INSE 6411 Product Design Theory and Methodology

1. INSE 6411 Product Design Theory and Methodology INTRODUCTION Andrea Schiffauerova, PhD.

2. Lecture outline • Course outline • Introduction to the design process • Basic characteristics of product development process

3. Why study the Design Process? • Continuous need for new, cost-effective, high-quality products • More complex products • Faster to market Need for efficiency in the design of new products • 85% of the problems with new products are the result of a poor design process • The goal: to learn the tools to develop an efficient design process • Structured methodology • Makes decision-making is more explicit • Provides checklists • Is readily documented in a structured way • The tools are the same regardless of the product

5. Successful new product

6. y Factors that determine the success or failure of a product

7. Design effectiveness High performance along these dimensions should lead to economic success • Product cost • Product quality • Time to market

8. Design effectiveness - Cost • The cost of design is only a small part of the manufacturing cost Design as fraction of manufacturing cost (Ford Motor Company) • The effect of the quality of the design on the manufacturing cost is much greater • The decisions made during the design process have a great effect on the cost of a product but cost very little The effect of design on manufacturing cost

9. Design effectiveness - Cost • Product cost is committed early in the design process and spent late in the process • 75% of the manufacturing cost is committed by the end of the conceptual phase

10. Design effectiveness - Quality • Quality cannot be manufactured into a product unless it is designed into it • What determines quality?

11. Design effectiveness - Time to market • Engineering changes during automobile development • Changes are required in order to find a good design, and early changes are easier and less expensive

12. The history of the design process • One person used to design an entire product • Mid 20th century: • More complex products and processes different people responsible for marketing, design and manufacturing, and overall management • Over-the-wallprocess • One-way communication • Inefficient, costly, may result in poor-quality products

13. How the customer described it How marketing specialist understood it How the designer designed it How it was advertised How the programmer wrote it How it was documented What was in the manufacturing plan The final piece What the customer really wanted How was the customer billed

14. The history of the design process • Late 1970th - Simultaneous Engineering • 1980th - Concurrent Engineering • 1990th - Integrated Product and Process Design • Features of concurrent engineering: • Simultaneous design and manufacturing • Use and support of design teams • Focus on the entire product life • Processes are as important as products • Concern for information

15. Sequential vs. concurrent engineering

16. Duration and cost of product development

17. Product development process • PD process is the sequence of steps or activities which an enterprise employs to conceive, design and commercialize the product. • Six phases: • Planning • Concept development • System-level design • Detail design • Testing and refinement • Production ramp-up Concept Development System-Level Design Detail Design Testing and Refinement Production Ramp-Up Planning Product Development

18. Planning : strategy, technology developments, market objectives project mission statement (market, goals, assumpt., constr.) • Concept development: identification of the customers’ needs, alternative concepts  concept (product form, function and features, specifications, competitive analysis, economic justification) • System-level design: product architecture, assembly scheme  geometric product layout, specification of each subsystem, process flow diagram for the assembly • Detail design: complete specification (geometry, material, tolerance) of all unique parts, parts to purchase, tooling) control documentation (drawings, process plan) • Testing and refinement: multiple reproduction versions  alpha prototypes (intended parts)  beta prototypes (intended production processes) • Production ramp-ups: (intended production system)  product launch

20. Concept development: the Front-End Process • The Front-End Process is an expanded concept development process • Many interrelated activities: • Customer needs identification • Target specifications • Concept generation • Concept selection • Concept testing • Final specifications • Project planning • Economic analysis • Benchmarking • Modeling and prototyping

21. Concept development: the Front-End Process • Customer needs identification • To understand the customers’ needs • To communicate the needs to the development team  Customer needs statement • Hierarchical • Weightings • Target specifications • Precise description of what a product will do • The translation of the customers’ needs into technical terms • Later will be refined A list of target specifications • Metrics (with marginal and ideal values)

22. Concept development: the Front-End Process • Concept generation • To explore the space of product concepts • A mix of external search, creative problem solving, systematic exploration of various solutions  A set of 10-20 concepts • A sketch • A brief description • Concept selection • Concept analysis, evaluation, elimination • Iterations, additional concepts generation, refinement Selected concept(s)

23. Concept development: the Front-End Process • Concept testing • To verify whether the customers’ needs are met • Assess the market potential • Identify shortcomings • Project may be terminated, or some activities repeated • Setting final specifications • Target specifications revisited • Reflect constraints, limitations and trade-offs Specifications with exact metrics

24. Concept development: the Front-End Process • Project planning • Detailed development schedule, strategy, the resources A contract book: • The mission statement, the customer needs, selected concept, the product specifications, the economic analysis, the development schedule, the project staffing and the budget • Economic analysis • Economic model for the new product • To justify project continuation, to resolve trade-offs • An ongoing activity during the project

25. Concept development: the Front-End Process • Benchmarking of competitive products • Understanding of competitive products • Critical for positioning of a product • Rich source of ideas • Modeling and prototyping • Various models and prototypes in every stage • “Proof-of-concept” models • “Form-only” models • Spreadsheet models • Experimental test models

26. Concept development process • Rarely purely sequential process • Overlaps • Iterations • Uncertain nature of progress

27. Variants of product development process • Market-pull products (sporting goods, furniture, tools) • Market opportunity • Search for technologies that will satisfy customer needs • PD process:generic PD process • Technology-push products (Gore-Tex, Tyvek envelopes) • New technology • Search for appropriate market • Critical: • The technology has a clear competitive advantage • Alternative technologies are unavailable • PD process: Planning phase involves matching technology and market

28. Variants of product development process • Platform products (consumer electronics, computers, printers) • Built around an established technological subsystem • Huge investments into platform • Introduce proven technology to related markets • Simpler development for platform products • PD process: Concept development assumes a proven technology platform • Process-intensive products (cereals, food, chemicals) • Product characteristics constrained by the production process • PD process: either • existing process specified form the start • both product and process are developed simultaneously • Customized products (motors, containers, batteries) • New products are slight variations of existing configurations • PD process: highly structured development process

29. Variants of product development process • High-risk products (pharmaceuticals, space systems) • High risk of failure • Technical, market, budget and schedule uncertainties • PD process: • Risk identified very early and tracked throughout the process • Early analysis and testing • Quick-build products (software, cellular phones) • Rapid modeling and prototyping enables spiral PD process • PD process: • Design-build-test cycle repeated many times • Flexible and responsive process (due to rapid iterations) • Until time or budget runs up • Complex systems (airplanes, jet engines, automobiles) • Decomposition into several subsystems and many components • PD process: many teams working in parallel, interactions, system integration, testing and validation

30. Product development process flow

31. The challenges of product development • Trade-offs • Recognize, understand and manage trade-offs in a way that maximizes the product success • Dynamics • Decision-making in an environment of constant change • Details • Decision-making in complex product development • Time pressure • PD decisions should be made quickly and without complete information • Economics • Large investment • Products have to be appealing and inexpensive to produce

32. Next lecture • Mechanical design problems • Design process