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Case studies

Case studies. ...in failed embodiment design Prof. Dr. Christos Spitas. Q: What is the rate that new products fail ?. For every seven new product ideas, about four enter development, 1.5 are launched, and only one succeeds (Cooper, 2011). Challenges in Product Development.

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Case studies

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  1. Case studies ...in failed embodiment design Prof. Dr. Christos Spitas

  2. Q: What is the rate that new products fail? For every seven new product ideas, about four enter development, 1.5 are launched, and only one succeeds (Cooper, 2011).

  3. Challenges in Product Development • 1/9: Burger King Pokemon container • Massive original success • Turned out that hemispherical halves posed suffocation risk • Product recall • Challenge: Safety!

  4. Challenges in Product Development • 2/9: Breakfast mates • Did not deliver ‘on-the-go’ promise (cold milk?) • Poor packaging ergonomics • Challenge: Usability! • Challenge: Ergonomy!

  5. Challenges in Product Development • 3/9: Cosmopolitan yoghurt • Poor customer acceptance • Off the shelves in 18 months • Challenge: Brand identity consistency!

  6. Challenges in Product Development • 4/9: DeLorean car • Unusual & pioneering design • Company failed after two years and horrific sales, less than 9000 units produced • Back to the future cult item • Challenge: Market relevance!

  7. Challenges in Product Development • 5/9: Space shuttle • Risks addressed through inspections & rules • Gasket failure at low temperature during lift-off • Catastrophic failure • 32-month stop • Challenge: Robustness!

  8. Challenges in Product Development • 6/9: Apple Lisa • Pioneering GUI • High-quality • Cost 50M$ in hardware and 100M$ in development • Sold only 10,000 items, brought 100M$ • Challenge: Cost-price!

  9. Challenges in Product Development • 7/9: Apple III • Misplaced involvement by marketing department in product engineering • Unusable upon release • Pulled and rereleased 1 year later • Challenge: Qualified process ownership!

  10. Challenges in Product Development • 8/9: BiC safety lighter • Forcing functions impair usability • Child safety bypass gets the most Google hits! • Challenge: Quality of ideas! • Moderation in the use of design means!

  11. Challenges in Product Development • 9/9: Itera all-composite bicycle • Volvo, tech-push • Failures non-serviceable • Incompatible to other bicycles • Production ended after 30,000 items, stock sold to Caribbean • Challenge: Context-relevance!

  12. context relevance Product Engineering The rest of the context/ world robustness quality of ideas The product cost-price The business market relevance Safety usability, ergonomy qualified process ownership brand identity consistency The human

  13. Challenges • Product Engineering is a subset of product development. • Challenges, as explored previously, give rise to the need for systematicproduct engineering • Advanced Embodiment Design systematises product engineering, aiming to increase its success rate by maximising impact of prior knowledge, time, human and other resources (i.e. computing/ product validation possibilities)

  14. context relevance Quiz: Who was paying attention? B C robustness Q: What challengesexist in product development? quality of ideas A F cost-price E computational speed market relevance Safety G D usability, ergonomy qualified process ownership I brand identity consistency H J

  15. context relevance Quiz: Who was paying attention? B Q: Which challengespertain to embodiment design? C robustness quality of ideas A F cost-price E computational speed market relevance Safety G D usability, ergonomy qualified process ownership I brand identity consistency H J

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