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Chapter 4:Product Design Management
LIM Soon Chong, Johnson (Ph.D.)
Universiti Tun Hussein Onn Malaysia (UTHM)
BBT 41002 (PPG), v2.0
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Outline I
1 Product Design and DevelopmentIntroductionWho are the designers?Product Life CycleProduct Development Process
2 Understanding Design NeedsWhat do customers want?Design OpportunitiesKanos ModelQuality Function Deployment
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Outline II
3 Product Planning and Development StrategiesOne-of-a-Kind ProductionMass ProductionMass CustomizationProduct Family Design
4 Technology in DesignComputer-Aided Design(CAD)Computer-Aided Manufacturing(CAM)CAD/CAM SystemComputer-Aided Engineering (CAE)
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Outline III
5 Future of ManufacturingAdditive ManufacturingAugmented RealityProduct Service System
6 References
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Product Design and Development Introduction
What is a product?
ProductA product is something sold by an enterprise to its customers [3]. In thetechnical or engineering perspective, the term refers to engineered product.
Examples:
Phillips iPod Speaker Dock Oral-B electric toothbrush
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Product Design and Development Who are the designers?
Who design and develop products?
Product design and development is an interdisciplinary activity that is oftenachieved by a team of people (in a design team) with different skills andexperience and plays different roles in the team. Three functions that arecentral to a product development project [3]:
Marketing: The marketing function mediates the interaction between the firmand its customers. Marketing function identify product opportunities, marketsegments and identify customer needs.
Design: Design function basically define the physical form (and alsonon-physical aspects) of a product to meet customer needs. These includeengineering design (mechanical, electrical, software, etc.) and industrial design(aesthetics, ergonomics, user interfaces, packaging, etc.)
Manufacturing: Manufacturing function is associated with designing, operatingand/or coordinating the production system in order to produce the product.These includes determining suitable manufacturing processes, purchasingdecisions, material flow and logistics, etc.
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Product Design and Development Who are the designers?
Voltswagen New Beetle Facts [3]:
Annual Production of 100,000 units/yr, $20,000 per unit
Number of unique parts: 10,000
Development time: 3.5 yrs
Development team: 800 people (internal) & 800 people (external)
Development cost: $400 million
Production investment: $500 million
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Product Design and Development A Products Life Cycle
Product Lifecycle I
Figure 1 : A products lifecycle [2]
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Product Design and Development A Products Life Cycle
Product Lifecycle II
The four phases in the lifecycle of a product[2]:
Introductory Phase: large initial expenditure on product research,development, modification and enhancement.
Growth Phase: product design has begun to stabilize, and effective forecastingof capacity requirements is necessary. Management of production planning,supply chain, etc. to cover increased product demand is necessary throughupgrading existing capacity.
Maturity Phase: product is matured and competitors are present. Strategies forprofitability and market share include cost control, reductions in options, andhigh-volume production.
Decline Phase: market needs are declining with introduction of new products oremergence of new technology. Production should be slowed down or eventerminated for cost control.
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Product Design and Development Product Development Process
Product Development Process
Product Development Stages[2]:
Understanding DesignNeeds/Requirements
Functional and ProductSpecifications
Design Review andPrototype Testing
Product-to-Market
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Understanding Design Needs What do customers want?
What do customers want?
Figure 2 : How do we capture voice of customers? [4]
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Understanding Design Needs Design Opportunities
Design Opportunities I
New product opportunities may comes from [2]:
Understanding the customer: premier issue in new product development.Companies must be sensitive to the market changes and particularly the needsof lead users, i.e. users that are well ahead of market trends and have needsthat go far beyond those of average users.
Economic change: e.g. increased income per capita, economic recession, etc.may affect the demand of products.
Sociological and demographic change: decreased family size may affect thesize preference for family car, mobile lifestyle changes may affect mobile phonedesign, etc.
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Understanding Design Needs Design Opportunities
Design Opportunities II
Technological change: introduction of new technology enabling possible newproducts to be introduced to market (e.g. iPod, artificial organs, solar charger,etc.)
Political/Legal change: new trade agreements, new laws may affect productdesign (e.g. environmental protection laws implicate new greener vehicledesign).
Others: professional standards, new market practice, etc.
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Understanding Design Needs Kanos Model
Kanos Model
Figure 3 : Kanos Model
Dissatisfier: is a productcharacteristic that customer takes forgranted, but may not tell you. If itsmissing, that will causedissatisfaction.
Satisfiers: are the explicit customerswants. The more, the better.
Delighter: is a pleasant surprise(Wow! Factor ). It is optional but wontcause any trouble when it is absent.
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Understanding Design Needs Quality Function Deployment
Quality Function Deployment I
DefinitionA method for developing a design quality aimed at satisfying the consumer andthen translating the consumers demand into design targets and major qualityassurance points to be used throughout the production phase [1].
QFD was founded by Profesor Shigeru Mizuno and Yoji Akao in the 1960s
QFDs basic idea is to transform Voice of Customers (VoCs) into specificdesign requirements
QFD starts by obtaining VoCs, and then systematically transformed it intotechnical requirements
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Understanding Design Needs Quality Function Deployment
Quality Function Deployment II
House of Quality (HoQ) is a graphicalapproach for QFD
Consists of several areas, such as:
1 Voice of Customers (VoCs)2 Technical Requirements3 Relationship Matrix4 Requirement Priorities5 Competitive Evaluation6 Targeted Values7 Technical Evaluation
Left: House of Quality [2]
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Understanding Design Needs Quality Function Deployment
Quality Function Deployment III
A sample of filled HoQ for designing a Camera:
1 Determine what customer wants (VOCs)from market survey.
2 Translate VOCs into design and processattribute targets.
3 Customers importance ratings inserted
4 Designers evaluate each VOC withdesign attributes and give their rating.
5 Designers importance ratings arecalculated
6 Competitive analysis is performed
7 Design teams finalized on targetedattribute values as engineering goal.
8 Evaluations on these targeted values arerecorded under technical evaluation.
Left: House of Quality of a Camera [2]
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Understanding Design Needs Quality Function Deployment
Quality Function Deployment IV
Figure 4 : Cascading HoQs [2]
Full extension of QFD can be cascaded through the product introductionprocess via process selection, manufacturing operations and quality control [2].
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Product Planning and Development Strategies One-of-a-Kind Production
One-of-a-Kind Production
NASAs GPS Satellite Wikipedia Image
Production strategy where products are produced in small batches and driven bycustomer orders [7]
Some Concepts [7]:1 Make to Stock: only distribution is customer-order driven2 Assembly to Order: assembly and distribution are customer-order driven3 Make to Order: purchasing, component manufacturing, assembly and
distribution are customer-order driven4 Engineer to Order: product design is customer-order driven
Examples: Luxury vessels, space equipments, etc.
Low productivity and high production costsJohnson Lim, Ph.D. (UTHM) Industrial Management BBT 41002 19 / 34
Product Planning and Development Strategies Mass Production
Mass Production
Fords Assembly Line for Model-T, year1913 (Wikipedia Image)
Ford is the early manufacturer thatpopularized the idea of mass productionin the early 1910s till 1920s
Reduced time to market withstandardized parts, components, andassembly processes
The introduction of assembly line wherespecific workers are working on specificpart of a product
Components and parts can be producedin high precision with significantly lowercosts
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Product Planning and Development Strategies Mass Customization
Mass Customization
Nokia 5110, first customizable phone(Nokia)
The use of flexible computer-aidedmanufacturing systems to producecustomizable products that are nearmass production efficiency.
Among the strategies of masscustomization, modular design is onepopular methodology adopted where aproduct is consists of a combination ofhighly customizable and easilysegmented modules. This ensureseasier process for product development,subsequent upgrade and repair.
Another strategy is late differentiation,where customization occurs near thepoint of distribution (e.g. power adaptersfor different countries).
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Product Planning and Development Strategies Product Family Design
Product Family Design I
Product Family Design (PFD) is a collection of similar product variantsthat share common features, but yet each possesses some specificfunctions which are distinguished in order to fulfill some alertnichecustomer requirements
There are two types of product family:1 Scalable PFD: where a family of products adopted common design
parameters (e.g. stretching)2 Modular PFD: where a family of products share similar or common product
modules
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Product Planning and Development Strategies Product Family Design
Product Family Design II
Figure 5 : Example of a Scalable Product Family (Boeing)
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Product Planning and Development Strategies Product Family Design
Product Family Design III
Figure 6 : Example of a Modular Product Family
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Product Planning and Development Strategies Product Family Design
Design for X
DFMA for improved assembly process [4]
X indicates a wide range of design focus. Design for X refers to a set of designknow-how that are focused in improving the X domain.
Design for manufacture and assembly: focuses on the effect of design onassembly. Allows designers to examine the integration of product designs beforethe product is manufactured.
Design for Disassembly: focuses on the disassembly of products afterexpiration
Design for Environment: focuses on reducing the environmental impact duringthe design, manufacturing process, consumption and disposal of products.
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Technology in Design Computer-Aided Design(CAD)
Computer-Aided Design(CAD)
A sample of 3D CAD Model (Wikipedia Image)
Computer-aided design (CAD) refers to the use of computers tointeractively design products and prepare engineering documentationSpeed and ease with which sophisticated designs can be manipulated,analyzed and modified with CAD makes review of numerous optionspossible before final commitments are madeFaster development, better products, accurate flow of information to otherdepartments
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Technology in Design Computer-Aided Manufacturing(CAM)
Computer-Aided Manufacturing(CAM)
A 5-axis machining center (Makino Corp.)
The use of specialized computer programs to direct and controlmanufacturing equipment for manufacturing purpose
When CAD information is translated into instructions for CAM, the resultsof these two technologies is CAD/CAM
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Technology in Design CAD/CAM System
CAD/CAM System
The benefit of CAD/CAM System:
Product quality: CAD permits the designer to investigate more alternatives,potential problems, and dangers
Shorter design time: a shorter design phase lowers cost and allows a morerapid response to the market
Production cost reductions: Reduced inventory, more efficient use ofpersonnel through improved scheduling, and faster implementation of designchanges lower costs.
Database availability: Provides information for other manufacturing softwareand accurate product data so everyone is operating from the same information,resulting in dramatic cost reduction
New range of capabilities: The abilities to rotate and depict objects in 3D form,to check clearance, to relate parts and attachments, and to improve the use ofnumerically controlled machine tools - all provide new capabilities formanufacturing.
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Technology in Design Computer-Aided Engineering (CAE)
Computer-Aided Engineering (CAE)
Structural Analysis (Wikipedia Image)
The use of computer software to simulate performance in order to improveproduct designs or assist in the resolution of engineering problems for a widerange of industries. This includes simulation, validation, and optimization ofproducts, processes, and manufacturing tools.
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Future of Manufacturing Additive Manufacturing
Additive Manufacturing
MakerBot Replicator 2 (MakerBot)
Additive manufacturing refers to technologies that create objects throughsequencing layering [5]. Example: 3D Printing.
Objects that are manufactured additively can be used anywhere throughout theproduct life cycle, from pre-production (i.e. rapid prototyping) to full-scaleproduction (i.e. rapid manufacturing) in addition to tooling applications andpost-production customization [5].
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Future of Manufacturing Augmented Reality
Augmented Reality
Virtual Assembly (Microsoft Future Vision)
AR is a live, direct or indirect, view of physical, real-world environment whoseelements are augmented by computer-generated sensory input such as sound,video, graphics or GPS data [6].
Applications in design engineering: virtual assembly, CAD model visualization,virtual product experimentation, etc.
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Future of Manufacturing Product Service System
Service Design
An Example of Service (DiGi Mobile)
Designing product & service bundle thatare appealing to customer is achallenging task
Service is an intangible products that isalso crucial towards customersatisfaction
Service design requires customerinvolvement and at times customer mayparticipate in the design process(customizable services)
As with products, services can also bemodularized for easier customization
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References
References I
[1] AKAO, Y. Quality Function Deployment - Integrating Customer Requirements intoProduct Design. Productivity Press, 2004.
[2] HEIZER, J., AND RENDER, B. Operations Management. Prentice Hall, 2008.
[3] ULRICH, K. T., AND EPPINGER, S. D. Product Design and Development, 5th ed.McGraw-Hill, 2012.
[4] VONDEREMBSE, M., AND WHITE, G. Core Concepts of Operations Management.Wiley Press.
[5] WIKIPEDIA. 3d printing.
[6] WIKIPEDIA. Augmented reality.
[7] WORTMANN, J. Towards one-of-a-kind production: The future of europeanindustry. Advances in Production Management Systems (1991).
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References
The End
Thank You.
Johnson Lim, Ph.D. (UTHM) Industrial Management BBT 41002 34 / 34
Product Design and DevelopmentIntroductionWho are the designers?Product Life CycleProduct Development Process
Understanding Design NeedsWhat do customers want?Design OpportunitiesKano's ModelQuality Function Deployment
Product Planning and Development StrategiesOne-of-a-Kind ProductionMass ProductionMass CustomizationProduct Family Design
Technology in DesignComputer-Aided Design(CAD)Computer-Aided Manufacturing(CAM)CAD/CAM SystemComputer-Aided Engineering (CAE)
Future of ManufacturingAdditive ManufacturingAugmented RealityProduct Service System
References
