ISAT 211: Module 3 Product Design and Product Development Process

1. ISAT 211: Module 3 Product Design and Product Development Process • The learning objectives of Module 3 are to • Define and contrast “product design” and “product development” • List and briefly describe the three types of product design • Cite types of product development processes and state examples for each type • Describe the stages of product development and tasks and responsibilities of various functional groups • Distinguish functional from project from matrix organization of product development groups and state the pros and cons of each organization type • Identify methods for facilitating integration of design with manufacturing.

2. Decisions Ideas Methods Product Design Detailed plans of useful products Product Design & Development:Definitions • Product Design: An iterative decision-making process which generates detailed plans of how raw materials and purchased items are to be transformed into useful products. • Product Development: A sequence of activities by which products are selected, designed and prepared for full production. Product design is a stage of product development.

3. Types of Product Design • Functional Design: The process of developing a working prototype of a product from the specifications and functional requirements without regard to appearance. (Reliability and Maintainability) • Industrial (Form) Design: Focuses on aesthetics (looks) and ease of use. Few companies have consistently offered aesthetically pleasing and user-friendly products: HP, Sony, Honda, and Play School. • Design for Manufacturing: The key design stage for preparing a complete and detailed definition for a product: how it will be manufactured and how it will be used.

4. Successful Product Selection andProduct Development • Products are selected and development is managed as a tradeoff between: • Product performance and quality How well does a product fit its intended use (customer’s requirements or expectations)? • Development speed How quickly does a new product reach the market? • Product cost How much is the manufacturing cost and is the total cost? • Development program expense How much will be spent on development?

5. Product specification Manufacturing (Production) Needs Product design (R&D) Marketing Process Planning Final design “file” Process plans Production Planning Orders Total demand for product Sales Production plans Key Players in Product Development • Marketing/Sales • Product Design • Manufacturing Customer market system

6. The Challenges ofProduct Development • Recognizing and managing trade-offs to assure success. • Constant change in markets, customer preferences and competitive climate. • Complexity of product and process details and their impact on cost. • Constant sense of urgency which requires quick decisions usually without complete information.

7. Concept Development (Requirements and Development Plan specification) Prototyping and Com- mercialization (Proof of concept and manufacturing process) System-Level Design (Prepare layout of the entire system without detailing of parts or subsystems) Detail Design (Produce product definition documents needed to produce and use product) Product Development Process:From a Product Project Prospective Customer Need Recognition

8. Define Problem Prepare “File” Develop Alternatives Analyze Alternatives Product Development Process:From a Designer Tasks Prospective

9. How Many Squares?

10. Decode these! 0 B.S M.S. Ph.D. T O U C H Knee light Wear Thermal

11.          Those 9 dots. • Connect the 9 dots with four straight lines. Do not lift your stylus. You may cross a line but not retrace it. • Now connect the dots with two straight lines. • Now connect them with one.

12. Concept Development(Product and Development Plan Specification) • Identify customer's needs • Establish target specifications • Analyze competitive products (benchmarking) • Generate product concept alternatives • Analyze alternatives and select the concept that best meets requirements • Analyze economic feasibility • Refine and finalize product specification • Plan the development project

13. General Manager Engin’g Manager Marketing Manager MFG Manager Product Development:Organization Models • Product development groups are organized • by function or • by project. • In a functional organization, people are grouped by similarity in education, training or expertise (groups like engineering, marketing, manufacturing).

14. General Manager Project Manager Project Manager Project Manager Functional Coordinator Functional Coordinator Product Development:Organization Models • In a project organization, individuals apply their expertise to specific projects or product lines regardless of their functional background. • Matrix organization is a hybrid of functional and project organizations.

15. Improving the Product Development Process: Linking Design and Manufacturing • Establishing multifunctional product teams • Design for Manufacturing (DFM) and Design for Assembly (DFA) • Design for the environment (DFE): green products • Consider cost implications early in the design cycle • Concurrent Engineering (CE)

16. Design For Manufacturing (DFM) andDesign For Assembly (DFA) • The object of DFM/DFA process is to generate a product definition (form, fit and structure) consistent with minimum cost. • DFM/DFA is iterative and requires cross-functional teams so that form, function, cost and process are considered and optimized simultaneously. • Reduced manufacturing cost is the primary consideration in DFM/DFA. • Many rules have evolved to guide DFM/DFA.

17. Guidelines for DFM/DFA • Reduce and simplify manufacturing process and assembly steps • Avoid unnecessarily tight tolerances or smooth surface finish • Reduce part count • Use modular or standardized components • Minimize use of fasteners, such as screws • Use snap-fit fastening action • Assemble parts in the open and in a downward direction (work with gravity)

18. Design for the Environment (DFE) • Reuse materials to remake the same product: • paper, glass, aluminum cans, cartons, etc. • Design new products from recycled materials: • lawn furniture, paving material, cellulose insulation, etc. • Use recyclable components and materials: • avoid disposable (lighters or paper plates) • Design product for ease of repair and disassembly for salvage of key components. • Design products that minimize energy use.

19. 100% Cost Committed 80 60 Cost expended Cost 40 20 0 Detail Design Production Ramp-Up System-level Design Concept Development Prototyping Time Consider Cost Implications Early in The Design Cycle • 70 percent of the manufacturing cost is committed in the early design stages while expending only about 5 percent of that cost

20. The customer won’t like the surface finish Trust me. We need more thickness here. We can’t make this part cheap MFG Market-ing Engineering Concurrent Engineering • Concurrent Engineering (CE) is the simultaneous consideration of all aspects of development of a product throughout its development cycle. • With CE, product and process developments become simultaneous processes instead of their traditional sequential nature. • CE facilitates design for ease of manufacturing, ease of use and ease of service.

21. Process instructions Engng file Require- ments Product specs. Design Engin’g MFG Engin’g Marketing Customers Production Sequential vs. Concurrent Engineering (CE) Sequential engineering erects walls !! Sequential Engineering Concurrent Engineering With CE the walls come tumbling down

22. Questions?

23. Product Development Process Types • Market Pull Process begins with recognition of a market opportunity • Technology-Push New technology pushes new product development • Technology Platform Extension of existing expensive technology to new products • Process-Intensive Strong process requirements severely constrain the product and its development • Customized Generic product and processes are customized to meet specific requirements