Operations Management

Product Development
New Product Design and Development
Generic Product Development Stages
 Mission Statement

• Product Description
• Key Business Goals
• Primary Market
• Secondary Market
• Stakeholders
 Customer Needs Process
• Define the Scope -> Mission Statement
• Gather Raw Data -> Observations, Interviews , Focus Groups
• Interpret Raw Data -> Need Statements
• Organize the Needs -> Hierarchy
• Establish the importance -> Surveys
• Reflect on the process -> Continuous Improvement
Customer Needs – Voice of the Customer
QFD Matrices – How’s to What’s
Customer Needs Process
Needs Statement
 Customer Needs Process
Structuring Needs / Hierarchy
• Primary Needs
• Secondary Needs
• Tertiary Needs

• Must HAVE
• Satisfiers
• Delighters
 Customer Needs Process
KANO Model (Satisfaction vs Function)
Generate Product Concept
Decomposition of the Problem
 How to Generate related Solutions

• Lead Users Benefit from Improvement, Innovation Source

• Benchmarking  Check Competitor Products
• Experts Technical Users, Customers , Sales Teams
• Patents Search related inventions
• Literature Technical journals and Trade Literature
Concept Combination Table
 Proto-Typing

• 3D Printers
• https://www.youtube.com/watch?v=jr3IZjiOL4A
• https://www.youtube.com/watch?v=6rX4xv5-NvE
 Industrial Design
To Enhance User Experience
HCI – Human Computer
Interaction
 TRIZ – Theory of Inventive Problem Solving
ARIZ – Algoritham of Inventive Problem Solving
• Metrics and Principles – Self Reading
• Problem Solving – Examples –Group Exercise

• http://www.modern-triz-academy.com/pillars_triz.html
Select Product Concept
Methods for Concept Selection
 Concept Selection (Pugh Matrix)

Plus – Minus
Concept Scoring for Product Selection
 Con-Joint Analysis
• attempts to determine the relative importance consumers attach to
the salient attributes and the utilities they attach to the levels of
attributes

• Attributes – Important Product Characteristics – Power, Brand, Looks,

Price …
• • Levels – Quantities or Qualities of Attributes – 375W, 600W, 780W
Kitchen Aid, De Longhi, Bosch contemporary, traditional, plain $250,
$370, $450
• • Utility (of a Level) – Numbers that express the value customers
place on each level
• • Stimulus – A representation of a product • Described by its
attributes on index cards • Pictures, Prototypes
 Applications of Co-Joint Analysis
• Product or Service “Optimization”
• – Customer Trade-Offs
• – Market Share of Different Designs
• • Segmentation
• – Identification of Customer Groups
• – Cluster Analysis
• • Product Line “Optimization”
• – Cannibalization of Existing Products
• • Attribute Importance Measurement
• – Focus of PD Efforts (Project-Department)
• – i.e. Flow Rate, Pumping Force
 Decline
Cash
Flow
Product Concept
Sales
Design Concept
Fundamental
Design
Implemental
+ Design Profit

0 Time

-
Designing Pre-
Production

Feasibility Fixing [Takahashi, 1999]

Testing Specifications

25
 Product Iterations
• Software’s / User Needs
 Concept Development Stage
• Test
• Set Target specifications
• Plan Downstream – Product Life Cycle Management

Canibalization  Slow growth/sales of any

existing product as a result of introduction of
New PRODUCT
System Level Design
• System Level Design – The transition from Concept stage to detail
design.
• -General Design  General Arrangement
• -Preliminary form Design  Component shapes and Materials
• -Production Process
• -Auxillary functions
• -> Also define the spatial, and functional Constraints

• Also Product Architecture

• It’s a complete assessment of the Idea which is not possible at Conceptual

Stage.
 -How components interface with each other and
environment
-How this configuration meets design objectives

System Tool
Design
Template
 Detail Design and Testing
• Detailed design is the phase where the design is refined and plans,
specifications and estimates are created. Detailed design can include
outputs such as 2D and 3D models, cost build up estimates,
procurement plans etc. This phase is where the full cost of the project
is identified in most cases.
• Using principles of UCD  User Centered Design
 Testing
• Product Testing -> Single Stage or Multiple Stages/Users  Local
Server  Live Server
• Market Testing
• Refinements
Industry Specific Product Development Techniques
Template and Training’s Provider
Optimal Product Process
• https://280group.com/product-management-methodology/optimal-
product-process-framework/
Medical Product Designing
Guide Way Design Process
Manufacturing
• https://www.mindflowdesign.com/our-work/sound-eklin-next-digital-
radiography/
• https://www.mindflowdesign.com/our-work/chart-sequal-eclipse-
oxygen-concentrator/
• https://www.mindflowdesign.com/our-work/biofire-medical-ui-ux/
Product Development Process
• https://sgwdesignworks.com/product-development-process/?cn-
reloaded=1
Product Development – IT Organizations
Stage Gate Process
Waterfall Model
Stage Gate Process
Agile Methodology
 Advantages of Stage Gate Process
• Accelerated speed to market
• Increased new product success rates
• Decreased new Product failures
• Increased organizational focus and discipline on right projects
• Few errors, waste and re-work
• Improved alignment across business leaders
• Efficient and effective allocation of scarce resources
• Improved visibility of all projects in the pipeline
• Improved cross-functional arrangement
• Improved communication and co-ordination
• Product Development Architecture
-Modular vs Integral

-Lean / Agile / Green

Managing Product Development Organizations

Product Development Teams

• Case Studies based Learning
IDEO