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- ## Topic 5: Identify Customer Needs (Preliminary of Concept Development)
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id:: 64859157-dc41-453d-95ea-39e2280ea735
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- **Market Research** for NPD (New Product Development)
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- **Definition** :-> the function that links the consumer, customer
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and public to the marketer through information
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– information used
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- **Goal**: #flashcard
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- to identify and define marketing opportunities and problems;
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- to generate, refine and evaluate marketing actions;
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- to monitor marketing performance;
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@ -1570,12 +1572,14 @@
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- **Gather** raw **data** from customers #flashcard
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- **Interviews**: One or more development team members discuss with a single customer
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- **Focus groups**: A moderator facilitates a two-hour discussion with a group of 8 or 12 customers
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- **Observing** the product in use
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- **Surveys**: direct mail or web-based questionnaires;
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- **Interpret** the raw **data** in terms of customer needs #flashcard
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- The data gathered in Step 1 then has to be used to
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express the customers’ needs in terms of what the
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product has to do, not in terms of how it might do
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- Express the needs as attributes of the product
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- Organize **the needs** into a hierarchy of needs
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- **Structure** the needs into #flashcard
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- **Must-haves** – *“I wont buy without”*
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- **Delighters** – *“What an unexpected treat”*
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- **Linear Satisfiers** – *“The more the merrier”*
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@ -1593,10 +1599,13 @@
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- **Intuitions** are often wrong
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- Establish the **relative importance** of the needs #flashcard
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- Measuring **preference** is central to market research
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- **Reflect** on the results and the process
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- Questions to ask: #flashcard
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- Have we interacted with all **important customers** in
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our target market?
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- Can we see the **latent needs** of customers beyond
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@ -1608,7 +1617,9 @@
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- DONE Week 2
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- ## Topic 6 - Phase 1: Concept Development 概念开发
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id:: 6482bafb-b96b-44c3-834b-8b4966c1dc0c
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- What is Concept Development? 概念开发是什么 #flashcard
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- The needs of the target market are identified
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Alternative product concepts are generated and
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evaluated 需求
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@ -1624,6 +1635,7 @@
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- This can be concluded as 图解如下
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- 
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- #### Identify Customer Needs 用户需求是什么 #flashcard
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- to understand customers needs,
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then to effectively communicate them to the
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development team 和研发队伍沟通
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@ -1632,6 +1644,7 @@
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hierarchical list, with importance weightings
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for many or all of the needs 把用户的需求整理成加权列表
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- #### Establishing target specifications 确立规格要求 #flashcard
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- 1. Prepare the list of metrics, i.e. the technical or
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manufacturing features of the product based on
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the customer needs 准备一些数据的列表
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@ -1639,7 +1652,9 @@
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- 3. Set ideal and marginally acceptable target values 理想的和可接受的要求
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- 4. Reflect on the results and the process 通过结果和进一步完善
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- #### Concept generation 想一个概念
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- Steps: #flashcard
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- external search 在外面搜索
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- creative problem solving within the team, and 团队灵机一动
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- systematic exploration of the various solution
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@ -1649,30 +1664,37 @@
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and a brief descriptive text 产生 10-20 个概念
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- 
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- #### Concept selection 选一两个出来 #flashcard
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- the activity in which various
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product concepts are analysed and sequentially
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eliminated to identify the most promising
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concept(s)
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- {:height 564, :width 688}
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- There are 5 stages to the screening and
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evaluation process: 用以下方式选择好的概念 #flashcard
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- 1. Initial screen - The key evaluation criteria given in the table on the
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previous slides can be developed further using a
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scoring model or weighted checklist 用之前的要求测试
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- 2. Customer screen - An informal discussion with customers to
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explain a concept 和客户沟通
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- 3. Technical screen 在科技实现上咨询第一方和第三方的专家
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- collapsed:: true
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3. Technical screen 在科技实现上咨询第一方和第三方的专家
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- informal technical discussions with experts
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- extensive analysis by a 3 rd party
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- 4. Final screen 最终测试
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- collapsed:: true
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4. Final screen 最终测试
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- Involves the use of screening models and computer assessment programs
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- 5. Business analysis 看下赚不赚钱
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- collapsed:: true
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5. Business analysis 看下赚不赚钱
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- preliminary marketing plans,
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- technical plans,
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- financial reviews and
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- projected budgets
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- #### Concept testing 测试
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- There are 7 steps to this process #flashcard
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- 1. Define the purpose of the concept test 定义测试的目的
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- 2. Choose a survey population 选问卷调查的目标对象
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- 3. Choose a survey format 格式
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- #### Setting final specifications 最终规格
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Target specifications are revisited after a concept has been selected and tested
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- #### Project planning 计划
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- The final activity of concept development
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- Steps: #flashcard
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- creates a detailed development schedule 产品开发时间线
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- devises a strategy to minimise development time and 定一个计划
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- identifies the resources required to complete the project 需求是什么
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- #### Economic analysis
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- 拿出去卖亏不亏钱
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- #### Benchmarking & modelling
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- 和竞争对手比较，品质行不行
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- ## Topic 7: Innovation
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id:: 64857305-2925-485f-9aed-e15511b42149
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- ### Definition of Innovation #flashcard
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Innovation is the process of creating something new that adds value to society. It can involve developing new products, services, processes, or business models. Innovation can be driven by a variety of factors, such as technological advances, changes in consumer preferences, or shifts in the competitive landscape.
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- ### Types of Innovation
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There are different types of innovation, including: #flashcard
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- Radical innovation: involves creating something entirely new that disrupts existing markets or creates new ones.
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- Incremental innovation: involves making small improvements to existing products or processes.
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- Disruptive innovation: involves creating a new product or service that initially serves a niche market but eventually disrupts the existing market.
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- Sustaining innovation: involves making improvements to existing products or processes that help maintain a company's competitive position.
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- ### Models of Innovation
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Innovation can follow different models, such as: #flashcard
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- Linear model: involves a sequential process of research, development, and commercialization.
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- Cyclical model: involves a continuous process of feedback and iteration.
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- Open innovation: involves collaborating with external partners to develop new products or services.
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- ### Characteristics of Innovative Companies
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Innovative companies share certain characteristics, such as: #flashcard
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- A willingness to take risks and experiment with new ideas.
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- A focus on customer needs and preferences.
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- A culture that encourages creativity, collaboration, and learning.
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- A commitment to continuous improvement and innovation.
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- ### Strategies for Fostering a Culture of Innovation
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Companies can foster a culture of innovation by: #flashcard
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- Providing resources, such as funding, time, and expertise, to support innovation initiatives.
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- Encouraging collaboration and cross-functional teams.
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- Rewarding creativity and risk-taking.
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- Creating a supportive and inclusive work environment.
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- ### Examples of Innovative Companies and Products
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There are many examples of innovative companies and products, such as:
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- Apple: known for its innovative products, such as the iPhone and iPad.
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- Tesla: known for its innovative electric vehicles and renewable energy solutions.
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The PDF provides links to further resources for learning about innovation, such as a video and short videos about new inventions. These resources can help individuals and companies stay up-to-date on the latest trends and developments in innovation and product development.
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- ## Topic 8: Digital Transofrmation and Digital Products
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id:: 64857305-a186-4927-890d-607f66d97f95
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- Digital Transformation
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- Terms
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- **Digitisation** is :-> the process of converting information from analog to digital.
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- **Digitalisation** is :-> the process of using digitised information to make established ways of working simpler and more efficient.
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- **Digital transformation** is :-> the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements
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- **Types** of Digital transformation #flashcard
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- **Process Transformation** :-> aims to process such as data, analytics, AI, and any process that can work towards lowering costs and driving operational efficiency in the business.
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- **Business Model Transformation** :-> aims to make fundamental changes in how a business or organization runs which can include personnel, processes, and technology.
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- **Domain Transformation** :-> This area offers a great opportunity to move into a new domain or area that a business may not have explored before by acquiring new technologies.
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- **Cultural/Organizational Transformation** :-> This is about redefining mindsets, processes, capabilities and skills for a digital world. It’s about driving digital transformation forward through growth initiatives that are grounded in a new culture and way of thinking.
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- **Guidelines** for a successful Digital Transformation #flashcard
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- Understand your technology
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- Embrace Cultural Change
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- Consider a new digital business model
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- Ensure Collaboration
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- Top Management Support
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- Digital Product
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- Characteristics #flashcard
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- no physical form, exist only in the digital realm,
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- _intangible_ items delivered _electronically_,
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- anything that can be _downloaded_ and _used digitally_ can be considered a digital product,
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- can be easily updated or modified to keep up with changing technology and trends because they're intangible,
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- often come with a license that allows a customer to use them in unlimited ways.
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- Will everything become digital? #flashcard
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- In practice, most products and experiences they are part of are _hybrid_.
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- **Why** digital products? #flashcard
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- Customer happiness is how you win in business. Modern customer expectations are being driven by largely digital technology and digital innovations.
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- Low investment, (potentially) high returns
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- More profitable than physical goods
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- Serve a niche at scale
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- Digital products offer unique ways to communicate directly with the customers.
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- Digital Project Development #flashcard
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- Phase 1. **Discovery** :-> the process of identifying the problem to be
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solved, making sure the problem is worth solving, and
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envisioning the solution to that problem.
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the feedback from the MVP launch, it’s time to consider
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the growth or scaling phase.
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- Digital Project Management
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- Terms
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- **Digital Project Manager**: the glue that brings
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together many facets of a successful digital product—
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customers, design, engineering, operations, sales,
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marketing, finance, compliance, legal, and more.
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- **Project Team for Digital Products**:
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A project team for digital product is made up of:
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- **Developers or engineers** – the people who will code, test and deploy the digital application that will be used by customers.
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- **Experts in customer or user experience** who focus on how the product and associated services will be used by the customer, and who create the user interface, services and other interactions with the customers
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- **Sales and marketing experts**, who will actually get customers to use the product.
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- mistakes to avoid
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- Having the _wrong data_
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- _Resistance_ from staff
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- Underestimate _costs_
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- A lack of _skills_
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- DONE Week 3
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- ## topic 11
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- 系统级设计（System-level Design）
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产品架构可以描述为 :“ 将产品的功能元素排列成物理块以及块之间相互作用的方案”功能性——有助于整体绩效的单个操作和转换.物理–实现产品功能的零件、组件和子组件（通俗来讲，顺序是完成相应功能的零件component--->组件 chunks---->产品，产品架构就是以实体组件来实现产品的各功能单元，并使各组件相互作用的配置方案） Product Architecture can be described as: 1."the scheme by which the functional elements of the product are arranged into physical chunks and by which the chunks interact” 2.Functional – individual operations and transformations that contribute to its overall performance 3.Physical – parts, components and subassemblies that implement the product’s functions
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- 目的：架构决策允许将这些物理模块的详细设计和测试分配给团队、个人和 /或供应商，以便不同部分的开发可以同时进行 Architectural decisions allow the detailed design and testing of these physical blocks to be assigned to teams, individuals, and/or suppliers, so that the development of different portions can be carried out simultaneously
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