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Chapter 4a
Product Design

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OBJECTIVES
Product Development Process
Economic Analysis of
Development Projects
Designing for the Customer
Design for Manufacturability
Measuring Product Development
Performance

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Typical Phases of Product

Development
Planning

Concept Development

System-Level design

Design Detail

Testing and Refinement

Production Ramp-up

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Economic Analysis of
Project Development Costs
Using measurable factors to help
determine:
Operational design and development decisions
Go/no-go milestones
Building a Base-Case Financial Model
A financial model consisting of major cash flows
Sensitivity Analysis for “what if” questions

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Designing for the Customer

House of Quality

Ideal
Value Analysis/
Quality Function Customer Value Engineering
Deployment
Product

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Designing for the Customer:

Quality Function Deployment

Interfunctional teams from marketing,

design engineering, and manufacturing

Voice of the customer

House of Quality

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Designing for the Customer:
The House of Quality
Correlation:
X Strong positive
Positive
X X
X X X Negative

Water resistance
* Strong negative

to close door
Energy needed

W indow
Accoust.Trans.
to open
Energy
Engineerin

resistance
Door seal
Im

ground
level
forcedoor
Check
Competitive evaluation
Cu por g

needed
X = Us
st. tan Characterist A = Comp.A

on
Customer cics et
o
B = Comp.B
(5is best)
Requirements 1 2 3 4 5
X AB
Easy to close 7
Stays open on a hill 5 X AB

Customer Easy to open 3 XAB

A XB
requirements Doesn’t leakin rain 3

information forms No road noise 2 X A B

Importance weighting 10 6 6 9 2 3 Relationships:

the basis for this level to 7.
Reduce energy

Reduce energy
to 7.
Strong = 9

to 9lb.
Reduce force
current level
M aintain

current level
M aintain
current level
M aintain
matrix, used to M edium = 3

5ft/lb.
Target values Small = 1
translate them into
5ft/lb

operating or 5 B BA BA
B BXA X
engineering goals. Technical evaluation 43 A
X B
A X
(5is best) 2 X
X A
1

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Designing for the Customer:

Value Analysis/Value Engineering
Achieve equivalent or better performance at a
lower cost while maintaining all functional
requirements defined by the customer
• Does the item have any design features that are not
necessary?
• Can two or more parts be combined into one?
• How can we cut down the weight?
• Are there nonstandard parts that can be eliminated?

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Design for M anufacturability

Traditional Approach
•“We design it, you build it” or “Over the wall”

Concurrent Engineering
•“Let’s work together simultaneously”

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Design for M anufacturing and

Assembly
Greatest improvements related to DFMA arise
from simplification of the product by
reducing the number of separate parts:
1. During the operation of the product, does
the part move relative to all other parts
already assembled?
2. Must the part be of a different material or be
isolated from other parts already
assembled?
3. Must the part be separate from all other
parts to allow the disassembly of the
product for adjustment or maintenance?

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M easuring Product Development

Performance
Performance M easures
Dimension •Freq.of new products introduced
•Time to market introduction
Time-to-market •Number stated and number completed
•Actual versus plan
•Percentage of sales from new products

•Engineering hours per project

Productivity •Cost of materials and tooling per project
•Actual versus plan

•Conformance-reliability in use
Quality •Design-performance and customer satisfaction
•Yield-factory and field
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End of Chapter 4a

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