Problem Formation, Product Design and Specifications

Problem Formation, Product Design and Specifications

Basic Terminology
• Product: It is something sold by an enterprise to its customers
• Origin: Product Design has evolved from using primitive tools and methods Centuries ago to using
advanced technology and multi-disciplinary concepts in present age

Problem formation:
It is the important stage in Product Design
• Steps involved:
• Identify the user needs: Gather insights and identify the major problems
• Research and Analysis: Conduct market research to analyze the potential competitors and
market conditions
• Problem statement: Craft a clear and concise problem statement that clearly addresses the
challenge
• Set clear goals: Set clear objectives that the object aims to achieve and establish the Key
performance indicators to assess the progress and success of the product

Tools and Techniques for Problem Formation

The various tools and techniques used for Problem Formation are summarized as follows:
S No Tool/Technique Function
1 5 why’s method Root Cause analysis
2 Fish bone diagram Identify cause and effect
3 Stakeholder mapping Understand stakeholder needs
4 Problem statement Canvas Clearly articulate the problem
5 Jobs to be done Understand user motivations
6 SWOT Analysis Evaluate product factors
7 Mind Mapping Organize ideas visually
8 User Personas Define target users
9 Empathy Mapping Understand user experience
10 Customer Journey Mapping Track user interactions

The techniques are detailed here:

1. 5 why’s method: This method allows asking why 5 times to get to the cause of the problem. This
method ensures that the solution addresses the core issue, preventing superficial fixes that fall to
resolve the actual problem. For example, someone is Late for the work. The series of responses to
Why questions can be as follows - Woke up late, Alarm did not work, Battery exhausted, Forgot to
check. The last response is the root cause of the problem.
2. Cause and Effect Analysis using Fishbone Diagram: This helps in visualizing potential causes of a
specific problem. Head represents the problem and bones represent the categories of causes. By

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mapping out these relationships, the diagram reveals the most likely root cause, making it easier to
prioritize actions for resolution

3. Stakeholder Mapping: It is a strategic tool used to identify and analyze the people, groups, or
organizations that will be satisfied by or have an interest in the problem or product. This helps the
design and problem solving process consider the perspectives of everyone involved from customers
and users to internal teams and external partners. The relation among various elements is depicted
in the Fig. below.

4. Problem Statement Canvas: It is a structured tool used to clearly define and breakdown a problem
into essential components. It helps avoiding miscommunication, and focuses on team’s efforts to
develop a targeted solution.

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5. Jobs to be done: This approach focuses on understanding the tasks or jobs that users want to
accomplish when they use a product or service. By focusing on functional, emotional or social needs,
designers can uncover deeper motivations behind user behaviour, allowing them to create products
that better align with what users are really trying to accomplish.

S No Technique Description
6 SWOT Analysis Assess Strengths, Weaknesses, Opportunities and Threats related to
the product or service
7 Mind Mapping Create a visual representation of ideas and relationships to clarify
the problem areas and encourage brainstorming
8 User Persona Create fictional profiles representing different segments of users to
ensure the problem focuses on their needs
9 Empathy Mapping Visualize user’s thoughts, feelings, and challenges to identify their
pain points and unmet needs
10 Customer Journey Map out the steps a user takes to interact with the product,
Mapping identifying pain points and opportunities for improvement

Product Design
Product Design is the process of imagining, conceptualizing, testing, iterating and refining a product,
service or experience until it is made ready for the user.

Idea ,
Concept Design &
Generation
Development Prototyping
and Research

Post launch Final Design & Iteration &

Operation Manufacturing Refinement

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Problem Formation, Product Design and Specifications

This requires a combination of research strategy, industry expertise, and creative problem solving.
Coordinated effort is required from idea generation to experimentation and improvement till the final
outcome. The product design involves the above steps. Refinement of product is conducted after taking
initial feedback and the final design is improved. The approved final design is sent to manufacturing for
generating multiple units. The product is launched and customer feedback is collected. The product
undergoes its updates and iterations for refinement and performance of the product over its life time is
targeted for improvement.

Key Factors in Product Design

A number of factors influence the Product Design. They are listed below.

Table: Key factors in Product Design

S No Key Parameter Description
1 Functionality Product must fulfil its intended purpose efficiently and reliably
2 Aesthetics Should have a good visual appeal and design to attract customers
3 Usability Product must be simple and easy to use by everyone with minimal
effort
4 Materials High quality, sustainable materials should be used
5 Ergonomics Product design should be comfortable easy to use and no long term
effects on users
6 Sustainability Product should be eco-friendly and should low environmental impact
7 Cost Cost of the product should be affordable. Balancing the cost and
quality of product is essential
8 Brand identity Should reflect the brand’s values and maintain the identity
9 Innovation Incorporation of innovative technologies in the product is essential to
meet increased needs
10 Compliance and Product design and its features should adhere to existing regulations.
Safety Safety standards should be maintained for its operation and build
trust with users/customers

Product Strategies
These strategies outline a company’s comprehensive approach to developing, marketing and selling its
products. These strategies serve a s a roadmap to achieving long term success and staying competitive in
the ever-evolving marketplace. By incorporating these strategies, the producer can achieve efficient
product growth, foster innovation, and build stronger customer relationships, and achieve long-term
success in a competitive market place. A number of strategies are used by the industry which are
outlined as follows:

Table: Product Strategies

S No Strategy Goal Methods
1 Market Strategy To gather insights into consumer Conduct primary research for fresh
needs, competitors and market data, use secondary research to
trends to guide product development analyze information and study
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and marketing decisions competitors to identify market gaps

2 Target market To define specific audience segments Segment markets based on
Identification most likely to benefit from and demographics, psychographics (eg.
purchase a product Lifestyle, values) and behaviour to
personalize products and marketing
3 Distribution Channels To ensure products reach consumers Choose between direct (online &
in convenient locations and at right offline sales) and indirect (retail
time partners, wholesalers) channels or a
hybrid approach for broader reach
and accessibility
4 Lifecycle Management To maximize a product’s profitability Implement targeted strategies for
and market longevity by overseeing each phase – create awareness,
its journey through each lifecycle enhance reach, maintain interest in
stage maturity, and adapt or phase out at
decline
5 Product Differentiation To distinguish a product by Focus on superior quality, design or
Strategy emphasizing unique features or customer service that adds distinctive
benefits that set it apart from values for consumers
competitors
6 Cost leadership To be the lowest-cost producer in the Streamline the operations, utilize
Strategy industry, offering competitive pricing economies of scale, and optimize
without sacrificing quality supply chain efficiencies
7 Market Segmentation To target specific customer segments Conduct market research to identify
strategy with products that meet their unique segments and tailor products and
needs marketing approaches accordingly
8 Innovation strategy To lead the market through the Invest in R&D, encourage creative
continuous introduction of new or thinking, and stay ahead of
improved products technological advances to meet
evolving consumer needs
9 Customer focus To prioritize customer satisfaction by Gather and analyze customer
strategy providing personalized products and feedback, offer customization
services that meet individual needs options, and enhance the customer
experience through exceptional
service
10 Diversification strategy To mitigate risk by expanding into Develop or acquire products in
new product categories or markets diverse categories or enter new
markets to reduce dependence on a
single revenue stream
11 Product line Extension To broaden the product line by Use market research to identify
strategy offering variations such as new sizes demand for variations and introduce
or flavours, of existing products new options under an established
brand to attract different customer
segments
12 Branding Strategy To build a strong, recognizable brand Develop a clear brand identity,
that fosters customer loyalty and maintain consistent messaging, and
differentiates from competitors create an emotional connection with

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consumers
13 Globalization strategy To expand a product’s reach into Adapt products to local tastes,
international markets comply with regulations, and
establish a global distribution
network
14 Digitalization strategy To leverage digital technologies for Use digital platforms for e-commerce,
enhanced product reach, customer data analytics for personalized
engagement, and operational marketing and CRM systems for
efficiency streamlined customer service
15 Sustainability strategy To promote environmental Incorporate sustainable materials,
responsibility and reduce the reducing waste, adopting energy-
ecological impact of produce and efficient processes and ensuring
operations ethical sourcing practices

Product Values
Product Value refers to the overall benefits and satisfaction a product or service provides to customers. It
is a major aspect to attract and retain customers as it shapes their perceptions of worth. High Product
Value meets or exceeds expectations, addressing needs and standing out from alternatives. Four different
product values are available for practice which are discussed here as follows:

1. Functional Value:
 Utility: The core purpose of the product, assessing how well it performs its intended function
 Quality: Encompasses durability, reliability and overall performance
 Features: Additional functionalities that enhance this product’s usefulness
 Convenience: Focuses on ease of use, accessibility and availability
 Example: Smart phones provide multiple functionalities like calls, internet access and apps, combined
with durable materials and reliable performance

2. Emotional Value
 Feelings & Experiences: The emotional responses elicited by the product, such as pleasure &
excitement
 Brand Perception: The emotional connection and trust customers develop with a brand
 Aesthetics: The design and visual appeal of the product that can evoke emotions
 Example: Luxury cars offers and exhilarating driving experience and convey status and prestige
through their attractive designs

3. Social Value
 Status & Identity: The role of products in conveying social status or aligning with an individual's
identity
 Community & Belonging: Products that foster connections within a group or community
 Influence: The ability of products to enhance social connections and influence
 Example: Designer clothing signifies status and identity, often aligning with special groups

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4. Economic Value
 Cost Savings: The ability of a product to reduce expenses over time through efficiency or
operational cost reduction
 Return on Investment: The financial benefits received relative to the cost of the product
 Total Cost Ownership: The complete cost of owning the product, including maintenance and
operational expenses
 Example: Energy-efficient appliances may have a higher upfront cost but lead to significant
savings on electricity bills over time

Importance of Product Values

 Customer Satisfaction and Loyalty: High perceived value leads to greater customer satisfaction,
fostering loyalty and encouraging repeat purchases
 Competitive advantage: Understanding and enhancing product value allows businesses to
differentiate themselves, whether through superior quality, customer service or unique branding
strategies
 Pricing strategy: Recognizing the value offered helps businesses set competitive prices, maximizing
profitability based on perceived customer willingness to pay
 Market positioning: Effective communication product value influences how a product is perceived in
the market, attracting different consumer segments
 Innovation and Development: Understanding customer needs ensures product development,
resulting in new products that enhance existing value propositions

Product Planning
 It is a crucial aspect of product management that encompasses a series of strategic steps aimed at
determining what products to create or improve based on market needs
 It involves defining vision, features and requirements of a product while prioritizing these elements
to best meet user needs and align with the company’s strategic objectives

Objectives of Product Planning

 Identify Market Needs: Understanding the problems and desires of potential customers is
fundamental to creating relevant products which involves what customers are looking for and how
existing solutions fall short
 Strategic alignment: Product development must align with the overall business strategy and goals.
Should ensure the new products support broader company objectives to help maintain focus and
direction
 Resource allocation: Effective utilization of resources including time, budget and personnel is critical.
Proper resource allocation maximizes efficiency and enhances the likelihood of successful product
development
 Mitigating risks: Identifying potential risks and obstacles throughout the product lifecycle allows
teams to proactively manage challenges and adapt strategies a s needed

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 Creating Market Differentiation: Establishing a unique value proposition that distinguishes the
product from competitors is vital. Differentiation helps attract customers and build brand royalty

Product Planning Tools and Techniques

S No Technique Description
1 SWOT Analysis Evaluate product factors in terms of Strengths, Weakness,
Opportunities and Threats
2 Market Segmentation Identifies target audiences and customer personas to tailor
marketing efforts
3 Competitor Analysis Analyzes Competitors strengths, weaknesses and strategies to
identify market positioning opportunities
4 Product Canvas Outlines product features, benefits and the unique value
proposition
5 Customer Journey Mapping Visualizes customer interactions and pain points to enhance
the user experience
6 Agile methodologies Encourages iterative development and refinement of the
product plan through sprints and feedback loops
7 Design thinking Focuses on empathizing with customers, ideating solutions,
and prototyping to meet user needs effectively
8 Business Model Canvas Visualizes Business model components and their relationships
for better strategic planning

Agile Methodology
This is the prominent method used in many industries due to its simple and effective approach. This
approach is based on Sprints – which are short term goals - for planning, monitoring and Reviewing of
completion of specific tasks. The tasks are monitored daily/periodically, updated and continued again.
 Sprint as a work period: A short, focused period of time when a team works to achieve specific goals.
Sprints can be any length, but are usually fairly short, such as one or two weeks.
 Sprint planning: The process where project teams determine which products or deliverables they can
achieve within a set time frame (a sprint). The first Scrum meeting held at the start of every sprint.
 Sprint review : A meeting conducted at the end of every sprint where team members must discuss
the work or tasks they have completed
 Sprint retrospective: A meeting that concludes the Sprint. It's held after a Sprint review and before
the next Sprint starts

The sequence of steps adopted in the Agile methodology are illustrated in the Fig.

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Product Specifications
They outline the detailed requirements and characteristics of a product ensuring that it meets customer
needs, industry standards and regulatory requirements. The various types of specifications that are
followed are discussed here.

S No Category Functions
1 Functional specifications Describe a product performance, features, and user experience.
These specifications clarify what the product should do and how
it should behave in different scenarios
2 Design specifications Outline aesthetics, dimensions, materials, and user interface
elements. They focus on how the product looks and feels,
ensuring it meets the design standards and user preferences
3 Technical specifications Detailed technical requirements, standards, testing criteria, and
compatibility. They ensure that product integrates well with
other systems and technologies
4 Quality specifications Define quality standards, testing criteria, and reliability metrics.
They provide benchmarks against which the product will be
evaluated throughout its lifecycle
5 Regulatory specifications Ensure compliance with laws, regulations, ad industry standards
for avoiding legal issues and ensuring product safety
6 Environmental Outline eco-friendliness, sustainability and waste management
specifications practices that focus on minimizing adverse environmental
impact
7 Safety specifications Define safety features, risk assessment processes and
emergency procedures. They ensure the product is safe for
consumers and complies with safety regulations

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Sample specifications of a product are illustrated in the Fig.

Innovation towards Product Design

It refers to the process of developing new or improved products that meet evolving consumer needs,
incorporate technological advancements, and enhance user experience. By embracing these
approaches in product design, companies can differentiate themselves in a competitive market and
respond effectively to customer demands.

S No Key Element Description

1 User-Centred Design This approach prioritizes the needs and preferences of the end
user throughout the design process. Techniques such as user
research, persona development and usability testing are
employed to gather insights and inform design decisions
2 Cross-Disciplinary Innovation in product design often involves collaboration
Collaboration between different disciplines such as engineering, marketing
and design. This interdisciplinary approach fosters diverse
perspectives and enhances creativity
3 Prototyping and Iteration Rapid prototyping allows designers to create tangible
representations of their ideas, facilitating testing and feedback.
Iterative design processes enable teams to refine and improve
products based on real world insights
4 Design Thinking This model emphasizes empathy and creative problem-solving.
By knowing the user’s perspective and defining the problem
clearly, teams can brainstorm innovative solutions and
prototype potential designs
5 Sustainability Innovative product design increasingly focuses on sustainability

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considerations by selecting eco-friendly materials thus minimizing waste

production and making an eco-friendly product

Stages in Product Design Innovation

S No Stage Description
1 Ideation This stage involves brainstorming and generating wide range of ideas.
Techniques such as mind mapping, sketching, and collaborative
workshops can stimulate creative thinking
2 Concept Selected ideas are further refined into viable concepts. Designers create
Development sketches, digital models, or initial prototypes to visualize the product and
assess its feasibility
3 Prototyping Creating prototypes allows designers to test and validate their concepts
using either low-fidelity or high-fidelity prototypes to gather feedback
from users.
4 Testing and Prototypes are subjected to user testing to gather insights into usability
validation and performance. Feedback is analyzed to identify areas for improvement
and ensure the product meets user needs
5 Final Design & Once the design is validated, detailed specifications are created including
Development materials, dimensions, and manufacturing processes. This stage also
involves collaboration with engineering teams to ensure the product is
easily manufactured
6 Market launch After finalizing the design and production processes, the product is
launched into the market. Marketing strategies are developed to promote
the new product and reach the target audience effectively
7 Post-launch Following the product launch, businesses should continuously monitor
Evaluation performance, gather customer feedback, and assess market reception,
which is essential fro future improvements

Challenges in Product Design Innovation

S No Challenge Description
1 Resource Limited budgets and time constraints can hinder the innovation process.
Constraints Companies must allocate resources effectively to balance creativity and
with practicality
2 Market Predicting market trends and consumer preferences can be challenging.
Uncertainty Businesses must remain agile and adaptable to respond to changing
conditions
3 Balancing Striking balance between innovative features and product usability is
Innovation and critical. Highly complex designs can alienate users, while very simplistic
Functionality designs may not meet needs
4 Managing Cross- Collaborating with diverse teams can lead to communication challenges.
Disciplinary teams Clear project management and defined roles are essential for ensuring
alignment and productivity

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Problem Formation, Product Design and Specifications

5 Compliance and Products must adhere to various regulations and industry standards,
Regulation which can complicate the design process. Understanding and
incorporating these requirements early on is vital

CASE STUDIES OF IMPROVED PRODUCT DESIGNS

1. Heinz Ketchup Bottle

Problem with existing Model:
1. Difficulty in getting the last drop of ketchup out of bottle due to
its thick consistency
2. Difficulty in handling and squeezing the bottle with one hand
3. Spread of ketchup along the walls of bottle due to squeezing

Improvement
1. Inverted bottle design making easy to squeeze
2. No spaying and wasting of the ketchup
3. Easy handgrip and no slipping
4. Easy to empty the contents
Outcome
1. Easily handled with single hand
2. Reduced wastage
3. Good appearance
4. Increased user satisfaction
5. Unbreakable material used
6. No risk of damage when children are using

2. Music Player vs. iPoD Shuffle

Problem with existing portable music player:
1. Highly complex features making user confused
2. Difficulty in carrying and securing the device during active working
3. Hard to operate
Improvement
1. iPoD shuffle has sleek and simple design
2. Essential controls for music playback
3. Can be easily attached to a personal wear
4. Reduced complexity, more focus of functioning buttons

Outcome
1. Reduced unnecessary features

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2. Portable and can be easily carried

3. Easy-to use options
4. Sleek design occupying reduced space

Music Player with Blue-tooth iPoD Shuffle – Sleek Design iPoD Shuffle – 6G with touch screen
connection (Original) (Improved design) options (updated design)

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