Improving the Speed and Effectiveness of Innovation by Embracing Changing Customer Desires
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The traditional design approach for product development is to develop a design based on customer requirements and technical knowledge, build the product according to the detail requirements provided, and then test the product to validate that it works as intended. The team typically starts by identifying a single design approach and spends their time validating a single design during testing. Design teams often encounter issues in the course of development with performance, manufacturability, interfaces and more. To compensate for test failures, teams often build in time into the schedule for additional design loopbacks. Further, when the loopbacks lead to change, the late changes are costly and risky, causing the team to focuses on "fixing the bare minimum" to meet cost and schedule expectations.
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