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3 Manufacturing in the Design Process
AGENDA
Designing Without Manufacturing: The Problem You Don’t Know You Have
2 minutes on Kevin Bailey & Design 1st – Our Expertise in Hardware
Statistics on Hardware Product Failures
Our DFM Risk Identification Tools
Concept Design Stage Importance
When Manufacturing expertise is not included in the early Concept Design Team
Iterative Design Cycling
Summary
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THE SOBERING REALITY - 70% of Hardware Startups Will Fail
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5
DESIGN AND MANUFACTURING – A NECESSARY MARRIAGE
When developing hardware,
product skeletons are not a
matter of IF, but a matter of
when.
Including manufacturing
expertise early can save lots of
headache and money down
the line.
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FINDING SUCCESS AND AVOIDING ‘DEATH BY PRODUCT FAILURE’
1. Understand the overall Project Risk
1. Know your team’s strengths and weaknesses
1. Insert DFM (design for manufacturing) reviews for critical
components at the right time.
1. Encourage STAGE CYCLING and risk experimentation to find
and eliminate problem components and design features that
are not required to deliver customer value.
1. Avoid REDO CYCLING using proactive reviews, and address
sourcing risks as early as possible.
We’ve developed the below process over 30 years:
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Kevin Bailey & Design 1st: Over 3 decades of Hardware Expertise
1984
Mechanical Engineer Grad
Digital Telephony Boom
Outside Plant Equipment Designer
1988
Nortel Norstar Key system Design team
Network equipment design
1992
Global Corporate Design
Nokia Cellphone team
Daimler Benz German Car phone team
1995
100-person Global Design team
First smartphone in production
10 years before the iPhone introduction
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Starting Design 1st
Design 1st 1996 - 2005
Helped Belair Networks innovate
a line of outdoor wireless mesh network
products
Developed trendy consumer electronics
for Brookstone USA.
Solidified lasting manufacturing
relationships in Shen Zhen City,
Hong Kong
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9
Design 1st Today
Design 1st …2021
30 people
70% USA clients
- Design (ID, UX, Human Factors)
- Engineering (ME, EE, FW)
Over 1000 products designed
Wide variety of clients and industries
Christie Digital
Cinema Theater Projectors
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10
Integrating Manufacturing Early in the Design Process
2021: Global Clients. Global
2021: Global Clients. Global
Network of Manufacturing
Partners.
We understand what works, and
why it works.
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11 Manufacturing in the Design Process
Design 1st 2020 Successes: Our Expertise in Practice
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12 Manufacturing in the Design Process
Asking the right questions at the right time leads to
better solutions. Not asking the right questions leads
to...
THE IMPORTANCE OF UNDERSTANDING COMPLEXITY AND RISK
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13
HARDWARE DESIGN FAILURES
Zano Drones: Crowdfunding Failure
Raised $2.3M
Only 4% of 15K orders shipped
One year later company filed for bankruptcy
“Unforeseen tolerance issues when moving to production”
Peloton Treadmill
May 5th, 2021 recall of Treadmill due to roller design
Launched 2020, 125K sold (pet unit $2500 - $4300)
70+ incidents of children, pets, objects get stuck under roller
1 Child died, Pelton taking $165M revenue loss
AIRIA Smart Scent
Launch in 2019 at CES 2019
Recall May 2021 due to power supply failure
P&G startup hub company
Both products went to full mass production, recall of all products.
Early-stage design reviews could have
prevented all of these.
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14
UNDERSTANDING RISK: HERE’S WHERE TO START
There are two risk categories design projects fall into.
● Modifying an existing design
● A new product design
In either case, it’s essential to think about manufacturing
early in the design process.
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15
HARDWARE PROJECTS – MORE DETAIL ON COMPLEXITY RISK
Modification Design - Incremental design that can be done by current manufacturer
e.g., product cost reductions, product refresh, feature additions
You may have an existing design-engineering team already familiar with the
product.
Adjustments to known parts, a sub-assembly or existing component modification.
May already be suppliers and manufacturing in place, a quality processes in place.
Risks are contained to several new elements being added or changed.
Each change may be complicated but the degree of uncertainty is contained.
New Product Design - taking ideas and turning them into product
New Design
New suppliers, new manufacturer
New processes/materials
New design team
New Business team
Much higher chance of one mistake leading to design failure
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Integrating Manufacturing Early in the Design Process
Modifying an Existing Design
Helping an outdoor monitor maker
update their product.
New Product Design
Helping a new product
get to market.
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17
Once you’ve identified the risk category, you’ll need
tools to examine the different aspects of that risk.
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18
A PRACTICAL TOOL FOR ESTIMATING LABOR EFFORT
From simpler design development
- fewer parts, no electronics, no wireless, copying other product, adding features…
To the most complex ‘greenfield designs’
- many new parts/suppliers, no reference product, new user group, no customer data…
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19
Another Tool to Look at Project Complexity Risk
Total # of parts in the Assembly
# of Fully Custom parts to design
# customized off the shelf parts (COTS)
Other Complexity Risks
> system products, accessories, moving parts..
Simple Medium Complex
# parts
# custom
# COTS
Other
EFFORT
$$ / time to market
Development Predictability Matrix
Use it as a barometer for ‘Manufacturing Review Required’ signal in early stage design.
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20
Integrating Manufacturing Early in the Design Process - Example 1
Example 1 – Lily Chiller
New product
Single component
No electronics
New manufacturer selection risk
Material & Process selection risk
New start-up company risk
High probability of positive outcome
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Integrating Manufacturing Early in the Design Process - Example 2
Example 2 – Toddler Monitor
New product
Custom electronics
COTS = existing microprocessor + custom firmware
‘System product’ - Bluetooth risk
New manufacturer selection
Housing material selection
Assembly process risk
Good probability of positive outcome
205 parts total
5 fully custom parts
2 COTS Components
‘Other’ risks
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Integrating Manufacturing Early in the Design Process - Example 3
Example 3 – Laptop Computer
New product
1600 parts including electronics components selected
57 fully custom parts
6 COTS single source modules (display, battery, keypad..)
8 additional COTS components - multisource
Other – new CM, new supply network
COTS Example – DISPLAY MODULE
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23
Integrating Manufacturing Early in the Design Process - Example 4
Example 4 – Drone Landing Re-Charge Garage
New product
270 parts/modules
24 COTS sub-assemblies, 5 sole sourced
67 fully custom parts
Customized software code
Network connected for remote operation
COTS Example - STRUCTURAL HOUSING SELECTION
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24
Integrating Manufacturing Early in the Design Process - But, when?
CONCEPT DESIGN STAGE
This stage is critical to select the major components of the design and identify the supplier
source options.
Red flags for moving Manufacturing DFM to design stage include:
*Customized off the shelf parts (COTS) and sub-assemblies
*Single or narrowly sourced components that involve reliance on third party suppliers
(this would ideally be removed if not essential)
DE
Detailed
Engineering
PT
Prototype
and Test
CD
Concept
Design
MA
Manufacturing
DFM
MA
Manufacturing
Transfer
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25
Integrating Manufacturing Early in the Design Process
EXPERIENCE
Over time designers learn engineering and the manufacturing risks of their decisions.
Engineers learn how to think like designers and to appreciate manufacturing process and
variability and choose design solutions that minimize risk without sacrificing product features.
EXPERIENCE DIVERSITY
Design teams that work on the same type of products get very good at high quality product
and specific risk identification (and avoidance). In my experience, this environment is too rigid
for free flow idea innovation and exploration. New product configurations and useful new
features come from ignoring the conventional wisdom and in the process of creative
exploration, uncovering new opportunity. Once the magic is found there is usually a way to
design the new features with manufacturing in mind and at high quality level.
PROFESSIONALS
Product design teams with diverse experience provide concept exploration techniques that
have design-engineering, manufacturing and supply feasibility infused in the process to
explore and refine. Business teams are finding it easier to start hardware development
ventures finding expert teams that integrate designers, engineers and manufacturing
specialists and have been working together on many projects. These teams understand all
three worlds and the balance of risk and opportunity for predictable positive outcomes.
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26
MANUFACTURING SPECIALISTS IN THE DESIGN CONCEPT STAGE
There are 1000’s of decisions to make in every product development
Around 10 decisions are critical to avoid product failure. Early DFM can help
navigate these especially important decisions.
Design For Manufacture (DFM) reviews should touch on 3 main areas:
1. The Part Supply Risks – identify critical components
2. The Major Parts Design Risks – parts that affect other parts if changed
3.The General Manufacturing risks – wide ranging parts and assembly review
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27
USE HELPFUL STAGE CYCLING – FOR KNOWN HIGHER RISKS
CD
DE
PT
MONTH
1
MONTH
2
MONTH
3
MONTH
4
MONTH
5
MONTH
6
MONTH
7
MONTH
8
MONTH
9
MONTH
10
CD
CD-RnD
DE
Suppliers Identification, Regulatory Questions, Component Identification Tooling & Samples Build
MONTH
11
MONTH
12
Production
Runs
Product Design
and Development
Process
DE-RnD
MA MA
MA
PT
STAGE
CYCLING
STAGE
CYCLING
STAGE
CYCLING
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28
AVOID COSTLY REDO CYCLING
CD
DE
PT
MONTH
1
MONTH
2
MONTH
3
MONTH
4
MONTH
5
MONTH
6
MONTH
7
MONTH
8
MONTH
9
MONTH
10
CD
CD-RnD
DE
Suppliers Identification, Regulatory Questions, Component Identification Tooling & Samples Build
MONTH
11
MONTH
12
Production
Runs
DE-RnD
MA MA
MA
PT
DESIGN
REDO
CYCLING
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29
Integrating Manufacturing Early in the Design Process
Summary
1. Know your new product complexity level and identify the higher risk elements
2. Know your design team’s expertise and weaknesses
3. Find the best time and expertise to insert into early stage DFM reviews
4. Encourage STAGE CYCLING and risk experimentation
5. Avoid the REDO CYCLING
6. Get to market with the help of experienced Design-Engineering-Manufacturing teams
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.

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