1. Introduction to New Product Development (Feasibility Plans)
Tech 190A Week 8 Lecture
Introduction to New Product Development
(Feasibility Plans)

2. Feasibility Plans
Conceptualization (recognition of need & definition of the problem):
Form (shape, style, and character)
Fit (marketing fit or order winning criteria)
Function is determined with data from marketing

3. Product Form
The organization of relationships between the materials, expression, and function, toward the public.
The experiential whole of the product, unified and stable but open to interpretation and change.

4. Samples of Product Form

5. Sample Product Form

6. Product Fit
The degree to which a product satisfies a strong market demand.
It is determined from market studies.

7. Product Function Is determined with data from marketing.
Is designed into the product.
Is designed into the manufacturing process

8. Chapter 3: Personas: Powerful Tool for Designers
• Personas are a representation of ideal or prototypical end users, based on behavior and motivations of real people.
• Anti-personas are actors who are not the intended users of a product
• The importance of personas:
During design
During development
As a communication tool

9. Chapter 4: Customer Experience Mapping: The Springboard to Innovative Solutions
Experience mapping is a method to help understand, synthesize, and form insights about the total customer experience.
The goal is to create an experience-based springboard for product design and innovation.
Knowledge of human behavior, needs, and experiences is what helps capture unexpected insights and product innovation.
Most successful innovations are inspired by a deep understanding of consumers’ lives

10. Three Steps to Experience Map:
Understanding the total customer experience as inputs to the experience map.
Making the experience map.
Utilizing the experience map as a springboard to developing innovative solutions.

11. Inputs to the Experience Map are Found in the Following Questions:
What types of users should be researched to understand their experiences?
What methods are commonly used to research user experiences?
What are the touch points and key elements of the product or service that define the user’s total experience?
How can the user research be synthesized to glean important insights?
Customer experience mapping is best done with actual prototype.

12. Chapter 20: Consumer Response to Product Form
The appearance of a product communicates product information, and also has value for consumers.
Product form or appearance refers to the visual exterior design of a product and is often the first information that people perceive about a product.

13. How Product form Influences Consumer Product Evaluation:
Aesthetic value
Symbolic value
Functional value
Ease of use
High performance
Attention drawing
Social status
Others

14. Product Form Characteristics and Consumer Perceptions
Visual typicality and novelty
Visual design principles (complexity, unity, symmetry and proportion)
Size, shape and color

15. In What Ways Will Product Form Impact Consumer Product Evaluation?
Types of purchase motivation
Importance of the product
Social significance of the product
Personality characteristics
Demographic characteristics
Amount of product knowledge
Brand strength and image
Phase of the product life cycle
Culture and time
Context factors