CTO Forum

RETHINK ENGINEERING – Breakthroughs in Design & Product Development – 2017

October 30, 2017


Breakthroughs in Design & Product Development

Advances in design thinking, user interface, user experience, materials, manufacturing and overall quality provides unprecedented opportunities to create and launch products to delight customers and establish new markets. Breakthrough products result from the magical combination of form, function, style, technology, and emotional appeal to create unique experiences that users find seductive and essential in their daily lives. In the last half century, consumer demand for greatly designed products has been continuously increasing. During the last quarter of 20th century, the industries focused on quality development, reengineering and concurrent design to constantly improve products. Since the beginning of 21st century, the emphasis has shifted from the back end to the front end of the product development and design thinking is playing the central role in leading innovation at successful organizations.


According to C.M. Crawford, the new product launch failure rate is around 40%, whereas, several other studies suggest a failure rate from 80-90%. Another study concluded that only 3% of the consumer products earned above $5M in annual revenues and 44% of product development projects fail to achieve their profit targets. Irrespective of the new product failure rate, it is increasingly difficult to create breakthrough products and near impossible to maintain the category leadership. Consider the mobile handset market in the past decade, where the iPhone has rendered seven well-established companies with all their classic advantages, helpless. iPhone claimed 92% of the total market profits in 2015. Essentially, in the Digital Age, every organization and its products are an open target for disruption.


This program explores the latest breakthroughs and trends in the overall process of innovation, design thinking, product and platform development by presenting the intricate details of lifecycle of three different products in five distinct phases of development cycles.


Professor Bill Burnett
Adjunct Professor & Executive Director, Stanford University d.School
Phil Gilbert
General Manager of IBM Design, IBM​
Professor Perry Klebahn
Consulting Associate Professor & Director of Executive Education, Stanford University d.school
Professor Justin Ferrell
Fellowship Director, Stanford University d.school​
Rehan Jalil
Senior Vice President & General Manager Cloud Security, Symantec
Rashmi Kumar
Senior Vice President & Chief Informatoin Officer – US Pharmaceuticals, McKesson
Dr. Alan Lee
President and CEO, AMD Advanced Research, & CVP of Research & Advanced Development, Advanced Micro Devices
Joe Burton
Principal Designer & President, NewDealDesign LLC
Dr. Evren Eryurek
Director of Product Development, Streaming Analytics & Data Management Google, Inc.
Dr. Omkaram Nalamasu
Senior Vice President & Chief Technology Officer, Applied Materials


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