UNIT –IV

FORMULATION OF PROBLEM STATEMENT

A problem statement is a clear concise description of the issue(s) that need(s) to be addressed
by aproblem solving team. It is used to center and focus the team at the beginning, keep the team
ontrack during the effort, and is used to validate that the effort delivered an outcome that solves
theproblem statement. It has a specific form-

 Vision - what does the world look like if we solve the problem?

 Issue Statement - one or two sentences that describe the problem using specific issues.

 Method - the process that will get followed to solve the problem.

The 5 ‘W’s - Who, What, Where, When and Why - is a great tool that helps get pertinent

information out for discussion.

Who: Who does the problem affect? Specific groups, organizations, customers, etc.

What: What are the boundaries of the problem, e.g. organizational, work flow, geographic, customer,

segments, etc. - What is the issue? - What is the impact of the issue? - What impact is the issue

causing? - What will happen when it is fixed? - What would happen if we didn’t solve the problem?

When: When does the issue occur? - When does it need to be fixed?

Where: Where is the issue occurring? Only in certain locations, processes, products, etc.

Why: Why is it important that we fix the problem? - What impact does it have on the business or

customer? - What impact does it have on all stakeholders, e.g. employees, suppliers, customers,

shareholders, etc.

Each of the answers will help to zero in on the specific issue(s) and frame the ‘issue statement’. Your
problem statement should be solveable. That is, it should take a reasonable amount of time to

formulate, try and deploy a potential solution.

Five Ways to Formulate the Problem -

1. Specify the Objectives: A clear statement of objectives will help you develop

effective research. It will help the decision makers evaluate your project. It’s critical that you

have manageable objectives. Two or three clear goals will help to keep your project

focused and relevant.

2. Review the Environment or Context of the Problem: you must work

closely with your team. This will help you determine whether the findings of your project will

produce enough information to be worth the cost. In order to do this, you have to identify the
environmental variables that will affect the research project.

3. Explore the Nature of the Problem:

Problems range from simple to complex, dependingon the number of variables and the nature
of their relationship. If you understand the nature of the problem , you will be able to better develop a
solution for the problem. Tohelp you understand all dimensions, you might want to consider focus
groups of consumers, salespeople, managers, or professionals to provide what is sometimes much
needed insight.

4. Define the Variable Relationships:

During the problem formulation stage, you will want togenerate and consider as many
courses of action and variable relationships as possible.Such a process involves-

 Determining which variables affect the solution to the problem.

 Determining the degree to which each variable can be controlled.

 Determining the functional relationships between the variables and which variables are

critical to the solution of the problem.

5. Consequences of Alternative Courses of Action:

There are always consequences to any course ofaction. Anticipating and communicating the
possible outcomes of various courses of action is aprimary responsibility in the process.

What is Product Design?

Product design is the process designers use to blend user needs with business goals to help

brands make consistently successful products. Product designers work to optimize the user

experience in the solutions they make for their users—and help their brands by making

products sustainable for longer-term business needs. The definition of product design

describes the process of imagining, creating, and iterating products that solve users’ problems

or address specific needs in a given market.

The key to successful product design is understanding the end-user customer, the person for

whom the product is being created. Product designers attempt to solve real problems for real

people by using empathy and knowledge of their prospective customers’ habits, behaviors,

frustrations, needs, and wants.

About a year ago, our senior design team came up with these five elements for product design that

are driven by what is most important in products today:

Product must be authentic.

Identify a clear purpose and make that purpose apparent in its design.

Product must provide unique experiences.

It’s not only about a product’s look and feel; it’s about the interaction process and how users

experience a product.

Effective product design goes unnoticed.

Create a friction-free experience that becomes a part of your life. Conversely, you avoid a negative

experience where every detail is noticeable.

Do one thing extremely well.

Find your product’s one essential function and make it really good with emphasis on simplicity.

Solve pain points elegantly.

Make the interactions with your product expressive and interesting for its users.

Developing a product from start to finish is a huge undertaking for any company. There are so
many things to think about when it comes to creating a product.

Questions like “Is there a need for this in my market?”, and, “Will people actually buy my
product?” are all questions that seem to haunt every business owner in every industry.

But, once you do your research and find that there is a need for your product idea, you can begin
to think about actually designing your product for your customers.

I have been creating graphics products for awhile now, and designed stationery products for my
first business, a stationery design studio. I have also designed paper goods for brands and
individuals over the last 9 years. What I have learned over the course of my design career is that
there are 3 things I feel are key components to great product design.

T he 3 ke y elements of product design are:

1. The Functional Use of the Product
2. The Outward Appearance Design
3. The Quality Delivered to Your Customers

When you go shopping for something in a store or online you already have in mind what you
need, and what the product needs to do for you. Granted, there are people who like to window
shop and find things they were not necessarily looking for but have to have it (I do that all the
time in Target - yep I have a light up coffee sign to prove it), but when a customer is looking for
a solution, they know what they need already. It is up to you to fill that need and provide a
functional, beautifully designed, quality solution if you want them to be your customer.
You also have to keep delivering great solutions over and over again if you want them to stay
your customer.

Let’s begin discussing these key components of outstanding product design so you can start
planning something incredible to create for your future customers.

1.) T he Functional Use of the Product

Before you can start thinking about how your product should look, you need to think about how
it works and what it does for your buyer. The definition of the word Functional, is “designed to
be practical and useful, rather than attractive.” (Source - Google's definition results box)

Think about how useful your product would be to your customer and put yourself in their shoes.
Does it solve a pain point for them? What feature can you incorporate into the design of the
product that will really “wow” them?

A great product is incredibly useful, incorporates great functionality, and usually solves a
problem for your buyer.

2.) T he Outward Appearance Design

The outward design and look of your product is the surface design. Depending on what the
product is, the design can be minimal or detailed; it can apply to just a small area of the surface
of the product; or it can cover the entire product with a pattern design or artwork.To save time in
developing a product, many brands decide to hire or license artwork and pattern designs to create
the look for their products. Or they have an in-house design team to develop the overall design of
the product. Research is done to see who the ideal buyer is for their product, and what design
themes are trending in the market. Based on this information you can develop a product the
customer will fall in love with because it connects their functional product need with their
personal style, who they are, and what the product will reflect about them.

The example image above features artwork from my Orchard Park Graphics Set, and my clients
save tons of time in developing products by licensing my illustrations.

3.) T he Quality Delivered to Your Customers

Quality is probably the most important thing to get right in today’s marketplace. Care must be
taken in developing a very high quality product. I spend months developing a new product and
focus on creating highly valuable artwork and solutions for my clients first.

The quality of the product delivered to your customers is just one part of what I mean when
talking about quality. What I look for when I am buying a product is not just the quality of the
product itself, but the quality of the company, as well. A company should serve its employees
and its customers in a mutually beneficial way.

Today’s buyer values quality companies that care. Buying from a quality company is important
to me, and I try to use companies and services that put their customers and employees happiness
first whenever possible.
If you never lose sight of caring for your customers, they will feel it and you will find so much
joy in their happiness. What a really wonderful way to earn their trust and grow your business!

Product Strategies In Design Thinking:

Product design strategy combines design thinking — an approach focused on creating products
that solve users' problems — with business objectives and values to create effective, market-
ready products.

A strong strategy includes essential components that guide the entire design process :

 Vision: The overarching goal that defines what the product aims to achieve.
 User research: Identifying the target audience, their behaviors, and challenges.
 Market positioning: Determining where the product fits in the competitive landscape.
 Prototyping and testing: Iterative development based on user feedback to refine the
product.
 Implementation plan: A roadmap detailing the steps, resources, and timelines for product
development.
 User research and insight: Gathering data on customer needs, pain points, and
motivations.

By addressing these key components, a product design strategy ensures a product is functional,
user-friendly, and viable in the marketplace.

Why Do You Need a Strategy for Designing a Product?

A product design strategy acts as a product roadmap that guides product-related decisions and
helps you stay on the right track. Without it, teams risk losing focus, investing time in
unnecessary features, and missing opportunities to create real value for customers.

Here are some benefits of product design strategy:

 Improves customer experience : Understanding your customers' expectations allows you to

develop a product that fulfills their needs. A product designed to add value to their life
and solve their problems will improve customer experience and satisfaction.
 Increases sales: Product design combines products' appearance and functionality, which is
equally important for product success. Beautifully designed, useful products will sell
better than poorly made ones.
 Builds stronger brand identity: An attractively designed product can make the entire brand
recognizable and raise the popularity of other products as well.
 Provide competitive advantage: Creating solutions that surpass your competitors attracts
customers to your brand, increasing your market share and profitability.
 Crafting user-friendly designs: A strong product design strategy ensures that user needs
are at the forefront of decision-making. By focusing on intuitive interfaces, accessibility,
and seamless interactions, businesses create products that enhance user satisfaction and
engagement.

How To Develop a Product Design Strategy in 9 Steps

While product design strategies vary based on the product type and audience expectations, the
following guidelines provide a strong foundation for market success:

 Define your goals

 Conduct thorough research
 Create a user persona
 Identify potential risks
 Ideate your solution
 Differentiate your product
 Use data & analytics to measure success
 Iterate based on feedback
 Integrate emerging trends & technologies

1. Define Your Goals

The first step of your product design strategy will be defining short or long-term goals you want
to accomplish with a given product. To identify your goals, answer the following questions:

 What type of product are you building, and what is your approach?
 What is the purpose behind creating this product?
 What outcomes should the product achieve?
 Who is your target audience, and what problems does the product solve for them?

Answering these questions will give you a clear focus on what is important in the product
development process and help you measure your progress.

However, goal-setting isn’t just about profitability and measurable outcomes — it’s also about
the customer experience. From the start, prioritize user-friendly design and consider the kind of
experience and sentiment you want users to associate with your brand. A user-centered approach
ensures that your product is both valuable and engaging for its intended audience.

2. Conduct Thorough Research

Research is the foundation of any successful product design strategy. By combining user
insights, market trends, and competitive intelligence, you can ensure that your product aligns
with audience needs and market demands.

Break down your research efforts into the following components:

2.1. User Research

Gather direct feedback from your target audience through surveys, interviews, observations, and
usability testing. This process helps you understand user needs, preferences, and pain points,
ensuring your design addresses real issues.

2.2. Market Research

Analyze industry trends, consumer behavior patterns, and market data. This step involves
studying industry reports and market analyses to identify opportunities and gaps, and positioning
your product to capitalize on emerging trends.
2.3. Competitive Analysis

Examine competitors’ products, features, and user experiences. Evaluate their strengths and
weaknesses to pinpoint areas where your product can differentiate itself. This analysis not only
guides innovative solutions but also informs strategic decisions that give your product a
competitive edge.

3. Create a User Persona

To define your goals and the problems your product aims to solve, it helps to create a user
persona. It represents the characteristics and behaviors of a larger group of users, helping you
design a product that truly resonates with your audience.

User personas are fictional but research-based representations of ideal customers. Each persona
reflects real users with similar goals, motivations, and pain points, based on data gathered from
interviews, surveys, and market research.

Here are some of the characteristics that make a good user persona:

 Demographic profile – Includes personal details (age, gender, marital status), professional
background (job, income level), and social/technological environment.
 Psychological insights – Covers user interests, attributes, behaviors, and pain points.
 End goal – Defines what the user aims to achieve using your product.
 Daily life scenario – Describes how the persona interacts with your product in real-world
situations.

A well-defined user persona keeps your team focused on real user needs throughout the entire
product design process.

4. Identify Potential Risks

Every business process comes with potential risks and product design strategy is no exception.
Keep your eye on these common challenges:

 Budget risks: Project costs might be significantly higher than you initially planned. Add a
budget buffer or emergency fund to cover all the extra expenses.
 Time limit risks: Breaking the deadline is a frequent problem in product design because
many factors can affect the time project demands. To avoid this risk, set deadlines for
milestones, not final product publishing date.
 Technical risks: These happen due to technological challenges. You can overcome them
by providing training for your employees or hiring a product design firm .

5. Ideate Your Solution

After you've gathered all the necessary information, it's time to brainstorm solutions. An iterative
process of ideation, prototyping, and testing ensures that your product design is both innovative
and user-friendly.

5.1. Ideation: Brainstorming, Sketching, Wireframing

During the ideation phase, generate as many ideas as possible to solve user problems and
leverage identified opportunities. Brainstorm with your team, encourage creative thinking, and
document every idea.

Translate these ideas into sketches and low-fidelity wireframes that outline user flows and basic
interface structures. This exploration is key to determining which concepts are most promising.

5.2. Prototyping: Creating Interactive Prototypes

Transform your best ideas and wireframes into interactive prototypes using the design system in
some of the design tools. These prototypes simulate real user interactions and provide a tangible
model for evaluating the product’s usability.

The goal is to create a detailed yet flexible prototype that can be quickly adjusted based on
feedback, ensuring that potential issues are addressed early in the development cycle.

Constantinos Vitoratos , Head of PR & Communications at Proto.io, emphasizes the importance

of prototyping in product design strategy: “Start prototyping as early as possible so that teams
can evaluate potential pain points and benefit from time and cost savings when it comes to
development. We generally recommend that users start from low-fidelity wireframes at the
ideation stage and develop their prototype as the product design process develops.”

5.3. Testing: User Testing, A/B Testing

Testing validates design decisions before final development. Conduct user testing sessions where
real users interact with your prototype, providing qualitative feedback on usability and overall
experience.

Complement these sessions with A/B testing, which involves presenting different design
variations to measure performance differences quantitatively. The insights from testing inform
refinements and help create a product that truly meets user expectations.

After you finish testing, interview users and find out what and, more importantly, why they like
or dislike product features.

6. Differentiate Your Product

Product differentiation is one of the most important aspects of your product design strategy.
During this process, you’ll highlight one or more features that make your product stand out from
the competition, which can make it more attractive to the target audience. Compare your product
to the competition and be objective about the results.

Here are some questions that might help you differentiate your product:

 What product is your target audience using now?

 Are they loyal to the brand or are they willing to switch if you offer them a better
solution?
 Does the competition’s product solve the same problems as yours?
 Could your solution compensate for any shortcomings in the product they are using?

Be thorough when deciding how to distinguish your product. Use the competition's products to
understand their design, advantages, and flaws. Gained insights will help you create a unique
solution that will provide more value to your users.

7. Use Data & Analytics To Measure Success

On average, companies with well-developed product designs acquire 32% more revenue and 56%
better shareholder returns. However, you still need to monitor your digital products' performance
to ensure they reach their maximum potential.

The easiest way to do this is to choose the metrics to track. By tracking user behavior,
engagement metrics, and conversion rates, you gain actionable insights that guide design
decisions. For example, if analytics reveal that a specific feature is underutilized or confusing,
you can revisit and refine that design element.

Key metrics to monitor include:

 User engagement: Session duration, daily active users, and feature usage.
 Conversion rate: The percentage of users completing desired actions.
 Customer satisfaction: Feedback through surveys and Net Promoter Scores (NPS).
 Retention & churn rates: Understanding how well your product retains users over time.

Advanced analytics tools can even provide predictive insights, enabling you to preemptively
adjust design elements and continuously optimize the product experience.
8. Iterate Based on Feedback

Product design strategy is an ongoing process. Adjust it when you notice an increase in
competition, new opportunities, or declining metrics for best results. Use continuous user
feedback and performance data to refine your product.

If you’re ready to iterate on your design with expert insights, dive into our guide on how to
choose a product design agency before contacting a professional.

9. Integrate Emerging Trends and Technologies

Lastly, monitor market trends, adapt to changes in user behavior, and keep iterating to maintain
product relevance and maximize value. To effectively integrate trends into a product design
strategy, businesses should:

 Monitor industry developments: Regularly track technological advancements, consumer

behaviors, and competitor innovations to identify opportunities for strategic
implementation.
 Balance innovation with usability: Ensure new features enhance rather than complicate
the user experience by aligning innovation with practical functionality.
 Stay agile: Adapt strategies to evolving market demands while maintaining core design
principles to ensure longevity and relevance.

By strategically leveraging industry trends, businesses can future-proof products, deliver

enhanced user experiences, and maintain a competitive edge in a rapidly evolving marketplace.

product value in design thinking:

In design thinking, product value refers to the perceived benefits a customer receives from using
a product, weighed against the associated costs, and is a core reason why a customer chooses that
product over alternatives. It's about understanding and addressing user needs and wants to create
products that solve real problems and satisfy customer needs.

What is Product Value?

 Product value is the benefit that a customer gets by using a product to satisfy their
needs, minus associated costs.
 It's the extent to which a product solves a real problem and satisfies customer
needs.
 Crucially, product value is a subjective concept, and customer perception lies at
the heart of it.
 It can be in any form such as solving a problem for the user, fulfilling a need or
desire, improving efficiency, enhancing convenience, or delivering a unique
experience.
 Why is Product Value Important in Design Thinking?
 User-Centricity: Design thinking emphasizes understanding user needs and
wants, ensuring the product delivers real value to the end-user.
  Problem Solving: A key aspect of design thinking is identifying and solving
problems, and product value is directly tied to the effectiveness of the solution.

 Differentiation: Understanding product value helps in creating a unique value

proposition that differentiates a product from competitors.
 Innovation: By focusing on value, design thinking encourages innovation and the
creation of products that are not only functional but also desirable.
 How to Evaluate Product Value:
 User Research: Conduct thorough research to understand user needs, behaviors,
and pain points.
 Empathy: Designers should empathize with users to understand their perspectives
and needs.
 Iterative Approach: Design thinking is an iterative process, allowing for
refinement and improvement based on user feedback.
 Value Proposition: Clearly articulate the value proposition of the product,
explaining how it solves user problems and delivers desired outcomes.
 Measurement: Track key metrics to measure the success of the product and its
value delivery.
 Examples of Product Value:
 Functional Value: How well the product meets the practical needs of the user.
 Financial Value: The perceived worth of the product in relation to its cost.
 Social Value: How the product enables users to connect with others or enhance
their social standing.
 Emotional Value: The positive emotions or experiences associated with using the
product.

Product Planning:

In product planning, design thinking is a user-centered approach that emphasizes understanding

user needs and iteratively developing solutions through empathy, ideation, prototyping, and
testing, leading to innovative and effective products.

Here's a more detailed explanation of how design thinking integrates into product planning:

1. Understanding the User and the Problem:

 Empathize:

Design thinking starts with deeply understanding the target users, their needs, behaviors, and
pain points. This involves conducting research, interviews, and observations to gain insights into
the user's perspective.

 Define:

Based on the empathy research, clearly define the problem or opportunity that the product aims
to address. This involves identifying the user needs and translating them into actionable
problems.

2. Ideation and Solution Generation:

  Ideate:

Brainstorm and generate a wide range of potential solutions to the identified problem, focusing
on creativity and exploration.

 Prototype:

Create tangible representations or mockups of the potential solutions to test and refine them.

3. Testing and Iteration:

 Test:

Conduct user testing with the prototypes to gather feedback and identify areas for improvement.

 Iterate:

Based on the feedback, refine the product concept and repeat the testing and iteration cycle until
a satisfactory solution is achieved.

4. Key Benefits of Design Thinking in Product Planning:

 User-Centricity:

Ensures that the product is designed with the user's needs and preferences in mind, leading to
better user experience and satisfaction.

 Innovation:

Encourages creative problem-solving and the development of innovative solutions that meet real
user needs.

 Reduced Risk:

By testing and iterating early and often, design thinking helps to identify and address potential
problems before they become major issues, reducing the risk of product failure.

 Improved Collaboration:

Design thinking fosters collaboration between different teams and stakeholders, ensuring that
everyone is aligned on the product vision and goals.

The product design specification:

The product design specification (PDS) helps you develop a framework that will streamline your
product development process and ensure customer satisfaction. Writing one requires careful
planning, collaboration, and attention to detail.

What Is Product Design Specification?

Product design specification (PDS) is a detailed document that outlines every aspect of a
product's design, functionality, and performance. This document serves as a reference and
guideline for all parties involved in the development process, including designers, engineers,
project managers, and stakeholders.

What are Product Specifications (PDS)?

 Definition:

A product specification (PDS) is a detailed document that outlines all the critical aspects,
requirements, and characteristics of a product to be built.

 Purpose:

It serves as a blueprint for the development team, ensuring the final product aligns with its
intended purpose and user needs.

 Content:

A PDS should cover:

 Functionality: What the product should do.

 Features: Specific functionalities and capabilities.
 Performance: How the product should perform and its metrics.
 User Interface (UI): How the user will interact with the product.
 User Experience (UX): The overall experience of using the product.
 Constraints: Limitations or boundaries within which the product must be
designed.
 Requirements: Specific needs and expectations of users and stakeholders.
 Benefits:
 Clear Communication: Ensures all stakeholders (designers, developers, product
managers, clients) have a shared understanding of the product.
 Reduced Misunderstandings: Minimizes ambiguity and potential errors during
development.
 Improved Alignment: Facilitates a smoother and more efficient development
process.
 Measurable Success: Provides a framework for evaluating the product's success
against its initial goals.

How PDS Fits into Design Thinking:

 Design Thinking Stages:

PDS is a crucial output of the "Define" and "Ideate" stages of design thinking, where user needs
and problems are identified and solutions are brainstormed.

 Guiding the Design Process:

The PDS acts as a guide for the subsequent design and development phases, ensuring that the
final product meets the defined requirements and user needs.

 Iteration and Refinement:

The PDS can be iteratively refined and updated throughout the design process based on user
feedback and testing.

Innovative Product Design Case Studies:

Innovation is the secret to distinguishing your business from the competition in the ever-
changing world of product design. We explore the field of creative product design in this
thorough reference, including case studies, professional analysis, helpful advice, and responses to
frequently asked queries. Join us as we reveal the keys to superb product design while showing
both our experience and the outstanding work of My Design Minds.

Defining Innovation in Product Design

Innovation in product design goes beyond ground-breaking ideas or technologies. It’s about
improving functionality, resolving issues, and improving user experiences. Innovative product
design seeks to produce items that smoothly fit into our lives, making them more practical and
pleasant.

Why Innovative Product Design Matters

Innovative product design is the key to brand success in today’s cutthroat marketplace. It’s what
draws customers in, fosters brand loyalty, and distinguishes a company from rivals. Here, we
examine various case studies from My Design Minds and real-world examples that highlight the
value of inventive product design.

Innovative Product Design Case Studies

1. Apple’s iPhone: Revolutionizing Communication

The iPhone is a perfect illustration of how cutting-edge product design can completely transform
a sector. When it first came out, it revolutionised communication by combining a phone, music
player, and computer into one sleek gadget. Modern smartphones are held to a higher level
because to their svelte form, user-friendly interface, and ground-breaking functions.

2. Tesla’s Electric Vehicles: Pioneering Sustainability

The automobile sector has undergone a change because to Tesla’s electric vehicles. They have
demonstrated that electric cars can be both eco-friendly and opulent thanks to their sleek and
aerodynamic designs. The innovative technology and elegant aesthetics of Tesla vehicles have
redefined what we expect from an automobile.

3. Dyson’s Bladeless Fans: A Breath of Fresh Air

Dyson’s bladeless fans have disrupted the traditional fan market. With their innovative bladeless
design, they provide a safer and more efficient cooling solution. This case study exemplifies how
a simple household appliance can be transformed through innovative design.

4. Nest Thermostat: Smart and Sustainable

The Nest Thermostat is a prime example of how innovation can make our lives more comfortable
and eco-friendly. Its sleek design and intelligent features have redefined home climate control,
emphasizing energy efficiency and convenience.

5. Blu Cut Demo Kit: A Make-in-India Breakthrough by My Design Minds

My Design Minds has demonstrated its innovative prowess with the Blu Cut Demo Kit, a
groundbreaking product that showcases their commitment to innovation on a global scale. This
“Make-in-India” breakthrough is a testament to their dedication to creating products that improve
lives.

6. Enhancing Quality and Market Penetration: A Case Study of the Moisture Analyzer

My Design Minds doesn’t stop at innovation; they also prioritize enhancing quality and market
penetration. Their case study on the Moisture Analyzer is a prime example of how they
consistently deliver excellence in product design.

Expert Insights: Tips and Tricks for Innovative Product Design:

Successful innovative product design involves a combination of creativity and practicality. Here
are some expert insights and tips to guide you on your journey to creating outstanding designs:

1. User-Centric Approach

Always start with the end-user in mind. Understand their needs, desires, and pain points. User-
centric design ensures your product is not only innovative but also highly functional.

2. Embrace Iteration

Innovation often involves trial and error. Don’t be afraid to iterate on your designs. Each revision
takes you one step closer to excellence.

3. Cross-Disciplinary Collaboration

Innovation flourishes when experts from various fields come together. Collaborate with
engineers, designers, marketers, and more to gain fresh perspectives and ideas.

4. Sustainability Matters

Innovative product design should consider environmental impact. Sustainable materials and
energy-efficient solutions are not just trends but ethical necessities.