4.1 Industrial Design Overview & DFX PDF

Industrial Product Design
Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK
Product Evolution
Over the years, what has improved?

Product Variety
Performance Features
Superior Ergonomics
Product Durability
Raw Materials
Aesthetics
Without Industrial Designers, contributing in shape,

size, human factors, ergonomics; Maruti would have
probably prepared just another car and not the
masterpieces it offers today.
Critical Goals of Industrial Design
Utility Products human interface should be safe,

easy to use and instinctive. Each feature should
communicate its use to its customers.
Appearance Form, line, proportion and colour are
used to integrate the product into a pleasant whole.
Ease of Maintenance Design must communicate
easy maintenance and repairs.
Low Costs Form and features have an effect on
cost of the product.
Communication Design should communicate its
Design Philosophy and Mission through visual
qualities.
Design for X (DFX Methodologies)

Customer needs and specifications are
useful to drive conceptualization part.
After this, when preparing the design for
production, there are many difficulties in
linking the concept features to
manufacturing constraints.
For this, many methodologies are used,
known as Design for X or simply DFX
Technologies.
Design for X (DFX Methodologies)
Design for Manufacturing

Design for Production
Design for Assembly
Design for Recycling/Disposal
Design for Life Cycle
Design for Environment
Design for Efficiency
Design for Robustness
Design for Serviceability
Design for Manufacturing
It is the most popular DFX Methodology.

It addresses manufacturing costs of the product,
thus it is a universal methodology.
Product cost most important factor towards
economic success of the product.
Product success depends on the profit margin and
how many units of the product sold by the
company.
No. of units sold depend many times on overall
product quality.
Hence, DFM basically deals with enhancing
Product Quality while minimizing Product Costs.
Needs for DFM

Sketches, drawings, product specifications,
and design alternatives.
A detailed understanding of production and
assembly processes.
Estimates of manufacturing costs,
production volumes and ramp-up timing
DFM Process
Estimate the Manufacturing Costs
Reduce Component Costs
Reduce Assembly Costs
Reduce Overhead Costs
Consider effect of DFM on

other factors
Re-compute Costs
Good
Enough?
Y
Acceptable Product
Estimating the Mfg. Cost
What are different Mfg. Costs?

Mfg. Costs
Components
Standard
Assembly
Custom
Raw Material
Processing
Labour
Tooling
Equipment
& Tooling
Overhead
Support
Indirect
Allocation
What are different Mfg. Costs?
Bill of Materials (BOM)

Item Part Name Req'd per Name of
No.
Assy
Material
Form
Spec Qty Purch Unit Cost

($$)
Vendor
Code
Total Cost
Assembly-Lock
Key
Steel SAE 1020
Strip
1/8"x1"
$1.20
RSC
$3.60
End-Shackle
Steel CRS
Bar
1/4" th
$1.80
RSC
$5.40
Front Shackle
Steel 3035K
Bar
1/2" rd
$10.00
RSC
$20.00
Keyway
Assembly
Keyway
Teflon 1301
Sheet
1/2" sq
$32.75
UFI
$98.25
Assembly
Shackle
Steel 3035K
Bar
1/2" rd
$10.00
RSC
$30.00
Spring Shackle
MIL-S-11316
Plate
$0.10
KDS
$0.80
Assembly Back
10
Spring Back
MIL-S-11310
$0.08
KDS
$0.48
11
Post Back
Steel 3035k
Bar
1/2" rd
$10.00
RSC
$30.00
12
Back
Steel SAE 1020
Strip
1/8"x2"
$2.04
RSC
$6.12
Estimating Cost of Standard

Components
Comparison to a similar component
currently being purchased by you. Estimate
weights, materials, reliability requirements,
other features like aesthetics, usability.
Asking suppliers and vendors selling such
parts for quotations. Provide them with
complete technical drawing and details of
the part, functionalities expected, material
required, etc.
Estimating Cost of Custom

Components
Prepare all technical drawings, specifications like materials (all the

materials with their specifications), methods (Processes needed for
manufacture), men (resources needed for manufacturing) & machines
(tooling required for manufacture).
Calculate costs for each part in all three aspects raw material cost,
process cost, labour cost & tooling cost.
Allocate proper material wastage allowances (5-50% for casting, 25100% for sheet metal parts).
Allocate allowances for processes like break down time, setup time,
loading and unloading time, material movement time, etc.
Allocate allowances for labour like time spent waiting for earlier
process to finish, time for wearing protective equipment, fatigue
allowance, etc.
Allocate allowances for tooling like tool breakage, tool sharpening, etc.
Add them together.
Estimating Cost for Assembly

As number of sub-parts go on increasing, cost for
assembly goes on increasing.
If the quantity of manufacture is not significant,
assembly is mostly done manually.
Assembly cost estimation involves work study.
Study the assembly process for a large quantity
and take average. Take records for allowances i.e.
Time wasted, time in loading unloading, etc.
Multiply by average labour rate. Consider increase
in wages for some time ahead.
Estimating Overhead Costs
All costs which do not lead to manufacturing of products are

overhead costs.
Difficult to estimate because of variety of products and variety
of resources. Determining how much weightage of overheads
to be given for each product is very difficult.
The future cost of supporting a product line is even more
difficult. (Training, Recruitment, etc.)
Most firms use Overhead Rates or Burden Rates applied to
cost drivers like Raw Material cost, Labour cost, etc.
Problem with this is that it assumes overhead rates to be
directly proportional to cost drivers. This is always not so.
Increase in RM price need not affect cost of transport, cost of
inspection, etc.
Activity Based Costing (ABC approach) Increase the number
of cost drivers and assign overhead costs in proper proportion.
E.g. Product Complexity increases cost of inspection.
Cost Augmented BOM

Sr. No. Component
Purchased
Material
Processing
Cost
Total Variable
Assembly Cost
Cost
M/c Tooling Cost

(Non-recurring)
M/c Tooling
Lifetime
Expectancy
(Units)
Unit M/c
Tooling Cost
Total Cost
Comp. 1
1,457.00
230.00
1,687.00
1,07,34,567.00
5,00,000
21.47
1,708.47
Comp. 2
365.00
56.00
421.00
13,87,203.00
2,50,000
5.55
426.55
Comp. 3
107.00
38.00
145.00
8,76,504.00
2,50,000
3.51
148.51
Comp. 4
45.00
10.00
55.00
2,56,743.00
3,00,000
0.86
55.86
Comp. 5
90.00
13.00
4.00
107.00
13,24,545.00
3,00,000
4.42
111.42
Comp. 6
23.00
3.00
26.00
26.00
Comp. 7
41.00
5.00
46.00
46.00
Comp. 8
57.00
4.00
61.00
61.00
Comp. 9
10.00
5.00
15.00
15.00
10
Comp. 10
5.00
3.00
8.00
8.00
11
Comp. 11
3.00
1.00
4.00
4.00
12
Comp. 12
6.00
2.00
8.00
8.00
2,583.00
Total Direct
Cost
Total
Overhead Cost
2,209.00
347.00
27.00
104.00
233.00
11.00
1,45,79,562.00
35.79
2,618.79
10.00
358.00
2976.79
Grand Total
Components Cost Reduction
Understand the process constraints and cost

drivers impractical tolerances,
unnecessary processes can turn into cost
drivers. E.g. Internal corner radius needing
specialised machinery.
Component Cost Reduction
Redesign components to minimize

processing steps. Combine different parts
together, eliminate separate assembly and
finishing operations.
Component Cost Reduction

Black Box Approach For components that
are procured purchased directly.
Tell your suppliers what you want, not how
you want it. Provide specifications,
dimensional constraints, performance
requirements, etc. But do not tell them your
concepts.
It is possible, that a supplier specialising in
that part might come up with a better
design than yours.
Assembly Cost Reduction

Design for Assembly can act as a subset of
DFM here.
Assembly costs are a small fraction of the
total cost of the product.
Focusing on assembly cost gives you part
count reduction, reduction in product
complexity, reduction in support costs.
Keeping Score along with ongoing

estimates of cost of assembly, an efficiency
of assembly operations is measured as a
factor.
Theoretical Minimum No. Of Parts x (3 seconds)

DFA Index = -----------------------------------------------------------------------Estimated Total Assembly Time
3 seconds is a theoretical minimum time

period to handle and install a part that is
perfectly suitable for assembly.

Integrate Parts wherever possible,
combine two parts together in construction
itself so that minimum assembly operation
is required.
It does however, increase the complexity of
the product, increase the production time
as fabrication of two combined parts is
added.

Ease of assembly some methods
Part is inserted from the top of assembly
Part is self aligning
Part does not need to be oriented
Part requires only one hand for assembly
Part requires no tools
Part is assembled in single linear motion
Part is secured immediately upon insertion

Consider Customer Assembly Customer
will be willing to take care of some of the
assembly tasks, if it leads to ease of
handling, ease of transport, etc.
Although, the product has to be designed
such that, even the inept of the customers,
who might even ignore instructions must be
able to assemble the product.
Overhead Cost Reduction

Reduction in component and assembly costs
helps overhead costs in many ways.
Part count reduction means that there are
less components to store, so inventory
management is minimum.
Reduction in assembly means less workers
for inspection, which in itself is a non value
adding operation.
Reduction in complexity means that there is
less engineering support needed.
Overhead Cost Reduction
Error Proofing error proofed product

designs ensure that the operations are
carried out in the way desired by the
company to a high extent. This reduces a lot
of defective products and cost spent in their
rework, recycle, etc. is avoided.
Consider impact of DFM on other

factors
Impact on development time
Introducing a product early in the market
has its benefits. (Remember Xerox)
Suppose a part manufactured with DFM
saves you Rs. 1 Cr, but it takes 6 months to
develop, then it will not be worth halting
the entire production line for 6 months.
Particularly about products in a dynamic
market.

factors
Impact on Development Costs
DFM certainly affects time spent in
development and money spent on it. But, it
is observed that, this effect is very small.
Also, conscious and honest efforts in DFM
are beneficial in the long run.
With practice, experienced design teams
can minimize time and money spent on
DFM.

factors
Impact on Product Quality
Remember, purpose of DFM is to minimize
cost while not affecting the quality
adversely.
It is possible that in the excitement of costs
being saved, we may be tempted to
compromise about quality. Teams must
make sure they are careful here.
Optimisation is the key..

factors
Impact on External Factors

Study in DFM may even be beneficial to other
products of the company, so efforts on DFM
may be combined for many products to save
costs, time and efforts.
Life Cycle Costs The costs for disposing of
toxic or harmful substances in products while
recycling must be considered beforehand as a
societal need.
Service aspects like Guarantees and warrantees
are not considered in mfg costs but these
factors needs to be considered while DFM.
Results of DFM
Today, DFM is essential part of all Product
Development efforts.
It is usually an activity going on throughout
product life cycle. It is never too late to save
money.
Remember the benefits of better, yet
cheaper products like modern day
computers.
Pl. Read Page 222 to Page 233 carefully.
Welcome to the court of Emperor

Jalaluddin Muhammad Akbar
Noble men! There is

a very important
matter before the
court today.
The raw material price

is shooting up. The
material cost of a
sword has gone up by
Rs.10 . And . We are
adding 50,000 soldiers
to our army this year.
I want to handle
this situation
without
increasing the
taxes. Please give
your valuable
suggestions as to
how we should
face this situation.
Why everyones
quiet?
Birbal! I am surprised
that you too have
become silent!!
!!
??
!?
Your Majesty, I have

six ideas which can
reduce the cost of a
sword by atleast
Rs.20 without
compromising the
functional
!?
requirements.
??
!!
??
!!
!?
Brilliant!.
Tell us those
ideas.
Part Count
Reduction
Presently,
the hilt has 7
parts. The
proposed
design will
have 4 .
Existing Design
7 parts
New Idea
4 parts
Part
Commonisation
For the new hilt,
instead of designing
exclusive rivets, we can
use the rivets of
daggers.
x
Benchmarking
When the Shah of
Persia was our Guest
last month ,
I observed that the hilt
in his sword does not
have a curved portion.
We can design similar
hilts for our
experienced soldiers.
Existing Design
New Idea
Curved portion
Alternate
Material
The sheath which

houses the blade
is made of
copper now.
We can switch
over to Alloy
steel which is
cheaper.
Steel
Copper
Sheath
Blade
Weight
Reduction
Since alloy steel is

stronger than copper,
we can reduce the
thickness by 0.5 mm
which will save
material
1.5 mm
2 mm
Sheath
Blade
Yield
Improvement
The curved blade

design is yielding
only 2 pieces per
die. If a straight
blade is designed,
we can extract 3
pieces per die.
2 Blades
3 Blades
Your majesty. The

present design is being
used since the time of
Babur
without any failure.
We should not risk any
design change.
Saheb, there is no
doubt that the present
sword designed by you
for my Grandfathers
army is superior.
However, let us test
this new design in our
barracks.If they pass
the tests, we will
deploy them in the
battle field.
If the ideas pass the

test, we can save
atleast Rs. Ten Lakhs
this year, thus
serving the purpose
of cost reduction.
There is an
advantage also. I
do not have to
increase the tax.
Birbal! I wonder
how you developed
these ideas! Is
there a systematic
way by which
others can also be
trained to generate
such ideas.
Yes, your Majesty.

With the help of Functional
Analysis System Technique(FAST)
any body can generate such
ideas. FAST is a powerful tool
used in Value Engineering (VE)
which is an extremely effective
system to improve products and
services for cost and productivity
improvement.
If six ideas for the

sword itself can
save Rs. Ten lakhs ,
imagine how much
money we can save on
other weapons like
spears, arrows and
cannons etc.
Birbal! There are four divisions in my army

Infantry, Cavalry,Artillery and Elephant
brigade. I want you to teach the engineers
in each of these divisions the application
of Value Engineering (VE), especially the
Functional Analysis System
Technique(FAST). Each division should
release Armoury Change Requests (ACRs)
for the worth of Rs.25 lakh.
Yes, your Majesty.

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Industrial Product Design

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Over the years, what has improved?

Without Industrial Designers, contributing in shape,

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Critical Goals of Industrial Design

Utility Products human interface should be safe,

Design for X (DFX Methodologies)

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Design for X (DFX Methodologies)

Design for Manufacturing

Design for Manufacturing

It is the most popular DFX Methodology.

Needs for DFM

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Reduce Component Costs

Reduce Assembly Costs

Reduce Overhead Costs

Consider effect of DFM on

Estimating the Mfg. Cost

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

What are different Mfg. Costs?

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

What are different Mfg. Costs?

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Bill of Materials (BOM)

Spec Qty Purch Unit Cost

Steel SAE 1020

Steel SAE 1020

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Estimating Cost of Standard

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Estimating Cost of Custom

Prepare all technical drawings, specifications like materials (all the

Estimating Cost for Assembly

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Estimating Overhead Costs

All costs which do not lead to manufacturing of products are

Cost Augmented BOM

M/c Tooling Cost

Components Cost Reduction

Understand the process constraints and cost

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Component Cost Reduction

Redesign components to minimize

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Component Cost Reduction

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Assembly Cost Reduction

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Assembly Cost Reduction

Keeping Score along with ongoing

Theoretical Minimum No. Of Parts x (3 seconds)

3 seconds is a theoretical minimum time

Assembly Cost Reduction

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Assembly Cost Reduction

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Assembly Cost Reduction

Prof. H.M. Thakur, Prof. M.H. Kulkarni, KIT's COEK

Overhead Cost Reduction