|Overview: Design To Value|
9 Examples of Design To Value
John Spacey, April 07, 2018
Design to value are requirements and designs that seek to maximize the value of a design to customers. The following are illustrative examples. market research and efforts to identify customer needs and preferences to drive product development. For example, a manufacturer of battery chargers may find that customers feel that current products have a strange chemical smell they find disturbing. Based on this, the manufacturer establishes the requirement that new designs not smell or include harmful substances. Critical to customer is the identification of needs and preferences that drive customer motivation. There can be a significant difference between what customers say they want and what truly motivates purchases. For example, an ice cream manufacturer may find that customers say they want low calorie products but aren't actually motivated to buy such products. As such, the firm bases design to value on elements that appear to drive motivation such as convenient packaging and luxurious flavors. Product differentiation is the unique value of a product relative to the competition. Design to value may be focused on unique value as opposed to total value in order to differentiate products in a crowded market. For example, a camera manufacturer that seeks to produce the most durable camera on the market that can endure extreme conditions and shocks. Brand image is the set of ideas and emotions that customers hold towards a brand. Design to value may be focused on developing brand image such as a luxury cosmetics company that develops an unusually expensive handbag using costly materials and fine workmanship to serve as a symbol of the brand.customer experience. For example, the design of a hotel lobby may seek to maximize value to guests with luxurious, impressive or useful features. value from professional athletes, extreme bicycling enthusiasts and people who commute 30 miles or more daily with their products. marketing experimentation. For example, a fashion company develops 12 new models of shoes based on customer preferences and brand image to test with customers.
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