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Session 11: Product and Service Design - Coggle Diagram
Session 11: Product and Service Design
Why is new product development important?
No new developments means products and services become obsolete.
Increasing chance that customers switch to competitors'.
Companies thrive on intro of new products.
Maintain gap between themselves and competitors.
Helps avoid competition based on price, keeping profit and their competitors.
New Product Development Categories
Incremental enhancement of products
Existing products can be given some form of modification to enhance some aspect of performance.
New generation products
Develop new product or redesign an existing product based on new technology.
Breakthrough products
Products unique that they create their own markets.
Reasons for Product Failure
(Schneider and Hall, 2011)
Company cannot support growth.
Product is launched too soon.
Product does not have market appeal.
Customer does not understand the product.
No market for product despite novel features.
Product Design Process
(Slack et al., 2011)
Concept Generation
New ideas for products and services are first generated.
Concept Screening
Ideas are checked for their likelihood of success.
Preliminary Design
Early versions of the design are generated.
Evaluation and Improvement
Product or service features are further developed before testing in the market.
Prototyping and Final Design
First examples are produces and tested, initially by designers, before being put in front of customers.
Design Thinking
New concept of thinking that promotes innovation and user testing.
6 Principles
Reframe ideas - take a step back to see what assumptions you are making and whether you can look at the problem from a different angle.
Understand the user - put a lot of effort into understanding the user at a much deeper level (their needs and values)
No idea is too wild - come up with ideas quickly and avoid restraints. Generate a range of human-centric solutions.
Collaborate - learn to work with a multi-disciplinary team in a collaborative manner. Use people to solve problems from different perspectives.
Test your ideas - create low-cost prototypes quickly and obtain feedback immediately on how this meets users' needs.
See the bigger picture - look at the business and design strategies holistically so that you look at the value of what you are doing in the right contract.
Product & Service Design
Product Design
Aesthetics - customers may choose a product that has a lower functionality in preference for improved appearance.
Reliability - in many sectors, product reliability is one of the most essential aspects of a product's characteristics.
Maintainability - related to reliability, a product is of less use if it is too difficult to maintain.
Durability - designers will often have to address how long a product is expected to last for before it is replaced. In some sectors, products would be expected to last for longer periods of time owing to the lack of technological change for the difficulties associated with product replacement. Have to carefully balance issues such as cost and product longevity.
Produce-ability - designers always have to think about how components fit together and how the product will work its way through the production process.
Service Design
5 Elements of Service Concepts
(Johnson and Clark, 2005)
The organising idea - "a statement of the nature of the service being bought". Identify the most important elements of the overall service experience. Statement identifies some of the key aspects of what the service must include in terms of both tangible facilities and intangible experiences.
The service experience - need to think about the customers direct experience of the service process. Steps the customer goes through to experience the service, how the customer interacts with the service and how staff providing the service deal with the customer.
The service outcome - must have a clear understanding of the outcome the customer is seeking and how this is measured.
The service operation - must identify all aspects of how the service is delivered. The physical facilities are a core part of the service operation, facilities have to be designed to make the customer feel welcome, are easy to use and efficient.
The value of the service - customer will compare the perceived benefits of the service against its costs. Have a clear understanding of which aspects of the service experience the customer values most.
Product design focus on functionality and customer needs.
Service design focus on customer experience.
Quality Function Deployment (QFD)
6 Steps
Identify what attributes or feature the customer wants from the product.
Identify the product characteristics that would need to be necessary to meet the customers' needs.
Identify the exact links between attributes and characteristics (what vs how).
Identify conflicts or trade-offs between characteristics that require further developmental effort or compromise.
Compare the proposed features with the features in competing products and decide on the relative importance of the product characteristics. Establish why you want a certain characteristics to be deployed.
Decide which characteristics to deploy and the level of that characteristic.
Process of deriving a new set of product/service design characteristics.
Data is analysed at each stage to construct a House of Quality diagram.