1. Teaching materials to accompany:
Product Design EPT 321 / 4
Chapter 2
The Design Process
By :
Wan Abd. Rahman Assyahid Wan Ibrahim M. Eng (Advance Manufacturing Tech) UTM B.Eng.Hons (Mechanical Engineering) UTM

2. Ch. 2: Design Process The Design Process:
Teaching Plan Guide
Study
Week
Course Content
Delivery Mode
Level of
Complexity
2-3
The Design Process:
DEFINE and DESCRIBE the Characteristic of total design and the elements of the total design activity model.
DISCUSS the product design specification preparation and elements. EXPLAIN and DISCUSS about the Quality Function Deployment (QFD) method in design process.
Lecture;
project
Knowledge
Evaluation
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3. Design & Development Process
At the end of this topic you should be able :
1. Explain and understand about Product Development Process.
2. Explain and understand on activities involve in Product Design and Development .
3. Identify and Define the variants of generic product development and product types. .
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4. Ch. 2: Design Process Total Design – definition Key Concepts
Presentation Outline
Total Design – definition
Key Concepts
Partial Design Segmentation
Total Design Model
Characteristics of Total Design
The Total Design Core
Total Design Activity Model
Elements of the Total Design Activity Model
PDS Overview
PDS Preparation
PDS Elements
Quality Function Deployment
The Design Process and QFD
House Of Quality
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5. Total Design - Definition
‘The systematic activity necessary from the identification of the market/need to the selling of the successful product to satisfy that need – an activity that encompasses product, process, people and organisation’
Stuart Pugh
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6. Key Concepts
Design has a central core of activities that are present in all design irrespective of discipline
The Product Design Specification is a key controlling document for the whole design process
The selection of a product concept is critical to the future success of a project
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7. 1. What is Product Design and Product Development
The Design Process
1. What is Product Design and Product Development
Product Design Definition:
Product Design can be defined as the idea generation, concept development, testing and manufacturing or implementation of a physical object or service.
Product Development Definition:
Product Development process is the sequences of steps or activities which an enterprise employs to conceive, design and commercialize a product.
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8. Design & Development Process
Product Design Example 1 : Band Aids Dispenser
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9. Design & Development Process
Product Design Example 2 : Rear seat Work Space
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10. Design & Development Process
Product Design Example 3 : Laptop Cable Organizer
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11. Design & Development Process
Product Design Example 4 : Ironing Board
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12. Design & Development Process
Product Design Example 5 : Sugar Dispenser
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13. Design & Development Process
Product Design Example 6: Swivel Car Seat
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14. Design & Development Process
Product Design Example 7: Baby Formula Dispenser
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15. Design & Development Process
Product Design Example 8: Pensafe Safety Hook
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16. Partial Design Segmentation
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17. Total Design Model
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18. Characteristics of Total Design
Customer/client drive
Multi-disciplinary
Team based
Creative and unpredictable
Characterised by periods of divergent and convergent thinking
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19. The Total Design Core Market (user need) Product Design Specification
Conceptual Design
Detail Design
Manufacture
Sell
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20. Characteristics Of Successful Product
Design Process
Characteristics Of Successful Product
Product Quality
Product Cost
What is the manufacturing cost of the product?.
How much the product cost ?.
1. How good is the product ?
2. Does it satisfy the customer need?
3. Is it robust & reliable?
Development Time
Development Cost
1. How quickly did the team complete the product development effort?
1. How much did the firm have to spend to develop the product?.
Development Capability
Man, Machine, Material, Methods
Past Experience
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21. The Challenges of Product Design
Design Process
The Challenges of Product Design
Trade-Offs
An airplane can be made lighter, but this action will probably increase manufacturing cost. One of the most difficult aspects of product design is reconignizing, understanding and managing such trade offs in a way that maximizes the success of the product.
Technologies improve
Technology improve, customer preferences evolve, competitors introduce new products and macroeconomic environment shifts.
Details
The choice between using screws or snap-fits on the enclosure of a computer can have economic implications of product cost.
Time pressure
The new product must quickly design, develop and launch to market. Fast to market will take optimum market volume. Late to market will result loose in market share.
Economics
Developing , producing and marketing a new product requires a large investment. The product design activity must forecast all cost involve and return of investment.
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22. Total Design Activity Model
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23. Design Activity Model 1. Market 2. Establish Target Specifications 3.
Generate
Product
Concept 4.
Select
Concept (s) 5.
Test 7.
Modeling
and
Prototyping 6.
Set
Final
Specification
Mission Statement
Development Plan
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24. Design Activities Model
The Design Process
Design Activities Model
1. Identifying Customer Needs
Input : Market need research .To understand customers’ needs and to effectively communicate them to develop team.
Output: Construct customer need statements, organized in a hierarchical list with important weightings for each need.
2. Establish Target Specifications
Input : Translation of the customer needs into technical term. Each specification translated must be measured.
Output: List of Target Specification reflect to customer needs. Prepare Product Design Specification (PDS)
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25. Design Activities Model
Design Process
Design Activities Model
3. Concept Generation
Input : Review existing concept, external search , patent search, creative problem solving, exploration of the various solution and alternative.
Output: A set of concepts , each typically represent by a sketch and brief description text.
4. Concept Selection
Input : Analyze all the generated product concept and identify the best design concept.
Output: The best design concepts is selected for further refinement.
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26. Design Activities Model
Design Process
Design Activities Model
5. Concept Testing
Input : One 0r more concept is tested to verify customer needs have been met. Asses the market potential of the product.
Output: Determine the response of the product or repeat the previous activities is neccesary.
6. Setting Final Specifications
Input : The target specifications set earlier is process are reviewed after a final concept is selected and tested.
Output: Produce specification with specific values reflecting the constraint/limitation and trade –off between cost and performance.
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27. Design Activities Model
Design Process
Design Activities Model
7. Modeling and Prototyping
The selected of design concept is being modeled and a model or prototyping is produced to analyze and visualize the product physical and appearance. Product functionality could be evaluate observed at this stage for further inprovement.
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28. Identify Customer Needs
Design Process
Identify Customer Needs
Understanding the needs of Customer is absolutely fundamental to identifying, specifying and justifying a product opportunity.
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29. Customer Needs Process
Define the Scope
Mission Statement
Gather Raw Data
Interviews
Focus Groups
Observation
Interpret Raw Data
Need Statements
Organize the Needs
Hierarchy
Establish Importance
Surveys
Quantified Needs
Reflect on the Process
Continuous Improvement
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30. Customer Needs Example: Cordless Screwdrivers
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31. Mission Statement Example: Screwdriver Project
Product Description
A hand-held, power-assisted device for installing threaded fasteners
Key Business Goals
Product introduced in 4th Q of 2000
50% gross margin
10% share of cordless screwdriver market by 2004
Primary Market
Do-it-yourself consumer
Secondary Markets
Casual consumer
Light-duty professional
Assumptions
Hand-held
Power assisted
Nickel-metal-hydride rechargeable battery technology
Stakeholders
User
Retailer
Sales force
Service center
Production
Legal department
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32. Identify Customer Needs
Design Process
Identify Customer Needs
Translating
‘ voice of customer’ into need statement.
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33. Five Guidelines for Writing Needs Statements
Customer Statement
Need Statement-Wrong
Need Statement-Right
“Why don’t you put protective shields around the battery contacts?”
The screwdriver battery contacts are covered by a plastic sliding door.
The screwdriver battery is protected from accidental shorting.
What Not How
“I drop my screwdriver all the time.”
The screwdriver is rugged.
The screwdriver operates normally after repeated dropping.
Specificity
Positive Not Negative
“It doesn’t matter if it’s raining, I still need to work outside on Saturdays.”
The screwdriver is not disabled by the rain.
The screwdriver operates normally in the rain.
Attribute of the Product
“I’d like to charge my battery from my cigarette lighter.”
An automobile cigarette lighter adapter can charge the screwdriver battery.
The screwdriver battery can be charged from an automobile cigarette lighter.
Avoid “Must” and “Should
“I hate it when I don’t know how much juice is left in the batteries of my cordless tools.”
The screwdriver should provide an indication of the energy level of the battery.
The screwdriver provides an indication of the energy level of the battery.
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34. Product Design Specifications (PDS)
Design Process
Product Design Specifications (PDS)
Also called as “technical specifications”.
Based on customer needs and benchmarks.
The precise description and measurable detail what the product has to do in order to be commercially successful .
Defines the requirements and constraints on a product being designed .
Reflect the customer needs , differentiate the product from the competitive products and technically and economically realizable.
A poorly prepared PDS can equally well reduce the chance of product success
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35. Design Process PDS Preparation
Involve translating customer needs into set of measurable specifications.
Example 1 :
Customer say : I need a kettle that enough to boil water.
Specification : Kettle working temperature is minimum 100ºC.
Example 2 :
Customer say : The bicycle must be light weight.
Specification : The bicycle total weight maximum 5 kg.
Example 3 :
Customer say : I need a power full computer to run CATIA software
Specification : ? Ghz , ? RAM , (follow the system requirement)
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36. PDS Elements Aesthetics Performance Installation Environment
Life in Service
Product Cost
Time Scale
Customer
Processes
Size
Weight
Shipping
Disposal
Etc.
Performance
Environment
Testing
Safety
Legal
Documentation
Quantity
Product Life Span
Materials
Ergonomics
Standards
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37. Product Specifications Example: Mountain Bike Suspension Fork
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38. Start with the Customer Needs
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39. Establish Metrics and Units
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40. Link Metrics to Needs
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41. Benchmark on Customer Needs
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42. Benchmark on Metrics
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43. Assign Marginal and Ideal Values
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44. Quality Function Deployment
Quality function deployment or "QFD" is a flexible and comprehensive group decision making technique used in product or service development, brand marketing, and product management.
QFD can strongly help an organization focus on the critical characteristics of a new or existing product or service from the separate viewpoints of the customer market segments, company, or technology-development needs.
The results of the technique yield transparent and visible graphs and matrices that can be reused for future product/service developments.
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45. Quality Function Deployment (House of Quality)
technical
correlations
relative
importance
engineering
metrics
customer
needs
benchmarking on needs
relationships between
customer needs and
engineering metrics
target and final specs
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46. The House of Quality 3 2 4 1 5 6 Customer requirements (what)
Design requirements (how)
Relationships between design requirements
Relationships between customer and design requirements
Competitor assessments
Technical competitive comparison/target values
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47. Week 2

48. Week 2

49. Week 2

50. Design & Development Process
5. Conclusion
4. Product design and development must consider various of type of generic product development process such market pull, technology push, platform product , process intensive and customized.
5. The concept development phase requires tremendous integration across the different functions on the development team.
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51. Design & Development Process
5. Conclusion
1. A Product Design and Development process is the sequence of steps an enterprise employs to conceive, design and commercialize a product.
2. Well-defined development process helps to assure product quality, facilitate coordination among teams members, plan the development project and continuously improve the process.
3. Product Development Process consist 7 steps :
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52. Week 2