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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?
Building the User into the
John A. Bers
Associate Professor of the Practice
Management of Technology Program
Nov. 5, 2003
Vanderbilt University School of Engineering
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?
Beware the question starting with “Would…” !
Impacts on the user’s business
compatibility with existing operations
unanticipated side effects
measurable business and financial impacts
User input/involvement in the design cycleWhat you can gain from observation and controlled trials
is able to benefit significantly from a solution to those needs
may be an industry opinion leader
culture open to new technologyThe best prospect for user-innovator:the Lead User
Result: information overload
TechniciansExample of User-guided Design:The HP Network Advisor
Users need more
Help my users
Real-time tracking of work-in-process, raw materials, components, inventory
Catch defects, flag component shortages, keep supply chain taught
What would you want to learn from prospective users?
How would you find it out?Exercise: Taking Palm to the Factory Floor
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
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/