Instructions

In the article this week we looked at design thinking.A key piece of the design process is prototyping. As you may recall, evenfor that class, you were required to prototype many many times. The article "Decisions by Design" from two designers at IDEOdescribes how the process of design can be viewed as a process for decision making.

Compare where prototypes fit in the process for new products management from our textbook with prototypes in the process of design from the article. How do they compliment each other (or conflict with each other)? How do you see the use of prototypes? It would be nice for you to include an example.

36 Part One Overview and Opportunity Identification/Selection FIGURE 2.3 The Evolution from Concept to New Concept/Project Development Identification Opportunity Product Generation Evaluation Phase 5: Phase 4 Phase 3: Concept Phase 2 Phase 1: Launch 100% A Successful concept Marketed concept Pilot concept Prototype Process Clarity Protocol concept concept concept Batch Full screened concept concept Tested concept Stated concept Idea concept Opportunity concept 0 Low High Market value Phase 1: Opportunity Identification . Opportunity concept-a company skill or resource, or a customer problem. (Assume that skim milk drinkers tell us they don't like the watered look of their favorite beverage.) Phase 2: Concept Generation . Idea concept-the first appearance of an idea. ("Maybe we could change the color . . .") . Stated concept-a form or a technology, plus a clear statement of benefit. (See Chapter 4.) (Our firm's patented method of breaking down protein globules might make the liquid more cloudy; emphasis on the might, at this time.) Phase 3: Concept/Project Evaluation . Tested concept-it has passed an end-user concept test; need is confirmed. (Consumers say they would very much like to have such a milk product, and the method of getting it sounds fine.) . Fully screened concept-it passes the test of fit with the company's situation. Protocol concept-a product definition that includes the intended market user, the problem perceived, the benefits that a less watery skim milk would haveChapter Two The New Products Process 37 to have, plus any mandatory features. (Our new product must taste as good or better than current skim milk, and it must yield exactly the same nutri- tional values.) Phase 4: Development 0 Prototype concepta tentative physical product or system procedure, includ- ing features and benefits. (A small supply of a full-bodied skim milk, ready to consume, though not yet produced in quantity.) 0 Batch conceptfirst full test-of-fit with manufacturing; it can be made. Speci- fications are written stating exactly what the product is to be, including features, characteristics, and standards. (Skim milk ingredients: Vitamin A source, fat, fiber, and so on.) 0 Process conceptthe full manufacturing process is complete. 0 Pilot concepta supply of the new product, produced in quantity from a pilot production line, enough for field testing with end users. Phase 5: Launch 0 Marketed conceptoutput of the scale-up process from the pilota milk prod- uct that is actually marketed, either for a market test or for full-scale launch. 0 Successful concept (1'.e., new product)it meets the goals set for it at the start of the project. (New, Full Body Skim has achieved 24 percent of the market, is very profitable, and already competitors are negotiating licenses on our technology.) The idea that a new product suddenly emerges from R&Dlike a chicken from an eggis simply incorrect. In fact, throughout this book we will be examining how analytical techniques are applied throughout the new product process, from early idea generation and concept evaluation, through screening, and on to posi- tioning, market testing, and launch management