ECE520.

427
Class #2
Product Development
and
Product Planning

Outline: Class #2
Introduction to product design and
development
Product development process
Intermission get some popcorn
Product planning
Homework assignment #1

What is Product Design and

Development?
Product development is a set of activities
starting with the perception of a market
opportunity and ending with the sale of a product
Product design is one aspect of the development
process

Engineering design specifies how the technical

systems will work
Industrial design specifies the aesthetics, ergonomics,
and user interface

Other development activities include marketing

and manufacturing
Success of the product typically depends on the
success of all three development activities

Successful Product Development

Marketing

(pre-design) Identification of market opportunities

(pre-design) Identification of customer needs
(pre-design) Identification of target pricing
(post-design) Promotion of product

Design

Product quality
Product cost (includes development cost)
Development time
Development capability

Manufacturing

Production system
Supply chain

Examples
Good market research and
bad design:
Archos vs. Apple

Archos 20GB
Released October 2001
350 g, 1.3 thick
File-based organization
system
Ugly interface

iPod 5GB
Released November 2001
184 g, 0.78 thick
ID3-based organization
system
Pretty interface

Examples
Good design and
marketing and bad
manufacturing

Example 1: Wii
Example 2: Lenovo
X61 Tablet

Why Is Good Product

Development Difficult?
Trade-offs
Dynamics
Details
Time pressures
Economics

Generic Design Process

Phase 0:
Planning

Phase 1:
Concept
Development

Phase 2:
Phase 3:
System-Level Detail
Design
Design

Marketing
Design
Manufacturing

Phase 4:
Testing and
Refinement

Phase 5:
Production
Ramp-Up

Generic Design Process

Phase 0:
Planning

Phase 1:
Concept
Development

Phase 2:
Phase 3:
System-Level Detail
Design
Design

Phase 4:
Testing and
Refinement

Marketing

Describe market opportunity

Design

Consider existing product platform (if any)

Consider new technologies

Manufacturing

Identify production and/or corporate constraints

Other

Allocate project resources

Mission statement

Phase 5:
Production
Ramp-Up

Generic Design Process

Phase 0:
Planning

Phase 1:
Concept
Development

Phase 2:
Phase 3:
System-Level Detail
Design
Design

Market opportunity product concept

Marketing

Identify customer needs

Research competitive landscape

Design

Develop concepts
Determine feasibility of design concepts
Build and test prototypes

Manufacturing

Estimate manufacturing costs

Other

Investigate IP issues

Product concept and proof-of-concept prototype

Phase 4:
Testing and
Refinement

Phase 5:
Production
Ramp-Up

Generic Design Process

Phase 0:
Planning
Product
Planning

Phase 1:
Concept
Development

Phase 2:
Phase 3:
System-Level Detail
Design
Design

Phase 4:
Testing and
Refinement

Identify Customer
Needs
Product Specifications
Concept
Generation
Concept
Selection
Concept
Testing
Product Architecture
Industrial Design
Design for Manufacturing
Prototyping
Robust Design
Patents, IP, and Economics

Phase 5:
Production
Ramp-Up

Generic Design Process

Phase 0:
Planning

Phase 1:
Concept
Development

Phase 2:
Phase 3:
System-Level Detail
Design
Design

Proof-of-concept complete product architecture

Marketing

Develop extended product family

Develop marketing plan

Design

Describe all subsystems and components

Develop software and firmware
Create prototypes of each subsystem
Select geometric layout and create industrial design
Choose all parts and tolerances

Manufacturing

Identify suppliers
Create assembly scheme
Define assembly process and obtain tooling

Control documentation

Phase 4:
Testing and
Refinement

Phase 5:
Production
Ramp-Up

Generic Design Process

Phase 0:
Planning

Phase 1:
Concept
Development

Phase 2:
Phase 3:
System-Level Detail
Design
Design

Control documentation prototypes

Marketing

Develop plans for field testing

Design

Create alpha and beta prototypes

Performance and reliability testing
Iterate and refine design

Manufacturing

Refine assembly and fabrication schemes

Create quality assurance strategy

Phase 4:
Testing and
Refinement

Phase 5:
Production
Ramp-Up

Generic Design Process

Phase 0:
Planning

Phase 1:
Concept
Development

Phase 2:
Phase 3:
System-Level Detail
Design
Design

Phase 4:
Testing and
Refinement

Prototypes products
Marketing

Get first-run products to preferred customers

Design

Evaluate first-run output

Relax a little
Pray that everything works

Manufacturing

Start production
Make sure you dont use lead paint from China

Phase 5:
Production
Ramp-Up

Isnt This All Obvious?

Yes and no

Taken individually, you could probably think up

most of the product development issues and
tasks covered in this class
Taken collectively, it takes experience to
produce a thorough product development
process from start to finish
This class guides the process step-by-step with
structured methods for each step
Within each step, some items might be obvious,
but combining all of the steps will produce a result
greater than the sum of the parts

Intermission

ECE520.427
Class #2
Product Development
and
Product Planning

Product Planning
Phase 0:
Planning

Phase 1:
Concept
Development

Phase 2:
Phase 3:
System-Level Detail
Design
Design

Phase 4:
Testing and
Refinement

Phase 5:
Production
Ramp-Up

Corporations typically plan products many years

in advance
Product planning ensures that products support
overall business strategy

Determine mix of new products vs. upgrades

Optimize past experience as leverage into new
products
Decide which market segments to target

Example: Xerox
Hodaka

New
Platforms

Legend
Lakes

Project
Product
Release

H-Net

Derivatives

L-Net
Improvements

595

6010

Fundamentally New
1996

392

393

Astro
1997

1998

1999

2000

Types of product development projects:

New product platforms, derivatives of existing

platforms, incremental improvements to existing
products, and fundamentally new products

Evaluating Projects
Step 1: Identify market opportunities
Step 2: Evaluate opportunities
Four perspectives for evaluation:

Competitive strategy
Market segmentation
Technological trajectories
Product platforms

Competitive Strategy
Defines the companys approach to
markets and competitors reputation

Technology leadership
Cost leadership
Customer focus

Market Segmentation

Technological Trajectories

today

Time

Time

Product Platforms and

Technology Roadmaps

Product Platforms and

Technology Roadmaps
Functional Elements

Technologies

Photoreceptor

Cylindrical
Drum

Scanner
Layout

2D CCD Array
w/Optical Reduc.

Toner
Type

High
Temperature

Output
Modes

Monochrome: Paper, Fax, Scan,

Local Network, Internet

3-Pitch Belt
Photoreceptor

n-Pitch Belt
Photoreceptor

Full-Width, Linear Array

without Optical Reduction
Low Melting
Point

Low Melting Point,

Low Emission
Color: Paper, Fax, Scan,
Local Network, Internet

User
Interface

Keypad

Touch Screen

Image
Processing

600 dpi

Automatic Image Quality

600/1200 dpi
1200 dpi

Diagnostics

On-Board
Diagnostics

Touch Screen, Remote PC

Remote-Dialup
Diagnostics

1800 dpi
Remote
Repair

Document
Centre
220, 230

Document
Centre
240, 255, 265

Document
Centre
2XX

Document
Centre
3XX

Hodaka
Project

Lakes
Project

Lakes
Extensions

Next
Platform
Time

Product Platforms and

Technology Roadmaps

Product Platforms and

Technology Roadmaps

In the course of the past several months, it has become clear that the right
path for Palm is to offer a single, consistent user experience around this new
platform design and a single focus for our platform development efforts. To that
end, and after careful deliberation, I have decided to cancel the Foleo mobile
companion product in its current configuration and focus all of our energies on
delivering our next generation platform and the first smartphones that will bring
this platform to market. We will, of course, continue to develop products in
partnership with Microsoft on the Windows Mobile platform, but from our
internal platform development perspective, we will focus on only one.
Ed Colligan, CEO of Palm, Inc.

Product Planning Process

Multiple Projects

Identify
Opportunities

1.
2.
3.
4.
5.

Evaluate and
Prioritize
Projects

Portfolio
of
Projects

Allocate
Resources and
Plan Timing

Product
Plan

Complete
Pre-Project
Planning

Identify opportunities
Evaluate and prioritize products
Allocate resources and plan timing
Complete pre-project planning
Reflect on the results and the process
Product Mission Statement

Mission
Statements

Product
Development
Process

Mission Statement
The Mission Statement provides a detailed
definition of the assumptions under which the
product will be developed, including:

One-sentence description of the product

(avoid implying a specific product concept)
Benefit proposition
Key business goals (time, cost, quality)
Target market(s)
Target price
Assumptions and constraints
Stakeholders

Intermission

Outline: Class #2
Introduction to product design and
development
Product development process
Intermission get more popcorn
Product planning
Homework assignment #1

Product Development Task #1:

Opportunity Statement
An opportunity statement is a one- or twosentence description of a product or market
opportunity

Should not imply the use of any particular

technology
Should not imply a specific product concept
Example:
Create a simple bedside device that displays internet weather
forecasts so you can see what the weather will be when you wake
up in the morning.

Product Development Task #1:

Opportunity Statement
Make a pitch in three slides

Explain problem, need, or motivation

Explain necessary elements in solution
Summarize with opportunity statement

Assignment Schedule
Monday (9/15) email me your opportunity
statement and your slides
Tuesday (9/16) be ready to make a short (< 5
minute) presentation with your slides

At the end of class, everyone will vote for their

preferred product.
Well review votes and form teams.

Thursday (9/18) well announce the product

development teams by in-class and provide
some feedback
Monday (9/22) each team will email me a team
Mission Statement (HW #2)

Review: Homework #1
Due (email) by September 15

Written opportunity statement

Three (3) slides to make pitch

Also due by September 15: take online Jung

typology test and email me the results.

Before student presentations and team selection,

well talk about teamwork and group dynamics
The results of the online typology test will help us to
customize the discussion to the students in the class
Link to test is on course website

How to Identify Opportunities

Potential sources:

Think about the frustrations and complaints your friends have

about existing products
Think about inefficiencies in your daily routine
Read a recent issue of Wired or Popular Science and get
inspired by new technologies
Scan the TOC of Proc. IEEE for the past few months to get an
idea of emerging trends

Methods to keep track of opportunities:

Keep an opportunity database on your computer; text-message

or email yourself when you think of an idea
Keep a running list of opportunities on your PDA
Write ideas down on a small piece of paper that you keep in your
wallet or purse

Next Class
In class:

Guest lecture on teamwork and group dynamics

Student presentations product pitches

Before class:

Read U & E chapters 1, 2 & 3

Complete online typology test
Submit opportunity statement, slides, and
typology results via email