Think like a consumer…

1. Analysis of customer needs. Think like a consumer…

2. When you go shopping for a product such as a personal stereo, a bike, a new pair of jeans or ‘convenience food’, you are faced with a huge range to choose from. How do you decide which to buy?

3. When you go shopping for a product such as a personal stereo, a bike, a new pair of jeans or ‘convenience food’, you are faced with a huge range to choose from. How do you decide which to buy? Customer need

4. Task 1: Analysis of customer needs. Now think like a Designer…

5. There are different factors that affect customer choice… • Price factors, Technical factors, Service Factors. • Price factors: • Price • Life cycle costs • Running costs • Servicing/cleaning costs • Breakdown costs • Costs of spare parts • Depreciation • Costs of disposal • Value for money • Technical factors: • Ease and convenience • Flexibility of use • Performance • Reliability • Ergonomics • Maintenance • Safety • Appearance • Packaging and presentation • Disposal • Clarity of the instructions • for use • Service factors: • After sales service quality • Delivery • Availability • Instructions for servicing

6. This information could be expressed as a brainstorm Customer need • Price factors: • Price • Life cycle costs • Running costs • Servicing/cleaning costs • Breakdown costs • Costs of spare parts • Depreciation • Costs of disposal • Value for money • Technical factors: • Ease and convenience • Flexibility of use • Performance • Reliability • Ergonomics • Maintenance • Safety • Appearance • Packaging and presentation • Disposal • Clarity of the instructions • for use • Service factors: • After sales service quality • Delivery • Availability • Instructions for servicing

7. Conclusion: It is important for manufacturers to develop and maintain a close relationship with their customers. This will: • Help to establish the design criteria for the product • Help to establish the best balance between the price of the product and its performance • Allow improvements to be made to the product.

8. How does the design of a product affect the customers view of it?… Purchase (Showroom Characteristics) Long term Use (Performance Characteristics) Before purchase (Brochure characteristics) Initial Use (Performance Characteristics)

9. How does the design of a product affect the customers view of it?… • Purchase • (Showroom Characteristics) • purchase price • quality of design and manufacture • special features • first impressions: • emotional response, appearance, • function, your need • Before purchase • (Brochure characteristics) • manufacturers' specification • test results • advertised performance and appearance • image of the company and its products • list price

10. How does the design of a product affect the customers view of it?… • Long term Use • (Performance Characteristics) • Reliability, durability • Ease of maintenance • Life expectancy • Running/servicing costs • New products come onto the market • Changes in fashion • Initial Use • (Performance Characteristics) • Ease of use • Actual performance • Safety

11. Task 1: Analysis of customer needs. Task 1: Produce a sheet Analysing customer needs…

12. Analysis of client needs: Before purchase (Brochure characteristics) Purchase (Showroom Characteristics) Customer need Initial Use (Performance Characteristics) Long term Use (Performance Characteristics) When people shop they are faced with a huge range to choose from… How does the design of a product affect the customers view of it?… How my clients needs will affect my design:

13. Social, moral and cultural issues.

14. Task 2: Moral, social and cultural issues. When specifying the requirements for a mass­ produced product, designers need to consider a wide range of moral, economic, social, cultural and environmental issues. These often produce conflicts which can be hard to resolve… Moral Issues… Social Issues… Cultural Issues…

15. Moral Issues. In certain situations a product may have the capacity to injure or harm someone - either the user or a bystander. Cigarettes and alcohol are obvious examples. Bull-bars on cars may look good and help improve sales, but they are likely to increase the severity of injury to a pedestrian in an accident.

16. Social Issues. Some products can have amajor impact on the way in which large groups of people live their lives. Convenience foods, for example, mean that there is less likelihood of the family sitting down together to eat a meal. Promotion and packaging can help counter this by providing two-person portions and using images of family meals. Information and communication technologies are in the process of making a major impact on society, as work and shopping can be increasingly undertaken at home. Advanced automation reduces the number of people needed to produce and distribute goods - causing unemployment.

17. Cultural Issues. The particular beliefs, ways of life and traditions of different groups of people have a major effect on the way they live their lives ­what they do, where they live and the things they buy. Food and clothing and the symbolism of certain shapes and colours all play highly significant roles in maintaining the identity of particular cultures when a product is intended for use by a range of cultures it is important to identify and recognise such needs.

18. Design Issues. Moral Issues Social Issues Cultural Issues