The competition in the global market is accelerating rapidly because of less technological gap, matured manufacturing level, and various changing customer needs. Increasingly customers choose products in terms of experience desires, psychological desires and whether the products can reflect their values, in addition to the main product functions. Moreover, there are a large number of small and medium sized manufacturing companies in the developing countries. OEM (Original Equipment Manufacturer) and simple mass production cannot generate good value for these manufacture companies, and they have been seeking new opportunities to create higher value for their products/services and satisfy different needs of customers. Mass customization is one of the main business forms in the future, which can best meet the needs of individual customer, especially psychological needs. The key to mass customization is to provide enough modules to meet individual needs with a limited cost increase. The problem has been how to identify the real user needs and individual differences. The purpose of this research is to develop a sound design methodology based upon the current product design theories and practices for future product innovation and sustainable growth of small and medium sized manufacturing enterprises. The research focuses on the user-product cognitive behaviours and the relationship between human attributes and product features. Orthogonal experiment, eye tracking technology and artificial neural network have been successfully applied in this research. The research has developed a user needs hierarchy model and added value hierarchy model, and a robust theoretical basis to predict and evaluate (individual) user needs for product design. The research has further made the following contributions: 1) The relationship between human attributes and product features has been established, which can help designers understand the differences of various customer groups; 2) The different effects of various influence factors on people’s cognition and preference choice based on vision have been analysed and discussed; 3) A new method to identify, cluster, and combine common needs and personalized needs in early design stage for mass customization has been developed; 4) The research results can be reused in the future design of the same or similar kind of products.

Hoy en día, sabemos que la pandemia del coronavirus ha afectado a muchos sectores económicos, trayendo pérdidas e indicadores negativos para el país. Sin embargo, algunas micro y pequeñas empresas han logrado enfrentar esta situación reinventándose en nuevos proyectos por las nuevas necesidades que surgieron. Ante lo mencionado, a través del presente trabajo de investigación explicaremos cómo nació una nueva idea de negocio mediante la búsqueda de oportunidades que se presentó y metodologías ágiles que validaron la ejecución del proyecto en largo plazo que dure. En la etapa inicial, se realizó una lluvia de ideas de todos los integrantes para conocer cuál sería la más viable que genere rentabilidad. Por ello, se seleccionó la idea de crear ropa con tela impermeable, ya que se buscó que este material puede evitar que las personas lleven consigo virus o bacterias a sus hogares, los proteja y pueda lavarlo de manera fácil sin dañar el diseño de la ropa. Por otro lado, realizamos un planeamiento estratégico a 3 años que dura el proyecto mediante herramientas como la matriz EFI y EFE, cadena de valor, análisis PEST, matriz de Ansoff, matriz I/E y el FODA. Esto nos permitió, plantear estrategias competitivas para poder aprovechar las nuevas oportunidades y enfrentar las amenazas. Asimismo, se realizaron distintos presupuestos para cada área del organigrama planteado y la elaboración de la proyección de ventas a 3 años. Finalmente, elaboramos un plan financiero donde se indica los montos que genera las ventas del negocio con sus respectivos estados financieros e indicadores que validan la rentabilidad para las personas que deseen invertir. / Today, we know that the coronavirus pandemic has affected many economic sectors, bringing losses and negative indicators for the country. However, some businesses, such as micro and small companies, have managed to face this situation by reinventing themselves in new projects due to the new needs that arose. Given the above, through this research work we will explain how a new business idea was born through the search for opportunities that were presented and agile methodologies that validated the execution of the Project. In the initial stage, all the members were brainstormed to find out which would be the most viable to generate profitability. For this reason, the idea of ​​creating clothing with waterproof fabric was selected, since it was sought that this material can prevent people from carrying viruses or bacteria to their homes, protect them and can wash it easily without damaging the design of the clothing. On the other hand, we carry out a 3-year strategic planning that lasts the project using tools such as the EFI and EFE matrix, value chain, PEST analysis, Ansoff matrix, I / E matrix and SWOT. This allowed us to propose competitive strategies to take advantage of new opportunities and face threats. Likewise, different budgets were made for each area of ​​the proposed organization chart. Finally, we prepare a financial plan where the amounts generated by the sales of the business are indicated with their respective financial statements and indicators that validate the profitability for the people who wish to invest. / Trabajo de investigación