ECE520.427
Class #2
Product Development
and
Product Planning
Outline: Class #2
Introduction to product design and
development
Product development process
Intermission – get some popcorn
Product planning
Homework assignment #1
What is Product Design and
Development?
Product development is a set of activities
starting with the perception of a market
opportunity and ending with the sale of a product
Product design is one aspect of the development
process
„
„
Engineering design specifies how the technical
systems will work
Industrial design specifies the aesthetics, ergonomics,
and user interface
Other development activities include marketing
and manufacturing
Success of the product typically depends on the
success of all three development activities
Successful Product Development
Marketing
„
„
„
„
(pre-design) Identification of market opportunities
(pre-design) Identification of customer needs
(pre-design) Identification of target pricing
(post-design) Promotion of product
Design
„
„
„
„
Product quality
Product cost (includes development cost)
Development time
Development capability
Manufacturing
„
„
Production system
Supply chain
Examples
Good market research and
bad design:
Archos vs. Apple
„
Archos 20GB
Released October 2001
350 g, 1.3” thick
File-based organization
system
Ugly interface
„
iPod 5GB
Released November 2001
184 g, 0.78” thick
ID3-based organization
system
Pretty interface
Examples
Good design and
marketing and bad
manufacturing
„
„
Example 1: Wii
Example 2: Lenovo
X61 Tablet
Why Is Good Product
Development Difficult?
Trade-offs
Dynamics
Details
Time pressures
Economics
Generic Design Process
Phase 0:
Planning
Phase 1:
Concept
Development
Phase 2:
Phase 3:
System-Level Detail
Design
Design
Marketing
Design
Manufacturing
Phase 4:
Testing and
Refinement
Phase 5:
Production
Ramp-Up
Generic Design Process
Phase 0:
Planning
Phase 1:
Concept
Development
Phase 2:
Phase 3:
System-Level Detail
Design
Design
Phase 4:
Testing and
Refinement
Marketing
„
Describe market opportunity
Design
„
„
Consider existing product platform (if any)
Consider new technologies
Manufacturing
„
Identify production and/or corporate constraints
Other
„
Allocate project resources
¾ Mission statement
Phase 5:
Production
Ramp-Up
Generic Design Process
Phase 0:
Planning
Phase 1:
Concept
Development
Phase 2:
Phase 3:
System-Level Detail
Design
Design
Market opportunity Æ product concept
Marketing
„
„
Identify customer needs
Research competitive landscape
Design
„
„
„
Develop concepts
Determine feasibility of design concepts
Build and test prototypes
Manufacturing
„
Estimate manufacturing costs
Other
„
Investigate IP issues
¾ Product concept and proof-of-concept prototype
Phase 4:
Testing and
Refinement
Phase 5:
Production
Ramp-Up
Generic Design Process
Phase 0:
Planning
Product
Planning
Phase 1:
Concept
Development
Phase 2:
Phase 3:
System-Level Detail
Design
Design
Phase 4:
Testing and
Refinement
Identify Customer
Needs
Product Specifications
Concept
Generation
Concept
Selection
Concept
Testing
Product Architecture
Industrial Design
Design for Manufacturing
Prototyping
Robust Design
Patents, IP, and Economics
Phase 5:
Production
Ramp-Up
Generic Design Process
Phase 0:
Planning
Phase 1:
Concept
Development
Phase 2:
Phase 3:
System-Level Detail
Design
Design
Proof-of-concept Æ complete product architecture
Marketing
„
„
Develop extended product family
Develop marketing plan
Design
„
„
„
„
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Describe all subsystems and components
Develop software and firmware
Create prototypes of each subsystem
Select geometric layout and create industrial design
Choose all parts and tolerances
Manufacturing
„
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„
Identify suppliers
Create assembly scheme
Define assembly process and obtain tooling
¾ “Control documentation”
Phase 4:
Testing and
Refinement
Phase 5:
Production
Ramp-Up
Generic Design Process
Phase 0:
Planning
Phase 1:
Concept
Development
Phase 2:
Phase 3:
System-Level Detail
Design
Design
Control documentation Æ prototypes
Marketing
„
Develop plans for field testing
Design
„
„
„
Create alpha and beta prototypes
Performance and reliability testing
Iterate and refine design
Manufacturing
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„
Refine assembly and fabrication schemes
Create quality assurance strategy
Phase 4:
Testing and
Refinement
Phase 5:
Production
Ramp-Up
Generic Design Process
Phase 0:
Planning
Phase 1:
Concept
Development
Phase 2:
Phase 3:
System-Level Detail
Design
Design
Phase 4:
Testing and
Refinement
Prototypes Æ products
Marketing
„
Get first-run products to “preferred customers”
Design
„
„
„
Evaluate first-run output
Relax a little
Pray that everything works
Manufacturing
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„
Start production
Make sure you don’t use lead paint from China
Phase 5:
Production
Ramp-Up
Isn’t This All Obvious?
Yes and no
„
„
Taken individually, you could probably think up
most of the product development issues and
tasks covered in this class
Taken collectively, it takes experience to
produce a thorough product development
process from start to finish
This class guides the process step-by-step with
“structured methods” for each step
Within each step, some items might be “obvious”,
but combining all of the steps will produce a result
greater than the sum of the parts
Intermission
ECE520.427
Class #2
Product Development
and
Product Planning
Product Planning
Phase 0:
Planning
Phase 1:
Concept
Development
Phase 2:
Phase 3:
System-Level Detail
Design
Design
Phase 4:
Testing and
Refinement
Phase 5:
Production
Ramp-Up
Corporations typically plan products many years
in advance
Product planning ensures that products support
overall business strategy
„
„
„
Determine mix of new products vs. upgrades
Optimize past experience as leverage into new
products
Decide which market segments to target
Example: Xerox
Hodaka
New
Platforms
Legend
Lakes
Project
Product
Release
H-Net
Derivatives
L-Net
Improvements
595
6010
Fundamentally New
1996
392
393
Astro
1997
1998
1999
2000
Types of product development projects:
„
New product platforms, derivatives of existing
platforms, incremental improvements to existing
products, and fundamentally new products
Evaluating Projects
Step 1: Identify market opportunities
Step 2: Evaluate opportunities
Four perspectives for evaluation:
„
„
„
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Competitive strategy
Market segmentation
Technological trajectories
Product platforms
Competitive Strategy
Defines the company’s approach to
markets and competitors – “reputation”
„
„
„
Technology leadership
Cost leadership
Customer focus
Market Segmentation
Technological Trajectories
today
Time
Time
Product Platforms and
Technology Roadmaps
Product Platforms and
Technology Roadmaps
Functional Elements
Technologies
Photoreceptor
Cylindrical
Drum
Scanner
Layout
2D CCD Array
w/Optical Reduc.
Toner
Type
High
Temperature
Output
Modes
Monochrome: Paper, Fax, Scan,
Local Network, Internet
3-Pitch Belt
Photoreceptor
n-Pitch Belt
Photoreceptor
Full-Width, Linear Array
without Optical Reduction
Low Melting
Point
Low Melting Point,
Low Emission
Color: Paper, Fax, Scan,
Local Network, Internet
User
Interface
Keypad
Touch Screen
Image
Processing
600 dpi
Automatic Image Quality
600/1200 dpi
1200 dpi
Diagnostics
On-Board
Diagnostics
Touch Screen, Remote PC
Remote-Dialup
Diagnostics
1800 dpi
Remote
Repair
Document
Centre
220, 230
Document
Centre
240, 255, 265
Document
Centre
2XX
Document
Centre
3XX
Hodaka
Project
Lakes
Project
Lakes
Extensions
Next
Platform
Time
Product Platforms and
Technology Roadmaps
Product Platforms and
Technology Roadmaps
“In the course of the past several months, it has become clear that the right
path for Palm is to offer a single, consistent user experience around this new
platform design and a single focus for our platform development efforts. To that
end, and after careful deliberation, I have decided to cancel the Foleo mobile
companion product in its current configuration and focus all of our energies on
delivering our next generation platform and the first smartphones that will bring
this platform to market. We will, of course, continue to develop products in
partnership with Microsoft on the Windows Mobile platform, but from our
internal platform development perspective, we will focus on only one.”
– Ed Colligan, CEO of Palm, Inc.
Product Planning Process
Multiple Projects
Identify
Opportunities
1.
2.
3.
4.
5.
¾
Evaluate and
Prioritize
Projects
Portfolio
of
Projects
Allocate
Resources and
Plan Timing
Product
Plan
Complete
Pre-Project
Planning
Identify opportunities
Evaluate and prioritize products
Allocate resources and plan timing
Complete pre-project planning
Reflect on the results and the process
Product “Mission Statement”
Mission
Statements
Product
Development
Process
Mission Statement
The Mission Statement provides a detailed
definition of the assumptions under which the
product will be developed, including:
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One-sentence description of the product
(avoid implying a specific product concept)
Benefit proposition
Key business goals (time, cost, quality)
Target market(s)
Target price
Assumptions and constraints
Stakeholders
Intermission
Outline: Class #2
Introduction to product design and
development
Product development process
Intermission – get more popcorn
Product planning
Homework assignment #1
Product Development Task #1:
Opportunity Statement
An opportunity statement is a one- or twosentence description of a product or market
opportunity
„
„
„
Should not imply the use of any particular
technology
Should not imply a specific product concept
Example:
“Create a simple bedside device that displays internet weather
forecasts so you can see what the weather will be when you wake
up in the morning.”
Product Development Task #1:
Opportunity Statement
Make a “pitch” in three slides
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„
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Explain problem, need, or motivation
Explain necessary elements in solution
Summarize with opportunity statement
Assignment Schedule
Monday (9/15) – email me your opportunity
statement and your slides
Tuesday (9/16) – be ready to make a short (< 5
minute) presentation with your slides
„
„
At the end of class, everyone will vote for their
preferred product.
We’ll review votes and form teams.
Thursday (9/18) – we’ll announce the product
development teams by in-class and provide
some feedback
Monday (9/22) – each team will email me a team
Mission Statement (HW #2)
Review: Homework #1
Due (email) by September 15
„
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Written opportunity statement
Three (3) slides to make pitch
Also due by September 15: take online Jung
typology test and email me the results.
„
„
„
Before student presentations and team selection,
we’ll talk about teamwork and group dynamics
The results of the online typology test will help us to
customize the discussion to the students in the class
Link to test is on course website
How to Identify Opportunities
Potential sources:
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Think about the frustrations and complaints your friends have
about existing products
Think about inefficiencies in your daily routine
Read a recent issue of Wired or Popular Science and get
inspired by new technologies
Scan the TOC of Proc. IEEE for the past few months to get an
idea of emerging trends
Methods to keep track of opportunities:
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Keep an “opportunity database” on your computer; text-message
or email yourself when you think of an idea
Keep a running list of opportunities on your PDA
Write ideas down on a small piece of paper that you keep in your
wallet or purse
Next Class
In class:
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Guest lecture on teamwork and group dynamics
Student presentations – product pitches
Before class:
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Read U & E chapters 1, 2 & 3
Complete online typology test
Submit opportunity statement, slides, and
typology results via email