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
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
34. 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
35. 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.
36. 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
37. 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
38. 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
39. 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
40. 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.
41. 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
42. …….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.
43. 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
44. 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.
45. Finding Your Vendors
When the manufacturing introduce themselves, they
may say this is what they are...
47. 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
48. 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……………...
49. 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.
57. Case study: LawSpot.org.nz
● 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.
59. 3 Types of Launch
#1 - Feature updates / bug fixes
#2 - New major releases
#3 - Cold start - Launching a
startup / brand
60. #1 - Feature updates / bug fixes
● Emails to related users (who
reported the bugs)
● Push notifications
● Posts on social networks
61. #2 - New major release
● Email campaign to 300K users
● Push notifications
● Posts on social networks
● Press release
● Media coverage
62. #3 - Cold start
- Launching a startup / brand
It’s NOT a one-day event!
Months of efforts
before and after...
63.
64. Public Relation - PR
Thought leadership
e.g. infographics,
Creative marketing
campaigns
e.g. Kickstarter, videos …
65. #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, …
