ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 1 Bruce Mayer, PE Engineering-11: Engineering Design Bruce Mayer, PE Licensed Electrical & Mechanical Engineer Engineering 11 Formulate Design Prob

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 2 Bruce Mayer, PE Engineering-11: Engineering Design Example  Improve MotorCycle  Other Useful Information What is the target cost-to-manufacture? Which is more preferred: low-end torque or high-end speed? What is the anticipated production run quantity? What types of instruments are preferred, digital and or analog? What are the desired service intervals?

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 3 Bruce Mayer, PE Engineering-11: Engineering Design Formulating Design Problems  Designing a high-performance motorcycle  What is a “design problem?”  What is the “solution” to a design problem?  How do we solve a design problem?  Steps in formulating the Design Problem  Customer & Company requirements  Engineering Design Specifications  Gaining Consensus  Quality Products  QFD/House of Quality

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 4 Bruce Mayer, PE Engineering-11: Engineering Design What is a design problem?  An opportunity to make and sell a new product  Need to fix an existing product  Make and sell a variant of an older design [Customer or Company Requirements] ↓define↓ [”Function”]

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 5 Bruce Mayer, PE Engineering-11: Engineering Design Example  Improve MotorCycle  What info would help us understand this design problem? How quickly should the MotorCycle accelerate to 60 mph? What should the top speed be? Is fuel consumption less important than acceleration? What riding comforts are expected? Is an electric starter desired? Will the customer tolerate a liquid cooling system? Will customer care about aesthetics?

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 6 Bruce Mayer, PE Engineering-11: Engineering Design “Solution” to a Design Prob   Set of Drawings & Bills of Materials  Predicted performance calculations  Test reports on prototypes  Manufacturing specifications  Estimates of sales-revenue, costs, profit  [“design” ready for manufacture] →defines→ [“Form”]

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 7 Bruce Mayer, PE Engineering-11: Engineering Design How to Solve a Design Problem? Design problem (function, customer need) Solution (form, manufacturable product design) Decision making processes and activities “Formulate” first! i.e., Decide on needed Decisions...

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 8 Bruce Mayer, PE Engineering-11: Engineering Design Decisions & Info Flow Seek info Interpret Summarize Revie w Customer needs? Competition? continue Obtain management approval probe Engineering Design Specification Gain consensus Functional requirements? Targets? Constraints? Evaluation criteria? revise discontinue Preliminary design specifications Formulating process Literature, Surveys Market Studies Focus Groups Observation Studies Benchmark Studies

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 9 Bruce Mayer, PE Engineering-11: Engineering Design Steps In Formulating Design Prob 1.obtain a detailed understanding of the design problem; i.e., the application 2.document our understanding in an Engineering Design Spec (EDS) 3.choose a solution strategy 4.develop a project plan (scope of work, budget and schedule) 5.establish a consensus among team members & management

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 10 Bruce Mayer, PE Engineering-11: Engineering Design 1. Obtain a Detailed Understanding  Need ACCURATE Information on Company Requirements (easy) CUSTOMER Requirements (hard)  The “Requirements” for a Design typically divide into two categories PERFORMANCE Requirements Constraint Requirements –e.g., Meet N.E.C. Electrical Code Business Impact  Revenue, Profit, RoI

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 11 Bruce Mayer, PE Engineering-11: Engineering Design Market Requirements StateMent  The “MRS” is Also often called the Market Requirements Document (MRD)  MRS Most Often Prepared by the Technical Marketing Team With Extensive Consultation with Upper Management Senior Design Engineers

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 12 Bruce Mayer, PE Engineering-11: Engineering Design MRS/MRD Purpose  Provide an outline of the prospective product for all interested parties Investors, Sales Engineers, Finance, Upper Management, Engineering, others  Provide enough information for engineering to write a functional design specification for the product The Design Spec if Often Called the Engineering Design Specification (EDS)

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 13 Bruce Mayer, PE Engineering-11: Engineering Design MRS ↔ Design Engineering  Once the New Product Has been Approved (i.e., Meets the Company RoI Requirement) The Design Engineering Focuses on These Portions of the MRS Product Performance –Becomes the Heart of the Engineering Design Spec (EDS) Code-Compliance Constraints Product Cost Targets

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 14 Bruce Mayer, PE Engineering-11: Engineering Design MRS Example  Performance Spec

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 15 Bruce Mayer, PE Engineering-11: Engineering Design Customer Req’s for MotorCycle  Function/Performance: start engine quickly support rider(s) comfortably  Operating Tolerated road shock: PotHoles, Bumps Run in wet, cold, high altitude Environs  Other Long maintenance intervals Good fuel economy

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 16 Bruce Mayer, PE Engineering-11: Engineering Design MRS/MRD Information Sources  Customer Surveys  Market Studies  Technical & Trade Literature  Focus Groups  Observation Studies  Benchmark Studies  Trade/Industry Groups SIA, SEMI, SemaTech, etc.

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 17 Bruce Mayer, PE Engineering-11: Engineering Design Company Req’s for MotorCycle  Sales & Marketing: need product in 24 months, sale price competitive  Manufacturing Produce 5,000 units per year Use existing manufacturing plant  Financial $300,000 R&D budget minimum 20% RoI, 3 Year PayBack

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 18 Bruce Mayer, PE Engineering-11: Engineering Design Generic Customer Requirements  Function & Performance Functions and their Priority Engineering characteristics –With units & limits Performance Targets Satisfaction Goals Size & Weight Power Use  Operating Environment Air temp. Humidity, Elevation Corrosion (e.g. SeaWater) Shock & Vibration Cleanliness (e.g. Operating Room) Radiation, Other

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 19 Bruce Mayer, PE Engineering-11: Engineering Design Generic Customer Requirements  Other Issues Economic (Affordability) Geometry Maintenance Repair Retirement Reliability  Other Issues Robustness Safety Pollution Ease of use Human Factors Appearance NNotice Focus on Function, NOT Form

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 20 Bruce Mayer, PE Engineering-11: Engineering Design Generic Company Requirements  Marketing Total Available Market (TAM) Competition Sales Strategy Time to market Pricing Advertising Market Share  Manufacturing & Operations Production quantity Processes, Materials New factory equip. Warehousing & dist. After Sales Support Warranty Support Returns & Repairs

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 21 Bruce Mayer, PE Engineering-11: Engineering Design Generic Company Requirements  Financial Product Development Investment Cash Flow Return on investment (RoI) Return on Controllable Assets (RoCA)  Other Regulations, Standards, Codes Patents / intellectual property Company Image –e.g., a Pharmaceutical Co. would not develop a Cigarette Product Liability

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 22 Bruce Mayer, PE Engineering-11: Engineering Design Must all requirements be satisfied?  Requirements can be separated into: NEED-to-Have items –Product WILL FAIL in MarketPlace w/o these –These “Must-Have” items Become “Constraints” on the Design Nice-to-Have items –Produce will be MORE COMPETITIVE w/ these –These “Desirable” Features should be Weighted by “Importance-to-the-Market”  Weighting is Typically a Marketing Engineering Fcn

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 23 Bruce Mayer, PE Engineering-11: Engineering Design MotorCycle  Importance Wts  Example of Customer importance weights by sub-function Sub-functionWeight start engine quickly 15 % support rider(s) comfortably 10 % transport rider(s) fast 50 % steer bike easily 20 % absorb road shocks 5 % TOTAL 100 %

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 24 Bruce Mayer, PE Engineering-11: Engineering Design Translate MRS/MRD to EDS  A CRITICAL Step Done by Senior Marketing & Design/System Engineers  How will we know when we have designed a product that satisfies the customer? e.g. Customer says, “I want a fast motorcycle.”  What does “fast” mean? Could it be: 120 mph top speed? 32 ft/sec 2 (1 G) acceleration? 150 Hz (9 kRPM) engine frequency?

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 25 Bruce Mayer, PE Engineering-11: Engineering Design MotorCycle: Translation to EDS Sub-function Engineering Characteristic UnitsLimits start engine quicklycranking timeseconds≤ 6 secs support rider(s) comfortably cushion compressioninches transport rider(s) fast acceleration top speed 0-60 mph feet/ sec 2 mph/kph seconds ≥ 32 ft/s 2 ≥ 90 mph ≤ 6 secs steer bike easily steering torque turning radius pound-ft feet Absorb road shockssuspension travelinches> 5 in.  Engineering Specs are Objective & Quantitative

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 26 Bruce Mayer, PE Engineering-11: Engineering Design Engineering Characteristics  Engineering Design Spec Elements are: quantities that measure the “performance” of a candidate design with respect to specific customer required functions

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 27 Bruce Mayer, PE Engineering-11: Engineering Design MRS→EDS War-Story  Customer Needs for BPSG & USG Films for IC production  Then What it the Bubbler TEMPERATURE CONTROL Spec This Question Lead to the a 22 Pg Paper:

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 28 Bruce Mayer, PE Engineering-11: Engineering Design Customer Satisfaction Function(s)  Usually Prepared by MARKETING Engineers, NOT by Design Engineers Large Amount of JUDGMENT in Fcn Construction The Design Engineers may USE them to Guide Design Decisions  Tabular Function Amount of satisfactionValue Most satisfied1.0 Very satisfied0.9 Moderately satisfied0.8 Somewhat satisfied0.6 Hardly satisfied0.3 Not satisfied0.0

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 29 Bruce Mayer, PE Engineering-11: Engineering Design Customer Satisfaction Function(s)  Graphical Function for MotorCycle TopSpeed Top Speed (mph) Satisfaction 0.0 Shape of the Curve Depends on JUDGMENT

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 30 Bruce Mayer, PE Engineering-11: Engineering Design 2. Document UnderStanding in EDS  The Engineering Design Specification is a Quantitative listing of the critical parameters, specifications, targets and requirements for the product you are designing.  It is a statement of what the product should BE and should DO.  Detail is added as the design grows.  The EDS is driven by customer needs. It is intended to show WHAT you are trying to ACHIEVE, NOT what you will end up with.

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 31 Bruce Mayer, PE Engineering-11: Engineering Design 3. Choose a Solution Strategy 1.list possible alternative solution strategies,  for example: discontinue product, variant design, original design, etc 2.estimate the expected benefits and the costs of each alternative 3.assess the risk of each alternative strategy 4.establish criteria to evaluate alternatives  (e.g. benefits/costs, risk, Return on investment) 5.evaluate the alternatives 6.select the best alternative

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 32 Bruce Mayer, PE Engineering-11: Engineering Design Formulation Produces Strategy Detail Design Parametric Design Configuration Design Detail Design Parametric Design Detail Design Formulation Concept Design Detail Design Parametric Design Configuration Design variant design selection design original design part design

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 33 Bruce Mayer, PE Engineering-11: Engineering Design 4. Develop a Project Plan  Will be Covered in Detail in Chp 14 Concept Definition & Planning DevelopmentPre-ProductionProduction Go/ No Go Go/ No Go Go/ No Go Go/ No Go Evaluate the market opportunity Clarify the product concept Assess strategic fit Validate the opportunity Clearly define the product Fully plan the project Develop the product Develop production and support processes Plan the market introduction Transition the product to volume production Begin market introduction Ramp-up production Verify distribution and support processes Achieve stable operations Stage Objectives Does the product warrant further definition? Does the product meet customer needs, and does it warrant investment in full development? Does the product meet expectations and remain viable within the required time frame? Do test results and market introduction preparations demonstrate launch readiness? Have project objectives been achieved, and can the Core Team be disbanded? Key Questions

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 34 Bruce Mayer, PE Engineering-11: Engineering Design 5. Establish a Consensus  “Building In” the Consensus Consensus is INTEGRAL To the Process  If all team members follow the previous five steps to a sound formulation, they will: Have a common understanding of the “problem,” All Understand WHY, All Know WHAT has to be done and WHEN, and All Commit to WHO & HOW-MUCH

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 35 Bruce Mayer, PE Engineering-11: Engineering Design Quality  What is it?  TIME Magazine Survey responses Works as it should Lasts a long time Is easy to maintain  Garvin, Commenting on Eight Dimensions of Quality, Harvard Business Review, Nov/Dec 1987  Performance  Reliability  Serviceability  Conformance to conventions/standards  Perceived quality  reputation of manufacturer  Features  Durability  Aesthetics

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 36 Bruce Mayer, PE Engineering-11: Engineering Design All Done for Today MotorCycle Engine BluePrint

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 37 Bruce Mayer, PE Engineering-11: Engineering Design Bruce Mayer, PE Registered Electrical & Mechanical Engineer Engineering 11 Appendix QFD & HoQ

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 38 Bruce Mayer, PE Engineering-11: Engineering Design Quality Function Deployment, QFD  Quality Function Deployment (QFD) Team based visual, connective process Focuses on customer needs throughout entire product development process  QFD is a systematic process Helps identify customer desires and to “deploy” them through all functions and activities of the organization  House of Quality (HoQ) Use of large visual displays or diagrams to –Focus decision making interactions of multifunctional teams –Visually display relevant information for ready reference –Document decisions in a graphical Form

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 39 Bruce Mayer, PE Engineering-11: Engineering Design Quality Function Deployment, QFD  Team discussions and research results summarized in House of Quality (HoQ) diagrams Product Part Process Production information  Representatives from all parts of company involved in creating and refining HoQ diagrams  Desire to achieve high level of consensus

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 40 Bruce Mayer, PE Engineering-11: Engineering Design HoQ for Product Planning  Systematic, graphic representation of product design information  Organized as matrix of rooms with roof and basement  HoQ diagram is not the real value Real value is in the discussion and consensus acquired while constructing the diagram

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 41 Bruce Mayer, PE Engineering-11: Engineering Design HoQ for Product Planning  Team gathers information related to product design Customer requirements Customer importance weights Engineering characteristics (technical specifications) Correlation ratings of requirements & characteristics Benchmark satisfaction ratings Coupling between technical specifications Benchmark performance values New product design target values

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 42 Bruce Mayer, PE Engineering-11: Engineering Design HoQ FloorPlan 1 Customer Requirements 2 Importance Weights 3 Engineering Characteristics 5 Benchmark Satisfaction Ratings 8 Coupling 4 Correlation Ratings 6 Benchmark Performance 7 New Product Performance Targets  Group method  Encourages discussion  Forces agreement between team members  Structures information

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 43 Bruce Mayer, PE Engineering-11: Engineering Design HoQ for Product Planning  Room 1  Customer requirements Summarized in rows of 1 st column Clear list of functions and sub functions from customer’s view point Customer wording used to express voice of the customer Contains only most important requirements (usually less than 25)  Room 2  Customer importance weights Adjacent to customer requirements column Use values between 0.0 and 1.0 (0-100%) Importance weights sum to 1.0 (100%)

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 44 Bruce Mayer, PE Engineering-11: Engineering Design HoQ for Product Planning  Room 3  Engineering Characteristics (TS) Top row underneath roof triangle List of quantitative performance factors with units Arranged in a row vector Quantifies the customer satisfaction for each customer requirement  Room 4  Correlation ratings matrix Cells at intersections of rows and columns indicate the amount of correlation between the requirements and specifications Use for positive correlation –1 ≡ low, 3 ≡ medium, 9 ≡ high Use for negative correlation –−1 ≡ low, −3 ≡ medium, −9≡high

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 45 Bruce Mayer, PE Engineering-11: Engineering Design HoQ for Product Planning  Room 5  Benchmark satisfaction ratings Right of correlation matrix Customer ratings for competitive products for satisfaction of each requirement Include own current products if any Ratings between 0.0 and 1.0  Room 6  Benchmark performance Below of correlation matrix Rating for each benchmark product with respect to the Technical Specs (TS) in Room 3  Room 7  New product targets Below benchmark performance in the basement List performance targets for new product

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 46 Bruce Mayer, PE Engineering-11: Engineering Design HoQ for Product Planning  Room 8  Coupling matrix Roof triangle Values to estimate coupling or interaction between technical specifications –For positive correlation: 1 ≡ low, 3 ≡ medium, 9 ≡ high –For negative correlation: −1 ≡ low, −3 ≡ medium, −9≡high Uncoupled specifications can be optimized one by one Inversely coupled specifications require compromises (strong but light)

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 47 Bruce Mayer, PE Engineering-11: Engineering Design Example  HoQ

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 48 Bruce Mayer, PE Engineering-11: Engineering Design Pencil Sharpener HoQ

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 49 Bruce Mayer, PE Engineering-11: Engineering Design QFD method uses cascading Houses of Quality Customer Requirements Part Characteristics Engineering Characteristics Process Characteristics Product Planning Part Design Process Planning Production Planning Production Characteristics Voice of the customer

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 50 Bruce Mayer, PE Engineering-11: Engineering Design EDS Example Elements  These Items Might appear in an EDS  Intended market  Product cost(s)  Operating environment  Engineering performance  Product operators users  Ergonomics  User interface  Dimensions  Weight  Materials  Product life  Service life  Storage shelf life  Reliability  Mean time to failure

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 51 Bruce Mayer, PE Engineering-11: Engineering Design EDS Example Elements  This List is NOT Exhaustive  Disposal / Reuse  Assembly  Installation  Regulatory environment (federal, state, local)  Patent infringement  Safety  Test protocol  Product liability  Intended market  Packaging  Shipping and storage  Overall “look” (buyer perception)

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 52 Bruce Mayer, PE Engineering-11: Engineering Design 2001 SIA Industry RoadMap YearUnit Feature Sizemicrons/nm Internal Clock (high performance) Mhz/Ghz Logic transistors million/cm Microprocessor million transistors/chip DRAM size Mbit/Gbit SRAM sizeMbit/Gbit VoltageV dd

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 53 Bruce Mayer, PE Engineering-11: Engineering Design MRS/MRD Details  Introduction  Describe briefly why the product is being considered, this could also be an objective for the product. One paragraph.  Overview  Include a brief description of the product and requirement. One to four paragraphs.  Target Market  Describe who the customer is for this product, why do they need it, and what is unique about their requirement. It may be desirable to discuss market size here. Use numbers from analysts for a general market size.  Detail in this section may not be necessary for a new version of an existing product unless the new version will help target a new market segment.  Competition  List all competitors, how they answer this need and how this product will be differentiated from the competition. Provide any implementation detail that you can on how a competitor has implemented a similar feature and the pros and cons of that implementation.  Desired Characteristics  This is the primary information of the market requirements document. Make the first paragraph a general description of the product.  Required Features  List and describe all features that are required for the product to address the customers’ needs and be competitive.  Desired Features  List and describe all features that would be nice to have in the product but are not required in the first release.

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 54 Bruce Mayer, PE Engineering-11: Engineering Design MRS/MRD Details  Estimated Development Costs  List the estimated costs of this product in terms of development time, licensing components, or equipment required to build the product (useful for both hardware and software). This may or may not be required in your company to have a project approved. Will require input from engineering.  Estimated Product Life  How long will this product be on the market. When should it be replaced by a new product or version?  Distribution  Use this section if this product will not be distributed through the company’s usual channels. If the product is software, list whether it will be available as a download off the web site.  Configurations  Use this if there are multiple configurations desired.  Licensing Requirements  If you are building a software product, describe the requirements for software licensing. Describe how customers will obtain the product and how the licensing (if any) will restrict them from making illegal copies.  Manufacturing  Use this section to describe any special manufacturing considerations or requirements. Provide an estimated bill of materials (a list of everything that will be packaged with the product). This section may require input from Manufacturing if it is a hardware product.

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 55 Bruce Mayer, PE Engineering-11: Engineering Design MRS/MRD Details  Packaging  For both software and hardware, describe how the product will be packaged.  Maintenance  This section is used (primarily for a hardware product) to describe any special maintenance requirements. May require input from customer service.  Documentation  Describe the types of documentation that are required including installation instructions, user manuals, administration manuals, quick start guides and tutorials. Specify whether the documentation will be on- line or hard copy.  Forecast/Cost  Estimate the sales for the product. This is required for cost justification as well as for forecasts for inventory of product and or manuals.  For hardware products you will need to estimate the preliminary costs of the product. For a software product you will need to estimate any potential royalties.  In some companies, management wants the product manager to figure out the development costs of a product. If this is required, you will need to work closely with the finance department and the VP of Engineering to accurately estimate those costs.  Impact on Other Products  Use this section if this product will impact sales of or replace other products. Finance and sales will need this information for forecasting purposes.  Preliminary Schedule  This will require input from engineering. It is needed for other departments to understand when the product will be available.

ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt 56 Bruce Mayer, PE Engineering-11: Engineering Design In 10 min  Discuss “Quality”