Eia pt.1 ipd

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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
  24. 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. 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. 26. 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, RI26 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  27. 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. 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. 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. 30. DfA – Plastic integration30 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  31. 31. Customer relationship modelling Designing the Market and Product simultaneously Market Product Business Production31 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  32. 32. Stakeholders and activitiesRandmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product,service and business development”, ICED1132 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. 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, 200634 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  35. 35. Applying IPD to NPDSketch a product life and activity cycles for sun lotionTry to suggest a new configuration.35 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  36. 36. Our solution...Existingdistribution At pointchains of use Single serve 36 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  37. 37. Questions ?37 Original material by Thomas J. Howard, The Technical University of Denmark 2012

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