Organizations. Product Design & Development Questions. A Generic Development Process. Benefits. Product and Services 1. Development Processes and

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1 Development Processes and Organizations Product Design & Development Questions Development Processes and Organizations Is there a standard development process that will work for every company? What role do experts from different functional areas play in the development process? What milestones can be used to divide the process into phases? Should the organization be divided into groups corresponding to projects or functions? 1 2 A Generic Development Process Benefits The product development process is the sequence of steps or activities that an enterprise employs to conceive, design, and market a product. A well-defined development process offers: Quality assurance Coordination Planning Management Improvement. 3 4 Product and Services 1

2 Generic Development Process MISSION STATEMENT Six phases 0. Planning 1. Concept development 2. System level design 3. Detail design 4. Testing and refining 5. Production ramp-up 5 6 Lakes Project Mission Statement PRODUCT DESCRIPTION Networkable, digital machine with copy, print, fax, and scan functions 7 KEY BUSINESS GOALS PRIMARY MARKETS SECONDARY MARKETS ASSUMPTIONS AND CONSTRAINTS Support Xerox strategy of leadership in digital office equipment Serve as platform for all future B&W digital products and solutions Capture 50% of digital product sales in primary market Environmentally friendly First product introduction 4thQ 1997 Office departments, mid-volume (40-65 ppm, above 42,000 avg. copies/mo.) Quick-print market Small satellite operations New product platform Digital imaging technology Compatible with CentreWare software Input devices manufactured in Canada Output devices manufactured in Brazil Image processing engine manufactured in both USA and Europe TRABALHO 0 STAKEHOLDERS Purchasers and Users Manufacturing Operations Service Operations Distributors and Resellers 8 Scope of Effort (product planning) Mission Statement Specifies direction to go but not the precise destination or a particular way to proceed. Product and Services 2

3 Mission Statement Mission Statement (cont) May include: Target market(s). Brief (one-sentence) product description stating key customer benefits but not product concept Key business goals: Timing of new product introduction, market share targets, and desired financial performance. There may be several. Identify primary and secondary markets. Assumptions constraining devoted effort: Although these may restrict generation of product concepts they can help to maintain a manageable product scope Mission Statement (cont) Mission Statements para os trabalhos da disciplina Stakeholders: All players who will be influenced by the product: end users Composição do grupo (nome, número) Descrição do produto sales force production department service department, etc. Objectivos empresariais (hipotéticos) Mercado alvo (primário e secundário) Proposições e constrangimentos Entidades intervenientes Manter o formato da transparência anterior 1 página A4 máximo Enviar por (PDF) para o docente até à data limite definida Product and Services 3

4 Concept Development Concept Development Identify customer needs Establish target specification Analyze competing products Generate design concepts Select best design concept Refine specifications Economic analysis TRABALHO 1 TRABALHO 2 Project planning Adapting the Generic Process Market pull Market pull Technology-push products Platform products Process intensive products Customized products High-risk products Quick-build products A firm begins product development with a market opportunity and then seeks out whatever technologies are required to satisfy the market need. Sporting goods, furniture, tools, Complex systems Product and Services 4

5 Technology push Platform Product A firm begins with a new proprietary technology and looks for an appropriate market in which to apply this technology. Example:Teflon Product development starts with an additional phase to match a given technology with a market opportunity. Gore-Tex rainwear, A firm builds a product around a pre-existing technological subsystem (a technology platform ). Examples: Sony Walkman, Polaroid cameras, Apple Macintosh The initial phase is platform development. Consumer electronics, computers, printers, Process-Intensive Product Customized Product Production process places strict constraints on product properties. Snack foods, breakfast cereals, chemicals, semiconductors, paper, Customized products are a slight variation of standard configurations developed in response to a specific order by the customer. Switches, motors, batteries, containers, Product and Services 5

6 High-risk Product Quick-build Product High-risk products entail unusually large uncertainties related to technology or market It is therefore necessary to test earlier Pharmaceuticals, space systems, Detail design and testing phases are repeated a number of times until the product is completed. Software, cellular phones, Complex systems Subsystems and components are developed by many teams working in parallel, followed by system integration and validation Jet engines, airplanes, automobiles, Product and Services 6

7 Product Development Organizations Organizations are formed by establishing links among individuals Reporting relationships Financial arrangements Physical layout Links within organizations Functional and Project Organizations Organizational links may be aligned with functions, projects or both A functional organization is organized by functions. A function is an area of responsibility calling for specialized education, training or experience. A project organization is organized by projects. Regardless of their functions, individuals apply their expertise to specific projects Product and Services 7

8 Lightweight and Heavyweight Project Organizations Product and Services 8