Product and Service Development
Using market and consumer information to guide the design and development of products/services/offerings.
Level 1 Demonstrates introductory understanding, directing people to the appropriate source for further information.
BEHAVIORS
- Collects information for product research and development (e.g. product specifications, costs, product market).
- Explains the product lifecycle as it relates to marketing.
- Explains the roles and responsibilities of internal and external resources (such as research, development, technical operations) in product development.
- Explains how customer needs impact product development.
- Interacts with different customers to collect information on product alignment with market needs.
QUESTIONS
- Describe a situation where you identified the key steps of the product lifecycle process.
Probing Questions
* Who was the recipient of this information?
* How did you present the data?
* What were the results?
* Why did you have to do that?
- Tell us about a time when you collected information for product research and development and how that information factored into the product development process.
Probing Questions
* What was the situation?
* Who were you working for?
* What was the product being researched or developed?
* What was your role in the process?
* What was the result of your efforts?
Level 2 Applies the competency in common situations that present limited difficulties, working with a moderate level of guidance.
BEHAVIORS
- Participates in cross-functional sessions to validate current products and identify new product ideas.
- Provides input to the product development team on product specifications such as design, color and packaging consistent with market demands.
- Reports client feedback to the product development team to assist in product development.
- Designs and manages product launch plans.
QUESTIONS
- Describe a time when you produced data to support product development recommendations.
Probing Questions
* What was the product being developed?
* What data were you tasked with providing?
* How did you gather and present the data?
* What was the impact of your data on product development recommendations?
- Tell us about a situation where you interacted with different customers to ensure product alignment with market needs.
Probing Questions
* What was the product?
* Who did you interact with?
* How did you determine what market needs were?
* What was the result of your work?
Level 3 Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.
BEHAVIORS
- Executes and manages the development of a life cycle plan for a product.
- Leads cross-functional sessions to validate current products and identify new product ideas.
- Defines product design to meet consumer requirements, including identifying product evaluation parameters and leading internal and external consumer testing.
QUESTIONS
- Describe a situation when you were accountable for the management of a life cycle for a product.
Probing Questions
* What was the product?
* What was your position in the organization?
* What challenges did you face? How did you solve them?
* What did you do to make a difference in the product life cycle?
- Tell us about a time when you designed and managed a product launch plan.
Probing Questions
* Why were you tasked with product launch planning?
* What was the product being launched?
* What steps did you take?
* What were the results of your plan?
- Describe a situation when you monitored product performance indicators and adjusted strategies in response to those indicators.
Probing Questions
* What was the situation?
* What product performance indicators suggested a need for change?
* What strategies were changed?
* How did you manage these changes?
* What was the impact of changing strategies?
Level 4 Applies the competency in new or complex situations and advises others.
BEHAVIORS
- Coaches others in product commercialization.
- Coordinates product development activities across the marketing and sales organizations.
- Monitors product performance indicators and adjusts strategies as required.
- Promotes innovative research and development of products throughout the organization.
QUESTIONS
- Give us an example of when you worked with others to promote innovative research and development of products throughout an organization.
Probing Questions
* What was the organization?
* What was your role in that project? Who else was on the project?
* What was innovative about product research and development?
* How were your research and development efforts used?
* What was the result?
Level 5 Develops new approaches and methods in the area. Is recognized as an expert within the organization.
BEHAVIORS
- Advises on complex, high risk, product development initiatives from project idea/conception to execution.
- Defines the long-term commercial development vision to meet future industry needs.
- To guide, define, and prioritizes staff activities and business development activities for the respective area to include problem resolution and management, client maintenance, project requests, system enhancements and client-specific requests.
- Creates product development strategies aligned with the organizational sales and profit objectives.
QUESTIONS
- Tell us about a time when you advised on a complex and high-risk product development initiative from concept to execution.
Probing Questions
* What was the product development initiative? What made it a high risk?
* What was your position and role in the organization?
* Why did you decide to take on this complex and high-risk initiative?
* What were your interventions in the process?
* What was the outcome of your interventions?
- Describe an occasion when you pushed the boundaries of what is technically and operationally possible to meet customer needs.
Probing Questions
* What was the situation?
* What were your role and responsibilities in this situation?
* What did you do to push the boundaries?
* What was the result?