Product Lifecycle Management

Lesson 2: Fundamental (I)

Craig L. Miller, Ph.D.

Department of Computer Graphics Technology
School of Technology
 Outline

• Market research
• Conceptual design
• Detailed design
• Engineering analysis
• Prototyping and field test
 Objectives

Students will be able to

• Conduct a market research for the given product
• Propose a conceptual design based on market research
outcome
• Identify necessary design and analysis activities
Conventional product lifecycle

Design

Sustaining Customer Planning

Manufacturing
 Major activities

• A cycle throughout the major activities

– Design
– Planning
– Manufacturing
– Sustaining

• Could such an approach be a problem?

– Maybe concurrent, but still sequential
– Does IT change the picture of a product lifecycle?
 A new PLM paradigm
Customer
• With the latest advance of
information technology, the
planning operations of a
Planning
product lifecycle can be the
front end of PLM toward the
customer
• Will this work? Product

Sustaining

Design

M anufacturing
 Market research

• A generation of a new product (marketresearchworld.net)

– Market Research is a systematic, objective collection and analysis of
data about a particular target market, competition, and/or environment.
It always incorporates some form of data collection whether it be
secondary research (often referred to as desk research) or primary
research which is collected direct from a respondent.
• Why do we want a new product?
– Competition
– Survival game
– Industry trend
– Tech break through
– …
 Market analysis

• Target customer
– Grouping: Age, gender, ethnic, income, etc.
– Regional difference: Operation environment of the product

• Market segmentation
– Overall market
– Factors determining market size
– Market size estimate/projection
 Competition

• Who will you compete with?

– Existing
– Potential
– IP (Intellectual Property)
• Are you selling a product or licensing your innovation?

• Analysis of competition
– Objectives
– Strategies
– Assumptions
– Resources and capabilities
 Conceptual design

• Based on the wish list

– It should be the result of market research
– An outlined solution for an engineering problem (French 1998)

• Configuration of a product or a family

– Existing product – design modification
– New design from scratch – What are the objectives?

• Product layout
– Assembly level – product structure with functionality description
– Component level – share or reuse of a certain part or parts
 Industrial design

• Realization of a dream
– A starting point of a new product or the end of a concept
– What to consider
• Time to market
• Cost: R&D, production, logistics, etc.
• Customer: User interface

• Visualization for proof of concept

– Procedure: To check if a specified procedure works
– Application: To check if a specific function can be performed
 Detailed design

• Activity purpose: To achieve the • Mechanical design

desired – Housing/structure: Tolerance,
– Geometry durability, etc.
– Functionality – Mechanism: Kinematics,
– … dynamics, etc.
– Power: Intake/output/
convergence of energy, etc.
• PLM usually covers three areas
– Ergonomics: Safety, usability, etc.
– Mechanical design
– Electrical/electronic design
– Software design
 Detailed design

• Electrical/electronic design • Software design

– Power: Intake/output/convergence – Embedded: Integrated system,
of energy, etc. multi-functional, etc.
– Heat: Generation, dissipation, etc. – Modularized: Compatibility, data
– Electromagnetic standards: exchange/sharing, etc.
Interference, safety, etc. – User interface: Usability, learning
curves, etc.
 Engineering analysis

• Purpose
– To see whether the proposed
design able to meet the
product specification, e.g.
desired
• Geometry
• Function
• Life span
• Manufacturing concerns
• etc.
• Design evaluation
– Part level
– Product/system level
 Part level evaluation

• Focus
– To evaluate how the part performs desired functions or interacts
with the rest of the system (product)
• Two main categories
– Functionality
• Structure: Strength, rigidity, spatial constraints,, etc.
• Performance: Weight, durability, efficiency, etc.
– Manufacturability
• Cost: Cost of production, handling, support, etc.
• Technology: Possibility to fabricate the proposed design
 Product level evaluation

• Focus
– To evaluate how the newly designed system perform in the
designated environment
• Two main categories
– System integration
• Component interaction: Kinematics, dynamics, etc.
• Fault detection: Clash detection, reliability, etc.
– Environment interaction
• Energy: Consumption, exhaustion, etc.
• Standards and regulations: Safety, environment impact, etc.
 Tools for engineering analysis

• Computer-based
– Digital mockup
• To evaluate kinematics, dynamics, clash detection or fly through
• Level of detail: From original solid models, surface models, to
simplified wired frame representation
– Finite element analysis
• Discrete/digitized simulation to identify the distribution of concerns,
such as stress, temperature, magnitude, etc.
• Level of detail: Depending on grid size and boundary conditions
• Physical
– Physical mockup
• 1-to-1 or scaled model with simulated operating environments
– Field test with prototype
• Evaluate real world performance before putting into production
 Prototyping

• An essential part of bring any new product from a

conceptual stage to a mass-produced product
• Why prototype?
– Debugging the design so there will be no future surprise
– Demonstrating the product to potential investors and customers
– Collecting feedbacks from the target market before putting to
mass production
 The need of rapid prototyping

• Conventional prototyping
material
– Clay or wood
– Exact or similar materials used
for the real product
• Conventional prototype tooling
– Hand craft: clay model used in
automobile industry
– Made by the job shop
• Problem
– Long time to produce
– Model accuracy
 Rapid prototyping

• “RP is the automated fabrication technologies of seamlessly and

rapidly creating accurate representative physical models of
mechanical parts directly from 3-dimensional Computer Aided
Design (CAD) data without the use of tooling and with minimal
human intervention. “
• Available technologies
– Plastic-based: SLA, SLS, FDM
– Paper/wood-based: LOM
– Metal: 3-D printers, DSPC
• Things to know
– Implications of test results due to the materials used
– Limitations of different RP processes
 Field test

• Why field test

– Close examination of
individual parts
– Performance evaluation of the
whole system
– Comparison of real and virtual
models
– Identification of unknown
problems
• Models used for field test
– Actual operation: Crash test
– Simulated environment: Wind
tunnel
 Validity of field test

• Field test is expansive but necessary

• Things to consider
– Actual field test
• How to collect useful and meaningful data
• How to interpret those results
• How to apply it to improve the product
– Controlled environment
• How to control variables
• How to interpret those results
• What are the limits due to test assumption
• Physical model (automobile impact test)
– How to address the issues of human-machine interaction
– How to address the issues caused by different user groups
 Review questions

• Find a product and conduct the following activities

– List out possible lifecycle activities of this product, from market
research to field test
– Identify the data that can be generated by a specific lifecycle
activity and how it can be used in the rest of the product’s
lifecycle
 Reference

• Grieves, M. (2005). Product lifecycle management: Driving the next

generation of lean thinking. McGraw-Hill. Chapters 1-2.
• Stark, J. (2004). Product lifecycle management: 21st century
paradigm for product realisation. Springer. Chapters 1, 2, & 6.
• French, M. J. (1998). Conceptual design for engineers (3rd ed.).
London, UK: Springer-Verlag
 Additional Reading

• ITE (2006). Practical approach to engineering analysis. Retrieved

August 10, 2006, from
http://www.ite.com/~itekb/whitepaper/white_paper.htm
 Acknowledgments

The author wishes to acknowledge the support from the

Society for Manufacturing Engineers - Education
Foundation, SME-EF Grant #5004 for “Curriculum Modules
in Product Lifecycle Management.”