lecture10 2019 selection - product.design.umn.edu · eight factors from thinkertoys - michalko...

concept selection

that card is cheesy, what if we gave these

balloons?

“Yes and...”

“Plussing” -Disney, Pixar

critique and evaluation

looking at the positives

making lemonade

yay! boo!looking at the positivesbuilding on ideas

6 Thinking Hats

feelings positive creative control facts negative

avoid falling in love with an ideathey are like guppies.

disney method

ideate, test, critique

dreamer realist critic

group of people selected to critique and terminate worthless ideas, provide feedback, expose the flaws

murder boardcritic critic critic

SWOT Analysis

strengths weaknesses

opportunities threats

positive negativein

tern

alex

tern

altypically for a business venture

-simple solution for a problem-inexpensive to manufacture-funny

-hard to convey value-requires mounting hardware-sexual innuendo may not appeal

-client is looking for simple ideas-food products are trendy-bananas are most popular fruit

-banana stand market is saturated-outside wheelhouse of client-do people want two fruit locations?

an idea is best understood in the context of other ideas. thus, if you have only one idea you can’t compare it to anything. you don’t know it’s strengths and weaknesses. - van oech

nothing is more dangerous than an idea when it

is the only one you have.-Emile Chartier

comparing ideas

evaluation criteria

marketablefeasible

noveldoes it exist already and can you protect it?

do people want it and for how much?can you make it and for the right cost?

what other criteria can you use to evaluate?

eight factors from Thinkertoys - michalkoevaluation criteriacan I communicate it clearlyam I personally interested in the ideaare there good market opportunitieshow good is the timing (trends, culture, technology)am I competent to implement the ideais this a good application of my strengths does the idea have competitive advantageshow unique is the idea

can I communicate it clearlyam I personally interested in the ideaare there good market opportunitieshow good is the timing am I competent to implement the ideais this a good application of my strengths does the idea have competitive advantageshow unique is the idea

choosing criteria evaluation criteriacover at least novel, feasible, and marketable areas

marketablefeasible

novel

is it feasible to turn it into a producthow big is the impact of this ideais there a clear needhow appropriate is it for the client

Pugh charts

Pick one idea as benchmark

Rate each criteria with + S - as compared to the benchmark

+ always means good/better

your top ideas to compare

eval

uatio

n cr

iteri

a

chart by David Wallace

ideally criteria are objective and based on data/research

Pugh chartsa heathy fruit to take on the go

cost (/lb)

amount of sugar (/100g)

ease of transport

ease of consumption

…

apples$1.57/lbbananas$0.57/lbgrapes$2.09/lboranges$1.04/lb

SSSS

+ - +

NOTE: BETTER IS +

NOTE: BASED ON RESEARCH

apples10gbananas12ggrapes16goranges9g

S - S- - SS S -

SUM 0 0 -3 0

Pugh chartsa heathy fruit to take on the go

cost (/lb)

amount of sugar (/100g)

ease of transport

ease of consumption

…

SSSS

SUM 0 0 -3 0

- - -S - ++ - +S S -

Pugh chartsa heathy fruit to take on the go

cost (/lb)

amount of sugar (/100g)

ease of transport

ease of consumption

…

SSSS

SUM 3 3 0 2

+ + ++ + ++ + +S S -

Pugh chartsa heathy fruit to take on the go

cost (/lb)

amount of sugar (/100g)

ease of transport

ease of consumption

…

SSSS

SUM 0 0 -2 0

- + -S - -S - -+ + +

Pugh chartsa heathy fruit to take on the go

cost (/lb)

amount of sugar (/100g)

ease of transport

ease of consumption

SSSS

+ - +S - S- - SS S -

SUM 0 -1 -2 -1

S - + -personal taste

NOTE: YOU ARE NOT THE CUSTOMER

Pugh chartsa heathy fruit to take on the go

cost (/lb)

amount of sugar (/100g)

ease of transport

ease of consumption

SSSS

+ - +S - S- - SS S -

SUM

S ? ? ?market interest

NOTE: BASED ON SOME RESEARCH DATA

NOTE: IMPORTANCE OF IDEA CLARITY

Pugh chartsa heathy fruit to take on the go

cost (/lb)

amount of sugar (/100g)

ease of transport

ease of consumption

SSSS

+ - +S - S- - SS S -

SUM 0 -1 -7 1

NOTE: IF USING WEIGHTS, DECIDE PRIOR TO FILLING OUT THE CHART BASED ON MARKET RESEARCH

x2

x3

x1

x2

Pugh chartshow many criteria should we use?

if in teams/time constraints (5-7)if individual, no time constraints (7+)try to keep criteria objective (based on research) try not to have overlapping criteria

what should we use as a datum?if existing product - some criteria are mootif a discarded idea - you wont have equal researchshould be one of your top 5 ideas

voice of customer (VOC)

Quality function deployment (QFD) is a method to help transform customer needs (the voice of the customer [VOC]) into engineering characteristics (and appropriate test methods) for a product or service.

This is for when you already have a problem and an existing product/solution.

capturing customer's expectations, preferences and aversions through user research

questions?