BiT-FMIE

Lecture
on
product development process
By
Tewodros Y.
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 Contents
 General problem solving process
 Flow of work during the process of designing
 Product development process
 Control documents
 Factors for success
 Product and process cycles
 Organization structure for design and product
development

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 Think About It!
• Think of two products what you know
• Are they new or old?

Come up with an example of each

• New-to-the-World Products

• Product Improvements
  General Problem Solving Process

• we proceed from the qualitative to the quantitative, each new

step being more concrete than the last.
• Given the complexity of the product development process and
many methods that have to be applied.
• It is therefore necessary for designers must learn about the
design process and the application of individual methods, as
well as the working and decision making steps proposed in
the procedural plans.
• Repeating working steps is the process of iteration by which
one approaches a solution step-by-step until the result seems
satisfactory

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 Cont…

General problem solving process

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 Cont….
Confrontation: Every task involves an initial confrontation of the
problem, which involves elucidating what is known or not (yet)
known.
The intensity of this confrontation depends on the knowledge, ability and
experience of the designers, and on the particular field in which they
are engaged.
• Information: This information can also reduce confrontation and
increase confidence that solutions can be found.
• the definition phase, where the essential problems (the crux of the
task) are defined on a more abstract plane, in order to set the
objectives and main constraints.
• creation, where solutions are developed by various means and then
varied and combined using methodical guidelines.
• Evaluation: If the number of variants is large, there must also be an
evaluation which is then used to select the best variant through a
decision.

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 Cont…

General decision making process

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 Cont…
 Decisions involve the following considerations :
• If the result from the previous step meets the objective,
the next step can be started.
• If the results are incompatible with the objective, the
next step should not be taken.
• If resources permit repetition of the previous step (or if
necessary several preceding steps), and good results can
be expected, the step must be repeated on a higher
information level.
• If the answer to the previous question is no, the
development must be stopped.

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 
Flow of Work During the Process of Designing

Today’s conditions for product design and development

demand careful planning of:
• The required activities for the proposed project
• The timing and scheduling of these activities
• The project and product costs.
The activities and their durations strongly depend on the
type of task, in particular whether the task is for an
original, adaptive or variant design.

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  Product Development

• A set of activities in developing a product

• Starts with market study
• Ends production and sale

(Ulrich K.T. and Eppinger S.D.,

2003, Product Design and
Design Process Development )
  Product Development
Successful product development based on:
•Product Quality
•Product Cost
•Development Time
•Development Cost
•Development Capability
  PRODUCT DEVELOPMENT PROCESS
• Product development emphasizes the design of customer and
engineered products.
• The engineering design of a product is a vital part of this
process, but product development involves much more than
design.
• The development of a product is undertaken by a company to
make a profit for its shareholders. There are many business
issues, desired outcomes, and accompanying strategies that
influence the structure of the product development process
(PDP).
• The influence of business considerations, in addition to
engineering performance, is seen in the structure of the PDP.

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 Cont…
• A generally accepted model of the product development process
is shown in figure below.
• The six phases shown in this diagram generally agree with those
proposed by Asimov for the design process with the exception of
the Phase 0, Planning, and the omission of Asimow’s Phases VI
(Planning for use) and VII(Planning for product retirement).

Product Development Processes

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 Every project must make two important decisions about
the way they will carry out their product development.
1. What is the Product Development Process and

2. What is the Product Development Organization

 The process is the method the team will use to go
from idea to product.
 The organization is the team structure that will be
employed to accomplish the development process.

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Phase 0 is the planning that should be done before the approval of
the product development project.
Product planning is usually done in two steps.
•The first step: determine the possible markets and whether the
product is in alignment with the corporate strategic plan.
•It also involves a preliminary engineering assessment to determine
technical and manufacturing feasibility.
•This preliminary assessment usually is completed in a month. If
things look promising after this quick examination, the planning
operation goes into a detailed investigation to build the business
case for the project. This could take several months to complete and
involves personnel from marketing, design, manufacturing, finance,
and possibly legal.

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 Generic Phase/Gate Process
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Concept System-Level Detail Testing and Production
Development Design Design Refinement Ramp-up

Concept Development:
• Develop a “body of facts” about the proposed product
concept.
• Identify target market, establish customer needs, determine
technology requirements and availability.
• Generated alternative product concepts, and select a single
concept for further development.
• Propose initial product specifications.

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 Generic Phase/Gate Process
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Concept System-Level Detail Testing and Production
Development Design Design Refinement Ramp-up

System-Level Design:
• Define the proposed product architecture,
• break into subsystems and components,
• complete initial feasibility evaluations of key subsystems,
• complete staffing /enrollment requirements and assignments,
and refine the functional specifications.

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 Generic Phase/Gate Process
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Concept System-Level Detail Testing and Production
Development Design Design Refinement Ramp-up

Detail Design:
• Start full scale development of the product,
• begin initial prototyping of entire product, choose materials,
• develop detailed specifications for all components,
• develop test plans and quality objectives.

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 Generic Phase/Gate Process
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Concept System-Level Detail Testing and Production
Development Design Design Refinement Ramp-up

Testing and Refinement:

•Do performance and reliability /consistency testing,
• Build-test-fix-document cycles until product meets
functional specifications.

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 Generic Phase/Gate Process
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Concept System-Level Detail Testing and Production
Development Design Design Refinement Ramp-up

Production Ramp-up:
• The manufacturing operation begins to make and assemble the
product using the intended production system.
•complete documentation, complete final qualification testing,
• all parts and components available for production volumes,
production tooling complete,
• build first production runs, and release documentation to
production.

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  Early phases of Product Development

Market analysis Technology

and Strategy development

Concept Development

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  Concept Development Phase

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

Concept System-Level Detail Testing and Production
Development Design Design Refinement Ramp-up

Mission
Statement
Identify Establish Generate Select a
Refine
Customer Target Product Product
Needs Concept Specs/PDS
Specs/PDS Concepts

Development
Analyze Plan Plan
Perform Remaining
competitive Economic Development
Products Analysis Project

Concept Development

Exhibit 2 Chapter 3 Ulrich & Eppinger

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  Control Documents
 It is important to maintain complete and accurate documentation
on a design project to insure that:
• the key plans,
• decisions,
• To finish on time,
• To be profitable,
• and results are captured and made available to everyone who will
impact or be impacted by the project.
• What else, list what you know about the proper documentation?

 What are some problems that can occur without adequate

documentation?

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 Cont…
• Duplicated efforts by team members
• Problems being solved more than once because previous
results were not available.
• Management becoming alarmed because of mis-information
or rumors.
• Unclear project requirements and unclear customer needs
• Delayed projects because critical path activities were not
completed on time.
• Wrong parts being ordered
• etc.

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  Factors for Success
• In commercial markets the cost to purchase a product is of
paramount importance.
• It is important to understand what the product cost implies and
how it relates to the product price.
• The difference between the price and the cost is the profit per
unit.
Profit = Product Price - Product Cost

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 Cont…
 There are four key factors that determine the success of a
product in the marketplace.
• 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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 Cont…
• Developing a product involves many people with talents in
different disciplines. It takes time, and it costs a lot of
money.
• Thus, if we can reduce the product development cost, the
profit will be increased. First, consider development time.
• Development time, also known as the time to market, is the
time interval from the start of the product development
process (the kickoff) to the time that the product is available
for purchase (the product release date).

• Development time: from starting time up to product

readiness for selling

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  PRODUCT AND PROCESS CYCLES

• Every product goes through a cycle from birth, into

an initial growth stage, into a relatively stable period,
and finally into a declining state that eventually ends
in the death of the product.

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 Cont…

Product life cycle

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  Product Life Cycle

Four Stages of the Product Life Cycle

  Stages of Product Life Cycle

Stage 1: Introduction (new to the market)

Companies
• promote consumer awareness
• get customers to try the product
• educate consumers about the product
Stage 2: Growth
• Competitors are entering the marketplace
• The product must be improved to stay
competitive
• Sold in more locations
  Stages of Product Life Cycle

Stage 3: Maturity Stage

• Product has reached its peak
• Sales slow down
• Repeat customers may stop buying
and it may be hard to attract new
customers
  Stages of Product Life Cycl

Stage 4: Decline
• Sales and profit continue to drop
• There is no longer a demand for the product
• Product may be dropped by the company
• Good Example: cassette tapes
 • Think about it!
 Think of a product that is currently in each of the stages of
the product life cycle.
• Introduction
• Growth
• Maturity
• Decline
 Organization For Design And Product Development

• The organization of a business enterprise can have a

major influence on how effectively design and product
development are carried out.
• There are two fundamental ways for organizing a
business: with regard to function or with respect to
projects .

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 Cont…
 An important aspect of how an enterprise should be organized is
concerned with the links between individuals. These links have to do
with:
• Reporting relationships: A subordinate is concerned about who his
or her supervisor is, since the supervisor influences evaluations,
salary increases, promotions, and work assignments.
• Financial arrangements: Another type of link is budgetary. The
source of funds to advance the project, and who controls these funds,
is a vital consideration.
• Physical arrangement: Studies have shown that communication
between individuals is enhanced if their offices are within 50 feet of
each other.
• Thus, physical layout, whether individuals share the same office,
floor, or building, or are even in the same country, can have a major
impact on the spontaneous encounters that occur and hence the
quality of the communication.

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Example of a functional organization.

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  Organization by Projects
• The other extreme in organizational structure is the
project organization,
• where people with the various functional abilities needed
for the product development are grouped together to
focus on the development of a specific product.
• These people often come on special assignment from the
functional units of the company.
• Each development team reports to a project manager, who
has full authority and responsibility for the success of the
project.
• Thus the project teams are autonomous units, charged
with creating a specific product.

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 Cont…

A simplified project organization.

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  Discuss on
1. State the difference between product design and
product development?
2. list d/t products in different cycle?
3. discuss about the stages of PDP?
4. What did you understand from product life cycle?
5. How somebody/companies become profitable for
along time?

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 Project work
Title:

•Design and modeling of……………………………

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Thanks

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