Presentation on theme: "Chapter 1: Introduction"— Presentation transcript:
1Chapter 1: Introduction Product Design and DevelopmentFourth Editionby Karl T. Ulrich and Steven D. Eppinger
2Objectives Recap from session – 1 Importance of Product Development Presentation feed backUniversal design – state some examplesImportance of Product DevelopmentScope of Development EffortsRole of Structured MethodsBenefits of Integration
3Recap Recap from session – 1 Presentation feed back Universal design – state some examples,…project ideas?Refer slide: A design perspective on manufacturing competitiveness..Cost, Quality and Time to market are design problems more than manufacturing problems. …….Why?
4Importance of Product Development Is it important at all? ……Why?Note the goal: “The economic success of manufacturing firms depends on their ability to identify the needs of customers and to quickly create products that meet these needs and can be produced at low cost.”Is it a marketing problem?......Why?Is it a design problem?......Why?Is it a manufacturing problem? Why?Note : It is a product development problem involving all of these functions and more….
5Importance of Product Development This course deals with a collection of methods intended to enhance the abilities of cross-functional teams to work together to develop products.Points to ponder……w.r.t India:Where will you find such cross functional teams?If not then what? What are you doing now to overcome such limitations? In your School w.r.t your projects?See today’s Indian express (TNIE dated 27 July 2011): NASSCOM-Mckinsey Report. …..regarding employability of Indian graduates (both engg & non-engg)
6Characteristics of successful Product Development Profitability? …..”for-profit”enterprise?…. What about not-for profit enterprises?…Note: profitability is often difficult to assess quickly and directlyHigh performance along specific dimensions:Product Quality:Product Cost:Development time:Development cost:Development capability:Other stakeholders: …….product’s ability to create jobs?
7So…..Who Designs and Develops Products? Marketing – interaction between firm and customersDesign – defines physical form to meet customer needsEngineering design (mechanical, electrical etc.)Industrial design (aesthetics, ergonomics, user interfaces)Manufacturing – designs and operates the production system (extending to supply chain issues)
8Who Designs and Develops Products? Exh 1-2: Product development team for an electromechanical product of modest complexity
9Examples of engineered, discrete, physical products
10Duration & Cost of Product Development Note: External teams may be large
11The Challenges of Product Development Trade-weight vs. manufacturing cost (e.g. airplanes)Dynamics – Improved technologies, changing customer pref.Details – Screws or snap fitsTime pressure – quick decisions without complete info.Economics – Return on investmentPlus…..Creation – process intensely creativeSatisfaction of societal and individual needsTeam diversity – many different skills & talentsTeam Spirit – colocated…..”physical or virtual”
12Structured MethodsThe integrative methods to facilitate problem solving and decision making among people with different disciplinary perspectives.First: they make decision process explicit, allowing everyone on the team to understand the decision and reducing the rationale of moving forward with unsupported decisions.Second, important activities are not forgotten – “checklists”Third, these methods are self-documenting (for future reference of newcomers)[The methods are a starting point for continuous improvement]
13Organizational Realities Assumption: Teams work in a conducive environment in support of organizational goals.Reality…Dysfunctional product development teams.Lack of empowerment of the teamFunctional allegiances transcending project goalsInadequate resourcesLack of cross-functional representation on the project team.