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Product and service design process

Short answer

Design moves from idea generation, screening, concept testing, specification, prototype, testing, to commercialisation. Services differ because they are intangible, cannot be stored, and are produced and consumed together, so their design also focuses on the customer journey and people.

Explain the stages of designing a new product or service for a startup. How does a service differ from a product in design?

Product/service design converts a customer need into a defined offering that can be produced and delivered.

Stages

  1. Idea generation: from customers, staff, competitors, research.
  2. Idea screening: drop ideas that do not fit the market or resources.
  3. Concept development and testing: describe the concept and ask target customers for reaction.
  4. Specification and design: features, materials, appearance, cost target, quality standards.
  5. Prototype: a working model to test function and usability.
  6. Testing and refinement: user trials, fixes, cost reduction.
  7. Commercialisation: production or service set-up, pricing and launch.
Idea -> Screen -> Concept -> Design
                              |
        Launch <- Test <- Prototype

Product vs service design

BasisProductService
NatureTangibleIntangible
StorageCan be stockedCannot be stored
ProductionSeparate from consumptionProduced and consumed together
QualityStandardised by inspectionVaries with the person delivering
Design focusFeatures, materialsCustomer journey, process, people

Answer: Design moves from idea to screening, concept, specification, prototype, testing and launch; services additionally need the customer journey and staff behaviour designed because they are intangible and simultaneous.

✓ Answer checked by Claude Opus 5.5 (high effort)

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