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Design Practice

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Week – 01 Lecture Notes
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Instructor Incharge : Shantanu Bhattacharya
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 INTRODUCTION: PRODUCT

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 Product is a set of attributes offered to consumers to fulfill their needs or requirements.
 Products act as a vehicle which help in providing required benefits to its users.
 Requirement of product depends mainly only on consumers and their satisfaction.

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 Consumer satisfaction depends on utility derived from the product.
 Benefits of consumer-oriented marketing activities:
✓ Consumer satisfaction
✓ Achieve organizational objectives of success, growth and benefits.
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 INTRODUCTION

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Photo by Stuart Cohen; Copyright 2002 Hewlett-Packard Company. Reproduced with permission;
Courtesy of Boeing; Courtesy of Volkswagen of America; Courtesy of Rollerblade, Inc.
EXHIBIT 1-1 Examples of engineered, discrete, physical products (clockwise from top left): Stanley
Tools Jobmaster Screwdriver, Hewlett-Packard DeskJet Printer, Boeing 777 Airplane, Volkswagen New
Beetle and Rollerblade In-Line Skate.
Discuss and Debate

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Your Response

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Actual Values

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 INTRODUCTION: PRODUCT

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 Product Classification: First type
✓ Tangible products (called goods, for example, pen, cycle, car)
✓ Intangible products (called services, for example, hotels, airlines, service of

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doctors)
 Product Classification: Second type
✓ Consumer products (Purchased by individual users for personal and/or
household consumption)
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✓ Industrial products (Used for business purposes)
INTRODUCTION: PRODUCT DEVELOPMENT

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• Product development: Set of activities beginning with the perception of
a market opportunity and ending in the production, sale and delivery of
a product.

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• Successful product development results in products that can be
produced and sold profitably.
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What is written about the product?

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•With a flexible neck and powerful 4-volt lithium

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battery, this rechargeable SNAKELIGHT™ provides
illumination for a wide range of projects. Features
long-lasting, ultra-bright LED bulbs.
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What is written about the product?

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•Set of 3 measuring cups with angled surfaces
for reading measurements from above
•Patented angled surface lets you read

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measurements from above.
•Includes cup, ounce, and milliliter markings for
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easy conversion
•Handles are soft and nonslip for a firm grip
•Eliminates the need to fill, check, and adjust;
What is written about the product?

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•When Target introduced ClearRx in 2005, the
design of the standard prescription bottle was

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literally upended: The bottle now stood on its cap,
featured color-coded packaging and an easy-to-read
label. It has garnered tremendous praise from the
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design and healthcare communities, as well as our
guests.
Interveiw with Jose Barra, Senior
Vice-President, Target Pharmacy

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• Can you tell us a little about the enhancements to the ClearRx bottle?
JB: ClearRx is one of the elements that differentiates Target pharmacies from the competition –
it is a specially designed prescription bottle that helps our guests manage their prescriptions.
ClearRx uses a colored ring around the neck of the bottle to allow each family member to easily

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identify their own prescription – each family member has their own color ring. The ClearRx
bottle has an easy-to-read label and a permanent sleeve affixed to it that stores the medication
information so our guests can reference it at any time.
• And, the best just got better. We improved the functionality of the ClearRx bottle in three ways:
We made the cap easier to open and close while maintaining its childproof properties, we
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modified the design so that the bottle stands upright on either end – whichever is most
convenient for our guests – and we added a new color ring option (pink) to make identifying
medications for different family members even easier.
Interveiw with Jose Barra, Senior
Vice-President, Target Pharmacy

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• We heard you had more than 90 prototypes for the original bottle design. Why so many? What
does the prototype process look like?
JB: While 90 prototypes may seem like a lot, we didn’t make them all at once. We would develop a
design, review it with guests and then incorporate their feedback into a new prototype. Ultimately,

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we wanted to ensure that we had thought through all of the little details that improve the design
as a whole—from the way the cap sounds when it “clicks” to the way the bottle stands up. We did
not stop working on these details until they met the high standards of ClearRx.
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 Product design process
• Contemporary design is a highly sophisticated process, and it requires the involvement of
not only design engineers but also personnel from the departments of manufacturing,
finance, marketing, and so on.
• The primary input to any design process is the recognition of the fact that a need for a
product or service exists.

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• The basic steps involved in the design process are (a) Problem identification (b)Preliminary
ideas (c) Refinement process (d) Analysis process (e) Decision process (f) Implementation.
(1) Problem Identification: The key to designing a
successful product lies in properly identifying the need

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and the attributes of that need to which the product is
being developed.
• Therefore, the problem identification process
should involve the collection of field data;
conducting field surveys and experiments; use of
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intuition, judgment, and personal observation and
physical measurements.
•For example: Consider the problem of developing a
line of high-quality notebook sized computers that
will eventually beat the competition. There is a need
to identify the characteristics of the product that
will be successful in a highly competitive market.
Example: The design product should be light in weight, highly portable, self contained, and sized to fit in a
briefcase, have a standard keyboard layout feel, and a compatible operating system, among many features.
 Product Design Steps
(2) Preliminary Ideas: Once the problem domain has been identified, the second
phase is to generate as many ideas as possible. Brainstorming sessions should
be used to generate solutions to the present problem that may revolutionize
present methods. For example: in case of notebook sized computers, consider

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the possibility of technological choices in very large scale integrated (VLSI)
circuits; materials choices and design complexities for price competitiveness;
and choices for making the product reliable, testable and producible.
(3) Refinement Process: During the refinement process, several good ideas are

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pursued, using scale drawings to determine their merits in terms of space
requirements, critical measurements, dimensions of structural members,
and interactions of surfaces and planes.
(4) Analysis Process: The analysis phase is concerned with the evaluation of best
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designs from the point of view of several criteria's such as cost, functional
requirements, and marketability. Other engineering tools such as finite
element methods and assembly analysis tools should be used to evaluate
alternative designs from the functionality point of view.
 Product Design Steps
(5) Decision Process: A product is often manufactured using a single design.
Therefore, there must be a decision phase of the design process wherein
a design that has all desirable characteristics is selected with the

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following attributes:
(a) Manufacturable at minimum cost.
(b) Design with all desirable qualities built-in.

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(c) Design that can be quickly manufactured to make the product available to
the customers faster.
(6) Implementation process: This step is essentially a detailed design phase.
Detailed specifications of materials, dimensions, tolerances, and surface
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roughness should be provided. The idea is to make the drawings to be
used directly for developing a process plan so that the product can be
manufactured.
 Detailed phases of Design

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Discreet Steps Involved in Engineering Design Process for Manufacturing of products

 Conceptual Design
• involves the following steps:
(a) Identification of customer needs: Completely understand customer needs

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and communicate to the design team.
(b) Problem Definition: To create a statement that describes the customer’s
needs.

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(c) Gather Information: Collect all information that can help develop and
translate customer needs into engineering design.
(d) Conceptualization: Generate concepts that can satisfy the problem
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statement.
(e) Concept selection: Evaluate various design concepts, modify and evolve
into a single preferred concept
Design Thinking and Innovation

“Design thinking is a human-centered

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approach to innovation that draws from

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the designer's toolkit to integrate the
needs of people, the possibilities of
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technology, and the requirements for
business success.”
Design Thinking and Innovation

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Today we go hunting for the next

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big idea
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Design Thinking and Innovation

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Gathering Hunting
follows a direction path to wander here and there explore
reach the goal before you reach the goal
Design Thinking and Innovation

the 1st rule

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never go hunting alone
reviving an ancient art
Design Thinking and Innovation

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Hunting is all about people
Design Thinking and Innovation

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Communicating Tangibly
Design Thinking and Innovation

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Defy Gravity
Design Thinking and Innovation

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building “T” people
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“T” people teams
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Design Thinking and Innovation

in the moment,

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should i be an
“I” shaped
or PT
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“T”
shaped person
Design Thinking and Innovation

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“I”
shaped by PT
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knowledge
in depth
Design Thinking and Innovation

Thinking Behaviour

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“T”
shaped by
breadth PT
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in Thinking behavior
Design Thinking and Innovation
Thinking Behaviour

Thinking Behaviour

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Thinking Behaviour

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“T”
People Team
Design Thinking and Innovation

case study

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need--"nd, conceive, build--test

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re--invent the eye
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make--up experience
for
Belcorp
Design Thinking and Innovation

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Design Thinking and Innovation

“I don’t experiment because

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there is no easy way to

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take it off. “
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“I don’t use eyeliner because
its hard to do correctly. “
Design Thinking and Innovation

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but, what if…

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we engage an engineer
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Design Thinking and Innovation

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Design Thinking and Innovation

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Lunar landing
You are a member of a space crew scheduled to rendezvous
with a mother ship on the lighted surface of the moon.

forced to land at a spot 200 miles from the rendezvous

point. During re-entry and landing, much of the equipment

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aboard was damaged and, since survival depends on
reaching the mother ship, the most critical items available
mustbe chosen for the 200-mile trip.
15 items are listed as being intact and undamaged after

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landing. Your task is to rank them in terms of their
importance for your crew, to allow them to reach the
rendezvous point.
Place the number 1 by the most important item, the
number 2 bythe second most important, and so on through
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to number 15 for the least important.

What to do?
1. Each person should take 10 minutes to decidetheir own rankings, and record the choices
in the left-hand column(my ranking).

based on the collective thoughts of the team.

Record the group rankings in the second column (team rankings).
Salvaged items

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Box of matches Food concentrate 50 feet of Parachute silk Two .45 caliber
nylon rope pistols

One case of Two 100-pound

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dehydrated milk tanks of oxygen life raft compass

Five gallons First aid kit containing Solar powered Portable

of water injection needles FM receiver heating unit
Moon landing results

The correct answers were compiled by a team of

scientists and engineers atNASA.
Compare your individual and group answers with

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the correct answersand determine a score.

For each item, mark the number of points that

add up all the points. Disregard plus or minus

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 Need-finding
What Is It?

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A process for discovering people’s explicit and

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implicit needs so that we can create
appropriate solutions.
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 Distinctions
For Needfinding

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NEED is a VERB

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A physical, psychological or cultural requirement of an
individual, or of a group of individuals.
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SOLUTION is a NOUN
An object, action or process that satisfies a need.
 Types of Needs

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EXPLICIT
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Directly expressed by the needer.
Or perceived by the needfinder.
IMPLICIT
Not directly expressed by the needer.
Requires active, creative interpretation by the needfinder.
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How to Start Needfinding?

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Learn to Observe (Watch & Ask) Thoughtfully
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What Do You See Here?
Not: What Do You Interpret Here

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 Design Activity Part I
Design a New Product

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 Observations
What Do You Do?

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Watch. Get bored. Then watch some more.

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Interesting, unexpected or notable things.
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 Observations
What Do You Do?

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Watch. Get bored. Then watch some more.

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Interesting, unexpected or notable things.
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Look for ‘workarounds’ in what people do.

Emotionally charged moments or reactions.

Ask yourselves ‘why’ these should happen.

 What to Watch For
A.E.I.O.U.

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Activities (at Many Levels)
aeiou AEIOU
Environments
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Interactions aeiou AEIOU

Objects aeiou
uoiea
Users aeiou aeiou aeiou
 Observe and Ask
Where Do You Go?

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Go where your USERS are
Most useful if you know who they are (!) and where
they go.
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Go where the ACTION is
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Maybe you start with a location, and observe what
happens.
 Observe and Ask
Where to Start?

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Talk to Experts

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Know much (maybe not all!) about their users
and products.
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 Observe and Ask
Where to Start?

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Talk to Experts
Know much (maybe not all!) about their users
and products.
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Find Extreme Users
Often more sensitive to (implicit) needs than
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typical users.
Profile (Depth-Breadth) Interview
What else in the environment influences
usage patterns?
 Observe and Ask
Where to Start?

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Talk to Experts
Know much (maybe not all!) about their users and products

Find Extreme Users

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Often more sensitive to (implicit) needs than typical users
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Profile (Depth-Breadth) Interview
What else in the environment influences usage patterns?

Take Off Your Moccasins

Then put on those of your users. Walk a mile in them
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 Design Activity Part II

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 Design Activity Part II

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Redesign the Gift-Giving
Experience
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Pair with the person you think you know the least.
We will design a new gifting experience for our friends
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Start by gaining empathy.

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“Your challenge is to redesign the gift-giving experience . . .
for your partner.”

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“The most important part of designing for someone
is to gain empathy for that person
“As a starting point,
ask your partner to tell you about the last time they gave a gift.”
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“Let’s begin!”
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Reframe the problem

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Try to synthesize your learning into a few ‘needs’ that you

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have discovered, and a few ‘insights’ that you find interesting.”
“‘Needs” should be verbs.
“Insights” are discoveries that you might be able to
leverage when creating solutions.
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Define the problem statement

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“This is the statement that you’re going to address
with your design,
so make sure it’s juicy and actionable!”
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“It should feel like a problem worth tackling!”
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Ideate: generate
alternatives to test

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Create solutions to the new challenge they’ve identified

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“GO FOR VOLUME!”
“This is time for idea generation, not evaluation—
you can evaluate your ideas later.”
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