C3.1 Product analysis and evaluation

Introduction

Product analysis benefits all stakeholders involved in product development. By examining existing products, identifying strengths and weaknesses, and understanding consumer needs, designers, engineers, manufacturers, and marketers can make informed decisions to drive innovation and improve product performance. This comprehensive approach ensures that future products are not only functional and efficient but also meet the evolving needs of the market.

Guiding Question

How does product analysis and evaluation inform various stakeholders and aid in a product’s future development?

Product analysis is vital for understanding products, identifying strengths and weaknesses, and informing future development. This process benefits various stakeholders, including designers, engineers, manufacturers, marketers, and retailers. Product analysis informs all stakeholders about a product's current state and future potential. It helps identify unmet needs, optimize functionality and performance, and drive innovation.

For designers and engineers, analyzing products helps spot areas for improvement and innovation. For instance, analyzing a traditional vacuum cleaner might lead to the development of a compact, cordless model with smart features.

Manufacturers and production teams can use product analysis to optimize material choices, assembly processes, and reduce costs. For example, reverse engineering a high-end coffee maker could inspire more efficient production methods or the use of alternative materials.

Marketers and retailers can leverage product analysis to understand consumer preferences, identify unique selling points, and effectively position products. The invention of the inverted umbrella, which addresses the issue of water dripping, is an example of how product analysis can lead to innovative solutions and unique marketing angles.

Korean

제품 분석은 제품을 이해하고 강점과 약점을 파악하며 향후 개발을 위한 정보를 제공하는 데 매우 중요합니다. 이 프로세스는 디자이너, 엔지니어, 제조업체, 마케터 및 소매업체를 포함한 다양한 이해 관계자에게 혜택을 줍니다. 제품 분석은 모든 이해 관계자에게 제품의 현재 상태와 미래 잠재력에 대한 정보를 제공합니다. 이는 충족되지 않은 요구를 파악하고 기능과 성능을 최적화하며 혁신을 주도하는 데 도움이 됩니다.

디자이너와 엔지니어의 경우, 제품 분석은 개선 및 혁신 영역을 발견하는 데 도움이 됩니다. 예를 들어, 기존 진공 청소기를 분석하면 스마트 기능을 갖춘 소형 무선 모델을 개발할 수 있습니다.

제조업체 및 생산 팀은 제품 분석을 사용하여 재료 선택, 조립 공정을 최적화하고 비용을 절감할 수 있습니다. 예를 들어, 하이엔드 커피 메이커의 리버스 엔지니어링은 보다 효율적인 생산 방법이나 대체 재료의 사용에 영감을 줄 수 있습니다.

마케터와 소매업체는 제품 분석을 활용하여 소비자 선호도를 이해하고, 독특한 판매 포인트를 파악하고, 제품을 효과적으로 포지셔닝할 수 있습니다. 물 떨어짐 문제를 해결한 인버티드 우산의 발명은 제품 분석이 어떻게 혁신적인 솔루션과 독특한 마케팅 각도로 이어질 수 있는지를 보여주는 예입니다.

Chinese

产品分析对于理解产品、识别优势和劣势以及为未来的发展提供信息至关重要。这个过程使各种利益相关者受益，包括设计师、工程师、制造商、营销人员和零售商。产品分析向所有利益相关者通报产品的当前状态和未来潜力。它有助于识别未满足的需求，优化功能和性能，并推动创新。

对于设计师和工程师而言，分析产品有助于发现改进和创新的领域。例如，分析传统吸尘器可能会导致开发具有智能功能的紧凑型无线模型。

制造商和生产团队可以使用产品分析来优化材料选择、装配过程并降低成本。例如，对高端咖啡机的逆向工程可以启发更有效的生产方法或使用替代材料。

营销人员和零售商可以利用产品分析来了解消费者偏好，识别独特的销售点，并有效地定位产品。倒置雨伞的发明解决了滴水问题，是产品分析如何导致创新解决方案和独特营销角度的一个例子。

C3.1.1: Product analysis and evaluation is a process that involves examining a product to determine its strengths and weaknesses, and to identify opportunities for improvement.

Guidance: You should be able to discuss the purpose of a product analysis exercise and why it is important for product design development.

Product analysis and evaluation is a fundamental process in the field of design, serving as a critical first step in the journey of product improvement and innovation. This systematic examination of existing products provides designers with invaluable insights that inform future development decisions.

The primary purpose of a product analysis exercise is to gain a comprehensive understanding of a product's strengths and weaknesses. This involves a detailed examination of various aspects such as functionality, usability, aesthetics, materials, manufacturing processes, and market positioning. For instance, when analyzing a kitchen blender, designers might assess its motor power, blade design, container material, control interface, and overall ergonomics.

In essence, product analysis and evaluation act as a bridge between existing products and future innovations. The insights gained from thorough product analysis provide designers with a clear roadmap for creating products that are not just incrementally better, but potentially revolutionary in meeting user needs and market demands.

By conducting such an analysis, designers can:

Product analysis supports innovation by:

Identify areas of excellence: Recognizing what works well in a product helps preserve successful features in future iterations. For example, a blender's durable glass container might be identified as a strength to maintain.
Pinpoint weaknesses: Uncovering shortcomings guides improvement efforts. The blender's control panel might be found to be confusing for users, indicating a need for redesign.
Discover improvement opportunities: Analysis often reveals untapped potential or unmet user needs. Designers might realize that adding a pre-programmed smoothie function could enhance the blender's appeal.
Understand market positioning: Comparing the product to competitors helps identify unique selling points or gaps in the market.

Informing design decisions: Insights from analysis guide designers in making informed choices about which features to improve, add, or remove.
Preventing repetition of past mistakes: By understanding existing weaknesses, designers can avoid replicating problematic aspects in new designs.
Inspiring innovation: Recognizing limitations in current products can spark creative solutions. For example, analysis of traditional vacuum cleaners led to the development of bagless models.
Aligning with user needs: Through analysis, designers gain a deeper understanding of how products are actually used, ensuring new designs better meet user requirements.
Optimizing resources: By focusing improvement efforts on identified weaknesses, companies can allocate their design and manufacturing resources more efficiently.

C3.1.2: As part of the product analysis process, a product might be tested and information gathered from a range of stakeholders.

Guidance: You should be able to identify the various stakeholders, such as manufacturers and engineers that will help in any future development of a product.

Product analysis is a collaborative process that benefits greatly from the input of various stakeholders. Each stakeholder brings unique perspectives and expertise that can significantly influence the future development of a product. Identifying and engaging these stakeholders is crucial for a comprehensive analysis and successful product evolution.

For our purposes, we will focus on two categories of stakeholders; Manufacturers and Engineers, though there are many others.

Stakeholders: Manufacturers

Role: Offer expertise on production processes, material availability, and cost considerations.
Example: A plastic injection molding specialist could advise on the feasibility and cost-effectiveness of different design options for a product's casing.

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Stakeholders: Engineers

Role: Provide technical expertise on functionality, performance, and safety.
Example: An electrical engineer could assess the power efficiency and safety features of an electronic device.

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Other types of stakeholders are listed at the right.

Depending on the design context, different types of stakeholders might be included or considered in the design process. Also, stakeholders might be brought in at different stages of the design process.

Other stakeholders

End Users
- Role: Provide insights into real-world usage, preferences, and pain points.
- Example: For a kitchen appliance, home cooks could offer feedback on usability and desired features.
Marketing Teams:
- Role: Offer market insights, competitive analysis, and branding considerations.
- Example: Marketing professionals could provide data on consumer preferences and market positioning for a new line of outdoor gear.
Maintenance and Repair Professionals:
- Role: Offer insights into product durability, common failure points, and ease of repair.
- Example: A bicycle mechanic could provide valuable input on the serviceability of a new bike design.
Accessibility Specialists:
- Role: Ensure the product is usable by people with diverse abilities.
- Example: An accessibility expert could evaluate the interface of a home appliance for users with visual impairments.

C3.1.3: A SWOT analysis is a standard product analysis tool that is be used to identify a product´s strengths, weaknesses, opportunities and threats.

Guidance: You should be able to analyse a product using SWOT analysis based on function, performance, usability, features, and materials.

SWOT analysis is a technique for evaluating existing products and guiding future innovations. This framework allows designers to assess internal factors (Strengths and Weaknesses) and external factors (Opportunities and Threats) that impact a product's success in the market.

The examples and descriptions of SWOT include a reference to designing and developing a chef's knife.

Check out the description of developing the ErgoChef knife here.

A SWOT Analysis consists of four parts, or areas of focus:

Strengths:

Strengths are the internal positive attributes of a product. These are areas where the product excels and provides value to users

.When identifying strengths, consider:

Unique features that set the product apart
Quality of materials and construction
Brand reputation and customer loyalty
Patented technologies or designs
Ergonomics and user-friendliness

Example: For a high-end chef's knife, strengths might include:

Premium steel that holds a sharp edge
Ergonomic handle design for comfort during extended use
Balanced weight distribution for precise cutting
Reputation of the brand among professional chefs

Weaknesses:

Weaknesses are internal factors that put the product at a disadvantage. These are areas that need improvement or limit the product's success.

When assessing weaknesses, look for:

Design flaws or functional limitations
High production costs
Outdated technology or materials
Poor durability or reliability
Complicated user interface

Example: For the same chef's knife, weaknesses could include:

High retail price limiting market reach
Requires frequent sharpening
Not dishwasher safe, requiring hand washing
Limited versatility for non-professional users

Opportunities:

Opportunities are external factors that the product could exploit to its advantage. These are often related to market trends, technological advancements, or changes in consumer behavior

Opportunities for a product might include:

Emerging markets or customer segments
New technologies that could enhance the product
Changes in lifestyle or work patterns
Gaps in competitor offerings
Evolving regulatory landscape

Example: Opportunities for the chef's knife might include:

Growing interest in home cooking and gourmet food preparation
Potential for a line of complementary kitchen tools
Expansion into culinary education markets
Development of a knife care and sharpening service

Threats:

Threats are external factors that could potentially harm the product's market position or viability. These are often beyond the direct control of the design team but need to be considered.

When considering threats, look for:

Intensifying competition
Changing consumer preferences
Economic downturns affecting purchasing power
New regulations or safety standards
Technological disruptions

Example: Threats to the chef's knife could include:

Increasing popularity of multi-purpose kitchen gadgets
Rising costs of premium steel affecting profit margins
Growing market for cheaper, mass-produced knives
Shift towards minimalist kitchens with fewer specialized tools

Applying SWOT Analysis in Product Design

Conduct thorough research: Gather data from market research, user feedback and observation, and industry reports to inform your SWOT analysis.
Be specific and prioritize: List multiple items under each category, then prioritize them based on their impact and relevance.
Cross-reference categories: Look for ways that strengths can help capitalize on opportunities or mitigate threats. Similarly, identify how addressing weaknesses might open up new opportunities.
Involve diverse perspectives: Include input from various stakeholders - designers, engineers, marketing teams, and end-users - to ensure a comprehensive analysis.
Use the analysis to drive action: Develop strategies to leverage strengths, address weaknesses, capitalize on opportunities, and mitigate threats.

By applying SWOT analysis, designers can gain a clearer picture of a product's current position and future potential. This insight drives informed decision-making in the design process, helping to create products that are not only innovative but also commercially viable and responsive to market needs.

For instance, in the chef's knife example, the SWOT analysis might lead to the development of a new product line that maintains the high-quality blade but introduces a more affordable handle material, paired with an online knife skills course to tap into the home cooking trend. This approach leverages the product's strengths, addresses its primary weakness, capitalizes on an identified opportunity, and helps mitigate the threat of cheaper alternatives

C3.1.4: Function, performance and usability can be established using data generated through testing and reverse engineering.

Guidance: You should be able to use data generated from relevant testing and / or reverse engineering to identify areas of the product that need improvement and also to determine how well the product is meeting the needs of the user.

Function, performance, and usability are critical aspects of product design that can be thoroughly evaluated through rigorous testing and reverse engineering. These processes generate valuable data that allows designers to identify areas for improvement and assess how well a product meets user needs.

Consider the analysis of an electric kettle and the opportunities for redesign that come from analysing the data.

Check out this analysis and reverse engineering of an electric kettle by designer Tom Lever

Function Testing:

Function testing involves assessing whether the product performs its intended purpose effectively.

For an electric kettle, this would include:

Boiling water to the correct temperature
Automatic shut-off when boiling is complete
Proper lid operation for filling and pouring

Data from function testing might reveal that while the kettle boils water efficiently, the automatic shut-off occasionally fails, leading to over-boiling. This insight would prompt designers to improve the thermostat mechanism.

Performance Testing:

Performance testing evaluates how well the product operates under various conditions.

For the electric kettle, this could involve:

Measuring the time taken to boil different volumes of water
Testing energy efficiency
Assessing durability through repeated use cycles

Data might show that the kettle performs well with small volumes but becomes significantly less efficient with larger amounts of water. This could lead designers to optimize the heating element design or adjust the kettle's capacity.

Usability Testing

Usability testing focuses on how easily and intuitively users can interact with the product.

For the electric kettle, this might include:

Ease of filling and pouring
Clarity of controls and indicators
Comfort of handle design

Data from usability testing might reveal that users struggle to see the water level indicator in low light conditions. This insight could prompt the addition of an illuminated water window or a redesign of the indicator placement.

Reverse Engineering

Reverse engineering involves disassembling and analyzing competing products to understand their design and functionality.

For the electric kettle, this process might reveal:

More efficient heating element configurations
Innovative materials for better heat retention
Advanced safety features

Data from reverse engineering a leading competitor's kettle might show a more effective scale filter design, inspiring improvements in the product under development.

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C3.1.5: Identified weaknesses in a product or range of products can lead to opportunities for product improvement.

Guidance: You should be able to compare competing and similar products to identify opportunities for further product improvements.

Identifying weaknesses in products and comparing them with competitors is a crucial step in product development that can unveil significant opportunities for improvement.

Here's how this concept works in practice:

By systematically identifying weaknesses and comparing products, designers can uncover valuable opportunities for innovation. This process not only leads to incremental improvements but can also result in revolutionary product designs that redefine categories and create new market segments.

1. Weakness Identification:

Analyze products for shortcomings in areas such as functionality, usability, aesthetics, or durability.

2. Competitive Analysis:

Compare the product with similar offerings in the market. This helps in understanding where the product stands and what unique features competitors offer.

3. User Feedback Integration:

Incorporate user reviews and feedback to identify pain points that might not be immediately apparent through technical analysis.

4. Market Trend Analysis:

Identify and analyse emerging technologies and changing consumer preferences that might highlight new areas for improvement.

5. Cross-Product Comparison:

Look at how similar issues are addressed in different product categories for inspiration.

Example: The evolution of vacuum cleaners:

Identified Weakness: Traditional upright vacuums were bulky and difficult to maneuver in tight spaces.
Competitive Analysis: Comparing various models revealed a common issue across brands.
User Feedback: Consumers expressed frustration with cleaning under furniture and in corners.
Market Trend: Growing demand for more compact living spaces in urban areas.

Opportunity: This led to the development of stick vacuums with detachable handheld units. These new designs addressed the weakness of maneuverability, met the needs of users in smaller spaces, and created a new product category that has seen significant market growth.

C3.1.6: Constructive discontent can be used to identify areas where the product is not meeting the needs of its users and to determine how it can be improved to meet those needs.

Guidance: You should be able to identify areas where a product is not meeting the needs of its users.

Constructive discontent is a powerful concept in product design that drives innovation by focusing on the dissatisfaction or unmet needs of users. It's an approach that encourages designers to look beyond what's currently working and instead focus on what could be improved or reimagined. This mindset is crucial for identifying areas where a product falls short of user expectations or fails to fully address their needs.

Key aspects of constructive discontent in product design:

Problem Identification:

The goal is to pinpoint specific areas where the product is not meeting user needs, whether these are functional, emotional, or experiential needs.

Solution-Oriented Thinking:

Once problems are identified, the focus shifts to how these issues can be resolved or how the product can be improved to better meet user needs.

User-Centric Perspective:

It involves putting yourself in the user's shoes and critically examining the product from their point of view. This means looking beyond technical specifications and focusing on the actual user experience.

Continuous Improvement Mindset:

Even successful products can benefit from this approach. It's about never being fully satisfied and always seeking ways to enhance the user experience.

Constructive discontent is a powerful driver of innovation in product design, where designers and inventors identify problems or shortcomings with existing products and use that dissatisfaction to create improved solutions.

Here are some real-world examples of constructive discontent leading to product innovations:

Dyson Vacuum Cleaners

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James Dyson was frustrated with the poor suction and clogging issues of traditional vacuum cleaners. His discontent led him to develop the cyclonic separation system, creating bagless vacuum cleaners with consistent suction power. This revolutionized the vacuum cleaner industry.

Reusable Water Bottles

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Concerns about the environmental impact of single-use plastic bottles led to innovations in reusable water bottle design. Companies like S'well and Hydro Flask developed insulated, durable bottles that keep drinks at desired temperatures for extended periods.

OXO Good Grips

Sam Farber noticed his wife, who had arthritis, struggling to use standard kitchen tools. This discontent with existing designs led to the creation of OXO Good Grips, a line of ergonomic kitchen utensils designed for comfort and ease of use, especially for those with limited hand strength.

Check out the Good Grips Case Study for more details

Stroller Wagons

Parents frustrated with the limitations of traditional strollers for outdoor activities led to the development of stroller wagons. These hybrid products combine the functionality of a wagon with the safety features of a stroller, addressing the needs of active families.

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C3.1.7: Product analysis enables designers to better understand a product.

Guidance: You should be able to discuss the purpose of a product analysis exercise and why it is important for product design development.

Product analysis and user research are essential processes in design that, when combined, drive the development of innovative solutions. Product analysis involves a systematic examination of a product's strengths and weaknesses, helping designers identify areas for improvement. Gathering insights from various stakeholders—including manufacturers, engineers, and end-users—provides a comprehensive view of how the product functions and meets market needs.

To deepen this understanding, tools like SWOT analysis enable designers to assess strengths, weaknesses, opportunities, and threats systematically. Testing and reverse engineering generate valuable data on function and usability, revealing specific areas needing enhancement. By identifying weaknesses, designers can uncover opportunities for improvement and innovation. Constructive discontent encourages a critical examination of how well the product meets user expectations, while user research strategies—such as interviews and usability testing—uncover unmet needs and frustrations.

Together, these methodologies empower designers to create products that not only perform well but also resonate with users. This holistic approach ensures that improvements are grounded in real user experiences, leading to solutions that enhance functionality and user satisfaction in meaningful ways.

Linking Questions

Which aspects of ergonomics are vital to establish when analysing the usability of products? (A1.1)
To what extent does the evaluation of products rely on user-centred research methods? (A2.1)
How does the product analysis and evaluation of products that include mechanical and/or electronic systems differ from products without those systems? (A3.3, A3.4, B3.3, B3.4)
Why is it important to know which manufacturing techniques were used to make a product when conducting product analysis and evaluation? (A4.1)
To what extent is product analysis a fundamental aspect of the design process? (B2.1)
To what extent does material selection have an impact on the success of a product? (B3.1)
What types of information can designers gain from product analysis and evaluation in relation to production systems? (B4.1)
Why is it the responsibility of the designer to learn from product analysis and evaluation tasks when redesigning products? (C1.1)
What is the relationship between life-cycle analysis and product analysis? (C3.2)

Linking questions are questions that help you connect different parts of your design technology studies. They can show how ideas and skills are related to each other.

Why are linking questions important?

Linking questions can help you:

Understand the big picture: See how different parts of design technology fit together.
Learn more: Connect new information to what you already know.
Show your knowledge: Demonstrate your understanding of design technology in a deeper way.

How can you use linking questions?

Connect subtopics: Find relationships between different parts of the course
Use your skills: Show how you can apply design technology skills in different areas.
Think about the nature of design technology: Consider the big ideas and principles that guide design technology.
Apply to the real world: See how design technology can be used in real-life situations.

References and Resources

[1] https://howuku.com/blog/functional-testing-vs-usability-testing
[2] https://www.bairesdev.com/blog/difference-functional-performance-testing/
[3] https://www.zymr.com/blog/the-ultimate-guide-to-usability-testing-improve-user-experience-and-product-success
[4] https://www.astaqc.com/software-testing-blog/an-overview-of-different-types-of-software-testing-including-functional-testing-performance-testing-and-security-testing
[5] https://ux4sight.com/blog/usability-vs-functionality
[6] https://www.qualitestgroup.com/insights/white-paper/functional-testing-vs-usability-testing/
[7] https://www.test-institute.org/Software_Testing_Types.php
[8] https://www.usertesting.com/blog/usability-testing-functional-or-non-functional

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