Background.1.docx

1.1. Background Nail polish also known as nail varnish or nail enamel is a lacquer that can be applied to the human fingernail or toenails to decorate and protect the nail plates. The formulation has been revised repeatedly to enhance its decorative effects, and to suppress cracking or flaking. Nail polish consists of a mix of an organic polymer and several other components, depending on the brand. People use this liquid to create both simple and complicated designs with bright colors, charms, or other. Existing nail polish products have presented many attractive color choices. In addition, the product manufacturers on the market have provided a variety of types. There is a sticker and the most common is liquid brushed nail polish. Some products on the market have the ability to dry quickly. There are also products that are breathable so they can be used during ablution and prayer. Apart from that, the products on the market are still complained by consumers. Where consumers find that the products used are very easily eroded. besides that, most consumers complained of a pungent aroma coming out of the nail polish at the time of application. The new product concepts have specifications which are related to the previous needs and specifications which are stated in the first assignment. According to the needs interpretation, the respondents were hoping that this product can reduce the pungent odor of the solvent and the mixture of its constituent ingredients and provide a pleasant aroma to breathe. besides that, consumers also want products that are easy to apply and cleaned in a short time but not easily eroded. based on the results of the survey, it was also found that consumers complained about the occurrence of damage in the form of changes in the base color of the nail to be yellower and pale due to the use of nail polish containing dangerous chemicals. therefore, the products we make have the advantage of seven free and use natural ingredients as composers and coloring. Before determining the product’s concept, the first step to do is making a list of existing concept which has been used in markets which can be improved to increase its value. In the next step, brainstorming is done in order to extract the ideas which are used as new concepts for the product where all the ideas are determined based on customer needs data. In the current steps, is generated by problem clarification, problem decomposition, interviewing lead users, searching for patent, benchmarking related products, making analogies, wishing and wondering, using related stimuli, and using unrelated stimuli which are done in a systematical method explained later.

All the new and existing concepts are combined and selected to eliminate the unfeasible concepts by using some parameters. The concept selection is done by two-stage concept selection methodology. The first stage is called concept screening and the second stage is called concept scoring. Each is supported by a decision matrix which are used to rate, rank, and select the best concepts. The selected concepts is tested by survey method to gather the interest level of the lead customers which are represented by a survey population which has been determined before. The survey population has to be characterized in order to represent the target customer. The survey format has to be designed to gather data effectively. Next, the survey data are measured and interpreted to ascertain the customer interest level towards the selected concepts. The final specification is then determined based on all concept preparation sequence which has been done to make sure that the product meets all the customer needs.