tim finnegan anthony pinter chris mcelroy chase huckestein
TRANSCRIPT
Table of Contents
1. Project Conceptualization2. Problem Definition3. Customer Survey4. Survey Analysis5. Camera Dissection6. Current Camera Costs7. E-Waste
8. Attributes9. Weighted Objective Tree10. Specifications11. Morphological Table12. Comparing Alternatives13. Final Design14. Final Design Model
Project Conceptualization
We recognize the need for Kodak to redesign the disposable camera to maximize profit.
1
Problem Definition
Kodak has been losing money for years, and is on the verge of bankruptcy
A redesigned disposable camera could tap into groups of people that would normally not purchase disposable cameras
2
Customer Survey
3
Brand Frequency Reason Price ($) Important Quality
Kodak Rarely Spontaneously 10 Flash
Kodak Every few months Sporting events 5 Cheap
Cannon Rarely Forgot own camera 5 Flash
Kodak Rarely Forgot own camera 8 Easy-to-Use
Cannon Monthly Travel 7.5 Durable
Fiji Rarely Spontaneously 6 Cheap
Kodak Rarely Forgot own camera 10 Flash
Kodak Rarely Travel 3 Cheap
Fiji Never Not a big deal to lose 5 Cheap
Kodak Every few months Sporting events 7 Picture Quality
Fiji Never Forgot own camera 8 Flash
Kodak Rarely Spontaneously 8.5 Attractive Design
Kodak Never Spontaneously 4 Cheap
Cannon Every few months Special events 9 Durable
Kodak Rarely Forgot own camera 8 Easy-to-Use
Nikon Rarely Spontaneously 3 Cheap
Cannon Rarely Spontaneously 6 Cheap
Kodak Frequently Sporting events 10 Flash
Kodak Never Special event 7 Cheap
Cannon Rarely Forgot own camera 9 Cheap
Survey Analysis
Consumer Survey Results:
Most Popular Brand Kodak
Highest FrequencyRarely (55% of respondents)
Most Important Reason Spontaneous & Forgot
camera
Average Price $6.95
Most Important QualityInexpensive (45% of
respondents)
4
Camera Dissection
5
Current Camera Costs
Total Production Cost: $3.80
Suggested Retail Price: $7.99
6
Part Cost/Part ($)
Batteries 0.35
Bulb, Flash 0.45
Bulb, Other 0.09
Circuit Board0.06 (per square
inch)
Capacitors 0.11
Coils, Inductors, Transformers
0.12
Diodes 0.05
Resistors 0.08
Stamped Metal Parts
0.02
Transistors 0.08
Wire0.005 (per
centimeter)
E-Waste
E-waste is a form of waste consisting of electronic parts that have not completed their life cycles
E-waste is full of highly toxic chemicals and heavy metals, and can contribute to environmental damage1
In order to appeal to consumers and reduce our environmental impact, our redesigned camera should be designed to limit environmental impact
71. http://earthtrends.wri.org/updates/node/130
Attributes Disposable Camera:
Camera should be cheap Camera should still take excellent pictures Camera should not have a battery
Camera should still have a flash
Camera should be easy to distribute Camera should have an appealing design
Give the consumer different choices Different colors
Camera should have minimal packaging Allows the consumer to see the camera quickly
Plastic wrapping
Camera should be sustainable Camera should be made of reusable or biodegradable material
Biodegradable components Used film, film canisters
Reusable components Camera case and electronic parts
8
Weighted Objective Tree
9
Materials1.0 | 0.3
Biodegradable Material
0.4 | 0.12
Reusable Material0.6 | 0.18
Used Film
Case
Appealing Design0.6 | 0.18
Minimal Packaging0.4 | 0.12
Consumer Appeal1.0 | 0.18
Viewing Product1.0 | 0.12
DifferentColors
Clear Plastic Packaging
Picture Quality0.5 | 0.2
No Battery0.5 | 0.2
Flash1.0 | 0.2
Redesigned Camera1.0 | 1.0
Cheap0.4 | 0.4
Easily Distributed0.3 | 0.3
Sustainable0.3 | 0.3
Film Canisters
Electronics
Primary Goal Objectives Constraints Features Means
Specifications
Camera must be cheap
Camera must have a flash, but no battery
Camera must be designed to offer the consumer a design choice
Camera should be easy to use, and provide the consumer with clear instructions
Camera must be environmentally friendly
Camera must provide the customer the same high quality photos that Kodak is know for
Camera must be able to survive a ten foot drop, and be waterproof
10
Morphological Table
11
Features 1 2 3 4Powering
FlashHand Crank
No Flash Solar Power Shake Camera
Consumer Appeal
Different color cases
Different languages on label
How-to pictures on
label
Big buttons and cranks
Viewing Product
Plastic Sheath
See through plastic window
Removable hang-tab
Picture on outside of box
Biodegradable
Film that dissolves in water
Degradable plastic
outer casing
Biodegradable packaging
Plastic components instead of metal
Reusable Reusable outer casing
Reusable camera
film
Consumer can reload
camera with film
Electronics can be reused when case become unusable
Comparing Alternatives
12
Constraints/Objectives
Weight (%)
Hand-crank with reusable film and hang-
tabs
No electronics with see through
window and reusable case
Solar powered
with reloadable
film and cardboard
box
Shake-power with plastic sheath and
reusable film
C: Good Photo Quality
C: No battery with flash
X
C: Appealing Design
C: Minimal Packaging
X
C: Reusable Materials
O: Cheap 400.8 | 40%
32%
0.2 | 40%8%
O: Easily Distributed
300.5 | 30%
15%
0.5 | 30%15%
O: Sustainable 300.5 | 30%
15%
0.5 | 30%15%
TOTALS: 62% 38%
Final Design
Eliminate battery Replace with a crank to provide sustainable power Lower flash strength to reduce power requirement Widen camera lens to make-up for reduced flash
power Eliminate boxes and bags
Replace with a single hang-tab Allows consumer to see the camera and reduces
materials and cost Develop a reusable film
Reduces overall cost and environmental impact Change case plastic to use bio-plastics
Use 65% less energy to produce2
132. http://www.foodservicewarehouse.com/education/going-green/disposables-bioplastics.aspx