STEPS IN PRODUCT

DEVELOPMENT
 Fig.1:NEW
PRODUCT
DEVELOPMENT
 DETAIL DESIGN
PROBLEM DEFINITION
ANALYSIS IN CAE AND
INFORMATION OPTIMIZATION
GATHERING
PROTOTYPE
CONCEPT GENERATION DEVELOPMENT AND
TESTING
CONCEPT SELECTION
PRODUCT RAMP-UP
EMBODIMENT DESIGN
LAUNCH OF PRODUCT
Fig.2: Modifying a existing product
 Customer Needs
 Identifying the Customers
 Developing Customer Needs
– Gather Customer Information .
– Translate into Customer Needs.
– Organize Needs.
– Establish Relative Importance of Needs.
– Reflect on Results.
 Who are the customers?
• Customer defined multiple ways 
– End user
– Those affecting the buying decision 
– Those interacting with the product
• Understanding who the customers are is important
– Design specs focus on needs of critical
customers
• Example: Smart phone (consumer product)
– End user and purchaser are the same person
– Seller
– Service provider, etc.
 Who are the customers?
• Consider a excavator
 Possible customers
• Service technician
• Foreman
• Engineer
• Manager/ Owner
• Sales person
 GATHERING CUSTOMER
INFORMATION
METHODS involved :
Focus group (moderator-question-design team presence)
Be the customer approach ( On job observation)
Interviews
Questionnaire (list of questions relevant to the customer
needs)

Here raw data is gathered and no interpretation are made.

 INTERVIEW
• Great for getting lots of information quickly
• Ideally, interviews should be done with all “customers” 
• Have an interview script. Review it with your team and
advisor, but “go with the flow” if the interviewee is
providing useful information.
• Suppress preconceived hypotheses about the product
technology. Focus on wants and needs.
• Be alert for surprises and the expression of latent
needs.
• Generally have two people to conduct the interview
 TYPES OF INTERVIEW

• LIKE / DISLIKE method

• Articulated use method

KANO MODEL
 LIKE / DISLIKE method
• List of things that they like and not like.
• What is expected out of the product ( basic and
latent).
• Modification of the product to make it better.
• Effective process include:
– Go with the flow.
– Use visual prototypes.
– Suppress preconceived notions about the
product.
– Have a demo.
– Gather latent needs.
– Non verbal information.
Question Customer statement Interpreted needs
Importance
Typical uses Reduce temperature
Carry away chips
(Ensure safety ) Must ,
Lubrication should,
Long life of the tool good, nice,
Likes Faster cooling Flushing speed. Good
poor
Surface finish Non reacting chemical. Must
Flushing Chip Removal rate. Good
Lesser rise in Convective fluid. Should
temperature
Dislikes Smell Odourless . Should
Cost Cost effective raw Nice
Recyclability material Should
Improve life.
Suggested Use natural raw
improvemen material.
t Easy availability of
coolant
Better options for
filter
 ARTICULATED USE method
Previous method doesn’t provide
– Complete features for redesign
– Lesser latent needs
– In depth understanding of needs

Based on principle of
“WALK ME THROUGH A TYPICAL SESSION
USING THE PRODUCT”
ARTICULATED USE method
 ARTICULATED USE method
• First two columns needs to be filled in from the
interview from the customer
─ Eg: Question: When do you use it? How do
you work on it?
─ Customer Statement: Said by customer
• Last three columns done after interview i.e., on
post analysis
 ARTICULATED USE method
Interpreted needs:
Wants/ Demands of the customer.
Weight:
Must, Should, ought, nice, great, poor.
Activity:
List of activities that the customer performs while
doing the activity.
ORGANISING AND PRIORITIZING
CUSTOMER NEEDS
METHODS involved :
 Affinity diagram

 Customer sort method

Here raw data is gathered and no interpretation

are made.
 AFFINITY DIAGRAM
 Interpreted needs  Post it note
 Paste one note on a board
 Take next need and compare to the first
 If same place it beneath it
 Else paste it asides it
 In the end we have the customer desires, demands
and importance.
 CUSTOMER SORT METHOD
 Interpreted needs  Index cards (N)
 Shuffled and spilt into n pile where n>10
 Each pile is given to the customer asking them to sort
the pile to sub pile.( of same content).
 In the end we have the customer desires, demands
and importance.
 These are made into a co- occurrence matrix.
 Then they are converted to a hierarchical clustering
procedure.
FAST DIAGRAM
FAST DIAGRAM
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