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Product and Service Design: Block 1 - Reading 14 - Coggle Diagram
Product and Service Design: Block 1 - Reading 14
Importance & Types of Innovation
Incremental Enhancement: Minor modifications to existing products (e.g. reducing weight/cost).
Prevents obsolescence and avoids pure price competition.
New Generation Products: Major redesigns or new tech meeting same core need (e.g. Nissan Qashqai, music formats).
Breakthrough Products: Unique creations forming entirely new categories (e.g. first mobile phone, iPad).
Failure Reasons: Inability to scale growth, premature launch (e.g. Windows Vista) insufficient market appeal, lack of customer understanding or no actual market (e.g. Segway).
Design as a Process
Design Council Double Diamond:
Discover: Divergent phase using behaviour-led research and broad information sources.
Define: Convergent phase filtering ideas, project scoping and management sign-off.
Develop: Divergent phase testing features and prototyping (including virtual reality).
Deliver: Final refinement, technical fixes and standards compliance.
Slack et al, Sequence: Concept generation, concept screening, preliminary design, evaluation / improvement, prototyping / final design).
Limitations: Over-screening good ideas and over-controlling staff creativity.
Design Thinking (Tim Brown / IDEO)
Six Principles: Reframe ideas, understand the user, no idea is too wild, collaborate in multi-disciplinary teams, test low-cost prototypes quickly and see the bigger picture.
Human-centred ethos powered by direct observation of users and "extreme users".
Design Considerations Products Vs. Services
Products: Focus on functionality, aesthetics, reliability, maintainability, durability and produce-ability (packaging, pallets, transport).
Services (Service Concept): Focus on the organising idea, service experience ("moments of truth", sensory engagement), service outcome, service operation (facilities/queues) and perceived value.
Quality Function Deployment (OFD / House of Quality)
Cascading: Extending QFD down to part characteristics, process parameters and production plans to reduce rework and lead times.
Six-Step Process:
Identify product characteristics meetings needs (How?).
Identify customer attributes/features (What?)
Link customer attributes to product characteristics (Relationship Matrix).
Identify conflicts or trade-offs (The Roof).
Evaluate rival products against importance ratings.
Decide characteristics to deploy and technical target specifications (How much?).