1. ISAT 211 Mod 3-1  1997 M. Zarrugh ISAT 211: Module 3 Product Design and Product Development Process  The learning objectives of Module 3 are to –Define and contrast “product design” and “product development” –List and briefly describe the three types of product design –Cite types of product development processes and state examples for each type –Describe the stages of product development and tasks and responsibilities of various functional groups –Distinguish functional from project from matrix organization of product development groups and state the pros and cons of each organization type –Identify methods for facilitating integration of design with manufacturing.

2. ISAT 211 Mod 3-2  1997 M. Zarrugh 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. 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.

3. ISAT 211 Mod 3-3  1997 M. Zarrugh 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.

4. ISAT 211 Mod 3-4  1997 M. Zarrugh 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?

5. ISAT 211 Mod 3-5  1997 M. Zarrugh Key Players in Product Development  Marketing/Sales  Product Design  Manufacturing Customer market system Marketing Needs Product design (R&D) Product specification Process Planning Manufacturing (Production) Final design “file” Sales Orders Production Planning Total demand for product Process plans Production plans

6. ISAT 211 Mod 3-6  1997 M. Zarrugh 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.

7. ISAT 211 Mod 3-7  1997 M. Zarrugh 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) Detail Design (Produce product definition documents needed to produce and use product) Prototyping and Com- mercialization (Proof of concept and manufacturing process)

8. ISAT 211 Mod 3-8  1997 M. Zarrugh Product Development Process: From a Designer Tasks Prospective Define Problem Develop Alternatives Analyze Alternatives Prepare “File”

9. ISAT 211 Mod 3-9  1997 M. Zarrugh How Many Squares?

10. ISAT 211 Mod 3-10  1997 M. Zarrugh Decode these! Wear Thermal Knee light TOUCHTOUCH 0 B.S M.S. Ph.D.

11. ISAT 211 Mod 3-11  1997 M. Zarrugh Those 9 dots.  Connect the 9 dots with four straight lines. Do not lift your stylus. You may cross a line but not retrace it.  Now connect the dots with two straight lines.  Now connect them with one.   

12. ISAT 211 Mod 3-12  1997 M. Zarrugh 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

13. ISAT 211 Mod 3-13  1997 M. Zarrugh 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). Engin’g Manager Marketing Manager MFG Manager General Manager

14. ISAT 211 Mod 3-14  1997 M. Zarrugh Product Development: Organization Models  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 General Manager  Matrix organization is a hybrid of functional and project organizations. Functional Coordinator Functional Coordinator

15. ISAT 211 Mod 3-15  1997 M. Zarrugh 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)

16. ISAT 211 Mod 3-16  1997 M. Zarrugh 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.

17. ISAT 211 Mod 3-17  1997 M. Zarrugh 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)

18. ISAT 211 Mod 3-18  1997 M. Zarrugh 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.

19. ISAT 211 Mod 3-19  1997 M. Zarrugh 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 Design Prototyping Production Ramp-Up Time 100% 0 20 40 60 80 Cost expended Cost Committed

20. ISAT 211 Mod 3-20  1997 M. Zarrugh Concurrent Engineering  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 Market- ing The customer won’t like the surface finish  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.

21. ISAT 211 Mod 3-21  1997 M. Zarrugh Sequential vs. Concurrent Engineering (CE) Customers Require- ments Marketing Product specs. Design Engin’g Engng file Production MFG Engin’g Process instructions Sequential engineering erects walls !! With CE the walls come tumbling down Sequential Engineering Concurrent Engineering

22. Questions?

23. ISAT 211 Mod 3-23  1997 M. Zarrugh 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