Importance of Product Design

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Importance of Product Design

• 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

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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? H
ow to take advantages of IT?
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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
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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
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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
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Corporate Strategies

• 1. Pioneering firms that want to be innovation
  leaders
• - High RD budget
• Examples Xerox PARC, (former) ATT 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

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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)

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Corporate Strategy comparison
Company priorities for different innovation strategies source Baxter, p106-108 Company priorities for different innovation strategies source Baxter, p106-108 Company priorities for different innovation strategies source Baxter, p106-108 Company priorities for different innovation strategies source Baxter, p106-108 Company priorities for different innovation strategies source Baxter, p106-108 Company priorities for different innovation strategies source Baxter, p106-108 Company priorities for different innovation strategies source Baxter, p106-108
RD Innovative Design Time to market Prn Engg Technical Marketing Patents
Pioneering
Responsive -
Traditional
Dependent
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Example 1
Invention of airplanes ? existence of air
carriers/ air mail
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Example 2
Vacuum tube ? integrated circuit (IC)
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Example 3
Instant film (Polaroid Instant Camera) Edwin
Land founded Polaroid in 1937 Polarizing filters
for cameras, sunglasses Inspiration daughters
impatience
Polaroid Model 95 Land cam (48)
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Example 4
Keyboard (Evolutionary, HF)
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Example 5
Product Family (mass customization)
One computer ? choice of mouse standard,
wireless, track ball ? choice of drive ?
choice of memory
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Example 6
Hand copying ? Photocopiers
Early 1900s Mimeographs (T.E. Edison)
Early 1800s Carbon paper
Mid 1900s Xerox copier (C. Carlson)
Source http//www.creativepro.com/story/feature/2
3030.html
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Example 7
Textile Manufacture (a) Hand-spinning ? Spinning
Jenny
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Example 7
Textile Manufacture (b) Hand Loom ? Flying
shuttles ? Power Looms
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Example 8
Different generations of computer chips
(Evolutionary)
Intel processor Year Notes Image
4004 1971 lt 3000 transistors, 108 KHz clock
80486 1989 First chip that allowed PC to have point-and-click applications
Pentium IV 2000 42 million transistors, 0.18 m technology, 1.5G Hz
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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
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Example 9
Soda-can opening-mechanism
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Example 10
Glass vs. plastic bottles (new materials)
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Example 11
Tennis racquets (new materials) Wood ? Aluminum ?
Graphite ? Fiberglass ? Titanium composite ?
Hyper-carbon
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Example 12
Transparent case iMac computer (New Packaging
marketing driven)
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Example 13
Federal Express (New Service)
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Example 14
Platform engineering
Multiple different models used by multiple brands
within a group of companies