We at Growth Turbine design and develop innovative products that improve our lives. Unsurprisingly, the COVID-19 crisis has huge effect on the development of our product: designers cannot work physically together and they cannot go to the lab and do tests.
We could have easily been discouraged and leave the projects for the time being.
But we did not.
COVID-19 has big effects on us, but we are not interested in what we cannot do, but merely in what we can do.
We decided to share our experience with you, because we want to inspire you how to turn around challenging times with creative solutions in your product development. We believe (and experience) that in product development, constraints can foster innovation.
Even better, we have learned since a long time that constraints can foster innovation.
Whether you are developing a physical product for a Kickstarter or Indiegogo campaign, building a tech startup seeking equity crowdfunding, or iterating on an eCommerce product, these six factors apply to every product development process.
What Is Product Development, the Growth Turbine Way?
Before we dive into our experiences and our creative solutions, we need to clarify what we at Growth Turbine see as product development and innovation.
Innovation is creating something out of nothing.
We are lucky to work with incredibly talented designers, however, designing the perfect circular fridge is never a straight line to success. This goes through a process of iteration.
We Define 6 Phases in This Process
- The big idea (On paper, briefing)
- Feasibility (If it is a lamp, does it give light?)
- Concept Phase (Works like real and performs well?)
- Validation phase (Works and looks like real)
- Industrialisation phase (Works, looks and is produced like real)
- Product launch (Let's hit the market)
Basically, in the development process you start with the big decisions (a lot of freedom and flexibility) going to small decisions (bolts and nuts level).
In each step a lot of options and ideas are generated and carefully selected and tested to an appropriate solution. This process of iteration can be fast process.
But not in times of COVID-19...
Pro Tip: This six-phase product development framework applies whether you are building hardware, software, or a service. If you are planning to launch on Kickstarter or Indiegogo, you should ideally be at Phase 4 (Validation) or later before going live. Backers expect a well-tested prototype, not just an idea. For equity crowdfunding campaigns, investors want to see evidence that you have moved past feasibility into a validated concept.
Our COVID-19 Crisis Challenge
Because of the COVID-19 crisis, the project development process is slowed down and becomes more complex. Especially in our product development, because we do not design independently, but work in a team with several (international) partners.
Next to that, we need to physically assemble and test the products. This becomes a challenge during the COVID-19 crisis because of the required social distancing.
So how to develop and test now that we cannot physically work together anymore?
How to align? How to get our materials? How to stay focussed? How to remain a team?
Together with our designers we did not despair, but we focussed on what we can do in a creative way to get result.
We will share these, keys factors to success with you.
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Schedule a Free Consultation1. Think Ahead
Many of our suppliers temporarily closed their factories. This poses challenges for receiving the materials and components we need to continue the development of our products in a later stage. We have to think ahead even more than we normally do.
We define the critical (time) path to success and include a timeline on when we would need what. In an early stage we are thus sourcing materials and components needed for the next phases.
Furthermore, we needed to rethink and define a new way of working, how can we "work apart together." Especially in the early stages of the process 2, 3 and 4 (pre-engineering phase) this creates more challenges.
A clear and comprehensive design brief, with minimum room for interpretation, proofs more crucial now than ever. Discipline, focus and dedication are key factors in creating such brief.
This same principle of thinking ahead applies when you are planning your marketing strategy. Whether you are preparing for a product launch, a crowdfunding campaign, or an equity crowdfunding raise, starting early gives you the competitive advantage.
2. Split Up the Project
Our development team is now working individually on the development, mainly from their homes, while previously they would be working in a particular location collectively.
We decided that in this condition it is best to split up the project in separate sub-projects, with separate sub-project owners.
For example, one team member is working on the outer design, the other on the mechanics and construction. One is working on the casing part and yet another one on the PCB part, while the last one is responsible for the mobile app and connectivity.
Pro Tip: Splitting a project into independent sub-projects with clear ownership is a best practice that extends far beyond COVID-era remote work. This modular approach reduces dependencies, enables parallel progress, and makes it easier to track milestones. If you are preparing a crowdfunding campaign, having separate workstreams for product development, marketing, and fulfillment planning ensures nothing falls through the cracks.
3. Define the "Handshakes"
Of course, under present circumstances we don't mean actual handshakes, but the interactions and interfaces between team members developing separate parts of the project.
When you split a project into sub-projects, the points where those sub-projects connect become critical. Defining these handshakes clearly ensures that when separate components come together, they fit. This is true for hardware (physical dimensions, electrical connections, thermal interfaces) and equally true for software (APIs, data formats, user flows).
4. Communication Is the Key
Communication is what it is all about, now more than ever.
In product development everything is constantly fluid. Every iteration leads to alternative solutions. These have ramifications for other parts of the design.
Version management and clear communication within the team is vital in order not to lose time and money.
Our team communicates digitally now, like the rest of the world, using Skype or any other online communication tool.
Luckily there are several digital boards, where you can brainstorm collectively.
One of the best things about online communication? You can mute your colleagues! This option gives you time and silence to write down some new ideas and insights. You can actually focus better on your work, discussions are more to the point and there is less distraction.
5. Work Smarter
New context leads to new solutions. Making big physical products, like fridges, requires more than one person to build and test components.
This is of course not possible with the (2 meter) social distancing.
We have to be smarter on how to make our innovation work. We have redefined the way of working, separating completely the segments in the design, cold part, warm part, electrical layout and mechanical design.
Pro Tip: "Working smarter" in product development often means leveraging digital tools and simulations to replace physical testing wherever possible. 3D modeling, CAD simulations, and virtual prototyping can accelerate your development cycle significantly. If you are building a hardware product for a Kickstarter campaign, tools like Sketchfab and Sketchup can help you create compelling visual prototypes that attract backers before physical production begins.
6. Keep Having Fun
Designing new products requires a certain playfulness, it is fun.
Also in times of COVID-19 we need to keep the joy and playfulness in our work. With this new way of working you need to ensure that the team stays together and focused. So ensure that enough "goofing around" is still possible to keep the spirits high and to increase the creativity. By for example having an online coffee break, or a small virtual room tour where your colleagues show their favourite plant or their pet.
As we share our experience with you, we are getting to the final phases of the development of our circular cooler. We hope to share the end result with you and the rest of the world very soon.
Until that time comes, we wish you to stay safe and healthy. And to keep being creative and innovative. The world might need this now more than ever.
Summary: Six Factors for Product Development Success
| Factor | Key Takeaway |
|---|---|
| 1. Think Ahead | Define the critical path; source materials early; create comprehensive design briefs |
| 2. Split Up the Project | Divide into sub-projects with separate owners (design, mechanics, PCB, app) |
| 3. Define the Handshakes | Clarify interactions and interfaces between sub-project teams |
| 4. Communication Is Key | Version management; digital boards for brainstorming; focused online meetings |
| 5. Work Smarter | Redefine workflows; separate design segments; leverage digital tools |
| 6. Keep Having Fun | Maintain playfulness; virtual coffee breaks; keep creativity and team spirit alive |
Pro Tip: The constraints imposed by COVID-19 actually produced lasting improvements in how product teams work. Many companies discovered that remote collaboration, modular project structures, and digital-first communication made their development process more efficient, not less. These same principles apply to building a startup in any environment. If you are developing a product and need capital to bring it to market, explore your options through equity crowdfunding or rewards-based crowdfunding on Kickstarter and Indiegogo.
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Get Started TodayFrequently Asked Questions
What are the six key factors for product development during COVID-19?
The six key factors are: (1) Think Ahead by defining the critical path and sourcing materials early, (2) Split Up the Project into separate sub-projects with individual owners, (3) Define the Handshakes or interfaces between team members, (4) Communication Is the Key using digital tools and version management, (5) Work Smarter by redefining workflows for social distancing, and (6) Keep Having Fun to maintain creativity and team spirit.
What are the six phases of product development?
Growth Turbine defines six phases: (1) The big idea (briefing), (2) Feasibility (does it work at a basic level?), (3) Concept Phase (works and performs well), (4) Validation phase (works and looks like the real product), (5) Industrialisation phase (works, looks, and is produced like the real product), and (6) Product launch (hitting the market). You start with big decisions and move toward small, detailed decisions.
How can remote teams collaborate effectively on product development?
Remote teams can collaborate effectively by splitting the project into independent sub-projects with clear ownership, defining the "handshakes" (interfaces) between those sub-projects, using digital communication tools like Skype and digital brainstorming boards, and maintaining strict version management. Clear design briefs with minimal room for interpretation become even more critical in remote settings.
How do constraints foster innovation in product development?
Constraints force teams to find creative solutions they might not have considered otherwise. During COVID-19, the requirement for social distancing led Growth Turbine to completely separate design segments (cold part, warm part, electrical layout, mechanical design), enabling parallel development. This modular approach actually improved efficiency and is now a lasting part of their process.
What is the critical path in product development?
The critical path is the sequence of tasks that determines the minimum time needed to complete a project. By mapping out when you need specific materials, components, and approvals, you can source them early and avoid delays. This is especially important during supply chain disruptions, where factory closures can halt progress if you have not planned ahead.
How should I prepare my product for a crowdfunding launch?
Your product should ideally be at the Validation phase (Phase 4) or later before launching on Kickstarter or Indiegogo. Backers expect a working prototype that demonstrates real functionality. Prepare visual assets including lifestyle images (which perform 60% better than white background photos), a campaign video, and a compelling story. Plan your fulfillment process before launch day.
What digital tools help with remote product development?
Key tools include Skype or similar video conferencing for meetings, digital brainstorming boards for collaborative ideation, 3D modeling tools like Sketchfab and Sketchup for virtual prototyping, and version management systems to track design iterations. The ability to mute colleagues during digital meetings can actually improve focus and produce more structured discussions.
How do I maintain team culture during remote product development?
Maintain joy and playfulness in your work by scheduling informal virtual interactions alongside formal meetings. This includes online coffee breaks, virtual room tours where colleagues share personal items, and "goofing around" time that keeps creativity high. A team that enjoys working together produces better products, regardless of whether they are in the same room.
Can these product development principles apply to software products?
Absolutely. The six factors (think ahead, split up the project, define handshakes, communicate effectively, work smarter, keep having fun) apply to both hardware and software development. For software, "handshakes" become API contracts, "splitting the project" becomes microservices or modular architecture, and "thinking ahead" means planning your technical roadmap before writing code.
How can I fund my product development process?
There are several funding options: rewards-based crowdfunding on Kickstarter or Indiegogo for consumer products, equity crowdfunding through platforms like Wefunder, Republic, or SeedInvest for startup equity, and Reg A+ offerings for larger raises up to $75 million. Growth Turbine can help you choose the right strategy for your stage and goals.
