Product Design Challenges: What we do to design, build, and deliver products which customers will then own.

• Offer a diverse, competitive product line. (For commodity products, "offer" means design specific configurations for market segments and optionally build prototypes for marketing and inventory purposes. For bespoke products, "offer" means only develop its capabilities to develop specific solutions for specific customers, eg, its skills and tools, but not develop any specific designs.)

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• Tailor [customize] bespoke [commissioned] products to the unique needs of specific customers (not "one size fits all") [whenever customers and pursers deem the additional expense is justified].
  • Use preferred-products as default alternatives, but not as a restriction on what it will sell.

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• Produce high-quality products, where "quality" is a measure of the goodness of design and delivery within customers' requirements (professional excellence), not price point (level of service or functionality). (There are two points in time when this section applies: for commodity products, design occurs when products are put on the shelf; for bespoke products, design occurs only when a customer chooses to buy.)
  • Design products to perform well in their intended use and in their intended environment, including maximizing the efficiency and safety of our products, to the extent that it doesn't add costs or time (based on excellence in design, not higher price point).

  • Proactively include, in the scope of every project, correcting any damage to existing assets caused by the sale of its products ("chase the ripples").

  • Whenever possible, design products to facilitate integration in the future (without sacrificing the ability to tailor functionality to customers' unique needs), eg, by using common components and standards (including standard protocols, language, and principles.

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• Offer related products and services that enhance the usability of its products throughout their life.

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