NEW PRODUCTS MANAGEMENT Merle Crawford Anthony Di Benedetto 10 th Edition McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

PART FOUR DEVELOPMENT 13-2

Development 13-3

Chapter 13 Design 13-4

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 don’t 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! 13-5

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) 13-6

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

Range of Leading Design Applications Purpose of Design Aesthetics Ergonomics Function Manufacturability Servicing Disassembly Item Being Designed Goods Services Architecture Graphic arts Offices Packages 13-8

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. 13-9

Product Architecture Illustration 13-10

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

Assessment Factors for an Industrial Design 13-12

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

Model of the Product Design Process 13-14

Improving the Interfaces in the Design Process Co-location Digital co-location Global teams Produceability engineer Upstream partnering with vendors 13-15

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! 13-16

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 car’s design to improve its ability to protect the passengers in a crash? 13-17

Newer Developments in CAD Stereolithography (rapid prototyping) Mechanical computer-aided engineering (MCAE) 13-18