Syde361 Lecture chp1 3 PDF

Introduction
Teaching materials to accompany:

Product Design and Development
Chapter 1
Karl T. Ulrich and Steven D. Eppinger
5th Edition, Irwin McGraw-Hill, 2012.
Research and Development
R"
Basic
Research
Discovery process
No set timing
Unpredictable returns
Long term
T"
D"
Technology
Development
Product
Development
Loosely structured
Difficult to plan
Less predictable
Medium term
Structured methods
Planned timing
Predictable outcome
Short term
Changing Dimensions of
Competition
Manufacturing:!
Cost and Quality!
Product Development:!
Features and Function!
Competitiveness today is more than ever based

on product development capability.
Creating Value through

Product Development:
Its all about the product.
Apple: Simply Better Products
Black & Decker Snake Light
GoodGrips Angled
Measuring Cups
Target Prescription Pill Bottle
Bodum Pavina Glasses
iRobot Roomba
Textbook
5th edition, Irwin McGraw-Hill, 2012.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Introduction
Development Processes and Organizations
Opportunity Identification
Product Planning
Identifying Customer Needs
Product Specifications
Concept Generation
Concept Selection
Concept Testing
Product Architecture
Industrial Design
Design for Environment
13.
14.
15.
16.
17.
18.
Design for Manufacturing

Prototyping
Robust Design
Patents and Intellectual Property
Product Development Economics
Managing Projects
Development Processes and

Organiza5ons

Chapter 2
5th Edi5on, Irwin McGraw-Hill, 2012.
Concept Development Process
Mission
Statement
Identify
Customer Needs
Establish
Target
Specifications
Generate
Product
Concepts
Select
Product
Concept(s)
Test
Product
Concept(s)
Perform Economic Analysis

Benchmark Competitive Products
Build and Test Models and Prototypes
Set
Final
Specifications
Plan
Downstream
Development
Development
Plan
Generic Product Development

Process
Planning
Concept
Development
Mission!
Approval!
System-Level
Design
Concept!
Review!
Detail
Design
System Spec!
Review!
Testing and
Refinement
Critical Design!
Review!
Production
Ramp-Up
Production!
Approval!
Rapid Iteration PD Process

Many Iteration Cycles
Planning
Concept
Development
Mission!
Approval!
System-Level
Design
Concept!
Review!
Design
Cycle Plan!
Review!
Build
Test
Production
Ramp-Up
Cycle!
Review!
Complex System PD Process
Planning
Concept
Development
Design
Test
Design
Test
System-Level
Design
Integrate
and Test
Design
Mission!
Approval!
Concept!
Review!
System!
Review!
Design
Validation
and Ramp-Up
Test
Test
Production!
Approval!
Concept Development Process

Mission
Statement
Identify
Customer
Needs
Establish
Target
Specifications
Generate
Product
Concepts
Select
Product
Concept(s)
Test
Product
Concept(s)
Set
Final
Specifications
Plan
Downstream
Development
Perform Economic Analysis

Benchmark Competitive Products
Build and Test Models and Prototypes
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.
Development
Plan
Tyco Product Development Process

DEFINE
CONCEIVE
Project
Registration
Concept
Definition
RP
0
DESIGN
Feasibility
and Planning
RP
1
Preliminary
Design
RP
2
OPTIMIZE
Final
Design
RP
3
VERIFY
Product
Verification
RP
4
Process
Verification
RP
5
Launch
RP
6
Post-Launch
Assessment
RP
7
RP
8
Tyco Product Development Process

Chapter 3
5th Edition, Irwin McGraw-Hill, 2012.
Opportunities Begin the Product Planning

and Product Development Processes
Opportunity Tournament
Exceptional Opportunities
Planning
Concept System-Level
Development
Design
Detail
Design
Testing and Production

Refinement Ramp-Up
Pharmaceutical
Drug Development
Hollywood Film Studios
Example
FroliCat Sway
Opportunity Funnel
1
mission
statement
3
explored
50
opportunities
7
selected
1
PD
process
1
product
launch
Automobile Concepts
Source: Lunar Design
Product Naming Tournament
The Funnel in Various

Industries
Where do opportunities come from?
Source:
Terwiesch and Ulrich survey of 524 managers in diverse
service and product industries, October 2006.
What drives the quality of the opportunities?
Mean quality of the opportunity identification process.

Variance in quality of the opportunity identification process.
Number of draws from the opportunity identification process.
Accuracy of discerning the best subset of opportunities generated.
Project Down selection:

The PD Process Funnel
Planning
Concept
Development
System-Level
Design
Detail
Design
Testing and
Refinement
Production
Ramp-Up

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Introduction

Teaching materials to accompany:

Research and Development

Competitiveness today is more than ever based

Creating Value through

Apple: Simply Better Products

Black & Decker Snake Light

Target Prescription Pill Bottle

Bodum Pavina Glasses

Design for Manufacturing

Development Processes and

Concept Development Process

Perform Economic Analysis

Generic Product Development

Rapid Iteration PD Process

Complex System PD Process

Concept Development Process

Perform Economic Analysis

Front-end of PD need not be a fuzzy process.

Tyco Product Development Process

Tyco Product Development Process

Teaching materials to accompany:

Opportunities Begin the Product Planning

Testing and Production

Hollywood Film Studios

Source: Lunar Design

Product Naming Tournament

The Funnel in Various

Where do opportunities come from?

What drives the quality of the opportunities?

Mean quality of the opportunity identification process.

Project Down selection:

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