The Impact of a Poor Customer Design Process

Updated on October 23, 2017
cmiller0161 profile image

Claire Miller is studying a degree in Aerospace Engineering and is currently battling with MATLAB for her dissertation. Snacks are welcome.

Source

When a client asks a company to design and manufacture a product for them, the company’s designer needs to communicate with the client to ensure that they know what is being requested, make suggestions, and generally make a successful product to be put on the market for selling. When designing a product for a specified target audience within the public, rather than for a single person or business, the company needs to be able to complete the project with perhaps less communication to guide them, and so more attention may need to be paid to the design process. The design process has a huge impact on the final outcome, and hence plays an important role in whether the product is a success on the market or not. It is therefore vital, to increase the chances of success, to take into account the requirements of the target audience.

The design process usually starts with some research and some form of a design brief. During these stages, the company may use surveys and questionnaires to communicate with members of the targeted audience to understand what would make them want to buy a product, and what they would want it to be able to do.

There are two different categories to take into account when identifying the customer’s needs: articulated and latent needs. Articulated or imperative needs include the most important factors that the product must meet, whereas latent needs are features that the customer may not realise they could need until they actually have that option in front of them. For example if you were to design a kettle, the imperative needs would be features such as making the product so that it boils water to 100°C and being able to see how much water is in the kettle, whereas latent needs would include features like having a cordless product and making the body of the kettle change colour when it has boiled.

The company would also have to think about who their target audience actually is to get the most succession out of the product. For example, if the iPhone was targeted at elderly people, chances are the product wouldn’t have sold very well since that’s not what that particular group of people are interested in. Choosing the right target audience can therefore be the difference between succession and failure for a product.

One of most important parts of the design process, if not the most important part, is the technical specification. A technical specification contains all the specific robust details that the product must conform to, and can therefore be used as a guide for when the product is being designed and manufactured. It can help the company get a better idea and understanding of what the customer wants of the product, and the concepts included are sorted in order of importance using a robust ranking system so that it is clear what notions are more essential for the product to become a success. Without a technical specification, or all the required information, the outcome would not meet the specific needs and demands of the target audience, and would therefore affect the product’s succession.

In the hierarchy of concepts which a product needs to conform to, regulations and standards are of the upmost importance, the main one being British Standards. British Standards are the legislation that all products need to meet to be allowed to be sold in the UK. This protects the customer by ensuring that the product meets expectations and is safe to use before it is put on the market to be sold. Products that meet British Standards will have the BS kite on either the packaging, the product itself, or both. If a product does not conform to British Standards, it will not be considered to be safe for the public, and therefore couldn’t be sold in the UK.

Without these stages in the design process, it would be highly unlikely for the product to meet the target audience’s requirements, and therefore wouldn’t be successful. This could affect a company’s succession in future products, as the audience would be sceptical due to its previous ‘failures’ in products, therefore affecting the relationship with customers as a result.

Questions & Answers

    Comments

      0 of 8192 characters used
      Post Comment

      • profile image

        Bernard Cribbins 4 months ago

        I wonder how many assignments this has made its way into

      • profile image

        Arthur Plumb 20 months ago

        Just used this for my engineering assignment thanks shag

      • profile image

        [[[[ 2 years ago

        [[[[[

      • profile image

        ali 2 years ago

        thank you

      • profile image

        Stuart Carroll 2 years ago

        Please do not hesitate to do a presentation on the whole unit.

      • profile image

        Cardin Cleaver 2 years ago

        Write it down, Write it down, Write it down. *Slurp*

      • profile image

        Anthony Ntaki 2 years ago

        Guys.. Pls

      • profile image

        Stuart C 2 years ago

        Bants

      • profile image

        Celia 2 years ago

        Come on guys give them a brake!

      • profile image

        Ndimisu Nsingo 2 years ago

        Yes Mahesh! Hows life?

      • profile image

        Ajay 3 years ago

        Jan, just use synonym feature

      • profile image

        PolishJanMac 3 years ago

        god damn it how did you know sir

      • profile image

        Mr Chavda 3 years ago

        I know what you're up to, you better not be plagiarising this.

      • profile image

        Ash 4 years ago

        YOU MY FRIEND ARE A LEGEND! Thankyou soooooo much!!

      • superpipoy profile image

        superpipoy 5 years ago

        Sure. No problem. If you want to know more about customer service careers, you can find it on my hubs.

        Thanks!

      • cmiller0161 profile image
        Author

        Claire Miller 5 years ago

        I'm glad to be of some use :)

      • superpipoy profile image

        superpipoy 5 years ago

        With this kind of customer service, the manufacturer or company representative should directly communicate with the client. This is to ensure that the client's requirements should be meet. Other companies hire or outsource customer service to save costs and headaches on their part. What they don't know is that there are some negative issues that could ruin their credibility to their clients.

        Very helpful hub. Thanks for sharing. It gave me an idea on my next article to write.

      working

      This website uses cookies

      As a user in the EEA, your approval is needed on a few things. To provide a better website experience, toughnickel.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

      For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: "https://toughnickel.com/privacy-policy#gdpr"

      Show Details
      Necessary
      HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
      LoginThis is necessary to sign in to the HubPages Service.
      Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
      AkismetThis is used to detect comment spam. (Privacy Policy)
      HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
      HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
      Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
      CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
      Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
      Features
      Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
      Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
      Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
      Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
      Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
      VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
      PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
      Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
      MavenThis supports the Maven widget and search functionality. (Privacy Policy)
      Marketing
      Google AdSenseThis is an ad network. (Privacy Policy)
      Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
      Index ExchangeThis is an ad network. (Privacy Policy)
      SovrnThis is an ad network. (Privacy Policy)
      Facebook AdsThis is an ad network. (Privacy Policy)
      Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
      AppNexusThis is an ad network. (Privacy Policy)
      OpenxThis is an ad network. (Privacy Policy)
      Rubicon ProjectThis is an ad network. (Privacy Policy)
      TripleLiftThis is an ad network. (Privacy Policy)
      Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
      Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
      Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
      Statistics
      Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
      ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
      Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)