Product Design

Question 1

Due to the value they place on design, these companies in the top-quartile of the McKinsey Design Index experienced what results?

Answer 1

32% higher revenue growth and 56% higher total returns to shareholders.

Question 2

What is often an afterthought in product development?

Answer 2

Design

Question 3

What stages in design should a marketer be involved in?

Answer 3

All stages

Question 4

According to a survey, senior managers said new product success was due to what?

Answer 4

Design (60%) as compared to price (17%)

Question 5

What are the 5 benefits and competitive advantages to design? (RGCCC)

Answer 5

• Raise Utility. Ex. Hammer
• Get Noticed and Create Brand Identity. Ex. Viking
• Communicate Information about Product and Self. Ex. Prius
• Create Positive Response (via aesthetics). Ex. Lockheed Martin
• Create Positive Response (via usage ease). Ex. Intuit (Quicken)

Question 6

What is the marketing process called in design management?

Answer 6

User-Centered Design (UCD)

Question 7

Define User-Centered Design (UCD).

Answer 7

It places the user at the center of design process rather than at the end. Requires developers to understand the tasks that consumers wish to achieve with the product.

Question 8

What 6 reasons prevent UCD from being incorporated into design? LICUTE

Answer 8

• Time Pressure
• Creeping Featurism (BMW)
• Users are not Purchasers
• Everything Requires Trade-offs
• Insensitivity to Design
• Lack of Empathy. Ex. Bus Routes Oregon

Question 9

Everything you see is designed, except…

Answer 9

those things that come from nature

Question 10

What is a critical function of product management?

Answer 10

Cross-Functional Communication

Question 11

What do you need to reduce and incorporate to make a product successful according to Don Norman?

Answer 11

Reduce the steps consumers have to learn; make product intuitive as possible Ex. RYG

Question 12

Those firms who promote what are much more likely to experience new product success?

Answer 12

communication between mktg, engineering, and design

Question 13

What is the House of Quality tool?

Answer 13

A tool that bridges the communication gap between marketers and engineers

Question 14

What are the two main components to the house of quality?

Answer 14

Voice of Customer (VoC) and Voice of Engineering (VoE)

Question 15

What happened to Toyota when they implemented the House of Quality?

Answer 15

their start-up/pre-production costs declined by 60% and design time declined by 40%