Development Processes and

Organizations

Teaching materials to accompany:

Product Design and Development
Chapter 2
Product Design and Development
Karl T. Ulrich and Steven D. Eppinger
5th edition, Irwin McGraw-Hill,
2012.
Chapter Table of Contents:
1. Introduction

2. Development Processes and Organizations

3.Opportunity Identification
4.Product Planning

5.Identifying Customer Needs

6.Product Specifications
7.Concept Generation

8.Concept Selection
9.Concept Testing
10.Product Architecture
11.Industrial Design
12. Design for Environment

13. Design for Manufacturing

14.Prototyping

15.Robust Design
16.Patents and Intellectual Property
17.Product Development Economics
18.Managing Projects
 Concept Development Process

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Generic Product Development
Process

System- Detail
Planning CCoonncc TTeesstitnni gg PProrodduu
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Core development stages 5

 Solution approach
 Concept design
 Architectural design
 Detailed design
 Process design
 Fabrication and assembly
 Test and deployment
Solution Approach 6

 Concept for solutions

 DFX
Concept development 7

 A description of the form, function, and features of a

product
 A set of specifications
 An economic justification of the project.
System (architectural) design 8

 Definition of product architecture, with an assembly

layout.
 Division of the product into subsystems
and components, each with a functional specification.
Detailed design 9

 Complete specification of the geometry, materials, and

tolerances of each of the unique parts
 Identification of all standard parts to be purchased.
 Establishment of a process plan and tooling
Test and refinement 10

 Construction and evaluation of multiple pre-production

versions of the product.
 Early (alpha) prototypes are usually built with production-
intent parts (but may not be with the intended production
processes) for testing in the designer's environment, if the
design intent and key customer needs are met.
 Later (beta) prototypes are built with parts supplied by the
intended production processes (but may not be with the
intended-assembly process), tested by customers in their
environment, and to evaluate product performance and
reliability.
Production ramp-up 11

 The product is made using the intended production

system.
 To train the work force and to work out any remaining
problems in the production processes.
A generic concept development 12

process
 Identifying customer needs
 Establishing target specifications
 Concept generation
 Concept selection
 Concept testing
 Setting final specifications
 Project planning
 Economic analysis
 Benchmarking of
 competitive products
Modeling and prototyping
Rapid Iteration PD Process

Many Iteration Cycles

System-
Planning CCoonncept Design PProrodduu
Planning Level BBuuili TTees
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Missionpment Concept Cycle Plan Cycle
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Complex System PD Process

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 Concept Development Process

Mission Development
Identify Establish Generate Select Test Set Plan
Statement Plan
Customer Target Product Product Product Final Downstream
Needs Specificatio s Concept(s) Concept(s) Specific s Development
n Concept ation
s
Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

• Front-end of PD need not be a fuzzy process.

• Structured methods exist for each process step (see text
chapters 4 to 8).
• This is not strictly sequential -- generally a parallel and
iterative process.
 Tyco Product Development Process

Project Concept Feasibility Preliminary Final Product Process Post-Launch

Registration Definition and Planning Design Design Verification Verification Launch
Assessment

RP RP RP RP RP RP RP RP RP
0 1 2 3 4 5 6 7 8
Tyco Product Development Process
Organizational types 19

 Strict functional organization

 Strict project organization
 Matrix organization
Matrix organization 21

 A hybrid of functional and project organizations

 Each individual is linked to others according to both
the project they work on and their functions
 Each has two supervisors: project manager and functional
manager.
 Two variants of the matrix organizations
► Heavyweight project organization (i.e., strong
project links).
► Lightweight project organization (strong
functional links).
Factors for affecting an org. 22

structure
➢ Importance of cross-functional integration
➢ Criticalness of cutting-edge functional expertise
to business success
➢ Utilization of resources from each function
➢ Importance of product development
speed
Organizational linkages 23

➢ Reporting relationship
➢ Financial
➢ arrangement Physical
layout.
Variants of the development
process
24

 Market pull products

 Technology push products
 Platform products
 Process-intensive products
 Customized products
 high-risk product
 Quick build products
 Complex systems
Variants 25

 Market-pull products
► The firm finds a market opportunity
and a technology to meet customer's needs.
 Thermo care. products
Technology-push
► The firm begins with a new technology and then
finds a market for it. Glue for “post-it.”
 Platform products
► Use of a proven technology platform to build a new
product. Instant film used in Polaroid cameras.
 Process-intensive products
► Develop product and process simultaneously.
Variants 26

 Customized products
►Build a new product by varying existing configurations.
 High-risk products
►Intensive and early test and analysis
 Quick-build products
►Rapid modeling & prototyping at testing phase
 Complex systems
► Subsystems and integration worked by teams
Traditional design methods 27

 Aggregation
►(include new functions)
 Adaptation
►(adapt to new conditions)
 Application
►(apply a proven technology to a new area)
 analysis of properties
►(thorough analysis of an existing design to improve)
 Brainstorming
► (find many solutions to a problem)
Traditional design methods 28

► systematic search of field

► (obtain complete possible information)
► Questioning
► (apply a system of questions to produce mental
simulation)
► mental experiment
► (observe an idealized mental model at work)
► value analysis
► Evaluation
► (find best variant among a few by
point- counting)
Traditional design methods 29

 invention
 Iteration
►(to solve a system with complicated interactions)
 experimentation
 division of totality
 math & computer modeling