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PRODUCT DESIGN AND PRODUCT DESIGN AND DEVELOPMENTDEVELOPMENT

Dr. Abdullah F. Al-DwairiDr. Abdullah F. Al-Dwairi

IE Dept., JUSTIE Dept., JUST

General OutlineGeneral Outline

IntroductionIntroduction Some DefinitionsSome Definitions Product Design versus DevelopmentProduct Design versus Development Design Fundamental RulesDesign Fundamental Rules Concurrent EngineeringConcurrent Engineering

IntroductionIntroduction

The MIJC: a step towards establishing The MIJC: a step towards establishing a product design culture.a product design culture.

The goal of this course is to give you The goal of this course is to give you the tools to develop an efficient the tools to develop an efficient design process regardless of the design process regardless of the product being designed.product being designed.

Definitions (1/3)Definitions (1/3)

ProductProduct:: A term used to describe all A term used to describe all goods, services, and knowledge sold.goods, services, and knowledge sold.

Definitions (2/3)Definitions (2/3)

A Product DevelopmentA Product Development Process Process is the is the entire set of activities required to bring a entire set of activities required to bring a new product concept to a state of market new product concept to a state of market readiness.readiness.

PD is the organization and management of PD is the organization and management of people and the information they develop people and the information they develop in the evolution of a product.in the evolution of a product.

Definitions (3/3)Definitions (3/3)

A Design Process A Design Process is the set of is the set of technicaltechnical activities within a PD activities within a PD process that work to meet marketing process that work to meet marketing and business case vision.and business case vision.

Six Phases of PDSix Phases of PD

1.1. PlanningPlanning

2.2. Concept developmentConcept development

3.3. System-level designSystem-level design

4.4. Detail designDetail design

5.5. Testing and refinementTesting and refinement

6.6. Production ramp-upProduction ramp-up

Product TypesProduct Types

Market-Pull Products (furniture, Market-Pull Products (furniture, sporting goods, tools)sporting goods, tools)

Technology-Push Products (Cellular Technology-Push Products (Cellular phones, ABS, Medical equipment) phones, ABS, Medical equipment)

The Life of a ProductThe Life of a Product Identification of needIdentification of need Development of engineering requirementsDevelopment of engineering requirements Design concept developmentDesign concept development Product designProduct design ManufacturingManufacturing AssemblyAssembly DistributionDistribution InstallationInstallation UseUse Retirement, disassembly, reuse, and recycle.Retirement, disassembly, reuse, and recycle.

Product Conceptual Product Conceptual DesignDesign

Design = Science + ArtDesign = Science + Art

FORM and FUNCTIONFORM and FUNCTION

The product FORM should reflect its The product FORM should reflect its FUNCTIONFUNCTION

FUNCTION = What the product is to doFUNCTION = What the product is to do FORM = How the product is to do its FORM = How the product is to do its

FUNCTIONFUNCTION

FORM = Shape (geometry), Material, FORM = Shape (geometry), Material, Connections, Energy and Material Connections, Energy and Material Flow, Operation Procedure Flow, Operation Procedure (Information Transfer), etc….(Information Transfer), etc….

Design is the process of mapping Design is the process of mapping function to form.function to form.

Design problems have many Design problems have many satisfactory solutions and no clear satisfactory solutions and no clear best solutionbest solution

Two Fundamental “Rules’ of Two Fundamental “Rules’ of DesignDesign

I. The Function Rule: I. The Function Rule:

Design requirements should be Design requirements should be satisfied Independently…Hard to satisfied Independently…Hard to achieve!achieve!

II. The Form Rule: II. The Form Rule:

The design must have the least The design must have the least possible information content.possible information content.

Fundamental Rules UpdatedFundamental Rules Updated

I. The Function Rule: I. The Function Rule:

Design requirements must be Design requirements must be satisfied uniformly.satisfied uniformly.

II. The Form Rule: II. The Form Rule:

The design must have the shortest The design must have the shortest production path.production path.

The Golden TriangleThe Golden Triangle

Effectiveness of the design process is measured Effectiveness of the design process is measured by:by:

1.1. Product costProduct cost

2.2. Product qualityProduct quality

3.3. Time to market (TTM)Time to market (TTM)

The Design ParadoxThe Design Paradox The more you learn the less freedom you The more you learn the less freedom you

have to use what you know.have to use what you know. CE relieves this difficulty.CE relieves this difficulty.

Design Process EvolutionDesign Process Evolution

Craftsmanship – one person could Craftsmanship – one person could design and manufacture an entire design and manufacture an entire productproduct

By the middle of the 20By the middle of the 20thth century: century: over-the-wall approach.over-the-wall approach.

From the late 1980s: concurrent From the late 1980s: concurrent engineering approach (CE).engineering approach (CE).

The Over-The-Wall Design MethodThe Over-The-Wall Design Method

Concurrent Engineering (CE)Concurrent Engineering (CE)

CE emphasizes the integration of cross-CE emphasizes the integration of cross-functional TEAMS to develop the product.functional TEAMS to develop the product.

The use of teams, including all the The use of teams, including all the stakeholders, eliminates many of the stakeholders, eliminates many of the problems with the over-the-wall method.problems with the over-the-wall method.

Stakeholders = people who have a Stakeholders = people who have a concern for the product.concern for the product.

Controllable Variables in CEControllable Variables in CE

The CE Design TeamThe CE Design Team

A team may be defined as two or more A team may be defined as two or more persons engaged in a common goal, who persons engaged in a common goal, who are dependent on one another for results, are dependent on one another for results, and who have joint accountability for the and who have joint accountability for the outcomes.outcomes.

The PRIDE principle should be followed in The PRIDE principle should be followed in any product development project – any product development project – PPurpose, urpose, RRespect, espect, IIndividuals, ndividuals, DDiscussions, and iscussions, and EExcellencexcellence

Members of Design TeamsMembers of Design Teams Product design engineerProduct design engineer Marketing managerMarketing manager Manufacturing engineerManufacturing engineer DrafterDrafter TechnicianTechnician Materials specialistMaterials specialist Quality control/quality assurance specialistQuality control/quality assurance specialist AnalystAnalyst Industrial designerIndustrial designer Assembly managerAssembly manager Vendor’s or supplier’s representativeVendor’s or supplier’s representative

Summary (1/2)Summary (1/2)

Product design is a part of the Product design is a part of the product development process.product development process.

PD must be centered on the PD must be centered on the CUSTOMER. The Japanese say: Listen CUSTOMER. The Japanese say: Listen to the VOC!to the VOC!

Design is a process of function-to-Design is a process of function-to-form mapping.form mapping.

Summary (2/2)Summary (2/2)

Success at PD is measured by Cost, Success at PD is measured by Cost, Quality, and TTM.Quality, and TTM.

Concurrent Engineering = early Concurrent Engineering = early involvement of stakeholdersinvolvement of stakeholders

CE suggests an integrated product CE suggests an integrated product and process design (IPPD)and process design (IPPD)

Early phases of design are the most Early phases of design are the most critical to the design success.critical to the design success.