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Reading 14: Product and Service Design - Coggle Diagram
Reading 14: Product and Service Design
THE IMPORTANCE OF NEW PRODUCT DEVELOPMENT
lack of development may make customers not want to return
brand loyalty may slow a decline in customer base
brands can fall behind competitors in the market
new products with unique features or innovative services allow businesses to maintain a gap between themselves and their competitors
new product development can be categorised in 3 ways...
new generation products
based on new technologies
breakthrough products
may create new market and product category
incremental enhancement of existing products
minor modifications
new product failure rates
few new products actually succeed in the market
Schneider and Hall (2011) found 5 main reasons for failure of new product launches...
the product does not have sufficient appeal to the market
the customers does not understand the product
the product is launched too soon
there is no market for the product despite its novel features
the company cannot support the growth
40% of new products do not reach their sales objectives
DESIGN AS A PROCESS
most design activities can be broken down into a series of manageable steps
Slack et al. (2011) put the design process into 5 broad steps
concept screening
preliminary design
evaluation and improvement
concept generation
prototyping and final design
the UK Design Council split the design process into 4 distinct phases with sub-activities in each phase
phase 3: develop
review ideas through culture thinking and design
phase 4: deliver
prototyping, selection and monitoring
phase 2: define
creative workshops and idea generation
phase 1: discover
behaviour-led design research
DESIGN THINKING
promoted by CEO of IDEO
approach is entirely human-centric
looks at how needs and preferences of users influence the product or service design
six principles commonly quoted for design thinking...
understand the user
no idea is too wild
reframe ideas
collaborate
test your ideas
see the bigger picture
THE DESIGN OF PRODUCTS AND SERVICES
product design
maintainability
durability
reliability
produce-ability
aesthetics
service design: the service concept
the service outcome
what outcome is the customer seeking and how can this be measured?
the service operation
any design must identify all aspects of how the service is delivered
the service experience
what can they see? hear? smell?
the value of the services
the customer will compare the perceived benefits of the service against its costs
the organising idea
what is the overall purpose of the service being offered?
QUALITY FUNCTION DEPLOYMENT
a detailed chart containing various pieces of analysis
divided into 6 steps...
what are the links between attributes and characteristics?
what conflicts or trade-offs between characteristics need further development or compromise?
what product characteristics are necessary to meet customer needs?
compare the proposed features with features in competing products - decide the relative importance of characteristics
what attributes/features do customers want?
decide which characteristics to deploy
