MODULE 2 Sem: VIII SUB: Product Design and Development

Embodiment design
Embodiment design is one of the main stages of the product design process in which the main
engineering product design concept is developed as per the product design specification
(PDS) and economic criteria to a stage where subsequent detailed design can lead directly
into production.

The embodiment product design phase of an engineering product design follows the concept
design phase, where various concepts are generated and evaluated to produce a single final
concept.
In some literature sections, this phase is also referred to as preliminary or system-level
design.
Embodiment design was coined by Pahl and Beitz (2006) and adopted mostly by modern
European engineering product design managers.
Concept design followed by Embodiment design and detailed design is more suitable for an
engineering product design
The output from the Concept design might vary from simple block diagrams (figure 2) to
very early prototype concepts.
It depends on what type of product development the company is pursuing.

Product Design and Development Sem-VIII Compiled by S.D. Bagg

 MODULE 2 Sem: VIII SUB: Product Design and Development

Embodiment design phases

Embodiment design is a complex process as many design activities must be simultaneously
performed, some of the design activities need to be repeated several times with changing
data, and any changes in one section will influence another section of the design.
Every engineering product design is different and adds this to the above challenges, which is
precisely why it’s very difficult to have strict set-out plans for the embodiment design phase.
So, at the embodiment stage of new product development, an abstract design concept will get
moulded into a system or product that works and can be manufactured within the allocated
unit cost.

Product Design and Development Sem-VIII Compiled by S.D. Bagg

 MODULE 2 Sem: VIII SUB: Product Design and Development
Embodiment design phase activities can be divided into three sections or phases:
-Product architecture
-Design configuration
-Parametric design
Product architecture
Product architecture, also referred to as System-level design, is, outlining and allocating
physical components or entities to the function of a product.
Physical elements are defined and arranged to satisfy the overall product requirement
specification and are usually called modules.
Product architecture could start with very simple block diagrams, as shown in figure 4, or
could be well thought out as an ongoing family of products.

System-level design is defined by how each subcomponent or modules interacts with each
other at a product level and the function of each subcomponent.
Product architecture is vital to any product development as it would impact the product
evaluation and the cost of the product.
Product architecture can fall into two categories or styles: Modular and Integral.
Modular
In modular design, the overall product purpose or system-level function is subdivided into
smaller single functions or individual operations and allocated to single parts or sub-
assemblies called modules.

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 MODULE 2 Sem: VIII SUB: Product Design and Development
These modules are treated as individual components and have well-defined electrical or
mechanical interfaces.
These are then interfaced together to form the complete product to perform its complete
function.
Engineering products with modular architecture are more common than integral designs.

Integral
Integral product architecture is where the functions of the engineering product are carried out
by a combination of parts that are not organized in a structured manner.
Hence, the functional implementation is achieved by one or very few modules where
components perform multiple functions.
Integral system-level design is often preferred when weight, shape, size & cost constraints
affect and undermine the product’s performance.
Design for manufacture and assembly, which emphasizes minimizes parts, also counts as
another strong driver of integral product architecture product designs.
Generally, integral engineering products have a very high function-to-components ratio,
meaning the product can perform multiple functions using the same components differently.
Steps in developing product architecture
Here are the four primary stages of product architecture:
1. Develop a diagram of the product
The first step in product architecture is to create a block diagram or a schematic of the
product.

Product Design and Development Sem-VIII Compiled by S.D. Bagg

 MODULE 2 Sem: VIII SUB: Product Design and Development
The purpose of this diagram is to outline the product's features visually and express them
clearly so they're easy to review and analyze.
You can use a schematic template to streamline this process if necessary. It may be easier to
create a diagram if you have a definitive goal in mind for the product architecture you're
developing, as this allows you to select the diagram that fits your product and your objective.
2. Cluster the various aspects of the diagram
Once you've outlined the features and elements of the product, you can group them.
These groups typically depend on the type of product you're reviewing.
When differentiating the categories, it's important to focus on the relationships between the
product's elements and between the groups.
Rather than focusing on physical components of the product, create an in-depth analysis of its
features and how they relate to or interact with one another.
3. Create a geometric layout of the elements
Once you've delegated the product elements into categories, use these groups to create a
geometric layout to visualize the patterns and purpose of the product you're analyzing.
This geometric layout allows you and your colleagues to create the structure of the product
architecture.
This means that the element groupings create the foundation for the architecture that you
create.
4. Identify the interactions and relationships between elements
Complete the architecture by drawing lines between the groups of elements to represent
relationships between them.
This allows you and your peers to recognize incidental and fundamental interactions between
the product's features.
These results can have different consequences for the product or the business.
For example, your goal may have been to improve retention or increase revenue, and the
relationships you notice within the architecture can depend on what you were trying to
achieve.
Benefits of Product Architecture
• Helpful in cost-cutting and saves time.
• Improved visibility of non-useful objects that shall be replaced or removed.
• Transparency of process that helps in identifying the same type of features

Product Design and Development Sem-VIII Compiled by S.D. Bagg

 MODULE 2 Sem: VIII SUB: Product Design and Development
• Enhancement of product’s functional performance.
• Helps in developing a product with a long lifespan.
• You can replace any module which needs correction without altering the whole
product.
• Concurrent engineering is possible.
• Customization of the product according to user needs.
• Easy upgradation in the future.
• Helps in creating more sustainable products.
Design configuration
In design configuration, shape and general dimensions or sizes are established for the
components defined in product architecture.
It is mainly dependent on the three-dimensional constraints that define the envelope in which
the product operates and the product architecture.
This would be a preliminary selection of material, manufacturing process, modelling, sizing
of parts etc.

Design configuration, sometimes called form, develops from its function and strongly
depends on available materials and its manufacturing techniques.
The design configuration phase should involve the following steps;
Product design specification (PDS) review
Identify and define the space constraints
Identify and define the interfaces and connections between the components
Maintain functional independence of an assembly or the components to ensure that changes
should affect only a single function

Product Design and Development Sem-VIII Compiled by S.D. Bagg

 MODULE 2 Sem: VIII SUB: Product Design and Development
Identify and eliminate or reduce parts by either removing them or combing a few parts
together.
Parametric design
The main objective of the Parametric design is to allocate values to design variables to
produce the best possible product design or functional component by considering both the
technical and economic requirements.
This design aspect is much more analytical than conceptual or design configuration.

Product Design and Development Sem-VIII Compiled by S.D. Bagg