2008: Fuzzy Front End of New Product Development
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The document discusses the "fuzzy front end" of problem solving and innovation. It provides 3 steps to "defuzzify" the front end: (1) define the boundaries of the problem space, (2) identify potential problems to solve within those boundaries, and (3) determine which problems are worth solving. It also discusses levels of innovation from incremental to revolutionary, and using tools like experience lifecycles, value curves, and boundary assumptions to help define the problem space and focus on high-value problems.
2008: Fuzzy Front End of New Product Development
- 2. Problem solving = Creativity = Unpredictable? Can you design a new chair for me? Matt May?eld, 2008
- 3. The funnel of development Matt Mayfield, 2008
- 4. Where to start? User needs Path of least resistance Leverage the crowd What are the latent Do what is easiest; Let’s just ask everyone needs? we have no time what they would like Competitive killers Clean sheet of paper Company capability The competition is winning, Forget everything else; we What are we good at we have to respond have to think out of building? the box Matt Mayfield, 2008
- 5. Everyone has their approach Start with CONTEXT Start with DETAILS Cultural trends Hinge mechanics Competitive trends High volume production Macro economics Piece part cost Design trends Quality metrics Technology trends Matt Mayfield, 2008
- 6. Three pieces to defuzzify the front end Boundaries of the problem space Potential problems to solve Problems worth solving Matt Mayfield, 2008
- 8. Levels of innovation Level 1 - Play game better Level 2 – Change rules of game Level 3 – Create new game Incorporate credit cards, raised hoses, etc… All fuel sold in pressurized standard containers Fuel sold through convenience stores Current solution Update styling and Change basic mechanism and/ Remove/replace the improve performance or system of delivery original problem Matt Mayfield, 2008 Adapted from: Jay Doblin (~1980) Innovation: A Cook Book Approach
- 9. Levels of innovation Level 1 - Play game better Level 2 ? Change rules of game Level 3 ? Create new game Time E?ort Money Risk Incorporate credit cards, raised hoses, etc… All fuel sold in pressurized standard containers Fuel sold through convenience stores Current solution Update styling and Change basic mechanism and/ Remove/replace the improve performance or system of delivery original problem Matt Mayfield, 2008 Adapted from: Jay Doblin (~1980) Innovation: A Cook Book Approach
- 10. Potential Problems Matt Mayfield, 2008
- 11. Experience lifecycle Awareness Purchase Set up Use Modify Retire Matt Mayfield, 2008
- 12. Problems Worth Solving Matt Mayfield, 2008
- 13. Value / performance curves High Relative comparison Personal finance software Low Price Ease of Use Optional features Speed Accuracy Key elements of product o?ering Matt Mayfield, 2008 Source: Kim Chan, Mauborgne Renee (1999) “Creating New Market Space” Harvard Business Review
- 14. Pulling it together 1 Boundaries of the problem space Potential problems to solve 2 3 Problems worth solving Matt Mayfield, 2008
- 15. Visualize the goal Chesley Bonestell, Orion seen from lunar valley. “Conquest of Space” (1950) from making of Destination Moon Chesley Bonestell, The Great Wall. “Conquest of Matt Mayfield, 2008 Space” (1949) Life Magazine