Designing a product that can be sold is an art and an science. The art of product design –the act of creating a new product that a company intends to sell to its clients is a process which involves many steps. It results in multiple variations of a concept or concept, and then refined into a final design. The main goal of this process is to produce an item that blends design and function, and transforms the concept into a tangible object that can be then sold to the consumer.
Prototyping of a New Product
The project of designing a product could be launched either as a response to a need or issue or as a blank space to develop something completely new. In the first instance, there could be an unmet customer demand that’s not being fulfilled or a problem with sales declines in the particular product line that requires attention.
In the other scenario, individuals are usually focused on the next breakthrough or big idea — something that could rejuvenate a company’s portfolio of products. The process is usually the same no matter what initiates it. The only different is that brainstorming for a solution must be specific to the area when compared to an empty slate, any ideas may be valid.
Process of Designing Products
The process of product design starts with innovation: the collection of fresh ideas that result from brainstorming sessions that is where there aren’t alternatives and all possible solutions are on the table. The ideas are then put through a review process where knowledgeable experts will be able to evaluate the ideas by assessing their feasibility in terms of risk, potential benefits, and appeal as well as other metrics that you would like to use.
The final decision is made by the company’s board of directors, the executives or the upper management. Most often, multiple initiatives are chosen to advance on to the next phase, which is the design and development of a prototype product. The prototypes are analyzed and then revised based on feedback. This cycle continues until the finished product is judged to be optimal.
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Methodologies for Designing Products Design
There are a number of methods to conceptualize this process and the best approach for a business will be based on its products goals, markets, and products. There are several methods to transform concepts into tangible products. Larger companies might even develop their own design concepts based on past successes.
Proposals for Product Design
There are a variety of things to take into consideration during the process of designing a product and, even during the time of brainstorming, being aware of these aspects is essential.
Customer expectations: The client has certain expectations with regard to quality, safety in the workplace, reliability, lifespan and more. Any item that becomes an item must be able to meet these standards from the beginning.
Production capability: In case of a tangible product the existing production plant structure must be able to produce the item. For intangible services or systems the infrastructure in place need to be able to bring them into existence. This may require capital investments.
Material availability The business will require to have stable, reliable suppliers of the raw materials required. All new streams of raw materials must be verified in order to guarantee quality.
Cost and cost The buyer should have an understanding of the expected cost of producing the product as the price that it is sold. Comparing the cost with competitors will help to refine the design.
The impact on the portfolio of products The effect on the product portfolio is that new products can “cannibalize” sales for existing products. Customers that are already buying the product decide to move onto the new line, leaving the original product unassailable. The business must consider the effect of the new product’s introduction on future sales and production, and adjust the mix accordingly.
The brand of a company that has taken time to establish a company image in the minds of consumers will expect any new product to reflect the expectations of this image. For instance, a business that is well-known for its environmental consciousness should consider whether new products will help create that image , or if they counteract it.
Design of the Product is crucial.
It can appear as if the process of designing a product is too complex and difficult, and business owners might consider reducing it in order to get their product out there quickly. But good design can make the difference between successful product launch and failure.
The design of a good product should be innovative and practical and the benefits of a great design can’t be overstated. It’s important to make sure the product is innovative or different, and also that what it does is useful for the typical consumer.
These two pieces work hand-in-hand A research team might provide 10 fresh ideas for the product but these suggestions don’t have the goal of creating a product that is functional to make people want to buy it, then they won’t become good products. Not all innovations become new products. The focus needs to be on the customers’ needs and desires.
Quality and Design of the Product
Good product design also considers the quality of the product. What aspects will signal quality to the buyer when they purchase and over the lifetime that the item will last? This can mean that even its aesthetics are a crucial aspect of its design.
The durability and reliability are an aspect of quality and should be considered during the design process. What is the expected lifespan? Is it a year or 10 years? These are all aspects which will be of value to the buyer and have to be expressed within the design of the product.
A Pathway From Concept to Purchase
The product design process is vital because it’s a process that connects the new concept and the customer’s purchase. Simply having a brand new concept isn’t the only thing. The product must be attractive to the buyer with a price that reflects its value and has to be able to explain to the customer the benefits it provides over alternatives.
This is why the design process can go through multiple iterations. Teams evaluating the product idea from all these perspectives and then using those suggestions to further evolve your idea is the best method to smooth the edges and produce you get the best product at the final stage.
Product Design to meet Global Markets
Businesses that are operating in multiple markets must also consider within this process: There is no one-size-fits-all solution in the global market. Global markets are diverse due to several reasons. Different values, different cultures economic states, logistics and laws can mean that an item that does well within the United States might fail in Europe.
The business must be aware of the various expectations that different regions have and must provide solutions that can meet the diverse requirements. It is not a good idea for a company to have hundreds of various options in their product selection because that level of complexity is costs and is rarely successful.
The globalization of products usually starts with selecting the platform of choice and then offering variations of the base product to suit different market segments. This provides a balance of the streamlining of the process and the customization that allows for easier access to research and development and the manufacturing plants. The company then can be known worldwide for the product, enhancing its brand image. Additionally, it is able to deliver different versions of the product based on the regional needs.
Product Localization Strategies
Localization of the product involves looking into the markets in the region to determine what key characteristics are important to that market. Local competition will be different according to region, which can alter the way in which the product is advertised. Certain regions might be more expensive to import goods, which may affect pricing of the product.
Customer needs will certainly vary For instance it is possible for a company to develop an entirely new tire that has improved durability. Customers in Russia would expect the tire to offer good traction on ice, but this is not likely to be an important consideration for customers in Brazil. Therefore, the company could create different versions of the sturdy tire to accommodate regions that have different weather conditions.
A fast food company looking to develop a new global product might provide something unique in areas that are predominantly Muslim and where pork is not permitted. The regions will have their unique demands, preferences and wants.
Global Marketing Strategies
At the very end of the development process is the launch of the new product, and a crucial part of that is marketing. An effective marketing strategy will ensure that customers are aware of the new offerings, the benefits it brings and the way it can add value. For a company designing products that will be sold in foreign markets the marketing strategy should consider how to present a cohesive message on the product and still highlight regional requirements.
Strategies for global marketing of new products must always include the following elements:
Brand names that are uniform This allows the brand to have a consistent message, regardless of the location of sale.
Similar packaging: This eases production since every region will receive identical packaging, regardless of the location.
Like products fits the core strategy for the product. The products sold will be regionalized variants of the same product instead of totally different products for each area.
Standardized advertisements: Although advertisements will have to be tailored to different media and languages, the concept behind them should be the same so that the same advertisement about the brand is able to be seen wherever the consumer sees it.
Price synchronization: Creating equal pricing in a global market is not likely to work since nations have their own import, tariff, taxing and fees as well as their own financial marketplace. However, synchronizing the pricing will mean that prices will be comparable, and any modifications should take place in all areas simultaneously.
Launches coordinated by product launch The product will enter all of the global markets simultaneously and be available to all customers at the same time.
Sales campaigns should be aligned: The sales strategy will require localization, but the overall campaign should be coordinated so that all the pieces are in sync.
Continuous innovation and improvement
Every business must innovate and change in today’s rapid changing market, which means the creation of innovative products should be a continuous process in the company. The key to product development is to pair new ideas with the needs of customers, developing a new market, while staying within the limitations of production capabilities currently in place, available capital and the company’s brand and image.
In a global marketplace the process of designing a product can get complicated by the various requirements of different regions, cultures and nations, but the core of the process remains the same: delivering an innovative product that is appealing to the consumers you want to target.
The best method to ensure a product will be effective and profitable globally is to take these considerations at an early stage of the design of the product, making sure that there is a fundamental concept for the product that can be utilized anywhere in the world, understanding modifications that need to take place to both the design and to the marketing scheme based on localization and ensuring that the message is consistent about the product, which has been altered for each market.