Identifying Customer Needs
How the rest of engineering does it!
From Product Design and Development, Chapter 4
Karl T. Ulrich and Steven D. Eppinger
Third Edition, McGraw-Hill, New York, 2004.
1
Product Development Process
Planning
Concept
Development
System-Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
(Typically with reviews after each)
(Initial)
Identifying
Customer
Needs
2
Customer Needs Process
1.
Define the Scope
–
2.
Mission Statement
Gather Raw Data
–
–
–
3.
Interviews
Focus Groups
Observation
Interpret Raw Data
–
4.
Need Statements
Organize the Needs
–
5.
Hierarchy
Establish Importance
–
–
6.
Surveys
Quantified Needs
Reflect on the Process
–
Continuous Improvement
3
Types of Customer Needs
• Direct Need
– concern about product, easy to determine
• Latent Need
– requires probing to find
– maybe not product related but use/system related
• Constant Need
– intrinsic to the product
• Variable Need
– removed by a technology change
• General Need
– applies to all customers
• Niche Need
– small market segment
4
1. Define the Scope
Mission Statement and
Technical Clarifications
• Focus Design Efforts
• Define Project Goals (measurable)
• Involve development/design team in
business case/analysis
• Project Schedule
– Tasks, timelines, milestones
• Provide guidelines for design process
5
Above – Mars One, a mission
requiring plenty of planning!
From: Product Design Otto and Wood, Prentice-Hall (2001)
6
Customer Needs Example:
Cordless Screwdrivers
?
7
Mission Statement
Example: Screwdriver Project
Product Description
•A hand-held, power-assisted device for installing threaded fasteners
Key Business Goals
•Product introduced in 4th Q of 2000
•50% gross margin
•10% share of cordless screwdriver market by 2004
Primary Market
•Do-it-yourself consumer
Secondary Markets
•Casual consumer
•Light-duty professional
Assumptions
•Hand-held
•Power assisted
•Nickel-metal-hydride rechargeable battery technology
Stakeholders
•User
•Retailer
•Sales force
•Service center
•Production
•Legal department
8
2. Gather Raw Data
Gather Data From Customers
• Interviews
– In customer environment
• Focus Groups
– Groups of 8-12 customers
• Observing Product in Use
What Did Ideo Do 9??
Data Gathering Methods and Outcomes
METHOD
APPROACH
OUTPUTS
ISSUES
User
interviews
Structured 1-2 hour
detailed one-on-one
interviews
Good for concept
research and
understanding user
perceptions
Time consuming
and interviewer
can bias
Focus
groups
2-3 hour facilitated
group discussion
Exploration of
requirements and
reactions - to known
products
Small samples,
can be difficult to
relate to new
products
Concept
testing
Comparison of
responses to product
proposals
Refining requirements,
assessing potential,
ranking preferences
Possible
disclosure of IPR
Scenarios
& role
playing
Group sessions to
inspire new ideas
through role play
Potential product ideas
or product changes,
good for 'new to world'
products
Relies on a good
group and strong
facilitation
Lead user
Interviews or group
discussion
Potential product ideas
Possible
disclosure of IPR
Observation
& user / task
analysis
Direct observation of
product in use in real
environments, used by
real users
Exploring requirements,
understanding product
weaknesses, provides
input to concept
generation
Should use in real
situations.
Encourages team
participation
From: http://www.betterproductdesign.net/guide/users.htm, accessed June 6, 2004
10
How Many Customers?
Percent of Needs Identified
100
80
60
One-on-One Interviews (1 hour)
Focus Groups (2 hours)
40
20
10 to 50 Sessions
0
0
1
2
3
4
5
6
7
8
9
10
Number of Respondents or Groups
From: Griffin, Abbie and John R. Hauser. “The Voice of the Customer”,
Marketing Science. vol. 12, no. 1, Winter 1993.
11
Choosing the ‘Customer’
• Often the case that:
– One person buys it,
– Another uses it,
– Someone else services it,
– Etc.
• Talk to each group !
If you were doing this project “Agile,”
which one would you pick as the
customer who hangs around with the
team regularly?
What Did Ideo Do12??
Identify Lead Users
• Customers who experience needs
before the majority of the market.
– Benefit from product innovations,
– Can clearly state emerging needs,
– Have already invented solutions.
What Did Ideo Do13??
Exploring Requirements
• Ambiguity
– Choice of Words
– What we want vs.
– What we don’t want
From: Gause and Weinberg, Exploring Requirements Dorset House Publishing, 1989.
14
Context Free Questions
• Context-free Product questions
– When and why do you use this product ?
– Walk us through using it.
– What do you like about it?
– What issues do you consider in purchasing?
– What improvements would you recommend?
From: Gause and Weinberg, Exploring Requirements Dorset House Publishing, 1989.
15
Context Free Questions
• Context-free Process questions
– What is a solution worth to the client?
– How much time do we have for the project?
– How should we organize the teams?
From: Gause and Weinberg, Exploring Requirements Dorset House Publishing, 1989.
16
Context Free Questions
• Metaquestions
– Am I asking too many questions?
– Is there anything else I should be asking
you?
– Is there anyone else I should be talking to?
From: Gause and Weinberg, Exploring Requirements Dorset House Publishing, 1989.
17
Documenting Customer Data
• Audio, Video Recording
• Notes
• Photography
What Did Ideo Do18??
3. Interpret the Data
Raw Data –to– Needs
Statements
1. What not How.
2. Express need as specifically as raw
data.
3. Use positive, not negative phrasing.
4. Express need as attribute of the
product.
5. Avoid ‘must’ and ‘should’.
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Examples – Typical Use
Customer statement:
• I need to drive screws fast, faster
than by hand.. Hey – this looks like a user story!
Interpreted need:
20
Examples – Typical Use
Customer statement:
• I sometimes do duct work and use
Ditto
sheet metal screws..
Interpreted need:
21
Examples – Current Tool Likes
Customer statement:
• I like the pistol grip…it feels the
Could you make this look like user story?
best.
Interpreted need:
22
Examples – Current Tool Likes
Customer statement:
• I like the magnetized tip…
Ditto?
Interpreted need:
23
Examples – Current Tool Dislikes
Customer statement:
• I don’t like it when the tip slips off
Ditto?
the screw…
Interpreted need:
24
Examples – Current Tool Dislikes
Customer statement:
• I would like to be able to lock it so I
can use it with a dead battery.. Ditto?
Interpreted need:
25
Examples – Current Tool Dislikes
Customer statement:
• Can’t drive screws into hard wood..
Ditto?
Interpreted need:
26
Examples – Suggested
Improvements
Customer statement:
• A point so I can scrape paint off
Ditto?
screw heads..
Interpreted need:
27
Five Guidelines for Writing Needs Statements
Guideline
Customer Statement
Need Statement-Wrong
Need Statement-Right
What Not
How
“Why don’t you put
protective shields around
the battery contacts?”
The screwdriver battery
contacts are covered by
a plastic sliding door.
The screwdriver battery
is protected from
accidental shorting.
Specificity
“I drop my screwdriver all
the time.”
The screwdriver is
rugged.
The screwdriver
operates normally after
repeated dropping.
Positive
Not
Negative
“It doesn’t matter if it’s
raining, I still need to
work outside on
Saturdays.”
The screwdriver is not
disabled by the rain.
The screwdriver
operates normally in
the rain.
Attribute
of the
Product
“I’d like to charge my
battery from my cigarette
lighter.”
An automobile cigarette
lighter adapter can
charge the screwdriver
battery.
The screwdriver battery
can be charged from an
automobile cigarette
lighter.
Avoid
“Must”
and
“Should
“I hate it when I don’t
know how much juice is
left in the batteries of my
cordless tools.”
The screwdriver should
provide an indication of
the energy level of the
battery.
The screwdriver
provides an indication
of the energy level of
the battery.
28
The SD provides plenty of power to drive screws.
4. Organize the Needs
* The SD maintains power for several hours of heavy use.
** The SD can driv e screws into hardwood.
The SD drives sheet metal screws into metal ductwork.
*** The SD drives screws faster than by hand.
Organized List
of Customer
Needs
* The SD is easy to turn on.
* The SD prevents inadvertent switching o ff.
* The u ser can set the maximum torque of the SD.
!* The SD provides ready access to bits or accessories.
* The SD can be attached to the user for temporary storage.
The SD makes it easy to start a screw.
* The SD retains the screw before it is driven.
!* The SD can be used to create a pilot hole.
The SD power is convenient.
* The SD is easy to recharge.
The SD can be used while recharging.
The SD works with a variety of screws.
** The SD can turn philips, torx, socket, and hex head screws.
** The SD can turn many sizes of screws.
The SD can access most screws.
The SD can be maneuvered in tight areas.
How would we do the
organization differently
if they were software
user stories?
The SD is easy to set-up and use.
**
The SD can access screws at the end of deep, narrow holes.
*** The SD recharges quickly.
The SD batteries are rea dy to use when new.
!** The u ser can apply torque manually to the SD to
drive a screw .
The SD lasts a long time.
** The SD tip survives hea vy use.
The SD can be hammered.
* The SD can be dropped from a ladder without damage.
The SD turns screws that are in poor condition.
The SD can be used to remove grease and dirt from screws.
The SD allows the user to work with painted screws.
The SD feels good in the user's hand.
***
*** The SD is comfortable when the user resists twisting.
* The SD is balanced in the user's hand.
! The SD is equally easy to use in right or left hands.
The SD is comfortable when the user pushes on it.
The SD weight is just right.
The SD is warm to touch in cold weather.
The SD is easy to store.
* The SD fits in a toolbox easily.
** The SD can be charged while in storage.
The SD resists corrosion when left outside or in damp places.
!* The SD maintains its charge after long periods of storage.
The SD maintains its charge w hen wet.
The SD prevents damage to the work.
* The SD prevents damage t o the screw hea d.
The SD prevents scratching of finished surfaces.
The SD remains comfortable when left in the sun.
The SD has a pleasant sound when in use.
The SD is easy to control while turning screws.
*** The user can easily push on the SD.
*** The user can easily resist the SD twisting.
The SD can be locked "on."
!**
* The SD remains aligned with the screw head without slipping.
** The user can easily see where the screw is.
* The SD does not strip screw heads.
* The SD is easily re versible.
The SD speed can be controlled by the user whil e turning a screw.
The SD looks like a professional quality tool.
The SD is safe.
The SD can be used on electrical devices.
*** The SD does not cut the u ser's hands.
What Did Ideo Do
29 ??
5. Establish Importance
Establish Relative Priorities
1. Consensus of Team Members
2. Further Surveys of Customers
•
Ditto?
Establish Rankings on 1 to 5 Scale
–
–
–
1. feature is undesirable – would not consider a
product with this feature
……
5. feature is critical – would not consider a
product without this feature
30
Summary
•
•
•
•
•
•
•
•
•
•
Capture “What, Not How”.
Meet customers in the use environment.
Collect visual, verbal, and textual data.
Props will stimulate customer responses.
Interviews are more efficient than focus groups.
Interview all stakeholders and lead users.
Develop an organized list of need statements.
Look for latent needs.
Survey to quantify tradeoffs.
Make a video to communicate results.
31
Visual Information Example: Book Bag Design
32
Needs Translation Exercise:
Book Bag Design Example
1.
“See how the leather on the bottom of the bag
is all scratched; it’s ugly.”
2.
“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.”
3.
“This bag is my life; if I lose it I’m in big
trouble.”
4.
“There’s nothing worse than a banana that’s
been squished by the edge of a textbook.”
5.
“I never use both straps on my knapsack; I just
sling it over one shoulder.”
33
And, did we get close to what
Ideo would do?
• Here’s the latest trend in backpacks –
My wife has one similar:
34