“A product that will keep you
warm anywhere anytime”
Product & service Innovation
Prof. Sung Joo Bae
Product development process
Product Innovation process
Market
Prediction
•
•
•
•
•
Market research
Customer research
Competitors
Technological trend
Market Practicality
Product
development
Marketization
• Market Segmentation
• Market positioning and
strategies through 4Ps
Problem Identification: Ways people keep warmth
Idea: Ways that can allow people to feel warm outside
Air Heaters
Problem: they make the skin too dry
Ideas:
-Making a heater that combines the humidifier
-Detects the humidity of the room
Hand warmers
-Electrically heated
-Hearted through natural energy
e.g. Solar panels
A pocket warmer
-A separate material that fits in to
the original pocket and heats up
the pocket
Heating clothing
-Designed as a sweater or a
scarf to make it more
user-friendly
Feet warmers
-Making electrical heating attached to the shoes
(redesigning the functionality of the shoes)
-Having a separate part that warms the feet
that can be taking off as well as freely be
attacked to any shoes
-Using the space that has cushioning on the
shoes, put technologies that produces heat
according to ones movement
Direction of the Product
PRODUCT
Technology Driven
design
User Driven design
Perceived
customer needs
• Customer’s need for products that
warms their body has already been
perceived
• Companies have been already trying
to fulfill this needs
Subconscious
customer needs
• So it is important to have short
product developmental period in
order to produce the product as fast
as possible
• Also it is about “differentiating”
from other products that may
produce body warming products
Market research: existing products
Product
Description
Price (won)
Chemical hand warmer
Reacts to oxygen by pressing a
button inside the product OR by
shaking the product it produces heat
through chemical reactions
500~2000
Oil type hand heater
oil that is used for hand lighters are
used to refill the device and then
turned in to heat when needed)
Electrical hand heaters
 Can be recharged and used later
by turning on the switch.
14,000~25,000
20,000~70,000
Market research: existing products
Product
Description
Price (won)
Biker’s hand heater
 It is connected to the battery of
the motor cycle to produce heat.
It usually cannot be separated
from the power supply but some
products can be separated by
using Lithium ion batteries.
10,0000~35,0000
Electrically heated slippers
 When plugged on the electricity
the product heats up the bottom part
of the feet
10,000~40,000
Understanding needs: Survey
QUESTIONS
1. What part of your hands and feet do feel
the most heat loss?
Hand:
Fingers Palm
Back of the hand
Feet:
Toes
Back of the foot
Sole
2. Do you use a heat warmer of some sort
during the winter?
Yes
no
3. What are the problems with existing heating
products? (chemical hand warmers, electrically
charged warmers etc.)
• Flexibility
• Portability
• Convince (re-chargeability or physical
movement )
• Not enough heat
• Does not look good
Hand:
Feet:
(38)
(23)
Fingers Palm
(19)
Back of the hand
Toes
(43)
Back of the foot
(19)
Sole
(18)
Yes
(32)
no
(48)
• Flexibility (9)
• Portability (23)
• Convince (re-chargeability or physical
movement) (27)
• Not enough heat (21)
• Does not look good
Market survey
What do customers want ?
New Product
Available Products
• Not very portable (aesthetically
not appealing )
• Not convenient (not for every
use)
• Not much flexibility
• Maximum flexibility with the product
• Portable outside aesthetically &
functionally
• Convenience by allowing more
movement and a more convenient
product usage (more fit for everyday
usage)
Product concept
Product Concept
Warms the hands and feet with below features
• Portability/ convenience
• Aesthetically appealing products
• Flexibility
• Adaptability to different environment and usage of hands and feet
• Easy to use products
Idea sketching no.1
1.
2.
Idea sketching no.2
4.
3.
Idea sketching no.3
5.
6.
Idea sketching no.4
7.
Idea sketching no.4
Self-supplying footsole
Idea: re-charging product through a material that heats by the reaction of the physical movement of
The feet
How it could work: use dynamo to generate electricity by the up and down ward moving of the hee.
The electrical product generates 4.8 AV Voltage
Problems: - Dynamo is fragile and needs enough space
- There is no heat generated when not moving so the person have to continue to move to
generate heat.
Designs & Functionality
detachable
For flexibility and adaptability for
different environments make the
heating patches detachable so that the
user can heat up different parts of the
hand
Designs & Functionality
• Heating panel and the shoe
material should be able to be
separated for wash
• Also this will allow to make
supplementary products for
further profit
Stage 2: Research & analysis
Anatomy of the Hand & Feet
Anatomy of the Hand & Feet: Observation and Research
Observation
-Uses top of the finger for
to touch the screens
eg. Smart phones
-People usually have the hand
warmers on the palm rather
than on the back of the hand
-Also rubbing the palm makes
better blood circulation and
heat from friction
-people feel the need for the
palm to be warm as well
Research
-Has low blood circulation
-Fingers are constantly bended
-According to the infra-red
observation it is the warmest part of
the hand
-Most heat but at the same time most
sensitive
-Most bended part of the hand
Analysis of materials
Valuation Criteria
Safety
Definition
High/ Low
Melting point
Stretchiness
The flexibility
of the fabric
Cost
Cost of the fabric
Heat
Technological
Advancement
To produce heat
Thickness
How thick a single
layer of fabric is
Washable
Easy to wash
Analysis of materials
Materials
Polyester
ES
(electro spinging)
Carbon Fiber
Nylon
Spandex
Safety
Stretchiness
Cost
Heat
Thickness
Washable
16
17
12
18
15
Analysis of materials
Materials
Neoprene
Ventile
PCM
Micro Fiber
Nitrile rubber
Para-aramid
15
14
17
Safety
Stretchiness
Cost
Heat
Thickness
Washable
11
13
18
Analysis of materials
Materials
PCM
Nylon
Safety
Stretchiness
Cost
Heat
Thickness
Washable
18
18
Analysis of batteries
Lithium Ion
Lithium Polymer
NiCd
NiMH battery
8
6
Thickness
Fast-charge time
Energy density
Cost
8
12
Batteries
Lithium Ion Battery
Lithium Polymer Battery





Lithium polymer chemistry differentiates itself from
Lithium Ion in the type of electrolyte used (a plasticlike film that does not conduct electricity but allows
ion exchange - electrically charged atoms or groups of
atoms).
The dry polymer design offers simplifications with
respect to fabrication, ruggedness, safety and thinprofile geometry.
Cell thickness measures as little as one millimeter
(0.039 inches).
Can be formed and shaped in any way imagined.
Improved safety - more resistant to overcharge; less
chance for electrolyte leakage
Stage3: Prototyping & Validations
Experimentation: Action
1. Understanding the materials
Experimentation
Experimentation
• No wires
• Placed at the important areas
• Top of the sole, Fabric on top.
Experimentation
Experimentation
Experimentation
Experimentation
Removeable Battery
Experimentation
Found new materials during our
experimentation and replaced the
original wiring system to this!
Thus the design became more suitable
to our original targeted function!
•Low price
•Thin as paper (aesthetical purpose)
•Well functions with heat
Experimentation
2. Experimenting with wires and heat
Heating wires for
electrically heated
seating cushion
Material that is known
to help maximize heat
Wire positioning
Warmth
comfort
concentrated on the toes
On the top of the feet
Bottom of the feet
Along the toes
The heat from the
bottom warms up the
whole feet more
efficiently
Final Design
Inside Layer
Outer Layer-supplementary product
Final Design
Customization by allowing to cut the material
240
Detached
235
230
Heating material
Stage5: Business Model & Market Position
Market Position
H
Complex products with clearly
defined market requirements
Complex products with
difficult to define market
requirements
Simple products with clearly
defined market requirements
Simple produces with difficult
to define market requirements
Structural
Complexity
L
L
H
Functional Complexity
Market Position
H
Structural
Complexity
Simple products with clearly
defined market requirements
L
L
H
Functional Complexity
Market Position
Market Segmentation
15-24
Professional-use
25-34
45-54
55-64
65+
A
B
C
Basic-use
D
Sports wear
Basic use
Targeted on younger female
customers with low price and
characterized product designs
General use
•Targeted on younger female
customers who are fashion
conscious and wants to use the
product in everyday use.
•Thus the product targets to
customers who has buying power to
not only buy the heating products
but the supplementary products.
•Professionals or highly
equipped customers are
targeted with high price and
high functionality
•Also designed to be more
targeted on male than female
customers.
Marketing Mix
Lithium polymers=2000-3000won
PCM capsule materials = 8,800-13,200won/m2
Heat layers= 2500-3000won
Material cost (feet)=800-1200won
Electrical circuits=300-500won
1. Online
Price per unit
2. Offline
Foot wear: 5,600won
Hand gloves: approx. 13,600won
(+production, promotion, distribution cost)
Having a booth where people can come and
experience the product first hand before purchase
Price
•
•
SNS channels
Youtube (a commercialized video that shows
how to use the product for the customer to
understand how the product works)
Promotion
Marketing Mix
Product
1.
2.
place
Hand warmer gloves: With a thin layer that
warms the gloves there will be a
complementary product that is fashionable
to wear on top of the first layer. (small,
medium, large)
Feet heaters: the size will be able to be
customized for the customers to an limited
extent. Because of the different kinds of
shoes that the product will be used it is
important that the product can be used in
any shoes.
1. Online
•
•
Facebook page (SNS channels)
Online stores connected to larger online
retail stores such as Gmarket or Auction.
2. Offline
Multi-shop stores
pop-up stores/ temporary stores
Thank you!