The teams and process

1
The teams and process

• Winning at new Product Development

2
Critical Success Factors

• Management Support
• Empower team, provide resources, time line
• Cross Functional Team
• Balanced, 10-14 across 7 functions
• Project leader/champion
• Passion for project, players, process
• Committed to discovering customer reqs
• Team acceptance, buy in, and conviction
• Individual accountability
• Know what you own and do it well on time

3
Typical Project Plan Overview

• Gather customer info
• Plan project
• Create Interview guide/training
• Customer visits
• Develop customer image
• Process customer data
• Translate customer voice into customer reqs
• Select key requirements prioritize them
• Generate metrics for the top requirements

4
Plan overview continued

• Analyze Customer Requirements
• Review competitive products
• Validate customer requirements
• Select key requirements
• Generate solutions
• Define product features that meet requirements

5
Visiting the customerHow many?

• Pick all key segments
• Do this by how they use your product
• Channel segments are important
• 10-20 sites or more
• 3-5 individuals per site based on function
• 3-5 sites per segment or type
• Stop when you hear the same thing over again
  consistentlyor nothing new

6
Keys to the interview process

• Structure
• Individuals knowledge/opinions are minimized
• Interview guide not a script
• Interviewer, transcriber, observer
• Open ended Probing
• Get them to describe work environment, problems,
  objectives, current product issues,
• Why, please explain, share an example, what
  problem does that solve,
• Must conduct in customers environment
• Eliminate the salesperson
• Never try to validate features you like

7
Whats this really all about?

• Developing a list of requirements that everyone
  agrees on !!
• Stack rank them
• Finally, evaluate tradeoffs between
• Time to market
• Costs
• Technical hurdles
• Business models

8
Customer Image

• Really understanding what its like to be a
  customer
• Defuses emotion minimizes confrontation
• Keeps focus

9
Developing Requirements and Metrics

• From voice and image begin to select requirements
• Now apply metrics to the requirements
• At this point test the requirement metrics with
  your customer and then
• Begin product feature definition/development