1. Innovation Management, GSB 2013 Stefan Wuyts
Design
Innovation Management, GSB 2013
Stefan Wuyts

2. Agenda The nature of design Product architecture
Prototype development & Computer Aided Design

3. Design
Synthesis of technology and human needs into manufacturable products;
Blends function and form,
quality and style,
engineering and art,
how things work and how things look;
Design ranges from styling to ergonomics to setting final product specifications
One thing it is not: “prettying up” a product that is about to manufactured

4. Range of Leading Design Applications
Purpose of Design
Aesthetics
Ergonomics
Function
Manufacturability
Servicing
Assembly
Corporate identity
Differentiation
Item Being Designed
Goods
Services
Architecture
Graphic arts
Offices
Packages

5. AESTHETICS

6. Posture in Style line of furniture for kids
ERGONOMICS

7. Ingersoll-Rand Cyclone Grinder
ERGONOMICS, COMFORT

8. DESIGN FOR EASE OF MANUFACTURE AND AUTOMATED ASSEMBLY
IBM Proprinter, dot-matrix printer
DESIGN FOR EASE OF MANUFACTURE AND AUTOMATED ASSEMBLY

9. DESIGN FOR DIFFERENTIATION
Haworth Inc. furniture
DESIGN FOR DIFFERENTIATION

10. USER-ORIENTED DESIGN Crown Equipment Corporation
Rider Counterbalance forklift truck
USER-ORIENTED DESIGN

11. DESIGN TO CREATE CORPORATE IDENTITY
Design at Apple
DESIGN TO CREATE CORPORATE IDENTITY

12. Design at Apple
GREEN DESIGN

13. UNIVERSAL DESIGN Usable by anyone Accomodates variety of preferences
Simple, easy, informative
Tolerance for error

14. Assessment Factors for an Industrial Design

15. Model of the product design process

16. Product architecture
The process by which a customer need is developed into a product design.
Solid architecture improves speed to market, and reduces the cost of changing the product once it is in production.
Product components are combined into “chunks,” functional elements are assigned to the chunks, and the chunks are interrelated with each other

17. Product Architecture Illustration

18. Product architecture development is related to establishing a product platform.
If chunks or modules can be replaced easily within the product architecture, “derivative products” can be made from the same basic platform as technology, market tastes, or manufacturing skills change.
Example: 200 versions of the Sony Walkman from four platforms.

19. Prototype development

20. Prototype development
Focused Prototype: not fully functioning or developed, but designed to examine a limited number of performance attributes or features.
Examples: a crude, working prototype of an electric bicycle; a foam or wood bicycle to determine customers’ reactions to the proposed shape and form.
Comprehensive Prototype: complete, fully-functioning, full-size product ready to be examined by customers.

21. Stereolithography (3-D printing)
Laser builds layers one at a time, according to software program; resin is solidified when exposed to the ultraviolet laser.

22. Computer Aided Design
Dirschmid et al (BMW Group) Abaqus Users’ Conference
CAD greatly accelerates the design step and allows assessment of multiple possible designs without building expensive prototypes.