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Developing Products
That Will Perform
Jonathan Prince
What Are We Talking About?
• How good development processes
enhance performance
• Design process overview
• Other major contributors
• The kiwi advantage
How does a good development
process enhance performance?
It’s All About Value!
1. Improves innovation/design/engineering
2. Directs focus on the customer need
3. Reduces development cost
4. Reduces time to market
Increase The Bottom Line
Late to Market
Lost revenue
1 2 3 4 5
Volumes/ Sales
Time
Time To Market
The Facts
“Products that come to market six months
late but on budget will earn 33% less profit
over five years…
In contrast, coming out on time and 50%
over budget cuts profits by only 4%”.
- McKinsey and Company
1. Improves innovation/design/engineering
2. Directs focus on the customer need
3. Reduces development cost
4. Reduces time to market
5. Improves product quality
Increase The Bottom Line
It’s All About Value!
The Development Process:
Getting it wrong and
Getting it right
Low & behold –We haven’t meet expected ROI!
Project goes back through the Design loop
Review becomes a ‘That’s not what I meant’ scenario
Physical models created
Team jumps straight into design – Interprets needs
Project identified – Needs based on perceptions
A Common Little Gem
Death Spiral Down to Hell!
Bugger!
• Increased labour, material cost
• Project gets axed
• Increased time to market
• Doesn’t address customer
needs
• Costly rework
• Lost opportunity cost
Significantly
Reduced
Returns
Production
Standard Stage Gate Process
Concept
design
Detail
design
Feasibility
study
Pre Production
Clear design brief
Stakeholder reviews
Design
brief
Project Scope Common start point
Robust Development Process
Design Brief – Why Bother?
• All parties know exactly what’s being designed - and
WHY!
• Prevents project from going off track
– Keeps team focused
• Product features are clearly identified and agreed
• Ensures project is:
– Well researched
– Well understood
– Relevant to the market need
Core Document – Absolutely key to project success
Other Major Contributors
Oi! You Two…Play Nice!
• Collaboration is King
– Cross functional teams
– Industry experts
– Hard & fair customers
– Leverage Suppliers early
• Creative culture
– No Egos
– Being open and honest is
expected
– Make it FUN!
Virtual Prototyping?
Nah, I’ll just whip one up!
• Stress Analysis
– Understand loads/ forces early
– Remove unnecessary weight/ material
• Flow Analysis
– Can it be made?!
• CAM – Machining
– Complex geometries with ease
• Rapid Prototyping
– Visualisation
– Check fits
Embrace Technology
How Hard Can It Be?
• Feller/De-limber
• $150k per unit
• Failing in the field
• Analysed for failure
• And then we checked it in the field!
Lucky?!
• $1/4M prototype
• 25 Year life
• 10 Million cycles
• 3 month test cycle
• Right first time!
Get it right, before you cut steel!
The Kiwi Advantage:
You bet we can fly!
• Source of fresh ideas:
‘Unencumbered thinkers’
• Collaborative, driven,
dynamic
• Constrained resource,
big ambitions
Adventurous and pioneering
Summary
• Implement a robust development process
• Develop a design brief template - do your
research!
• Create a culture of innovation
• Leverage technology
• Persevere - design creates a unique
profile for NZ companies
Innovate or Die!

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Developing Products That Will Perform

  • 1. Developing Products That Will Perform Jonathan Prince
  • 2. What Are We Talking About? • How good development processes enhance performance • Design process overview • Other major contributors • The kiwi advantage
  • 3. How does a good development process enhance performance?
  • 4. It’s All About Value! 1. Improves innovation/design/engineering 2. Directs focus on the customer need 3. Reduces development cost 4. Reduces time to market Increase The Bottom Line
  • 5. Late to Market Lost revenue 1 2 3 4 5 Volumes/ Sales Time Time To Market
  • 6. The Facts “Products that come to market six months late but on budget will earn 33% less profit over five years… In contrast, coming out on time and 50% over budget cuts profits by only 4%”. - McKinsey and Company
  • 7. 1. Improves innovation/design/engineering 2. Directs focus on the customer need 3. Reduces development cost 4. Reduces time to market 5. Improves product quality Increase The Bottom Line It’s All About Value!
  • 8. The Development Process: Getting it wrong and Getting it right
  • 9. Low & behold –We haven’t meet expected ROI! Project goes back through the Design loop Review becomes a ‘That’s not what I meant’ scenario Physical models created Team jumps straight into design – Interprets needs Project identified – Needs based on perceptions A Common Little Gem
  • 10. Death Spiral Down to Hell!
  • 11. Bugger! • Increased labour, material cost • Project gets axed • Increased time to market • Doesn’t address customer needs • Costly rework • Lost opportunity cost Significantly Reduced Returns
  • 12. Production Standard Stage Gate Process Concept design Detail design Feasibility study Pre Production Clear design brief Stakeholder reviews Design brief Project Scope Common start point Robust Development Process
  • 13. Design Brief – Why Bother? • All parties know exactly what’s being designed - and WHY! • Prevents project from going off track – Keeps team focused • Product features are clearly identified and agreed • Ensures project is: – Well researched – Well understood – Relevant to the market need Core Document – Absolutely key to project success
  • 15. Oi! You Two…Play Nice! • Collaboration is King – Cross functional teams – Industry experts – Hard & fair customers – Leverage Suppliers early • Creative culture – No Egos – Being open and honest is expected – Make it FUN!
  • 16. Virtual Prototyping? Nah, I’ll just whip one up! • Stress Analysis – Understand loads/ forces early – Remove unnecessary weight/ material • Flow Analysis – Can it be made?! • CAM – Machining – Complex geometries with ease • Rapid Prototyping – Visualisation – Check fits Embrace Technology
  • 17. How Hard Can It Be? • Feller/De-limber • $150k per unit • Failing in the field • Analysed for failure • And then we checked it in the field!
  • 18. Lucky?! • $1/4M prototype • 25 Year life • 10 Million cycles • 3 month test cycle • Right first time! Get it right, before you cut steel!
  • 19. The Kiwi Advantage: You bet we can fly! • Source of fresh ideas: ‘Unencumbered thinkers’ • Collaborative, driven, dynamic • Constrained resource, big ambitions Adventurous and pioneering
  • 20. Summary • Implement a robust development process • Develop a design brief template - do your research! • Create a culture of innovation • Leverage technology • Persevere - design creates a unique profile for NZ companies