Please enable JavaScript.
Coggle requires JavaScript to display documents.
BXY207 Reading 14: Product and service design - Coggle Diagram
BXY207 Reading 14: Product and service design
Importance of new product development
Products and services
can become obsolete
Schneider and Hall (2011) five main reasons for the failure of new product launches:
The company cannot support the growth
The product is launched too soon (before functionality meets market requirements)
The product does not have sufficient appeal to the market
The customer does not understand the product
There is no market for the product despite its novel features (too unique)
The introduction of new products/unique features/innovative services helps to avoid competition based on price, keeping profit margins higher (Design Council, 2007).
Design process
New product development can be categorised in three ways:
Incremental enhancements of existing products: Minor modifications to enhance performance
New generation products: completely new product or redesign with new technologies
Breakthrough products: create their own new category/market
Slack et al. (2011)
break the design process into five broad steps:
Concept generation
Concept screening
Preliminary design
Evaluation and improvement
Prototyping and final design
The Design Council Double Diamond design process (Design
Council, 2008)
Discover
Look at various sources/info and generate potential ideas
Define
Ideas are reviewed and filtered
Develop
Features and options are tested, potentially through prototyping
Deliver
Ideas have been refined and final checks are put in place
Design thinking
A methodology that imbues the full spectrum of innovation
activities withahuman-centered design ethos (Source: Brown, 2008, p. 86)
Six principles commonly quoted for design thinking are:
Reframe ideas: take a step back to identify assumptions
Understand the user: gain insight into needs and values
No idea is too wild
Collaborate
Test your ideas
See the bigger picture
Product design
Aspects that need to be addressed:
Aesthetics
Reliability
Maintainability
Durability
Produce-ability
Service design
Johnston and Clark (2005) identify five elements of the service concept:
The organising idea: statement of the nature of the service/ imprtant elements
The service experience: customer experience
The service outcome: what the customer is seeking
The service operation: how the service is delivered
The value of the service: benefits against cost
Quality function deployment
The process of deriving new product or service design characteristics can be divided into six steps:
Identify attributes and features that the customer wants
Identify characteristics needed to meet customer needs
Identify links between attributes and characteristics
Identify conflicts or trade-offs
Compare features with competitors and decide on importance
Decide which/how much of each chracteristics