The analysis phase in the product development process: our systematic approach to creating a successful product begins as a journey of discovery. Together with our client, we clarify the product requirements, wishes, and ideas, as well as the brand and market. Using our developed method, we arrive at a clear briefing, insight into the brand's DNA, and a strategy for moving forward.
To gain a clear understanding of the target audience and potential users, we conduct thorough research.
The analysis phase in the product development process: our systematic approach to creating a successful product begins as a journey of discovery. Together with our client, we clarify the product requirements, wishes, and ideas, as well as the brand and market. Using our developed method, we arrive at a clear briefing, insight into the brand's DNA, and a strategy for moving forward.
During the kick-off, we introduce the project managers to each other. Next, we review the project, discussing the scope, task allocation, planning, and budget. We also address relevant elements for production. By making the right choices from the outset, we can significantly reduce the future cost price. To ensure an efficient discussion, we’ve prepared a checklist.
The most important items on this checklist are:
By prioritizing requirements and wishes early in the process, we avoid confusion later on and steer the project effectively. We have created a Product Requirements Document, in which we record and track all relevant requirements and wishes. Each requirement or wish is described in detail in the product requirements document (PRD). Throughout the project, we regularly update and refine this document as needed, in consultation with the client.
Additionally, we define the company’s core values, as the product should represent both the brand and the company. If these core values are not available or are outdated, we use our Concept Cards method as an ideal tool to establish them.
To gain a clear picture of the target audience and potential users, we conduct research. This can be done through personal interviews or on a larger scale with the help of research agencies. By thoroughly understanding the usage, the people, and the environment, we ensure the optimal development of the new product for the user. Ultimately, the user’s experience determines for a large part the future success of the product.
By thoroughly analyzing the market, we identify trends and gain a clear picture of the competition and related products. With a SWOT-analyse and interpretation matrix, we determine the right strategy. These insights provide us with an overview of market opportunities and help us improve the competitive position.
By thoroughly analyzing the market, we identify trends and gain a clear picture of the competition and related products.
Together with our partners, we gain insight into visible active patents, which helps us understand which solutions are already protected and what is considered the state of the art. This concerns publicly available information before a patent is filed. Additionally, this insight offers potential protection options.
By understanding the state of the art, we can assess the technological lead, which benefits the project progress.
With the help of concept cards, we work together with the client to gain a clear understanding of the company’s core values and the product’s style direction. During an interactive session at GBO Innovation makers we use our self-developed cards to clarify the core values through sharp antonyms and stimulating statements.
Activities and results:
Based on market insights, concept cards, and the PRD, we create mood boards that reflect the design vision and style direction. Using images of form, material, and color details, we set a framework within which we design during the creative phase. This provides direction and ensures a clear focus throughout the design process.
In this step, we summarize the project and present it in an organized manner, covering all relevant elements: the PRD, user research, market information, and corporate identity (concept cards). This provides the foundation for the design phase, which begins with a creative brainstorm session.
Daan Matthijsse
Creative engineer
“It is always great to see that the client's questions are translated into a clear and concise project description containing all essential information. The project briefing serves as the cornerstone of the project, the foundation for the subsequent phases, and it sets the framework for fruitful collaboration.”
