Welcome to 41631

Integrated Product DevelopmentThomas J. Howardthow@mek.dtu.dk

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“Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark”

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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Recommended ReadingSource of inspiration for this lecture:Integrated Product DevelopmentMogens Myrup Andreasen & Lars Hein (2000)

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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EXERCISE 1 - Example

Using as few of the numbers as possible:

Using these functions: +, -, x, /, (, )

Make or get as close as you can to: __________=____25 ( 7 – 2 ) x 5 25

6 1 7 8 2 5

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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EXERCISE 1a

Using as few of the numbers as possible:

Using these functions: +, -, x, /, (, )

Make or get as close as you can to: __________=____

Make or get as close as you can to: __________=____

Make or get as close as you can to: __________=____

6 7 4 1 6 4

24

8

12

4

Cross out the numbers used

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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Sequential or “Over the wall” development

Marketing want:

Designers want:

Manufacturers want:

4

24

12

6 7 4 1 6 4 8

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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Exercise 1bIntegrated development

Marketing wants: __________ = ____

Stylists want: __________ = ____

Manufacturers want: __________ = ____

4

24

12

6 7 4 1 6 4 8

Using as few numbers as possible, try to meet all targets at the same time (use numbers only once)

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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The role of the product developer

Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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Does this really apply to product development

• Constraints imposed by design decisions cause compromise for other stakeholders• Product development is greatly complex• Nobody knows how a product is developed

Even a simple product like a pencil!

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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Project cost allocation

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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EXERCISE 2:List the stakeholders involved in your product/service and its development.

Some important stakeholder activities:

• Engineering• User / Operators • Shipping / Distribution• Sales / Retailing• Purchasing• Quality control• Assembly• Disposal• Manufacturing• Suppliers / 3rd Party• Legal departments

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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The three Key disciplines of Integrated Product Development (IPD)

Business

MarketProduct

Production

’Need’ Situation

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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The three Key disciplines of Integrated Product Development (IPD)

Business

Marketing, Sales, Forecasting, User-studies

Design, Engineering, Aesthetics, Ergonomics

Manufacture, Assembly, Packaging, Transport

’Need’ Situation

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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“Integrated Product Development is:

an idealised model of development where the business case of a

product is built from the perspectives of all stakeholders”

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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2 Products with the same task...

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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Which product is better?

MarketProduct

ProductionBusiness

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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EXERCISE 3:Analyse the sample in terms of the key disciplines of IPD

Market

Product

Production

High end, premium, brand differentiation

Functional, mid range

Relatively complex so can malfunction, cleaner in operation, easier to direct

Simple, easy to use, less clean in operation

Difficult manufacture and assemble

Very simple 1 piece moulding, no assembly except insertion

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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Extreme cases...

Cheaper, quicker and easier production

Lighter, more sturdy, cheaper, better functioning product

No market differentiation or wow factor

Where does the value lie?

$$$$ $

$

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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Where does the need usually arise?

Business

MarketProduct

Production

’Need’ Situation

CBS

DTU

2013Original material by Thomas J. Howard & Jakob Bejbro for 41631: Innovation in Product Development Department of Mechanical Engineering, Technical University of Denmark

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