Customer & Market Research
PRODUCT DEFINITION
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INITIAL PRODUCT DEFINITION FACTORS
In the process of defining the product, the 56 respondents were asked about their experiences of riding a bike on a regular basis. Based on responses, we found 16 stakeholder requirements and included our own business requirements. As per these requirements, we have given customer importance weights and found that the relative weight for the same. We have captured these stakeholder requirements in detail below.
After doing a technical analysis and reading headgear safety standards we found that there are 10 functional specifications, namely size, weight, shock absorption, thermal conductivity, lifetime aesthetic look, strength, peripheral vision, material and projections. We have captured these functional specifications in detail below.
To prioritize our target characteristics, we created a quality function deployment matrix (QFD). For every stakeholder requirement across every functional specification we have given a weight with scale ranging from 1,3 and 9 (1 shows weak relation and 9 implies strong relation and 3 lies in between). An empty cell in the matrix implies that there is no relationship between the customer need and technical requirements.
We benchmarked and gave weights to stakeholder requirements for competitors such as Fend, Closca and Bern.
At the end we have given an importance weighting and relative weighting for our product. We also compared technical specifications for competitors and have given them weights accordingly to arrive at our target requirements.
OUR TARGET REQUIREMENTS
Comfort: Lightweight, Ergonomic, Airflow **
Portable: Size, Weight, Material **
Easy to Maintain: Materials, Lifetime
Reinforces Safety: Durability, Strength, Shock Absorption, Secure
**Priority Against Competitors / Alternatives
STANDARDS WE MUST MEET
Our solution must allow existing helmets to meet Helmet Standard Performance Tests, which include:
Impact Attenuation Test
Penetration Test
Retention System Standards
Configuration Standards
FUNCTIONAL TRADEOFFS TO CONSIDER
Weight ↔ Strength
Comfort ↔ Durability
Shock Absorption ↔ Thermal Conductivity
VIEW STAKEHOLDER REQUIREMENTS DETAILS
Easily Portable - It should be hassle free to carry it in a bag or should have a provision for it to attach it to the bike. That way it is not cumbersome to take it around.
Durable - The structure should be strong enough to bear accidental impacts and protect the user.
Maintainable - Material should be such that it can be easily cleaned without compromising on hygiene.
Aerodynamic - Thoughtfully designed shape should be sleek and slender to not cause obstruction while riding.
Airflow - It should allow airflow streamline through it to avoid perspiration.
Ergonomic Design - Form should allow the user to easily use it - putting it on and taking it off.
Securable on Head or Helmet - The fit should be firm at the same time it should be comfortable.
Fits in an Average Size Bag - The form should be such that it fit in a medium size backpack easily.
Biodegradable - The materials used in it should be renewable and should have minimum to no carbon footprint.
Lightweight - The weight should be optimum, the user should not feel bogged down by its weight.
Price Point - Its price in the market should be competitive to encourage users to buy.
Short Setup Time - Its fastening should be quick and easy without much hassle.
Available in Sizes - The product should come in sizes to accommodate people with different needs.
Safety - With all the above mentioned requirements, there should be no compromise on safety.
Aesthetically Appealing - Its design and form should fascinate users to buy and use it.
Price - To meet business requirements, the solution must be priced high enough to cover the cost of materials but low enough that it is adoptable and accessible to everday common commuters. We will measure this through willingness to pay via a conjoint analysis.
VIEW FUNCTIONAL SPECIFICATIONS DETAILS
Size - The technical specification comes from ANSI Z90.4 test standard that describes the appropriate size for an average size human.
Weight - Referred to the ANSI standard to derive the specifications. The design should meet these requirements. It correlates strongly with material
Shock Absorption - The product should withstand Impact testing criteria in order to be safe to use and comes under requirements.
Thermal Conductivity - Heat dissipation is another important functional requirement of a headgear as it allows the user to use it for a longer time with ease.
Lifetime - The product should withstand a crash and should be durable to save the customer at the time of accident.
Aesthetic Look - The product should be appealing and attractive to the customer to have a greater market share.
Strength - The strength requirement comes from the impact attenuation test analysis, penetration test and retention system as per the standards. It correlates strongly with material, lifetime and shock absorption.
Peripheral Vision - This metric too comes from ANSI Z90 standard that states importance to visibility of rider at bike.
Material - It is an important feature that correlates strongly with weight, thermal conductivity, Lifetime, strength.
Projections - These are the constructional requirements that are driven from ANSI standards.
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