Thursday, April 23
High Performance VOC Essentials in B2B Product Development Process
- Margot Beesley
- B2B Marketing and New Product Development
- HC Companies
Clearly understanding and articulating what customers want is a primary unknown on the fuzzy front end of New Product Development. Customers' problems they’re trying to solve, their desired outcomes, and the work they’re trying to do is critical knowledge. Effective customer interaction to learn their practices and their expectations is critical to a successful project start up and contributes massive value to Learning Cycles throughout the NPD Process. Margot Beesley will detail her experiences and show how to capture that information, how to engage true listening and probing skills, and how to let the customer identify what features/attributes are MOST critical. This knowledge can be used throughout the development process to keep projects on track (preventing scope creep) as well as throughout customer interaction touch points. Margot will engage the audience in an interactive that will improve engineering customer visits, enable highly productive engineering work and focus on value to the customer, in their own words.
User-Interface Design Study: Rapid Prototyping for Rapid Learning Cycles
- Damon Jurkiewicz
- Senior Industrial Designer
- Steris/US Endoscopy
- Dana Debelak
- Industrial Designer
Steris designs high performance mechanisms for the healthcare/surgical industry. Early adopters of set based design concurrent engineering practices, the Steris design team adapted set based design principles to allow for rapid prototyping in order to employ “fail fast, fail early” thinking as a way to reduce learning cycles. Damon and Dana will show their methods and engage participants in a user study, thus modeling their thinking and practices. Their methods for engaging engineers to develop alternative and creative design solutions to customer problems will strike a chord with product engineering managers in a variety of industries who are attempting to pilot the ‘best versions’ of this thinking/practice in their design operations.
External Factors and Investments Needed to Deliver Value in Medical Products
- Jude Currier
- Lean Product Development Transformation Leader
- Boston Scientific, former
To develop the value of medical products requires investments in many external factors such as patients, insurance professionals, hospitals, clinicians, societies and a host of administrative personnel and economic buyers. Jude Currier presents his experiences at Boston Scientific in which he details key investments: investments already realized, some from an iterative tech push, some as a solution/tech agnostic need. Jude Currier presents examples of technologies already invested in with pre-existing assumptions about their value, lacking robust knowledge and unmet planning expectations of both time and money. He shows the innovation trends, market shares, product core competencies, vision and mission to understand the value and the risks inherent in the investments. Jude Currier’s experiences, tools and methods make a systematic approach visual. NPD leaders use this knowledge to determine the value of technology investments in a competitive marketplace.