ece520.427 class #2 - johns hopkins...

ECE520.427Class #2

Product Developmentand

Product Planning

Outline: Class #2

Introduction to product design and developmentProduct development processIntermission – get some popcornProduct planningHomework assignment #1

What is Product Design and Development?

Product development is a set of activities starting with the perception of a market opportunity and ending with the sale of a productProduct design is one aspect of the development process

Engineering design specifies how the technical systems will workIndustrial design specifies the aesthetics, ergonomics, and user interface

Other development activities include marketingand manufacturingSuccess of the product typically depends on the success of all three development activities

Successful Product Development

Marketing(pre-design) Identification of market opportunities(pre-design) Identification of customer needs(pre-design) Identification of target pricing(post-design) Promotion of product

DesignProduct qualityProduct cost (includes development cost)Development timeDevelopment capability

Manufacturing Production systemSupply chain

ExamplesGood market research and bad design: Archos vs. Apple

Archos 20GBReleased October 2001350 g, 1.3” thickFile-based organization systemUgly interface

iPod 5GB Released November 2001184 g, 0.78” thickID3-based organization systemPretty interface

Examples

Good design and marketing and bad manufacturing

Example 1: WiiExample 2: Lenovo X61 Tablet

Why Is Good Product Development Difficult?

Trade-offsDynamicsDetailsTime pressuresEconomics

Generic Design ProcessPhase 0:Phase 0:PlanningPlanning

Phase 1:Phase 1:Concept Concept DevelopmentDevelopment

Phase 2:Phase 2:SystemSystem--LevelLevelDesignDesign

Phase 3:Phase 3:DetailDetailDesignDesign

Phase 4:Phase 4:Testing andTesting andRefinementRefinement

Phase 5:Phase 5:ProductionProductionRampRamp--UpUp

MarketingMarketingDesignDesign

ManufacturingManufacturing

Generic Design Process

MarketingDescribe market opportunity

DesignConsider existing product platform (if any)Consider new technologies

ManufacturingIdentify production and/or corporate constraints

OtherAllocate project resources

Mission statement

Phase 0:Phase 0:PlanningPlanning







Market opportunity product conceptMarketing

Identify customer needsResearch competitive landscape

DesignDevelop conceptsDetermine feasibility of design conceptsBuild and test prototypes

ManufacturingEstimate manufacturing costs

OtherInvestigate IP issues

Product concept and proof-of-concept prototype







Generic Design ProcessPhase 0:Phase 0:PlanningPlanning






Product Product PlanningPlanning

Identify Customer Identify Customer NeedsNeedsProduct SpecificationsProduct Specifications

Concept Concept GenerationGeneration

ConceptConceptSelectionSelectionConcept Concept TestingTestingProduct ArchitectureProduct Architecture

Industrial DesignIndustrial Design

Design for ManufacturingDesign for Manufacturing

PrototypingPrototyping

Robust DesignRobust Design

Patents, IP, and EconomicsPatents, IP, and Economics


Proof-of-concept complete product architectureMarketing

Develop extended product familyDevelop marketing plan

DesignDescribe all subsystems and componentsDevelop software and firmwareCreate prototypes of each subsystemSelect geometric layout and create industrial designChoose all parts and tolerances

ManufacturingIdentify suppliersCreate assembly schemeDefine assembly process and obtain tooling

“Control documentation”








Control documentation prototypesMarketing

Develop plans for field testingDesign

Create alpha and beta prototypesPerformance and reliability testingIterate and refine design

ManufacturingRefine assembly and fabrication schemesCreate quality assurance strategy








Prototypes productsMarketing

Get first-run products to “preferred customers”Design

Evaluate first-run outputRelax a littlePray that everything works

ManufacturingStart productionMake sure you don’t use lead paint from China







Isn’t This All Obvious?

Yes and noTaken individually, you could probably think up most of the product development issues and tasks covered in this classTaken collectively, it takes experience to produce a thorough product development process from start to finish

This class guides the process step-by-step with “structured methods” for each stepWithin each step, some items might be “obvious”, but combining all of the steps will produce a result greater than the sum of the parts

Intermission

ECE520.427Class #2

Product Developmentand

Product Planning

Product Planning

Corporations typically plan products many years in advance Product planning ensures that products support overall business strategy

Determine mix of new products vs. upgradesOptimize past experience as leverage into new productsDecide which market segments to target







Example: Xerox

Types of product development projects:New product platforms, derivatives of existing platforms, incremental improvements to existing products, and fundamentally new products

1996 1997 1998 1999 2000

Hodaka

Lakes

H-Net

L-Net

Astro

595 6010 392 393

New Platforms

Derivatives

Improvements

Fundamentally New

LegendProjectProduct Release

Evaluating Projects

Step 1: Identify market opportunitiesStep 2: Evaluate opportunitiesFour perspectives for evaluation:

Competitive strategyMarket segmentationTechnological trajectoriesProduct platforms

Competitive Strategy

Defines the company’s approach to markets and competitors – “reputation”

Technology leadershipCost leadershipCustomer focus

Market Segmentation

Technological Trajectories

TimeTime TimeTime

todaytoday

Product Platforms and Technology Roadmaps


Functional Elements

Photo- receptor

Scanner Layout

Toner Type

Output Modes

User Interface

Cylindrical Drum

2D CCD Array w/Optical Reduc.

Keypad

3-Pitch Belt Photoreceptor

Full-Width, Linear Array without Optical Reduction

Touch Screen, Remote PC

Color: Paper, Fax, Scan, Local Network, Internet

Document Centre

220, 230

Document Centre

240, 255, 265

Document Centre 2XX

Hodaka Project

Lakes Project

Lakes Extensions

Document Centre 3XXNext

Platform

Technologies

n-Pitch Belt Photoreceptor

High Temperature

Low Melting Point

Low Melting Point, Low Emission

Touch Screen

Image Processing

Automatic Image Quality

Diagnostics On-Board Diagnostics

Remote-Dialup Diagnostics

Remote Repair

Time

1200 dpi600/1200 dpi 1800 dpi600 dpi

Monochrome: Paper, Fax, Scan, Local Network, Internet


“In the course of the past several months, it has become clear that the right path for Palm is to offer a single, consistent user experience around this new platform design and a single focus for our platform development efforts. To that end, and after careful deliberation, I have decided to cancel the Foleo mobile companion product in its current configuration and focus all of our energies on delivering our next generation platform and the first smartphones that will bring this platform to market. We will, of course, continue to develop products in partnership with Microsoft on the Windows Mobile platform, but from our internal platform development perspective, we will focus on only one.”– Ed Colligan, CEO of Palm, Inc.

Product Planning Process

1. Identify opportunities2. Evaluate and prioritize products3. Allocate resources and plan timing4. Complete pre-project planning5. Reflect on the results and the process

Product “Mission Statement”

Evaluate and Prioritize Projects

Allocate Resources and

Plan TimingPortfolioof

Projects

Multiple Projects

Complete Pre-Project PlanningProduct

PlanMission

Statements

Product Development

Process

Identify Opportunities

Mission StatementThe Mission Statement provides a detailed definition of the assumptions under which the product will be developed, including:

One-sentence description of the product(avoid implying a specific product concept)Benefit propositionKey business goals (time, cost, quality)Target market(s)Target priceAssumptions and constraints Stakeholders

Intermission

Outline: Class #2

Introduction to product design and developmentProduct development processIntermission – get more popcornProduct planningHomework assignment #1

Product Development Task #1:Opportunity Statement

An opportunity statement is a one- or two-sentence description of a product or market opportunity

Should not imply the use of any particular technology Should not imply a specific product conceptExample:“Create a simple bedside device that displays internet weather forecasts so you can see what the weather will be when you wake up in the morning.”

Product Development Task #1:Opportunity Statement

Make a “pitch” in three slidesExplain problem, need, or motivationExplain necessary elements in solutionSummarize with opportunity statement

Assignment ScheduleMonday (9/15) – email me your opportunity statement and your slidesTuesday (9/16) – be ready to make a short (< 5 minute) presentation with your slides

At the end of class, everyone will vote for their preferred product.We’ll review votes and form teams.

Thursday (9/18) – we’ll announce the product development teams by in-class and provide some feedbackMonday (9/22) – each team will email me a team Mission Statement (HW #2)

Review: Homework #1

Due (email) by September 15Written opportunity statementThree (3) slides to make pitch

Also due by September 15: take online Jung typology test and email me the results.

Before student presentations and team selection, we’ll talk about teamwork and group dynamicsThe results of the online typology test will help us to customize the discussion to the students in the classLink to test is on course website

How to Identify OpportunitiesPotential sources:

Think about the frustrations and complaints your friends have about existing productsThink about inefficiencies in your daily routineRead a recent issue of Wired or Popular Science and get inspired by new technologiesScan the TOC of Proc. IEEE for the past few months to get an idea of emerging trends

Methods to keep track of opportunities:Keep an “opportunity database” on your computer; text-message or email yourself when you think of an ideaKeep a running list of opportunities on your PDAWrite ideas down on a small piece of paper that you keep in yourwallet or purse

Next Class

In class:Guest lecture on teamwork and group dynamicsStudent presentations – product pitches

Before class:Read U & E chapters 1, 2 & 3Complete online typology testSubmit opportunity statement, slides, and typology results via email

ece520.427 class #2 - johns hopkins...

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