Upload
others
View
15
Download
1
Embed Size (px)
Citation preview
PRODUCT DESIGN & DEVELOPMENT
CHAPTER 5: Identifying Customer Need
Tetuko Kurniawan Coursebook:Product Design and Development 5th edition.Karl T. Ulrich & Steven D. Eppinger
Product Development Process
Concept Development: Front-End Process
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
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
STUDY CASE
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.
STEP 1: Gather Raw Data from Customers
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!
Interview preparation
STEP 2: Interpret Raw Data in Terms of Customer need
STEP 3: Organize the needs into a Hierarchy
Step 4: Establish the Relative Importance of the Needs
STEP 5: Reflect on the results and the process
Exercise
● Translate the following customer statements about a student book bag into proper need statements:
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