Innovation & New Product Development Brief Report

Innovation & New Product Development Brief Report

Description of Assignment: The goal of this assignment is to analyze an existing digital product (mobile or web based). Imagine that you are preparing for a job-interview with the company behind the digital product of your choice. You want to impress in the interview by showing in-depth understanding of the digital product, and your ability to propose creative yet realistic next generation goals/objectives and the winning concept, along with development areas, priorities, and key performance metrics. In order to succeed, you need to collect information and analyze the digital product with support of relevant literature, external sources, and by interviewing some of the key stakeholders. Selecting an Organization: You are free to choose, but remember to reason why this specific digital product is worth to focus on, when proposing the case.

The brief report has 4 distinct parts: 1. Introduction, 2. Overview, 3. Analysis, and 4. Conclusions. You are also asked to interview with at least one person from the company familiar with the digital product. 

Grading Criteria / Rubric (What constitutes a good assignment?):

Address each of the questions stated above, ensure you document your interview in terms of key questions, who you spoke with, and how long the interview took place on a given day. Make references to course literature and findings from additional data gathering. Maximum Word limit: 2000 words (use given template). Should be typed in 12 font Times New Roman. Single Space. Use of Appendix for referring to figures and tables is optional and does not count towards word limit. 

Innovation & New Product Development Brief Report

 1. Introduction

Describe the background to your study, purpose, and potential limitations. Answer briefly why you chose to focus on this digital product. Introduce the literature and models for analysis that you apply below (with references in text and at the end). Wrap up this section by describing the flow of your study in general terms and how your remaining report is structured.

2. Overview

Present the chose digital product briefly by emphasizing the following key areas (more details on homepage:

1. 1. Core creative concept and branding of the digital product
   2. Category Review (competitor analysis, market share, features etc.)
   3. Target Audience Review (personas, demographics, geographies, volumes)
   4. Company Portfolio (Key elements that make up the organization)
   5. Anticipated Business Objectives, Design and Marketing Strategy
   6. Make ongoing reference to collected material and input from the interview

3. Analysis

When drafting the report, emphasize this section in particular, as I am primarily interested in your analysis of the digital product based on the overview, your experience, and learning from the course. Great if you apply some of models and concepts covered in class for your analysis (remember to reference properly), and you may apply insights from other courses as well. You want to approach this systematically by applying a design thinking approach. Be constructive in your analysis by emphasizing the positives and areas of improvement.  Look behind the promotional messaging to understand the essence of the digital product performance and how it will evolve over time.  Innovation & New Product Development Brief Report

4. Conclusions

At the end of the report you want to summarize your key discoveries in terms of the overview study and your in-depth analysis, by focusing on the evident strengths as well as areas of improvement. Then you want to lay forth a strategic plan for improvement that covers briefly the following areas: 1. Goals, Objectives, and Timeline for the project, 2. Winning Concept (as you foresee it), 3. Development areas to get there, 4. Critical factors to consider in particular, 5. Key performance metrics.

5. References

Literature and interview (document name(s), time, duration, and list the questions)

X. Appendices

Add additional material as appendices.

Innovation & New Product Development Brief Report

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