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L03 - Design Thinking and Product Opportunities
L03 - Design Thinking and Product Opportunities
Opportunity Identification
MEEN 601: Advanced Product Design
Fall 2022
• Turn Value opportunities into perceivably usable and desirable product concepts
Phase 4: Conceptual Design • Generate many concepts with the team keeping needs in mind
• Analyze and evaluate concepts in the team and choose one
Phase 5: Embodiment, • Elaborate the product concept into a full-fledged model of the product
Detail, Abstract Prototyping • Demonstrate the proof of the concept with a prototype
• Involves
• Designer’s sensibilities
• Designer’s methods
• To
• Match people’s needs with technological feasibility
• Viable business strategy for customer value and opportunity
Circumstances
that motivate
search for soln. Ideation
Generating, developing,
Inspiration testing prospective ideas
Implementation
Charting of
a path to
MARKET https://hbr.org/2008/06/design-thinking
Solution
– The Eye Care “System”
– If the population can’t reach us, let us reach to them!
pay
http://www. http://www.jufu365.com/
pay sit
eat
MEEN 601 – Advanced Product Design 14
Inquiry vs. Observation: What’s Different?
Inquiry Observation
Well chosen observers have deep knowledge of corporate
People can't ask for what they don't know is
capabilities, including the extent of company's technical
technically possible.
response.
People are generally highly unreliable reporters of Observers rely on real actions rather than reported
their own behavior. behavior.
People are not asked to respond to verbal stimuli, they give
People tend to give answers they think are nonverbal cues of their feelings and responses through
expected or desired body language, in addition to spontaneous, unsolicited
comments.
Using the actual product or prototype, or engaging in the
People are less likely to recall their feelings about
actual activity fir which innovation is being designed,
intangible characteristics of products and services
stimulates comments about such intangibles as smells or
when they aren't in the process of using them
emotions associated with product's use.
Courtesy: HBR, Spark Innovation Through Emphatic Design, Dorothy Leonard and Jeffery F. Rayport, December 1997.
Courtesy: HBR, Spark Innovation Through Emphatic Design, Dorothy Leonard and Jeffery F. Rayport, December 1997.
https://sidlaurea.com/2017/09/21/becoming-a-design-thinker/
https://www.operationsworklife.com/hq2-tournament/
https://www.youtube.com/watch?v=EKvak0MrVhg
https://www.fastcompany.com/90239156/the-untold-story-of-the-vegetable-peeler-that-changed-the-world
MEEN 601 – Advanced Product Design 25
SOCIAL
Needs of physically challenged
Increase in > 65
Increase in home cooking
GoodGrips
Product-
ECONOMIC Opportunity Gap TECHNOLOGY
Seniors with disposable Neoprene
Income Pushing molding
$ in house wares increased New standard for
Niche marketing Manufacturing tolerance
Existing
New Products
Products
Lifecycle Considerations: Existing Market Product
• “Downstream” issues such as sales, maintenance and
Markets Penetration Development
retirement/recycling
• Design decisions impact entire product lifecycle and can promote or Market
limit value of product to customer New Markets Diversification
Development
• Note: for some products, upgrading & redesign are important
lifecycle phases to consider
Remote Control
Traffic count
Adapted
from Pahl & Measure wind
Beitz Figure direction and
5.5 velocity
What
A method for telling a conceptual story about a user’s User Scenarios Method
interaction with your product, focusing on the what, how, • Approach: Take the user’s point of view
and why.
• Goal: Identify opportunities for creating new
Why products that satisfy user needs
To communicate a design idea by telling a story about a
specific interaction that a system supports. Through
creating user scenarios, you’ll identify what the user’s
motivations are for using your product as well as their
expectations and goals.
User scenarios also help the team answer questions
about what the product should do as well as how it
should look and behave.
Note: directly asking user what they
https://methods.18f.gov/decide/user-scenarios/ need/want may be unproductive. Why?
Need Statement
Guideline Customer Statement Need Statement (Good)
(Bad)
What just happened there? Bad Need: “A HMMWV-mounted pumping system that
sprays an anti-traction material as a continuous
• We abstracted away the “how” and focused on the film to a distance of 100 yards”
“what”. Customer(s): US Army, USMC
• The “what” of a design is called it’s function.
Good Need: “A deployable system for impeding access to
• In general, a design provides many functions. an area in a non-lethal manner”
Customer(s): military, law enforcement, private
security
Function: What a design does with (ideally) no
implication about how it is achieved.
Example:
Some functions of a wristwatch
Different designs
• Display Time • Clasp wrist providing same
• Display Date • Any recent additions? functions
Because I don’t want them there Just walls? Because job sites are hard to get in
anymore; I want to remove them
abstraction
abstraction
to. Can’t use heavy machinery.