Product Devt
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Transcript of Product Devt
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Product & Concept
Development
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Product Development Process
The sequence of steps/activities employed toconceive, design & commercialize a product
Many are intellectual and organizationalinstead of physical
Highly evolved business enterprises follow adefined, precise & detailed developmentprocess. Some companies may not be able todescribe their process
Every organization employs processes that are
at least slightly different from the rest.
There are companies that follow differentprocesses for each of several types ofdevelopment projects
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Uses of a Well-Defined DevtProcess
Quality assurance.Specified phases andcheckpoints assures quality of product
Coordination.Devtplan acts as masterplan, defining roles, timelines &coordinative actions
Planning.Milestones marks thecompletion of each phase. Occurrence isset by devtplan
Management.Devtprocess is abenchmark for assessment of ongoing
devteffort. Actual events ranged againstestablished process allow managers toidentify possible problem areas
Improvement. Careful documentation &ongoing review of a devtprocess and itsresults are tools to identify improvementopportunities
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Generic Product DevtProcess
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The 6-Phase Process
Planning
Concept Development.System-Level Design
Detail Design
Testing & Refinement
Production Ramp-up
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1 of 6 Stages: Planning
Planningaka The Zero Phase.
Precedes the project approval & launch of actual product devtprocess
Identifies Opportunity as guided by corporate strategy. Coverstechnology devtassessment & market objectives
Project Mission Statement. Output of planning phase, Specifiestarget audience, business goals, key assumptions, andconstraints
Opportunity identification. Explains a process of gathering,evaluating and choosing from a broad range of productopportunities
Product Planning. Presents a discussion of the subsequentproduct planning process
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2 of 6 Stages: Concept Devt
Needs of target market identified
Alternative product concepts are generated & evaluated
One or more concepts are selected for further devt & testing
Concept is a description of the form, function & features of a product
that usually comes with a set of specifications, analysis of competitive
products, and economic justification for the project
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3 of 6 Stages: System-Level Design
Defines the product architecture, decomposition of the product
into subsystems and components, and preliminary design of key
components
Initial production system plans and final assembly are defined in
this phase
Output is geometric layout of the product, a functional
specification of each of the subsystems, and a preliminary
process flow diagram for the final assembly process
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4 of 6 Stages: Detail Design
Complete specification of the geometry, materials, and tolerances of
all the unique parts in the product and the identification of all of the
standard parts to be purchased from suppliers are dealt in this
phase.
Process Plan established. Tooling is designed for each part to be
fabricated within the production system
Output of this phase is the Control Documentationdrawings or
computer files describing the geometry of each part & its production
tooling, specifications of the purchased parts, and the process planfor the products fabrication & assembly
Finalizedin this stage are 3 critical product devt process issues:
materials selection, production cost, and robust performance
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5 of 6 Stages: Testing & Refinement
Involves the construction and evaluation of a products multiple
preproduction versions
Alphaprototypes are built withproduction-intentparts or parts with
similar geometry & material properties as per the production
version but not necessarily fabricated with the actual processes tobe used in production.Alphaprototypes are tested to determine
whether the product will work as designed and/or it satisfy key
customer needs
Beta prototypes are usually built with parts supplied by the intended
processes but may not be assembled using the final assemblyprocess. Beta prototypes are extensively evaluated internally and
are typically tested by customers using their own environments.
The goal for Beta prototypes is to answer performance & reliability
questions in order to identify final engineering changes for the final
product
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6 of 6 Stages: Production Ramp-up
The product is made using the intended production system to train the
workforce and work out any remaining problems in the production
process
Products produced during this stage are sometimes supplied to
preferred customers and are carefully evaluated to identify anyremaining flaws.
Transition from Production Ramp-up to actual production is usually
gradual. At some point during the transition, the product may be
launchedand made available for widespread distribution.
Postlaunch Project Review are usually done after the launch.
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Identifying Customer Needs
GOAL: Understand customers
needs and to effectively them to the
development team.
OUTPUT:A set of carefully
constructed customer need
statements, organized in
hierarchical list, with importance
weightings for many or all of the
needs
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Establishing Target Specifications
Specifications provide a precise
description of what a product has to
do. These are the customer needs
translated into technical terms.
Targets for the specifications are setearly in the process and represents
the hopes of the devtteam.
Specifications are later refined as
dictated by the products concept.
OUTPUT: List of target specifications,
each consisting of a metric, including
marginal and ideal values of that
metric.
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Concept Generation
Includes external search,
creative problem solving within
the team, and systematic
exploration of the various
solution fragments the teamgenerates
GOAL: Thoroughly explore the
space of product concepts that
may address the customer
needs.
OUTPUT: 10-20 concepts,
represented by text & a brief
descriptive text
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Concept Selection
Various product concepts
are analyzed and
sequentially eliminated to
identify the most promising
concept or concepts. This
usually require several
reiterations and may initiate
additional concept
generation and refinement
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Concept Testing
One or more concepts are tested
to verify that the customer needs
have been met, assess the market
potential of the product, and
identify any shortcomings that must
be remedied during the further
development. If the customer
response is poor, the devt project
may be terminated or some earlier
activites may be repeated as
needed
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Setting Final Specifications
Target specifications earlier set in
the process are revisited after a
concept has been selected and
tested. During this stage the team
commits to specific values of the
metrics reflecting the constrains
inherent to the product concept,
limitations identified through
technical modeling, and trade offs
between cost and performance
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Project Planning
The final activity of concept devt where adetailed devt sked is created, a strategys isdevised to minimize devt time, and identifythe resources required to complete theproject.
Major results of front-end activities arecaptured in a contract book, which containsthe mission statement, the customer needs,details of the selected concept, productspecifications, economic analysis of the
product, the devt sked, project staffing andbudget. The contract bookserves todocument the agreement between the devtteam and the senior management of theenterprise
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Economic Analysis
Supported by a financial analyst, the
devt team builds an economic model
for the new product which is used to
justify the continuation of the over-alldevt program and to resolve specific
trade-offs between, for example, devt
cost & manufacturing cost. It is an
ongoing phase in the concept devt
phase. Economic analysis are often
performed before the project even
begins and this analysis gets updated
as more info are made available
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Benchmarking of
Competitive Products
Understanding the competition is critical to successfully position a
new product. It is also a rich source of ideas for the product and
production process design. This is performed in support of many
front-line activities
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Modeling and Prototyping
Stages of concept devt process
involves various forms of models
and prototypes. May include:
Proof-of-concept models. Helps in
demonstrating feasibility
Form-only models.Usually shown
to customers to evaluate
ergonomics and style
Spreadsheet models of technical
trade-offs
f G
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Variants of Generic Product Devt Process
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