Transcript Document

Product Design & Development
Identifying Customer
Needs
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July 18, 2015
Product Design and Development - Chapter 4
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July 18, 2015
Product Design and Development - Chapter 4
Identifying Customer Needs
Involves:
–
–
–
Identifying latent or hidden needs as well as explicit
needs
Producing a “fact base” justifying product
specifications
Recording needs-relating activities
(since PDD often involves going “back to square one”)
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Product Design and Development - Chapter 4
Identifying Customer Needs (cont)
–
–
Ensuring that no critical customer need is missed or
forgotten
Developing a common understanding of customer
needs among PDD team members
Note: Team members must experience product use
in normal product environment
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Product Design and Development - Chapter 4
Identify
Customer
Needs
Establish
Target
Specifications
Generate
Product
Concepts
Select
Product
Concept(s)
Test
Product
Concept(s)
Set
Final
Specifications
Plan
Downstream
Development
Perform Economic Analysis
Benchmark Competitive Products
Build and Test Models and Prototypes
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Product Design and Development - Chapter 4
Other terms for ‘customer needs’:
–
–
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Customer attributes
Customer requirements
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Product Design and Development - Chapter 4
Customer Needs Process

Define the Scope
–
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Interviews
Focus Groups
Observation
Interpret Raw Data
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Mission Statement
Gather Raw Data
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Need Statements
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Organize the Needs
–
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Establish Importance
–
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Hierarchy
Surveys
Quantified Needs
Reflect on the Process
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Continuous Improvement
Product Design and Development - Chapter 4
Customer Needs Example:
Cordless Screwdrivers
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Product Design and Development - Chapter 4
Scope of Effort (product planning)
Mission Statement
–
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Specifies direction to go but not the precise
destination or a particular way to proceed.
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Product Design and Development - Chapter 4
Mission Statement
May include:
–
–
Brief (one-sentence) product description stating key
customer benefits
… but not product concept
Key business goals:
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Timing of new product introduction, market share targets,
and desired financial performance.
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Product Design and Development - Chapter 4
Mission Statement (cont)
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Target market(s).
–
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Assumptions constraining devoted effort:
–
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There may be several.
Identify primary and secondary markets.
Although these may restrict generation of product
concepts they can help to maintain a manageable
product scope.
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Product Design and Development - Chapter 4
Mission Statement (cont)
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Stakeholders:
–
All ‘players’ who will be influenced by the product:
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end users
sales force
production department
service department, etc.
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Product Design and Development - Chapter 4
Mission Statement
Mission Statement
the Screwdriver
Example:for
Screwdriver
Project
Product Description
•A hand-held, power-assisted device for installing threaded fasteners
Key Business Goals
•Product introduced in 4th Q of 2000
•50% gross margin
•10% share of cordless screwdriver market by 2004
Primary Market
•Do-it-yourself consumer
Secondary Markets
•Casual consumer
•Light-duty professional
Assumptions
•Hand-held
•Power assisted
•Nickel-metal-hydride rechargeable battery technology
Stakeholders
•User
•Retailer
•Sales force
•Service center
•Production
•Legal department
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Product Design and Development - Chapter 4
Gathering Raw Customer Data
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Interviews:
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Focus groups:
–
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One or more development team members discuss
needs with a single customer.
… usually in customer’s environment
… typical duration: one hour
A moderator facilitates discussions (say, two hours)
with a group of customers (say, 8 to 12)
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Product Design and Development - Chapter 4
How Many Customers?
How Many Customers?
Percent of Needs Identified
100
80
60
One-on-One Interviews (1 hour)
Focus Groups (2 hours)
40
20
0
0
1
2
3
4
5
6
7
8
9
10
Number of Respondents or Groups
From: Griffin, Abbie and John R. Hauser. “The Voice of the Customer”,
Marketing Science. vol. 12, no. 1, Winter 1993.
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Gathering Raw Customer Data
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Observing the product in use:
–
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Watching customers use an existing product or
perform a task for which a new product is intended
… can reveal important details about customer
needs
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Product Design and Development - Chapter 4
Visual
Information:
Book Bag Design
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Product Design and Development - Chapter 4
Needs Translation Exercise:
Book Bag Design Example
1.
2.
3.
4.
5.
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“See how the leather on the bottom of the bag is all
scratched; it’s ugly.”
“When I’m standing in line at the cashier trying to find
my checkbook while balancing my bag on my knee, I
feel like a stork.”
“This bag is my life; if I lose it I’m in big trouble.”
“There’s nothing worse than a banana that’s been
squished by the edge of a textbook.”
“I never use both straps on my knapsack; I just sling it
over one shoulder.”
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Choosing Customers
(…back to the screwdriver)
Homeowner
(occasional use)
Lead users
Users
0
5
Retailer or
Sales Outlet
Service
Centers
2
19
Handy person
(frequent use)
3
10
Professional
(Heavy duty use)
3
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3
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Lead users
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Customers who experience needs months or
years ahead of the majority of the marketplace
and stand to benefit substantially from product
innovations.
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Eliciting Customer Needs
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‘Walk us through’ a typical session using the
product.
What do you like about the existing products?
What do you dislike about the existing
products?
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Product Design and Development - Chapter 4
Eliciting Customer Needs (cont)
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What issues do you consider when purchasing
the product?
What improvements would you make to the
product?
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Product Design and Development - Chapter 4
Tips
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‘Go with the flow’
Use visual stimuli and props
Suppress preconceived hypotheses about
product technology
Have customer demonstrate product use
and/or product-related tasks
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Tips (cont)
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Be alert for surprises and the expression of
latent needs
Watch for non-verbal information
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Documenting
Customer Interactions
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Audiotape recording
Notes
Videotape recording
Still photography
Remember to write thank you notes to customers
who provide data on their needs.
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Interpret Raw Customer Data
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Tips for interpreting raw customer data in terms
of ‘customer needs’
Express needs in terms of what the product
must do, not how it might do it.
Express needs as specifically as in the raw
data
Use positive not negative phrasing
Avoid the words ‘must’ and ‘should’
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Product Design and Development - Chapter 4
Customer:
Bill Esposito
Interviewer(s):
Jonathan and Lisa
Address:
100 Memorial Drive
Cambridge, MA02139
Date:
19 December 1999
Telephone:
617-864-1274
Currently
uses:
Craftsman Model A3
Willing to do
follow-up?
Yes
Type of user:
Building maintenance
Question/Prompt
Typical uses
Likes-current tool
Dislikes-current tool
Suggested
improvements
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Customer Statement
Interpreted Need
I need to drive screws fast,
faster than by hand
I like the pidtol grip; it feels the
Ibest
sometimes do duct work; use
Isheet
don´tmetal
like it screws
when the tip slips
off the screw
A lotattachment
of electrical;
swith me to
An
to allow
Can´t
drive
screws
into
Ireach
like
the
magnetized
tiphard
covers,down
outlets,
fans,
kitchen
skinny
holes
wood
appliances
A point so I can scrape paint
Ioff
would
like to be able to lock it
of screws
so I can use it with a dead
Would
batterybe nice it it could punch
a pilot hole
The SD drives screws faster than by
hand
The SD is comfortable to grip
The SD drives sheet metal screws into
The
tip work
remains aligned with the
metalSD
duct
screw head without slipping
be usedscrews
for screws
onend
The SD can access
at the
The
SD
can
drive
screws
into
hard
tip
retains
the
screw
before
it is
electrical
devicesholes
of
deep, narrow
wood
driven
The SD allows the user to work with
The
user
can
apply
torque
manually
screws
that
have
been
painted
over to
the SD to drive a screw ( ! )
The SD can be used to create a pilot
hole ( ! )
July 18, 2015
Product Design and Development - Chapter 4
Nome: Filipe Serra.
Morada: Rua da Fé nº60.
Entrevistadore(s): Pedro Gomes.
Data:20 /11 /2000
Telefone:21 956 32 13
Uso corrente:Desporto e divertimento
Disposto a continuar a colaborar:Sim
Tipo de uso: Muito frequente.
Questão/Sugestão
Customer Statement
Interpreted Need
(Afirmação do entrevistado) (Interpretação da
necessidade)
Usos tipicos
Ando por trilhos em terra e A bicicleta serve para anda
um pouco em estrada.
em trilhos de terra e
também em estrada.
Aspectos que gosta mais Gosto das bicicletas que
A bicicleta possui suspensão
nas bicicletas actuais
têm suspensões
bloqueável.
bloqueáveis, pois assim nas
subidas não técnicas a
suspensão não tem
qualquer utilidade.
Gosto muito dos manípulos A bicicleta tem manípulos
das mudanças com 2
de mudanças de 2 botões.
botões um para subir de
mudança outro para descer.
Aspectos que não gosta Detesto ter um furo quando A bicicleta não tem furos.
mais nas bicicletas
estou a dar uma volta.
actuais
Não gosto de travagens
A travagem da bicicleta é
bruscas, gostava que a
suave, doseável e potente.
travagem fosse progressiva
mas potente.
Sugestões para
Arranjar uma forma de nas A bicicleta(suspensão) não
melhoramentos nas
travagens a frente da afunda quando se trava.
bicicletas
bicicleta não afundar.
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Product Design and Development - Chapter 4
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Guideline
Customer Statement
Need Statement-Wrong
Need Statement-Right
What Not
How
“Why don’t you put
protective shields around
the battery contacts?”
The screwdriver battery
contacts are covered by
a plastic sliding door.
The screwdriver battery
is protected from
accidental shorting.
Specificity
“I drop my screwdriver all
the time.”
The screwdriver is
rugged.
The screwdriver
operates normally after
repeated dropping.
Positive
Not
Negative
“It doesn’t matter if it’s
raining, I still need to
work outside on
Saturdays.”
The screwdriver is not
disabled by the rain.
The screwdriver
operates normally in
the rain.
Attribute
of the
Product
“I’d like to charge my
battery from my cigarette
lighter.”
An automobile cigarette
lighter adapter can
charge the screwdriver
battery.
The screwdriver battery
can be charged from an
automobile cigarette
lighter.
Avoid
“Must”
and
“Should
“I hate it when I don’t
know how much juice is
left in the batteries of my
cordless tools.”
The screwdriver should
provide an indication of
the energy level of the
battery.
The screwdriver
provides an indication
of the energy level of
the battery.
July 18, 2015
Product Design and Development - Chapter 4
Visual
Information:
Book Bag Design
30
July 18, 2015
Product Design and Development - Chapter 4
Needs Translation Exercise:
Book Bag Design Example
1.
2.
3.
4.
5.
31
“See how the leather on the bottom of the bag is all
scratched; it’s ugly.”
“When I’m standing in line at the cashier trying to find
my checkbook while balancing my bag on my knee, I
feel like a stork.”
“This bag is my life; if I lose it I’m in big trouble.”
“There’s nothing worse than a banana that’s been
squished by the edge of a textbook.”
“I never use both straps on my knapsack; I just sling it
over one shoulder.”
July 18, 2015
Product Design and Development - Chapter 4
Organizing needs
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Organize needs as a hierarchy
Print or write each need statement on a
separate card or ‘Post-It’
Eliminate redundant statements
Group cards according to the similarity of
expressed needs
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Product Design and Development - Chapter 4
Organizing needs (cont)
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For each group, choose a label
Consider creating “supergroups” consisting of
two to five groups
Review and edit need statements
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Product Design and Development - Chapter 4
Relative importance of needs
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Product Design and Development - Chapter 4
The SD provides plenty of power to drive screws.
* The SD maintains power for several hours of heavy use.
** The SD can drive screws into hardwood.
The SD drives sheet metal screws into metal ductwork.
*** The SD drives screws faster than by hand.
Th e SD is ea
* The SD is ea
* The SD preve
* The user can
!* The SD provi
* The SD can b
The SD makes i t easy to start a screw.
* The SD retains the screw before it is driven.
!* The SD can be used to create a pilot hole.
Th e SD powe
* The SD is ea
The SD can b
The SD works with a variety of screws.
** The SD can turn philips, torx, socket, and hex head screws.
** The SD can turn many sizes of screws.
The SD can access most screws .
The SD can be maneuvered in tight areas.
** The SD can access screws at the end of deep, narrow holes.
*** The SD recha
The SD batte
!** The user can
Th e SD lasts
** The SD tip su
The SD can b
* The SD can b
The SD turns screws t hat are i n poor condition.
The SD can be used to remove grease and dirt from screws.
The SD allows the user to work with painted screws.
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Th e SD is ea
* The SD fits in
** The SD can b
The SD resis
The SD feels good in the user's hand.
July 18, 2015
Product Design and Development - Chapter 4
The SD allows the user to work with painted screws.
The SD feels good in the user's hand.
*** The SD is comfortable wh en the user pushes on it.
*** The SD is comfortable wh en the user resists twisting.
* The SD is balanced in the user's hand.
! The SD is equally easy to use in right or left hands.
* The
** The
The
!* The
The
Th e
* The
The SD weight is just right.
The SD is warm to touch in cold weather.
The
The SD remains comfortable when left in the sun.
Th e
The SD is easy to control wh ile turning screws.
*** The user can easily push on the SD.
*** The user can easily resist the SD twisting.
The SD can be locked "on."
Th e
Th e
The
!** The SD speed can be controlled by t he user while turning a screw.
* The SD remains aligned with the screw head without slipping.
*** The
** The user can easily see where the screw is.
* The SD does not strip screw h eads.
* The SD is easilyre ve rsible.
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July 18, 2015
Product Design and Development - Chapter 4
ive screws.
s of heavy use.
etal ductwork.
d.
en.
Th e SD is easy to set-up and use.
* The SD is easy to turn on.
* The SD prevents inadvertent switching off.
* The user can set the maximum torque of the SD.
!* The SD provides ready access to bits or accessories.
* The SD can be attached to the user for temporary storage.
Th e SD power is conv enient.
* The SD is easy to recharge.
e.
The SD can be used while recharging.
*** The SD recharges quickly.
.
hex head screws.
The SD batteries are ready to use when new.
!** The user can apply torque manually to the SD to drive a screw.
Th e SD lasts a long time.
** The SD tip survives heavy use.
s.
deep, narrow holes.
The SD can be hammered.
* The SD can be dropped from a ladder without damage.
ondition.
37
nd dirt from screws. July 18, 2015Th e SD is easy to store.
Product Design and Development - Chapter 4
* The SD can be dropped from a ladder without damage.
condition.
Th e SD is easy to store.
and dirt from screws.
* The SD fits in a toolbox easily.
** The SD can be charged while in storage.
inted screws.
The SD resists corro sion when left outside or in damp places.
d.
!* The SD maintains its charge after long periods of storage.
ushes on it.
The SD maintains its charge when wet.
esists twisting.
Th e SD prevents damage to the work.
r left hands.
* The SD prevents damage to the screw head.
The SD prevents scratching of finished surfaces.
er.
in the sun.
Th e SD has a pleasant sound when in use.
ng screws.
Th e SD loo ks like a professional quality t ool.
ng.
Th e SD is safe.
The SD can be used on electrical devices.
user while turning a screw.
head without slipping.
*** The SD does not cut the user's hands.
w is.
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July 18, 2015
Product Design and Development - Chapter 4
Reflect on results and process
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Have we interacted with all of the important
types of customers in our target market?
Can we see beyond needs relating to existing
products to capture latent needs?
Are there areas of inquiry we should pursue in
follow-up interviews or surveys?
July 18, 2015
Product Design and Development - Chapter 4
Reflect on results and process (cont)
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Which of the customers we spoke to would be
good participants in our on-going development
efforts?
What do we know now that we didn't know
when we started?
Are we surprised by any of the needs?
July 18, 2015
Product Design and Development - Chapter 4
Reflect on results and process (cont)
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41
Did we win the cooperation of everyone within
our own organization who needed to deeply
understand customer needs?
How might we improve the process in future
efforts?
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Product Design and Development - Chapter 4
Caveats
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Capture “What, Not How”.
Meet customers in the use environment.
Collect visual, verbal, and textual data.
Props will stimulate customer responses.
Interviews are more efficient than focus groups
but give less information.
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Product Design and Development - Chapter 4
Caveats (cont)
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Interview all stakeholders and lead users.
Develop an organized list of need statements.
Look for latent needs.
Survey to quantify tradeoffs.
Make a video to communicate results…
July 18, 2015
Product Design and Development - Chapter 4