LECTURE WEEK 1 The Nature of Design Wan Abd. Rahman Assyahid School of Manufacturing Engineering July 2008

Lecture Outcomes “ Explain” why “design” is important in new product development. “Define” what are the different between “manufacturing” and “design”. \ “Remember” what are the factors that influence the design.

Lecture Content 1.Perceptions Towards Design 2.Study of Company Perceptions 3.Perceptions on “Design” 4.Design vs. Manufacturing 5.Design Definition 6.Investment in Design 7.Competitive Edge and Design 8.Position of Design in a Company 9.Design Influences

Factors% Ease of production Function, performance, ‘technicalities’ Creativity, concepts Marketing, user needs Aesthetics, appearance Whole process – need to product sale Cost, financial considerations Perceptions Towards Design Put your selections refer to rating : 0% - 100%

The following table shows factors mentions by UK companies in defining design. Sectors studied : -Furniture -Heating - Electronics Study of Company Perceptions

Company Perceptions Factors% Aesthetics, appearance 53 Function, performance, ‘technicalities’ 52 Marketing, user needs 49 Creativity, concepts 42 Ease of production 33 Whole process – need to product sale 31 Cost, financial considerations 13

Perceptions on “Design” “Design Perceptions” 1. How we perceived design in the whole process of product development? 2. How users perceived a design of a product?

The managing director of Crown UK, Ian Woodbury, said: "I was impressed by the psychological impact that speed camera housing design could have on the community and authorities. Giving the housing a softer image and incorporating other road safety features without doubt emphasizes the safety angle." Tod Burton [Creative Product Design course leader] said: "This has been a real success story for Crown and for UWE's Graduate Consultancy Scheme. We have shown how product design thinking has the power to influence a manufacturer's bottom line, a critical advantage at a time when British manufacturing faces global competition."

MANUFACTURINGDESIGN Rational, standardized, predictable Operation accurately timed Long run of identical products Creativity and initiative not developed in workforce Work closely controlled – essential for profitability Irrational, novel, unpredictable Accurate timing of activities difficult Activities frequently changing Highly creative and adaptable personal essential Profitability related to skill, change, judgment, intuition, risk taking etc. Design vs. Manufacturing

Design Perceptions Design only refers to the appearance and styling of a product. Design only refers to the appearance and styling of a product. Design is concerned with the generation of product concepts and ideas. Design is concerned with the generation of product concepts and ideas. Design is the detailed process of generating drawing of a product for manufacture. Design is the detailed process of generating drawing of a product for manufacture. Design is the part of the product development process that follows development. Design is the part of the product development process that follows development. Design starts with a concept and ends with a set of manufacturing drawings. Design starts with a concept and ends with a set of manufacturing drawings.

Design Definition “The process of seeking a match between a set of customer derived product requirements and a way of meeting those requirements or of finding an acceptable compromise” Lanigan

Total Design Definition “The systematic activity necessary from the identification of the market/need to the selling of the successful product to satisfy that need - an activity that encompasses product, process, people and organisation” Stuart Pugh

Analysis shows that Investment in Design Yields the best Investment Returns (Berliner and Brimson 1988)

Competitive Edge and Design Strong company performance depends on fast response to rapidly developing customer demands and markets. Strong company performance depends on fast response to rapidly developing customer demands and markets. The advantage goes to the company that can deliver improved products and services before its rivals. The advantage goes to the company that can deliver improved products and services before its rivals. The added value per product is ordained mainly by its design. The added value per product is ordained mainly by its design. Studies show that investment in design yields the best returns. Studies show that investment in design yields the best returns.

IdeaR&D Manufacturing MarketingCommercial Product Needs in society and the marketplace Latest sciences & technology Advances in society TECHNOLOGY PUSH MARKET PULL Interactive model of innovation Source : P. Trott, Innovation Management & Product Development, 2 nd. Edition, (2002) Network model - Emphasis on external linkages. - External inputs are considered throughout the product development process. - Such as supplier partnerships, distributors, competitors, universities

Position of Design in a Company – Traditional View

Position of Design in a Company Enhanced view Organised around a variety of multi-disciplinary team based structures. Dedicated project teams Dedicated project teams Matrix management Matrix management Functional control Functional control

‘Investing in design is relatively risk free but getting the design wrong can lead to substantial reduction in profit through late delivery or manufacturing costs’ McKinsey and Co. Get the Design Concept Right!

Change Constant need to produce new products; Constant need to produce new products; Faster Faster Using the latest technology Using the latest technology Responding to competitive products Responding to competitive products Responding to legislative pressures Responding to legislative pressures Companies must organise their design practices to respond to these needs Companies must organise their design practices to respond to these needs

Design Influences Added value Added value Product performance Product performance Technology content Technology content Quality Quality Reliability Reliability Serviceability Serviceability Lead time to market Lead time to market Material cost Material cost Labour and process cost Labour and process cost Manufacturing overheads Manufacturing overheads Plant investment Plant investment Stock levels Stock levels etc etc

Conclusions “Design” is important element in product development because it’s significant value. A manufacturing organization must put it as a vital area in their product development strategies and get the design concept right. This factor will influences the whole process and can lead to substantial reduction in profit. Companies must change their perceptions toward “design” to keep up with the needs in current competitive situations.

Thank You