PUNE INSTITUTE OF BUSINESS MANAGEMENT

Product Management
Submitted to: Dr. Alam Gir
Customer Feedback Simulation and Iteration Challenge

Submitted by: Group D

Dayeta Banerjee (2023-2605-0001-0025)

Saheli Bhattacharjee (2023-2405-0001-0031)
Rupankar Gangopadhyay (2023-0106-0001-0003)
Ayush Rawat (2023-2405-0001-0051)
Priti Saroj (2023-2605-0001-0008)
Supravat Giri (2023-2205-0001-0016)

Section: CM-1

Semester- III
Executive Summary:
This project focuses on the "Customer Feedback Simulation and Iteration Challenge," aimed at engaging
postgraduate management students in a practical scenario that emphasizes the importance of customer centric
product development. The primary objective is to develop a Study Desk that addresses the unique needs and
challenges faced by students in their academic environments.

The project involves several key components:

Identifying Customer Needs: Through surveys, we gathered insights into the pain points, preferences, and
requirements of postgraduate management students. Key challenges identified include discomfort during long
study sessions, lack of organization, and the need for integrated technology to enhance productivity.

Prototype Development: Based on the collected data, a functional prototype of the Smart Multipurpose Study Desk
was designed. This desk features adjustable height, integrated charging ports, built in LED lighting, and smart
functionalities that track study habits and provide reminders.

Feedback Collection: A structured feedback process was implemented to evaluate the prototype's usability,
functionality, and overall appeal. The feedback highlighted areas for improvement, such as enhancing ergonomic
features and expanding storage options.

Iteration and Improvement Plan: The project concludes with a detailed iteration plan that outlines proposed
improvements based on user feedback. This plan emphasizes the importance of continuous refinement in product
development to better meet customer needs.

The findings indicate a strong demand for a study desk that not only addresses physical comfort but also integrates
technology to support academic success. Recommendations for future iterations include incorporating additional
smart features and expanding customization options to cater to diverse user preferences.

Limitations: While the project aims to address significant needs of postgraduate management students, several
limitations must be acknowledged:

Sample Size: The feedback collection may be limited by the number of participants involved in surveys and
interviews, potentially affecting the generalizability of findings.

Technological Limitations: Integrating advanced smart features may pose technical challenges that could affect
implementation within the desired timeframe or budget.

Feedback Bias: Responses from participants may be influenced by personal biases or preferences, which could
skew the data collected during feedback sessions.
Overall, this project successfully demonstrates the critical role of customer feedback in the product development
process, providing valuable insights that can be leveraged to enhance the Smart Multipurpose Study Desk and
ensure it effectively serves the needs of postgraduate management students.

Table of Contents
Introduction.................................................................................................................................................................................................................. 4
Background and Context..................................................................................................................................................................................... 4
Objectives.................................................................................................................................................................................................................. 4
Scope........................................................................................................................................................................................................................... 4
Methodology Overview....................................................................................................................................................................................... 4
Literature Review....................................................................................................................................................................................................... 5
Research Methodology............................................................................................................................................................................................. 6
Research Design..................................................................................................................................................................................................... 6
Data Collection........................................................................................................................................................................................................ 6
Tools and Techniques Used:.............................................................................................................................................................................. 6
Sampling.................................................................................................................................................................................................................... 6
Data Analysis............................................................................................................................................................................................................ 6
Analysis and Findings............................................................................................................................................................................................... 7
Data Presentation.................................................................................................................................................................................................. 7
Analysis.................................................................................................................................................................................................................... 16
Comparison with Literature Review:......................................................................................................................................................... 18
Recommendations:.................................................................................................................................................................................................. 19
Practical Recommendations........................................................................................................................................................................... 19
Strategic Implications for Stakeholders.................................................................................................................................................... 19
Suggested Actions or Changes....................................................................................................................................................................... 20
Conclusion................................................................................................................................................................................................................... 20
Summary of Key Findings................................................................................................................................................................................ 20
References:.................................................................................................................................................................................................................. 21
Appendices:................................................................................................................................................................................................................ 22
Introduction
Background and Context

The "Customer Feedback Simulation and Iteration Challenge" is a practical assignment designed to engage
postgraduate management students in a real-world scenario where they must gather, analyze, and act upon
customer feedback. This activity emphasizes the importance of customer centric product development by
challenging students to iterate and improve their product based on direct user input. The assignment focuses on
the development of a Study Desk tailored for postgraduate management students. This product aims to address the
unique needs and challenges faced by students in their academic environments, such as discomfort during long
study sessions, lack of organization, and the need for integrated technology to enhance productivity.

Objectives

The main goals and objectives of this project are:

1. Identify customer needs: Gather insights into the pain points, preferences, and requirements of postgraduate
management students through surveys and interviews.

2. Develop a functional prototype: Design and build an initial version of the Smart Multipurpose Study Desk based
on the identified customer needs.

Scope

The project scope encompasses the following key areas:

1. Target Audience: Postgraduate management students who require an efficient and ergonomic study environment
to enhance productivity and comfort during their academic pursuits.

2. Product Features: The desk will include adjustable height settings, integrated charging ports, built in LED
lighting, smart features for productivity tracking, and storage solutions to organize study materials effectively.

3. Prototype Development: Creating an initial functional prototype of the Smart Multipurpose Study Desk,
demonstrating key features and usability based on the identified requirements.

4. Iteration Process: Analyzing feedback collected from users to propose improvements and refinements to the
product design.

Methodology Overview
The project will employ a combination of qualitative and quantitative research methods to gather and analyze
customer feedback. Key steps include:

1. Conducting surveys with postgraduate management students to identify their needs and preferences.

2. Developing an initial prototype of the Smart Multipurpose Study Desk based on the identified requirements.

3. Implementing a structured feedback collection process using surveys and interviews to evaluate the prototype's
usability, functionality, and overall appeal.

4. Analyzing the collected feedback to identify areas for improvement and propose refinements to the product
design.

5. Preparing an iteration plan that outlines the proposed changes and justifies them based on the feedback analysis.

By following this methodology, the project aims to develop a customer centric product that effectively addresses
the needs of postgraduate management students and demonstrates the importance of continuous improvement
based on direct user input.

Literature Review
Modular Study Table Inspired by DIY Concept: The publication titled "Modular Study Table Inspired By DIY
Concept" presents a comprehensive study on the design and fabrication of a modular study table that incorporates
the DIY (Do It Yourself) concept. The authors, Mohamad Ali Selimin, Siti Nurul Syazira Sapari, and Juliana Abdul
Halip, begin by contextualizing the evolution of furniture design, emphasizing the shift from traditional to modern
approaches that prioritize user customization and functionality. The study employs a systematic methodology,
starting with a market survey conducted through questionnaires distributed to residents in Batu Pahat, Johor. This
survey aimed to gather insights on consumer preferences and needs regarding modular furniture. The data
collected were analyzed and translated into design criteria, which served as a foundation for the design
development process. The authors utilized a divergence method to generate multiple sketches and ideations,
ultimately refining these concepts through a selection process that involved customer feedback and group
discussions. A significant aspect of the study is the development of a mock-up, which allowed for the evaluation of
the design's functionality, aesthetics, and commercial viability. The final design was meticulously transformed into
a prototype, constructed primarily from pinewood and steel, featuring elements such as a foldable tabletop,
drawers, and a notice board. The modular design not only enhances the aesthetic and practical value of the study
table but also addresses the needs of users in small living spaces. The findings underscore the successful
application of modularity in furniture design, demonstrating how the integration of user feedback and innovative
design principles can lead to the creation of versatile and appealing furniture solutions. This study contributes to
the growing body of literature on modular furniture design, highlighting the importance of consumer involvement
in the design process and the potential of DIY concepts to enhance user experience and satisfaction in furniture
products. Overall, the research illustrates a significant advancement in furniture design methodologies, advocating
for a user-centered approach that aligns with contemporary living demands and preferences.

The document titled "A New Approach of Portable Smart Table for Interactive Classroom" presents a
comprehensive exploration of the development and applicability of a Portable SMART Table designed for
educational settings, particularly at the Bangladesh University of Professionals. The literature review highlights
several key aspects:

1. Interactive Technology in Education: The study emphasizes the growing focus on interactive technologies in
educational literature, aiming to enhance the learning environment for both students and teachers. The SMART
Table is proposed as a solution to address the limitations of traditional paper-based learning methods, which have
been shown to restrict creativity and problem-solving skills due to their reliance on visual learning exercises.

2. Feasibility and Market Analysis: A quantitative research design was employed to assess the perceptions of
students and teachers regarding the SMART Table's usefulness in classrooms. The study utilized survey
methodologies, involving a sample of 100 respondents, to gather numerical data on preferences and specifications
for the SMART Table. Key findings indicated a strong preference for touch screen capabilities among students,
highlighting the importance of interactive features in modern educational tools.

3. Extensive Content and Resources: The SMART Table is designed to offer a wide range of downloadable activity
packages and a toolkit to facilitate understanding of its functionalities. This feature aims to simplify lesson delivery
and enhance engagement through interactive lessons that can be imported from smart notebook software.

4. Addressing Educational Drawbacks: The research identifies significant drawbacks in current educational
delivery mechanisms, particularly the lack of tools to gauge student retention during lectures. The proposed
SMART Table aims to fill this gap by providing a more interactive and engaging learning experience, thereby
improving knowledge retention and fostering a collaborative learning environment.

5. Historical Context and Design Evolution: The document references the initial concept of interactive tables
developed in 2008, which aimed to create collaborative study environments. The current proposal builds on this
idea by introducing individual tables that can facilitate group work while also serving practical functions during
examinations.

In conclusion, the Portable SMART Table represents a significant advancement in educational technology, aiming to
create a more interactive, engaging, and effective learning environment for students and teachers alike. The
findings from this study contribute to the ongoing discourse on the integration of technology in education and its
potential to enhance learning outcomes.
Research Methodology
Research Design
The research design for this project is qualitative & quantitative approach which helps in comprehensive
understanding of postgraduate management students' needs and preferences regarding the Smart Multipurpose
Study Desk.

Qualitative Research: This component involves gathering in depth insights through open ended survey questions,
enabling a deeper exploration of students' experiences, pain points, and preferences.

Quantitative Research: This aspect includes structured surveys with closed ended questions to collect numerical
data that can be statistically analyzed, providing measurable insights into user satisfaction and feature importance.

Data Collection
Sources of Data:

Primary Data: Data collected directly from postgraduate management students through surveys and interviews.
This will provide firsthand insights into their needs and preferences.

Secondary Data: Existing literature, articles, and studies related to user centered design, product development, and
ergonomic furniture will be reviewed to inform the project.

Tools and Techniques Used:

Surveys: Online surveys will be distributed to gather quantitative data on student preferences, pain points, and
desired features for the study desk.

Interviews: Semi structured interviews will be conducted with a select group of students to gain qualitative insights
into their experiences and expectations regarding study environments.

Sampling
Sample Size: The target sample size will be approximately 42 postgraduate management students of the batch
2023 and 2024 to ensure a diverse representation of opinions and experiences.

Selection Criteria: Participants will be selected based on the following criteria:

• Must be currently enrolled in a postgraduate management program.

• Must have experience studying in a hostel or shared living environment.
• A mix of genders, ages, and academic backgrounds to capture a wide range of perspectives.

Data Analysis
Methods Used for Analyzing the Data:

Quantitative Analysis: Statistical methods will be employed to analyze survey responses. Qualitative Analysis:
Thematic analysis will be used to analyze and open-ended survey responses.
By employing a mixed methods approach, this research methodology aims to provide a holistic understanding of
the target market's requirements for the Study Desk, ensuring that the final product is well aligned with user
expectations.

Analysis and Findings

Data Presentation

Count of Respondents

2023-2025
2024-2026

33

The majority of respondents are from the 20232025 batch, indicating that this group is more engaged in providing
feedback on the study desk.

How would you describe your current study enviornment ?

5 5
4 64
3 60
2 8
1 1

0 10 20 30 40 50 60 70

Interpretation: On a scale of 1 to 5, 1 being rated as very uncomfortable and 5 being rated the very comfortable
most of the respondents have rated 4 and 3 in the rating scale. the data suggests that a majority of respondents
found their study environment to be favorable, with a significant number rating it as very favorable. However, there
are also a small number of respondents who rated their study environment as unfavorable or moderately
unfavorable.
Interpretation: The bar graph presents data on the primary study spaces used by a group of 42 respondents. The
most popular choice is the Study Room/Shared Space, with 29 respondents (69%) selecting it. The library is the
second most preferred option, with 8 respondents (19%). A variety of other spaces, including personal rooms,
online platforms, and even beds, were chosen by smaller percentages of respondents.

Overall, the data indicates a preference for shared or dedicated study spaces, suggesting that these environments
are conducive to focused learning. However, a significant portion of respondents also utilize personal spaces,
highlighting the importance of individual preferences and comfort in creating effective study environments.

Interpretation: The bar graph presents data on the biggest challenges faced by a group of 42 respondents in their
study environments. The most common challenge reported was distractions from noise or people, with 28
respondents (66.7%) citing it. Other significant challenges included lack of space (33.3%), poor lighting (28.6%),
uncomfortable furniture (35.7%), and limited access to power outlets (19%).
While the majority of respondents faced multiple challenges, distractions and lack of space were the most prevalent
issues. These findings highlight the importance of creating quiet and comfortable study environments with
adequate space and power outlets to facilitate effective learning.

Based on the survey responses, we can summarize the challenges faced by postgraduate management students in
their study environments. The following table presents the data collected regarding the biggest challenges:

Interpretation: Distractions (Noise, People): The most significant challenge reported by students is distractions
from noise and other people, affecting 60% of respondents. This indicates that many students study in shared or
noisy environments, which may hinder their concentration and productivity.

Lack of Space: Approximately 40% of respondents indicated that lack of space is a major challenge. This suggests
that many students may be studying in cramped conditions where they cannot effectively organize their materials
or have adequate room to work comfortably.

Uncomfortable Furniture: About 35% of students reported discomfort due to inadequate furniture. This highlights
the importance of ergonomic design in study spaces to promote better posture and reduce fatigue during long
study sessions.

Poor Lighting: Poor lighting conditions were noted by 30% of respondents as a challenge. Insufficient lighting can
lead to eye strain and decreased productivity, emphasizing the need for adjustable and adequate lighting solutions
in study environments.

Limited Access to Power Outlets: Finally, 25% of students mentioned limited access to power outlets as a challenge.
With many devices requiring charging, this limitation can disrupt study sessions and hinder productivity.

The data indicates that distractions and lack of space are primary concerns for students, suggesting a need for
solutions that minimize noise and optimize space.

Ergonomic furniture is crucial for student comfort, and addressing this issue could significantly enhance study
experiences.
Adequate lighting and access to power outlets are essential features that need to be incorporated into study
environments.

Interpretation: Based on the survey responses, we can summarize the study tools and equipment used by
postgraduate management students. The following table presents the data collected regarding the tools and
equipment:

Interpretation:

Laptop/Computer: The most commonly used tool among respondents is the laptop or computer, with a significant
90% usage rate. This indicates that digital tools are essential for students in their study routines, likely for research,
notetaking, and accessing online resources.

Desk and Chair: A high percentage of students also reported using desks (80%) and chairs (75%), emphasizing the
importance of having a dedicated workspace for studying. This aligns with ergonomic needs and suggests that
students prioritize comfort in their study environments.
Notebooks: About 65% of respondents use notebooks, indicating that traditional writing methods still play a role in
their study habits, possibly for notetaking during lectures or while reading.

Whiteboard/Chalkboard: Only 30% of students reported using whiteboards or chalkboards. This lower percentage
may suggest that while these tools can be useful for brainstorming or organizing thoughts, they are less common in
individual study settings compared to digital devices.

The reliance on laptops and computers indicates a shift towards digital learning tools among postgraduate
students.

The high usage rates of desks and chairs highlight the importance of ergonomic furniture in enhancing study
comfort and productivity.

The continued use of notebooks suggests that many students prefer a hybrid approach to studying, combining both
digital and traditional methods.

The lower usage of whiteboards/chalkboards may present an opportunity to explore multifunctional desk designs
that incorporate these features for collaborative or individual brainstorming.

Interpretation:

Satisfaction Levels:

Only 10% of respondents reported being very satisfied with their current study tools and equipment, indicating
that a significant portion of students is not fully content with their current setups.

30% of respondents are satisfied, suggesting that while some students find their tools adequate, there is still room
for improvement.
A combined total of 35% (25% neutral + 20% dissatisfied) indicates that a substantial number of students are
either indifferent or unhappy with their current study tools, highlighting dissatisfaction in the overall user
experience.

Dissatisfaction Indicators:

With 20% reporting being dissatisfied and 15% very dissatisfied, this points to a critical need for improvements in
study tools and equipment to better meet student needs.

The majority of students (65%) are either neutral or dissatisfied with their current study tools, indicating a
significant opportunity for product development.

The low percentage of very satisfied respondents suggests that existing products may not adequately address the
specific needs and preferences of postgraduate management students.

Interpretation:

Height Adjustment (Sitting/Standing): The most desired feature, with 70% of respondents indicating a preference
for height adjustable desks. This reflects a growing awareness of the importance of ergonomics and flexibility in
study environments.

Built-in Charging Ports: With 65% of students wanting built-in charging ports, this highlights the necessity for
desks that accommodate multiple electronic devices, which are essential in modern study practices.

Good Lighting (Adjustable): 60% of respondents expressed a need for adjustable lighting, indicating that adequate
illumination is critical for maintaining focus and reducing eye strain during long study sessions.

Storage Solutions: 55% of students desire storage solutions such as drawers and shelves, which are essential for
keeping study materials organized and accessible.
Space for Multiple Devices: The need for space to accommodate various devices was indicated by 50% of
respondents, suggesting that desks should be designed to support a range of technological tools.

Ergonomic Design: About 45% of students emphasized the importance of ergonomic design, which aligns with
findings on comfort and productivity.

Cable Management Solutions: With 40% indicating a desire for cable management solutions, this reflects a concern
for organization and aesthetics in study spaces.

Integrated Timer/Reminder Features: Approximately 30% expressed interest in integrated timers or reminders,
which could aid in time management during study sessions.

Whiteboard or Chalkboard Surface: Only 25% wanted a whiteboard or chalkboard surface, suggesting that while
some students value this feature, it may not be as universally desired as others.

Snack Storage Area: A smaller percentage (15%) indicated interest in snack storage, highlighting a less critical but
still relevant aspect of comfort during study sessions.

Key Findings and Insights:

The strong demand for height adjustment and built-in charging ports indicates that students prioritize flexibility
and technology integration in their study environments.

Ergonomics and comfort are significant concerns, reflecting a broader trend toward health-conscious design in
furniture.

The need for good lighting and storage solutions suggests that students are looking for multifunctional desks that
enhance both productivity and organization.

Interpretation: Based on the survey responses, having a multifunctional study desk is very important for a
significant majority (90%) of postgraduate management students.
This indicates that the vast majority of postgraduate management students value desks that offer multiple
functions and features to enhance their study experience. They likely appreciate the versatility and efficiency that a
multifunctional desk can provide in their study environments.

The strong preference for multifunctional study desks underscores the need for product developers to prioritize
this aspect in their designs. By incorporating a range of useful features into a single desk, students can optimize
their workspace and improve productivity.

Overall, the survey results highlight the high importance placed on multifunctionality in study desks by
postgraduate management students. This insight should be a key consideration in the development and marketing
of such products to effectively meet the needs and preferences of this target audience.

Interpretation:

Very Likely: A substantial 50% of respondents indicated that they are very likely to use a study desk with smart
features. This demonstrates a strong interest in integrating technology into their study environments.

Likely: An additional 30% expressed that they are likely to use such a desk, suggesting that while they may not be
as enthusiastic as the first group, there is still considerable interest in smart features.

Neutral: Only 10% of respondents were neutral, indicating that a small portion of students may not have strong
feelings about the inclusion of smart features in their study desks.

Unlikely and Very Unlikely: A combined total of only 10% (5% unlikely and 5% very unlikely) indicates that very
few students are opposed to using desks with smart features, which is a positive sign for product development.

The data indicates a strong preference for desks that incorporate smart technology, particularly productivity
tracking and reminders.
The high percentage of respondents who are very likely or likely to use such features suggests that there is a
market demand for innovative study solutions that enhance productivity and organization.

Q. What additional features would you find beneficial in a study desk?

Based on the survey responses regarding additional features that students would find beneficial in a study desk,
several key insights have emerged. Here’s a consolidated answer highlighting the most requested features:

1. Height Adjustment (Sitting/Standing):

A significant number of respondents expressed the need for desks that can be adjusted for both sitting and
standing positions, promoting ergonomic benefits and comfort during long study sessions.

2. Built in Charging Ports:

Many students indicated a desire for built-in charging ports to accommodate multiple devices, reflecting the
importance of technology integration in their study environments.

3. Good Lighting (Adjustable):

Adjustable lighting was frequently mentioned as a crucial feature, allowing students to customize their
workspace illumination according to their needs and reducing eye strain.

4. Storage Solutions:

Features such as drawers and shelves were highlighted as beneficial for keeping study materials organized and
easily accessible, addressing the challenge of cluttered workspaces.

5. Space for Multiple Devices:

Respondents emphasized the need for desks that provide ample space to accommodate laptops, notebooks, and
other devices simultaneously.

6. Cable Management Solutions:

Students expressed interest in integrated cable management systems to keep cords organized and minimize
clutter on their desks.

7. Integrated Reminders or Timers:

Some respondents suggested having built-in timers or reminder features to help manage study schedules
effectively.

8. Attractive Design:
 The aesthetic appeal of the desk was also mentioned, with students seeking designs that are visually appealing
and conducive to a comfortable workspace.

9. Snack Storage Area:

A few respondents noted the desire for designated storage for snacks or drinks, which could enhance comfort
during long study sessions.

10. Mobility Features:

Features such as wheels or casters were suggested by some students to allow for easy movement of the desk
within different study environments.

The feedback indicates a strong preference for multifunctional study desks that incorporate ergonomic design,
technology integration, and organizational features. By addressing these desires, product developers can create a
Smart Multipurpose Study Desk that meets the diverse needs of postgraduate management students and enhances
their overall study experience.

Interpretation: The data indicates a strong market potential for a smart multipurpose study desk that addresses the
specific needs of postgraduate management students.

The high percentage of respondents who are very likely or likely to invest suggests that there is an opportunity for
product developers to create solutions that enhance usability and meet user preferences.

Analysis
The analysis of the survey data collected from postgraduate management students regarding their study
environments and preferences for a smart multipurpose study desk reveals significant insights into their needs and
challenges. This analysis is crucial for understanding how to design a product that effectively addresses the specific
requirements of this demographic.

Current Study Environment

The majority of respondents (70%) primarily use shared study rooms, indicating a common reliance on
collaborative spaces. However, this environment presents challenges, with 60% of students citing distractions from
noise and people as their biggest hurdle. Other significant challenges include lack of space (40%), uncomfortable
furniture (35%), and poor lighting (30%). These factors highlight the necessity for a study desk that minimizes
distractions and enhances comfort.

Satisfaction with Current Tools

When evaluating satisfaction with current study tools, only 10% of respondents reported being very satisfied,
while 30% were satisfied. A combined 35% expressed neutrality or dissatisfaction, indicating a clear demand for
improved solutions. The tools predominantly used include desks (80%), chairs (75%), laptops/computers (90%),
and notebooks (65%). The low satisfaction levels suggest that existing products may not adequately meet student
needs.

Desired Features in a Study Desk

Respondents provided valuable feedback on features they wish to see in a study desk. The most desired features
include:

Height Adjustment: 70% desire desks that can be adjusted for sitting or standing positions, emphasizing the
importance of ergonomics.

Built-in Charging Ports: 65% want integrated charging capabilities to accommodate multiple devices.

Good Lighting: 60% indicated the need for adjustable lighting to reduce eye strain.

Storage Solutions: 55% expressed interest in drawers and shelves for better organization.

Space for Multiple Devices: 50% highlighted the need for ample workspace to accommodate various tools.

These insights underscore the importance of multifunctionality in desk design, as 90% of respondents believe
having a multifunctional study desk is essential.

Likelihood of Investment

Regarding investment in a smart multipurpose study desk, 50% of respondents are very likely to invest, while 30%
are likely to do so. This strong interest indicates a favorable market potential for such products. The desire for
smart features like productivity tracking and reminders aligns with modern trends in educational tools that
leverage technology to enhance learning outcomes.

Additional Features

Students also suggested several additional features that could enhance their study experience, including integrated
cable management solutions, snack storage areas, and mobility features like wheels or casters. These suggestions
reflect a desire for versatility and convenience in their study environments.
Conclusion

The analysis highlights a clear opportunity to develop a smart multipurpose study desk tailored to the needs of
postgraduate management students. By addressing challenges related to distractions, comfort, and organization
while incorporating desired features such as height adjustment and built-in charging ports, product developers can
create solutions that significantly enhance the study experience. The strong likelihood of investment further
supports the viability of such a product in the market. Overall, this data driven approach emphasizes the
importance of customer feedback in product development, ensuring that new designs effectively meet user
expectations and improve academic productivity.

Comparison with Literature Review:

The analysis of the survey data regarding postgraduate management students' preferences for a smart
multipurpose study desk aligns closely with the principles outlined by Don Norman and Tim Brown in their
respective works on design and innovation.

Don Norman, in his seminal work "The Design of Everyday Things," emphasizes the importance of user centered
design (UCD), which focuses on understanding users' needs, preferences, and behaviors to create products that
enhance usability and satisfaction. The survey results indicate that students face significant challenges in their
study environments, such as distractions, lack of space, and uncomfortable furniture. These findings resonate with
Norman's assertion that successful design must prioritize user experience by addressing real world problems faced
by users.

Norman advocates for iterative design processes that involve collecting user feedback and refining products
accordingly. This approach is reflected in the survey's emphasis on desired features such as height adjustment,
built-in charging ports, and adjustable lighting. The strong demand for these features indicates that students are
looking for solutions that directly address their specific challenges, reinforcing Norman's argument that
understanding user needs is critical for effective product development.

Tim Brown, in "Change by Design," introduces the concept of Design Thinking, which emphasizes empathy for
users, ideation, prototyping, and testing. The survey data highlights a significant interest among students in
multifunctional desks that incorporate smart features like productivity tracking and reminders. This aligns with
Brown's perspective on the importance of creating products that not only serve functional purposes but also
enhance the overall user experience.

Brown's Design Thinking framework encourages collaboration and iteration based on user feedback, which is
evident in the survey's structure. Students expressed a desire for desks that integrate technology to improve their
study habits, reflecting a shift towards more innovative solutions in educational tools. The findings suggest that
students value desks that adapt to their needs, aligning with Brown's emphasis on flexibility and creativity in
design.
Both Norman and Brown highlight the importance of addressing gaps in existing research and product offerings.
The survey results reveal dissatisfaction with current study tools among students, indicating a market opportunity
for products that better meet their needs. This aligns with Brown's call for designers to explore unaddressed areas
within user experiences to drive innovation.

The literature review identifies gaps in understanding how specific demographics, such as postgraduate students,
interact with study environments. The survey findings demonstrate a clear need for ergonomic designs and smart
features tailored to this group’s unique challenges. By focusing on these gaps, product developers can create
solutions that resonate more effectively with users.

In conclusion, the insights gathered from the survey data align well with the principles established by Don Norman
and Tim Brown regarding user centered design and Design Thinking. The emphasis on understanding user needs,
iterating based on feedback, and addressing specific challenges reflects key tenets of both authors’ philosophies. By
integrating these principles into the development of a smart multipurpose study desk, designers can enhance
usability and satisfaction among postgraduate management students while fostering a more productive study
environment. This approach not only meets current demands but also paves the way for future innovations in
educational tools.

Recommendations:
Here are some recommendations based on the findings from the customer feedback survey:

Recommendations

Practical Recommendations
1. Incorporate adjustable height into the desk design to allow for both sitting and standing positions, promoting
ergonomics and comfort during long study sessions.

2. Include built-in charging ports to accommodate multiple devices, addressing the need for technology integration
in study environments.

3. Provide ample storage solutions such as drawers and shelves to help students keep their study materials
organized and accessible.

4. Ensure good lighting that can be adjusted to reduce eye strain and create a more comfortable workspace.

5. Allow for space to accommodate various devices like laptops, notebooks, and other tools simultaneously.

Strategic Implications for Stakeholders

1. Developing a smart multipurpose study desk that addresses the specific needs of postgraduate management
students presents a strong market opportunity, with 80% of respondents indicating they are likely or very likely to
invest in such a product.
2. Focusing on ergonomics, comfort, and technology integration will be key to creating a desk that resonates with
students and enhances their overall study experience.

3. Incorporating customer feedback throughout the design process will be crucial to ensuring the final product
meets user expectations and addresses their challenges effectively.

Suggested Actions or Changes

1. Conduct further research to gain a deeper understanding of how different batches of students interact with their
study environments and prioritize various features.

2. Explore opportunities to integrate smart features like productivity tracking and reminders, which 80% of
respondents expressed interest in using.

3. Consider additional features such as cable management solutions, snack storage areas, and mobility options
based on student suggestions.

4. Ensure the desk design is versatile enough to adapt to different study spaces, including shared rooms, libraries,
and personal spaces.

5. Emphasize the importance of customer-centric design in product development to stakeholders, highlighting how
it can lead to more successful and innovative solutions.

By implementing these recommendations, the development of a smart multipurpose study desk can effectively
meet the needs of postgraduate management students while presenting a strong business opportunity for
stakeholders.

Conclusion
Summary of Key Findings
The analysis of the customer feedback survey data reveals several key findings regarding postgraduate
management students' preferences for a smart multipurpose study desk:

1. Ergonomics and comfort are top priorities, with 70% of respondents desiring height-adjustable desks that can
accommodate both sitting and standing positions.

2. Technology integration is crucial, with 65% wanting built-in charging ports and 50% seeking desks that provide
space for multiple devices.

3. Effective organization is essential, with 55% of students expressing interest in storage solutions like drawers and
shelves.

4. Adjustable lighting is important for reducing eye strain and creating a comfortable workspace, as indicated by
60% of respondents.
5. 80% of students are likely or very likely to invest in a smart multipurpose study desk that addresses their needs,
suggesting strong market potential for such a product.

Reflection on Research Objectives

The research objectives were to gather customer feedback on postgraduate management students' preferences for
a smart multipurpose study desk and use this data to inform product development. The survey results provide
valuable insights into the specific needs and challenges faced by this demographic, allowing for the creation of a
desk that effectively addresses their requirements.

Limitations of the Study

While the survey provides a solid foundation for understanding student preferences, the data is limited to a specific
group of postgraduate management students. Expanding the research to include students from other disciplines
and educational levels could yield additional insights and help validate the findings.

Directions for Future Research

1. Conduct longitudinal studies to assess how student satisfaction and usage patterns evolve over time with the
smart multipurpose study desk.

2. Explore opportunities for further integration of smart features, such as productivity tracking and reminders, to
enhance the desk's functionality.

3. Investigate how the desk can be adapted to different study environments, including shared spaces, libraries, and
personal rooms.

4. Gather feedback from instructors and academic staff to understand how the desk can support teaching and
learning objectives.

5. Analyze the impact of the smart multipurpose study desk on student productivity, focus, and overall academic
performance.

By addressing these areas in future research, product developers can continue to refine and enhance the smart
multipurpose study desk, ensuring that it remains a valuable tool for postgraduate management students and
supports their academic success.

References:
Brown, T. (2009). Change by Design: How Design Thinking Creates New Alternatives for Business and Society.
Harper Business.

Norman, D. A. (2013). The Design of Everyday Things: Revised and Expanded Edition. Basic Books.
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