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Block 1, Session 11
Product and Service Design (Design the design…
Block 1, Session 11
Product and Service Design
Why?
To compete - products become obsolete, customers switch to competitors
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New innovations - allows to maintain gap with competitors, avoid price competition
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What?
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Service Design - focus is more about the design of the process (experience) as well as tangible aspects
Must first understand the nature of a ‘service concept’. Johnston and Clark (2005) identify five elements of the service concept:
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Quality Function Deployment (QFD) - tool to work out design priorities and to define technical specifications
The process of deriving a new set of product or service design characteristics can be divided into six steps:
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5 Compare the proposed features with the features in competing products and decide on the relative importance of the product characteristics
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Time-consuming but reduces amount of rework of design, reducing costs and speeding up design lead time
Design Thinking
A methodology that imbues the full spectrum of innovation activities with a human-centered design ethos (Brown, 2008, P86)
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Understand the user - direct observation, extreme users
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