2008: Fuzzy Front End of New Product Development
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The Fuzzy Front End Matt Mayfield, 2008
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A presentation given by Matt Mayfield at Northwestern University, 8 Oct 2008
Transcript of 2008: Fuzzy Front End of New Product Development
The Fuzzy Front End
Matt Mayfield, 2008
Problem solving = Creativity = Unpredictable?
Can you design a new chair for me?
Matt Mayfield, 2008
The funnel of development
Matt May!eld, 2008
Where to start?
Competitive killersThe competition is winning,
we have to respond
User needsWhat are the latent
needs?
Clean sheet of paperForget everything else; we
have to think out of the box
Path of least resistanceDo what is easiest;
we have no time
Company capabilityWhat are we good at
building?
Leverage the crowdLet’s just ask everyone what they would like
Matt May!eld, 2008
Everyone has their approach
Start with DETAILS
Hinge mechanics
High volume production
Piece part cost
Quality metrics
Start with CONTEXT
Cultural trends
Competitive trends
Macro economics
Design trends
Technology trends
Matt May!eld, 2008
Boundaries of the problem space
Three pieces to defuzzify the front end
Problems worth solving
Potential problems to solve
Matt May!eld, 2008
Boundary Assumptions
Matt May!eld, 2008
Levels of innovation
Adapted from: Jay Doblin (~1980) Innovation: A Cook Book Approach
Current solution
Level 1 - Play game better
Update styling and improve performance
Incorporate credit cards, raised hoses, etc…
Level 2 – Change rules of game
Change basic mechanism and/or system of delivery
All fuel sold in pressurized standard containers
Remove/replace the original problem
Level 3 – Create new game
Fuel sold through convenience stores
Matt May!eld, 2008
Levels of innovation
Adapted from: Jay Doblin (~1980) Innovation: A Cook Book Approach
Current solution
Level 1 - Play game better
Update styling and
improve performance
Incorporate credit cards, raised hoses, etc…
Level 2 ‒ Change rules of game
Change basic mechanism and/
or system of delivery
All fuel sold in pressurized standard containers
Remove/replace the
original problem
Level 3 ‒ Create new game
Fuel sold through convenience stores
TimeEffortMoneyRisk
Matt May!eld, 2008
Potential Problems
Matt May!eld, 2008
Experience lifecycle
ModifyAwareness Purchase Set up Use Retire
Matt May!eld, 2008
Problems Worth Solving
Matt May!eld, 2008
Low
AccuracyPrice Ease of Use Optional features Speed
Value / performance curves
High
Personal !nance software
Key elements of product offering
Rela
tive
com
paris
on
Source: Kim Chan, Mauborgne Renee (1999) “Creating New Market Space” Harvard Business ReviewMatt May!eld, 2008
Pulling it together
Boundaries of the problem space1
Potential problems to solve2
3 Problems worth solving
Matt May!eld, 2008
Visualize the goal
Chesley Bonestell, The Great Wall. “Conquest of Space” (1949) Life Magazine
Chesley Bonestell, Orion seen from lunar valley. “Conquest of Space” (1950) from making of Destination Moon
Matt May!eld, 2008
