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Product and service design (Quality function deployment (Why?, Level (how…
Product and service design
New product development
New generation products
Completely new product
redesign an existing product
Breakthrough products
Unique
Own new market and product category
Incremental enhancement of existing products
Disruptive innovation
Product concept doesn't change
New product failure
40% products not achieve sales or profitability objective
Schneider & Hall - 5 reasons for failure
Launch is too early
insufficient market appeal
customer doesn't understand
Company cannot support growth
no market for product
Design process
Slack et al. - Five steps
preliminary design
evaluation and improvement
concept screening
prototyping and final design
Concept generation
UK design council - four phases
Discover : behaviour led design research
Define: creative workshops and idea generation
Develop: review ideas through culture thinking and design
Deliver: Prototyping, selection and monitoring
Limitations: screening process could eliminate good ideas
over control of staff - restrict creativity
Design thinking
Six principles
no idea is too wild
Collaborative
Understand the user
Test your ideas
Reframe ideas
See the bigger picture
Aspects to also address
Maintainability
Durability
Reliability
Produce-ability
Aesthetics
Service concept
Johnston and Clark: Five elements
Service operation
Value of the service
Service outcome
Service experience
Organising the idea
Quality function deployment
Why?
Level (how much?)
Conflicts
What vs How
How?
What?