IDEO Product

8/18/2019 IDEO Product

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Production & OperationManagement

PresentationIDEO PRODUCT DEVELOPMENT

Shruti Sarar !Shu(ham Shu

!"#$"%%#*'Sumita+a Ro, Suresh Chandr!"#$"%%##'Sushumna !"#

Trishi Das !"#


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CONTENTS

Current Industr, Scenario

The Product De+e)opment Phase

The 2andspring Pro3ect

The P4LM V Pro3ect

IDEO5s inno+ation Process

Design6 Phi)osoph, and Cu)ture

2istor, o7 IDEO

Introduction


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• T,pe8 Pri+ate

• Industr, 8 Design 9rm

• :ounder 8 Da+id 0e))e,6 ;i))Moggridge6 Mie Nutta))

• Num(er o7 emp)o,ees = .%%

• CEO = Tim ;ro>n

• C:O = Da+e Strong


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• Locations 8 ;oston6 Chicago6 London6 Munich ?or Cit,6 Pa)o 4)to6 San :rancisco6 Sha

Singapore and To,o

• Discip)ines 8 ;eha+iora) Science6 ;randing6 ;uDesign6 Communication Design and SoEngineering6 Digita) Design6 Education6 E)e

Engineering6 En+ironments Design6 :ood Scien

• C)ients 8 4ir Ne> Aea)and6 Coca8Co)a6 Co:oods6 E)i Li)),6 :ord6 Medtronic6 Sea),6 and Stee


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2ISTOR? O:IDEO IS 4N 4B4RD8BINNIN LO;4L

DESIN :IRM T24T T40ES 4 2UM4N8CENTERED6 DESIN8;4SED 4PPRO4C2 TO2ELPIN OR4NIA4TIONS IN T2E PU;LIC4ND PRIV4TE SECTORS INNOV4TE 4NDROB @


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Da+id M@ 0e))e, a7ter graduating 7rom Carnegie8Me))on engineer 7or Nationa) Cash Register !NCR' and ;oeingentered a graduate program in design at the Stan7oSchoo) o7 Engineering@

47ter earning a masters degree6 0e))e, 7ormed his o>n "1/$6 partnering >ith 7e))o> student Dean 2o+e,@ Temp)o,ees >ere a)) 7riends 7rom Stan7ord@

0e))e, had met 4pp)e Computer Inc@ 7ounder Ste+e o(and (, "1$*6 the group had designed the 9rst commerccomputer mouse 7or 4pp)es Lisa computer6 )ater usedMacintosh@

In "11%6 oFces opened in ;oston and Chicago@ Bithin a headGuarters >as spread across se+era) (ui)dings in PIDEO had oFces in San :rancisco6 Chicago6 ;oston6 To,o


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enera) Manager Tom 0e))e,6 (rother o7 the compan,s 7descri(ed Innovation as the neHt (ig >a+e 7or coem(race

a7ter ua)it, contro) and Cost cutting@

Principal Divisions:

2ea)thJ Consumer EHperience DesignJ TechnoEHperiencesJ Ser+ice Design and Inno+ationJ Trans7orma

Aero% !design 7or ,outh'J Smart Space@

Principal Competitors: Design Continuum Inc@J 7rog design inc@J

IncorporatedJ Ai(a Design6 Inc@6 Mc0inse, & Co@


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Design6 Phi)osoph, &

Cu)ture• K?ou )earn 3ust as much 7rom

a mode) that5s >rong as ,oudo 7rom one that5s right

• Designers and engineersthemse)+es created ear),protot,pes 7rom readi),

a+ai)a()e materia) such ascard(oard 7oamcore Le os

I7 a picture is >orth a thousand >ords6 a protot,pe is >orth ten th

IDEO inno+ation princip)e


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• Rapid protot,ping at IDEO 7o))o>ed the three KR5s KRough6 Rapid

• The 9na) R6 KRight6 re7erred to (ui)ding se+era) mode)s 7ocuspeci9c aspects o7 a product right@

• Discarded ideas >ere archi+ed and sometimes ept 7or possi()e 7u

• 4t the (eginning o7 a ne> pro3ect6 IDEO >ou)d su(mit cost and tipotentia) c)ients@ 4s a pro3ect un7o)ded and designers came up

ideas and concepts6 pro3ect managers had to ensure that those>ithin a reed u on (ud ets and time)ines@ 2o>e+er desi ners


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• In eeping >ith its p)a,roomatmosphere6 on Monda,s a))compan, (ranches he)d Ksho>8and8te))s >here designers and

engineers cou)d sho>case their)atest insights and products@

• IDEO5s KTech ;oH6 the compan,5sgiant Kshoe(oH 7or curiosities andinteresting gadgets meant toinspire inno+ators@

• ro>ing IDEO to *%% emp)o,eesin+o)+ed eeping each unit sma))@ Thus6 gro>th >as achie+ed (,(udding out sma))er design studios• 4n indi+idua) cou)d >or on one )arge pro3ect as aprincipa) or on as man, as three to 7our pro3ects as a

contri(utor@


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IDEO Inno+ation Process

“It is inconceivable that the head guy in any organizat

will know all the answers.”

— David Kelley, IDEO fou

•

I7 PROTOTYPING >as centra) to IDEdesign process6 BRAINSTORMING centra) to its methodo)og,@

• The goa) >as to quicl! create a "#irl"o% activit! an$ i$eas6 >ith the m

promisin& i$eas de+e)oped into protot!


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Princip)es o7

BRAINSTORMING

Sta,

)OC*S+D on topic@

D+)+R ,*DGM+NT

to notinterrupt o>

o7 ideas@

2o)d on),one

CON-+RSATION at a

time@

o 7or.*ANTITY

!"#% ideas in*% = -#

minutes'@

;

u


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• Throughout a sing)e pro3ect6 the pro3ect )eade(rainstorming sessions6 or K0rainstormers@

• No more than 1 invitees attended these sesran under the a(o+e ru)es@

• IDEO personne) +ie>ed in+itations to these ssi&n o% "ort# and rare), turned them do>n@

“brainstormers are the candy. . . . You are in the middle of a p

handling endless details, and then you get invited to a brains

you get to have all sorts of good ideas and leave with no resp

them. Its cathartic, to dump your ideas.”


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Phase % *n$erstan$2O0serve

Phase I -isuali3e2Reali3e

Phase II+valuatin&2Re4ni&

Phase IIIImplemDetaile$+n&inee

Phase IV


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• IDEO had miHed 7ee)ings a(out a 7orma)iQedinno+ation process@

“Its a delicate balance between process and innovation. . .

good if you crank the handle and you know e"actly what is

come out the other end. You also have to be prepared to fail

great thing about a prototype culture like ours is that we ha spectacular failures. $e celebrate that.”

- Tim Brown, European Directo


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4rmed >ith the too)s of rapid prototyping, brainstorming, and

a well-honed productdevelopment process, the

compan, +ie>ed itse)7 as (einga()e to pro+ide +a)ue to virtuallyany client @

The +er, $iversit! an$e5perience o7 its personne)ensured that it >ou)d rarel!encounter entirel! ne"

pro0lems@


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PA/M - PRO,+CT


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Pa)m Pi)ot introduced in March "11. (, e 2a

Reasons 7or success

:ocus on competing >ith paper rather than )arcomputers

:ai)ure o7 4pp)e5s Ne>ton pad

De+e)opment o7 raFti

Capa(i)it, to s,nc

Entr, o7 competitors in the maret

Pa)m turns to IDEO!Dennis ;o,)e' to tac)e thecompetition


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Motoro)a Star Tac mo(i)e phones (ecame insp7or the team

The team >as inspired (, the Thin Dierencampaign o7 4pp)e

Reduced thicness 7rom "1mm to ""mm and>eight


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Palm V’s ProductDevelopment Timeline

(22 months


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Phase %

• UnderstandO(ser+e• * months

Phase "

• Visua)iQeRea)iQe• months

Phase

• E+a)uateRe9ne

• # months

Phase*-

• Imp)ement• " months


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T2E 24NDSPRINPROECT

The ne> product >as introducedas a successor o7 P4LM V @ @ @

Bith a greater eFcienc,6

ease o7 usage and

much )ess price@ @ @


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PROECT OUTLINES

• The idea 7or the pro3ect started in u),6 "11$@

• 2a>ins6 a)ong >ith his (usiness partneDu(ins,6 set up a shop in Pa)o 4)to@

• The goa) o7 the ne> compan, >as to creatcompati()e6 s)ight), sma))er and )ess8eHpens

o7 the P4LM computers@

• The compan, >anted to reco+er the P4LM5s ineasi), add 7unctiona)it,@


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PROECT OUTLINES !contd@'

• The team >anted the modu)es to (e simp)e to

• The compati(i)it, idea >as generated 7rom daughter5s Nintendo ame ;o,6 >hicinterchangea()e cartridges 7or ne> games@

• The name >as proposed (, 2a>ins5 "%

daughter = VISOR56 short 7or 4d+isor5@

• 4)ong >ith the origina) engineering team o7a(out t>o doQens o7 third part, de+e)opers hinterest to pro+ide so7t>are in the pro3ect@


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S4LIENT :E4TURES O: T2E PRODUCT

• VISOR5s cost >as "#%6 >here the P4LM Vmore eHpensi+e -#%@

• SPRIN8;O4RD5 7aci)it, >as used to insmodu)es 7or per7orming +arious mu)timedia ta

• Rechargea()e Lithium8ion (atteries rep)a

(atteries used in the P4LM V computer@

• The de+e)opment o7 the product inc)uded a DEVELOPMENT C?CLE o7 "% months (e7ore hathe product to production@


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PRODUCT DEVELOPMENT P24SES

P24SE % UnderstandO(ser+e


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P24SE % UnderstandO(ser+e

• The team sought to understand the c)ient5s (usiness aitse)7 in 9nding out a(out the 7easi(i)it, o7 a product@

• This in+o)+ed inha)ing e+er,thing e+er >ritten a(out product and potentia) users@

• ;, the end o7 this process6 team mem(ers taced tcenter >a))s pictures and diagrams summariQing ma3oa(out the maretp)ace and users@

• Product de+e)opers at most companies spent )itt)e time

o7 dup)icating eorts o7 mareting or R&D@

• ;, the end o7 Phase %6 the team create a 7easi(i)it, recodisco+eries a(out the maretp)ace and users@

• Least eHpensi+e part o7 the entire pro3ect@

P24SE I Visua)iQeRea)iQe


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P24SE I Visua)iQeRea)iQe

• 2ere the team ended up choosing a product direction (atechno)ogies6 and maret perceptions@

• The team a)so gain an understanding o7 the product contga))er, o7 en+isioned characters using the product in their

• This intensi+e stage reGuired c)ose coordination o7 ec)ient to ensure constant 7eed(ac@

• The team com(ined ideas6 techno)ogies6 and maret pe

o(ser+ations o7 rea) >or)d users to in+estigate potentia) nproduct cou)d 9))@

• ;, the end o7 Phase I6 the team >ou)d ha+e rough thremode)s o7 a product and a genera) idea o7 the manu7actto (e uti)iQed@

P24SE II E+a)uatingRe9ning


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P24SE II E+a)uatingRe9ning

• In this phase the team enhance design pthrough testing 7unctiona) protot,pes@

• Emphasis is shi7ted o+er the course o7 this shuman 7actors and ergonomics to engineering@

• Concurrent engineering o7ten occurred6 througpre+ious), unspeci9ed 7eatures using an

process@

• This process reGuires constant communications+arious su(groups to ensure that the 9na) >ou)d mesh >e)) together@

•Phase II cu)minated >ith a 7unctiona) mode) as

P24SE III Imp)ement !detai)ed engineering'


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P24SE III Imp)ement !detai)ed engineering'

• The team comp)ete the product design and +eri9product >ors and cou)d (e manu7actured@

• 4)though engineering eorts predominate6 continuoin+o)+ement >ith design team mem(ers occur@

• :or designers6 7reGuent +isits to the machine shopsphase pro+ided a rea)it, chec@

• ;, the end o7 this phase6 the team de)i+ers a 7u)design mode)6 too)ing data(ases6 and technica) docu

• Testing might a)so (e undertaen in this phago+ernment regu)ations@

• The team a)so starts se)ecting +endors@

P24SE IV Imp)ement !manu7acturing )iaison'


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P24SE IV Imp)ement !manu7acturing )iaison'

• In this phase6 the team reso)+ed issues in+9na) design to ensure smooth product

manu7acturing as the product mo+ed 7rom theto the c)ient5s 7actor, )ines@

• The team sti)) super+ises production oregu)ator, appro+a)s6 and construction o7 pithe manu7acturing )ine@

• Testing o7 manu7acturing 7easi(i)it, is crucia) )oss o7 a production )ine5s output might costcompan, a su(stantia) amount in )ost re+enue

• ;, the end o7 this phase6 the product >ou)d (


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2!"#$ "! %ost innovative companies%"#Ran

%"-Ran

Compan, eograph, Industr,Spe

" " 4pp)e United States Computing ande)ectronics

oog)e United States So7t>are and internet

* # Tes)a Motors United States 4utomoti+e

- - Samsung South 0orea Computing ande)ectronics

# * 4maQon United States So7t>are and internet

. . *M United States Industria)s

/ / enera) E)ectric United States Industria)s

$ $ Microso7t United States So7t>are and internet

1 1 I;M United States Computing ande)ectronics

"% N4 To,ota apan 4utomoti+e


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2!"#$ Top # & ' D spenders

67-ols"a&en ermany )utomotive "#@*

87Samsun& *outh +orea omputing and electronics"-@"

97Intel nited *tates omputing and electronics""@#

7Microso%t nited *tates *oftware and internet""@-

;7Roc#e *wit.erland /ealthcare "%@$


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Strategies (, 4pp)e Inc@

=4n eHceptiona) consumer

eHperience

=Intuiti+e user inter7aces

=S)ee product design

=Iconic (randing


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Inno+ation strateg, mode)s• Need seekers These companies acti+e), engage cu

potentia) customers to shape ne> products6 ser+icesprocessesJ the, stri+e to (e 9rst to maret >ith those

• Market readers These companies >atch their mar(ut the, maintain a more cautious approach6 7ocusincreating +a)ue through incrementa) change@

• Technology drivers These companies 7o))o> the dirsuggested (, their techno)ogica) capa(i)ities6 )e+eragin+estment in research and de+e)opment to dri+e (reinno+ation and incrementa) change6 o7ten seeing to unarticu)ated needs o7 their customers@


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Some 7acts a(out product de+e)opme

In %"#6 R&D spend (, the premier companies has incr

#@"X to .$% (i))ion@

0*0 remains largest country location for the conduct ofcorporate &'D, representing the net of domestic, impoe1ported &'D0

China and India )ead d,namic R&D gro>th in 4sia regio(, imported R&D 7rom the U@S@

The three )argest industries 7or R&D Spend in %"# arecomputing and e)ectronics !C&E'6 hea)thcare and auto@


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