DETERMINING CUSTOMER NEEDSSome ways to determine needs…Another way to determine needs…Gathering customer informationDepth interviewsSurveysObservationsFocus groupsWhat to do with the information…Are you done?The bottom line…IDENTOPPGATHER INFODEFINE PROBLEMGEN CONCEPTSSCREEN CONCEPTSIMPLEMENT HANDOFFDETERMINING CUSTOMER NEEDSAs practiced in ME4054(Ref: Chap. 4, Ulrich & Eppinger text)Some ways to determine needs…• My advisor said, “Do it this way”• Marketing said, “Here are the specs”• Team member Sam said, “Gosh, I would buy one!”Another way to determine needs…• Determine who the customers are• Determine what information should be gathered from customers• Determine how that information should be gatheredAnd then, translate that information into product requirements and engineering specificationsGathering customer information• Depth interviews• Surveys• “On the job” observations• Focus groupsGather and report raw data, no interpretations….yet!Depth interviews• Great for getting lots of info quickly• Can go into the “why”• Have an interview script…clear with team and with advisor• Take notes…of everything, not just what you want to hear…record direct quotes• Can be hard to schedule• Be mindful of people’s time• Do over telephone or in personSurveys• Hard to create a good questionnaire• Keep it short• Minimize essay questions (interview instead)• Need large N for quantitative data• Screen respondents…you want the right sample• Mail surveys…time scale wrong for ME4054• Web surveys…only if you direct people to itObservations• GREAT method!• Be a “fly on the wall”• Observe environment where design will be used• Take notes• Best way to understand the user• Important for engineers to observe…and not simply rely on what others sayFocus groups• Generates group discussion• Can resolve conflicting views• More than just getting people together• Needs a skilled moderator • Sometimes done in special facility with 1-way mirror and design team watching• Requires planning, scheduling• Logistics challenging for 4054 projectWhat to do with the information…• Collect information as raw data, do not interpret as you take notes• See text for some great methods to organize and translate raw data into info you can use to design your product• Always check info against your common senseAre you done?• After you have a concept, or a prototype, get reaction from customer(s)• Bring the prototype or drawingGathering info from customer is a continuous processThe bottom line…It makes no sense to create a design that nobody other than the design team
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