ME317B Design Methods

Intro to ME317B/Concept Selection

Design Methods
ME317
ME317B Overview
Concept Selection
“Is sure hope you didn’t rule out the West-coast
wacky ideas”
Kurt Beiter
Acting Associate Professor
Manufacturing Modeling Laboratory
Stanford University
kbeiter@stanford.edu
http://me317.stanford.edu

26 years of ME317 ©2011 Stanford MML

Agenda

 Comments on ME317A Results

 ME317B Overview: “How to deliver Quality?”
Lectures
Homework
Project Deliverables
 HW#1 Assigned
Due Monday, April 11th
 AL#1: Concept Generation
This Wednesday, March 30th
 Concept Selection

26 years of ME317 ©2011 Stanford MML

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Comments on ME317A Reports

Design Methods are Merely Tools!

 Executive Summary
Comprehensive: Make reading the report optional
What is the problem with today’s approach?
Highlight important results with numbers
Include significant insights and Action Plan
Include Costs/Benefits/Risks
One-page, single-spaced OK
 Benchmarking
Do not restrict solely to direct competitors
Look at products outside of your market
Remember electric drier vs. sun?
Look at alternatives that satisfy the upper VOCs.
26 years of ME317 ©2011 Stanford MML

Comments on ME317A Reports

Tools Usage and Analysis

 Don’t limit the report to the mechanical use of methods

Interpretation of the results is critical
Be curious about the input/output (Reality Check!)
 Take initiatives in thinking
Go beyond the superficial, seek depth!
Adapt the methods to specific situations
Don’t easily accept problems
Don’t have any designs yet, so can’t apply DFA
Even if DFA does not apply, think “complexity”
 Hint for ME317b:
Use your Project QFD as your guide
We use your relative weights for point allocation
26 years of ME317 ©2011 Stanford MML

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Comments on ME317A Reports

Tools Usage and Analysis

 Cost/Complexity Analysis Suggestions

Show Pareto of pertinent costs
purchased materials, assembly, testing, etc.
Adapt Cost Worth Analysis for your use
e.g. Take out items for which costs are fixed
Don’t get hung up on minor, insignificant items
 Typical report “failure modes”
“We used QFD & DFA, they really helped, we’ll
apply 317B tools in Spring quarter.”
Don’t just tell us “What you did,” we want to hear
“What you found!”
Making information difficult to find/understand
(headers/footers/links)
26 years of ME317 ©2011 Stanford MML

Abbreviated Edith Wilson Checklist

Does the team agree on…

1. Scenario: target VOS and scenarios

 Scenario-based Design, Scenario Morph
2. Stakeholders: customer/stakeholder chain
 CVCA, Scenario Graph
3. Customer Value: CRs, EMs, innovation opportunities
 Value Graph, QFD, Project Priority Matrix
4. Complexities: complexities (cost, time, etc.)
 Process analysis (e.g., assembly), Process FMEA, CWA
5. Concept Architecture: selected & described the solution
 Morph & Pugh, Scenario-Function-Solution Elements Map
6. Business Model/Risks: evaluated cash flows & uncertainties
 CVCA, FMEA, Scorecarding, NPV Modeling

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Clarify Project Focus

 Who are the customers? User scenarios?
 What features to enhance and by how much? (Key EMs)
Power / Speed / Functions
Aesthetics/ Useability /Size / Weight
Reliability / durability / upgradability
 What life-cycle costs to reduce and by how much?
Component Cost / Assembly Cost
Life-cycle Ownership & Environmental Cost
Product variety / overhead Cost
 Is there a time constraint?
Lead time / Product line flexibility
Reaffirm Product Definition!
26 years of ME317 ©2011 Stanford MML

ME317B: Quality by Design

 You have identified “WHAT IS QUALITY” in ME317A
How do you effectively deliver the QUALITY
 Avoid every aspect of non-conformance
Not just a manufacturing problem
Build-in the QUALITY into the right concepts

26 years of ME317 ©2011 Stanford MML

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ME317B “Quality by Design” Core Materials

 Concept Development
Revisit Morphological Concept Generation
Pugh Concept Selection
 Quality by Design (Core of ME317B)
Scorecarding Framework (Y, X, V)
Six Sigma and Robust Design Basics
Poka Yoke (Mistake Proofing) for Design & Mfg.
Robust Design: Modeling and Optimization
 Project Evaluation & Management
NPV Scorecarding
Edith Wilson Checklist
Showcasing your Project Proposals
 Will require re-visiting some ME317A tools
Function/Structure Trees
QFD
FMEA, etc.
26 years of ME317 ©2011 Stanford MML

ME317B Class Deliverables

Projects/Homework/Active Learning

 Project:
Midterm Project Status Presentation (AL#5)
Report: Product/Process Specification & Roadmap
 Homework:
HW1: Concept Development
HW2: Robust Design
HW3: Variations, Mistakes, and Mitigation
HW4: NPV Modeling
 Active Learning:
7 AL sessions this quarter

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2011 ME317B Active Learning

 AL#1: Concept Generation
Concept Generation
 AL#2: Concept Selection
Concept Selection
 AL#3: Variation/Mistakes
3 sources of variation
3 sources of mistakes
 AL#4: Scorecarding/NPV
Scorecarding
NPV
 AL#5: Mid-Quarter Report
What have you done so far?
What is next?
 AL#6: Showcasing/Flowdown
Elevator Pitch
EMs & Flowdown
Showcasing Plans
 AL#7: Project Roadmap/Prototype/NPV
Share the process your team has gone through in ME317B
NPV
Prototype
26 years of ME317 ©2011 Stanford MML

ME317B Syllabus (W1-W5)

3/28 ME317B Concept 1-Page Adv. 3/30
Overview
Concept Generation
W1 HW#1 AL #1
Pugh
Method
Selection Morph Keys

4/4 Concept 4/6

Material/Process Selection
W2 AL #2
Selection Selection
Criteria

4/11 4/13

W3 6σ Basics HW#1 Due

HW#2
Poka Yoke

4/18 Sources of 4/20

variation
W4 DOE/Robustness HW#3
HW#2 Due
Sources of
AL #3 Method
Mistakes Reuse

4/25 4/27
Scorecarding
W5 Advanced NPV AL #4
NPV

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ME317B Syllabus (W6-W10)

5/2 5/4
Robust
W6 Optimization
HW#3 Due
HW#4
AL #5: Mid-quarter

5/9 Scorecarding 5/11

W7 Requirements Flowdown DFE

5/16 Showcasing Req’s 5/18

Flowdown
W8 Showcasing AL #6 HW#4 Due
Elevator Pitch

5/23 Project
Roadmap NPV 5/25

W9 aDFM AL #7
Prototype
5/30 6/1

W10 No Class (Mem Day) Final Present

26 years of ME317 ©2011 Stanford MML

Quality by Design
at end of ME317B...

“Here’s HOW we will deliver the

Competitive Product”
Product & Process Design, Logistics, Strategy
Strong BUSINESS CASE (Net Present Value)

“Now give us money so we can

DEVELOP it”
Validation, Volume Producibility, etc
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What I did over Spring Break

 Human Expert Opinion

 Confidence Intervals
 Problem Decomposition
 Just a little data can help

Engineering Project-
based

26 years of ME317 ©2011 Stanford MML

HW #1 Part 0
Project Focus/Deliverables/Measurement
 Project Focus
Similar to last quarter
 Deliverables
Can you summarize?
 Then, decompose
 Measurement
Look at your Project QFD
Look at your deliverables
Should include Financial Impact
 Big focus this quarter
Not Just Financials
 Key Engineering metrics: How will you measure?
 What are your targets?
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HW #1 Part 1: One Page Ad.

 Produce a 8.5” x 11” one page advertisement
 Who is the customer?
Trade Journal
Magazine
 What is the competitive advantage?
Feature? Cost? Time?
 Pictures would be nice, but not required
Optimize the use of 8.5” x 11”
Send the best message you can!
 Look around for examples!
 Incorporate in your final report!
26 years of ME317 ©2011 Stanford MML

HW #1 Part 2
Project Planning
 Develop a Gantt Chart and Track Progress
Milestones
Critical Path / Dependencies among tasks
Resources / Contingency Plans

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HW#1 Part 3 Concept Development

 Morphological Design & Pugh Selection
Apply to your project!

ME317 Sun Chassis Project (2000)

26 years of ME317 ©2011 Stanford MML

AL#1: Concept Generation/1 Page Adv.

Wednesday March 30th
 15 Minutes/~5 Slides
 Project Focus
Deliverables + Measures of Success
 Concept Generation
What are the Morph Keys for your project?
 EMs/VOCs/Failure Modes/Key Functions/Risk/$/etc…
Show your Morphological Diagram(s)
 1-Page Advertisement
Show/discuss your concept(s) for your 1-page Adv.
 ME317B Project Activities
What are the top 3 activities for this quarter?
You may also show a Gantt Chart (HW#1)
 Bring your prototype(s)!

26 years of ME317 ©2011 Stanford MML

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Concept Selection

“ One of the most difficult, sensitive

and critical problems in design,
both in teaching and in practice, is
the selection of the best concept
with which to proceed to detail
design & ultimately manufacture.”
Stuart Pugh, 1981
For more info on the original Pugh Method, see
http://thequalityportal.com/q_pugh.htm
http://www.innovationtoday.biz/pubs/Pugh%20Method%20Example.pdf
26 years of ME317 ©2011 Stanford MML

Pugh Selection Method

 First establish the concepts under consideration
 Then establish the criteria which will be used to
select the concepts
Typically key EMs, but also key VOCs, failure
modes, PPM, etc.
1. Establish a Datum design solution concept
2. Compare concept alternatives to this datum
solution, indicating how the concept performs wrt
the datum concept
Use +, -, S to indicate better, worse, or same
3. Tally the +, -, S
 Change the Datum and repeat the process
26 years of ME317 ©2011 Stanford MML

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Concept Generation
Remember Morphological Analysis?
 Indicate Concepts on your Morph Diagram
Interface w/User Connect

Connect to
Network
Cable Wireless Modem

Provide
Output
LCD Panel Printer Audio Detachable Panel

Provide
Input
Keyboard Touchscreen Voice

Scan IDs
Manage Inventory

RFID Scan UPC Scan

Provide
alternate ID
Input Manual ID Quick Pick Custom ID
Provide
variable
content Weigh
input Estimate Vol Contents
26 years of ME317 ©2011 Stanford MML

Evaluation Criteria
 Typical Criteria
EMs + Features/Cost/Time
Project Type may matter
 Targeted scope vs High-level concepts
Often can assign numerical targets
 Don’t Forget PRODUCT DEFINITION
Strategic Alignment: How are you going to make $?
Competitive Advantage: Feature/cost/time
Risk
 Scope of change / proven technology
Reward: Potential Payoff
Use of corporate core competence
 Important that the team agrees on criteria/meaning

26 years of ME317 ©2011 Stanford MML

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Pugh’s Method
 The most well known selection matrix
 Based on DATUM and “pair-wise” comparison
 Emphasize non-numerical rating

26 years of ME317 ©2011 Stanford MML

Pugh Chart Interpretation

5. Tally the scores: +’s, -’s, & “Same” ‘s.
6. Evaluate
Is there a clear winner?
Can you prune alternatives?
7. Iterate
If no strong pattern
Change datum
If certain concepts are exceptionally strong
Re-run with strength criteria removed
8. Throughout the process...
REFINE strong concepts
26 years of ME317 ©2011 Stanford MML

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Interactive Example
ME317 Software Toolkit
 Next Generation of ME317 Software
Improve understanding of the methods quickly
Promote usage after the course is over
Investigate collaboration features

Donkey Desktop Rich Internet App

(Initial Datum) (Feature-Rich) (Collaborative)
26 years of ME317 ©2011 Stanford MML

Interactive Example
ME317 Software Toolkit

 What are our selection criteria?

Excel Desktop Rich Internet App

(Initial Datum) (Feature-Rich) (Collaborative)
26 years of ME317 ©2011 Stanford MML

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Interactive Example
Pugh Analysis of ME317 Software Toolkit

26 years of ME317 ©2011 Stanford MML

Pugh Concept Selection

ME217/317 Examples
 Optics Coupler (HP/Agilent)

 Rear Projection TV (Infocus)

 CD Labeler (Microtech)

26 years of ME317 ©2011 Stanford MML

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Design for Assembly & Producibility

Fiber Optics Coupler

 Reduce Cost
 Improve Quality

26 years of ME317 ©2011 Stanford MML

Light Funnel
Optics  Used function-
Coupler: based
Three Concepts Morphological
Generated Analysis

Multiple Diode Array

Crystal Growth

26 years of ME317 ©2011 Stanford MML

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Optics Coupler” Pugh Selection (1)

 First Round Pugh Analysis
Light-funnel the clear winner

26 years of ME317 ©2011 Stanford MML

Optics Coupler” Pugh Selection (2)

 Rotate Datum to Confirm Trend
Make Light Funnel the Datum

26 years of ME317 ©2011 Stanford MML

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Optics Coupler: Pugh Selection (3)

 Refine Concepts and Iterate
Generate derivative of Light Funnel

26 years of ME317 ©2011 Stanford MML

Infocus Rear Projection TV

 Focus on Flexibility/Serviceability

26 years of ME317 ©2011 Stanford MML

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Infocus 2000: RPTV

26 years of ME317 ©2011 Stanford MML

Infocus 2000: RPTV

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Intro to ME317B/Concept Selection

Microtech
CD Labeler Concept
Selection
 Six rounds of Pugh Analysis
Third round added a new
“Hybrid” concept

26 years of ME317 ©2011 Stanford MML

AL#1: Concept Generation/1 Page Adv.

Wednesday March 30th
 15 Minutes/~5 Slides
 Project Focus
Deliverables + Measures of Success
 Concept Generation
What are the Morph Keys for your project?
 EMs/VOCs/Failure Modes/Key Functions/Risk/$/etc…
Show your Morphological Diagram(s)
 1-Page Advertisement
Show/discuss your concept(s) for your 1-page Adv.
 ME317B Project Activities
What are the top 3 activities for this quarter?
You may also show a Gantt Chart (HW#1)
 Bring your prototype(s)!

26 years of ME317 ©2011 Stanford MML

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