Tag: product development

Developing a New Product: Expectations vs. Reality

Written by Lucy on January 28, 2025. Posted in Design.

It’s the start of a new year; the time when we typically set new challenges for ourselves. Businesses, start-ups and entrepreneurs tend to set goals for the year, and some of these goals may be related to new product development.

Creating a new product can be one of the most exciting and rewarding challenges in business. It’s the moment when ideas take shape, innovation meets market need, and something truly unique comes into existence. However, while the process often comprises an atmosphere of excitement and innovation, the reality of product development is far more complex and filled with unexpected hurdles.

In this blog post, we’ll explore the gap between the expectations and the reality of developing a new product. Whether you’re a startup founder, a product manager, or someone interested in the product development journey, understanding these contrasts can help you navigate the process with greater clarity and preparedness.

Expectation 1: The Idea Will Come Easily

Reality: Innovation is often a messy process.

When brainstorming a new product, we tend to imagine that the perfect idea will just click into place. Perhaps you envision yourself having a lightbulb moment or feeling a sudden burst of inspiration that leads to a flawless product concept.

In reality, developing a new product often begins with days (if not weeks, months or even years!) of research, iteration, and testing. The initial idea might be vague or incomplete, and it may need to be refined multiple times before it starts to resemble a viable product ready for the market. The creative process is rarely linear, and sometimes, the best ideas come from feedback, setbacks, or looking at the problem from different angles.

Expectation 2: The Development Timeline Will Be Predictable

Reality: Timelines almost always stretch.

You’ve created a product plan with clear deadlines, and everything seems set for a smooth rollout. But, as any product developer will tell you, timelines rarely hold up as expected. Delays can occur for numerous reasons – technical challenges, changes in market demand, unexpected customer feedback, or even the complexity of sourcing materials.

Moreover, each phase of product development typically takes longer than anticipated. From the design phase to prototyping, testing, and market validation, there will be setbacks and revisions. While some parts of the process can be managed more effectively, it’s important to be prepared for unexpected obstacles and build in contingency time to avoid frustration.

Expectation 3: Development Will Be a Collaborative, Unified Effort

Reality: Collaboration can sometimes be more challenging than anticipated.

The expectation: teams work together seamlessly, everyone is aligned, and there’s an easy flow of ideas. The reality? Product development often requires balancing a multitude of perspectives, from engineers and designers to marketers and business stakeholders. Everyone has their own priorities, and aligning all these views can lead to disagreements, delays, and confusion.

Additionally, cross-functional collaboration involves significant communication efforts. Teams need to maintain constant dialogue to ensure that everyone is on the same page. Miscommunication can lead to costly mistakes and coordinating schedules for everyone involved can be tricky.

Expectation 4: Product Testing Will Be Smooth

Reality: Testing often uncovers a lot more than you expect.

Product testing is meant to be a phase of refinement, where you uncover and address issues before launch. While this phase is crucial to creating a high-quality product, it’s not uncommon for it to reveal far more problems than anticipated.

No matter how many prototypes you’ve built, the product may still face unexpected usability challenges. Design flaws sometimes often surface only when real users interact with the product. Testing isn’t just about fixing issues; it’s about rethinking assumptions, revisiting features, and sometimes going back to the drawing board entirely. The process can be frustrating, but it’s also the key to refining the product to ensure that it meets user needs and expectations.

Expectation 5: The Product Will Be a Hit Upon Launch

Reality: Gaining traction takes time.

There’s always hope that your product will immediately succeed once it hits the market. However, even the best products often require time to gain traction and attract a loyal customer base. Market conditions, customer education, and competition can impact a product’s success, even if it’s well-designed and solves a real problem.

For most products, the road to success involves careful marketing strategies, potentially improvements based on feedback, and even a bit of luck. You’ll likely face challenges post-launch, such as tweaking the product, revising messaging, or adjusting to user feedback. It’s rare for a product to hit the market and immediately find its perfect audience without a period of growth and adjustment.

Expectation 6: Financial Success Is Guaranteed

Reality: Financial success isn’t immediate or assured.

Developing a new product involves significant investment – both in terms of time and money. From development costs to marketing expenses, the resources required to bring a product to market are substantial. While the potential for financial success can be high, the reality is that product development comes with risks, and there are no guarantees that the product will turn a profit immediately.

In fact, many companies face financial pressure in the early stages, especially if the product takes longer to gain traction or if additional iterations are needed. Product success often requires a long-term vision, a willingness to pivot when necessary, and a constant focus on the evolving needs of your customers.

Key Takeaways

Developing a new product is as challenging as it is exciting. While there will certainly be moments of triumph and inspiration, you will also face obstacles that challenge your expectations and require flexibility, creativity, and perseverance. Embrace the unpredictability of the journey, stay agile, and be prepared to learn from both failures and successes.

By understanding the reality of product development, you can better manage expectations, anticipate challenges, and ultimately create a product that is well-aligned with the needs of your market. After all, the difference between a successful product and one that falls flat often lies in how well you adapt to the unexpected twists and turns along the way.

If you’ve reached the end of this blog post still determined to develop your next product, we have great news! We’re product development specialists, and we’ve gained a huge wealth of experience along the way. There aren’t many obstacles we haven’t faced, and we’re equipped to deal with them all. If you’d like to discuss next steps, book a call with our team today.

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Charting New Waters: Navigating the Highlights of 2025 boot Düsseldorf

Written by Simon Cornelius on January 23, 2025. Posted in Innovation, Our team.

When one of our product design clients, Barton Marine, invited me to come along with them to boot Düsseldorf, one of the world’s premier yacht and watersports show, I jumped at the chance. Over 200,000 visitors attend annually at this huge event, which takes place over 16 exhibition halls with more than 1,500 companies showcasing their latest innovative product launches.

Key Takeaways from My First Visit to boot Düsseldorf

My first visit to boot Düsseldorf was both fantastic and enlightening. As a newcomer to the show, I was blown away by the innovation, design, and sheer scale of the maritime industry on display. It wasn’t just about boats – it was about the future of boating and marine technology. Here are my key takeaways and learnings from the experience:

1. The Rise of Electric Outboards

One of the most exciting trends I observed was the emergence of more mainstream electric outboards, particularly aimed at the smaller boat market. As electric motors become more compact, they are providing designers with more freedom to innovate. This has led to more dynamic, cutting-edge design languages in the outboard motor space. Notable standouts were Tohatsu’s electric options and race engine specialists Ilmor’s ION range. These electric outboards are setting the stage for a greener, more sustainable future in boating.

2. Sailing Boats Are Sexy Again!

Sailing boats are making a stylish comeback! I was particularly impressed by the Flaar 24, a sailing yacht that boasts a fully composite construction. It’s designed with sleek, race-inspired lines that give it an athletic yet elegant look. The best part? This boat can be both raced or cruised, making it versatile for any sailing enthusiast. It’s clear that the design world is embracing more streamlined, performance-driven aesthetics in the sailing sector.

3. High-Tech Rigging

Another area that has seen significant innovation is rigging. High-tech components—such as those using 3D printing and Formula 1 technology—are making their way into the higher-end market. A prime example is the Barton Marine Furler system, designed by Cornelius Creative, which was launched late last year. The incorporation of cutting-edge technologies into rigging systems is revolutionising how boats are equipped and how efficiently they perform.

4. Multi-Use RIB Boats

The popularity of multi-use RIB (Rigid Inflatable Boat) boats has soared. These versatile boats are now equipped for a range of activities including cruising, fishing, camping, and even extreme sports. The ability to use one boat for multiple purposes is making them a top choice for adventure seekers and families alike.

5. Brand Collaborations Bring Excitement

I also noticed a strong trend of cross-industry brand collaborations that are producing some truly stunning product designs. Automotive brands like Porsche, Brabus, and ABT have partnered with boat manufacturers to create eye-catching vessels that combine the best of both industries. These collaborations are clearly drawing crowds and elevating boat design to new heights.

6. The Reality of Yacht Design: Size Over Elegance

One trend that stood out in the yacht sector was the shift in design driven by berthing rules. To maximise interior space, naval architects are making yachts with wider, more stunted bows. While these boats may offer more usable space inside, they do sacrifice some of the traditional, elegant lines that many people associate with luxury yachts.

7. Superyachts Are in a League of Their Own

Finally, it became evident that superyachts are truly out of reach for the mainstream. The grandeur of these vessels was undeniable, but I quickly realised that these behemoths are reserved for an elite clientele. So much so that I couldn’t even get on one to take a closer look! It was a reminder of the exclusivity of the superyacht market and how it caters to a very select group of individuals.

Conclusion

Boot Düsseldorf was a great experience, offering a glimpse into the future of boating and the incredible innovations happening within the industry. From electric outboards to cutting-edge rigging systems and sleek sailing yachts, it’s clear that it’s an exciting period in maritime innovation. I look forward to seeing where these maritime product trends will take us in the years to come.

What is a product roadmap (and do you need one)?

Written by 33A5f3aF on August 13, 2021. Posted in Business, Marketing.

If you’re developing a product, you’ve probably heard the term ‘product roadmap’ floating around.

But what does it mean, and do you need one?

What is a product roadmap?

Simply put, a product roadmap is a vision of your company’s evolving products. It is a strategic document that outlines plans and allows visibility on which direction the company is heading. The roadmap is usually rolling or agile over a specific time period, which when developing physical products is usually 3 – 5 years. It tells you which products will be delivered, and by when.

Essentially it’s the road your company will be travelling on and what products will be launched along the way. Like an actual road, there may be some bends and twists along the way, and even a few diversions!

Photo credit: Unsplash

Who is responsible for the product roadmap?

The product manager is ultimately responsible for creating and owning the product roadmap, however, there will normally be other stakeholders around the business. The following departments will usually have at least one nominated stakeholder:

Executive board
Product team
Design and Engineering
Sales
Marketing
Customer Service

Depending on your organisation, you may also have some external stakeholders.

It’s vital that the product manager updates stakeholders on a regular basis. They’ll need to arrange meetings to communicate updates and collate feedback, but ultimately it’s the product manager who owns the roadmap and is responsible for keeping things moving. If there are delays that will impact the agreed strategic vision then these need to be communicated to stakeholders. The roadmap will help to manage and align the stakeholders’ expectations.

Why do you need a product roadmap?

As outlined above, the roadmap is the organisation’s strategic vision for the future. It’s an essential document for the business. Without it, you won’t have clarity of which products are being launched.

It communicates the product vision clearly and aligns product goals with overall business goals. The ultimate objective being to launch commercially successful products with a healthy return on investment.

The roadmap translates “technical” jargon into concise language that all stakeholders can understand.

It allows priorities to be communicated easily, which is particularly useful when difficult decisions need to be made (such as which features can we afford to include in the development, and which need to be scrapped).

The roadmap facilitates different departments to work together, resulting in a smoother development process with the outcome being a better product for your target audience.

Simon Cornelius, MD of Cornelius Creative says:

“A long-term strategic product roadmap gives businesses a great foundation for future product launches and exposes the maximum potential from existing product ranges.

A well thought out roadmap identifies potential gaps in a product portfolio as well as gaps in the marketplace. It allows businesses to control their product lifecycles, ensuring that outdated or poor performing products are superseded by new product developments before it is too late. This ensures a continuous revenue stream, as well as helping to plan new product launches, by giving a firm indication of deadlines to complete the development and hit significant selling milestones, be it a trade show, or seasonal time of the year to maximise the product’s initial uptake.”

What should be included in a product roadmap?

The content of your roadmap depends on your organisation, and your audience. The size and structure of your company will determine the complexity of the roadmap, but there are certain aspects that should be included:

The overall vision for the product(s)
Requirements (what you need to get where you want to be)
Project timeline, complete with timed goals
Metrics, how things will be measured

Best practice tips for a killer product roadmap

Make sure the company’s vision is clear: it will be the overall guide for the roadmap.
Don’t overload the detail: keep it top level with your audience in mind.
Make it accessible to all stakeholders: and keep communication regular.
Review and update regularly: make changes when necessary – it should be flexible.

Next steps:

Are you looking to create your next product roadmap? Our team of experienced product managers can help.

The Future of Design: Sustainably Designed Products

Written by 33A5f3aF on July 6, 2021. Posted in Design, Innovation.

As the world becomes more aware of the impact of human activity on the environment, sustainable design is becoming increasingly important. Sustainably designed products are those that are created with the goal of minimising their environmental impact, from the materials used to the manufacturing process. In this article, we’ll explore how these products are changing the game and making a positive impact on the environment.

What are consumers looking for when they buy a product? Quality, convenience and cost are three major factors that they consider.

Over the past few years another consideration has been added to the list – today’s consumers want to purchase products that are sustainably designed. With this in mind, companies are now increasingly reinventing how they design their services and products, putting sustainability at the forefront of everything they do.

Sustainability is changing mindsets

Over the last decade, conversations have been taking place about climate change and its impact on the planet at the highest level.

The media is full of stories about the effects of global warming, so consumers are becoming highly aware of why they need to adopt a more sustainable approach to living. So much so, in fact, that customers will pay more for a product that is sustainably produced, and using eco-friendly products has been revealed in studies to make consumers happier when using the product.

With an increased demand for sustainable products companies are, understandably, responding by transforming their processes to be more environmentally conscious. Not only does it appeal to their target market, it also helps to meet their own sustainability goals (and any targets set by government), as well as benefitting the planet. It’s win-win-win.

Single-use plastics have become a hot topic once again throughout the Covid-19 pandemic with the exponential increase in demand for Personal Protection Equipment (PPE), particularly disposable masks and gloves. It seems our awareness around problematic ocean plastics has perhaps been neglected, overtaken by a necessity to protect ourselves from Coronavirus. And while plenty of brands have jumped on the PPE-wagon with branded merchandise available everywhere, the impact of single use PPE products over the course of the pandemic can’t be denied.

How Can Companies Make Their Products More Sustainable?

When it comes to product development, assessing the lifecycle of products is key. From the raw materials used in production, through to its end-of-life scenario, assessing possible alternatives to minimise waste and energy usage at every stage has never been more important.

Many companies are now asking product design companies to develop ways of making products componentised so that, in the instance they can’t be refurbished or recycled at end of life, they can be deconstructed to make alternative products from the components.

This is an important step for those of us working in product development to take. In the past when working for manufacturers we’ve witnessed huge amounts of product wastage on far too many occasions – perfectly good products that could’ve been refurbished, but instead were consigned to landfill.

It’s heart-breaking and completely unnecessary, and it’s our responsibility as innovators to implement a change.

Lego recently announced they have produced their first brick prototypes using 100% recycled plastic. Important? Absolutely, but perhaps far too late for a global company like Lego to have only taken this step in 2021. What has taken them so long?

Why Are Sustainably Designed Products So Important?

As an industrial design company, our focus on product development is always a sustainable one. A primary goal of our business is to limit the negative impact that we have on our planet, and to this end, we strive to ensure each and every product that we develop is developed sustainably.

We recently designed a range of eco-friendly packaging for a new wellness tea brand, PUR-E-TEA. The company’s values are centred around the planet and wellbeing, so one of the main requirements from the client was for the packaging to be as sustainable as possible. For us, looking for sustainable options is a prerequisite anyway, but it’s satisfying to work with clients that have the same values as us. We designed a slimline box to reduce the amount of material needed (whilst also saving on cost), and used chemical-free ink for the artwork. We limited the amount of plastics used within the packaging, and any that were necessary were 100% biodegradable.

Sustainably designed tea packaging — PUR-E-TEA sustainable packaging

Not only do we seek out eco-conscious materials and adopt sustainable manufacturing methods for use in the products we work on, but we have also introduced environmentally sound changes to our business practices, including going paper free as much as possible. All of our product sketches are now made on graphics tablets instead of paper. We use the XP-Pen Artist 13.3 pro for all sketches, which we’ve found works perfectly for our needs, and during video calls while screen sharing we are able to sketch ideas and concepts to allow clients to visualise their product being designed live while we speak! Another way we try to be sustainably conscious is to seek out local suppliers whenever possible to reduce the distance products need to travel. We also encourage video calls with clients, and if face-to-face meetings are necessary, then we look to use public transport wherever possible. Simon also rides his bike to the office most days!

We are working hard to minimise our carbon footprint in line with the latest best practice within the product development industry, and to do our bit to protect our planet for future generations.

Do I need to prototype my product?

Written by 33A5f3aF on September 30, 2020. Posted in 3D Printing, Design.

One of the services we offer our clients is creating rapid prototypes of their products using our 3D printer.

We were asked by a client recently: “Why do I need to get a prototype made of my product? Can’t I go straight into production?”

The prototyping stage is one of the most important parts of the product design process. Prototyping your product will actually save time and money overall, so we would always recommend that getting a prototype made.

So, first things first: what is a prototype?

A prototype is essentially a physical 3D version of your product or part. It is a replica of how your finished product will look and feel, and possibly even perform (if it’s a working prototype rather than just aesthetic).

The prototype could be a DIY version, made out of cardboard or other materials readily available, or you could employ a prototyping company like us to professionally make it for you.

Depending on the product being developed and the materials it’s made of, the process to create a prototype can vary. We will typically use a 3D printer which uses different types of plastics (with different properties). It is possible to get prototypes made in other materials such as wood, metal and fabric.

Why do I need to prototype?

Our MD Simon recently posted a video about the importance of prototyping in the product development process:

As Simon described in the video there are 3 main reasons for prototyping – all of which will save you time and money on your overall project. There will be a cost involved in getting the prototype professionally made, but the benefits far outweigh the cost.

1. It allows you to check the design and highlight any problems early on

Working with 3D CAD and photorealistic renders give us an excellent impression of what a product will look and perform like, but nothing really compares to holding the product in your hands and being able to examine it. When your product is ready for manufacture there may be expensive tooling costs, depending on the design. If you were to get the tools made without checking the design first, it could be a very costly mistake to make. Making a prototype allows you to make iterative changes to the design – a much more time and cost-effective method.

2. You can make sure the product performs correctly

Secondly, having a prototype allows you to test the functionality – making sure that any parts fit together correctly, that it is durable and won’t break. It is far cheaper to conduct these tests with a prototype than with final production parts.

3. It provides opportunity for feedback from end users

Finally, having a physical prototype means you can get feedback from real life customers. The feedback could be positive or negative – both are valuable and can provide some great insights, which you may even use to refine your product design. Again, it’s much more cost effective to make these changes now rather than later in the production process when you’ve invested into tooling.

You can also show the prototype to investors and board members – you’ll be taken more seriously when presenting a prototype rather than just a concept or an idea.

How do I make a prototype?

Prototyping is an essential stage of product development; it’s why we invested into a rapid prototyping machine (3D printer). We bought our Prusa Research printer at the start of 2020 and it’s been used on almost every one of our projects since.

If you are creative, you can choose to make a DIY prototype, which will give you a rough idea of what your product will look and feel like. It’s a relatively low-cost option and will give you an indication whether the product will be manufacturable. But in order to test it properly and to make sure the product will be fit for purpose, you will need to have the prototype professionally made.

If you have any questions about product prototyping or 3D printing, please get in touch with us, we’d be happy to help.