product and service design
importance of new product development
new product development can be catorgarised in 3 ways
incremental enhancing of existing
minor modification to enhance an aspect
new generation products
develop new product or redesign an existing
breakthrough
create their own market
new product failure rates
5 main reasons why fail
have to scale up quickly - takes prep and strain on cash flow
launched before can meet marketing requirments + matches claims in publishing
products can be modified for new target but customer does not see advantages so does not switch
some need customer education - can't see how can be used
has no market - although innovative
design as a process
5 steps
concept generation
concept screening - checked for success
premlimary design
evaluation and improvment
prototyping and final design
design council - 4 stages
discover - one of divergent thought - develop lots
define - convergent - filter down until only those who stand to succeed
develop - feature and options are created - divergent - lots created
deliver - defining prototypes and final checks
design thinking
6 princibles
reframe ideas - see problem from different angle
understand user - put effirt in understanding user in deeper level
no idea is too wild - quick ideas with no contraint
collaborate - multi disciplinary team
test ideas - create prototypes quickly and test ideas
see bigger picture -
design of products and services
product design
aesthetics - styling
reliability - perform for long time
maintainability - easy to maintain
durability - how long last until replaced
produce-ability - have to be easy to put together and easy to go through production
service design
5 elements
organising concept - statement of the nature of the service provided
service experience - direct customers expericne
outcome customer is expecting and how it is measured
service operation - identify all aspects of how service is delivered
service operation - how service is delivered
value of the service - compare the value against the costs
quality function development
house of quality - 6 steps
what attributes/features customer wants
product characteristics to meet customer needs
exact links between attributes and characteristics
trade offs between characteristics - require comprimise
compare proposed features to features of existing products
decide which characteristics to deploy