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" T" D"

Basic Technology Product
Research Development Development
•  Discovery process •  Loosely structured •  Structured methods
•  No set timing •  Difficult to plan •  Planned timing
•  Unpredictable returns •  Less predictable •  Predictable outcome
•  Long term •  Medium term •  Short term
 Changing Dimensions of
Competition

Manufacturing:! Product Development:!

Cost and Quality! Features and Function!

Competitiveness today is more than ever based

on product development capability.
Creating Value through
Product Development:

It’s 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
Product Design and Development
Karl 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 Economics
18.  Managing Projects
Development  Processes  and  
Organiza5ons  

 
Teaching  materials  to  accompany:  
Product  Design  and  Development  
Chapter  2  
Karl  T.  Ulrich  and  Steven  D.  Eppinger  
5th  Edi5on,  Irwin  McGraw-­‐Hill,  2012.  
 Concept Development Process

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

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Generic Product Development
Process

Concept System-Level Detail Testing and Production

Planning Development Design Design Refinement Ramp-Up

Mission! Concept! System Spec! Critical Design! Production!

Approval! Review! Review! Review! Approval!
 Rapid Iteration PD Process

Many Iteration Cycles

Concept System-Level Production
Planning Design Build Test
Development Design Ramp-Up

Mission! Concept! Cycle Plan! Cycle!

Approval! Review! Review! Review!
 Complex System PD Process
Design Test

Design Test
Concept System-Level Integrate Validation
Planning Development Design and Test and Ramp-Up
Design Test
Mission! Concept! System! Production!
Approval! Review! Review! Approval!
Design Test
 Concept Development Process

Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s) Concept(s) Specifications 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.
Tyco  Product  Development  Process  

DEFINE CONCEIVE DESIGN OPTIMIZE VERIFY

Project Concept Feasibility Preliminary Final Product Process Post-Launch

Launch
Registration Definition and Planning Design Design Verification Verification Assessment

RP RP RP RP RP RP RP RP RP
0 1 2 3 4 5 6 7 8
Tyco  Product  Development  Process  
Opportunity Identification

Teaching materials to accompany:

Product Design and Development
Chapter 3
Karl T. Ulrich and Steven D. Eppinger
5th Edition, Irwin McGraw-Hill, 2012.
Opportunities Begin the Product Planning
and Product Development Processes
Opportunity Tournament

Exceptional Opportunities

Concept System-Level Detail Testing and Production

Planning Development Design Design Refinement Ramp-Up
 Pharmaceutical
Drug Development
Hollywood Film Studios
Opportunity Identification
Example
 FroliCat Sway
Opportunity Funnel

1 1 1
mission PD product
statement process launch

3
explored
50 7
opportunities selected
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

Concept System-Level Detail Testing and Production

Planning Development Design Design Refinement Ramp-Up