When developing new product concepts, customer input is often overlooked or brought in later in the process. This leads to early concept generation based on assumption rather than real customer need and can lengthen the overall product development process. In this presentation we discuss three design activities, Formative Design Research, concept development using Design Studio, and Concept Value Testing. These activities can be used to bring the customer voice into the process from the beginning, rapidly create and iterate concepts based on customer-centered requirements, and validate concepts at the earliest point possible, mitigating risks and decreasing development costs.
Using a recent project with Optimal Workshop as an example, this presentation discusses how these tools can be used in conjunction to rapidly create new products. It discusses the goals and techniques of Formative Design Research to understand user behaviors and needs. It talks about bringing Design Studio exercises to your entire team, allowing for cross-functional expertise and rapid iteration to shape the best possible concepts. Then wraps up with an overview of Concept Value Testing, using the Kano Model, that lets you validate or iterate your concept as fast as possible.
This presentation was given February 5th, 2016 in San Francisco
42. Features or concepts that both satisfies the customer
and help them achieve their goals.
Feature or concept is a “must have” to meet customer
expectations.
Features that are exciting or unique, and can directly
relate to initial satisfaction worth the product.
Features or concepts that are neither good nor bad.
Not product differentiators.
Features or concepts that lead to dissatisfaction or
poor user experience.
5KANOCATEGORIES
PERFORMING
MUSTHAVE
ATTRACTIVE
INDIFFERENT
DISSATISFYING
45. How do you feel if the concept is included?
Like it to be included
Expect it to be included
Don’t Care
Can live with it being included
Dislike it if it were included
How do you feel if the concept is NOT included?
Like it not to be included
Expect it not to be included
Don’t Care
Can live with it not being included
Dislike it if it were not included
KANOQUESTIONARE