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Product Development Process Overview

Human Interface Design
Fall 2013
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Order of Presentation
Product Development Process (PDP) Definition
Types of Product Development Processes
PDP Steps Overview
Conclusion
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Product Development Definition
Product: Something sold by an enterprise to its customers
(Ulrich & Eppinger, PDD)
Hardware: examples?
Software: examples?
Services: examples?
Product Service System: examples?
Product Development: Set of activities beginning with the
perception of a market opportunity and ending in the production,
sale, and delivery of a product. (Ulrich & Eppinger, PDD)
Need to be structured
Need to have check points and thresholds
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Type of Product Development Processes
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Phase-Gate Process
Commonly used process for many companies
For each phase, several methods and tools are available to
accomplish tasks at hand
Planning: product portfolio, product platform, etc
Concept development: customer need, brain storming,
TRIZ, etc
System level design: product architecture design
Detailed design: DFX (assembly, usability, manufacturing..)
Testing: prototyping, DOE
Ulrich & Eppinger (PDD)
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Type of Product Development Processes
Agile Development Process
Commonly used process for software
development
Example: Spiral, Scrum
Boeham (1988)
Characteristic Stage-Gate Agile
Type of Model Macro-planning Micro-planning, project
management
Scope Idea-to-Launch, end-to-end Development & Testing stages
only
Organizational
Breath
Cross-functional: Development (RD&E or
technical), Marketing, Sales, Operations
Technical (software code writers,
engineers, IT people)
End Point A launched new product in the market Developed and tested working
software product
Decision Model Investment model: Go/Kill involves a
senior governance group
Largely tactical: the actions
needed for the next sprint
www.stage-gate.com
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PDP Step Overview
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
We will focus on Phase-Gate type PDP in this lecture
Discussion of methodologies and tools for each stage (from the
Ulrich & Eppinger PDD textbook & instructors own experience)
Planning
Concept development
System level design
Detail design
Testing and refinement
Others
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PDP Step Overview: Planning
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Product planning: identifying the need to develop a specific product
Planning input comes from
Corporate marketing strategy
Customers
Competitors
Research
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PDP Step Overview: Planning
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Corporate strategy: Fill the product portfolio gap
Low
Mid
High
Where is the gap
in the market
segment?
SegA
Seg B
Seg C
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PDP Step Overview: Planning
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Low
Mid
High
SegA Seg B Seg C
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PDP Step Overview: Planning
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
How to fill the gap in a strategic way?
Implementation of platform strategy
Use of common elements (interface, components, assembly
lines) for several products
Benefit: economy of scale, inventory reduction, faster product
development time
Disadvantages: possible cannibalization, loss of performance of
high end product, resistance to future innovation
Consider business case (expected ROI, NPV)
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PDP Step Overview: Planning
VW Golf IV
(3+5 door, station
wagon, convertible,
and Minivan)
VW Bora
(Bora sedan, coupe,
convertible, and
station wagon)
VW Beetle
(New Beetle,
New Beetle
convertible)
Skoda
Octavia
(Octavia sedan, and
station wagon)
Audi A3
(3+5-door)
Audi TT
coupe
Audi TT roadster
Seat Toledo
Successor
(Toledo, coupe, station
wagon, and convertible)
Development Car Division
Source:
Example: Volkswagen A-Platform
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PDP Step Overview: Planning
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Do we have cutting edge technology (research) for upcoming
products?
Explore
Incubate
Partner
Technology / Research Maturity
Product
Implementation
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PDP Step Overview: Concept Development
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Concept development: important step to settle initial product concept
Identifying customer needs
Create mission statement
Product specification
Concept generation
Concept testing
Demonstration of this phase through an example case study
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Case Study: Bookstand Development
MIT RISD Team, 2002
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Mission Statement: Bookstand
Product Description An aesthetic, adjustable multi-environmental unit, to aid
ergonomically in readings of books of most types
Key business Goals
Introduce our product in the market by August 2002
First prototype to be ready by May 2002
At least 50% of gross margin
Grab 10% of our primary target in MA for the first year,
extend to 5% of the US market after 2 years
Sell internationally through the Internet
Primary Market Casual reader (Parents, Kids)
Secondary Market
Avid reader (Average Home Reader)
Corporate consumers (Pre-School, Elementary School)
Assumptions
Aesthetic
Ergonomic
Adjustable
Technology to use: Flexible Elastomer
Stake Holder
User
Retailer
Sales force
Production
Legal department
Mission Statement
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Primary Needs
The bookstand is stable
The bookstand is flexible / adjustable
The bookstand looks aesthetic
The bookstand has marking features
The bookstand is page holding
The bookstand has safety features
The bookstand works on a variety of books
The bookstand is easy to set up and use
The bookstand can be manufactured with low cost
Secondary / Luxury Needs
The bookstand is portable
The bookstand is multi-environmental
The bookstand is ergonomic
The bookstand is easy to store
The bookstand lasts a long time
The bookstand can handle books in poor condition
The bookstand prevents damage to the book
Customer Needs
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No Importance Need Metric Units Marginal value
Ideal
value
2 1
Flexibility and
adjustability
Reading distance cm 15-60 30-60
Front / Back angle degrees 90-45 90-180
Right / Left angle degrees 45-135 0-180
4 2 Multi environmental
Base projection area mm^2 >200x300 >300x400
Distance of center of gravity from base mm <300 <100
Distance between light and book mm 40-140 80-130
Weight (without book) lb 3-5 3
Illumination of light fc 20-100 30
9 3
Variety of reading
material held
Width of base mm 175-425 425
Height of base mm 50-265 265
Thickness of the book that the base can hold mm <65 >65
14 4
Page Holding
efficiency
Time to flip a page s 2-1 1
Force applied on the pages kgf 5 to 10 7
Size of the part that covers the readable part
of the page (for common margins) mm^2 0-400 0 to 100
0 Pain solving* Subjective
Product Specifications
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Concept 1
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Concept 2
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Concept 3
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Selected Concept
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Alieno Revisited
View When In Use View When Folded
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Reason for Choosing Alieno
Advantages :
Bigger Market Segment : Children + Adults
High Aesthetic Appeal
Low Manufacturing Cost (High Fixed Cost, but
Low Variable Cost)
Virtually No Competitor
Disadvantages
Ease of manufacturing procedure
Will it work with flexi-material?
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Gantt Chart of Bookstand Development Schedule
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PDP Step Overview: System Level Design
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Defining system level design is important
Following need to be considered
System decomposition
Function to form mapping
Integral design vs. modular design
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PDP Step Overview: System Level Design
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
System decomposition
System architecture reflects product development organization
Example: Car
Subsystems: Engine, Body, Interior, Chassis, Electronics
Organization: Engine development, Body development,
etc
Defining input/output, interfaces between subsystems critical
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PDP Step Overview: System Level Design
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Function to form mapping: mapping
critical functions to proper form
should be done in this stage
Example: Car
Power generation: engine
Human enclosure: car body
Comfort: HVAC
Form
F
u
n
c
t
i
o
n
Concept
Source: Systems Architecture (MIT)
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PDP Step Overview: System Level Design
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Integral vs. Modular design: which one?
Integral
Modular
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PDP Step Overview: Detailed Design
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Individual module and components design
CAD
3D printing (e.g. SLA)
FEM
Individual components performance and reliability test
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PDP Step Overview: Testing and Refinement
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Several way of testing the prototype
Integration test
Performance test
Fatigue test
DOE to create transfer functions and tune in optimal
performance point
Customer test: does this satisfy customers need?
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PDP Step Overview: Production Ramp-Up
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Things to consider in production ramp-up (or way before)
Modules & components sourcing (in house vs. outsourcing)
Assembly line-up
WIP, finished product inventory, components/module inventory
Marketing & advertisement
Field spare parts deployment
Manuals and trainings
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Conclusion
Planning
Concept
Development
System-
Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
Phase 5
Product development is complex process to bring customers need
to real life
Different processes are available for different types of product
development
For each stage of product development, different methods and
tools are used