Applying Human Centred Design (HCD) in New Product Development Process (NPD) Process at PT XYZ

Abstract

Managing the New Product Development (NPD) process has become a challenge for firms as it requires extensive financial and human resources and is time sensitive. Moreover, firms still face difficulties in linking insights into product development. Thus, in this research, Human Centred Design (HCD) was applied as an approach to improve the understanding of consumer needs and incorporating it into product concept. The product to be developed by PT XYZ is a healthy and easy snack product for active adults’ breakfast meal with the consumer segmentation of woman and man with 30 years old above and SES AB, urban population, and active lifestyle. The identified consumers’ need from literature and hypothesis translated into 4 design principles and generated 6 product ideas with RTD Almond Milk with Flaxseed came up as a winning product idea. However, it still needs further exploration on adult’s diet pattern as the product evaluation didn’t met company’s standard. The further exploration as the iteration process of HCD found 3 results namely, diet routine type, healthy meals concepts, and challenge and expectation. These identified results then modified the previous design principle, compatibility principle, into control-enhancing. Therefore, the RTD Almond Milk with Flaxseed need to be modified to have balance and complete nutrients with acceptable and preferred taste feature. It also could use Saturo and Huel as a benchmark for controlenhancing design principle.