MGS 4700 - Product Design Lecture Notes

Introduction to Product Design

  • Course Code: MGS 4700

  • Instructor: Issam Moussaoui, Ph.D.

  • Contact: imoussaoui@gsu.edu

  • Location: Robinson College

Fundamental Concepts

  • Product Design Definition:

    • The process of converting the needs, wants, and desires of target customers into production-ready specifications.

    • Components of Product Design:

    • Function: The purpose and utility of the product.

    • Form: The aesthetic and physical characteristics of the product.

    • Production: The feasibility and process of manufacturing the product.

The Philosophy of Customer Needs

  • Steve Jobs Quote:

    • "Some people say, ‘Give the customers what they want.’ But that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said, ‘If I'd asked customers what they wanted, they would have told me, 'A faster horse!' People don't know what they want until you show it to them."

Importance of Product Design

  • Why Product Design Matters:

    • Relevant for continuous market evolution and competing in business.

    • Adaptability: Responding to changing customer preferences.

    • Competitive Response: Anticipating market dynamics and trends.

    • Continued Relevance: Ensures products meet current consumer demands.

    • Competitive Edge: Provides advantages over competitors.

    • Learning & Growth: Stimulates innovation within a company.

    • Design Principles:

    • Superior Form Design: Focus on the appearance and usability of the product.

    • Superior Functional Design: Ensuring the product performs as expected.

    • Superior Production Design: Efficiently planning for production capabilities.

    • Efficient Distribution: Logistics and supply chain considerations.

    • Customer Orientation: Keeping customer preferences at the forefront of design.

    • Experimentation: Embracing ongoing testing and development.

    • Nonconformity: Encouraging unique and innovative design approaches.

    • Sustained Competitive Advantage: Creating long-lasting differentiation in the market.

The Design Process

  • Phases of the Design Process:

    1. Idea Generation: Brainstorming and capturing novel concepts.

    2. Feasibility Study: Assessing the practicality of the ideas.

    3. Product Concepts: Developing initial models of the product.

    4. Production Design: Planning how to manufacture the product efficiently.

    5. Functional Design: Ensuring the product serves its intended purpose.

    6. Form Design: Determining the shape, aesthetics, and user experience.

    7. Pilot Run & Final Tests: Producing a small batch for testing and validation.

    8. New Product Launch: Introducing the final product to the market.

    9. Rapid Prototyping: Quickly creating models to assess designs before final approval.

Idea Generation Techniques

  • Sources of Ideas:

    • R&D (Research and Development): Innovation driven by technical research.

    • Customer Feedback: Insights collected from users about their experiences and needs.

    • Market Research: Analyzing market trends and consumer behavior to spark ideas.

    • Supplier Feedback & Initiative: Input from suppliers on materials and manufacturing capabilities.

    • Competitor Monitoring: Observing competitors to inspire new ideas or improvements.

    • Salesforce Feedback: Gathering insights from sales teams about customer interactions.

    • Factory Worker Suggestions: Encouraging ideas from production teams who understand operational challenges.

    • Technological Advancements: Utilizing new technologies to create innovative products.

Reverse Engineering as an Idea Generation Tool

  • Definition:

    • “Carefully dismantling and inspecting a competitor’s product to look for design features that can be incorporated into your own product.” (Russell & Taylor, 2019)

Conducting a Feasibility Study

  • Components of a Feasibility Study:

    1. Market Analysis: Assessing demand for the proposed product.

    2. Economic Analysis: Evaluating potential profitability including cost analysis, net present value, internal rate of return, and sensitivity analysis.

    3. Technical & Strategic Analyses: Determining if sufficient production capacity exists and whether the product could provide a competitive advantage.

    4. Performance Specifications: Identifying quality characteristics to meet or exceed customer expectations.

  • Key Questions for Feasibility Studies:

    • Is there enough demand for the proposed product to invest in developing it further?

    • How profitable is the product based on its market potential?

    • Does the product build on the company's strengths and enhance its current offerings?

Real-World Example

  • Tesla Powerwall: A product example that showcases the feasibility of innovative design and market response through effective design processes.