Think like a consumer

1
Analysis of customer needs.
Think like a consumer
2
When you go shopping for a product such as a
personal stereo, a bike, a new pair of jeans or
convenience food, you are faced with a huge
range to choose from. How do you decide which to
buy?
3
When you go shopping for a product such as a
personal stereo, a bike, a new pair of jeans or
convenience food, you are faced with a huge
range to choose from. How do you decide which to
buy?
Customer need
4
Task 1 Analysis of customer needs.
Now think like a Designer
5

• There are different factors that affect customer
  choice
• Price factors, Technical factors,
  Service Factors.

• Price factors
• Price
• Life cycle costs
• Running costs
• Servicing/cleaning costs
• Breakdown costs
• Costs of spare parts
• Depreciation
• Costs of disposal
• Value for money

• Technical factors
• Ease and convenience
• Flexibility of use
• Performance
• Reliability
• Ergonomics
• Maintenance
• Safety
• Appearance
• Packaging and presentation
• Disposal
• Clarity of the instructions
• for use

• Service factors
• After sales service quality
• Delivery
• Availability
• Instructions for servicing

6
This information could be expressed as a
brainstorm

• Price factors
• Price
• Life cycle costs
• Running costs
• Servicing/cleaning costs
• Breakdown costs
• Costs of spare parts
• Depreciation
• Costs of disposal
• Value for money

• Technical factors
• Ease and convenience
• Flexibility of use
• Performance
• Reliability
• Ergonomics
• Maintenance
• Safety
• Appearance
• Packaging and presentation
• Disposal
• Clarity of the instructions
• for use

• Service factors
• After sales service quality
• Delivery
• Availability
• Instructions for servicing

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Conclusion It is important for manufacturers to
develop and maintain a close relationship with
their customers. This will

• Help to establish the design criteria for the
  product
• Help to establish the best balance between the
  price of the product and its performance
• Allow improvements to be made to the product.

8
How does the design of a product affect the
customers view of it?
Before purchase (Brochure characteristics)
Initial Use (Performance Characteristics)
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How does the design of a product affect the
customers view of it?

• Before purchase
• (Brochure characteristics)
• manufacturers' specification
• test results
• advertised performance and appearance
• image of the company and its products
• list price

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How does the design of a product affect the
customers view of it?

• Initial Use
• (Performance Characteristics)
• Ease of use
• Actual performance
• Safety

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Task 1 Analysis of customer needs.
Task 1 Produce a sheet Analysing customer needs
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Analysis of client needs
When people shop they are faced with a huge range
to choose from
How does the design of a product affect the
customers view of it?
How my clients needs will affect my design
13
Social, moral and cultural issues.
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Task 2 Moral, social and cultural issues.
When specifying the requirements for a mass
produced product, designers need to consider a
wide range of moral, economic, social, cultural
and environmental issues. These often produce
conflicts which can be hard to resolve
Moral Issues Social Issues Cultural Issues
15
Moral Issues.
In certain situations a product may have the
capacity to injure or harm someone - either the
user or a bystander. Cigarettes and alcohol are
obvious examples. Bull-bars on cars may look
good and help improve sales, but they are likely
to increase the severity of injury to a
pedestrian in an accident.
16
Social Issues.
Some products can have a major impact on the way
in which large groups of people live their lives.
Convenience foods, for example, mean that there
is less likelihood of the family sitting down
together to eat a meal. Promotion and packaging
can help counter this by providing two-person
portions and using images of family meals.
Information and communication technologies are in
the process of making a major impact on society,
as work and shopping can be increasingly
undertaken at home. Advanced automation reduces
the number of people needed to produce and
distribute goods - causing unemployment.
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Cultural Issues.
The particular beliefs, ways of life and
traditions of different groups of people have a
major effect on the way they live their lives
what they do, where they live and the things
they buy.
Food and clothing and the symbolism of certain
shapes and colours all play highly significant
roles in maintaining the identity of particular
cultures when a product is intended for use by a
range of cultures it is important to identify and
recognise such needs.
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Design Issues.
Moral Issues
Social Issues
Cultural Issues