Most of the effort in the early stages of product design is spent on value propositions. It is a brainstorming process that goes through a series of problem scenarios to refine the basic features needed for the product, and it is constantly adjusted to customer habits and preferences.
The development of a product is the result of close communication between the R&D team and the customer. This Co-Creation business model ensures that customers are involved in the entire value chain of the product/service offering. For this, the R&D department needs to ensure to be consistently honest and transparent to customers.
I think that this is a relatively new idea, because in the last century, most industries were production-oriented. Due to limited production capacity and low competitive pressure in the industry, production efficiency and versatility were often pursued. But now, with the expansion of production capacity, companies have to pay more attention to consumer demand and satisfaction. In order to stand out from the competition, more consumer-oriented ideas are introduced into product design, so modern products have to evolve for the sake of customer experience.
During Product Evolution, the physical form of a product may change, but the function it performs remains essentially the same. This is because functionality is defined by the real problem. In addition, the shape of the initial prototype is often undesigned, because it seeks to embody functionality. As a result, the initial prototype can even be a simple cube. The shape of the final prototype needs to be aesthetically pleasing to the customer, and the materials used are optimized to reduce production costs.