Product Development — Approaching the End-User
by Sudhanshu Jha
A UK based cooperative society- Device for Dignity(D4D) focuses on developing an innovative shower chair to meet the needs of the active, independent, self-purchasing wheelchair user, allowing them the freedom to travel and participate in sports. D4D consulted multi-disciplinary specialist clinicians at a Spinal Injuries Unit and groups of spinal-injured participants. Extensive feedback was collected on existing designs of mobile shower chairs and preliminary designs for the new prototype in terms of effectiveness, ergonomics, aesthetics, etc. The clinicians were more focused on minimising risk to the user; whilst the users themselves were more focused on their lifestyle and cost.
My purpose to start with an example of product development followed by user involvement is to highlight an efficient approach- ‘user centred design’- to designing a product. It is an approach where the development process involves assessment of users’ desirability and feedback. This awesome organisation, Devices for Dignity- Health Technology Cooperative (D4D) has been involved in a range of projects for the development of new medical devices, healthcare technologies, and technology-dependent interventions. D4D operates nationally, bringing together the right team of expert clinicians, academics, members of the public, carers, charities, and industry to deliver solutions to address specific needs. Their storyboards never miss the approach I am talking about. Let’s see how.
In D4D, the steps of addressing and solving the problem start with user involvement and then validating the need from the network of patients and experts. Once the team understands the problem, it starts exploring creative conceptual approaches to addressing the problem, before moving towards producing and refining prototypes.
In D4D, the steps of addressing and solving the problem start with user involvement and then validating the need from the network of patients and experts. Once the team understands the problem, it starts exploring creative conceptual approaches to addressing the problem, before moving towards producing and refining prototypes. The steps seem to be time taking and full of extra effort for small piece of initial task, but ensures efficient use of valuable time and resource in developing the technology. Let’s have a look at another example which validates their approach.
A workshop was run by D4D to develop project ideas in the area of assistive technology. One of the projects was looking at the design of the leg-worn urine drainage bag. They explored user needs and potential design improvements, the data of which provided many insights into design and functional limitations of currently available leg bags; the challenge was deciding which of the many issues to address. The desirability and requirement analysis of this product was carried out keeping in concern the user’s dignity. The team started thinking towards limiting the risk of accidental leakage under clothing. End-users came together to test and give feedback on the usability of the prototypes developed by the design team before the designs were finalised.
Frequent feedback not only improves the design of resulting prototype but also helps in managing the development without wasting resources, and let the development team to work with strong adherence with the timeline.
There is increasing recognition of the importance of users’ involvement in the development of new technology that is usable and acceptable to the end-user. Frequent feedback not only improves the design of resulting prototype but also helps in managing the development without wasting resources, and let the development team to work with strong adherence with the timeline. It is quite simple — if you change the design late in the process, then it will typically cost much more than if you changed it during the requirements stage. If you look at some leading companies like HSBC, Edreams and others, you will see how they are adopting the “User Centered Approach” after going through an agile transformation. Both of the methodologies, if conducted together, become the key of successful innovation.
