eia pt.1 ipd

Design and Product Development Guest Lecture at Tallinn European Innovation Academy Thomas J. Howard www.thomasjhoward.com [email protected]

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2012 Original material by Thomas J. Howard, The Technical University of Denmark 2

Agenda

09:30 – Integrated Product Development 10:05 – Exercise 10:20 – Break and discussion

10:30 – Product/Service-Systems (PSS) 10:05 – Exercise 11:20 – Break and discussion

11:30 – Open Design 11:05 – Exercise 11:20 – Discussion

LUNCH 13:00 – Protovation 13:45 – Exercise

Product Development: Sequential vs Integrated Working for each other, not before each other.


Recommended Reading Source of inspiration for this lecture: Integrated Product Development Mogens Myrup Andreasen & Lars Hein (2000)


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


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


Sequential or “Over the wall” development

Marketing want: Designers want: Manufacturers want:

4

24

12

6 7 4 1 6 4 8


Exercise 1b Integrated 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)


The role of the product developer

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


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!


Project cost allocation


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


The three Key disciplines of Integrated Product Development (IPD)

Business

Market Product

Production

’Need’ Situation


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


“Integrated Product Development is:

an idealised model of development where the business case of a

product is built from the perspectives of all stakeholders”


2 Products with the same task...


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


Which product is better?

Market Product

Production Business


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?

$$$$ $

$


Concurrent Engineering

Designing the Product and Production simultaneously

Market Product

Production Business


What are DFX methods? DFX: Design For X

• where ‘X’ is an important aspect related to the product lifecycle, • and ‘Design For’ means to design the product in order to improve

Important DFXs: DFE – Design for the Environment DFM – Design for Manufacturability DFA – Design for Assembly DFS – Design for Serviceability DFC – Design for Changeover DFD – Design for Disassembly DFQ – Design for Quality (QFD method)


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Design for …

Df – Cost Df – Assembly Df – Manufacturing Df – Usability Df – Quality Df – Serviceability Df – Environment Platform development …

[Score model from Olesen, 1992]

DfX and Life Cycle


Think about service in advance... Headlamp bulb replacement example

This side up

[Case from Winston Knight, Rhode Island]


Here’s what it takes... Disassemble: Reassemble:

2 Screws (left side light) Cover (left side light) Cable connector Housing (left side light) 2 Screws (right side light) Cover (right side light) Cable connector Housing (right side light) 14 Screws (radiator panel) Radiator panel 4 Screws (headlamp trim) Headlamp trim Headlamp glass Headlamp bulb

Headlamp bulb Headlamp glass Headlamp trim 4 Screws (headlamp trim) Radiator panel 14 Screws (radiator panel) Housing (right side light) Cable connector Cover (right side light) 2 Screws (right side light) Housing (left side light) Cable connector Cover (left side light) 2 Screws (left side light)

32 items 32 items



Boeing Helicopter (formerly McDonnell Douglas Helicopter Systems)

Apache Longbow Helicopter Redesign

Estimated savings

$1.3 billion over life of program

One aircraft per month

Increased to five per month



Anti-Flair Bracket Assembly for the Boeing Longbow Apache Helicopter

Source: Alfredo Herrera,1998 International DFMA forum, Newport, RI

Before

5 sheet metal parts 19 rivets 20 tools needed 32 hours manufacturing

After

1 high-speed machined part 2 hours manufacturing 10% less weight 45% less cost Tooling cost virtually eliminated


Jump Seat assembly

Base line analysis 105 separate parts

Total assembly time estimate 1440 s, excluding paint application

Many tubular parts and small tabs hand welded during assembly

Many reorientations of product during assembly



Jump Seat assembly

Phase 1 Proposal Objective to reduce parts and assembly time while maintaining essential functions

Most welding steps eliminated

Cams and rolling components replaced by slides guided in slots

Part count reduced to 19 , with 5 major subassemblies

Assembly time estimate reduced to 258 s

A more radical Phase 2 proposal that loses some functionality was also developed



DfMA – Housing corner piece

[Andreasen, Kähler & Lund, 1988 – “Design for Assembly”]

Lønstrup


DfA – Plastic integration


Customer relationship modelling

Market Product

Production Business

Designing the Market and Product simultaneously


Stakeholders and activities

Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product, service and business development”, ICED11


Product and user lifecycles

Tan, A., McAloone, T.C., Andreasen, M., “What happens to integrated product development Models with product/service-system approaches?”, The 6th Integrated Product Development workshop, 2006


Applying IPD to NPD Sketch a product life and activity cycles for sun lotion

Try to suggest a new configuration.


Our solution...

Existing distribution chains

At point of use

Single serve


Questions

?

eia pt.1 ipd

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