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Development - Phase 4 of NPD

This document discusses phase 4 of the new product development process, which focuses on product design and testing. It covers topics such as the role of design in meeting customer needs and corporate goals, product architecture, prototyping, speed to market techniques, and product use testing. Product use testing involves testing the end-use experience with potential customers and helps provide feedback on pre-use reactions, early user experience, and diagnostic information to improve the product.

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Ahsan Moin
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56 views

Development - Phase 4 of NPD

This document discusses phase 4 of the new product development process, which focuses on product design and testing. It covers topics such as the role of design in meeting customer needs and corporate goals, product architecture, prototyping, speed to market techniques, and product use testing. Product use testing involves testing the end-use experience with potential customers and helps provide feedback on pre-use reactions, early user experience, and diagnostic information to improve the product.

Uploaded by

Ahsan Moin
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Development

Phase 4 of NPD Process

Muhammad Waqas
What is Design?

“ The synthesis of technology and human needs


into manufacturable product”.
A plan or drawing produced to show the look
and function or workings of an object before it
is built or made.
The Role of Design in New
Products Process

Contribution of Design to New Product Goals


• Design for speed to market
• Design for ease of manufacturing e.g. IBM
• Design for differentiation e.g. Civic, etc.
• Design to meet customer needs e.g. Ford Taurus
• Design to build or support corporate identity
• Design for Environment e.g. BMW
Product Architecture

“The process by which a customer need is


developed into a product design”
A Process of Product Architecture

1. Create the product schematic


2. Cluster the schematic element
3. Create geometric layout
4. Check interaction between chunks
Prototype Development

A prototype is an early sample or model built to


test a concept or process or to act as a thing
to be replicated or learned from. It could be:
1. Comprehensive Prototype
- Implement many or all attributes of the product.
2. Focused Prototype
- Implement one or a few attributes of the product.
Four Uses of Prototypes
1. Learning
2. Communication
3. Integration
4. Milestones
Speed to Market
“ When we let the development
process lag, we lose the
competitive race”
Techniques for Speeding
Time to Market
• Organisational Phase
• Intensify resource commitment
• Design for speed
• Prepare for rapid manufacturing
• Prepare for rapid marketing
What is Product Use
Testing?
“Use testing means use under
normal operating conditions”
Product use testing refers to testing
the end-use experience with the
new item. Also called field testing,
user testing or market acceptance
testing.
Is Product Use Testing Really
Necessary?
Think about use testing of following products:
• The first fax machine probably could not be use
tested by end-users as there was no network of
others with whom to communicate.
• Same goes for the picture telephone.
• Same for colour TV when no program was
broadcasted in colour.
• Think about use testing of internet.
Do you agree that use testing is not necessary?
Is Product Use Testing Really
Necessary?
1. Regarding Competitor’s Reaction
2. Can We Deliver a Total Quality Product?
3. Customer Needs are Complex Sets
Knowledge Gained from Product
Use Testing
Following are key pieces of knowledge that use testing
provides:
1. Pre-Use Sense Reactions
2. Early Use Experience
3. Beta Tests
4. Gamma testing
5. Diagnostic information
Decisions in Product Use Testing
1. Who should be in the user group?
2. How should we reach the user group?
3. Should we disclose our identity?
4. How much explanation should we provide?
5. How much control over product use should there
be?
Considerations for Use Testing
6. How should the test be conducted?
7. Over what time period should the test be
conducted?
8. What should be the source of the product being
tested?
9. What should be the form of product being tested?
10. How should we record respondents’ reactions?
11. How should we interpret the figures we get?
12. Who should do the product use test?
Special Problems
1. Don’t change the data just
because they came out wrong.
2. Be alert to strange conditions
3. What if we have go ahead
without good use testing?

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