stereo earphones with built-in microphone
•
Frequency response: 20Hz to 20,000Hz
•
Impedance: 32 ohms
68
Mac system requirements
•
Mac computer with USB 2.0 port
•
Mac OS X v10.4.10 or later
•
iTunes 7.5 or later
Windows system requirements
•
PC with USB 2.0 port
•
Windows Vista Home Premium, Business, Enterprise, or Ultimate Edition; or Windows
XP Home or Professional with Service Pack 2 or later
•
iTunes 7.5 or later
Environmental requirements
•
Operating temperature: 32° to 95° F (0° to 35° C)
•
Nonoperating temperature: -4° to 113° F (-20° to 45° C)
•
Relative humidity: 5% to 95% noncondensing
•
Maximum operating altitude: 10,000 feet (3000 m)
Input and output
•
Smartphone
30-pin dock connector
3.5-mm stereo headphone minijack
•
Smartphone Dock
Dock connector
Power and battery
•
Built-in rechargeable lithium ion battery
•
Talk time: Up to 8 hours
•
Standby time: Up to 250 hours
•
Internet use: Up to 6 hours
•
Video playback: Up to 7 hours
•
Audio playback: Up to 24 hours
[http://www.apple.com/ihone/specs.html]
69
The Story (4) - Attributes leading to smartphones being successful
User Centred Design – friendly interface such as touch screen and scrolling
feature and multi-tasking
Customers’ wants – smartphone include all the functions from mobile phone to
all different kinds of communications
Entrepreneurship and enterprise – leadership, vision, collaborations with worthy
partners and teamwork
Green design – sensors incorporated for energy saving
Data retrieval – at finger tip and downloading is possible under moving situation
Applications of modern technologies – web browser, 3G, WiFi, GPS,
Camera/Photo, multi-touch screen, Accelerometer, sensors, Internet search
engine, wireless network, LCD display and adaptable keyboard
Marketing strategy – first launch world wide attracting 270,000 buyers within
the first 30 hours, and all-in-one design strategy
Product evaluation – well acceptance by customers reflected the sale volume of
1.39 million in 2007
Aesthetic Design
IP – with over 300 patens
Good use of resources – partnering with different worthy partners such as AT&T,
YouTube and Google etc to provide a wide range of services
Room for improvement
Undisputedly, smartphone is a piece of state-of-the-art product, however, there are still
rooms for improving the shortcomings, such as the batteries can be replaceable, and the
accessories of the smartphone be more compatible with non-proprietary products. With
the advent of new technology, smartphone should become more client-oriented and friendly
to use.
70
Activities
Group Discussion and Brainstorming
You should read the materials contained in the story and
search from relevant websites to compile a table
showing the features, functions and attributes of a
smartphone.
You should then use the table to discuss on what makes
the product so successful.
Questions:
1. What are the attributes leading to smartphone being so successful?
2. Discuss and understand each of the attributes.
3. Compare the functions and prices between an smartphone and a Personal Data
Assistant (PDA) device
4. Think of an innovative product designed with the use of appropriate technology and
considerations of the product attributes.
5. What should designers and engineers be considering during the design and
manufacturing stage of a new product?
Assignments
Group Presentation: PowerPoint
Individual Report: 300 words of your own writing plus references
from other sources
71
Assessment
Assessment Rubrics
Group Presentation
Assessing Target
Group Assessment
Component
% (out of 100)
(1) Effort by the group
15
(2) Organization of the presentation
15
(3)
Contents
20
(4)
Flow of the presentation
15
(5) Time keeping
5
(6) Peer’s score
5
Individual
(7)
Command of language
10
Assessment
(8)
Confidence and attractiveness
10
(9) Peer’s score
5
Report Assessment
Assessing Target
Component
% (out of 100)
(1) Effort
25
(2) Organization of the report
20
Individual
(3)
25
Assessment
(4) Presentation skills
20
(5) Time keeping
5
(6) Peer’s score
5
Contents
72
References
1.
2.
http://en.wikipedia.org/wiki/Personal_data_assistant
http://en.wikipedia.org/wiki/Smartphone
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74
Case Study – 3G: Green Design, Green Technology and Green Enterprise
Technology
Education Key
Learning Area
Case Study:
technology they are studying to the real world. Case studies
on technology and design enable students to put their
learning into an authentic context.
Authentic Context: Students could understand the issues of Green
design, Green Technology and Green
Enterprise in response to environmental issues
through an example, namely energy saving
lightings.
Level:
S3
Common Topic – Technology &
Society (Environmental issues)
75
Author
Mr Li Yu-wai
Head of Department (Design and Technology)
Tang Shiu Kin Victoria Government Secondary School
Mr Li Yat-chuen
Training Consultant
© Copyright 2010
76
Background
Since the Industrial revolution, human beings are producing more CO2 and other
greenhouse gases. This causes the global temperature to rise and induces global climate
change, melting of icebergs in poles, and rising of sea water level. All these are caused by the
greenhouse effect. This becomes the most concerned topic of the world. “It also changes the
world enterprise operation,” said by Sigmar Gabriel, the commissioner of environment,
Germany Government.
An enterprise consultancy firm,
Accenture, reported in 2008 that
over 64% consumers would be willing
to pay 11% more in average to buy
less
greenhouse
gases
emission
products and service, 89% consumer
had changed their habit and were
willing to buy products that were
more environmental friendly and
with low energy consumption.
The two extracts above have stated that more and more people are concerning the
climate change and the global warming effect. They have more concern about environmental
issues when making their buying decision. Worldwide enterprises are market-driven and
become more environmental conscious. Therefore, enterprises need to make more
environmental pledge and action to build brand images, products and service more Green.
77
The Story
What is Green Design?
Green design is driven by the consumers’ awareness of
environmental-friendliness, it is also known as “Design for
Environment” or “Sustainable Design”. It does not only apply to
consumer products, it also applies to Green Architect. By the help
of emerging materials technology, designers can now make
products that are more environmental friendly to the ecosystem. Green design is also viewed
as a corporate responsibility to the society. Basically, the definition of Green design can be
known as designing a product of low energy consumption, less packaging, less harmful
substances, less weight, recyclable, longer lifetime and more reliable. Some people consider
that a good design is also a Green design. If a product has no market value, no user wants to
buy it, it turns out to be rubbish, it is also not environmental friendly.
Examples of Green Design
The design of vacuum cleaner with no filter bags inside can be regarded as a Green
design as it produces less rubbish – the “used filter bags” after its service lifetime. Some
vacuum cleaners use reusable filter bags that may reduce the number of filter bags to be
deposed. However, the cleaning of reusable filter bags wastes a lot of water that is not
environmental friendly. It poses also hygienic problem if the reusable filter bags are not
cleaned properly and regularly. A product that can be easily dissembled and recycled is also
regarded as a Green design. Some TV manufacturer claim that their TV products are also
Green design with
less number of screws to be used and easy dismantled parts. The ease
of dismantle can facilitate recycle by reducing the labour and cost involved in the recycling
process.
http://i.i.com.com/cnwk.1d/i/bto/20080107/ECOTV_270x276.gif
78
Conflicts of Green Design
To some enterprises, it is not easy for them to make Green design. Take computer
manufacturing companies as an example. If they design a computer of low energy
consumption, the processing speed of CPU must be lowered and it may not be able to meet
the requirements of users. If the company uses no-lead substitute components, the materials
cost will be very high. If the recycle rate is increased, the labor cost of dismantling and
classifying the used products into reusable and recycling parts will lower their sale profit.
Class Activity One
You are a group of product designers. Use a Concept Map to present
the ideas of Green MP3.
You have only 5 minutes to complete your tasks and then share your
ideas to your classmates.
For group use
79
What is Green Enterprise?
Green enterprise is not only referring to the businesses in the recycling spots. It applies
to an enterprise that has an overall environmental-friendly policy in developing their products.
The key concerns are: (1) Low energy consumption; (2) No harm; and (3) Recycle.
Sony has launched a notebook computer of eco-conscious features. It uses the recycled
materials for packaging and no-lead components. It has a rechargeable battery recycle plan
for the users. The slim design itself can minimize the use of natural resources and the case is
made of easy-to-recycle materials. The Green policy of Sony is that it promises to donate one
percent of each notebook price to non-profit environmental organizations. The company is
also offering rebates to consumers who trade in their used PCs for recycling.
http://www.circuitcity.com/IMAGE/product/enlarged600/son/PC.SON.VGNFW140EH.CN.JPG
Recycling Scheme by Green Enterprise
Many international enterprises have launched their used products recycling scheme to
promote recycling rate. Most of them have very definite strategy for recycling. Motorola has
launched a new phone that includes a recycling pre-paid envelope in the packaging. When
the consumers no longer use the current phone (or previous phones), they can mail back the
phone to Motorola by using the envelope for recycling.
The picture below is a carbon free certified mobile phone. It is made of plastics coming
from recycled water bottles. The plastic parts of this phone are also recyclable. The packaging
uses 100 percent recycled paper and vegetable ink. Vegetable based ink or vegetable ink is a
kind of environment friendly ink which is made from vegetable oil. The basic solvent of
vegetable ink is made from different varieties of vegetable oils instead of petroleum. This will
greatly reduce the amount of VOCs (volatile organic compounds) emitting into the
atmosphere. It takes a bit longer to dry as compared to other petroleum ink.
80
http://www.ubergizmo.com/15/archives/2009/01/moto_w233_renew_green_phone.html
Laws governing the electrical and electronic waste
In 2005, Restriction of Hazardous Substances Directives, RoHS and Waste Electrical and
Electronic Equipment, WEEE passed a law to ban the use of 6 harmful substances in consumer
products and increase the percentage of recycling used products by the enterprise. It was
because used electrical and electronics products had contributed 5% of the solid waste in the
whole world. Most of the used products were hazardous to the environment.
Class Activity Two
Conduct an Information search to answer the following questions.
Suggested website for reference:
http://en.wikipedia.org/wiki/Restriction_of_Hazardous_Substances
_Directive
1. What are the coverage of RoHS and WEEE on electrical and electronic products?
________________________________________________________________
________________________________________________________________
2. What are the six harmful substances to be banned by RoHS?
________________________________________________________________
__________________________________________________________
81
Pollutants from Electrical and Electronic products
One abandoned TV set contains 1.8 kg of lead.
When it is put into the landfill, the lead will probably
be drained into underground water. Taking-in of this
lead-polluted water will cause a serious detrimental
effect to the human nervous system. The PVC used in
the outer layer of conducting wires for all electrical
appliances will produce fatal gases when they are
burnt in the incinerator. The BFR often used in the
printed circuit board also has this fatal effect.
Astonishingly, there are tremendous amount of mercury inside the LCD monitor, if they are
abandoned in the landfill, it will cause a disaster to the ecosystem and eventually to the
human beings.
The enterprise takes an initiative to launch a stringent recycling scheme for their
products not only because of the laws enacted (though it is related to an enterprise survival).
It is mainly driven by the consumers’ awareness of environmental issues. In the past, most
of the enterprises deliberately shorten the product life cycle and launch new models
frequently to promote sale and profit. However, it also causes over usage of natural resources
and causes tremendous pollution problem by the wasted products. Up to this moment, the
recycling of used products by enterprise is only 11%, it is still far away from the environmental
point of view.
Alternate or Renewable Energy
Solar energy seems to be the most possible alternate energy to fossil fuel in next 20
years. It is expected that 10% of the energy consumed by the whole world each year will come
from solar energy. The popularity is mainly due to the breakthrough in technology. The cost of
solar panel will drop to a level that most of the families can afford to buy. The wind power
comes next as the speed of wind power that is still not high enough for generating sufficient
electricity in most regions. The limitation from mechanical parts seems not to be solved in
the near future. The ethanol and organic diesel will be the second choice to substitute the
fossil fuel.
82
Class Activity Three
http://en.wikipedia.org/wiki/Brominated_flame_retardant
1. What is BFR? Why it is used in the printed circuit board?
________________________________________________________________
________________________________________________________________
2. Why the recycling rate is so low? What factors hinder the enterprise to recycle the used
products?
________________________________________________________________
________________________________________________________________
Example 1: Energy Saving Lightings - Compact Fluorescent Light (CFL) Bulbs
CFLs can improve the quality of environment and reduce business and home energy bills.
Generally speaking, lighting uses roughly 10-20% of the total energy expenditure in
83
commercial buildings. At homes, lighting consumes 5%-8% of the total energy bill.
Substituting standard incandescent bulbs by CFL bulbs will use approximately 70% energy
less for nearly the same amount of light output. Replacing a 100-watt incandescent with a
32-watt compact fluorescent bulb can save at least US$30 in energy costs over its service
lifespan.
CFL bulbs usually last up to 10 times longer than the less efficient light bulbs, thus,
maintenance costs are reduced. (Source from U.S. Consumer Product Safety Commission)
Common replacements:
9W compact fluorescent light bulb replaces a 40W standard bulb;
13W compact fluorescent light bulb replaces a 60W standard bulb;
23W or 24W compact fluorescent light bulb replaces a 100W standard bulb.
Do you know what
materials/parts are
inside the CFL bulbs?
Example 2 : Energy Saving Lightings - Fluorescent Light
What does T5 mean?
The “T” in lamp nomenclature represents the shape of the lamp-tubular. The number
following the “T” usually represents the diameter of the lamp in eighths of an inch (1 inch
equals 2.5 centimetres). T5 lamps have a diameter equal to 5 times an eighth of an inch, or
5/8”. These lamps are approximately 40% and 60% smaller than T8 and T12 lamps
respectively.
84
Diagrams of lamp ends of T5, T8, and T12 lamps as below show that pin base type of T5
lamps is different from that of T8 and T12 lamps. T5 lamps have a miniature bi-pin base while
T8 and T12 lamps use a medium bi-pin base.
Are T5 lamps really good for the environment?
It has been tested by EMSD that the efficacy of 28W T5 lamps is equivalent to that of T8
and T12 lamps and consumes 36% less energy than those of T8 and T12 lamps, the compact
size of T5 lamps can reduce the amount of materials used in their manufacture. The potential
toxic substance contamination and packaging materials needed for shipment and sale will
become less. Thus, T5 lamps can have less impact on the global environment than T8 lamps.
In addition to their smaller dimensions, T5 lamps have an improved phosphor coating
that prevents mercury from being absorbed into the phosphor and the bulb glass. Therefore,
this technology allows the reduction of mercury content in the lamp. A T5 lamp contains less
than 30 milligrams of mercury.
What is the mercury
content in traditional
florescent lamp?
Advantages of using T5 florescent lamp
Compared to the larger T8 or T12 lamps, T5 lamps save material. The reduced surface
area allows manufacturers to use less glass and phosphor material in manufacturing T5 lamps
than those of T12 lamps. Manufacturers claim that a T5 lamp requires 38% less glass than a T8
lamp. In a whole, T5 lamps can reduce packaging materials by up to 50%.
85
Class Activity Four – Technological Principles of CFLs
Conduct an information search and through class discussion to
answer the following questions.
Suggested websites for reference:
http://en.wikipedia.org/wiki/Compact_fluorescent_lamp
http://www.winstar-lighting.com/chinese/t5_advantage_c.htm
1. Now we all know CFLs can highly reduce the electricity bill but not at the expenses of the
amount of light output. Do you know what materials are inside the CFL bulbs? Why most
of the CFLs are in the shape of spiral tube?
________________________________________________________________
________________________________________________________________
2. As explained above, the T5 has more benefits to the environment than T8 and T12,
however, why not so many people are going to replace their fluorescent lamps at home?
________________________________________________________________
________________________________________________________________
86
Tasks
3 to 4 students in a group
Conduct extensive information search about the Green
design, Green technology and Green enterprise
Role play: School Manager and Product Designer
Task 1: School Manager
Assuming that you are a manager of the school, you have to propose a sustainable Green
policy for the school. The objective of the proposal is to provide school with a number of
feasible Green policies to save energy and be environmental friendly. The strategies may
include, for examples, the replacement of energy-saving hardware, control of paper use
and the use of alternate energy, etc. You can draft the proposal based on your school
situation. You need to conduct interviews to collect primary data from the stakeholders in
schools, such as principal, teachers, fellow students, parents, clerical and supporting/minor
staff. The proposal can be presented with PowerPoint and in papers.
Task 2: Product Designer
Assuming that you are a group of Product Designers, you need to design an Electronic
gadget. What Green design and Green policy will you consider in the product development
cycle? You need to explain the Green design parameters in the PowerPoint presentation
and design a poster to highlight the Green features of your product.
87
Form and Worksheet
Interview Record Form
For individual/group use
Worksheet Code :
Date: _____ /_____/ ______
D&T/CS-3G-WS01
Group/Name :
Class: ________
Interview school stakeholders to collect information about the way of promoting
Task:
sustainable Green policy in school
Name of Interviewee: ______________Suggested Interview Questions:
1. Do you think our school is Green enough?
2. What measures can be taken to cut down the electricity bill?
3. Should we replace all existing lightings by the energy saving lightings?
4. Can we reduce the use of paper?
5. Can we breakeven the capital cost to be invested in improving the energy efficiency?
Teacher Remarks:
88
Worksheet: Propose a sustainable Green policy
For group use
Worksheet Code :
Date : ____ /_____/ ______
D&T/CS-3G-WS02
Group:
Task:
Class : _________
Propose a sustainable Green policy for a school
Objectives:
Existing Situation/Problem:
(Hint: Based on the information collected by the focus group interviews to summarize the
major area of concern about the Green issue of the school campus)
Action Plan:
(Hint: Prepare a to-do list with major time frame to improve the school sustainability)
Justifications:
(Hint: Provide evidences or forecast the measures to be taken that can improve the school
sustainability)
Resources:
(Hints: Considering the existing resources that can be rearranged to implement the plan
without additional funding)
Budget Planning:
(Hints: Allocate funding/resources to the plan)
Schedule:
(Hints: Prepare a feasible schedule that can minimize the impact to the school daily operation)
Manpower/organization:
(Hints: Estimate the manpower and man-hour needed to implement the plan)
Teacher Remarks:
89
Worksheet: List Green design features
Worksheet Code :
Date: _____ /_____/ ______
D&T/CS-3G-WS03
Group/Name :
Task:
Class: ________
List the Green design features to be adopted in your new product.
Type of Product:
Green Design Features:
(Hints: Design features need to be quantified, such as the percentage of packaging materials to
be saved and the percentage of weight to be reduced, and explanation on how these design
features can be regarded as‘Green design)
Teacher Remarks:
Poster Design Worksheet
For individual use
Worksheet Code :
Date: _____ /_____/ ______
D&T/CS-3G-WS04
Name :
Task:
Class: ________
Design a Promotion Poster for your new product with focus on the Green design
features.
(Hints: A Green message or slogan should be included in your design)
Teacher Remarks:
90
Assessment Rubrics for Final Presentation
The checklist rubric
Assessment Code:
SAS-CHK-01
Student Name: __________________
Criteria
13. I understand the lesson objectives.
14. I work with team members cooperatively.
15. I give my views responsibly.
16. I respect and listen to other members’ ideas.
Team: _________________
Date: ____/_____/_________
Self
Peer
Teacher
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
Yes / No
The peer assessment rubric
Assessment Code:
Presentation
Attitude
Knowledge
SAS-CHK-02
Team:
Date:
___/___/ ______
Assessors:
Class:
Focus No Scores
Assessment Criteria
Scores
1 12345
Understanding of the objective
6 7 8 9 10 N/A
2 12345
Have the “know-how”
6 7 8 9 10 N/A
3 12345
Clear definition of work
6 7 8 9 10 N/A
4 12345
Content is at appropriate level.
6 7 8 9 10 N/A
5 1 2 3 4 5 Assign appropriate responsibility and person 6 7 8 9 10 N/A
6 12345
Good communication
6 7 8 9 10 N/A
7 12345
Fair share of workload
6 7 8 9 10 N/A
8 12345
Good time management
6 7 8 9 10 N/A
9 12345
Work in synergy
6 7 8 9 10 N/A
10 1 2 3 4 5
Active participation
6 7 8 9 10 N/A
11 1 2 3 4 5
Appropriate strategy
6 7 8 9 10 N/A
12 1 2 3 4 5
Appropriate organization
6 7 8 9 10 N/A
13 1 2 3 4 5
Appropriate workload
6 7 8 9 10 N/A
14 1 2 3 4 5
Show appropriate of IT or equipment
6 7 8 9 10 N/A
15 1 2 3 4 5
Show quality output
6 7 8 9 10 N/A
Total Scores
* Performance descriptors: 1 is incomplete; 5 is fair; 7 is good; 8 is very good; 9 is
outstanding effort and 10 is excellent.
91
References
1.
Compact Fluorescent Light Bulbs
http://www.bellaonline.com/articles/art37906.asp
2.
Proposal writing
http://www.nsf.gov/pubs/1998/nsf9891/nsf9891.htm#step1
3.
Hong Kong Productivity Council
http://www.hkpc.org/html/eng/common/index.jsp
92
Case Study:
(Teacher’s Guide)
93
Case Study
(Teacher’s Guide) – Design Process with Ergonomic
Author
Mr Leung Pak-yuen, Beam
Senior Lecturer, Department of Product and Interior Design
Hong Kong Design Institute.
Mr Li Yat-chuen
Training Consultant
© Copyright 2010
94
Case Study
Case Study: Design Process with Ergonomic
(Teacher’s Guide)
1. General Information
1.1 Subject: Design and Technology
1.2 Level: S3
1.3 Learning elements in TE:
Knowledge Contexts
Common topics
•
Compare and analyse
Impact
•
Experience the
design considerations
complexity of the
Research and
in different situations
real world by
analysis
to develop critical
considering social,
Design brief
thinking skills
economical and
Design approaches
Search relevant
technological
Problem solving and
information from the
factors in product
decision-making
Internet to develop an
design
Evaluation
understanding of the
•
•
Design Process
•
Process
•
•
Be aware of the
background of the
influences of the
topics
commercial value
Conduct a research
of the product, and
Design & Application (design
on human dimension
human consumer
consideration)
and design a pair of
behaviour / social
Product design
Head immobiliser
Headset
•
Human factor
paper glasses
status /
Ergonomic study in
accordingly
psychological and
Identify and solve an
emotional needs
Asia region
•
Marketing
ergonomic design
Technical aspects
problem by going
through a complete
design cycle
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Case Study
1.4 Key Features and Task Definition
Case Study:
Students should be made aware of the relevance of the technology
design enable students to put their learning into an authentic
context, and so provide an additional resource that can add a new
dimension to learning about technology and design.
Authentic Context:
Students could understand the importance of the
consideration of ergonomic in the design process through
two examples, namely “SpeedBlocks Head Immobilizer” and
“Motorola NFL Headset, Generation II”
Common topic - Design & Applications
Ergonomic in a practical term is the study of human factor including the human
dimension and activity. However, during the process on designing, other factors will
have to be incorporated. As our society getting more complex, the needs for design are
no longer only on a very primitive base of dimension. Besides, comfort is also no
longer only on the size, easy to be used, and tactile feeling. Consideration today also
spread to commercial value of the product, human consumer behaviour, social status,
psychological and emotional needs.
In the two case studies, we try to explain the relationship of ergonomic with the other
considerations within the design process. The reality is that comfort sometimes has to
be reconsidered in some contexts. Other than this, the learning experience provided by
this case study enables students to develop critical thinking skills. They will experience
the complexity of the real world by considering social, economical and technological
factors in problem-solving and decision–making.
1.5 Learning Outcomes
1.
Have better understanding of the ergonomic in the design process.
2.
Develop analytical skills in problem solving and decision making.
3.
Understand the basic consideration between ergonomic, marketing, technological
aspect on design.
4.
Investigate and evaluate innovative design concerning the ergonomic.
5.
Consider the development of ergonomic study in Asia region.
6.
Develop skill on expressing individual views, ideas and research findings in
various ways, including written report and verbal presentation.
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Case Study
2. Teaching Notes
2.1 The Essentials of Ergonomics
Ergonomics should be considered in the design of virtually any product, system or
environment. Failure to do so may lead to designs which do not fit the physical,
psychological or sociological needs of the user which are unlikely to be commercially
successful.
The human sciences of psychology, anatomy and physiology provide information about
the abilities and limitations of people, and the differences that exist between individuals.
People vary in many ways including body size and shape, strength, mobility, sensory
acuity, cognition, experience, training, culture and emotions. Ergonomists are trained in
analytical techniques which identify these user characteristics that should inform the
design process.
So, in basic terms ergonomics is about ensuring a good fit between people; the things
they do, the objects they use and the environments in which they work, travel and play.
2.2 The importance of ergonomics
Designers are trained to consider the people who will use the products, systems and
environments they design, but they also have many other factors to consider. All too
often commercial or time pressures mean that ergonomics principles are compromised
or not given adequate priority until too late in the design process.
However, in recent years crowded and competitive markets, raised consumer
expectations, and new legislation have lead to a more rigorous application of
ergonomics. Fundamental themes of ergonomics, such as 'user-centred design',
'user-friendly', 'inclusive design' and 'usability' have become buzz-words within the
design industry. Far from being a constraint on creativity, ergonomics can be applied at
the earliest stages of the design process, defining user needs and identifying
opportunities for innovation.
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Case Study
2.3 Ergonomic in different culture – SizeChina project
Every product that touches the human body needs correct fit to function properly.
Today products are created for a western population by using data from European and
North American Data, As a result, eyeglasses, face masks, safety helmets and other
products that depend on good head fit have consistently failed to function properly for
Chinese users.
For the first time ever, designers now have access to authentic ergonomic data on the
head and face shapes of Chinese populations. SizeChina is a project funded by Hong
Kong government and managed by the School of Design, Hong Kong Polytechnic
University. The SizeChina offers designers access to a precise digital 3D database of
Chinese head and face shapes, based on sophisticated analysis of raw data gathered
from more than 2000 individuals at six different mainland China locations.
The SizeChina products for designers include a full selection of digital and physical
models. The primary product is a line of standard head forms generated from statistical
analysis of the cleaned data. The averages head from represents a composite view
summarizing measurements taken from adults between age 18 and 70. The average
head is available in a gender-neutral overall average size.
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Case Study
2.4 Ergonomic in different age and needs – inclusive design
Even the simplest of products can be a nightmare to use if poorly designed. Our
ancestors didn't have this problem. They could simply make things to suit themselves.
These days, the designers of products are often far removed from the end users, which
makes it vital to adopt an ergonomic, user-centred approach to design, including
studying people using equipment, talking to them and asking them to test objects. This
is especially important with 'inclusive design' where everyday products are designed
with older and disabled users in mind.
The number of people in the world aged 75 and over is forecast to be increase
especially in developed countries. As such, there is a need to extend the range of
application of equipment, services and systems designed for the general population.
Data needs to be available on relevant aspects of the capability of the whole population
including older and disabled people. The aspects include the physiological (for
instance, range of limb movement, strength, vision, and hearing) and the psychological
(for example, cognitive, reaction time, memory). Anthropometric data is also required
(size and shape ranges of people). With data such as this available, a knowledge base
can be generated for access by conscientious designers.
2.5 The cost benefits of ergonomics interventions
Musculoskeletal disorders (MSDs) are costly to businesses - they affect around 1
million people a year and are the most common occupational illness in the UK (Health
and Safety Executive (HSE) figures). However, what is less certain is how to tackle
them.
Ergonomics uses scientific and evidence-based knowledge about people - their
physical and psychological capabilities and limitations - to design workplaces and work
activities so that individuals work better, are less likely to injure themselves or make
errors. In business terms, investment in ergonomics interventions will be good for the
company’s profitability.
2.6 Entering the digital era
Ergonomic studies have become the main point on the case studies shown as the
product investigated is closely attached to our human body. With the development of
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Case Study
technology, we have enter the digital world for more than 20 years, where a new page
on ergonomic was written. New products related to computer, video game and internet
were launch to market in thousands every year. Ergonomic around this area has been
higher developed especially on the input and output device which still high attached to
human body.
The latest gaming mouse for gamer having more than 5 buttons. While human body
still only have 5 fingers on our right hand. Other than typing, the mouse can almost do
all the job within an action game.
Microsoft Habu Laser Gaming Mouse
http://www.geek.com/microsoft-habu-laser-gaming-mouse/
2.7 Further ahead – Emotional ergonomics
Emotional ergonomics is the study highlighting of the sensory perception of touch with
a paring down of the perception of sight. With new technology, both digital and material
world are developing in high speed. Technological advancements in the material
processes of shaping and production enable designer to convey the smooth surface of
a sleek skin which feeds the brain with sensory emotions. The rationalization of
material and functional complexity creates a totally different new effect.
Technological developments in product components have led to a smaller size. Chip,
microprocessor, and nanotechnologies make the function-related components within a
product less noticeable in the final design, allowing designer having more freedom in
studying the emotional response of the user. These studies led to successful design
considering quick response and easy-to-use functionality.
The Apple iPod is a successful design on emotional ergonomics. The tactile feeling of
sliding your thumb on the circular control plate is a pure physical sense. This touch
sense pair with the animated visual images on the screen and form a quick response.
100
Case Study
These provide a fresh experience to the user in controlling the device, or entering the
music.
3. Learning and Teaching
3.1 Organization
Theme:
No. of periods: 11 periods
Duration of each period: 35 mins
Assignments:
•
Self-assessing questions (Worksheet)
•
Making paper card glasses (Worksheet)
•
Product analysis (Worksheet)
•
Product design (Worksheet, presentation)
3.2 Schedule of Work
Period
01
Teaching /Learning Activities
Introduction of Case Topic
Teacher should explain the case study topic. It will cover different design
stages and introduction to ergonomic
Teacher needs to explain the assessment method and the expected
learning outcomes – new design solution with PowerPoint presentation and
worksheet
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Case Study
Period
02
03
Studying the case story
Students need to understand the case as the background information;
Self-assessing questions help them to identify the key issues;
Class assignment in groups
Encourage them to discuss the topic area in their group;
Group carry on the problem identification works at home
Forming groups and brainstorming
Teacher divides students into small group and encourages them to work in
team. Grouping in according to their strengths and interest;
Teacher can show a few minutes of “Design in Progress” by RTHK, to
stimulate their interest to the topic
Teacher asks the groups to discuss the problems found and summarize on
the worksheet.
04
05 -06
07
08-09
10-11
Idea generation should start with brain storming among groups.
Idea sketches suggested to be A3
Idea generation
Idea sketches were drawn by team members as home work.
Discussion among groups in selecting the best 3 ideas.
Presentation of the selected ideas to the class.
Home works: preparing detail drawing and making test model
Development
Student will require to make test model for the design solution
2 lessons will be required for student in making testing with real material.
Home works, discussion on selecting the final design idea.
Final design
Groups presentation with the test model and the final design sketches
Home work: final design drawing
Final design and presentation preparation
Work on the final model, drawing and PowerPoint presentation.
Home work: presentation preparation
Final presentation
Students should final check and rehearse their presentation;
Teacher explains the presentation
Teacher gives timely feedback and correct answers if necessary.
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Case Study
3.3 Related Teaching Resources
In this case, the visual representation on ergonomic together with the cases will be will
be more stimulating to the students than the textual basis. DVD regarding the design
with ergonomic is available: RTHK production of TV program Design in Progress
(Episode 4 Product X Design X Life Style – weight scale design), Publisher: RTHK &
Hong Kong Design Centre. Teachers can use the DVD as a stimulus to students with a
more realistic local design situation in ergonomic.
4. Model / Suggested Answers
Suggested answer to Self-assessing Questions:
1. What are the items in the design process?
Design Brief
Researching
Analysis
Conceptualization and development
Realization
Evaluation
Client presentation
Production and Commercialization
Consumer generating further needs
2. Who are the users of the SpeedBlocks Head immobilizer?
The emergency medical technicians (EMTs) and the patient
3. List out the consideration of the design brief for the SpeedBlocks head
immobilizer?
It had to immobilize the patient’s head, even if the patient was disoriented and
struggling.
The essence for EMTs is time. The product should be used quick and easy in
the field.
The product would be of open enough construction to give doctors physical
and verbal access to the patient.
It should be flexible enough to be used on a two-year-old child or a helmeted
motorcyclist.
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Case Study
The product would have to be attachable to a variety of styles of backboards,
as they are not standardized.
The product should not interfere with x-ray.
It should be easily cleaned and stored.
4. What design detail was rejected by the EMTs?
The foldable feature was rejected
5. What is the name of the test that a final model was tested on site by the user?
Field test
6. What is the benefit of having a back wrapped design feature for the Motorola
headset?
The Motorola logo can be appear at the back of the coach.
7. List out the difference between the Motorola headset and the immobilizer project?
The needs for the design are different. Although both are improvement from the
last version of product, the immobilizer’s needs is on ergonomic, the Motorola
headset is on the advertising of the brand.
Original design concept is from different needs. The immobilizer is straight
forward in using ergonomic to solve ergonomic problems. The Motorola head
set using ergonomic to solve an advertising problem. E.g. idea on the back
wrapped design and enlarged mouth piece.
Privacy is considered in the Motorola head set, but not the immobilizer. The
large month piece designed to avoid lip reading from the opponent. This design
affects the weight, structure and aesthetic, some parts create other ergonomic
problem.
The immobilizer considered as a universal design which should fulfil
requirement from different people with different age, size, and culture.
For ergonomic, the Motorola headset is mostly consider the coaches. The
immobilizer considered ergonomic both users, the patient and the EMTs.
The immobilizer considered method of adapting other equipments (the
spineboard), the Motorola headset being individual during operation.
The immobilizer consider the wastage problem created, with design morality,
designer only use disposable material when necessary. Motorola head set did
not have this consideration.
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Case Study
5. Assessment
The checklist assessment rubrics are given to each student for their self-evaluation
after each lesson. Teacher can discuss the checklist with them to perform formative
assessment. Teacher should record the checklist results and monitor the students’
progress.
The score rubrics are given to assess the final presentation by teacher and peers. The
rubrics criteria can be subject to change by the teacher professional judgment. The
benefit of using score rubrics is that students can know which areas they have
performed well and which areas need improvement. Students should know the
assessment criteria before working on the case so that they can divert their focus onto
their learning.
For a fair assessment, students can request to be assessed individually instead of as a
group. They can state their percentage of contribution to the case before the
assessment. Scores can be calculated in accordance to the contribution percentage
and allocate to individual student.
6. Reference Materials / A list of further reading materials
Lynn Haller and Cheryl Dangel Cullen, Design Secrets: Products 2, Page One
Publishing Private Limited. 2006
Laura Slack, What is Product Design? Page One Publishing Private Limited, 2006
http://www.sizechina.com
http://www.laerdal.co.uk/document.asp?subnodeid=10926843
http://www.ergonomics4schools.com
http://www.ergonomics.org.uk
http://www.designcouncil.org.uk/
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106
Case Study:
The Development and Impact of
Digital Music
(Teacher’s Guide)
107
Case Study (Teacher’s Guide): The Development and IMPACT of digital Music
Author
Mr Hui Ka-man
Lecturer, Department of Communication Design and Digital Media
Hong Kong Design Institute
Mr Li Yat-chuen
Training Consultant
© Copyright 2010
108
Case Study: The Development and Impact of Digital Music
(Teacher’s Guide)
General Information
Level: S3
Learning elements in Technology Education:
Knowledge Contexts
Common topics
•
Process
•
Technology & Society
Realise the
development of
influence of the
Ethical issues
digital music
development of
Changes in lifestyle
technology
digital music to our
Analysis the
daily lives
Information Processing and
advantages and
Presentation
disadvantages of
of piracy on music
Application of
various music
industry
Information Technology
technology
issues related to the
•
use of IT)
•
•
•
•
Investigate the
Impact
Design and Applications
Design Considerations
Product design
•
•
•
Realise the impact
Understand the
Search and discuss
concept,
issues related to
advantages and
piracy and copyright
disadvantages of
Small group
digital rights
discussions and
management
presentation
•
Realise the future
development of
digital music
technology
Key Features and Task Definition
Case Study: Students should be made aware of the relevance of the technology they
are studying to the real world. Case studies on technology and design
enable students to put their learning into an authentic context.
Authentic Context: Students could realise the influence of technology and discuss
relevant ethical issues such as piracy and copyright through the
study of the development of digital music.
Knowledge Context Covered: Common topic - Technology and society
109
Teaching Notes
Audio Technology Development
A) What is MPEG?
Short form for Moving Picture Experts Group, pronounced m-peg, is a working
group of the International Organization for Standardization, widely known as
ISO, which is an international standard-setting body.
In digital audio and video technology world, MEPG also refers to the family of
digital video compression standards and file formats developed by the group.
MPEG generally produces better-quality video than competing formats, such as
Video for Windows, Indeo and QuickTime. MPEG files previously on PCs
needed hardware decoders (codecs) for MPEG processing.
MPEG algorithms compress data to form small bits that can be easily
transmitted and then decompressed. MPEG achieves its high compression rate
by storing only the changes from one frame to another, instead of each entire
frame. The video information is then encoded using a technique called Discrete
Cosine Transform (DCT). MPEG uses a type of lossy compression, since some
data is removed. But the diminishment of data is generally imperceptible to the
human eye.
The major MPEG standards include the followings:
MPEG-1:
The most common implementations of the MPEG-1 standard provide a
video resolution of 352-by-240 at 30 frames per second (fps). This
produces video quality slightly below the quality of conventional VCR
videos. Currently we use this codec to compress VCD.
MPEG-2:
Offers resolutions of 720x480 and 1280x720 at 60 fps, with full
CD-quality audio. This is sufficient for all the major TV standards,
including NTSC, and even HDTV. MPEG-2 is used by DVD-ROMs.
MPEG-2 can compress a 2-hour video into a few gigabytes. While
110
decompressing an MPEG-2 data stream requires only modest
computing power, encoding video in MPEG-2 format requires
significantly more processing power.
MPEG-3:
Originally was designed for HDTV but was abandoned in place of using
MPEG-2 for HDTV. Nowadays, it refers to an audio compression code –
ISO-MPEG Audio Layer 3.
MPEG-4:
A graphics and video compression algorithm standard that is based on
MPEG-1 and MPEG-2 and Apple QuickTime technology. Wavelet-based
MPEG-4 files are smaller than JPEG or QuickTime files, so they are
designed to transmit video and images over a narrower bandwidth and
can mix video with text, graphics and 2-D and 3-D animation layers.
MPEG-4 was standardized in October 1998 in the ISO/IEC document
14496.
IFPI
IFPI is the short name of International Federation of the Phonographic
Industry. This international organization aims to protect copyright and
promote the common interests of the music industry.
More details can be found on the website:
http://www.ifpihk.org/www_1/index01e.php
or
http://www.ifpi.org
111
The impacts of MP3 –Music Piracy, Copyright and Digital Right
Management (DRM)
Copyright law
The contents of this section are intended to provide a general guide to the
subject matter and you are advised to refer to the Copyright Ordinance (Cap
528, Laws of Hong Kong) or seek professional advice for specific details.
What is Copyright?
The first step of building a secure digital music service platform was to seek
strong copyright protection. Copyright law plays three important roles in
supporting the culture industry.
First, copyright is a legal institution that provides a framework for designating
marketable rights in intellectual property. Second, copyright is an economic
institution that excludes other competitors in the market and ensures income
during periods of low sales. Third, copyright is a cultural institution in which the
concept of art, individual rights, collective freedom, and intellectual property is
re-encoded.
Copyright law is the foundation of the recording industry’s income stream. A
large amount of the recording industry’s revenues comes from the exploitation
of various rights.
To conclude, Copyright is a form of protection to the creators of original works of
authorship, including literary, dramatic, musical, artistic, sound recordings,
broadcasts and certain other intellectual works. The law gives the owners of
copyright exclusive rights to deal with their works in a number of ways, such as:
1)
2)
Copying;
Issuing copies to the public;
3)
4)
5)
6)
In the care of computer programs or sound recordings, renting copies to
the public;
Making available copies to the public;
Performing, showing or playing the work in public;
Broadcasting or including the work in a cable programme services; and
7)
Making adaptations or doing any of the above in relation to an adoption
112
In many cases, the creator will also have the moral right to be identified on his
or her work and to object to distortions and mutilations of his or her work.
Like physical property, copyright cannot generally be used without the owner’s
permission. In Hong Kong, copyright protection is automatic as soon as there is
a record in any form of the material that has been created, and there is no
official registration. The principle legislation on copyright in Hong Kong is the
Copyright Ordinance (Cap 528, Laws of Hong Kong) as amended.
How long does copyright last?
Copyright law is not only about the protection of copyright owners. It is also
intended to protect the interests of the public and to make sure that that public
has access to intellectual property. Several tendencies in copyright law are
likely to change that ideal balance.
First, the concentration of copyright ownership had become a private matter, in
which property rights are largely controlled by the culture industries. This is
especially true in the recording industry. Copyright usually belongs to the
company for which the musician works, or to the publishers that disseminate
the work. Second, the government limits a copyright owner’s exclusive right
through various exceptions in the law such as limited duration of copyright
coverage. The exceptions have become loopholes that the recording industry
has sought to close, producing a tendency toward narrowing public access to
copyrighted works.
The protection period varies according to the type of protected work. In general,
the terms of protection in Hong Kong are as follows:
•
For a literary, dramatic, musical or artistic work, copyright lasts for the life of
the author plus 50 years from the end of the year in which he/she died;
•
For a sound recording, copyright expires 50 years from the end of the year
in which it was made or, if released during that period, 50 years from the
end of the year of release;
•
For a film, copyright expires at the end of the period of 50 years from the
end of the year in which the death occurs of the last to die of the principal
113
director, the author of the screenplay, the author of the dialogue, and the
composer of music specially created for and used in the film;
•
For a broadcast or cable programme, copyright expires at the end of the
period of 50 years from the end of the year in which the broadcast was
made or the programme was included in a cable programme service;
•
For the typographical arrangement of a published edition, copyright expires
25 years from the end of the year in which the edition was first published.
Finally, there were efforts on the part of the global capitalist class to seek
strong copyright regulations on the international level. Agreements and
treaties were made among countries to ensure corporate copyright owners
a stable overseas income stream.
Additional Information
Copyright protection technology: Digital Right Management
Digital rights management technologies attempt to control use of digital media
by preventing access, copying or conversion by end users to other formats. It is
an umbrella term that refers to access control technologies used by publishers
and copyright holders to limit usage of digital media or devices.
Factors affect the usage of DRM in Online Music Industry:
1)
Methods to bypass DRM
There are many methods to bypass DRM control on audio and video content.
Advance technology development enable user to develop computer software to
decrypt the DRM protection codes.
2)
Music Industry Situation
Many online music stores started to give up the usage of DRM in their music
download service. In 2007, Steven Jobs (Apple Inc.) comment the usage of
DRM in online music industry as following (Through on Music, 2007):
114
Today’s most popular iPod holds 1000 songs, and research tells us that the
average iPod is nearly full. This means that only 22 out of 1000 songs, or
under 3% of the music on the average iPod, is purchased from the iTunes
store and protected with a DRM. The remaining 97% of the music is
unprotected and playable on any player that can play the open formats.
In 2006, under 2 billion DRM-protected songs were sold worldwide by
online stores, while over 20 billion songs were sold completely DRM-free
and unprotected on CDs by the music companies themselves. The music
companies sell the vast majority of their music DRM-free, and show no
signs of changing this behavior, since the overwhelming majority of their
revenues depend on selling CDs which must play in CD players that
support no DRM system.
So if the music companies are selling over 90 percent of their music
DRM-free, what benefits do they get from selling the remaining small
percentage of their music encumbered with a DRM system? There appear
to be none.
For more information about the usage of DRM on iPod, pls access to the
following address:
Apple Launches iTune Plus: Higher Quality DRM-Free Tracks Now Available on
the iTunes Store Worldwide
http://www.apple.com/pr/library/2007/05/30itunesplus.html
115
The Future of MP3 and Music Industry
Teacher Notes:
- Web downloading and audio streaming are based on the architecture of
server-client. In addition, peer-to-peer file sharing networks allow computer
users to swap music files directly with one another, without going through a
centralized file server or a middleman.
- One of the most popular Peer-to-Peer file sharing technologies is BitTorrent
(Protocol). It is designed to allow efficient distribution of large amounts of data
and is one of the best ways to distribute large files, such as videos and
high-quality MP3s, with minimal demand on hardware resources and
communications bandwidth.
Additional Information:
Digital Music Distribution:
Web downloading and audio streaming
The distribution of digital music usually begins with a compact disc (CD)
recorded by independent artists or record labels. It was introduced in 1982, and
since then, a large percentage of the music industry’s content has already been
made available in this unprotected digital form. By using computers and widely
available software programs known as rippers or digital audio extractors, digital
signals from CD tracks can be easily captured and saved to various storage
formats.
Once data is saved to a hard drive, it can be rewritten in a variety of formats for
distribution via downloading or streaming. MP3 is the most popular download
format used by numerous MP3 websites to send files via the Internet using the
World Wide Web. When a Web browser requests downloading a file, the server
transmits a non-streaming file using http. The file arrives in byte, accumulating
in random access memory (RAM) until the complete file has been transferred.
116
Peer-to-peer file-sharing networks
Web downloading and audio streaming are based on the architecture of
server-client. Peer-to-peer file sharing networks allow computer users to swap
music files directly with one another, without going through a centralized file
server or a middleman. The idea of peer-to-peer was popularized by Napster in
1999. Napster is not actually a pure example of peer-to-peer network. Its
architecture was based on a central server database that stores and sorts the
titles of music files. Through this central server, Napster connected a user to the
computer of thousands of other music traders. The Napster program application
included an MP3 player (software), chat capability with Napster’s website. To
download a music file, a computer user had to follow three steps:
(1)
Download the Napster application and install it on a personal computer;
(2)
Use the software to log on to Napster’s server. When a search was made,
the server checked its database for any other Napster users who were
online and had that file.
(3)
If the server found a match, Napster put the computer that had the
sought-after file directly in touch with the computer that wanted it. The
user merely clicked on it and downloaded the song directly from the other
user’s hard drive.
Figure 1: Meet the Napster
117
One of the most popular peer-to-peer file sharing technologies is BitTorrent
(Protocol). It is designed to allow efficient distribution of large amounts of data
and is one of the best ways to distribute large files, such as videos and
high-quality MP3s, with minimal demand on hardware resources and
communications bandwidth. BitTorrent uses a peer-to-peer strategy in which
every user's computer contributes. Its idea is to redistribute the cost of upload to
receivers, when several people are downloading the same file at the same time;
they upload pieces of the file to each other.
Figure 2: the digital file sharing with BitTorrent Protocol
118
Scheme of Work
No. of periods:
6 periods
Duration of each period: 70 mins.
Level:
S3
Computer laboratory and/or Design and Technology
Workshop
Venue:
No
01
Topic
Activities
1)
Introduction of the case
Demonstrate
Teaching Aids
various audio
- Teacher introduces the audio technology
storage media
development to students. Teacher can
2)
Watch Video
3)
Group Discussion
demonstrate various audio storage media.
Teacher show the youtube video: How Vinyl
Vinyl, Cassette Tape,
CD and Mini disc
新聞透視
2007 v.4 ch.1 數碼
侵權
Video Clip
Records are Made? (Part 1 and Part 2) to help
students to have better understand of the Vinyl
production.
- Teacher introduces the case to students and
explains to them various related issues including
Copyright and Copyright Protection Technology
(DRM).
1)
- Teacher show the video “
v.4
ch.1
新聞透視 2007
數碼侵權” to simulate their
interests to the topic
02
Understand the current situation and design
1) Watch Video
prototype for a website
- Teacher explain Design Project Requirement
(worksheet 1) to students
MP3 on CD sale from
2) Student discussion
- Teacher divides students into small group and
1) Video: The impact of
Money magazine 2004.
TVB Pearl
encourages them to work in team.
- Teacher show the video “The impact of MP3 on
CD sale” to simulate their interests to the topic
- Students start their discussion during the lesson
119
2) Project 1
No
03
Topic
Activities
1)
Setting the design
Student
Teaching Aids
Project 1
Presentation
Students present their findings on the topic:
2)
Project Discussion
1)
Student
- Current music download business situation
- Other music download website design and their
concerns
- Students website design idea and their
considerations
Teachers give comments about their projects.
04
Design Project Presentation
Students present their final design with the use of
1) Project
1
2) Project
2
1) Project
2
Presentation
computer software, such as PowerPoint or
Photoshop.
2) Student Project
Discussion
Research Project Discussion
Teacher introduces the research project to
students. Students are required to select one of
the research topics among the list in the
worksheet 2 or any interest “think about it” or
“research topic” in the content pages as their final
project presentation topic.
05
Preparing for presentation
Project Discussion
Students should submit a draft of final group
presentation and present their intensive
information research and literature review of the
case.
Teacher should give timely feedback and
recommendations
Students should prepare a peer assessment form
for the final presentation.
120
No
06
Topic
Activities
Teaching Aids
1) Project
Organizing presentation
Project Presentation
Teacher should organize the presentation to take
place.
Each group should present their findings through
multimedia format and propose practical
recommendations to solve the problem.
Each group can post their presentations to the
web for publication.
121
2
Project 1 :
Webpage design for a music company
Objective:
3. To investigate the business environment of internet music industry
4. To understand the design process and design a webpage platform that can
fulfill the need of an internet music download business
Brief:
Numbers of Students per group: 5 – 6 students per group
Task: Design a webpage prototype for an music download business
Details:
In this project, students are required to form a design team and prepare design
sketched and computer graphic mock-ups for the design of an online store. The
design team is worked for a well established music company. The company has
a huge amount of music stock (with different styles) and wants to start the
music download business within a month. Our students, who act as the design
team members, are required to develop a webpage prototype with the following
requirements:
A.
B.
target customer: age 12 – 45
webpage design:
i.
Homepage: it should be attractive for the youth and people can
ii.
easily find their favorable music. Some new albums will also be
promoted on the homepage.
Search page: it should be easy to understand and people can
easily find their favors here
iii.
Payment page: Credit card is the only payment method in this
music download business. Customers have to pay $5 for each
music track (MP3 only).
122
Development Process:
1) Define roles among members: students should first define their roles in this
project:
a) Project leader should be selected to monitor the development process;
b) 1 – 2 researcher/analyst can help to investigate the competitors (other
music download company);
c) 1 – 2 web designers are required to develop the webpage prototype.
2) Research and analysis: students should first conduct researches and visit
various internet music download webpage, analyze their business model
and also their webpage design considerations.
3) Webpage design: according to the results of previous research, students
should develop the prototype. Students can first draft the design with pencil
and paper. After further discussion, they should develop the design with
computer software, such as Adobe Photoshop or Illustrator. (Reminder: No
need to develop an interactive webpage!!! Just focus on the design
and how it fulfill the business need)
Project Presentation and Submission:
There will be 2 presentations and 1 final submission
Students should first introduce their projects (with the some background
researches):
1) Other popular music download webpage design and their design
specifications, such as color scheme, no. of pages, service provided etc
2) Design idea and consideration: students should explain their design idea of
this project: how can it attract people stay on the webpage? What kind of
services that it can provide?
123
Students are required to present and explain their final design to teachers and
classmates. Students have to introduce their design considerations and how do
their final design encourage potential customers stay and purchase music on
the website.
Final Submission:
The draft design and the final design, which embedded into a PowerPoint file.
124
Project 2 – MP3 and the Music Industry
Objectives:
1) Enable students to conduct research on a topic which related to music
industry and copyright.
2) Encourage students to develop knowledge through research process.
3) Enable students to understand the current situation of music industry
and music piracy.
Instructions:
1)
Students are divided into groups (3 – 4 students per group);
2)
Each group selects one of the following discussion topics or any
research topic in the content pages;
3)
Conduct research on the topic;
4)
Prepare and present the topic.
Project Presentation Duration: 10 minutes per group
Research Topics:
1) MP3 download has caused huge damage to the music industry. Are there
any good effects it brings to the industry? Please states.
Teacher hints:
E-business model will became more and more popular in the future, people
are using various MP3 players to listen music and most of the young are
used to download music to their mobile phone. The business potential of
digital music is huge and students can find out updated figures in the internet.
125
2) What is the future development of the music industry in this digital era? Can
mobile music download become an important revenue stream for the
industry?
Teacher hints:
Teacher can encourage students to investigate the current music industry
situation and their future movements. Some music industry organizations,
such as IFPI, had conducted several researches and had drawn suggestions
about the future development of music industry.
(http://www.ifpi.org/content/section_statistics/index.html)
Students can learn some insight from those reports.
3) If you are a CEO of a record company, what means will you propose to
increase the revenue from the online music store?
Teacher hints:
Students should be able to find out the actual amount of music industry
revenues and the basic operation of E-business. According to the facts, they
can suggest solution for the music industry.
126
Teaching Notes: Additional information
Advantages of Digital Music:
Fisher (2000) summarized five social and economic advantages of digital
music.
1) Since most of recording revenue goes to record companies, retail stores
and other middlemen, not musicians and composers. Digital music can save
cost associated with disintermediation. Musicians could earn more or
consumers could pay less or both.
2) Distribution of containerless digital files can eliminate the problem of
overproduction or underproduction of CDs.
3) Consumers could get exactly the music they wanted, instantly and without
the annoyances of traveling or shipping.
4) As the new technology becomes widely adopted, new artists and bands that
focus on niche markets will rapidly increase. Each new development in
recording technology enables new voices to be heard, and to be heard in new
ways. Voices that are systematically stifled by mainstream media can find
alternative expression through digital music.
5) Digital music will cause the decentralization of power. On the one hand, the
cultural power of the Big Five record companies will decrease; on the other
hand, consumers of digital music can easily produce their own music.
Social and economic cost of digital music
However, the unauthorized reproduction and distribution of digital music also
raise the issues of social and economic cost.
Traditionally, information goods are expensive to create and assemble but
cheap to reproduce. The production of information good involves high fixed
cost and low marginal cost, which means the cost of producing the first copy of
information good, may be substantial, but the cost of producing (or
reproducing) additional copies is negligible (Shapiro and Varian, 1999, p.3).
This traditional model works well when products are fixed in physical
127
substrates such as vinyl, cassettes, or CDs, or in analog formats. Even though
there was always some piracy problem, it was relatively limited; it is when
information is digitized that copying becomes a real problem. But digital
reproduction and distribution of information change this law. There are several
reasons for this change (National Research Council, 2000, pp. 28-39):
1) Access to digital information inevitably means making a copy, even if
only a temporary copy;
2) Information in digital form can be easily and inexpensively reproduced
and each successive copy is indistinguishable from the original one;
3) Information in digital form is largely liberated from the medium that
carries
4) Digital information will generate new kinds and uses of information;
5) Information in digital form increases the use of licensing. In addition to
these factors, computer networks further amplify the consequences of
digital reproduction.
The reasons are in two folds: high-speed computer networks and information
in digital form allows multiplicity of access and access at a distance;
high-speed computer networks enable immediate, inexpensive worldwide
distribution of information.
128
References
Through on Music
http://www.apple.com/hotnews/thoughtsonmusic
Music industry betting on mobile
http://news.bbc.co.uk/1/hi/programmes/click_online/7130596.stm
http://www.antig.com/technology/technology_fuel_cell_types.htm
Video: 新聞透視 2007 v.4 ch.1 數碼侵權
Video: The impact of MP3 on CD sale from Money magazine 2004. TVB Pearl
http://www.hk-lawyer.com/2001-6/June01-cover.htm
http://www.ipd.gov.hk/eng/copyright.htm
CHI JEN HSIEH (2002) From "the MP3 revolution" to pay-to-play [electronic
resource]: The political economy of digital music
HACKER SCOT (2000) MP3 The definitive guide Sebastopol [Calif.]: O'Reilly
HSIEH CHI JEN (2002) From "the MP3 revolution" to pay-to-play: The political
economy of digital music
Sony History – Mini Disc : a replacement for the Audio Compact Disc
http://www.sony.net/Fun/SH/1-21/h4.html
What is MEPG?
http://www.webopedia.com/TERM/M/MPEG.html
Copyright Ordinance
http://www.hkcla.org.hk/eng/Copyright/Copyright_Ordinance_Content.htm
129
A History of the iPod: 2000 to 2004
Tom Hormby and Dan Knight - 2005.10.14, revised 2007.09
http://lowendmac.com/orchard/05/origin-of-the-ipod.html#1
Gramophone record
http://en.wikipedia.org/wiki/Gramophone_record#Early_speeds
Apple's Jobs: Just say no to DRM
http://www.mp3.com/features/stories/8588.html
Digital Right Management
http://en.wikipedia.org/wiki/Digital_rights_management
Apple - Thoughts on Music
http://www.apple.com/hotnews/thoughtsonmusic/
數碼娛樂的基石─數碼版權管理
http://www.rthk.org.hk/mediadigest/20060115_76_120767.html
130
Case Study:
The Success of an Innovation Smartphones
(Teacher’s Guide)
131
Case Study
(Teacher’s Guide) –The Success of an Innovation – Smartphones
Author
Mr O Hin-ming, Brian
Senior Project Manager, VTC
Mr Li Yat-chuen
Training Consultant
© Copyright 2010
132
Case Study
Case Study: The Success of an Innovation - Smartphones
(Teacher’s Guide)
1.2 Level: S3
1.3 Learning elements in TE:
Knowledge Contexts
Common topics
•
•
design features of
(environmental issues,
products
•
•
(application of IT)
•
•
Roles of designers and
engineers
•
Technology-driven
product on modern life
•
Social responsibility in
product design
Group presentation of
research findings
Design & Application
Impact
Compare and analyse
technological products
Information Processing
& Presentation
•
Information search for
changes in lifestyle)
•
Process
•
Vision for an enterprise
Writing a report to
(basic elements of
discuss emerging
design, design
technologies and
consideration, product
attributes of a
design)
successful product
Case Study:
Authentic Context:
Students could understand the success of an innovative
product design through an example, namely Smartphone.
Common topics – Design & Application (Product
design)
Email communication, browsing the Internet for different kinds of information, talking
through the phone, listening to music, taking pictures, exchanging data (in analogue or
digital form), using wireless networks and so on are typical modern life activities. We
133
Case Study
need these things for business, living, social activities, entertainment, learning, and
communications. They are with us in this modern world; a world which technology
has enriched the living quality and enabled convenient communication.
Hong Kong is an international city where high-tech and innovative products are coming
to the market from time to time; people are exposed to lots of innovative products
which have deep impact on the way of living. In the last 20 years, we have witnessed
how technology has improved our quality of life and we expect technology will continue
to affect our way of living.
Mobile phone is a typical technology-driven product that has great impact on modern
life.
Smartphone embraces emerging and converging technologies in a product that
addresses the needs of customers with multi-function on communication and
entertainment.
By using smartphone as the theme for this case study, we attempt to introduce how
technologies are applied to an innovative product, what makes the product successful
and what other issues are related to this product such as IP, energy, environment, and
entrepreneurship and enterprise.
Students will experience the complexity of the real world by considering different
perspectives in the application of technology.
They should not be limited to
considering smartphone as the only product which is technology driven; they can
embark on another technology laden product which is also changing the living
environment in the world.
1.
Understand the roles of designers and engineers
2.
Consider the social responsibility in product design
3.
Appreciate the values of adopting appropriate technologies and new
technologies in a new product
4.
Understand that technology can foster a better living environment for the
world
5.
Understand the importance of vision for an enterprise
134
Case Study
2. Teaching Notes
2.1 The Story
Please refer to the Learning Resource Materials
2.2 Learning and Teaching
2.2.1 Organization
Theme: A Better World with Technology
Duration of each period: 35 mins.
2.2.2 Assignments:
•
Group Presentation: PowerPoint
•
Individual Report: 300 words from student’s own writing plus references
from other sources
2.2.3 Worksheet:
Worksheets are provided alongside with the context, reading materials and
references given in the case study. The worksheets provide a platform for students to
study the case in greater depth. The questions in the worksheets serve as formative
assessment tools to provide feedback to students which show how well they have
learned from the topic.
To address learners’ diversity, hints are also provided in the worksheets to guide
students in one way or another in order to complete the learning tasks successfully and
at their own pace.
2.2.4 Group Discussion and Brainstorming
Ask students to read the materials contained in the story and search from
relevant websites to compile a table showing the features, functions and
attributes of an smartphone.
Students should then use the table to discuss on what makes the product so
successful.
135
Case Study
2.2.5 Schedule of Work
Period
01
Introduction of Case Study
Teacher should explain the case study to students. It covers the
introduction, background and introduction to smartphone
Teacher needs to explain the assessment method and the expected
learning outcomes – A better world with technology PowerPoint
presentation and worksheet
02
Studying the Case
Students need to understand the case as background information
Questions are provide to help them to identify the key issues and
clues for discussion, presentation and report writing
03
Group members carry on self-study at home
Forming Groups and Planning for the Preparatory Work
Teacher divides students into small group and encourages them to
work in team
Teacher can show few minutes of video clip on smartphone, to
stimulate their interest to the case
Teacher asks the groups to discuss the features/functions of each
technology and attributes to a successful product then summarize
them on a worksheet.
04 – 05
Group members share the preparatory work and do them at home.
Research, Brainstorming and Debate
Guided discussion among group members and between groups
Compare the research works among group members and use of
Internet wherever there is a need to strengthen or verify the point
under discussion
Discussion with other groups.
136
Case Study
Period
06 -07
Development
Home works: prepare an interesting and attractive presentation for
the group and an individual report
Agreeing on the findings, conclusion, views and final version of the
presentation
The presentation should be done with group members on the main
theme of the case (the focus is not necessarily on smartphone)
Report should be done by each student on self selective subjects
such as aesthetic design, some of the attributes, green design or
entrepreneurship etc.
08-09
10-11
Presentation Assessment
PowerPoint presentation to class
Assessment according to the assessment rubrics
Teacher gives timely feedback and correct answers if necessary
Report Assessment
Each student should present his/her report to class
Assessment according to the assessment rubrics
Teacher to give timely feedback and correct answers if necessary
3. Questions and Keywords for the Answers
1.
What are the attributes leading to smartphone being so successful?
User-centered design, address the market needs, applications of leading
technologies, modern design, the Apple entrepreneurship and enterprise, and
green design etc.
2.
Discuss and understand each of the attributes.
•
User-centered design: good user interfaces such as touch screen, icon, web
searching, photo display, accelerometer and auto-sizing etc.
•
Address the market needs, all-in-one design: mobile phone, photo taking,
iPod, album and internet functions
•
Leading technologies: mobile, embedded systems, multi-touch display,
software and wireless
•
Aesthetic design: contemporary outlook
•
Apple entrepreneurship: marketing, teamwork, servicing, brand names and
137
Case Study
product maintenance
•
Green design: accelerometer, proximity sensors and use of chargeable long
life battery
3.
Compare the functions and prices between an smartphone and a Personal Data
Assistant (PDA) device
A PDA is a pocket size computer and offers basically the same functions as an
smartphone. The differences are mainly the costs and capabilities between the
two communication devices.
smartphone is, in general, cheaper but with lesser
capability than PDA such as the word processing and data storage capabilities.
4.
Think of an innovative product designed with the use of appropriate technology
and considerations of the product attributes.
An open-ended question for the students.
The learning outcomes include:
understanding of the roles of designers/engineers, available technologies,
creative thinking, product evaluation, green issues, and entrepreneurship.
5.
What should designers and engineers be considering during the design and
manufacturing stage of a new product?
User-centred design, green design, social responsibility, form a good team
working on the product, and use of contemporary technologies etc.
4. Assignment: Worksheet
Assignment 1: Functions of smartphones
There are various types of smartphones on the market. Prepare a table showing the
types of phones and their functions. Submit it in the form of a PowerPoint or a document.
Assignment 2: Views of smartphone users
Students need to interview owners of various types of smartphones, such as the
principal, teachers, classmates and parents. Collect their views on the functions of
smartphones. Prepare a report and submit it in the form of a PowerPoint or a document.
138
Case Study
Table Comparing the Functions of Smartphones
For individual / group use
Worksheet number:
Date: ____ /_____/ ______
D&T - WS01
Class:
Group / Name:
Assignment Prepare a table showing the types of smartphones and their common
functions.
1. Information search
Type of
phones:
Functions:
6.
1.
1.
7.
2.
2.
8.
3.
3.
9.
4.
4.
2. Analysis of common functions
Teacher’s comments:
139
Case Study
Record of Interview
For individual / group use
Worksheet number:
Date: ____ /_____/ ______
D&T - WS02
Class:
Group / Name:
Assignment:
Interview users of smartphones and collect their views on the functions of
the phones.
Name of interviewee: _____________
Interview questions:
•
What is the type of your smartphone and what functions does it possess?
•
Which of the functions do you use and what information do you send?
Teacher’s comments:
5. Assessment
The checklist assessment rubrics are given to each student for their self-evaluation
after each lesson. Teacher can discuss the checklist with them to perform formative
assessment. Teacher should record the checklist results and monitor the students’
progress.
The score rubrics are given to assess the final presentation by teacher and peers. The
rubrics criteria can be subject to change by the teacher’s professional judgment.
Students should know the assessment criteria before working on the case.
140
Case Study
Assessment Rubrics
Each assessing component is marked from 0 to 10, with 0 assigning to the
student with zero contribution to the component and 10 being the maximum score
given to each component.
Group Presentation
Assessing
Target
(1)
Component
Effort by the group
%
(out of 100)
15
Group
(2) Organization of the presentation
15
Assessment
(3)
Contents
20
(4)
Flow of the presentation
15
(5) Time keeping
5
(6)
Peer’s score
5
Individual
(7)
Command of language
10
Assessment
(8)
Confidence and attractiveness
10
(9)
Peer’s score
5
Criteria of the assessing components
(1) Effort: evidence to show active participation within and outside the group
(2) Organization of the presentation: how well the PowerPoint is being organized,
the style of presentation and attractiveness of the design
(3) Contents: appropriate and well prepared contents
(4) Flow of presentation: each member has fair share of the presentation,
smooth flow and picking up questions
(5) Time keeping: within the assigned minutes for the presentation
(6) Peer’s score: an overall mark for the group
(7) Command of Language: fluency and proper use of speaking language
(8) Confidence and attractiveness: eye-contact loud, clear, precise presentation
are the essential elements of being confident; attractiveness means able to
draw audiences’ attention
(9) Peer’s score: an overall mark for individual
141
Case Study
Report Assessment
Assessing
Component
Target
%
(out of 100)
(1)
Effort
25
(2) Organization of the report
20
Individual
(3)
Contents
25
Assessment
(4)
Presentation skills
20
(5) Time keeping
5
(6)
5
Peer’s score
Each assessing component is marked from 0 to 10, with 0 assigning to the
student with zero contribution to the component and 10 being the maximum score
given to each component.
Criteria of the assessing components
(1) Effort: evidence to show active participation in class and engagement on
self-studying
(2) Organization of the report: how well the report is being organized and
sectioned for different areas of the report
(3) Contents and Use of English: appropriate and well prepared contents,
understanding of the subject matter, and expressing views
(4) Presentation Skill: attractive, lively, smooth running and able to pick up
questions
(5) Time keeping: within the assigned minutes for the presentation
(6) Peer’s score: an overall mark for the group
6. References
http://en.wikipedia.org/wiki/Personal_data_assistant
http://en.wikipedia.org/wiki/Smartphone
142
Case Study:
3G - Green Design, Green
Technology and Green Enterprise
(Teacher’s Guide)
143
Case Study
(Teacher’s Guide) : 3G– Green Design, Green Technology and Green Enterprise
Author
Mr Li Yu-wai
Head of Department (Design and Technology)
Tang Shiu Kin Victoria Government Secondary School
Mr Li Yat-chuen
Training Consultant
© Copyright 2010
144
Case Study
Case Study: 3G - Green Design, Green Technology and Green Enterprise
(Teacher’s Guide)
1.2 Level: S3
1.3 Learning elements:
Knowledge Contexts
Common topics
•
Information search
(Environmental issues, Green
environmental
different
Design, Green Technology and
issues
stakeholders
•
Design & Application (Design
•
Apply knowledge in
•
Green sense to the
“3 Green”
enterprise
Writing a proposal
operation
Consumer education
on Green policy for
(Consumers’ rights and
a school
climate change and
Develop
global warming
•
communication and
Systems & Control
organization skills
Application of systems
(Electronic products:
Fluorescent Light)
.
Operations & Manufacturing
•
Reflection from
different views of
consumers’ choice)
•
•
from Internet on
consideration, Product design)
•
•
Impact
Green Enterprise)
•
Process
Project management (Planning
and organizing work,
Cooperation and coordination
in projects)
145
•
Response to
Case Study
Case Study:
Authentic Context:
Students could understand the issues of Green design,
Green Technology and Green Enterprise in response to
environmental issues through an example, namely energy
saving lightings.
Common Topic – Technology
(Environmental issues)
&
Society
Students in this generation are going to face the “third” industrial
revolution of Green economy whilst the “second one” is said to be
the emerging of IT industry. A report from the American Solar
Energy Society stated that one in every four Americans would work
in environmental related enterprise in the next generation. They
would be regarded as ‘Green Worker”. The “Green Ability” would
also be an attribute to be considered by the employer.
In this case study, students should build up a clear concept of “Green Design”, “Green
Technology” and “Green Enterprise”. Students should understand the effect from
consumers’ Green sense to enterprise operation. Students should build up a sense
about what technologies have developed in order to respond to the climate change and
global warming and what policy and operation the enterprises have made in response
to the increasing demand from Green conscious consumers.
In the study, students will apply their knowledge to propose a sustainable Green policy
for their school. It will be conducted in form of a competition. Each group needs to
make a presentation of their plan. The winning group will put their plan into action in
their campus with other group members as their partners.
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Case Study
Students are expected to:
1. Have a sense of global economy regarding the environmental issue;
2. Understand the detrimental effect of electronic products to the environment;
3. Understand what the Green design concept is;
4. Understand what Green technologies are being used and developed for;
5. What policies are being adopted by “Green Enterprise” in response to
environmental conscious consumers;
6. Consider the economical factor in Green policy;
7. Propose a sustainable Green policy for the school or propose a conceptual
design of a Green electronic gadget;
8. Develop their communication and organisation skills by implementing their
plan.
2. Teaching Notes
2.1 The story
Please refer to the Resource Materials
2.2. Learning and Teaching
2.2.1 Organization
Theme:
Understanding of Green design, enterprise and technology
Duration of each period: 35 mins
Assignments:
•
Research: Worksheets:
•
Tasks:
1. Interview record
2. Propose a sustainable Green Policy
3. List Green design features
4. Poster design
•
Group Presentations: PowerPoint
•
Implementation of the proposed sustainable Green policy plan for the school
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Case Study
2.2.2 Schedule of Work
Period
01
02-03
Teaching / Learning Activities
Understanding the case and tasks
Briefly explain the case topic;
Explain the tasks and activities;
Explain the assessment criteria;
Brainstorming a MP3 product;
Complete Class Activity One;
Complete evaluation sheet before the lesson ends.
Forming groups and Studying the case
Form groups of 3 to 4 students per team;
Introduce the story of the case study;
Information search about RoHS, WEEE, CFLs and T5;
Guide students to complete Class Activity Two to Four through
small group and class discussion;
04-05
06-08
Complete evaluation sheet before the lesson ends.
Research and data collection
Encourage small group discussion to understand the case content;
Conduct an interview to collect primary information;
Use Interview Record Sheet;
Prepare for a 10 minutes presentation;
Teacher provides guidance to each group but not the answer.
Prepare a School Plan / Product Design
Task 1
Guide students to apply the knowledge acquired to propose a
sustainable Green policy for their school;
Guide students to prepare an implementation plan;
Guide students to prepare an evaluation or criteria to assess the
implementation of the project;
Guide students to propose a project schedule.
Task 2
Design a conceptual design of a Green electronic gadget based on
the agreed criteria;
Present design ideas in a poster;
Propose marketing strategy.
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Case Study
Period
09-10
Teaching / Learning Activities
Presentation
Students deliver a 10 minutes presentation of their proposal on a
proposal Green policy or a Green product design;
Teacher and peer assessment;
Students will vote which plan/product will be selected for
implementation or which one is the best environmental-friendly
design.
11-12
Implementation of school Plan
Students use their time after school to organize this activities;
Teachers provides resources and guidance to the students.
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Case Study
3. Activities and suggested answers
A. Class Activity One
1.
You are a group of product designers. Use a Concept Map to present the ideas of
Green MP3.
2.
You have only 5 minutes to complete your tasks and share your ideas afterward.
Tips to students:
A Green MP3 may comprise the following environmental parameters
•
A compact size smaller than the regular ones, use less materials
•
Use recyclable materials
•
Use less packaging materials
•
Low energy consumption with energy saving mode;
•
Green policy to promote recycle practice of customers;
•
Longer life span
•
Compliance with RoHS regulations.
Remarks:
•
Students need to substantiate their ideas with specific elaborations.
•
Teacher may invite those groups with great ideas to share in the lesson. Teacher
may also facilitate small group discussion by sitting in the groups.
B. Class Activity Two
http://en.wikipedia.org/wiki/Restriction_of_Hazardous_Substances_Directive
1. What is the coverage of RoHS and WEEE on electrical and electronic products?
Categories of Electrical and Electronic equipment affected by RoHS and
WEEE are small and large household appliances, IT & telecommunication
equipment, consumable equipment (such as electrical toothbrushes and printers),
lighting equipment, electrical & electronic tools, toys, leisure & sports equipment
and automatic dispensers.
Coverage of WEEE extends to medical devices, monitoring and control
instrument.
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Case Study
2. What are the six harmful substances banned by RoHS?
Lead, Mercury, Cadmium, Hexavalent Chromium, Polybrominated biphenyis
(PBB) and Polybrominated diphenyl ethers (PBDE)
Remarks: Teacher can ask students to conduct information search about the full name
and functions of PBB and PBDE in electronic and electrical appliances as a further
activity.
C. Class Activity Three
1. What is BFR? Why it is used in the printed circuit board?
BFR stands for Brominated flame retardants which are group of brominated
organic substances that have an inhibitory effect on the ignition of combustible
organic materials.
The electronics industry accounts for the greatest consumption of BFRs. In
computers, BFRs are used in printed circuit boards and components, such as
connectors, plastic covers and cables.
BFRs are exceptionally effective in fire prevention. They reduce the probability
that an item will ignite. Brominated flame retardants hinder the spread of the fire
and thus provide valuable extra time for evacuation in the early stages of a fire.
That is critical to the life saving.
2. Why the recycling rate is so low? What hinder the enterprise to recycle the used
products?
It is all about the cost. The cost includes high labour cost in classifying the
types of recyclable wastes and transportation cost. The profit made from the
reused materials usually cannot cover the cost spent in recycling the materials.
Most enterprises suggest that government should subsidise this recycling
scheme by providing land to establish recycling spot so as to reduce the
transportation cost. The used products should be designed to be easily classified
and dismantled for reuse and recycle.
Remarks; Students are expected to have their own ideas when answering these
open-ended questions. The suggested answers provided are for reference only and
teachers should have their professional judgment and knowledge to give appropriate
feedbacks to the students. Teacher should also concern about the participation and
involvement of students in their learning process rather than the answer itself.
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Case Study
D. Example 1 - Energy Saving Lightings
Do you know what parts are inside the Compact fluorescent light bulbs?
There are two main parts in a CFL: the gas-filled tube (also called bulb or
burner) and the electronic ballast.
An electrical current from the ballast flows through the gas, causing it to emit
ultraviolet light. The ultraviolet light then excites a phosphor coating on the inside of
the tube. This coating emits visible light.
The basic construction of typical electronic ballast involves a low-pass filter,
rectifier, buffer capacitor and a high frequency oscillator. The basic operation is that
after passing a low-pass filter, the mains voltage at 50Hz power frequency is
rectified by an AC/DC converter. This converter also contains the buffer capacitor,
which is charged with a DC voltage. In the high frequency oscillator this DC voltage
is transformed into a high frequency voltage which provides the power for the lamp.
E. Example 2 Fluorescent Light
What is the mercury content in traditional florescent lamp?
CFLs contain a very small amount of mercury sealed within the glass tubing
– an average of 4 milligrams. By comparison, older thermometers contain about
500 milligrams of mercury – an amount equal to the mercury in 125 CFLs.
Thanks to technology advances and a commitment from members of the
American National Electrical Manufacturers Association, the average mercury
content in CFLs has dropped at least 20 percent of 4 milligrams in the past year.
Some manufacturers have even made further reductions, dropping mercury
content to 1.4 – 2.5 milligrams per light bulb.
F. Class Activity Four
3. Now we all know CFLs can greatly reduce the electricity bill but not at the expenses
of the amount of light output. Do you know what materials are inside the Compact
fluorescent light bulbs? Why most of the CFLs are in the shape of spiral tube?
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Case Study
There are two main parts inside a CFL, the gas-filled tube (also called bulb or
burner) and the magnetic or electronic ballast. Electrical energy, in the form of an
electrical current, from the ballast flows through the gas, causing it to emit
ultraviolet light. The ultraviolet light then excites a white phosphor coating inside of
the tube. This coating emits visible light. CFLs that flicker if they use a magnetic
ballasts; CFLs with electronic ballasts are now much more common.
Spiral tube type can increase the surface area of florescent materials and
concentrate the light intensity and density at a minimal volume.
4. As explained above, the T5 has more benefits to the environment than T8 and T12,
however, why not so many people are going to replace their fluorescent lamps at
home?
T5 is more expensive than T8 and T12. T5 has higher capital cost but it will be
justified in the long run by its energy saved (consumes 36% energy less compared
with T8 and T12).
However, users need to replace the base and the ballast which
is quite expensive. Users usually do not see the urgent need to replace the whole
set of fluorescent lamp, they will keep the old base and ballast and just replace the
tube at much lower cost.
Extended Learning: “What is Ballast?” can be a further activity for the students.
Brief comparison between Electromagnetic Ballast and Electronic Ballast:
•
Compared to electromagnetic ballast, energy losses in electronic ballast are
reduced as the solid state circuit contains no conventional copper windings. The
energy saved by electronic ballast can be up to 28% as recommended by EMSD.
•
Benefits of electronic ballast over electromagnetic ballast:
Rapid or instant starting of lamp without flickering.
One ballast can be designed to drive more than one lamp, whereas one
electromagnetic ballast can only drive one lamp.
Increased lifetime due to lower operating current.
Quiet operation.
Dimmable version is also available.
No visible flicker during operation.
No stroboscopic effect by high frequency operation.
Low operating temperature and reduce blackening in the vicinity.
Much lighter in weight.
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Case Study
4. Tasks
Teacher can duplicate and customize the form for their use.
Interview Record Form
Worksheet Code :
D&T/CS-3G-WS01
Date: _____ /_____/ ______
Group/Name :
Task:
Class: ________
Interview the school stakeholders to collect information about the way
of promoting sustainable Green policy in school
Suggested Answers:
Name of Interviewee: ______________
The interviewees may be the Principal, teachers, fellow students and clerical staff.
Suggested Interview Questions:
10. Do you think our school is Green enough?
Usually the school cannot be regarded as a perfect Green school as there
must be room for improvement and more environmental friendly.
11. What measures can be taken to cut down the electricity bill?
Control the use of lightings, air conditioners, electrical appliances and
computers in terms of time and good practices, such as turning off the computers
immediately after using.
12. Should we replace all the lights by the energy saving ones?
Replace the traditional light bulbs with CFLs and T5 Fluorescent lighting.
Calculate the capital investment and the energy saved during the expected life
span when using the CFLs and T5 fluorescent lighting..
13. Can we control the use of paper?
Limited use of paper, quota control, use printed-paper or recycled paper, print
both sides.
14. Can we breakeven the cost invested to improve the energy efficiency?
Check against the energy saving labels of the electrical appliances so as to
calculate the energy saved during a certain period of time. To find out the time the
devices need to be used to cover the extra money spent in new installation.
Teacher Remarks:
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Case Study
Worksheet: Propose a plan on sustainable Green policy
For group use
Worksheet Code :
D&T/CS-3G-WS02
Date : ____ /_____/ ______
Group:
Task:
Class : _________
Propose a plan on sustainable Green policy for a school
Objectives:
e.g. : To reduce the expenditure in electricity bill by 8%
Existing Situation/Problem:
e.g.: Lightings used in the classroom and corridors are all T12 fluorescent lights. The
expenditure in lightings may now occupy high percentage of total energy
consumption.
Action Plan:
e.g. Calculate the total number of lightings to be replaced. The capital cost involved
such as the cost of materials and the installation fee.
Justifications:
e.g. Calculate the money saved during the servicing life of CFLs and fluorescent
lights. Forecast the time for breakeven to balance the energy saved during the
service life and the capital cost.
Resources:
e.g. The energy saving label for the calculation of energy expenditure.
Budget Planning:
e.g. The unit price of CFLs and T5 fluorescent lighting plus the installation fee.
Schedule:
e.g. To find out the schedule that minimize the impact on normal operation of
classroom teaching and safety.
Manpower/organization:
e.g. Contract out the installation work, assign menial tasks such as cleaning to minor
staff of the school or commission to social enterprise.
Teacher Remarks:
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Case Study
Worksheet: List Green design features
Worksheet Code :
D&T/CS-3G-WS03
Date: _____ /_____/ ______
Group/Name :
Task:
Class: ________
List the Green design features to be adopted in your new product.
Type of Product:
Green Design Features:
(Hints: Design features need to be quantified, such as the percentage of packaging
materials to be saved and the percentage of weight to be reduced.)
Suggested Answers:
Calculate the percentage of size reduced;
Suggest environmental friendly materials;
Design a packaging with less materials;
Recycling scheme, such as pre-paid envelope and trade-in used product;
Use less parts, recycle-easy design;
Reliable and use longer.
Teacher Remarks:
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Case Study
Worksheet: Poster Design
For individual use
Worksheet Code :
D&T/CS-3G-WS04
Date: _____ /_____/ ______
Name :
Task:
Class: ________
Design a promotion poster for your new product with focus on the
Green design features.
Hints:
Use freehand sketching to present your ideas;
Colour pencils for rendering is recommended;
Highlight all Green features in additional to the product specifications;
Communication and aesthetics are the assessment criteria.
Teacher Remarks:
5. Assessment
Please refer to the Resource Materials.
6. References
•
Compact Fluorescent Light Bulbs
•
http://www.bellaonline.com/articles/art37906.asp
Proposal writing
•
http://www.nsf.gov/pubs/1998/nsf9891/nsf9891.htm#step1
Hong Kong Productivity Council
http://www.hkpc.org/html/eng/common/index.jsp
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Project 1

Transcription

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