Week 3 Product and Service Design PDF

BBOPERMX PRODUCT AND SERVICE DESIGN Learning Outcomes  To apply the concept of product and service design.  To evaluate how importance of quality in each product and service design.  To identify the stages of new product development process.  To evaluate each steps of product developmen...

BBOPERMX PRODUCT AND SERVICE DESIGN Learning Outcomes  To apply the concept of product and service design.  To evaluate how importance of quality in each product and service design.  To identify the stages of new product development process.  To evaluate each steps of product development to ensure product success.  Objective of Product and Service Design meeting the needs of customers Conceptualization and development while aligning with the strategic goals of an organization Objective Customer Example: Apple's iPhone design of Satisfaction emphasizes user Product experience, intuitive interfaces, and sleek and aesthetics. By focusing on these design Service aspects, Apple has Design been able to command a significant premium and customer loyalty for its products. Objective of Product and Service Design Cost Efficiency Example: IKEA's furniture design often involves flat packing, which reduces shipping costs. Their designs also often require customers to assemble the products, which reduces manufacturing and labor costs. Objective of Product and Service Design Standardization and Simplification Example: LEGO bricks. The design of LEGO pieces is standardized so that all bricks, regardless of when or where they were produced, fit together. This simplification and standardization reduce production complexity and increase versatility for users. Objective of Product and Service Design Sustainability and Environmental Considerations Example: Patagonia, an outdoor clothing company, designs its products with a focus on sustainability, using recycled materials and ensuring a longer product lifespan. They even encourage customers to repair and reuse products rather than discarding them. Objective of Product and Service Design Flexibility Example: Dell Computers once championed a build-to- order model, allowing customers to customize their PCs according to their preferences. This flexible design and manufacturing approach enabled Dell to reduce inventory costs and cater to specific customer needs. Objective of Product and Service Design Quality Example: Toyota's production system emphasizes quality at every step. The design of their cars focuses on reliability and longevity, reducing the likelihood of defects and ensuring customer satisfaction. Objective of Product and Service Design Time-to-Market Example: Fast fashion brands like Zara design and produce new clothing collections in weeks, rapidly responding to the latest fashion trends. This quick turnaround gives them a competitive edge in the dynamic fashion industry. Objective of Product and Service Design Safety Example: Car manufacturers like Volvo prioritize safety in their vehicle designs, incorporating features like airbags, anti-lock brakes, and, more recently, advanced driver-assistance systems. Their emphasis on safety has become a cornerstone of their brand identity. Objective of Product and Service Design Integrate with Company Strategy Example: Tesla's design of electric cars aligns with the company's strategy of accelerating the world's transition to sustainable energy. Their products, from vehicles to solar panels, reflect this mission. Objective of Product and Service Design Innovation Example: Dyson consistently rethinks the design of everyday products, from vacuum cleaners without bags to bladeless fans. Their innovative designs often redefine product categories and set new industry standards. Phases of Product Development Process Phases of Product Development Process Feasibility Analysis Technical, economic, and operational feasibility studies. Phases of Product Development Process Product Specifications Detailed descriptions of what is needed to meet (or exceed) customer wants, and requires collaboration between legal, marketing, and operations. Phases of Product Development Process Prototype Development - Developing functional and non-functional prototypes to test the design Phases of Product Development Process Design Review - Necessary changes are made or the project is abandoned. Marketing, finance, engineering, and operations collaborate to determine whether to proceed or abandoned. Phases of Product Development Process Market Test - Used to determine the extent of consumer acceptance. If unsuccessful, the product returns to design review Phases of Product Development Process Product introduction - New product is promoted. This phase is handled by the marketing Phases of Product Development Process Follow-up evaluation - Changes are made or refined based on user feedback.  Service Design Enhance the experience of employees and their customers. Focuses on improving the quality of service encounters and creating services that are useful, usable, desirable, efficient, and effective Creating and delivering high-quality services to customers It involves designing and optimizing processes, systems, and resources to ensure that services are delivered efficiently and effectively, while also meeting the needs and expectations of customers and employees Phases of service design and development Service design and development typically go through several phases, which may vary slightly depending on the specific approach or methodology used. However, a commonly recognized framework for service design and development includes the following phases: Discovery: This phase involves understanding the overall context through research, analysis, and stakeholder engagement. Definition: Develops a clear and concise definition of the service, its features, and its value proposition. Design: Actual design of the service which involves the design of physical elements Development: Prototyping, iteration, and collaboration with stakeholders to refine the service. Launch: it is launched to the public or target audience. Evaluation: Evaluate its performance and gather feedback from users and stakeholders. Service Blueprinting Service Blueprinting A useful tool for conceptualizing a service delivery system which is a method of describing and analyzing a service process. A service blueprint is much like an architectural drawing, instead of showing building dimensions and construction features, it shows the basic customer and service action involved in a service operation. A simple service Blueprint for a restaurant Custome Pay and Arrive Seated Order Eat r Actions Leave Line of information Contact Greeted by Greeted Server Dinners Server Server Busboy person hostess by server describes are served occasional bring the clear Hostess Server specials ly checks check table check provides Server to see if Server reservation menus takes any receives Hostess Server orders problems payment escorts fills water customer to glasses the table Line of Visibility Backstag Kitchen Dishes e staff are Contacts prepares washed food Line of internal interaction Support Reservation Ordering cashier Laundry system food service Case Scenario 1: Airport Check-In Process Problem: Passengers experience delays and confusion during the check-in process at an airport, leading to dissatisfaction and missed flights. The challenge lies in optimizing the check-in process while ensuring a seamless experience for passengers. Create a service blueprint based on the following information:  Online check-in, baggage drop-off, security check, and boarding.  Airline staff assist with baggage check, provide boarding passes, and guide customers.  Automated systems for ticket validation, baggage routing, and flight updates.  IT systems, baggage handling systems, and communication Case Scenario 2: Hospital Emergency Department Problem: Patients visiting an emergency department face long waiting times, unclear communication, and delayed medical attention. The objective is to streamline patient flow and improve service quality. Create a service blueprint based on the following information:  Receptionists handle registration, nurses perform triage, and doctors consult with patients.  Medical equipment, IT systems, and scheduling software.  Lab tests, medication preparation, and patient record management.  Arrival, triage, registration, consultation, and treatment. Case Scenario 3: Large-Scale Event Management System Problem: An event management company organizes a large-scale music festival. Key challenges include ensuring smooth ticketing, managing crowd flow, and coordinating vendors and staff. Create a service blueprint based on the following information: Coordination of vendors, Setup of stages and amenities, real-time monitoring. Purchase tickets, attend the event, check-in at the venue. Address queries, Staff verify tickets, guide attendees Large-Scale Event Management System Check in at the Customer Actions Purchase Ticket Attend the event venue Line of information Contact person Staff verify tickets guide attendees address queries Line of Visibility Backstage Setup of stages and coordination of real-time monitoring Contacts amenities vendors Line of internal interaction Support Ticketing software logistics emergency response management system plans