A new product development process (PEP)for a special-purpose machinery manufacturer

What was well intentioned from a customer perspective became a serious internal obstacle:

• high design complexity

• an overwhelming number of variants

• unclear standards

• massive effort in assembly, purchasing, and service

• long development cycles

• constant bottlenecks and technical feedback loops

The company knew one thing for sure:
Future innovation requires more clarity, more structure, and a product development system that works not only today, but also tomorrow.

Together, we decided not to simply revise the existing product development process (PEP), but to rethink it completely.
Holistically, strategically, and with a clear focus on the years ahead.

We:

• analyzed the existing product landscape

• systematically captured customer needs

• involved the entire value creation chain

• developed modular systems and platform strategies

• defined technical and organizational standards

• clarified roles, responsibilities, and handovers

One thing was essential throughout the process:
Bringing all relevant functions to the same table.

Through workshops, interviews, and joint working sessions, we involved all key stakeholders:

• engineering

• purchasing

• assembly

• steel construction

• service

• quality

• product management

• sales

Each function contributed its perspective.
Every voice was heard.

For the first time, a shared understanding emerged of what product development should look like in this company: structured, modular, and future-ready.

The new product development process fundamentally transformed the organization:

• modularity instead of uncontrolled variant growth

• clear development phases from concept to series maturity

• defined standards that significantly relieve assembly, purchasing, and service

• transparent interfaces and clear decision-making

• faster development cycles

• more resource-efficient processes with fewer technical loops

• an organization that thinks about products collaboratively rather than in silos

Today, the PEP is the backbone of product development.
A system that provides orientation, reduces complexity, and makes innovation possible.

Because it shows one thing clearly:
Great products are not created in engineering alone. They emerge through collaboration across the entire organization.

And because a well-designed, modern product development process does not just improve workflows.
It makes a company truly future-ready.

This transformation enabled the organization to develop faster, with greater clarity and stronger market orientation, turning heavy variant chaos into a structured product architecture.