A designer has received a request to “Design a bottle for our new children’s fruit

juice product”. In questioning people such as the marketing staff and potential
customers to clarify what was wanted from this design, we might have heard
several motivations driving the desire for a new “juice bottle,” including:

 Plastic bottles and containers all look alike.

 The product has to be delivered to different climates and environments.
 Safety is a big issue for parents whose children might drink the juice.
 Customers, especially parents, are concerned about environmental issues.
 The market is very competitive.
 Parents (and teachers) want children to be able to get their own drinks; and
children always spill drinks.

This list of motivations emerged during the questioning process, and their effects
are displayed in an annotated attributes list for the container in Table 1 below.

1
Table (1)
Objectives Class
Safer DIRECTLY IMPORTANT
Perceived as Safe Appeals to Parents
Inexpensive to Produce Low Production Cost
Low Production Cost DIRECTLY IMPORTANT
Distinctive Appearance Strong Brand Identity
Environmentally Benign Safe
Environmentally Benign Appeals to Parents
Long Shelf Life Highly Marketable
Easy for Kids to Use Appeals to Parents
Temperature Resistant Durable for Shipment
Shock Resistant Durable for Shipment
Easy to Distribute Low Production Cost
Durable for Shipment Easy to Distribute
Easy to Open Easy for Kids to Use
Hard to Spill Easy for Kids to Use
Appeals to Parents Highly Marketable
Strong Brand Identity Highly Marketable
Highly Marketable DIRECTLY IMPORTANT

This annotated list also shows how some of the listed objectives are expanded into
subobjectives, while others are connected to existing objectives at higher levels.

The question of the homework is to make the objectives tree based on

annotated attributes in Table 1.

Hint: follow the instructions of the provided objectives tree below. The main
objectives are colored red in the list above.

2
Use the following objective tree structure.

SAFE JUICE
CONTAINER

Highly
Safe Marketable