Product Design for Mechanical engineering Bsc

1. COURSE CODE: MEng5182
Instructor: Sheleme Mosisa
Target Group: 5 year Mechanical Design Students
Product Design

2. To understand the role of market , finance,
design in creating a new product
Awareness of Tools and methods for product
design and development
Abilities to create a new product
Course Objective

3. COURSE OUTLINE
Chapter 1 Evaluation Type
Week 1-2 1. Introduction
2. Product life cycle
1.2 Fundamentals of product design
1.3 Product planning and clarification on the task
1.4 Product specification
Quiz 1
Test 1
project 1
Chapter 2
Week 3-4 2.Conceptual Design
2.1 3D modeling using software
Quiz 2
Test 2
Project 2
Final Exam
Chapter 3
Week 5-6 Embodiment design
Developing size ranges and modular products
Product development value analysis
Chapter 4
Week 7-8 Managing projects

4. What is design?
 The process of devising a system, component or process
to meet desired needs
 Iterative decision-making process, in which natural
sciences, mathematics, and applied sciences (engineering)
are applied to meet a stated objective in an optimal manner
Chapter one
1. Introduction

5. A product is something sold by an enterprise to its customers.
Product development is the set of activities beginning with
the perception of a market opportunity and ending in the
production, sale, and delivery of a product.
Product

6. 1. Original design also called innovative design: It
employs an original, innovative concept to achieve a need.
2. Adaptive design: adapts of known solution to satisfy a
different need
3. Redesign: redesign a component in a product that is
failing in service to improve an existing design
Types of Designs

7. 4. Selection design: Most design employs standard
components such as bearings, small motors, or pumps that
are supplied by vendors specializing in their manufacture
5. Industrial design: Industrial design is a consideration of
how the human user can best interface with the product.
Types of Designs…

8. 1.Imagination
Imagination: The ability to come up with new product
ideas.
Some of the ways imagination:
Taking a different view
Gaining new experiences
Exploration and playing
Lessons from nature
Working with materials
Technology
New ways and making links
Brainstorming techniques
Some of the ways to get product idea

9. Massive Infection by Pieke Bergmans Young Dutch designer
Pieke Bergmans’s favorite design methods include subverting
existing production processes to create new forms and functions.
Cont…

10. Segway by Dean Kamen: Despite having just two wheels,Segway
transporters are able to self-balance and remain upright, providing a
novel way of steering and travelling. This is achieved through the
development
Cont…

11. The Wild Charge™ pad: example of wire-free power transfer
technology. Products with batteries that need recharging are placed on
to the conductive surface and receive power no matter how they are
orientated.
Cont.…

12. 2.People’s (costumers) needs
User-centered design: Understand what the core needs of people are.
Are these needs uniform or do they vary among similar people, or
among different ages, genders or cultures?
Learning from market trends
Understanding the market is to look at existing products to see How
other designers are interpreting the market requirements.
What sort of people are the products aimed at? Also trends of design?
Which ones are more successful and why?
Cont…

13. Data collection: An empirical approach to market research is
gathering first-hand data by asking people what they want.
Techniques for this include:
Interviewing
Customer complaints
Warranty data:
Surveys
Focus groups.
Observation: Interpreting and understanding consumers’ behavior
and decisions through their interaction with scenarios, products or
prototypes.
Crowd sourcing: email shots, websites, social networking sites.

14. Differing Views of Customer Requirements
Performance
Features
Reliability
Durability
Serviceability
Conformance

15. Product life cycle is the course that a product sales and profits take
over its life time.
The phases of plc
Product development
Introduction
Growth
Maturity
Decline
Product Life Cycle

16.  New ideas
 Market survey- is it required? Can it be product at a profit?
 Product development and refinement
 Test marketing
Analysis of test marketing results
 Preparation for launch publicity, marketing comparing
Phase I Product development

17.  Introduction of product in to the market
 It may be new product or old product to the new market
 Demand is low
 High cost/low sales
 Advertisement and promotion
 Monitor initial sales
Phase II Introduction

18.  This period is the time to improve efficiency and product
availability as well as service
 Cost efficiency time –to- market, pricing and discount policies
are the major factors in gaining customer confidence.
 Increase customer awareness
 Sales growth rate increases because of limited or no
competitions
 Revenue increases
Phase III Growth

19.  This period is the period of the highest returns from the product
 Sales reach peak
 Marketing cost of the product declines
 Ratio of revenue to cost high
 Sales growth likely to below
 Competition market-changes /new strategies
Phase IV Maturity

20. Competitors enter the market with
 Better product features
 Advanced technology
 Reduced prices
Sales starts declining
Marketing cost of product rises
Decision to withdraw may be dependent on availability of new
products and weather fashions/trends will come around again
Phase v Decline

21.  Determines revenue earned
 Contribute to strategic marketing & planning
 Helps the firm to identify when product needs support,
redesign, withdraw etc.
 Help in planning for the new product development
 Helping in for casting & managing cash flows
Why Study Product Life Cycle?

22. Fundamentals of product design
Planning for retreatment of product
Planning for use
Planning for distribution
Planning for manufacturing
Detail Design
Embodiment design
Feasibility of study (Conceptual Design)
The Product Brief
The Product Idea
Product Planning & Clarification on the Task
This eight-step set of design activities of the basic design process.

23. Content
Task and General Approach
Analyzing situation
Formulating Search strategies
Finding product ideas
Selecting project ideas
Definition of products
Task clarification
Product Planning and Clarification on
the task

24. To develop and introduce the right product ideas at the
right time and to formulate the necessary tasks.
Design and development start their work using a task description
To monitor the time and cost of product planning and
product development more accurately.
1.Task and general approach

25. The stimuli for product plans come from:
Outside (from the market or the environment)
Inside (from the company itself).
Cont.…
1.Stimuli from the market include:
 The reduction of technical and economic position of the
company’s product in the market share.
 Changes in market requirements, e.g. new functions or fashions
 Suggestions and complaints from customers

26. 2.Stimuli from the environment include:
 Economic and political changes.
e.g. oil price increases, resource shortages, transport restrictions
 New technologies and research results,
e.g. laser cutting replacing flame cutting
3.Stimuli from within the company include:
 New ideas and results from company researchers
New functions added to extend or satisfy the market
 The introduction of new production methods
Increasing the degree of product diversification
 Products with life cycles that are intended to overlap.
Cont.…

27. The gaps in the current product range or in the market
 Recognizing the Life Cycle Phase
 Setting Up a Product–Market Matrix
 Assessing the Company’s Own Competence
 Determining the Status of Technology
 Estimating Future Developments:
2.Analyzing the situation

28. Identifying Strategic Opportunities:
The task now is to determine which strategy to adopt:
To introduce new products into the current market
To open new markets with existing products
Or even to enter into new markets with new products
3.Formulating Search Strategies
Considering Company Aims:
 Strengths and competences of the company in the
selection of a worth while search field.

29. Depending on the degree of novelty, the starting points for new
products can be:
 New product functions;
 Other working principles;
 New embodiments;
4.Findicg product Ideas

30. At the very least, high turnover, large market share and functional
advantages for the customer should be taken into account.
5. Selecting Product Ideas

31. 6. Definition Products
The best product definitions are given to the product development
department as a product proposal together with a preliminary
requirements list.
The product proposal should:
• Describe the intended functions.
• Contain a preliminary requirements list
• Formulate all requirements in a solution-neutral way.

32. Product design specification
Draws together and summarizes thoughts, research, imagination
and data and in doing so, turns the outline proposal or conceptual
brief into a more detailed statement.
 Define what the completed product should aim to do.
 Is a document created during the problem definition activity
very early in the design process.
 It details the requirements that must be met in order for the
product or process to be successful.
Cont…

33. A typical PDS includes the following information:
A. Product design & performance issues...
B. Market issues...
C. Capability issues....
Cont…

34. A. Product design & performance issues...
 Expected product size and weight – customer requirement
Expected product safety, reliability, ergonomics, aesthetics, service,
maintenance, material, recycling potential, manufacturing process,
product packaging,
Applicable codes and standards to be checked.
 Patents to be checked.
 Processes to research/benchmark. (special processes needed for
fabrication?)
 Product part and prototype testing requirements.
Cont…

35. B. Market issues...
Potential customer base
Market constraints on product.
 Expected product competition (These will be benchmarked)
Target product price
Target production volume and market share.
 Expected product distribution environment.
Cont…

36. C. Capability issues....
 Company constraints on product design, manufacture, and distribution.
 Schedule requirements -- time to market.
Cont…

37. A surveyor’s pole is used in land surveying for level and distance
measurement. It is held vertically at a distance from a measuring
device (a theodolite), which is operated by a surveyor.
To allow the surveyor to operate independently, a self-supporting
surveyor’s pole is necessary.
The Product Design Specification (PDS) for the self-supporting pole
is as follows:
Example , Surveyor’s Pole Stand

38. Performance: To be fixable in position within one minute. Its
lower end to contact the ground, even when on irregular terrain.
For use on soft or hard ground.
The pole to be adjustable for angle so that it stands vertically on
slopes up to 1 in 4.
Size: Pole to be 2 m long and showing a “face” of 25 mm.
A suitable base size could be X points on a circle not less than 600
mm in diameter. To fit in the trunk of an auto 1 m x 0.5 m x 0.5 m.

39. Cost: Manufacturing cost plus $20
Quantity: Batches of 2000 – 5000 for domestic and international markets.
Maintenance: Minimal (e.g., oiling allowed)
Finish: Corrosion resistant to enable continued usage in environment
specified.
Materials: Light-weight – transportable – not easily damaged by impact.
Weight: Five kilograms maximum.

40. Aesthetics: Must present an image of robustness, reliability, and
compactness.
Product life: Twenty years.
Customer: Surveyors in government and private sectors, domestic and
international.
Standards/specifications: To be checked.
Politics: Not applicable.
Life in service: Five years
Reliability: Maximum 3% failure rate over service life.
Safety: Should not have sharp projections; should be capable of being
set up with gloved hands.

41. Environment: Temperature range -20°C to 100°C; resistant to water,
salt, dust, wind, ice, rocks, common solvents, oil, gasoline and the like;
shock proof to 10 g; wind speeds up to 25 mph.
Shelf life: Five years.
Packing: Standard pallets to appropriate ISO standards.
Time-scale: Production to start nine months from specification date.
Testing: Prototypes to be proven to meet PDS. No testing of production
models (except for sampling).

42. Ergonomics: Must be convenient to handle and store, easy to set up and
dismantle, and be capable of set up by one person.
Competition: To be analyzed.
Market: Worldwide. Trends to be analyzed.
Patents: To be checked.
Manufacturing facility: Adequate capacity and suitable tools available.
Company constraints: None at this stage.
Processes: Batch production.

43. Develop the single New Product
Project 1 (30%)
Guide line
 Product Idea
 Product Definition
 Conceptual design
 Embodiment Design
 Detail drawing
Project Type
 Individual
 Single and simple product
 Soft copy and hard copy
 Page not more than 25 page
 Free from any plagiarism
 Summit on 21/08/2014

44. Laptop Cable Organizer
Some example of product

45. Outlet Cover

46. Christmas Tree Stand

47. Rear seat Workspace