What is desirable to users What is possible with technology What is viable in

What is desirable to users what is possible with

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What is desirable to users? What is possible with technology? What is viable in the marketplace? Design Process: (EDIPT) - Empathy: Learn about audience/customers - DeYne: RedeYne your ques'on based on these insights - Ideate: Brainstorm a crea've solu'on - Prototype: Build a representa'on of your ideas - Test: Return to original user group to test the idea for feedback Teams go through 4 main interac;ons in the Design Phase of NPD: - Development 'me - Product Cost - Development cost - Product performance
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Product and concept development decisions: Product change, product variety, standardiza'on, performance, manufacturing cost, project management, system engineering. U;litarian Designed Product : Design is achieved through achieving func'onal advantages and diXeren'a'on: Including less defects, improved handling, safety, looks, bafery, assembly, eKciency, etc. Kinesthe;c Design : Emphasizes how a user physically interacts with the product. Deals with issue such as wear and tear on the human body (Ergonomics), human factors such as developing a more comfortable experience for the user (improved air travel) and sensory cues, technique used to achieve instant use gra'Yca'on. This design technique is used to enhance emo'onal value to the user. Design as Emo;onal Value crea;on : Used to appeal to customers on an emo'onal level. Forms of value can include: social value (achieving social objec'ves), Altruis;c value (being seen as morally right, proper, good), aiec;ve value (beneYts of products in terms of emo'ons it provokes, coolness, joy, passion, etc). SUSTAINABILITY IS AN ISSUE IN INFLUENCING DESIGN. WEEK 7: FINANCIAL BUSINESS CASE Business case is a document deYning the product and provides ra'onale for developing it. It is a management tool that supports planning and decision making for an investment in the product, posi'oning investment decisions in the context of business goals. It is also a proposal providing an analysis of all costs, beneYts and risks associated with the investment and also oXers reasonable alterna'ves. It is speciYc to a project, new product, new service or new technology. Target: - Stakeholders (management, gatekeepers). They must be convinced of the need of this product or service, must align with business unit policy, marke'ng objec'ves, must think it is feasible, must agree with the alloca'on of resources, must think its cost eXec've, Ynancially viable (can make them money), and must also know the risks involved and think they are manageable. BUSINESS CASE EVALUATION QUESTIONS: 1. Is the market Real? ( Poten'al of market, life cycle of product?) 2. Is the product real? (Manufacturable? cost to produce?) 3. Can our company be compe;;ve? (Fit core competencies? Is the Advantage sustainable? 4. Can the product be compe;;ve? (What market share can it gain, what are its afributes) 5. Will it make money? (What is the ROI, when will it break even?)
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6. Are there other beneDts? (Will it build rela'onships, what are the strategic advantages).
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  • Three '17
  • Marketing, new product development, Strategic business unit, Nico Li

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