Product Design and

Developement
By
Alok Kumar Singh

IMI Delhi,A.K.Singh
 Cutting Edge Products
• Organizations provide goods and services for the society. Great
products are key to the success. They provide competitive
advantage.

 Honda: Engine technology

 Microsoft: PC software
 Intel: Microprocessors
 Michelin: Tyres
 Dell Computer: Customized hardware and software and Dell does
this very fast.
 Toyota’s : Rapid Response to changing customer demand. Design
time (less than 2 years )
 IT Service: IBM

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 Product Decision

The objective of the product decision is to

develop and implement a product strategy
that meets the demands of the marketplace
with a competitive advantage.

Higher the contribution from new product,

more likely the firm to be a Industry leader.

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 Product Life Cycles
 May be any length from a few hours (a
specific offer), Months (cell phones),
years (furnitures) to decades (Medicines,
Bridges)
 A product’s life is divided into four phases:
 Introduction
 Growth
 Maturity
 Decline

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 Product Life Cycle
Introductory Phase:
Product introduced in to market.
Fine tuning may warrant unusual expenses for
Research, Product development, Process modification and
enhancement , Supplier development

Growth Phase:
Product design begins to stabilize.
Effective forecasting of capacity becomes necessary
Adding or enhancing capacity may be necessary

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 Product Life Cycle
Maturity Phase:
Competitors now established
High volume, innovative production may be needed
Improved cost control is required

Decline Phase:
Unless product makes a special contribution to the
organization, must plan to terminate offering

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 Product-by-Value Analysis
► Lists products in descending order of
their individual dollar contribution to the
firm
► Lists the total annual dollar contribution
of the product
► Helps management evaluate alternative
strategies

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 Product Development Stages
Concept

Feasibility

Customer Requirements

Functional Specifications

Product Specifications Scope for

Scope of design and
product Design Review engineering
development teams
team Pilot Test

Introduction

Evaluation

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 Product Development Stages
Customer Requirements

Concept

Feasibility

Scope of Functional Specifications

product
development Product Specifications Scope for
team design and
Design Review engineering
teams
Pilot Test

Introduction

Evaluation

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 Generating New Products
1. Understanding the customer
2. Economic change
3. Sociological and demographic change
4. Technological change
5. Political and legal change
6. Market practice
7. Professional standards
8. Suppliers & Distributors
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 Class Activity
1. Air-Conditioners
2. Washing Machines
3. Refrigerators
4. Microwave ovens
5. Cars
6. Bikes
7. Electric Bulbs
8. DTH
9. Public Transport Vehicles
10.Mobile service Providers
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 Organizing for Product Development

► Traditionally – distinct departments

► Duties and responsibilities are defined

► Difficult to foster forward thinking

► Recent approach
► Cross functional – representatives from all

disciplines or functions
► Concurrent Engineering

► Product development aspects,

a. Design for manufacturability,

b. Value engineering teams,
c. QFD & House of Quality
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 Concurrent Engineering
• It is a systematic & integrated approach of designing
products and their related processes.
• It involves the formation of cross-functional teams,
which allows engineers and managers of different
disciplines to work together simultaneously in
developing product and process design.
• Consider all elements of the product life cycle from
concept through disposal.
• Quality
• Cost
• Productivity
• speed (time to market & response time) and
• user requirements
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Conventional Vs Concurrent product design approach

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 Design for Manufacturability (DFM)

Benefits:
1. Reduced complexity of the product
2. Reduction of environmental impact
3. Additional standardization of components
4. Improvement of functional aspects of the product
5. Improved job design and job safety
6. Improved maintainability (serviceability) of the product
7. Robust design

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 A Simple Example of Customer Need:
Value Engineering Stapled pages

Info: Location of stapler Info: Where to place staple

Pick Up Paper Walk to Stapler Staple Paper

Time: 1 sec. Time: 5 sec. Time: 2 sec.

Distance: 0 Distance: 20 ft. Distance: 0

Excess Travel

Walk to Desk Put Down Paper

Total Time: 14 sec.
Total Dist: 40 ft.
Time: 5 sec. Time: 1 sec.
Value Added Time: 4 sec.
Distance: 20 ft. Distance: 0
Value Added Dist: 0

Value Added Time: 28%

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Reliability

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 Definition of Reliability
Reliability is probability that an activity of an appliance in given
time and given operation conditions will be adequate to its
purpose.
EIA (Electronic Industry Association, USA)

Reliability is a general quality of an object – an ability to

perform a desired function, sustaining the values of rated
operational indicators in given limits and time according to
given technical conditions.

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 Bathtub curve of Failure Rate

l
Early failure Wear-out failure
period Constant failure rate period period
(Product
Stabilization
Period)

I II III t

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 Product Failure Rate (FR)
2 Basic unit of measure for reliability

Number of failures
FR(%) = x 100%
Number of units tested

Number of failures
Failures/ hr {FR(N)} =
Number of unit hours of operating time

Mean time betweenMTBF

failures 1
=
FR(N)
 t / MTBF
Reliability at expected life t = Rt Rt  e
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 Failure Rate Example
20 air conditioning units were tested with expected life
of 1,000 hours. One failed after 200 hours and other
after 600 hours. Remaining worked for 1000 hours.

2
FR(%) = (100%) = 10%
20
2
FR(N) = = .000106 failure/unit hr
20,000 - 1,200
 t / MTBF
MTBF =
1
= 9,434 hrs Rt  e
.000106
What is the reliability of one such machine if the expected working hours is 800?

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 Example 1
• California Instruments, Inc., produces 3,000
computer chips per day. Three hundred are
tested for a period of 500 operating hours
each. During the test, six failed: two after 50
hours, two at 100 hours, one at 300 hours,
and one at 400 hours. Find FR(%), FR(N) and
Mean Time between Failure (MTBF).

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 Solution
• FR(%) = failures per number tested = 6/300 = 0.02 = 2%
• FR(N) = failures per operating time:
Total time = 300 * 500 = 150,000 hours
Downtime = 2(450) + 2(400) + 1(200) + 1(100) = 2,000
hours
Operating time = Total time – Downtime = 150,000 –
2,000 = 148,000
Therefore: FR(N) = 6/148,000 = 0.0000405
failures/hour
• MTBF = 1/FR(N) = 24,691 hours/ Failure

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 Reliability of Network of Machines
(Series Network)
• Most commonly used and the simplest to
analyze

Input A B C Output

All components must operate if the system is to

function properly.
Rs = RA x RB x RC
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 Reliability of Network of Machines
(Parallel Network)
• Consider two units A and B in parallel. The
systems fails only when both A and B fail.

Rs(t) = 1- [1-Ra(t)][1-Rb(t)]
A = Ra(t) + Rb(t) – Ra(t) Rb(t)

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Combined series parallel network

Rs = RA [RB+RC-RBRC]

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Combined series parallel network

A C

B D

Rs = [1-(1-RA)(1-RB)][1-(1-RC)(1-RD)]

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Combined series parallel network

A
E

B D

F
C

Rs=[1-(1-RA)(1-RB)(1-RC)][RD] x [RE+RF-(RE)(RF)]

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 System Reliability Example

• Find the reliability of a system of components as shown

in figure below

R1 = 0.995 R2 = .75 R3 = .999

R1 = 0.75

R2 = .84
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 Exercise 2
R1 = .9

R1 = .95

R1 = .982

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