Product Design & Development: Methods and Evaluation

Posted on Sep 14, 2024 in Other subjects

Professional Design

Designers, individually or in teams, develop proposals without daily interaction with customers. Communication happens through regular meetings to discuss project status and proposals. The design process involves several methods:

1. Logical Reasoning

This method aims to find a single optimal solution based on defined goals and constraints. It requires a thorough understanding of all objectives, limitations, their relationships, and validation from all stakeholders, including end-users. The rational planning process includes:

  1. Describing the initial situation.
  2. Describing the desired situation.
  3. Identifying objectives based on the difference between the initial and desired situations.
  4. Developing alternative solutions to achieve the objectives.
  5. Predicting the consequences of each alternative.
  6. Assessing the consequences.
  7. Choosing the best alternative.

2. Iterative Process

This method relies on gradual improvement through iterations. The designer creates a preliminary design and refines its weaker aspects until a satisfactory solution emerges. This is also known as incremental planning. The process involves:

  1. Identifying flaws in the current design.
  2. Creating an improved solution.
  3. Evaluating the improvement compared to the previous version.

This cycle repeats until an optimal solution is reached.

3. Trial and Error

When numerous alternatives exist, the probability of finding an acceptable solution increases, even if many alternatives are suboptimal or randomly generated. Two common methods for generating alternatives are:

  • Building upon an existing product or idea.
  • Utilizing remote and unconventional ideas.

Using an existing product as a starting point can limit innovation. However, it can be effective when combined with deliberate modifications. Another approach involves incorporating “distant ideas” randomly into the creative process. These ideas can be unrelated to the problem but can spark new ideas through analogy when combined with the original product.

4. Subconscious Ripening

While the previous methods are conscious processes, this method allows the designer’s subconscious to process information and potentially generate solutions using fragments of the other methods or unknown mechanisms.

Participatory Design

The methods discussed earlier are suitable for large-scale industrial production where end-users are typically unknown. However, in situations where users are known and can participate, participatory design offers several advantages:

  • Reduced workload as extensive reports may be unnecessary.
  • Better understanding of user needs through direct interaction.
  • Improved product satisfaction due to close collaboration.

Disadvantages include increased meeting time, potential disagreements among users, and the need for costly prototypes for users who struggle with abstract concepts.

Tailor-Made Design

This approach is common for unique products designed for individuals or small groups. Designers and users collaborate closely, discussing design problems and solutions. The designer acts as an advisor, explaining technical constraints and generating alternatives.

Collective Design

This method involves a large, unorganized group collaborating on product development. It has been used for projects like group housing planning. While not widespread, it has research and democratic implications.

Typical stages in participatory planning include:

  1. Organizing interest groups.
  2. Analyzing and clarifying goals within each group.
  3. Designing and negotiating among interest groups, potentially with compensation for compromises.
  4. Ratifying decisions with the aim of achieving consensus.

Design as Research Conclusion

Design projects often originate from a need for a new product. However, designers or researchers can also initiate projects by extending descriptive research to propose new designs based on collected information.

Evaluation in Product Development

As a product’s development cycle progresses, the cost of changes increases. Early evaluation allows for impactful design modifications with minimal financial repercussions.

Submitting the Outline and Prototyping

The presentation method is crucial when designers present proposals to individuals unfamiliar with design conventions. The goal is to achieve high fidelity, where the viewer’s response to the presentation mirrors their response to the actual product. However, realistic physical models or prototypes can be expensive and time-consuming, requiring careful consideration.

Testing Prototypes

Factors to consider include the testing environment, observation methods, and feedback collection. Physical tests often occur in laboratories due to their controlled environment and equipment. However, artificial settings can influence user behavior. Alternatively, testing in natural settings can be more expensive and prone to disruptions.

Perspectives in Assessment

Several parties contribute to product evaluation:

1. End-User Perspective

Key considerations include:

  • Usability, functionality, impact, and potential.
  • Durability and ease of maintenance.
  • Aesthetics.
  • Message conveyed by the product.
  • Environmental impact.
  • Price and operating costs.
  • Safety.

2. Manufacturer’s Perspective

This perspective can be assessed through consultation with shop floor personnel if the manufacturer is known. Otherwise, general manufacturing theory or expert opinions can be considered.

3. Marketing Perspective

Relevant topics include:

  • Product fit within the company’s product range.
  • Potential customer base.
  • Difficulty of imitation.
  • Novelty of the idea.
  • Price competitiveness.
  • Compatibility with existing distribution logistics.

4. Stakeholder Perspective

If the project has potential unintended consequences, stakeholders who might be positively or negatively affected should be consulted.

5. Designer’s Goals

Designers must consider and balance all stakeholder requirements. This process can be challenging, and designers might be tempted to present their proposal as effortlessly conceived. A simple, clear, and impactful design can help maintain this impression.

Test Marketing

For mass-produced products, testing consumer response through a controlled market environment can be beneficial. This allows potential customers to choose between competing products using their own money.

Marketing Plan

A marketing plan (marketing mix) forms the basis for the test and provides insights for improvement. It includes management decisions related to:

  • Product: features, brand name, warranties, accompanying services.
  • Pricing: pricing strategies and discounts.
  • Promotion: advertising, sales promotions, personal selling.
  • Place: geographical area and distribution channels.

Feedback and Criticism

Organizations benefit from feedback mechanisms to learn from mistakes and improve customer satisfaction. There are two approaches to gathering feedback:

  • Passive reception: listening to unsolicited customer feedback. This is cost-effective but lacks control over the feedback’s content and source.
  • Active collection: using defined questions and targeted audiences to gather feedback. This method is more complex but yields more reliable data.