2. Outline: Class #2
Introduction to product design and
development
Product development process
Intermission – get some popcorn
Product planning
Homework assignment #1
3. What is Product Design and
Development?
Product development is a set of activities
starting with the perception of a market
opportunity and ending with the sale of a product
Product design is one aspect of the development
process
Engineering design specifies how the technical
systems will work
Industrial design specifies the aesthetics, ergonomics,
and user interface
Other development activities include marketing
and manufacturing
Success of the product typically depends on the
success of all three development activities
4. Successful Product Development
Marketing
(pre-design) Identification of market opportunities
(pre-design) Identification of customer needs
(pre-design) Identification of target pricing
(post-design) Promotion of product
Design
Product quality
Product cost (includes development cost)
Development time
Development capability
Manufacturing
Production system
Supply chain
5. Examples
Good market research and
bad design:
Archos vs. Apple
Archos 20GB
Released October 2001
350 g, 1.3” thick
File-based organization
system
Ugly interface
iPod 5GB
Released November 2001
184 g, 0.78” thick
ID3-based organization
system
Pretty interface
12. Generic Design Process
Proof-of-concept complete product architecture
Marketing
Develop extended product family
Develop marketing plan
Design
Describe all subsystems and components
Develop software and firmware
Create prototypes of each subsystem
Select geometric layout and create industrial design
Choose all parts and tolerances
Manufacturing
Identify suppliers
Create assembly scheme
Define assembly process and obtain tooling
“Control documentation”
Phase 0:Phase 0:
PlanningPlanning
Phase 1:Phase 1:
ConceptConcept
DevelopmentDevelopment
Phase 2:Phase 2:
SystemSystem--LevelLevel
DesignDesign
Phase 3:Phase 3:
DetailDetail
DesignDesign
Phase 4:Phase 4:
Testing andTesting and
RefinementRefinement
Phase 5:Phase 5:
ProductionProduction
RampRamp--UpUp
13. Generic Design Process
Control documentation prototypes
Marketing
Develop plans for field testing
Design
Create alpha and beta prototypes
Performance and reliability testing
Iterate and refine design
Manufacturing
Refine assembly and fabrication schemes
Create quality assurance strategy
Phase 0:Phase 0:
PlanningPlanning
Phase 1:Phase 1:
ConceptConcept
DevelopmentDevelopment
Phase 2:Phase 2:
SystemSystem--LevelLevel
DesignDesign
Phase 3:Phase 3:
DetailDetail
DesignDesign
Phase 4:Phase 4:
Testing andTesting and
RefinementRefinement
Phase 5:Phase 5:
ProductionProduction
RampRamp--UpUp
14. Generic Design Process
Prototypes products
Marketing
Get first-run products to “preferred customers”
Design
Evaluate first-run output
Relax a little
Pray that everything works
Manufacturing
Start production
Make sure you don’t use lead paint from China
Phase 0:Phase 0:
PlanningPlanning
Phase 1:Phase 1:
ConceptConcept
DevelopmentDevelopment
Phase 2:Phase 2:
SystemSystem--LevelLevel
DesignDesign
Phase 3:Phase 3:
DetailDetail
DesignDesign
Phase 4:Phase 4:
Testing andTesting and
RefinementRefinement
Phase 5:Phase 5:
ProductionProduction
RampRamp--UpUp
15. Isn’t This All Obvious?
Yes and no
Taken individually, you could probably think up
most of the product development issues and
tasks covered in this class
Taken collectively, it takes experience to
produce a thorough product development
process from start to finish
This class guides the process step-by-step with
“structured methods” for each step
Within each step, some items might be “obvious”,
but combining all of the steps will produce a result
greater than the sum of the parts
18. Product Planning
Corporations typically plan products many years
in advance
Product planning ensures that products support
overall business strategy
Determine mix of new products vs. upgrades
Optimize past experience as leverage into new
products
Decide which market segments to target
Phase 0:Phase 0:
PlanningPlanning
Phase 1:Phase 1:
ConceptConcept
DevelopmentDevelopment
Phase 2:Phase 2:
SystemSystem--LevelLevel
DesignDesign
Phase 3:Phase 3:
DetailDetail
DesignDesign
Phase 4:Phase 4:
Testing andTesting and
RefinementRefinement
Phase 5:Phase 5:
ProductionProduction
RampRamp--UpUp
19. Example: Xerox
Types of product development projects:
New product platforms, derivatives of existing
platforms, incremental improvements to existing
products, and fundamentally new products
1996 1997 1998 1999 2000
Hodaka
Lakes
H-Net
L-Net
Astro
595 6010 392 393
New
Platforms
Derivatives
Improvements
Fundamentally New
Legend
Project
Product
Release
25. Product Platforms and
Technology Roadmaps
Functional Elements
Photo-
receptor
Scanner
Layout
Toner
Type
Output
Modes
User
Interface
Cylindrical
Drum
2D CCD Array
w/Optical Reduc.
Keypad
3-Pitch Belt
Photoreceptor
Full-Width, Linear Array
without Optical Reduction
Touch Screen, Remote PC
Color: Paper, Fax, Scan,
Local Network, Internet
Document
Centre
220, 230
Document
Centre
240, 255, 265
Document
Centre
2XX
Hodaka
Project
Lakes
Project
Lakes
Extensions
Document
Centre
3XX
Next
Platform
Technologies
n-Pitch Belt
Photoreceptor
High
Temperature
Low Melting
Point
Low Melting Point,
Low Emission
Touch Screen
Image
Processing
Automatic Image Quality
Diagnostics On-Board
Diagnostics
Remote-Dialup
Diagnostics
Remote
Repair
Time
1200 dpi600/1200 dpi 1800 dpi600 dpi
Monochrome: Paper, Fax, Scan,
Local Network, Internet
27. Product Platforms and
Technology Roadmaps
“In the course of the past several months, it has become clear that the right
path for Palm is to offer a single, consistent user experience around this new
platform design and a single focus for our platform development efforts. To that
end, and after careful deliberation, I have decided to cancel the Foleo mobile
companion product in its current configuration and focus all of our energies on
delivering our next generation platform and the first smartphones that will bring
this platform to market. We will, of course, continue to develop products in
partnership with Microsoft on the Windows Mobile platform, but from our
internal platform development perspective, we will focus on only one.”
– Ed Colligan, CEO of Palm, Inc.
28. Product Planning Process
1. Identify opportunities
2. Evaluate and prioritize products
3. Allocate resources and plan timing
4. Complete pre-project planning
5. Reflect on the results and the process
Product “Mission Statement”
Evaluate and
Prioritize
Projects
Allocate
Resources and
Plan TimingPortfolio
of
Projects
Multiple Projects
Complete
Pre-Project
PlanningProduct
Plan
Mission
Statements
Product
Development
Process
Identify
Opportunities
29. Mission Statement
The Mission Statement provides a detailed
definition of the assumptions under which the
product will be developed, including:
One-sentence description of the product
(avoid implying a specific product concept)
Benefit proposition
Key business goals (time, cost, quality)
Target market(s)
Target price
Assumptions and constraints
Stakeholders
31. Outline: Class #2
Introduction to product design and
development
Product development process
Intermission – get more popcorn
Product planning
Homework assignment #1
32. Product Development Task #1:
Opportunity Statement
An opportunity statement is a one- or two-
sentence description of a product or market
opportunity
Should not imply the use of any particular
technology
Should not imply a specific product concept
Example:
“Create a simple bedside device that displays internet weather
forecasts so you can see what the weather will be when you wake
up in the morning.”
33. Product Development Task #1:
Opportunity Statement
Make a “pitch” in three slides
Explain problem, need, or motivation
Explain necessary elements in solution
Summarize with opportunity statement
34. Assignment Schedule
Monday (9/15) – email me your opportunity
statement and your slides
Tuesday (9/16) – be ready to make a short (< 5
minute) presentation with your slides
At the end of class, everyone will vote for their
preferred product.
We’ll review votes and form teams.
Thursday (9/18) – we’ll announce the product
development teams by in-class and provide
some feedback
Monday (9/22) – each team will email me a team
Mission Statement (HW #2)
35. Review: Homework #1
Due (email) by September 15
Written opportunity statement
Three (3) slides to make pitch
Also due by September 15: take online Jung
typology test and email me the results.
Before student presentations and team selection,
we’ll talk about teamwork and group dynamics
The results of the online typology test will help us to
customize the discussion to the students in the class
Link to test is on course website
36. How to Identify Opportunities
Potential sources:
Think about the frustrations and complaints your friends have
about existing products
Think about inefficiencies in your daily routine
Read a recent issue of Wired or Popular Science and get
inspired by new technologies
Scan the TOC of Proc. IEEE for the past few months to get an
idea of emerging trends
Methods to keep track of opportunities:
Keep an “opportunity database” on your computer; text-message
or email yourself when you think of an idea
Keep a running list of opportunities on your PDA
Write ideas down on a small piece of paper that you keep in your
wallet or purse
37. Next Class
In class:
Guest lecture on teamwork and group dynamics
Student presentations – product pitches
Before class:
Read U & E chapters 1, 2 & 3
Complete online typology test
Submit opportunity statement, slides, and
typology results via email
