2.

1 Introduction
1

PRODUCT DEVELOPMENT PROCESS

IN STAGE-GATE FORMAT

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 Stage-Gate Format
2

 A generally accepted model of the product

development process:

 An important reason for using the stage-gate process

is to “quickly get it right”.

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 Phases of PDP (0 to 2)
3
 Phase 0:
The planning that should be done before the
approval of the product development project.

 Phase 1:
Concept development considers the different ways
the product and each subsystem can be designed.

 Phase 2:
System-Level Design is where the functions of the
product are examined, leading to the division of the
product into various subsystems.

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 Phases of PDP (3 to 5)
4
 Phase 3:
Detail Design is the phase where the design is
brought to the state of a complete engineering description
of a tested and producible product.

 Phase 4:
Testing and Refinement is concerned with making
and testing many preproduction versions of the product.

 Phase 5:
Production Ramp-Up is when the manufacturing
operations begins to make and assembly the product using
the intended production system.

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 Factors for Success
5

𝑃𝑟𝑜𝑓𝑖𝑡 = 𝑃𝑟𝑜𝑑𝑢𝑐𝑡 𝑃𝑟𝑖𝑐𝑒 − 𝑃𝑟𝑜𝑑𝑢𝑐𝑡 𝐶𝑜𝑠𝑡 (2.1)

______________________________________________

 Four Key Factors of Success:

 The quality, performance, and price of the product.

 The cost to manufacture the product over its life cycle.

 The cost of product development.

 The time needed to bring the product to the market.

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 Sales & Revenue versus Time
6

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 Cost & Price versus Time
7

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 Static Versus Dynamic Products
8
 Static Product: The changes in their design take
place over long time periods through incremental
changes occurring at the subsystem and component
levels.
 Automobiles
 Appliances: refrigerators, dishwashers

 Dynamic Products: Customers are willing to, and

may even demand, change.
 Wireless mobile phones
 Digital video recorders and players
 Software

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 Variations on the Generic PDP
9
 Platform Product is built around a preexisting
technological subsystem.
 Apple Macintosh operating system
 Black & Decker doubly insulated universal motor

 Customized Products are those in which variations in

configuration and content are created in response to
a specific order of a customer.
 In a highly competitive world marketplace, mass
customization appears to be one of the future trends.

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 2.3 Product And Process Cycles
10

WHAT ARE THE STAGES OF PRODUCT AND

PROCESS CYCLES?

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 Product Life Cycle
11

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 Product realization begins the Product Life
Cycle

Introduction Growth Maturity Saturation Decline

Income

Sales
Investment

Time
Product
Development
 Product Development Cycle
13

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 Technology Development
14

Simplified Technology Development Transferring Technology Development

Cycle Cycle

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 2.4 Organization For Design
and Product Development
15

HOW CAN AN ORGANIZATION AFFECT THE

DESIGN AND PRODUCT DEVELOPMENT?

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 Engineering Roles in Design &
Manufacturing
Job Title Description
Sales & Sales Engineer Meets customers, determines
Marketing needs, presents product offerings
Applications Engineer Assists sales & marketing solving
technical issues with respect to the
use of product
Field Service Engineer Installs, maintains and repairs
equipment at customers’ sites

Research & Industrial Designer Establishes essential product

Development appearance, human factors
Design Engineer Decides part or product form
including: shape, size,
configuration, materials, and
manufacturing processes
Materials Engineer Investigates and develops improved
materials
Test Engineer Designs and conducts performance
and safety tests
 Engineering Roles in Design & Mfg

Manufacturing Industrial Engineer Designs fabrication,

assembly and warehousing
systems
Manufacturing Develops manufacturing
Engineer tools and fixtures
Quality Control Establishes and maintains
Engineer raw materials and finished
goods quality controls

Processing / Plant Engineer Designs and maintains

Operations processing plant facilities
Project Engineer Coordinates project work
tasks, budgets and
schedules
 “Functional” organization chart
Stockholders

Board of Directors

President

Purchasing Manufacturing Research & Development Sales & Marketing Finance

Purchasing Production Operations Design Engineering Sales Accounting

Estimating Quality Control Industrial Design Customer Service Budgeting
Expediting Industrial Engineering Prototyping Marketing Planning
Manufacturing Engineering Testing Advertising
Production Planning Materials Research
Tooling

typical manufacturing company

 Concurrent engineering design team

Product
Manager
No more
“over the wall”

Sales Industrial Design Industrial Mfg.

Marketing Design Engineering Engineering Engineering Purchasing Production
Teamwork is a professional team sport!
Professional Team Industry
( soccer team)
Opposing Team Companies
Team owners Investors
Team manager & CEOs & Managers
Coaches
Referees, umpires Lawyers, judges
Communication Coordination
Penalties, injuries Mistakes, losses
Individual skills Specialized jobs
Team skills “People” skills
 2.5 Markets and Marketing
21

HOW CAN WE DESCRIBE THE MARKET AND

MARKETING FOR ENGINEERED PRODUCTS?

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 Markets
 Marketing is concerned with the interaction between the
corporation and the customer.
 We need to differentiate between the customer and the
user of the product.
 Market is an economic construct to identify those
persons or organizations that have an interest in
purchasing or selling a particular product, and to create
an arena for their transactions.

 Stock Market: Prototypical Market

 Strong brand names evolved as a way of building

customer recognition and loyalty.

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 Market Segmentation
23
 Cooper suggests that four broad categories of variables
are:

 State of Being:
 Sociological factors: age, gender, income
 For industrial products: company size, industry classification,
 Location: urban, suburban, rural
 State of Mind:
 Attitudes
 Values
 Life styles
 Product Usage:
 Heavy User
 Loyalty
 Benefit Segmentation

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 Marketing Department
24
 Function:
 The marketing department in a company creates and manages
the company’s relationship with its customers.
 Expected Tasks:
 Preliminary marketing assessment

 Quick scoping of the potential sales

 Competition

 Market share at the early stages of the product planning

 Detailed market study

 Assisting with the introduction of the product into the

marketplace
 Providing product support system

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 Marketing Plan
25
 Identifying the target market

 Product strategy

 Expressing product benefits

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 Marketing Plan(2)
26
 Marketing plan should contain:

 Evaluation of market segments

 Identification of competitive products
 Identification of early product adopters
 Clear understanding of benefits of product to customers
 Estimation of the market size in terms of dollars and units sold
 Determination of the breadth of the product line
 Estimation of product life
 Determination of the product volume/price relationships
 Complete financial plan including time to market

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2.6 Defining and solving design problems

Outline of sub-topics :
• Designing products
• Product anatomy
• Components: standard vs. special
purpose
• Component decomposition diagrams
• Types of design
• Tinkering
• Summary
Imagine designing the following products

automobile laser printer

baseball bat leaf rake
bicycle paper clip
canoe paddle paper cup
coffee maker penlight
commercial jet power lawn mower
fishing reel toaster oven
inflatable kayak vacuum cleaner

Are all design problems the same?

Let’s start with product design

A product is an item that is purchased

and used as a unit (Dixon and Poli,
1995)
Example product…. Penlight has “components”

case

button

spring

battery

bulb
cap
 Component decomposition diagram -
penlight

Parts
A diagram Assemblies
showing the
penlight Standard
anatomy
Special purpose

bulb battery body screw cap

glass lens anode switch

filament cathode case
base electrolyte
spring
plastic cover
 Other example components

Standard Standard Special

Parts Assemblies Purpose Parts

bolt, nut pump housing

screw electric motor cover
rivet clutch bracket
key chain/sprocket link
gasket heat exchanger support
gear blank brake caliper shaft
lubricant ball bearing
seal power screw
 General product –
component decomposition

Product

Standard Special purpose Sub-assembly A Sub-assembly B

Part Part
Special purpose part Special purpose part

Standard part Sub-assembly B1

Standard part
Special purpose part
 Why bother preparing
Component Decomposition Diagrams?

• Understand the interaction between

components

• Consider standard parts versus special

purpose parts (buy vs. make)

• Divide the design problem into

separate sub-problems, i.e. decisions.

• Learn pros & cons of existing products or

processing plants
 Types of design (i.e. decisions and
activities)

Redesign – modifying the “form”

Selection design – choosing from existing standard

parts/subassemblies

Variant design – modifying existing part/subassembly,

but keeping original concept

Adaptive design – adapting known solution to new task

Original design – new concept, part never existed before

Artistic design - modifying appearance or look

 Types of design related to phase

Formulation
original
design selection
part design
Concept Design design variant
design
Configuration Configuration
Design Design

Parametric Design Parametric Design Parametric Design

Detail Design Detail Design Detail Design Detail Design

 “Tinker”

Date: 1592
---to work in the manner of a tinker; especially : to repair,
adjust, or work with something in an unskilled or
experimental manner: to FIDDLE

(http://www.m-w.com/cgi-bin/dictionary)

Real engineers do not tinker.

Real engineers predict how a product will
perform before building it, reducing the
need to “cut and try” or “fiddle.”