product design jw salon presentation

Bowen Pan, Ming Wong, and Anson Liang

[email protected]@gsb.stanford.edu

[email protected]

Product Design& Management

What do you want to know about product design?

Product 101 -#1 Listen to your USERS

Session 1: The Myth of Product Management

Session 2: Product Design Cycle and 3 Key Mindsets

Session 3: From Hand Sketch to Product Delivery

Session 4: Product Design - Case Study

Session 5: Product Launch & Marketing - Case Study

Q&A

Session 1:The Myth of Product ManagementAnson & Bowen

We know this ...

Many people think PM as ...

The truth is ...

The center of universe

Product Management

Engineering

Marketing

Sales

Customer Service

Supply chain& logistics

Skill sets required in product management

Engineering ProductLogical Analytical, attention to detail

Problem solving Design

Organized Communication, good listener

Execution Planning, prioritization

product-oriented user-oriented

General Responsibilities

UI/UX design

User requirements

Product spec

Mock-ups Product launch

Product marketing

Engineering spec

Testing

User feedback

Data analytics

Project management

PM: Consumer-facing vs. Enterprise-facing

Consumer EnterpriseShort release cycle

(weekly release cycles)Longer release cycle

(in terms of month, although this is getting shorter with consumerization of enterprise)

Direct user feedback Feedback from users and sales

Quick and dirty turnaround Releases are more polished

Standard metrics Sales driven metrics

Session 2:Product Design Cycle & Three Key MindsetsBowen & Anson

Product Design Cycle1. Data Collection

2 .Spec Definition(consensus building)

3. UI/UX Mocks

4. Rapid Prototypes

5. Release Cycles

1. Data Collection

2 .Spec Definition(consensus building)

3. UI/UX Mocks

4. Rapid Prototypes

5. Release Cycles

Three Key Product Mindsets

#1 - Think users and problems first

Users+

ProblemsProductX

#2 - UX is a process, a funnel

Acquisition

Activation

Retention

Referral

#3 - Measurements & Metrics

Acquisition ● Signup rate● Conversion rate● CTR - Click through rate● CPC - Cost per click ● CPM - Cost per thousand impressions

Activation/Engagement ● DAU - Daily active users● MAU - Monthly active users

Retentionweekly, monthly, quarterly, annual

Referral● # of new users acquired from per

existing user● Virial coefficient

Revenue● ARPU - Annual revenue per user● LTV - Lifetime value

Session 3:From Hand Sketch to Product DeliveryMing Wong

Graphic Source:http://www.behance.net/gallery/Rapid-Hand-Sketching/5332257

http://www.behance.net/gallery/Rapid-Hand-Sketching/5332257

http://www.behance.net/gallery/Rapid-Hand-Sketching/5332257

Speaker Background - Ming Wong

Product Design Portfolio:

- Appliance: - Commercial Beverage Cooler

-Metal & Sheet Metal Work:- Metal Display- Heavy Rack System- CNC Engine Components- Suspension

- Casting- Engine Intake Manifold- Exhaust Manifold- Engine Components

- Plastic- Consumer electronics- Engine - Cold Air Intake- Commercial Beverage Cooler

So…...I am just an engineer not quite within the consumer electronic industry.

But…...I am a type of person you will bump into before you have a physical product to sell.

Typical Product Design Life Cycle

Product Concept- Technical Concept- Design

Engineering + Design for Manufacturing

Prototyping- Ergonomics- Functional- Mock up

Sourcing and Vendor Selection

Manufacturing and Quality Control

Logistic and distribution

Something you can do as an hobby.

Need more and more money coming down this way

Technical Challenge & Limitation

ManufacturabilityComponents availabilityLife spanLife span between serviceHuman factors and ergonomicsPower supplyThermal managementStructural EngineeringSupportive infrastructure

“Product design is like solving a million pieces of puzzle in multiple dimensions”

Clinton Yee Chief engineer Skunk2 Racing

Product Design vs. Engineering vs. Sourcing

Product Design

Engineering Part Sourcing / Manufacturing

- A fa

ncy d

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- Pile

of w

iring

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func

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- 3D

print

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at ca

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be

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- Los

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des

ign/ a

rt ele

men

t

- Nee

d dif

fere

nt d

imen

sion

- Lim

ited

perfo

rman

ce

-Custom parts

- minim

um quantity

- export/import regulation

- trade exclusivity

- Components

- Cost limit

- Time Fram

e

- Manufacturing technology

- Yield Rate- Cost- Raw material availability- Time frame

- Specification- Drawing- Schedule

Engineering vs. Manufacturing vs. Logistic

Engineering Part Sourcing / Manufacturing

- Yield Rate- Cost- Raw material availability- Time frame

- Specification- Drawing- Schedule

Logistic

- Cost

- Shipping size

- Packaging requirement

- Schedule

- Storage requirement

- Sch

edule

- Cos

t- S

tora

ge- P

oint-t

o-po

int tr

ansp

orta

tion

- Cus

tom

limita

tion

- Tar

iff


Product life cycle involve different aspects. Each aspect has different tasks. Different task has different step, time scale, stages, and challenge.

………………..and the world is always full of surprises.


Examples of unexpected: - No nut and bolt can be imported from China to Taiwan, because Taiwan need to protect this industry

- Europe, Japan, and US has different specification for steel

- India has their own size of O-ring (seal) even they use SI unit

- In a lot of American made cars, you can find both Metric and US size bolts and nuts

- Some surface finish coating in US is used on jet fighter, such technology is subjected to export limitation

- Your design may be stolen and patented before you even step into the market

…….someone to turn your design into an appearing, manufacturable, reliable, and cost effective design

Finding Your Vendors

You have a great idea, working prototype to proof the concept and a truck load of $$$$$$$ to burn …………..You still need…………..

…….someone to make a quality product that represents your brand image

…….someone to guide you through all the “pole holes” so that you don’t get tripped over

…….someone and somewhere to find all your need.


- Many of the designer, engineering consultants, and manufactures expose themselves in design magazines and trade shows.

- Many of the magazines and trade show are free.

- All these information can inspire and improve your idea and design


- Designer must has some idea of the manufacturing process. Here are designer in different industries

- Car designer- UI designer- Consumer electronic designer- Appliance Designer

- Design engineers are usually expertised in a few types of products and manufacturing processes. Here are some different field of manufacturing processes or products:

- Wood work- Plastic (injection, blow molding)- Sheet metal forming (Stamp, punch, laser cut, breaking)- Machining (CNC, Water jet, EDM)- Casting- Electronic connection and thermal management- EMC design- Display

Industrial Designer and Engineer

…………..Well!! Just look at their previous work and career portfolio and see if they are the right helper for you.


When the manufacturing introduce themselves, they may say this is what they are...


While this may be what they actually are


Or even just a one-man-band………….

……………. so even a consultant may be helping you to do the sourcing, it may just be a good idea to visit your new vendors first before doing business

Pre-production and Testing

Manufacturing process includes:- Tool making- Worker training- Part manufacturing- Soldering- Assembly- Packaging

- Manufacturing process is very different than the in-house made prototype.- Pre-production products may have a new set of problems never encountered- Debugging the manufacturing process needed.

Example from a friend:

There was a low yield rate problem. Statistic showed that a consumer electronic product made in the PM has a high possibility of having a failing button. After investigation, it was found that greasy fingers of the workers changed the mechanical property of the spring supporting the button……………...

Quality Control

Quality Control (QC) is one of the key for product image. On the other hand, tight QC can result in a low yield rate. This can result in low throughput and high cost. If a QC problem results in a product recall, this can kill a company. Here are the factors that will affect the QC yield rate: - Engineering design - Ergonomic design - Choice of material (e.g. Iphone 5 case chipping) - Choice of packaging and shipping - Technology reliability (e.g. Qualcomm Mirasol Display) - Management (e.g. Kaizen, 5S methodology, ISO:9001)

Iphone has one of the tightest QC process. On the other hand, the glass surface, soft metal frame, and tiny adhered components gave handling and manufacturer a big challenge. Foxconn lost hundreds of millions on the returned iphone behind the low yield rate.

Session 4:Product DesignCase Study Bowen Pan

Case study: LawSpot.org.nz

10 weeks from idea to launch.


● 1 front-end engineer● 1 back-end engineer● 1 designer/product co-founder● 1 business co-founder

Case study: LawSpot.org.nz● We’ve talked about product development.

● But there’s a lot more in a product launch…

● Legal partner (liability underwriting)

● Getting legal volunteers together, 75+ volunteers in 3 weeks.

● Credibility, advisors and patrons (former attorney-general and instigator of the supreme court)

● Distribution, reaching out to stakeholders to ensure it hits the right customers, etc.

Session 5:Product Launch & Marketing Case StudyAnson Liang

3 Types of Launch

#1 - Feature updates / bug fixes

#2 - New major releases

#3 - Cold start - Launching a startup / brand

#1 - Feature updates / bug fixes

● Emails to related users (who reported the bugs)

● Push notifications

● Posts on social networks

#2 - New major release

● Email campaign to 300K users

● Push notifications

● Posts on social networks

● Press release● Media coverage

#3 - Cold start - Launching a startup / brand

It’s NOT a one-day event!

Months of efforts before and after...

Public Relation - PR

Thought leadership e.g. infographics,

Creative marketing campaignse.g. Kickstarter, videos …

#1 premium brand in sales

on Amazon for smartphone portable chargers in 6 months

150+ media coverage in 8 months

Featured on New York Times, NBC, Today Show, CBS, Mashable, Engadget, …

http://www.youtube.com/watch?v=xH2X2wT7xAA

To get this presentation, please visit

http://goo.gl/KAvHef

Thank you!Bowen, Ming, & Anson

http://goo.gl/KAvHef