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Product Design, Analysis, & Development

PROF. SANDEEP NEMLEKAR

PHONE # 91 9987209747

EMAIL: sandeep.nemlekar@crkimr.in

More Details on Facebook, YouTube & LinkedIn

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Concepts in Product Design

Concepts in

Product Design

Research & Development

Reverse EngineeringManufacturability

Standardization

Product Life Cycle

Robust Design

Concurrent Engineering

Modular Design

Computer Aided Design (CAD)

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Concepts in Product Design

1. Research & Development fundamental research

Advancement of state of knowledge e.g. Law of Gravity

Applied research for developing commercial applicationse.g. space rocket propulsion, high speed elevators etc on law of gravity

2. Reverse Engineering carefully dismantling competitor’s existing product

in steps to understand unique underlying concept Competitors of Sony Corp – handycam, digicam

3. Manufacturability Designing in such a way that manufacturing can be done easily considering existing capabilities – low investments

…

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Concepts in Product Design

4. Standardization less variety – new products with no major variation from

existing products – e.g. Keyboards – low design cost & easy availability of components lack of standardization e.g. OS Windows, Linux, etc.

compatibility?5. Modular Design type of standardization – designing in parts & modules modules are subassemblies of components reduces efforts & time in designing & inventory management entire module can be replaced in case of defect6. Robust Design Designing a product that can be operational in varying

environments easier than changing environment to suit product - Jeep vs.

Car…

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Concepts in Product Design

7. Concurrent Engineering – design team includes marketing, finance, engineering, production, materials to advise on respective feasibilities

opposite to classical sequential approach – saves time & efforts .8. Computer Aided Design (CAD) – a software to help making 3D design can be seen at different places through intranet-internet Earlier (without CAD) front, top & side views to be drawn

tedious & time consuming9. Product Life Cycle – 5 stages

demand

low as

customer

unaware

Awareness

increases

Rise in

Demand

slows

down

demand

stabilizesdemand

reducingNew

features

added

over time

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Product Design & Analysiso In any business venture, product design is the 1st step immediately

after accepting the concept of the product. Product design has direct bearing on plant layout & in-process

material flow. In the process of product design, on has to critically analyse

different design features with relevance to places of use, substitutematerials, & carefully plan equipment alternatives formanufacturing the product.

Therefore, purpose of product design & analysis is to determine &specify products that will be profitable to manufacturers &distributors & will give maximum human satisfaction.

o Various aspects in product design are: Design for function A product must perform the function expected by its customer. If designed with functional features into account, the product will

create satisfied & repeat customers Strengths & wearability of the product & its components are the

factors to be considered for functional design. …

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Product Design & Analysiso Various aspects in product design are: Design for making A product, designed for function, but impossible to manufacture is

of no use. So, attention to be given to material, fastening, etc. Material properties must be within processing range Making use of standard parts is an important aspects Also, operation convenience of equipment must be considered Design for selling Designed for function & making but without any buyer is of no use A product has to sell itself to the customers The features like appearance & convenience, depends on the

customer needs Product convenience can be improved by predetermined motion

time systems So, designing, engineering, & psychology is used togethero …

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Product Design & Analysiso Modules of product design & analysis Product design may be classified into design for new products &

design for modification of existing products Product design is a repetitive task A careful analysis of the product attributes would reduce

obsolescence & extend product’s life. The following are the various aspects of product design & analysis• Process planning & design• Value analysis / engineering• Standardization & simplification• Make or buy decision• Ergonomic consideration in product design• Concurrent engineering

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New Product Development: Conceptso The rate at which a product reaches maturity stage depends on

technology, level of competition, rate of obsolescence, culture, tasteof customers, etc.

So, the organization must continuously monitor the market & itsenvironment for possible up-gradation of its product, to retain /increase market share.

Up-gradation may be by changing some parts to improveoperational performance or by changing technology in producing.

Sometimes such a change for reducing price to be competitive Flexibility is required to introduce products & change product mix

rapidly.o Design of products offered by a company is strategic in nature It affects company’s success in market place & many interrelated

functions Consideration of type of product & its quality level addresses

objectives & policies guiding the design Product design & reputation affect stakeholders perceptiono …

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New Product Development: Conceptso Some factors to be considered in designing the product External appearance of a product influencing buying decision Internal components affecting product performance, reliability,

durability, & hence, long term satisfaction of customers Number, type, & complexity of the components affecting type of

suppliers to be dealt, extent of work & skills, production process,capital investment, & operating costs.

o So, the design affects pricing, sales, revenues, & costs.o As per estimates, 70% or more of manufactured product cost is

determined by its design. A general guideline for designing is to reduce the number of parts a

company to make i.e. standardization & simplification Standardization aims to have fewer choices of the components &

products. Simplification aims to have no more parts than necessary to

perform the product's intended function & tries to reducecomplexity of those parts.

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Steps in Product Designa) Problem Assessment: After having identified the problem in terms of a new

product/enhanced product, it is better to write down the problemin clear terms.

Such exercise will narrow down the thinking process & come outwith precise problem statement which in turn narrate the functionof the problem.

b) Design Specification: In this step, the requirements of the product are to be listed out. Such requirements will fix the boundaries to design the product.c) Idea Generation: Doing a brainstorming session to propose suitable design to meet

the purpose of the product. At this stage, a group of experts will generate ideas about the

design of the product. Some of the ideas may be funny. But, team leader should not curb the ideas.d) …

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Steps in Product Designd) Screening & evaluation of ideas: Rank the ideas in the descending order of their importance & utility Select 1 or more ideas from the sorted list from top for design

purpose. Selecting more than one idea may be for bringing out more than

one model in the market.e) Business Analysis: In-depth study of the estimated economic feasibility of the product Expected cost & revenues may be estimated in macro terms Economic feasibility is done to check viability of the productf) Concept design rough design of the product is to be worked out in terms of the

components of the product, shape, & size of each of thosecomponents

Then, 3 dimensional view of the product may be constructed onthe screen of a computer to have comparison of the product withthat of the idea of the product what is wanted.

Till the comparison is not through, the steps from idea generationto the current step are repeated.

g) …

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Steps in Product Designg) Detailed design The full details, like measurements for each part of the product, are

to be determined by taking the functional requirements of thatproduct in conjunction with the function/s of the product as awhole.

Then create part drawings & assembly drawings of the product. Also, develop the design of a 3-dimensional proto-type of the

product.g) Production of prototype & testing Manufacture few units of the product & get feedback from

potential users for its designed features. Sometimes, the prototype is to be sent to laboratory to test the

performance of the product.g) Manufacturing The design engineer in consultation with the process planning

engineer will design the manufacturing system with machineries &equipment required if it is made in house.

Otherwise identify supplier who can produce to specification &deliver units as per production plan

h) …

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Steps in Product Designh) Commercialization / Product Launch Launching the product into the market – may be at least a city in

select countries – or in the most promising city in a country------------------

SOME OF THE GUIDELINES FOR SMOOTHER PRODUCT DESIGN Identify a good team leader to head the product development team Allow more time for the early stages of the product design cycle The specifications must be in clear terms A compressed development schedule can be beneficial by spurring,

quicker, & more accurate thinking The building & testing of the models should be relentless Incremental innovation may be advocated for a greater success of

the company** ** ** **