First Semester 2021-22

Product Design
(DE G531)
Dr. Nitin Kotkunde
BITS Pilani
Pilani | Dubai | Goa | Hyderabad
 BITS Pilani
Pilani | Dubai | Goa | Hyderabad

Lecture 1: Overview of Handout;

Introduction to Product Design Process
 O ve r Vi e w o f H a n d o u t: E va l u a tio n Sc h e m e

EC No. Evaluation Duratio Weightage Date, Time Nature of

Component n (%) & Venue Component
(min)
1. Mid-semester Exam 90 25   Closed Book
  Project Component - 15   Continuous
    Assessment (Open
2 To be announced by IC Book)
  LAB Component and - 20 Continuous
Case Studies Assessment (Open
Book)
3 Comprehensive Exam 180 40 Partially closed book
(20% - Closed Book,
20% - Open Book)

*
The exact date and time for tests will be announced on CMS.

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 O ve r Vi e w o f H a n d o u t: E va l u a tio n Sc h e m e
• Chamber Consultation Hour: Each Friday between 3.00 PM – 4.00 PM (online mode)
– Google meet link: meet.google.com/rng-dtvc-aef

• Lecture class google meet link: meet.google.com/rng-dtvc-aef (Tuesday, Thursday, SATURDAY , 11.00
AM – 12.00 Noon)

• Lab google class room link: meet.google.com/kte-ervv-riw (Tuesday and Thursday; 1.00 PM – 3.00 PM)

• Notices: All notices concerning the course are displayed on CMS only.

• Make-up Policy: Makeup for Mid-semester and comprehensive examination and other evaluation
component will be given for genuine reason with prior permission.

• Student should always make sure about good internet connectivity and other relevant accessories for
attending online classes and labs

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 Pr e scr i b e d Bo o ks

• Text Book:

– Kevin Otto and Kristin Wood, “Product Design: Techniques in Reverse Engineering and New Product

Development”, 1/e, Pearson Education, New Delhi, 2004.

• Reference Books:
– Karl T. Ulrich and Steven D. Eppinger, “Product Design and Development”, Tata McGraw-Hill Edition, 5th
edition, New Delhi, 2016
– George E. Dieter, Linda C. Schmidt, "Engineering Design", 4/e (Indian Edition), McGraw Hill
Education (India) Pvt. Ltd., New Delhi, 2009.
– David G. Ullman, “The Mechanical Design Process”, McGraw-Hill Inc., Singapore, 1992

– N. J. M. Roozenburg, J. Eekels, Roozenburg N. F. M., “Product Design: Fundamentals and Methods”, John
Wiley and Sons, 1995
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 L a b / Ca se Stu d i e s ( 2 0 % )

• Group of 2-3 students will recommended to do the project.

• Initially come with any existing published journal paper related to product design area (2-3
ideas). It will decide the theme and scope of the work.

• Student should choose real time any usable product for implementation of selected research
paper theme.

• Lab case studies / experiments will be aligned with respect to allotted project.

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 L a b / Ca se stu d i e s ( 1 5 % )
Practical No. Experiment Title
Case study on problem definition and analysis of customer requirements
1
 
2 Case study on defining a mission statement, design parameters and development of House of Quality
3 Case study on functional decomposition using generic black box method
4 Implementation of different concept generation techniques for concept development
5 Concept evaluation and product architecture building
6 Parametric Design: Material selection, Process selection, Bill of material, Failure modes and effects analysis (FMEA)
7 Online demonstration on Reverse engineering and 3D printing setup
Introduction to DFA: operational library, DFMA product worksheet/Redesign, Minimum part Criteria, DFA index and
8
case study for DFA
Introduction to DFM: Defining Material, Defining process tree, Selection of machines, order of material, case study for
9
DFM
10 DFMA: cost estimation vs life volume, Sustainability indicators, case study for DFM+DMA
11 Life Cycle Assesment: Introduction to SimaPro/OpenLCA, case study by SimaPro
12 Final lab/project demonstration – Oral Presentations

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 Pr o d u c t D e s ig n

Expectation as Design Engineer?

Expectation as a Product Design Manager?

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 Pr o d u c t D e s ig n

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 Pr o d u c t M a n g e r

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 Pr o d u c t M a n g e r

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 Pr o d u c t D e s ig n

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 Pr o d u c t D e s ig n Str a te g y
• Strategic Design Thinking: Go beyond the limits of the logic of “product” to evolve and
become the logic of user experience.

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 C o n te n t fo r th e C o u r se

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 C o n te n t

• Introduction
• Engineering design process
• Ways to think about engineering design process
• Consideration of good design
• Description of design process
• Computer aided engineering
• Design to codes and standards
• Design review
•
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 C o n te n t

• Product development process

• Product and process cycles

• Organization for product and design development

• Case studies for modern product development

• Summary

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 I n t r o d u cti o n

• What is design?
– 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
– Four ‘C’ of design: Creativity, Complexity, Choice and Compromise

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 En g i n e e r i n g D e s ig n Pr o ce s s

• Impact of Engineering design process:

– Product cost

– Product quality

– Product cycle time

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 En g i n e e r i n g D e s ig n Pr o ce s s

• Types of Designs

– Original design (Innovative design)

– Adaptive design

– Redesign (Variant design)

– Selection design

– Industrial design

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 A P r o b l e m- S o l vi n g Me th o d o l o g y

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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 C o n s id e r a ti o n s o f a g o o d d e si g n

1. Achievement of performance requirements:

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

iii. 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.

iv. Aesthetic requirements

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 C o n s id e r a ti o n s o f a g o o d d e si g n
2. Life-cycle issues

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 C o n s id e r a ti o n s o f a g o o d d e si g n
3. Regulatory and Social Issues

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 D e scr i p ti o n Of De si g n Pr o ce ss

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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 D e scr i p ti o n Of De si g n Pr o ce ss

• 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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 D e si g n Re v i e w

• Retrospective study of the design

• Review team

• Three to six times in the life of the project

• Technical and Business aspects

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 Pr o d u c t D e v e l o p m e n t Pr o c e ss

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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 Sp ir a l Pr o d u ct D e ve lo p m e n t P r o ce ss

• 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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 H yb r i d Pr o d u ct De v e l o p me n t Pr o ce ss

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 F a cto r s fo r Su cce ss

• Profit = Product Price ( ) - Product Cost ( )

Success of a product:
• The quality, performance, and price of the product.
• The cost to manufacture the product over its life cycle.
• The cost of product development.
• The time needed to bring the product to the market.

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 F a cto r s fo r Su cce ss

Increased sales revenue due to extended product life

Product launch first in market
and larger market share.

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 Va r i a ti o n s o n th e Ge n e r i c Pr o d u ct
D e ve lo p m e n t P r o ce ss

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 THANK YOU!

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