NEW PRODUCTS

MANAGEMENT
Merle Crawford
Anthony Di Benedetto
10th Edition

McGraw-Hill/Irwin Copyright 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
PART FOUR

DEVELOPMENT

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Development

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Chapter 13

Design

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 What Is Design?
Has been defined as the synthesis of technology and
human needs into manufacturable products.
Design introduces a bold new way of competing. Design-
driven innovations do not come from the market; they create
new markets. They dont push new technologies, they push
new meanings. (Design expert Roberto Verganti)
In practice, design can mean many things, ranging from
styling to ergonomics to setting final product specifications.
Design has been successfully used in a variety of ways to
help achieve new product objectives.
One thing it is not: prettying up a product that is about to
manufactured!
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 Contributions of Design to the
New Products Process
Design for Speed to Market (Ingersoll-Rand Cyclone
Grinder)
Design for Ease of Manufacture (IBM Proprinter)
Design for Differentiation (Haworth and Steelcase office
equipment)
Design to Meet Customer Needs (user oriented design)
(Crown Equipment Rider Counterbalance forklift trucks)
Design to Build or Support Corporate Identity (Apple, BMW)
Design for the Environment (Subaru, Apple)

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 Principles of Universal Design
Equitable Use: The design is useful to people with varied abilities.
Flexibility in Use: The design accommodates a wide variety of
preferences.
Simple and Intuitive to Use: The design is easy for anyone to
understand.
Perceptible Information: The design communicates the required
information to the user.
Tolerance for Error: The design minimizes adverse consequences of
inappropriate use.
Low Physical Effort: The design can be used efficiently by anyone
with minimal fatigue.
Size and Space for Approach and Use: The product is easy to
reach, manipulate, and use.
Source: James M. Mueller and Molly Follette Story, Universal Design: Principles for Driving Growth Into New Markets, in P. Belliveau, A.
Griffin, and S. Sodermeyer (eds.), The PDMA Toolbook for New Product Development (New York: Wiley, 2002), pp. 297-326.

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 Range of Leading Design
Applications

Purpose of Design Item Being Designed

Aesthetics Goods
Ergonomics Services
Function Architecture
Manufacturability Graphic arts
Servicing Offices
Disassembly Packages

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 Product Architecture
The process by which a customer need is
developed into a product design.
Solid architecture improves speed to
market, and reduces the cost of changing
the product once it is in production.
Product components are combined into
chunks, functional elements are
assigned to the chunks, and the chunks
are interrelated with each other.
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Product Architecture Illustration

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 Product Architecture and
Product Platforms
Product architecture development is related to
establishing a product platform.
If chunks or modules can be replaced easily within the
product architecture, derivative products can be made
from the same basic platform as technology, market
tastes, or manufacturing skills change.
Examples: 200 versions of the Sony Walkman from four
platforms.

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Assessment Factors for an
Industrial Design

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 Prototype Development
Comprehensive Prototype: complete, fully-
functioning, full-size product ready to be
examined by customers.
Focused Prototype: not fully functioning or
developed, but designed to examine a limited
number of performance attributes or features.
Examples: a crude, working prototype of an electric
bicycle; a foam or wood bicycle to determine customers
reactions to the proposed shape and form.

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Model of the Product Design
Process

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 Improving the Interfaces in the
Design Process
Co-location
Digital co-location
Global teams
Produceability engineer
Upstream partnering with vendors

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 Computer-Aided Design (CAD)
Greatly accelerates the design step and allows
assessment of multiple possible designs without
building expensive prototypes.
Design for Manufacturability (DFM): search for
ways to minimize manufacturing costs.
Design for Assembly (DFA): search for ways to
ease assembly and manufacture.
Rational for DFM: A seemingly trivial detail in
design phase might have huge manufacturing
cost consequences later on!
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 Some of the Uses of CAD in
Auto Industry
Determining fit of subassemblies: does the
radio/CD player protrude too far into the
engine area?
Facilitating decking of cars (attaching the
power train to the upper body): do all the
pieces fit together perfectly?
Crashworthiness: can we modify any aspects
of the cars design to improve its ability to
protect the passengers in a crash?
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 Newer Developments in CAD
Stereolithography (rapid prototyping)
Mechanical computer-aided engineering
(MCAE)

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