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Product and Service design (QFD matrix (what vs how (relationship matrix),…
Product and Service design
The importance of new product development
Important for maintaining brand loyalty
competitive advantage- keep ahead of competitors
Firms use this to keep a gap between themselves and competitors
NPD categorized in 3 ways:
Incremental enhancement of existing products
minor modifications
redesign, reduce weight, unit cost, improve reliability
new generation products
develop a new product, or redesign present product
based on new technologies
example, music- before CD's, now downloaded files
So basic need is unchanged, but way of meeting it has
Breakthrough products
Completely new and unique
new market, and product category
new first Ipad
New product failure rates
Why new product launches fail 5 reasons
product launched too soon
launched before product functionality meets market requirements
product does not have sufficeint appeal to the market
customers dont see product advantages over existing ones, therefore dont switch to the new one
company cannot support the growth
strain on cashflows
scale up production quickly, if successful
Customer doesnt understand the product
customer doesn't see how product should be used
No market for product despite its novel features
highly innovative products just dont sell in any quantity
design as a process
Slack et al, (2011) break design process into 5 steps
preliminary designs
early versions generated
evaluation and improvement
designs further developed before testing
concept screening
prototyping and final desgn
first examples tested
prototypes uncover problems that were overlooked initially
concept generation
The design council double diamond design process
define
filter out ideas that would be unsuccessful
agree on best options
this stage, design as a project, plan work content etc
develop
prototyping, testing
use computers to produce virtual products before physical
Discover
looking at a wide range of sources to generate new ideas
formal market research activity
design expert teams
develop number of options to present to design team
deliver
final checks
few problems
meet all standards and regulations
design thinking
six principles
understand the user
gain insight into their needs plus values
no idea is too wild
quick idea generation
generate human centric solutions
reframe ideas
look at problem from different angle
collaborate
teamwork
use people to solve problem from different views
see bigger picture
look at value of your idea
test ideas
create low cost prototypes fast
obtain feedback
product design
Maintainability
less use if difficult to maintain
Reliability
Long-term use of product plus long-term performance
durability
address how long product will last before replaced
Aesthetics
once functionality is achieved, style is the next thing to consider
Produce-ability
how component fit together
how product will go through production process
service design- service concept
5 elements
The service outcome
outcome customer wants
measure outcome
The service operations
physical facilities
make customer feel welcome, car parks, changing rooms etc
The service experience
customers direct experience
what do they see, hear, smell
staff interaction
value of the service
compare benefits against cost
The organizing idea
most important elements of overall service
purpose
QFD matrix
how
what vs how
relationship matrix
what
conflicts
why
how much
evaluate rival products
QFD matrix used at further levels of analysis
define characteristics of individual components
Customer attributes
quality characteistics
quality characteristics
parts characteristics
process parameters
parts characteristics
process parameters
production plans