Transcript Document

Importance of Product Design
1. Important for developed countries that cannot
compete in low cost labor for manufacturing
2. Most of the profit and wealth are generated
by new products
Design Considerations
How to minimize the risk and unnecessary reinvention
How to minimize cost?
How to shorten the time to market?
How to ensure product and service quality?
How to get Customer satisfaction?
How to ensure manufacturability?
How to take advantages of IT?
IE Methodologies for Prod Des & Dev
Benchmarking and reverse engineering
Rapid prototyping
Taguchi methods for robust design
Design For Manufacture/Assembly (DFM/A)
Ergonomics
Product styling
Concurrent Engineering
Quality function deployment (QFD)
Transportation logistics
Supply chain management
IT in Engineering:
CAD/CAM, solid modeling
Tolerance analysis and synthesis
Virtual engineering – simulation
Classifications of Product Design
1. Technology vs Market Driven
Technology driven:
arise out of a new technology or scientific discovery
small fraction of new products belong to this category
Examples
Air travel (invention of airplanes)
Light bulb (electricity and vacuum sealed bulbs)
Market driven:
arise out of market demand
involves modification of existing prod
Examples
PC  Laptop computer;
Electronic diary  PDA
Classifications of Product Design
2. Revolutionary vs. Evolutionary
Revolutionary: created by new technology.
May be technological breakthroughs, market driven, both.
Examples:
Semiconductor transistors (Shockley et al, 1956)
4-stroke IC engine (Nikolaus Otto, 1876)
Evolutionary: improve some aspect of an existing design, e.g.
Human factors, Using New Materials
Using New Manufacturing Techniques
New Design, Mass customization
Using New Clever Packaging
Examples:
Microsoft™ Internet Explorer
Pilot™ ball-point pens
Corporate Strategies
1. Pioneering: firms that want to be innovation leaders
- High R&D budget
Examples: Xerox PARC, (former) AT&T Bell Labs
2. Responsive: Respond to pioneering competitors
- Lower risk than pioneer;
- Main expense: improving the product
- May need to pay royalties, buy patents
Example: Microsoft™
Corporate Strategies
1. Traditional
- Companies that have fixed product and clients
- Low level, evolutionary improvements
Examples:
Electricity, Water supply
2. Dependent: Design done by partner (OEM companies)
- Low risk
- Low return (manufacturing margins are low)
Corporate Strategy comparison
Company priorities for different innovation strategies
[source: Baxter, p106-108]
R&D
Innovative
Design
Time to Prn Engg
market
Technical
Marketing
Patents
Pioneering
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Responsive
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Traditional
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Dependent
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Example 1
Invention of airplanes  existence of air carriers/ air mail
Dec 17 1903, Wright Brothers make first
powered flight (12 sec) in the world
Cover commemorating the fist airmail (18 Feb, 1911, French
pilot Henri Pequet flew from Allahbad to Naini, 8 Km away,
in India, going 40 mph at 130 ft.)
Example 2
Vacuum tube  integrated circuit (IC)
Example 3
Instant film (Polaroid Instant Camera)
Edwin Land founded Polaroid in 1937
Polarizing filters for cameras, sunglasses
Inspiration: daughter’s impatience
Polaroid Model 95 Land cam (’48)
Example 4
Keyboard (Evolutionary, HF)
Dell
Comfort
Belkin
Microsoft
Example 5
Product Family (mass customization)
One computer  choice of mouse [standard, wireless, track ball]
 choice of drive
 choice of memory …
Example 6
Hand copying  Photocopiers
Early 1800’s: Carbon paper
Early 1900’s: Mimeographs (T.E. Edison)
Mid 1900’s: Xerox copier (C. Carlson)
Source: http://www.creativepro.com/story/feature/23030.html
Example 7
Textile Manufacture
(a) Hand-spinning  Spinning Jenny
Example 7
Textile Manufacture
(b) Hand Loom  Flying shuttles  Power Looms
Ancient hand loom
Hand loom with flying shuttle (John Kay)
The flying shuttle was the wooden ‘needle’
pulled by a thread, to weave one row of the
cross-threads (wefts) through the array of
longitudinal yarns (warps).
Power looms (Edmund Cartwright)
Series of power looms set up in a large
production shop – these were the first
factories.
Example 8
Different generations of computer chips (Evolutionary)
Intel
Year
processor
Notes
< 3000 transistors,
108 KHz clock
4004
1971
80486
First chip that allowed PC to
have point-and-click
1989 applications
Pentium
IV
2000
42 million transistors, 0.18 m
technology, 1.5G Hz
Image
Example 8 contt.
First (GUI): Apple (based on GUI from Xerox PARC)
The Apple Lisa, 1983, Motorola 68000 cpu
5 MHz, 12” black-white monitor, mouse
Example 9
Soda-can opening-mechanism
Example 10
Glass vs. plastic bottles (new materials)
Example 11
Tennis racquets (new materials)
Wood  Aluminum  Graphite
 Fiberglass  Titanium composite  Hyper-carbon
Graphite+HyperCarbon+Ti+Cu
(Prince)
Graphite+kevlar (Slazenger)
Graphite+titanium (Head)
Graphite (Pro Kennex)
wood
Example 12
Transparent case iMac computer
(New Packaging: marketing driven)
Example 13
Federal Express (New Service)
Example 14
Platform engineering:
Multiple different models used by multiple brands within a group of companies