New Products Management -CHAPTER 13 DESIGN - CHAPTER 13 DESIG pot

PART FOUR
PART FOUR
DEVELOPMENT
DEVELOPMENT
McGraw-Hill/Irwin
Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved.
Development
Development
Figure IV.1
CHAPTER 13
CHAPTER 13
DESIGN
DESIGN
McGraw-Hill/Irwin
Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved.
What Is Design?
What Is Design?

Has been defined as “the synthesis of
technology and human needs into
manufacturable products.”

In practice, design can mean many things,
ranging from styling to ergonomics to setting
final product specifications.

Design has been successfully used in a variety
of ways to help achieve new product
objectives.

One thing it is not: “prettying up” a product

that is about to manufactured!
Contributions of Design to the New
Contributions of Design to the New
Products Process
Products Process
Figure 13.1
Principles of Universal Design
Principles of Universal Design

Equitable Use:
The design is useful to people with varied abilities.

Flexibility in Use:
The design accommodates a wide variety of
preferences.

Simple and Intuitive to Use:
The design is easy for anyone to
understand.

Perceptible Information:
The design communicates the required
information to the user.

Tolerance for Error:
The design minimizes adverse consequences
of inappropriate use.

Low Physical Effort:
The design can be used efficiently by anyone

with minimal fatigue.

Size and Space for Approach and Use:
The product is easy to
reach, manipulate, and use.
Figure 13.2

Source: James M. Mueller and Molly Follette Story, “Universal Design: Principles for Driving Growth Into New Markets,” in P. Belliveau, A. Griffin,
and S. Sodermeyer (eds.),
The PDMA Toolbook for New Product Development
(New York: Wiley, 2002), pp. 297-326.
Range of Leading Design Applications
Range of Leading Design Applications
Purpose of Design
Aesthetics
Ergonomics
Function
Manufacturability
Servicing
Disassembly
Item Being Designed
Goods
Services
Architecture
Graphic arts
Offices
Packages
Figure 13.3
Product Architecture
Product Architecture


The process by which a customer need is
developed into a product design.

Solid architecture improves speed to
market, and reduces the cost of changing
the product once it is in production.

Product components are combined into
“chunks,” functional elements are assigned
to the chunks, and the chunks are
interrelated with each other.
Product Architecture Illustration
Product Architecture Illustration
Figure 13.4
Product Architecture and Product
Product Architecture and Product
Platforms
Platforms

Product architecture development is related
to establishing a product platform.

If chunks or modules can be replaced easily
within the product architecture, “derivative
products” can be made from the same basic
platform as technology, market tastes, or
manufacturing skills change.

Examples: 200 versions of the Sony

Walkman from four platforms.
Assessment Factors for an Industrial
Assessment Factors for an Industrial
Design
Design
Figure 13.5
Prototype Development
Prototype Development

Comprehensive Prototype: complete, fully-
functioning, full-size product ready to be
examined by customers.

Focused Prototype: not fully functioning or
developed, but designed to examine a
limited number of performance attributes
or features.

Examples: a crude, working prototype of an electric
bicycle; a foam or wood bicycle to determine
customers’ reactions to the proposed shape and form.
Model of the Product Design Process
Model of the Product Design Process
Figure 13.6
Improving the Interfaces in the Design
Improving the Interfaces in the Design
Process
Process

Co-location


Digital co-location

Global teams

Produceability engineer

Upstream partnering with vendors
Computer-Aided Design (CAD)
Computer-Aided Design (CAD)

Greatly accelerates the design step and allows
assessment of multiple possible designs without
building expensive prototypes.

Design for Manufacturability (DFM): search for
ways to minimize manufacturing costs.

Design for Assembly (DFA): search for ways to
ease assembly and manufacture.

Rational for DFM: A seemingly trivial detail in
design phase might have huge manufacturing
cost consequences later on!
Some of the Uses of CAD in Auto
Some of the Uses of CAD in Auto
Industry
Industry

Determining fit of subassemblies: does

the radio/CD player protrude too far into
the engine area?

Facilitating “decking” of cars (attaching
the powertrain to the upper body): do all
the pieces fit together perfectly?

Crashworthiness: can we modify any
aspects of the car’s design to improve its
ability to protect the passengers in a
crash?
New Developments in CAD
New Developments in CAD

Stereolithography (rapid prototyping)

Mechanical computer-aided engineering
(MCAE)