Digital mock-up and voice of the customer in the context of physical product development

Software development requires urgency in its launch in the market. Based on this, Agile Project Management has been introduced to reduce the time gap between idea and product release. Several studies have been developed to combine the qualities of Agile Management with those of the traditional Project Management for the application in physical products. Based on these studies, the following question has arisen: how can digital mock-ups be used to implement a hybrid (agile combined with traditional) project management approach, with customer participation, for physical products? In the present research, a development case study on a car steering wheel was conducted using digital mock-ups and the customer's voice. The study was applied to an audience of approximately 500 people. Results show the possibility of using digital mock-ups as a support for the development of physical products through the hybrid approach. For the generalisation of the method, more research must be conducted using different products from different areas.