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Product and service DESIGN - B207, block 1, reading 14 (NP failure rates…
Product and service DESIGN - B207, block 1, reading 14
New Product Development (NPD)
New generation products
Same customer needs
Rework existing
New tech integration
Can be new product
e.g. music listening devices
Breakthrough products
Unique
New market
e.g. iPad
Incremental enhancement
Existing products
Minor modifications
No change to concept
Same customer needs
e.g. improve weight, cost or reliability
NP failure rates
Schneider and Hall (2011)
1.Rapid growth not possible
Too successful
Cash flow
Launch too soon
Product under developed
e.g. Windows Vista
insufficient market appeal
Non-adoption of new developments
Poor market testing?
Negative feedback ignored
Failure to halt during development
Customer not ready
Customer requires education
Appreciation of features
Behind company technology lead
No market
e.g. Segway
Price versus benefits not realised
Design as a process
UK Design Council
Phase 2 Define
Convergent
Sift ideas to a few
Scope projects
Phase 3 Develop
Divergent
Options tested
Prototyping
Testing prototypes
Phase 1 Discover
Divergent
Wide range of ideas
Many sources information
Produce a number of options
Phase 4 Deliver
Final design refined
Address technical problems
Ensure compliance
Regulation
Standards
Health & safety checks
Slack et al. (2011)
Preliminary design
Early versions of design
Evaluation and improvement
Further development
Market testing
Concept screening
Checked for likelihood of success
Develop further
Reject
Prototype/final design
Produce first examples
Flesh out problems
Concept generation
New ideas
Products
Services
Design thinking
Tim Brown, CEO IDEO
Six principles
Reframe ideas
Step back
Assumptions?
Another angle
Understand the user
Lots of effort
Insight into ...
Needs
Values
No idea is too wild
Quickly
Unrestrained
Range of solutions
Collaborate
Multidiscipline team
Differing perspectives
Test your ideas
Low cost prototypes
Quick feedback
See the bigger picture
Business strategy
Design strategy
Holistic approach
Keep context
Designing products & services
Product design
Maintainability
Relates to reliability
Needs to be easily maintained
Durability
Dependent on technology development speed
Balance cost 'v' longevity
Reliability
Dependent on technology development speed
Produce-ability
Affordable production
Packaging
What materials?
Shipping
Fit to pallet
Transportation
Aesthetics
Styling follows function
Service design
The service concept
Service outcome
Understanding.....
Sought outcome
Measurables
Service operation
Physical facilities
Car parks
Tecnology
Core elements of service
Service experience
Customer direct experience
Each step the customer experiences
Customer interaction
Staff roles in service provision
Value of service
What customer values most?
Price 'v' quality of service
Organising idea
Statement of the nature of the service
Overall purpose
Identify important elements
Facilities
Tangible
Intangible
Quality Function Deployment (QFD)
a.k.a House of quality
Hauser and Clausing, 1988
Identify customer requirements
Attributes and features
Product characteristics
To meet customer needs
How needs are met
Identify EXACT links between
Attributes
Characteristics
What 'v' How
Identify conflicts
Trade-offs
More development
Compromise
Compare with competing products
Decide which characteristics stay
Level of characteristic
How much?
