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Product and service design (Design thinking (Reframe ideas, Understand the…
Product and service design
The importance of new product development
essential
Keeping customers
to brand loyalty
maintain gap
competitors
Profit margin high
development pipeline
failure rate
40% don't meet objectives
company cannot support growth
infrastructure to bigger cost to meet demand
early release
functionality doesn't meet market needs
doesn't match communication to customer
Not enough product appeal
customer doesnt see benifits
non adoption
poor market testing
customer doesn't understand the product
Poor communication
No market for product
Incremental enhancement of exciting products
Minor modification
enhanced performance
reduce
weight
cost
product concept stays the same
New generation products
New product
redesign of exciting product
new technologies
new designed components for upgrades
new to market place
to meet need / demand
Breakthrough products
Unique
Create new market
Product category
Design as a process
Slacket al (2011) :pen:
Concept generation
Concept screening
Preliminary design
evaluation and improvement
prototyping and final design
Design council (2008) :pen:
Phase 1: Discover
Behaviour-led design research
Market research activities
research amount existing customers / design teams
develop different opinions
Phase 3: Develop
Review ideas through culture thinking and design
Prototyping
features tested
computerised prototypes / tests
Pase 2: Define
Creative workshops and idea generation
Filter out ideas
Find out best option to pursue
Planning of design activities
clear scoping of the work
Phase 4: Deliver
Prototyping selection and monitoring
refined ideas
final checks
product meets all standards and regulations
varies in different parts of the world
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
Product design
Aesthetics
Reliability
Maintainability
Durability
Produce-ability
Service design
Johnston and Clark (2005) :pen:
The original idea
The service experience
The service outcome
The service operation
The value of the service
Quality function deployment
(QFD)
House of quality (Hauser and Clausing,1988) :pen:
What
Identify what attributes or features the customer wants from the product or service.
How
Identify the product characteristics to meet customers needs and how needs are met
What vs How
Identify the exact links between attributes and characteristics
Conflicts
Identify conflicts or trade-offs between characteristics that require further development effort or compromise
Why
Compare the proposed features with the features in competing products and decide on the relative importance of the product characteristics. Establish why you want a certain characteristic to be deployed
Level (how much)
Decide which characteristics to deploy and the level of that characteristic (how much)