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Block 1: Session 11 - Product and service design (The importance of new…
Block 1: Session 11 - Product and service design
The importance of new product development
Essential to keep consumers interested
Three categories of NPD
Incremental enhancement of existing products
Minor modificiation
New generation products
Compeletely new product or completely redesign
Breakthrough products
New market and new product catagorie
New product failure rates
Few product succeed
40% will not achieve their sales or profitability objectives
Nielsen, 2014
Study of 12,000 new products showed that 55% were stocked in retailers 6 months after launch and only 25% were still in the market 1 year after launch
Schneider and hall (2011) - five main reasons for new product failure
Company cannot support the growth
The product is launched too soon
The product does not have sufficient appeal to the market
The customer does not understand the product
There is no market for the product despite its novel features
Important for competitiveness
Benefits of NPD
As small change can have a dramatic impact on sales and profit
Design as a process
Many different versions of design sequence
Slack et al. (2011) - five broad steps
Concept generation
Concept screening
Preliminary design
Evaluation and improvement
Prototyping and final design
UK design council (2008) [double diamond design process] - four distinct phases with sub-activities
Discover
Behaviour-led design research
Define
Creative workshop and idea generation
Develop
Review ideas through culture thinking and design
Deliver
Prototype, selection and monitoring
Disadvantages to these processes
Not all major innovation come as a result of deliberate research
Could limit their success in two ways
1) Screening process might eliminate very good ideas because they were perceived lack of fit with corporate requiements
2) Over-control of staff during the design process can limit the divergent initial stages and restrict creativity
Design thinking (Tim Brown)
A methodology that imbues the full spectrum of innovation activities with a human-centred design ethos. i.e. innovation is powered by a thorough understanding, through direct observation, of what people want and need.
Suggests involving designers at the earliest stage in the process to explore more ideas.
Human-centric approach
Six principles commonly quoted for design thinking
Reframe ideas
Understand the user
No idea is too wild
Collaborate
Test your ideas
See the bigger picture
The design of products and services
Products and service design can be very different
Product design
Focuses = functionality and tangible aspects of how this meets customer needs.
Other aspects that need to be addressed
Aesthetics
Styling
Reliability
Maintainability
Is it hard of easy to maintain
Durability
Some products need to last a long time, other products such as technology, might be less of an issue as it becomes obsolete before it wears out.
Produce-ability
How the product will work its way through the production process
Service design: The service concept
Johnston and Clark (2005): 5 elements of service concept
The organising idea
What is the overall purpose of the service that is being offered?
The service expereience
The steps the customer goes through
The service outcome
Designers much have a clear understanding of the outcome the customer is seeking
The service operation
Any design must identify all aspects of how the service is delivered
The value of the service
The benefits of the service against its costs
Quality function deployment (QFD) a.k.a House of quality
Tool used 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. (See book for breakdown)
What attributes does the consumer want
How the product characteristics will meet these needs
What vs how - identify exact links between attributes and characteristics
Identify conflicts and trade-offs that require further development
Establish why you want a certain characteristic to be deployed
Decide what characteristics to deploy and how much