NPD Process

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NPD Process
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Process For Generating Customer Requirements
Select customers to visit
Translate voices into requirements
Select significant requirements
Develop interview guide
Interview
Create requirements diagram
Select images create image diagram
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You think youve got the customer requirements

• But its necessary to validate and prioritize them
  !!
• You interpreted these
• You had a relatively small customer sample
• You probably have too many requirements at this
  point
• Team members will disagree on priority
  requirements given their perspective/expertise

The next step is seldom donebut its key
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Time for the Survey

• Do you have a good list?
• Both your customers and your competitions
• Can you get a high response rate with good
  quality input?
• This is done to validate and prioritize the
  customers requirements you came up with so far

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Analyzing Surveys

• Self stated importance (SSI) (significant req)
• They tend to ask for everything
• Most combine very important extremely
  important
• Reflected Sum of Ranks (RSOR) (relative
  importance of important features)
• This may be different than the SSI alone
• Kano (value proposition)
• 2 part question exists or more vs. non existent
  or less of feature
• Attractive, must-be, one dimensional, indifferent

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Finally, time to generate features/solutions for
your product!!

• Most companies think they are innovative already
  given their technology
• Most think they already know our customers
  requirements and how to deliver against them
• Do your innovations meet the customer
  requirements or are they great from the technical
  viewpoint of the designer?

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Brainstorming

• Avoid any judgment at all.
• Be cognizant of the fact that our minds analyze
  why it wont work first and look for the fix
• Draw pictures
• Simultaneous written responses
• Pre-shared lists
• Everybody submits at least 2 ideas that couldnt
  work here
• Use an independent moderator
• Go offsite. Creative venue helps
• Schedule fun competition after daily sessions
• Consider a controlled late afternoon beer
  wine session
• Play act the customer using your product. Think
  it.

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More ideas on brainstorming

• More than 8 and less than 20
• Cross functional representation
• Small teams/idea groups specific to a
  requirement
• Lots of breaks
• Move outdoors at some point if possible
• Separate session and time for picking/evaluating
  the ideas
• Outside guests brought in throughout the
  session. A new one each few hours
• Customer Trusted consultant
• Lead user Technical experts
• Vendor Creative thinker

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Prototype options

• Engage conjoint analysis research
• Provide customers various feature sets and
  determine which they value
• Conjoint analysis determines relative market
  share for products with different features
• Also can benchmark your new product share vs
  existing competitions or projected competitive
  products

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Notes for your team project

• Utilize the 13 steps for overall points to cover
• Also, see course syllabus
• Use the appendix as a guideline for your up front
  research work
• You must include at least
• A customer matrix with min 10 customers (p. 191)
• An interview guide (questions/specifics)
• An image diagram (p 192) post interview
• A requirements diagram with specific metrics
  (p194)
• A survey with your chosen requirements
• Survey results w/ SSI RSOR charts (p 204/205)

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The other criteria

• Creativity of product idea
• How well it meets customer value perception and
  differentiates in market
• Presentation style
• Unique, fun, creative, all participate how, PPT
  clarity, logic, style, audience engaged,
  persuasiveness, dynamic presentation
• Timeliness
• Presentation is to be 45 mins. Be sure to include
  some limited QA time (5mins) within the total 45
  mins.

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Other project hints

• If you use multimedia be careful.
• Will it for sure work on the class PC cart?
• Can you preinstall and test?
• If on your own laptop can you interface with
  overhead?
• Have a backup plandont put all your work into
  cool mm that might not work on presentation day
• Use actual props if appropriate
• Samples, prototypes, photos, video of use/test
• Sell the class on your idea. Compete for limited
  NPD s against other ideas.