PDD subject for UG level

1. Savitribai Phule Pune University
Final Year of Mechanical Engineering (2015 Course)
Course Code : 402050 C Course Name : Elective – IV
Product Design and Development
Faculty In-charge: Mr. Vinay Belagavi Asst.Prof. (Mech.)

6. What is design?
&
Product Design?

7. To design is to pull together something
new or to arrange existing things in a new way
to satisfy a recognized need of society.
Analysis Vs Synthesis
Typically we approach complex problems like design by decomposing the problem
into manageable parts. Because we need to understand how the part will perform
in service, we must be able to calculate as much about the part’s expected
behavior as possible before it exists in physical form by using the appropriate
disciplines of science and engineering science and the necessary computational
tools. This is called analysis.
Synthesis involves the identification of the design elements that will comprise the
product, its decomposition into parts, and the combination of the part solutions into
a total workable system.

10. 1.1 What is Product & Product Development?
A product is
something sold
by an enterprise
to its customers.
(Goods/Services)
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.

11. DESIGN BY EVOLUTION vs DESIGN BY INNOVATION
• Unsuitability for mass production
• Difficulty in modification.
• Inability to tap new technologies
The disadvantages of evolutionary design
are:

12. Who Designs and Develops Products?

13. Need of New Product Design
• To be in business for long time
• To satisfy unfulfilled needs of the customer
• Too much competition in existing product line
• The profit margin is on decline
• The company existing product line becomes saturated and the sale is on decline
• Every Organization has to design & develop new product as a survival and growth
strategy

14. How the product design and manufacturing influence the Price, Quality &
Cycle time
• .
Manufacturing
20-30%
Design
70-80%
Because most of the things gets locked or freeze at this stage

15. 1.2 ESSENTIAL FACTORS OF PRODUCT
DESIGN
(i) Need
(ii) Physical realizability
(iii) Economic worthwhileness
(iv) Financial feasibility
(v) Optimality.
(vi) Design criterion.
(vii) Morphology
(viii) Design process
(ix) Subproblems
(x) Reduction of uncertainty.
(xi) Economic worth of evidence
(xii) Bases for decision
(xiii) Minimum commitment.
(xiv) Communication.

16. (ii) Physical realizability
A design should be convertible into material goods or
services, i.e., it must be physically realizable.

17. (iii) Economic worthwhileness: The goods or services, described by a design, must have a
utility to
the consumer which equals or exceeds the sum of the total costs of making it available to him
iv) Financial feasibility: The operations of designing, producing and distributing the goods must
be
financially supportable
(v) Optimality: The choice of a design concept must be optimal amongst the available
alternatives;
the selection of the chosen design concept must be optimal among all possible design
proposals.
Optimal design, in theory, strives to achieve the best or singular point derived by calculus
methods.
In the context of optimization under constraints for mechanical strength, minimum weight and
minimum
cost are usually taken up as criteria for optimization.
(vi) Design criterion: Optimality must be established relative to a design criterion which
represents
the designer’s compromise among possibly conflicting value judgements which include those
of the
consumer, the producer, the distributor, and his own.

18. (vii) Morphology: Design is progression from the
abstract to the concrete. This gives a
chronologically horizontal structure to a design
project. The three phases of design proposed by
Asimow [1] are:
Feasibility study phase, preliminary design
phase, and detailed design phase, asindicated in
Fig. 1.2.

19. (viii) Design process: Design is an iterative problem-solving process. This gives a vertical
structure
to each design phase. The iterative nature of design is owing to feedback from existing design and
improvement with further information in the form of technological, financial and creativity inputs.
This is indicated in Fig. 1.3.

20. (ix) Subproblems: During the process of solution of a design problem, a sublayer of
subproblems
appears; the solution of the original problem is dependent on the solution of the subproblems.
The
“Design Tree” of Fig 1.1 reveals the concept of subproblems.
(x) Reduction of uncertainty: Design is derived after processing of information that results
in a transition from uncertainty, about the success or failure of a design towards certainty.
Each step in design morphology from step (i) to step (x) enhances the level of confidence of
the designer.
(xi) Economic worth of evidence: Information gathering and processing have a cost that
must be
balanced by the worth of the evidence, which affects the success or failure of the design.
Authentic
information should be gathered to make the design project a success. Today, information is
regarded
as a resource which is as valuable as money, manpower and material.
(xii) Bases for decision: A design project is terminated when it is obvious that its failure
calls for its
abandonment. It is continued when confidence in an available design solution is high
enough to
indicate the commitment of resources necessary for the next phase.

21. (xiii) Minimum commitment: In the solution of a design problem at any stage of the
process,
commitments which will fix future design decisions must not be made beyond what is
necessary to
execute the immediate solution. This will allow maximum freedom in finding solutions to
subproblems at the lower levels of design. A model of design problem, subproblems etc.
is developed through a design tree (see Fig. 1.1).
(xiv) Communication: A design is a description of an object and prescription for its
production; it
will exist to the extent it is expressed in the available modes of communication. The best
way to
communicate a design is through drawings, which is the universal language of designers.
Three dimensional renderings or cut-away views help explain the design to the sponsor or
user of the design.
The present day impact of computer aided modelling and drafting has resulted in very
effective communication between the designer and the sponsor.

22. 1.3 PRODUCTION–CONSUMPTION CYCLE
The production–consumption cycle, one of the main features of the socio-ecological
systems, consists
of four processes:
1. Production
2. Distribution
3. Consumption
4. Recovery or disposal.

23. Product Design Practice & Industry
1.4 Analysis of The Product

25. 1.5 The Three S’s
The three S’s refer to standardization, simplification, and specialization—three
related subjects which are at the root of any economic analysis of product design.
1) Standardization is the process of defining and applying the “conditions”
necessary to ensure that a given range of requirements can normally be met with a
minimum of variety and in a reproducible and economic manner on the basis of the
best current techniques.
2) Simplification is the process of reducing the number of types of products
within a definite range. It is also an attempt to reduce variety.
3) Specialization is the process whereby particular firms concentrate on the
manufacture of a limited number of products or types of products. Specialization
often is a result of one’s aim to monopolize the market.

26. 1.5.1 STANDARDIZATION
Standardization covers a wide field of activity. These activities include:
1. Physical dimension and tolerances of components within a defined range.
2. Rating of machines or equipment (in units of energy, temperature, current, speed, etc.).
3. Specification of physical and chemical properties of materials.
4. Methods of testing characteristics or performances.
5. Methods of installation to comply with minimum precautionary measures and convenience
of use.
Standardization has, however, many advantages, some of which may be briefly listed now:
1. Reduction of material waste and obsolescence
2. Concentration of effort in manufacturing: hence, simplification and specialization
3. Reduction in inventories, both of materials, and semifinished and finished products
4. Reduction in book-keeping and other paper work
5. Lowering the grades of skill required in manufacture and assembly
6. Reduction in price: hence expansion of the market
7. Reduction in repair and maintenance costs.

27. Reduction is the essence of standardization: The effect of variety reduction on
production and set-up times is shown in Fig. 2.2.

28. 1.5.2 SIMPLIFICATION
Simplification is a constant source of disagreement between the marketing department
and the
production personnel. A production engineer prefers little variety, minimum set-up, and long
runs
(see Fig. 2.2). Simplification enables the production department to improve planning, achieve
higher
rates of production and machine utilization, and simplify control procedures. The salesman, on
the
other hand, strives to satisfy the customer by giving him a choice or by offering him the nearest
to
what he wants.
Pro-Simplification
• Reduce inventories of materials and finished products.
• Reduce investment on plant and equipment. Save storage space.
• Simplify planning and production methods. Simplify inspection and control.
• Reduce required technical personnel.
• Reduce sales price.
• Shorten or eliminate order queues.
Pro-Variety
• Satisfy a wide range of demand.
• Enable better contact with the market to study its tastes and requirements.
• Avoid losing orders for more salable products because the customer directs all his orders to other
vendors.
• Create demand.

29. 1.6 Product Development Vs Product Design

30. 1.7 Modern Product Development Process

31. 1.7.1 Understand opportunity
1.7.2 Develop a Concept
1.7.3 Implement a Concept

32. 1.8 NEW PRODUCT DEVELOPMENT
PROCESS
Phases of NPD Processes.
1. Idea Generation
2. Idea Screening
3. Concept Development & Testing
4. Business Analysis
5. Product Development
6. Market Testing
7. Commercial utilization

33. 1.9 Modern Approaches to Product
Design
1.9.1 Concurrent Design
1.9.2 QFD(Quality functional
Deployment)

34. 1.9.1 Concurrent Design:
• The Design team
 Product design engg.
 Marketing Manager
 Production engg
 Design detailer
 Testing engg
 Materials engg
 Quality control specialist
 Industrial designer
 Assembly engg.
 Supplier engg.
• Benefits of Concurrent Design Approach:
 Reduction of Time & Speed

35. 1.9.2 QFD(Quality functional Deployment)

36. 1.10 Product Testing & Validation
1.10.1 Product Testing:
• Meaning:
• Purpose
• What are the Test or Uses of Test?

37. 1.10.2 Product Validation:
• Meaning:
• Categories of Validation:
1. Prospective Validation
2. Retrospective Validation
3. Full Scale Validation
4. Gross Validation or Re- Validation

38. UNIT-2 PRODUCT DEVELOPMENT-
TECHNICAL & BUSINESS CONCERNS

40. 2.1 Introduction &
Roadmap

41. 2.2 Determining what to develop?
• Technology Forecasting
• S-Curves

42. • S-Curves & Technology Forecasting:
 Moore’s Law

43. Customer Satisfaction:

48. Organizing & Prioritizing Customer Needs
Grouping the Needs
1. Affinity Diagram Method
2. Customer Sort Method

49. 1. Affinity Diagram Method:

50. 2. Customer Sort Method:

53. GENERATING
CONCEPTS:

54. Concept Generation Process:

55. Concept Generation Methods:

56. 1. Information gathering:

58. Concept
Selection

59. Road MAP:

60. 1. Introduction:
1.1. Factors that Determine Effective
Decision Making
a) Minimize the possibility of misrepresenting a
solution principle that may be effective
b) Prevent poor decision making.

61. 1.2. Design Evaluations:
Difficult decisions in case of many alternatives & criteria
that impacts decision, we call such difficult decisions as
Design Evaluations.
1.3. Information Quality:
Information quality is the level of structure associated
with the evaluation criteria as viewed in terms of each
decision alternative.

62. 2. Estimating Technical Feasibility:
Estimating skill of an engineer is dependent on
familiarity with dimensional units & values.

63. 3. A Concept Selection Process:
• The selection process is a 5 Step process plus
iterations.