PRODUCT DESIGN

Programme Information

Duration: 3 Years

Award: BA(Hons) Product Design

This programme addresses the ever-widening scope that design encompasses, acknowledging that the roles and responsibilities of Product Design are in a state of metamorphosis, especially in an age of intense expectations, over-consumption, and diminishing resources. As such, the programme is proactively progressive in recognising and acknowledging new terrains as it prepares you for fresh environments in the evolving professional landscape.

You will be well-geared to approach problem-solving creatively in its broadest capacity, apart from being able to forge dynamic synergies via projects that are tailored meticulously to achieve these aims. Our reflexive and process-driven studio practice allows you to observe individual development and positions you to graduate with an ability to think laterally and independently. The highly-charged consultative and inquisitive environment of learning provides you with the necessary academic rigour to achieve excellence in this chosen field of study.

You will learn about the design practice contextually and through logical extension, develop an abstracted view of practice and a keen awareness of the issues pertinent to product design beyond just knowing about design in general. These are reflected incrementally through various levels of your learning, transitioning yourself from being good 'doers' to being potential industry 'movers' and 'shakers'.

The programme team comprises industry professionals from a wide range of backgrounds who are actively pursuing their own practices and contributing to the design community, both academically and professionally. Research field trips and supplementary workshops by visiting professionals enhance the experiential learning aspects of the programme.

You will have ample opportunities to tailor your portfolios strategically through various negotiated projects that shape you as a unique design professional. These prepare you for careers both in the industry as well as the ability to set up your own professional design practice.

At Level 1, you are introduced to product design through practice, materials knowledge, and making. You are taught the essential skills of communication and representation, both traditional and digital, in order to build proficiency in the discipline. Level 2 furthers your understanding in design practice, professional practice, specific technical skills, and design management. Level 3 continues your development, translating skills, techniques, and understanding of design into increasingly conceptual terms.

Teaching Methods: You will have ample opportunities to work in studios and attend special workshops. You will attend lectures, seminars and practical presentations. There will be regular guest lectures by international designers who will bring valuable experience and advice. You will participate in class presentations, complete written assignments and put together a research portfolio. You will be assessed every semester on your studio practice.

Assessments: Assessment is an integral part of the learning process, and will be formative and diagnostic as well as summative and evaluative, providing feedback to students wherever appropriate. Read more about assessments here.

Placement learning is where students are offered opportunities to experience learning outside the classroom in real-life working environments or in approved partner institutions. Read more about placement learning here.

Modules

Level 1

3D Thinking and Design Contextualisation
You will be introduced to 3D principles through the appreciation of its elements. Generic 3D learning facilitates the transferability of this knowledge into a wealth of potentials in exploration and expression of ideas into 3D manifestations.

Techniques and Representation, 3D Tools
You will be introduced to skills that are much required for the training of 3D designers covering different areas. These include exercises that involve visual 3D thinking through sketching, drawing, drafting and presenting. Traditional model making will be introduced through this module.

Cultural & Contextual Studies: From Theory to Practice
The module introduces you to the contextual world of design, specifically the design thinking and histories that have contributed to the contemporary design perspective. You will reflect upon the historical, geographical and cultural practices of design.

Digital Technical Studies: CAD 1
The module is an introduction to digital methods and skills which includes an array of mid-range industry applicable software. Computer-aided Product design (CaPd) is explored to understand and enhance problem solving. CaPd also emphasises the structural coherence, accuracy, efficiency, balance and realism of a product.

Project Methodology 1
Concept of design projects and briefs are introduced by adding and applying tools. You will be introduced to the various sub-activities within a design process plus the learning of what constitutes those activities. You will be introduced to the various applications of form/materials/functions, plus the introduction to semantics/ human factors and design futures.

Level 2

Studio: Methodology 2
This module stresses the advanced appreciation of values and meanings by identifying key issues as a basis to build a case for product design. You will learn about basic business and marketing principles and translate these into concepts.

Cultural and Contextual Studies: Ethics and Philosophy in Design
You will continue to develop your understanding of contemporary design issues, principles and concepts and demonstrate reflective knowledge in making the translation between theory and practice.

Professional Practice and Industry Relationship
This module enables you to understand and experience key professional skills required for designers to evolve within the industry.

Digital Techniques of Representation: CAD 2
This module furthers the product designer's competency in technical skills through current industry-based software. It heightens your experience of a full spectrum of tools and your creative deployment for effective and efficient product design.

Industry-based Practice Project
The module opens with a series of short, idea-intensive projects and is followed by a final project where you will formulate a design brief with mandatory involvement of design for the business domain. CAD is perfected to become part of the suite of studio tools employed in achieving simplified and efficient presentations of projects.

Design Management: Introduction to Cross-disciplinary Interface and Communication
From the business front to marketing to branding and right through to the end of the life management of products, you are made aware of your role as both product designers and as creative visionaries. Through seminar styled case studies, you are encouraged to engage and debate with various perspectives on the dynamics of design in businesses with various legal frameworks.

Level 3

Methodology, Practice and Research
This module consolidates and confirms your practical research skills and design process understanding. You will determine the area of expertise related to design issues that you will be developing further.

Cultural and Contextual Studies: Reflexive Thinking and Expression
This module focuses on the conceptualisation and translation of your reflexive practice into research interests that impact on your studio work.

Independent Graduation Project
Your graduation project sits on a self-negotiated brief. You will further develop the proposal into an original major design project which reflects your concerns as a designer. it will also demonstrate your professionalism in methodology, practice, outcome, and communication of your intentions.

Faculty Members

Dean
Nur Hidayah Bte Abu Bakar

With extensive teaching experience of more than eight years, Nur Hidayah was appointed Dean, Faculty of Design in 2009.

A graduate from University of Central England, United Kingdom with a Master of Arts Design For Communication, Nur Hidayah carries with her an impressive and distinguished track record in having served businesses, and offered copywriting and design knowledge across major industry segments; established clients included Sun Microsystems, SingTel Mobile, HSBC, Cheers/NTUC, Prudential, Tequila Singapore, STAR Automotive, and ST Kinetics – ST Engineering.

Nur Hidayah is instrumental to LASALLE's Faculty of Design. She manages the demanding and challenging task of leading seven programme teams in the strategic growth and development of validated programmes.

Over the years, her excellent interpersonal and management skills have enabled her to inspire many students. Her vision and foresight has helped nurture these students into leaders that have contributed to the Singapore creative landscape.

Programme Leader,Product Design
Mustafa Mohamed

Mustafa holds a double tracked Masters in Design from a top research university in this region majoring in both design management and integrated (industrial) design studio practices. He had also had attained various academic and professional certifications in areas of Design Management and Product Design with majors in consumer products (cleaning and powertools) and specialized vehicular design.

Starting off as an Industrial Product Designer before being a Manager of Strategic Design, he has more than fifteen years of experience in leading and designing a varied array of products apart from managing his own creative resource business.

Mustafa was tasked for starting up and running afresh, product design initiatives and had been primarily instrumental to the philosophical conception and pedagogical development of product design education in LASALLE that he pioneered and championed since 2003. His research interests constantly straddles in between morality in design and the creation of sustainable aesthetic experiences.

Entry Requirements

Academic Requirements

• Completed High School (Grade 12), Junior College or Pre-University education.
• Recognised Singapore qualification: Singapore-Cambridge GCE 'A' Level: Minimum 'Pass' in 2 subjects + General Paper or recognised equivalent.
• Recognised international qualifications: Please click here to view list.

Note:

• 'A' Level Art/Art Elective Programme or International Baccalaureate (IB) Art & Design are not required subjects but represent the portfolio standard for eligibility into the BA(Hons).
• Alternative English qualification: IELTS 6.0 or TOEFL iBT80.

Portfolios & Interview Requirements

• A portfolio containing at least 10 pieces of original work (actual or documented) that demonstrate your creative development and process. These projects will need to be explained by you during the interview process.
• Your portfolio should include drawings, sketches, idea developments and demonstrate relevant 2D work (e.g. posters, editorial, photography, graphic design artwork, paintings, printmaking, digital imaging, web design, etc) and 3D work (e.g. 3D design, 3D paper structures, packaging design, etc).
• Your portfolio should consist of design related works solely created by yourself in order to perform an appropriate assessment of your entry level.

Programme Information

Duration: 3 Years

Awards:
BA(Hons) Product Design

This programme addresses the ever-widening scope that design encompasses, acknowledging that the roles and responsibilities of Product Design are in a state of metamorphosis, especially in an age of intense expectations, over-consumption, and diminishing resources. As such, the programme is proactively progressive in recognising and acknowledging new terrains as it prepares you for fresh environments in the evolving professional landscape.

You will be well-geared to approach problem-solving creatively in its broadest capacity, apart from being able to forge dynamic synergies via projects that are tailored meticulously to achieve these aims. Our reflexive and process-driven studio practice allows you to observe individual development and positions you to graduate with an ability to think laterally and independently. The highly-charged consultative and inquisitive environment of learning provides you with the necessary academic rigour to achieve excellence in this chosen field of study.

You will learn about the design practice contextually and through logical extension, develop an abstracted view of practice and a keen awareness of the issues pertinent to product design beyond just knowing about design in general. These are reflected incrementally through various levels of your learning, transitioning yourself from being good 'doers' to being potential industry 'movers' and 'shakers'.

The programme team comprises industry professionals from a wide range of backgrounds who are actively pursuing their own practices and contributing to the design community, both academically and professionally. Research field trips and supplementary workshops by visiting professionals enhance the experiential learning aspects of the programme.

You will have ample opportunities to tailor your portfolios strategically through various negotiated projects that shape you as a unique design professional. These prepare you for careers both in the industry as well as the ability to set up your own professional design practice.

At Level 1, you are introduced to product design through practice, materials knowledge, and making. You are taught the essential skills of communication and representation, both traditional and digital, in order to build proficiency in the discipline. Level 2 furthers your understanding in design practice, professional practice, specific technical skills, and design management. Level 3 continues your development, translating skills, techniques, and understanding of design into increasingly conceptual terms.

Teaching Methods: You will have ample opportunities to work in studios and attend special workshops. You will attend lectures, seminars and practical presentations. There will be regular guest lectures by international designers who will bring valuable experience and advice. You will participate in class presentations, complete written assignments and put together a research portfolio. You will be assessed every semester on your studio practice.

Assessments: Assessment is an integral part of the learning process, and will be formative and diagnostic as well as summative and evaluative, providing feedback to students wherever appropriate. Read more about assessments here.

Placement learning is where students are offered opportunities to experience learning outside the classroom in real-life working environments or in approved partner institutions. Read more about placement learning here.

Modules

Level 1

3D Thinking and Design Contextualisation
You will be introduced to 3D principles through the appreciation of its elements. Generic 3D learning facilitates the transferability of this knowledge into a wealth of potentials in exploration and expression of ideas into 3D manifestations.

Techniques and Representation, 3D Tools
You will be introduced to skills that are much required for the training of 3D designers covering different areas. These include exercises that involve visual 3D thinking through sketching, drawing, drafting and presenting. Traditional model making will be introduced through this module.

Cultural & Contextual Studies: From Theory to Practice
The module introduces you to the contextual world of design, specifically the design thinking and histories that have contributed to the contemporary design perspective. You will reflect upon the historical, geographical and cultural practices of design.

Digital Technical Studies: CAD 1
The module is an introduction to digital methods and skills which includes an array of mid-range industry applicable software. Computer-aided Product design (CaPd) is explored to understand and enhance problem solving. CaPd also emphasises the structural coherence, accuracy, efficiency, balance and realism of a product.

Project Methodology 1
Concept of design projects and briefs are introduced by adding and applying tools. You will be introduced to the various sub-activities within a design process plus the learning of what constitutes those activities. You will be introduced to the various applications of form/materials/functions, plus the introduction to semantics/ human factors and design futures.

Level 2

Studio: Methodology 2
This module stresses the advanced appreciation of values and meanings by identifying key issues as a basis to build a case for product design. You will learn about basic business and marketing principles and translate these into concepts.

Cultural and Contextual Studies: Ethics and Philosophy in Design
You will continue to develop your understanding of contemporary design issues, principles and concepts and demonstrate reflective knowledge in making the translation between theory and practice.

Professional Practice and Industry Relationship
This module enables you to understand and experience key professional skills required for designers to evolve within the industry.

Digital Techniques of Representation: CAD 2
This module furthers the product designer's competency in technical skills through current industry-based software. It heightens your experience of a full spectrum of tools and your creative deployment for effective and efficient product design.

Industry-based Practice Project
The module opens with a series of short, idea-intensive projects and is followed by a final project where you will formulate a design brief with mandatory involvement of design for the business domain. CAD is perfected to become part of the suite of studio tools employed in achieving simplified and efficient presentations of projects.

Design Management: Introduction to Cross-disciplinary Interface and Communication
From the business front to marketing to branding and right through to the end of the life management of products, you are made aware of your role as both product designers and as creative visionaries. Through seminar styled case studies, you are encouraged to engage and debate with various perspectives on the dynamics of design in businesses with various legal frameworks.

Level 3

Methodology, Practice and Research
This module consolidates and confirms your practical research skills and design process understanding. You will determine the area of expertise related to design issues that you will be developing further.

Cultural and Contextual Studies: Reflexive Thinking and Expression
This module focuses on the conceptualisation and translation of your reflexive practice into research interests that impact on your studio work.

Independent Graduation Project
Your graduation project sits on a self-negotiated brief. You will further develop the proposal into an original major design project which reflects your concerns as a designer. it will also demonstrate your professionalism in methodology, practice, outcome, and communication of your intentions.

Faculty Members

Dean
Nur Hidayah Bte Abu Bakar

With extensive teaching experience of more than eight years, Nur Hidayah was appointed Dean, Faculty of Design in 2009.

A graduate from University of Central England, United Kingdom with a Master of Arts Design For Communication, Nur Hidayah carries with her an impressive and distinguished track record in having served businesses, and offered copywriting and design knowledge across major industry segments; established clients included Sun Microsystems, SingTel Mobile, HSBC, Cheers/NTUC, Prudential, Tequila Singapore, STAR Automotive, and ST Kinetics – ST Engineering.

Nur Hidayah is instrumental to LASALLE's Faculty of Design. She manages the demanding and challenging task of leading seven programme teams in the strategic growth and development of validated programmes.

Over the years, her excellent interpersonal and management skills have enabled her to inspire many students. Her vision and foresight has helped nurture these students into leaders that have contributed to the Singapore creative landscape.

Programme Leader,Product Design
Mustafa Mohamed

Mustafa holds a double tracked Masters in Design from a top research university in this region majoring in both design management and integrated (industrial) design studio practices. He had also had attained various academic and professional certifications in areas of Design Management and Product Design with majors in consumer products (cleaning and powertools) and specialized vehicular design.

Starting off as an Industrial Product Designer before being a Manager of Strategic Design, he has more than fifteen years of experience in leading and designing a varied array of products apart from managing his own creative resource business.

Mustafa was tasked for starting up and running afresh, product design initiatives and had been primarily instrumental to the philosophical conception and pedagogical development of product design education in LASALLE that he pioneered and championed since 2003. His research interests constantly straddles in between morality in design and the creation of sustainable aesthetic experiences.

Entry Requirements

Academic Requirements

• Completed High School (Grade 12), Junior College or Pre-University education.
• Recognised Singapore qualification: Singapore-Cambridge GCE 'A' Level: Minimum 'Pass' in 2 subjects + General Paper or recognised equivalent.
• Recognised international qualifications: Please click here to view list.

Note:

• 'A' Level Art/Art Elective Programme or International Baccalaureate (IB) Art & Design are not required subjects but represent the portfolio standard for eligibility into the BA(Hons).
• Alternative English qualification: IELTS 6.0 or TOEFL iBT80.

Portfolios & Interview Requirements

• A portfolio containing at least 10 pieces of original work (actual or documented) that demonstrate your creative development and process. These projects will need to be explained by you during the interview process.
• Your portfolio should include drawings, sketches, idea developments and demonstrate relevant 2D work (e.g. posters, editorial, photography, graphic design artwork, paintings, printmaking, digital imaging, web design, etc) and 3D work (e.g. 3D design, 3D paper structures, packaging design, etc).
• Your portfolio should consist of design related works solely created by yourself in order to perform an appropriate assessment of your entry level.