part four development
TRANSCRIPT
![Page 1: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/1.jpg)
PART FOUR
DEVELOPMENT
![Page 2: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/2.jpg)
DevelopmentFigure IV.1
![Page 3: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/3.jpg)
Chapter 13
Design
![Page 4: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/4.jpg)
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)
![Page 5: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/5.jpg)
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!
![Page 6: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/6.jpg)
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.
![Page 7: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/7.jpg)
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)
![Page 8: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/8.jpg)
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
![Page 9: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/9.jpg)
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
![Page 10: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/10.jpg)
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.
![Page 11: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/11.jpg)
Product Architecture IllustrationFigure 13.4
![Page 12: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/12.jpg)
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.
![Page 13: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/13.jpg)
Assessment Factors for an
Industrial DesignFigure 13.5
![Page 14: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/14.jpg)
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.
![Page 15: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/15.jpg)
Model of the Product Design
ProcessFigure 13.6
![Page 16: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/16.jpg)
Improving the Interfaces in the
Design Process• Co-location
• Digital co-location
• Global teams
• Produceability engineer
• Upstream partnering with vendors
![Page 17: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/17.jpg)
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!
![Page 18: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/18.jpg)
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?
![Page 19: PART FOUR DEVELOPMENT](https://reader033.vdocuments.site/reader033/viewer/2022053012/62912a29d3f02a6b7506dd78/html5/thumbnails/19.jpg)
Newer Developments in CAD
• Stereolithography (rapid prototyping)
• Mechanical computer-aided engineering
(MCAE)