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