Identifying Customer NeedsChapter 5
Identifying Customer Needs Chapter 5
Product Design and Development1.Introduction2.DevelopmentProcessesandOrganizations3.Opportunityldentification4.Product Planning5.IdentifyingCustomerNeeds6.ProductSpecifications7.ConceptGeneration8.ConceptSelection9.Concept Testing10.ProductArchitecture11.Industrial Design12.DesignforEnvironment13.Designfor Manufacturing14.Prototyping
Product Design and Development 1. Introduction 2. Development Processes and Organizations 3. Opportunity Identification 4. Product Planning 5. Identifying Customer Needs 6. Product Specifications 7. Concept Generation 8. Concept Selection 9. Concept Testing 10. Product Architecture 11. Industrial Design 12. Design for Environment 13. Design for Manufacturing 14. Prototyping
Product Development ProcessConceptDetailProductionSystem-LevelTestingandPlanningDevelopmentDesignDesignRefinementRamp-UpTypicallypartoftheConceptDevelopmentPhase
Planning Product Development Process Concept Development System-Level Design Detail Design Testing and Refinement Production Ramp-Up Typically part of the Concept Development Phase
Concept Development ProcessMissionDevelopmentEstablishGenerateSelectTestSetPlanIdentifyStatementPlanFinalCustomerTargetProductProductProductDownstreamNeedsConceptsConcept(s)DevelopmentSpecificationsConcept(s)SpecificationsPerform EconomicAnalysisBenchmark CompetitiveProductsBuild and Test Models and Prototypes
Concept Development Process Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Set Final Specifications Plan Downstream Development Mission Statement Test Product Concept(s) Development Plan
Bad DesignsPhotographs courtesyofwww.baddesigns.com
Bad Designs Photographs courtesy of www.baddesigns.com
Philosophy: Create a high quality information channelbetween customers and productdevelopers. Experience the use environment of theproduct
Philosophy • Create a high quality information channel between customers and product developers • Experience the use environment of the product
Customer Needs Process. Define the Scope-MissionStatement·Gather RawData- Interviews- FocusGroups- ObservationInterpretRawData- Need Statements: Organize the Needs- HierarchyEstablish Importance- Surveys- Quantified NeedsReflectontheProcess- Continuous Improvement
Customer Needs Process • Define the Scope – Mission Statement • Gather Raw Data – Interviews – Focus Groups – Observation • Interpret Raw Data – Need Statements • Organize the Needs – Hierarchy • Establish Importance – Surveys – Quantified Needs • Reflect on the Process – Continuous Improvement
Visual Information Example: Book Bag Design
Visual Information Example: Book Bag Design
Needs Translation Exercise:Book Bag Design ExampleCustomer statements"See how the leather on the bottom of the bag is alscratched; it's ugly.“When I'm standing in line at the cashier trying tofind my checkbook while balancing my bag onmy knee, I feel like a stork.""This bag is my life; if I lose it I'm in big trouble.""There's nothing worse than a banana that's beensquished by the edge of a textbook.""I never use both straps on my knapsack; I justsling it over one shoulder
Needs Translation Exercise: Book Bag Design Example Customer statements “See how the leather on the bottom of the bag is all scratched; it’s ugly.” “When I’m standing in line at the cashier trying to find my checkbook while balancing my bag on my knee, I feel like a stork.” “This bag is my life; if I lose it I’m in big trouble.” “There’s nothing worse than a banana that’s been squished by the edge of a textbook.” “I never use both straps on my knapsack; I just sling it over one shoulder
Translated customer needs statementCustomerstatement"See how the leather on the bottomofThe bag maintains its originalthe bag is all scratched; it' s ugly.'appearance with use"When I' m standing in line at theItems stored in the bag can be easilycashier trying to find my checkbookfound and accessedwhile balancing my bag on myknee, I feel like a stork.""This bag is my life; if I lose it I' m inThe bag is difficult to lose.big trouble."The bag is easy to find if misplaced"There' s nothing worse than a bananaThe bag protects delicate, soft itemsthat' s been squished by the edge offrom damage.a textbook.""I never use both straps on myThe bag can rest securely in multipleknapsack; I just sling it over onemodes (either or both shoulders)shoulder
Customer statement Translated customer needs statement "See how the leather on the bottom of the bag is all scratched; it’s ugly." The bag maintains its original appearance with use. "When I’m standing in line at the cashier trying to find my checkbook while balancing my bag on my knee, I feel like a stork." Items stored in the bag can be easily found and accessed. "This bag is my life; if I lose it I’m in big trouble." The bag is difficult to lose. The bag is easy to find if misplaced. "There’s nothing worse than a banana that’s been squished by the edge of a textbook." The bag protects delicate, soft items from damage. "I never use both straps on my knapsack; I just sling it over one shoulder." The bag can rest securely in multiple modes (either or both shoulders)