Case Assignment
The IDEA model is a 4-step critical thinking and problem solving process which includes:
I = IDENTIFY the problem and set priorities (step 1)
D = DEEPEN understanding and gather relevant information (step 2)
E = ENUMERATE options and anticipate consequences (step 3)
A = ASSESS the situation and make a decision (step 4)
The IDEA model of critical thinking skills can be applied to a case analysis. Please carefully read the following case, “Keeping Apple’s iPhone Competitive”, and answer the related discussion questions. (Note: Please gather, through web searches, materials relevant to smartphone design and smartphone quality assessment, and utilize them in your case analysis).
Case: “Keeping Apple’s iPhone Competitive”
The past several years have seen an increase in smartphone ownership by cellphone users. In its infancy, the smartphone was produced by only a few companies, such as RIM’s blackberry and Motorola. However, the market is now crowded. Still, Apple’s introduction of the iPhone changed the industry. The purpose of a smartphone has shifted from e-mail and business to apps and functionality.
The cellphone industry must be in tune with the customer. Apple attempts to incorporate popular features in its designs. The iPhone includes the Apple staples of app capability and interfacing with other Apple products. The iPhone is operated using a touchscreen and plays music and video. Like other smartphones, the iPhone can manage e-mail accounts and thousands of apps.
With a new generation introduction, customers expect improvements to the features, including front and back cameras for video conferences. Including dual cameras in the design required Apple to create new software for video conferencing. Camera quality in phones is improving as people rely on them more than handhelds. Knowing that quality is important to some customers, a reviewer of the iPhone commented, “It isn’t the best cellphone camera I’ve tested, but it is a big improvement.” This is an example of the trade-offs that may occur in product design. With so many features to incorporate, it may not be possible for a company to have the best for each. A company must decide which areas to focus on in design.
The iPhone has addressed other areas of cellphone design. Apple claims that the iPhone is the world’s thinnest smartphone and sports the world’s highest-resolution smartphone screen. The high-resolution screen helps compensate for its smallish screen.
Battery life is a concern for all cellphone designs, and Apple has increased talk-time battery life. New multitasking software manages apps to reduce battery drain.
The iPhone incorporates some features over which Apple has limited control. Facebook, Twitter, and Pandora are popular apps among consumers. Incorporating these features requires limiting battery consumption, but allows for frequent updates. Some users want to be constantly connected to their social networks. Apple’s multitasking feature addresses some of these issues but may still disappoint some users.
Discussion Questions
1. The case discusses the issues of trade-offs in design. What are some smartphone trades-offs? Why are these important to consider in design? (These two questions primarily relate to the “I” and “D” steps of the IDEA model).
2. How should Apple evaluate the “quality” of its iPhone? How could Apple improve its design processes for the iPhone? (These two questions primarily relate to the “E” and “A” steps of the IDEA model).