It's show the marketing perspective of product design

1. Product Design
Chapter 16 & 17, Birchall Article
Terry A. Ring
CH EN 4253

2. Chapter 16
• Innovation Maps
• Critical Inventions
• Technology Protection Strategies
Chapter 17
Project Charter
Stage Gate Product Development Process

3. Technology Map
• Materials Technology
• Process/Manufacturing Technology
• Technical Value Proposition
• Product Technology
• Product types
• Customer Value Proposition

4. Lighting
• Allow work/reading
after dark
• Mimic Sun’s
Radiation (Black
Body Radiator)
– Tsun=5778 K
• Sensitivity of human
eye
– Day Light
– Low Light
Low Light

5. Lighting
• Color Temp.
• Candles 1,850 K
• Gas Mantle Lamp Th, Ce oxide emissions
• Incandescent Light Bulb 2,700–3,300 K
• Fluorescent Lighting 3,500-5,500 K
• Halogen Light Bulb 2800° K to 3400°K
• LED (light emitting diode)
• Phosphor-based -LED

6. Intensity vs Wavelength
10% light, 90% Heat 30 % light, 70 % Heat

7. Incandescent Bulbs
• Light output α (Voltage)^3.4
• Power Consumption α (Voltage)^1.6
• Lifetime α (Voltage)^ -16
• Color Temperature α (Voltage)^0.42

8. Incandescent Bulb
• Glass Bulb filled with
– Vacuum
– Gas
• Non-reactive gas
• Inert Gas
• Filament Tmp
– Platinum 2045 K
– Molybdenum 2890 K
– Tungsten 3860 K
– Carbon 4100 K
– Osmium 3300 K
• Bulb Blackening
– Physical Vapor Deposition
• Evaporation -> Condensation

9. Innovation Map - Incandescent

10. Halogen Lamp
• Quartz Bulb
• Tungsten Filament
• High Pressure (8atm) Gas
– Containing halogen
• Cl, Br, I
• Not F
• BB Temperature = 3400K
• Halogen Cycle keeps
surface clean

11. Innovation Map – Halogen Bulb

12. LED’s

13. LED
• Color of Light
Determined by
Band gap of
Semiconductor
• Egap= hc/λ

14. Colors

15. White LED
• Mix Three Primary
Colors to get white
• UV-LED with
Phosphors
0 1 10
3
 2 10
3
 3 10
3

0
1
2
3
Wavelength (nm)
Solar
Irradiance
(W/m2/nm)
Sun Light

16. Critical Developments
• Incandescent Lamp
– Low Temp Glass
– Metal Seals through
Glass
– Vacuum Tube
– Inert Gas Filling
– Long Lasting Filament
• Halogen Lamp
– Quartz glass
– Metal Seals through
Quartz
– Halogen gases
– High Pressure filling
– Long Lasting Filament
– Alloying Tungsten
• Allowing extrusion
• Allowing winding

17. Lighting
• Light Efficiency, Bulb Life
• Candles 0.17 lm/W, 10 h
• Incandescent Light Bulb 15 lm/W, 1-2 kh
• Fluorescent Lighting 100 lm/W,10 kh
• Halogen Light Bulb 30 lm/W, 10 kh
• LED (light emitting diode) 18-22 lm/W
• Phosphor-based –LED 90 lm/W, 50 kh
• in R&D 150-208 lm/W

18. Technology Protection Strategies
• License Technology
• Trade Secret
– Coke mixture
• Protection via Market Barriers
• Patent
– 20 yr monopoly
– technology is public information
– Patent Types
– Composition patent
– Mfg. Process patent
– Application (Use) patent

19. Steps to develop the Halogen Bulb
• Concept Stage
– Opportunity assessment
• Technological challenges - lifetime
• Market size – same as incandescent bulb - $75 B/y world wide
• Competition analysis
» Light efficiency Lifetime Market Penetration
– Incandescent 15 lm/W, 1-2 kh 80%
– Fluorescent 100 lm/W, 10 kh 20%
– Fit into Incandescent fixtures – screw in bulbs
• Value chain analysis
– Company – Cost to manufacture
– Customer – Price/Convenience/Energy Use
• What the customer wants. - Voice of the Market
– >2kh lifetime (30%), no cost premium (20%), fits various fixtures
(10%), various color temperatures (10%), Energy Efficiency (30%)
– Weighting factors from market research

20. Project Charter for Halogen Bulb

21. Design Team
• Multidisciplinary Team
– Scientists & Engineers
– Development Engineers
– Senior Manufacturing engineering
• Those that make incandescent bulbs
– Supply Chain Specialists
– Customer-service Personnel
• Those that dealt with incandescent bulbs
– Marketing Personnel
– Sales Personnel
– Health and safety specialists
– Environmental specialists
– Regulatory affairs specialists
– Patent Lawyers

22. Stage Gate Development
• Assemble Team
• Concept Stage
– Opportunity assessment
• Market Analysis
• Competitive Analysis
• Technological Challenge
– Customer Requirements
– Technical Requirements
– Determine Critical-to-Quality Variables

23. Stage Gate Development
• Feasibility Stage
– Technical Feasibility
– Customer Verification
• Willingness to buy.
– Market Assessment
– Competitive Analysis
– Product Life-Cycle
Management
• Prototype testing
• Disposal issues
• Development Stage
• Manufacturing Stage
• Product Introduction
Stage

24. Technical Requirements

25. Stage Gate Development
• Technical Development Stage
– Compare to Reference Product Concept
• On All C-t-Q technical requirements
• Pugh Matrix

26. High Temperature/Quartz

27. Spherical v Cylindrical Pugh Matrix

28. Stage Gate Development
• Gate Reviews at 3 month intervals
– Business Opportunity Assessment
• Market size (15 million units/yr, 6.9% growth/y)
• Product Pricing
– Technical Feasibility Assessment
• Competition – Fluorescent Bulbs – Superior Concept
• Probability of Technical Success
• IP Assessment
– Manufacturing Capability Assessment
• Cost of new manufacturing capability
– Product Life-cycle Assessment
– Health, Safety and Regulatory Issues?
– Recommendations

29. Product Innovation Equation
• Innovation = insight + ideas + impact
• Companies are increasingly making innovation
part of their culture and corporate strategy.
• Ideas need SUN behavior
– Suspend judgment, Understand the idea, Nurture it

30. After a production process is
running
• Program of quality control and constant
product improvement
• Six Sigma
• ISO-9000

31. Cost of Defects
• Six-Sigma
– No. of defects per million
• 3.4/million (6 sigma)
• 1,350/million (3 sigma)
• 308,770/million (1 sigma)
• Costs
– Single product
– Assembled product
• Failure per part
• Total Failure of Assembly
– Importance of Failure
» Shampoo
» Car
» Spaceship
• Costs
– Lost production
• cost to produce
• Rework cost
– Lost Sale
• Ship back cost
• Loss of Customer
– Failure in Service
• Damage to property
• Personal Injury
• Lost of Life

32. 6 sigma design
• Define Project
(Gantt Chart)
– Steps
– Time needed
• Allocate Resources
• Identify Product
Requirements
• Select Product
Concept
• Develop Product Design
– Test Competing Designs
– Plan Product Manufacture
• Quality Assurance
• Estimate process Variance
– determine sigma
• Implement Design
– Pilot Scale
• Verify Manufacturability
• Verify Quality
• Verify Profitability
– Full Scale