1. Product Development Process in Stage-Gate Format
2.1 Introduction
Product Development Process in Stage-Gate Format
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

2. Stage-Gate Format
A generally accepted model of the product development process:
An important reason for using the stage-gate process is to “quickly get it right”.
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

3. Phases of PDP (0 to 2) Phase 0:
The planning that should be done before the approval of the product development project.
Phase 1:
Concept development considers the different ways the product and each subsystem can be designed.
Phase 2:
System-Level Design is where the functions of the product are examined, leading to the division of the product into various subsystems.
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

4. Phases of PDP (3 to 5) Phase 3:
Detail Design is the phase where the design is brought to the state of a complete engineering description of a tested and producible product.
Phase 4:
Testing and Refinement is concerned with making and testing many preproduction versions of the product.
Phase 5:
Production Ramp-Up is when the manufacturing operations begins to make and assembly the product using the intended production system.
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

5. Factors for Success Four Key Factors of Success:
𝑃𝑟𝑜𝑓𝑖𝑡=𝑃𝑟𝑜𝑑𝑢𝑐𝑡 𝑃𝑟𝑖𝑐𝑒 −𝑃𝑟𝑜𝑑𝑢𝑐𝑡 𝐶𝑜𝑠𝑡 (2.1)
______________________________________________
Four Key Factors of Success:
The quality, performance, and price of the product.
The cost to manufacture the product over its life cycle.
The cost of product development.
The time needed to bring the product to the market.
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

6. Sales & Revenue versus Time
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

7. Cost & Price versus Time
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

8. Static Versus Dynamic Products
Static Product: The changes in their design take place over long time periods through incremental changes occurring at the subsystem and component levels.
Automobiles
Appliances: refrigerators, dishwashers
Dynamic Products: Customers are willing to, and may even demand, change.
Wireless mobile phones
Digital video recorders and players
Software
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

9. Variations on the Generic PDP
Platform Product is built around a preexisting technological subsystem.
Apple Macintosh operating system
Black & Decker doubly insulated universal motor
Customized Products are those in which variations in configuration and content are created in response to a specific order of a customer.
In a highly competitive world marketplace, mass customization appears to be one of the future trends.
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

10. 2.3 Product And Process Cycles
What are the stages of product and process cycles?
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

11. Product Life Cycle
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

12. Product realization begins the Product Life Cycle
Income
Investment
Introduction Growth Maturity Saturation Decline
Sales
Time
Product Development

13. Product Development Cycle
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

14. Technology Development
Simplified Technology Development Cycle
Transferring Technology Development Cycle
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

15. 2.4 Organization For Design and Product Development
How can an organization affect the design and product development?
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

16. Engineering Roles in Design & Manufacturing

17. Engineering Roles in Design & Mfg

18. “Functional” organization chart
typical manufacturing company

19. Concurrent engineering design team
Product
Manager
No more
“over the wall”
Sales
Marketing
Industrial
Design
Design
Engineering
Industrial Engineering
Mfg.
Engineering
Purchasing
Production

20. Teamwork is a professional team sport!
( soccer team)
Industry
Opposing Team
Companies
Team owners
Investors
Team manager & Coaches
CEOs & Managers
Referees, umpires
Lawyers, judges
Communication
Coordination
Penalties, injuries
Mistakes, losses
Individual skills
Specialized jobs
Team skills
“People” skills

21. How can we describe the market and marketing for engineered products?
2.5 Markets and Marketing
How can we describe the market and marketing for engineered products?
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

22. Markets
Marketing is concerned with the interaction between the corporation and the customer.
We need to differentiate between the customer and the user of the product.
Market is an economic construct to identify those persons or organizations that have an interest in purchasing or selling a particular product, and to create an arena for their transactions.
Stock Market: Prototypical Market
Strong brand names evolved as a way of building customer recognition and loyalty.
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

23. Market Segmentation
Cooper suggests that four broad categories of variables are:
State of Being:
Sociological factors: age, gender, income
For industrial products: company size, industry classification,
Location: urban, suburban, rural
State of Mind:
Attitudes
Values
Life styles
Product Usage:
Heavy User
Loyalty
Benefit Segmentation
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

24. Marketing Department Function: Expected Tasks:
The marketing department in a company creates and manages the company’s relationship with its customers.
Expected Tasks:
Preliminary marketing assessment
Quick scoping of the potential sales
Competition
Market share at the early stages of the product planning
Detailed market study
Assisting with the introduction of the product into the marketplace
Providing product support system
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

25. Marketing Plan Product strategy Identifying the target market
Expressing product benefits
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

26. Marketing Plan(2) Marketing plan should contain:
Evaluation of market segments
Identification of competitive products
Identification of early product adopters
Clear understanding of benefits of product to customers
Estimation of the market size in terms of dollars and units sold
Determination of the breadth of the product line
Estimation of product life
Determination of the product volume/price relationships
Complete financial plan including time to market
Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies

27. 2.6 Defining and solving design problems
Outline of sub-topics :
Designing products
Product anatomy
Components: standard vs. special purpose
Component decomposition diagrams
Types of design
Tinkering
Summary

28. Imagine designing the following products
automobile
baseball bat
bicycle
canoe paddle
coffee maker
commercial jet
fishing reel
inflatable kayak
laser printer
leaf rake
paper clip
paper cup
penlight
power lawn mower
toaster oven
vacuum cleaner
Are all design problems the same?

29. Let’s start with product design
A product is an item that is purchased and used as a unit (Dixon and Poli, 1995)

30. Example product…. Penlight has “components”
cap
bulb
battery
spring
button
case

31. Component decomposition diagram - penlight
Parts
Assemblies
Standard
Special purpose
A diagram
showing the anatomy
penlight
bulb
battery
body
spring
screw cap
glass lens
filament
base
anode
cathode
electrolyte
plastic cover
switch
case

32. Other example components
Standard
Parts
Standard Assemblies
Special
Purpose Parts
bolt, nut
screw
rivet
key
gasket
gear blank
lubricant
seal
pump
electric motor
clutch
chain/sprocket
heat exchanger
brake caliper
ball bearing
power screw
housing
cover
bracket
link
support
shaft

33. General product – component decomposition
Product
Sub-assembly A
Standard
Part
Standard part
Special purpose part
Special purpose
Sub-assembly B
Sub-assembly B1

34. Why bother preparing Component Decomposition Diagrams?
Understand the interaction between components
Consider standard parts versus special purpose parts (buy vs. make)
Divide the design problem into separate sub-problems, i.e. decisions.
Learn pros & cons of existing products or processing plants

35. Types of design (i.e. decisions and activities)
Redesign –
Selection design –
Variant design –
Adaptive design –
Original design –
Artistic design -
modifying the “form”
choosing from existing standard parts/subassemblies
modifying existing part/subassembly,
but keeping original concept
adapting known solution to new task 
new concept, part never existed before
modifying appearance or look

36. Types of design related to phase
Formulation
original
design
selection design
part
design
Concept Design
variant design
Configuration
Design
Configuration
Design
Parametric Design
Parametric Design
Parametric Design
Detail Design
Detail Design
Detail Design
Detail Design

37. “Tinker” (http://www.m-w.com/cgi-bin/dictionary)
Date: to work in the manner of a tinker; especially : to repair, adjust, or work with something in an unskilled or experimental manner: to FIDDLE (
Real engineers do not tinker.
Real engineers predict how a product will perform before building it, reducing the need to “cut and try” or “fiddle.”