slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
John A. Bers Associate Professor of the Practice Management of Technology Program Nov. 5, 2003 Vanderbilt University Sch PowerPoint Presentation
Download Presentation
John A. Bers Associate Professor of the Practice Management of Technology Program Nov. 5, 2003 Vanderbilt University Sch

Loading in 2 Seconds...

play fullscreen
1 / 18

John A. Bers Associate Professor of the Practice Management of Technology Program Nov. 5, 2003 Vanderbilt University Sch - PowerPoint PPT Presentation


  • 85 Views
  • Uploaded on

Senior Design Seminar. Building the User into the Development Cycle. John A. Bers Associate Professor of the Practice Management of Technology Program Nov. 5, 2003 Vanderbilt University School of Engineering. Performance – Can our product do what we claim?

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'John A. Bers Associate Professor of the Practice Management of Technology Program Nov. 5, 2003 Vanderbilt University Sch' - morwen


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

Senior Design Seminar

Building the User into the

Development Cycle

John A. Bers

Associate Professor of the Practice

Management of Technology Program

Nov. 5, 2003

Vanderbilt University School of Engineering

what things don t we know about our new product
Performance – Can our product do what we claim?

Applications – What will customers use it for?

Market Awareness/Interest – Do they care?

Receptiveness – Will they accept it?

Preference – Will they prefer it to the competition?

Features – What do customers want from our product?

Pricing – How much are they willing to pay for it?

Compatibility – Will it fit in with the user’s operations?

Impact – What effects will it have on the user’s business?

Reliability – Will our product hold up in the field?

Support – What will it take to support our product?

Timing – When will our product take off?

What things don’t we know about our new product?
the user as a partner and a resource

As a partner/collaborator

  • Studies of User Operations
  • Trials
  • Rapid Prototyping

As a source of information

  • Phone
  • Web survey
  • Interview
  • Focus Group
The user as a partner and a resource
what can you learn from user surveys

Knowledge - What they know, e.g.,

    • about the product category
    • about your company and your product
  • Behavior - What they’ve done, e.g.,
    • purchasing history
    • experience with various products
  • Attitudes - How they feel, e.g.,
    • about you (satisfaction surveys)
    • how you compare to your competition
    • what’s important to them
      • (e.g., price vs. features)
What Can You Learn from User Surveys?
what you probably can t learn from surveys
What You ProbablyCan’t Learn from Surveys
  • Motivations - Why they feel and act as they do
  • Underlying customer business processes
  • Future Behavior
    • intentions and plans
    • behavior expected to depart radically from the past

Beware the question starting with “Would…” !

rapid prototyping
Frequent, low-risk market incursions:

use product itself as a market probe

listen, observe market reaction

vary, recalibrate the product

shoot again

Rapid Prototyping
what you can gain from observation and controlled trials
Actual usage experience that cannot be captured by any other method

Minimize/address “surprises”

Impacts on the user’s business

compatibility with existing operations

unanticipated side effects

measurable business and financial impacts

User input/involvement in the design cycle

What you can gain from observation and controlled trials
implementing rapid prototyping
Implementing Rapid Prototyping
  • Target lead users (early adopters, innovators)

Pre-

Launch

the best prospect for user innovator the lead user
faces needs today that the general market won’t face for months or years

is able to benefit significantly from a solution to those needs

may be an industry opinion leader

(disproportionate influence)

culture open to new technology

The best prospect for user-innovator:the Lead User
examples of lead users
Technology/Industry

Textiles

Financial Services

Composites

Parallel Processing

Retailing Systems

Medical Diagnostics

Law Enforcement

Lead User

Milliken

Citicorp

Air Force

Oil Industry

Wal-Mart

Teaching Hospitals

FBI

Examples of Lead Users...

Best lead user may be outside your industry.

implementing rapid prototyping1
Implementing Rapid Prototyping

Pre-

Launch

  • Target lead users
  • Involve potential users early in the development cycle
  • Make product easy for users to try out
  • Start with peripheral or minor applications (reduce adoption risk)
implementing rapid prototyping2
Implementing Rapid Prototyping
  • Target lead users
  • Involve potential users early in the development cycle
  • Make product easy for users to try out
  • Start with peripheral or minor applications

Pre-

Launch

Post-

Launch

  • Design product for user to modify.
  • Encourage users to share their results with you.
instrumenting the site
Variables to be measured during the trial…

Usage parameters

Who, how, how much

Results

Problems (“surprises”)

Business Impact

Fit within the operations

Impact on the business (ROI)

Ancillary Needs

Related unmet needs

Opportunities for new products, extensions

“Instrumenting” the Site
example of user guided design the hp network advisor

Network

Operations

Managers

Result: information overload

Network

Maintenance

Technicians

Example of User-guided Design:The HP Network Advisor

Users need more

data, reports

Help my users

recover from

crashes

Result:

HP Network

Advisor

exercise taking palm to the factory floor
Product Objective:

Real-time tracking of work-in-process, raw materials, components, inventory

Business Objective:

Catch defects, flag component shortages, keep supply chain taught

Assignment:

What would you want to learn from prospective users?

How would you find it out?

Exercise: Taking Palm to the Factory Floor
benefits of user involvement
Helps establish design objectives

The “who-what-when” of the target market

Guides design tradeoffs

e.g., price vs. features vs. performance

Stimulates discovery of new directions and opportunities

e.g., features, new applications, unsolved problems

Let’s you home-in faster on what market will buy.

Benefits of User Involvement
a spring 04 course to consider mt242 technology marketing http mot vuse vanderbilt edu marketing
If you’re interested in working for a company that is working in the field of your design project…

If you intend to take the project to market…

If you want to develop and refine your skill sets in analyzing technology markets and developing market strategies…

You may use the marketing course project to develop a market analysis and plan for your senior design project.

Only one team member need enroll.

A Spring ’04 course to considerMT242: Technology Marketinghttp://mot.vuse.vanderbilt.edu/marketing/