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Product and Service Design (Design thinking (Reframe ideas, Understand the…
Product and Service Design
New Product Development (NPD)
Incremental enhancement of existing products
Product concept stays the same
redesign to
reduce unit cost
reduce the weight
improve reliability
New generation products
Develop a new product or redesign an existing
redesign to
utilise new technologies
Add features
Breakthrough products
Unique
Create new markets
Examples
The first mobile phone
the first iPad
Failure of new products
Company cannot support growth
Limited cashflow
Business can't meet production requirements
Product launched too soon
Functionality ahead of market requirements
The utility of the product may not be fit for purpose
Insufficient market appeal
Consumers remain with previous product
Usual failures in marketing process
lack of customer understanding
Too complicated
Maybe tech advances too quickly
No market even if unique selling points
Customers don't always buy good products
Design as a process
Concept Generation
Concept Screening
Preliminary design
Evaluation and improvement
Prototyping and final design
UK Design Council
Phase 1 Discover
Market research
Review existing products
Idea generation
Phase 2 Define
Filter ideas from phase 1
Select viable ideas
Reject ideas with problems
Phase 3 Develop
Advance planning and development
Prototyping to validate ideas
Phase 4 Deliver
Productise
Develop build and quality models
Design thinking
Reframe ideas
Understand the user
No idea is too wild
Collaborate
Test your ideas
See the bigger picture
Product design
Aesthetics
Reliability
Maintainability
Durability
Produce-ability
Service design
The organising idea
The service experience
The service outcome
The service operation
The value of the service
Quality function deployment (QFD)
What does the customer want?
How will we meet their needs?
Identify the links between What and How
Identify conflict and trade offs between development or compromise
Analyse the competition against product features. Why us?
Decide on level of features - How much?