Teaching materials to accompany: Industrial Design Teaching materials to accompany: Product Design and Development Chapter 11 Karl T. Ulrich and Steven D. Eppinger 5th Edition, Irwin McGraw-Hill, 2012.

Product Design and Development Karl T. Ulrich and Steven D Product Design and Development Karl T. Ulrich and Steven D. Eppinger 5th edition, Irwin McGraw-Hill, 2012. Chapter Table of Contents: Introduction Development Processes and Organizations Opportunity Identification Product Planning Identifying Customer Needs Product Specifications Concept Generation Concept Selection Concept Testing Product Architecture Industrial Design Design for Environment Design for Manufacturing Prototyping Robust Design Patents and Intellectual Property Product Development Economics Managing Projects

Outline Goals for ID ID expenditures Importance of ID ID process and timing ID roles ID quality assessment 4/21/2017

ID Importance to product design Ergonomics Ease of use Ease of maintenance User interaction with the product Minimum knowledge of using it safety. Aesthetics Amount of product differentiation required The importance of pride of ownership, image. Motivation to the design team (for their pride in product) 4/21/2017

ID goals Product utility Appearance Communication of corporate image safe, easy to use, and intuitive Appearance form, line, proportion, and color Communication of corporate image through the visual quality Ease of maintenance and repair Low (mfg) costs 4/21/2017

The ID Process Investigate customer needs Conceptualize Preliminary refinement Further and final concept selection Control drawings of the final concept Coordinate with engineering and production. 4/21/2017

Product types from the ID point of view Technology-driven products Engineering or technical requirement is paramount ID has little involvement Extreme cases of Intel chips and GE engines User-driven products Usually there is a high degree of user interaction for these products. The functionality and/or its aesthetic appeal are important ID works closely with marketing and engineering throughout the process. Classification of some common products See exhibit 11-8 on page 222 4/21/2017

Three Design Challenges People “desirable” Business “viable” Technical “feasible” Source: IDEO

Technology or User Driven?

Technology or User Driven?

Technology or User Driven?

Timing of ID involvement Technology-driven products During the later phases of product development In concept generation for user interface In concept testing for for customers for feedback. In detailed design and refinement for packaging and marketing User-driven products Throughout the entire process In need analysis for identifying customer needs. In concept generation for creating multiple concepts In concept testing for creating models In system level design for refining promising concepts IN detailed design for selecting final concept and coordinating eng-mfg.-marketing efforts. See Exhibit 11.10 on page 223 4/21/2017

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Tech- vs. User-Driven Products Mobile Phone Camera Super Computer Laptop Computer Coffee Maker Desktop Computer Wrist Watch Hard Disk Drive Automobile Office Chair Technology-Driven Products User-Driven Products

Quality assessment of ID User interface Intuitive, safe, comfort, easy to use Emotional appeal Attractive, exciting, pride of owning and being o the team User’s ability to maintain and repair product Easy, intuitive Appropriate use of resources Value (quality vs. cost) Product differentiation Easy to stand out, recognize, & remember. Fit with or enhance corporate identity 4/21/2017

Industrial Design Chapter Example: Motorola RAZR

Motorola “Flip Phones” MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)

Concept Sketches and Rendering

Soft and Hard Models

Control Models and CAD Models

ID expenditures Depending on the product type Hand-held medical instrument are the highest in terms of budget % Technology-driven products are the lowest See Exhibit 10-2 on page 192 for details 4/21/2017

ID Costs Breakdown Direct costs of ID services Mfg. costs to implement ID creations Costs of extended lead time for ID 4/21/2017

Cost of Industrial Design 30 Percentage of Product Development Budget Spent on Industrial Design (%) Hand-Held Medical Instrument 20 Hand-Held Vacuum Desktop Computer Peripheral 10 Large-Scale Medical Equipment Hand-Held Power Tool Mobile Phone Medical Imaging Equipment Industrial Food Processing Equipment Automobile Jumbo Jet 10 100 1,000 10,000 100,000 Total Expenditures on Industrial Design ($) thousands

Other Images

Industrial Design Chapter Example: Motorola RAZR

Motorola “Flip Phones” MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)

Concept Sketches and Rendering

Soft and Hard Models

Control Models and CAD Models

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