Setting Product Strategy
Why is product des ign impor tant and what fac tors af fec t good des ign?
Presentation byDivyasree P K
IIT Madras
Design it not just what it looks like and feels like. Design is how it works - Steve Jobs
Design
Matters
KeyDifferentiator in Brand Positioning
DESIGN MIXD
es
ign
in Form
FeaturesPerformance
De
sig
n i
nPerformanceConformanceDurabilityReliabilityRepairabilityStyle
Different designmixes can be successful
Depending on the company and its strategy
Design must evolve with time
Else risk being obsoleteElse risk being obsolete
DESIGNFactors Affecting
•1 •2 •3 •4 •5 •6•1Function
•2User
•3Cost
•4Production
•5Company
•6Aesthetics
•7Fashion
•8Culture
•9Ergonomics
•10Materials
•11Environment
Design varies with functionality
Design varies with the target customer
Tooth powder in sturdy containers, a deviation from toothpaste in plastic tubes, were intended for the
rural market
Design varies with the price that customers are willing to pay for the product
Ferrari Swift Dzire
Continuous production
Design varies with the mode of production
Batch production
Single piece
Design reflects the image of the company
APPLE Inc.
Think different
Emphasis on style and aesthetics cause variation in design
Design varies with fashion
Design varies with culture
Rural markets in India
Averse to black colorRejoice yellow and red, colors of festivity
Design varies with emphasis on ergonomics
Concern for environment causes a variation in design
Classmate notebooks use recycled paper