Product design jw salon presentation


Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Product design jw salon presentation

  1. 1. Bowen Pan, Ming Wong, and Anson Liang Product Design & Management
  2. 2. What do you want to know about product design?
  3. 3. Product 101 - #1 Listen to your USERS
  4. 4. Session 1: The Myth of Product Management Session 2: Product Design Cycle and 3 Key Mindsets Session 3: From Hand Sketch to Product Delivery Session 4: Product Design - Case Study Session 5: Product Launch & Marketing - Case Study Q&A
  5. 5. Session 1: The Myth of Product Management Anson & Bowen
  6. 6. We know this ...
  7. 7. Many people think PM as ...
  8. 8. The truth is ...
  9. 9. The center of universe Product Management Engineering Marketing Sales Customer Service Supply chain & logistics
  10. 10. Skill sets required in product management Engineering Product Logical Analytical, attention to detail Problem solving Design Organized Communication, good listener Execution Planning, prioritization product-oriented user-oriented
  11. 11. General Responsibilities UI/UX design User requirements Product spec Mock-ups Product launch Product marketing Engineering spec Testing User feedback Data analytics Project management
  12. 12. PM: Consumer-facing vs. Enterprise-facing Consumer Enterprise Short release cycle (weekly release cycles) Longer release cycle (in terms of month, although this is getting shorter with consumerization of enterprise) Direct user feedback Feedback from users and sales Quick and dirty turnaround Releases are more polished Standard metrics Sales driven metrics
  13. 13. Session 2: Product Design Cycle & Three Key Mindsets Bowen & Anson
  14. 14. Product Design Cycle 1. Data Collection 2 .Spec Definition (consensus building) 3. UI/UX Mocks 4. Rapid Prototypes 5. Release Cycles
  15. 15. 1. Data Collection 2 .Spec Definition (consensus building) 3. UI/UX Mocks 4. Rapid Prototypes 5. Release Cycles
  16. 16. 1. Data Collection 2 .Spec Definition (consensus building) 3. UI/UX Mocks 4. Rapid Prototypes 5. Release Cycles
  17. 17. 1. Data Collection 2 .Spec Definition (consensus building) 3. UI/UX Mocks 4. Rapid Prototypes 5. Release Cycles
  18. 18. 1. Data Collection 2 .Spec Definition (consensus building) 3. UI/UX Mocks 4. Rapid Prototypes 5. Release Cycles
  19. 19. 1. Data Collection 2 .Spec Definition (consensus building) 3. UI/UX Mocks 4. Rapid Prototypes 5. Release Cycles
  20. 20. Three Key Product Mindsets
  21. 21. #1 - Think users and problems first
  22. 22. Users + Problems ProductX
  23. 23. #2 - UX is a process, a funnel
  24. 24. Acquisition Activation Retention Referral
  25. 25. #3 - Measurements & Metrics
  26. 26. Acquisition ● Signup rate ● Conversion rate ● CTR - Click through rate ● CPC - Cost per click ● CPM - Cost per thousand impressions
  27. 27. Activation /Engagement ● DAU - Daily active users ● MAU - Monthly active users
  28. 28. Retention weekly, monthly, quarterly, annual
  29. 29. Referral ● # of new users acquired from per existing user ● Virial coefficient
  30. 30. Revenue ● ARPU - Annual revenue per user ● LTV - Lifetime value
  31. 31. Session 3: From Hand Sketch to Product Delivery Ming Wong
  32. 32. Graphic Source:
  33. 33. Speaker Background - Ming Wong Product Design Portfolio: - Appliance: - Commercial Beverage Cooler -Metal & Sheet Metal Work: - Metal Display - Heavy Rack System - CNC Engine Components - Suspension - Casting - Engine Intake Manifold - Exhaust Manifold - Engine Components - Plastic - Consumer electronics - Engine - Cold Air Intake - Commercial Beverage Cooler
  34. 34. So…...I am just an engineer not quite within the consumer electronic industry. But…...I am a type of person you will bump into before you have a physical product to sell.
  35. 35. Typical Product Design Life Cycle Product Concept - Technical Concept - Design Engineering + Design for Manufacturing Prototyping - Ergonomics - Functional - Mock up Sourcing and Vendor Selection Manufacturing and Quality Control Logistic and distribution Something you can do as an hobby. Need more and more money coming down this way
  36. 36. Technical Challenge & Limitation Manufacturability Components availability Life span Life span between service Human factors and ergonomics Power supply Thermal management Structural Engineering Supportive infrastructure “Product design is like solving a million pieces of puzzle in multiple dimensions” Clinton Yee Chief engineer Skunk2 Racing
  37. 37. Product Design vs. Engineering vs. Sourcing Product Design Engineering Part Sourcing / Manufacturing -A fancydesignpicture -Pileofwiringthatfunctions -3D printingthatcannotbephysically made -Lossthedesign/artelement -Needdifferentdimension -Limitedperformance -Custom parts -minimum quantity -export/importregulation -tradeexclusivity -Components -Costlimit -TimeFrame -Manufacturingtechnology - Yield Rate - Cost - Raw material availability - Time frame - Specification - Drawing - Schedule
  38. 38. Engineering vs. Manufacturing vs. Logistic Engineering Part Sourcing / Manufacturing - Yield Rate - Cost - Raw material availability - Time frame - Specification - Drawing - Schedule Logistic -Cost -Shippingsize -Packagingrequirement -Schedule -Storagerequirement -Schedule -Cost-Storage -Point-to-pointtransportation -Custom limitation -Tariff
  39. 39. Engineering vs. Manufacturing vs. Logistic Product life cycle involve different aspects. Each aspect has different tasks. Different task has different step, time scale, stages, and challenge. ………………..and the world is always full of surprises.
  40. 40. Engineering vs. Manufacturing vs. Logistic Examples of unexpected: - No nut and bolt can be imported from China to Taiwan, because Taiwan need to protect this industry - Europe, Japan, and US has different specification for steel - India has their own size of O-ring (seal) even they use SI unit - In a lot of American made cars, you can find both Metric and US size bolts and nuts - Some surface finish coating in US is used on jet fighter, such technology is subjected to export limitation - Your design may be stolen and patented before you even step into the market
  41. 41. …….someone to turn your design into an appearing, manufacturable, reliable, and cost effective design Finding Your Vendors You have a great idea, working prototype to proof the concept and a truck load of $$$$$$$ to burn …………..You still need………….. …….someone to make a quality product that represents your brand image …….someone to guide you through all the “pole holes” so that you don’t get tripped over …….someone and somewhere to find all your need.
  42. 42. Finding Your Vendors - Many of the designer, engineering consultants, and manufactures expose themselves in design magazines and trade shows. - Many of the magazines and trade show are free. - All these information can inspire and improve your idea and design
  43. 43. Finding Your Vendors - Designer must has some idea of the manufacturing process. Here are designer in different industries - Car designer - UI designer - Consumer electronic designer - Appliance Designer - Design engineers are usually expertised in a few types of products and manufacturing processes. Here are some different field of manufacturing processes or products: - Wood work - Plastic (injection, blow molding) - Sheet metal forming (Stamp, punch, laser cut, breaking) - Machining (CNC, Water jet, EDM) - Casting - Electronic connection and thermal management - EMC design - Display Industrial Designer and Engineer …………..Well!! Just look at their previous work and career portfolio and see if they are the right helper for you.
  44. 44. Finding Your Vendors When the manufacturing introduce themselves, they may say this is what they are...
  45. 45. Finding Your Vendors While this may be what they actually are
  46. 46. Finding Your Vendors Or even just a one-man-band…………. ……………. so even a consultant may be helping you to do the sourcing, it may just be a good idea to visit your new vendors first before doing business
  47. 47. Pre-production and Testing Manufacturing process includes: - Tool making - Worker training - Part manufacturing - Soldering - Assembly - Packaging - Manufacturing process is very different than the in-house made prototype. - Pre-production products may have a new set of problems never encountered - Debugging the manufacturing process needed. Example from a friend: There was a low yield rate problem. Statistic showed that a consumer electronic product made in the PM has a high possibility of having a failing button. After investigation, it was found that greasy fingers of the workers changed the mechanical property of the spring supporting the button……………...
  48. 48. Quality Control Quality Control (QC) is one of the key for product image. On the other hand, tight QC can result in a low yield rate. This can result in low throughput and high cost. If a QC problem results in a product recall, this can kill a company. Here are the factors that will affect the QC yield rate: - Engineering design - Ergonomic design - Choice of material (e.g. Iphone 5 case chipping) - Choice of packaging and shipping - Technology reliability (e.g. Qualcomm Mirasol Display) - Management (e.g. Kaizen, 5S methodology, ISO:9001) Iphone has one of the tightest QC process. On the other hand, the glass surface, soft metal frame, and tiny adhered components gave handling and manufacturer a big challenge. Foxconn lost hundreds of millions on the returned iphone behind the low yield rate.
  49. 49. Session 4: Product Design Case Study Bowen Pan
  50. 50. Case study: 10 weeks from idea to launch.
  51. 51. Case study:
  52. 52. Case study:
  53. 53. Case study: ● 1 front-end engineer ● 1 back-end engineer ● 1 designer/product co-founder ● 1 business co-founder
  54. 54. Case study:
  55. 55. Case study:
  56. 56. Case study: ● We’ve talked about product development. ● But there’s a lot more in a product launch… ● Legal partner (liability underwriting) ● Getting legal volunteers together, 75+ volunteers in 3 weeks. ● Credibility, advisors and patrons (former attorney-general and instigator of the supreme court) ● Distribution, reaching out to stakeholders to ensure it hits the right customers, etc.
  57. 57. Session 5: Product Launch & Marketing Case Study Anson Liang
  58. 58. 3 Types of Launch #1 - Feature updates / bug fixes #2 - New major releases #3 - Cold start - Launching a startup / brand
  59. 59. #1 - Feature updates / bug fixes ● Emails to related users (who reported the bugs) ● Push notifications ● Posts on social networks
  60. 60. #2 - New major release ● Email campaign to 300K users ● Push notifications ● Posts on social networks ● Press release ● Media coverage
  61. 61. #3 - Cold start - Launching a startup / brand It’s NOT a one-day event! Months of efforts before and after...
  62. 62. Public Relation - PR Thought leadership e.g. infographics, Creative marketing campaigns e.g. Kickstarter, videos …
  63. 63. #1 premium brandin sales on Amazon for smartphone portable chargers in 6 months 150+media coverage in 8 months Featured on New York Times, NBC, Today Show, CBS, Mashable, Engadget, …
  64. 64. Q&A
  65. 65. To get this presentation, please visit Thank you! Bowen, Ming, & Anson