1 THIS WEEK LAB Form design teams and decide what you’ll design THIS WEEK HOMEWORK QFD; Design Specifications Read: PDS and QFD PDS and QFD ES1050 lecture CDEN2006 Install SolidWorks2011

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3 1.Specification Development / Planning Phase Determine need, customer and engineering requirements Develop a project plan 2.Conceptual Design Phase Generate and evaluate concepts Select best solution 3.Detail Design Phase CAD models Engineering drawings Design documentation Part specification Prototype and testing 4.Production Phase Component manufacture and assembly Plant facilities / capabilities 5.Service Phase Installation, use, maintenance and safety 6.Product Retirement Phase Length of use, disposal, and recycle This is the extend of MME2259a design project Production, service and retirement phases consideration will have an impact on the MME2259a design project, especially in the detailed design phase. ENGINEERING DESIGN PROCESS

4 DESIGN INFLUENCES THE FOLLOWING: Product Quality Product Manufacturing Cost Product Cost

5 DESIGN INFLUENCE ON PRODUCT QUALITY Quality is a composite of factors that are responsibility of the design engineer. Decisions made during the design process determine the product’s quality as perceived by the customers. Quality cannot be built into a product unless it is designed into it

6 DESIGN INFLUENCE ON MANUFACTURING AND PRODUCT COST Specification Development Conceptual Design Detailed Design Time Note that ¾ of the product cost associated with design is committed by the end of the conceptual design phase Early design decisions have the greatest effect on the final product cost. % of product manufacturing cost committed % of product cost committed

7 DESIGN PROCESS PARADOX Time into Design Process Freedom Knowledge of Design Design Freedom 100% 0%

8 SEQUENTIAL VS. CONCURRENT PRODUCT DEVELOPMENT Sequential Product Development should be avoided MarketingResearch and Development EngineeringManufacturing

9 SEQUENTIAL VS. CONCURRENT PRODUCT DEVELOPMENT Concurrent Product Development is preferred Marketing Research and Development Engineering Manufacturing Service Voice of customer Satisfaction of customer needs

10 WE ARE NOW READY TO DESIGN A PRODUCT BUT HOW DO WE KNOW THAT CUSTOMERS WILL BUY IT?

11 Time was when a man could order a pair of shoes directly from the cobbler. By measuring the foot himself and personally handling all aspects of manufacturing, the cobbler could assure the customer would be satisfied

12 As marketing requested it As sales ordered itAs engineering designed it As production manufactured it As plant installed it What the customer really wanted !! TODAY MANUFACTURING HAPPENS VERY FAR FROM CUSTOMERS, IT’S EASY TO LOST TOUCH...

13 IMPORTANCE OF CUSTOMER RESEARCH Customer research is essential to developing any new product or service. Without a complete understanding of your customers’ wants and needs, you may be developing a product that is out-of-sync with your market and ultimately doomed to failure.

14 DIFFERENT WAYS TO FIND WHAT CUSTOMERS NEED AND WANT Use existing feedback Surveys Customer interviews Competitive analysis Just ask them Actual ways companies use to find customers’ needs and wants are tightly guarded trade secrets!

15 Must be discriminatory Must be measurable Must be orthogonal: no overlapping of requirements, each requirement should identify a unique feature Must be universal: applicable to all alternatives under consideration Must be external to problem: must not impose design choices CUSTOMER REQUIREMENTS WHAT?

16 Must be discriminatory CUSTOMER REQUIREMENTS

17 Must be measurable CUSTOMER REQUIREMENTS

18 CUSTOMER REQUIREMENTS Must be orthogonal: no overlapping of requirements, each requirement should identify a unique feature

19 CUSTOMER REQUIREMENTS Must be universal: applicable to all alternatives under consideration

20 CUSTOMER REQUIREMENTS Must be external to problem; must not impose design choices

21 WE SATISFY CUSTOMER REQUIREMENTS BY DESIGNING A PRODUCT THAT IS CHARACTERIZED BY CERTAIN SPECIFICATIONS PRODUCT DESIGN SPECIFICATION HOW? CUSTOMER REQUIREMENTS WHAT?

22 PRODUCT DESIGN SPECIFICATIONS HOW Other names for engineering design specifications include: Engineering design specifications Engineering requirements Design requirements Functional requirements Objectives and constraints Technical requirements Technical specifications

23 PRODUCT DESIGN SPECIFICATION (PDS) LIST Is a detailed summary of the design requirements to be met in order to produce a successful product or process. BASIC APPROACH TO CREATE PDS Write a separate specification for each element of the PDS list. If possible, the specification should be expressed in quantitative terms, and when appropriate it should give limits within which acceptable performance lies. Performance attributes may be divided into: (i)attributes that must be satisfied (ii)attributes that you want to satisfy

24 PRODUCT DESIGN SPECIFICATIONS (PDS) LIST 1.Performance - List the functions to be performed by the product, and the desired level of performance (eg. engineering requirements, targets, specifications). 2.Operating Environment - Specify the operating environment for the product (eg. range of temperature, pressure range, abuse by operator, etc). 3.Standards - List relevant standards that must be adhered to (eg. ANSI, ASTM, CSA, ISO) 4.Materials - Poorly chosen materials can lead to product failure or unnecessary costs (eg. material performance characteristics, key material properties) 5.Customer -List any information on customer likes, dislikes, preferences, and prejudices (customer driven design) 6.Ergonomics - Identify any man-machine interfaces (eg. need for handles, buttons, displays…). 7.Aesthetics, Appearance and Finish - Consider color, shape, texture, and form at the onset of the design (this is what the customer sees first). 8.Competition Benchmarking - Perform a thorough analysis of existing and future competitors (determine how the customer perceives the competition’s ability to meet each design requirement).

25 9.Quality and Reliability - High risk areas of the product should be identified, and the risks minimized using formal trade-off techniques in the design process (product must meet or exceed customer’s expectations). 10.Testing and Inspection - Specify the tests required to demonstrate that the product meets the desired specifications, and any quality requirements. 11.Maintenance and Logistics - Specify ease of access to the components likely to require maintenance (speed and ease of repair can influence customer’s acceptance of the product). 12.Service Life - Establish the expected service life and operation duty cycle for the product (How long is it expected to last while in operation). 13.Market Constraints - List any feedback from the marketplace. 14.Target Product Cost - Establish selling cost at the onset of the design process (Retail price is often 3X manufacturing cost for mass produced items). 15.Quantity - Estimate the number of products to be produced (cost/unit to fabricate is influenced by production method). 16.Product Life Span - Predict how long the product is to remain on the market (influences investment decisions, potential sales). PRODUCT DESIGN SPECIFICATIONS (PDS) LIST

26 17.Shelf Life in Storage - Consideration must be made for protecting parts from the natural elements while not in use (some products must be stored on hazardous sites for prolonged periods of time). 18.Size - This is an important constraint for shipping, storage and marketing. 19.Weight - An important factor in handling a product on the manufacturing floor, transportation and installation (weight is related to size and cost). 20.Shipping - Determine how the product will be delivered to the customer (size of box cars, weight on transport trucks). 21.Packaging - Specify the type of packaging required for shipping and storage (protection during transportation, display). 22.In-House Processes - Identify any specified treatment of parts (eg. heat treatment, water resistant coating). 23.Manufacturing Facilities - Determine whether the product is to be produced in an existing facility or a new plant must be built (effects design choices such as materials and shape, directly effects cost). 24.Patents - Consult all areas of useful information prior to launching the design (prevent costly lawsuits). PRODUCT DESIGN SPECIFICATIONS (PDS) LIST

27 25.Design Schedule - List definite milestones that the design team is required to meet (schedule adequate time to due design activity, testing). 26.Company Constraints - Any constraints imposed by company must be spelled out (limits on new plant investments, preferred vendors/suppliers). 27.Social and Political Factors - List any constraints arising from government regulation (eg. pollution laws, seatbelt legislation, …). 28.Safety - Critical parts whose failure will cause injury must be identified and documented (Warning labels should be devised and operating manuals should clearly spell out what is abusive use of the product). [Ullman 1992] PRODUCT DESIGN SPECIFICATIONS (PDS) LIST

28 YOU WILL HAVE TO DEVELOP DESIGN SPECIFICATIONS CONSIDERING THESE 28 FACTORS 1.Performance 2.Operating Environment 3.Standards 4.Materials 5.Customer 6.Ergonomics 7.Aesthetics, Appearance and Finish 8.Competition Benchmarking 9.Quality and Reliability 10.Testing and Inspection 11.Maintenance and Logistics 12.Service Life 13.Market Constraints 14.Target Product Cost 15.Quantity 16.Product Life Span 17.Shelf Life in Storage 18.Size 19.Weight 20.Shipping 21.Packaging 22.In-House Processes 23.Manufacturing Facilities 24.Patents 25.Design Schedule 26.Company Constraints 27.Social and Political Factors 28.Safety

29 PRODUCT DESIGN SPECIFICATION: A WATER MIXER TAP Selected specifications: Maximum pressure15 bar Maximum temperature60 O C (standard) 100 O C (short time) Flow20L/min Service life8 years These specifications are input for a designer’s analysis of the required functionality and constraints.

30 Functions: Meter Stop Adjust Mix Inputs:Pressure Flow rate Temperature of hot and cold water Outputs:Pressure Flow rate Temperature of mixed water The specification is an input for a designer’s analysis of the required functionality and constraints. For example: The flow of water is either stopped or metered such that the mixed temperature can be adjusted to any desired value regardless of the water flow rate. Furthermore, the water flow rate must remain unchanged as temperature changes. PRODUCT DESIGN SPECIFICATION: A WATER MIXER TAP

31 PRODUCT DESIGN SPECIFICATION: AN ELECTRIC TOOTHBRUSH

32 PRODUCT DESIGN SPECIFICATION: A SEAT SUSPENSION

33 WE NOW KNOW WHAT ARE CUSTOMERS NEEDS AND WE KNOW HOW TO DEVELOP PRODUCT SPECIFICATIONS TO MEET THOSE NEEDS. HOWEVER, DESIGN PROCESS IS FULL OF TRADE-OFFS AND NOT ALL SPECIFICATIONS CAN BE FULLY SATISFIED. WE NEED A WAY TO PRIORITIZE THOSE SPECIFICATIONS. WE ALSO NEED A QUANTITATIVE WAY TO COMPARE OUR (YET TO BE DESIGNED) PRODUCT TO EXISTING COMPETITIVE PRODUCTS. HOW DO WE CONNECT CUSTOMERS’ NEEDS TO PRIORITIZED DESIGN SPECIFICATIONS?

34 WE SATISFY CUSTOMER REQUIREMENTS BY DESIGNING A PRODUCT IS CHARACTERIZED BY CERTAIN SPECIFICATIONS PRODUCT DESIGN SPECIFICATION HOW? CUSTOMER REQUIREMENTS WHAT? QFD LINKS CUSTOMER REQUIREMENTS WITH PRODUCT DESIGN SPECIFICATIONS

35 Deployment: The distribution of forces in preparation for battle or work QUALITY FUNCTION DEPLOYMENT (QFD)

36 QFD was developed to bring this personal interface to modern manufacturing and business. In today's industrial society, where the growing distance between producers and users is a concern, QFD links the needs of the customer (end user) with design, development, engineering, manufacturing, and service functions. Quality Function Deployment is a technique developed in Japan during the mid- 1970's for better understanding the design problem, in particular of customer needs and to relate them to product design specifications. QUALITY FUNCTION DEPLOYMENT (QFD)

37 AN INFLATABLE KAYAK In class exercise

38 STEPS IN QFD EXERCISE 1.Identify the customers 2.Determine the customers' requirements: What do the customers want? 3.Determine relative importance of the requirements 4.Generate engineering specifications: How will the customers' requirements be met? 5.Relate customers requirements to engineering specifications 6.Identify relationships between engineering requirements 7.Identify and evaluate the competition: How satisfied is the customer now? 8.Set engineering targets: How much is good enough? AN INFLATABLE KAYAK

39 CUSTOMER REQUIREMENTS IMPORTANCE RELATIONSHIP MATRIX COMPETITION TARGETS ENGINEERING REQUIREMENTS CORRELATION MATRIX WHO? 1. Identify customers: Who are they? QFD Chart also called HOUSE OF QUALITY

40 CUSTOMER REQUIREMENTS IMPORTANCE RELATIONSHIP MATRIX COMPETITION TARGETS CORRELATION MATRIX WHO? 2. Determine customers’ requirements: What do customers need and want? ENGINEERING REQUIREMENTS

41 CUSTOMER REQUIREMENTS IMPORTANCE RELATIONSHIP MATRIX COMPETITION TARGETS CORRELATION MATRIX WHO? 3. Determine the relative importance of customers’ requirements. ENGINEERING REQUIREMENTS

42 CUSTOMER REQUIREMENTS IMPORTANCE RELATIONSHIP MATRIX COMPETITION TARGETS CORRELATION MATRIX WHO? 4. Generate engineering requirements (PDS): How will the customers’ requirements be met? ENGINEERING REQUIREMENTS

43 CUSTOMER REQUIREMENTS IMPORTANCE RELATIONSHIP MATRIX COMPETITION TARGETS CORRELATION MATRIX WHO? 5. Relate customers’ requirements to engineering requirements ENGINEERING REQUIREMENTS

44 CUSTOMER REQUIREMENTS IMPORTANCE RELATIONSHIP MATRIX COMPETITION TARGETS CORRELATION MATRIX WHO? 6. Identify relationships between engineering requirements ENGINEERING REQUIREMENTS

45 CUSTOMER REQUIREMENTS IMPORTANCE RELATIONSHIP MATRIX COMPETITION TARGETS CORRELATION MATRIX WHO? 7. Identify and evaluate competition. How satisfied is the customer now? ENGINEERING REQUIREMENTS

46 8. Set engineering targets How much is good enough? CUSTOMER REQUIREMENTS IMPORTANCE RELATIONSHIP MATRIX COMPETITION TARGETS CORRELATION MATRIX WHO? ENGINEERING REQUIREMENTS

47 HAVE WE MET OUR TARGETS AT THE END OF THE DESIGN PROCESS? Beginning of design process: PDS End of design Process: Prototype ? We’ll do this at the end of the design project

48 Competitor A Competitor B AN INFLATABLE KAYAK

49 AN INFLATABLE KAYAK 7673 Mass

50 DESIGN INFLUENCE ON PRODUCT COST Specification Development % of product cost committed Conceptual Design Detailed Product Design Time Having completed the design specification phase we have already committed 40% of product cost!

51 1. Product Planning- Translating what the customer wants (in their language, e.g., portable, convenient phone service) into a list of prioritized product/service design requirements (in your language, e.g., cell phones) that describes how the product works. It also compares your performance with your competition's, and sets targets for improvement to differentiate your product/service from your competitor's. 2. Part Planning - Translating product specifications (design criteria from step 1) into part characteristics (e.g., light weight, belt-clip, battery-driven, not-hardwired but radio-frequency based). 3. Process Planning - Translating part characteristics (from step 2) into optimal process characteristics that maximize your ability to deliver Six Sigma quality 4. Production Planning - Translating process characteristics (from step 3) into manufacturing or service delivery methods that will optimize your ability to deliver Six Sigma quality in the most efficient manner (e.g., cellular antennas installed with overlapping coverage to eliminate dropped calls). FOUR PHASE QFD APPROACH

52 Product Planning Component Design Process Planning Production Planning FOUR PHASE QFD APPROACH

53 TWO PHASE QFD APPROACH

54 LOG SPLITTER Partial PDS Size of log Width Diameter Time to split Type of wood (pine, oak, …) Weight Portability Terrain? Max towing speed? … Customer requirements Any log size Works fast Tow-able Lightweight Inexpensive Last forever …

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