Post on 17-Dec-2014
description
Bowen Pan, Ming Wong, and Anson Liang
ansonlyx@gmail.combowenpan@gsb.stanford.edu
wmf419@hotmail.com
Product Design& Management
What do you want to know about product design?
Product 101 -#1 Listen to your USERS
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
Session 1:The Myth of Product ManagementAnson & Bowen
We know this ...
Many people think PM as ...
The truth is ...
The center of universe
Product Management
Engineering
Marketing
Sales
Customer Service
Supply chain& logistics
Skill sets required in product management
Engineering ProductLogical Analytical, attention to detail
Problem solving Design
Organized Communication, good listener
Execution Planning, prioritization
product-oriented user-oriented
General Responsibilities
UI/UX design
User requirements
Product spec
Mock-ups Product launch
Product marketing
Engineering spec
Testing
User feedback
Data analytics
Project management
PM: Consumer-facing vs. Enterprise-facing
Consumer EnterpriseShort 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
Session 2:Product Design Cycle & Three Key MindsetsBowen & Anson
Product Design Cycle1. Data Collection
2 .Spec Definition(consensus building)
3. UI/UX Mocks
4. Rapid Prototypes
5. Release Cycles
1. Data Collection
2 .Spec Definition(consensus building)
3. UI/UX Mocks
4. Rapid Prototypes
5. Release Cycles
1. Data Collection
2 .Spec Definition(consensus building)
3. UI/UX Mocks
4. Rapid Prototypes
5. Release Cycles
1. Data Collection
2 .Spec Definition(consensus building)
3. UI/UX Mocks
4. Rapid Prototypes
5. Release Cycles
1. Data Collection
2 .Spec Definition(consensus building)
3. UI/UX Mocks
4. Rapid Prototypes
5. Release Cycles
1. Data Collection
2 .Spec Definition(consensus building)
3. UI/UX Mocks
4. Rapid Prototypes
5. Release Cycles
Three Key Product Mindsets
#1 - Think users and problems first
Users+
ProblemsProductX
#2 - UX is a process, a funnel
Acquisition
Activation
Retention
Referral
#3 - Measurements & Metrics
Acquisition ● Signup rate● Conversion rate● CTR - Click through rate● CPC - Cost per click ● CPM - Cost per thousand impressions
Activation/Engagement ● DAU - Daily active users● MAU - Monthly active users
Retentionweekly, monthly, quarterly, annual
Referral● # of new users acquired from per
existing user● Virial coefficient
Revenue● ARPU - Annual revenue per user● LTV - Lifetime value
Session 3:From Hand Sketch to Product DeliveryMing Wong
Graphic Source:http://www.behance.net/gallery/Rapid-Hand-Sketching/5332257
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
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.
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
Technical Challenge & Limitation
ManufacturabilityComponents availabilityLife spanLife span between serviceHuman factors and ergonomicsPower supplyThermal managementStructural EngineeringSupportive infrastructure
“Product design is like solving a million pieces of puzzle in multiple dimensions”
Clinton Yee Chief engineer Skunk2 Racing
Product Design vs. Engineering vs. Sourcing
Product Design
Engineering Part Sourcing / Manufacturing
- A fa
ncy d
esign
pict
ure
- Pile
of w
iring
that
func
tions
- 3D
ing th
at ca
nnot
be
phys
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mad
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- Los
s the
des
ign/ a
rt ele
men
t
- Nee
d dif
fere
nt d
imen
sion
- Lim
ited
perfo
rman
ce
-Custom parts
- minim
um quantity
- export/import regulation
- trade exclusivity
- Components
- Cost limit
- Time Fram
e
- Manufacturing technology
- Yield Rate- Cost- Raw material availability- Time frame
- Specification- Drawing- Schedule
Engineering vs. Manufacturing vs. Logistic
Engineering Part Sourcing / Manufacturing
- Yield Rate- Cost- Raw material availability- Time frame
- Specification- Drawing- Schedule
Logistic
- Cost
- Shipping size
- Packaging requirement
- Schedule
- Storage requirement
- Sch
edule
- Cos
t- S
tora
ge- P
oint-t
o-po
int tr
ansp
orta
tion
- Cus
tom
limita
tion
- Tar
iff
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.
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
…….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.
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
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.
Finding Your Vendors
When the manufacturing introduce themselves, they may say this is what they are...
Finding Your Vendors
While this may be what they actually are
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
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……………...
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.
Session 4:Product DesignCase Study Bowen Pan
Case study: LawSpot.org.nz
10 weeks from idea to launch.
Case study: LawSpot.org.nz
Case study: LawSpot.org.nz
Case study: LawSpot.org.nz
● 1 front-end engineer● 1 back-end engineer● 1 designer/product co-founder● 1 business co-founder
Case study: LawSpot.org.nz
Case study: LawSpot.org.nz
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.
Session 5:Product Launch & Marketing Case StudyAnson Liang
3 Types of Launch
#1 - Feature updates / bug fixes
#2 - New major releases
#3 - Cold start - Launching a startup / brand
#1 - Feature updates / bug fixes
● Emails to related users (who reported the bugs)
● Push notifications
● Posts on social networks
#2 - New major release
● Email campaign to 300K users
● Push notifications
● Posts on social networks
● Press release● Media coverage
#3 - Cold start - Launching a startup / brand
It’s NOT a one-day event!
Months of efforts before and after...
Public Relation - PR
Thought leadership e.g. infographics,
Creative marketing campaignse.g. Kickstarter, videos …
#1 premium brand in 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, …
Q&A
To get this presentation, please visit
http://goo.gl/KAvHef
Thank you!Bowen, Ming, & Anson