Difference between New Product Development (NPD) & Industrial Design (ID)

Let us take a step back and walkthrough the definitions as presented earlier in this article.

New Product Development: The process which involves forming strategy, organizing requirements, generating concepts, creating product & marketing plan, evaluating and subsequent commercialization, thereby bringing a new product to the marketplace.

Product development is a complete cycle which starts from market analysis, product specifications to concept/industrial design, costing, scheduling, testing, manufacturing and ends at logistics, customer feedback, improvements and the final act of getting a product into the market.

Industrial Design:The practice of forming concepts and designing products, which are to be manufactured through techniques of mass production.

Product Design is complete process that includes product industrial design, user experience, 3D Cad modeling, design calculations, simulation. Responsibility of a good product design is to make product working as per design specifications. It is safe to say that product industrial design is one of the many stages of NPD. It is a crucial subset of NPD which is necessary for the successful completion of entire development cycle.

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Future of Reverse Engineering

Reverse engineering found its use in various industries gradually, as more and more industry leaders adopted this approach and implemented the same, thereby easing out their own work-process. Here is a list of industries that use reverse engineering as a part of their methods:

  • Manufacturing/Heavy machine
  • Automotive
  • Software development
  • Military projects
  • Space expeditions
  • Aerospace
  • Architecture
  • Oil & gas
The future

It is the 21st century. These are great times for design engineers. Over the past two decades, their job has been dramatically changed, with the transformation of finite element analysis (FEA) software from mainframe to desktop computer. With the easy availability of computer-aided design software packages, reverse engineering technology has become a practical means to create a 3D virtual model of an existing physical part. That, in turn, has made the use of 3D CAD, CAM, or other CAE applications easier.

The convenience in the usage, affordability and the ability of its software to tightly integrate with a CAD program has made this process a much favored among engineers. At the same time, the costs of scanners and other hardware used to input measurements have been dropping, and the hardware is becoming smaller and easier to use, according to the hardware makers.

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Importance of Product Development(NPD) & Industrial Design(ID) for a business

Over the first fiscal quarter of 2018, Apple accelerated investments in research and development operations spending more than $3.4 billion on new hires and initiatives which will keep the company competitive in a fast-paced tech market.

Product development is like the gasoline that keeps the wheels rolling. But what drives companies to spend valuable resources such as time, money, human capital, etc. on new product development? And why is it so important?

 Here are five reasons:

  • Value for customers

The primary reason for any new product development is to provide value to its customers. The increasing demands of customers for innovation & new technology calls for the need to develop new or existing products. Otherwise, there is no reason to pour in huge amounts of money in the first place.

  • Keeping up with the competition

Staying ahead of the competition should always be the primary goal for any business. And increased competition is one of the major reasons leading to go for new products development. New products give us a competitive advantage over our rivals. Every firm struggles to fulfill and retain consumers by offering exceptional products. To offer more competitive advantage over the other and to satisfy consumer needs more effectively and efficiently, the product innovation seems to be needed.

  • Changing markets

Today’s market is more dynamic as compared to the past; it keeps on changing due to the wide variety of customer needs, all thanks to increased literacy rate, globalized market, heavy competition, and availability of a number of substitute. Consumers are constantly evolving which means their tastes and preferences change with them. It is the changing consumer behavior that drives the innovation and development of products. Plus, it also counters seasonal fluctuations.

  • Explore technology

Just as consumer trends drive new products, advances in technology drives companies to invest in new products. If your company has not upgraded its technology arsenal for ten years, count yourself to be at the last one in the queue within a few years.

  • Reputation and goodwill

Building image and reputation as a dynamic innovation and creative firm boosts a company’s legacy. The new product development is approached. Company desires to convince the market that it works hard to meet customer’s expectations. In fact, company developing new products frequently has more reputation and can easily attract customers.

Industrial design is a very crucial part of the entire new product development process. We are aware of the fact that industrial design develops aspects of a product that create emotional connections with the user. It integrates all aspects of form, fit, and function, hence optimizing them to create the best possible user experience. Industrial design’s role in product development process is to establish the design language of a product, as well as the corporate branding and identity.

How successfully a company is able to carry out development or modification, incorporating the ergonomics aspect, can often determine the success of a product in the market. Firms that leave industrial design to the end of the engineering lifecycle, or out completely will struggle to find success in consumer-driven markets.

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NPD/ID vocabulary

Bill of materials (BOM): A table containing a list of the components and the quantity of each required to produce an assembly.

BriefInstructions and requests provided to design team prior to the commencement of a project. 

Business analysis: The practice of identifying business needs and determining solutions to business problems.

Commercialization: The process of introducing a new product or production method into the market.

Concept design: An early phase of design process, where the broad outlines of function and form are articulated.

ErgonomicsApplication of principles that consider the effective, safe and comfortable use of design by humans.

Ideation: Idea generation or brainstorming.

Industrial design: The process of designing products used by millions of consumers around the world.

Market research: An organized effort to gather information about target markets or consumers.

New product development (NPD): The complete process which involves transformation of a market opportunity or product idea into a product available for sale.

New Product Introduction (NPI): New product introduction is the complete process of bringing a new product to market.

Patent: An exclusive right granted to an inventor by a sovereign authority, for a specified time period.

Pilot Run: An initial small production run produced as a check, prior to commencing full-scale production. 

Prototyping: An early sample, model, or release of a product built to test a concept or process or built to act as a commodity to be replicated or learned from.

SketchAn image that is quick to generate and does not contain complete detail.

S.W.O.TAnalysis framework for a company relative to its competitors, market, and industry: Strengths, Weaknesses, Opportunities & Threats.

Test marketing: An experiment conducted by companies to check the viability in the target market before full scale manufacture.

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The New Product Development Process

You might be a seasoned design professional thinking “What do my bosses sit around and do all day while I do the real design work".

This section outlines and explores the various early stages of the industrial design process that a product goes through. It does serve as a reasonable account of the overall and general product design process.

  • Ideating or initial ideas

Before any design work can begin on a product, there must first be a definition of what the product or product line might be. The idea’s genesis can be many factors such as:

Consumer demand – Reviews & feedbacks from the customers or even their ideas can help companies generate new product ideas.

Internal sources – Companies provide incentives and perks to employees who come up with new product ideas

Market research – Companies constantly review the changing needs, requirements and trends of the market by conducting plethora of market research analysis.

Competition – Competitors SWOT analysis helps companies to generate ideas.

  • Idea screening

An idea can be excellent, good, moderate or very bad. Once a suitable product opportunity has been identified, a specification document or design brief is created to define the product. It is usually created by the higher management of a company who’ll have access to information, such as budgeting and buyer/seller feedback. This step involves filtering out the good and feasible ideas which maintains the technical integrity while staying within realistic cost expectations.

Features such as a mechanical specification or a reference to an existing invention the product might be based upon, are outlined. Expectations, uses, and underlying intelligence associated to the product are included as well. Electronics, including sounds, lights, sensors, and any other specific inputs, such as colors and new materials may also be mentioned. Finally, a few reference sketches or photo images can be added to convey a possible direction.

  • Concept design & development

All ideas that pass through the screening stage are turned into concepts for testing purpose. A concept is a detailed strategy or blueprint version of the idea. In most companies, designers work up a design brief or product specification that guides their designs. It’s the designer’s role to make these ideas a reality. A professional designer has the ability to provide a large variety of designs in a quick and efficient manner. Many people can draw one or two ideas, but when asked to elaborate they often fall short. What separates the true design professional is depth and breadth of their presented ideas and vision in a clear and concise manner. Concept design generally means the use of hand-drawn or digital sketches to convey what’s in a designer’s mind onto paper or a screen.

  • Business analysis

A detailed business analysis is required to determine the feasibility of the product. This stage determines whether the product is commercially profitable or not, whether it will have a regular or seasonal demand and the possibilities of it being in the market for the long run.

  • Modeling

With the help of 3D modeling software (CAD – Computer Aided Design), the ideas/concept is rendered a shape, thereby creating a 3D model. The technical and engineering team has the biggest workload during this phase. These 3D models will often show up problematic areas where the theoretical stresses and strains on the product to be developed will be exposed. If any problem persists, it is a best phase of product development to handle the design errors and come up with modifications to address the same.

  • Prototyping & pilot runs (preliminary design stage)

In this stage, prototypes are built and tested after several iterations and pilot run of the manufacturing process is conducted. This stage involves creating rapid prototypes for a concept that has been deemed to have business relevance and value. Prototype means a ‘quick and dirty’ model rather than a refined one that will be tested and marketed later on. Adjustments are carried out as required before finalizing the design.

  • Test marketing

Apart from continuously testing the product for performance, market testing is also carried out to check the acceptability of the product in the defined market and customer group. It is usually performed by introducing the new product on a very small scale, to check if there are any shortcomings. This helps to know in advance, whether customer will accept and buy this product on launching in the market. Test marketing is a powerful tool indeed.

  • New product launch

This is the final stage in which the product is introduced to the target market. Production starts at a relatively low level of volume as the company develops confidence in its abilities to execute production consistently and marketing abilities to sell the product. Product manufacturing expenses depend on the density of the product, if there are numerous parts, material selection etc. The organization must equip its sales and customer service entities to address and handle queries. Product advertisements, website pages, press releases, and e-mail communications are kept on standby on the launching day.

Product development is an ever evolving fluid process and cannot be summed up in a few steps. The entire procedure sees insertion of additional stages or even eviction of a crucial part, depending on the nature of the project. Each group of professionals, whether designers, engineers or marketing, sales; has their role to play in this methodology. It is the company’s responsibility to continuously monitor the performance of the new product.

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What is Industrial Design (ID)?

Every product you have in your home and interact with is the outcome of a design procedure. All those products have come into being after long hours of planning, sketching, rendering, 3D modeling. Not to mention the numerous prototypes and testing it has gone through to finally hit the shelves. The ideation and the procedure to develop a certain product is collectively called Industrial Design process or simply ‘Industrial Design’ (ID).

Industrial Design is the professional practice of conceptualizing and designing products, which are to be manufactured through techniques of mass production, eventually to be used by millions of people around the world every day.

An industrial product design process incorporates inputs from diverse domains such as ergonomics, form studies, studio skills, advanced cad, research methods, design management, materials & manufacturing processes and social sciences.

An industrial designer’s purpose is to emphasize on — appearance of a product, the functioning, how the product is manufactured and the value & experience it provides for users. Their sole intent is aimed at improving your life through design.

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