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Conceptualization Design for Manufacture and Assembly (DFMA) of Juicer

Mixer Grinder

Conference Paper · March 2011

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 Proceedings of National Conference on Advances in Mechanical Engineering “NCAME”/SBCEC/23rd & 24th March 2011

IE 7073 CONCEPTUALIZATION, DESIGN FOR MANUFACTURE AND

ASSEMBLY (DFMA) OF JUICER MIXER GRINDER
Ejaz Salim1, Arjun Mathew George2, C. D. Naiju3, Dr. K Annamalai4
1,2,3,4
–School of Mechanical Building Sciences, VIT University, Vellore
Abstract
Design for manufacturing (DFM) practices lead to more competitive products from
the point of view of cost, development time and quality. Juicer Mixer Grinder (JMG)
being a common household appliance was chosen as subject of study, following
which a step wise methodology encompassing underlying principles of industrial
design and design for manufacturing and assembly(DFMA) an upgraded more
customer oriented product was developed. Customer survey was carried out
following which concepts were modeled using CAD software out of which a model
was selected to conduct the study. Further detailed modeling of the JMG using CAD
software and consequent DFMA analysis was carried out to compute the cost of
manufacturing and assembly taking into consideration the most optimal processes.
Keywords: DFM, DFMA, Product design.

1. Introduction where discussed on creative marketing

and innovative consumer product design
In new product design which translates an innovative product
development, engineers‟ main task is to design developed [2]. Artificial
apply his scientific knowledge in the intelligence technique and appropriate
solution of technical problems and then knowledge representation was developed
to optimise that solution within the given which could find solutions for the best
material, technological and economic cost effective designs[3].
constraints. To this task the product A cros-sectional approach is used
designer makes a highly important to produce different shapes like the
contribution, ideas, knowledge and general form of the B-spline curve which
abilities which have a fundamental effect are difficult to design using conventional
on the nature of manufactured products, methods for manual design and analysis
their customer appeal and their overall [4]. Design for manufacture (DFM) is
profitability. the practice of designing products with
Today‟s companies strive in a manufacturing in mind. Early
competitive global environment by consideration of manufacturing issues
offering high quality products at low can shorten product development cycle
prices in a timely manner. To that end, time, minimise overall development cost,
companies are transcending the and ensure a smooth transition into
traditional paradigm in which all product production [5]. The development of new
development activities are internal, and methods for design for manufacture and
are increasingly focusing on a assembly, the need to incorporate quality
collaborative product development during the design phase and the recent
approach in which a company focus on transparent design work and
concentrates only on its core activity and communication have all created a need
collaborates with other companies for for a more structured approach to design
other activities [1]. Three case studies [6].
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DFMA is a powerful tool in the

design team‟s repertoire. DFMA is 2. Background of JMG Design
designed to give engineers a structured
way to evaluate ease assembly and the The Polish-American Stephen J.
overall manufacturability of a product. Poplawski, owner of the Stevens Electric
The DFMA process is composed of two Company, began designing drink mixers
major components: design for assembly in 1919 under contract with Arnold
(DFA) and design for manufacturing Electric Company, and patented the
(DFM). Design for assembly requires the drink mixer in 1922 which had been
user to assess whether each is necessary, designed to make horlicks malted milk
and to consider the time and cost of shakes at soda fountains. He also
assembling the product. Design for introduced the liquefier blender in 1922.
manufacture breaks the parts fabrication Specialized blenders for making
process down into its simplest steps, smoothies are becoming popular, chiefly
such as the type of equipment used to resembling an ordinary model with a
produce the part and fabrication cycle spigot added for quick serving. Some
times to produce the part, and calculates models also feature a gimballed stirring
a cost for each functional step in the rod mounted on the lid, constructed so
process. It integrates information about that mixtures can be stirred whilst the
manufacturing processes allowing users machine is running with no chance of the
to estimate manufacturing costs and stirrer fouling the blades.
make informed decisions about The idea of a machine to process food
materials. Because this approach requires began when a French catering company
engineers to step back and think about salesman, Pierre Verdun, observed the
the basic design concept solution, it large amount of time his clients spent in
tends to encourage focused the kitchen chopping, shredding and
brainstorming and collaboration among mixing. He produced a simple but
project teams and with suppliers [7]. If effective solution, a bowl with a
we trace the history of DFMA we can revolving blade in the base. In 1960, this
even find it before the Second World evolved into Robot-Coupe.
War. DFMA was developed by
Professors Geoffrey Boothroyd and Peter 3. Design Concept
Dewhurst from work initially carried-out
at the University of Salford back in the Mixer/Grinder being a common
60s' and that which continues today at household appliance was chosen as
Boothroyd Dewhurst Inc. Their subject of study, following which a step
extensive research proved that it was wise methodology encompassing
possible to quantify the efficiency and underlying principles of product design
cost of various assembly and and Design for manufacturing and
manufacturing processes. Subsequently, assembly(DFMA) an upgraded more
Boothroyd and Dewhurst were able to customer oriented product was
develop a comprehensive database that is developed. The market analysis which
now available as a software toolkit or in was carried out by Action Design
traditional handbook form. Designing for included current and projected sales
Manufacturing and Assembly (DFM&A) figures of a Mixer/ Grinder (JMG)
is a technique for reducing the cost of a makers across India, cost comparisons
product by breaking the product down between the various JMG‟s in the
into its simplest components [8]. market, the details of models and designs
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which have been rolled out by various design varieties in the market, without
companies across India have been exception none have attempted to bring
reviewed and studied. Since DFMA is a down the cost of the JMG down.
relatively new field and a topic of much
interest some comparisons have been 3.1Design development
noted from the present models and what Many large companies have
is the need of the hour for a new design? internal industrial design departments.
This was understood clearly from a Small companies tend to use contract ID
customer survey that people go for new services provided by consulting firms. In
models based on the aesthetics of the either case, industrial designers should
JMG. Since 98% of the JMG‟s the motor participate fully on cross-functional
grinding is the same it is quite clear that product development teams. Within
the aesthetic view held comparison with these teams, engineers will generally
each other in the market. follow a process to generate and evaluate
The advantages of using DFMA concepts for the technical features of a
technique on the Juice cum Mixer product. In a similar manner most
Grinder(JMG), industrial designers follow a process for
 The economic success design is about designing the aesthetics and ergonomics
high product quality while minimizing of a product. Although the approach may
manufacturing cost. vary depending on the firm and nature of
 Some other quality criteria that is the project, industrial designers also
achieved with the help of DFMA are generate multiple concepts and then
reliability, robustness, serviceability, work with engineers to narrow these
environmental impact, or options down through a series of
manufacturability. evaluation steps.
The advantages of an upright design
rather than a conventional design were 3.2 Customer survey
listed as the following The concept development process
 Narrow base and sleek design is space establishes the needs which are largely
saving and user friendly independent of any particular product as
 It reduces the manufacturing cost such. They are specific to the concept we
 New design is required in the upright eventually choose to pursue. And
designs varying from others similar to identification of these customer needs is
compete in the Indian market. important in order for anyone to address
 Time for manufacturing and easiness it. On the other hand specification
to manufacture are other plus points for depends on the concept we select. The
using an upright design. specifications for the product we finally
choose to develop will depend on what is
The designers stressed that the creation technically and economically feasible
of a mixer grinder which is different and on what the competitors offer in the
from others yet simple in design is a marketplace, as well as on customer
difficult task because of the impact of needs.
wide range of JMG‟s manufactured by Griffin and Hauser also addressed the
different companies. Yet a new design is question of how many customers to
need of the hour to compete in the interview in order to reveal most of the
market at a much reduced cost compared customer needs. They estimated in an
to other JMG‟s. Although some interview of 30, 98% of the customer
manufactures have tried to create new needs where revealed after 25 hours of
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data collection in both focus groups and matter of making telephone calls. A
interviews [8]. customer selection matrix is useful for
For industrial and commercial products,
actually locating customers is usually a
planning exploration of both market and priority, hence the design should be
customer variety. Burchill suggests that adjusted such a way.
market segments be listed on the left side  Some new concept should be
of the matrix while the different generated to bring the level of noise
customers are listed across the top. The down.
number of intended customer contacts is  Compactness and space
entered in each cell to indicate the depth utilization minimum should be also
of coverage [8]. considered while coming up with the
design.
3.2.1 Customer Survey details 3.3 Evaluation of the proposed Concepts
Evaluation of the proposed
The customer survey was done on a concept is given in table no.3
sample population of 45 people. The 3.4 Concept selection matrix
various details about the respondents are Concept selection matrix is
given below. shown in table no.4
Total number of survey respondents –35
Total number of male respondents –10 3.41 Concept Selection Analysis
Total number of female respondents –25 Concept-V was adopted since this was
the most opted model appropriate from
3.2.2 List of constraints the market survey. Cost cutting solutions
can be arrived at while detailing by the
From the customer survey carried out, use of DFMA technique.
the following are the requirements and
constraints that should be incorporated 3.5 DFMA analysis of JMG
while doing the conceptualization.
 It should be very user friendly
and design for ergonomics should be
given maximum attention while
designing.
 The aesthetic appeal of the JMG
is given much importance by all lead
users. And it serves the backbone for the
creation of the design.
 The cost of the JMG should be (a)

reduced without compromising on the (b)

aesthetics.
 Since some categories of user‟s
(c)
use are very high, much care should be
given on the serviceability and
disassembly of the JMG for easy
maintenance. (d) (e)
 It should provide the use of
almost all the functions and use for Fig.No.1 3D-Model of JMG Assembly
multiple application needs to be given and parts
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given and the time taken for assembly is

3.51 Analysis of each parts noted. The assembly cost is also
calculated and any other standard
(i)Lid procedures like painting, greasing, visual
The lid as shown in figure 1(b) inspection are mentioned. As the
forms the top portion of the jar, which is assembly unit structure changes from
used to close and open the jar to feed in company to company, all the parts have
the required items into the JMG. All lids been assumed to be within reach. Once
will have a closing mechanism or it is the assembly unit structure is known, the
simply kept into the jar top with a slot time & cost for moving the parts can be
mechanism. It is usually made with ABS added correspondingly. The DFM
plastic. The DFM analysis is given in analysis is given in table no.9
table no.5.
(ii)Jar
The jar as shown in figure 1(c) is 3.53 Final Assembly Cost Analysis
the container where the items are stored After the parts of the JMG were
and where the process takes place. It is made separately, they were assembled to
usually made of polycarbonate plastic make the final product. The cost of the
which is transparent. Stainless steel and JMG has been calculated by adding the
aluminium are also used. The jar is made cost of the 4 parts and the cost of the
using the thermoform process. The DFM electronic parts like motor, speed control
analysis is given in table no.6. etc. The final cost analysis is given in
table no.10.
(iii)Body
The body as shown in figure 1(d)
of the jar is the structure of the whole
JMG where the entire motor is mounted
inside. The body is made up of ABS
plastic and is made using injection
moulding technique. The DFM analysis
is given in table no.7.

(iv)Base
Body as shown in figure 1(e) is Fig. No.2 Total cost per product
attached to the base which forms the
bottom support for the whole JMG. This
portion is also made up of ABS plastic 4. Conclusion
and forms an opening for servicing the In this paper, the importance and
JMG for easy disassembly. The DFM advantages of design for manufacturing
analysis is given in table no.8. and assembly (DFMA) is discussed. The
various product development design
process have been used for the final
3.52 DFA of the Parts selection of concept. Detailed customer
survey shows that design for
After the DFM has been ergonomics; aesthetic appeal and cost of
performed, the results are imported in the the JMG are the primary factors among
DFA module* and assembly is done. others that should be incorporated while
The directions for fixing the parts are the various concepts are generated.
Concepts are screened to find out the
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best concept by using the concept assembly : priorities for

selection techniques. DFMA analysis concurrent engineering ,
and study have been carried out on the Materials and Design 23:651–
selected concept and analysis results are 656
generated. Data collected shows the cost 4. S. E. Razavi, D. A. Milner (1981)
of the product which was selected to be on Design and Manufacture of
around two thousand five hundred Indian Free-Form Stances , by
rupees. The cost of the JMG was at least Cross-Sectional Approach
cut down by ten to fifteen percent of University of Aston in
such similar brands in the market. Birmingham, Birmingham,
Although it is not practical to England
overestimate what will happen in future, 5. Martin O‟Driscoll (2002), on
next century will see the rapid use of Design for manufacture, Journal
DFMA analysis to cut down the cost of of Materials Processing
existing commercial product. Technology 122 :318–321
6. Lance N. Green and Elivio
5. Acknowledgements Bonollo, The Development of a
The authors wish to acknowledge Suite of Design Methods
the support of the VIT University in Appropriate for Teaching Product
carrying out this work and also the Design”, Global Journal of
faculty and staff members of product Engineering Educ., Vol.6, No.1.
design laboratory under design division, 7. Dr. Péter Horák, Imre Dr. Timár,
SMBS, VIT University. Pál Horváth and István Lisztes,
(2008),Environment friendly
References DFMA/QFD/FMEA laboratory
on the University of Pannonia”,
1. Wang Y, Nnaji BO. (2006) Fascicle of Management and
Document- driven design for Technological Engineering,
distributed CAD services in Volume VII (XVII).
service-oriented architecture. J
Comput Inf Sci Eng 6(2):127-38 8. João Pedro Buiarskey
2. Mary Alexander (1985) on Kovalchuk, Osiris Canciglieri
Creative marketing and Junior (2006), “DFMA
innovative consumer product Application On The
design- some case studies, Development Of Parts For The
Institute of Advanced Studies, White Goods Industry – A Case
Manchester Polytechnic Study”, Third International
3. K.L. Edwards (2002) ,on Conference on Production
Towards more strategic product Research – Americas‟ Region
design for manufacture and (ICPR-AM06).

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Appendix
Table No.1 Customer selection matrix

Table No.2 Customer Data template

Table. No.3 Evaluation of the proposed concept

Concept No.I Concept. No.II Concept. No.III Concept. No.IV Concept. No.V

Factors

Very Very
Manufacturing Minimal High Minimal
expensive expensive
Cost
Internal space Moderate Low Moderate Moderate High
Fabrication Time taking Time taking simple Time taking simple
Ergonomics Low High High Medium high

Aesthetic Low, just

High appeal Low appeal High appeal High appeal
appeal suits
purpose
Rejected due Adopted due to Takes up lot
Specific reason
to Fabrication advantage in of space and
for The cost will
low level time is very the majority of the aesthetic
Adoption/ be very high.
of high. factors under appeal is
Rejection
ergonomics study. low.

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Table No.4 Concept Screening Matrix

Concepts

Selection Concept Concept Concept Concept Concept

Of criteria No.I No.II No.III No.IV No.V
Gold Lotus Mini Blue Nano Prism
stone (Reference)
Ergonomics - + 0 0 +
- - 0 - -
Manufacturability
+ 0 0 + +
Aesthetic appeal
- 0
Cost 0 0 +
- - 0 - -
Compactness
0 - 0 0 0
Internal space
Sum of +‟s 1 1 0 1 3
Sum of –„s 4 3 0 2 2
Sum of 0‟s 1 2 5 3 1
-3 -2 0 -1 1
Net score
5 4 2 3 1
Rank

Table No.5 DFM Analysis of the Lid

Table No.6 DFM Analysis of the Jar

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Table No.7 DFM Analysis of the Body

Table No.8 DFM Analysis of the Base

Table No.9 Cost breakdown of JMG

Table No.10 Final cost Analysis

Sl. Part /
Cost in Rs
No. Assembly
1 Lid 140.58
2 Jar 624.66
3 Body 909.13
4 Base 222.36
5 Motor 500.00
6 Flex cord 35.00
7 Blade 100.00
8. Speed control 10.00
TOTAL 2541.73

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