Product development process

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Product development process

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Product development process

  1. 1. PRODUCT DEVELOPMENTPROCESS
  2. 2. •Planning•Concept Development•System Level Design•Detail Design•Testing and Refinement•Production Ramp UP
  3. 3. PlanningMarketingArticulate Market OpportunityDefine Market SegmentDesignConsider Product Platform and ArchitectureAssess new technologiesManufacturingIdentify production constraintsSet Supply chain strategyOther FunctionsResearch: Demonstrate available technologiesFinance: Provide planning goalsGeneral Management: Allocate Projectresources
  4. 4. IdeasSupply chainbasedResearchbasedCustomerbasedIdea Generation
  5. 5. Reverse engineering is the dismantling andinspecting of a competitor’s product todiscover product improvements.Organized efforts to increase scientificknowledge or product innovation & mayinvolve:Basic Research advances knowledge about asubject without near-term expectations ofcommercial applications.Applied Research achieves commercialapplications.Development converts results of appliedresearch into commercial applications
  6. 6. Concept Development•Collect Customer Needs•Identify Lead Needs•Identify Competitive Products•Investigate Feasibility of Product Concepts•Develop industrial design concepts•Build and test experimental prototypes•Estimate manufacturing cost•Assess production feasibility•Finance: Facilitate economic analysis•Legal: Investigate Patent Issues
  7. 7. Manufacturability is the ease offabrication and/or assembly whichis important for:CostProductivityQuality
  8. 8. System Level Design•Develop plan for product options and extended product family•Set target sales price•Generate alternative product architectures•Define major subsystems and interfaces•Refine industrial design•Identify suppliers for key components•Perform make- buy analysis•Define final assembly scheme•Set target costs•Finance:•Facilitate make-buy analysis•Service: Identify service issues
  9. 9. Detail Design•Develop Marketing Plan•Define Part Geometry•Choose Materials•Complete industrial design control documentation•Define piece-part production processes•Design Tooling•Define Quality Assurance Processes•Begin procurement of long- lead tooling
  10. 10. Testing and Refinement•Develop promotion and launch materials•Facilitate field testing•Reliability testing•Life testing•Performance testing•Obtain regulatory approvals•Implement Design Changes•Facilitator Supplier Ramp Up•Refine Fabrication and Assembly Processes•Train Work Force•Refine Quality Assurance Process•Sales: Develop Sales Plan
  11. 11. Production Ramp-Up•Place early production with key customers•Evaluate early production output•Begin operation of entire production system
  12. 12. The 620 Chair Programme had only been on the market for seven years before it was copied.Court action was commenced in Germany and the following expert opinion was one of thosesubmitted to the court:“The 620 armchair has been on the market for approximately seven years… In this periodhundreds of other designs for furniture have disappeared without trace from the market andfrom the consciousness of customers… Today, 620 can safely be considered one of thefew major furniture designs of the century, alongside those of Breuer, Mies van derRohe, Le Corbusier, Aalto and Saarinen.”Dr Hans Wichmann, 15 July 1971On 10 October 1973 the court substantiated:”The design of this chair is a personal, original creation of a highly aesthetic value.“Accordingly the 620 Chair Programme was granted copyright protection and may be regardedas a work of art.On being asked in 2006 whether design could be regarded as art, Dieter Rams said, “Thequestion is obsolete. Engineers can be artists. So can architects, gardeners or any otherperson skilled in their trade.”
  13. 13. Different Process types basedon ProductsMarket pullProductsTechnology PushProductsPlatformProductsProcessintensiveCustomizedHighRiskQuickBuildComplex
  14. 14. Process Type Distinct design feature ExamplesMarket Pull Products All Steps Sporting goods, furniture,toolsTechnology PushProductsConcept development using agiven technologyRain wear- Gore-TexPlat form Products Concept development using aproven technology platformConsumer electronics,computers, printersProcess-intensiveproductsExisting production process orboth product and process to bedevelopedSnack foods, breakfastcereals, semiconductorsCustomized products Streamlined and highlystructured development processMotors, switches,batteriesHigh-risk products Risks identified early andtracked throughoutPharmaceuticals, SpacesystemsQuick – build products Detail design and testing phasesare repeatedSoftware, cellular phonesComplex systems Many teams work in parallel,followed by system integrationand validationAir planes, jet engines,automobiles
  15. 15. •Design for manufacturing (DFM)•Design for assembly (DFA)•Design for recycling (DFR)•Remanufacturing•Design for disassembly (DFD)•Robust design•Designing for Customer•Design for Manufacturing andAssembly(DFMA)ifferent Product design approaches
  16. 16. Design for Manufacturing(DFM)The designers’ consideration of theorganization’s manufacturingcapabilities when designing a product.The more general term design foroperations encompasses services aswell as manufacturing
  17. 17. Recycling: recovering materials for future useRecycling reasonsCost savingsEnvironment concernsEnvironment regulationsDesign for recycling (DFR)
  18. 18. Remanufacturing:•Refurbishing used products by replacing worn-out or defective components•Remanufactured products can be sold for 50%of the cost of a new product•Remanufacturing can use unskilled laborSome governments require manufacturers totake back used productsDesign for Disassembly (DFD): Designingproducts so that they can be easily taken apart.
  19. 19. Concurrent engineeringis the bringing togetherof engineering design andmanufacturing personnelearly in the design phase.
  20. 20. Robust Design: Design that resultsin products or services that canfunction over a broad range ofconditions
  21. 21. Designing for CustomerDesigning for aesthetics and for the user is generallytermed industrial designQuality functiondeployment-QFDHouse of QualityValue Analysis/ Value Engineering
  22. 22. Quality Function DeploymentBegins with Studying and Listening to Customers to determinethe characteristics of a Superior ProductMarket Research- Customers product needs and preferences arerefined and broken down into categories called customerrequirementsWeighted on relative importance to customerThe end result is a better understanding and focus on customer
  23. 23. House of QualityCustomer requirement forms the basis for thematrix called the house of quality.By using this QFD team can use customerfeedback to make engineering, marketing anddesign desitions
  24. 24. Value Analysis / Value EngineeringThe purpose is to simplify products and processes.Equivalent or better performance at a lower cost whilemaintaining all functional requirements defined by thecustomerVA deals with products already in production, it is acost reduction techniqueVE is performed before production stage and is the costavoidance method- choice of material, processes
  25. 25. DFMATraditional method was, We design it, You build itOr the Over the wall ApproachThis has been replaced by DFMA now
  26. 26. Thank You

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