IPE 3109: Product Design-I

Topic: Introduction to Product Design and Development

Course Instructor
Md. Zahidul Islam
Lecturer, Department of IPE, RUET
 What is Product?
• A product is a set of attributes offered to consumers to
fulfill their needs or requirements.
• A product acts as a vehicle which helps in providing
required benefits to its users.
• A product is of value and is of worth purchasing if it
provides required benefits. If the product outcome is as
desired by the consumer, he/she becomes ready to pay
higher price for the product.

2
 What is Product?
Products can be classified as:
 Tangible products (Goods): Pen, soap, bicycle, car, phone etc.
 Intangible products (services): Hotels, restaurants, airlines, services of
barber and doctors etc.
Products can also be classified as:
 Consumer products: Purchased by individual users for personal and/or
household consumption.
 Industrial product: Used for business purposes. Organization by these
products for use in manufacturing of other products or in delivery of
products, or for selling the products further or doing work in office.
3
Some Common Products

Boeing Airplane-777 Ferrari 458

IPhone 7 IKEA furnitures

 Product Design and Development
• What Is Design?
Design is the art or action of producing a plan or drawing to show the look, function and
workings of an object before it is made.

• What is Product Design?

Product design is the process of efficient and effective idea generation and development with
the goal of creating new products. Product design includes all the engineering and industrial
design work that goes into developing a product from the initial concept to production, which
ensures that it works reliably, is cost effective to manufacture and looks good.

• What is Product Development?

Also called new product management, product development is the conceptualisation, design,
development and marketing of newly created or newly rebranded goods.
5
 Design Levels
Adaptive Design
In the great majority of instances, the designer’s work will be concerned with the
adaptation of existing designs. There are branches of manufacturing in which development
has practically ceased, so that there is hardly anything left for the designer to do except
make minor modifications, usually in the dimensions of the product.
Development Design
Considerably more scientific training and design ability are needed for development
design. The designer starts from an existing design, but the final outcome may differ
markedly from the initial product. Examples of this development could be from a manual
gearbox in a car to an automatic one and from the traditional tube-based television to the
modern plasma and LCD versions
New Design
Only a small number of designs are new designs. This is possibly the most difficult level in
that generating a new concept involves mastering all the previous skills in addition to
creativity and imagination, insight, and foresight. Examples of this are the design of the first
automobile, airplane, or even the wheel (a long time ago). Try to think of entirely new
designs which have been introduced over the last decade. 6
 Need of a New Product Design
 Organizations are required to design the new products for the following
reasons:
 To be in business for a long time
 To satisfy unfulfilled needs of customers
 Too much competition in the existing product line
 The profit margin is on decline
 The existing product line becomes saturated and the sale is on the
decline

7
 New Product Design

• Every organization has to be design, develop, and introduce

new products as a survival and growth strategy.

• Product design is conceptualization of an idea about a product

and transformation of an idea into reality.

• To transform the idea into reality a specification about the

product is prepared

8
 New Product Design

• The specification is prepared by considering different

constraints such as production process, customer expectation,
etc.
• In product design stage, various aspect of the product are
analyze. Also final decision regarding the product is taken on
the basis of the analysis.
• The decision can be any aspect related to the product, e.g.
dimension and tolerances, type of material of each component.

9
 New Product Design

How the Product Design and Manufacturing influence the Price,

Quality, and Cycle Time?

10
Product Development

11
 Characteristics of Successful Product
Development
Five dimensions, all of which ultimately relate to profit, are commonly used to assess the
performance of a product development effort:
• Product quality:
How good is the product resulting from the development effort? Does it satisfy customer
needs? Is it robust and reliable? Product quality is ultimately reflected in market share and
the price that customers are willing to pay.
• Product cost:
What is the manufacturing cost of the product? If manufacturing cost is too high, it may not
be attractive economically to the consumers. When the product is technically sound and is
not essential, and when it does not fulfill any required need and has good substitutes, high
price of the product will deter the sales.
• Development time:
How quickly did the team complete the product development effort? Development time
determines how responsive the firm can be to competitive forces and to technological
developments, as well as how quickly the firm receives the economic returns from the
team's efforts. 12
 Characteristics of Successful Product
Development
• Development cost:
How much did the firm have to spend to develop the product? Development cost is usually
a significant fraction of the investment required to achieve the profits.

• Development capability:
Are the team and the firm better able to develop future products as a result of their
experience with a product development project.

13
 The Challenges of Product Development
• Organizational Realities: Some organizations exhibits characteristics that lead to
dysfunctional product development teams.
• Lack of empowerment of the team: General managers or functional mangers may
engage in continual intervention in the details of a development project without a full
understanding of the basis for the team's decisions.
• Functional allegiances transcending project goals: Representatives of marketing, design,
or manufacturing may influence decisions in order to increase the political standing of
themselves or their functions without regard for the overall success of the product.
• Inadequate resources: A team may be unable to complete development tasks effectively
because of a lack of staff, a mismatch of skills, or a lack of money, equipment, or tools.
• Lack of cross-functional representation on the project team: Key development decisions
may be made without involvement of marketing, design, manufacturing, or other critical
functions.

14
 New Product Development Failure

Reasons for new product failure

• Overestimation of market size
• Poor design
• Incorrect positioning
• Wrong timing
• Priced too high
• Ineffective Promotion
• Management Influence
• High development cost

15
 Reason for failures in most engineering designs

Walton lists the reason for failures in most engineering designs:

• Incorrect or overextended assumptions
• Poor understanding of the problem to be solved
• Incorrect design specifications
• Faulty manufacturing and assembly
• Error in design calculations
• Incomplete experimentation and inadequate data collection
• Errors in drawings
• Faulty reasoning from good assumptions

16
Design Process

17
18
 The Design Process
Identifying Customer Needs (Requirements)

Market Analysis (Requirements)

Define Goals (Requirements)

Establishing Function (Product Concept)

Task Specification (Product Conecpt)

Conceptualization (Solution Concept)

Evaluating Alternatives (Solution Concepts)

Embodiment Design

Analysis and optimization

Experiment
Merketing

19
 Identifying Customer Needs (Requirements)
The need for a new design can be generated from several sources, including the following:

 Client request
 Modification of an existing design
 Generation of a new product

20
 Market Analysis (Requirements)
Designers must locate what is already available in the market and what they have to offer.
Information gathering is a vital task. Some companies hire design engineers so they can get
away from paying royalties to patent holders. Design engineers may consult the following
sources to determine market availability:

• Technical and trade journals

• Abstracts
• Research reports
• Technical libraries
• Catalog of component suppliers
• U.S. Patent Office
• The Internet

21
 Define Goals (Requirements)
 In this stage of the design process, the designer defines what must be done
to resolve the need(s).
 In almost all cases, the client request comes in a vague verbal statement
such as, “I need an aluminum can crusher.” or “I need a safe ladder.”
 Designers must recognize that customer needs are not the same as product
specifications. Needs should be expressed in functional terms. Customers
will offer solutions; designers must determine the real needs, define the
problem, and act accordingly.
 During the customer interview, the designer must listen carefully to what the
customer has to say. The designer’s function is to clarify the client’s design
requirements. An objective tree may be constructed for clarification.

22
 Establishing Function (Product Concept)
 It is also useful to identify the functions instead of the potential solutions.
This is sometimes referred to as remaining ‘solution neutral’ (i.e., no solution
is referred to at this stage).
 In reality, the designer is trying to assess what actions the product should
perform during its lifetime and operation. This technique allows for
alternatives to be explored that can address the needs and goals rather than
fixating on a solution that the customer provides unintentionally early on.

23
 Task Specification (Product Conecpt)
This stage requires the designer to list all pertinent data and parameters that
tend to control the design and guide it towards the desired goal; it also sets
limits on the acceptable solutions. It should not be defined too narrowly,
because the designer will eliminate acceptable solutions. However, it cannot be
too broad or vague, because this will leave the designerwith no direction to
satisfy the design goal. Let’s reconsider the lawn mower example and
 set some task specifications.
 1. It should be safe to operate, especially when used near children.
 2. It should be easy to operate by an average person.
 3. The device should be powered (either manually or by other means).
 4. The device should be easily stored in a garage.

24
 Conceptualization (Solution Concept)
For example, to design a novel transportation system, a designer may list the
methods as follows.
1. Natural way c. Air
a. Human i. Kite
i. Walk d. Mechanical
ii. Swim i. Land
b. Animal • Car
i. Ride • Train
ii. Pulled in a cart • Tube
2. With aids ii. Water
a. Land • Ship
i. Bike • Sled
ii. Skate iii. Air
b. Water • Plane
i. Canoe • Rocket
ii. Tube
25
 Evaluating Alternatives (Solution Concepts)
• Once a number of concepts have been generated in sufficient detail, a
decision must be made about which one or ones will enter the next, most
expensive, stages of the design process.
• An excellent technique to guide the designer in making the best decision
regarding these alternatives is a scoring matrix, which forces a more
penetrating study of each alternative against specified criteria.

26
 Embodiment Design
• This is where the product that is being designed begins to take shape. This
stage does not include any details yet (no dimensions or tolerances, etc.)
but will begin to illustrate
• A clear definition of a part, how it will look, and how it interfaces with the rest
of the parts in the product assembly. This stage is separated from both the
conceptual design and the detailed design in that new technologies can
replace old ones based on the exact same concept.
• For example, The concept of a traffic light system will remain the same
(three lights: red, amber, and green), perform the same functions and
specifications, and work conceptually the same way, but as technologies
advance, the lights themselves can change from bulb to LEDs or the way
the lights change can be from using a timer to cycle through the lights to
using a system that is connected to a modern traffic network.

27
 Analysis and Optimization
In essence, the solution must be tested against the physical laws. The
manufacturability of the chosen product also must be checked to ensure its
usefulness. A product may satisfy the physical laws, but if it cannot be
manufactured, it is a useless product.
This stage is put in iterative sequencing with the original synthesis phase.
Often, analysis requires a concept to be altered or redefined then reanalyzed,
so that the design is constantly shifted between analysis and synthesis.
Analysis starts with estimation and is followed by order of magnitude
calculation.

28
 Experiment
The experiment stage in engineering design requires that a piece of hardware
is constructed and tested to verify the concept and analysis of the design as to
its work ability, durability, and performance characteristics. Here the design on
paper is transformed into a physical reality. Three techniques of construction
are available to the designer:
1. Mock-up
2. Model
3. Prototype

29
 Marketing
This stage requires specific information that defines the device, system, or
process. Here the designer is required to put his or her thoughts regarding the
design on paper for the purpose of communication with others.
Communication is involved in selling the idea to management or the client,
directing the shop on how to construct the design, and serving management in
the initial stages of commercialization.

The description should take the form of one of the following:

1. A report
2. A flyer

30