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Design and product development

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Thomas J. Howard @ European Innovation Academy Summer Session 2013

Thomas J. Howard @ European Innovation Academy Summer Session 2013

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  • 1. Design and Product Development Guest Lecture at Tallinn European Innovation Academy Thomas J. Howard www.thomasjhoward.com thow@mek.dtu.dk Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement: “Original material by Thomas J. Howard, The Technical University of Denmark”
  • 2. 2013Original material by Thomas J. Howard, The Technical University of Denmark2 Holyhead
  • 3. 2013Original material by Thomas J. Howard, The Technical University of Denmark3 Design in my Research
  • 4. 2013Original material by Thomas J. Howard, The Technical University of Denmark4 Design in Practice
  • 5. 2013Original material by Thomas J. Howard, The Technical University of Denmark5 Why Design and Product Development?
  • 6. 2013Original material by Thomas J. Howard, The Technical University of Denmark6 Agenda Sections covered: 10:00 - Integrated Product Development 10:25 - Product/Service-Systems (PSS) 10:50 - Coffee refill / speed smoke 10:55 - Protovation 11:20 - Open Design 11:45 - End
  • 7. 2013Original material by Thomas J. Howard, The Technical University of Denmark7 Integrated Product Development Model To explore and develop the market, the product and its production simultaneously in an integrated fashion to get a more optimal business proposition Market Product Production Business
  • 8. 2013Original material by Thomas J. Howard, The Technical University of Denmark8 Recommended Reading Source of inspiration for this lecture: Integrated Product Development Mogens Myrup Andreasen & Lars Hein (2000)
  • 9. 2013Original material by Thomas J. Howard, The Technical University of Denmark9 EXERCISE 1 - Example Using as few of the numbers as possible: Using these functions: +, -, x, /, (, ) Make or get as close as you can to: __________=____25 ( 7 – 2 ) x 5 25 6 1 7 8 2 5
  • 10. 2013Original material by Thomas J. Howard, The Technical University of Denmark10 EXERCISE 1a Using as few of the numbers as possible: Using these functions: +, -, x, /, (, ) Make or get as close as you can to: __________=____ Make or get as close as you can to: __________=____ Make or get as close as you can to: __________=____ 6 7 4 1 6 4 24 8 12 4 Cross out the numbers used
  • 11. 2013Original material by Thomas J. Howard, The Technical University of Denmark11 Sequential or “Over the wall” development Marketing want: Designers want: Manufacturers want: 4 24 12 6 7 4 1 6 4 8
  • 12. 2013Original material by Thomas J. Howard, The Technical University of Denmark12 Exercise 1b Integrated development Marketing wants: __________ = ____ Stylists want: __________ = ____ Manufacturers want: __________ = ____4 24 12 6 7 4 1 6 4 8 Using as few numbers as possible, try to meet all targets at the same time (use numbers only once)
  • 13. 2013Original material by Thomas J. Howard, The Technical University of Denmark13 The role of the product developer Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg
  • 14. 2013Original material by Thomas J. Howard, The Technical University of Denmark14 Does this really apply to product development • Constraints imposed by design decisions cause compromise for other stakeholders • Product development is greatly complex • Nobody knows how a product is developed Even a simple product like a pencil!
  • 15. 2013Original material by Thomas J. Howard, The Technical University of Denmark15 Project cost allocation
  • 16. 2013Original material by Thomas J. Howard, The Technical University of Denmark16 What stakeholders are involved in product/service and its development? Some important stakeholder activities: • Engineering • User / Operators • Shipping / Distribution • Sales / Retailing • Purchasing • Quality control • Assembly • Disposal • Manufacturing • Suppliers / 3rd Party • Legal departments
  • 17. 2013Original material by Thomas J. Howard, The Technical University of Denmark17 The three Key disciplines of Integrated Product Development (IPD) Business Market Product Production ’Need’ Situation
  • 18. 2013Original material by Thomas J. Howard, The Technical University of Denmark18 The three Key disciplines of Integrated Product Development (IPD) Business Marketing, Sales, Forecasting, User-studies Design, Engineering, Aesthetics, Ergonomics Manufacture, Assembly, Packaging, Transport ’Need’ Situation
  • 19. 2013Original material by Thomas J. Howard, The Technical University of Denmark19 “Integrated Product Development is: an idealised model of development where the business case of a product is built from the perspectives of all stakeholders”
  • 20. 2013Original material by Thomas J. Howard, The Technical University of Denmark20 2 Products with the same task...
  • 21. 2013Original material by Thomas J. Howard, The Technical University of Denmark21 Which product is better? Market Product Production Business
  • 22. 2013Original material by Thomas J. Howard, The Technical University of Denmark22 EXERCISE 3: Analyse the sample in terms of the key disciplines of IPD Market Product Production High end, premium, brand differentiation Functional, mid range Relatively complex so can malfunction, cleaner in operation, easier to direct Simple, easy to use, less clean in operation Difficult manufacture and assembly Very simple 1 piece moulding, no assembly except insertion
  • 23. 2013Original material by Thomas J. Howard, The Technical University of Denmark23 Extreme cases...  Cheaper, quicker and easier production  Lighter, more sturdy, cheaper, better functioning product  No market differentiation or wow factor Where does the value lie? $$$$ $ $
  • 24. 2013Original material by Thomas J. Howard, The Technical University of Denmark24 Concurrent Engineering Designing the Product and Production simultaneously Market Product Production Business
  • 25. 2013Original material by Thomas J. Howard, The Technical University of Denmark25 Think about service in advance... Headlamp bulb replacement example This side up [Case from Winston Knight, Rhode Island]
  • 26. 2013Original material by Thomas J. Howard, The Technical University of Denmark26 Here’s what it takes... Disassemble: Reassemble: 2 Screws (left side light) Cover (left side light) Cable connector Housing (left side light) 2 Screws (right side light) Cover (right side light) Cable connector Housing (right side light) 14 Screws (radiator panel) Radiator panel 4 Screws (headlamp trim) Headlamp trim Headlamp glass Headlamp bulb Headlamp bulb Headlamp glass Headlamp trim 4 Screws (headlamp trim) Radiator panel 14 Screws (radiator panel) Housing (right side light) Cable connector Cover (right side light) 2 Screws (right side light) Housing (left side light) Cable connector Cover (left side light) 2 Screws (left side light) 32 items 32 items [Case from Winston Knight, Rhode Island]
  • 27. 2013Original material by Thomas J. Howard, The Technical University of Denmark27 Boeing Longbow Apache Helicopter ($1.3 billion savings over life of program) Example: Anti-Flair Bracket Assembly Source: Alfredo Herrera,1998 International DFMA forum, Newport, RI Before 5 sheet metal parts 19 rivets 20 tools needed 32 hours manufacturing After 1 high-speed machined part 2 hours manufacturing 10% less weight 45% less cost Tooling cost virtually eliminated
  • 28. 2013Original material by Thomas J. Howard, The Technical University of Denmark28 Example 2: Jump Seat assembly 105 separate parts Total assembly time estimate 1440 s, excluding paint application [Case from Winston Knight, Rhode Island] Part count reduced to 19 , with 5 major subassemblies Assembly time estimate reduced to 258s
  • 29. 2013Original material by Thomas J. Howard, The Technical University of Denmark29 DfMA – Housing corner piece [Andreasen, Kähler & Lund, 1988 – “Design for Assembly”] Lønstrup
  • 30. 2013Original material by Thomas J. Howard, The Technical University of Denmark30 DfA – Plastic integration
  • 31. 2013Original material by Thomas J. Howard, The Technical University of Denmark31 Agenda Sections covered: 10:00 - Integrated Product Development 10:25 - Product/Service-Systems (PSS) 10:50 - Coffee refill / speed smoke 10:55 - Protovation 11:20 - Open Design 11:45 - End
  • 32. 2013Original material by Thomas J. Howard, The Technical University of Denmark32 Customer relationship modelling Market Product Production Business The right products and the right services for the market
  • 33. 2013Original material by Thomas J. Howard, The Technical University of Denmark33 Exercise: Define ‘a Product’ and then ‘a Service’ Using the phrase “Value is Created” and the term “Stakeholder” in your definitions
  • 34. 2013Original material by Thomas J. Howard, The Technical University of Denmark34 Definitions Product: The result of a synthesis process, where value is created by transferring ownership from one stakeholder to the next. Service: The creation of value when one stakeholder carries out an activity on behalf of another. McAloone 2012
  • 35. 2013Original material by Thomas J. Howard, The Technical University of Denmark35 TRANSPORT RAWMATERIALS ASSEMBLY MANUFACTURE SALES DISPOSAL INSTALLATION MAINTENANCE USE Producer’s traditional responsibility/liability Traditional producer ownership Traditional customer ownership € Why PSS ? Original material by Tim C. McAloone. Adapted by Thomas J. Howard
  • 36. 2013Original material by Thomas J. Howard, The Technical University of Denmark36 Producer’s extended product responsibility, customer contact and revenue source TRANSPORT RAWMATERIALS ASSEMBLY MANUFACTURE SALES DISPOSAL INSTALLATION MAINTENANCE USE Product life cycle design PSS-oriented business strategy € € € € € Why PSS ? Original material by Tim C. McAloone. Adapted by Thomas J. Howard
  • 37. 2013Original material by Thomas J. Howard, The Technical University of Denmark37 Rolls Royce From airplane engines to ’power-by-the-hour’ In the airline industry, the company does not sell engines - it charges for use of the thrust they provide, on a 'power by the hour' basis. Where previously the company's aerospace arm simply sold engines to plane companies, they now offer a fixed-fee maintenance back-up service for those engines, thus allowing customers to accurately project their maintenance and part replacement costs. [www.rolls-royce.com] [www.rolls-royce.com] Traditional model Core business: passenger revenues Rolls-Royce Airline Overhaul Base Eng. Health Monitoring Logistics Provider Vendors Non-core business activities TotalCare model Focus on core business Rolls-Royce responsible for airline’s non-core business activities Overhaul Base Logistics Provider Vendors Airline Rolls-Royce Predictive maintenance TotalCare model Focus on core business Rolls-Royce responsible for airline’s non-core business activities Overhaul Base Logistics Provider Vendors Airline Rolls-Royce Predictive maintenance Original material by Tim C. McAloone. Adapted by Thomas J. Howard
  • 38. 2013Original material by Thomas J. Howard, The Technical University of Denmark38 Danfoss From electronic refrigeration controls to cooling in supermarkets In order to avoid being reduced to a component supplier (where competition is tough and margins slim) Danfoss has positioned itself as a provider of value added consultant advice to the food retail industry. By tying a closer link to the retailer Danfoss can increase knowledge about operational know-how. [www.danfoss.com] Systems Networks Components Value Added Services [Eriksen, Danfoss, 2005] OEM’s Contractors OEM’s System house Contractors End-Users Supermarkets Distribution channel Original material by Tim C. McAloone. Adapted by Thomas J. Howard
  • 39. 2013Original material by Thomas J. Howard, The Technical University of Denmark39 Xerox From photocoping machines to document services Xerox has worked to turn its product into a service, providing a complete "document service" to companies including supply, maintenance, configuration, and user support. Customer’s don’t buy photocopy machines anymore, the buy the ability to photocopy. [www.xerox.com] Original material by Tim C. McAloone. Adapted by Thomas J. Howard
  • 40. 2013Original material by Thomas J. Howard, The Technical University of Denmark40 Aarstiderne From organic produce to convenient food delivery Aarstiderne has delivered organic products to the doorsteps of Danish households since 1999. It started out as a small vegetable garden at a farm, Barritskov, in the western part of Denmark. The idea behind Aarstiderne.com is to deliver organic food products directly to the doorstep of the customer who values quality and taste and thereby catalyses the public motion towards healthier food and better environment in Denmark – not by agitating, but simply by enabling everybody to be a part of the good idea. The products are supplied with recipes and stories about growers, production, farms, the company, food products and quality. [www.aarstiderne.com] Original material by Tim C. McAloone. Adapted by Thomas J. Howard
  • 41. 2013Original material by Thomas J. Howard, The Technical University of Denmark41 Douwe Egberts From coffee bean supplier to coffee systems Douwe Egberts was originally a coffee supplier. Normally clients in offices would buy a traditional hot plate-based coffee machine, buy consumables such as coffee and filters separately, and make pots of coffee in the traditional way. Douwe Egberts took the advantage by starting to offer coffee systems delivering freshly brewed, good-quality coffee per cup and thereby created a much more powerful position in the value chain. [www.douweegberts.com] Original material by Tim C. McAloone. Adapted by Thomas J. Howard
  • 42. 2013Original material by Thomas J. Howard, The Technical University of Denmark42 DuPont From paint to painted cars Payment by paint quality: Reward: selling more paint No action concerning painting Flexible delivery Quality of painted surface Cost of painting Payment per car: Concern of reducing quantity Immediate delivery Quality of the painted surface Immediate satisfaction No action concerning painting DuPont Ford DuPont Ford DuPont painting Ford producing Ford painting Ford producing DuPont Customer: Long-term interest of quality from satisfaction delivery system [McAloone, 2003] Original material by Tim C. McAloone. Adapted by Thomas J. Howard
  • 43. 2013Original material by Thomas J. Howard, The Technical University of Denmark43 In your teams discuss the following scenario: You have been developing and selling microwave ovens for many years and have seen profits steadily falling due to increased competition. How could you add a service dimension to your business and what market segment would you target?
  • 44. 2013Original material by Thomas J. Howard, The Technical University of Denmark44 SUPPORT OF CUSTOMER’S ACTIVITIES CUSTOMER’S ACTIVITY CYCLE PRODUCT’S LIFE CYCLE TRANSPORT RAWMATERIALS ASSEMBLY MANUFACTURE SALES DISPOSAL INSTALLATION MAINTENANCE USE Product Life & User Activity Cycles Tan, A., McAloone, T.C., Andreasen, M., 2006 Pre Use During Use Post Use Original material by Tim C. McAloone. Adapted by Thomas J. Howard
  • 45. 2013Original material by Thomas J. Howard, The Technical University of Denmark45 Applying IPD to NPD Sketch a product life and activity cycles for sun lotion Try to suggest a new configuration.
  • 46. 2013Original material by Thomas J. Howard, The Technical University of Denmark46 Our solution... Existing distribution chains At point of use Single serve
  • 47. 2013Original material by Thomas J. Howard, The Technical University of Denmark47 PSS can be an effective way to bring suppliers closer to customers while responding more to the customer’s real needs. Services should be integrated into the design of products where valuable.
  • 48. 2013Original material by Thomas J. Howard, The Technical University of Denmark48 Questions ?
  • 49. 2013Original material by Thomas J. Howard, The Technical University of Denmark49 Agenda Sections covered: 10:00 - Integrated Product Development 10:25 - Product/Service-Systems (PSS) 10:50 - Coffee refill / speed smoke 10:55 - Protovation 11:20 - Open Design 11:45 - End
  • 50. 2013Original material by Thomas J. Howard, The Technical University of Denmark50 Agenda Sections covered: 10:00 - Integrated Product Development 10:25 - Product/Service-Systems (PSS) 10:50 - Coffee refill / speed smoke 10:55 - Protovation 11:20 - Open Design 11:45 - End
  • 51. 2013Original material by Thomas J. Howard, The Technical University of Denmark51 The three Key disciplines of: Integrated Product Development (IPD) Business Market Product Production ’Need’ Situation
  • 52. 2013Original material by Thomas J. Howard, The Technical University of Denmark52 What are the remaining question marks and which are the biggest? Business Market Product Production ’Need’ Situation Do users want it ? Will they pay that much ? Is the market that big ? Does it look good ? Does it work ? Cost and vol. of production ? Desired properties ? ? ? ? ? ? ? ?
  • 53. 2013Original material by Thomas J. Howard, The Technical University of Denmark53 ? Where are the big question marks Can a human powered centrifuge separate mercury from gold?
  • 54. 2013Original material by Thomas J. Howard, The Technical University of Denmark54 • Geo Center • Professor Kurt S Anderson Lærke Holstebroe Jeanne Lønstrup
  • 55. 2013Original material by Thomas J. Howard, The Technical University of Denmark55 ? Where are the big question marks Will people upload their wind speeds?
  • 56. 2013Original material by Thomas J. Howard, The Technical University of Denmark56 ? http://www.nytimes.com/interactive/2012/06/03/magazine/innovations-issue.html Where are the big question marks Will transport services buy it?
  • 57. 2013Original material by Thomas J. Howard, The Technical University of Denmark57 Alarm Bells If the system requires a full role-out to be of any use to the customers or stakeholders. If you can think of lots of people might want to buy the finished product/system but you can’t think of who would definitely be the first customer
  • 58. 2013Original material by Thomas J. Howard, The Technical University of Denmark58 ? Where are the big question marks ? ? ? ? ? ? ? ?? ? ? ? ?
  • 59. 2013Original material by Thomas J. Howard, The Technical University of Denmark59 What is the purpose of a Prototype ?
  • 60. 2013Original material by Thomas J. Howard, The Technical University of Denmark60 A prototype is a model to test a burning question about a product/service
  • 61. 2013Original material by Thomas J. Howard, The Technical University of Denmark61 Types of technical prototypes – Proof-of-Principle Prototype – Form Study Prototype – User Experience Prototype – Visual Prototype – Functional Prototype http://en.wikipedia.org/wiki/Prototype
  • 62. 2013Original material by Thomas J. Howard, The Technical University of Denmark62 Proof-of-Principle Prototype Example: Dyson – 5127 prototypes The hammer test When James started out he tested prototypes by dropping them down a cast iron stairway at the back of his workshop. Simple but effective. These days Dyson prototypes must endure 550 tests. Hoses are contorted and stretched. Cleaner heads are slammed into iron table legs. Performance is tested in temperatures as low as -20c in an environmental chamber. Things haven’t changed all that much though. Every 100th bin off the production line is whacked with a lump hammer just to make sure. http://content.dyson.co.uk/insidedyson/default.asp
  • 63. 2013Original material by Thomas J. Howard, The Technical University of Denmark63 Form study prototypes http://cmuid.tumblr.com/page/2 http://www.dwell.com/articles/ Dyson-Airblade-process.html Cutting tools Dyson AirBlade
  • 64. 2013Original material by Thomas J. Howard, The Technical University of Denmark64 User Experience prototype
  • 65. 2013Original material by Thomas J. Howard, The Technical University of Denmark65 Visual Prototype To capture the intended design aesthetic and simulate the appearance, colour and surface textures of the intended product but will not actually embody the function(s) of the final product. These models will be suitable for use in market research, executive reviews and approval, packaging mock-ups, and photo shoots for sales literature. http://www.volvotips.com/index.php /general/gallery/daf-museum/ Volvo 340 http://www.e90post.com/forums/sho wthread.php?t=159 BMW 305
  • 66. 2013Original material by Thomas J. Howard, The Technical University of Denmark66 Functional Prototype Advance Passenger Train (APT)
  • 67. 2013Original material by Thomas J. Howard, The Technical University of Denmark67 Example of a prototype in action http://www.youtube.com/watch?v=YQRm1cg8T8I
  • 68. 2013Original material by Thomas J. Howard, The Technical University of Denmark68 Proof of principle prototypes Oversights revealed by the Prototypes Concept 1 Concept 2 Concept 3 – Awkward assembly – Awkward assembly – Lock insecurity revealed – Very small increments for code – Cannot work in all orientations – More flimsy than anticipated – Code revealed under tube – To release bars must first be raised – Supporting pin are too small – More flimsy – Awkward to adjust code – Awkward to adjust code – Lock insecurity revealed – Lock insecurity revealed + Simplicity realised + More discreet than anticipated + More sturdy + Dimensionally suited + An effective visual deterrent + Locks securely even when code is <2mm out
  • 69. 2013Original material by Thomas J. Howard, The Technical University of Denmark69 Prototype vs Production Model Prototype parts Extruded parts T cutter would have been required for this section Instead of using a T cutter to form the extra lip Mill Square then fasten will screws.
  • 70. 2013Original material by Thomas J. Howard, The Technical University of Denmark70 Proof of principle/form prototype
  • 71. 2013Original material by Thomas J. Howard, The Technical University of Denmark71 Mk. 9
  • 72. 2013Original material by Thomas J. Howard, The Technical University of Denmark72 Prototypes don’t have to be good, just good enough!! http://www.youtube.com/watch?v=6TbyXq3XHSc
  • 73. 2013Original material by Thomas J. Howard, The Technical University of Denmark73 What about Market Prototyping ?
  • 74. 2013Original material by Thomas J. Howard, The Technical University of Denmark74 Sun cream on demand What are the burning questions related to the market feasibility of this product?
  • 75. 2013Original material by Thomas J. Howard, The Technical University of Denmark75 The burning questions about market feasibility of sun cream 1.How much variety is required in SPF ? 2.What are the primary locations for sales? 3.Will customers change their mindsets/habits? 4.How many (% & Vol.) people forget to bring SC? 5.What are customers willing to do to receive the product? 6.What is the required dosing sizes?
  • 76. 2013Original material by Thomas J. Howard, The Technical University of Denmark76 Choose a couple of the questions and discuss how you could test the feasibility using a prototype 10mins
  • 77. 2013Original material by Thomas J. Howard, The Technical University of Denmark77 Questions ?
  • 78. 2013Original material by Thomas J. Howard, The Technical University of Denmark78 Agenda Sections covered: 10:00 - Integrated Product Development 10:25 - Product/Service-Systems (PSS) 10:50 - Coffee refill / speed smoke 10:55 - Protovation 11:20 - Open Design 11:45 - End
  • 79. 2013Original material by Thomas J. Howard, The Technical University of Denmark79 What is Open Design?
  • 80. 2013Original material by Thomas J. Howard, The Technical University of Denmark80 Open Design: The Oxford English Dictionary “Box of quotation slips” by Owen McKnight, CC BY-SA 2.0 http://www.manhattanrarebooks-literature.com/oed.htm The Oxford English Dictionary – 1st Edition
  • 81. 2013Original material by Thomas J. Howard, The Technical University of Denmark81 What is Open Design? Crowdsourcing Open Source Design
  • 82. 2013Original material by Thomas J. Howard, The Technical University of Denmark82 What is Crowdsourcing?
  • 83. 2013Original material by Thomas J. Howard, The Technical University of Denmark83 Types of Crowdsourcing Crowd Funding (22% of sites) Crowd Labour (8% of sites) Crowd Innovation (10% of sites) Distributed Knowledge (37% of sites) Crowd Creativity (14% of sites) (Aesthetics & Branding) Tools (9% of sites)
  • 84. 2013Original material by Thomas J. Howard, The Technical University of Denmark84 Crowdsourcing How would we use it?
  • 85. 2013Original material by Thomas J. Howard, The Technical University of Denmark85 Crowdfunding Tech Art Social
  • 86. 2013Original material by Thomas J. Howard, The Technical University of Denmark86 Funding
  • 87. 2013Original material by Thomas J. Howard, The Technical University of Denmark87 Funding
  • 88. 2013Original material by Thomas J. Howard, The Technical University of Denmark88 Funding
  • 89. 2013Original material by Thomas J. Howard, The Technical University of Denmark89 Innovation Divergent/ Problem Solving Convergent / Solution Evaluation Push & Pull Social Challenges
  • 90. 2013Original material by Thomas J. Howard, The Technical University of Denmark90 Innovation
  • 91. 2013Original material by Thomas J. Howard, The Technical University of Denmark91 Innovation
  • 92. 2013Original material by Thomas J. Howard, The Technical University of Denmark92 Labour •Debugging •Advertising and testimonials •Proofreading •Web-design •Graphic enhancement •Website testing •Surveys •Data entry
  • 93. 2013Original material by Thomas J. Howard, The Technical University of Denmark93
  • 94. 2013Original material by Thomas J. Howard, The Technical University of Denmark94 Aesthetics & Branding •Fashion •Sounds •Artwork •Logos •Graphic Design •Photography and Images Competition Driven
  • 95. 2013Original material by Thomas J. Howard, The Technical University of Denmark95 Aesthetics & Branding
  • 96. 2013Original material by Thomas J. Howard, The Technical University of Denmark96 Anything left for us to do?
  • 97. 2013Original material by Thomas J. Howard, The Technical University of Denmark97 Crowdsourcing is now a mature field, use it and master it.
  • 98. 2013Original material by Thomas J. Howard, The Technical University of Denmark98 Open Source Design
  • 99. 2013Original material by Thomas J. Howard, The Technical University of Denmark99 Open Source to Open Design Design BlueprintsSource Code
  • 100. 2013Original material by Thomas J. Howard, The Technical University of Denmark100 100 DEFINITIONS OSP OSS OPEN SOURCE DEVELOPMENT Open Source Products Open Source Software Tangible Intangible
  • 101. 2013Original material by Thomas J. Howard, The Technical University of Denmark101 Why Open Design? To fund R&D rather than legal fees for patent disputes. To maximise the value of the product to the crowd and allow them to develop design derivatives To focus less on blocking the development of others and instead to gain from being visible and influential.
  • 102. 2013Original material by Thomas J. Howard, The Technical University of Denmark102 How Open are we to be? Choosing the correct licences will be crucial: Attribution - CC BY This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating oflicenses offered. Recommended for maximum dissemination and use oflicensed materials. Attribution-ShareAlike - CC BY-SA As CC BY except all new works based on yours will carry the same license, so any derivatives will also allow commercial use. This is the license used by Wikipedia, and is recommended for materials that would benefit from incorporating content from Wikipedia and similarly licensed projects. Attribution-NoDerivs - CC BY-ND This license allows for redistribution, commercial and non-commercial, as long as it is passed along unchanged and in whole, with credit to you. Attribution-NonCommercial - CC BY-NC This license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms. Attribution-NonCommercial-ShareAlike - CC BY-NC-SA This license lets others remix, tweak, and build upon your work non-commercially, as long as they credit you and license their new creations under the identical terms. Attribution-NonCommercial-NoDerivs - CC BY-NC-ND This license is the most restrictive of our six main licenses, only allowing others to download your works and share them with others as long as they credit you, but they can’t change them in any way or use them commercially. http://creativecommons.org/licenses/
  • 103. 2013Original material by Thomas J. Howard, The Technical University of Denmark103 Open Design An emerging paradigm... a gift to the people and society...
  • 104. 2013Original material by Thomas J. Howard, The Technical University of Denmark104 Flying Open Sourcers
  • 105. 2013Original material by Thomas J. Howard, The Technical University of Denmark105 The Open Design Library
  • 106. 2013Original material by Thomas J. Howard, The Technical University of Denmark106 FREE BEER 1.0
  • 107. 2013Original material by Thomas J. Howard, The Technical University of Denmark107 FREE BEER cont... FREE BEER 2.5 (Right) FREE BEER 4.0 (Below)
  • 108. 2013Original material by Thomas J. Howard, The Technical University of Denmark108 Open Design (Open Hardware) An emerging paradigm... a gift to the people and society... ...but can you really make money from giving things away for free?
  • 109. 2013Original material by Thomas J. Howard, The Technical University of Denmark109
  • 110. 2013Original material by Thomas J. Howard, The Technical University of Denmark110 Open Design – A New IPD Consideration Howard [2012]
  • 111. 2013Original material by Thomas J. Howard, The Technical University of Denmark111 Benefits of Open Source Design • Rapid and cheap publicity • Multiuser development & Expert customers • Increased product varieties • Competition killer • Suboptimal is forgivable Revenue from Open Source Design • Sale of expertise • Spin-off products • Straight production • Advertising & Front of shelf model • Value from the use phase • Use and user data
  • 112. 2013Original material by Thomas J. Howard, The Technical University of Denmark112
  • 113. 2013Original material by Thomas J. Howard, The Technical University of Denmark113
  • 114. 2013Original material by Thomas J. Howard, The Technical University of Denmark114 Questions ?
  • 115. 2013Original material by Thomas J. Howard, The Technical University of Denmark115 Agenda Sections covered: 10:00 - Integrated Product Development 10:25 - Product/Service-Systems (PSS) 10:50 - Coffee refill / speed smoke 10:55 - Protovation 11:20 - Open Design 11:45 - End