15. Designing Products and Services

The chapter begins by transitioning from the specification phase to the design phase, emphasizing the shift from defining what a product should do to finding technical solutions. It discusses the theoretical underpinnings of design thinking, highlighting the cognitive processes and methods that support human problem-solving. The focus is on the initial conceptual design phase, which involves framing the problem, generating potential solutions, and selecting the most promising ones. The text explores various methods and tools, such as functional analysis and the Theory of Inventive Problem-Solving (TRIZ), that aid in the creative and iterative design process. Additionally, it discusses the role of constraints and how they can either hinder or facilitate innovation. The chapter concludes by highlighting the importance of design methods in improving the performance of the design activity and their potential impact on the competitiveness of firms.