2008: Fuzzy Front End of New Product Development

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A presentation given by Matt Mayfield at Northwestern University, 8 Oct 2008

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2008: Fuzzy Front End of New Product Development

  1. 1. TheFuzzyFrontEndMatt Mayfield, 2008
  2. 2. Problem solving = Creativity = Unpredictable? Can you design a new chair for me?Matt Mayfield, 2008
  3. 3. The funnel of developmentMatt Mayfield, 2008
  4. 4. Where to start? User needs Path of least resistance Leverage the crowd What are the latent Do what is easiest; Let’s just ask everyone needs? we have no time what they would like Competitive killers Clean sheet of paper Company capability The competition is winning, Forget everything else; we What are we good at we have to respond have to think out of building? the boxMatt Mayfield, 2008
  5. 5. Everyone has their approach Start with CONTEXT Start with DETAILS Cultural trends Hinge mechanics Competitive trends High volume production Macro economics Piece part cost Design trends Quality metrics Technology trendsMatt Mayfield, 2008
  6. 6. Three pieces to defuzzify the front endBoundaries of the problem spacePotential problems to solveProblems worth solvingMatt Mayfield, 2008
  7. 7. Boundary AssumptionsMatt Mayfield, 2008
  8. 8. Levels of innovation Level 1 - Play game better Level 2 – Change rules of game Level 3 – Create new game Incorporate credit cards, raised hoses, etc… All fuel sold in pressurized standard containers Fuel sold through convenience stores Current solution Update styling and Change basic mechanism and/ Remove/replace the improve performance or system of delivery original problemMatt Mayfield, 2008 Adapted from: Jay Doblin (~1980) Innovation: A Cook Book Approach
  9. 9. Levels of innovation Level 1 - Play game better Level 2 ‒ Change rules of game Level 3 ‒ Create new game Time Effort Money Risk Incorporate credit cards, raised hoses, etc… All fuel sold in pressurized standard containers Fuel sold through convenience stores Current solution Update styling and Change basic mechanism and/ Remove/replace the improve performance or system of delivery original problemMatt Mayfield, 2008 Adapted from: Jay Doblin (~1980) Innovation: A Cook Book Approach
  10. 10. Potential ProblemsMatt Mayfield, 2008
  11. 11. Experience lifecycle Awareness Purchase Set up Use Modify RetireMatt Mayfield, 2008
  12. 12. Problems Worth SolvingMatt Mayfield, 2008
  13. 13. Value / performance curves High Relative comparison Personal finance software Low Price Ease of Use Optional features Speed Accuracy Key elements of product offeringMatt Mayfield, 2008 Source: Kim Chan, Mauborgne Renee (1999) “Creating New Market Space” Harvard Business Review
  14. 14. Pulling it together 1 Boundaries of the problem space Potential problems to solve 2 3 Problems worth solvingMatt Mayfield, 2008
  15. 15. Visualize the goal Chesley Bonestell, Orion seen from lunar valley. “Conquest of Space” (1950) from making of Destination Moon Chesley Bonestell, The Great Wall. “Conquest ofMatt Mayfield, 2008 Space” (1949) Life Magazine
  16. 16. Matt Mayfieldmatt.mayfield@me.comhttp://www.linkedin.com/in/mayfield

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