This document describes the product design process and concurrent engineering. It begins with an introduction to product design and definitions of key terms. It then discusses the new product development process, which includes five phases: idea generation, screening, concept development, product development, and commercialization. The document also covers design thinking approaches and trends in product design. It explains concurrent engineering and its benefits, including reduced costs and lead times. Various implementation schemes for concurrent engineering are listed.

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PRODUCT DESIGN
Course Number: ARC-4302
Degree Program: BSc inArchitecture
Credits
Contact Hours
Year/Semester
: 3
:Lectures-2,Tutorials-3
:V/II
Dr. G.M.SAYEED AHMED
Associate Professor, DESIGN & MANUFACTURING DEPARTMENT
SCHOOL OF MECHANICALENGINEERING
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2. CHAPTER-1
PRODUCT DESIGN
PROCESS
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Analysis , Concept & Synthesis
What is a product? Product in a very crude sense is to understand customer needs and
developing something, which is useful for the customer and also economical in costs.
Today, there are so many products which are available, and in spite of it, there are new
products also going into the market, why because earlier people were happy if they get
something to satisfy their needs.
Today people have started asking or demanding for customization. The key word in today’s
product is mass customization. When you talk about mass customization, then every
individual needs a product to satisfy his or her own needs.
Example let us take a readymade shirt or jeans pant. So, when we try to buy a pant we
always get into a small problem as the length is ok, but the waist size may be tight or loose.
So, again here there has to be a mass customization has to happen.
In manufacturing, product is bought as the raw material and convert it into finished goods.
When you talk about service sector, product has different definition, example, Ola, Uber are
products which focused towards service segment and try to make a customer satisfaction.

3. Today Ola and Uber they started with a car and now they have gone to auto rickshaw and
today they have come down to bicycles. So, there is a possibility of evolution and when this
evolution happens, they always try to make the customer happy with an economics.
So, now, I think I have made it very clear a product is something you make to for a customer,
and make him happy and where economics also plays a role. if economics and customer
satisfaction is not there we do not develop products.
What is a product design? Product design deals with the conversion of a dream into reality
in order to fulfill human needs. A product designer deals with the conversion of a dream
into reality in order to fulfill human needs.
A designer produces first a prototype and this prototype is studied several times and got
customer feedback, and then he tries to freeze the design for mass production.
What is a Responsibility of a Product designer?
A Product Designer’s responsibility is to produce a prototype and then try to freeze the
prototype such that, he can make goods and satisfy customer needs. The responsibility of
a designer is to make sure that mass customization possible in the product. He produces
a sufficient number of prototypes, gets customer satisfaction and then he freezes the
production drawings or manufacturing process such that this process of producing can
be repeatable. If there is an error he has to go back and remove any error and enhance the
existing product efficiency for maximum utilization of the product.
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4. What are the major types of product design?
Products are of two categories or the product design is of two categories, one is designed
by evolution and design by innovation.
A product evolution is a cycle where the products evolves in terms of quality, offerings,
technology etc over time to better serve its purpose. This may be due to several reason and
the new technology developments are prime reason for this.
A product's design has to take into account technological innovations, economic
conditions, society's changing priorities and the latest developments in art and architecture.
All these factors influence design and give rise to constant changes.
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5. DESCRIBES THE CREATIVE PROCESS IN
RESEARCHING MARKETS,
INNOVATIONS AND NEEDS,
THEN TRANSFORMING IDEAS INTO
PRODUCTS FOR PARTICULAR MARKETS.
 Product Design and Innovation (PDI) integrates these
basic ingredients in product design by innovation.
 1.A sense of creativity and
visualization. 2.Sensitive
perceptual and
communication skills.
3.Hands-on modeling and
drawing skills.
4.An understanding of the human body and its
ergonomics.
5.A design sense, including an understanding of problem
formulation, idea generation, and solution iteration.
6.The ability to work well on teams.
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6. DEVELOPMENT PROCESS?
FIVE PHASES GUIDE THE NEW PRODUCT DEVELOPMENT
PROCESS FOR SMALL BUSINESSES:
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(1)Idea generation (2)screening(3)concept development (4) product development and
(5) finally, commercialization.
Phase One: Idea Generation
This is the initial stage where a business sources for ideas regarding a new product.
Some of the sources for new product ideas include the business customers, competitors,
newspapers, journals, employees and suppliers. Small businesses may be limited when it
comes to technical research-based idea generation techniques. This stage is crucial as it
lays the foundation for all the other phases, the ideas generated shall guide the
overall process of product development.
Phase Two: Screening
The generated ideas have to go through a screening process to filter out the viable ones.
The business seeks opinions from workers, customers and other businesses to avoid the
pursuit of costly unfeasible ideas. External industry factors affecting small businesses,
such as competition, legislation and changes in technology, influences the enterprise's
decision criteria. At the end of the screening process, the firm remains with only a few
feasible ideas from the large pool generated.

7. Phase Three: Concept Development
The enterprise undertakes research to find out the potential costs, revenues and profits
arising from the product. The business conducts a SWOT analysis to identify the
strengths, weakness opportunities and threats existing in the market. The market strategy
is set out to identify the product's target group, which facilitates segmentation of the
product’s market. The identified factor influences most of the marketing decisions.
Phase Four: Product Development
Product development entails the actual design and manufacture of the product.
Development commences with the manufacture of a prototype that facilitates
market testing. Based upon the results of the tests, the business owner decides on
whether to undertake large-scale production or not.
Phase Five: Commercialization and Rollout
Favorable results in the development stage precede large-scale production and
commercialization. Here, the business launches its promotion campaign for the new
product. The market research conducted during the conception stage influences the
timing and location of the product launch.
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9. DESIGN THINKING AND TRENDS IN PRODUCT DESIGN
DESIGN THINKING IS A NON-LINEAR, ITERATIVE PROCESS WHICH SEEKS TO UNDERSTAND USERS,
CHALLENGE ASSUMPTIONS, REDEFINE PROBLEMS AND CREATE INNOVATIVE SOLUTIONS TO PROTOTYPE
AND TEST.
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Proximity Designs - Proximity Designs is an award-winning, social enterprise based in Yangon,
Myanmar. They design and deliver affordable, income-boosting products and services that
complement the entrepreneurial spirit of rural families.
Here are just some of the most notable benefits
you can expect to receive when adopting a
design thinking approach: Gives you the
opportunity to view a problem from a different
perspective. Allows you to solve a problem
and determine its root cause, Encourages
innovative thinking and creative problem
solving.
Design thinking minimizes the uncertainty and
risk of innovation by engaging customers or
users through a series of prototypes to learn,
test and refine concepts. Design thinkers rely
on customer insights gained from real-world
experiments, not just historical data or market
research.

10. THE DESIGN THINKING PROCESS CAN BE DIVIDED INTO FIVE KEY STEPS:
EMPATHIZE, DEFINE, IDEATE, PROTOTYPE, AND TEST. WHEN CONSIDERING
THE FIVE STEPS OF DESIGN THINKING, IT'S IMPORTANT TO REMEMBER THAT
IT'S NOT A LINEAR PROCESS.
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11. Q. Explain the product development life cycle with neat sketch?
Answer: The product development life cycle can be defined as a sequence of all the
required activities that a company must perform to develop, manufacture and sell a
product. These activities include marketing, research, engineering design, quality
assurance, manufacturing, and a whole chain of suppliers and vendors.
The product life cycle is an important tool for
marketers, management and designers. It
specifies four individual stages of a product's
life and offers guidance for developing
strategies to make the best use of those stages
and promote the overall success of the
product in themarketplace.
The product life cycle is broken into four
stages: introduction, growth, maturity, and
decline. This concept is used by management
and by marketing professionals as a factor in
deciding when it is appropriate to increase
advertising, reduce prices, expand to new
markets and redesign packaging.
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14.  Market share and profitability are the major determinants of the success of any
organization.
 The factors that influence and improve the competitive edge of a company are
unit cost of products, quality, and lead time.
 Concurrent engineering (CE) has emerged as discipline to help achieve the
objectives of reduced cost, better quality, and improved delivery performance.
CE is perceived as a vehicle for change in the way the products and processes
are designed, manufactured, and distributed.
 Concurrent engineering is a management and engineering philosophy for
improving quality and reducing costs and lead time from product conception to
product development for new products and product modifications.
 CE means that the design and development of the product, the associated
manufacturing equipment and processes, and the repair tools and processes are
handled concurrently.
 The concurrent engineering idea contrasts sharply with current industry
sequential practices, where the product is first designed and developed, the
manufacturing approach is then established. And finally the approach to repair
is determined.
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15. Why concurrent engineering?
 Increasing product variety and technical complexity that prolong the product
development process and make it more difficult to predict the impact of design
decisions on the functionality and performance of the final product.
 Increasing global competitive pressure that results from the emerging concept
of reengineering.
 The need for rapid response to fast-changing consumer demand.
 The need for shorter product life cycle.
 Large organizations with several departments working on developing
numerous products at the same time.
 New and innovative technologies emerging at a very high rate, thus causing
the new product to be technological obsolete within a short period.
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16. Q. Explain a characteristic curve representing cost incurred and committed during
the product lifecycle.
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17. Q. Explain the improvements achieved by the applications of concurrent
engineering.
The following are the improvements to specific product lines by the applications of
concurrent engineering. 1. Development and production lead times 2. Measurable
quality improvements 3. Engineering process improvements 4. Cost reduction.
I. Development and production lead times
 Product development time reduced up to 60%.
 Production spans reduced 10%.
 Deere reduced product development time for construction equipment by60%
II. Measurable quality improvements
 Yield improvements of up to four times.
 Field failure rates reduced up to 83%.
 Reduced defects in the ESS programmed digital switch up to 87% through a
coordinated quality improvement program that included product and process
design.
 Deere reduced the number of inspectors by two-thirds through emphasis on
process control and linking the design and manufacturing processes.
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18. III. Engineering process improvements
 Engineering changes per drawing reduced up to 15 times
 Early production engineering changes reduced by 15%.
 Inventory items stocked reduced up to 60%.
 Engineering prototype builds reduced up to three times.
 Scrap and rework reduced up to 87%.
IV. Cost reduction
 60% reduction in life-cycle cost and 40% reduction in production cost
 It reduced direct costs in system assembly by 50%.
 Reduced product cost - reduction in the number of design changes and reduce
cost.
 Elimination of delays
 Reduced design time andeffort
 Increasing reliability and customer satisfaction.
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19. Q. What are the Different Schemes used in implementation of Concurrent
Engineering?
Concurrent Engineering is the application of a mixture of all following techniques
to evaluate the total life-cycle cost and quality.
1. Axiomatic design
2. Design for manufacturing guidelines
3. Design science
4. Design for assembly
5. The Taguchi method for robust design
6. Manufacturing process design rules
7. Computer-aided DFM
8. Group technology
9. Failure-mode and effectsanalysis
10.Value engineering
11.Quality function deployment
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20. Q. Examples of design axioms for optimization
1. Minimize the number of functional requirements and constraints
2. Satisfy the functional requirements from most important first to least
important last
3. Minimize information content
4. Everything being equal, conservematerials
5. Integrate functional requirements in a single part if they can be
independently satisfied in the proposed solution
6. There may be several optimum solution.
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21. Q. Write the Design for Manufacturing Guidelines?
DFM Guidelines
1. Design for a minimum number of parts and Develop a modular design
2. Minimize part variations and Design parts to be multifunctional
3. 5. Design parts for multiuse with ease of fabrication
4. Avoid separate fasteners, Minimize assembly directions and design for top-
down assembly
5. Maximize compliance; design for ease of assembly
6. Minimize handling, design for handling presentation and Evaluate assembly
methods
7. Eliminate adjustments and Avoid flexible components; they are difficult to
handle
8. Use parts of known capability with margin for maximum intolerance of parts
9. Use known and proven vendors and suppliers without marginal overstress
10.Minimize subassemblies by applying new technology only when necessary
11.Emphasize standardization and simplest possible operations
12.Use operations of known capability , Also Minimize setups and interventions
and Undertake engineering changes in batches.
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22. Q. Write short notes on Quality Function Deployment (QFD) and what are its four phases
Quality Function Deployment (QFD)
The main objective of a manufacturing company is to bring new products to market sooner
than the competition with lower cost and improved quality. The mechanism for doing is
called QFD. QFD provides a means of translating customer requirements into appropriate
technical requirements for each stage of product development and production, that is,
marketing strategy, planning, product design and engineering, prototype evaluation,
production process development, production, and sales.
There are four phases of QFD
1. Product planning phase
2. Part deployment phase
3. Process deployment phase
4. Production deployment phase
Product planning phase In this phase, the overall customer requirements drawn from
market evaluations, comparison with competitors, and market plans are converted into
specified final product control characteristics.
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23. Q. Explain the Product Planning Matrix in detail?
Product Planning Matrix
Step 1. State requirements in customer terms, The primary customer requirements
are expanded into secondary and tertiary requirements to obtain a more definite
list. This information is obtained from a variety of sources, such as marketing
research data, dealer input, sales department wants, and special customer surveys.
Step 2. List the final product control characteristics that should meet the customer-
stated product requirements. These characteristics are the product requirements
that are related directly to the customer requirements and must be selectively
deployed throughout the design, manufacturing, assembly, and service process to
manifest themselves in the final product performance and customer acceptance.
Step 3. Develop a relationship matrix between customer requirements and final
product control characteristics. A set of symbols is used to represent the
relationships, such as strong, medium, and weak relationships. If the matrix shows
a majority of "weak relationship" signs, it is an indication that some customer
requirements are not addressed properly.
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24. Step 4. Enter market evaluations. The objective is to evaluate the strengths and
weaknesses of the products vs. the competitions so that areas for improvement are
clearly identifies.
Step 5. Enter product control characteristic competitive evaluations and compare
control characteristic competitive evaluations with market competitive evaluations.
This helps indicate inconsistencies between customer requirements and your own
evaluations.
Step 6. Determine selling points for new product. Based on these points, product
marketing, distribution, and promotion strategies are decided.
Step 7. Develop measurable targets for final product control characteristics based
on agreed-upon selling points, the customer importance index, and the current
product strengths and weaknesses.
Step 8. Select control characteristics based on customer importance, selling points,
and competitive evaluations.
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25. Part deployment phase
In this phase, the output of the product planning (i.e. final product control characteristics) is
translated into critical component characteristics. This phase is the first step in materializing
the customer needs and a one step forward into the design and assembly process
development. For this purpose, a document called the final product characteristic
deployment matrix is used. In this matrix, the final product control characteristics are
carried from the final assembly (product) level to the subsystem/component.
Process deployment phase
In this phase, all the critical product and process parameters are identified and quality
control checkpoints for each parameter are established. If a critical product component
parameter is created or directly affected in a given step of a process, that parameter is
identified as a control point. These points establish the data and strategy for the product
quality control plan and are essential for achieving product characteristics that meet the
high-priority customer requirements. If critical parameters, such as time , temperature,
pressure, must be monitored to ensure that the component parameters are achieved and
parameters are designed for process control strategy.
Production deployment phase
The output from the process development and quality control planning phase provides the
critical product and process parameters. The objective of the production operating
instruction phase is to identify the operations to ensure that these parameters are achieved2.5
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