Abstract
This paper discusses the design process experienced by industrial design students from the role sharing of lecturers - students - SMEs. A case study from a lecture at the design studio class of the Trilogy University which project theme aims to design a product according to the needs of the SME where they collaborate. The design stage conducted by students includes design research, concept development, exploration, production, and final presentation. The case study research is conducted in a descriptive qualitative. The results show differences in role sharing between lecturers - students - SME's owner due to differences in the type and background of the SME, business strategy andeducational background of SME’s owner. To deal with these differences requires lecturers who have competence as, facilitators, and instructors.
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