PRODUCT DESIGN & DEVELOPMENT Multifunction Footwear

Albertina D. Eka | 004200900006 Maria Sartika | 004200900023 Trigaluh Prastyana | 004200900035

PRODUCT PLANNING

BACKGROUND
Shoes have become a staple for human. In addition to its main function as a feet protection, the shoes also have an important role in fashion. A lot of products like boots, wedges, heels and flat are created to fullfill the needs of customer, however, those products are seemed monotonous. Therefore, as women we try to think the new innovative products, which is combining all kinds of shoes. The idea is changeable sole of shoes.

VISION

To create a multifunction footwear (ladies shoes) with characteristic low in cost and high quality. To address customer needs in instant, achieve increase sales and increase market share.

SWOT ANALYSIS

Strength - multifunction - low price - high quality - unique design and comfortable Weakness - unimproved technology - continues maintenance

SWOT ANALYSIS CONT.

Opportunity - no other competitor that produce the same type of shoes - satisfying ladies needs Thread - other company will make similar product lower cost (imitate and steal the idea)

with

PROJECT TIMELINE

Proposed date for concept approval: November 2011 Date for completion of business case: December 2011 Technology readiness: 2nd week of December 2011 Product launching: March 2012

MISSION STATEMENT
Product Description A multifunction, flat shoes and heels / wedges at one footwear, comfortable, instant and efficient. Fulfill customer needs, especially ladies who like to change footwear Achieve increase sales Increase market share

Key Business Goals

Primary Market
Secondary Market Assumptions and Constraints Stakeholders

Career women Young adults

Teenagers Housewives Incremental improvement to existing product (modify) Purchasers and users Manufacturing operation Distributors and resellers

IDENTIFYING CUSTOMER NEEDS

CUSTOMER SELECTION MATRIX

Lead Users Career Women Young Adults Teenegers 10 8 5 Users 10 8 3 Retailer or Sales Outlet 5 5 3

Housewives

CUSTOMER NEEDS
1.

2.
3. 4. 5. 6.

Comfortable Easy to use Light weight Durable Affordable price Up to date

PRODUCT SPECIFICATION

METRICS AND UNITS

Metric No 1 2 Need No 3 5 Total mass Unit manufacturing cost Metric Imp 3 4 Units gram IDR

3
4 5 6 7 8

4
4 2 2 6 1

Resistance to hot weather

Resistance to rain Time to use footwear not more than 10 seconds Simple design Design lifecycle Absorbable material

4
4 2 3 3 4

Binary
Binary second Subj month Subj

Thickness of shoes platform

mm

LINK METRICS TO NEEDS

6 Durability Affordable price Metrics

Total mass Unit manufacturing cost
1 2

5 Easy to use Light weight Comfortable

Resistance to hot weather Resistance to rain Time to use footwear not more than 10 seconds Simple design
3 4 5 6

Needs

Up to date
Design lifecycle Absorable material Thickness of shoes platform

7 8 9

TARGET SPECIFICATION
Metric No 1 2 3 4 5 Need No 3 5 4 4 2 Metric Total mass Unit manufacturing cost Resistance to hot weather Resistance to rain Time to use footwear not more than 10 seconds Simple design Design lifecycle Absorbable material Imp 3 4 4 4 2 Units gram IDR Binary Binary second Marginal Value 300-600 107,000130,000 Pass Pass 2-3 Ideal Value 450 115,000 Pass Pass 2

6 7 8

2 6 1

3 3 4

Subj month Subj 3-6 5

Thickness of shoes platform

mm

2-3

COST ESTIMATION
No Component Qty/pair

1 2 3 4 5 6 7 8 9 10 11 12

Suede leather (feet) Fabric (m) Ring Lace Foam (m) Shoe glue (liters) Modified heel Modified sole Thread(m) Sole thread (m) Sewing cost Overhead at 25% of direct cost TOTAL

4 0.3 12 2 0.15 0.03 2 2 1 1 1

High Low (IDR) (IDR) 6,000 5,000 15,000 13,000 500 300 2,000 1,000 4,000 3,500 50,000 30,000 15,000 13,000 10,000 9,000 4,000 2,500 5,000 4,500 30,000 25,000

High Total Low Total (IDR/pair) (IDR/pair) 24,000 20,000 4,500 3,900 6,000 3,600 4,000 2,000 600 525 1,500 900 30,000 26,000 20,000 18,000 4,000 2,500 5,000 4,500 30,000 25,000

129,600

106,925

FINAL SPECIFICATION
Metric No 1 Need No 3 Metric Total mass Units gram Value 400

2
3 4 5 6 7 8 9

5
4 4 2 2 6 1 1

Unit manufacturing cost

Resistance to hot weather Resistance to rain Time to use footwear not more than 10 seconds Simple design Design lifecycle Absorbable material Thickness of shoes platform

IDR
Binary Binary second Subj month Subj mm

129,600
Pass Pass 6

6 3

CONCEPT GENERATION

PROBLEMS
The problem when we generate this shoes is how to make the changeable heels. We came up with 3 ideas: - Using zipper to set the body and sole - Using sliding type - Using click type

SEARCHING
Externally : Interview lead users Internally : Brainstroming

EXPLORE SYSTEMATICALLY

Using zipper to set the body and sole - The heels will be shaking so users will be easily fallen Using sliding type - The heels will be displaced when users are walking

Using click type - The installment is not easy and the connector is easily broken

CONCEPT SELECTION

SELECTING PRODUCT CONCEPT

The final product concept is combination of 2 types of connector, that are zipper and sliding. We use intuition method to determine the product concept.

CONCEPT SCREENING
Concepts Selection criteria Durability Ease of manufacture Readability of settings Ease of use Sum +s Sum 0s Sum s Net score Rank Continue? A Sole + + 0 0 2 2 0 2 1 Combine B Body 0 0 0 0 0 4 0 0 4 Combine C Zipper 0 + + 0 2 2 0 2 1 Yes D Heel + + 0 2 1 1 1 3 Revise

CONCEPT SCORING MATRIX

Concept AB Body and Sole Selection criteria Durability Ease of manufacture Readability of settings Weight 35% 20% 20% Rating 4 3 3 Weighted score 1.4 0.6 0.6 Rating 5 3 4 C Zipper Weighted score 1.75 0.6 0.8 Rating 4 3 3 D Heel Weighted score 1.4 0.6 0.6

Ease of use

25%
Total score Rank Continue?

0.75
3.35 2 Continue

0.75
3.9 1 Continue

0.5
3.1 3 Develop

PRODUCT DEVELOPMENT ECONOMIC

BASE-CASE FINANCIAL MODEL

Description Development cost Ramp-up cost Marketing and support cost Unit production cost Sales and production volume Unit price Value IDR 51,729,600 IDR 11,016,000,000 IDR 20,000,000 IDR 129,600 1,000,000 units/year IDR 299,000/unit

LIFE CYCLE PRODUCT

Development Oct-Dec 2011 Introduction March 2012 Growth July 2012 Maturity Dec 2012June 2013 Saturation July 2013 Decline January 2014

NET PRESENT VALUE

NPV =

periods

period cash flow (1 + discount rate)

period

NPV =

i i

(1 + r)

i=1

RETURN OF INVESTMENT

DESIGN OF PRODUCT

WIREFRAME

SHOES

RIGHT

FRONT

LEFT

BACK

TOP

BOTTOM

BOTTOM CONT.

THANK YOU