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.
1997 M. Zarrugh

ISAT 211 Mod 3-1

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.
Decisions Ideas Methods
Product Design Detailed plans of 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.
ISAT 211 Mod 3-2

1997 M. Zarrugh

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 userfriendly 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.
1997 M. Zarrugh

ISAT 211 Mod 3-3

Successful Product Selection and Product 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 (customers 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?
1997 M. Zarrugh

ISAT 211 Mod 3-4

Key Players in Product Development

Marketing/Sales

Product

Design Manufacturing
Needs

Product specification

Manufacturing
(Production)

Marketing

Product design (R&D)

Final design file Total demand for product

Process Planning
Process plans

Customer market system

Orders

Sales

Production Planning
Production plans

1997 M. Zarrugh

ISAT 211 Mod 3-5

The Challenges of Product Development

Recognizing

and managing trade-offs to assure

success.
Constant

change in markets, customer preferences and competitive climate.

of product and process details and their impact on cost. sense of urgency which requires quick decisions usually without complete information.
ISAT 211 Mod 3-6

Complexity

Constant

1997 M. Zarrugh

Product Development Process: From a Product Project Prospective

Customer Need Recognition Concept Development
(Requirements and Development Plan specification)

Prototyping and Commercialization

(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)
1997 M. Zarrugh

ISAT 211 Mod 3-7

Product Development Process: From a Designer Tasks Prospective

Define Problem

Prepare File

Develop Alternatives

Analyze Alternatives
1997 M. Zarrugh

ISAT 211 Mod 3-8

How Many Squares?

1997 M. Zarrugh

ISAT 211 Mod 3-9

Decode these!
Wear
Thermal Knee light 0 T

B.S
M.S. Ph.D.

O
U

C
H

NaCl NaCl ccccccc

1997 M. Zarrugh

ISAT 211 Mod 3-10

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. connect the dots with two straight lines. connect them with

Now

Now

one.
1997 M. Zarrugh

ISAT 211 Mod 3-11

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
1997 M. Zarrugh

ISAT 211 Mod 3-12

Product Development: Organization Models

Product

development groups are organized

by function or by project.
Enging Manager

General Manager

Marketing Manager

MFG Manager

In

a functional organization, people are grouped by similarity in education, training or expertise (groups like engineering, marketing, manufacturing).
ISAT 211 Mod 3-13

1997 M. Zarrugh

Product Development: Organization Models

In

a project organization, individuals apply their Project expertise to specific Manager projects or product lines Functional regardless of their Coordinator functional background.

General Manager Project Project Manager Manager

Matrix

organization is a hybrid of functional and project organizations.

Functional Coordinator

1997 M. Zarrugh

ISAT 211 Mod 3-14

Improving the Product Development Process: Linking Design and Manufacturing

Establishing Design

multifunctional product teams

for Manufacturing (DFM) and Design for Assembly (DFA) for the environment (DFE): green products cost implications early in the design

Design

Consider

cycle
Concurrent
1997 M. Zarrugh

Engineering (CE)
ISAT 211 Mod 3-15

Design For Manufacturing (DFM) and Design 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.
1997 M. Zarrugh

ISAT 211 Mod 3-16

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)
1997 M. Zarrugh

ISAT 211 Mod 3-17

Design for the Environment (DFE)

Reuse

materials to remake the same product: new products from recycled materials:

paper, glass, aluminum cans, cartons, etc.

Design Use

lawn furniture, paving material, cellulose insulation, etc.

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.
1997 M. Zarrugh

ISAT 211 Mod 3-18

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
100% 80 60 40 20
0 Cost Committed

Cost

Cost expended
Concept System-level Development Design
Detail Design Prototyping Production Ramp-Up

Time
1997 M. Zarrugh

ISAT 211 Mod 3-19

Concurrent Engineering
Concurrent

Engineering (CE) is the simultaneous consideration of all aspects of development of a product throughout its We cant make development cycle. this part cheap

The customer wont like the surface finish

With

CE, product and process developments become simultaneous processes instead of their traditional sequential nature. MFG CE facilitates design for ease of manufacturing, ease of use and Engineering ease of service.
1997 M. Zarrugh

Trust me. We need more thickness here.

Marketing

ISAT 211 Mod 3-20

Sequential vs. Concurrent Engineering (CE)

Sequential Engineering
Sequential engineering erects walls !!
Requirements
Product specs. Engng file Process instructions

Customers

Marketing

Design Enging

MFG Enging

Production

Concurrent Engineering

With CE the walls come tumbling down

ISAT 211 Mod 3-21

1997 M. Zarrugh

Questions?

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

1997 M. Zarrugh

ISAT 211 Mod 3-23