1 Lecture #1: PD - Ch 1. Introduction Ref: Product Design and Development by Karl T. Ulrich and Steven D. Eppinger, McGRAW-Hill

2 Ch 1 Introduction  Varieties of Product

3 Ch 1 Introduction  Successful Products

4 1.Characteristics of successful PD  Successful product development Producible Marketable Profitable Environment Friendly Social Benefits

5 1.Characteristics of successful PD  Five more specific dimension to assess the performance Product quality  Customer needs  Robust and reliable (product) Product cost (Manufacturing cost)  Capital equipment  Tooling  Incremental cost for each unit Development time  Responsiveness to competitive forces  Responsiveness to technological development  Economic returns Development cost  Significant fraction of the investment Development capability  Capability to develop products more effectively and economically

6 2. Who designs and develops products  Product development interdisciplinary activity from all functions of a firm 3 central functions and others  Marketing  Design  Manufacturing  Other functions  Project team single team leader core team and extended team  core team: small  extended team: large - dozen, hundreds, thousands,…. supported by teams  at partner companies, suppliers, consulting firm, etc..

7 2. Who designs and develops products

Lecture #1: PD - Ch 2. Development processes and organizations Ref: Product Design and Development by Karl T. Ulrich and Steven D. Eppinger, McGRAW-Hill

9 Ch 2. Development processes and organizations

10 Ch 2. Development processes and organizations  Questions Standard development process for every company Role of experts from different functional areas Milestones dividing the overall PD process into phases PD organization, divided into groups corresponding to project or functions  Process Characteristics Process : intellectual & organizational than physical Some : detail, other : not describe processes Same enterprise follow different processes for different projects

11 Ch 2. Development processes and organizations  Necessity of well-defined processes Quality Assurance  ISO9000, FMEA, TS16949 Coordination  PD process – master plan defining  When - their contribution is needed.  Whom - exchange information and material. Planning  PD process contains natural milestones  Planning : timing of these milestones Management  PD process – benchmark for assessing performance of ongoing PD effort. Improvement  Documentation of PD process identify opportunities for improvement

12 1. A Generic Development Process

13 1. A Generic Development Process  Planning Corporate strategy Assessment of technology developments and market objectives Output : the project mission statement The target market for the product, business goals, key assumptions, and constraints  Concept development target market generate alternative product concepts select an alternative concept: form, function, features, spec. analysis of competitive products, economic justification of project

14 1. A Generic Development Process  System level design product architecture and division of it into subsystem and components assembly scheme output: geometric layout function spec. of subsystem process for assembly process  Detail design Complete spec of geometry, materials, tolerances, standard parts Manufacturing: process plan and tooling Output: control document for the product drawings or computer files geometry, process plan for fabrication and assembly

15 1. A Generic Development Process  Testing and refinement Construction and evaluation Early (alpha) prototypes  production - intent parts  same geometry and material properties for production version  verifying functional working and customer needs Later (beta) prototypes  parts supplied by intended production processes  evaluated internally and tested by customers in their own use environment  goal of beta proto - performance and reliability

16 1. A Generic Development Process  Production ramp-up Product is made using intended production system Train the workforce and workout remaining problems Artifacts-supplied to preferred customers Transition from production ramp-up to ongoing production  gradual and continuous

17 2. Concept development : The front-end process

18 2. Concept development : The front-end process (1) Identifying customer needs Function  understand customer’s needs  communicate them to PD team Output  customer needs statements  organized hierarchical list with weighting (2) Establishing target specifications Function  translation of customer needs into technological terms set early, refined with constraints Output  list of specifications  spec. consists of a metric and it’s target value

19 Identifying customer needs Need: Soften Surface

20 Establishing target specifications I Need: Soften Surface Spec: Elasticity of Surface

21 Establishing target specifications : QFD Need: Soften Surface Spec: Elasticity of Surface Need: Solid Gripping (X)

22 Competitive Benchmarking Information Need: Soften Surface ( + ) Need: Solid Gripping ( - ) Spec: Benchmark - Elasticity of Surface

23 Establishing target specifications II Need: Soften Surface ( + ) Need: Solid Gripping ( - ) Spec: 10 < Elasticity of Surface < 15

24 2. Concept development : The front-end process (3) Concept generation explore space of product concepts external search, creative problem solving, systematic exploration of the various solution fragments Output  10~20 concepts by sketch and brief descriptive text (4) Concept selection function:  concept is analyzed and sequentially eliminated  several iterations and additional concept generations & refinement output:  one preferred concept

25 Concept generation & selection

26 Concept Generation

27 Concept Generation Need: Soften Surface ( + ) Need: Solid Gripping ( - ) Spec: 10 < Elasticity of Surface < 15 Al1 : One Body – Two layers Al2 : Two Body – Material 1 Al3: Two Body – Material 2

28 Concept Generation

29 Concept Selection Al1 : One Body – Two layers Al2 : Two Body – Material 1 Al3: Two Body – Material 2

30 2. Concept development : The front-end process (5) Concept testing Verify with customer needs Assess the market potentials Idenifying any shortcomings (6) Setting final specifications function:  commit to specific values of metrics of constraint  limitations identified through technical modeling  trade-offs between cost and performance

31 Product Architecture Al1 : One Body – Two layers Al2 : Two Body – Material 1 Al3: Two Body – Material 2

32 Industrial Design

33 Prototyping

34 Prototyping

35 Technical Model

36 Cost Analysis

37 2. Concept development : The front-end process (7) Project planning function:  develop detailed development schedule  strategy to minimize development time  identifies the resources for project (8) Economic analysis function:  builds an economic model for product  justify continuation of PD program and to resolve specific trade-offs among development cost and manufacturing cost  late economic analysis & early economic analysis

38 Project Planning

39 Economic Analysis

40 Information System