PRODUCT DESIGN & DEVELOPMENT...PRODUCT DESIGN & DEVELOPMENT CHAPTER 5: Identifying Customer Need...
Transcript of PRODUCT DESIGN & DEVELOPMENT...PRODUCT DESIGN & DEVELOPMENT CHAPTER 5: Identifying Customer Need...
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PRODUCT DESIGN & DEVELOPMENT
CHAPTER 5: Identifying Customer Need
Tetuko Kurniawan Coursebook:Product Design and Development 5th edition.Karl T. Ulrich & Steven D. Eppinger
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Product Development Process
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Concept Development: Front-End Process
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What is the purpose?
● Ensure that the product is focused on customer needs● Identify latent or hidden needs as well as explicit needs● Provide a fact base for justifying the product spec.● Create and archival record of the needs activity of the
development process● Ensure that no critical customer need is missed or
forgotten● Develop a common understanding of customer needs
among members of the development needs
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The (recommended) Five Steps
1. Gather raw data from customers
2. Interpret the raw data in terms of customer needs
3. Organize the needs into a hierarchy of primary, secondary, and (if necessary) tertiary needs
4. Establish the relative importance of the needs
5. Reflect on the results and the process
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STUDY CASE
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STEP 1: Gather Raw Data from Customers
i. Interview: 1~ 2 hour/person
ii.Focus Group:
A moderator facilitates a two-hour discussion with a group of 8 – 12 customers. Usually with fees. 2 hour/group
iii.Observing the product in use:
Watching customer use and existing product or perform a task for which a new product is intended.
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STEP 1: Gather Raw Data from Customers
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Choosing Customers
Lead Users: people that experience needs far ahead of majority of usersThey often can explain needsSome may have created the solution!
Variation on choosing customer for the interview!
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Interview preparation
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STEP 2: Interpret Raw Data in Terms of Customer need
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STEP 3: Organize the needs into a Hierarchy
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Step 4: Establish the Relative Importance of the Needs
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STEP 5: Reflect on the results and the process
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Exercise
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● Translate the following customer statements about a student book bag into proper need statements:
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PROJECT
● Topics “Household appliances”● Each team makes at least create 3 ideas:
– Name of product– Sketch/3D drawing: 1 page enough– Function/feature, what is the innovation?– Submit for next week
● Interview people around you (users), to get some information/idea/problem based on one of your design/idea.
● Documentation: notes, video, audio → tell your story in the front of the class.
● Please submit: customer statement and need statement ● Use your time in this remaining time to discuss
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