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Lecture #1: PD - Ch 1. Introduction

Lecture #1: PD - Ch 1. Introduction. Ref: Product Design and Development by Karl T. Ulrich and Steven D. Eppinger, McGRAW-Hill. 2011.2.8. Ch 1 Introduction. Varieties of Product. Ch 1 Introduction. Successful Products. Characteristics of successful PD.

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Lecture #1: PD - Ch 1. Introduction

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  1. Lecture #1: PD - Ch 1. Introduction Ref: Product Design and Development by Karl T. Ulrich and Steven D. Eppinger, McGRAW-Hill 2011.2.8

  2. Ch 1 Introduction • Varieties of Product

  3. Ch 1 Introduction • Successful Products

  4. Characteristics of successful PD • Successful product development • Producible • Marketable • Profitable • Environment Friendly • Social Benefits

  5. Characteristics of successful PD • Five more specific dimension to assess the performance • Product quality • Customer needs • Robust and reliable (product) • Product cost (Manufacturing cost) • Capital equipment • Tooling • Incremental cost for each unit • Development time • Responsiveness to competitive forces • Responsiveness to technological development • Economic returns • Development cost • Significant fraction of the investment • Development capability • Capability to develop products more effectively and economically

  6. 2. Who designs and develops products • Product development • interdisciplinary activity from all functions of a firm • 3 central functions and others • Marketing • Design • Manufacturing • Other functions • Project team • single team leader • core team and extended team • core team: small • extended team: large - dozen, hundreds, thousands,…. • supported by teams • at partner companies, suppliers, consulting firm, etc..

  7. 2. Who designs and develops products

  8. Lecture #1: PD - Ch 2. Development processes and organizations Ref: Product Design and Development by Karl T. Ulrich and Steven D. Eppinger, McGRAW-Hill

  9. Ch 2. Development processes and organizations

  10. Ch 2. Development processes and organizations • Questions • Standard development process for every company • Role of experts from different functional areas • Milestones dividing the overall PD process into phases • PD organization, divided into groups corresponding to project or functions • Process Characteristics • Process : intellectual & organizational than physical • Some : detail, other : not describe processes • Same enterprise follow different processes for different projects

  11. Ch 2. Development processes and organizations • Necessity of well-defined processes • Quality Assurance • ISO9000, FMEA, TS16949 • Coordination • PD process – master plan defining • When - their contribution is needed. • Whom - exchange information and material. • Planning • PD process contains natural milestones • Planning : timing of these milestones • Management • PD process – benchmark for assessing performance of ongoing PD effort. • Improvement • Documentation of PD process identify opportunities for improvement

  12. 1. A Generic Development Process

  13. 1. A Generic Development Process • Planning • Corporate strategy • Assessment of technology developments and market objectives • Output : the project mission statement • The target market for the product, business goals, key assumptions, and constraints • Concept development • target market • generate alternative product concepts • select an alternative • concept: form, function, features, spec. • analysis of competitive products, economic justification of project

  14. 1. A Generic Development Process • System level design • product architecture and division of it into subsystem and components • assembly scheme • output: geometric layout function spec. of subsystem process for assembly process • Detail design • Complete spec of geometry, materials, tolerances, standard parts • Manufacturing: process plan and tooling • Output: control document for the product drawings or computer files geometry, process plan for fabrication and assembly

  15. 1. A Generic Development Process • Testing and refinement • Construction and evaluation • Early (alpha) prototypes • production - intent parts • same geometry and material properties for production version • verifying functional working and customer needs • Later (beta) prototypes • parts supplied by intended production processes • evaluated internally and tested by customers in their own use environment • goal of beta proto - performance and reliability

  16. 1. A Generic Development Process • Production ramp-up • Product is made using intended production system • Train the workforce and workout remaining problems • Artifacts-supplied to preferred customers • Transition from production ramp-up to ongoing production • gradual and continuous

  17. 2. Concept development : The front-end process

  18. 2. Concept development : The front-end process (1) Identifying customer needs • Function • understand customer’s needs • communicate them to PD team • Output • customer needs statements • organized hierarchical list with weighting (2) Establishing target specifications • Function • translation of customer needs into technological terms set early, refined with constraints • Output • list of specifications • spec. consists of a metric and it’s target value

  19. Identifying customer needs Need: Soften Surface

  20. Establishing target specifications I Need: Soften Surface Spec: Elasticity of Surface

  21. Establishing target specifications : QFD Need: Soften Surface Spec: Elasticity of Surface Need: Solid Gripping (X)

  22. Competitive Benchmarking Information Need: Soften Surface ( + ) Need: Solid Gripping ( - ) Spec: Benchmark - Elasticity of Surface

  23. Establishing target specifications II Need: Soften Surface ( + ) Need: Solid Gripping ( - ) Spec: 10 < Elasticity of Surface < 15

  24. 2. Concept development : The front-end process (3) Concept generation • explore space of product concepts • external search, creative problem solving, systematic exploration of the various solution fragments • Output • 10~20 concepts by sketch and brief descriptive text (4) Concept selection • function: • concept is analyzed and sequentially eliminated • several iterations and additional concept generations & refinement • output: • one preferred concept

  25. Concept generation & selection

  26. Concept Generation

  27. Concept Generation Need: Soften Surface ( + ) Need: Solid Gripping ( - ) Spec: 10 < Elasticity of Surface < 15 Al1 : One Body – Two layers Al2 : Two Body – Material 1 Al3: Two Body – Material 2

  28. Concept Generation

  29. Concept Selection Al1 : One Body – Two layers Al2 : Two Body – Material 1 Al3: Two Body – Material 2

  30. 2. Concept development : The front-end process (5) Concept testing • Verify with customer needs • Assess the market potentials • Idenifying any shortcomings (6) Setting final specifications • function: • commit to specific values of metrics of constraint • limitations identified through technical modeling • trade-offs between cost and performance

  31. Product Architecture Al1 : One Body – Two layers Al2 : Two Body – Material 1 Al3: Two Body – Material 2

  32. Industrial Design

  33. Prototyping

  34. Prototyping

  35. Technical Model

  36. Cost Analysis

  37. 2. Concept development : The front-end process (7) Project planning • function: • develop detailed development schedule • strategy to minimize development time • identifies the resources for project (8) Economic analysis • function: • builds an economic model for product • justify continuation of PD program and to resolve specific trade-offs among development cost and manufacturing cost • late economic analysis & early economic analysis

  38. Project Planning

  39. Economic Analysis

  40. Information System

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