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研究生：	林政緯 Lin, Cheng-Wei
論文名稱：	探討新產品開發模糊前端之使用者導向設計之合作互動 - 華碩「智慧健康錶」專案利害關係人之個案研究 Exploring the User-Centered Design Collaborations in the Fuzzy Front End of New Product Development -A Case Study of ASUS VivoWatch Project Stakeholders
指導教授：	仲曉玲 Chung, Hsiao-Ling
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 創意產業設計研究所 Institute of Creative Industries Design
論文出版年：	2020
畢業學年度：	108
語文別：	英文
論文頁數：	123
中文關鍵詞：	高科技新產品開發期、模糊前端、使用者導向設計、專案利害關係人
外文關鍵詞：	High-Technology New Product Development, Fuzzy Front End, User-Centered Design, Project Stakeholders
相關次數：	點閱：74 下載：0
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現今針對使用者導向設計研究，主要透過線性過程來探討使用者導向設計於新產品開發期之影響，而較少透過專案利害關係人之觀點來探討使用者導向設計於新產品開發過程中之複雜、非線性影響。基於上述理由，本研究調查以消費者科技產品公司為例：透過台灣華碩智慧健康錶專案利害關係人之觀點，探討新產品開發模糊前端階段之使用者導向設計合作互動。
本研究透過個案研究法：包含個案文獻分析、四回之半結構式深度訪談及一回內部線上問卷，分析專案利害關係人針對使用者導向設計於新產品開發模糊前端階段之認知定位、關係互動，以及其對新產品開發流程之影響。研究過程主要以三大步驟進行：(1)透過深度訪談勾勒模糊前端階段之專案利害關係人，及其對於模糊前端與使用者導向設計之認知與定位；(2)調查專案利害關係人彼此間之互動合作關係對於新產品開發流程之影響；(3) 透過整合上述分析，梳理使用者導向設計合作於新產品開發之意涵。
研究結果顯示，本專案新產品開發之前端階段以業務企劃和工程技術為開發主要導向。本個案研究結果顯示，針對使用者導向設計合作互動於新產品開發之模糊前端階段，其開發流程以線性為主：從模糊創意期之多重跨功能合作，至穩認證定期且相對少數之跨部門合作。在上述過程中，其開發重心也從使用者研究調查逐漸趨向產品開發測試。另外針對專案利害關係人之合作互動，研究發現高層管理之意見與回饋經常凌駕於原先之產品設計相關決策，導致使用者導向設計開發過程中缺乏設計相關人員之參與以及其之產品決策之自主權。本研究期望提供以下之綜合觀點：使用者導向設計合作互動中之專案利害人之關係，結合使用者導向設計於新產品開發之框架。藉此綜合觀點更全面了解使用者導向設計合作互動於模糊前端之流程意涵與合作互動關係之特性。

Previous research illustrates the overall impact of user-centered design as a linear process on new product development. However, a deeper understanding of the non-linear complexities of stakeholder relationships through the perspectives of project stakeholders in the development process is lacking. Therefore, this study investigates the user-centered design collaborations in the fuzzy front end of new product development through the project stakeholder perspectives of ASUS VivoWatch: a health management smartwatch new product development project within a Taiwan-based, multinational consumer electronics company.
This research adopts the case study method with four rounds of semi-structured in-depth interviews and an online internal survey in order to examine the project stakeholder positionings of user-centered design within the fuzzy front end of new product development, and their perspectives of project stakeholder relationships and interactions. Three steps were conducted using the following research design: (1) identifying stakeholders and understanding their perceptions and positionings of the fuzzy front end in new product development; (2) investigating stakeholders’ relationships and interactions, and their perceived impact on processes throughout new product development; and (3) integrating project stakeholder perspectives and positionings in order to develop the implications of user-centered design collaborations within new product development.
The findings reveal that the development orientations of new product development processes are largely geared towards business and technical related development objectives. In regards to user-centered design collaborations within the fuzzy front end, the development processes can be regarded as linear based: from an uncertain and creative development period which contains various cross-functional collaborations that are individual based, to a stabilization and verification period with comparatively fewer cross-functional collaborations that are departmental based. Within the above mentioned process, the development also shifts from a user research focus to gradually becoming focused on product defining and testing. In terms of stakeholder relationships and interactions, the inputs and feedback of top management are often found to override the original product design related decisions. The involvement and decision autonomy of designers within collaborative user-centered design processes were also found to be lacking. This research hopes to recommend the combined perspective of: project stakeholder relationships and interactions of user-centered design collaborations, combined with user-centered design processes in new product development. The combined perspective will allow for better understanding of both the process implications and characteristics of user-centered design collaborations in the fuzzy front end of new product development.

摘要	I
Abstract	II
Table of Contents	V
List of Tables	VIII
List of Figures	IX

CHAPTER 1: Introduction	1
1 Research background and motivation	1
2  Research objectives and questions	3
3  Key terminology	4

CHAPTER 2. Literature Review	7
1 Positioning of User-Centered Design in High Technology New Product Development: product, process, and people	7
1.1 High-Technology New Product Development: from firm to product	8
1.2 The User-Centered Design process framework: making sense of the Development of New Technology-Enabled Products	9
1.3 User-Centered Design impact in New Product Development: collaboration and ideation at the Fuzzy Front End	12
1.4 User-Centered Design teams: collaborative and cross-functional	14
2 Issues with New Product Development: the positioning of design and project stakeholders	16
2.1 Evolution of the role of design in NPD: From business oriented to designers as process leader	16
2.2 Key design issues in NPD: examining the NPD process	19
2.3 Growing costs of design changes: significance of the front-end development stages	21
3 Significance of Fuzzy Front End in New Product Development: making sense of the fuzziness	22
3.1 Significance of Fuzzy Front End and a User Needs based orientation	23
3.2 Portraits and outcomes of the Fuzzy Front End	24
3.3 Balancing acts and decision makers at the Fuzzy Front End within the context of Information Processing	26
4 Identifying project stakeholders: roles, relationships, and interactions	28
4.1 Identification of project stakeholders	28
4.2 Examining project stakeholder relationships: roles, intermediaries, interests, and influence	29
4.3 Identification of the stakeholder interactions in NPD: inter-functional, intra-functional, and hierarchical	31

CHAPTER 3. Research Design and Methods	33
1 Research Framework	33
1.1 Research concept	33
1.2 Research process	34
2 Research methodology	36
2.1 Case study	36
2.2 Pilot study	37
2.3 In-depth interview	38
2.4 Questionnaire survey	39
3 Data analysis methods	40
3.1 Content analysis	40
3.2 Thematic coding and thematic networks	41
4 Case study: introduction of ASUS VivoWatch BP	41

CHAPTER 4: Research Findings and Analysis	50
1 Positioning ASUSTek Computer Inc.  and ASUS VivoWatch: Pilot study of consumer product design companies in Taiwan	50
1.1 Pilot study of ASUSTek, HTC, and Giant Liv	50
1.2 Understanding User-Centered Design: positionings and perceptions	56
1.3 Investigating the fuzziness of the Fuzzy Front End	61
2 Internal and external informants in ASUSTek: a project manager’s perspective	64
2.1 Identifying project stakeholders: interview with internal and external informants within ASUSTek	64
2.2 Examining organizational structure and project stakeholder roles	66
2.3 Stakeholder relationships and interactions in the Fuzzy Front End	69
2.4 Orientations of New Product Development processes: the differences of development objectives	72
3 From stakeholder interactions to cross-functional collaborations	74
3.1 Managers of Sales, Hardware Engineering, and UI Design within ASUS VivoWatch	74
3.2 Cross-functional interactions: inter-functional and hierarchical	76
3.3 Cross-functional collaboration: from a project stakeholder perspective	77
3.4 The perceived impact of Cross-functional collaboration	80
4 Top management and user-centered design in the context of cross-functional collaboration: from the perspectives of business and engineering representatives	84
4.1 Representatives of business and engineering: Sales Project Manager and Project Leader	84
4.2 Perceptions of top management support or lack thereof	85
4.3 Cross-functional User-Centered Design at the Fuzzy Front End	87

CHAPTER 5: Discussion and Conclusion	89
1 Business and engineering NPD processes: reflections on the FFE development objectives	89
1.1 Organizational structure: reflection of company values	89
1.2 Elite engineering mindset in NPD and the positioning of design teams	91
2 Project stakeholder interactions in cross-functional UCD: intermediaries within stakeholder relationships	92
2.1 Vertical information flow and information hotspot of collaborative UCD	92
2.2 Top-down UCD development objectives from the perspective of power/ interest grid	93
3 UCD Collaborations and the UCD process: a combined perspective	95
3.1 Bilateral based cross-functional user-centered design processes	95
3.2 Designers in UCD processes: cut out of the loop	97
3.3 UCD Collaborations in FFE: from Divergence to Convergence	98
3.4 UCD Collaborations on Ideation Processes: reflection of brand values on collective creativity	99
4 Limitations and Suggestions for future research	101

References	103
Appendix	113

                                    

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