This document summarizes a guest lecture about designing and building human powered vehicles. The lecture covered: 1. Students will design and build prototypes of vehicles like bicycles, trikes, and scooters. 2. The project will involve research, design, gathering user feedback, and building and testing prototypes over 4 months. 3. The lecturer discussed his experience in industrial design and entrepreneurship, and covered topics like business models, value propositions, and the new product development process.

1. ID-24ST-05 SP 2015
BIOMOTIVE HPV
KHIPRA NICHOLS
DESIGNING AND BUILDING HUMAN POWERED VEHICLES
Guest lecturer – RISD – Industrial Design: Jr Neville Songwe
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2. 2
The vehicles created are up to the students and could include
bicycles, bicycle trailers, scooters, and recreational (or functional)
trikes.
1. Research and design for market ready vehicles
2. Deliverables = working prototypes and process documentation
3. Identify user groups + acquire feedback
4. Students will learn how to be entrepreneurial
5. Research
6. Brainstorming and sketch development
7. Studio work X3
8. Building and Testing X7
9. Presentations
10. Timeframe 4 months
Thanks Prof. Khipra Nichols (RISD – ID) for inviting me.
DISCLOSURE: THESE ARE NOT MY WORKS. THEY ARE ONLY USED HERE FOR EDUCATIONAL PURPOSES
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3. Jr Neville Songwe - Intro
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About me
• Undergrad – ID – ISIA Rome, Italy
• Grad – ID – RISD, USA
• Parent + Designer + Inventor + Entrepreneur +
Community servant
Work
• Designed furniture and consumer gaming devices
– also some graphic design in Europe
• Designed Electronic Communicative devices in
South Korea
• Researched, Designed, Patented (USPTO Utility
patents), Raised equity funds, Founded a design
firm, fatured in 8 law enforcement magazines and
news papers, and featured CNN – The next big
thing = Brijo I & Brijo II
Research – Future designs
• Wheelchair
• Designing for persons with Essential tremors and
Parkinson
Awards
• RISD – President Scholar – 2003 - 2005
• RISD – ID Faculty Award 2005
Languages
• English / Italian / French

4. Topics
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Business
Model
Value
Proposition
Logic
Model

5. Fuzzy Front-End – Stage I
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Test the
Concept
Screening
the idea
Generating
DISCLOSURE: THESE ARE NOT MY WORKS. THEY ARE ONLY USED HERE FOR EDUCATIONAL PURPOSES

6. New Product Development Process – Stage II
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Technicalities
& Product
Development
Beta /
Marketability
Tests
Business
Analytics
INDUSTRIAL DESIGN

7. Fuzzy Back-End – Stage III
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Product line
Extensions
Post launch review
&
Perfecting pricing
Commercialization
Commercialization
1. Launch the product
2. Produce and place advertisements and other
promotions
3. Fill the distribution pipeline with product
4. Critical path analysis is most useful at this stage
New Product Pricing
1. Impact of new product on the entire product
portfolio
2. Value Analysis (internal & external)
3. Competition and alternative competitive
technologies
4. Differing value segments (price, value and need)
5. Product Costs (fixed & variable)
6. Forecast of unit volumes, revenue, and profit
Line Extensions
1. Occur when a company introduces additional
items in the same product category under the
same brand name such as new flavors, forms,
colors, added ingredients, package sizes.
2. Line extension - The company can extend its
product line down-market stretch, up-market
stretch, or both ways

8. LOGIC MODEL
Jr Neville Songwe – 2015, RISD - Designers & Entrepreneurs
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Also known as a logical framework, or program matrix, is a
tool used by funders, managers, and evaluators of programs
to evaluate the effectiveness of a program.

9. VALUE PROPOSITION
Jr Neville Songwe – 2015, RISD - Designers & Entrepreneurs
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A business or marketing statement that summarizes why a
consumer should buy a product or use a service.

10. “Features Tell, but Benefits Sell”
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Content from: http://www.helpscout.net/blog/benefits-sell/

11. “Benefits” to Company
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• New products create excitement,
builds commitment and makes a
company a more exciting place to work
• New products enables companies and
salespeople to strengthen existing
customer relationships and build new
ones.
• New products provide an excellent
opportunity to reposition the company
to the various key publics that it serves.
• A steady stream of new products is
essential to avoid decline and to fuel
continued growth.
Designer: Jr Neville Songwe

12. JONESO DESIGN
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