PRODUCT DESIGN AND DEVELOPEMENT

1
NewProd01
2
METHODOLOGY

• Trusted Advisor
• Unmeet Need Recognition
• -- Utility Profiles
• -- Clustering Needs/attribute conflicts
• -- Internal Validity
• Virtual Engineer
• Design Pallet
• Market Potential of Design

NewProd01
3
UNMET NEED

• IF UTILITY (U) DROPS AFTER QUESTION NOT
  FILLING A NEED
• UTILITY PROFILE HAS DROP
• DROP TRIGGERS VIRTUAL ENGINEER DIALOG FOR DESIGN
  QUALITATIVE INPUT

NewProd01
4
IMPLICATIONS

• BETTER DESIGN AND TESTING OF PRODUCTS BY FIRMS
  WITH THE INTERNET
• Information Acceleration
• Listen In Feedback
• INTERNET STARTUPS SHOULD USE DEVELOPMENT PROCESS
  WITH TIME TRADEOFF

NewProd01
5
Hi, I'm Ray, Truck Town's design engineer. Irene
tells me that she can't find a truck that fits
your needs. You have specified requirements that
cannot be met by the currently available trucks.
NewProd01
6
For example, you said that you want the smallest
available truck, yet you wanted a truck that can
haul. In general, larger trucks are better at
towing than smaller trucks. With some further
information from you, you can help us design
better trucks for the future. Thanks for your
help!
NewProd01
7
What do you plan on towing?
Big trailer Small trailer
Boat Jetski
Camper Other
(approx. weight)
lbs. Dont know
NewProd01
8
What do you plan to haul? Bikes
Surf board Construction Motor
cycle materials
Generators Garden supply Hay
Grocery Other
(approx. weight)
lbs. (approx. size)
cubic feet
Dont know
NewProd01
9
Why do you want a 8 (10) cylinder engine?
Faster to move uphill
Higher hauling/towing capacity
Faster acceleration
Easy merge on freeway
Quiet
Durable
Others

Dont know
done with selecting
NewProd01
10
Please supply us with any further comments on a
truck that meet your needs.
I am done
NewProd01
11
Thank you for your time! The recommendations
our advisor has made for you are in the show
room. You can also try our design pallet where
you can create your own truck!
Go to design palette
Go to the show room
Main map
Back
NewProd01
12
POTENTIAL (TOTAL PICKUP TRUCK MARKET IS ABOUT 5
BILLION)  
  1 X 25 BILLION 250 MILLION POTENTIAL .6
X 25 BILLION 150 MILLION
13
(No Transcript)
14
(No Transcript)
15
(No Transcript)
16
(No Transcript)
17
Starting bed length5 feet, cab 2 doors
18
Adjusted to bed length7 feet
19
Changed cab size to 4 Doors (bed length is still
7 feet)
20
Changed bed length to 5 feet (cab size is still 4
doors)
21
Case 3 Mid-Size, Stylish, Hauling
Estimate concept vehicle utility
22
Listening In Case 3 Mid-Size, Stylish, Hauling
Conditional Correlation matrix

• Attribute Conflicts
• Biggest Available 2 vs. (Fullsize Hauling)
• Bed Length Short vs. (Fullsize Hauling)
• Big_Quiet_Comfortable 4 vs. (Biggest Available
  2 Bed Length Short)

23
Listening In Case 3 Mid-Size, Stylish, Hauling

• Virtual Engineer Dialogs
• Biggest Available 2 vs. (Fullsize Hauling)
• Relative Degree
• You said that you would prefer a truck that is
  not the biggest available. However, these trucks
  do not receive the highest ratings for Hauling
  and Fullsize. Which of the following
  combinations is closest to what you are thinking
  about?
• Small for a Fullsize truck, Good Hauling
• Small for a Fullsize truck, Great Hauling
• Mid-Size for a Fullsize truck, Good
  Hauling (SELECT)
• Mid-Size for a Fullsize truck, Great Hauling
• Bed Length Short vs. (Fullsize Hauling)
• Relative Degree
• You said that you would prefer a truck with a
  Short Bed. However, these trucks do not receive
  the highest ratings for Hauling and Fullsize.
  How short of a bed were you thinking about?
• Long bed 8 feet
• Mid-Size bed 6 feet
• Short bed 4 feet (SELECT)

24
Listening In Case 3 Mid-Size, Stylish, Hauling

• Translate Dialog Responses to Engineering
  Requirements
• Biggest Available 2 vs. (Fullsize Hauling)
• Mid-Size for a Fullsize truck, Good
  Hauling (SELECT)
• Reduce Wheelbase relative to Fullsize
• Mid-Level Horsepower
• Mid-Level Payload
• Bed Length Short vs. (Fullsize Hauling)
• Short bed 4 feet (SELECT)
• Bed Length 4 feet

• Generate Concept Vehicle
• Based off of Highest Utility Truck Ford F150
  Extended

25
Listening In Case 3 Mid-Size, Stylish, Hauling
Estimate Concept Utility
26
Listening In Case 3 Mid-Size, Stylish, Hauling
Listening In Concept in Action!
Looking for picture of the Explorer SportTrac
27
Why do you need a small truck? Low
price Limited parking
space Easy for parking maneuver
Fuel economy
Style Other
NewProd01