Wel Come

to

lectures on

Product Design & development

By,
Mr. S. R. Patil
Asst. Prof.
 Syllabus
Product development process
Product modeling
Frameworks and architectures
Types of analysis tools
Recent advances
What is a product?
A product is….
• A product is set of attributes offered to consumers to fulfill their
needs or requirements.

• A product acts as a vehicle which helps in providing required

benefits to it’s users.

• Consumer satisfaction is highly depends on the utility derived from

the product.

• A product developed, keeping consumers at the centre of marketing

activities, not only satisfies consumers but also results in achieving
organizational objectives of success, growth and profits.

• So product is a very important part of marketing offer.

 Classification of Products

• Tangible products – Goods

for ex. Pen, soap, bicycle, car, phone etc.

• Intangible products – Services

for ex. Hotels, restaurants, airlines, services

of doctors etc.
Another broad classification of products

• Consumer Products & Industrial products.

• Consumer Products – purchased by individual
users for personal and/or for household
consumption.
• Industrial product – is the one which is used for
business purposes like
to use this product in manufacturing other
product, or in delivery of product, or for selling
the product, or for doing work in office.
So a product is something sold by an
enterprise to it’s consumers
What is product development?
Product development is the set of activities
beginning with perception of a market
opportunity and ending in the production,
sale and delivery of a product
CHARACTERISTICS OF SUCCESSFUL PRODUCT
DEVELOPMENT

A successful product development results in products

that can be produced and sold profitably.

How to measure a profit?

Five more specific dimensions, commonly used to assess the
performance of the product development effort

• Product quality
• Product cost
• Development time
• Development cost
• Development capability
 PRODUCT QUALITY

How good is the product resulting from the development effort?

Does it satisfies customer needs?

Is it robust and reliable?

Product quality reflects in – Market share

- Price that customer willing to pay

 PRODUCT COST

• What is the manufacturing cost of the product?

- Decide it carefully.

• What is the product cost?

 Development time

• How quickly did the team complete the

product development effort?
• Less than 1 year – very few products
• 3 to 5 years – Most of products
• Near about 10 years - Few
 Development cost

• Development cost is usually a significant

fraction of the investment required to achieve
the profits.

• Cost is roughly proportional to no. of team

members and duration.
 Development capability

• It is the capability of team developing the

products.

• So it is an asset the firm can use to develop

products more effectively and economically in
the future.
 Other performance criteria

• Eco friendly products rather than eco

friendly production systems.

(Presently pollution & environment norms are very

significant parts of product development)
Who design and develops products?
 Product development is interdisciplinary activity requiring
contributions from nearly all the functions of the firm.

Three major functions are –

Marketing – mediates the interaction between the firm and it’s

customers.

Design – Define the physical form of the product to best meet

customer’s needs.

Manufacturing -
 MANUFACT
URING
ENGINEER

MARKETING TEAM PURCHASING

PROFESSIONAL LEADER SPECIALIST

MECHANICAL &
INDUSTRIAL
DESIGNER

The composition of product development core team

Extended team – External agencies, suppliers, finance, sales legal

 The challenges of Product development

Developing great products is hard

Trade offs - Lighter airplane-increases
manufacturing cost. Manage such trade offs.
Dynamics - Technologies improved, Customer
preferences evolve, competitors introduce
new projects, environment of constant change
Details - The choice between using screws or snap fits
on the enclosure of computer can have
economic implications of millions of dollars
 The challenges of Product development

Time pressure – quick.

Economics – Reasonable return on investment for P.D.
Creative process –
Satisfaction if societal and individual needs –
Team diversity – Teams involve wide range of different
personalities
Team spirit – Highly motivated & cooperative groups.
INTEGRATED PRODUCT DEVELOPMENT
PROCESS
A well defined development process is useful

• To assure quality of the resulting product

• To have proper coordination between team members
• Proper plan helps to anchors the schedule of the overall
development project
• Management helps to control the execution of development
process
• A careful documentation identifies the opportunities for
improvement
• Improves enthusiasm, morale and satisfaction of team
members
The product development process is

• The initial creation of a wide set of alternative product

concepts and then subsequent narrowing of alternatives.

• Information processing system.

• Risk management system –

- In the early phases risks are identified and prioritized
- As the process progresses – risks are reduced and key
uncertainties are eliminated and the functions of product
are validated.
The six phases of generic development process are

• Phase 1 Planning

• Phase 2 Concept Development

• Phase 3 System-level design

• Phase 4 Detail Design

• Phase 5 Testing and refinement

• Phase 6 Production ramp-up

 Planning

• Phase zero.

• The output of the planning process is the project mission

statement

• This specifies target market for the product, business goals,

key assumptions and constraints.
 Why planning?

• It explains how an organization can maximize the

effectiveness of it’s product development efforts by first

considering the set of potential projects it might pursue,

deciding which projects are most desirable, and then launching

each project with a focused mission.

 Mission statement should include

• Market segment

• New technologies

• Manufacturing and service goals and

constraints

• Budget and time frame for the project

 The product planning process

Evaluate and
Allocate
Identify prioritize
resources and
opportunities multiple
plan timing
projects

Product Complete pre

development project
process planning
Product development opportunities include four types of
projects

• New product platforms Ex. Digital copier (xerox)

machine, smart phones.
• Derivatives of existing product platforms
Ex. Existing light lens copier machine, LCD, LED, TFT
• Incremental improvements to existing products - PLC
• Fundamentally new products – More risk Ex. First digital
copier machine, cold iced tea, smart phones.
 Evaluate and prioritize projects

• Four basic perspectives are useful

Competitive strategy – in terms of quality, profit

Market segmentation

Technological trajectories

Product platforms
 Concept Development

• The need of target market are identified and alternative

product concept are generated and evaluated.
• And one or more concept are selected for further development
and testing.
What is a concept?
• A concept is a description of the form, function, and features
of a product and usually accompanied by a set of
specifications and an economic justification of the project.
 System level design

• This phase includes,

- definition of the product architecture
- decomposition of product in to
subsystems and components.
• The output of the phase
- A geometric layout of the product.
- A functional specification of each
product’s subsystem.
- Preliminary process flow diagram for
final assembly process
 Detail design

• This phase includes,

- complete specification of geometry,
materials and tolerances of all unique parts
- Identification of all the standard parts to be
purchased from suppliers
• The output of the phase
- the drawing or computer files describing the
geometry of each part, & production tooling
- the specifications of purchased parts
- the process plan for the fabrication and
assembly of the product
 Testing & refinement

• Includes construction and evaluation of multiple preproduction

versions of the product.

• Alpha prototypes – irrespective of intended production process

• Beta prototypes – irrespective of intended final assembly

process.
 Production ramp-up

• Product is made using intended production system.

• This phase is to train the work force and work out any

remaining problem

• The transition from production ramp up to ongoing production

is gradual
Product & process systemization

Necessity for systematic design

 Systematic design
• In view of the central responsibility of designers for the
technical and economical properties of a product, and the
commercial importance of timely and efficient product
development, it is important to have a defined design
procedure that finds good solutions.
• The procedure must be flexible- planned, optimized &
verified
• Designers should have a necessary domain knowledge
• The use of such procedure should be encouraged and
supported by organization.
 Distinguish

• Design science – uses scientific methods to analyze structures.

• Design methodology – is a concrete course of action for the

design of technical systems that derives its knowledge from,

- design science

- cognitive psychology

- and from practical experience in different domains

 A design methodology, therefore must

• Allow a problem directed approach – means applicable to every type

of problem
• Foster inventiveness and understanding – means search of optimum
solution
• Be compatible with the concepts, methods and findings of other
disciplines
• Not rely on finding solutions by chance
• Facilitate the applications of known solutions to related tasks
• Be compatible with electronic data processing
• Be easily taught and learned
• Reflect the findings of cognitive psychology (perceive, remember,
think and solve problems) and modern management science
• Provide guidance for leaders of product development teams.
 Problem identification and solving methodologies

• Designers are always facing tasks, containing

problems.
• Problem solving require human thinking which is
a focus of cognitive psychology.
• A problem has three components:
- an undesirable initial state (unsatisfactory
situation)
- a desirable goal state i.e. realization of
satisfactory situation
- obstacles that prevent a transformation
 An obstacle can arise from

• Synthesis or operator problem – means are unknown & have

to found

• Interpolation problem, combination and selection problem –

means are known but complex

• Dialectic problem, search and application problem – goals are

known vaguely or not formulated clearly.

 A problem has following characteristics

• Complexity

• Uncertainty – characteristics of the problem change

with time
 Characteristics of good problem solvers

• Intelligence and creativity

• Decision making behavior
• Recognizing dependencies – between the individual
elements
• Estimating importance and urgency
• Continuity and flexibility
• Failures can not be avoided