Research & Development

Envisioning a product

Envisioning a product that will satisfy the needs of the target market is a vital aspect of product design. If envisioning is done right, the product design takes into consideration what the customer thinks and feels. It also utilises the resources available to develop something that is safe, efficient and reliable. The continued existence of the company is reliant on the success of their products.

What is envisioning?

Envisioning can be defined as an activity that grasps the true nature of a potential product. It involves coming up with a simple plan on how the idea will be brought to life. It is important for the company to have a good vision of feasible ideas they intend to create. The company needs to know exactly what they are going to make.

The Kano model

In 1984 the Kano model was developed by Noriaki Kano, a professor of quality management at the Tokyo University of Science. It was developed to tell the likelihood of customer satisfaction with product features. The model comprises of three different functionalities: basics, performance and delighters.


Basic functions are the standard components that are a must to sell the product. The basics are the features the product cannot do without. The downside of the basic functions is that the more the product has the less interest from the customer.


Performance functions are the features that are added to the product to increase the satisfaction of the customer in the product. Customers love performance functions. unlike basic functions, the more performance functions, the better.


A good product should not only have performance functions but should also have delighters. Delighters are functions that excite and delight, as the name suggests, the target customer. The goal of delighters is to satisfy needs the customer did not even know they had. Delighters give the product its special selling points and, in turn, a competitive advantage in the market.

Feasible product ideas rely on a good combination of basic, performance and delighter functionality. The designer must envision a mix of these in a manner that will increase the required benefits.

Impact and product mapping

Impact and product mapping apart is something else the developer has to envision in order to bring an idea to life in product development.Product mapping is the process of matching or comparing your product to your competitors’ so that the developer can have precise comparisons with like products. This process helps the developer to have a better understanding of the products and implement data-driven interventions to improve the idea.

Impact mapping, on the other hand, is visual mapping ways or product development. Impact mapping helps to make better plans and roadmaps that ensure alignment of business and delivery, and help organisations make an impact with their product. The developer has to visualise the product in line with the company’s objectives while keeping in mind the relation of the product to the customer.

As the developer is coming up with ideas for a possible product to be manufactured. The developer needs to envision a lot about the product to make sure it turns out to be a success. They must envision how to bring an idea to life. They need to make sure the idea is feasible and that the end product will satisfy the needs of the end user and be marketable.

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