17S1 MA4001 LD Design Definiton Lesson 1 V1.1

MA4001 Engineering Design
Design Definition
Assoc Prof Ng Heong Wah
College of Engineering
School of Mechanical and Aerospace Engineering
Content Copyright Nanyang Technological University 1

REFERENCE TEXTS (FOR THIS PART OF MA4001)
Engineering Design –
A Systematic Approach (3rd ed) Product Design and Development (4th ed)
G. Pahl, W. Beitz, J. Feldhusen & Karl Ulrich & Steven Eppinger (2008)
K.H. Grote (2007)

LEARNING OBJECTIVES
• To systematically generate the design requirements of a system/

product/ mechanism by identifying and quantifying the user needs
and desirable functions of the design.

HOW TO DESIGN ?
Complex Machinery Home Simple Toys

Appliances

WHERE TO START ?
Start from th
e simplest co
mponents?
ar k s o f ideas?
t ant aneous sp
ins
Based on
Taking c
ues from
previous
experien
ce?
Follow a systematic approach!

DESIGN PROCESS
• Systematic approach.
‒ Typical steps:
 Define the problem:
 Understand the issues.
 Conceptual solutions:
 How many ways can the problem be solved.

DESIGN PROCESS
• Systematic approach (continued).
‒ Typical steps:
 Embodiment design:
 Improve the concept to make it more effective.
 Make the design more manufacturable.
 Detail design:
 Drawings for the product.
 Instructions on manufacturing.

PHASES OF DESIGN ACTIVITY
Identifying User
Needs
We are here !! Phase 0
Design
Design Definition Specifications
Phase 1
Conceptual Design
Phase 2
Embodiment Design
Phase 3
Detail Design

ENGINEERING DESIGN
• Who are involved.

Users
Exhibit 1-2, Ulrich & Eppinger (2008)

DESIGN REQUIREMENTS
Meaningful design
Production
Engineering Final
Design System
Functionality
Value
Quality
End Users

DESIGN REQUIREMENTS
Meaningful design
User’s
Engineering Final
Environment
Design Product
You have designed an

excellent
road racing bike, with the
What the
latest lightweight materials, user wanted
most advanced gearing ratios
& mechanisms, plus good
ergonomics for speed.

DESIGN REQUIREMENTS
Meaningful design
Production
Engineering Final
Design System
Functionality
Value
Linking Quality
Design
to Users
First Step in Design

End Users
Users Provide
Design Requirements
Final Outcome will

suffer if this step not
done diligently.

DESIGN REQUIREMENTS
Meaningful design

DESIGN REQUIREMENTS
Potential communication issues
Description by user Design definition Final design concept
Prototype
Installation by user What user wanted
Adapted from Univ of Oregon

DESIGN REQUIREMENTS
• General understanding of the problem
‒ Background research:
 Current design
 Other available alternatives
 State-of-the-arts design
 Don’t reinvent the wheel.

DESIGN REQUIREMENTS
• General understanding of the problem (continued).
‒ What could be done better:
 Appreciation of the functions & operations.
 Understand the general process/ operation.
 A mental picture of what happens.

DESIGN REQUIREMENTS
• Design brief - Example
Mission Statement: Screwdriver project
Product description • A hand-held, power-assisted device for

installing threaded fasteners
Benefit proposition • Drives screws more quickly and with less

effort than by hand
Key business goals • Product introduced in forth quarter of 2006
• 50% gross margin
• 10% share of cordless screwdriver market by

2008

DESIGN REQUIREMENTS
• Design brief - Example (continued)
Primary markets • Do it yourself consumer
Secondary markets • Casual consumer
• Light-duty professional
Assumptions • Hand-held
• Power-assisted
• Nickel-metal-hydride rechargeable battery

technology

DESIGN REQUIREMENTS
• Design brief - Example (continued)
Stakeholders • User
• Retailer
• Sales force
• Service centre
• Production
• Legal department
Summary of
your understanding
on the
design requirements

DESIGN REQUIREMENTS
• Identifying user needs.
‒ Gather raw data from users:
 User surveys:
 Interview users in their environment.
 Focus groups:
 With 8-12 users to obtain further insights.

DESIGN REQUIREMENTS
• Identifying user needs (continued).
‒ Gather raw data from users:
 Observation of users:
 Observing people using existing product(s).
 Audio/ video recordings.
 Still photography.
 Notes & verbatim transcripts.

DESIGN REQUIREMENTS
‒ Interpret raw data in terms of user needs.
Question/Prompt Customer Interpreted Need

Statement
Typical users I need to drive The SD drives screws
screws fast, faster faster than by hand
than by hand.
I sometimes do duct The SD drives sheet
work; use sheet metal screws into metal
metal screws. duct work.
A lot of electrical; The SD can be used for
switch covers, screws on electrical
outlets, fans, kitchen devices.
appliances.
*SD = Screw Driver


DESIGN REQUIREMENTS

Statement
Likes-current tool I like the pistol grip; The SD is comfortable
it feels the best. to grip.
I like the magnetised The SD tip retains the
tip. screw before it is
driven.
*SD = Screw Driver


DESIGN REQUIREMENTS

Statement
Dislikes-current I don’t like it when The SD tip remains
tool the tip slips off the aligned with the screw
screws. head without slipping.
I would like to be The user can apply
able to lock it so I torque manually to the
can use it with a SD to drive a screw. (!)
dead battery.
Can’t drive screws The SD can drive
into hard wood. screws into hard wood.
Sometimes I strip The SD does not strip
tough screws. screw heads.
*SD = Screw Driver

DESIGN REQUIREMENTS

Statement
Suggested An attachment to The SD can access
improvements allow me to reach screws at the end of
down skinny holes. deep, narrow holes.
A point so I can The SD allows the user
scrape paint off the to work with screws
screws. that have been painted
over.
Would be nice if it The SD can be used to
could punch a pilot create a pilot hole. (!)
hole.
*SD = Screw Driver


DESIGN REQUIREMENTS
‒ Organise user needs into hierarchy:
 Could have 50-100 user statements.
 To organise into hierarchical list:
 Primary needs:
o The essential must have items.
 Secondary needs:
o Supplementing the primary needs.
o Enable the primary needs to be fulfilled.

DESIGN REQUIREMENTS
‒ Organise user needs into hierarchy:
 For products targeting different market segments:
 May need to further categorise into clusters.

DESIGN REQUIREMENTS
‒ Organise user needs into hierarchy.

Primary Needs
The SD is easy to set up and use
* The SD is easy to turn on.
* The SD prevents inadvertent switching off.

Secondary Needs
* The user can set the maximum torque of the
SD.
*! The SD provides ready access to bits or

Note:
accessories. • SD = Screw driver
• Bold = primary needs
• * = Denotes importance
* The SD can be attached to the user for Ratings, by number
of *
temporary storage. • ! = Latent needs
Exhibit 4-8, Ulrich & Eppinger (2008) (I.E. Hidden needs, not
yet realised by users)

DESIGN REQUIREMENTS
The SD power is convenient.
* The SD is easy to recharge
The SD can be used while recharging
*** The SD recharges quickly.
The SD batteries are ready to use when new.
**! The user can apply torque manually to the SD to drive a screw.

DESIGN REQUIREMENTS
The SD lasts a long time.
** The SD tip survives heavy use.
The SD can be hammered.
* The SD can be dropped from a ladder without damage.


DESIGN REQUIREMENTS
‒ Establish relative importance of the needs:
 To rate the relative importance of each need:
 For trade-off decisions on list of needs.
 For better allocation of functions & resources.

DESIGN REQUIREMENTS
 Decision based on:
 Consensus from perception on user desirability.
o Subjective opinions of design team (might be

inaccurate).
 Further user surveys:
o Higher time, effort & cost.
o Provides better reflection of user requirements.

DESIGN REQUIREMENTS
 Ended with numerical importance weighting for each sub-

set of the needs.

DESIGN REQUIREMENTS
User needs for mountain bike suspension fork.
Observe how the design

would be used in its
intended environment.

DESIGN REQUIREMENTS
‒ Establish relative importance of the needs.
No. Need Imp.

1 The suspension Reduces vibration to the 3
hands.
2 The suspension Allows easy traversal of 2
slow, difficult terrain
3 The suspension Enables high-speed 5
descents on bumpy
trails.
Note: • Example of customer needs for mountain bike suspension fork

• Imp = Relative Importance

DESIGN REQUIREMENTS
No. Need Imp.

4 The suspension Allows sensitivity 3
adjustment.
5 The suspension Preserve the steering 4
characteristics of the
bike.
6 The suspension Remains rigid during 4
hard cornering.
7 The suspension Is light weight. 4


DESIGN REQUIREMENTS
No. Need Imp.

8 The suspension Provides stiff mounting 2
points for the brakes.
9 The suspension Fits a wide variety of 5
bikes, wheels, and tires.
10 The suspension Is easy to install. 1
11 The suspension Works with fenders. 1


DESIGN REQUIREMENTS
• Detailed specifications:
‒ End product of the process:
 What makes the product successful.
‒ Concise statements:
 Specifying what the product has to achieve.
 To what degree the achievement must be attained.

DESIGN REQUIREMENTS
• Detailed specifications (continued):
‒ Quantifiable statements:
 Level of importance of the statements.
 Quantitative parameters for meaningful evaluation:
 E.G. Noise level of less than 65 db.
 Make qualitative factors quantifiable.
 Transforming vague ideas into precise statements:
 Making design ideas into reality.

DESIGN REQUIREMENTS
Design specifications
Importance
No. Specification Parameters
Level *
1 High speed of operation 5
2 Easy to operate 3
3 Safe operation 5
4 Easy adaptable to various tasks 2
5 Will not pollute the environment 3
6 Low operating, maintenance & capital costs 4
* Importance Level of 1 to 5, with 5 being most important

DESIGN REQUIREMENTS
Design specifications (continued)
Importance
No. Specification Parameters
Level *
7 Low noise operation 1
8 Easy to load and unload 4
9 OMO (one-man-operation) 5
10 …..
11 …..
12 …..
* Importance Level of 1 to 5, with 5 being most important

SUMMARY

SUMMARY
• Identifying user needs:
‒ Gather raw data from users.
• Design specifications:
‒ Concise statements on what the product is expected to achieve.
‒ Part of transforming ideas to reality.

PHASES OF DESIGN ACTIVITY
Identifying
We are User Needs
here !!
Design
Specifications

17S1 MA4001 LD Design Definiton Lesson 1 V1.1

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MA4001 Engineering Design

Content Copyright Nanyang Technological University 1

Content Copyright Nanyang Technological University 2

• To systematically generate the design requirements of a system/

Content Copyright Nanyang Technological University 3

Complex Machinery Home Simple Toys

Content Copyright Nanyang Technological University 4

Follow a systematic approach!

Content Copyright Nanyang Technological University 5

 Define the problem:

 Understand the issues.

 How many ways can the problem be solved.

Content Copyright Nanyang Technological University 6

• Systematic approach (continued).

 Improve the concept to make it more effective.

 Make the design more manufacturable.

 Drawings for the product.

Content Copyright Nanyang Technological University 7

Content Copyright Nanyang Technological University 8

• Who are involved.

Exhibit 1-2, Ulrich & Eppinger (2008)

Content Copyright Nanyang Technological University 9

Content Copyright Nanyang Technological University 10

You have designed an

Content Copyright Nanyang Technological University 11

First Step in Design

Final Outcome will

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Content Copyright Nanyang Technological University 13

Potential communication issues

Description by user Design definition Final design concept

Content Copyright Nanyang Technological University 14

• General understanding of the problem

 Other available alternatives

 Don’t reinvent the wheel.

Content Copyright Nanyang Technological University 15

• General understanding of the problem (continued).

‒ What could be done better:

 Appreciation of the functions & operations.

 Understand the general process/ operation.

 A mental picture of what happens.

Content Copyright Nanyang Technological University 16

• Design brief - Example

Mission Statement: Screwdriver project

Product description • A hand-held, power-assisted device for

Benefit proposition • Drives screws more quickly and with less

Key business goals • Product introduced in forth quarter of 2006

• 50% gross margin

• 10% share of cordless screwdriver market by

Exhibit 4-3, Ulrich & Eppinger (2008)

Content Copyright Nanyang Technological University 17

• Design brief - Example (continued)

Mission Statement: Screwdriver project

Primary markets • Do it yourself consumer

Secondary markets • Casual consumer

• Nickel-metal-hydride rechargeable battery

Exhibit 4-3, Ulrich & Eppinger (2008)

Content Copyright Nanyang Technological University 18

• Design brief - Example (continued)

Mission Statement: Screwdriver project

Exhibit 4-3, Ulrich & Eppinger (2008)

Content Copyright Nanyang Technological University 19

• Identifying user needs.

‒ Gather raw data from users: