Courtesy of Product Development Systems · PDF fileProduct Development Systems ... Life cycle design approach ... Production investment $150,000 $1 million $25 million $500 million

© BKA | Uni-Stuttgart | IRIS | Lecture | PDS | WS15-16

Bernadetta Kwintiana Ane and Dieter Roller

Institute of Computer-aided Product Development Systems (IRIS)

Faculty of Computer Science, Electrical Engineering and Information Technology

Universität Stuttgart

Product Development Systems Winter Semester 2015/2016

Courtesy of www.inmagine.com

Universität Stuttgart


Lecture Description

Credit : 2 SWS

Lecturing Time : Tuesday, 08.00 – 09.30

Room : 0.108, Informatics Building

REFERENCES

1. Ulrich, K. T. and Eppinger, S. D. (2012): Product Design and Development,

5th Ed., McGraw-Hill International, Singapore.

2. Voland, G. (2004): Engineering by Design, 2nd Ed., Prentice-Hall: New Jersey.

3. Dieter , G. and Schmidt, L. (2011): Engineering Design, 4th Ed., McGraw-Hill.

4. Roller, D. (2010): CAD Systems Development, Tools and Methods, Springer.


Lecture Outline

Dates Topic Description

Session 1 Introduction • Design trend and challenges

• New product development

Session 2

Product Development

Process

• Development process and organization

• Opportunity identification

Session 3 • Product planning

• Identifying customers need

Session 4 • Product specification

• Quality function deployment (QFD)

Session 5

• Concept generation

• Concept selection

• Concept testing*

Session 6 Product architecture

Session 7 Industrial design**


Lecture Outline

Dates Topic Description

Session 6

Product Development

Process

Design for manufacturing (DFM)

Session 7 Prototyping

Session 8 Axiomatic design***

Session 9

Machine design

Feature-based parametric modeling

Session 10 Machine element

Session 12 Machine design characteristic

Session 13

Life cycle design approach

• Life cycle theory in product development

• Life cycle and product-system concept

Methodological evolution in product design

Session 14 Design for X and design-centered

development model


Winter Semester 2015/2016

20.10.2015

Introduction to Product Development


Introduction

The economic success of most firms depends on their ability to identify the needs of customers and to quickly create products that meet these needs and can be produced at low cost.

Achieving these goals is not solely a marketing problem, nor is it solely a design problem or a manufacturing problem.

It is a product development problem involving of marketing, design and manufacturing functions.


Definitions: A product is somethhing sold by an enterprise to its customers.

Product development is the set of activities beginning with the

perception of a market opportunity and ending in the production, sale, and delivery of product.

This lecture focuses on products that are engineered, discrete and physical.

Introduction


Introduction

Design is regarded as the

“essence of engineering”.


Characteristics of Successful Product Development

Investor’s perspective – criteria:

“Successful product development results in products that can be produced and sold profitably”.

1. Product quality

How good is the product resulting from thedevelopment effort ?

Does it satisfy customer needs ?

Is it robust and reliable ?

Product quality is ultimately reflected in market share and the price that

customers are willing to pay.



3. Development time

How quickly did the team complete the product development effort ?

Development time determines how responsive the firms can be to competitive

forces and technological development, as well as how quickly the firm

receives the economic returns from the team’s efforts.

2. Product cost

What is the manufacturing cost of the product ?

capital equipment, tooling, and incremental cost of producing each unit

of the product.

Product cost determines how much profit accrues to the firm for a particular

sales volume and a particular sales price.



5. Development capability

Are the team and the firm better to develop future products as a result

of their experience with a product development project ?

Development capability is an asset the firm can use to develop products

more effectively and economically in the future.

4. Development cost

How much did the firm have to spend to develop the product ?

Development cost is usually a significant fraction of the investment required

to achieve the profits.


Who Designs and Develops Products ?

Marketing

Manufacturing Design

Marketing function mediates the interactions between the firm and its customers.

Design function plays the lead role in defining the physical form of the product to best meet customer needs.

Manufacturing function is primarily responsible for designing, operating, and/or coordinating the production system in order to produce the product.


Who Designs and Develops Products ?


Duration and Cost of Product Development

Attributes Stanley Tools

Jobmaster

Screwdriver

Rollerblade

In-Line Skate

HP DeskJet

Printer

VW New Beetle

Automobile

Boeing 777

Airplane

Annual Production

volume

100,000

units/year

100,000

units/year

4 million

units/year

100,000

units/year

50

units/year

Sales lifetime 40 years 3 years 2 years 6 years 30 years

Sales price $5 $150 $130 $20,000 $260 million

Number of unique parts 3 parts 35 parts 200 parts 10,000 parts 130,000 parts

Development time 1 year 2 years 1.5 years 3.5 years 4.5 years

Internal development

team (peak size) 3 people 5 people 100 people 800 people 6800 people

External development

team (peak size) 3 people 10 people 75 people 800 people 10,000 people

Development cost $150,000 $750,000 $50 million $400 million $3 billion

Production investment $150,000 $1 million $25 million $500 million $3 billion


The Challenges of Product Development

Trafe-offs: An airplane can be made lighter, but this action will probably increase manufacturing cost.

Dynamics: Technologies improve, customer preferences evolve, competitors introduce new products,

and the macroeconomic environments shifts.

Details: The choice of between using screws or snap-fits on the enclosure of a computer can have

economic implication of millions of dollars.

Time pressure: Product development decisions must usually be made quickly and even without complete

information.

Economics: Developing, producing, and marketing a new product requires a large investment.


The Challenges of Product Development

Product development is interesting precisely because it is challenging. Several intrinsic attributes that contribute to its appeal: Creation: Product development process begins with idea and ends with the production of a physical

artefact.

Satisfaction o societal and individual needs: All products are aimed at satisifying needs of some kind.

Team diversity: Successful development requires many different skills and talents.

Team spirit: Product development teams are often highly motivated, cooperative groups.


Benchmark Competitive Product: Apple’s Case

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Benchmark Competitive Product: Apple’s Case


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Apple’s Top Secret Product Development Process

Apple’s product process has held a strong fascination for many over the years as it defies long-held conventions about how it should work for companies.

Many aspects of Apple’s product development process have long been shrouded in mystery.

This is the framework on which every Apple product development is hung: 1. Every product at Apple starts with design

Designers are treated like royalty at Apple, where the entire product conforms to their vision.

The Industrial Design studio is the womb of all Apple products.


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2. A start-up is formed

Once a new product has been decided on, a team is organized and segregated from the rest of the company by secrecy agreements and sometimes physical barriers.

3. Apple New Product Process (ANPP)

Once the design of the product has begun, the ANPP is put into action.

It maps out the stages of the creation, who is responsible for completion, who will work on each stage and when they will be completed.

4. Products are reviewed every Monday

The ET (Executive Team) meets every Monday to go over every product

that the company has in process.


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5. The EPM mafia

Once a product begins production, two responsible people are enlisted to

bring it to fruition. The engineering program manager (EPM) and the

global supply manager (GSM). The former has absolute control of the

product process and is so powerful that it is referred to as the “EPM

mafia”.

6. Once a product is done, it is designed, built and tested again

At times there are leaks that display versions of a product like the iPhone

that we never see released. Many times these leaks come from China,

where a factory worker has been paid to hand off a prototype to a

blogger or journalist.


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7. The packaging room

A room in the Marketing building is completely dedicated to device

packaging.

The security here is dedicated to new products and to design.

8. The launch is controlled by the Rules of the Road

An action plan for the product launch is generated, called the Rules of the

Road.

It’s a top secret document that lists every significant milestone of a

product’s development up until launch.

Each milestone is annotated with a DRI (directly responsible individual)

that is in charge of making that item happen.

Losing or revealing this document to the wrong people results in an

immediate firing, as noted in the document itself

Documents

Courtesy of Product Development Systems · PDF fileProduct Development Systems ... Life cycle design approach ... Production investment $150,000 $1 million $25 million $500 million