Product Concept Document Worksheet
Contents
The customer / user ................................................................................................................... 3
The product................................................................................................................................ 6
The extras .................................................................................................................................. 9
The customer / user
This part of the worksheet is designed to help you think about the customer and the user for
your product. Work through each of the sections trying to answer the questions thoroughly.
Unlike later sections, all the questions here will be relevant to your product concept
document.
1.
Who is the customer? (Use the market segmentation you have done to describe them).
2.
Is the customer the same as the user?
For this assignment you can assume that they are the same person
3.
Briefly describe the user. (The primary persona.)
3
4.
What relevant goals does the user have? (What goals does the product help the primary
persona achieve: think life, experience and end goals?)
5.
What alternatives currently exist for this product? (How can/does the primary persona
achieve their goals currently?)
6.
Usage scenario: Tell the story of your product idea in use.
4
7.
What will make your product better than the current alternatives? (Here you need to
answer the question: Why your product?)
5
The product
Here you should think about the actual product you want to create to help your primary
persona achieve their goals. Most of these questions will be relevant to your product, but not
necessarily all of them.
1.
What is your product idea? (Use your 3 sentence summary of the product)
2.
What is the product positioning? (Try to sum up the key product benefit in one or two
sentences. If you are unsure about this, look at your answer to question 6. under the
user.)
3.
What are the user requirements? (How will it help them achieve their goals?)
6
4.
What features are essential to deliver the above user requirements? (Write short
descriptions in bullet points.)
5.
What is the product name? How will the product be branded? (Company brand, product
brand, both?)
6.
What is the product quality? (Durability, reliability, ease of use, quality of support
materials, ease of repair and consistency within the product.)
7
7.
Are there any design guidelines? (Give the designers a challenge rather than say what
they have to do.)
8.
What are the packaging guidelines? (Distribution, brand image, visibility, environmental
issues, security, transport)
9.
How should the product be labelled? (Think about usability, functions, internal
consistency, legal requirements, distribution requirements, etc.)
8
The extras
Here you can think through any extras that can be added to the actual product to help offer a
better user experience and differentiate the product offer more effectively. Note that many of
the questions here may not be relevant to your product, but you should think about each one.
If it is not relevant then do not fill anything in.
1.
Does the product require installation? How will it be done? (Who will install and what help
will they have? This is perhaps not relevant for the user, but maybe for the opdrachtgever
it is.)
2.
What sort of service will you offer? (Think about support staff too.)
3.
How will the user and support staff be helped when they encounter problems?
4.
Will there be a manual for the product? How will it be delivered? (Think about a support
staff manual too.)
9
5.
Will you offer the user training? How? (Think about training for any support staff too.)
6.
How will the product be delivered? Who will pay?
NVT
7.
Will you offer credit? If so, what sort of terms?
NVT
8.
Does the product have a warranty? How long is free? Can the warranty be extended for
a payment? If so, how much?
NVT
10