PRODUCT DESIGN & DEVELOPMENT

CHAPTER 5: Identifying Customer Need

Tetuko Kurniawan Coursebook:Product Design and Development 5th edition.Karl T. Ulrich & Steven D. Eppinger

Product Development Process

Concept Development: Front-End Process

What is the purpose?

● Ensure that the product is focused on customer needs● Identify latent or hidden needs as well as explicit needs● Provide a fact base for justifying the product spec.● Create and archival record of the needs activity of the

development process● Ensure that no critical customer need is missed or

forgotten● Develop a common understanding of customer needs

among members of the development needs

The (recommended) Five Steps

1. Gather raw data from customers

2. Interpret the raw data in terms of customer needs

3. Organize the needs into a hierarchy of primary, secondary, and (if necessary) tertiary needs

4. Establish the relative importance of the needs

5. Reflect on the results and the process

STUDY CASE

STEP 1: Gather Raw Data from Customers

i. Interview: 1~ 2 hour/person

ii.Focus Group:

A moderator facilitates a two-hour discussion with a group of 8 – 12 customers. Usually with fees. 2 hour/group

iii.Observing the product in use:

Watching customer use and existing product or perform a task for which a new product is intended.

STEP 1: Gather Raw Data from Customers

Choosing Customers

Lead Users: people that experience needs far ahead of majority of usersThey often can explain needsSome may have created the solution!

Variation on choosing customer for the interview!

Interview preparation

STEP 2: Interpret Raw Data in Terms of Customer need

STEP 3: Organize the needs into a Hierarchy

Step 4: Establish the Relative Importance of the Needs

STEP 5: Reflect on the results and the process

Exercise

● Translate the following customer statements about a student book bag into proper need statements:

PROJECT

● Topics “Household appliances”● Each team makes at least create 3 ideas:

– Name of product– Sketch/3D drawing: 1 page enough– Function/feature, what is the innovation?– Submit for next week

● Interview people around you (users), to get some information/idea/problem based on one of your design/idea.

● Documentation: notes, video, audio → tell your story in the front of the class.

● Please submit: customer statement and need statement ● Use your time in this remaining time to discuss