The new product introduction process

As organisation comes under continually increasing pressure to produce new products more quickly, many are finding that the product design process is not up to the challenge. But that begs the question of whether or not product design can be classified as process. On this question hinges whether or not design is regarded as being manageable. So, is there such a thing as a design process? The answer is yes, and many organisations are installing them. Their purpose is to systematically transform new product ideas (expressed as requirements) into a set of information which can be used to manufacture goods or supply services for their customers. Those that do it well are reaping the benefit of both better products available on the planned date and shortened time to market. Furthermore, having a process means that failures can be used to learn, and so improve the process.