1. 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.

2. 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

4. Outline Goals for ID ID expenditures Importance of ID
ID process and timing
ID roles
ID quality assessment
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5. 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)
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6. 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
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7. 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.
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8. 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
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9. Three Design Challenges
People
“desirable”
Business
“viable”
Technical
“feasible”
Source: IDEO

10. Technology or User Driven?

11. Technology or User Driven?

12. Technology or User Driven?

13. 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 on page 223
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15. 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

16. 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
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17. Industrial Design Chapter Example: Motorola RAZR

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

19. Concept Sketches and Rendering

20. Soft and Hard Models

21. Control Models and CAD Models

22. 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
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23. ID Costs Breakdown Direct costs of ID services
Mfg. costs to implement ID creations
Costs of extended lead time for ID
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24. Cost of Industrial Design30
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

25. Other Images

30. Industrial Design Chapter Example: Motorola RAZR

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

32. Concept Sketches and Rendering

33. Soft and Hard Models

34. Control Models and CAD Models

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