Successful product commercialization is achieved when the product development process is integrated with customer development and is executed by an experienced team and organized by an effective process. At PADT we have spent the last 20 years building our team, establishing our infrastructure, and honing our processes. One of the key processes that strongly affect the outcome of a product development effort is the process of establishing product/market requirements. The idealized product development process that we use is shown below and the establishment of requirements is shown as the first development activity box.
Establishing requirements insures that we develop the “Right” product. Building the “Right” product means working closely with clients to understand what the end customers want and are willing to pay for. It also means testing the market by building prototypes early and validating design choices with end customers.
At PADT we have found it very effective to get with customers from the very first meeting to establish these market and product requirements. Even if you are part of a large organization and do not work directly with external customers, we recommend that you adopt a methodology that captures and documents market and product requirements as early as possible, and that you evaluate your design against these requirements through the development process.
One way we do this is by asking questions about the product from many perspectives as illustrated by the wheel below. By looking at the product from each of these perspectives, we capture important requirements, avoid late stage product revision, and end up with the “Right” product.
A question based approach is effective because it opens up everyone involved to looking beyond their initial assumption. The more traditional method of making a list of requirements, often results in requirements from the point of view of the person making the list. By questioning the customer, or proxy customer, from these different points of view, the team looks at things in new and different way and this captures more realistic and comprehensive requirements.
Visit our case studies page to see examples of how our approach has been used across a wide variety of industries.