CHAPTER 4: PRODUCT SPECIFICATION (Didit A.

4.1. List of Metrics

After classify and rank the needs, the next think to do is to make the product
specification. Product specifications are intended for the quantification of the needs of
consumers so as to provide direction for the design product. We have to make a table that
categorized list of needs based on survey results of interview.

Table 4.1 List of Metrics

Needs
No. Needs Specification Metric Unit
Rank
Product perceptions

Product performance

Product properties

Retailing

Regulation

4.2. Needs-Metrics Matrix

After making a list of metrics, the next step is making Needs-Metrics Matrix. Needs-
Metrics Matrix aim to define needs that have been grouped into measurable data. At this
step we change the qualitative data obtained from surveys to become a quantitative data.

4.3. Competitive Benchmarking Information

 After making a list of metrics, the next step is benchmarking to similar products that
have been circulating on the market. The similar product that is currently circulating on the
market is usually called Existing Product. Existing product is a product with basically the
same functionality and usability as the product that will be made. But that product has
already been circulating on the market and has been known by consumers. Analysis of
existing product will help to define market and product specifications are the basis for a
product design. Benchmarking is also useful to know the advantages and disadvantages of
a product to meet a need in competition with similar product in the market.

Moreover, benchmarking helps us to determine the special quality of our products than
other products that similar and have been producing in the market. Therefore,
benchmarking is very important when we will design product. The other reason is because
we will produce a product that must be able to compete with existing products in the market.
Table 4.2 shows benchmarking to nail polish products that are often used by respondents.

Table 4.3 Benchmarking to Existing Product

Metrics Own Product Product Product Product

No Needs Rank Spec
Unit Product 1 2 3 4
Product perceptions

Product performance

Product properties

Retailing

Regulation
 4.4. Specifications of Own Product

The next step we make the comparison between our own product by setting the
marginal and ideal value to estimate the feasibility of product specifications. First, we set
marginal value, which is the limit how our product can be accepted by the consumer.
Marginal value can be define as a score of a specification that cover all the needs of
consumer. After that, we can estimate the ideal value, which is the best score of the needs
from the range of marginal value that expected to be had by the product.

Table 4.4 Product Specifications

Needs Metric Own Marginal Ideal

No. Needs Spec
Rank Unit Value Value Value
Product perceptions

Product performance

Product properties

Retailing

Regulation