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DesignStrategy

Lecture 1

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Design ThinkingProcess

Institute of Design at Stanford

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Changing Dimensions ofCompetition

Competitiveness today is more than everbased on product development capability.

Manufacturing:

Cost and Quality

P

roduct Development:

Features and Function

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Creating Valuethrough

ProductDevelopment:

Its all about theproduct.

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Why?

"oordination

#uality assurance

!lanning

Management

Improvement

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French

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Generic Product DevelopmentProcess

Planning Concept

Development

System-Level

Design

Detail

Design

Testing and

Refinement

Production

Ramp-Up

MissionApproval

ConceptReview

System SpecReview

Critical DesignReview

ProductionApproval

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Rapid teration PDProcess

Many Iteration Cycles

Planning Concept

Development

System-Level

Design

MissionApproval

ConceptReview

Cycle PlanReview

Design

CycleReview

Build Test Production

Ramp-Up

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Comple! System PDProcess

Planning Concept

Development

System-Level

Design

MissionApproval

ConceptReview

SystemReview

Design

ProductionApproval

Test

Design Test

Design Test

Design Test

Integrate

and Test

alidation

and Ramp-Up

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Pro!ect

Registration

Concept

Definition

"easi#ility

and Planning

Preliminary

Design

"inal

Design

Product

erification

Process

erification Launc$

Post-Launc$

%ssessment

RP

&

RP

'

RP

(

RP

)

RP

*

RP

+

RP

,

RP

RP

.

Tyco Product DevelopmentProcess

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Design "ctors

Mar$eting

Design

Manufacturing

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%ales

Design!rocess

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"ppeal

"reation

Satisfaction of societal and

individual needs

eam diversity

eam spirit

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Challenges

rade&offs

Dynamics

Details

ime pressure

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$ariants

echnology& !ush

(eneric )Mar$et !ull*

!latform !roducts

!rocess Intensive

"ustomi+ed

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#ront%&nd Process

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Concept DevelopmentProcess

I d e n t i f y

" u s t o m e r N e e d s

, s t a b l i s h

a r g e t

S p e c i f i c a t i o n s

( e n e r a t e

! r o d u c t

" o n c e p t s

e s t

! r o d u c t

" o n c e p t ) s *

S e t

- i n a l

S p e c i f i c a t i o n s

! l a n

D o . n s t r e a m

D e v e l o p m e n t

D e v e l o p m e n t

! l a n

M i s s i o n

S t a t e m e n t S e l e c t

! r o d u c t

" o n c e p t ) s *

! e r f o r m , c o n o m i c / n a l y s i s

B e n c h m a r $ " o m p e t i t i v e ! r o d u c t s

B u i l d a n d e s t M o d e l s a n d ! r o t o t y p e s

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Concept DevelopmentProcess

-ront&end of !D need not be a fu++y process0

Structured methods e1ist for each process step0 his is not strictly se'uential && generally a

parallel and iterative process0

IdentifyCustomer

eeds

!stablish"arget

Speci#cations

$enerateProduct

Concepts

SelectProduct

Concept%s&

Set'inal

Speci#cations

PlanDo(nstreamDevelopment

)issionStatem

ent

"estProduct

Concept%s&

DevelopmentPlan

Perform /conomic %nalysis

Benc$mar0 Competitive Products

Build and Test Models and Prototypes

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#uestions

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"pple' Simply (etter Products

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http233...0creativeblo'0com3product&design3e1amples&industrial&design&45454677

http233blog0u1pin0com3578934:&.orst&design&failures&of&all&times3

Good Design

Bad Design

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(lack ) Decker Snake *ight

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Target Prescription Pill(ottle

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(odum PavinaGlasses

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iRobotRoomba

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Summary%Chapter ,Product Development Process : a- Planning b- Concept Development c- System *evel

design d- Detail Design e- Testing and Re.nement f- Production Ramp up

'ront !nd Process : a- dentify Customer needs b- Set target speci.cations c- Conceptgeneration d- Concept Selection e- Concept Testing f& Setting #nal speci#cationsg-Pro/ect Planning h- &conomic "nalysis i- (enchmarking the competitors /- Prototype andmodels0

*dapting $eneric Development Process : a- Generic 1+arket Pull- b- TechnologyPush Products c- Process intensive products d- 2igh risk Products e- Customi3ed Productsf- 4uick (uild Products g- Comple! productsh& Platform Products

Process development 'lo( :Spiral is used for 4uick (uild Products and design andtest broken do5n into four parts used for comple! products 1"irplanes6 Ship (uilding

etc-0

Product development +rgani,ation :a& 'inancial *rrangement b& Physicallayout c& -eporting -elationshipIndividuals Classi#ed in : a& 'unction b& Proect c& )atri/ 0 %eavy(eight)atri/2 Light 3eight )atri/&

#unctional organi3ations are those in 5hich organi3ational links correspond to the

development functions Pro/ect organi3ations are those in 5hich the organi3ational links