PRODUCT DEVELOPMENT

MEE-462
B.TECH 8TH SEM MECHANICAL ENGINEERING
MECHANICAL ENGG. DEPTT

UNIT 1- Introduction to Product Design

Definition of Product and Product Development Process.
Characteristics of Successful Product Development.
Design and Development of Products.
Composition of Product Development Team.
The Challenges of Product Development.
Design definitions, old and new design methods,
Design by evolution examples such evolution of bicycle, safety razor etc.
Need based development.
Technology based developments.
Physical reliability of design concepts.
Economic feasibility of design concepts.

Concept of Product ,Definition and Scope

What is product ?
A product is something sold by an enterprise to its customers or a
product is a set of attributes offered to customers to fulfill their needs or
requirements. It is obtained by conversion of raw material.
The product is an entity for which clear idea of its design and
development is known. The purpose of the product should be clearly
visible.

Product Design &

Development (PDD)
Basic need of every manufacturing
company
Consumers want and expect new and
better products
Not
to
innovate
approach
is
becoming increasingly risky
Innovating new product is expensive
and risky.

Changing Dimensions of
Competition

Manufacturing:!
Cost and
Quality!

Product Development:!
Features and Function!

Competitiveness today is more than ever based

on product development capability.

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.
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.

Product Development
Process

Product development is an interdisciplinary activity requiring

contribution from the following three functions.
1. Marketing

2. Design

3. Manufacturing

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 (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.

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 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.

Development Team

Reasons for expensive and risky:

Most of the product ideas which go to product development
stage never reach the market due to non availability of money,
technology, manpower or due to change in demand.
Many products that do reach the market are not successful
mainly due to inferior quality, high product cost, poor
functionality, poor marketing skills or change in demand.
Successful products tend to have a shorter life due to change
in demand, stiff competition or rapid technological changes.
Thus, management finds itself in a dilemma, it
must development new product, yet the odds
weight heavily against their success.

Product identification related factors:

Gap in demand i.e. Demand > Supply
Under-utilized resources- contract manufacturing
lending of facilities
Diversification- limited customer base
New product ideas- friends, co-workers, environment

Product Analysis
Performed before actual design starts
It is based on the information collected about the customers
requirements and the level of competition.
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.

Why Product Analysis is So Imp.?

Design modifications are more expensive at later stage of
product life.
Design modifications are unwelcomed, once the product is
launched
Design modifications at later stage also delay the launch of a
new product.

Several aspects are considered for product analysis:

Functionality aspect
Operational aspect
Quality aspect
Reliability aspect
Durability aspect
Maintainability aspect
Aesthetic aspect

Factors to study for PDD

Marketing related factors

Prestige of the company

Technologically sound products
Customers requirements
Market potential
Product life
Competition
Stages in Product life Cycle
1. Introduction
2. Growth
3. Maturity
4. Decline

 Legal Factors
Environment pollution
Import restriction on capital goods
Restriction on finance
Finance related factors
Capital investment-manufacturing
machinery
Cash generation
Govt. support
Shares
Fixed Deposits

resources,

plant

and

 Manufacturing related factors

Availability of technological know- how- its cost, related equipments
Cost of Manufacturing facilities
Quality of manufactured products customer requirement
Rate of production market demand

Distribution related factors

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

 Organization related factors

Skill requirement both workers and managers
Availability of manager, labor etc.
Salary and wages of workers cost implications

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.

1.Product Quality: Product quality is ultimately reflected in market

share and the price that customers are willing to pay.
How good is the product resulting from the development effort team.
Does it satisfy customer needs?
Is it robust and reliable?

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

Development Time:

How quickly did the team complete the development effort .

It determines how responsive the firm can be to competitive forces and
to technological development

Development Cost :

It is usually a fraction of investment required to achieve profit.

Development Capability:

Development capability is an asset the firm can use to develop products

more effectively and economically in the future.
Future Scope

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
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 .

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.
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 camaraderie among team members.

NECESSITY OF WELL DEFINED

DEVELOPMENT PROCESS
Quality assurance:
Coordination
Planning
Management
Improvement
Morale and Satisfaction

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,
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.

Generic Product Development

Process
Planning

Concept
System-Level
Detail
Testing and
Production
Developme
Design
Desig
Refinement
Ramp-Up
nt
n
Mission!
Concept!
System Spec!
Critical Design!
Production!
Approval
Review!
Review!
Review!
Approval!
!

A Generic Development Process phases

Different Phases :
0. Planning: This is also called as the zero phase since it preceds the
project approval and launch of the actual product development
process. The output of this phase is the project mission statement,
which specifies the target market for the product, business goals ,
key assumptions, and constraints.
1. 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.

2. 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 specification of each of the products
subsystem and preliminary process flow diagram for final assembly
process.
3. 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. Process plan and tooling for each part
is The output of this phase is the control documentation for the
product.

A Generic Development Process phases

4.
Testing and refinement:
During the testing and refinement stage, a number of prototypes are built
and tested. Early alpha prototypes are built with prodn. intent parts but
not necessarily fabricated with actual processes. It is necessary to
determine whether the performance of the product matches the
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.
5.
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.

Rapid Iteration/spiral PD Process

Many Iteration Cycles
Planning

Concept
System-Level
Design
Developme
Design
nt
Mission!
Concept!
Cycle Plan!
Approval
Review!
Review!
!

Build

Test

Production
Ramp-Up
Cycle!
Review
!

Complex System PD Process

Design

Test

Design
Concept
System-Level
Planning
Developme
Design
nt
Design
Mission!
Concept!
System!
Approval
Review!
Review!
Design
!

Test
Integrate
and Test
Test
Test

Validation
and RampUp
Production!
Approval!

Project Down selection:

The PD Process Funnel
Planning

Concept
Developme
nt

System-Level
Design

Detail
Desig
n

Testing and
Refinement

Production
Ramp-Up

Concept Development Process

Mission
Statement

Identify
Customer
Needs

Establish
Target
Specificatio
ns

Generate
Product
Concepts

Select
Product
Concept(s
)

Test
Product
Concept(s
)

Set Final
Specificatio
ns

Developme
Plan
nt
Plan
Downstrea
m
Developme
nt

Perform Economic Analysis

Benchmark Competitive Products
Build and Test Models and Prototypes

Front-end of PD need not be a fuzzy process.

Structured methods exist for each process step
This is not strictly sequential -- generally a
parallel and iterative process.

Concept Generation
Why emphasize early concept generation?
Thorough exploration of alternatives early in the
development process greatly reduces the likelihood that the
team will generate a superior concept late in the development
process or that a competitor will introduce a product with
dramatically better performance than the product under
development.
Concept generation answers the question of how the
product will satisfy the customer needs as mapped into
the functional specifications.

A Concept Development Process phases

o 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
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.

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

o 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.

A Concept Development Process phases

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

 Concept Selection
A process where each concept is evaluated to identify the most
promising concepts.
Requires several iterations and may cause additional concept
generation and refinement.
Design Evaluation
Binary measure
Qualitative measure

Concept Testing
One or more concepts are tested to verify the customer needs have
been met.
to assess the market potential of the product.
Identifying any shortcomings before any further development.
Poor customer feedback could result in terminating a project or
earlier activities may be repeated..

 Setting Final Specifications:

Previous target specifications are revisited AFTER a concept has
been selected and tested.
The project team needs to commit to specific values of metrics
for the final specifications.
Limitation identified by technical modeling and they look at
trade-offs between cost and performance.

Project Planning:
During this final activity the team creates a detailed development
schedule
Comes up with a strategy to minimize development time
Identifies resources required to complete the project

 The result = Contract Book

Contains
Mission statement
Customer needs
Details of the selected concept
Product specifications
Economic analysis of the product
Development schedule
Project staffing
Budget

 Need based development.

Necessity is the mother of invention.
This is the responsibility of the everyone in the company to know
the customer needs .
The customer needs have to be translated in to a set of product
requirements in the form of product specificaton,functional
specification and or marketing requirement specification.

Technology based development.

Technology is changing with day by day. So company should
introduce the product while doing all R&D. otherwise the product
will be obsolete in the market and will not earn the required profit.

 Physical reliability of design concept

Means the probability that the product components ,subcomponents,
assembly will perform its function satisfactory under given
circumstances, such as environmental conditions

Economic feasibility of design concepts

Means that the product should provide the stated function, desired
quality, prescribed specification or customer satisfaction at the
minimum cost.

 Home assignment # 1
Old design methods
Strength and weakness of old design methods
Design by Evolution
Evolution of safety razor, camera, centrifugal pump,
Design by innovation
Need statement

Classification of Product :
Consumer products (such as TV, Refrigerator, AC etc
Industrial Product

(such as Lathe , Milling ,machinery, suppliers,

Containers ,Packaging materials etc.)

Platform Products
A firm assumes that the new product will be built around an established
technological sub-system
Consumer electronics, computers, printers
PT Cruiser Dodge Neon
Process-Intensive Products
Characteristics of the product are highly constrained by the production process.
Both the product and the process must be developed together from the very
start, or an existing production process must be identified first
Frito-Lay snack foods, chemicals, semi-conductors, computer memory

 Generic (Market Pull) Products

A firm begins with a market opportunity, then finds appropriate

technologies to meet customer needs

Examples: Most sporting goods ,Furniture ,Tools

Technology-Push Products
A firm begins with a new technology, then finds an appropriate market
Example: Rainwear
Planning phase involves matching the technology to the market

Customized Products

New products are slight variations of existing configurations.

Examples include: Switches ,Motors, Batteries ,Containers

Old Design Methods

The objective of Old design methods was to produce drawings for the approval
of his clients and for the instruction of manufacturers. These methods are more
concerned with the products itself not emphasize on any type of change.
Following are the two types of old /conventional methods of design.
Design by craft evolution:- In this method a skilled craftsman produce a
beautiful and complicated object by their inborn skill. (i.e. this is an art not a
science)
Drawbacks of this method :The craft man doesnt prepare the dimensioned
drawing of their products.
They can not offer proper justification for the design.
The product design was very time consuming.
The change in product design is very slow or nearly negligible.
For Example: The designing of Bullock cart , rowing boat, razor etc are some
product produce by craft evolution process

Design by drawing:To over come the limitation of design by craft, a new method of design is
developed this method is called Design by Drawing.
Features of Design by drawing :1.The dimensioning of product is specified.
2.The complete manufacturing or design of the product can be subdivided
into separate pieces, which can be made by different people.
3. When the product is to be developed by trial and error, the process is
carried out on a drawing board instead of shop floor.

Strength and Weakness of Old & New Design

Methods??????????????????

Think Yourself

DESIGN PROCESS
The Design process
deals with the conversion
of ideas in to reality.
OR
IT is the form of human
activity which aims at
fulfilling human needs
OR
The design process is the
process of produce the
prototype, which is used
as the sample for
reproducing the
particular, goods or
service as many time to
satisfy consumers needs
CAD(EME-701)

RECOGNITION
OF NEED
DEFINITION OF
PROBLEM
SYNTHASIS
ANALYSIS AND
OPTIMIZATION
EVALUATION

PRESENTATION

52

Steps in the design process:(Given by Shigley)

1. Recognition of need
2. Definition of the problem
3. Synthesis
4. Analysis and Optimization
5. Evolution
6. Presentation
CAD(EME-701)

53

Some traditional design procedures:1.

2.

Design by craft evolution.

Design by drawing.

1.

Design by craft evolution:The designing of Bullock cart , rowing boat, razor etc
are some product produce by craft evolution process.
Features of craft evolution:The craft man doesnt prepare the dimensioned
drawing of their products.
They can not offer proper justification for the design.
The product design was very time consuming.
The change in product design is very slow or nearly
negligible.

CAD(EME-701)

54

Design by drawing:To over come the limitation of design by craft, a new method
of design is developed this method is called Design by
Drawing.

Features of Design by drawing :1. The dimensioning of product is

specified.
2. The complete manufacturing or design
of the product can be subdivided into
separate pieces, which can be made by
different people.
3. When the product is to be developed by
trial and error, the process is carried out
CAD(EME-701)

55

RECOGNITION
OF NEED

DEFINITION OF
PROBLEM

SYNTHASIS

ANALYSIS AND
OPTIMIZATION
EVALUATION

PRESENTATION

CAD ELEMENT\TOOLS

GEO.
MODELLIN
G
ENGG.
ANALYSI
S

DESIGN
REVIEW
AND
EVALUATIO
N
AUTOMAT
EDRAFTIN
G
56

Five Guidelines for Writing Needs

Statements
Guideline

What Not
How
Specificity

Customer Statement
Why dont you put
protective shields around the
battery contacts?

Need Statement-Wrong
The screwdriver battery
contacts are covered by a
plastic sliding door.

Need Statement-Right
The screwdriver battery is
protected from accidental
shorting.

I drop my screwdriver all the

time.

The screwdriver is rugged.

The screwdriver operates

normally after repeated
dropping.

The screwdriver is not

disabled by the rain.

The screwdriver operates

normally in the rain.

Positive Not It doesnt matter if its

raining, I still need to work
Negative
outside on Saturdays.

Attribute of
the Product

Id like to charge my battery

from my cigarette lighter.

An automobile cigarette
lighter adapter can charge
the screwdriver battery.

The screwdriver battery

can be charged from an
automobile cigarette
lighter.

Avoid
Must and
Should

I hate it when I dont know

how much juice is left in the
batteries of my cordless
tools.

The screwdriver should

provide an indication of the
energy level of the battery.

The screwdriver provides

an indication of the energy
level of the battery.

Morphology of Design
Introduction
Morphology means a study of form or structure. Morphology
of design refers to the time based sequencing of design
operations. It is a methodology of design by which ideas about
things are converted into physical objects. The logical order of
different activities or phases in a design project is called the
morphology of design.
Morphology of design is the chronological vertical structure of
the various phases or steps together from the engineering
analysis to the retirement of the product. It consist of SEVEN
PHASES.

Morphology of Design

Phase I:
Feasibility study
Phase II: Preliminary Design/Embodiment Design
Phase III: Detail Design
Phase IV: Planning for Manufacture/ Production
Phase V: Planning for Distribution
Phase VI: Planning for Use /Consumption
Phase VII: Planning for Retirement of the Product

Phase I: Feasibility study

The aim is to produce a number of feasible and useful solutions.
Here the alternatives are assessed in stages. The first stage is
made on the basis of common sense. Many of the broad solutions
may not be worth consideration. Considering technical feasibility
some of the solutions can be eliminated. The last stage is the
economic assessment. Systematic technical, economic, social and
legal considerations provide a rapid convergence towards the
useful solutions .
The producer has to
undertake the detailed feasibility
investigation which comprising two feasibility studies:
i) The Technical Feasibility Study
ii) The Economic Feasibility Study

Phase I: Feasibility study

In this phase actually design problem is assumed to be
defined. According to the defined problem various cad
model or prototype has been made. Feasibility in terms
of design constraint, technology, resources, finance,
economy, and market availability are studied.
Technical Feasibility Study Covers the following aspects:

Location of the project

Lay-out of the Plant
Size of the Plant
Manufacturing process / Technology
Process Design
Product Design
Scale of operation
Infrastructural facilities

Economic Feasibility
The prime objective of setting up a project is to derive a
fair return on the investment.
Economic Feasibility Study, therefore, concerns itself
with matching of economic resources with the physical
requirements of a project and determining the viability of
investment therein.
Techniques:
Break-even Analysis
Ratio Analysis ( Accounting)
Time, value and money

Phase II (a): Conceptual (preliminary) Design

Feasibility study yields a set of useful solutions. The aim
in this phase is to choose the optimal solution. To do this,
criterion of optimization must be explicitly delineated.
The chosen alternative is then tested and predictions are
made concerning its performance.
After selecting the best design among all the design ,
synthesis study is to be started. Analysis and simulation
of selected design is done. Based on the analysis result
flows are eliminated based on cause and effect method.
Design concept are validated and assurance is given that
system is feasible.

Phase II (a): Conceptual (preliminary) Design

Identification of customer needs
Problem definition
Gathering information
Conceptualization
Scope selection
Refinement of PDS ( Product design specification )

Phase II (b): Embodiment Design

It is a process where the structured development
of the design concepts takes place. It is in this
phase that decisions are made on strength,
material selection, size shape and spatial
compatibility. Embodiment design is concerned
with three major tasks
Product architecture
Configuration design of parts and components
Parametric design of parts and components

Phase II (b): Embodiment Design

Product architecture: It is concerned with dividing the overall
design system into small subsystems and modules. It is in this step
we decide how the physical components of the design are to be
arranged in order to combine them to carry out the functional
duties of the design.
Configuration design: In this process we determine what all
features are required in the various parts / components and how
these features are to be arranged in space relative to each other.
Parametric design: It starts with information from the configuration
design process and aims to establish the exact dimensions and
tolerances of the product. Also, final decisions on the material and
manufacturing processes are done if it has not been fixed in the
previous process. One of the important aspects of parametric
designs is to examine if the design is robust or not.

Conceptual Design
Define
problem
Problem statement
Benchmarking
QFD
PDS
Project planning

Product
architecture
Arrangement of
physical elements
to carry out
function

Gather
information

Concept
generation

Evaluation of
concept

Internet
Patents
Trade literature

Brainstorming
Functional
decomposition

Decision matrices

Configuration
design

Parametric
design

Detail design

Prelim. selection of
material and mfg.
Modeling and
sizing of parts

Embodiment Design

Robust design
Tolerances
Final dimension
DFM

Detailed drawings
and specifications

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 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.

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,
(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.

Product Design Specification

[B] Functional Requirements
(a)Functional performances such as flow of energy, information,
materials, operational steps, efficiency, accuracy, etc.,
(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.

Product Design Specification

[C] Corporate Constrains
(a) Is there adequate time to design a quality product and its
manufacturing process (time to market)
(b)What are the requirements for manufacturing this product?
(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.

Product Design Specification

[D] Social, Political and Legal Requirements
(a) The product design specification should meet / contain all the
requisite safety and environmental regulations,
(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.

Phase III: Detailed Design

The purpose of the detailed design is to produce a complete
engineering description of a tested and producible design for
manufacture. Any missing information about the arrangement,
form, material, manufacturing process, dimensions, tolerances
etc of each part is added and detailed engineering drawing
suitable for manufacturing are prepared. A detailed design
includes manufacturing drawings with tolerances.
1. By keeping all the preliminary design in mind master layout is
created and all the constraint, dimension and parameter is noted.
2. Actual prototype is made for suitable scale so that it can be
tested in various aspect.
3. Basic redesign and refinement is done until the promised design
is accomplished.

Phase IV: Planning for Manufacture

A procedure sheet is to be made which contains a sequence
of manufacturing operations that must be performed on the
component.
It specifies clearly the tooling, fixtures and production
machines. This phase may include planning, and inventory
control, quality control system, the fixing of standard time
and labor cost for each operation.

Phase IV: Planning for Manufacture

1. Designing specialized tools and fixtures
2. Specifying the production plant that will be used Detailed
process planning is done with the help of process sheet
where every task is mentioned in sequence or as per order.
3. Planning the work schedules and inventory control, MPS,
routing.
4. Planning the quality assurance system
5. Establishing the standard time and labor costs for each
operation
6. Establishing the system of information flow necessary to
control the manufacturing operation, responsibility
distribution at shop floor.
7. Financial Planning is done

Phase V: Planning for Distribution

The success of a design depends on the skill exercised in marketing the
product. Also the user oriented concern such as reliability, ease of
maintenance, product safety, convenience in use, aesthetic appeal, economy
and durability must met. The product life considering actual wear or
deterioration, and technological obsolescence must be planned.
The Purpose of this phase is to design an effective and flexible system of
distribution of warehousing system.
Designing the packaging of product
Planning of warehousing of product
Planning for promotional activity
Designing the product for condition arising in distribution.

Phase VI: Planning for CONSUMPTION/Use

The purpose of this phase is to provide a rational basis for
product improvement and redesign and to incorporate in design
adequate service features.
Design for reliability
Design for safety
Design for maintenance
Design for ease in use
Design for aesthetic feature
Design for operational economy
Design for adequate duration of service

Phase VII: Planning for Retirement of the Product

The purpose of this phase is to consider the problems associated
with retiring and disposing of a product.
Design to reduce the rate of obsolescence by taking into account
the anticipated effect of technology development
Design physical life to match anticipated service life.
Designing the product so that reusable material and long lived
component can be recovered.
Testing of serviced part in laboratory for design purpose.

 Adaptive Design: This design requires only minor modification

usually in size alone or if the changes are more but original design
concept is same. The level of creativity needed is negligible because only
adaptation of existing design is essential.

Variant design: This design approach followed by companies who

wish to serve product variety to satisfy varying customer tastes. e.g. Hero
honda: CD 100, CD Delux, Passion, splender are variant design.Honda
city: Honda city petrol E, S , SV, V, VX

Creative design: It requires most demanding design efforts and

new product is designed.
Modular design: use of modules or building blocks for
assembling and producing a variety of products is termed modular
design. E.g. furniture companies. Its adv. Is lower inventory, better
flexibility, low cost etc.
Configuration design: It is a form of special assembly drawings to
prove success or failure of the assembly (layout drawing) .

Design Criteria
1. Strength Based Criteria: the strength of the material must be
larger than the induced stress anywhere in m/c element
especially in critical elements.

Ductile material usually failed by yielding. Brittle material usually

failed by fracture. Sy or Su > induced stress for safe design.

2. Rigidity Based Criteria: this design criteria usually applied in

machine tool design and instrument design. Induced stress is
less. Cast iron is used extensively used in machine tool because
of high modulus to strength ratio. Rigidity is imp. for
prevention of vibration
3. Impact Based Criteria: Impact based design is most important
in the case of automobile bumpers, automobiles safety devices
power tools, watches and electrical & electronics products etc.
Impact is also the foremost factor in designing boxes and
containers for packaging

Creativity
Develop a creative attitude
Unlock your imagination
Be persistent
Develop an open mind
Suspend your judgment
Set problem boundary

Three Phases of Creative Design

In the creative design the three stages involved are:
Divergence (Analysis)
Transformation (Synthesis)
Convergence ( Evolution)

Divergence (Analysis)
To increase the search space to find the solution of the
problem.
In this step the objectives are unstable and tentative , the
problem boundary is unstable and undefined, evaluation is
deferred.
The objective of this stage is to find a valuable method for a
design problem.

Three Phases of Creative Design

Transformation (Synthesis)
This is the stage of pattern making. It is a critical stage. The
main characteristics of this stage are:
To focus on a particular stage.
Judgments are made at this stage as per the variables
identified ,constrained recognized in the earlier stage.
in this the problem is split up in to sub problems.
Brainstorming , synectics, removal mental blocks are the
methods of searching for ideas by divergence and
transformation.

Three Phases of Creative Design

Convergence ( Evolution)
Objective is to reduce the secondary uncertainties
progressively until to get the final solution. i.e in this stage a
range of options reduces to single chosen design as quickly
and cheaply managed..

Aesthetics
Aesthetics is defined as being sensitive to art showing good
taste, being concerned with study or appreciation of beauty.
Concepts of aesthetics for engineering are summarized as under.
1. Function: description of operating function of the product. It should
cover cost, environment, maintenance user acceptance and familiarity,
as well as aesthetic along with its mechanical operation.
2. Form : a form comprises of element like line, proportion, colour and
texture. A designer should sets a unique form by organizing above
elements properly.
3. Unity (Harmony):signifies the harmonies combinations of
components. The designer is able to affect the unity with the help of
similar proportions and shapes.
4. Styling: Styling means decoration and ornamentation. The purpose of
styling is to attract the consumer towards the product.

Levels of Customer Requirements

Expecters: the basic attribute that one would expect to
see in the product
Spoken: the specific features that the customers say they
want in the product
Unspoken: the product attributes the customer does not
generally talk about, but are nevertheless are important to
him or her
Exciters or delighters: the features that make the product
unique and distinguish it from the competition

Ergonomics
Ergonomics is the science of fitting the job to the worker.
Ergonomics is the science of fitting the job to the worker,
matching the physical requirements of the job with the
physical capacity of the worker.
Ergonomics is used to design an environment (layout, work
methods, equipment, noise, etc) which is compatible with
each individuals physical and behavioral characteristics.
Ergonomics looks at the behavior of the person performing
the job. Good ergonomic design makes the most efficient
use of worker capabilities while ensuring that job demands to
not exceed those capabilities

Application of Ergonomics

Ergonomics has been applied in :

(A) design of man machine systems.
(B) design of working environment.
Ergonomics is found to be applied over the whole field of the
working environment and deals with such aspect as the design of
control levers ,wheel etc. to suit human mental and physical
characteristics.
It is useful in the layout of the workplace , including the design of
seats and arrangements of components and equipment to suit the
human body measurement.

Mental Blocks
Habitual Blocks: When designer lacks a positive outlook.
And he continue the old processes. Because of this :
He rejects the alternative solution which are new and,
better compared to tried process
Perceptual Blocks: a designer finds it difficult to use all the
sense of observations. he is unable to distinguish the cause and
effect relationship.
Cultural Blocks: due to this he did not follow the proper
methods and avoid the proper reasoning.
Emotional Blocks: Fear of making mistake or appearing
foolish.

Mental Blocks
Perceptual Blocks a designer finds it difficult to use all the sense of
observations. he is unable to distinguish the cause and effect relationship.
o Stereotyping
o Information overload
o Limiting the problem unnecessary

Habitual Blocks: When designer lacks a positive outlook. And he

continue the old processes. Because of this he rejects the alternative solution
which are new and, better compared to tried process

Cultural Blocks due to this he did not follow the proper methods and
avoid the proper reasoning.

Environmental Blocks
Emotional Blocks
o
o
o
o

Fear of risk taking

Unease with chaos
Adopting a judgmental attitude
Unable or unwilling to incubate

Intellectual Blocks

Removal of Mental Block

Need the ability to unlearn what we Know.
He should learn to combine and recombine
information in a variety of ways.
He must develop an habit of dissatisfaction with
existing conditions.

Ideonomics
Ideonomics means the method of collecting ideas.
Ideas by individual:
By study the problem carefully and in depth.
To avoid any hasty decision on the problem at the initial stage.
To prepare a record of his ideas in the form of notes or graphs etc.

Ideas by team approach: (For Complex problems)

When a group of people attempts to examine a complex problem and try to
resolve it then it is called as Brainstorming.

Ideas by research or scientific approach (For Complex problems)

To identify the problem carefully.
Note the observations of the system carefully under different conditions,
To develop an hypothesis on the basis of observations.
Experimental investigation to test the hypothesis.
Through analysis of result is made ,which may either accept or reject the
hypothesis.

Brainstorming
Four fundamental brainstorming principles
1. Criticism is not allowed.
2. Ideas brought forth should be picked up by other
people present.
3. Participants should divulge all ideas entering their
minds without any constraint.
4. A key objective is to provide as many ideas as
possible within a relatively short time.