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PRODUCT & SERVICE DESIGN (Quality Function Deployment (QFD) aka '…
PRODUCT & SERVICE DESIGN
Overview
objectives
ensures products work properly
conceptualising & specifying design
product safe to use
long term product usage
extensive
prototyping
testing
revision
all processes in product/ service production is designed
to meet customer's needs
multi disciplinary process
involves varies business functions
challenging
specific problems arise when translating customer needs into product specifications
solution
QFD
uses a series of steps to translate customers needs to product specifications
Importance of New Product Development
remain competitive
reduce chances of customers finding subs to obsolete products
brand loyalty can help to some extent (slow down the decline)
lack of product evolution can damage brand reputation
benefits
unique products (innovations)
widens gap between competitors without having to use price
removing competition based pricing keeps profit margins higher
product portolios
development of new products
healthy
x3 categories
Incremental enhancement of existing products
minor modifications
enhance performance
redesign
lower weight
reduce unit cost
improve reliability
actual product concept = the same
meeting customer needs remains the same
may use disruptive innovation
new generation products
new product or total redesign of existing product using new tech
basic customer need remains the same
the way the need is met has changed
breakthrough products
UNIQUE
create own new markets & product category
e.g. iphones/ ipads
FAILURE RATES
5 main reasons for new product launch failures (Ref: Schneider & Hall)
Org cannot support growth
unable to scale up production quickly to meet demand
strain on cash flow
requires enormous preparation
Premature launch
functionality released too early for market requirements
Insufficient market appeal
slightly modifying existing product to meet different target market needs
failure = customers of target market cannot see the benefits over existing products within the market
lack of a adoption =
result of poor market testing
ignoring negative feedback
failure to stop production in development stage
Product too complex/ advance for customer
lack of understanding
requires education before adoption
No market despite novel features
highly innovative products
producing very low sales
Design as a Process
5 broad steps (Ref: Slack et al. 2011)
concept generations
concept screening
preliminary design
evaluation & improvement
prototyping & final design
first design tested by designers before sharing with customers.
used to highlight problems which may have been overlooked in development stage
Product/ service features developed further before testing the market
checking & ideas for probability of success & rejection of some ideas
UK Design Council created four phases which incorporate sub activities
1. Discover
Behaviour led design research
development of different thoughts heading in different directions (divergent process)
generated by
wider range of ideas & sources of info being examined by various people
leads to different generation of ides regarding new products & services which could be produced
source of info
market research
design team experts
feedback from existing users
objective
produce a number of various option to take to design team
2. Define
(Convergent process) thoughts heading in the same direction
removal of ideas generated in step 1 with the least likelihood of successful development
disadvantage
removal of good ideas because of perceived lack of fit with corporate requirements
team agreement required by end of this phase
project planning commences
activity planning
scope of work defined
content
sign-off
3. Develop
divergent process
features & options tested via prototypes
tech usage high
virtual prototype
technical design specifications
4. Deliver
refining ideas
final checks
addressing tech issues
adherence to regulations & standards checks
Disdavantges
too much control during divergent part of process may restrict idea generation & creativity
Design Thinking
Ref: Tim Brown 2008 p.86
helps make design process more effective
involve designs ASAP (early stages)
human centric
focus on needs & preferences of users
influences product design
direct observation of users or potential users
understand interaction with product & how the environment influences this
looks at extreme users
people using product in a different way than intended
design features or product characteristic may need to be adapted to incorporate the unexpected application
enhancements can also highlight new uses for the product
e.g. recycling of products - used differently from original use (tennis balls as tow bar cover)
IMPORTANT
6 Principles
Reframe ideas
review assumptions from different perspectives
understand user
high emphasis
understand user deeply
gain insight into their needs & values
No idea is too wild
generate range of human centric solutions
idea generation should be quick
limit constraints
Collaborate
multi disciplinary teams
use people to problem solve from different perspectives
Test ideas
low cost prototypes
seek feedback imminently
See bigger picture
holistic view of design & business strategies
creates value in the right context
Design of Products & Services
characteristic differences
Product vs Services
Product
Tangible
functionaility
aesthetics
improved appearance > functionality
Reliability
long term
maintainability
easy
durability
product longevity vs cost considerations
Produce-abiliy
cost effective
easy to pull components together
distribution channels
services
less tangible
experience led customer perceptions
design of processes related to experience = tangible aspects related to meeting needs
service concept
Ref Johnston & Clark (2005)
Five core elements
Organising idea
nature of the service
helps identify important aspects of experience
the purpose
key aspects of the service
1 more item...
Service experience
customers direct experience of service process needs to be considered during design
steps customer goes through to experience service
interaction with service
how staff providing service should behave with customers
'moments of truth' concept
1 more item...
Service Outcome
designers should be aware of customers expected outcome
measurement of outcomes should be established
Service Operation
how service will be delivered
physical facilities = core
design should welcome customers
1 more item...
Value of the Service
customers perceived benefits relative to cost
good understanding of which aspects of service is valued the most
Quality Function Deployment (QFD) aka 'house of quality'
establishes design priorities
defines tech specs.
chart
contains various pieces of analysis
shaped like a house
6 Steps
1. identify what attributes customer wants
2. identify product characteristic that would meet customers needs (and how)
3. identify links between characteristics & attributes (what vs how)
4. Identify conflicts/ trade offs which need further developmental efforts or compromise
2 more items...
use a relationship matrix
1 more item...
other uses
further levels of analysis
define characteristics of components
develops quality control/ production plans
details how to measure quality during production
time consuming initially
has proved to minimise rework
reduces costs
speeds up design lead time
provides structure