Product Development Process in Stage-Gate Format 2.1 Introduction Product Development Process in Stage-Gate Format Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Stage-Gate Format A generally accepted model of the product development process: An important reason for using the stage-gate process is to “quickly get it right”. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Phases of PDP (0 to 2) Phase 0: The planning that should be done before the approval of the product development project. Phase 1: Concept development considers the different ways the product and each subsystem can be designed. Phase 2: System-Level Design is where the functions of the product are examined, leading to the division of the product into various subsystems. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Phases of PDP (3 to 5) Phase 3: Detail Design is the phase where the design is brought to the state of a complete engineering description of a tested and producible product. Phase 4: Testing and Refinement is concerned with making and testing many preproduction versions of the product. Phase 5: Production Ramp-Up is when the manufacturing operations begins to make and assembly the product using the intended production system. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Factors for Success Four Key Factors of Success: 𝑃𝑟𝑜𝑓𝑖𝑡=𝑃𝑟𝑜𝑑𝑢𝑐𝑡 𝑃𝑟𝑖𝑐𝑒 −𝑃𝑟𝑜𝑑𝑢𝑐𝑡 𝐶𝑜𝑠𝑡 (2.1) ______________________________________________ Four Key Factors of Success: The quality, performance, and price of the product. The cost to manufacture the product over its life cycle. The cost of product development. The time needed to bring the product to the market. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Sales & Revenue versus Time Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Cost & Price versus Time Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Static Versus Dynamic Products Static Product: The changes in their design take place over long time periods through incremental changes occurring at the subsystem and component levels. Automobiles Appliances: refrigerators, dishwashers Dynamic Products: Customers are willing to, and may even demand, change. Wireless mobile phones Digital video recorders and players Software Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Variations on the Generic PDP Platform Product is built around a preexisting technological subsystem. Apple Macintosh operating system Black & Decker doubly insulated universal motor Customized Products are those in which variations in configuration and content are created in response to a specific order of a customer. In a highly competitive world marketplace, mass customization appears to be one of the future trends. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

2.3 Product And Process Cycles What are the stages of product and process cycles? Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Product Life Cycle Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Product realization begins the Product Life Cycle Income Investment Introduction Growth Maturity Saturation Decline Sales Time Product Development

Product Development Cycle Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Technology Development Simplified Technology Development Cycle Transferring Technology Development Cycle Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

2.4 Organization For Design and Product Development How can an organization affect the design and product development? Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Engineering Roles in Design & Manufacturing

Engineering Roles in Design & Mfg

“Functional” organization chart   typical manufacturing company

Concurrent engineering design team Product Manager No more “over the wall” Sales Marketing Industrial Design Design Engineering Industrial Engineering Mfg. Engineering   Purchasing   Production

Teamwork is a professional team sport! ( soccer team) Industry Opposing Team Companies Team owners Investors Team manager & Coaches CEOs & Managers Referees, umpires Lawyers, judges Communication Coordination Penalties, injuries Mistakes, losses Individual skills Specialized jobs Team skills “People” skills

How can we describe the market and marketing for engineered products? 2.5 Markets and Marketing How can we describe the market and marketing for engineered products? Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Markets Marketing is concerned with the interaction between the corporation and the customer. We need to differentiate between the customer and the user of the product. Market is an economic construct to identify those persons or organizations that have an interest in purchasing or selling a particular product, and to create an arena for their transactions. Stock Market: Prototypical Market Strong brand names evolved as a way of building customer recognition and loyalty. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Market Segmentation Cooper suggests that four broad categories of variables are: State of Being: Sociological factors: age, gender, income For industrial products: company size, industry classification, Location: urban, suburban, rural State of Mind: Attitudes Values Life styles Product Usage: Heavy User Loyalty Benefit Segmentation Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Marketing Department Function: Expected Tasks: The marketing department in a company creates and manages the company’s relationship with its customers. Expected Tasks: Preliminary marketing assessment Quick scoping of the potential sales Competition Market share at the early stages of the product planning Detailed market study Assisting with the introduction of the product into the marketplace Providing product support system Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Marketing Plan Product strategy Identifying the target market Expressing product benefits Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

Marketing Plan(2) Marketing plan should contain: Evaluation of market segments Identification of competitive products Identification of early product adopters Clear understanding of benefits of product to customers Estimation of the market size in terms of dollars and units sold Determination of the breadth of the product line Estimation of product life Determination of the product volume/price relationships Complete financial plan including time to market Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

2.6 Defining and solving design problems Outline of sub-topics : Designing products Product anatomy Components: standard vs. special purpose Component decomposition diagrams Types of design Tinkering Summary

Imagine designing the following products automobile baseball bat bicycle canoe paddle coffee maker commercial jet fishing reel inflatable kayak laser printer leaf rake paper clip paper cup penlight power lawn mower toaster oven vacuum cleaner Are all design problems the same?

Let’s start with product design A product is an item that is purchased and used as a unit (Dixon and Poli, 1995)

Example product…. Penlight has “components” cap bulb battery spring button case

Component decomposition diagram - penlight Parts Assemblies Standard Special purpose   A diagram showing the anatomy penlight bulb   battery body spring screw cap glass lens filament base anode cathode electrolyte plastic cover switch case

Other example components Standard Parts Standard Assemblies Special Purpose Parts bolt, nut screw rivet key gasket gear blank lubricant seal pump electric motor clutch chain/sprocket heat exchanger brake caliper ball bearing power screw housing cover bracket link support shaft

General product – component decomposition   Product Sub-assembly A Standard Part Standard part Special purpose part Special purpose Sub-assembly B   Sub-assembly B1

Why bother preparing Component Decomposition Diagrams? Understand the interaction between components Consider standard parts versus special purpose parts (buy vs. make) Divide the design problem into separate sub-problems, i.e. decisions. Learn pros & cons of existing products or processing plants

Types of design (i.e. decisions and activities) Redesign –   Selection design – Variant design – Adaptive design – Original design – Artistic design - modifying the “form”   choosing from existing standard parts/subassemblies modifying existing part/subassembly, but keeping original concept adapting known solution to new task  new concept, part never existed before modifying appearance or look

Types of design related to phase   Formulation original design selection design part design Concept Design variant design Configuration Design Configuration Design Parametric Design Parametric Design Parametric Design Detail Design Detail Design Detail Design Detail Design

“Tinker” (http://www.m-w.com/cgi-bin/dictionary) Date: 1592 ---to work in the manner of a tinker; especially : to repair, adjust, or work with something in an unskilled or experimental manner: to FIDDLE (http://www.m-w.com/cgi-bin/dictionary) Real engineers do not tinker. Real engineers predict how a product will perform before building it, reducing the need to “cut and try” or “fiddle.”