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Designing Future Trucks to Meet Unmet Needs: A Virtual Engineer Approach

This text discusses the use of a virtual engineer to identify unmet needs in truck design, with implications for better product testing and development.

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Designing Future Trucks to Meet Unmet Needs: A Virtual Engineer Approach

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  1. NewProd01

  2. METHODOLOGY • Trusted Advisor • Unmeet Need Recognition -- Utility Profiles -- Clustering Needs/attribute conflicts -- Internal Validity • Virtual Engineer • Design Pallet • Market Potential of Design NewProd01

  3. UNMET NEED • IF UTILITY (U*) DROPS AFTER QUESTION – NOT FILLING A NEED • UTILITY PROFILE HAS DROP • DROP TRIGGERS VIRTUAL ENGINEER DIALOG FOR DESIGN QUALITATIVE INPUT NewProd01

  4. IMPLICATIONS • BETTER DESIGN AND TESTING OF PRODUCTS BY FIRMS WITH THE INTERNET • Information Acceleration • Listen In Feedback • INTERNET STARTUPS SHOULD USE DEVELOPMENT PROCESS WITH TIME TRADEOFF NewProd01

  5. Hi, I'm Ray, Truck Town's design engineer. Irene tells me that she can't find a truck that fits your needs. You have specified requirements that cannot be met by the currently available trucks. NewProd01

  6. For example, you said that you want the smallest available truck, yet you wanted a truck that can haul. In general, larger trucks are better at towing than smaller trucks. With some further information from you, you can help us design better trucks for the future. Thanks for your help! NewProd01

  7. What do you plan on towing? Big trailer Small trailer Boat Jetski Camper Other (approx. weight) lbs. Don’t know NewProd01

  8. What do you plan to haul? Bikes Surf board Construction Motor cycle materials Generators Garden supply Hay Grocery Other (approx. weight) lbs. (approx. size) cubic feet Don’t know NewProd01

  9. Why do you want a 8 (10) cylinder engine? Faster to move uphill Higher hauling/towing capacity Faster acceleration Easy merge on freeway Quiet Durable Others Don’t know done with selecting NewProd01

  10. Please supply us with any further comments on a truck that meet your needs. I am done NewProd01

  11. Thank you for your time! The recommendations our advisor has made for you are in the show room. You can also try our design pallet where you can create your own truck! Go to design palette Go to the show room Back Main map NewProd01

  12. NAME OF PROFILE SIZE (SHARE OF CUSTOMERS) OUR SHARE NOW (PROFILE) OUR NEW SHARE (PROFILE) TOTAL SHARE GAIN (PICKUPS) SMALL TOW & PLOW 10% 20% 30% 1%* 4 DOORS, SHORT BED, WILL PAY 5% 25 37.5% .6%** POTENTIAL (TOTAL PICKUP TRUCK MARKET IS ABOUT $5 BILLION) *1% X 25 BILLION = $250 MILLION POTENTIAL **.6 X 25 BILLION = $150 MILLION

  13. Starting: bed length=5 feet, cab = 2 doors

  14. Adjusted to bed length=7 feet

  15. Changed cab size to 4 Doors (bed length is still 7 feet)

  16. Changed bed length to 5 feet (cab size is still 4 doors)

  17. Case 3: Mid-Size, Stylish, Hauling Estimate concept vehicle utility:

  18. Listening In – Case 3: Mid-Size, Stylish, Hauling Conditional Correlation matrix: • Attribute Conflicts: • Biggest Available [2] vs. (Fullsize & Hauling) • Bed Length Short vs. (Fullsize & Hauling) • Big_Quiet_Comfortable [4] vs. (Biggest Available [2] & Bed Length Short)

  19. Listening In – Case 3: Mid-Size, Stylish, Hauling • Virtual Engineer Dialogs: • Biggest Available [2] vs. (Fullsize & Hauling) • Relative Degree: • You said that you would prefer a truck that is not the biggest available. However, these trucks do not receive the highest ratings for Hauling and Fullsize. Which of the following combinations is closest to what you are thinking about? • Small for a Fullsize truck, Good Hauling • Small for a Fullsize truck, Great Hauling • Mid-Size for a Fullsize truck, Good Hauling (SELECT) • Mid-Size for a Fullsize truck, Great Hauling • Bed Length Short vs. (Fullsize & Hauling) • Relative Degree: • You said that you would prefer a truck with a Short Bed. However, these trucks do not receive the highest ratings for Hauling and Fullsize. How short of a bed were you thinking about? • Long bed – 8 feet • Mid-Size bed – 6 feet • Short bed – 4 feet (SELECT)

  20. Listening In – Case 3: Mid-Size, Stylish, Hauling • Translate Dialog Responses to Engineering Requirements: • Biggest Available [2] vs. (Fullsize & Hauling) • Mid-Size for a Fullsize truck, Good Hauling (SELECT) • Reduce Wheelbase relative to Fullsize • Mid-Level Horsepower • Mid-Level Payload • Bed Length Short vs. (Fullsize & Hauling) • Short bed – 4 feet (SELECT) • Bed Length = 4 feet • Generate Concept Vehicle: • Based off of [Highest Utility] Truck Ford F150 Extended

  21. Listening In – Case 3: Mid-Size, Stylish, Hauling Estimate Concept Utility:

  22. Listening In – Case 3: Mid-Size, Stylish, Hauling Listening In Concept in Action! Looking for picture of the Explorer SportTrac

  23. Why do you need a small truck? Low price Limited parking space Easy for parking maneuver Fuel economy Style Other NewProd01

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