eBook Edition

Revised and reorganized fromthe original print edition

by Bill Dresselhaus

Return On InnovationTM

ROI

Collaborative Business Equity | Virtual Product Development | Analysis Driven Design | Sensorized InteractionEarly Concept Ideation | User As Designer | Enterprise Information Management | Product Design Perfection

Return On

Innovation

Bill Dresselhaus

SAMPLE

ROITOOLS, TACTICS & TALENTTM FOR IMPLEMENTING WORLD-CLASS PRODUCT DEVELOPMENT

Return On InnovationTM

Collaborative Business Equity | Virtual Product Development | Analysis Driven Design | Sensorized InteractionEarly Concept Ideation | User As Designer | Enterprise Information Management | Product Design Perfection

by Bill Dresselhaus

eBook EditionRevised and reorganized from the original print edition.

SAMPLE

TOOLS, TACTICS & TALENT FOR IMPLEMENTING WORLD-CLASS PRODUCT DEVELOPMENT

TM

TM

RETURN ON INNOVATION

ROIby

Bill Dresselhaus

Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. iiROI: Return On InnovationTM SAMPLE

Publishedby

Dresselhaus Group, Inc.www.dresselhausgroup.com

“Return On Innovation,” “Tools, Tactics & Talent,” “Sensorized” and “Sensorization” are trademarks of Dresselhaus Group, Inc.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electrical, mechanical, photocopying, recording, or otherwise, without the prior written permission of Dresselhaus Group, Inc. All pages, text, graphics and images in this book have been reproduced with the knowledge and prior consent and approval of all contributors concerned. No responsibility is accepted by producer, publisher, sponsors or printer for any infringement of copyright or other issues arising from the contents of this publication. All proprietary products, names, logos, marks, etc., mentioned or reproduced herein are the trademarks of their respective owners. Every effort has been made to ensure that credits accurately reflect the information supplied.

Produced in the United States of America.

ISBN-10: 0-96792-090-6 & ISBN-13: 978-0-9679209-0-0 (original print edition); ISBN-13: 978-0-9679209-1-7 (this ebook edition).

Original print and ebook editions front cover designs: Michael Strickland, Strickland Design, Inc.Graphic design support: Lisa Howell, John Schallberger, Jeff Lam, William W. Roberts, Feroshia Knight.Production/publishing support: John Schallberger, Lisa Howell, Jeff Lam.Editing: Jan Shannon, Lori Stephens, Robert Kalinowski, Chad Dresselhaus, Becky Dresselhaus, William W. Roberts.Research assistance: Lenka Dresselhaus, Chad Dresselhaus, Kathleen Anne.Design, writing, marketing and publishing consultants and support: Bill Roberts, Michael Strickland.Art direction, book design, page layout, graphics, diagrams and textual writing, design and development: Bill Dresselhaus.Prototype printing of print edition: Gary Walker, CTI Group, Portland, Oregon.Prepress and final printing of print edition: Rob Goria, Paramount Graphics, Inc., Beaverton, Oregon.

Apple®, Apple Computer®, iBook®, iBooks®, iBooks Author®, Macintosh®, MacBook®, MacBook Pro® and Mac OS® are trademarks of Apple Inc., registered in the U.S. and other countries.

Original print edition publication date: August 15, 2000.

This ebook publication date: March 7, 2016.

Publisher: Dresselhaus Group, Inc. (www.dresselhausgroup.com)

ROI: Return On InnovationTM Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. iiiSAMPLE

Copyright and Trademark© 2000 (print edition) and © 2016 (ebook edition) by Dresselhaus Group, Inc. All rights reserved.

Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. ivROI: Return On InnovationTM SAMPLE

Contents: All Key Principle Pages and Resources for Entire Book (Example Pages Not Listed)

"Bill's new book is ORIGINAL, COOL, DIFFERENT & IMPORTANT! I wholeheartedly endorse it. Bill is 'riding the wave' with this 'design-innovation thing'. IT IS HOT AND DESERVEDLY-BELATEDLY SO."

Tom Peters, management guru and author of The Circle of Innovation, In Search of Excellence, and the Reinventing Work series

"Bill Dresselhaus has amassed an impressive and useful collection of insights into the process of innovation."

David Kelley, Founder and CEO, IDEO

"The title says it all: Bill Dresselhaus knows how to get tangible returns on your investment in innovation, and that creating a business environment fostering creativity is good for your bottom line. Use ROI like a cookbook, implementing new 'recipes' for innovation within your organization. You’ll be pleased with the returns on your investment!"

John Harker, President and CEO, InFocus Corporation

"ROI is a practical guide to product development, effectively breaking down the entire process into its basic parts. At Art Center, it is our goal to educate our students to become creative leaders in the real world. This publication would be an invaluable aid to anyone interested in familiarizing themselves with the necessary steps that lead to product innovation."

Richard Koshalek, President, Art Center College of Design

"Finally—a book filled with valuable product innovation tools that's also fun to read. I found Dresselhaus' masterpiece hard to put down, and I'm sure I will be picking it up again often. If you need to integrate form with function, this is the book for you."

Preston Smith CMC, Principal, New Product Dynamics and co-author of Developing Products in Half the Time

ROI: Return On InnovationTM Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. vSAMPLE

EndorsementsPrint edition

®

Original Front Cover

Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. viROI: Return On InnovationTM SAMPLE

Print edition—designed by Michael Strickland of Strickland Design, Portland, Oregon

BILL DRESSELHAUS

TM

RETURN ON INNOVATIONTM

USA

Multi-Cultural Design Team

SoMA

Original Back Cover

Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. viiROI: Return On InnovationTM SAMPLE

Print edition—summary, praise, endorsements and content

"Bill's new book is ORIGINAL, COOL, DIFFERENT & IMPORTANT! I wholeheartedly endorse it. Bill is 'riding the wave' with this 'design-innovation thing.' IT IS HOT AND DESERVEDLY-BELATEDLY SO."

Tom Peters, management guru and author of The Circle of Innovation,In Search of Excellence, and the Reinventing Work series

"Bill Dresselhaus has amassed an impressive and useful collection of insights into the process of innovation."

David Kelley, Founder and CEO, IDEO

A guide for maximizing return on development investment by effectively facilitating innovation in any situation or organization. For executives, entrepreneurs, marketers, managers, designers, and anyone else passionate about creating revolutionary products in the new millennium.

> Simple, practical innovation solutions applicable across the enterprise.> Tools, Tactics & TalentTM for ground level execution.> Highly visual, diagrammatic and graphic presentation.> Researched and authored by a veteran designer/facilitator.> Case studies of innovative companies, people and processes such as: Nokia, ILM, Lexmark, IDEO, Nike, InFocus, BMW, and others.

"The title says it all: Bill Dresselhaus knows how to get tangible returns on your investment in innovation, and that creating a business environment fostering creativity is good for your bottom line. Use ROI like a cookbook, implementing new 'recipes' for innovation within your organization. You’ll be pleased with the returns on your investment!"

John Harker, President and CEO, InFocus Corporation

"ROI is a practical guide to product development, effectively breaking down the entire process into its basic parts. At Art Center, it is our goal to educate our students to become creative leaders in the real world. This publication would be an invaluable aid to anyone interested in familiarizing themselves with the necessary steps that lead to product innovation."

Richard Koshalek, President, Art Center College of Design

"Finally—a book filled with valuable product innovation tools that's also fun to read. I found Dresselhaus' masterpiece hard to put down, and I'm sure I will be picking it up again often. If you need to integrate form with function, this is the book for you."

Preston Smith, CMC, Principal, New Product Dynamicsand coauthor of Developing Products in Half the Time

Bookstore category:Business/Product Development

This book printed by:Paramount Graphics, Inc.Beaverton, Oregon USA

Cover design: Michael StricklandPrinted in USA

Bill Dresselhaus is a product engineer, industrial designer and innovation facilitator. With a thirty-year career in design and development he is known among his peers for his intense passion for design process, visualization, simulation, and what he calls SensorizationTM. Bill earned an M.S. in chemical engineering from Iowa State and an M.S. in product design from Stanford University. Combined with his advanced graduate studies in the Executive Program at Art Center College of Design, Bill functions in that place between the visual arts and engineering. He currently lives on the US West Coast, teaching, consulting and developing information architecture for product development innovation.

MANAGEMENT MODELS COMPUTER ANALYSIS COMPUTER AIDED OPERATIONS INTERNATIONAL DESIGN

CREATIVE ENVIRONMENTS INNOVATION PROCESSES SIMULATION MARKETING DESIGN MODELING TOOLSVIRTUAL DEVELOPMENT RAPID PROTOTYPING

Image Credits: SoMA, InFocus, IDEO, Astro, Designworks/USA, RKS Design, Dan Saddler, Chris Skach, Lisa Anstine

BILL DRESSELHAUS

Introduction

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It is a great pleasure and an exciting new adventure to republish the original ROI book as an ebook. Hopefully the revisions, corrections and reorganization will be of benefit to both new and old readers.

Enjoy!

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Using This eBookBoth personal and enterprise integration

THE JOY OF INNOVATION

As with your favorite cookbook, ROI: Return On Innovation™ is designed for you to enter at the chapter, section or topic level that is most relevant to your immediate needs—or ROI can be

reviewed and integrated into your organization's infrastructure—or into your personal strategy starting at page one. You are the chef, and these innovation recipes, principles and examples for

success will have an impact on your productivity for world-class product design and development.

EXPLORE - LEARN - INTEGRATE

Introduction Management &Business

Innovation &Design

Operations &Manufacturing

Resources

1 2 3

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Navigating This eBook

Getting around the pages successfully

PRINCIPLE PAGE

EXAMPLE PAGE

Example Titlein Bold Italic.

Expanded Subtitleexplanation of Example.

eBook Title in lower left corner page footer.

Graphics and Diagrams are in a simple, straightforward style that visually depict the featured Key Principle or Example and any associated principles, processes, tools, tactics or talent.

Two Page Types have content that is either featuring a Key Principle or a Key Principle Example or application. There is sometimes more than one Example page.Each Page is a single self-contained verbal and visual depiction of the Key Principle or Example. The page layout has been designed for easy navigation of desired information with minimal text and maximum visualization.

eBook Copyright in lower right corner page footer. Page Number in

lower right page corner.

Photographs and Imagery visually depict the featured Key Principle or Example and any associated principles, processes, tools, tactics or talent.

Action Boxes provide bulleted tools, tactics, talent, results, benefits and/or problems in achieving application of the key principle.

Key Principle Title in Bold. Expanded Subtitle of Key Principle.

Selected Quotationfor inspiration.

Descriptive Text Block providing an overview of the featured principle or example.

Cameo Box features an organization or an individual that has contributed content to the page.

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Steve Diskin: Designer, Film Maker, Educator

Steve is an architect and industrial designer in Los Angeles. After his education at the Harvard University Graduate School of Design, he worked at Kenzo Tange + URTEC in Tokyo. His design of the HELIX clock (now in the permanent

collection of the Cooper-Hewitt National Design Museum and shown below) and other products marked the beginning of his multidisciplinary design career. Steve is a senior instructor in advanced product design and environmental design as well as coordinator of the graduate program in industrial design at Art Center College of Design in Pasadena, California. His work has been the subject of articles in the New York Times, Los Angeles Times, Los Angeles Business Journal, Progressive Architecture and Popular Science. His multimedia videos won critical acclaim at the Industrial Designers Society of America conferences in 1994, 1995 and 1996. He divides his time between teaching, design consulting and film making.

ForewordFrom original print edition

Never before has the world of product development been so exciting. It's the beginning of a new millennium, after all, and we find ourselves in a world of technological and informational uproar, especially in design. What a crazy show it is—designers, engineers, marketing executives, vendors and end-users all participating in the high drama of bringing technology, style, materials and process together in a manufactured object. The play is complex and fascinating, sometimes difficult to comprehend, as we watch the action taking place. All too often we cannot see the players clearly at the back of the stage and we wonder why, for some strange reason, all these players are reciting their lines all at once!

In a way, it's amazing that anything ever gets produced. And it's also rather amazing that this drama is played out in corporate boardrooms and funky machine shops, in slick consulting offices and small design studios, in the quality control room and on the shipping dock, in stockrooms and testing labs all across the globe, and yet nobody seems to be watching. The drama of design has, for too long and far too often, been relegated to a small theater in the great scheme of life and commerce, out of view of the public eye. Nevertheless, it has been said that design is a process of narrative. Of story telling. It's really a variety of stories about how human beings apply their creativity to the creation of a new and better world. This story should be told to a wider audience!

There's a lot at stake here. As the cutting edge of technology, via rapid prototyping and computer graphics, makes the visualization (I should say realization) of a new product feasible in weeks, not months, so the need to understand product development more deeply and holistically becomes crucial. And if product development is so

dramatically accelerating, how are we ever going to keep up with changing tastes, needs and environmental issues, not to mention competition? We have to go back and look at the script to find out what we are really doing here.

I can think of no better guide to the drama of design than Bill Dresselhaus, a man who has seen firsthand the stories being told, both backstage and in front of the footlights. He has researched, designed, produced and directed for most of his professional life, experiencing both the seriousness and the humor of the life cycle of products from start to finish. Here, in the pages of ROI: Return On Innovation, Dresselhaus tells the stories of product development, introduces us to the players and their roles, and takes us behind the scenes for a revealing look at the process of design and mass production.

ROI is the program. Your seat is front row center. Join us now. The curtain is going up!

Steve Diskin, CoordinatorIndustrial Design Graduate Program

Art Center College of DesignPasadena, California

August 15, 2000

Helix Clock by Steve Diskin (National Design Museum)

1 Every product design and development enterprise needs both great development management and great business modeling to succeed or it will eventually die. Properly (and creatively) managing both innovation and productivity, at both the front-end and at the back-end, are essential. In this chapter are principles and examples of creative management and business models for product innovation, design and development.

Management & Business

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Crucial to facilitating and maintaining innovation in a development environment is having a resident visionary champion. Such a person takes up the torch for the tools, tactics and talent necessary for success of the creative process. Innovation champions must be passionate about promoting and encouraging out-of-the-box thinking. Often viewed askance by the conservative business contingent, the innovation champion must be willing to take risks and stand up for whom and what they represent. Innovation methodologies often appear silly and counterproductive to the average corporate traditionalist. Those who must execute creative work require a visionary leader to promote and support their activities if they are to remain focused and productive. The successful innovation champion must be well-versed in the ways and means of the creative process and be able to foster patience and acceptance within senior management.

Mark Sylvester: Cofounder and Ambassador, Alias|Wavefront Corporation, Santa Barbara, California

TOOLS, TACTICS & TALENT✦Creative environments and work spaces.✦ Ideation and brainstorming processes.✦Off-the-wall thinking methodologies.✦Value and visibility of activities.✦ROI communication to management.✦Encourage, mentor and support the team.

RESULTS & BENEFITS✦Focused creative and innovative productivity.✦Encouraged and motivated creative staff.✦Visibility of innovation processes and results.✦ Improved funding of creative processes.✦Better, more innovative product solutions.✦ Improved profitability and bottom line results.

Mark is one of the founders of Wavefront Technologies and one of the early animation software developers. He initially helped to develop the Advanced Visualizer, a 3D computer animation system first used at Universal Pictures. Mark is one of the co-designers of Composer, a digital compositing system, currently used in most major motion pictures produced in Hollywood. He now serves as Ambassador for Alias|Wavefront, where he works as a liaison between customers and the company to ensure a close relationship between artists and developers. Prior to founding Wavefront Technologies in 1984, Mark was a professional chef and helped build several restaurants in the Santa Barbara, California area.

Innovation ChampionsFostering innovation and creativity through visionary leaders

"Any darn fool can make something complex; it takes a genius to make something simple."

Woody Guthrie

Mark’s Observable Behaviors of Innovation Leaders1. Demonstrate care and commitment to clients in

your words and actions.2. Be an enthusiastic student of your industry, your

technology and your current and future clients.3. Practice teamwork—cooperate with, care for,

support and respect each other.4. Use open, honest and constructive

communications—don't leave things unsaid.5. Listen, clarify and empathize.

6. Keep commitments.7. Seek and support alignment.8. Focus on high-value, high-leverage activities.9. Be accountable for the results you produce or fail

to produce.10.Work hard, laugh in the halls, and get great stuff

done.11.Act like you own the company.12.Celebrate success!

OBSTACLES:Poor management or leadership,

lack of vision, physical constraints,financial limitations, resistance to

change, ignorance of creativeprocess, etc.

WALLOF

RESISTANCE

INNOVATIONCHAMPION

CREATIVE INNOVATION

TEAM

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One of Bill Buxton's favorite sayings is that, "Making things hard is easy—making things easy is hard." This is the great challenge of the user interface designer: making a product as easy, friendly, and compelling to use as possible. User studies have shown many times that people gravitate toward products that are easy and enjoyable to use, and will choose them over products that are difficult to use though they may offer more functionality. One reason for this is that regardless of how many features or functions a product may have, if they are not easily accessible to the customer, they become essentially worthless. They are, in fact, frustrating for the user who has paid for this functionality but cannot capitalize on it. As a champion of the user at both SGI and Alias|Wavefront Corporation, Bill Buxton is passionate about developing new technologies that enhance functionality for his customers and about making those features as easy to use as possible.

William Buxton: Chief Scientist, Alias|Wavefront and Silicon Graphics, Inc. (SGI), Toronto, Canada

TOOLS, TACTICS & TALENT✦Designers who are passionate about ease-of-use.✦User-centered design philosophy and objectives.✦Usability testing processes and methodologies.✦Research facilities and programs for usability.✦Management focus on simplicity and ease-of-use.✦Proper interaction design process implementation.

RESULTS & BENEFITS✦Little or no product user training time.✦Product language that instructs and informs.✦Simple and easy user decision-making.✦What you see is what you get (WYSIWYG).✦Effective and efficient functional results.✦Error tolerance and ease of learning.

Bill is a designer and researcher who specializes in the human aspects of technology. He is Chief Scientist at Alias|Wavefront Corporation, and its parent company, SGI, as well as an Associate Professor of Computer Science at the University of Toronto. After receiving a Bachelor of Music degree, Bill completed an M.Sc. in computer science on computer music at the University of Toronto. He joined Alias|Wavefront in June 1994. In addition to being an avid equestrian, Bill is co-owner of a contemporary art gallery in Toronto.

Ease-of-Use Champion

Passionate advocacy for simplicity of use

“Don't make me think!” Steve Krug

Chart of Increasing Product

Features and Their Complexity

God's Chart of Human Capacity for

Product Features and Their Complexity

Combined Chart Showing Product

Feature/Complexity Categories

Area of Useless

Features and

User Frustration (too

many products in here)

Area of Inadequate Features and

User Frustration (too

many products in here)

Area of Useful Features and

User Productivity (too

few products in here)

Product C

om

ple

xity

Time

Hum

an C

apacity

Time Time

Bill's many activities in new product ideas, cutting-edge technologies, interaction design, product usability and human factors

Bill Buxton's User Reality Charts

2 The heart of any successful product design and development enterprise must be innovation—continual and relentless—or the often repeated mantra will apply: “Innovate or Die!” In this chapter are principles and examples for creating, developing and designing for innovation.

Innovation & Design

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A common perception of the value of design is often that it adds valuable esthetic value to products. This is quite true, and very important to humans, but only part of the value of design—meeting real human needs through design involves more than so-called product “styling” or esthetics. Human-centered design must appropriately and responsibly resolve a number of issues, not the least of which is the total experience of using a product comfortably and enjoyably. An example of this is arguably the most ergonomically designed toothbrush ever: the CrossAction by LUNAR. This product gave Oral-B an additional five percent market share of a $650 million market, according to the LA Times, proving that customers are willing to pay top dollar for performance and design. LUNAR helped them strongly connect to consumers by understanding common brushing behaviors and then creating a great experience—which they loved, and continue to love to this day.

LUNAR: Headquartered in San Francisco, California

TOOLS, TACTICS & TALENT✦Focus on all human-centered design issues.✦Emphasize the total product experience for users.✦Connect user experience to business issues.✦Consider all product stakeholders in the design.✦Value product ergonomics as much as esthetics.✦Conduct thorough user behavior research/analysis.

RESULTS & BENEFITS✦Satisfying total customer product experience.✦ Insights into user behaviors for future products.✦ Improved business profitability and market share.✦ Increased product lifetime due to user satisfaction.✦Foundational human-centered design approach.✦Products that customers don’t just use, but love!

LUNAR, an award-winning design firm that has spent 30 years creating everything from game controllers to genetic sequencers to ice cream scoops, is now part of McKinsey & Company, the world's leading product development advisory firm. The acquisition of LUNAR adds a critical component to this thriving practice area. With the acquisition, McKinsey and LUNAR now provide a holistic approach to top design, engineering and business thinking. LUNAR believes that the best products exceed customer expectations on a variety of dimensions. They are not merely unexpected in their esthetic dimensions, nor merely innovative in their embodiment, nor merely delightful in meeting our needs—they are all of these things. At its best, design attends to all of these factors and drives superlative attributes throughout a product experience.

Human-Centered DesignFocusing on the “feel” of a product, not just on the “look”

“Innovation amateurs talk good ideas; innovation experts talk testable hypotheses.”

Michael Schrage

Design, make, test, refine, succeed

The Oral-B CrossAction Toothbrush by LUNAR

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Some products have been around so long and are so familiar that we tend to think they are optimally designed. But improvement is always possible when pursuing the idea that Jeff Smith established at LUNAR: “Great Designs possess Beauty, Ingenuity and Charisma”. Along with his cofounder Gerard Furbershaw, he led LUNAR to partner with serial entrepreneur Alan Cook and Wharton Professor Karl Ulrich to reinvent common kitchen tools into beautiful, better functioning works of art that can last forever. On Kickstarter, they launched the Belle-V brand with a new ice cream scoop. The scoop works better ergonomically and functionally and is hand crafted from stainless steel into a piece of high performance sculpture that people love. User and media reviews underscored the approach with comments like: “Your scoop is easier to use, great to look at, and better in all ways—great design”, and “The Rolls Royce of Ice Cream Scoops”. A bottle opener and serving spoons followed the scoop and together have built a strong premium brand.

Jeff Smith: Cofounder, former CEO, and current Senior Advisor of LUNAR

TOOLS, TACTICS & TALENT✦Know that anything can be better by design.✦Create a team of the best talent.✦Commit to be the best in everything everywhere.✦Use an outstanding strategic framework.✦Leverage interested markets into premium users.

RESULTS & BENEFITS✦New value and functionality for familiar products.✦High user satisfaction driving brand loyalty.✦Better usability and less waste via lasting materials.✦Strong brand platform to build from.✦Leverage brand into higher volume product lines.✦Beautiful, ingenious and charismatic designs.

Jeff cofounded and led LUNAR for 30 years to always be among the world’s top design firms, culminating in winning Smithsonian’s Cooper Hewitt National Design Award in 2014, just prior to selling the firm to the world’s top management consultancy, McKinsey & Company. He helped invent the practice of venture design, and has personally won numerous prestigious design awards. Jeff has been an active speaker for institutions and organization such as MIT’s Enterprise Forum, The Wharton School, Art Center College of Design, Caltech, Innotown, Haas and Marshall business schools, Design Management Institute, IDSA and Stanford University.

Re-Inventing the Familiar

Creating new approaches to traditional products

“It’s very easy to be different, but very difficult to be better.”Jonathan Ive

Historical ice cream scoop collection, ergonomic mock ups and aesthetic development models

Handcrafted stainless steel Final ergonomically improved and aesthetically beautiful ice cream scoop design

Logo and first line of premium products: right and left handed ice cream scoops, serving spoons, bottle opener and elegant package with compelling out-of-box experience

3 In the end, even a creative and innovative enterprise must produce something real, and maintain and support it for market success. Innovation and creative processes are not only to be applied to front-end design, but to the entire product development operation from idea to production. In this chapter are principles and examples that should assist with the back-end part of that overall objective.

Operations & Manufacturing

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Two groups will invariably clash if they have differences in training and education, rewards for their work, goals and objectives for outcomes, management styles, and views of their importance to the development enterprise. Such is often the case with corporate engineering and manufacturing groups. Metaphorically, engineering is chartered to develop an innovative and creative one-off design such as an original painting. Conversely, manufacturing is chartered to efficiently mass produce as many copies of that one-off painting as possible in the shortest time. Not only do these objectives often clash, but the transition of getting the one-off engineering design into manufacturing for mass production is too often a painful experience. The solution is mutual understanding, appreciation, collaboration and participation throughout a project.

TOOLS, TACTICS & TALENT✦Early engagement of engineering and manufacturing

on all projects.✦Dedicated participation and cooperation of both

sides throughout all projects.✦Mutual understanding/appreciation of both sides’

objectives, rewards, motivations and goals.✦Development of hand-off management process.

RESULTS & BENEFITS✦Smoother and more successful engineering-to-

manufacturing hand-offs.✦No more "throw it over the wall" transitions.✦ Improved professional and personal relationships.✦Optimized project schedules, budgets and quality.✦Overall enterprise performance and profitability.

Culture ConflictsThe engineering and manufacturing conundrum

"Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity."

Charles Mingus

3

5

43

5

4

12

6

One-off DesignCreative Process

Complex SolutionOriginal Concept

Multiple UnitsFast Production

Simple ProcessesRepeat Performances

TransitionToolingSetup

Handoff

ENGINEERING:Original Artwork

ENG/MFG HAND-OFF:Culture War!

MANUFACTURING:Paint-by-the-Numbers

Mass ProducedDesign Copies

asSaleable Products

The Engineering to Manufacturing TransitionA classic "toss it over the wall" or a smooth hand-off?

Engineering Manufacturing

The Engineering/Manufacturing Conundrum

Design Transition Manufacture Ship

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"Mixing engineering and manufacturing people is like mixing oil and vinegar. The problem is that you must make salad dressing!" This astute metaphorical characterization by Craig Polnoff, an experienced designer, engineer and manufacturing specialist who has worked on both sides of this dilemma, will ring true to those who have ever done product design and development. Often these two functional groups are separated by department, distance, location, philosophy, budgets, and other attributes that keep them from easily "mixing the salad dressing." But the mixing, as Craig points out, is essential. Getting these two groups to collaborate often throughout a project to jointly meet their discreet functional objectives will only benefit both the project and the company (and make better "salad dressing").

Craig Polnoff: Mechanical HDK Engineer, Palm, Inc., Santa Clara, California

Craig has been an engineer for over 15 years and worked at several prominent companies while gaining knowledge in product design, supplier quality engineering and tooling engineering. Craig was a sheet metal fabrication specialist for Hewlett-Packard, Inc., a supply base management engineer at Apple Computer, and a product design tooling engineer at InFocus Corporation. Craig is currently a mechanical HDK engineer in the continuation engineering department at Palm, Inc., where he emphasizes the importance of details and quality when manufacturing products.

Culture Conflict Resolution

Making salad dressing from oil and vinegar

"All good work is done in defiance of management."Bob Woodward

Shake It Up...

Salad Dressing!

DRIVEN BY ANDREWARDED FOR:

development processdevelopment schedule

design quality design innovation

single product designlow development cost

DRIVEN BY ANDREWARDED FOR:manufacturing processproduction scheduleproduction qualityproduction quantitymass product manufacturelow production cost

Engineering Manufacturing

Resources

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This final chapter provides some routine and not-so-routine resources in support of this ebook content (such as the Glossary and Credits) as well as for the reader’s further development (such as the Publications) or enjoyment (such as the Gallery).

Locations and usage in this ebook may be found by using the search function with key words, terms or phrases.

A

ADD. Analysis Driven Design. The design methodology that uses analysis and test processes, both virtual and physical, throughout the product design and development process to drive optimal design development.

Agency Compliance/Certification. The compliance of a component, subassembly, product or system with specific safety, environmental and/or ecological regulations resulting in official approval. The required government compliance to regulations for products in specific categories such as medical (FDA), safety (UL and CSA), etc.

Anthropometrics. The measurements and dimensions of the human body.

Appearance Design. The design of the esthetic form, features and style of a product or system.

B

Benchmark. The measurement, feature or test used to compare the performance of a component, product, system or process with standard or competing components, products, systems or processes.

Beta. The early preliminary, limited or restricted release of a component, product, system or process used primarily as a validation test device or for preliminary evaluation by users or stakeholders.

Blue Sky. A term applied to a thinking process or preliminary solution that is created without constraints regarding development issues such as cost, technology, manufacturing, etc. Used in early product design and development concept and problem-solving stages.

BOM. Bill of Materials. The structured listing of all components, parts, materials and subassemblies used to create a complete product or system.

Brainstorming. A free and liberal thinking process where any and all ideas are viable, addressable and presentable for evaluation with varying degrees of criticism allowed.

Branding. The process of developing, marketing and selling a product and/or service using product and corporate name recognition, labeling, graphics, advertising and experience.

Breadboard. A rough physical concept mockup, preliminary prototype or schematic design of a device, circuit or product. Originally comes from electronics circuit design, often done on kitchen “breadboard” type pieces of wood in very early days of electronics.

Bug. A problem, mistake or error in a component, product, system, software or process.

Glossary

Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. 15ROI: Return On InnovationTM SAMPLE

In incomplete dictionary of product design and development terms

Listed below are the original print edition references, companies, people, positions, data, information and website links. Since the publication in 2000 of the ROI original print edition, these may have changed. Locations may be found in this ebook by using the search function with key words, terms or names.

COMPANIES

Acuity, Inc. River Forum Number 123, 4380 SW Macadam Avenue, Portland, OR 97201-6404. (503) 221-6995. www.acuityinc.com.

Adobe Systems, Inc. 345 Park Avenue, San Jose, CA 95110-2704. (408) 536-6000. www.adobe.com.

Alias|Wavefront Corporation. 210 King Street East, Toronto, Ontario, Canada M5A 1J7. (800) 447-2542. www.aw.sgi.com.

Apple Computer, Inc. One Infinite Loop, Cupertino, CA 95014-2084. (408) 996-1010. www.apple.com.

ARRK Product Development Group. 15201 NW Greenbrier Parkway, Building B, Beaverton, OR 97006-5771. (503) 614-2020. www.arrk.com.

BIO/START. Third Floor, 3130 Highland Avenue, Cincinnati, OH 45219-2374. (513) 475-6610.

Boeing Company, The. PO Box 3707, M/C 10-06, Seattle, WA 98124-2207. (206) 655-1131. www.boeing.com.

Ethicon Endo-Surgery, Inc. 4545 Creek Road, Cincinnati, OH 45242-2839. (513) 786-7000. www.eesonline.com.

Fender Musical Instruments Corporation. 7975 North Hayden Road, Scottsdale, AZ 85258-3246. (480) 596-9690. www.fender.com.

Flightcom Corporation. 7340 SW Durham Road, Portland, OR 97224-7307. (800) 432-4342. www.flight-com.com.

Industrial Light + Magic (ILM). San Rafael, CA. (415) 448-9000. www.ilm.com.

InFocus Corporation. 27700B SW Parkway Avenue, Wilsonville, OR 97070-9215. (503) 685-8888. www.infocus.com.

Intrigo, Inc. 350 Conejo Ridge Avenue, Thousand Oaks, CA 91361-4928. (805) 494-1742. www.intrigo.com.

Iomega Corporation. 1821 West Omega Way, Roy, UT 84067-3149. (801) 332-1000. www.iomega.com.

Lexmark International, Inc. 740 West New Circle Road, Lexington, KY 40550. (859) 232-2000. www.lexmark.com.

LUNAR. 2012 16th Street, San Francisco, CA 94103. (415)

Credits

Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. 16ROI: Return On InnovationTM SAMPLE

Many who made this book possible

The original content of this book print edition was created with Adobe Illustrator 8.0, Adobe Photoshop 5.5, and Adobe InDesign 1.5 application programs on an Apple Macintosh 400 MHz G4 computer running the OS9 Mac OS. Desktop page proofing was done on an Epson 1160 inkjet printer. Bar codes (no longer used) were created in Bar Code Pro by SNX and Adobe Illustrator application program. The font family used in the Adobe Illustrator application program pages is Gill Sans from Adobe Systems.

This ebook edition was created in Apple iBooks Author application program. Page content was edited and updated from the original Adobe Illustrator 8.0 application program files into Adobe Illustrator CS6 application program and then transferred to the iBooks Author application program pages by graphics drag-and-drop to automatic PDF and by primary text copy-and-paste. Most all original print edition primary main text content has been edited, corrected and transferred to normal Apple iBooks Author application program text. The Apple iBooks Author application program resident font family used throughout this ebook is Gil Sans. All ebook work was done on an Apple 15-inch MacBook Pro mid-2012 2.7 GHz Intel Core i7 laptop computer running the Yosemite Mac OS.

Prototype print edition books were printed on a Chromapress digital press at Color Technology, Inc. (CTI) and coil-bound at FedEx Kinko’s. Final print edition production was managed and done by Paramount Graphics, Inc. as follows: prepress was direct-to-plate using the Prinergy PDF

Workflow and output to a Creo AL Trendsetter at 175 lines per inch; printing was on 28" and 40" Komori Lithrone six-color presses with aqueous coaters using four-color process plus one spot color with soy-based inks from Ink Systems, Inc.; cover stock was 100# Luna Matte Cover and text stock was 97# Luna Matte Return Card; Wire-O binding was done by Rose City Bindery.

Many of the original computer-generated images in this book were created with Alias|Wavefront Studio, Studio Paint and Maya CAID/SFX software, or by SDRC I-Deas, Imageware and other SDRC CAE software, generally on Silicon Graphics, Inc. (SGI) computers. Many images and graphics were created and/or edited on Apple Macintosh computers with Adobe Illustrator and/or processed with Adobe Photoshop. A few images or graphics were created on Wintel PC systems with Microsoft Windows NT.

Of course, talented people also created many of the original image content in this book manually with pencils, pens, paper, cardboard, foam, plastic, clay, hand tools and power tools.

Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. 17ROI: Return On InnovationTM SAMPLE

ColophonFor the original print and the current ebook editions

Bill is a hybrid designer-engineer with an over 40-year career in design, engineering, management and education. At the first publication of this ebook, he will have been a joint invited professor of product design and design management at Hongik University in Seoul, Korea for the past 8+ years. He is also founder and president of Dresselhaus Group, Inc., a design and education consultancy. Lord willing, he will begin a new career in 2016...perhaps as a writer/publisher, perhaps as an educator, perhaps as a designer, perhaps as an electric guitar maker...or perhaps as just an old guy learning new stuff.

More about Bill at www.billdresselhaus.com.

Email Bill at billdresselhaus@mac.com.

Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. 18ROI: Return On InnovationTM SAMPLE

About the AuthorBill Dresselhaus

Revised and reorganized ebook edition © 2016 Dresselhaus Group, Inc. 19ROI: Return On InnovationTM SAMPLE

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