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OPIM416XIPD5171

Prof. T. Lee The Wharton SchoolSlide 1

Debrief: Updated Opportunity Pitch & Discussion

• Objective: Tournament selection (another round) • Project context: Evaluate and select "winning" (term project) opportunities - Shape of the funnel: 50% survival rate - Filter quality: Population of evaluators - Degree of linearity: Synthesize feedback • Identify promising opportunities • Update existing opportunities • Introduce entirely new opportunities

Prof. Thomas Y. Lee

Operations and Information Management Department

Concept Generation and Selection

OPIM416X | IPD 517: Design and Development of

Web-based Products and Services

OPIM416XIPD5172

Prof. T. Lee The Wharton SchoolSlide 3

Milestone: Needs Analysis Update Opportunity

• Opportunity in the

form of an unmet need.

• Concept to

address the need.

• Identify target

segment.

• Comprehensive

list of needs.

• Identification of

critical, key needs.

• Identification of

latent needs.

• Translate needs to

quantifiable measures.

• List metrics & values.

• Parameters (ideal and

acceptable values).• Core scheme for addressing needs.

• Information

architecture.

• Candidate

concepts

• Reference

concepts and benchmarks

• Selection matrix

• Robust design and

usability.

• Credibility and

authenticity

• Google Analytics.

• Site survey and

search marketing•Naming

• Make/Buy and outsourcing

• Design for X (Infrastructure and

hosting)

• Product and platform

architecture oContent management oSoftware as a Service oData acquisition oMobile vs. Web

Deliverables

Opportunity

pitchHierarchical needsConcept screening/scoringUpdate opportunityUsability/credibility benchmarkingAnalytics and

A/B testingwww.site.com

Prototype siteWireframe/

concept testSEO analysis

Prof. T. Lee The Wharton SchoolSlide 4

OPIM416XIPD5173

Prof. T. Lee The Wharton SchoolSlide 5

Get Explicit: Specifications to Product Concepts

Specifications:

• Precise description of "what" not "how."

•List of metricsand values

• Set parameters (ideal and acceptable values for different metrics) • Measure(s) of success • Selection criteria for differentiating from among candidate concepts

Product Concept:

• Approximate description of the technology, working principles, and form of the product or service. • A concise description of how the product or service will satisfy the customer needs.

Identify

Customer

NeedsGenerateProductConceptsSelect (Test)Product ConceptsEstablishTargetSpecificationSet Final

Specification

Source: Ulrich and Eppinger

Prof. T. Lee The Wharton SchoolSlide 6

Get Explicit: A Development Process

The goal of concept

generation and selection is not to select the best concept.

The goal of concept

generation and selection is to developthe best concept.

The process involves

combining and refining initial concepts to develop better ones!

OPIM416XIPD5174

Prof. T. Lee The Wharton SchoolSlide 7

Step 1. Clarify the Problem: Target Specifications • Define distinct scenariosbased upon users/users - a series of steps to achieve a desired result - the sequence of required information and corresponding actions to satisfy one need, achieve one functional goal. SpecificationsExample:Google "Search" Example: OnlineMusic •Whatinformationis requiredtosatisfya specificneedUserquery,Pagecontent,

LinkstructureSong Titles,Artists,

Performers,Albums,Dates

•Decomposebasedon functional elements (Whatactions/functions areperformed)List"relevant"pages:

Listofpagesranked by

relevanceSelectplaylistbasedupon oneor moreattributes:

Stored, orderedlistof

explicitaudiofiles •Decompose basedon individualneeds(e.g. "adaptstomytastes")Understands search context:Filterresults baseduponsocialnetworkUnderstandssearch context:Filterresults baseduponsocialnetwork •Decomposebasedon user processflowInfercontext:geoͲlocation,

OtherGoogleproductsSpecifyausermode:

Browse,search,broadcast

Prof. T. Lee The Wharton SchoolSlide 8

Step 2. Search

• Interview lead users • Consult experts • Benchmark related products - Netflix or Hulu - Libraries • Vary concept parameters: - Process flow: collect user profile information first or learn user preferences over time - Agency and action: does the user provide data, does the system pre- fetch data from third-party sites - Use metaphor or analogies: "Pandora for cars" or "Kayak for recipes" - Where does the action take place? Server side, client side • Simplest possible solution

OPIM416XIPD5175

Prof. T. Lee The Wharton SchoolSlide 9

Step 3. Refine and Combine (Selection Matrices)

1. Define several alternatives

2. Articulate selection criteria (from among target specifications)

- Select eight-to-ten objectives (e.g. "must-haves" and "latent" needs). - Structure criteria using abstraction principle. Pick level of abstraction that best differentiates the alternatives. - Look for strengths and weaknesses of current solution(s) - Think of consequences of selecting an alternative. Why might they be desirable or undesirable.

3. Weigh (prioritize) the criteria

4. Evaluate alternatives with respect to

- criteria - reference concept/benchmark

5. Compute scores and rank

6. Study causes of variance

7. Combine/improve alternatives (leverage redundancies)

8. Permute independent branches, prune infeasible combinations

Prof. T. Lee The Wharton SchoolSlide 10

User Needs: Online Music

The music player...

plays music I like. is available anywhere. adapts to my preferences. can be used at work *adapts to my mood. can be used at home learns from my actions. goes mobile without a tether. integrates with my existing hardware and sof t keeps the music fresh. *introduces me to new music.accesses my entire music collection. plays music in random sequence. provides access to specific music forever. let's me learn about the music. maintains my privacy. let's me know what other people think of the music. teaches me about the song, artist, label, and/or genre. is affordable. is inexpensive to acquire. lets me control the music.*is inexpensive to use. allows me to specify a desired mood. allows me to listen to specific songs. just works. allows me to listen to specific artists. allows me to listen to specific genres.*plays music at high fidelity. lets me skip songs I don't want to listen to. lets me designate music that should never be played. lets me share music with others. lets me reduce frequency of play of a song. lets me learn about music from others. lets me increase frequency of play of a song. allows me to predetermine a sequence of songs. plays voice/narrative. !lets me easily find and play music I have enjoyed previously. allows speed of play to be adjusted. lets me access voice content easily. plays video content associated with music.

OPIM416XIPD5176

Prof. T. Lee The Wharton SchoolSlide 11

Scenario: University student/employee exercising at the on-campus gym during the peak, evening rush hour. This is a loud/crowded, well-lit facility. The gym is covered by the campus wireless network. The exerciser creates a fixed playlist to match a standard routine. From a desktop, select a specific sequence of songs performed by a selected artists as recorded in a particular album. Playback the music on a portable player, through headphones.

Affordable

• inexpensive to use • inexpensive to acquire

Control

• Allows me to predetermine a sequence • Allows me to listen to specific artists • Allows me to listen to specific songs

Availability

• Can be used at home/work/gym • Goes mobile without a tether • Integrates with my existing hardware • Integrates with my existing softwareUser Needs Metrics Target Minimum

Step 1. Target Specifications: Online Music

Select a

playlistSelect songSelect by artist, song, tracke.g. does a cover count? Is music cost a factor?

Prof. T. Lee The Wharton SchoolSlide 12

Step 2. Search Concepts: Online Music

Affordable

• inexpensive to use • inexpensive to acquire

Control

• Allows me to predetermine a sequence • Allows me to listen to specific artists • Allows me to listen to specific songs

Availability

• Can be used at home/car/gym • Goes mobile without a tether • Integrates with my existing hardware • Integrates with my existing softwareUser Needs Metrics Target Minimum

Select a

playlistSelect songSelect by artist, song, track

OPIM416XIPD5177

Prof. T. Lee The Wharton SchoolSlide 13

Step 2. Search Concepts: Vary concept parameters

• Sequencing or workflow (when actions take place) (e.g. preferences given a'priori as in iTunes selection, or learned over time as in Pandora) • Agency and action (who - user vs. system) does what (does user pick songs, does the system pick songs) • Secret sauce (how something is done - how do you recommend) • Use metaphor/look-and-feel (how does it work: radio station, newspaper ...) - User context (where/when/how does the user interface w/ the product) - Use modes (recommendation mode, ratings mode, etc.) • Outputs: What does the system actually do? (e.g. provide one song, song list, stream) • Inputs: Where does the data come from? (the user, third parties, is this a platform?) • Where does the "action" take place - server side, client side

Prof. T. Lee The Wharton SchoolSlide 14

Concepts

ABCDEFG

(reference)

Selection Criteria

master cylinderrubber brake ratchetplunge stop swash ring lever set dial screw

Ease of handling 0 0 - 0 0 - -

Ease of use 0 - - 0 0 + 0

Readability of settings 0 0 + 0 + 0 +

Dose metering accuracy 0 0 0 0 - 0 0

Durability 0 0 0 0 0 + 0

Ease of manufacture + - - 0 0 - 0

Portability + + 0 0 + 0 0

Sum +'s 2 1 1 0 2 2 1

Sum 0's 5 4 3 7 4 3 5

Sum -'s 0 2 3 0 1 2 1

Net Score 2 -1 -2 0 1 0 0

Rank 1 6 7 3 2 3 3

Continue? Yes No No Combine Yes Combine Revise

Step 3. Refine and Combine: Screening Matrix*

Matrix format from K.T. Ulrich and S.D. Eppinger, Product Design and Development, Third Edition, McGraw-Hill, New York, 2004.

Inexpensive to use

Preset sequence

Specific artists

Specific songs

Existing hardware

Use at gym

Use in car

*In reality, apart from one or two benchmarks, the concepts A - G should be your own concepts, not existing competitors.

They are used

here only for illustration.

Likewise, the

screening scores are not "real."

They illustrate {+

0 - } screening

relative to a reference - in the example, Concept

D, iTunes.

OPIM416XIPD5178

Prof. T. Lee The Wharton SchoolSlide 15

Step 3. Refine and Combine: Scoring Matrix

Concepts

ADFEG+

Master Cylinder Lever Stop Swash Ring Dial Screw+

Selection CriteriaWeight RatingWeighted

Score RatingWeighted

Score RatingWeighted

Score RatingWeighted

Score

Ease of Handling 5%30.15 3 0.15 4 0.2 4 0.2

Ease of Use 15%30.45 4 0.6 4 0.6 3 0.45

Readability of Settings 10% 2 0.230.3 5 0.5 5 0.5

Dose Metering Accuracy 25%30.75 3 0.75 2 0.5 3 0.75

Durability 15% 2 0.3 5 0.75 4 0.630.45

Ease of Manufacture 20%30.6 3 0.6 2 0.4 2 0.4

Portability 10%30.3 3 0.3 3 0.3 3 0.3

Total Score

Rank

Continue? No Develop No No3.10

23.05
32.75
43.45
1

Matrix format from K.T. Ulrich and S.D. Eppinger, Product Design and Development, Third Edition, McGraw-Hill, New York, 2004.

Inexpensive to use

Preset sequence

Specific artists

Specific songs

Existing hardware

Use at gym

Use in car

Prof. T. Lee The Wharton SchoolSlide 16

Representing the concept and workflow

Assign agency to information and action.

• Interface sketch(es)

• Storyboarding to trace specific scenarios

• Function diagram to integrate multiple storyboards • Architecture diagram to identify system elements and information flowquotesdbs_dbs12.pdfusesText_18

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