New Product Development
Technical Requirements What is the problem really about? What implicit expectations and desires are involved? Are the stated customer needs, functional requirements and constraints truly appropriate? Scope and limitations for creative design Characteristics / properties the product must / must not have Technical and technological conflicts in the design task
Crucial Technical Specifications Design: the functional design of the product and attractiveness in appearance Durability: of the materials from which the product is made Reliability: ensuring expected performance under normal operating conditions Product safety: posing no potential dangers under normal operating conditions Standardization: through elimination of unnecessary variety among potentially interchangeable parts/objects
Classification of New Product Development Activities across Different Industries Industrial products Pharmaceutical industry Technological Activities Electronics industry Balance of White goods and Activities domestic appliance industries FMCG Marketing Activities Food and drinks industries
Requirements Specification New Product Idea Opportunity Evaluation Secondary Information Primary Information Perceived Value Positioning Customers Value Cost Evaluation Marketing require- ments specification To Development
Iterative Product Feedback Development Process Feedback Refined Idea Refined Idea Controlled Controlled Idea Generation Launch Launch Prototype II Prototype Development
Principles of Prototyping Analytical prototypes are generally more flexible than physical prototypes Physical prototypes are required to detect unanticipated phenomena A prototype may reduce risk of costly iterations A prototype may expedite other development steps A prototype may restructure task dependencies
Modelling : Analytical versus Physical Analytical Physical Hardware Simulations Material and physical “Virtual” prototyping property correlation Computer Animations Prototyping of Optimization manufacturing techniques Experimental start – ups Fully functional mock ups ( α & β prototypes)
Types of Prototypes Proof – of – concept models Industrial design prototypes Experimental prototypes α - prototypes β - prototypes Pre-production
Testing of New Products Does it have the required attributes? Verify PURPOSE OF Ideas for claims USE TESTS improvements Identify use situations
Purposes of Beta Tests To check the product functioning in situ To confirm selection of features, both core and optional To assess the accuracy and usefulness of support material To assess the level of training required To evaluate perceived strengths and weaknesses vis-a-vis competitors To promote sales with the site chosen
What Are Prototypes Used For? Learning Will it work? How well does it meet customer needs? Communication with stakeholders Integration with components and subsystems Milestones to demonstrate progress
Rapid Prototyping Visualizing concepts as physical entities Market research for ergonomic use and aesthetics Prototypes for functional testing Assembly and manufacturing feasibility Verification of design changes Cost analysis Early marketing promotions
3D Printing/Rapid Prototyping 3D printing/rapid prototyping helps identify product issues not anticipated early on in the process Saves them time and money by mitigating risk and guiding investments along the development timeline Whether building prototypes of consumer products or exploring the feasibility of devices for medical applications, the advantage of scalable, accurate models allows for early detection of potential problems and decreases turnaround time 3D Printing: Fast, exact models to improve product development Polyjet and fused deposition modelling technologies for the most precise additive manufacturing solutions Computer Numerical Controlled Machining (Subtractive Manufacture): Electronically controlled machining process enhances precision for more confidence in manufacturing. Battelle’s comprehensive CNC solution is supported by the latest technology in machining Thermoforming System: Improved cost-efficiency through low-cost, yet accurate prototyping process
β Common Pitfalls in -Testing Test sites have inadequate internal capacity to test performance Wishy-washy performance requirement Testing is done too late in the new product process Developers tend to beta-test their own products Developers tend to ignore early negative results
Categories for Searching and Decomposing Specifications Geometry Assembly Kinematics Quality control Forces Operation Materials Maintenance Signals Transport Safety Costs Ergonomics Schedules Production
Design Consider Investigate Generate Define part product feasibility of alternative geometry platform and product product Choose architecture concepts architectures materials Assess new Develop Define major Assign technologies industrial subsystems tolerances design and Complete concepts interfaces industrial Build and Refine design test industrial control experimental design documenta prototypes tion
Principles of Universal Design Equitable Use The design is useful to people with varied abilities Flexibility in Use The design accommodates a variety of preferences and abilities Simple and Intuitive to Use The design is easy for anyone to understand and use Perceptible Information The design communicates the required information effectively to the user
Principles of Universal Design (cont) Tolerance for Error The design minimizes adverse consequences of inappropriate use Low Physical Effort The design can be used efficiently by anyone with minimal fatigue Size and Space for Approach and Use Regardless of the user's size or mobility, the product is easy to reach, manipulate and use
Contributions of Design to the New Products Process Design for Speed to Market Design for Ease of Manufacture Design for Differentiation Design to Meet Key Customer Needs Design to Build or Support Corporate Identity Design for the Environment
Environmentally Responsible Product Matrix Environmental Concern Liquid Gaseous Solid Materials Energy Life cycle effluents Emissions residues choice use stage Resource extraction Product manufacture Product packaging and transport Product use Refurbishment, recycling, disposal
Eco – Indicators Environmental Weighting Criteria Effect Factor Greenhouse effect Ozone depletion Acidification Pesticides Carcinogenic
Product Development Framework Cost / Function Cost Product Designs, Simplicity & Technology Prototype Developments Ease of Use and Testing Expandability Quality Customer: Provider: Superior Value Equation Optimal Use of Resources
Monitoring the New Product Development Process
Tools for Improving the New Product Development Process The time and cost of projects escalates with each stage, thus stage-gate processes only permit a project to proceed if all assessments indicate success
From Discovery to Launch: The Stage-Gate Model Discovery Idea Screen Gate Go to Go to Go to Second 1 Development Testing Launch Screen Gate Gate Gate Gate Stage 3 Stage 4 Stage 5 Stage 2 Stage 1 2 3 5 4 Testing & Launch Scoping Build Development Validation Business Case Post-Launch Review
To Go or Not to Go Criteria Deliverables Outputs Visible: based on Decision: standard Go/ Kill/ Hold/ requirements Recycle decided at the output of previous gate Must meet, knock- out question
Benefits of Stage-Gate Model Each stage is cross – functional and is designed to gather information needed to progress to the next stage The aim is to gather information and drive uncertainties down Each stage costs more than the proceeding one thereby following an incremental commitment process
Factors Associated with Technological Product Failure Customer expectation not met No innovative advantage perceived Information about product is scarce, unclear or difficult Need for product is not seen Unique attributes not seen Poor selection of target market Poor communication of product benefits Distribution channel selection Pricing problems
Need, Form and Technology in Action
What Are They Up To? Bruce Willis Mark Mobius Robin Sharma David Beckham (sometimes) Virendra Sehwag
Androgenitic Alopecia Harsh hairstyles and treatments Harmonal imbalances Illness or surgery Medications Nutritional deficits Aging
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