Introduction

Teaching materials to accompany:

Product Design and Development
Chapter 1
Karl T. Ulrich and Steven D. Eppinger
5th Edition, Irwin McGraw-Hill, 2012.
Research and Development
Structured methods
Planned timing
Predictable outcome
Short term
R D
Loosely structured
Difficult to plan
Less predictable
Medium term
Discovery process
No set timing
Unpredictable returns
Long term
T
Basic
Research
Technology
Development
Product
Development
Changing Dimensions of
Competition
Competitiveness today is more than ever based
on product development capability.
Manufacturing:
Cost and Quality
Product Development:
Features and Function
Creating Value through
Product Development:

Its all about the product.
Apple: Simply Better Products
Black & Decker Snake Light
GoodGrips Angled
Measuring Cups
Target Prescription Pill Bottle
Bodum Pavina Glasses
iRobot Roomba
Product Design and Development
Karl T. Ulrich and Steven D. Eppinger
5th edition, Irwin McGraw-Hill, 2012.
1. Introduction
2. Development Processes and Organizations
3. Opportunity Identification
4. Product Planning
5. Identifying Customer Needs
6. Product Specifications
7. Concept Generation
8. Concept Selection
9. Concept Testing
10. Product Architecture
11. Industrial Design
12. Design for Environment
13. Design for Manufacturing
14. Prototyping
15. Robust Design
16. Patents and Intellectual Property
17. Product Development Economics
18. Managing Projects
Textbook
uevelopmenL rocesses and
Crganlzauons

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Concept Development Process
Identify
Customer Needs
Establish
Target
Specifications
Generate
Product
Concepts
Test
Product
Concept(s)
Set
Final
Specifications
Plan
Downstream
Development
Development
Plan
Mission
Statement
Select
Product
Concept(s)
Perform Economic Analysis
Benchmark Competitive Products
Build and Test Models and Prototypes
Generic Product Development
Process
Planning
Concept
Development
System-Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Mission
Approval
Concept
Review
System Spec
Review
Critical Design
Review
Production
Approval
Rapid Iteration PD Process
Many Iteration Cycles
Planning
Concept
Development
System-Level
Design
Mission
Approval
Concept
Review
Cycle Plan
Review
Design
Cycle
Review
Build Test
Production
Ramp-Up
Complex System PD Process
Planning
Concept
Development
System-Level
Design
Mission
Approval
Concept
Review
System
Review
Design
Production
Approval
Test
Design Test
Design Test
Design Test
Integrate
and Test
Validation
and Ramp-Up
Concept Development Process
Front-end of PD need not be a fuzzy process.
Structured methods exist for each process step
(see text chapters 4 to 8).
This is not strictly sequential -- generally a
parallel and iterative process.
Identify
Customer
Needs
Establish
Target
Specifications
Generate
Product
Concepts
Select
Product
Concept(s)
Set
Final
Specifications
Plan
Downstream
Development
Mission
Statement
Test
Product
Concept(s)
Development
Plan
Perform Economic Analysis
Benchmark Competitive Products
Build and Test Models and Prototypes
VERIFY DEFINE
Project
Registration
Concept
Definition
Feasibility
and Planning
Preliminary
Design
Final
Design
Product
Verification
Process
Verification
Launch
Post-Launch
Assessment
CONCEIVE DESIGN OPTIMIZE
RP
1
RP
2
RP
3
RP
4
RP
5
RP
6
RP
7
RP
8
RP
0
Tyco roducL uevelopmenL rocess
Tyco roducL uevelopmenL rocess
Opportunity Identification

Teaching materials to accompany:
Product Design and Development
Chapter 3
Karl T. Ulrich and Steven D. Eppinger
5th Edition, Irwin McGraw-Hill, 2012.
Opportunities Begin the Product Planning
and Product Development Processes
Planning
Concept
Development
System-Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Opportunity Tournament
Exceptional Opportunities
Pharmaceutical
Drug Development
Hollywood Film Studios
Opportunity Identification
Example
50
opportunities
7
selected
3
explored
1
mission
statement
1
PD
process
1
product
launch
FroliCat Sway
Opportunity Funnel
Automobile Concepts
Source: Lunar Design
Product Naming Tournament
The Funnel in Various
Industries
Where do opportunities come from?
Source:
Terwiesch and Ulrich survey of 524 managers in diverse
service and product industries, October 2006.
What drives the quality of the opportunities?
! Mean quality of the opportunity identification process.
! Variance in quality of the opportunity identification process.
! Number of draws from the opportunity identification process.
! Accuracy of discerning the best subset of opportunities generated.
Project Down selection:
The PD Process Funnel
Planning
Concept
Development
System-Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up