part four development
Post on 28-May-2022
3 Views
Preview:
TRANSCRIPT
PART FOUR
DEVELOPMENT
DevelopmentFigure IV.1
Chapter 13
Design
What Is Design?
• Has been defined as “the synthesis of technology and
human needs into manufacturable products.”
• In practice, design can mean many things, ranging from
styling to ergonomics to setting final product specifications.
• Design has been successfully used in a variety of ways to
help achieve new product objectives.
• One thing it is not: an afterthought; “prettying up” a product
that is about to manufactured!
• “Beautiful is not enough. The product must be useful.
Design includes the whole human interface.” (Ken Munsch
of Herman Miller)
The Role of Design at Apple
• Firms such as Apple, judged high in design
effectiveness, have superior returns on sales, net
incomes, and cash flows.
• Apple routinely praised for the modernistic,
intuitive designs of iPads, iPhones, and other
devices.
• Clean, simple appearance of Apple devices
directly traceable to the ‘60s record players and
radios of German designer Dieter Rams.
• Design is certainly not an afterthought at Apple!
Design-Driven Innovation
• “Design introduces a bold new way of competing.
Design-driven innovations do not come from the market;
they create new markets. They don’t push new
technologies, they push new meanings.” (Design expert
Roberto Verganti)
• In design-driven innovation, design itself has the
leadership role (unlike market-pull or technology-push
innovation).
• Product functionality is as important to excellent design
as is appearance or aesthetics.
Contributions of Design to the
New Products ProcessFigure 13.1
• Design for Speed to Market (Ingersoll-Rand Cyclone
Grinder)
• Design for Ease of Manufacture (IBM Proprinter)
• Design for Differentiation (Haworth and Steelcase office
equipment)
• Design to Meet Customer Needs (“user oriented design”)
(Crown Equipment Rider Counterbalance forklift trucks)
• Design to Build or Support Corporate Identity (Apple, BMW)
• Design for the Environment (Subaru, Apple)
Principles of Universal Design
• Equitable Use: The design is useful to people with varied abilities.
• Flexibility in Use: The design accommodates a wide variety of preferences.
• Simple and Intuitive to Use: The design is easy for anyone to understand.
• Perceptible Information: The design communicates the required information to the user.
• Tolerance for Error: The design minimizes adverse consequences of inappropriate use.
• Low Physical Effort: The design can be used efficiently by anyone with minimal fatigue.
• Size and Space for Approach and Use: The product is easy to reach, manipulate, and use.
• Source: James M. Mueller and Molly Follette Story, “Universal Design: Principles for Driving Growth Into New Markets,” in P. Belliveau, A. Griffin, and S. Sodermeyer (eds.), The PDMA Toolbook for New Product Development (New York: Wiley, 2002), pp. 297-326.
Figure 13.2
Range of Leading Design
ApplicationsPurpose of Design
Aesthetics
Ergonomics
Function
Manufacturability
Servicing
Disassembly
Item Being Designed
Goods
Services
Architecture
Graphic arts
Offices
Packages
Figure 13.3
Product Architecture
• The process by which a customer need is
developed into a product design.
• Solid architecture improves speed to
market, and reduces the cost of changing
the product once it is in production.
• Product components are combined into
“chunks,” functional elements are
assigned to the chunks, and the chunks
are interrelated with each other.
Product Architecture IllustrationFigure 13.4
Product Architecture and
Product Platforms• Product architecture development is
related to establishing a product platform.
• If chunks or modules can be replaced
easily within the product architecture,
“derivative products” can be made from
the same basic platform as technology,
market tastes, or manufacturing skills
change.
• Examples: 200 versions of the Sony
Walkman from four platforms.
Assessment Factors for an
Industrial DesignFigure 13.5
Prototype Development
• Comprehensive Prototype: complete, fully-
functioning, full-size product ready to be
examined by customers.
• Focused Prototype: not fully functioning or
developed, but designed to examine a
limited number of performance attributes
or features.– Examples: a crude, working prototype of an electric
bicycle; a foam or wood bicycle to determine
customers’ reactions to the proposed shape and form.
Model of the Product Design
ProcessFigure 13.6
Improving the Interfaces in the
Design Process• Co-location
• Digital co-location
• Global teams
• Produceability engineer
• Upstream partnering with vendors
Computer-Aided Design (CAD)
• Greatly accelerates the design step and allows
assessment of multiple possible designs without
building expensive prototypes.
• Design for Manufacturability (DFM): search for
ways to minimize manufacturing costs.
• Design for Assembly (DFA): search for ways to
ease assembly and manufacture.
• Rational for DFM: A seemingly trivial detail in
design phase might have huge manufacturing
cost consequences later on!
Some of the Uses of CAD in
Auto Industry• Determining fit of subassemblies: does the
radio/CD player protrude too far into the
engine area?
• Facilitating “decking” of cars (attaching the
powertrain to the upper body): do all the
pieces fit together perfectly?
• Crashworthiness: can we modify any
aspects of the car’s design to improve its
ability to protect the passengers in a
crash?
Newer Developments in CAD
• Stereolithography (rapid prototyping)
• Mechanical computer-aided engineering
(MCAE)
top related