Topic for the class: Design Thinking

Unit 1 : Introduction to Design Thinking

Date & Time :17-08-2020

Mr. K Vinod Kumar

Asst. Professor
Department of EECE
GITAM Institute of Technology (GIT)
Visakhapatnam – 530045
Email: vkuttey@gitam.edu
Department of EECE, GIT Course Title: Design
8 September 2020 1
Thinking
 Course objectives
• To familiarize product design process
• To introduce the basics of design thinking Video Box Position
• To bring awareness on idea generation
• To familiarize the role of design thinking in services
design

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 Learning Outcomes
After completing this course, the student will be able to
• Innovate new methods in product development. Video Box Position
• Apply Design Thinking in developing the new designs.
• Select ideas from ideation methods in new product
development.
• Use Design Thinking in developing software products.
• Apply principles of Design Thinking in service design

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 UNIT 1- “Introduction to Product Design”
Definition of Product and Product Development
Process.
Characteristics of Successful Product Development.
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Design and Development of Products.
Composition of Product Development Team.
The Challenges of Product Development.
Identification of Opportunities
 Product Planning
 Innovation in product development
Economic feasibility of design concepts.
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 What is product development ?
• Product Development is the set of activities ,beginning with the
perception of a market opportunity and ending in the production ,
sales and delivery of a product.
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• The goal of the subject is to present a clear and detailed way a set
of product development methods while focusing together the
marketing, Design and manufacturing functions of the organization.

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 What is product design?
• Product design is conceptualization of an idea about a
product and transformation of the idea into a reality.
• To transform the idea into reality a specification about
the product is prepared. This specification is prepared Video Box Position
by considering different constraints such as production
process, customer expectation, etc.
• In product design stage every aspects of the product are
analyzed.
• Also final decision regarding the product is taken on the
basis of the analysis. This decision can be any aspect
related to the product, e.g. dimension and tolerances,
type of material for every components, etc.

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 Objectives of product design
• To ensure growth of the organization

• To utilize the surplus capacity of the organization,

such as physical facility, man power, etc. Video Box Position

• To utilize the surplus fund of the organization To meet

new requirement of the customers

• To increase company’s market share and to target new

market segment
• To ensure complete product range in company’s
portfolio
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 Steps of product design
• Synthesis: Try to develop different alternatives

• Sketching: Draw sketches in exact scale for different alternatives

• Analysis: Analysis different alternatives with respect to operability, maintainability, inspection, assembling and
dismantling issues, cost parameters, production methods, etc.

• Selection: Select the best alternative

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• Basic engineering: Prepare layout in exact scale, calculate strength of components, select proper cost effective
material.

• Detail design: Prepare detail engineering drawing for each component

• Prototype: If option is there, then prepare prototype and test it

• Manufacturing: If prototype is not made, then follow manufacturing steps and solve manufacturing problems and
assembly problems, if any.

• Operation: collect feedback during actual operation of the new product. If any problem exists, try to provide design
based solution. Also, implement lessons in the future design.

• Product development: If any modification can be done, implement the same in the next generation product.
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 Product Development Process

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Product development is an interdisciplinary activity
requiring contribution from the following three
functions:
1. Marketing
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2. Design

3. Manufacturing

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• Marketing: The marketing function mediates the interactions between the firm
and its customers. Marketing also typically arranges for communication between the
firm and its customers, sets target prices and oversees the launch and promotion of
the product.
• Design: The design function plays the lead role in defining the physical form of
the product to best meet customer needs. In this context, the design function includes
engineering design (mechanical, electrical, software etc.) and industrial design Video Box Position
(aesthetics, ergonomics, user interfaces).
• Manufacturing: The manufacturing function is primarily responsible for
designing and operating the production system in order to produce the product.
Broadly defined, the manufacturing function also often includes purchasing,
distribution and installation. This collection of activities is sometimes called the
supply chain.

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 Elements of a Product Development Team
• Project team
Few products are developed by a single individual. The collection of individuals
developing a product forms the project team. This team usually has a single team Video Box Position
leader who could be drawn from any of functions of the firm. The team can be
thought of as consisting of a core team and an extended team.
• Core team
In order to work together effectively, the core team usually remains small enough to
meet in a conference room.
• Extended team
While the extended team may consist of dozens, hundreds or even thousands of
other members.

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 Development Team

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 ProductAnalysis
• Performed before actual design starts
• It is based on the information collected about the
customer’s requirements and the level of competition. Video Box Position

• Its objective should be to satisfy as many functions as

possible.
• Its objective should be to keep the product cost as low
as possible.
• It is a trade off b/w product cost and functionality.
• It focuses on multiple product concepts.

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 Why Product Analysis is So Imp.?
Design modifications are more expensive at later
stage of product life.
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Design modifications are unwelcomed, once the

product is launched.

Design modifications at later stage also delay the

launch of a new product.

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• Several aspects are considered for product analysis:
 Functionality aspect
 Operational aspect
 Quality aspect
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 Reliability aspect
 Durability aspect
 Maintainability aspect
 Aesthetic aspect

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 Factors to study for PDD
• Marketing related factors
1. Prestige of the company
2. Technologically sound products
3. Customer’s requirements Video Box Position
4. Market potential
5. Product life Competition
• Stages in Product life Cycle
1. Introduction
2. Growth
3. Maturity
4. Decline
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• Legal Factors
1. Environment pollution
2. Import restriction on capital goods
3. Restriction on finance
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• Finance related factors

1. Capital investment-manufacturing machinery
2. Cash generation
1. Govt Support
2. Shares
3. Fixed Deposits

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• Manufacturing related factors
1. Availability of technological know- how- its cost, related equipments
2. Cost of Manufacturing facilities
3. Quality of manufactured products – customer requirement
4. Rate of production – market demand
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• Distribution related factors

1. Availability of distributors- reputation, facilities and manpower
2. Availability of ware houses- space requirement, cost and facilities
3. After sale service- maintenance, repair, spares, cost
4. Sales personnel – marketing skills, implementation of sale promotional
schemes etc.

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 Characteristics of Successful Product Development
• Successful product development means “Development of a product that
can be produced and sold profitably.(Very difficult to achieve quickly and
directly).Generally there are five specific dimensions used to measure the
performance of product development effort.
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1.Product Quality:
Product quality is ultimately reflected in market share and the price that
customers are willing to pay.
 Howgood is the product resulting from the development effort team.
 Doesit satisfy customer needs?
 Is it robust and reliable?

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Characteristics of Successful Product Development
2. Product Cost:
 Product cost determines how much profit accrues to the firm for a
particular sales volume and a particular sales price.
• Capital equipment +Tooling + Incremental cost
3 Development Time: Video Box Position
 How quickly did the team complete the development effort .
 It determines how responsive the firm can be to competitive forces
and to technological development
4 Development Cost :
 It is usually a fraction of investment required to achieve profit.
5 Development Capability:
 Development capability is an asset the firm can use to develop
products more effectively and economically in the future.
 Future Scope

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 Challenges of Product Development
1. Trade-offs: means managing the different factors in such a way that maximizes the success
of the product. An airplane can be made lighter, but this action will probably increase
manufacturing cost. One of the most difficult aspects of product development is
recognizing, understanding and managing such trade-offs in a way that maximizes the
success of the product Video Box Position

2. Dynamics: Technological Advancement, Customer Preferences, Rival products . Decision

making plays a very important task.
3. Details: The problem should be analyzed in detail and solved quickly.
4. Time Pressure :product development decisions must be made quickly and without
complete information.
5. Economics: To earn a reasonable return on the investment the product must be both
appealing to customers and relatively inexpensive to produce.

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 Challenges of Product Development
6. Satisfaction of societal and individual needs: All products are aimed at
satisfying needs of some kind. Individuals interested in developing new products can
almost always find institutional setting in which they can develop products satisfying
what they consider to be important needs.
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7. Team diversity: Successful development requires many different skills and
talents. As a result, development teams involve people with a wide range of different
training, experience, perspectives and personalities.
8. Team spirit: Product development teams are often highly motivated, cooperative
groups. The team members may be collocated so they can focus their collective
energy on creating the product. This situation can result in lasting team spirit among
team members.

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 NECESSITY OF WELL DEFINED DEVELOPMENT
PROCESS
 Quality assurance
 Coordination Video Box Position
 Planning
 Management
 Improvement
 Morale and Satisfaction

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 A Generic Development Process
• Product development is the process of creating a new product to be
sold by a business or enterprise to its customers. Development refers
collectively to the entire process of identifying a market opportunity,
creating a product to appeal to the identified market, and finally, Video Box Position
testing, modifying and refining the product until it is ready for
production.
• A development process can be understood as a risk management
system .In the early phase of product development , various risks are
identified. As the process progresses ,risks are reduced as the key
uncertainties are eliminated and the functions of the product are
validated . When the process is completed ,the team should have
substantial confidence that the product will work correctly and be
well received by the market.

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 A Generic Development Process phases
1. Planning:
This is also called as the “zero phase” since it precedes the project
approval and launch of the actual product development process. The
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output of this phase is the project mission statement, which
specifies the target market for the product, business goals , key
assumptions, and constraints.
2. Concept development:
Good concept development is crucial. During this stage, the needs of
the target market are identified, competitive products are reviewed,
product specifications are defined, a product concept is selected, an
economic analysis is done, and the development project is outlined.
This stage provides the foundation for the development effort, and if
poorly done can undermine the entire effort.

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 A Generic Development Process phases
3. System level design:
It includes the definition of the product architecture and the
decomposition of the product into subsystem and components. The o/p of
this phase usually includes a geometric layout of the product, a functional
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specification of each of the products subsystem and preliminary process
flow diagram for final assembly process.

4. Detail design:

Detail design, or design-for-manufacture, is the stage wherein the

necessary engineering is done for every component of the product. During
this phase, each part is identified and engineered. Tolerances, materials,
and finishes and specification of standard parts to be purchased from
suppliers are defined, and the design is documented with drawings or
computer files.

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 A Generic Development Process phases
5. Testing and refinement
During the testing and refinement stage, a number of prototypes are built
and tested. Early alpha prototypes are built with production of intent parts
but not necessarily fabricated with actual processes. It is necessary to
determine whether the performance of the product matches the Video Box Position
specifications, and to uncover design shortfalls and gain in-the-field
experience with the product in use. Later, beta prototypes are built from
the first production components received from suppliers.
6. Production ramp-up:
During production ramp-up, the work force is trained as the first products
are being assembled. The comparatively slow product build provides time
to work out any remaining problems with supplier components,
fabrication, and assembly procedures. The staff and supervisory team is
organized, beginning with a core team, and line workers are trained by
assembling production units.

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 A Concept Development Process phases
• Identifying Customer Needs:
It is usually the desire of the customers that drive the development
of a new product or modification of an existing product. It is thus critical
to collate the need or views of the customers when starting a design
project. The needs of the customers can be gathered through multiple Video Box Position
routes.
• Interviewing with customers
An active team should constantly meet current and potential
customers to identify the strength and weakness of a product so as to
examine if there is any need to upgrade.
• Focus group
A focus group refers to a small sub-set of existing customers or
potential customers. A discussion is usually facilitated in many such
groups separately to identify more closely the merits and demerits of the
product.

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 A Concept Development Process phases
• Customer survey
A written questionnaire is possibly the best way to know the pubic opinions
for redesigning an existing product or developing a new product.

• Customer complaints
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Complaints from customers provide a significant premise to
identify the requisite improvement for an existing product.

• Establishing Target Specifications

 Specifications define what the product is supposed to do.
 Serves as a translation of customer needs into technical terms.
 Target specs are set early and refined as the team zeros in on a
choice of product concept.

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 A Concept Development Process phases

Concept Generation
• The goal is to thoroughly explore the space of product Video Box Position
concepts that may address the customer needs.
• Consists of External searches
• Creative problem solving within the team
• Results in maybe 10 to 20 concepts, each with a sketch
and brief description

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 Product Design Specification
• The product design specification is the basic control and
reference document that would include the outcomes of the
product development exercise, and is the must to begin with
and execute the design and manufacturing of any specific Video Box Position

part or product.
• The quality function deployment tool provides the most
crucial inputs in writing the product design specifications.
Following are some of the important elements of a typical
product design specification document. It is, however, not
necessary that the product design specification document of
any product will contain all these elements.
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 Product Design Specification
• [A] In-use purposes and market requirements
(a)Title and Purpose or function of the product,
(b)Predictable unintended use of the product,
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(c) Special features of the product,
(d)What would be the competitive products?
(e)What is the indented market and why there is a need for
this product?
(f)Relationship of the product to the other company products,
(g)Anticipated market demand (units per year) and target
price.
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 Product Design Specification
• [B] Functional Requirements
(a)Functional performances such as flow of energy,
information, materials, operational steps, efficiency,
accuracy, etc.,
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(b)Physical requirements such as shape, size, weight, surface
finish, etc.,
(c)Service environment such as storage and transportation
requirement,
(d)Life-cycle issues including useful life, reliability (mean
time to failure), robustness, ease of installation,
maintenance and repair, recyclability, etc.
(e)Human factors including importance of aesthetics,
ergonomics and user-training.
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 Product Design Specification
• [C] Corporate Constrains
(a) Is there adequatetime to design a quality productand its
manufacturing process (time to market)
(b) What are the requirements for manufacturing this product?
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(c) Do existing relationships with the suppliers pose any constraint
on manufacturing?
(d) Are there any constraints in using the trademark, logo, brand
name?
(e) What are the profitability and return on investment (ROI) that
must be met?
(f) The production team should follow professional ethics at every
level of the design process when they are dealing with suppliers,
dealers, corporate officials, society etc.

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 Product Design Specification
[D] Social, Political and Legal Requirements
(a)The product design specification should meet / contain
all the requisite safety and environmental regulations,
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(b)The product design specification should contain
all the required standards,
(c)The product design specification must be completed
with respect to all safety and liability norms,
(d)The product design specification should consider all the
information related to the patents and intellectual
property that are applicable.
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 Innovation in Product Development
• Two types of Innovations
1. Product Innovation Video Box Position
Launching new are improved products into market
2. Process Innovation
Finding better and more efficient way of producing
existing products or delivering servises

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 Innovation in Product Development

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 Innovation in Product Development
(at the end of the class around 50 minutes)
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 Examples of Product innovation :
• When people think of innovation, often, they’re thinking of product
innovation.
• Product innovation can come in three different forms.
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1) The development of a new product, such as the Fitbit or Amazon’s
Kindle.
2) An improvement of the performance of the existing product, such
as an increase in the digital camera resolution of the iPhone 11.
3) A new feature to an existing product, such as power windows to a
car.

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• Examples of Process innovation :
One of the most famous and groundbreaking examples Video Box Position

of process innovation is Henry Ford’s invention of the

world’s first moving assembly line. This process change
not only simplified vehicle assembly but shortened the
time necessary to produce a single vehicle from 12 hours
to 90 minutes.

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 References & Books
1. Pahl, Beitz, Feldhusen, Grote–Engineering Design: a systematic
approach, Springer, 2007
2. Christoph Meinel and Larry Leifer, Design Thinking, Springer, 2011
3. Aders Riise Maehlum-Extending the TILES Toolkit –from Ideation to
Prototyping
4. http://www.algarytm.com/it-executives-guide-to-design-thinking:e-
book.
5. Marc stickdorn and Jacob Schneider, This is Service Design Thinking,
Wiely, 2011
Department of EECE, GIT Course Title: Design
8 September 2020 42
Thinking
 THANK YOU
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