product development is a set of activities

7/24/2019 Product development is a set of activities

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ECE520.427

Class #2

Product Development

and

Product Planning


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Outline: Class #2

Introduction to product design and

development

Product development process

Intermission get some popcornProduct planning

Homework assignment #1


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What is Product Design and

Development?Product development is a set of activities

starting with the perception of a marketopportunity and ending with the sale of a product

Product design is one aspect of the developmentprocess Engineering design specifies how the technical

systems will work

Industrial design specifies the aesthetics, ergonomics,and user interface

Other development activities include marketingand manufacturing

Success of the product typically depends on thesuccess of all three development activities


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Successful Product Development

Marketing

(pre-design) Identification of market opportunities (pre-design) Identification of customer needs

(pre-design) Identification of target pricing

(post-design) Promotion of product

Design Product quality

Product cost (includes development cost)

Development time

Development capability

Manufacturing Production system

Supply chain


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ExamplesGood market research andbad design:Archos vs. Apple Archos 20GB

Released October 2001

350 g, 1.3 thick

File-based organizationsystem

Ugly interface

iPod 5GBReleased November 2001

184 g, 0.78 thick

ID3-based organizationsystem

Pretty interface


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Examples

Good design and

marketing and badmanufacturing

Example 1: Wii

Example 2: LenovoX61 Tablet


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Why Is Good Product

Development Difficult?

Trade-offs

Dynamics

Details

Time pressuresEconomics


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Generic Design ProcessPhase 0:Phase 0:

PlanningPlanning

Phase 1:Phase 1:

ConceptConcept

DevelopmentDevelopment

Phase 2:Phase 2:

SystemSystem--LevelLevel

DesignDesign

Phase 3:Phase 3:

DetailDetail

DesignDesign

Phase 4:Phase 4:

Testing andTesting and

RefinementRefinement

Phase 5:Phase 5:

ProductionProduction

RampRamp--UpUp

MarketingMarketing

DesignDesign

ManufacturingManufacturing


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Generic Design Process

Marketing Describe market opportunity

Design Consider existing product platform (if any)

Consider new technologies

Manufacturing

Identify production and/or corporate constraintsOther Allocate project resources

Mission statement

Phase 0:Phase 0:

PlanningPlanning

Phase 1:Phase 1:

ConceptConcept


Phase 2:Phase 2:


DesignDesign

Phase 3:Phase 3:

DetailDetail

DesignDesign

Phase 4:Phase 4:



Phase 5:Phase 5:


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Market opportunity product concept

Marketing Identify customer needs

Research competitive landscape

Design Develop concepts

Determine feasibility of design concepts

Build and test prototypes

Manufacturing Estimate manufacturing costs

Other Investigate IP issues

Product concept and proof-of-concept prototype

Phase 0:Phase 0:

PlanningPlanning

Phase 1:Phase 1:

ConceptConcept


Phase 2:Phase 2:


DesignDesign

Phase 3:Phase 3:

DetailDetail

DesignDesign

Phase 4:Phase 4:



Phase 5:Phase 5:


RampRamp--UpUp


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Generic Design ProcessPhase 0:Phase 0:

PlanningPlanning

Phase 1:Phase 1:

ConceptConcept


Phase 2:Phase 2:


DesignDesign

Phase 3:Phase 3:

DetailDetail

DesignDesign

Phase 4:Phase 4:



Phase 5:Phase 5:


RampRamp--UpUp

ProductProduct

PlanningPlanningIdentify CustomerIdentify Customer

NeedsNeeds

Product SpecificationsProduct Specifications

ConceptConcept

GenerationGenerationConceptConcept

SelectionSelection

ConceptConcept

TestingTesting

Product ArchitectureProduct Architecture

Industrial DesignIndustrial Design

Design for ManufacturingDesign for Manufacturing

PrototypingPrototyping

Robust DesignRobust Design

Patents, IP, and EconomicsPatents, IP, and Economics


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Proof-of-concept complete product architecture

Marketing Develop extended product family

Develop marketing plan

Design Describe all subsystems and components

Develop software and firmware

Create prototypes of each subsystem

Select geometric layout and create industrial design Choose all parts and tolerances

Manufacturing Identify suppliers

Create assembly scheme

Define assembly process and obtain tooling

Control documentation

Phase 0:Phase 0:

PlanningPlanning

Phase 1:Phase 1:

ConceptConcept


Phase 2:Phase 2:


DesignDesign

Phase 3:Phase 3:

DetailDetail

DesignDesign

Phase 4:Phase 4:



Phase 5:Phase 5:


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Control documentation prototypes

Marketing Develop plans for field testing

Design Create alpha and beta prototypes

Performance and reliability testing

Iterate and refine design

Manufacturing Refine assembly and fabrication schemes

Create quality assurance strategy

Phase 0:Phase 0:

PlanningPlanning

Phase 1:Phase 1:

ConceptConcept


Phase 2:Phase 2:


DesignDesign

Phase 3:Phase 3:

DetailDetail

DesignDesign

Phase 4:Phase 4:



Phase 5:Phase 5:


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Prototypes products

Marketing Get first-run products to preferred customers

Design Evaluate first-run output

Relax a little

Pray that everything works

Manufacturing Start production

Make sure you dont use lead paint from China

Phase 0:Phase 0:

PlanningPlanning

Phase 1:Phase 1:

ConceptConcept


Phase 2:Phase 2:


DesignDesign

Phase 3:Phase 3:

DetailDetail

DesignDesign

Phase 4:Phase 4:



Phase 5:Phase 5:


RampRamp--UpUp


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Isnt This All Obvious?Yes and no

Taken individually, you could probably think upmost of the product development issues andtasks covered in this class

Taken collectively, it takes experience toproduce a thorough product developmentprocess from start to finish

This class guides the process step-by-step with

structured methods for each step

Within each step, some items might be obvious,but combining all of the steps will produce a resultgreater than the sum of the parts


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Intermission


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ECE520.427

Class #2

Product Development

and

Product Planning


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Product Planning

Corporations typically plan products many yearsin advance

Product planning ensures that products supportoverall business strategy Determine mix of new products vs. upgrades

Optimize past experience as leverage into newproducts

Decide which market segments to target

Phase 0:Phase 0:

PlanningPlanning

Phase 1:Phase 1:

ConceptConcept


Phase 2:Phase 2:


DesignDesign

Phase 3:Phase 3:

DetailDetail

DesignDesign

Phase 4:Phase 4:



Phase 5:Phase 5:


RampRamp--UpUp


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Example: Xerox

Types of product development projects: New product platforms, derivatives of existing

platforms, incremental improvements to existing

products, and fundamentally new products

1996 1997 1998 1999 2000

Hodaka

Lakes

H-Net

L-Net

Astro

595 6010 392 393

New

Platforms

Derivatives

Improvements

Fundamentally New

Legend

Project

ProductRelease


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Evaluating Projects

Step 1: Identify market opportunities

Step 2: Evaluate opportunities

Four perspectives for evaluation:

Competitive strategy Market segmentation

Technological trajectories

Product platforms


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Competitive Strategy

Defines the companys approach to

markets and competitors reputation Technology leadership

Cost leadership

Customer focus


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Market Segmentation


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Technological Trajectories

TimeTime TimeTime

todaytoday


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Product Platforms and

Technology Roadmaps


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Technology RoadmapsFunctional Elements

Photo-receptor

ScannerLayout

TonerType

Output

Modes

UserInterface

CylindricalDrum

2D CCD Arrayw/Optical Reduc.

Keypad

3-Pitch BeltPhotoreceptor

Full-Width, Linear Arraywithout Optical Reduction

Touch Screen, Remote PC

Color: Paper, Fax, Scan,

Local Network, Internet

Document

Centre220, 230

Document

Centre240, 255, 265

DocumentCentre

2XX

HodakaProject

LakesProject

LakesExtensions

DocumentCentre

3XX

NextPlatform

Technologies

n-Pitch BeltPhotoreceptor

HighTemperature

Low MeltingPoint

Low Melting Point,Low Emission

Touch Screen

ImageProcessing

Automatic Image Quality

Diagnostics On-BoardDiagnostics

Remote-DialupDiagnostics

RemoteRepair

Time

1200 dpi600/1200 dpi 1800 dpi600 dpi

Monochrome: Paper, Fax, Scan,

Local Network, Internet


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Technology Roadmaps


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Technology Roadmaps

In the course of the past several months, it has become clear that the rightpath for Palm is to offer a single, consistent user experience around this newplatform design and a single focus for our platform development efforts. To that

end, and after careful deliberation, I have decided to cancel the Foleo mobilecompanion product in its current configuration and focus all of our energies ondelivering our next generation platform and the first smartphones that will bringthis platform to market. We will, of course, continue to develop products inpartnership with Microsoft on the Windows Mobile platform, but from ourinternal platform development perspective, we will focus on only one.

Ed Colligan, CEO of Palm, Inc.


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Product Planning Process

1. Identify opportunities2. Evaluate and prioritize products

3. Allocate resources and plan timing

4. Complete pre-project planning5. Reflect on the results and the process

Product Mission Statement

Evaluate and

Prioritize

Projects

Allocate

Resources and

Plan TimingPortfolio

of

Projects

Multiple Projects

Complete

Pre-Project

PlanningProduct

Plan

Mission

Statements

ProductDevelopment

Process

IdentifyOpportunities


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Mission StatementThe Mission Statement provides a detailed

definition of the assumptions under which theproduct will be developed, including: One-sentence description of the product

(avoid implying a specific product concept)

Benefit proposition Key business goals (time, cost, quality)

Target market(s)

Target price Assumptions and constraints

Stakeholders


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Intermission


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Outline: Class #2Introduction to product design and

developmentProduct development process

Intermission get more popcornProduct planning

Homework assignment #1


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Product Development Task #1:

Opportunity Statement

An opportunity statement is a one- or two-

sentence description of a product or marketopportunity

Should not imply the use of any particular

technology

Should not imply a specific product concept

Example:Create a simple bedside device that displays internet weather

forecasts so you can see what the weather will be when you wake

up in the morning.


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Product Development Task #1:

Opportunity Statement

Make a pitch in three slides

Explain problem, need, or motivation

Explain necessary elements in solution

Summarize with opportunity statement


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Assignment ScheduleMonday (9/15) email me your opportunitystatement and your slides

Tuesday (9/16) be ready to make a short (< 5minute) presentation with your slides At the end of class, everyone will vote for their

preferred product. Well review votes and form teams.

Thursday (9/18) well announce the productdevelopment teams by in-class and provide

some feedbackMonday (9/22) each team will email me a teamMission Statement (HW #2)


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Review: Homework #1Due (email) by September 15

Written opportunity statement Three (3) slides to make pitch

Also due by September 15: take online Jung

typology test and email me the results. Before student presentations and team selection,

well talk about teamwork and group dynamics

The results of the online typology test will help us tocustomize the discussion to the students in the class

Link to test is on course website


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How to Identify OpportunitiesPotential sources: Think about the frustrations and complaints your friends have

about existing products Think about inefficiencies in your daily routine

Read a recent issue of Wired or Popular Science and getinspired by new technologies

Scan the TOC of Proc. IEEE for the past few months to get anidea of emerging trends

Methods to keep track of opportunities: Keep an opportunity database on your computer; text-message

or email yourself when you think of an idea Keep a running list of opportunities on your PDA

Write ideas down on a small piece of paper that you keep in yourwallet or purse


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Next ClassIn class:

Guest lecture on teamwork and group dynamics

Student presentations product pitches

Before class:

Read U & E chapters 1, 2 & 3

Complete online typology test

Submit opportunity statement, slides, andtypology results via email

product development is a set of activities

Documents