Product Design Introduction

1. Product Design Engineering

2. Product
• In marketing, a product is a system made available
for consumer use; it is anything that can be offered
to a market to satisfy the need of a customer.
• In retailing, products are often referred to as
merchandise, and
• In manufacturing, products are bought as raw
materials and then sold as finished goods. A service
is also regarded to as a type of product.

3. Trigger for Product/ Process/ System
• Customer need is mostly basic trigger
• To ensure growth of organization
• To meet changing requirements of customers
• To utilize surplus capacity of organization
• To utilize surplus funds of organization
• To increase company’s market share
• To target new market segment

4. Product Design
• It’s a process of conceptualizing an idea of a product
and then converting this idea into reality.
• The very first step in this activity is finalizing the
product specifications by considering market need,
different constraints, production process, customer
expectations etc

5. Concepts of Product Design
• Research and Development
• Reverse Engineering
• Concurrent Engineering

6. Product design innovation trends
• Demand-pull innovation
• Invention-push innovation

7. Product design considerations
• The manufacturer is concerned with
production cost; in the end, the manufacturer
wants an economically produced product.
• The purchaser looks at price, appearance, and
prestige value.
• The end user is concerned with usability and
functionality of the final product.
• The maintenance and repair department
focuses on how well the final product can be
maintained: is the product easily reassembled,
disassembled, diagnosed, and serviced?

8. Stages of Product Development
• A product usually starts as a concept which, if
feasible, develops into a design, then a
finished product.
• The following seven phases can be identified
in a variety of product design and
development projects.

9. • Identification of needs, feasibility study and
concept selection
• System-level design, detail design and
selection of materials and processes
• Testing and refinement
• Manufacturing the product
• Launching the product
• Selling the product, and
• Planning for its retirement

10. Feasibility study
• Elements of feasibility study include:
1.Market research
2.Product specifications
3.Concept generation, screening and selection
4.Economic analysis
5.Selecting optimum solution

11. Market research
• The range of features and the technical advantages
and disadvantages of existing products, the
mechanism of their operation, and the materials and
processes used in making them.
• Past and anticipated market growth rate and
expected market share by value and volume.
• The number of companies entering and leaving the
market over the past few years, and reasons for
those movements.
• The reasons for any modifications which have been
carried out recently and the effect of new technology
on the product.

12. • Patent or license coverage and what improvements
can be introduced over existing products.
• Profile of prospective customers (income, age,
gender etc.) and their needs in the area covered by
the product under consideration.
• Ranking of customer needs in order of their
importance.
• Product price that will secure the intended volume of
sales.
• How long will it take the competition to produce a
competitive product?
• What is the optimum packaging, distribution, and
marketing method?

13. Product Specifications
• Precise and measurable description of the expected
product and its performance based on the qualitative
descriptions of the customer needs.
• For example,
– A specification of “the total weight of the product must be
less than 5 kg” can be based on the customer need of a
“light weight product” and the observation that the
lightest competing product is 5 kg.
– Similarly, a specification of “average time to unpack and
assemble the product is less than 22 min.” can be based on
a customer need of “the product is easy to assemble” and
the observation that the competing product needs 24
minutes to unpack and assemble.

14. • Engineering is the profession involved in designing,
manufacturing, constructing, and maintaining of
products, systems, and structures. At a higher level,
there are two types of engineering: forward
engineering and reverse engineering.
• Forward engineering is the traditional process of
moving from high-level abstractions and logical
designs to the physical implementation of a system.
• In some situations, there may be a physical part
without any technical details, such as drawings, bills-
of-material, or without engineering data, such as
thermal and electrical properties.

15. Reverse Engineering
• The process of duplicating an existing
component, subassembly, or product, without
the aid of drawings, documentation, or
computer model is known as reverse
engineering.

16. Reverse Engineering
• Reverse engineering (RE) is the process of
taking something (a device, an electrical
component, a software program, etc.) apart
and analyzing its workings in detail, usually
with the intention to construct a new device
or program that does the same thing without
actually copying anything from the original.

17. • Resulting knowledge gained through the reverse-
engineering process can then be applied to the
design of similar products and that capitalizing on
successes and learning from the shortcomings of
existing designs is the objective of reverse
engineering.
• Reverse engineering can be viewed as the process of
analyzing a system to:
– Identify the system's components and their
interrelationships
– Create representations of the system in another
form or a higher level of abstraction
– Create the physical representation of that system

18. • Reverse engineering is very common in such diverse
fields as software engineering, entertainment,
automotive, consumer products, microchips, chemicals,
electronics, and mechanical designs.
• For example, when a new machine comes to market,
competing manufacturers may buy one machine and
disassemble it to learn how it was built and how it works.
• A chemical company may use reverse engineering to
defeat a patent on a competitor's manufacturing process.
• In civil engineering, bridge and building designs are
copied from past successes so there will be less chance of
catastrophic failure.
• In software engineering, good source code is often a
variation of other good source code.

19. • Another reason for reverse engineering is to compress
product development times.
• manufacturers are constantly seeking new ways to
shorten lead-times to market a new product. Rapid
product development (RPD) refers to recently
developed technologies and techniques that assist
manufacturers and designers in meeting the demands
of reduced product development time.
• For example, injection-molding companies must
drastically reduce the tool and die development times.
By using reverse engineering, a three-dimensional
product or model can be quickly captured in digital
form, re-modeled, and exported for rapid
prototyping/tooling or rapid manufacturing.

20. Reasons for reverse engineering a product
• The original manufacturer of a product no longer
produces a product
• There is inadequate documentation of the original
design
• The original manufacturer no longer exists, but a
customer needs the product
• The original design documentation has been lost or
never existed
• Some bad features of a product need to be designed
out. For example, excessive wear might indicate
where a product should be improved

21. • To analyze the good and bad features of competitors'
product
• The original CAD model is not sufficient to support
modifications or current manufacturing methods
• The original supplier is unable or unwilling to provide
additional parts
• The original equipment manufacturers are either
unwilling or unable to supply replacement parts, or
demand inflated costs for sole-source parts
• To update obsolete materials or antiquated
manufacturing processes with more current, less-
expensive technologies

22. Reverse Engineering Process
a. Prediction
• What is the purpose of this product?
• How does it work?
• What market was it designed to appeal to?
• List some of the design objectives for the
product.
• List some of the constraints that may have
influenced the design.

23. Observation
• How do you think it works?
• How does it meet design objectives (overall)?
• Why is it designed the way it is?
Disassemble
• How does it work?
• How is it made?
• How many parts?
• How many moving parts?
• Any surprises?

24. d. Analyze
• Carefully examine and analyze subsystems (i.e. structural,
mechanical, and electrical) and develop annotated
sketches that include measurements and notes on
components, system design, safety, and controls.
Documentation
• Inferred design goals
• Inferred constraints
• Design (functionality, form (geometry), and materials)
• Schematic diagrams
• Lists (materials, components, critical components, flaws,
successes, etc.)
• Identify any refinements that might enhance the
product’s usefulness.
• Upgrades and changes