1. Product Design & Development: Definitions
Product Design: An iterative decision-making process which generates detailed plans of how raw materials and purchased items are to be transformed into useful products.
Can I set the time on this clock radio?
How does it feel?
What does it look like?
Many products have too many technological features—far more than necessary. The fact is that most purchasers of electronic products cannot fully operate them and only use a small number of the available features. This has occurred because computer chip are inexpensive and adding more controls has negligible cost. Including an alarm clock or a calculator on a microwave oven involves little added cost. But do you need it? What happens when you lose the operator's manual to any of these complex devices?
Product Design
Decisions
Ideas
Methods
Detailed plans
of useful products
Product Development: A sequence of activities by which products are selected, designed and prepared for full production. Product design is a stage of product development.

2. Types of Product Design
Functional Design:
The process of developing a working prototype of a product from the specifications and functional requirements without regard to appearance. (Reliability and Maintainability)
Industrial (Form) Design:
Focuses on aesthetics (looks) and ease of use. Few companies have consistently offered aesthetically pleasing and user-friendly products: HP, Sony, Honda, and Play School.
Design for Manufacturing:
The key design stage for preparing a complete and detailed definition for a product: how it will be manufactured and how it will be used.

3. Successful Product Selection and Product Development
Products are selected and development is managed as a tradeoff between:
Product performance and quality
How well does a product fit its intended use (customer’s requirements or expectations)?
Development speed
How quickly does a new product reach the market?
Product cost
How much is the manufacturing cost and is the total cost?
Development program expense
How much will be spent on development?
Product performance—how well the product meets customer needs.
Development speed—how long it takes to get the product to market. Product cost—the total cost to the customer (including manufacturing costs).
Development program expense—the one-time development costs for the development project.'

4. Key Players in Product Development
Marketing/Sales
Product Design
Manufacturing
Product
design (R&D)
specification
Process
Planning
Manufacturing
(Production)
Final
design “file”
Marketing
Needs
Customer
market system
Process
plans
Sales
Orders
Production
Planning
Total demand
for product
Production
plans

5. The Challenges of Product Development
Recognizing and managing trade-offs to assure success.
Constant change in markets, customer preferences and competitive climate.
Complexity of product and process details and their impact on cost.
Constant sense of urgency which requires quick decisions usually without complete information.

6. Product Development Process: From a Product Project Prospective
Customer
Need Recognition
Concept Development
(Requirements and Development Plan specification)
System-Level Design
(Prepare layout of the entire
system without detailing of
parts or subsystems)
Prototyping and Com-
mercialization
(Proof of concept and
manufacturing process)
Detail Design
(Produce product definition
documents needed to
produce and use product)

7. Product Development Process: From a Designer Tasks Prospective
Define
Problem
Prepare
“File”
Develop
Alternatives
Analyze
Alternatives

8. Concept Development (Product and Development Plan Specification)
Identify customer's needs
Establish target specifications
Analyze competitive products (benchmarking)
Generate product concept alternatives
Analyze alternatives and select the concept that best meets requirements
Analyze economic feasibility
Refine and finalize product specification
Plan the development project

9. Product Development: Organization Models
Product development groups are organized
by function or
by project.
In a functional organization, people are grouped by similarity in education, training or expertise (groups like engineering, marketing, manufacturing).
General
Manager
Engin’g
Manager
Marketing
Manager
MFG
Manager

10. Product Development: Organization Models
General
Manager
In a project organization, individuals apply their expertise to specific projects or product lines regardless of their functional background.
Project
Manager
Project
Manager
Project
Manager
Functional
Coordinator
Matrix organization is a hybrid of functional and project organizations.

11. Improving the Product Development Process: Linking Design and Manufacturing
Establishing multifunctional product teams
Design for Manufacturing (DFM) and Design for Assembly (DFA)
Design for the environment (DFE): green products
Consider cost implications early in the design cycle
Concurrent Engineering (CE)
Detail provided on following slides....

12. Design For Manufacturing (DFM) and Design For Assembly (DFA)
The object of DFM/DFA process is to generate a product definition (form, fit and structure) consistent with minimum cost.
DFM/DFA is iterative and requires cross-functional teams so that form, function, cost and process are considered and optimized simultaneously.
Reduced manufacturing cost is the primary consideration in DFM/DFA.
Many rules have evolved to guide DFM/DFA.

13. Guidelines for DFM/DFA
Reduce and simplify manufacturing process and assembly steps
Avoid unnecessarily tight tolerances or smooth surface finish
Reduce part count
Use modular or standardized components
Minimize use of fasteners, such as screws
Use snap-fit fastening action
Assemble parts in the open and in a downward direction (work with gravity)

14. Design for the Environment (DFE)
Reuse materials to remake the same product:
paper, glass, aluminum cans, cartons, etc.
Design new products from recycled materials:
lawn furniture, paving material, cellulose insulation, etc.
Use recyclable components and materials:
avoid disposable (lighters or paper plates)
Design product for ease of repair and disassembly for salvage of key components.
Design products that minimize energy use.

15. Consider Cost Implications Early in The Design Cycle
70 percent of the manufacturing cost is committed in the early design stages while expending only about 5 percent of that cost
Concept
Development
System-level
Design
Detail
Prototyping
Production
Ramp-Up
Time
100% 20 40 60 80
Cost
Cost Committed
Often manufacturers spend far too little time finding all the flaws during the design stage of a new product. Therefore, prudent operation might suggest expending a bit more to ensure a good, sound user-friendly design and expecting to profit through reduced committed cost. Committed cost means the production costs directly resulting from the design. These include materials, processes, and so forth.
Cost
expended

16. Concurrent Engineering
Market-ing
The customer won’t like the surface finish
Concurrent Engineering (CE) is the simultaneous consideration of all aspects of development of a product throughout its development cycle.
Engineering
Trust me. We need more thickness here.
MFG
We can’t make this part cheap
Concurrent engineering can be used interchangeably with the terms simultaneous engineering or concurrent design. It also refers to the design team often used by firms. Obviously, as these terms imply, continual interaction and parallel actions are necessary throughout the entire product design to the production process.
Other areas such as marketing and purchasing need to be involved and interact with all phases of design and development. Their input is critical concerning production planning, productive capacity, and the availability of parts and materials.
The sequence from product design to delivery to the marketplace is not a consecutive series of steps. Continual interaction throughout the process ensures that a well-designed product is released to the market at a good price and on time.
With CE, product and process developments become simultaneous processes instead of their traditional sequential nature.
CE facilitates design for ease of manufacturing, ease of use and ease of service.

17. Sequential vs. Concurrent Engineering (CE)
Sequential engineering erects walls !!
Sequential
Engineering
Production
MFG
Engin’g
Process
instructions
Customers
Require-
ments
Marketing
Product
specs.
Design
Engin’g
Engng
file
Concurrent
Engineering
With CE the
walls come
tumbling down

18. Product Development Process Types
Market Pull
Process begins with recognition of a market opportunity
Technology-Push
New technology pushes new product development
Technology Platform
Extension of existing expensive technology to new products
Process-Intensive
Strong process requirements severely constrain the product and its development
Customized
Generic product and processes are customized to meet specific requirements