Engineering Design Course

New Product Development (NPD)

2-Feb-2017

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Traditional Product Development

https://www.youtube.com/watch?v=w2m5eU8XDVI

Difficult to defined Schedule, Lack of ownership

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New Product Development (NPD)

• Business strategy where tasks are done in parallel and there is an early consideration of every task
• Structured approach which builds a common platform among cross functional teams and stakeholders
• Address the Business need for creating new products within defined schedule.

• Cross-functional reviews
• Risk management (Identification, Abatement & Control)
• Manufacturing, Service, Marketing, Sourcing reviews
• EHS, Safety, Regulatory and agency requirements
• Supplier selection process

Time tested, Proven path for Success

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NPD Process

R6 • Transition to Production/Audits
• Project Log Book

R4 & R5 • Production readiness Review Product Launch Product

Trials
• Design Transfer to Plant

R3 Design Validation Design

Freeze
•Design & Process Confirmed

R2 • Business Funding Approval Design Confirmation (DC) Concept

Freeze
• Quality & Reliability Targets

R1 • Manufacturing Strategy Concept Development (DG) Spec

Release
• Sourcing Strategy

R0 • Business Strategy Project Scoping

• Marketing Strategy

Business Need

Project Scoping Concept Development Concept Prediction Design Validation Product Launch
Optimize Designs
Develop concepts Build System models
Identify Critical SubSystems Error Proofing
Identify transfer functions Generate Transfer functions
DFSS Set Quality goals
Generate Metrics Process capability flowup
Tolerance allocations
QFD Generation Control plans developed
Start Risk assesment Control Risk assessment
Documents transition to Systems

Develop block diagrams Review life tests and close

Establish Reliability targets Develop Parameter diagrams Continue life tests
DFR Conduct FMEA Review execution of audit plan
Benchmark Current Design Define & Execute life tests Develop Reliability Audit plan
Conduct Life predictions

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Detailed Design Process

Primary Secondary Review &

Activity responsibility responsibility Acceptance

Joint Workshop
Review s, Toll gates plans
Activities sharing to complete product definition
Sourcing & Manufacturing activities
Location of Prototype builds and testing
Arcelik & Msat Joint Activity
Phase wise Technical Review
Line set up
Prototype parts timeline w ith Arcelik Vendors
Checklist
Specification freezing & Ideation phase

Define Templates: (Product definition, Product plan, P&A

list,BOM tracker,DRB,Requirement matrix)
Review s Check lists
Benchmarking
Performance testing Msat Arcelik Arcelik
Construction &Feature analysis Msat Arcelik Arcelik
Product definition Msat Arcelik Arcelik
Consumer research Arcelik
Marketing claims defined Arcelik
Finalize Big Ys Arcelik Msat
Finalize Big Ys w ith metrics Msat Arcelik Arcelik
Product definition Signed off Arcelik
Product plan signed off Arcelik
Develop top level concepts & Assemblies Msat Arcelik Arcelik Primary Secondary Review &
Concepts compliance w ith Safety, regulatory requirements Activity responsibility responsibility Acceptance
Msat Arcelik Arcelik
Update Design & release Beta rev Msat Arcelik
and Serviceability
Study Field failure for nearly baseline product –Root cause Msat Arcelik Release for Soft tooling
Arcelik Msat
DC Build
Msat Arcelik Arcelik
Design Confirmance Phase

Develop QFD
DC Evaluation
Identify required tolerance loops Msat Arcelik Arcelik
DC Field Test Arcelik Msat
Possible patent infringement issues Arcelik Msat Arcelik
Release for reliability fixtures Msat Arcelik Arcelik Primary Secondary
Risk analysis Msat Arcelik Arcelik
Part/Sub asm Reliability Msat Arcelik
Activity Arcelik responsibility responsibility
Styling & IDO models finalized Arcelik Msat Arcelik
Tol Loops Msat Arcelik
Update Design Msat

Design Validation Phase

Electronics –requirement study. Hardw are BOM for Sensitivity analysis on Critical parameters Msat Arcelik
Msat Arcelik Release for tooling Msat Arcelik
prototype .Schematic. Risk Arcelik
assesment Score card update Msat Arcelik Arcelik
FPIR Msat Arcelik
Firmw are-Design document Msat Arcelik FMEA Update
Arcelik Msat Arcelik Arcelik
Complete DC Evaluation Activity
BOM Tracker with Tooling release dates Msat Arcelik
Motor & Inverter requirements study and design concepts Msat Arcelik Arcelik Complete reliability testing Parts availability Msat
Msat

Production readiness Phase

Failure Reporting &tracking status Arcelik Arcelik
Identify parts w ith long lead tooling & plan Msat Arcelik Arcelik Track field issues Pre Pilot run Arcelik Msat
Update requirement matrix with results Msat Arcelik
Review G1 Msat Arcelik Arcelik Update Tolerance loops, FMEA Pre pilot Evaluation Msat
Drawings update & Numerical release Msat Arcelik
Patent infringement Check/Risk assesment
RiskArcelik
assesment Score Msat
card update Pre Pilot Field test
Arcelik
Msat
Complete Safety,Service,Mfg & Electronics BOM Tracker with Tooling progress Energy data for listing Arcelik Msat
Msatreporting &Arcelik Agency
Arcelik listing
reviews & document Failure tracking status Msat Arcelik
Trial run on line with UPC label
Transfer functions corelation Analyse
Msat field test units Arcelik
Confirmance of requirementMsat matrix Arcelik
Review G3 Complete
Msat Safety,Service,Mfg
Arcelik & Electronics
Field failure root cause Msat
Arcelik & corrective action
Arcelik
reviews & document Close all Risk abatement plans
Review G4 Close Safety,Service,Mfg Msat& ElectronicsArcelik
reviews
Design record book initiated
Update Design & release
Review G5
Production ramp up
Complete DRB
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Case Study 1 – Refrigerator NPD Program

Program Details
• Project Type – New Platform
• Target Market – North America & Europe
• Variants -15 SKUs
• Estimated Annual Units - 75,000
• Price POINT - $1500 - $3500
• Market Size of Bottom Freezers ~ 30%

Business Impact
• Time to launch – 22 Months
• Project Cost ~ $40MM
• Payback – 18 Months

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Key Stakeholders

PIVA,
Italy

R&D HQ,
USA
Sourcing,
China
MFG Plant
Mexico TechM
India

Sourcing,
Brazil

Stakeholders
Appliances Customer, USA – Program management
MFG Plant, Mexico – Manufacturing Site
PIVA,Italy – Major tools supplier
TechM, India – Design Management/CAD/CAE
Sourcing Team, China – Major component suppliers
Sourcing Team, Brazil – Strategic components suppliers
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Business Need

Project Implementation

Design Validation

Concept Prediction

Concept Development

Project Scoping

Business Need

• Customer Surveys
• Focus Groups
• Interviews
• Complaints
• Benchmarking Data
• Executive Level Discussions
• Business Goals
• Function Specific Discussions
• Market Strategies

Measure and develop strategies to meet Customer needs

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Project Scoping

Scope Definition Process Project Implementation

• Translates Customer needs/wants into technical Design Validation

requirements & measurable features Concept Prediction

• Clearly eliminates what Customers doesn’t need Concept Development

Project Scoping
• Quality Functional Deployment is a powerful tool Business Need

to achieve proper scope definition

Customer Wants

HOW 1
HOW 2
HOW 3
HOW 4
HOW 5
HOW 6
HOW 7
Technical Requirements 65
Need 1 5 H L L M
Need 2 5 H 45
Need 3 3 M M L 21
Part Characteristics
Need 4 4 H 36
Need 5 2 L M 8
Need 6 4 M L H 52
Manufacturing Process Need 7 1 L M 4

3 mils

40 psi

8 atm
12 in.

1 mm
3 lbs

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Production Requirements 57 41 48 13 50 6 21

Better QFD yields Product Technical Specification

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Project Scoping

Scope Definition Process

• Customer needs translated to quantifiable requirements
Project Implementation
• Product Specifications generated and approved by all Stakeholders Design Validation

• Industrial Design renderings generated for appearance related specs Concept Prediction

Concept Development

Project Scoping

Customer Q – Best in class Lighting Business Need

Design Approach – Cool blue Led

Customer Q – Crown Appearance lighting
Design Approach - Chamfer
Detail and Hidden Hinges

Customer Q – Crown Appearance

Design Approach - Stainless Hydro
formed Fresh Food Handle

Customer Q – Easy access Can holder

Design Approach – Wire form can holder
Customer Q – Best in class temp
management
Design Approach – Integrated Liners
Customer Q – Crown Appearance
Design Approach - Chamfer
Detail and Hidden Hinges

Customer needs translated to Product features

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Concept Development

Concept Development
• Benchmarking with similar designs
Project Implementation

Design Validation
• Concept Selection tool used to identify the Concept Prediction

“+’ves” & “-’ves” Concept Development

Project Scoping
• Concept selection tool directs for selecting the Business Need

best design of the lot

Concept 1 Concept 2 Concept 3

• Three piece design • Chamfer appearance • Optimized design

(asm by snap fit). on clear Insert. to hold both
• Less Over head • Two piece design Coke/small Soda
space to access the (asm by snap fit). cans. – Reduced
cans. • Less Over head wire & welding
• Cans stay vertical in space to access the joints.
the can holder on cans.
door. • Cans stay vertical in
the can holder on Win-Win Optimized Cost
door. effective Design

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Competitive landscape analysis
Product
Patent Issuing Date of Date of Cabinet Type of Reliability/ Door Vs.
Item Cost Technical Issues Synopsis
Number Company Application Publication Location Execution SCR Risk Cabinet
Estimate
Gasket scrub
Design based on opposite pole magnets kept on
Door drop
EP 0940 643 Gasket-to- both french doors inside a gasket and sealed with
1 Camco Inc 2/19/99 8/9/99 External M Gasket comp H Door Only
A2 Gasket the gasket in the middle from top to bottom.Used on
Sweat issues
commercial Freezers
Heat leak
Gasket scrub Design based on opposite pole magnets kept on
Door drop both french doors inside a gasket and sealed with
EP 0962 730 Gasket-to-
2 Camco Inc 5/20/99 8/12/99 External M Gasket comp H Door Only the gasket in the middle from top to bottom.Used on
A2 Gasket
Sweat issues commercial Freezers. Design is more emphasised
Heat leak on corner seal inside between the french doors.
Refirgerator with a chiller compartment inside the
Plastic links over Fresh food door secured to the fresh food door
US
Gasket-to- load and abuse which has a french door to access the food contents
3 2003/0024265 Maytag Inc 7/15/02 2/6/03 Internal L M Door Only
Gasket conditions may or beverages inside the chiller compartment. Design
A1
affect over life doesn’t emphasize more on sealing between the
doors bu
Gasket scrub Design based on opposite pole magnets kept on the
Door drop iside of both french doors with gasket and sealed
Gasket-to-
4 US 4226489 Whirlpool Corp 5/14/79 10/7/80 External M Gasket comp H Door Only with the gasket in the middle from top to bottom. An
Gasket
Sweat issues air pocket is created when both doors are closed
Heat leak and that retains and reduces heat loss.
Too many moving
parts. Hinge
lubrication due to
moisture issues
near mullion.
French door sealing in the middle with articulated
Tampering with the
Sanyo Electric Articulating Cabinet & mullion and gaskets which are fixed to the french
5 US 4711098 10/10/86 12/8/87 External H articulating mullion H
Co, Ltd Japan Mullion Door doors and guides provided on the case for the
may cause door not
articulated mullion
to close and SCR.
Sweat issue. Food
spillage on tracks
and guides of
articulated mullion

Early Risk identification

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Generate System level Quality dashboards

Translate key design parameters into metrics

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Design Confirmation
Design Calculations/Analysis
Project Implementation

Design Validation

Concept Prediction

Concept Development

Project Scoping

Business Need

Failure Mode Effect Analysis (FMEA)

Drawing
Release

Soft Tooling

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Design Validation

Validation Testing on Physical parts Project Implementation

Design Validation

Concept Prediction

Concept Development

Project Scoping

Business Need

Max Reasonable Load : 6 lb.

Safety load : 50 lb.
Deflection 0.346” < permissible Max
Result : Passed

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Project Implementation

Project Implementation
• Seamless transition of Design to Manufacturing Project Implementation

Design Validation

• Developed Bill of Materials and Assembly Concept Prediction

Concept Development

Sequences Project Scoping

Business Need

• Generate Assembly drawing which simulates the

assembly sequence
• Support Industrial Engineering Operations on
ASM layout and sequence

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 Design Maturity – Case study

• Designed to Support push pull feature – New design to market ,Patent Filed
• Harness clips and the water tube holding clips added for Simplifying assembly
• Snap design for Funnel-Eliminating screw and simplifying the assembly
• Simplifying the Dispenser Tube and designed grommet for easy assembly
DC

DG

First Mock build

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