shoes product design & development
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PRODUCT DESIGN & DEVELOPMENT
Multifunction FootwearAlbertina D. Eka | 004200900006
Maria Sartika | 004200900023
Trigaluh Prastyana | 004200900035
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PRODUCT PLANNING
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BACKGROUND
Shoes have become a staple for human. In addition toits main function as a feet protection, the shoes alsohave an important role in fashion. A lot of products like
boots, wedges, heels and flat are created to fullfill theneeds of customer, however, those products areseemed monotonous. Therefore, as women we try tothink the new innovative products, which is combiningall kinds of shoes. The idea is changeable sole of
shoes.
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VISION
To create a multifunction footwear (ladies shoes)with characteristic low in cost and high quality.
To address customer needs in instant, achieveincrease sales and increase market share.
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SWOT ANALYSIS
Strength
- multifunction
- low price
- high quality- unique design and comfortable
Weakness
- unimproved technology
- continues maintenance
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SWOT ANALYSIS CONT.
Opportunity
- no other competitor that produce the same type ofshoes
- satisfying ladies needs
Thread
- other company will make similar product with
lower cost (imitate and steal the idea)
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PROJECT TIMELINE
Proposed date for concept approval: November2011
Date for completion of business case: December2011
Technology readiness: 2nd week of December
2011
Product launching: March 2012
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MISSION STATEMENTProduct Description A multifunction, flat shoes and
heels / wedges at one footwear,comfortable, instant andefficient.
Key Business Goals Fulfill customer needs, especiallyladies who like to change footwear Achieve increase sales Increase market share
Primary Market Career women Young adults
Secondary Market Teenagers Housewives
Assumptions and Constraints Incremental improvement toexisting product (modify)
Stakeholders Purchasers and users Manufacturing operation Distributors and resellers
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CUSTOMER SELECTION MATRIX
Lead Users Users Retailer orSales Outlet
Career Women 10 10 5
Young Adults 8 8 5
Teenegers 5 3 3
Housewives 3 3 2
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CUSTOMER NEEDS
1. Comfortable
2. Easy to use
3. Light weight
4. Durable5. Affordable price
6. Up to date
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PRODUCT SPECIFICATION
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METRICS AND UNITS
MetricNo
Need No Metric Imp Units
1 3 Total mass 3 gram
2 5 Unit manufacturing cost 4 IDR
3 4 Resistance to hot weather 4 Binary4 4 Resistance to rain 4 Binary
5 2 Time to use footwear notmore than 10 seconds
2 second
6 2 Simple design 3 Subj
7 6 Design lifecycle 3 month
8 1 Absorbable material 4 Subj
9 1 Thickness of shoes platform 4 mm
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LINK METRICS TO NEEDS
1
2
3
4
5
6
7
8
9
Needs Metrics
To
talmass
Unit
manu
fac
turing
cost
Resis
tance
toho
t
weat
her
Resis
tance
tora
in
Time
touse
foo
twear
no
tm
ore
than
10
seco
nds
Simp
ledes
ign
Design
lifecyc
le
Abso
rablema
teria
l
Thicknesso
fs
hoes
platform
1 Comfortable
2 Easy to use
3 Light weight
4 Durability
5 Affordableprice
6 Up to date
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TARGET SPECIFICATION
Metric
No
Need
No
Metric Imp Units Marginal
Value
Ideal
Value
1 3 Total mass 3 gram 300-600 450
2 5 Unit manufacturingcost
4 IDR 107,000-130,000
115,000
3 4 Resistance to hotweather
4 Binary Pass Pass
4 4 Resistance to rain 4 Binary Pass Pass
5 2 Time to use footwearnot more than 10seconds
2 second 2-3 2
6 2 Simple design 3 Subj
7 6 Design lifecycle 3 month 3-6 5
8 1 Absorbable material 4 Subj
9 1 Thickness of shoes
platform
4 mm 2-3 3
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COST ESTIMATION
No Component Qty/pair High(IDR) Low (IDR) High Total(IDR/pair) Low Total(IDR/pair)
1 Suede leather (feet) 4 6,000 5,000 24,000 20,0002 Fabric (m) 0.3 15,000 13,000 4,500 3,9003 Ring 12 500 300 6,000 3,6004 Lace 2 2,000 1,000 4,000 2,0005 Foam (m) 0.15 4,000 3,500 600 5256 Shoe glue (liters) 0.03 50,000 30,000 1,500 9007 Modified heel 2 15,000 13,000 30,000 26,0008 Modified sole 2 10,000 9,000 20,000 18,0009 Thread(m) 1 4,000 2,500 4,000 2,50010 Sole thread (m) 1 5,000 4,500 5,000 4,50011 Sewing cost 1 30,000 25,000 30,000 25,00012 Overhead at 25% of
direct costTOTAL 129,600 106,925
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FINAL SPECIFICATION
Metric
No
Need
No
Metric Units Value
1 3 Total mass gram 400
2 5 Unit manufacturing cost IDR 129,600
3 4 Resistance to hot weather Binary Pass
4 4 Resistance to rain Binary Pass
5 2 Time to use footwear notmore than 10 seconds
second 6
6 2 Simple design Subj
7 6 Design lifecycle month 6
8 1 Absorbable material Subj
9 1 Thickness of shoesplatform
mm 3
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CONCEPT GENERATION
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PROBLEMS
The problem when we generate this shoes is howto make the changeable heels.
We came up with 3 ideas:
- Using zipper to set the body and sole- Using sliding type
- Using click type
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SEARCHING
Externally : Interview lead users
Internally : Brainstroming
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EXPLORE SYSTEMATICALLY
Using zipper to set the body and sole
- The heels will be shaking so users will be easilyfallen
Using sliding type
- The heels will be displaced when users arewalking
Using click type
- The installment is not easy and the connector iseasily broken
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CONCEPT SELECTION
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SELECTING PRODUCT CONCEPT
The final product concept is combination of 2 typesof connector, that are zipper and sliding.
We use intuition method to determine the productconcept.
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CONCEPT SCREENINGConcepts
Selectioncriteria
ASole
BBody
CZipper
DHeel
Durability + 0 0 +
Ease ofmanufacture
+ 0 + +
Readability ofsettings
0 0 + -
Ease of use 0 0 0 0
Sum +s 2 0 2 2
Sum 0s
2 4 2 1Sums 0 0 0 1
Net score 2 0 2 1
Rank 1 4 1 3
Continue? Combine Combine Yes Revise
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CONCEPT SCORING MATRIX
ConceptAB
Body and SoleC
ZipperD
Heel
Selectioncriteria
Weight Rating Weightedscore
Rating Weightedscore
Rating Weightedscore
Durability 35% 4 1.4 5 1.75 4 1.4
Ease ofmanufacture
20% 3 0.6 3 0.6 3 0.6
Readability ofsettings
20% 3 0.6 4 0.8 3 0.6
Ease of use 25% 3 0.75 3 0.75 2 0.5
Total score 3.35 3.9 3.1
Rank 2 1 3
Continue? Continue Continue Develop
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PRODUCT DEVELOPMENT
ECONOMIC
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BASE-CASE FINANCIAL MODEL
Description Value
Development cost IDR 51,729,600
Ramp-up cost IDR 11,016,000,000
Marketing and support cost IDR 20,000,000
Unit production cost IDR 129,600
Sales and production volume 1,000,000 units/year
Unit price IDR 299,000/unit
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LIFE CYCLE PRODUCT
DevelopmentOct-Dec 2011
IntroductionMarch 2012
GrowthJuly 2012
MaturityDec 2012-June 2013
SaturationJuly 2013
DeclineJanuary2014
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NET PRESENT VALUE
NPV =period cash flow
(1 + discount rate) period
periodsS
NPV =C
(1 + r) iS
Ni
i= 1
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RETURN OF INVESTMENT
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DESIGN OF PRODUCT
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WIREFRAME
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SHOES
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RIGHT
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FRONT
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LEFT
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BACK
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TOP
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BOTTOM
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BOTTOM CONT.
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THANK YOU
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