Lecture 2 September 28, 2006

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Lecture 2September 28, 2006
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Curricula(This is subject to change! The website
gives the definitive versions!)
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The 2006 Schedule
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Introduction to the Product Design Process
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Some Characteristics of Product Design

• Affects all people in the world
• Changes and improves peoples lives
• A strong determinant in national standards of
  living
• Fundamentally drives our economic system by
• Providing the link between what people need and
  want (marketing) and what an enterprise can make
  (production).
• Providing the link between new knowledge on what
  is possible (research) and new useful objects
  (product)
• Is highly creative
• The output never existed before
• Is highly complex
• Involves the linked contributions of many
  different skills

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Some Characteristics of Product Design

• Is highly evolving
• learns from the past
• anticipates (and sometimes brings about) the
  future
• subject to rapid change
• highly timing dependant
• Can be esthetically pleasing
• the product
• sometimes the process

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What has changed in the last 5 years?

• In the Developed World
• Geo-politically
• Economically
• In the Developing World (Guatemala)
• In Technology
• In Business

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Whats changed?
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How has this affected the way we develop products
in the US?
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How has this affected the way we develop products?

• New Emphasis on Sustainability
• Ford, HP, GE, BP
• Outsourcing and Globalization
• Global Warming
• Price of oil
• Customer focus
• Death of Familiar companies
• Rise of new start-ups
• Fast Manufacturing
• Higher Quality
• Process-centered
• Ethical Issues
• Information and Internet enabled

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Product Design as a Process
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How do you characterize a business entity?

• Consider a business as a black box. . .
• Environmental niche
• Structure
• Inputs and outputs
• What else?

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What goes on in an Organization?

• Could be
• A company
• An NGO
• A Club
• Caltech
• A Government
• Poll the average employee or student and ask what
  they are doing today

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A Process

• What is a Process?
• A set of actions with decision points which
  describe a flow of activities
• Why a Process?
• Repetition allows for continuous learning
• Dont need to reinvent the wheel
• Improvement of a process, improves all outputs
  developed using that process
• Can tell where you are
• Can tell where you are going
• Can tell how you are doing
• Forces clear roles and responsibilities
• for smooth handoffs avoiding dropped balls,
  overlaps and misunderstandings
• Is a common language, extensible to other domains
  
• Can import ideas from other domains

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What are some examples?

• Performing an experiment
• Synthesizing a new material
• Building a device
• Writing a grant proposal
• Or. . .
• Waking up and arriving at work
• Writing bills at the end of the month
• Mowing the lawn
• Paying your bills
• Planning a vacation
• Getting an Art Center, Landivar or Caltech degree
• Or. . .
• Building a product

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Process Mapping
A process has. . . - A Beginning - An End - A
Duration (C/T) - Entitlement - Theoretical -
Actual Sequential Actions (flow) Decision
Points Quality Performance Efficiency For
example, this course
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What Metrics Characterize all processes?

• Cycle time
• average time for products to be designed
• Quality
• defects in process
• Cost
• development cost per product in dollars, people
• Performance
• Are products competitive? Do they work to
  customers requirements?
• Are these co-variant?
• How would you measure these characteristics?
• How would you characterize industrial products by
  these metrics?
• How would you characterize products for the
  developing world by these matrics

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Work Example of a process

• Getting a job

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Another example Getting a degree
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Three Fundamental Business Processes

• 1. Make/Market
• To take an order
• To manufacture the product
• To ship the product
• To collect the payment for the product
• 2. Design Develop
• To conceive the product
• To design the product
• To transfer the product to steady-state
  manufacturing
• 3. Strategic
• To write and execute a strategic plan
• All organizational activity is contained in
  these processes or directly supports them

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The Product Development Process is conceptually
independent of arena(Business, non-profit, etc.)

• Needs identification
• Context Discovery
• Mkt
• Mfg
• Technology
• Financial
• Company Core Competencies
• Financial objectives
• Financial Constraints
• Ideation (Brainstorming)
• Concept Selection
• Concept Development
• System Specification
• Architectural Decomposition
• Product Plan
• Detailed Development
• Software
• Hardware
• Systems Integration and Test

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Questions

• Which of these step takes the longest?
• Which should take the longest?
• Which costs the most?
• Where is it hardest to correct mistakes?

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An old business chart. . .
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Phase Exit Reviews

• To put discipline in process, DFX tools must be
  used at their appropriate phase in the process
• Outside reviewers are employed to assure that the
  process is followed
• If the product is not ready, it can not go to the
  next phase
• In our class the discipline is less strict but we
  can learn from the above

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Result for an organization
Lots of choices
Selection
Few final products
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Concurrent Engineering

• Design/Build Team
• Early Problem discovery
• Early Decision making
• Cross Functional team optimized designs

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Old Way
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Linear to Concurrent
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Cross Functional Teams
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Product Metrics

• Quality
• How well the product satisfies specifications
• Measured in DPU
• Cost
• Meets specs
• Competitive
• Profitable
• Speed
• How long did the product take to get to market?
• Performance
• Did the product perform to specifications
• Were specs sufficiently aggressive?

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Manufacturing Process

• Quality
• Yield, redo rate (First pass yield)
• Product DPU (Defects per Unit)
• Cost
• per unit
• standard parts use (inventory)
• capital avoidance
• Speed
• Cycle Time (Order Entry to Delivery)
• Performance
• Productivity
• Management of Variation
• fill rate
• Capacity
• Max Product per unit time

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Superior Vs Average Company
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Who has the most influence on the cost of the
Product?

• Design Engineering
• Marketing
• The Factory
• Materiel
• ?

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How do you improve process?

• Map the process
• Use all people who touch process
• Do from the viewpoint of design
• Look for white spaces
• Look for distance traveled
• Look for re-dos
• Look for scrap
• Look at robustness
• Look at predictability
• Make sure DFX methodology is employed
• Concentrate on Cycle time and quality of process-
  other attributes follow

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DFX

• A good product development process is
  characterized by the inclusion of anticipatory
  team-driven tasks which will
• Avoid downstream surprises
• Cause the product to meet specifications
• Performance
• Quality
• Cost
• Time to market

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Design For X (DFX)cont.

• Quality
• Minimization of Cost of Poor Quality
• Reliability
• Serviceability
• Adaptability to variability in materials and
  manufacturing conditions
• Adaptability to various use conditions

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Design For X (DFX)cont.

• Societal Constraints
• Compliance with Regulatory Agencies
• All other Legal constraints (International?)
• Intellectual property protection
• Industry Standards
• Environmental
• Pollution and toxicity
• Safety of use and manufacture
• Disassembly
• Recycling and disposal
• Reuse/remanufacture
• Ethical issues
• Product
• Process

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Strategic

• Adheres to what you want to accomplish
• Positioned to beat competition
• Investment required
• Product and technology platforms

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Design For X (DFX)cont.

• Sales and marketing (Customer alignment)
• Meets Customers needs
• Design to Cost to allow Target pricing
• Time to market
• Product Price/Volume/Feature mix
• Packaging and Labels
• Advertising strategy, plan and literature
• Catalogues

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Design For X (DFX)cont.

• User-Friendliness
• Ergonomics
• Aesthetics
• Instructions and training

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Design For X (DFX)cont.

• Manufacturing and Producability
• Make/buy
• Supplier alignment
• Integration of new manufacturing into previous
  manufacturing process with minimum disruption and
  capitalization costs
• Maximum responsiveness to surges (and declines!)
  in demand
• Ease of Assembly/Manufacturability /Modularity
• Parts minimization
• Testability
• Inspectability
• Standardization

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Design For X (DFX)cont.

• After market Support and Servicing
• Training of factory personnel, sales force,
  customers. Manuals and Documentation
• Maintainability
• Spare Parts availability
• Customer assembly
• Logistics
• Upgradability
• Shelf life and Storage
• Installability
• Warranties

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Design For X (DFX)cont.

• How do we apply this corporate thinking to
  products for the developing world?
• What are some of the special issues in building
  products for the developing world?

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• Issues in building products for the Developing
  World
• Infrastructure
• Communication
• Transportation
• Power availability
• Government interference and corruption
• Business partners
• Culture
• Poverty
• Literacy
• Birth rate
• Religion
• History of exploitation
• Business sustainability
• Capital
• Organization
• Profit
• Cash Flow
• Distance between developers and users

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How do we address these issues?

• Infrastructure
• Communication
• Transportation
• Power availability
• Government interference and corruption
• Business
• Other?

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How do we address these issues?

• Culture
• Poverty
• Literacy
• Birth rate
• Religion
• History of exploitation
• Market forces vs government planning

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How do we address these issues?

• Business sustainability
• Capitalization
• Organization
• Profit
• Cash Flow

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How do we address these issues?

• Distance between developers and users
• Lack of involvement (push) products
• Cycle Time

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Some thoughts on addressing these issues

• Infrastructure
• Communication- Need internet connection-
• Transportation- Local mfg and assembly
• Power availability/reliability- Need at least
  minimum capability
• Government interference and corruption- Need
  person of character and influence as partner
• Business- Business smarts more important than
  technical smarts

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Culture Work with in-country expert or with
local ex-pat Poverty Offer opportunity Literacy
Use students as part of team History of
exploitation Earn trust through success one step
at a time. Use indigenous technology when
appropriate for buy-in Market forces vs
government planning Can you leverage this?
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Some thoughts on addressing these issues-
continued

• Business sustainability Develop contact with
  skin-in-the-game
• Profit Necessary motive?
• Investment In-country investment can be
  relatively small but it must be significant for
  co-investor. In-kind OK.
• Distance between developers and users
• Lack of involvement (push) products See above
  investment required
• Cycle Time Minimize re-dos. Use rapid prototyping
  to involve in-country partner in market research
  and in test marketing product

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For this course as part of your output

• Critique these ideas.
• What do you think works?
• Write a DFX for the Developing World

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A Word on Technology

• Engineering

Science

• Can the Technology be manufactured with
• known manufacturing processes?
• Are the critical parameters that control the
• new Technologys functions identified?
• Are the safe operating ranges known?
• Have the failure modes been evaluated?
• Have the life cycle effects been evaluated?
• Are the environmental effects known?

If yes, engineering. If no, science
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A Product Delivery Process with Science
A Miracle Happens here!
After- Market Service
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This week-end

• Finalize teams and products
• Contact your Landivar teammate
• Write Mission Statement
• Read handout from Ulrich and Eppinger
• Write your team mission statement
• Due Tuesday is four team is formed
• Due Thursday if you are still working it.