Product Design and Development

Product Design and Development
4/23/2012 Product Design n Development PD & ES 1

Agenda
• Introduction of PDD
• Stages of PDD
• Automotive product design
• Stages in Automotive Product design

Introduction
 Basic need of every manufacturing company.
 Consumer want & expect new and better products.
 Different customers have Different tastes, Preferences and Product needs.
 The variety of product designs on the market appeal to the preferences of a
particular customer group.
 A company can have a highly innovative design for its product, but if it has not
determined how to make the product in a cost effective way, the product will stay
a design forever.

• If a product is to achieve customer satisfaction, it must have the

combined characteristics of good design, competitive pricing, and the
ability to fill a market need.
• Product design brings together marketing analysts, art directors, sales

forecasters, engineers, finance experts, and other members of a
company to think and plan strategically.


Stages of product design process

 All product designs begin with an idea.

 The first source of ideas are customers.
 Analyzing customer preferences is an ongoing process.
 Customer preferences next year may be quite different from what
they are today.

 Competitors are another source of ideas.

 A company learns by observing its competitors'
products and their success rate.
ex: Looking at product design,
Pricing strategy,
and other aspects of the operation.
 Reverse Engineering another way of using
competitors’ ideas
ex: Buy a competitor’s new product and
study and analyze its design features.
Adapted and combined their best features.
Ford Taurus

 Suppliers are another source of PD ideas.

 To remain competitive more companies are
developing partnering relationships with their
suppliers, to jointly satisfy the end customer.
ex: Daimler Chrysler chooses its

suppliers well before parts are designed.
 Suppliers participate in a program called Early

supplier involvement (ESI) where suppliers are
involved in the early stages of product design.


The company’s product screening team evaluates
the product design idea according to the needs of the major business
functions.
Operations
 What are the production needs of the proposed new product?
 How do they match our existing resources?
 Will we need new facilities and equipment?
 Do we have the labor skills to make the product?
 Can the material for production be readily obtained?

Marketing
 What is the potential size of the market for the proposed new
product?
 How much effort will be needed to develop a market for the
product ?
 what is the long-term product potential?

Finance
 What is the proposed new product’s financial potential, cost, and
return on investment?
 Unfortunately, there is no magic formula for deciding whether or
not to pursue a particular product idea.
 Fortunately, we have decision-making tools to help us evaluate new
product ideas. A popular one is break-even analysis.
Rupees


Preliminary Design & Testing
 Design engineers translate general performance specifications
into technical specifications .
 Prototypes are built and tested.
 Changes are made based on test results, and the process of
revising, rebuilding a prototype, and testing continues.


Final Design
 Final product specifications are drawn up.
 Manufacture the product
http://www.youtube.com/watch?v=nT8HHCkA5Q0&feature=related

Automotive Product Design and Development

General Process
Concept Clay Engineering CAE Manufacturing Product

Actual Process
Major Phases of Product Development Process
Opportunity Evaluation
Design & Development

8 to 12 months Validation
Implementation
18 to 30 months
12 to 18 months
24 to 30 months
48 to 60 months

Opportunity Evaluation Phase

Implementation
18 to 30 months
12 to 18 months
24 to 30 months
48 to 60 months

It is evaluation of opportunity given by the company to

launch a new vehicle in the market
 What kind of vehicle is required in the market (Survey),

 What are the features customer need in this new vehicle
(QFD),
 What is the cost customer is willing to pay for
these features (Feature Tread off Analysis),
 How the vehicle should look like (Clay Model),
 Whether making of this vehicle is viable for
the company (Business Case),
 What are the volumes company will be producing
per year (MSD) etc. etc.
Input
Terms of Reference by the management
It is a statement issued by the management to the
team based on which team will work towards goal
of developing a new vehicle.
This typically consists of
Type of vehicle
Project Duration
Investments
Deployment of resources
Project monitoring mechanism
Opportunity Evaluation Phase - Processes

Opportunity Evaluation Phase - Processes
Activity Time
Opportunity Evaluation Phase 300 days
Market Survey & Analysis 60 days
Vehicle Packaging Study 30 days
Vehicle Renderings 15 days
Feature Tread off 15 days
1/5 Scale POP Model 30 days
Tape Drawings 15 days
Full Scale Exterior Clay Model 90 days
Full Scale Ineterior Clay Model 90 days
Clay Digitising 15 days
'A' Class Suracing 90 days
Preliminary BOM Preparation 60 days
Preliminory Vehicle Costing 60 days
Preliminary Manufacturing System Design 60 days
Preliminary Logistic Plan 60 days
Preliminary Business Case 105 days
Output
Product Description Book

Overall Vehicle Layout
Exterior & Interior Clay Surfaces
Preliminary Bills of Material
Preliminary Vehicle Costing
Manufacturing Strategy
Preliminary Logistics Plan
Preliminary Business Case

Renderings - Exterior

Renderings - Interior

Renderings - Interior

Tape Drawing - Exterior

Exterior Clay Buck

Exterior Clay Model under preparation

Exterior Clay Model

Fiber Glass Hard Model Under Preparation

Fiber Glass Hard Model

Actual Car

Actual Car

Design & Development Process

Implementation
18 to 30 months
12 to 18 months
24 to 30 months
48 to 60 months

Design & Development Phase
 It is Design & Development of the Vehicle based on
Output of the Opportunity Evaluation Phase.
 It is to Design & Develop Vehicle Systems such as
 Body In White System,
 Chassis & Power Train System,
 Trim & HVAC System,
 Electrical System,
 All Outsource Components & Systems
 It is also to develop
 Correct Bills of Material
 Correct Cost of the Vehicle
 Accurate Business Case
 All of the above in Concurrent Engineering Environment
Design & Development Phase - Concurrent Engineering
 Concurrent Engineering is working in Cross Functional

Teams (CFT)
 Cross Functional Team consists of Team members from
 Design,
 Manufacturing,
 ADD / Purchase,
 Assembly Line,
 Program Control,
 Test & Development,
 Supplier Technical Assistance
 Logistics
 Any other Area as per requirement
 Generally Design Person is Team Leader
 Generally 15 to 25 teams are formed for development of
complete Vehicle (Depends on the scope of the project)
 Each team is assigned a Vehicle System, Such as
* BIW - Closures, * BIW - Body Side & Roof
* BIW - Under Body * BIW - Mechanisms
* Chassis - Frame * Chassis - Controls
* Chassis - Suspension * Chassis - Engine
* Chassis - Exhaust System * Chassis - Brakes
* Trim - Exterior Trim* Trim - Interior Trim
* Trim - Seating * Trim - Instrument Panel
* Electrical - Wiring * Electrical - Switches
 Each Team is responsible for Design & Development of
allotted system
 Some of the deliverables of the team are
* Development of System Design Specifications (SDS)
* Design of the system as per system design specifications
 Complete Design Failure Mode & Effect Analysis (DFMEA)
* Checking the manufacturing feasibility for the system
* Development of Design Verification Plan (DVP) for the system
* Getting Prototype Components made for the system (EP)
* Getting Prototype Components tested at system level as well
as at vehicle level.
* Supporting activities at Validation & Implementation Phase
* Developing Suppliers for outsource parts.
* Monitoring Project Plan for the System
* Monitoring Cost for the System
* Preparing Bills of Material for the System
Design & Development - Processes

Design & Development Phase - Processes
Activity Time
Design & Development 720 days
Concept & Fesibility 120 days
Body In White 120 days
Chassis & Power Train 120 days
Trim & HVAC 120 days
Detail Design 540 days
Body In White 540 days
Chassis & Power Train 540 days
Trim & HVAC 540 days
Electrical 300 days
Drawing Generation & Release 180 days
Drawing Change Management 60 days
Correct BOM 540 days
Correct Vehicle Costing 540 days
Manufacturing Plan 540 days
Logistic Plan 540 days
Business Case 540 days
Design & Development Phase
Output
Component Drawings
System Layouts
Bills of Material
Vehicle Cost
Business Case
Prototype Components
Manufacturing Plan
Logistic Plan
Design Verification Plan (DVP)
Validation Process

Implementation
18 to 30 months
12 to 18 months
24 to 30 months
48 to 60 months

Validation Phase
 It is Validation of Design at Component, System &
Vehicle level
 Some of the vehicle level Validation Tests are
 Accelerated Durability Test
 General Highway Durability Test
 4 Poster Simulation Test
 Some of the System level Validation Tests are
 Closure Durability
 Suspension Rig Test
 Engine Rig Test
 Some of the Component level Validation Tests are
 Floor Deformation Test
 Door Latch Durability Test
Validation Phase
 It is also Validation of Design at Component & System
level for Checking difficulty of Assembly of the Vehicle
 This Validation is done by building following prototypes
 Mechanical Prototype
 Engineering Prototype
 Validation Prototype
 All vehicle build related problems are noted & resolved

during assembly of these prototypes
 These prototypes are used for vehicle level testing

Validation - Processes

Validation - Processes
Activity Time
Validation 405 days
Mechanical Prototypes Preparation 45 days
Mechanical Prototype Testing 30 days
Engineering Prototype Preparation 90 days
Engineering Prototype Testing 180 days
Verification Prototype Preparation 90 days
Verification Prototype Testing 180 days
Vehicle System Testing 180 days
Component Testing 180 days

Validation Phase
Output
Validated Components
Validated Systems
Validated Vehicle
Validated Assembly Process

Implementation Process

Implementation
18 to 30 months
12 to 18 months
24 to 30 months
48 to 60 months

Implementation Phase
 Implementation Phase is gearing up for Production
 80% of budgeted money is spent in this phase
 It is to bring design into reality
 It consists of
 Manufacturing tools, gauges & fixtures required for manufacturing
vehicles
 Building facility for manufacturing, checking & testing of vehicles
 Training manufacturing & assembly line people
 Validating the tools & facility for mass production
 Preparing Manufacturing process charts
 Establishing Quality targets

Implementation - Processes

Implementation - Processes
Activity Time
Implementation 840 days
Press Tool Design 180 days
Press Tool Manufacturing 360 days
Body Shop Design 180 days
Body Shop Construction 360 days
Assembly Line Design 180 days
Assembly Line Construction 360 days
Tool Try Out (TTO) 90 days
Pre Production - 1 90 days
Pre Production - 2 60 days
Field Evaluation Units 30 days
Constraint Build 30 days
Launch 0 days

Implementation Phase
Output
All the tools, gauges & fixture in place to start mass

production
All tools validated
All Facility in place to start mass production
All trained manpower in place to start mass production
Production process in place
Quality target established
Manufacturing facility ready to launch the vehicle

Product Design and Development

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Product Design and Development

4/23/2012 Product Design n Development PD & ES 1

4/23/2012 Product Design n Development PD & ES 2

4/23/2012 Product Design n Development PD & ES 3

• If a product is to achieve customer satisfaction, it must have the

• Product design brings together marketing analysts, art directors, sales

4/23/2012 Product Design n Development PD & ES 4

4/23/2012 Product Design n Development PD & ES 5

4/23/2012 Product Design n Development PD & ES 6

 All product designs begin with an idea.

4/23/2012 Product Design n Development PD & ES 7

 Competitors are another source of ideas.

4/23/2012 Product Design n Development PD & ES 9

 Suppliers are another source of PD ideas.

ex: Daimler Chrysler chooses its

 Suppliers participate in a program called Early

4/23/2012 Product Design n Development PD & ES 10

4/23/2012 Product Design n Development PD & ES 11

4/23/2012 Product Design n Development PD & ES 12

4/23/2012 Product Design n Development PD & ES 13

4/23/2012 Product Design n Development PD & ES 14

4/23/2012 Product Design n Development PD & ES 15

4/23/2012 Product Design n Development PD & ES 16

4/23/2012 Product Design n Development PD & ES 17

4/23/2012 Product Design n Development PD & ES 18

4/23/2012 Product Design n Development PD & ES 19

Concept Clay Engineering CAE Manufacturing Product

Major Phases of Product Development Process

Design & Development

4/23/2012 Product Design n Development PD & ES 21

Design & Development

4/23/2012 Product Design n Development PD & ES 22

It is evaluation of opportunity given by the company to

 What kind of vehicle is required in the market (Survey),

4/23/2012 Product Design n Development PD & ES 25

Product Description Book

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Design & Development

4/23/2012 Product Design n Development PD & ES 39

 Concurrent Engineering is working in Cross Functional

4/23/2012 Product Design n Development PD & ES 44

Design & Development

4/23/2012 Product Design n Development PD & ES 47

 All vehicle build related problems are noted & resolved

4/23/2012 Product Design n Development PD & ES 49

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Design & Development

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