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Product Design (DE G531)

BITS Pilani
Pilani | Dubai | Goa | Hyderabad
Dr. Nitin Kotkunde

P rodu c t Des i gn

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P rodu c t Des i gn S t rat e gy

• Strategic Design Thinking: Go beyond the limits of the logic of “product” to evolve and
become the logic of user experience.

DE G531 – P R ODU C T D E S IG N 3 BITS-Pilani, Hyderabad Campus

S c op e of t he c o urs e

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BITS Pilani
Pilani | Dubai | Goa | Hyderabad

Chapter 1: Journeys in Product Development

Cont e nt

• Introduction to product design

• Four “C” of design
• Importance of the Engineering Design Process
• Types of Designs
• Problem-Solving Methodology
• Considerations of a good design
• Description Of Design Process
• Design review

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I nt ro duc t i on P rod uc t Des ign

• What is design?
– Numerous definitions
– Common human experience
– “To fashion after a plan!” [webster’s dictionary].
– Create something that has never been
– To design is to pull together (synthesis) something new or to arrange existing things in a
new way.
– Design establishes and defines solutions to and pertinent structures for problems not
solved before, or new solutions to problems which have previously been solved in a
different way”
– Good design requires analysis and synthesis
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I nt ro duc t ion P rod uc t De s ign

• Designing of new product – key battleground

• Product designers are front line troops

• Product is more than engineering

• Risk and opportunities

• Effective judgment over technology, market and time

• Product design is a blind search for a successful creation.

• Some examples:
– Commercial airplane manufacturers (1950s)
– Dell computer corporation – end to end user interface (1990s)
– Ford and Toyoto launched Sedans in 1996
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The F our C’s o f Des i gn

Choice

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I mp ort an c e of t he E ng inee ring Des ign

P roc e s s

Cost Commitment

Labour
15%
Overhead
50%
30%
Design

5% Production
and Material

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I mp ac t of E ngi neeri ng de s ign proc e s s

– Product cost

– Product quality

– Product cycle time

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Types o f Des ig ns

– Original design (Innovative design)

– Adaptive design

– Redesign (Variant design)

– Selection design

– Industrial design

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A P robl em-S ol vi ng Met h odo logy

Challenge of Engineering Design Process

Definition of the problem

Gathering of Information

Generation of alternative solutions

Evaluation of alternatives and

decision making

Communication of the results

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V aria t ions on t h e G eneri c P rodu c t

Develo pme nt P roc es s

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Cons ider at ion s of a g ood d es i gn

1. Achievement of performance requirements:

• Primary performance requirements
• Complementary performance requirements
• Useful life of the design, Reliability, Ease, Robustness, Safety and Maintenance.

• Environmental requirements for performance

• service conditions under which the product must operate
• How the product will behave with regard to maintaining a safe and clean environment, that is,
green design.

• Aesthetic requirements

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Cons idera t ion s of a g ood d es i gn

2. Life-cycle issues

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Cons ider at ion s of a g ood d es i gn

3. Regulatory and Social Issues

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Des c ript i on O f Des ig n P roc e s s

Design process (Morris Asimow : Morphology of design)

Conceptual Design
Embodiment Design
Detail Design
Planning for Manufacture
Planning for Distribution
Planning for Use
Planning for Retirement of the Product

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Des c ript i on O f Des ig n P roc e s s

• Phase I: Conceptual Design

• Phase II: Embodiment Design
• Phase III: Detail Design
• Phase IV: Planning for Manufacture
• Phase V: Planning for Distribution
• Phase VI: Planning for Use
• Phase VII: Planning for Retirement
of the Product

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I mp ac t of CA D

• The automation of drafting in two dimensions.

• Flexibility in modification of existing design.

• Three-dimensional modeling has become prevalent.

• Interior details of a 3D modeling

Applicability of CAD models:

• Design optimization

• Simulation (FEM)

• Rapid prototyping

• Manufacturing

• Concurrent engineering Boeing 777

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Des i gnin g t o Cod es a nd S t and ards

1. It makes the best practice available to everyone, thereby ensuring efficiency and
safety.

2. It promotes interchangeability and compatibility.

– Codes: It is a collection of laws and rules that assists a government agency in meeting its
obligation to protect the general welfare by preventing damage to property or injury or loss
of life to persons.

– Standard: It is a generally agreed-upon set of procedures, criteria, dimensions, materials,

or parts.

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S oc i et al Cons i dera t ions i n E ngi neeri ng Des i gn

• ABET Code of Ethic: Safety, health, welfare of the public

• Product liability
• Planning and predicting the future effects of engineering projects
• Environmental control and safety Characteristics of an environmental responsible design
Easy to disassemble
Able to recycled
Contains recycled materials
Use identifiable and recyclable plastics
Reduce use of energy and natural materials in its
manufacturing
Avoids use of hazardous materials
Reduces product chemical emissions
Reduces product energy consumption

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BITS Pilani
Pilani | Dubai | Goa | Hyderabad

Chapter 2: Product Development Process Tools

&
Chapter 3: Scoping Product Developments: Technical
and Business Concerns
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P rodu c t Develo pme nt P ro c es s

Types:
1. Stage gate development process
2. Spiral product development process
3. Hybrid product development process
• Stage gate development process:

Phase 1 Phase 2 Phase 4 Phase 5

Phase 0 Phase 3
Concept System-level Detail Design Testing and Production
Planning Development Refinement Ramp-up
Development

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S pira l P rodu c t Develo pme nt P roc es s

• Spiral model = {(1st stage-gate process)+1st version of working product}+{(2nd

stage-gate process)+2nd version of working product}+…+{(nth stage-gate

process)+nth version of working product}

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Hyb rid P roduc t Develop men t P roc es s

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THANK YOU

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