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Product and Service Design (Design Thinking (Reframe ideas, No idea is too…
Product and Service Design
New Product Development
Incremental enhancement of existing products
Iphone 6, 7, 8
New Generation products
New model of car
Breakthrough Products
First Iphone
New Product Failure rates
40% of new products fail
Reasons
Company cannot support growth
Product is launched too soon
launched to early for market requirements
Does not have sufficient market appeal
can be as a result of poor market testing or failure to stop product
Customer doesn't understand product
technology can be ahead of market need
No market for product
ie Segway
Design Process
Slack et al (2011)
Concept Generation
Concept screening
Preliminiary design
Evaluation and Improvement
Prototyping and final design
Good ideas may be eliminted due to percieved lack of fit with corperate goals
Overcontrol of staff can limit divergent stages and restrict creativity
UK design council
Discover
Define
Develop
Deliver
Ensure product meets standards and regs in all sales markets
Divergent process
Convergent process
Divergent thought
Design Thinking
Reframe ideas
No idea is too wild
Understand the user
Collaborate
Test the ideas
See the bigger picture
Design of products and services
Product
Aesthetics
Reliability
Maintainability
Durability
Produce - ability
Services
Service experience
Organising idea
what is the point of whats being done
Service outcome
Service Operation
Service value
QFD (Quality Function Deployment)
Identify features that customer wants
Identify product characteristics
Identify links between attributes and characteristics
Identify trade-offs between characteristics
Compare proposed feature with competition
Decide which characteristics to employ and to what level
Products perceived quality can be more influenced by company issue than tech specs
Attributes and characteristic chart can be used
Some characterisitcs may have negative trade-off with other
ie - low weight v robust
See if technical attributes meet customer requirements
Use Market Research, Observations and employee input
QFD cascading
The matrix can be used over and over to structure design
Customer -> Quality
Quality -> Parts
Parts -> Process
Process -> Production