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

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 Week 2

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. . Week 2

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 Week 2

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 Week 2

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 Week 2

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. Week 2

Design & Development Process Product Design Example 1 : Band Aids Dispenser Week 2

Design & Development Process Product Design Example 2 : Rear seat Work Space Week 2

Design & Development Process Product Design Example 3 : Laptop Cable Organizer Week 2

Design & Development Process Product Design Example 4 : Ironing Board Week 2

Design & Development Process Product Design Example 5 : Sugar Dispenser Week 2

Design & Development Process Product Design Example 6: Swivel Car Seat Week 2

Design & Development Process Product Design Example 7: Baby Formula Dispenser Week 2

Design & Development Process Product Design Example 8: Pensafe Safety Hook Week 2

Partial Design Segmentation Week 2

Total Design Model Week 2

Characteristics of Total Design Customer/client drive Multi-disciplinary Team based Creative and unpredictable Characterised by periods of divergent and convergent thinking Week 2

The Total Design Core Market (user need) Product Design Specification Conceptual Design Detail Design Manufacture Sell Week 2

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 Week 2

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. Week 2

Total Design Activity Model Week 2

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 Week 2

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) Week 2

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. Week 2

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. Week 2

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. Week 2

Identify Customer Needs Design Process Identify Customer Needs Understanding the needs of Customer is absolutely fundamental to identifying, specifying and justifying a product opportunity. Week 2

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 Week 2

Customer Needs Example: Cordless Screwdrivers Week 2

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 Week 2

Identify Customer Needs Design Process Identify Customer Needs Translating ‘ voice of customer’ into need statement. Week 2

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. Week 2

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 Week 2

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) Week 2

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 Week 2

Product Specifications Example: Mountain Bike Suspension Fork Week 2

Start with the Customer Needs Week 2

Establish Metrics and Units Week 2

Link Metrics to Needs Week 2

Benchmark on Customer Needs Week 2

Benchmark on Metrics Week 2

Assign Marginal and Ideal Values Week 2

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. Week 2

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 Week 2

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 Week 2

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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. Week 2

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 : Week 2

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