New Products Management -CHAPTER 13 DESIGN - CHAPTER 13 DESIG pot

What Is Design?and human needs into manufacturable products.” ranging from styling to ergonomics to setting final product specifications.. ways to help achieve new product objectives.. P

PART FOUR

DEVELOPMENT

McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc All right reserved

Figure IV.1

CHAPTER 13

DESIGN

McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc All right reserved

What Is Design?

and human needs into manufacturable products.”

ranging from styling to ergonomics to setting final product specifications.

ways to help achieve new product objectives.

about to manufactured!

Contributions of Design to the New

Products Process

Figure 13.1

Principles of Universal Design

 Equitable Use: The design is useful to people with varied abilities.

preferences.

understand.

information to the user.

of inappropriate use.

with minimal fatigue.

reach, manipulate, and use.

Figure 13.2

 Source: James M Mueller and Molly Follette Story, “Universal Design: Principles for Driving Growth Into New Markets,” in P Belliveau, A Griffin,

and S Sodermeyer (eds.), The PDMA Toolbook for New Product Development (New York: Wiley, 2002), pp 297-326.

Range of Leading Design Applications

Purpose of Design

Aesthetics

Ergonomics

Function

Manufacturability

Servicing

Disassembly

Item Being Designed

Goods Services Architecture Graphic arts Offices

Packages

Figure 13.3

Product Architecture

 The process by which a customer need is

developed into a product design

 Solid architecture improves speed to

market, and reduces the cost of changing the product once it is in production

 Product components are combined into

“chunks,” functional elements are assigned

to the chunks, and the chunks are

interrelated with each other

Product Architecture Illustration

Figure 13.4

Product Architecture and Product

Platforms

 Product architecture development is related

to establishing a product platform

 If chunks or modules can be replaced easily

within the product architecture, “derivative products” can be made from the same basic platform as technology, market tastes, or

manufacturing skills change

 Examples: 200 versions of the Sony

Walkman from four platforms

Assessment Factors for an Industrial

Design

Figure 13.5

Prototype Development

 Comprehensive Prototype: complete,

fully-functioning, full-size product ready to be examined by customers

 Focused Prototype: not fully functioning or

developed, but designed to examine a

limited number of performance attributes

or features

 Examples: a crude, working prototype of an electric bicycle; a foam or wood bicycle to determine

customers’ reactions to the proposed shape and form.

Model of the Product Design Process

Figure 13.6

Improving the Interfaces in the Design Process

 Co-location

 Digital co-location

 Global teams

 Produceability engineer

 Upstream partnering with vendors

Computer-Aided Design (CAD)

assessment of multiple possible designs without building expensive prototypes.

ways to minimize manufacturing costs.

ease assembly and manufacture.

design phase might have huge manufacturing cost consequences later on!

Some of the Uses of CAD in Auto

Industry

radio/CD player protrude too far into the engine area?

powertrain to the upper body): do all the pieces fit together perfectly?

aspects of the car’s design to improve its ability to protect the passengers in a crash?

New Developments in CAD

 Stereolithography (rapid prototyping)

 Mechanical computer-aided engineering

(MCAE)