Product Development and Design

DR Palti Marulitua
Direktorat Riset dan Pengabdian Sitorus
Pada Masyarakat
Tekom University
Lack of Cooperation in Design
 New Product Development Process

▪ Concept Development
Idea generation and evaluation of alternative ideas
▪ Product Design
Design of the physical product
Design of the production process
▪ Pilot Production/Testing
Testing production prototypes
Finalize the ‘information package’
 New Product Development Design Process

Concept development

Product design Preliminary process design

Pilot production/testing Final process design

 Cross Functional Product Design

▪ Traditionally, individual functional areas

(engineering, operations, marketing) operate
without consulting each other. This is the
sequential or ‘over the wall’ approach.
▪ Often results in misalignment.
▪ Concurrent approach requires the various
functional areas to cooperate and work
together in the same time frame.
Cross Functional Product Design
 Why Don’t Different Functional Areas Cooperate?

▪ They don’t speak the same language.

▪ They have different performance measures.
▪ They tend to have different personality types,
i.e., they don’t think alike.
▪ They are defensive about their own turfs.
▪ They are in different physical locations.
▪ They “don’t have time.”
 Quality Function Deployment

▪ Identify customer wants

▪ Identify how the good/service will satisfy
customer wants
▪ Relate customer wants to product hows
▪ Identify relationships between the firm’s hows
▪ Develop importance ratings
▪ Evaluate competing products
▪ Compare performance to desirable technical
attributes
House of Quality Function Deployment
House of Quality Example
House of Quality Example
House of Quality Example
House of Quality Example
House of Quality Example
House of Quality Example
House of Quality Example
Complete House of Quality Example
 Issues for Product Development

▪ Robust Design
▪ Modular Design
▪ Computer-Aided Design (CAD)
▪ Computer-Aided Manufacturing (CAM)
▪ Virtual Reality Technology
▪ Value Analysis
▪ Environmentally Friendly Design
 Service Design

▪ Service typically includes direct interaction

with the customer
▪ Increased opportunity for customization
▪ Reduced productivity
▪ Cost and quality are still determined at the
design stage
▪ Delay customization
▪ Modularization
▪ Reduce customer interaction, often through
automation
Service Design
 Moments of Truth

▪ Concept created by Jan Carlzon of

Scandinavian Airways
▪ Critical moments between the customer and
the organization that determine customer
satisfaction
▪ There may be many of these moments
▪ These are opportunities to gain or lose
business
 Moments-of-Truth Computer Company Hotline
Experience Detractors
I had to call more than once
to get through
A recording spoke to me
rather than a person
While on hold, I get
silence,and wonder if I am
disconnected
The technician sounded like
he was reading a form of
routine questions
The technician sounded
uninterested
I felt the technician rushed
me
Experience Enhancers
The technician was sincerely
Standard Expectations concerned and apologetic
about my problem
Only one local number
needs to be dialed He asked intelligent
questions that allowed me
I never get a busy signal to feel confident in his
I get a human being to abilities
answer my call quickly and The technician offered
he or she is pleasant and various times to have work
responsive to my problem done to suit my schedule
A timely resolution to my Ways to avoid future
problem is offered problems were suggested
The technician is able to
explain to me what I can
expect to happen next
 Case : T-Cash Product Strategy
1. What was the Product strategy of T-Cash in 2018
2. How was it different from product strategy in before?
3. What Organizational changes are required to support this
shift?
4. What are the possible advantages of invest in R&D center
for advanced technologies?
5. What should be the focus T-Cash in supporting its market-
driven product strategy and customized design?
 Thank You
Palti Marulitua Sitorus
Universitas Telkom
paltisitorus@telkomuniversity.ac.id