1. Design and Product Development
Guest Lecture at Tallinn European Innovation Academy
Thomas J. Howard
www.thomasjhoward.com
thow@mek.dtu.dk
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same licence and if including the following statement:
“Original material by Thomas J. Howard, The Technical University of Denmark”
2. Agenda
09:30 – Integrated Product Development
10:05 – Exercise
10:20 – Break and discussion
10:30 – Product/Service-Systems (PSS)
10:05 – Exercise
11:20 – Break and discussion
11:30 – Open Design
11:05 – Exercise
11:20 – Discussion
LUNCH
13:00 – Protovation
13:45 – Exercise
2 Original material by Thomas J. Howard, The Technical University of Denmark 2012
4. Recommended Reading
Source of inspiration for this lecture:
Integrated Product Development
Mogens Myrup Andreasen & Lars Hein (2000)
4 Original material by Thomas J. Howard, The Technical University of Denmark 2012
5. EXERCISE 1 - Example
Using as few of the numbers as possible:
6 1 7 8 2 5
Using these functions: +, -, x, /, (, )
(7 – 2 ) x 5 25
Make or get as close as you can to: 25 __________=____
5 Original material by Thomas J. Howard, The Technical University of Denmark 2012
6. EXERCISE 1a
Using 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 used
6 Original material by Thomas J. Howard, The Technical University of Denmark 2012
7. Sequential or “Over the wall” development
Marketing want: 24
Designers want: 12
Manufacturers want: 4
6 7 4 1 6 4 8
7 Original material by Thomas J. Howard, The Technical University of Denmark 2012
8. Exercise 1b
Integrated development
Using as few numbers as possible, try to meet all
targets at the same time (use numbers only once)
6 7 4 1 6 4 8
Marketing wants: 24 __________ = ____
Stylists want: 12 __________ = ____
Manufacturers want: 4 __________ = ____
8 Original material by Thomas J. Howard, The Technical University of Denmark 2012
9. The role of the product developer
Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg
9 Original material by Thomas J. Howard, The Technical University of Denmark 2012
10. 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!
10 Original material by Thomas J. Howard, The Technical University of Denmark 2012
11. Project cost allocation
11 Original material by Thomas J. Howard, The Technical University of Denmark 2012
12. EXERCISE 2:
List the stakeholders involved in your
product/service and its development.
Some important stakeholder activities:
• Engineering
• User / Operators
• Shipping / Distribution
• Sales / Retailing
• Purchasing
• Quality control
• Assembly
• Disposal
• Manufacturing
• Suppliers
12 Original material by Thomas J. Howard, The Technical University of Denmark 2012
13. The three Key disciplines of Integrated
Product Development (IPD)
Market
’Need’
Situation Product Business
Production
13 Original material by Thomas J. Howard, The Technical University of Denmark 2012
14. The three Key disciplines of Integrated
Product Development (IPD)
Marketing, Sales, Forecasting, User-studies
’Need’
Situation
Design, Engineering, Aesthetics, Ergonomics Business
Manufacture, Assembly, Packaging, Transport
14 Original material by Thomas J. Howard, The Technical University of Denmark 2012
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. 2 Products with the same task...
16 Original material by Thomas J. Howard, The Technical University of Denmark 2012
17. EXERCISE 3:
Analyse the sample in terms of the key
disciplines of IPD
High end, premium, brand Functional, mid range
Market differentiation
Relatively complex so can Simple, easy to use, less clean
Product 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. Which product is better?
Market
Product Business
Production
18 Original material by Thomas J. Howard, The Technical University of Denmark 2012
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. Concurrent Engineering
Designing the Product and
Production simultaneously
Market
Product Business
Production
20 Original material by Thomas J. Howard, The Technical University of Denmark 2012
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 improve
Important DFXs:
DFE – Design for the Environment
DFM – Design for Manufacturability
DFA – Design for Assembly
DFS – Design for Serviceability
DFC – Design for Changeover
DFD – Design for Disassembly
DFQ – Design for Quality (QFD method)
21 Original material by Thomas J. Howard, The Technical University of Denmark 2012
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. 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
24. Here’s what it takes...
Disassemble: Reassemble:
2 Screws (left side light) Headlamp bulb
Cover (left side light) Headlamp glass
Cable connector Headlamp trim
Housing (left side light) 4 Screws (headlamp trim)
2 Screws (right side light) Radiator panel
Cover (right side light) 14 Screws (radiator panel)
Cable connector Housing (right side light)
Housing (right side light) Cable connector
14 Screws (radiator panel) Cover (right side light)
Radiator panel 2 Screws (right side light)
4 Screws (headlamp trim) Housing (left side light)
Headlamp trim Cable connector
Headlamp glass Cover (left side light)
Headlamp bulb 2 Screws (left side light)
32 items 32 items
[Case from Winston Knight, Rhode Island]
24 Original material by Thomas J. Howard, The Technical University of Denmark 2012
25. 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]
25 Original material by Thomas J. Howard, The Technical University of Denmark 2012
26. Anti-Flair Bracket Assembly for the
Boeing 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, RI
26 Original material by Thomas J. Howard, The Technical University of Denmark 2012
27. 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]
27 Original material by Thomas J. Howard, The Technical University of Denmark 2012
28. 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]
28 Original material by Thomas J. Howard, The Technical University of Denmark 2012
29. DfMA – Housing corner piece
Lønstrup
[Andreasen, Kähler & Lund, 1988 – “Design for Assembly”]
29 Original material by Thomas J. Howard, The Technical University of Denmark 2012
30. DfA – Plastic integration
30 Original material by Thomas J. Howard, The Technical University of Denmark 2012
31. Customer relationship modelling
Designing the Market and
Product simultaneously
Market
Product Business
Production
31 Original material by Thomas J. Howard, The Technical University of Denmark 2012
32. Stakeholders and activities
Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product,
service and business development”, ICED11
32 Original material by Thomas J. Howard, The Technical University of Denmark 2012
33. Stakeholders and activities
Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product,
service and business development”, ICED11
33 Original material by Thomas J. Howard, The Technical University of Denmark 2012
34. Product and user lifecycles
Tan, A., McAloone, T.C., Andreasen, M., “What happens to
integrated product development Models with product/service-
system approaches?”, The 6th Integrated Product Development
workshop, 2006
34 Original material by Thomas J. Howard, The Technical University of Denmark 2012
35. Applying IPD to NPD
Sketch a product life and activity cycles for sun lotion
Try to suggest a new configuration.
35 Original material by Thomas J. Howard, The Technical University of Denmark 2012
36. Our solution...
Existing
distribution At point
chains of use
Single
serve
36 Original material by Thomas J. Howard, The Technical University of Denmark 2012
37. Questions
?
37 Original material by Thomas J. Howard, The Technical University of Denmark 2012