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Introduction
BITS Pilani Lecture 1
Pilani Campus
Product Planning
Srinivas Kota
Outline
Course Structure
Introduction
Product Planning
Introduction to design
Modern product development process
Innovative thinking
What to develop?
Mission statement
Technical questioning
Business case analysis
Design drivers
Architecture types
Modularity design
Implications
Concept generation
Concept selection
Concept testing and embodiment
Product Development
Original design
Adaptive design
Variant design
Rotary
Reciprocating
Trade offs
Dynamics of market
Details
Time pressure
Economics
Creation
Satisfaction of societal and individual needs
Team diversity
Team spirit
All activities needed to make All activities needed to All activities needed to
the decision to launch a new make the decision what the make the product and
product development effort product will be every product work well
all the time.
Teams
Lecture 2
BITS Pilani PD Process Tools
Pilani Campus
Srinivas Kota
Outline
Teams
Composition
Roles
Myers-Briggs Type Indicator
Team building
Team Evaluation
PD Process Tools
Gantt Charts
PERT/CPM
Automobile:
Aerodynamics
Styling
Air conditioning
Industrial design
Instrumentation
Environmental
Legal
and many more!!
Team
PRIDE principles
Purpose
Respect
Individuality Harnessing
Discussions
Excellence
Team composition
Synergy
Unity
Competence
Consensus
Conciliator / Performer
Detects and fixes interpersonal issues
Mockup Maker / Prototype Maker
Builds and tests rough prototypes
Visionary
Imagines various product forms and uses
Strategist
Speculates on and plans project and product future
Need finder
Evaluates human factors and consumer issues
Entrepreneur / Facilitator
Explores new products and methods, inspires, and
motivates
Diplomat / Orator
Harmonizes team, client and customer
Simulator / Theoretician
Attempts to understand phenomena, analyses
performance and efficiency
Innovator
Synthesizes new products, improves solutions
Director / Programmer
Sets deadlines and breaks bottlenecks
Organiser
Reliable person concerned about the practical aspects
of the design process
Motivator
Confident person in charge of the schedule and goals of
a design team
Pusher
Dynamic person forcing a design team to work faster
Soldier
Creative person predominately generating solutions
Gatherer
Extroverted person searching for information and
communicating with others outside the team
30 July 2016 Product Design MMZG541 BITS Pilani 12
Behavioral Roles..
Listener
Perceptive person perceiving and combining the ideas
and statements of others
Completer
Conscientious person eliminating the last flaws of a
design
Specialist
Dedicated person with extensive knowledge in a special
field
Evaluator
Strategically thinking person concerned about alternatie
solutions
E- Extroversion I Introversion
S- Sensing N Intuition
T Thinking F Feeling
J Judgement P - Perception
Individuals of different
technical/functional expertise are
grouped into an organizational subunit
responsible for one product or service
(or potentially a limited set of closely
related products/services).
Although from different
technical/functional backgrounds the
group builds a group identity ,their
focus is to create a product.
The team leader takes the customers
perspective and focuses the team on
defining and creating a cohesive
product or service.
Orientation (Forming)
The members are new to the team
They are probably both anxious and excited, yet unclear about what is
expected of them
Dissatisfaction (Storming)
Now the challenges of forming a cohesive team become real
Differences in personalities, working and learning styles, cultural
backgrounds, and available resources begin to make themselves known
Resolution (Norming)
The dissatisfaction abates when team members establish group norms,
either spoken or unspoken, to guide the process, resolve conflicts, and
focus on common goals
Production (Performing)
This is the stage of team development we have worked for
Termination (Adjourning)
When the task is completed, the team prepares to disband. Good teams
make suggestions on how to improve the team experience
Unity
Self direction
Group climate
Communication
Distribution of leadership
Distribution of responsibility
Problem solving
Conflict management
Decision making
Group self evaluation
30 July 2016 Product Design MMZG541 BITS Pilani 26
Unity (Degree of unity, cohesion)
- Gantt Charts
- PERT/ CPM
Job 1
3
Job 2
Facility
Job 3 Job 4
1
1 2 3 4 5 6 7 8 9 10 11 12 Days
Job 1
3 Behind schedule
Job 2
Facility
2 Ahead of schedule
Job 3 Job 4
1 On schedule
1 2 3 4 5 6 8 9 10 11 12 Days
Todays Date
Key: Planned activity
Completed activity
Scoping
BITS Pilani
Pilani Campus Product Development
Srinivas Kota
BITS Pilani
Pilani Campus
Scoping
Product Development
Contents
Introduction
Technology S curves
S curves and Product Development
Technical Questioning
Mission Statement
Design Drivers
What to develop ?
Should a new technology be introduced?
Should the current product be refined and
tweaked to better please the customer?
Should the product be expanded into
variant forms to more comprehensively
cover the market?
Outsourcing vs in-house development
Four Types
New product platforms
Derivatives of Existing product platforms
Incremental improvements to existing
products
Fundamentally new products
Incremental improvements
Higher mileage vehicle ( More km / Liter)
More Megapixel camera
Less polluting engine
Aesthetic variants Redesign of tail lamps,
bumpers etc.
[Text Book]
15-Oct-16 Product Design MMZG541 BITS Pilani 15
Product evolution - technology s curve
[http://terrapacificusa.com/?page_id=128]
[http://noordinary.co.nz/how-to-tell-if-your-industry-is-going-to-be-disrupted-befor.html]
15-Oct-16 Product Design MMZG541 BITS Pilani 18
Stages of Technology S Curve
Lower portion
Changes are less and widely spaced
Not much innovation (slope)
Middle portion
rapid profusion of innovation (slope)
many products are launched
many competitors joins the market
Top portion
stagnation & maturity of existing product technology
Physical laws of the process dominates and performance can not
improve further
Few mature competitors
Technical Questioning
Mission Statements
Schedule
Key Business or Gross profit /margin
Humanitarian goals: Market share
Advancement of human
needs
Brief phrase of market
Primary Market: sector or group
List of secondary
Secondary Market: markets, currently or
perceived
15-Oct-16 Product Design MMZG541 BITS Pilani 27
Mission statement : x product
6 month development of
Key Business or beta prototype
Humanitarian goals: 30% profit/margin
Initial 5% market share
Supplement fingernail
polish business
Permits
means aids
Diameter Motor
or supports
or enables
Blade
shape
Technology S Curves
Relation between technology s curve and
product development
Technical Questioning
Mission statement
Design drivers identification
Understanding
BITS Pilani
Pilani Campus Customer Needs
Srinivas Kota
BITS Pilani
Pilani Campus
Understanding
Customer needs
Contents
Customer
Needs of customer
Types of Customer Needs
Kano diagram
Methods to capture customer
requirements
- User friendly
- Vehicle should go fast after Green signal
- I want it to be easy to carry
- Engineer would think to design light weight
Function
Customer Satisfaction
15-Oct-16 MM ZG541 Product Design BITS Pilani 10
Customer Satisfaction
Interviews
Questionnaires
Focus group
Be the customer
Product clinics
Observations
Questionnaires
Develops a list of criteria relevant to customers
concerns based on their answers to questions in written
format
Be the customer
Critical of their own product or competitors product
Role play as if the product is used by product developer
and he looks at its strength and weakness
Interviews
Focus
with
Groups
Customers
Customer
Surveys
Customer Warranty
Complaints Data
10 - 50
Lead users and or extreme users are more useful
Lead users
Can articulate their emerging needs, they might have
conceptually invented solutions to meet their needs
Extreme users
Professional users, might be people having special
needs
Sometimes, one person makes the buying decision and
another person (end user) actually uses the product
It is better to gather information from end user
15-Oct-16 MM ZG541 Product Design BITS Pilani 18
Conducting Interviews: Like / Dislike
Interview customers as they use the product
See that customers describe what they like and
dislike
Why questions uncover the latent needs
Factors that determine the purchase(what
customer looks at), should be asked at a dealer
shop or a retail shop rather than to user himself
Ask how the customer would change the product
to make it better
Audio recording
Notes
Video recording
Photography
Any other suitable method
----------------
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------------------ write on Cards
------------------
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-----------------
------------------
------------------
------------------
------------------ Group
Prepare to
Prepare to Clip Store
File/Pick
Prepare to
Prepare to Clip Store
File/Pick
Establishing
BITS Pilani
Pilani Campus Product Function
Srinivas Kota
BITS Pilani
Pilani Campus
Functional Decomposition
Function Modeling Basics
Functions and Constraints
Modeling Process
Function Trees
FAST Method
Subtract and Operate Procedure
Function Structures
Function
Statement of clear, reproducible relationship between available
input & desired output of product, independent of any particular
form
Input Electricity and hand force, Output Ironing of clothes
Product Function
Intended overall function of product just an active verb & noun
Wash Clothes, Cut Beans, Cool Air, Heat Water
Sub function
Component of product function corresponding to subtasks
Abstraction
Process of ignoring what is particular or incidental & emphasizing
what is essential and general
15 October 2016 MMZG541 Product Design BITS Pilani 6
Very old Myth!
Solution: By concentrating on the function (Cooling of people) and not on form (existing
air conditioners) a new product Spot cooler was developed to achieve the function.
Advantages : Equipment size is of 1/5 th of conventional AC. Power consumption is
reduced by 1/10 th!
Constraints
Is a statement of clear criterion that must be
satisfied by a product & requires consideration of
entire product to determine the criterion value
Cost
Lightness
Functions are satisfied through operation of
product
Constraints are satisfied by properties of entire
product
cost, compactness, mass
Subsystems or System properties
15 October 2016 MMZG541 Product Design BITS Pilani 10
Functional Modeling
How
Why
Create Aesthetic
Reduce noise Compact System Appeal
Convert EE to Provide
Grind Coffee Chop Beans Actual Power
Rotation Electricity
Hold Beans
Generate Noise
Accept Beans
Reduce Noise
Generate Noise
15 October 2016
Reduce Noise
MMZG541 Product Design BITS Pilani 17
Subtract and operate Method
Chamber
Slicing Seal
blade
Energy
System
Coffee
Beans
15 October 2016 MMZG541 Product Design BITS Pilani 20
Coffee Mill
Chamber Seal Slicing blade Shaft Armature
No defined way of No protection Contents will not be Slicing blade will Shaft does not spin
holding content against contents chopped not be attachable
splattering
No measurable No protection No resistance to Contents will not be Electricity is not
volume against spinning torque chopped transformed into
blade mechanical energy
No body to Safety issues will No resistance to
measure contents fail torque
No body to contain Chamber cannot be
contents closed
No body to hold the Power cant be
apparatus actuated because
electric circuit is not
closed
Aesthetic Impact noise will
appearance not be enclosed
reduced
Difficult to clean
undefined body
Pour out contents
Input
Input Input Rotate Provide Chop Permit
On/Off Hold
Beans Power Shaft Coffee Beans Cleaning
Signal
Accept Indicate
Beans Amount
Convert Provide
Accept Switch Transmit Spin Spin Dispense
Electricity indication
Power Power Power Shaft Blade Coffee
Rotation of chopped
Phase 1
Develop Process descriptions as activity Diagrams
Phase 2
Formulate Sub functions through Task Listing
Phase 3
Aggregate sub functions into a refined Function
Structure
Phase 4
Validate the functional Decomposition
Phase 5
Establish & identify product architecture &
assembly
15 October 2016 MMZG541 Product Design BITS Pilani 24
Phase 1 : Develop Process descriptions as activity
Diagrams
Prepare to
Prepare to Clip Store
File/Pick
Task Listing
Method of aggregating sub functions & comparison
of functional decomposition with needs
Flow
Qualitative phenomenon passing through & being
changed by sub functions
Eg: energy, material, information
Translating Needs to Flow
For every flow; sequence the sub functions &
operations
15 October 2016 MMZG541 Product Design BITS Pilani 27
A System...
Input 1 Output 1
Input 2 Output 2
Input 3 Output 3
Energy Energy
Material Material
Information Information
Systems / subsystems
Connected to environment by inputs and outputs
Any system can be decomposed into subsystems
Boundary interactions (Flows)
Inputs and outputs are categorized into Energy, material and
information
Both quality and quantity of these should be defined
Information (Signals etc)
Matter / Material
Anything as matter which enters the system
Energy
Without energy no matter or information processing could be done,
at the end energy should be conserved
Flows
Material
solid, liquid, gas, human
Energy
human force, human motion, chemical, electrical, electromagnetic,
hydraulic, magnetic, force, torque, linear motion, rotational motion
Information
tactile, olfactory (Smell sensing), auditory, taste, visual, control
Functions
guide, translate, rotate, transmit, import, export , support, stop,
connect, couple, mix, branch, refine, distribute, dissipate, separate,
remove, provide, store, supply, extract,
control, actuate, regulate, change, convert,
signal, sense, indicate, display, measure
Energy
Material
Information
15 October 2016 MMZG541 Product Design BITS Pilani 33
Basic Function Structure: Coffee roaster
Coffee roaster
Information
15 October 2016 MMZG541 Product Design BITS Pilani 34
Generic Function Structure
Sub Sub
function function
Sub
function
Overall
Function
Sub
function
Energy
Material
Information
Signal
completed
Completed
Product Teardown
BITS Pilani
Pilani Campus and Experimentation
Srinivas Kota
BITS Pilani
Pilani Campus
Introduction
Teardown Process
Teardown Methods
Subtract and Operate Procedure
Force Flow (Energy Flow Field) Diagrams
Measurement & Experimentation
Post Teardown Reporting
To analyze how
Product Functions are achieved
Components are assembled
Corporate and manufacturing strategies work
Tools required
Sensors and testing equipment for measurement
process
Camera, Videotaping
Multimeter, Hardness Tester
Optical Sensor, Flow meter, Dynamometer
Callipers, Strobe
Document (Written / Electronic)
24 parts
How to redesign to reduce
number of parts?
Planning
Criteria of measurements
Current methods of selecting measurements
What is that we are looking for?
Why is that measured?
Does the measurement really answer any of the
questions (Design issues)?
What does the measurement tell us?
Electricity
Many issues
Non availability, nonexistent, costly
New instrument design
Indirect technique
Issues wrt. Catalogues
Use of different catalogs
Uncertainty of data
Range and accuracy options
Related Functions
Measurement: Flow:
Units: Range:
Determine from actual products, by recording min. and max. measurements
Min. Accuracy: Range:
Determine accuracy from actual products by looking at resolution between products during benchmarking and target values
Measurands: Sketches:
A
B
15 October 2016 MM ZG541 Product Design BITS Pilani 33
Post-Teardown Reporting
Benchmarking and
BITS Pilani
Establishing Engineering Specifications
Pilani Campus
Srinivas Kota
BITS Pilani
Pilani Campus
Benchmarking &
Engineering Specifications
Contents
Benchmarking
Steps in Benchmarking
Engineering Specifications
House of Quality
Value Analysis
share
Information
Corporate library Gathering
Products and related Market Consumer
products Research Reports
Databases magazines
Functions they perform
Targeted market Patents
segments
Design issues, products to teardown historical and market perspective
15 October 2016 MM ZG541 Product Design BITS Pilani 9
Teardown Multiple Products in Class
Product planning
Parts/subsystem Deployment
Process planning
Production planning
Interrelationships
Customer
importance
How to satisfy
ratings
customer wants
Competitive
assessment
What the Relationship
customer matrix
wants
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color correction 1
Aluminum components
Auto focus
Auto exposure
Paint pallet
Ergonomic design
BITS Pilani
28
House of Quality Example
Aluminium components
Ergonomic Design
High relationship -5
Auto exposure
Paint Pallet
Auto focus
Medium relationship 3
Low relationship - 1
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color corrections 1
Relationship matrix
15 October 2016 MM ZG541 Product Design BITS Pilani 29
Relationships between the things we
can do
Aluminum components
Low correlation
Ergonomic design
Auto exposure
Paint pallet
Auto focus
High relationship -5
Medium relationship 3
Low relationship - 1
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color corrections 1
Our importance ratings 22 9 27 27 32 25
22 = (3 x 1) +( 4 x 1) + (5 x 3)
Company A
Company B
Lightweight 3 G P
Easy to use 4 G P
Reliable 5 F G
Easy to hold steady 2 G P
Color corrections 1 P P
Our importance ratings 22 5
2 circuits
2 to
attributes)
0.5 A
75%
Company A 0.7 60% yes 1 ok G
Technical
evaluation Company B 0.6 50% yes 2 ok F
Us 0.5 75% yes 2 ok G
15 October 2016 MM ZG541 Product Design BITS Pilani 33
Completed House of Quality
Aluminum components
Ergonomic design
Auto exposure
Company A
Company B
Paint pallet
Auto focus
Lightweight 3 G P
Easy to use 4 G P
Reliable 5 F G
Easy to hold steady 2 G P
Color correction 1 P P
Our importance ratings 22 9 27 27 32 25
Panel ranking
(Technical
attributes)
2 circuits
2 to
0.5 A
75%
Company A 0.7 60% yes 1 ok G
Technical
Company B 0.6 50% yes 2 ok F
evaluation
Us 0.5 75% yes 2 ok G
The highest-ranking Engineering Characteristics from the HOQ are either constraints
or design variables whose values can be used as decision-making criteria for
evaluating candidate designs
Quality
plan
Production
process
Production
Specific
process
components
House 4
components
Specific
Design
characteristics House 3
characteristics
Design
House 2
requirements
Customer
House 1
Use Value
Esteem Value
Exchange/Cost Value
Scrap Value
Place
Time
Person
(Product (Portfolio)
Portfolio) Architecture)
Architecture)
&
Product architecture
Contents
Product Portfolio
Portfolio Architecture
Fixed Unshared
Platform
Massively Customizable
Methodology
Product Architecture
Integral
Modular
Methodology
Product portfolio
Set of different product offerings
Unique
Common system
Something in between
System strategy for laying out components
and systems on multiple products
Example?
Modular Family
Modular Product
generations
Scalable platform
No common components
All look same
Except size is different
Common - production or development
activities
Functions are identical
Consumable platform
Standard Platform
Operating systems
Adjustable for
Purchase
Right architecture
15-Oct-16 MM ZG541 Product Design BITS Pilani 15
Customer based architecture selection
Evaluation criteria
Material cost Family 4; Option C is reference
(Could be a competitor or own product)
Inventory cost All others are evaluated against this option
Visual appeal
Ergonomics
Product Architecture
Contents
Introduction
Types of architecture
Integral
Modular
Types of modularity
Function based
Manufacturing based
Basic Clustering Method
Integral architecture
Physical structures where all of the
subfunctions map to a single or very small
number of physical elements
Modular architecture
Integral physical product substructures that
have a one-to-one correspondence with a
subset of a products functional model
Combines several
standard components
together through web of
modules, not through
chain
Must be equipped with
at least two
complimentary
interfaces to create a
new device
Building blocks set is an
example
15-Oct-16 MM ZG541 Product Design BITS Pilani BITS Pilani, Pilani41Campus
Manufacturing based modularity
Group of components
that solve related
functions but are
bundled to increase
assembly ease
Typically called as
Sub assemblies in
manufacturing
environment
Signal Signal
Energy Dry the wet hair Energy
Material Material
(Air)
Heater
cvc system
Fan system
Motor
system
Housing (Structure)
15-Oct-16 MM ZG541 Product Design BITS Pilani BITS Pilani, Pilani52Campus
Create a Rough Geometric Layout
Main
Heater Fan Motor
switch
Support
Bracket Support Handle
brackets
Overload
Inlet nozzle Fan speed
protector
Electronics
INK System
Chassis
BITS Pilani
Pilani Campus
Generating Concepts
Srinivas Kota
BITS Pilani
Pilani Campus
Generating Concepts
Contents
Introduction
Hindrances to Creative Thinking
Different Concept Generation Methods
Brainstorming
Memory (Mind) Map
C-sketch / 6-3-5
Trigger word Technique
Morphological Chart
Good concept
does not guarantee success!
Poor concept
guarantees commercial failure!
15-Oct-16 Product Design MMZG541 BITS Pilani 4
Introduction
Perceptual Blocks
Have to do with not properly defining the problem and not
recognizing the information needed to solve it
Emotional Blocks
Obstacles that are concerned with the psychological safety
of the individual
Cultural Blocks
These are due to thought process from living in a culture
Intellectual Blocks
They arise from a poor choice of the problem-solving
strategy or having inadequate background and knowledge
Environmental Blocks
These are blocks that are imposed by the immediate
physical or social environment
Stereotyping
Thinking conventionally or in a formulaic way about an
event, person, or way of doing something
Information overload
You become so overloaded with minute details that you
are unable to sort out the critical aspects of the problem
Not being able to see the forest for the trees
Limiting the problem unnecessarily
Broad statements of the problem help keep the mind
open to a wider range of ideas
Fixation
Peoples thinking can be influenced so greatly by their
previous experience or some other bias that they are
not able to sufficiently recognize alternative ideas
Physical environment
This is a very personal factor in its effect on creativity
Criticism
Nonsupportive remarks about your ideas can be
personally hurtful and harmful to your creativity
Important for the team to maintain an atmosphere of
support and trust
Intuitive methods
These methods focus on the combination of obtaining
knowledge of possible technologies with the
generation of ideas from the minds of the designers.
This is undirected and free-wheeling
Directed methods
These methods add direction to the search of the
solutions by using physical insights and documented
design principles
Synectecs
15-Oct-16
6-3-5
Gallery
Method
Methods
Progressive
C-sketch
Group Only
Story
Boarding
Intuitive
Affinity
Sequential
Method
Morphological
Analysis
Trigger Word
Technique
Group or
Checklists
Individual
Axiomatic Principles
Concept Generation Methods
BITS Pilani
Physical
Effects
Solution
Design
Catalogs
Principles
Inversion
Directed
Formal Concept Generation Methods
Forward Steps
15
Factorization &
Combinations
Improving Creativity
To separate unripe (green) tomatoes from ripe tomatoes quickly & automatically
We separate them by colour. A colour meter ought to be practical
Emissivity or reflectivity green one ought to have a higher reflectivity
Hardness. We squeeze them easy or poke them X-Ray size of seeds, or something like
Electrical conductivity that
Electrical resistance Odour, smell
Magnetism! Sound can you hear a tomato?
Size. Wont the green ones be smaller? Can a tomato hear?
Weight. The ripe ones will be heavier Heat infrared radiation
Size and weight together ought to correlate Thermal conductivity
Size and weight is density
Ability of a juggler to juggle them
Specific volume They must be mostly water
Just let a woman look at them push a
and have the specific volume of water
button
Do they float or sink?
Statistically check only every other one
May be thats it separate them by density
Just shake the hopper ripe ones will rise
by whether they float or sink in water
or fall
Would not have to be water could be anything
Blow air through as you shake
Non toxic
Saltwater Use random numbers let 3s and 7s be
ripe
Specific heat
15-Oct-16 Product Design MMZG541 BITS Pilani 23
Memory (Mind) maps
The team members are arranged around the table usually the
round to provide the continuity
Ideally the group of 6 generally may range from 3 - 8 members is
formed and each one writes for the 3 ideas for the product
function, architecture or overall configuration under consideration
After developing solution principles for each product function, the
procedure is repeated to aggregate the principle into the
integrated concept variants
Passing of the papers through one cycle is known as a round.
The method encourage the 5 rounds to refine and combine ideas
There should be no verbal communication until the round is
completed. By that no one member will dominate the discussion
The focus should be on the advancement of the ideas not the
criticism
15-Oct-16 Product Design MMZG541 BITS Pilani 28
6-3-5 method: Procedure
BITS Pilani
Pilani Campus
Concept Selection
Srinivas Kota
BITS Pilani
Pilani Campus
Concept Selection
Contents
Estimation
Measurement Scales
Concept selection process
Pugh Concept Selection Charts
Example
Steps are:
Evaluate each alternative with respect to each criterion
Aggregate determined values into overall score
Compare overall scores to determine best alternative
Ordinal (qualitative) methods:
require ranking alternatives worst best
Cardinal (quantitative) methods:
quantify measure on an interval scale
New product profiles and datum (Pugh) methods
Which assume decision makers can aggregate partial
evaluations intuitively
Ref: http://rchsbowman.wordpress.com/2009/08/12/statistics-notes-data-classification/
15-Oct-16 Product Design MMZG541 BITS Pilani 12
Remember
Select Datum
Next step is to establish the evaluation scale
The team should select one alternative (a existing
product with the same company or a competitive
product) that will be ranked as (s) (or 0) on every
criterion and be called datum
The datum is the alternative to which every other
concept will be compared
C1 C1 C1 C1 C1 C1 C1 C1
C2 C2 C2 C2 C2 C3 C3 C3
C3 C3 C3 C3 C3 C2 C2 C2
C4 C5 C5 C5 C5 C5 C5 C5
C5 C4 C4 C4 C4 C4 C4 C4
Embodiment
a tangible or visible form of an idea, quality, or feeling
Concept embodiment is perhaps the task most
identified with an engineer in the product
development process
During this stage the engineer carry out many
activities
Choice of components, interfaces, materials, geometry,
fasteners, connectors etc
To make these choices, an engineer must
understand a product as a system, one that
interacts with its environment
15-Oct-16 Product Design MMZG541 BITS Pilani 5
Overview and context
Continued
These methods range from mathematical and
empirical modeling of a products performance to
the life cycle issues of service and
environmental impact
The framework provides a context for
implementing the concept embodiment and has
proven more effective than others in educational
resources
When studying this framework, it is important to
understand the intrinsic complexity and
nonlinearity of the process
15-Oct-16 Product Design MMZG541 BITS Pilani 6
PD Stages and Information
Evolved Evolved
Concept product
realization
Systems Modeling
Embodiment Principles
Alignment of forces
3-2-1 alignment
Deflection Reduction and the Abbe Principle
Forces in Members
Vibration Reduction
FMEA Method
Heater + Fingers +
Fan + Hand etc
100C
Controls
Physical prototyping
15-Oct-1615-Oct-16 Product Design MMZG541 BITS Pilani 46 46
Construct the boundary and balance
relationship
11 0,
= = 22 ,
BITS Pilani
Pilani Campus
Physical Prototypes
Srinivas Kota
BITS Pilani
Pilani Campus
Physical Prototypes
Contents
Introduction
Prototypes and Design process
Rapid Prototyping
Different Techniques
Objective:
Minimize the product development cycle while
delivering a quality product that satisfies the
customer needs over varying conditions of use.
mechanism
linked to circuit
Focused simulation Comprehensive
simulation
of circuits
not
generally
feasible
equations
modeling supports
Analytical
15-Oct-16 MM ZG541 Product Design BITS Pilani 8
Physical vs. Analytical
Technical risk
High
Software,
Aeroplanes,
consumer
Automobiles
products
Low
Technical risk
High
Mix of
More of
Prototype /
prototype
Analytical
validation
models
More of
Prototype analytical
simulation
Low
Delaying time-to-market
Unnecessarily detailed or complex prototypes
Schedules that do not allow for prototype test results
to be integrated into the final product
They help verify the product but they have a high
cost in money and time
Trade-off between the number of prototypes built
and tested and the cost and length of the product
development cycle
Strong trend toward replacing physical prototypes
with virtual prototypes (economical and faster)
15-Oct-16 MM ZG541 Product Design BITS Pilani 22
Materials for Prototypes
Wood and Wood Products
availability, workability, simple tools, sizes
Plastics
Variety, Properties
Metals
Industry specific, full-scale functional components
(tooling), consumer durables (off the shelf
components)
Adhesives
Helps in fastening items within a prototype
Other Materials
Clay, machining wax, foam, rubber, paper, cloth
15-Oct-16 MM ZG541 Product Design BITS Pilani 23
Issues with selecting materials
Cost
Minimise, without sacrificing prototype goals
Availability
Readily available materials
Ability to accept changes
Materials should accommodate modifications in
dimensions, surface requirements etc.
Ease of use and forming capability
Special tools, safety equipment, fixtures etc. should
be avoided
Scalable Properties
Valid material properties must be chosen to satisfy the
prototype use and level of approximation
15-Oct-16 MM ZG541 Product Design BITS Pilani 24
Processes for Prototypes
Epoxy molding
CNC machining
Cast metal molding
Machined aluminium molding
Injection molding
Vacuum forming
Silicon rubber (RTV) molding
Electronic breadboarding
Mechanical breadboarding
Rapid prototyping
15-Oct-16 MM ZG541 Product Design BITS Pilani 25
Rapid Prototyping
R. Noorani, Rapid Prototyping, John Wiley & Sons, New York, 2006, p. 37.
Source: https://www.createitreal.com/
15-Oct-16 MM ZG541 Product Design BITS Pilani 36
Example Prototypes
BITS Pilani
Pilani Campus
Product Development Economics
Srinivas Kota
BITS Pilani
Pilani Campus
Product Development
Economics
Contents
Introduction
Categories of costs
Cost Estimation
Break-Even Analysis
Net present Value
What price
customer is
willing to pay
What does
What do
the
customers
competitor
want
offer
New
Product
Pricing
Go/no-go milestones
Should we try to develop a product to address this
market opportunity?
Should we proceed with the implementation of a
selected concept?
Should we launch the product we have developed?
Operational design and development decisions
Should we spend 1000000 rupees amount to hire an
outside firm to develop this component in order to
save 2 months of development time?
Should we launch the product in 4 months at a unit
cost of 250 rupees or wait until 6 months when we
can reduce the cost to 200 rupees
15-Oct-16 MM ZG541 Product Design BITS Pilani 6
Ways of using Cost Estimates
9
Disadvantages of Outsourcing
10
Categories of Costs: Variable and Fixed
Materials
Direct labor
Direct production supervision
Maintenance costs
Quality-control staff
Intellectual property licenses
Packaging and storage costs
Scrap losses and spoilage
Indirect Cost
cannot be easily identified with any particular
product
Assumptions
Costs and revenue are linear functions
with respect to quantity
Generally not the case in the real world
We actually know these costs
Very difficult to accomplish
There is no time value of money
800
Break-even point Total cost line
700 Total cost = Total revenue
600
Cost
500
300
200
F 10,000
BEP = =
1 - (V/P) 1 - [(1.50 + .75)/(4.00)]
F 10,000
BEP = =
1 - (V/P) 1 - [(1.50 + .75)/(4.00)]
10,000
= = 22,857.14
.4375
F 10,000
BEPx = = = 5,714
P-V 4.00 - (1.50 + .75)
50,000
Revenue
40,000
Break-even
point
Rupee units
30,000 Total
costs
20,000
Fixed costs
10,000
| | | | | |
0 2,000 4,000 6,000 8,000 10,000
Units
The productivity figures that the firm has suggest that the HP
software is faster for their kind of design.
Therefore, with the HP software they will need five engineers
and with the SP software they will need six. This translates into
a variable cost of 200 per drawing for the HP system and 240
per drawing for the SP system.
F
P=
(1 + i)N
F While this
P= works fine, it is
(1 + i)N
cumbersome
for larger
where F = future value values of N
P = present value
i = interest rate
N = number of years
F
P= = FX
(1 + i)N
Where X = a factor from Table defined as = 1/(1 + i)N and
F = future value
Year 5% 6% 7% 8% 10%
1 .952 .943 .935 .926 .909
2 .907 .890 .873 .857 .826
3 .864 .840 .816 .794 .751
4 .823 .792 .763 .735 .683
5 .784 .747 .713 .681 .621
Year 5% 6% 7% 10%
1 .952 .943 .935 .909
2 1.859 1.833 1.808 1.736
3 2.723 2.676 2.624 2.487
4 4.329 3.465 3.387 3.170
5 5.076 4.212 4.100 3.791
Investment As Investment Bs
Year
Present Values Present Values
1 9,260 = (.926)(10,000) 8,334 = (.926)(9,000)
2 7,713 = (.857)(9,000) 7,713 = (.857)(9,000)
3 6,352 = (.794)(8,000) 7,146 = (.794)(9,000)
4 5,145 = (.735)(7,000) 6,615 = (.735)(9,000)
Totals 28,470 29,808
Minus initial
-25,000 -26,000
investment
Net present
3,470 3,808
value
BITS Pilani
Pilani Campus
Design for Manufacturing and Assembly
Srinivas Kota
BITS Pilani
Pilani Campus
Manufacturing - Design
Classification of Manufacturing Processes
Manufacturing Process Selection
DFM guidelines
Objectives of DFM
Identification of product concepts that are
inherently easy to manufacture
Focus on component design for ease of
manufacturing
Integrate product design, process design and
manufacturability
Primary Processes
Take raw materials and create a shape
Secondary Processes
Modify shape by adding features such as keyways,
screw threads, and grooves
Finishing Processes
Produce the final appearance and feel of a product by
processes such as coating, painting, or polishing
Engineering Design, Dieter G. E. and Schmidt L. C., Mc. GrawHill, New Delhi 2013, page: 568
15-Oct-16 MM ZG 541 Product Design BITS Pilani 8
Manufacturing Process selection
The factors that influence the selection of a
process to make a part are
Material
Quantity of parts required
Complexity- shape, size, features
Quality of part
Cost to manufacture
Availability, lead time, and delivery schedule
Engineering Design, Dieter G. E. and Schmidt L. C., Mc. GrawHill, New Delhi 2013, page: 572
15-Oct-16 MM ZG 541 Product Design BITS Pilani 11
Shape
Engineering Design, Dieter G. E. and Schmidt L. C., Mc. GrawHill, New Delhi 2013, page: 574
15-Oct-16 MM ZG 541 Product Design BITS Pilani 12
Process vs Shapes
Engineering Design, Dieter G. E. and Schmidt L. C., Mc. GrawHill, New Delhi 2013, page: 575
Defects
Surface finish
Engineering Design, Dieter G. E. and Schmidt L. C., Mc. GrawHill, New Delhi 2013, page: 583
15-Oct-16 MM ZG 541 Product Design BITS Pilani 15
Quantity of parts
Engineering Design, Dieter G. E. and Schmidt L. C., Mc. GrawHill, New Delhi 2013, page: 584
15-Oct-16 MM ZG 541 Product Design BITS Pilani 20
DFM guidelines
Introduction
Objectives
DFA Guidelines
DFA Methods / Techniques
Boothroyd-Dewhurst DFA Method
Fewer parts
Fewer fasteners
Reduced weight
Fewer opportunities for defect
Improved reliability
Less maintenance
Fewer manufacturing operations
Less tooling
Fewer CAD models
Engineering Design, Dieter G. E. and Schmidt L. C., Mc. GrawHill, New Delhi 2013, page: 618
15-Oct-16 MM ZG 541 Product Design BITS Pilani 43
Example: Analysis
Engineering Design, Dieter G. E. and Schmidt L. C., Mc. GrawHill, New Delhi 2013, page: 620
15-Oct-16 MM ZG 541 Product Design BITS Pilani 44
Example: Analysis
Engineering Design, Dieter G. E. and Schmidt L. C., Mc. GrawHill, New Delhi 2013, page: 621
15-Oct-16 MM ZG 541 Product Design BITS Pilani 46
Example: Analysis
Engineering Design, Dieter G. E. and Schmidt L. C., Mc. GrawHill, New Delhi 2013, page: 621
15-Oct-16 MM ZG 541 Product Design BITS Pilani 47
Original complicated assembly
BITS Pilani
Pilani Campus
Design for Environment
Srinivas Kota
BITS Pilani
Pilani Campus
Introduction
Design for Environment
Product Life Cycle
Eco-Design Strategies
MET Matrix
Life Cycle Assessment
DFE Rules and Guidelines
Natural Systems
Waste = Food
Industrial Systems
Reproduced from Materials and Mans Needs, National Academy of Sciences, Washington, D.C., 1974
What is Eco-design ?
Extract Disassembly
Produce Reuse /
M P D U AU Recycle/
Distribute
Dispose
by
The MET matrix can also be used as an analysis tool in the first
stage of a design process, analysing existing products (from
competitors) to obtain a competitive advantage.
Possible procedure
Define what exactly belongs to the product system being studied and
what does not. For eco-design, it is essential not to focus on the physical
product only, but to consider also the consumables which are necessary
for manufacturing the product.
Functional analysis
A functional analysis starts with a discussion of the products
functionality, its weak and strong aspects the products actual lifetime
and its energy consumption.
The product is then taken to bits, the weights of the various sub-
assemblies and components are measured, the type and amount of
materials and components used are listed, and the connections
between them identified.
15-Oct-16 MM ZG 541 Product Design BITS Pilani 19
Typical electricity Raw material
Items requiring
attention
Life Cycle Assessment / Analysis
1. Goal definition
The basis and scope of the evaluation are defined
2. Inventory Analysis
Create a process tree in which all processes from raw material
extraction through waste treatment are mapped out and
connected and mass and energy balances are closed (all emissions
and consumptions are accounted for)
3. Impact Assessment
Emissions and consumptions are translated into environmental
effects. These environmental effects are grouped and weighted
4. Improvement Assessment/Interpretation
Areas for improvement are identified
15-Oct-16 MM ZG 541 Product Design BITS Pilani 27
Goal and Scope Definition
(gm)
Discharge Tube
2 10.170 T 0.5 copper tube
Suction Tube
3 14.320 T 0.5 copper tube
VC1 VC2
15-Oct-16 MM ZG 541 Product Design BITS Pilani 38
Material
VC1 VC2
15-Oct-16 MM ZG 541 Product Design BITS Pilani 39
Assembly
VC1 VC2
15-Oct-16 MM ZG 541 Product Design BITS Pilani 40
Improvement Assessment
On resources impact of
copper is most, next worst
materials being nickel and
plastic
On eco-system quality
impact of lead is most, next
worst materials being nickel
and copper
On human health impact of
nickel is most, next worst
materials being copper and
aluminium
The overall impact is most
from Nickel, next worst
materials being copper, Lead
and aluminium
15-Oct-16 MM ZG 541 Product Design BITS Pilani 41
Challenges in LCA
BITS Pilani
Pilani Campus
Industrial Design
Srinivas Kota
BITS Pilani
Pilani Campus
Industrial Design
Contents
History
Industrial design (ID)
Goals of industrial design
Importance of industrial design
Industrial design process
Assessing the quality of industrial design
Industrial Design
People Business
desirable
viable
Technical
feasible
Source: IDEO
15-Oct-16 MM ZG541 Product Design BITS Pilani 6
Science / Art
Engineering
Design
30
spent on industrial design (%)
20
10
0
10 100 1000 10000 100000
Total Expenditures on Industrial Design ($) thousands
15-Oct-16 MM ZG541 Product Design BITS Pilani 10
Importance of Industrial
Design to a Product
Ergonomic Needs
How important is ease of use?
How important is ease of maintenance?
How many user interactions are required for the products
functions?
How novel are the user interaction needs?
What are the safety issues?
Aesthetic Needs
Is visual product differentiation required?
How important are pride of ownership, image, and fashion?
Will an aesthetic product motivate the team?
Moleama
Takate
Moleama
Takate
Mouse
Water bottle
Submersible pump
Bus handle
Ergonomic Functional
The pink squares are the same color in the upper part and in the lower part of the "X
Conclusion: If you want to make both the colors same , make it visually rather than going by
pantone no
15-Oct-16 MM ZG541 Product Design BITS Pilani 16
Trust your senses( eyes)
Source Destination
Designer User
Medium
Product
instruction
Content
thought
Phases
1. Investigation of customer needs
2. Conceptualization
3. Preliminary refinement
4. Further refinement and final concept selection
5. Control drawings
6. Coordination with engineering, manufacturing
and vendors
3. Preliminary refinement
Build models of the most
promising concepts using foam or
foam-core board in full scale (soft
models)
These models allow the team to
express and visualize product
concepts in three dimensions
Evaluation is done by designers,
engineers, marketing personnel
and potential customers by
touching, feeling and modifying
the models
Complex designs require more
number of models
15-Oct-16 MM ZG541 Product Design BITS Pilani 26
Industrial Design Process
4. Further refinement and
final concept selection
Designers switch from soft models to hard
models and information-intensive drawings
known as renderings
Often used for colour studies and for testing
customers reception to the proposed
products features and functionality
Final models are called hard models still
technically nonfunctional yet but close
replicas of the final design with a very
realistic look and feel
These models are made of wood, dense
foam, plastic or metal, painted and textured
and have some working features like
buttons that push or sliders that move
5. Control drawings
These document functionality, features, sizes,
colours, surface finishes and key dimensions
These are not detailed part drawings but can be
used to manufacture final design models and other
prototypes
These will be given to detailed part designers for
completion
Concept Detail
Identification System
Generation Concept Design, Production
Planning of customer Level
and Testing Testing and Ramp-up
needs Design
selection Refinement