Product protocol and design Flashcards
1
Q
Why have a protocol? (3)
A
- Product protocol is also known as product requirements, product definition, deliverables etc.
- It is one of the top success factors distinguishing winning from losing projects
- Maybe because it involves more than technical aspects and multi-disciplinary team work.
2
Q
What are the purposes of Protocol? (4)
A
- To determine what marketing and R&D groups need to do.
- think concept lifecycle
- try identify the key deliverables at this point - To communicate essentials to all players and integrate their actions, directing outcomes consistent with the full screen and financials
- To set boundaries on development process or cycle time (or else can lead to failure)
- To permit the development process to be managed (when, how, who, how etc)
3
Q
What are the contents of a Product Protocol? (11)
A
- Target market (Top 30% of income group, in cities of over 100,000 with upscale lifestyle)
- Product positioning (a convenient mess free method for recycling items in the home)
- Product attributes (must automate trash disposal in at home environment, size small enough, factor costs under xx)
- Competitive comparison (none of a kind) and augmentation dimensions
- Timing (being right overrides getting to market fast)
- Marketing requirements(marketing announcements at national builders shows, sales force)
- Financial requirements (development and intro period losses will not exceed xxx, BE-analysis)
- Production requirements (once announced no interruption in supply, meet quality standards)
- Regulatory requirements
- Corporate strategy requirements (top mgmt support)
- Potholes (regulatory approval of healthy issues)
4
Q
Define design and what is it? (def + 4)
A
“the synthesis of technology and human needs into manufacturable products”
- Design introduces a bold new way of competing. Design-driven innovations do not come from the market; they create new markets. They don’t push new technologies, they push new meanings.” (Design expert Roberto Verganti)
- In practice, design can mean many things, ranging from styling to ergonomics to setting final product specifications.
- Design has been successfully used in a variety of ways to help achieve new product objectives.
- One thing it is not: “prettying up” a product that is about ready to be manufactured!
5
Q
What are contributions of design to the new product process? (6)
A
- Design for Speed to Market
- Design for ease of Manufacturer (IBM pro-printer)
- Design for differentiation
- Design to meet customers needs (user oriented design)
- Design to build or support corporate identity (Apple)
- Design for the environment (Subaru)
6
Q
Define product architecture and explain what it is (def + 3)
A
“The process by which a customer need is developed into a product design.”
- Critical step in moving toward a product design: solid architecture improves speed to market and reduces the cost of changing the product once it is in production.
- A product contains components (Motors, disk drive) that can be combined into “chunks” (base, disk handling system).
- A product also has functional elements (reading disk recording sound)
= the product architecture is how the functional elements are assigned to the chunks and how the chunks are interrelated.
7
Q
What about product architecture and product platforms? (2)
A
- Product architecture development is related to establishing a product platform
- if the architecture permits the designers to replace chunks or modules easily, several new products (derivatives too) can be designed as technology improves, market tastes changes and manufacturing skills increases.
= key is to be able to make changes to the modules while still operating on the same platform.
8
Q
What different prototype development exist? (2)
A
- Comprehensive prototype: complete, fully-functioning, full size product ready to be examined by customers.
- Focused prototype: not fully functioning or developed but designed to examine a limited number of performance attributes or features.
