Lecture #1: PD - Ch 1. Introduction

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Lecture #1: PD - Ch 1. IntroductionLecture #1: PD - Ch 1. Introduction

Ref: Product Design and Development by Karl T. Ulrich and Steven D. Eppinger, McGRAW-Hill

2011.2.8

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Ch 1 IntroductionCh 1 Introduction

Varieties of Product

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Ch 1 IntroductionCh 1 Introduction

Successful Products

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1.1. Characteristics of successful PDCharacteristics of successful PD

Successful product development Producible Marketable Profitable

Environment Friendly Social Benefits

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1.1. Characteristics of successful PDCharacteristics 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

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2. Who designs and develops products2. 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..

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2. Who designs and develops products2. Who designs and develops products

Lecture #1: PD - Ch 2. Lecture #1: PD - Ch 2. Development processes and Development processes and organizationsorganizations

Ref: Product Design and Development by Karl T. Ulrich and Steven D. Eppinger, McGRAW-Hill

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Ch 2. Development processes and Ch 2. Development processes and organizationsorganizations

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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

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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

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1. A Generic Development Process1. A Generic Development Process

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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

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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

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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

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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

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2. Concept development : The front-end 2. Concept development : The front-end processprocess

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2. Concept development 2. Concept development : The front-end process : 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

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Identifying customer needsIdentifying customer needs Need: Soften Surface

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Establishing target specifications IEstablishing target specifications INeed: Soften SurfaceSpec: Elasticity of Surface

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Establishing target specifications : QFD Establishing target specifications : QFD

Need: Soften SurfaceSpec: Elasticity of Surface Need: Solid Gripping (X)

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Competitive Benchmarking InformationCompetitive Benchmarking Information

Need: Soften Surface ( + )Need: Solid Gripping ( - )Spec: Benchmark - Elasticity of Surface

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Establishing target specifications II Establishing target specifications II

Need: Soften Surface ( + )Need: Solid Gripping ( - )Spec: 10 < Elasticity of Surface < 15

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(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

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Concept generation & selectionConcept generation & selection

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Concept Generation Concept Generation

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Need: Soften Surface ( + )Need: Solid Gripping ( - )Spec: 10 < Elasticity of Surface < 15

Al1 : One Body – Two layersAl2 : Two Body – Material 1Al3: Two Body – Material 2

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Concept SelectionConcept Selection


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(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

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Product Architecture Product Architecture


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Industrial DesignIndustrial Design

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Prototyping Prototyping

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PrototypingPrototyping

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Technical Model Technical Model

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Cost AnalysisCost Analysis

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(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

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Project Planning Project Planning

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Economic Analysis Economic Analysis

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Information System Information System

Lecture #1: PD - Ch 1. Introduction

Documents

development processes

pd ch

subsystem process

process plan

planningpd process

overall pd process

different processes

product design