Question

What’s Next? From the video about Next and Steve Jobs, identify and discuss two apparent strengths in the product development process that you observe. Consider leadership, idea generation, working relationships, customer concerns. Specify how each strength is evidenced in the video. Comment on any connections you see between the strengths you’ve identified and the subsequent success of Apple.

please youtube whats next for the video as im not allowed to post links

Answer 1

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Apple’s Product Development Process may be one of the most successful design processes ever implemented. With the company verging on becoming the world’s first $1 trillion business organization – there’s a lot that designers can learn from Apple and introduce into their own design environments. Apple is a notoriously secretive business. In Steve Jobs’ time at the company it would have been near impossible to find out about the internal workings of the business. This isn’t surprising when a business’s market advantage is its design approach. It’s worth keeping it under wraps. When a design team works on a new product they are then cut off from the rest of the Apple business. They may even implement physical controls to prevent the team from interacting with other Apple employees during the day. The team is also removed from the traditional Apple hierarchy at this point. They create their own reporting structures and report directly to the executive team. This leaves them free to focus on design rather than day-to-day minutiae.

Apple’s process is complex, expensive and demanding. If you compare it to most business theories – it shouldn’t work. However, to date it has out-performed even the wildest of expectations.

You may not be able to emulate all of their processes within the space of your own workplace but there’s no reason that you can’t develop written processes for design phases and launch phases of your projects, for example. And, of course, there is no reason at all for you in not iterating!

The more you know about successful design processes, the more you can take some of the best aspects of them and use them to enhance your own products.