Introduction

This chapter discusses the conversion of the conceptual level into an operational reality during the Design and Development Phase of the new-product development (NPD) process. It bridges the chasm between intended functions, features, and benefits from the market perspective with the physical and psychological aspects of the new-product architecture. Product design is the process of defining and creating the product attributes necessary for meeting customer and stakeholder expectations. Design and development include the full package of the requirements to commercialize the new product, including technical design, marketing, production, and financial implications.

The Design and Development Phase translates customer needs and the intentions of the concept into design specifications and technical instruments to create a producible and marketable product. It involves the concurrent development of the product architecture with marketing, production, and financial functional programs. The Design and Development Phase includes the following essential elements and learning objectives:

• Positioning the new product in the light of market realities and building flexibility into the process.

• Reaffirming the proper product attributes and understanding the functions and benefits from the perspective of customer and stakeholder needs and wants.

• Ascertaining the critical driving forces pertaining to customers, stakeholders, supply networks, related industries, the infrastructure, and competitors.

• Building an effective and integrated design process that leads to successful commercialization.

• Choosing the right marketing programs for the introduction of the product.

• Selecting the best means for producing and delivering the product to the market.

• Managing the financial implications to ensure that the product is and remains viable.

The Design and Development Phase, therefore, includes designing the product, selecting the marketing programs, determining the production and delivery methods, and understanding the financial implications.