Successful Product Development


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A presentation on Product Development by Jonathan Prince of Motovated Design & Analysis

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Successful Product Development

  1. 1. Developing Your Vision<br />Using Robust Development processes<br />A presentation by Jonathan Prince<br />
  2. 2. What are we talking about?<br />How good Development Processes add value<br />Design Process Overview<br />The ‘Great Unknown’ Front End<br />Other Major Contributors<br />Commercialisation<br />The Kiwi Advantage<br />
  3. 3. So, what does a good development process do for your idea?!<br />
  4. 4. It’s all about Value – To you & your customer<br />Improves Innovation/ Design/ Engineering<br />Directs focus on the Customer Need<br />Reduces Development Cost <br />Reduces Time to Market<br />Increase The Bottom Line<br />
  5. 5. Volumes/ Sales<br />Lost revenue<br />1<br />5<br />4<br />3<br />2<br />Time<br />Late to Market<br />Time to Market- What Lifecycle?!<br />
  6. 6. Delivering Value – To you & your customer<br />Improves Innovation/ Design/ Engineering<br />Directs focus on the Customer Need<br />Reduces Development Cost <br />Reduces Time to Market<br />Improves Product Quality<br />“Products that come to market six months late but on budget will earn 33% less profit over five years. <br />In contrast, coming out on time and 50% over budget cuts profits only 4%.”<br />- McKinsey and Company<br />Increase The Bottom Line<br />
  7. 7. The Development Process: Getting it Wrong & Getting it Right<br />
  8. 8. Project identified – Needs based on perceptions<br />A Common Little Gem!<br />Team jumps straight into design – Interprets needs<br />Physical models created<br />Review becomes a ‘That’s not what I meant’ scenario<br />Project goes back through the Design loop<br />Low & behold –We haven’t meet expected ROI!<br />
  9. 9. Bugger!<br />Increased labour, material cost<br />Project gets axed<br />Increased time to market<br />Doesn’t address customer needs <br />Costly rework <br />Lost opportunity cost<br />Significantly<br />Reduced<br />Returns<br />
  10. 10. Common start point<br />Project Scope<br />Robust Development Process<br />Standard Stage Gate Process<br />Clear design brief<br />Stakeholder reviews<br />Design <br />brief<br />Feasibility <br />study<br />Concept<br />design<br />Detail<br />design<br />Pre Production<br />Production<br />
  11. 11. The ‘Great Unknown’: The Project’s Front End<br />
  12. 12. Tooling and productionisation<br />Design development<br />Brief research and development <br />This is where the real breakthroughs occur<br />Designing a Revolutionary Product <br />Requires investment in research<br />Roughly 1/3 of the project time should be spent on each phase<br />
  13. 13. Feasibility Stage- We know our Customer!<br />Customer Analysis<br />User Centred design approach<br />Competitor analysis<br />Key Differentiators <br />Market Direction<br />Technology Optimisation<br />Funding opportunities<br />Outcome of stage is a Design Brief/ Project Spec<br />
  14. 14. Design Brief – Why bother?!<br />All parties know exactly what’s being designed- And WHY!<br />Prevents project from going off track<br />Keeps team focused<br />Product features are clearly identified and agreed<br />Ensures project is:<br />Well researched<br />Well understood <br />Relevant to the market need<br />Core Document – Absolutely key to project success<br />
  15. 15. Concept Design Stage<br />Develop ways of meeting the Design brief criteria<br />Address that unmet need<br />Explore multiple options cheaply and quickly<br />Fail early & Fail fast<br />Create accurate costings/ price points early<br />Provide Key stakeholders early input and buy in<br />Ability to Visualise/ understand product<br />
  16. 16. Embodiment / Detail Design Stage<br /><ul><li>Modular design approach
  17. 17. Reuse of existing data and standard parts where possible
  18. 18. DFM - Design For Manufacture
  19. 19. DV&T Program - Design Validation & Testing
  20. 20. Design Analysis & Optimisation
  21. 21. Continued User Analysis / Usability Assessment
  22. 22. Risk Management
  23. 23. Identification & Mitigation document
  24. 24. IP Infringement searches</li></li></ul><li>Pre-production / Production<br />Final checks before tooling/ cutting steel<br />Documentation<br />Comprehensive and accurate manufacturing/ assembly drawings<br />Quality docs/ Technical specs<br />Marketing material<br />Supply Chain Development and Management<br />Don’t just go for the cheapest source<br />Final Testing & Verification<br />
  25. 25. Other Major Contributors<br />
  26. 26. Oi!, You two, Play Nice!<br />Collaboration is King<br />Cross functional teams<br />Industry experts<br />Hard & fair customers<br />Leverage Suppliers early<br />Creative culture<br />No Egos<br />Being open and honest is expected<br />Make it FUN!<br />
  27. 27. It’s called a computer- Leverage it!<br />3D CAD systems – A wonderous beast!<br />Develop Assemblies<br />Check Fits & Tolerances<br />Create BOMs/ Cut lists<br />Take a Modular Design approach<br />Utilise existing components<br />Development of accurate Jigs & Fixtures<br />Create comprehensive documentation<br />Marketing renderings<br />Embrace Technology!<br />
  28. 28. Virtual Prototyping- Nah, I’ll just whip one up<br />Stress Analysis<br />Understand loads/ forces early<br />Remove unnecessary weight/ material<br />Flow Analysis<br />Can it be made?!<br />CAM – Machining<br />Complex geometries with ease<br />Rapid Prototyping<br />Visualisation<br />Check fits<br />Get it right before you cut steel!<br />
  29. 29. Sustainability- Simple Business Sense!<br />Reduce<br />No. Components/ weight<br />Material families<br />Reuse<br />Previously loved materials<br />Quick refits<br />Snap fit parts<br />Modular design<br />Recycle<br />Recyclable materials<br />Natural finishes<br /><ul><li>Life Cycle Analysis</li></ul>Cradle to Grave analyses<br />
  30. 30. Show me the Money!!<br />Protection of IP<br />Understand all options – Patents are only one<br />Something of value to sell<br />Route to Market<br />Distribution to mass markets<br />Leveraging a great Brand<br />Raising Capital<br />Look for aligned investors<br />Ensure your Business plan is ‘Investment Ready’<br />
  31. 31. The KiwiAdvantage- You bet we can Fly!<br />Source of fresh ideas - Unencumbered thinkers<br />Teamwork - collaborative, driven, dynamic<br />Constrained resource, big ambitions <br />Adventurous and pioneering<br />
  32. 32. Summary<br />Implement a Robust Development Process<br />Develop a Design Brief template - Do your research!<br />Create a Culture of Innovation<br />Leverage Technology <br />Persevere - Design creates a unique profile for NZ companies<br />
  33. 33. Innovate or Die!<br />