Transcript Product Design and Analysis

Product Design
Dr. M. Gunawan Alif
MMUI & Binus Business School
Product Design is not easy
• Too bulky or underpowered vacuum
cleaners
• Cereal boxes with protective packaging
that rips when first opened and thus no
longer protects.
• Unclear labeling on a self-serve pump
• The color is so bright and looks cheap.
• Etc, etc...
Product Design is not easy
Product Analysis
• Everyday we use thousands of different products
– from telephones to bikes and drinks cans to washing
machines
• How do they work or how are they made?
• Product design can be understood through
product analysis
– the important materials, processing, economic and
aesthetic decisions required before any product can
be or is manufactured
Product Analysis
• Become familiar with the product!
– What does it do?
– How does it do it?
– What does it look like?
• Consider the obvious mechanical,
electrical, ergonomics, and marketing
issues
– These are likely to have impact on the later
design decisions
Example: Bicycle
• What is the function of a bicycle?
• How does the function depend on the type of
bike (e.g. racing, or about-town, or child's bike)?
• How is it made to be easily maintained?
• What should it cost?
• What should it look like (colors, spokes, etc.)?
• How has it been made comfortable to ride?
• How do the mechanical bits work and interact?
• How is safety provided for?
• …
If we do this for a number of products we can begin to see structure.
Design Questions (leading to a
design specification)
• What are the requirements on each part (electrical,
mechanical, aesthetic, ergonomic, etc…)?
• What is the function of each component and how does
each work?
• What is each part made of and why?
• How many of each part are going to be made?
• What manufacturing methods were used to make each
part and why?
• Are there alternative materials or designs in use and are
there possible improvements?
• These are specific questions and differ per product
Example Cup Design Specification
• Provide a leak free environment for storing liquid
• Comply with food standards and protect the liquid from
health hazards
• For fizzy drinks, withstand internal pressurization and
prevent escape of bubbles
• Provide an aesthetically pleasing view or image of the
product
• If possible create a brand identity
• Be easy to open
• Be easy to store and transport
• Be cheap to produce for volumes of 10,000+
• …
Contribution of Design to NPD Process
Design for speed to market
Design for Ease of Manufacture
Design for differentiation
Design to meet customer needs
Design to build or Support Corporate identity
Design for the environment
Universal Design: Principle 1
• Equitable Use: The design is
useful and marketable to people
with diverse abilities
Guidelines
1a. Provide the same means of use
for all users: identical whenever
possible; equivalent when not
1b. Avoid segregating or
stigmatizing any users
1c. Provisions for privacy, security,
and safety should be equally
available to all users
1d. Make the design appealing to
all users
Universal Design: Principle 2
• Flexibility in Use: The design
accommodates a wide range of
individual preferences and
abilities
Guidelines
2a. Provide choice in methods of
use
2b. Accommodate right- or lefthanded access and use
2c. Facilitate the user's accuracy
and precision
2d. Provide adaptability to the
user's pace
Universal Design: Principle 3
• Simple & Intuitive to use: Use of
the design is easy to understand,
regardless of the user's experience,
knowledge, language skills, or
current concentration level
Guidelines
3a. Eliminate unnecessary
complexity
3b. Be consistent with user
expectations and intuition
3c. Accommodate a wide range of
literacy and language skills
3d. Arrange information consistent
with its importance
3e. Provide effective prompting and
feedback during and after task
completion
Universal Design: Principle 4
• Perceptible Information:The design
communicates necessary information
effectively to the user, regardless of
ambient conditions or the user's sensory
abilities
Guidelines
4a. Use different modes (pictorial, verbal,
tactile) for redundant presentation of
essential information
4b. Provide adequate contrast between
essential information and its surroundings
4c. Maximize "legibility" of essential
information
4d. Differentiate elements in ways that can
be described (i.e., make it easy to give
instructions or directions)
4e. Provide compatibility with a variety of
techniques or devices used by people with
sensory limitations
Universal Design: Principle 5
• Tolerance for Error: The design minimizes hazards and
the adverse consequences of accidental or unintended
actions
Guidelines
5a. Arrange elements to minimize hazards and errors:
most used elements, most accessible; hazardous
elements eliminated, isolated, or shielded
5b. Provide warnings of hazards and errors
5c. Provide fail safe features
5d. Discourage unconscious action in tasks that require
vigilance
Universal Design: Principle 6
• Low Physical Effort: The design can be used efficiently
and comfortably and with a minimum of fatigue
Guidelines
6a. Allow user to maintain a neutral body position
6b. Use reasonable operating forces
6c. Minimize repetitive actions
6d. Minimize sustained physical effort
Universal Design: Principle 7
• Size and space for approach & use:The design provides for
appropriate size and space for approach, reach, manipulation,
and use regardless of user's body size, posture, or mobility
Guidelines
7a. Provide a clear line of sight to important elements for
any seated or standing user
7b. Make reach to all components comfortable for any seated
or standing user
7c. Accommodate variations in hand and grip size
7d. Provide adequate space for the use of assistive
devices or personal assistance
Product Architecture
• Product contains components (CD players has
a chassis, motors, disk drive, speaker and so
on), that can be combined into chunks (the
base, the disk handling system, the recording
system, and the sound producing system). A
product is also composed of functional
elements (for a CD player, these might include
reading disks, recording sound, producing
sound, and adjusting sound quality).
•  The product architecture is how the functional
elements are assigned to the chunks and how
the chunks are interrelated.
Design for Manufacturing (DFM)
• Value Analysis (or engineering)
– Simplification of products and processes
• Modular Design
– Multiple products using common parts,
processes and modules.
Value Analysis
• Terms in Value Analysis:
– Objective: primary purpose of the product
– Basic Function: Makes the objective possible
– Secondary Function: How to perform the basic
function
• Value analysis seeks to improve the secondary
function, e.g. how to open a can or make a tool
box.
3-19
Objectives of Value Analysis
• Enhance the design of a good or service to
provide higher quality at the same price, or the
same quality at a lower price.
• Modify the design of production process to lower
the cost of a good or service while maintaining
or improving quality.
• In other words, improve the ratio of usefulness
(quality) to cost.
3-20
DFM: An Example
(a) The original design
(b) Revised design
(c) Final design
Assembly using
common fasteners
One-piece base &
elimination of fasteners
Design for push-and-snap
assembly
3-21
DFM: An Example (continued)
a.
b.
c.
Original Design
•
24 different parts to assemble
•
7 unique parts to manage in inventory
Revised Design
•
4 different parts to assemble
•
3 unique parts to manage in inventory
Final Design
•
2 parts to assemble and manage
Question: How easy would it be to detect an assembly error with
each of the designs?
3-22
Value Analysis at Toyota
GM has 26 different seat frames.
Toyota has 2.
Toyota’s advantage: $500 million
Source: Business Week, 31 July 2006, p. 57.
Value Analysis at GM
Bo Andersson (VP Global Purchasing)
discovered that door hinges on large SUVs
and trucks could be made from 3 parts
instead of 5. Savings: $21 per truck or
$100 million total. It still took him three
months to convince the engineers to change.
Source: Business Week, 31 July 2006, p. 57.
Modular Design
• Allows greater variety through ‘mixing and
matching’ of modules
• Develops a series of basic product components
(modules) for later assembly into multiple
products
• Reduces complexity and costs associated with
large number of product variations
• Easy to subcontract production of modules
Not in Vacum
New product must always be
iniline with needs and wants of
its target audience
Forecasters Are Often Right
In 1967 they said we would have:
• Artificial organs in humans by 1982.
• Human organ transplants by 1987.
• Credit cards almost eliminating currency by 1986.
• Automation throughout industry including some
managerial decision making by 1987.
• Landing on moon by 1970.
• Three of four Americans living in cities or towns by
1986.
• Expenditures for recreation and entertainment
doubled by 1986.
“Futurists”
• Consumer insight
• Ethnographies
• Trend reports
Forecasters Can Be Very
Wrong
They also said we would have:
• Permanent base on moon by 1987.
• Manned planetary landings by 1980.
• Most urbanites living in high-rises by 1986.
• Private cars barred from city cores by 1986.
• Primitive life forms created in laboratory by 1989.
• Full color 3D TV globally available.
Source: a 1967 forecast by The Futurist journal.
Note: about two-thirds of the forecasts were correct!
Forecast: Generational Shifts
Civic
(Millennials)
(GI Generation)
• Correct ills of Reactive
• Era of prosperity and strength
• Pervasive optimism
• Uplifting patriotic sentiment
Reactive
(GenX)
• Left reacting to changes initiated
by Idealists
• Often era of economic downturn
• Feelings of negativity and disenfranchisement
ubiquitous
Idealist
(Boomers)
• Change agents as tired of / rebel
against status quo of Adaptive
• Era of volatility (economic,
political, social, etc.)
Adaptive
(Silent)
• Follow trends from Civic
• More complacent
• Head down hard work
and life enjoyment
Trends!
The Project Overview
Uncertainties
Scaled Objective Values
Designer’s preferences
Selection method
1
Selected design
No. of Operations
Time/Operation
0.8
Weight
Cost
0.6
0.4
0.2
0
0
1
2
3
4
5
6
Pareto optimal designs
Product attributes
Design alternatives
Objective: Select the product design that accounts for both
customer’s requirements and designer’s preferences
Design Variables & Attributes
•
Design Variables
Set of input variables (parameters) to the design simulation software
(e.g. Motor type, Gear type, Gear ratio, DC voltage, Ambient
temperature)
• Performance Attributes
Set of attributes that is the output of the simulation software, and
identifies a product design (e.g. Manufacturing cost, Weight, Time per
operation per battery charge)
Input Design
Variables
Simulation
Software
Design
Attributes
Design Alternative Generation
Two methods for generating design alternatives:
– Multiobjective Optimization
• Formulate a multiobjective optimization problem, solve
for the alternatives that satisfy the objectives
(performance attributes) the most.
• There is no closed form representation of the objective
functions
• The design input parameters consist of both continuous
and discrete variables
• Multiobjective Genetic Algorithm is a good choice to
handle this type of problems
• The solution points constitute a non-dominated set w.r.t.
all objective functions.
Design Aternative Generation
– Multiobjective Optimization Contd.
Example:
min Cost (Motor type, Gear type, Batter type, Skin material, Labor)
min Weight (Motor type, Gear type, Skin material)
s.t. Motor type integer between [1,20] Cost
Gear type integer between [1,14]
Battery type integer between [1,5]
Gear ratio real between [10,20]
Skin Material integer [1,3]
Pareto Frontier
Feasible Region
Pareto Solution
Weight
Design Alternative Generation
– Permutation Over Attributes
• Generating design alternatives by permuting the attributes over
all (or certain) levels
• Mapping between the attributes and the design variables is
simple(i.e. we can easily obtain the corresponding design
variables, once we get the attribute levels)
• Very easy to implement but less likely to be able to handle real
applications.
Example:
Motor type [1,5]
Gear type [1,3]
Battery type [1,2]
5x3x2 = 30 design alternatives
The Uncertainty
The uncertainty exists in the input design variables
– Sources of Uncertainty
• The market price of the parts
• The fluctuations in input voltage/current
• The measurement error in the manufacturing of the parts
• The quality of the material/parts
– The Uncertainty Modeling
• Using presumed distributions for certain events (i.e. normal
distribution for measurement error)
• Collecting the historical/field data and fit the best distribution using
BestFit® (Distribution of input design variables)
Ref: Crawford & Benedetto & online sources.
THANK YOU