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Product Design:

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Alex Richmond

on 26 March 2014

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Transcript of Product Design:

Nike
Alex Richmond, Alyssa Ross, Candice Fleischmann, Rachel Hochman, and Jill Bylsma
Product Design:
Steps in Product Design
Process of defining all of a product's characteristics

Specifies what goes into the product

Includes appearance, materials, dimensions, and performance standards
Computer-aided design (CAD): Use of computer graphics to design new products and edit ideas
Nike = first company to introduce a shoe with 3D printing components

Nike's cleat designed from 3D printing technology:
1. Vapor Laser Talon Cleat (February 2013)
2. Vapor Carbon Elite Cleat (January 2014)
3. Vapor HyperAgility Cleat (February 26, 2014)

"Using traditional prototyping methods, it might've taken us years to translate these learnings on to an actual cleat for the field"
- Shane Kohatsu
Idea Development
Product idea developed by sources such as customers, competitors, or suppliers
Product Screening
The product idea is evaluated, and operations, marketing, and financial requirements are considered
Preliminary Design and Testing
Final Design
Final product specifications completed
Product prototypes built, tested, and refined
What is Product Design?
3D Printing Technology
History of Nike
1965
1964
1950
Blue Ribbon Sports
On January 25, 1964, Blue Ribbon Sports is formed

Knight sold running shoes from his trunk, while Bowerman tore apart Tiger shoes to find out how he could improve them

The foundation for what would become Nike had been established
Forming a Brand
Business grows and Jeff Johnson, a famous runner, joins the team

Bowerman begins research and testing of his own shoe creations

The partners decide if it’s time to start selling their own brand of shoes

The Birth of the Nike Brand
On May 31, 1971, Nike is formed

They selected a brand mark today known internationally as the “Swoosh”

The new Nike line of footwear was launched in 1972 for the U.S. Track & Field Trials
Nike's First Breath
A track and field coach, Bill Bowerman, wanted to provide his athletes with a competitive advantage

Bowerman seeks ways to improve athletic performance

Phil Knight has a business idea involving Japanese running shoes
1971
Developing New Products
The process is often iterative, consisting of a number of feedback loops involving a team effort with members from various departments

Companies may not necessarily go through each step for every new product they design

Skipping steps is risky but companies do it to reduce costs or launch a product quickly
Nike Idea Development
Research and Development:
Nike Sports Research Lab (NSRL)
The scientists have a vast array of measurement and analysis tools
Human performance can be turned into information to guide product design
Main role = identify the physiological needs of athletes

Customer Driven:
Nike works in close collaboration with athletes.
The data collected from the athletes serve as the foundation for innovation
Design inspiration comes from the athletes

Nike Product Development & Design
Nike builds prototypes using a variety of methods:

3D printing to create a model of a shoe
Creating casts of a person's foot using rubber or plaster
High tech equipment and computer software to create wearable shoes
Using a last (model of a foot)

Developing Prototypes
Testing Prototypes
Professional athletes and volunteer product testers assist in evaluating prototypes
On site testing (
alpha testing
) occurs at the Nike Sports Research Lab
Off site testing (
beta testing
) involves individuals receiving prototypes and sending their feedback to Nike

Nike Product Screening
The product screening step at Nike happens at the Nike Research Lab simultaneously with the idea and product development

Nike's practice is not to rule out any options prematurely

Nike Free Run's Example

Spoke to track and field coach at Stanford
Unusual training method- running barefoot
Biochemical research project
Experimental testing
Developed prototypes
Test results from the group wearing the Nike Free shoes showed improvement in all parameters



Nike Final Design
Nike focuses on four areas in order to complete the final design:
1. What materials to use (recyclable products)
2. Best processes (environmentally friendly)
3. Best choices
4. Bringing choices to scale

At Nike, suppliers are chosen through a bid process including market research, benchmarking and referrals
Why is Nike so Successful?
"We're given a lot of design freedom but we're all coming from the same place: respect for the people who will be playing in the shoe and enthusiasm for the sport."

"At Nike, there's no such thing as typical."

- Tom Luedecke, Senior Shoe Designer
Sources
Marketing 2nd Canadian Edition, McGraw-Hill Ryerson
http://www.delcam.ca/news/cstudy_article.asp?releaseId=117#.UypcjcraGt8
http://www.ehow.com/how_5707029_become-product-tester-nike.html
http://gizmodo.com/nike-and-adidas-are-3d-printing-prototypes-at-impossib-512305901
http://www.engineering.com/DesignerEdge/DesignerEdgeArticles/ArticleID/6105/Designer-Edge-Image-of-the-Day-The-Nike-Sports-Research-Lab.aspx
http://www.afrbiz.com.au/case-studies/nike-developing-nike-free.html?print=1&tmpl=component
http://jobs.nike.com/careers/product-development-jobs
http://nikeinc.com/news/nike-sport-research-lab-incubates-innovation
http://www.afrbiz.com.au/case-studies/nike-developing-nike-free/Page-4.html
http://www.nikeresponsibility.com/report/content/chapter/materials

http://www.3ders.org/articles/20140227-nike-debuts-second-football-cleat-built-using-3d-printing.html
http://3dprintingindustry.com/2014/01/16/nikes-series-3d-printed-shoes-continue/
http://www.businessinsider.com/nike-3d-printed-cleats-for-super-bowl-2014-1
Full transcript