NEED ANALYSIS

Design Thinking Process (EDIPT)

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

04/08/22 National Institute of Technology Karnataka Surathkal 2

Customer Needs Process
Gather raw data from customers
The art of eliciting customer needs data
Customer Needs Example:
Cordless Screwdrivers
 Customer voices
Question Customer Statement Interpreted Need
/Prompt
Typical I need to drive screws fast, faster than The SD drives screws
uses by hand faster than by hand
I sometimes do duct work; use sheet The SD drives sheet
metal screws metal screws into metal
duct work
A lot of electrical; switch covers, The SD can be used for
outlets, fans, kitchen appliances screws on electrical
devices
Likes – I like the pistol grip; it feels the best The SD is comfortable to
current tool grip
I like the magnetized tip The SD tip retains the
screw before it is driven
 Customer voices
Question/ Customer Statement Interpreted Need
Prompt
Dislikes – I don’t like it when the tip slips off The SD tip remains aligned with the
current the screw screw head without slipping
I would like to be able to lock it so The user can apply torque manually
I can use it with dead battery to the SD to drive a screw (?)
Can’t drive screws into hard wood The SD can drive screws into hard
wood
Sometimes I strip tough screws The SD does not strip screw heads
Suggested An attachment to allow me to The SD can access screws at the
Improveme reach down skinny holes end of deep, narrow holes
nts
A point so I can scrape paint off The SD allows the user work with
screws screws that have been painted over
Would be nice if it could punch a The SD can be used to create a pilot
pilot hole hole (?)
 Five Guidelines for Writing Needs Statements
Guideline Customer Statement Need Statement-Wrong Need Statement-Right
“Why don’t you put The screwdriver battery The screwdriver battery
What Not
protective shields around contacts are covered by is protected from
How the battery contacts?” a plastic sliding door. accidental shorting.

Specificity “I drop my screwdriver all The screwdriver is The screwdriver

the time.” rugged. operates normally after
repeated dropping.

Positive “It doesn’t matter if it’s The screwdriver is not The screwdriver
Not raining, I still need to disabled by the rain. operates normally in
Negative work outside on the rain.
Saturdays.”

Attribute “I’d like to charge my An automobile cigarette The screwdriver battery

of the battery from my cigarette lighter adapter can can be charged from
Product lighter.” charge the screwdriver an automobile cigarette
battery. lighter.

Avoid “I hate it when I don’t The screwdriver should The screwdriver

“Must” know how much juice is provide an indication of provides an indication
and left in the batteries of my the energy level of the of the energy level of
cordless tools.” battery. the battery.
“Should
3.Organise The Needs Into A Hierarchy
• Print or write each need statement on a
separate card or self-stick note
• Eliminate redundant statements
• Group the cards according to the similarity of
the needs they express
• For each group, choose a label
• Consider creating super-groups consisting of
two to five groups
• Review & edit the organized needs statements
Organized List of Customer Needs
4.Establish the relative importance of the needs
Visual Information Example: Book Bag Design
 Needs Translation Exercise:
Book Bag Design Example
“See how the leather on the bottom of the bag is all
scratched; it’s ugly.”
“When I’m standing in line at the cashier trying to find
my checkbook while balancing my bag on my knee, I
feel like a stork.”
“This bag is my life; if I lose it I’m in big trouble.”
“There’s nothing worse than a banana that’s been
squished by the edge of a textbook.”
“I never use both straps on my knapsack; I just sling it
over one shoulder.”
Vegetable Peeler Exercise:
Key Customer Needs
 Vegetable Peeler Exercise:
Voice of the Customer
1. "Carrots and potatoes are
very different."
2. "I cut myself with this
one."
3. "I just leave the skin on."
4. "I'm left-handed. I use a
knife."
5. "This one is fast, but it
takes a lot off."
6. "How do you peel a
squash?"
7. "Here's a rusty one."
8. "This looked OK in the
store."
Key Customer Needs
1. The peeler peels a variety of
produce.
2. The peeler can be used
ambidextrously.
3. The peeler creates minimal
waste.
4. The peeler saves time.
5. The peeler is durable.
6. The peeler is easy to clean.
7. The peeler is safe to use and
store.
8. The peeler is comfortable to
use.
9. The peeler stays sharp or can
be easily sharpened.
Need Identification Exercise
 Men’s Wallet
Consider 5 needs and arrange themwith their
relative importance