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Product and Service design pg.124 - Coggle Diagram
Product and Service design pg.124
any product/service has a limited life cycle
without a good design product may not work properly
QFD- Quality Function Deployment- House Of Quality pg 132
Hauser and Clausing(1988)
work out design priorities
set in 6 steps, example new digital camera
identify what attributes/features the customer wants from the product/service (1)
quality of the picture
easy to carry
camera works in cold weather
identify the product characteristics that would be necessary to meet customer needs (2)
camera lens
light sensor that records the picture
carrying case/strap
battery
Identify the exact links between attributes and characteristics (3)
show whether technical attributes meet the customer requirements adequately
quality of lens will affect the quality of the picture
Identify conflicts/trade-offs between characteristics that require further developmental effort or compromise (4)
strong/durable but lightweight
thinner materials lower the weight
camera less robust
alternative materials
compare the proposed features with the features in the competing products and decide on the relative importance of the product characteristics. Establish why you want a certain characteristic to be deployed (5)
compare the performance of rival products
importance ratings
determined from the initial market research data
decide which characteristics to deploy and the level of those characteristics (6)
product characteristic believed to be important
strict technical target can be delivered
clear about certain product features
target weight
image size in terms of pixels
battery capacity
screen size
processor speed
can be time consuming
help reduce amount of rework on design
reduce costs
speeding the design lead time
Importance of new product development pg125
without new development products/services will become obsolete
unique features or innovative services
avoid competition based on price/keeping profit margins higher (Design council, 2007)
New product development (Walley,2017)
Incremental enhancement of existing products
existing products are given some form of modification
redesign
reduce weight
reduce unit cost
improve reliability
New generation products
New product
complete redesign
Breakthrough products
creation of brand new market/product category
New Product Failure rates pg126
40% of newly introduced products will not achieve their sales or profitability objectives
Nielsen (2014)
studied 12,000 new products
55% were stocked in retailers 6 months after launch
Schneider and Hall (2011) 5 main reasons for failure
company cannont support the growth
New products need to be scaled quickly
can put strain on company's finances
Product is launched too soon
product launched before their functionality
Product does not have sufficent appeal to the market
customer does not understand the product
no market for the product despite its novel features
Design as a process pg127
Slack (2011) 5 broad steps of design process
Concept generation (1)
new ideas for products/services
concept screening (2)
ideas checked for likelihood of success
preliminary design (3)
early version of design
evaluations and improvement (4)
features further developed before testing in market
prototyping and final design (5)
first examples are produced
Uk Design Council
four distinct phases (Double Diamond)
discover
behaviour-led design research
divergent thought
generating a range of ideas
define
creative workshops and idea generation
convergent thought
filtering ideas on best option
develop
review ideas through culture thinking and design
divergent thought
testing and prototyping
deliver
prototyping ,selection and monitoring
refine ideas, final checks, bring to market
design thinking pg129
six principles quoted for design thinking
Reframe ideas
see what assumptions you are making
look at the problem from different angle
understand the user pg130
understand consumer needs and values
no idea is too wild pg130
come up with ideas quickly and avoid restraints
collaborate pg130
work with multi-disciplinary teams in a collaborative manner
test your ideas pg130
create low cost prototypes quickly
see the bigger picture pg130
look at business and design strategies
the design of products and services pg130
product design
main focus on functionality
services design
servic characteristics
Product design
aspects to consider
Aesthetics
customer may choose lower functionality for improved appearance
reliability
maintainablity pg131
durability pg131
produce-ability pg131
functionality
Service Design:the service concept
Johnstone and Clark (2005) pg131
5 elements
The organising idea
statement of the nature of the service being bought
identify important elements of overall service
the service experience
think about the customer's direct experience of the service process
the service outcome pg132
clear understanding of what the customer is seeking
the service operation pg132
identify all aspects of how the service is delivered
designed to make customer feel welcome
easy to use and efficient
the value of service pg132
customer will compare the perceived benefits of the service against its costs