ISAT 211 Mod 3-1 1997 M. Zarrugh

ISAT 211: Module 3 Product Design and Product Development ProcessThe 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.

ISAT 211 Mod 3-2 1997 M. Zarrugh

Product Design & Development:DefinitionsProduct 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 DesignDecisions

IdeasMethods

Detailed plansof 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 3-3 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 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.

ISAT 211 Mod 3-4 1997 M. Zarrugh

Successful Product Selection andProduct DevelopmentProducts 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?

ISAT 211 Mod 3-5 1997 M. Zarrugh

Key Players in Product DevelopmentMarketing/SalesProduct DesignManufacturing

Customermarket system

MarketingNeeds Product

design (R&D)

Product specification

ProcessPlanning

Manufacturing(Production)

Finaldesign “file”

SalesOrders Production

PlanningTotal demand

for product

Processplans

Productionplans

ISAT 211 Mod 3-6 1997 M. Zarrugh

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.

ISAT 211 Mod 3-7 1997 M. Zarrugh

Product Development Process:From a Product Project Prospective

CustomerNeed Recognition

Concept Development

(Requirements and Development Plan

specification)

System-Level Design(Prepare layout of the entiresystem without detailing of

parts or subsystems)

Detail Design(Produce product definition

documents needed toproduce and use product)

Prototyping and Com-mercialization

(Proof of concept andmanufacturing process)

ISAT 211 Mod 3-8 1997 M. Zarrugh

Product Development Process:From a Designer Tasks Prospective

DefineProblem

DevelopAlternatives

AnalyzeAlternatives

Prepare“File”

ISAT 211 Mod 3-9 1997 M. Zarrugh

How Many Squares?

       

       

       

        

ISAT 211 Mod 3-10 1997 M. Zarrugh

Decode these!

NaCl NaCl

c c c c c c c

Wear

Thermal

Knee

light

T

O

U

C

H

0

B.S

M.S.

Ph.D.

ISAT 211 Mod 3-11 1997 M. Zarrugh

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.

ISAT 211 Mod 3-12 1997 M. Zarrugh

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

ISAT 211 Mod 3-13 1997 M. Zarrugh

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).

Engin’gManager

MarketingManager

MFGManager

GeneralManager

ISAT 211 Mod 3-14 1997 M. Zarrugh

Product Development:Organization Models In a project organization,

individuals apply their expertise to specific projects or product lines regardless of their functional background.

ProjectManager

ProjectManager

ProjectManager

GeneralManager

Matrix organization is a hybrid of functional and project organizations.

FunctionalCoordinator

FunctionalCoordinator

ISAT 211 Mod 3-15 1997 M. Zarrugh

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)

ISAT 211 Mod 3-16 1997 M. Zarrugh

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.

ISAT 211 Mod 3-17 1997 M. Zarrugh

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)

ISAT 211 Mod 3-18 1997 M. Zarrugh

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.

ISAT 211 Mod 3-19 1997 M. Zarrugh

Consider Cost Implications Early in The Design Cycle70 percent of the manufacturing cost is committed

in the early design stages while expending only about 5 percent of that cost

ConceptDevelopment

System-levelDesign

DetailDesign Prototyping Production

Ramp-Up

Time

100%

0

2040

6080

Cos

t Costexpended

Cost Committed

ISAT 211 Mod 3-20 1997 M. Zarrugh

Concurrent Engineering Concurrent Engineering (CE) is

the simultaneous consideration of all aspects of development of a product throughout its development cycle.

Engineering

Trust me. We need more

thickness here.

MFG

We can’t make this part cheap

Market-ing

The customer won’t like the surface finish

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.

ISAT 211 Mod 3-21 1997 M. Zarrugh

Sequential vs. Concurrent Engineering (CE)

Customers

Require-ments

Marketing

Productspecs.

DesignEngin’g

Engngfile

ProductionMFGEngin’g

Processinstructions

Sequential engineering erects walls !!

With CE thewalls come tumbling down

SequentialEngineering

ConcurrentEngineering

Questions?

ISAT 211 Mod 3-23 1997 M. Zarrugh

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

CustomizedGeneric product and processes are customized to meet specific requirements