1. Concept Development Process
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2. Brunswick Lens Model (Modified)
Actual Satisfaction of Needs
Advertising, Salesforce, Word-of-Mouth
Perceived Benefit
Preference
Price
Choice
Availability
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3. Kano Diagram – Four Types of Needs
delight
4. latent needs
Customer Satisfaction
2. linear
1. don’t care
need not met at all
need fully met
Extent to which need is satisfied
3. must haves
intense dissatisfaction
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8. The "Monster Thickburger" — two 1/3-pound slabs of Angus beef,
four strips of bacon,
three slices of cheese
and mayonnaise on a buttered sesame seed bun.
Sells alone for $5.49, $7.09 with fries and a soda.
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10. Urban Cart The cart hauls gear efficiently in urban settings. Market
Urban dwellers who transport stuff on streets and sidewalks via foot and/or bicycle.
Suburban dwellers who transport stuff more than 50 meters from the car.
100% of Penn Students (N=20,000) engage in transporting stuff.
Unmet Needs
the cart is the “one” device I need for all my hauling.
the cart hauls my groceries over tough urban terrain.
I can use my cart with my bike.
Some Existing Solutions
Three Possible Concept Directions
1. Bin Cart
2. Tray Cart
3. Convertible gear/bag cart
convertible from hand to bike mode
hangs shopping bags
stackable/nesting bins
minimal cart frame
300mm pneumatic tire
tray contains all cart parts
stores under bed
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12. Early Prototypes are Associated with High Product Quality (in High-Uncertainty Environments)
Plots created from data from research by Alan MacCormack.
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