SlideShare a Scribd company logo
n       t   n n      m
 Managing product development
             nh   o Tuân – SEP 2011




14/07/2012                            1
Tư duy      i n        m/ ch
                va logic kinh doanh
       rethinking goods/services &
                     business logic



14/07/2012                            2
m quan             ng
                        Goods – dominant logic  Service - dominant logic
                                     G-D logic  S-D logic




               a n         m không      i do    i n     t o nên
     nh      o ra gia       a     i tiêu ng trong không gian ng             a




             i tiêu ng mua ng a ch                  c   o ra i nha cung         p
  đê          p    như  t sư c cho                 nh   o ra gia cho




14/07/2012                                                                          3
p t      m        ,   n n  bê
                     c  m năng khai       c n chê
                               c nghi i nha n       t
                    G-D logic,     t   t   m tư đây  t
                      n n        m ???




                                         u
                                       u sư
                                         i
                                           m



  p        i phu nư o ng nh        c gia
 nh      m năng khai   c vô ng n
         c sư a n        m      c  t     n
trong không gian a       i tiêu ng
S-D logic,     t   t  m tư đây      t    n
   n    m ???


    14/07/2012                                            4
m quan             ng
                      Goods – dominant logic  Service - dominant logic
                                   G-D logic  S-D logic




        ng     a va   ch       phương tiên,        n   c    p     o ra gia


Kinh doanh                 nh trao   i (Exchange)  tương c (interaction)
  o ra gia trong           n n                        o ra gia trong i n


      i tiêu ng:             i o ra gia
        n      t: ng       o ra gia , o       u    n   o ra gia    cho       i tiêu   ng
(value facilator)



  14/07/2012                                                                               5
Concept development
             t   n      m/   i  m
                     cho n      m



14/07/2012                           6
Conceptualize / Conceptualization
                            nh       m,    i   m a n           m




       a      a conceptualize?
    u gi     y ra khi             ch     ng
14/07/2012                                                 7
c sư a n      m      c         t
                      n trong không gian a     i tiêu           ng
                     gi ?

               u
             u sư
               i
                 m




14/07/2012                                              8
Printer concept




14/07/2012                     9
Air conditioner concept




14/07/2012                             10
c sư a n      m       c     t
             n trong không gian a      i tiêu       ng
             nh      ng i      ng u tô gi?




14/07/2012                                               11
m thê   o đê    i   m      a       n   m



             m thê o đê    u     u sư       i       m
             a     i tiêu ng




             m thê   o đê test 01 concept       n   m




14/07/2012                                              12
a   n    m trong không gian      a
                  i tiêu   ng

             Vs


             Company mission – sư       nh    a doanh
                 p

             Vd: unilever best food – knorr
                 true hapiness




14/07/2012                                                  13
Concept Development
Mission Statement

     Identify      Establish       Generate    Select a
                                                           Refine
     Customer      Target          Product     Product
                                                           Specifications
     Needs         Specification   Concepts    Concept

                   Analyze                     Perform    Plan Remaining
                   Competitive                 Economic   Development
                   Products                    Analysis   Project


  Quan    m G-D logic     S-D logic ??                   Development
                                                          Plan


                             Concept Development
Concept Generation Exercise:
    Vegetable Peelers
Vegetable Peeler Exercise:
       Voice of the Customer

• "Cà rốt và khoai tây là rất khác nhau".
  "Tôi                  ng tay."
                            i."
  "Cái này là nhanh chóng, nhưng nó mất rất
  nhiều."
  "Làm thế nào để t vỏ bí"?
          gỉ."
  "Điều này nhìn OK trong cửa hàng."
Vegetable Peeler Exercise:
           Key Customer Needs
1.                              m.
2.                         i.
3.            i gian
4.   n
5.               ch
6.
7.                     i
8.                              t
Vegetable Peelers concept
Concept Development & Selection Funnel




         concept gener ation

                               concept scr eening

                                                            concept scor ing
                                                                        concept tes ting
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development,
Exhibit 7-4, Chapter 7, 3rd Edition, Irwin McGraw-Hill
Concepts
Selection    A      B        C         D   E
Criteria                 (Reference)
1
2
3
4
5




            Concept Screening Matrix
Rate the concepts
Selection
                                 Concepts
Criteria      A           B            C           D              E
                                   (Reference)
1                 0        +           0          +           +
2                 0        0           0          +           0
3                 +        0           0          0           +
4                 -        +           0          +           +
5                 -        +           0           -          +




            Concept Screening Matrix
A relative score of: better than (+), same as (O), worse than (-)
Rank the concepts
                                  Concepts
Selection        A           B         C         D       E
Criteria                           (Reference)
1                    0        +        0         +   +
2                    0        0        0         +   0
3                    +        0        0         0   +
4                    -        +        0         +   +
5                    -        +        0         -   +
Sum of +’s           1        3        0         3   4
Sum “0’s”            2        2        5         1   1
Sum of –’s           2        0        0         1   0
Net Score         -1          3        0         2   4
Rank                 5        2        4         3   1
    Continue?
                Concept Yes
                  No    Screening Matrix
                            Combine Revise           Yes
CONCEPT SCORING
                                                       CONCEPTS
                     A (reference)                DF                  E          G+ (revised)
Selection   Weight
Criteria             Rating   Weighted   Rating   Weighted   Rating   Weighted   Rating   Weighted
                              Score               Score               Score               Score
1           5
2           15
3           10
4           25
5           15
6           20
7           10
RATING RELATIVE PERFORMANCE


           1   Much worse than reference concept
           2   Worse than reference concept
           3   Same as reference concept
           4   Better than reference concept
           5   Much better than reference concept


                                                           CONCEPTS

Selection       Weight
                         A (reference)                DF                  E          G+ (revised)
Criteria                 Rating   Weighted   Rating   Weighted   Rating   Weighted   Rating   Weighted
                                  Score               Score               Score               Score
1               5        3                   3                   4                   4
2               15       3                   4                   4                   3
3               10       3                   3                   5                   5
4               25       3                   3                   2                   3
5               15       3                   5                   4                   3
6               20       3                   3                   2                   2
7               10       3                   3                   3                   3
CONCEPTS
Selection   Weight   A (reference)                DF                   E          G+ (revised)
Criteria
                     Rating   Weighted   Rating    Weighted   Rating   Weighted   Rating   Weighted
                                 Score                Score               Score               Score
1           5        3           0.15 3                0.15 4              0.20 4             0.20
2           15       3           0.45 4                0.60 4              0.60 3             0.45
3           10       3           0.30 3                0.30 5              0.50 5             0.50
4           25       3           0.75 3                0.75 2              0.50 3             0.75
5           15       3           0.45 5                0.75 4              0.60 3             0.45
6           20       3           0.60 3                0.60 2              0.40 2             0.40
7           10       3           0.30 3                0.30 3              0.30 3             0.30
    Total Score                 3.00                   3.45                3.10              2.05
            Rank                    4                     1                  2                   3

     Continue?                    No              Develop                   No                 No
Concept Selection Example:
                        Reusable Syringe




Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and
                                                                      EDGE™
Development, Exhibit 7-1, Chapter 7, 3rd Edition, Irwin McGraw-Hill
Concept Selection Example:
               Reusable Syringe
• Design an improved, reusable syringe with
  precise dosage control for outpatient use.
  – Current product was too costly and inaccurate
• Seven criteria identified based on stake
  holder needs
  – Ease of handling, use and manufacture
  – Readability of dose settings and accuracy
  – Durability and portability




                                                EDGE™
Example: Concept Scoring
                                                                                   Concepts
                                                A                         DF                        E                       G+
                                          (reference)
                                        Master Cylinder            Lever Stop              Swash Ring               Dial Screw+

                                                      Weighted                 Weighted                 Weighted                 Weighted
Selection Criteria          Weight      Rating         Score     Rating         Score     Rating         Score     Rating         Score

Ease of Handling              5%          3             0.15       3             0.15       4             0.2        4             0.2

Ease of Use                  15%          3             0.45       4             0.6        4             0.6        3             0.45

Readability of Settings      10%          2             0.2        3             0.3        5             0.5        5             0.5
Dose Metering Accuracy       25%          3             0.75       3             0.75       2             0.5        3             0.75

Durability                   15%          2             0.3        5             0.75       4             0.6        3             0.45

Ease of Manuf acture         20%          3             0.6        3             0.6        2             0.4        2             0.4

Portability                  10%          3             0.3        3             0.3        3             0.3        3             0.3

                          Total Score            2.75                     3.45                     3.10                     3.05
                                Rank              4                        1                        2                        3

                           Continue?             No                    Dev elop                    No                       No




    Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and
                                                                                                                   EDGE™
    Development, Exhibit 7-7, Chapter 7, 3rd Edition, Irwin McGraw-Hill
i   p   nhân

        Topic 1

        Concept development




14/07/2012                    29
14/07/2012   30

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Hello yes thanks

  • 1. n t n n m Managing product development nh o Tuân – SEP 2011 14/07/2012 1
  • 2. Tư duy i n m/ ch va logic kinh doanh rethinking goods/services & business logic 14/07/2012 2
  • 3. m quan ng Goods – dominant logic  Service - dominant logic G-D logic  S-D logic a n m không i do i n t o nên nh o ra gia a i tiêu ng trong không gian ng a i tiêu ng mua ng a ch c o ra i nha cung p đê p như t sư c cho nh o ra gia cho 14/07/2012 3
  • 4. p t m , n n  bê c  m năng khai c n chê c nghi i nha n t G-D logic, t t m tư đây  t n n m ??? u u sư i m p i phu nư o ng nh c gia nh  m năng khai c vô ng n c sư a n m c t n trong không gian a i tiêu ng S-D logic, t t m tư đây  t n n m ??? 14/07/2012 4
  • 5. m quan ng Goods – dominant logic  Service - dominant logic G-D logic  S-D logic ng a va ch phương tiên, n c p o ra gia Kinh doanh nh trao i (Exchange)  tương c (interaction) o ra gia trong n n o ra gia trong i n i tiêu ng: i o ra gia n t: ng o ra gia , o u n o ra gia cho i tiêu ng (value facilator) 14/07/2012 5
  • 6. Concept development t n m/ i m cho n m 14/07/2012 6
  • 7. Conceptualize / Conceptualization nh m, i m a n m a a conceptualize? u gi y ra khi ch ng 14/07/2012 7
  • 8. c sư a n m c t n trong không gian a i tiêu ng gi ? u u sư i m 14/07/2012 8
  • 11. c sư a n m c t n trong không gian a i tiêu ng nh ng i ng u tô gi? 14/07/2012 11
  • 12. m thê o đê i m a n m m thê o đê u u sư i m a i tiêu ng m thê o đê test 01 concept n m 14/07/2012 12
  • 13. a n m trong không gian a i tiêu ng Vs Company mission – sư nh a doanh p Vd: unilever best food – knorr true hapiness 14/07/2012 13
  • 14. Concept Development Mission Statement Identify Establish Generate Select a Refine Customer Target Product Product Specifications Needs Specification Concepts Concept Analyze Perform Plan Remaining Competitive Economic Development Products Analysis Project Quan m G-D logic  S-D logic ?? Development Plan Concept Development
  • 15. Concept Generation Exercise: Vegetable Peelers
  • 16. Vegetable Peeler Exercise: Voice of the Customer • "Cà rốt và khoai tây là rất khác nhau". "Tôi ng tay." i." "Cái này là nhanh chóng, nhưng nó mất rất nhiều." "Làm thế nào để t vỏ bí"? gỉ." "Điều này nhìn OK trong cửa hàng."
  • 17. Vegetable Peeler Exercise: Key Customer Needs 1. m. 2. i. 3. i gian 4. n 5. ch 6. 7. i 8. t
  • 19. Concept Development & Selection Funnel concept gener ation concept scr eening concept scor ing concept tes ting Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development, Exhibit 7-4, Chapter 7, 3rd Edition, Irwin McGraw-Hill
  • 20. Concepts Selection A B C D E Criteria (Reference) 1 2 3 4 5 Concept Screening Matrix
  • 21. Rate the concepts Selection Concepts Criteria A B C D E (Reference) 1 0 + 0 + + 2 0 0 0 + 0 3 + 0 0 0 + 4 - + 0 + + 5 - + 0 - + Concept Screening Matrix A relative score of: better than (+), same as (O), worse than (-)
  • 22. Rank the concepts Concepts Selection A B C D E Criteria (Reference) 1 0 + 0 + + 2 0 0 0 + 0 3 + 0 0 0 + 4 - + 0 + + 5 - + 0 - + Sum of +’s 1 3 0 3 4 Sum “0’s” 2 2 5 1 1 Sum of –’s 2 0 0 1 0 Net Score -1 3 0 2 4 Rank 5 2 4 3 1 Continue? Concept Yes No Screening Matrix Combine Revise Yes
  • 23. CONCEPT SCORING CONCEPTS A (reference) DF E G+ (revised) Selection Weight Criteria Rating Weighted Rating Weighted Rating Weighted Rating Weighted Score Score Score Score 1 5 2 15 3 10 4 25 5 15 6 20 7 10
  • 24. RATING RELATIVE PERFORMANCE  1 Much worse than reference concept  2 Worse than reference concept  3 Same as reference concept  4 Better than reference concept  5 Much better than reference concept CONCEPTS Selection Weight A (reference) DF E G+ (revised) Criteria Rating Weighted Rating Weighted Rating Weighted Rating Weighted Score Score Score Score 1 5 3 3 4 4 2 15 3 4 4 3 3 10 3 3 5 5 4 25 3 3 2 3 5 15 3 5 4 3 6 20 3 3 2 2 7 10 3 3 3 3
  • 25. CONCEPTS Selection Weight A (reference) DF E G+ (revised) Criteria Rating Weighted Rating Weighted Rating Weighted Rating Weighted Score Score Score Score 1 5 3 0.15 3 0.15 4 0.20 4 0.20 2 15 3 0.45 4 0.60 4 0.60 3 0.45 3 10 3 0.30 3 0.30 5 0.50 5 0.50 4 25 3 0.75 3 0.75 2 0.50 3 0.75 5 15 3 0.45 5 0.75 4 0.60 3 0.45 6 20 3 0.60 3 0.60 2 0.40 2 0.40 7 10 3 0.30 3 0.30 3 0.30 3 0.30 Total Score 3.00 3.45 3.10 2.05 Rank 4 1 2 3 Continue? No Develop No No
  • 26. Concept Selection Example: Reusable Syringe Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and EDGE™ Development, Exhibit 7-1, Chapter 7, 3rd Edition, Irwin McGraw-Hill
  • 27. Concept Selection Example: Reusable Syringe • Design an improved, reusable syringe with precise dosage control for outpatient use. – Current product was too costly and inaccurate • Seven criteria identified based on stake holder needs – Ease of handling, use and manufacture – Readability of dose settings and accuracy – Durability and portability EDGE™
  • 28. Example: Concept Scoring Concepts A DF E G+ (reference) Master Cylinder Lever Stop Swash Ring Dial Screw+ Weighted Weighted Weighted Weighted Selection Criteria Weight Rating Score Rating Score Rating Score Rating Score Ease of Handling 5% 3 0.15 3 0.15 4 0.2 4 0.2 Ease of Use 15% 3 0.45 4 0.6 4 0.6 3 0.45 Readability of Settings 10% 2 0.2 3 0.3 5 0.5 5 0.5 Dose Metering Accuracy 25% 3 0.75 3 0.75 2 0.5 3 0.75 Durability 15% 2 0.3 5 0.75 4 0.6 3 0.45 Ease of Manuf acture 20% 3 0.6 3 0.6 2 0.4 2 0.4 Portability 10% 3 0.3 3 0.3 3 0.3 3 0.3 Total Score 2.75 3.45 3.10 3.05 Rank 4 1 2 3 Continue? No Dev elop No No Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and EDGE™ Development, Exhibit 7-7, Chapter 7, 3rd Edition, Irwin McGraw-Hill
  • 29. i p nhân Topic 1 Concept development 14/07/2012 29