1. MINGGU KE 9: PROSES DESAIN PRODUK BARU

2. IDENTIFYING CUSTOMER NEEDS (1) (Ulrich, 2000)
MISSION
STATEMENT
DEVELOP-
MENT
PLAN
IDENTIFY
CUSTOMER
NEEDS
ESTABLISH
TARGET
SPECIFICAT.
GENERATE
PRODUCT
CONCEPTS
SELECT
PRODUCT
CONCEPT(S)
TEST
PRODUCT
CONCEPT(S)
SET
FINAL
SPECIFICS
PLAN
DOWNSTREAM
DEVELOPMENT
PERFORM ECONOMIC ANALYSIS
BENCHMARK COMPETITIVE PRODUCTS
BUILD AND TEST MODELS AND PROTOTYPES
THE CUSTOMER-NEEDS ACTIVITY IN RELATION TO OTHER CONCEPT DEVELOPMENT ACTIVITIES

3. IDENTIFYING CUSTOMER NEEDS (2) (Ulrich, 2000)
THE FIVE STEPS FOR IDENTIFYING CUSTOMER NEEDS ARE :
1. GATHER RAW DATA FROM CUSTOMERS.
2. INTERPRET THE RAW DATA IN TERMS OF CUSTOMER NEEDS.
3. ORGANIZE THE NEEDS INTO A HIERARCHY OF PRIMARY, SECONDARY, AND (
IF NECESSARY) TERTIARY NEEDS.
ESTABLISH THE RELATIVE IMPORTANCE OF THE NEEDS.
REFLECT ON THE RESULTS AND THE PROCESS

4. PRODUCT SPECIFICATION (Ulrich, 2000)
MISSION
STATEMENT
DEVELOP-
MENT
PLAN
IDENTIFY
CUSTOMER
NEEDS
ESTABLISH
TARGET
SPECIFICAT.
GENERATE
PRODUCT
CONCEPTS
SELECT
PRODUCT
CONCEPT(S)
TEST
PRODUCT
CONCEPT(S)
SET
FINAL
SPECIFICS
PLAN
DOWNSTREAM
DEVELOPMENT
PERFORM ECONOMIC ANALYSIS
BENCHMARK COMPETITIVE PRODUCTS
BUILD AND TEST MODELS AND PROTOTYPES
THE CONCEPT DEVELOPMENT PROCESS. THE TARGET SPECIFICATIONS ARE SET EARLY IN
THE PROCESS, BUT SETTING THE FINAL SPECIFICATIONS MUST WAIT UNTIL AFTER THE
PRODUCT CONCEPT HAS BEEN SELECTED.

5. ESTABLISH TARGET SPECIFICATIONS (1) (Ulrich, 2000)
PRODUCT SPECIFICATION MEANS THE PRECISE DESCRIPTION OF WHAT THE
PRODUCT HAS TO DO. SOME FIRMS USE THE TERMS “PRODUCT REQUIREMENTS” OR
“ENGINEERING CHARACTERISTICS”.
THE PROCESS OF ESTABLISHING THE TARGET SPECIFICATIONS CONTAINS FOUR
STEPS :
PREPARE THE LIST OF METRICS, USING THE NEEDS-METRICS MATRIX, IF
NECESSARY.
COLLECT THE COMPETITIVE BENCHMARKING INFORMATION.
SET IDEAL AND MARGINALLY ACCEPTABLE TARGET VALUES FOR EACH METRIC.
REFLECT ON THE RESULTS AND THE PROCESS.

6. ESTABLISH TARGET SPECIFICATIONS (2) (Ulrich, 2000)
STEP 1 : PREPARE THE LIST OF METRICS
A FEW GUIDELINES SHOULD BE CONSIDERED WHEN CONSTRUCTING THE LIST
OF METRICS :
METRICS SHOULD BE COMPLETE.
METRICS SHOULD BE DEPENDENT, NOT INDEPENDENT, VARIABLES
METRICS SHOULD BE PRACTICAL.
SOME NEEDS CANNOT EASILY BE TRANSLATED INTO QUANTIFIABLE METRICS
THE METRICS SHOULD INCLUDE THE POPULAR CRITERIA FOR COMPARISON IN
THE MARKETPLACE.

7. ESTABLISH TARGET SPECIFICATIONS (3) (Ulrich, 2000)
STEP 2 : COLLECT THE COMPETITIVE BENCHMARKING INFORMATION
GATHERING THESE COMPETITIVE BENCHMARKING DATA & INFORMATION CAN BE
VERY TIME CONSUMING, INVOLVING (AT THE LEAST) PURCHASING, TESTING,
DISSASSEMBLING, AND ESTIMATING THE PRODUCTION COST OF THE MOST
IMPORTANT COMPETITIVE PRODUCTS.

8. ESTABLISH TARGET SPECIFICATIONS (4) (Ulrich, 2000)
STEP 3 : SET IDEAL AND MARGINALLY ACCEPTABLE TARGET VALUES FOR EACH
METRIC
THE IDEAL VALUE IS THE BEST RESULT THE TEAM COULD HOPE FOR.
THE MARGINALLY ACCEPTABLE VALUE IS THE VALUE OF THE METRIC THAT WOULD
JUST BARELY MAKE THE PRODUCT COMMERCIALLY VIABLE.
THE BOTH OF THESE TARGET ARE USEFUL IN GUIDING THE SUBSEQUENT STAGES
OF CONCEPT GENERATION AND CONCEPTS SELECTION, AND FOR REFINING THE
SPECIFICATIONS AFTER THE PRODUCT CONCEPT HAS BEEN SELECTED.

9. ESTABLISH TARGET SPECIFICATIONS (5) (Ulrich, 2000)
STEP 4 : REFLECT ON THE RESULTS AND THE PROCESS
REFLECTION AFTER EACH ITERATION HELPS TO ENSURE THAT RESULTS ARE
CONSISTENT WITH THE GOALS OF THE PROJECT.

10. SETTING THE FINAL SPECIFICATIONS (Ulrich, 2000)
A FIVE-STEP PROCESS FOR SETTING THE FINAL SPECIFICATIONS ARE :
DEVELOP TECHNICAL MODELS OF THE PRODUCT.
DEVELOP A COST MODEL OF THE PRODUCT.
REFINE THE SPECIFICATIONS, MAKING TRADE-OFFS WHERE NECESSARY.
FLOW DOWN THE SPECIFICATIONS AS APPROPRIATE.
REFLECT ON THE RESULTS AND THE PROCESS.

11. CONCEPT GENERATION (1) (Ulrich, 2000)
1. CLARIFY THE PROBLEM
UNDERSTANDING
PROBLEM DECOMPOSITION
FOCUS ON CRITICAL SUB
PROBLEMS
SUBPROBLEMS
2. SEARCH ETERNALLY
LEAD USERS
EXPERTS
PATENTS
LITERATURE
BENCHMARKING
3. SEARCH INTERNALLY
INDIVIDUAL
GROUP
EXISTING CONCEPTS A
NEW CONCEPTS

12. CONCEPT GENERATION (2) (Ulrich, 2000)
4. EXPLORE SYSTEMATICALLY
* CLASSIFICATION TREE
* COMBINATION TABLE
INTEGRATED SOLUTIONS
5. REFLECT ON THE SOLUTIONS AND
THE PROCESS
* CONSTRUCTIVE FEEDBACK

13. CONCEPTSELECTION (1) (Ulrich, 2000)
MISSION
STATEMENT
DEVELOP-
MENT
PLAN
IDENTIFY
CUSTOMER
NEEDS
ESTABLISH
TARGET
SPECIFICAT.
GENERATE
PRODUCT
CONCEPTS
SELECT
PRODUCT
CONCEPT(S)
TEST
PRODUCT
CONCEPT(S)
SET
FINAL
SPECIFICS
PLAN
DOWNSTREAM
DEVELOPMENT
PERFORM ECONOMIC ANALYSIS
BENCHMARK COMPETITIVE PRODUCTS
BUILD AND TEST MODELS AND PROTOTYPES
CONCEPT SELECTION IS PART OF THE OVERALL CONCEPT DEVELOPMENT PHASE

14. CONCEPTSELECTION (2) (Ulrich, 2000)
ALL TEAM USE SOME METHOD FOR CHOOSING A CONCEPT :
EXTERNAL DECISION
PRODUCT CHAMPION
INTUITION
MULTIVOTING

15. CONCEPTSELECTION (3) (Ulrich, 2000)
A STRUCTURED CONCEPT SELECTION METHOD OFFERS THE FOLLOWING POTEN-
TIAL BENEFITS :
A CUSTOMER-FOCUSED PRODUCT
A COMPETITIVE DESIGN
BETTER PRODUCT-PROCESS COORDINATION
REDUCED TIME TO PRODUCT INTRODUCTION
EFFECTIVE GROUP DECISION MAKING
DOCUMENTATION OF THE DECISION PROCESS

16. CONCEPTSELECTION (4) (Ulrich, 2000)
THERE IS A TWO-STAGE CONCEPT SELECTION METHODOLOGY :
CONCEPT SCREENING
CONCEPT SCORING
EACH IS SUPPORTED BY A DECISION MATRIX WHICH IS USED BY TEAM TO RATE,
RANK, AND SELECT THE BEST CONCEPT(S).

17. CONCEPTSELECTION (5) (Ulrich, 2000)
BOTH STAGES, CONCEPT SCREENING AND CONCEPT SCORING, FOLLOW A SIX-STEP
PROCESS WHICH LEADS THE TEAM THROUGH THE CONCEPT SELECTION ACTIVITY.
THE STEPS ARE :
PREPARE THE SELECTION MATRIX.
2. RATE THE CONCEPTS.
RANK THE CONCEPTS.
COMBINE AND IMPROVE THE CONCEPTS.
SELECT ONE OR MORE CONCEPTS.
6. REFLECT ON THE RESULTS AND THE PROCESS.