industrial design teaching materials to accompany: product design and development chapter 11 karl t....
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Industrial Design
Teaching materials to accompany:
Product Design and DevelopmentChapter 11
Karl T. Ulrich and Steven D. Eppinger5th Edition, Irwin McGraw-Hill, 2012.
Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger5th edition, Irwin McGraw-Hill, 2012.
Chapter Table of Contents:1.Introduction2.Development Processes and Organizations3.Opportunity Identification4.Product Planning5.Identifying Customer Needs6.Product Specifications7.Concept Generation8.Concept Selection9.Concept Testing10.Product Architecture11.Industrial Design12.Design for Environment
13.Design for Manufacturing14.Prototyping15.Robust Design16.Patents and Intellectual Property17.Product Development Economics18.Managing Projects
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Outline
• Goals for ID
• ID expenditures
• Importance of ID
• ID process and timing
• ID roles
• ID quality assessment
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ID Importance to product design
• Ergonomics – Ease of use– Ease of maintenance– User interaction with the product– Minimum knowledge of using it safety.
• Aesthetics– Amount of product differentiation required– The importance of pride of ownership, image.– Motivation to the design team (for their pride in
product)
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ID goals
• Product utility– safe, easy to use, and intuitive
• Appearance– form, line, proportion, and color
• Communication of corporate image– through the visual quality
• Ease of maintenance and repair• Low (mfg) costs
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The ID Process
1. Investigate customer needs
2. Conceptualize
3. Preliminary refinement
4. Further and final concept selection
5. Control drawings of the final concept
6. Coordinate with engineering and production.
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Product types from the ID point of view
• Technology-driven products– Engineering or technical requirement is paramount– ID has little involvement– Extreme cases of Intel chips and GE engines
• User-driven products– Usually there is a high degree of user interaction for these
products. – The functionality and/or its aesthetic appeal are important– ID works closely with marketing and engineering throughout
the process.
• Classification of some common products– See exhibit 11-8 on page 222
Three Design Challenges
People
“desirable”
Technical
“feasible”
Business
“viable”
Source: IDEO
Technology or User Driven?
Technology or User Driven?
Technology or User Driven?
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Timing of ID involvement
• Technology-driven products– During the later phases of product development
• In concept generation for user interface• In concept testing for for customers for feedback.• In detailed design and refinement for packaging and marketing
• User-driven products– Throughout the entire process
• In need analysis for identifying customer needs.• In concept generation for creating multiple concepts• In concept testing for creating models• In system level design for refining promising concepts• IN detailed design for selecting final concept and coordinating
eng-mfg.-marketing efforts.
– See Exhibit 11.10 on page 223
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Tech- vs. User-Driven Products
Technology-Driven Products
Hard Disk Drive
User-Driven Products
Super Computer Laptop Computer
Automobile
Mobile Phone
Desktop Computer
Office Chair
Coffee Maker
Camera
Wrist Watch
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Quality assessment of ID
• User interface– Intuitive, safe, comfort, easy to use
• Emotional appeal– Attractive, exciting, pride of owning and being o the team
• User’s ability to maintain and repair product– Easy, intuitive
• Appropriate use of resources– Value (quality vs. cost)
• Product differentiation– Easy to stand out, recognize, & remember. – Fit with or enhance corporate identity
Industrial Design Chapter Example:
Motorola RAZR
Motorola “Flip Phones”
MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)
Concept Sketches and Rendering
Soft and Hard Models
Control Models and CAD Models
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ID expenditures
• Depending on the product type– Hand-held medical instrument are the
highest in terms of budget %– Technology-driven products are the lowest– See Exhibit 10-2 on page 192 for details
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ID Costs Breakdown
• Direct costs of ID services
• Mfg. costs to implement ID creations
• Costs of extended lead time for ID
Cost of Industrial Design
Percentage of Product Development Budget Spent on Industrial Design (%)
Total Expenditures on Industrial Design ($) thousands
30
20
10
0
10 100 1,000 10,000 100,000
Hand-Held Medical Instrument
Hand-Held Vacuum
Mobile Phone
Jumbo JetAutomobileMedical Imaging Equipment
Large-Scale Medical Equipment
Industrial Food Processing Equipment
Hand-Held Power Tool
Desktop Computer Peripheral
Other Images
Industrial Design Chapter Example:
Motorola RAZR
Motorola “Flip Phones”
MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)
Concept Sketches and Rendering
Soft and Hard Models
Control Models and CAD Models
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