Product Design Specification for iPhone XR Dashboard Cradle

Product Identification Market Identification

 Car Dashboard Holder for iPhone XR.  iPhone XR users in the UK ~ 5,000,000 –
 Required to allow visual use of iPhone 7,500,000
whilst in the vehicle, maintaining all of the  50,000 Sales Anticipated
utility features of the phone for use on the  Competing Products: Existing Phone
road e.g. Sat-nav, Calls, Music/Podcast Holders, Cars that support Apple CarPlay.
Selection.  Branding strategy: Play up the fact that the
 The product will not impinge on the screen iPhone screen maintains full functionality
space of the phone, as at times the whole when used in conjunction with the holder
screen is required for use with app menus. compared to existing products. Will not
 Must allow full user interface and leave any marks or impressions on the
functionality of the screen, front camera, screen. Cheap and not many moving parts.
and side buttons of the phone. Front
camera is required for unlocking the phone
through the Face-ID feature. Back
camera/flashlight is not required and
should be covered as this is outside the use
required whilst driving.
 To be used in any road legal car driven in
the UK and Europe. Environment varies
between summer and winter; therefore
product shall withstand the worst case
atmospheric and temperature conditions
during these climates.
 No user training required, for commuting
and domestic use.
Physical Description
 Internal dimensions of the phone holder must allow the secure placement of the phone with
minimal room for movement whilst on the road due to vibrations.
 Clip and Swivel joint fixed to back side of product body to allow clipping to dashboard air vent.
 Left and Right Panels positioned to allow access to lock and volume adjustment buttons on the
phone.
 Top and Right Side panels can be extended outwards on ratchet mechanisms into an “open
position” to allow the phone to be placed within the boundary of the cradle. These panels can then
be set to the “closed position” to enable the phone to be held captive. This can be achieved by
having small apertures in the cradle body that allow the panels to be locked into position using
small latching pins when placed in the “open” and “closed” positions.
 Thin, EVA foam padding to be used as “cushions” on side panels to alleviate danger of
scratching/damaging phone exterior when they are set to closed position and administer a
compressive force onto phone.
 Lip on bottom panel shall be high enough to hold the phone captive but also be low enough to
allow finger access to utilise the “swipe-up” gesture on the iPhone XR that allows the phone to
unlock using Face-ID.
 The product body, top and right side panels shall be made of ABS plastic to ensure sufficient
strength and lightweight design. No need for increased flexibility or strength in materials such as
carbon fibre or steels, as cost per unit is to be kept as low as possible. ABS plastic is a common
material utilised in car interiors and mobile phone accessories so confidence in manufacturability
and customer expectation.
Financial Requirements
 Injection moulding to allow a low cost per unit manufacture at a reasonable quality.
 Costing to reflect the sales of iPhone XR during a given period.
 Can be offered to Third-Party Sellers of iPhone XRs to allow bundle deals to increase buy-in from
new customers.
Life Cycle Targets
 Product Life Cycle of 5 years.
 Critical parts are any moving features such as air vent clip and Top and Right Side Panels.
 As Body of product is made of ABS plastic, it can be recycled as a thermoplastic. EVA Foam is added
as an adhesive so can be easily removed prior to recycling processes.
Social, Political and Legal Requirements
 Must not encourage the impingement on the requirements of the Road Traffic Act (1988) or Road
Vehicle Regulations (1986).
 Manufacturing Processes must be in line with ISO 9001 (Quality Management Systems), ISO 14001
(Environmental Management Systems), & ISO 45001 (Occupational Health and Safety).
 As previously stated, all plastic components shall be recyclable.
 Packaging to be made of wholly recyclable material.
Manufacturing Specifications
 ABS Plastic components (Cradle Body, Top Panel, & Right Panel) are to be produced by injection
moulding. The process involves feeding molten plastic from a hopper into a mould. A reciprocating
screw, a part of a heated barrel, melts and rams the plastic towards the mould. The mould is
designed in order to allow the molten plastic to take the shape of the finished part. Therefore,
three moulds will be required prior to the process beginning. As the parts are relatively simple
shapes, this will be appropriate. This process is repeatable and suitable for a high volume of
throughput, therefore it can be seen as appropriate for use in this case.
 Tapped hole to be incorporated in back of Cradle Body to allow connection to swivel clamp on car
air vent.
 Swivel clamp assembly can be a bought in item from an external supplier and supplied alongside
the assembled cradle to the customer for ease and lower volume of packaging.