Universal Journal of Management 2(8): 125-132, 2014 http://www.hrpub.org DOI: 10.13189/ujm.2014.020802 Constructing an Innovative Design Model by Design Thinking to Evaluate New Product Development Effectiveness of Product-service System Wan-Li Wei*, Ya-Fen Tsai , Ching-Jung Fang Ming Chuan University, Taoyuan County, Taiwan *Corresponding Author: [email protected] Copyright © 2014 Horizon Research Publishing All rights reserved. Abstract Service design is a revolution to drive industry product development by design thinking but also to be innovative. Design thinking, however, is the most commercial opportunities for industries with effectiveness. effective way for the innovation during the process of service design. Service innovation, design methods, or tools of new Keywords Design Thinking, Product-service System, product development are made for customers to create new Innovation, Grounded Theory value and expected to construct user-concerted product service system by macroscopic viewpoints of design and service experiences. Therefore, this research aims at constructing an objective systemic innovative design model 1. Introduction through in-depth interview and grounded theory to discuss The pursuit of innovation, no doubt, has become a global innovative factors of new product development and trend of widespread and integrated thinking nowadays in the limitations of innovation for customer needs-oriented design world. Most of Taiwanese companies are aware of thinking index construction and to review the completeness innovation-driven, and there are operational innovation, of current industrial product service system. The product and service innovation, strategic innovation and contributions of this research show six aspects of innovative management innovation of four internal innovations [1], design model as rules or principles of innovative however, new product design (NPD) and the schedule of development on new product development of industry production are the most of important [2]. A company needs including innovative design basis, innovative design to involve innovation in whatever in-house design or development, innovative design capabilities, innovative outsourcing projects of new product development to fulfill design barriers, innovative design risks and effectiveness the requirements of the market. That means Innovation is an evaluation. For the aspect of innovative design basis, important driver for business growth and market needs for designer characteristics are the most influential beginning for many firms [3], they have to do the quick actions to the product innovative design. For the aspect of innovative market by innovative thinking and take technical viewpoint design development, the most significant is design process to fulfill the requirements of end customer. thinking model. For the aspect of innovative design capabilities, the most significant is designers’ capabilities training. For the aspect of innovative design barriers, 2. Literature Review innovative known limitations and unknown restrictions are both important. For the aspect of innovative design risks, the 2.1. Design Thinking most significant is product design rick management. For the aspect of effectiveness evaluation, the most significant is Innovative ideas must be achieved by creativity and new product development effectiveness evaluation. execution, however, creativity is a kind of method instead of Therefore, a systemic innovative design model based on six personal abilities. Design creativity can be built by design aspects is constructed to be a criterion of product innovative thinking [4]. Design thinking is to think like a designer, but development of design for domestic industry. Product how to be a designer thinking? Eury [5] explained in further service system is a fully achievement for design service, and design thinking process as three stages: discovery, design design service is a sequence of innovative journey that brings and delivery. Concepts were screening in discovery stage, not only innovation for technology and products on new however, this very messy creativity that drives the design 126 Constructing an Innovative Design Model by Design Thinking to Evaluate New Product Development Effectiveness of Product-service System process. Tim Brown, the president and CEO of IDEO, them are insufficient, it will be known restrictions or affirmed that design thinking has three phases of a circle unknown barriers of innovation to cause a new product process including inspiration, ideation and implementation development into failure [9]. Risks in the business (Fig. 1) by integrative thinking: balancing desirability with environment occur that have a negative impact on the project viability and feasibility [6]. Designers spend time in design objectives when materialized such as cost, quality, schedule, stage prototyping possible solutions, testing and receiving customer satisfaction, etc. Internal risks of a firm can be feedback as they design to come out a feasible solution, classified as operational risks, technology risks, and thereby make it into production in delivery stage. The organizational risks; and external risks of a firm can be elements of design thinking require designers to toggle back classified as market risks and supplier risks [10]. A company and forth between analysis and synthesis, and then to operate should reduce the negative risks while pursuing positive in the concrete and abstract worlds. Designers usually risks and make sure uncertainties and hazards are all under engage in four types of work: observations, frameworks, control [11]. imperatives and solutions that can help to improve design thinking capabilities (Fig.2) [7]. 2.3. New Product Development Effectiveness 'Product' means object or service created and offered by a company to consumer. New product is the complete process of bringing a new product to market started from customers’ needs including planning, design, production, and sales. New product development process can be divided into six phases: product planning, concept development, system design, detail design, testing & refinement and production [12], however, most important of them is product concept selection. The organization needs to identify customer needs, establish target specification, generate product concepts, select a product concept, test product concept, set final specs Figure 1. IDEO design thinking process [6] and plan downstream development. Each flow of concept development stage needs to be inspected, reviewed and revised repeatedly. Jacoby and Rodriguez [13] present a 'ways to grow' model for new product definition attributed by innovation that helps managers assess innovation efforts. Product innovative attributes categorized into four types including extend innovation, create innovation, manage innovation and adapt innovation based on offerings or users. For example, create innovation is new offerings to new users, and adapt innovation is existing offerings for new users. 2.4. Product Service System Product-service system (PSS) is created in 1990 to deliver a concept whereby services are additionally offered with Figure 2. Design thinking elements [7] products to increase their value for retaining their competitiveness (e.g., [14], [15] & [16]). Since Chase [17] claimed that firms should make the connection among pure 2.2. Restrictions, Barriers and Risk Management of New products and pure service, there were many studies for PSS Product Development regarding economy, production, finance, market, sales, Innovation is built upon good creativity. Creativity is a service, society or environment issues (e.g., [15], [18], [19] function of three components: expertise, creative-thinking & [21]). PSS can fulfill customer’s needs in an integrated skills, and motivation. However, organizations routinely kill and customized way, build unique relationships with creativity with fake deadlines or impossibly tight ones [8]. customers and drive enterprise innovation faster [22]. PSS Innovation or creative mind needs to be encouraged by should be to minimize the environmental impact of companies and leaders and supported by technology, consumption by closed material cycles, reducing meanwhile, adequate resources and sufficient authorization consumption through alternative scenarios of product use, in addition to good relationship corporate with members, increasing overall resource productivity and enough know-how, professional skills, reasonable schedule, dematerialization, and providing system solutions seeking proper equipments and well management plan. If parts of the perfection in integrating system elements along with Universal Journal of Management 2(8): 125-132, 2014 127 improving resource and functional efficiency of each quality of a theory can be evaluated by the process by which element [23]. There are eight types of PSS business models: a theory is constructed [27]. There are three phases coding product-related service and advice and consultancy of implementation for collected data analysis of grounded Product-oriented services; product lease, product renting or theory practice: open coding, axial coding and selective sharing, and product pooling of User-oriented service; coding (Table 1). activity management, pay per service unit and functional result of Result-oriented service [22]. 3.2. Research Tool 2.5. Summarizing The above issue judgment based on non-quantifiable information can be conducted by qualitative analysis with Creativities may usually restricted by