Chapter 6:

THE INNOVATION
PROCESS DESIGN
In n ov ati o n
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Steps in the Innovation Innovation
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Insight/ Production Pilot Full-Scale Market

Development Design
Research Engineering Testing Manufacture Launch

R&D / Invention Commercialization

Innovation

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Step 1: Insight/Research Innovation
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Insight
 the result of individual human ingenuity.
 the application of new technologies in order to
devise better products.
 Ideas for innovation
- from association – quite literally something triggers an
idea.
- by analogy that a way of solving the problem is
discovered.

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Step 1: Insight/Research Innovation
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Research
 associated with scientific discoveries and
technological breakthroughs
 arises as a result of extensive scientific research
carried out over many years often by large teams
of people.
 carried out in research laboratories:
- universities laboratories
- government laboratories
- large business corporations laboratories

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Step 2: Development Innovation
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 turning ideas and technologies into products.

 The product
- will not be ready to sell to consumers
- will have many of the operational characteristics
of the final product
- will work
- demonstrate the feasibility of placing it on the
market

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Step 2: Development Innovation
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 feature of the development process is

testing.
- is all about testing, modifying and improving the
product.
- has to take place to ensure
- the product works in the way intended
- work consistently
- performance that consumers are likely to
demand.

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Step 2: Development Innovation
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Organisation/
2-D 3-D Functional User test
system
models models prototypes prototypes
prototypes

3-D
3-D rough
appearance
model
model

 Concept  Mock-ups  Simulations  Engineering  Working  First

sketches  White  CAD models prototypes prototypes production
 Drawings  Feasibility units
models  Finite
 Artist’s  Site models models  Pilot runs
element
impression analysis  Simulations  Production
 Soft models
 Layouts  Virtual models
prototypes  ‘First article’

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Step 2: Development Innovation
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1) Models
 The purpose: to convey the form, style and 'feel'
of an object.
 serve to communicate the appearance of the
proposed product.
 used to give an impression of what the product
will actually look like.
 normally non-functional and as such cannot be
operated.

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Step 2: Development Innovation
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2) Prototype
 all about function.
 constructed as a one-off.
 not constructed using the manufacturing process that will
eventually be used to make the final product.
 typically constructed on a 'jobbing' basis using general-
purpose equipment rather than specialist purpose-built
equipment.
 often made with different materials from those that will go
into the final product, because the materials used for
prototypes are easier to work with and more flexible.

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2) Prototype: The Function (1)

 Testing and evaluation
- will be robust and capable of operation.
- a requirement because they are typically used to
evaluate performance.
- appearances are less important
- operating characteristics more important.

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2) Prototype: The Function (2)

 Integration
- to facilitate the integration of components and sub-
systems.
- complex products which have large number of
components and sub-systems that have to interact and
work together.
- a sub-system may functions very effectively in isolation,
when put together with other sub-systems problems
may occur.
- Prototypes used to explore the interaction between the
product and its environment, would normally be
classified as organization/system prototypes.

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Step 2: Development Innovation
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2) Prototype: The Function (3)

 Learning
- to facilitate learning.
- process of testing enables those who have developed a
new technology to learn about its properties, through the
acquisition of formal technical knowledge.
- hours spent testing prototypes can help developers :
- to learn about the properties of a new technology.
- acquisition of tacit or informal knowledge.
- User-test prototypes, in the form of working prototypes,
are often used to enable firms to learn about users and
user behaviour.

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Step 2: Development Innovation
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2) Prototype: The Function (4)

 Risk reduction
- Tests carried out with prototypes can help to identify
potential risks.
- Technological risk rather than market risks that will be
identified in this way.
- Example: safety issues if the product do not function
correctly

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Step 3: Design Innovation
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 come in to the innovation process at various points.

 forming the first step of the commercialization part of the
innovation process.
 In fact, some design would almost certainly have occurred
earlier.
 The concept sketches associated with 2D models.
 the designer now has to give it the attributes and features
required by the consumer.

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Step 3: Design Innovation
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 Detailed design is required to determine the attributes and

features of the final product that will be offer to the market.
 involve specifying:
- The precise shape of the product
- The tolerances to which it will be manufactured
- The materials to be used in manufacture
- The process by which the product will be manufactured

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Step 3: Design Innovation
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 Constraints:
- Marketing perspective: the design has to appeal to
consumers
- Manufacturing:
- concerned that the product can actually be made and
preferably without too much difficulty.
- capable of being produced with resources that likely to be
available.
- Finance: concerned that the design does not prove too
expensive to produce.

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Step 3: Design Innovation
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 The designer's task :

- to take the design brief and translate it into a design that
meets the requirements of the team responsible for the
product.
- ensure product operate effectively
- appealing to consumers
- capable of being manufactured
- afford to the consumer
- generate a return for the firm.

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Step 3: Design Innovation
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 Types of designer team:

a) technical designers able to design systems;
b) industrial designers able to ensure functionality,
c) traditional designers able to create a form that
will have appeal for consumers.

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Step 4: Production Innovation
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 concerned with making the product.

 The initial decisions :
- who is to undertake manufacture.
- Will the product be made in-house or will it be outsourced
to subcontractors?
 now possible to design a product on one country
and produce it on the other.

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A Manufacturing System Innovation
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Equipment Information Tooling

Raw
materials Finished
Goods
Labour Manufacturing system

Purchase
Components Waste

Energy Supplies Services

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Step 4: Production Innovation
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Types Of Process
a) Jobbing
- involves the use of general-purpose equipment
to make one product at a time usually to a
unique design.
- lt is suitable for highly specialized products such
as jewellery or process equipment.

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Step 4: Production Innovation
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Types Of Process
b) Batch
- involve general-purpose equipment combined with
special-purpose tooling.
- Products are made in lots or batches of perhaps
10 or 20 at a time.
- Tooling in the form of jigs is important because it
ensures production consistency within each batch.
- Example: wallpaper and food

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Step 4: Production Innovation
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Types Of Process
c) Line
- associated with mass production.
- ltems are produced in very large numbers using
dedicated equipment especially designed for the
purpose.
- Example: Cars and consumer goods

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Step 4: Production Innovation
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Types Of Process
d) Continuous Process
- found in process industries such as oil refining
and chemicals.
- uses a continuous flow of work through the
system, so much so that the systems are in
continuous operation day and night.

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Step 4: Production Innovation
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 Selecting the most appropriate production

system
- Decision on the way the product is made.
- the type of manufacturing system being used.
- the product is often revised to make it easier and
cheaper to manufacture.

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Step 4: Production Innovation
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 Examples of design changes of this type:

- Reducing the parts count
- Using standardized components
- Using self-aligning parts
- Using assembly operations that require a single,
linear motion
 Design changes reflect the volume of
production that is anticipated.

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Step 5: Pilot Testing Innovation
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 To ensure:
- the product can be made in a way that will ensure it
appeals to consumers
- making money for the company, it can go into the
marketplace.
- it is will be safe in the hands of consumers.

 involve interaction with consumers.

 may be a statutory requirement or necessary for the
product to gain type approval or certification before it
can be used to provide public services.

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Step 6: Full-Scale Innovation
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 Before full-scale manufacture:

- equipment that forms part of the manufacturing system has to
be commissioned.
- those who are going to operate it have to be recruited and
trained.

 FINALLY, manufacturing can begin.

 Firms will deliberately plan their production so that
initially they are producing at perhaps 20% or 30%
capacity.
- This allows those operating the system to move up the
'learning curve' as they become more familiar with the
system.
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Step 6: Full-Scale Innovation
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 reasons why firms will typically ‘ramp up' production

gradually:
- Products produced during the ramp up can be
evaluated to spot potential flaws.
- can also be supplied to preferential customers who will
evaluate the product but also provide valuable
marketing data in terms of their perception of the
product.
- help with stock building.

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Step 7: Market Launch Innovation
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 requires the co-ordination of a whole range of

activities.
 Some of the activities include:
- Ensuring that retail outlets have appropriate stocks
- Booking advertising space
- Designing and producing advertisements
- Booking exhibition space
- Ensuring that literature about the product has been
designed written and printed
- Informing the press and ensuring that they have had
time to familiarise themselves with the product

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