Lecture 1 - Intro To CPD

Lecture 1 Introduction to
Chemical Product Design
About the course

Objective:
In response to the need for curriculum changes in the subject area
of chemical engineering, which have arisen as a result of profound
changes in the chemical and process industries .
To provide knowledge and understanding of the common
approach used in designing chemical products.
Meeting time & venue:

Wednesday : EA29 (9.00 11.00)
Thursday : F1A03 (01.00 02.00)
Evaluation method and grading

One 2-hour OPEN BOOK examination (75%).
Course Work (20% on a product design project, with presentation
and report)- both report and presentation slides due on April 27.
In-class group activities (5%)- On Thursdays from week 2-week11
H83CPD - Chemical Product Design
Lecture 1 - 2
Performance in the last Year

Average 52.6%
Number of
Students
Overall Mark
Percentage
100%
FL (0%-39%)
13.2%
Average
52.6
3rd (40%-49%)
15
28.3%
Maximum
80.0
2.2 (50%-59%)
16
30.2%
Minimum
26.0
2.1 (60%-69%)
10
18.9%
1st (>70%)
9.4%
Total
53
100%
Lecture 1 - 3
Textbook & course material

Cussler E. L. and
Moggridge, G. D. Chemical
Product Design, Cambridge
University Press, 2001.
The course material will be
available on hand-outs.
Lecture presentation (PDF
files) & additional course
material will be available in
moodle.
Lecture 1 - 4
Textbook & course material

Chemical Product Design: Towards a
Perspective through Case Studies

edited by Ka M. Ng, Rafiqul Gani, Kim
Dam-Johansen, 2007, 115.
Product Design and Engineering: Best
Practices
edited by Ulrich Brckel, Willi Meier,
Gerhard Wagner, 2007, 180.
Product Engineering Molecular
Structure and Properties

by James Wei, 2007, 60.
Design and Development of Biological,
Chemical, Food and Pharmaceutical

Products by Johannes A. Wesselingh, Sren
Kiil, Martin E. Vigild, 2007, 29.95.
Lecture 1 - 5
Lecture outline
What is Chemical Product Design

(CPD)?
Why CPD is important?
Changes in the chemical industry
Changes in employment
Trends in chemical engineering
Changes in corporate culture

Corporate organisation
Corporate strategy
The CPD procedure a glimpse & its

controversy
Concluding remarks
Lecture 1 - 6
Chemical Engineering
What is Chemical Engineering?
One
of
the
broadest
fields
of
engineering
Discipline
is
founded
on
Mathematics and on all the basic
sciences namely, Physics, Chemistry

and Biology
A truly interdisciplinary field
Other Engg mainly on Maths and
Physics
Multiscales of the
Chemical Supply Chain
Lecture 1 - 7
Paradigms
0. Pre-paradigm - engineers with no formal education
Descriptive treatment of specific processes (potash, sulfuric acid, soap)
1. The first paradigm - Unit Operations, 1923

Processes broken into common, standard units such as heat exchange,
distillation, crystallization, etc.
2. The second paradigm - Transport Phenomena, 1960

Unified mathematical treatment of momentum, heat and mass transfer
3. The third paradigm - Product Design? (Wei, Cussler)

Product design requires consideration of specific materials properties
Lecture 1 - 8
Paradigms
Lecture 1 - 9
Chemical products
We use many complex chemical products:
Ice cream
Paint
Detergents
Crisps
Medicines
Creams
Print toner
What are the similarities & differences among these

products?
Lecture 1 - 10
Chemical products
Creams
Transdermal
patches
Powder/
Composite
solids
LCD Display
Granules
UV Sensor
11
Lecture 1 - 11
Introduction
What kinds of special products will we be designing?
3 product classes:
Chemistry: Pharmaceuticals, Detergents, Engine oils, Lotions

Microstructure: Inks, Paints, Ice-creams, Shampoos, Crisps
Devices: Ink-jet cartridges, Ball-point pens, Drug delivery
systems, Blood oxygenators, Nappies
Lecture 1 - 12
An Example:
Sun-block Lotion
The sun emits both visible
light and other radiation.
Two types of rays are
important: UV-A and UV-B
UV-A 320-400nm ageing rays
Skin goes brown, suntan
UV-B 280-320nm burning rays
Dilates blood vessels, skin
goes red, sunburn
Sunburn can lead to skin

cancers!
Lecture 1 - 13
An Example:
Sun-block Lotion
Lets have a look at a real product
Lots of other
requirements! Not just
blocking the sun!
Lecture 1 - 14
An Example:
Sun-block Lotion
A complex microstructured chemical
product!
A,B
B
A,B
A
A,B
A,B
UV-A and UV-B absorbers

UV reflecter
Emollients, skin softeners,
moisturizers
Emulsifiers
Free radical
scavengers
pH balancers
Anti-bacterial agents
Lecture 1 - 15
Introduction
The next generation of products?
http://www.youtube.com/watch?v=FIIPfGC9ESk
News: 12th January 2010

A mobile phone which runs on Coca-Cola???
A modified Nokia cell phone that runs on a Coca-Cola based fuel

cell could run up to four times longer than a phone with a
lithium ion battery! Crazy idea or new product???
Introduction
The next generation of products?
News: 20th January 2010
A plasma jet that can replace the dentists drill???
Researchers at Saarland University, Germany, have shown that the

amount of dental bacteria can be reduced by up to 10,000-fold by firing
low-temperature plasma beams at dentin, the fibrous structure beneath the
tooth enamel.
The team found that plasma was effective at eliminating common oral
pathogens, such as Streptococcus mutans and Lactobacillus casei.
'Cold plasma is a completely contact-free method that is highly effective
and pain-free.'
Value of the Chemical Product

e.g. Taxol from the bark
of pacific yew tree,
Taxus brevifolia, to
treat Lung and Breast
cancer
80 Trees
240 kg bark
5.6 kg crude extract
TAXOL
Selling price 1g - $ 6000

Annual Demand ? 200 kg
2 g Taxol (each patient

requires ~ 2 g / year)
Lecture 1 - 18
Introduction
Commodity chemical
Chemical product
Ex. Ethylene
Ex. Taxol
$1000/tonne
$6000/g
Annual demand 200 kg
Lecture 1 - 19
Introduction
Nature of Chemical Products is different from Commodities
So What?
Should be Designed, Developed & Manufactured

very differently
Lecture 1 - 20
Introduction
What is Chemical Product Design?
The use of Chemistry, Physics,
Engineering, Biology
to achieve the functions of a product
as specified by a careful design.
So it is exactly what it says on the tin!
Use of science to develop products that fulfil
customer needs through careful design
Introduction
What is Chemical Product Design?
Need a clearer definition of product involved
Introduction
What is special about Chemical Product Design?
A combination of market awareness, design and
science
Making products that are useful to the consumer,
chemically and physically viable, and profitable to
the manufacturer
Very different to chemical plant design we are
interested in the new special functions and
benefits of our product rather than fine-tuning and
optimisation of well-established processes
Introduction
What is special about Chemical Product Design?
Often the product has a very special and complex
function
There is plenty of room for innovation! Here is your
chance to be creative, in finding new solutions to
old problems.
We will need to learn to identify customer needs, come
up with ideas, learn to select the ideas to leave
viable products, and understand how to
manufacture them.
Introduction
Isnt Chemical Engineering about
Commodity chemicals and Fuels
Introduction
Historically, chemical industry dominated by commodity
chemicals
* Manufacture Large quantities (> 10000 tons/year)
* Sold into Market Differentiated by Price
* Immensely Productive & Successful
* Major Source of Employment
After World War II the Golden Age of chemical industry
(similar to that of the modern IT industry)
Since the 1970s, growth has slowed But Stayed Profitable?
(a) Consolidation (b) Scale Economies

Lecture 1 - 26
Introduction
Since the 1990s, a shift to chemical products
(a) New Resources - Devoted to Design & Dev. of

Chemical Products
AFTER
(b) Employment of New Graduates
Many of the old traditional
chemical companies now
do chemical product
design!
Flavours
Skin-care
products
BEFORE
Polyester,
fertilizers,
ethylene
Coatings
Lecture 1 - 27
Introduction
Not just chemical
companies, also food
manufacturers
AFTER
Guinness Extra
Cold
Simple physical
change led to new
product and increased
revenues!
BEFORE
Guinness Surger
Ultrasound device for nucleating bubbles to
produce a pint just like at the pub!
Beer!
Lecture 1 - 28
Introduction
Does it mean Commodity Business Gone?
Absolutely No
To be made Always
Employ relatively few people
Often Private Companies Manage the Trade Cycle
Lecture 1 - 29
Introduction
Lecture 1 - 30
Introduction
Chemical products Vs Commodity Chemicals
Quantity
Nature of raw
materials
Commodity products
Chemical products
>1,000 tons/yr
(@ >10,000 tons/yr)
< 1 ton/yr
(@ <10 tons/yr)
Simple
Complex
Differentiation
in the Market
Price
Added value
Small
Profit Margin
Small
Performance and
Quality
High (IP, Innovation,
Competitive edge)
Large
Competition
Less
Intense
Lecture 1 - 31
Introduction
Research
Activities
Speed of
design
Commodity products
Chemical products
Less
Intense
Less important
Very important
Continuous, large scale

Batch, generic
Manufacturing
& purpose built plants
equipment
Only specialised in plant An integrated team
Design team design, commissioning & from inception to
optimisation
marketing
Process
Very Important
Not Important
Efficiency
Lecture 1 - 32
Introduction
Commodity products
Chemical products
Energy
Integration
Important
Secondary Value
Market
lifetime
(Life cycle)
Long
Short to Medium
Ethylene, propylene,
acetic acid, PVC, etc.
Pharmaceutical &
health care products,
special solvent, etc.
Examples
Lecture 1 - 33
What is CPD?
Chemical Product Design (CPD):
Emphasise decisions made before process design
Has arisen in response to recent changes in the chemical
industry
Products must be developed, produced, applied

and tested by chemical product design engineers
who understand the following relationship:
Composition
Structure
Property
Lecture 1 - 34
Why is CPD important?

1. The change in CPI
Example: rise and fall of
Fibre
textile fibres (106 lbs/year) Cotton,
1950 1970: 20% growth Wool
Synthetics
per year
1948
1969
1989
4353
4285
4794
92
3480
8612
DuPont was like the Microsoft of the 1950s!

1970 1990: <5% growth per year
Profitability has been maintained by:

Consolidation: Using larger facilities & more efficient in making
one product. This was helped by the use of computer-optimised
design - small producers forced out
Company restructuring (downsizing, rationalisation) many
engineers were forced to change jobs! The average number of jobs
per career jumped from 2 to 7!
Lecture 1 - 35

Ethylene fewer players (BP Amoco, 2002)
Lecture 1 - 36

Plastics - fewer companies controlling more capacity

(BP Amoco, 2002)
Lecture 1 - 37

Having exhausted in optimisation & restructuring, if
companies are not profitable, they have three further

options:
Leave the chemicals business altogether
Focus only on commodities
Reduce the Research
- Concentrate on In-House Efficiency
Focus on speciality chemicals
- Production in Much Smaller Volume
- Bigger Profits
Lecture 1 - 38

2. Changes in employment
Dominance of commodity chemicals eroded by emphasis on
products
Much less activity in commodities
Much more activity in products and consulting
Chemical product engineers must take a bigger picture
Career destinations of Chemical Engineers in 1975 vs. 2000:
Used to work mainly on
commodities, but today more
and more are chemical
product designers!
1975
2000
It means this may be one of the

most important courses you will
ever take!
Lecture 1 - 39

3. Trend in Chem Eng
Skills learned by Chemical Engineers (Always Diverse)

Do not need major changes to be useful for products !!
Lecture 1 - 40

3. Trend in Chem Eng
(NSF, 2003)
Lecture 1 - 41

1. Corporate organisation
1. Functional organisation
Each division have different

responsibilities
Work like chemical reaction in series
Can be effective, but slow (e.g.
marketing talks to research, rarely to
engineering)
2. Project organisation
A team of different division
Work like parallel reaction, with synergy
between function
Fast product development much
better for products !!
Lecture 1 - 42

2. Corporate strategy
1. Market pulled companies:
More Common
Look toward their markets for inspiration
Design of products is driven by the NEEDS of the consumer
MARKET FORCES dictate what products are wanted and viable
Lecture 1 - 43

Make breakfast cereal

Company saw the (market) need for
healthy energy-drinks
Released K20 protein water in
August 2007
Lecture 1 - 44

More Common
Make climbing equipment
Company saw the bigger
market in raincoats!
Can sell more raincoats than
ice-picks!
Lecture 1 - 45

2. Technology pushed companies:
Less Common
Design of products is driven by the new
emerging science and technology
Need to be creative to think of
applications!
1938 PTFE discovered
1954 Way of attaching PTFE to Aluminium
discovered
Lots of other applications
low friction, insulator, chemically inert
Challenges because it is difficult to process!
Lecture 1 - 46

SEM 40,000x

Less Common
WL Gore make Goretex breathable film for high

quality raincoats
Developed technology to make

expanded PTFE
Properties
Microporous
Good strength
Chemical inertness
Biocompatibility
High thermal resistance
High chemical resistance in harsh
environments
Low flammability
Low coefficient of friction
Low dielectric constant
Low water adsorption
Good weathering properties
Lecture 1 - 47

Company has expanded into a very

wide range of markets
Filtration
Coatings
Textiles
Hi-tech fibers
Medical implants
Lecture 1 - 48

Company has expanded into a very

wide range of markets
Textiles
Company does not make
raincoats, however
They simply sell their hitech fabric to raincoat
maufacturers
Lecture 1 - 49

Less Common
Extend existing technology & services
Exxon Mobil knowledge of
petrochemical reactions used to develop
new catalysts
Astra Zeneca experience in injectable
therapeutics for drug delivery
(www.astrazeneca.com)
Lecture 1 - 50

Began with High
Market need
But with Low
Technological
Capability
Began with Low Market
(Wei, 2007)
Identification
But with High
Technological
Capability
HISTORIC INNOVATIONS
Lecture 1 - 51
Product Life Cycle

Spring Pioneer Tissue Engg
Introduce an Innovative
Product
Great Potential Creating a
New Market
Great Risk - Bold introduction
of New Technology
Summer Fast Follower Inkjet
and Toner
Successful New Product and
so New Market Introduced
by A
Generates many fast
followers to introduce me-too
products with better
properties
(Wei, 2007)
Lecture 1 - 52
Product Life Cycle

Autumn Cost Cutter -
Gasoline
A mature product in an
established market
Innovation pace - Slow
Limited opportunities to
Improve in order to cut costs
Winter Caretaker
Sulfuric acid
A Declining product
Caretakers prevent
Obsolescence
(Wei, 2007)
Lecture 1 - 53
CPD procedure
Consider three chemical products:
Pollution-preventing ink
Amine to scrub acid gases
Ventilator for well-insulated house
Q: what do these all have in common?

Answer: the way they are designed
Design Procedure:
Define the product need

Find ideas to meet the need
Select the best ideas
Decide on product & its manufacture
Lecture 1 - 54
CPD procedure a glimpse

Four main steps:
Needs What needs should the product fulfill?
Need a Benchmark (Standard for comparison)
Selection of Benchmark Existing product or Ideal
Needs (Qualitative) translated to Specifications
(Quantitative)
Define as well as possible Specifications become
Definitive
Ideas What products could satisfy these needs?

Search for a large number: Brainstorming, Synthesize
many compounds
Screening of the Ideas Based on Objectives
Lecture 1 - 55
CPD procedure a glimpse

Selection Which ideas are most promising?
Large number of Fragmentary ideas ( ~ 100)
Make a Shortlist or Do the reduction by a factor of 20
(100 5)
Select 1 or 2 for further design and development
Normally the final 2 ideas are not comparable
Apply Risk Management
Manufacture How do we make products in

commercial quantities?
Use Batch & Generic equipment
Cost Estimation
Lecture 1 - 56
CPD procedure
All these are totally different from Traditional
Traditional chemical engineering
Processes
Commodities
Macro-scale engineering
Product Engineering
Molecular-level design
Added value products
Molecular scale engineering
EXCITING
Lecture 1 - 57
CPD procedure
At the start of the procedure
When we decide What the Product Should Do?
We expect a Major Input - * Marketing & Research

* Engineering
At the end of the procedure

When we reach the Manufacturing stage
We expect a Major Input - * Engineering

Reduced Role - * Marketing & Research
Lecture 1 - 58
CPD Procedure Controversies

Good to Review the controversies
To prepare ourselves for EXCEPTIONS AND DIVERSIONS
1. The four-step procedure is not general

it is clearly a simplification
it is unlikely that real product design will be a simple,
sequential procedure, and iteration between the steps is
needed
2. Management, not technology, is the key!

Implication: technology is always available, if only
managers/engineers do their job properly
Lecture 1 - 59
CPD procedure controversy

3. The subject is already covered as part of process design
CPD goes beyond this process design hierarchy
The last step of CPD (manufacturing) includes all of the process
design hierarchy
Focus on the initial decision around the choice of the product and
de-emphasise its manufacturing
Shift away of our daily bread & butter engineering calculation
Process design (Douglas, 1988)
Batch vs. continuous process
Inputs and outputs structure
Reactors and recycles
Separations and heat integration
Product design
Identify customer needs
Generate ideas to meet needs
Select among ideas
Manufacture product
CPD is not just engineering, must also concentrate on

business and technology!
Lecture 1 - 60
Conclusions
CPD is a procedure where
Customer Needs
Commercial Products
Valuable for specialty
chemicals
Management/senior
management involvement:
product design >> process
design
Lecture 1 - 61
Conclusions
Types of decisions involved in product design and
development
Product design decisions : What to make?

Process design decisions : How to make?
Business decisions
: Do we want to make?
Management decisions
: How to do it efficiently?
An approach (paradigm) for product design and development is

needed to organize the activities and tasks in a systematic
manner
More case studies are needed

Technologies behind different products are important
Lecture 1 - 62

Lecture 1 - Intro To CPD

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Lecture 1 Introduction to

Chemical Product Design

About the course

Meeting time & venue:

Evaluation method and grading

Performance in the last Year

H83CPD - Chemical Product Design

Textbook & course material

H83CPD - Chemical Product Design

Textbook & course material

Perspective through Case Studies

Product Design and Engineering: Best

Product Engineering Molecular

Structure and Properties

Design and Development of Biological,

Chemical, Food and Pharmaceutical

What is Chemical Product Design

Changes in corporate culture

The CPD procedure a glimpse & its

Mathematics and on all the basic

sciences namely, Physics, Chemistry

1. The first paradigm - Unit Operations, 1923

2. The second paradigm - Transport Phenomena, 1960

3. The third paradigm - Product Design? (Wei, Cussler)

H83CPD - Chemical Product Design

What are the similarities & differences among these

H83CPD - Chemical Product Design

Chemistry: Pharmaceuticals, Detergents, Engine oils, Lotions

H83CPD - Chemical Product Design

Sunburn can lead to skin

UV-A and UV-B absorbers

News: 12th January 2010

A modified Nokia cell phone that runs on a Coca-Cola based fuel

Researchers at Saarland University, Germany, have shown that the

Value of the Chemical Product

Selling price 1g - $ 6000

2 g Taxol (each patient

H83CPD - Chemical Product Design

H83CPD - Chemical Product Design

Should be Designed, Developed & Manufactured

H83CPD - Chemical Product Design

Need a clearer definition of product involved

After World War II the Golden Age of chemical industry

(similar to that of the modern IT industry)

Since the 1970s, growth has slowed But Stayed Profitable?

(a) Consolidation (b) Scale Economies

(a) New Resources - Devoted to Design & Dev. of

H83CPD - Chemical Product Design

H83CPD - Chemical Product Design

H83CPD - Chemical Product Design

Chemical products Vs Commodity Chemicals

H83CPD - Chemical Product Design

Continuous, large scale

H83CPD - Chemical Product Design

Products must be developed, produced, applied

H83CPD - Chemical Product Design

Why is CPD important?

Example: rise and fall of

DuPont was like the Microsoft of the 1950s!

Profitability has been maintained by:

Why is CPD important?

Ethylene fewer players (BP Amoco, 2002)

H83CPD - Chemical Product Design