syde361 lecture chp1 3

8/13/2019 Syde361 Lecture Chp1 3

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Introduction

Teaching materials to accompany:

Product Design and Development

Chapter 1

Karl T. Ulrich and Steven D. Eppinger5th Edition, Irwin McGraw-Hill, 2012.


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Research and Development

Structured methodsPlanned timingPredictable outcomeShort term

R DLoosely structuredDifficult to planLess predictableMedium term

Discovery processNo set timingUnpredictable returnsLong term

TBasic

Research

Technology

Development

Product

Development


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ChangingDimensions ofCompetition

Competitiveness today is more than ever based

on product development capability.

Manufacturing:Cost and Quality

Product Development:Features and Function


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Creating Value through

Product Development:

Its all about the product.


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Apple: Simply Better Products


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Black & Decker Snake Light


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GoodGrips Angled

Measuring Cups


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Target Prescription Pill Bottle


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Bodum Pavina Glasses


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iRobot Roomba


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Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger

5th edition, Irwin McGraw-Hill, 2012.

1. Introduction

2. Development Processes and Organizations

3. Opportunity Identification

4. Product Planning

5. Identifying Customer Needs

6. Product Specifications

7. Concept Generation

8. Concept Selection

9. Concept Testing

10. Product Architecture

11. Industrial Design

12. Design for Environment

13. Design for Manufacturing

14. Prototyping

15. Robust Design

16. Patents and Intellectual Property

17. Product Development Economics18. Managing Projects

Textbook


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Concept Development Process

Identify

Customer Needs

Establish

Target

Specifications

Generate

Product

Concepts

Test

Product

Concept(s)

Set

Final

Specifications

Plan

Downstream

Development

Development

Plan

Mission

Statement Select

Product

Concept(s)

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes


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Generic Product Development

Process

PlanningConcept

DevelopmentSystem-Level

DesignDetail

DesignTesting andRefinement

ProductionRamp-Up

MissionApproval

ConceptReview

System SpecReview

Critical DesignReview

ProductionApproval


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Rapid Iteration PD Process

Many Iteration Cycles

PlanningConcept


Design

MissionApproval

ConceptReview

Cycle PlanReview

Design

CycleReview

Build TestProductionRamp-Up


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Complex System PD Process

PlanningConcept


Design

MissionApproval

ConceptReview

SystemReview

Design

ProductionApproval

Test

Design Test

Design Test

Design Test

Integrateand Test

Validationand Ramp-Up


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Concept Development Process

Front-end of PD need not be a fuzzy process. Structured methods exist for each process step(see text chapters 4 to 8). This is not strictly sequential -- generally a

parallel and iterative process.

IdentifyCustomerNeeds

EstablishTarget

Specifications

GenerateProductConcepts

SelectProduct

Concept(s)

SetFinal

Specifications

PlanDownstreamDevelopment

MissionStatement Test

ProductConcept(s)

DevelopmentPlan

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes


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VERIFYDEFINE

ProjectRegistration

ConceptDefinition

Feasibilityand Planning

PreliminaryDesign

FinalDesign

ProductVerification

ProcessVerification

LaunchPost-LaunchAssessment

CONCEIVE DESIGN OPTIMIZE

RP

1

RP

2

RP

3

RP

4

RP

5

RP

6

RP

7

RP

8

RP

0

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Opportunity Identification

Teaching materials to accompany:

Product Design and Development

Chapter 3

Karl T. Ulrich and Steven D. Eppinger5th Edition, Irwin McGraw-Hill, 2012.


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Opportunities Begin the Product Planning

and Product Development Processes

PlanningConcept


DesignDetail

DesignTesting andRefinement

ProductionRamp-Up

Opportunity Tournament

Exceptional Opportunities


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Pharmaceutical

Drug Development


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Hollywood Film Studios


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Opportunity Identification

Example


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50opportunities

7selected

3explored

1mission

statement

1PD

process

1product

launch

FroliCat Sway

Opportunity Funnel


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Automobile Concepts


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Source: Lunar Design


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Product Naming Tournament


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The Funnel in Various

Industries


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Where do opportunities come from?

Source:

Terwiesch and Ulrich survey of 524 managers in diverse

service and product industries, October 2006.


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What drives the quality of the opportunities?

! Mean quality of the opportunity identification process.! Variance in quality of the opportunity identification process.! Number of drawsfrom the opportunity identification process.! Accuracy of discerning the best subset of opportunities generated.


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Project Down selection:

The PD Process Funnel

PlanningConcept

Development

System-Level

Design

Detail

Design

Testing and

Refinement

Production

Ramp-Up

syde361 lecture chp1 3

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