SHOES Product Design & Development

8/2/2019 SHOES Product Design & Development

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PRODUCT DESIGN & DEVELOPMENT

Multifunction FootwearAlbertina D. Eka | 004200900006

Maria Sartika | 004200900023

Trigaluh Prastyana | 004200900035


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PRODUCT PLANNING


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BACKGROUND

Shoes have become a staple for human. In addition toits main function as a feet protection, the shoes alsohave an important role in fashion. A lot of products like

boots, wedges, heels and flat are created to fullfill theneeds of customer, however, those products areseemed monotonous. Therefore, as women we try tothink the new innovative products, which is combiningall kinds of shoes. The idea is changeable sole of

shoes.


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VISION

To create a multifunction footwear (ladies shoes)with characteristic low in cost and high quality.

To address customer needs in instant, achieveincrease sales and increase market share.


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SWOT ANALYSIS

Strength

- multifunction

- low price

- high quality- unique design and comfortable

Weakness

- unimproved technology

- continues maintenance


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SWOT ANALYSIS CONT.

Opportunity

- no other competitor that produce the same type ofshoes

- satisfying ladies needs

Thread

- other company will make similar product with

lower cost (imitate and steal the idea)


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PROJECT TIMELINE

Proposed date for concept approval: November2011

Date for completion of business case: December2011

Technology readiness: 2nd week of December

2011

Product launching: March 2012


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MISSION STATEMENTProduct Description A multifunction, flat shoes and

heels / wedges at one footwear,comfortable, instant andefficient.

Key Business Goals Fulfill customer needs, especiallyladies who like to change footwear Achieve increase sales Increase market share

Primary Market Career women Young adults

Secondary Market Teenagers Housewives

Assumptions and Constraints Incremental improvement toexisting product (modify)

Stakeholders Purchasers and users Manufacturing operation Distributors and resellers


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CUSTOMER SELECTION MATRIX

Lead Users Users Retailer orSales Outlet

Career Women 10 10 5

Young Adults 8 8 5

Teenegers 5 3 3

Housewives 3 3 2


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CUSTOMER NEEDS

1. Comfortable

2. Easy to use

3. Light weight

4. Durable5. Affordable price

6. Up to date


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PRODUCT SPECIFICATION


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METRICS AND UNITS

MetricNo

Need No Metric Imp Units

1 3 Total mass 3 gram

2 5 Unit manufacturing cost 4 IDR

3 4 Resistance to hot weather 4 Binary4 4 Resistance to rain 4 Binary

5 2 Time to use footwear notmore than 10 seconds

2 second

6 2 Simple design 3 Subj

7 6 Design lifecycle 3 month

8 1 Absorbable material 4 Subj

9 1 Thickness of shoes platform 4 mm


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LINK METRICS TO NEEDS

1

2

3

4

5

6

7

8

9

Needs Metrics

To

talmass

Unit

manu

fac

turing

cost

Resis

tance

toho

t

weat

her

Resis

tance

tora

in

Time

touse

foo

twear

no

tm

ore

than

10

seco

nds

Simp

ledes

ign

Design

lifecyc

le

Abso

rablema

teria

l

Thicknesso

fs

hoes

platform

1 Comfortable

2 Easy to use

3 Light weight

4 Durability

5 Affordableprice

6 Up to date


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TARGET SPECIFICATION

Metric

No

Need

No

Metric Imp Units Marginal

Value

Ideal

Value

1 3 Total mass 3 gram 300-600 450

2 5 Unit manufacturingcost

4 IDR 107,000-130,000

115,000

3 4 Resistance to hotweather

4 Binary Pass Pass

4 4 Resistance to rain 4 Binary Pass Pass

5 2 Time to use footwearnot more than 10seconds

2 second 2-3 2

6 2 Simple design 3 Subj

7 6 Design lifecycle 3 month 3-6 5

8 1 Absorbable material 4 Subj

9 1 Thickness of shoes

platform

4 mm 2-3 3


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COST ESTIMATION

No Component Qty/pair High(IDR) Low (IDR) High Total(IDR/pair) Low Total(IDR/pair)

1 Suede leather (feet) 4 6,000 5,000 24,000 20,0002 Fabric (m) 0.3 15,000 13,000 4,500 3,9003 Ring 12 500 300 6,000 3,6004 Lace 2 2,000 1,000 4,000 2,0005 Foam (m) 0.15 4,000 3,500 600 5256 Shoe glue (liters) 0.03 50,000 30,000 1,500 9007 Modified heel 2 15,000 13,000 30,000 26,0008 Modified sole 2 10,000 9,000 20,000 18,0009 Thread(m) 1 4,000 2,500 4,000 2,50010 Sole thread (m) 1 5,000 4,500 5,000 4,50011 Sewing cost 1 30,000 25,000 30,000 25,00012 Overhead at 25% of

direct costTOTAL 129,600 106,925


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FINAL SPECIFICATION

Metric

No

Need

No

Metric Units Value

1 3 Total mass gram 400

2 5 Unit manufacturing cost IDR 129,600

3 4 Resistance to hot weather Binary Pass

4 4 Resistance to rain Binary Pass

5 2 Time to use footwear notmore than 10 seconds

second 6

6 2 Simple design Subj

7 6 Design lifecycle month 6

8 1 Absorbable material Subj

9 1 Thickness of shoesplatform

mm 3


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CONCEPT GENERATION


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PROBLEMS

The problem when we generate this shoes is howto make the changeable heels.

We came up with 3 ideas:

- Using zipper to set the body and sole- Using sliding type

- Using click type


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SEARCHING

Externally : Interview lead users

Internally : Brainstroming


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EXPLORE SYSTEMATICALLY

Using zipper to set the body and sole

- The heels will be shaking so users will be easilyfallen

Using sliding type

- The heels will be displaced when users arewalking

Using click type

- The installment is not easy and the connector iseasily broken


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CONCEPT SELECTION


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SELECTING PRODUCT CONCEPT

The final product concept is combination of 2 typesof connector, that are zipper and sliding.

We use intuition method to determine the productconcept.


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CONCEPT SCREENINGConcepts

Selectioncriteria

ASole

BBody

CZipper

DHeel

Durability + 0 0 +

Ease ofmanufacture

+ 0 + +

Readability ofsettings

0 0 + -

Ease of use 0 0 0 0

Sum +s 2 0 2 2

Sum 0s

2 4 2 1Sums 0 0 0 1

Net score 2 0 2 1

Rank 1 4 1 3

Continue? Combine Combine Yes Revise


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CONCEPT SCORING MATRIX

ConceptAB

Body and SoleC

ZipperD

Heel

Selectioncriteria

Weight Rating Weightedscore

Rating Weightedscore

Rating Weightedscore

Durability 35% 4 1.4 5 1.75 4 1.4

Ease ofmanufacture

20% 3 0.6 3 0.6 3 0.6

Readability ofsettings

20% 3 0.6 4 0.8 3 0.6

Ease of use 25% 3 0.75 3 0.75 2 0.5

Total score 3.35 3.9 3.1

Rank 2 1 3

Continue? Continue Continue Develop


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PRODUCT DEVELOPMENT

ECONOMIC


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BASE-CASE FINANCIAL MODEL

Description Value

Development cost IDR 51,729,600

Ramp-up cost IDR 11,016,000,000

Marketing and support cost IDR 20,000,000

Unit production cost IDR 129,600

Sales and production volume 1,000,000 units/year

Unit price IDR 299,000/unit


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LIFE CYCLE PRODUCT

DevelopmentOct-Dec 2011

IntroductionMarch 2012

GrowthJuly 2012

MaturityDec 2012-June 2013

SaturationJuly 2013

DeclineJanuary2014


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NET PRESENT VALUE

NPV =period cash flow

(1 + discount rate) period

periodsS

NPV =C

(1 + r) iS

Ni

i= 1


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RETURN OF INVESTMENT


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DESIGN OF PRODUCT


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WIREFRAME


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SHOES


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RIGHT


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FRONT


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LEFT


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BACK


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TOP


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BOTTOM


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BOTTOM CONT.


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THANK YOU

SHOES Product Design & Development

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