PRODUCT DESIGN & DEVELOPMENT

Multifunction Footwear
Albertina D. Eka | 004200900006
Maria Sartika | 004200900023
Trigaluh Prastyana | 004200900035
PRODUCT PLANNING
BACKGROUND
Shoes have become a staple for human. In addition to its
main function as a feet protection, the shoes also have an
important role in fashion. A lot of products like boots,
wedges, heels and flat are created to fullfill the needs of
customer, however, those products are seemed monotonous.
Therefore, as women we try to think the new innovative
products, which is combining all kinds of shoes. The idea is
changeable sole of shoes.
VISION
 To create a multifunction footwear (ladies shoes) with
characteristic low in cost and high quality.

 To address customer needs in instant, achieve increase

sales and increase market share.
SWOT ANALYSIS
 Strength
- multifunction
- low price
- high quality
- unique design and comfortable

 Weakness
- unimproved technology
- continues maintenance
SWOT ANALYSIS CONT.
 Opportunity
- no other competitor that produce the same type of
shoes
- satisfying ladies needs

 Thread
- other company will make similar product with lower
cost (imitate and steal the idea)
PROJECT TIMELINE
 Proposed date for concept approval: November 2011

 Date for completion of business case: December 2011

 Technology readiness: 2nd week of December 2011

 Product launching: March 2012

MISSION STATEMENT
Product Description
Key Business Goals
Primary Market
Secondary Market
Assumptions and Constraints
Stakeholders
• A multifunction, flat shoes and
heels / wedges at one footwear,
comfortable, instant and efficient.
 Fulfill customer needs, especially
ladies who like to change footwear
 Achieve increase sales
 Increase market share
 Career women
 Young adults
 Teenagers
 Housewives
 Incremental improvement to existing
product (modify)
 Purchasers and users
 Manufacturing operation
 Distributors and resellers
IDENTIFYING CUSTOMER
NEEDS
CUSTOMER SELECTION MATRIX
Lead Users Users Retailer or Sales
Outlet
Career Women 10 10 5
Young Adults 8 8 5
Teenegers 5 3 3
Housewives 3 3 2
CUSTOMER NEEDS
1. Comfortable
2. Easy to use
3. Light weight
4. Durable
5. Affordable price
6. Up to date
PRODUCT SPECIFICATION
METRICS AND UNITS
Metric Need No Metric Imp Units
No
1 3 Total mass 3 gram
2 5 Unit manufacturing cost 4 IDR
3 4 Resistance to hot weather 4 Binary
4 4 Resistance to rain 4 Binary
5 2 Time to use footwear not more 2 second
than 10 seconds
6 2 Simple design 3 Subj
7 6 Design lifecycle 3 month
8 1 Absorbable material 4 Subj
9 1 Thickness of shoes platform 4 mm
3
2
1
Needs
Metrics

Easy to use
Comfortable

Light weight
•
Total mass 1

Unit manufacturing cost 2

Resistance to hot weather 3

Resistance to rain 4
LINK METRICS TO NEEDS

•
Time to use footwear not more than 10
seconds

• Simple design 6

Design lifecycle 7
•

Absorable material 8

9
•

Thickness of shoes platform

TARGET SPECIFICATION
Metric Need Metric Imp Units Marginal Ideal
No No Value Value
1 3 Total mass 3 gram 300-600 450
2 5 Unit manufacturing 4 IDR 107,000- 115,000
cost 130,000
3 4 Resistance to hot 4 Binary Pass Pass
weather
4 4 Resistance to rain 4 Binary Pass Pass
5 2 Time to use footwear 2 second 2-3 2
not more than 10
seconds
6 2 Simple design 3 Subj
7 6 Design lifecycle 3 month 3-6 5
8 1 Absorbable material 4 Subj
9 1 Thickness of shoes 4 mm 2-3 3
platform
COST ESTIMATION
No Component Qty/pair High Low (IDR) High Total Low Total
(IDR) (IDR/pair) (IDR/pair)
1 Suede leather (feet) 4 6,000 5,000 24,000 20,000
2 Fabric (m) 0.3 15,000 13,000 4,500 3,900
3 Ring 12 500 300 6,000 3,600
4 Lace 2 2,000 1,000 4,000 2,000
5 Foam (m) 0.15 4,000 3,500 600 525
6 Shoe glue (liters) 0.03 50,000 30,000 1,500 900
7 Modified heel 2 15,000 13,000 30,000 26,000
8 Modified sole 2 10,000 9,000 20,000 18,000
9 Thread(m) 1 4,000 2,500 4,000 2,500
10 Sole thread (m) 1 5,000 4,500 5,000 4,500
11 Sewing cost 1 30,000 25,000 30,000 25,000
12 Overhead at 25% of
direct cost
TOTAL 129,600 106,925
FINAL SPECIFICATION
Metric Need No Metric Units Value
No
1 3 Total mass gram 400
2 5 Unit manufacturing cost IDR 129,600
3 4 Resistance to hot weather Binary Pass

4 4 Resistance to rain Binary Pass

5 2 Time to use footwear not second 6
more than 10 seconds
6 2 Simple design Subj
7 6 Design lifecycle month 6
8 1 Absorbable material Subj
9 1 Thickness of shoes platform mm 3
CONCEPT GENERATION
PROBLEMS
 The problem when we generate this shoes is how to
make the changeable heels.
 We came up with 3 ideas:

- Using zipper to set the body and sole

- Using sliding type
- Using click type
SEARCHING
 Externally : Interview lead users
 Internally : Brainstroming
EXPLORE SYSTEMATICALLY
 Using zipper to set the body and sole
- The heels will be shaking so users will be easily fallen

 Using sliding type

- The heels will be displaced when users are walking

 Using click type

- The installment is not easy and the connector is easily
broken
CONCEPT SELECTION
SELECTING PRODUCT CONCEPT
 The final product concept is combination of 2 types of
connector, that are zipper and sliding.
 We use intuition method to determine the product
concept.
CONCEPT SCREENING
Concepts
Selection A B C D
criteria Sole Body Zipper Heel
Durability + 0 0 +
Ease of + 0 + +
manufacture
Readability of 0 0 + -
settings
Ease of use 0 0 0 0
Sum +’s 2 0 2 2
Sum 0’s 2 4 2 1
Sum –’s 0 0 0 1
Net score 2 0 2 1
Rank 1 4 1 3
Continue? Combine Combine Yes Revise
 CONCEPT SCORING MATRIX
Concept
AB C D
Body and Sole Zipper Heel
Selection Weight Rating Weighted Rating Weighted Rating Weighted
criteria score score score
Durability 35% 4 1.4 5 1.75 4 1.4
Ease of 20% 3 0.6 3 0.6 3 0.6
manufacture
Readability of 20% 3 0.6 4 0.8 3 0.6
settings
Ease of use 25% 3 0.75 3 0.75 2 0.5
Total score 3.35 3.9 3.1
Rank 2 1 3
Continue? Continue Continue Develop
PRODUCT DEVELOPMENT
ECONOMIC
BASE-CASE FINANCIAL MODEL
Description Value
Development cost IDR 51,729,600
Ramp-up cost IDR 11,016,000,000
Marketing and support cost IDR 20,000,000
Unit production cost IDR 129,600
Sales and production volume 1,000,000 units/year
Unit price IDR 299,000/unit
LIFE CYCLE PRODUCT

Development Introduction Growth Maturity Saturation Decline

Oct-Dec 2011 March 2012 July 2012 Dec 2012- July 2013 January
June 2013 2014
NET PRESENT VALUE

period cash flow

NPV =
S
periods
(1 + discount rate) period

N C

S
i
NPV = i
(1 + r)
i=1
RETURN OF INVESTMENT
DESIGN OF PRODUCT
WIREFRAME
SHOES
RIGHT
FRONT
LEFT
BACK
TOP
BOTTOM
BOTTOM CONT.
THANK YOU