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Product Design
Lecture - 4

Ali Raza, Ph.D.

uet.edu.pk/pp/mct/~aliraza/

Opportunity Identification

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Opportunity

Opportunity:
• An idea for a new product
• From a newly sensed need
• From a newly discovered technology
• From a rough match between need and possible solution
• Often uncertain

It seems we need to discuss idea generation first!

How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

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How to Generate Ideas?

• Place
• While taking a shower,
• On a prayer mat
• Canteen/café, bar …
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER
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How to Generate Ideas?

• Place
• Time
• Morning walk
• Evening tea/coffee
• Unplug
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

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How to Generate Ideas?

• Place
• Time
• Unplug
• May be take a day off
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

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How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Everyone contributes
• Unbiased dialog, no criticism in the room
• We need numerous ideas
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER
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How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Often first few ideas are conventional … Dump them!
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

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How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Often first few ideas are conventional … Dump them!
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

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How to Generate Ideas?

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How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• 2 best ideas
• 2 dumbest ideas
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

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How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

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How to Generate Ideas?

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How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Often engineers fail to differentiate between idea & requirement
• Depth
• Dirty Prototypes
• SCAMPER

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How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

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How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

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How to Generate Ideas?

• Place
• Time
• Unplug
• Mood
• Session
• Brain Dump
• Go Wild
• 2+2
• Problem Reversal
• Idea vs Requirement
• Depth
• Dirty Prototypes
• SCAMPER

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SCAMPER

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SCAMPER
Substitute, Combine, Adapt, Modify, Put to other uses, Eliminate, Rearrange

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Opportunity

Opportunity:
• An idea for a new product
• From a newly sensed need
• From a newly discovered technology
• From a rough match between need and possible solution
• Often uncertain

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How to identify opportunity: your point of view

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Opportunity

Opportunity:
• An idea for a new product
• From a newly sensed need
• From a newly discovered technology
• From a rough match between need and possible solution
• Often uncertain
• Often a hypothesis about how value might be created
• Often comes up in:
• brainstorming sessions,
• user feedback,
• technological innovations in the field

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FroliCat

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Types of Opportunities

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Opportunity Identification: Tournament Structure

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FroliCat

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For our recurring elderly-care problem:

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New opportunity  New Idea

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Opportunity Identification Process

We divide the opportunity identification process into six steps as

follows:
1. Establish a charter.
2. Generate and sense many opportunities.
3. Screen opportunities.
4. Develop promising opportunities.
5. Select exceptional opportunities.
6. Reflect on the results and the process.

Read Chapter 3, PDD by Ulrich

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Questions

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