BangProd #14 Industrial Design and Robust Design

FAKULTAS REKAYASA INDUSTRI
PENGEMBANGAN PRODUK - IEH3D3

by : Budhi Yogaswara – BYG 93650004
Ully Yunita Nafizah – UYZ 17920079
Lecture Note #14
INDUSTRIAL DESIGN
budhiyogas@telkomuniversity.ac.id, ullyyunita@telkomuniversity.ac.id
BYG 2018 - PENGEMBANGAN PRODUK - IEH3D3 TEL U – FAK. REKAYASA INDUSTRI
CONCEPT DEVELOPMENT : FRONT END PROCESS
Mission Development
Statement Identify Establish Generate Select Plan Plan
Set Final
Customer Target Product Product Downstream
Specifications
Needs Specification Concepts Concept(s) Development
Perform Economic Analysis
Benchmark Competitive Products
Build and Test Models and Prototypes
budhiyogas@telkomuniversity.ac.id
PRODUCT DEVELOPMENT GENERIC PROCESS
Prototyping is done throughout the development process.
INDUSTRIAL DESIGN
PREMISE
 Today, a product’s core technology is generally not enough to ensure
commercial success.
 Fierce competition makes it unlikely that a company will enjoy a sustainable
competitive advantage through technology alone.
 The Industrial Designers Society of America (IDSA) defines industrial design

as “the professional service of creating and developing concepts and specifications
that optimize the function, value, and appearance of products and systems for the
mutual benefit of both user and manufacturer”
INDUSTRIAL DESIGN
 “The professional service of creating and developing concepts and specifications that
optimize the function, value, and appearance of products and systems for the mutual
benefit of both user and manufacturer”
 This definition is broad enough to include the activities of the entire product
development team  In fact, industrial designers focus their attention upon
the form and user interaction of products
Industrial design  focus on the aspect of a product that relate to the user’s
experience – the product’s aesthetic appeal (how it look, sounds, feels, smells)
and its functional interfaces (how it used)
CRITICAL GOALS
Five critical goals that industrial designers can help a team to achieve when developing
new products:
Ease of
Utility Appearance Low costs Communication
maintenance
• The product’s • Form, line, • Products must • Forms and • Product design
human interface proportion, and also be designed features have a should
should be safe, color are used to communicate large impact on communicate the
easy to use, and to integrate the how they are to tooling and corporate design
intuitive. product line into be maintained production costs, philosophy and
a pleasing whole. and repaired so these must be mission through
considered visual qualities of
jointly by the the products
team
CRITICAL GOALS
new products:
Utility :
The product’s human interface
should be safe, easy to use, and
intuitive.
CRITICAL GOALS
new products:
Appearance :
Form, line, proportion, and color
are used to integrate the product
line into a pleasing whole
CRITICAL GOALS
new products:
Ease of maintenance :
Products must also be designed to
communicate how they are to be
maintained and repaired.
CRITICAL GOALS
new products:
Low costs :
Forms and features have a large
impact on tooling and production
costs, so these must be considered
jointly by the team
CRITICAL GOALS
new products:
Communication :
Product design should communicate
the corporate design philosophy and
mission through visual qualities of the
products
ASSESSING THE NEED FOR INDUSTRIAL DESIGN
 Expenditure for Industrial Design

 How important is Industrial Design
to a product ?
 Ergonomic Needs (all aspects of a
product that relate to its human
interfaces)
 Aesthetics
ERGONOMIC NEEDS
 How important is ease of use ?
 Ease of use may important for frequently used
and infrequently used product
 Multiple features and/or modes of operation
 How important is ease of maintenance ?

(printer’s paper jam)
 How many user interactions are required
for the product’s function ? (doorknob-
portable computer)
 How novel are the user interaction
needs?
 What are the safety issues ? (child’s toy)
AESTHETIC NEEDS
 Is visual product differentiation required ?
 Products with stable market and technology are highly
dependent on ID
 Products that differentiated by its technological
performance are less dependent on ID
 How important are pride of ownership, image,
and fashion ?
 An attractive product may be associated with high
fashion and image and will likely create a strong sense
of pride among its owners
 Will an aesthetic product motivate the team?
THE IMPACT OF INDUSTRIAL DESIGN

 Is Industrial Design Worth the Investment?
 Direct Cost
 Manufacturing Cost
 Time Cost
 How Does Industrial Design Establish a Corporate Identity?
 A company’s identity emerges primarily through what people see.
 Advertising, logo, signage, uniforms, buildings, packaging, and product design all contribute
to creating corporate identity
 When a company’s products maintain a consistent and recognizable appearance, visual
equity is established
 When a firm enjoys a positive reputation, such visual equity is valuable, as it can create a
positive association with quality for future products
THE INDUSTRIAL DESIGN PROCESS

Investigation of
1 customer needs Coordination with
engineering, manufacturing,
3 and vendors
Preliminary
refinement 6
4
2 Further refinement and
Conceptualization final concept selection Control
5 drawings
INVESTIGATION OF CUSTOMER NEEDS

 To gain an intimate understanding of the interactions between the user and the product
CONCEPTUALIZATION
 Concentrate upon creating the product’s form and user interface
PRELIMINARY REFINEMENT
 Build model of the most promising concepts.
 Soft models : typically made in full scale using foam or foam-core board
FURTHER REFINEMENT AND FINAL CONCEPT SELECTION

 The final refinement step before selecting a concept is to create hard models
 These models are still technically nonfunctional yet are close replicas of the final
design with a very realistic look and feel
CONTROL DRAWINGS
 Control drawings document
functionality, features, sizes,
colors, surface finishes, and
key dimensions.
 Typically, these drawings are
given to the detailed part
designers for completion
COORDINATION WITH ENGINEERING, MANUFACTURING, AND VENDORS
 The industrial designers must continue to work closely with engineering and
manufacturing personnel throughout the subsequent product development process.
ASSESSING THE QUALITY OF INDUSTRIAL DESIGN

The quality of user interfaces A rating of how easy the product is to use
• Is the grip comfortable?
• Is the power switch easy to locate?
• Is the display easy to read and understand?
Emotional Appeal A rating of the overall consumer appeal of the product

• Does the hand tool feel solid and sturdy?
• Does the coffee maker look good on the kitchen counter?
Ability to maintain & repair the product A rating of the ease of product maintenance and repair
• How easy and obvious is it to clear a paper jam in the copier?
Appropriate Use of Resources A rating of how well resources were used in satisfying the customer needs
• How well were resources used to satisfy the customer requirements?
• Is the material selection appropriate (in terms of cost and quality)?
Product Differentiation A rating of product Uniqueness and consistency with the corporate identity
• Will it be remembered by a consumer who has seen it in an advertisement
• Will it be recognized when seen on the street?
ASSESSING THE QUALITY OF INDUSTRIAL DESIGN
FAKULTAS REKAYASA INDUSTRI
PENGEMBANGAN PRODUK - IEH3D3
by : Budhi Yogaswara – BYG 93650004
Ully Yunita Nafizah – UYZ 17920079
Lecture Note #14
ROBUST DESIGN
budhiyogas@telkomuniversity.ac.id, ullyyunita@telkomuniversity.ac.id
CONCEPT DEVELOPMENT : FRONT END PROCESS
Mission Development
Statement Identify Establish Generate Select Plan Plan
Set Final
Customer Target Product Product Downstream
Specifications
Needs Specification Concepts Concept(s) Development
Perform Economic Analysis
Benchmark Competitive Products
Build and Test Models and Prototypes
ROBUST DESIGN AND QUALITY

IN THE PRODUCT DEVELOPMENT PROCESS
Robust Concept Robust Quality efforts are

and System Design Parameter Design typically made here,
when it is too late.
GOALS FOR DESIGNED EXPERIMENTS
Modeling Optimizing
• Understanding relationships between • Reducing product or process
design parameters & product performance variations
• Understanding effects of noise factors • Optimizing nominal performance
ROBUST DESIGNS
A robust product or process performs correctly, even in the

presence of noise factors.
Noise factors may include :
Parameter Environmental Operating Manufacturing

Variations Changes Conditions Variations
ROBUST DESIGNS
Robust Design
is the product development activity of improving the
desired performance of the product while minimizing
the effects of noise.
A Robust Setpoint
is a combination of design parameter values for which the product
performance is as desired under a range of operating conditions
and manufacturing variations
ROBUST DESIGN EXAMPLE: SEAT BELT EXPERIMENT
WHO IS THE BETTER TARGET SHOOTER?
Sam John
Sam John
Sam can simply John requires
adjust his sights. lengthy training.
THE DISTANCE OF THE KICK IS THE PERFORMANCE CRITERIA

20 m
30 m
25 m
Maldini
20 m
45 m
10 m
Zidane
DISTANCE
Average : 25 m Average : 25 m
AND
20 m, 45 m, 10 m CONSISTENCY 20 m, 30 m, 25 m
EXPLOITING NON-LINEARITY TO ACHIEVE ROBUST PERFORMANCE

fA Response to fB Response to
Factor A Factor B
A1 A2 B1 B2
Response = fA(A) + fB(B)
What level of factor B gives the robust response?
How do we use factor A?
ROBUST DESIGN PROCEDURE
Step 1: Step 2 : Step 3: Step 4 : Step 5: Step 6 :

Parameter Objective Plan The Run The Conduct Select
Diagram Function Experiment Experiment Analysis Setpoints
Select Define an Plan Conduct the Perform Select control
appropriate objective experimental experiment. analysis of factor
controls, function (of runs to elicit means. setpoints.
response, & the response) desired effects.
noise factors to to optimize.
explore
experimentally

STEP 1: PARAMETER DIAGRAM.
Step 1: Select appropriate controls, response, and noise factors to explore experimentally.
Control Factors Performance Metrics
(input parameters) (response)
Noise Factors
Control Factors: these are the design
variables to be varied in a controlled (uncontrollable)
manner during the experiment, in order These are the product specifications
to explore the product’s performance Noise factors are of interest in the experiment
under the many combinations of variables that
parameter setpoints. cannot be explicitly
controlled during
the manufacturing How far the passenger’s back or
Experiments are generally run at two or and operation of buttocks move forward during the
three discrete levels (setpoint values) of the product collision would be possible
each factor performance metrics for the seat belt
experiment
THE “P” DIAGRAM
PERFORMANCE
CONTROL FACTORS
ME TRICS
NOISE FACTORS
PARAMETER DIAGRAM
PERFORMANCE
CONTROL FACTORS
ME TRICS
• Belt webbing stiffness • Buckle cable stiffness • Back angle
• Belt webbing friction • Front seatback bolster • Slip of buttocks
• Lap belt force limiter • Tongue friction • Hip rotation
• Upper anchorage stiffness • Attachment geometry • Forward knee motion
NOISE
FACTORS
• Shape of rear seat • Positioning of belts on body
• Type of seat fabric • Size of passenger
• Severity of collision • Type of clothing fabric
• Wear of components • Web manufacturing variations
• Positioning of passenger • Latch manufacturing variations
EXAMPLE : BROWNIE MIX
PERFORMANCE
CONTROL FACTORS
ME TRICS
Recipe Ingredients
 (quantity of eggs, flour, chocolate)  Taste Testing by Customers
Recipe Directions  Sweetness, Moisture, Density
 (mixing, baking, cooling)
Equipment NOISE
 (bowls, pans, oven) FACTORS
Quality of Ingredients
(size of eggs, type of oil)
Following Directions
(stirring time, measuring)
Equipment Variations
(pan shape, oven temp)

STEP 2 : OBJECTIVE FUNCTION
Step 2 : Define an objective function (of the response) to optimize.

 Maximize desired performance
 Minimize variations
 Target value
 Signal-to-noise ratio
TYPES OF OBJECTIVE FUNCTIONS
Larger-the-Better Smaller-the-Better
e.g. performance e.g. variance
h = m2 h = 1/s2
Maximum Deceleration before belt slippage Back angle at peak deceleration
Nominal-the-Best Signal-to-Noise
e.g. target e.g. trade-off
h= 1/(m–t)2 h = 10log[m2/s2]
Amount of belt slackening before restraint

STEP 3: PLAN THE EXPERIMENT
Step 3: Plan experimental runs to elicit desired effects.

 Use full or fractional factorial designs to identify interactions.
 Use an orthogonal array to identify main effects with minimum of trials.
 Use inner and outer arrays to see the effects of noise factors.
EXPERIMENT DESIGN : FULL FACTORIAL

 Consider k factors, n levels each.
 Test all combinations of the factors.
 The number of experiments is nk .
 Generally this is too many experiments, but we are able to reveal all of the interactions.
Expt # Param A Param B 2 factors, 3 levels each:

1 A1 B1
2 A1 B2 nk = 32 = 9 trials
3 A1 B3
4 A2 B1
5 A2 B2
6 A2 B3 4 factors, 3 levels each:
7 A3 B1
8 A3 B2 nk = 34 = 81 trials
9 A3 B3
EXPERIMENT DESIGN : ONE FACTOR AT A TIME

 Test all levels of each factor while freezing the others at nominal level.
 The number of experiments is nk+1.
 BUT this is an unbalanced experiment design.
Expt # Param A Param B Param C Param D

4 factors, 3 levels each:
1 A2 B2 C2 D2
2 A1 B2 C2 D2
3 A3 B2 C2 D2 (n-1)k+1 =
4 A2 B1 C2 D2
5 A2 B3 C2 D2 (3-1)x4+1 = 9 trials
6 A2 B2 C1 D2
7 A2 B2 C3 D2
8 A2 B2 C2 D1
9 A2 B2 C2 D3
EXPERIMENT DESIGN : ORTHOGONAL ARRAY

 Test all levels of each factor in a balanced way.
 The number of experiments is order of 1+k(n-1).
 This is the smallest balanced experiment design.
 BUT main effects and interactions are confounded.
Expt # Param A Param B Param C Param D
1 A1 B1 C1 D1
2 A1 B2 C2 D2 4 factors, 3 levels each:
3 A1 B3 C3 D3
4 A2 B1 C2 D3 1+k(n-1) =
5 A2 B2 C3 D1
6 A2 B3 C1 D2 1+4(3-1) = 9 trials
7 A3 B1 C3 D2
8 A3 B2 C1 D3
9 A3 B3 C2 D1
USING INNER AND OUTER ARRAYS

 Induce the same noise factor levels for each combination of controls in a balanced
manner
L4 outer array for noise
L9 inner array for controls E1 E1 E2 E2
F1 F2 F1 F2
G2 G1 G2 G1
A1 B1 C1 D1
A1 B2 C2 D2
A1 B3 C3 D3
A2 B1 C2 D3
inner x outer =
A2 B2 C3 D1 L9 x L4 =
A2 B3 C1 D2
A3 B1 C3 D2 36 trials
A3 B2 C1 D3
A3 B3 C2 D1

STEP 4 : RUN THE EXPERIMENT
Step 4 : Conduct the experiment.

 Vary the control and noise factors
 Record the performance metrics
 Compute the objective function
PAPER AIRPLANE EXPERIMENT

Expt # Weight Winglet Nose Wing Trials Mean Std Dev S/N
1 A1 B1 C1 D1
2 A1 B2 C2 D2
3 A1 B3 C3 D3
4 A2 B1 C2 D3
5 A2 B2 C3 D1
6 A2 B3 C1 D2
7 A3 B1 C3 D2
8 A3 B2 C1 D3
9 A3 B3 C2 D1

STEP 5: CONDUCT ANALYSIS
Step 5: Perform analysis of means.
 Compute the mean value of the objective function for each factor setting.
 Identify which control factors reduce the effects of noise and which ones can be used
to scale the response. (2-Step Optimization)
ANALYSIS OF MEANS (ANOM)

 Plot the average effect of each factor level.
Prediction of response:
E[h(Ai, Bj, Ck, Dl)] = m + ai + bj + ck +dl

STEP 6 : SELECT SETPOINTS
Step 6: Select control factor setpoints.

 Choose settings to maximize or minimize objective function.
 Consider variations carefully. (Use ANOM on variance to understand variation explicitly.)
Advanced use:
 Conduct confirming experiments.
 Set scaling factors to tune response.
 Iterate to find optimal point.
 Use higher fractions to find interaction effects.
 Test additional control and noise factors.
CONFOUNDING INTERACTIONS
 Generally the main effects dominate the response. BUT sometimes interactions are
important. This is generally the case when the confirming trial fails.
 To explore interactions, use a fractional factorial experiment design.
S/N
A1
A2
A3
B1 B2 B3
ALTERNATIVE EXPERIMENT DESIGN APPROACH :

ADAPTIVE FACTOR ONE AT A TIME
 Start at nominal levels.
 Test each level of each factor one at a time, while freezing the previous ones at best level so far.
 The number of experiments is nk+1.
 Since this is an unbalanced experiment design, it is generally OK to stop early.
 Helpful to sequence factors for strongest effects first.
 Generally found to work well when interactions are present.
Expt # Param A Param B Param C Param D Response 4 factors, 2 levels each:
1 A2 B2 C2 D2 5.95
2 A1 B2 C2 D2 5.63 nk+1 = 2x4+1 = 9 trials
3 A3 B2 C2 D2 6.22 A3
4 A3 B1 C2 D2 6.70 B1
5 A3 B3 C2 D2 6.58
6 A3 B1 C1 D2 4.85
7 A3 B1 C3 D2 5.69 C2
8 A3 B1 C2 D1 6.60 Ref: Forthcoming paper
9 A3 B1 C2 D3 6.98 D3 by Dan Frey
KEY CONCEPTS OF ROBUST DESIGN

 Variation causes quality loss
 Two-step optimization
 Matrix experiments (orthogonal arrays)
 Inducing noise (outer array or repetition)
 Data analysis and prediction
 Interactions and confirmation
REFERENCES
 Taguchi, Genichi and Clausing, Don

“Robust Quality”
Harvard Business Review, Jan-Feb 1990.
 Byrne, Diane M. and Taguchi, Shin
“The Taguchi Approach to Parameter Design”
Quality Progress, Dec 1987.
 Phadke, Madhav S.
Quality Engineering Using Robust Design
Prentice Hall, Englewood Cliffs, 1989.
 Ross, Phillip J.
Taguchi Techniques for Quality Engineering
McGraw-Hill, New York, 1988.
DOE PLAN AND DATA

A B C D E F G N- N+
1 1 1 1 1 1 1 1
2 1 1 1 2 2 2 2
3 1 2 2 1 1 2 2
4 1 2 2 2 2 1 1
5 2 1 2 1 2 1 2
6 2 1 2 2 1 2 1
7 2 2 1 1 2 2 1
8 2 2 1 2 1 1 2
A B C D E F G N- N+ Avg Range
1 1 1 1 1 1 1 1 0.3403 0.2915 0.3159 0.0488
2 1 1 1 2 2 2 2 0.4608 0.3984 0.4296 0.0624
3 1 2 2 1 1 2 2 0.3682 0.3627 0.3655 0.0055
4 1 2 2 2 2 1 1 0.2961 0.2647 0.2804 0.0314
5 2 1 2 1 2 1 2 0.4450 0.4398 0.4424 0.0052
6 2 1 2 2 1 2 1 0.3517 0.3538 0.3528 0.0021
7 2 2 1 1 2 2 1 0.3758 0.3580 0.3669 0.0178
8 2 2 1 2 1 1 2 0.4504 0.4076 0.4290 0.0428
FACTOR EFFECTS CHARTS
0.44 0.05
0.42 C1
G2
Range of Back Angle (radians)

0.04
Average Back Angle (radians)
0.40
A1
A2 D2
F1
B1 C1 D1 D2 0.03 B1 E2 G2
0.38 E2 F2
B2 E1 G1
E1 F1
0.36 B2 C2 F2
0.02 D1
A1 A2
0.34
G1 0.01 C2
0.32
0.30 0.00
A B C D E F G A B C D E F G
Control Factors Control Factors

BangProd #14 Industrial Design and Robust Design

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

BangProd #14 Industrial Design and Robust Design

Uploaded by

Copyright:

Available Formats

FAKULTAS REKAYASA INDUSTRI

PENGEMBANGAN PRODUK - IEH3D3

Lecture Note #14

CONCEPT DEVELOPMENT : FRONT END PROCESS

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

PRODUCT DEVELOPMENT GENERIC PROCESS

Prototyping is done throughout the development process.

 The Industrial Designers Society of America (IDSA) defines industrial design

ASSESSING THE NEED FOR INDUSTRIAL DESIGN

 Expenditure for Industrial Design

 How important is ease of maintenance ?

THE IMPACT OF INDUSTRIAL DESIGN

THE INDUSTRIAL DESIGN PROCESS

INVESTIGATION OF CUSTOMER NEEDS

FURTHER REFINEMENT AND FINAL CONCEPT SELECTION

COORDINATION WITH ENGINEERING, MANUFACTURING, AND VENDORS

ASSESSING THE QUALITY OF INDUSTRIAL DESIGN

Emotional Appeal A rating of the overall consumer appeal of the product

ASSESSING THE QUALITY OF INDUSTRIAL DESIGN

Lecture Note #14

CONCEPT DEVELOPMENT : FRONT END PROCESS

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

ROBUST DESIGN AND QUALITY

Robust Concept Robust Quality efforts are

GOALS FOR DESIGNED EXPERIMENTS

A robust product or process performs correctly, even in the

Noise factors may include :

Parameter Environmental Operating Manufacturing

ROBUST DESIGN EXAMPLE: SEAT BELT EXPERIMENT

WHO IS THE BETTER TARGET SHOOTER?

WHO IS THE BETTER TARGET SHOOTER?

THE DISTANCE OF THE KICK IS THE PERFORMANCE CRITERIA

WHO IS THE BETTER TARGET SHOOTER?

EXPLOITING NON-LINEARITY TO ACHIEVE ROBUST PERFORMANCE

ROBUST DESIGN PROCEDURE

Step 1: Step 2 : Step 3: Step 4 : Step 5: Step 6 :

ROBUST DESIGN PROCEDURE

THE “P” DIAGRAM

EXAMPLE : BROWNIE MIX

ROBUST DESIGN PROCEDURE

Step 2 : Define an objective function (of the response) to optimize.

TYPES OF OBJECTIVE FUNCTIONS

ROBUST DESIGN PROCEDURE

Step 3: Plan experimental runs to elicit desired effects.

EXPERIMENT DESIGN : FULL FACTORIAL

Expt # Param A Param B 2 factors, 3 levels each:

EXPERIMENT DESIGN : ONE FACTOR AT A TIME

Expt # Param A Param B Param C Param D

EXPERIMENT DESIGN : ORTHOGONAL ARRAY

USING INNER AND OUTER ARRAYS

ROBUST DESIGN PROCEDURE

Step 4 : Conduct the experiment.

PAPER AIRPLANE EXPERIMENT

ROBUST DESIGN PROCEDURE

ANALYSIS OF MEANS (ANOM)

ROBUST DESIGN PROCEDURE

Step 6: Select control factor setpoints.

ALTERNATIVE EXPERIMENT DESIGN APPROACH :

KEY CONCEPTS OF ROBUST DESIGN

 Taguchi, Genichi and Clausing, Don