Additional Info For Exam 1 Flashcards
Why have corporate partners?
- access to real design examples
- real design engineers
- tackle “real-world” problems
- actual physical examples to apply analysis/testing developed through technical coursework
What a design should be
- well thought out, modeled and engineered
- best possible design options were considered and design choices properly selected and justified
- performance optimized using engineering analysis
- cheapest, most durable, easiest to assemble, lightweight, cheapest/easiest to maintain, most versatile, etc. (or some combination of these items)
Cost influence of product design
- cost during design phase is low, but decisions made have significant effect on overall product cost
- difficult to compensate for product weaknesses incurred during design phase in later phases
- want to ensure that development process is comprehensive and provides best possible solutions
When PDP may not be useful
- developing new technology
- when prototype development is rapid and cheap (software)
- when product release is rapid and cheap
- when updates/requirements are simply implemented and cheap
Design method
State of the art -> identification of need -> conceptualization -> feasibility analysis -> production
Design paradox between design knowledge and design freedom
As project progresses, design engineers know more about the problem but they have less design freedom (they’re making decisions that make them committed to solutions).
*Important to define the problem as much as you can in the beginning when you have the most design freedom.
Customer definition (total quality management viewpoint)
Customer - Anyone who receives or uses or has some stake in the product including:
- end users
- purchasers
- regulating bodies
- supervising personnel
- maintenance/installation personnel
Limiting target audience
Don’t be broader than necessary in your definition of customers or end users. Focus on a specific target group and satisfy their needs well.
Customer segmentation
- de-averaging customer base
- allows company to focus on most profitable segments
Successful product development
Successful product development requires a good continual awareness of customer needs as well as a way to incorporate these needs into the product design
Qualitative market analysis techniques
-in-depth understanding of >basic market/customer needs >leading trends and issues >emerging priorities -small set of customers, open format -build new hypothesis and gain new understanding
Quantitative market analysis
- test hypothesis
- forecast magnitude of demand
- large set of customers, structured questions
- generally applied after qualitative techniques to test concepts
Ethnography
- Study of users in live settings
- qualitative
Industry analogies
- comparison against solutions in other industries
- qualitative
Focus groups
- open discussion among target customers
- qualitative
Surveys
- simple questions to determine satisfaction
- ranking of preferences
- quantitative
Attribute experiments
- choosing between specific potential products or product attributes
- individual attributes or combination of attributes
- quantitative
In-market based research
- applying live changes to product and seeing how customers react
- high transaction market situations
- quantitative
Market research sequence
1) synthesize and discover
2) validate and sharpen
3) prioritize and develop