Industrial Design

Teaching materials to accompany:

Product Design and DevelopmentChapter 11

Karl T. Ulrich and Steven D. Eppinger5th Edition, Irwin McGraw-Hill, 2012.

Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger5th edition, Irwin McGraw-Hill, 2012.

Chapter Table of Contents:1.Introduction2.Development Processes and Organizations3.Opportunity Identification4.Product Planning5.Identifying Customer Needs6.Product Specifications7.Concept Generation8.Concept Selection9.Concept Testing10.Product Architecture11.Industrial Design12.Design for Environment

13.Design for Manufacturing14.Prototyping15.Robust Design16.Patents and Intellectual Property17.Product Development Economics18.Managing Projects

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Outline

• Goals for ID

• ID expenditures

• Importance of ID

• ID process and timing

• ID roles

• ID quality assessment

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ID Importance to product design

• Ergonomics – Ease of use– Ease of maintenance– User interaction with the product– Minimum knowledge of using it safety.

• Aesthetics– Amount of product differentiation required– The importance of pride of ownership, image.– Motivation to the design team (for their pride in

product)

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ID goals

• Product utility– safe, easy to use, and intuitive

• Appearance– form, line, proportion, and color

• Communication of corporate image– through the visual quality

• Ease of maintenance and repair• Low (mfg) costs

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The ID Process

1. Investigate customer needs

2. Conceptualize

3. Preliminary refinement

4. Further and final concept selection

5. Control drawings of the final concept

6. Coordinate with engineering and production.

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Product types from the ID point of view

• Technology-driven products– Engineering or technical requirement is paramount– ID has little involvement– Extreme cases of Intel chips and GE engines

• User-driven products– Usually there is a high degree of user interaction for these

products. – The functionality and/or its aesthetic appeal are important– ID works closely with marketing and engineering throughout

the process.

• Classification of some common products– See exhibit 11-8 on page 222

Three Design Challenges

People

“desirable”

Technical

“feasible”

Business

“viable”

Source: IDEO

Technology or User Driven?

Technology or User Driven?

Technology or User Driven?

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Timing of ID involvement

• Technology-driven products– During the later phases of product development

• In concept generation for user interface• In concept testing for for customers for feedback.• In detailed design and refinement for packaging and marketing

• User-driven products– Throughout the entire process

• In need analysis for identifying customer needs.• In concept generation for creating multiple concepts• In concept testing for creating models• In system level design for refining promising concepts• IN detailed design for selecting final concept and coordinating

eng-mfg.-marketing efforts.

– See Exhibit 11.10 on page 223

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Tech- vs. User-Driven Products

Technology-Driven Products

Hard Disk Drive

User-Driven Products

Super Computer Laptop Computer

Automobile

Mobile Phone

Desktop Computer

Office Chair

Coffee Maker

Camera

Wrist Watch

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Quality assessment of ID

• User interface– Intuitive, safe, comfort, easy to use

• Emotional appeal– Attractive, exciting, pride of owning and being o the team

• User’s ability to maintain and repair product– Easy, intuitive

• Appropriate use of resources– Value (quality vs. cost)

• Product differentiation– Easy to stand out, recognize, & remember. – Fit with or enhance corporate identity

Industrial Design Chapter Example:

Motorola RAZR

Motorola “Flip Phones”

MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)

Concept Sketches and Rendering

Soft and Hard Models

Control Models and CAD Models

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ID expenditures

• Depending on the product type– Hand-held medical instrument are the

highest in terms of budget %– Technology-driven products are the lowest– See Exhibit 10-2 on page 192 for details

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ID Costs Breakdown

• Direct costs of ID services

• Mfg. costs to implement ID creations

• Costs of extended lead time for ID

Cost of Industrial Design

Percentage of Product Development Budget Spent on Industrial Design (%)

Total Expenditures on Industrial Design ($) thousands

30

20

10

0

10 100 1,000 10,000 100,000

Hand-Held Medical Instrument

Hand-Held Vacuum

Mobile Phone

Jumbo JetAutomobileMedical Imaging Equipment

Large-Scale Medical Equipment

Industrial Food Processing Equipment

Hand-Held Power Tool

Desktop Computer Peripheral

Other Images

Industrial Design Chapter Example:

Motorola RAZR

Motorola “Flip Phones”

MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)

Concept Sketches and Rendering

Soft and Hard Models

Control Models and CAD Models

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