1. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Case studies...in failed embodiment design Prof. Dr. Christos Spitas

2. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Q: What is the rate that new products fail? For every seven new product ideas, about four enter development, 1.5 are launched, and only one succeeds (Cooper, 2011).

3. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands

4. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 1/9: Burger King Pokemon container Massive original success Turned out that hemispherical halves posed suffocation risk Product recall Challenge: Safety!

5. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 2/9: Breakfast mates Did not deliver ‘on-the- go’ promise (cold milk?) Poor packaging ergonomics Challenge: Usability! Challenge: Ergonomy!

6. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 3/9: Cosmopolitan yoghurt Poor customer acceptance Off the shelves in 18 months Challenge: Brand identity consistency!

7. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 4/9: DeLorean car Unusual & pioneering design Company failed after two years and horrific sales, less than 9000 units produced Back to the future cult item Challenge: Market relevance!

8. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 5/9: Space shuttle Risks addressed through inspections & rules Gasket failure at low temperature during lift- off Catastrophic failure 32-month stop Challenge: Robustness!

9. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 6/9: Apple Lisa Pioneering GUI High-quality Cost 50M$ in hardware and 100M$ in development Sold only 10,000 items, brought 100M$ Challenge: Cost-price!

10. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 7/9: Apple III Misplaced involvement by marketing department in product engineering Unusable upon release Pulled and rereleased 1 year later Challenge: Qualified process ownership!

11. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 8/9: BiC safety lighter Forcing functions impair usability Child safety bypass gets the most Google hits! Challenge: Quality of ideas! Moderation in the use of design means!

12. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges in Product Development 9/9: Itera all-composite bicycle Volvo, tech-push Failures non-serviceable Incompatible to other bicycles Production ended after 30,000 items, stock sold to Caribbean Challenge: Context- relevance!

13. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands The human The business The product The rest of the context/ world Product Engineering robustness context relevance quality of ideas usability, ergonomy Safety market relevance qualified process ownership cost-price brand identity consistency

14. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Challenges Product Engineering is a subset of product development. Challenges, as explored previously, give rise to the need for systematic product engineering Advanced Embodiment Design systematises product engineering, aiming to increase its success rate by maximising impact of prior knowledge, time, human and other resources (i.e. computing/ product validation possibilities)

15. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands

16. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Quiz: Who was paying attention? Q: What challenges exist in product development? Safety B context relevance C usability, ergonomy D market relevance E cost-price F computational speed G robustness H qualified process ownership J quality of ideas A brand identity consistency I

17. AMP-EMBODY ERASMUS Intensive Programme Delft 8-24 July 2013, Netherlands Quiz: Who was paying attention? Q: Which challenges pertain to embodiment design? Safety B context relevance C usability, ergonomy D market relevance E cost-price F computational speed G robustness H qualified process ownership J quality of ideas A brand identity consistency I