**7. Design**

Ulrich and Eppinger (2004) assign the next meaning to design: the design function plays the lead role in defining the physical form of the product to meet costumer best needs, these are also the embodiment task. The design function includes engineering design (mechanical, electrical, software, etc) and industrial design (aesthetics, ergonomics, user interfaces, etc.).

Design changes the world, however, before that happens many strategic product development decisions have to be made and the bodies are getting the form and geometry of the parts and product with embodiment design. But the design on itself does not change the world. The designer has the human instinct that every problem could be transformed to a design problem which may enclose a design revolution solution.(Pilliton 2009) mentioned in the book "Design Revolution". A great number of design solutions that have changed the world in different areas such as: water, well being, energy, education, mobility, playing, enterprises, etc.

In the innovative Design Solution model of an existing product or concept design, the main design aspects can adopt the innovative character of an aspect or combination for embodiment design. The goal will be a new product design that is needed on the market. For innovation in application of materials, the easiest way is to search for successful design applications, because experience with innovative material use starts at that moment.

The trade-off between design time and money evokes questions such as "how much time is available for Design?" The available design time should be used efficiently, also for embodiment design stage. The time management is a prerequisite to put the products to the market in time and within the budget. Time management involves time to market and time for designing and embodiment design for a good design. You have to plan and manage the whole embodiment design. It is necessary for the overall process as well as the design process. Time management costs time and money. However, a good balance between financing and designing is a must for a company. More design time may lead to better designs because the solution can be considered in more depth. However, the deepening should be done on design aspects that request this, for instance deepening of manufacturing process by mechanical process modeling.
