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# EIA pt.1 - IPD

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Integrated Product Development (IPD) lecture at the European Innovation Academy 2012, Tallinn

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### EIA pt.1 - IPD

1. 1. Design and Product DevelopmentGuest Lecture at Tallinn European Innovation AcademyThomas J. Howardwww.thomasjhoward.comthow@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. 2. Agenda09:30 – Integrated Product Development10:05 – Exercise10:20 – Break and discussion10:30 – Product/Service-Systems (PSS)10:05 – Exercise11:20 – Break and discussion11:30 – Open Design11:05 – Exercise11:20 – Discussion LUNCH13:00 – Protovation13:45 – Exercise2 Original material by Thomas J. Howard, The Technical University of Denmark 2012
3. 3. Product Development:Sequential vs IntegratedWorking for each other, not before each other.
4. 4. Recommended ReadingSource of inspiration for this lecture:Integrated Product DevelopmentMogens Myrup Andreasen & Lars Hein (2000)4 Original material by Thomas J. Howard, The Technical University of Denmark 2012
5. 5. EXERCISE 1 - ExampleUsing as few of the numbers as possible: 6 1 7 8 2 5 Using these functions: +, -, x, /, (, ) (7 – 2 ) x 5 25Make or get as close as you can to: 25 __________=____5 Original material by Thomas J. Howard, The Technical University of Denmark 2012
6. 6. EXERCISE 1aUsing as few of the numbers as possible: 6 7 4 1 6 4 8 Using these functions: +, -, x, /, (, )Make or get as close as you can to: 24 __________=____Make or get as close as you can to: 12 __________=____Make or get as close as you can to: 4 __________=____ Cross out the numbers used6 Original material by Thomas J. Howard, The Technical University of Denmark 2012
7. 7. Sequential or “Over the wall” developmentMarketing want: 24Designers want: 12Manufacturers want: 4 6 7 4 1 6 4 87 Original material by Thomas J. Howard, The Technical University of Denmark 2012
8. 8. Exercise 1bIntegrated developmentUsing as few numbers as possible, try to meet alltargets at the same time (use numbers only once) 6 7 4 1 6 4 8Marketing wants: 24 __________ = ____Stylists want: 12 __________ = ____Manufacturers want: 4 __________ = ____8 Original material by Thomas J. Howard, The Technical University of Denmark 2012
9. 9. The role of the product developer Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg9 Original material by Thomas J. Howard, The Technical University of Denmark 2012
10. 10. Does this really apply to productdevelopment• 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!10 Original material by Thomas J. Howard, The Technical University of Denmark 2012
11. 11. Project cost allocation11 Original material by Thomas J. Howard, The Technical University of Denmark 2012
12. 12. EXERCISE 2:List the stakeholders involved in yourproduct/service and its development. Some important stakeholder activities: • Engineering • User / Operators • Shipping / Distribution • Sales / Retailing • Purchasing • Quality control • Assembly • Disposal • Manufacturing • Suppliers12 Original material by Thomas J. Howard, The Technical University of Denmark 2012
13. 13. The three Key disciplines of IntegratedProduct Development (IPD) Market’Need’Situation Product Business Production13 Original material by Thomas J. Howard, The Technical University of Denmark 2012
14. 14. The three Key disciplines of IntegratedProduct Development (IPD) Marketing, Sales, Forecasting, User-studies’Need’Situation Design, Engineering, Aesthetics, Ergonomics Business Manufacture, Assembly, Packaging, Transport14 Original material by Thomas J. Howard, The Technical University of Denmark 2012
15. 15. “Integrated Product Development is: an idealised model of development where the business case of a product is built from the perspectives of all stakeholders”15 Original material by Thomas J. Howard, The Technical University of Denmark 2012
16. 16. 2 Products with the same task...16 Original material by Thomas J. Howard, The Technical University of Denmark 2012
17. 17. EXERCISE 3: Analyse the sample in terms of the key disciplines of IPD High end, premium, brand Functional, mid rangeMarket differentiation Relatively complex so can Simple, easy to use, less cleanProduct malfunction, cleaner in operation, easier to direct in operation Difficult manufacture and Very simple 1 piece moulding,Production assemble no assembly except insertion 17 Original material by Thomas J. Howard, The Technical University of Denmark 2012
18. 18. Which product is better? Market Product Business Production18 Original material by Thomas J. Howard, The Technical University of Denmark 2012
19. 19. Extreme cases... Where does the value lie?  No market differentiation or wow factor \$\$\$\$  Lighter, more sturdy, cheaper, better functioning product \$  Cheaper, quicker and easier production \$19 Original material by Thomas J. Howard, The Technical University of Denmark 2012
20. 20. Concurrent Engineering Designing the Product and Production simultaneously Market Product Business Production20 Original material by Thomas J. Howard, The Technical University of Denmark 2012
21. 21. What are DFX methods? DFX: Design For X• where ‘X’ is an important aspect related to the product lifecycle,• and ‘Design For’ means to design the product in order to improveImportant DFXs:DFE – Design for the EnvironmentDFM – Design for ManufacturabilityDFA – Design for AssemblyDFS – Design for ServiceabilityDFC – Design for ChangeoverDFD – Design for DisassemblyDFQ – Design for Quality (QFD method)21 Original material by Thomas J. Howard, The Technical University of Denmark 2012
22. 22. DfX and Life Cycle Environment Flexibility Efficiency Quality Time Cost Risk Design for … Df – Cost Df – Assembly Df – Manufacturing Df – Usability Df – Quality Df – Serviceability Df – Environment Platform development … [Score model from Olesen, 1992]22 Original material by Thomas J. Howard, The Technical University of Denmark 2012
23. 23. Think about service in advance...Headlamp bulb replacement example This side up [Case from Winston Knight, Rhode Island]23 Original material by Thomas J. Howard, The Technical University of Denmark 2012
25. 25. Design for Manufacture andAssembly (DFMA)“That’s all well and good but how are we gonna make it?”
26. 26. Boeing Helicopter(formerly McDonnell Douglas Helicopter Systems) Apache Longbow Helicopter Redesign Estimated savings \$1.3 billion over life of program One aircraft per month Increased to five per month [Case from Winston Knight, Rhode Island]26 Original material by Thomas J. Howard, The Technical University of Denmark 2012
27. 27. Anti-Flair Bracket Assembly for theBoeing Longbow Apache Helicopter Before After 1 high-speed machined part 5 sheet metal parts 2 hours manufacturing 19 rivets 10% less weight 20 tools needed 45% less cost 32 hours manufacturing Tooling cost virtually eliminated Source: Alfredo Herrera,1998 International DFMA forum, Newport, RI27 Original material by Thomas J. Howard, The Technical University of Denmark 2012
28. 28. Jump Seat assembly Base line analysis 105 separate parts Total assembly time estimate 1440 s, excluding paint application Many tubular parts and small tabs hand welded during assembly Many reorientations of product during assembly [Case from Winston Knight, Rhode Island]28 Original material by Thomas J. Howard, The Technical University of Denmark 2012
29. 29. Jump Seat assembly Phase 1 Proposal Objective to reduce parts and assembly time while maintaining essential functions Most welding steps eliminated Cams and rolling components replaced by slides guided in slots Part count reduced to 19 , with 5 major subassemblies Assembly time estimate reduced to 258 s A more radical Phase 2 proposal that loses some functionality was also developed [Case from Winston Knight, Rhode Island]29 Original material by Thomas J. Howard, The Technical University of Denmark 2012
30. 30. DfMA – Housing corner piece Lønstrup [Andreasen, Kähler & Lund, 1988 – “Design for Assembly”]30 Original material by Thomas J. Howard, The Technical University of Denmark 2012
31. 31. DfA – Plastic integration31 Original material by Thomas J. Howard, The Technical University of Denmark 2012
32. 32. Customer relationship modelling Designing the Market and Product simultaneously Market Product Business Production32 Original material by Thomas J. Howard, The Technical University of Denmark 2012
33. 33. Stakeholders and activitiesRandmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product,service and business development”, ICED1133 Original material by Thomas J. Howard, The Technical University of Denmark 2012
34. 34. Stakeholders and activitiesRandmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product,service and business development”, ICED1134 Original material by Thomas J. Howard, The Technical University of Denmark 2012
35. 35. Product and user lifecyclesTan, A., McAloone, T.C., Andreasen, M., “What happens tointegrated product development Models with product/service-system approaches?”, The 6th Integrated Product Developmentworkshop, 200635 Original material by Thomas J. Howard, The Technical University of Denmark 2012
36. 36. Applying IPD to NPDSketch a product life and activity cycles for sun lotionTry to suggest a new configuration.36 Original material by Thomas J. Howard, The Technical University of Denmark 2012
37. 37. Our solution...Existingdistribution At pointchains of use Single serve 37 Original material by Thomas J. Howard, The Technical University of Denmark 2012
38. 38. Questions ?38 Original material by Thomas J. Howard, The Technical University of Denmark 2012