Texas Instruments: The Voyager Executive Summary Case StudyBy Roxanne Guilhamet, Research Fellow, Design Management Institute;
Karen J. Freeze, Senior Research Fellow, Design Management Institute
Examines how a long-standing leader in electronic educational toys faced an absence of new products and a declining base of old products. Only a major reorientation of strategy, accompanied by innovative new products, could reverse the downward slide of the division. The response was to draw upon proprietary speech-recognition technology previously developed at Texas Instruments to develop a new type of interactive educational toy for five-to-nine-year-old children. TI worked with leading consultants to determine the new toy's form. Issues include collaboration of design and marketing, collaborating with consultants on innovation, emphasis on end-user testing and ergonomically based design, and integration of new technology.
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