5. Fuzzy front end part 1 Flashcards
What makes NPD fuzzy?
Idea generation, idea screening and concept development. Is fuzzy because not sure where it ends, it is imprecise, unstructered etc. During the process it becomes less fuzzy
What are sources of new product ideas?
Internal
- Manufacturing department
- service department
- R&D department
- Marketing/sales department
External
- Competitors
- Research institutes and universities
- Customers
What are possible problems with asking customers?
Consious;
- can be articulated
- product improvements
Unconsious;
- Cannot be articulated
- more radicazl ideas
Which customers to target?
Average customers generate average ideas. So target customers with new radical ideas;
- Willing to cooperate
- With new insights
what are different techniques to get customer ideas?
- surveys
- focus groups
- customer complaints
- category appraisal
- personal interviewing
What may be revealed by observations?
- Triggers of use
- Interadtions with the user’s environment
- user customizations
- intangible product attributes
- Unarticulated user needs
When to use which technique for customer idea generation?
Kijk naar figuur in de samenvatting; grid
Horizontal axes; type of product you are interested in; Incremental vs radical
Vertical axes: actonability; abstract; requires new product or concrete; requires new features.
- Focus group, free elicitating, kelly bgrid, laddering = abstract customer needs, incremental new products
empathic design, zaltman methaphor, elicitation technique = abstract, radical
- category appraisal, Conjoint analysis = concrete, incremental
- information acceleration, lead user technique = concrete, radical
What are benefits of house of quiality (Hauser article, 1993)
- reduction of design time
- reduction of design costs
- maintaining and enhancing design quality
Why is house pf quality used?
it inspires product developers, it helps communication between customer and organization.
Trabslates custome requests in engineering language
What are the different steps to understand the voicwe of the customer (Hause, 1993)?
- identify customer needs
- Structure the needs; primary needs (strategic) and secondary needs (tactical)
- prioritizing the needs
- comparing customer perceptions
What is the voice of the engineer in HOQ (Hauser, 1993)?
- identify design attributes
- comparing engineer measures
- developing the relationship matrix
- developing the roof matrix
- making other estimates
What are service blueprints?
Communication device there to help you understand as a whole organization what the customer is thinking and how you can improve this at the same time it has some draw backs (verry internally orientated, only employees involved) relatively incremental focuses on improving existing customers journeys you can change that come up with radical ideas but it is not used for that a lot.
What are the different steps in service blueprinting?
- Determine objective
- Determine who to involve
- modify blueprinting tools
- Map most common service: Usually in multiple teams
- learn and discuss
- Rack insights; follow up and commincate internally
What are the functions of service blueprints?
tools to;
- Visualize processes and manage/coordinate all processes and people indirectly involved
- Identify failure points where improvements can be made
- Translate initial service idea in more concrete concept
- Customer focused design customer experiences
- Service processes; A chain of activities
- Service innovation: developing service delivery process
What is the lay out of service blueprints?
Service blueprint consists of;
Things customers see;
- Physical evidence
Activities;
- Customer journey
- onstage actions
- Backstage actions
Systems;
- Support processes
