IE 574 Product Innovation

Dr. Haneen Ali

[email protected],jo

1. Introduction (Chapter 1)

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Introduction
• Humans have been designing mechanical objects for nearly 5000
years. Each of these objects is the end result of a long and often
difficult design process.
• Why study the design process?
• There is a continuous need for new, cost-effective, high-quality products
• Need for assistance in communication and structure: Today’s products have
become so complex that most require a team of people from diverse areas of
expertise to develop an idea into hardware.
• To be efficient: To compete in the market, a company must be very efficient in
the design of its products
• Avoid poor design Process: 85% of the problems with new products not
working as they should, taking too long to bring to market, or costing too
much are the result of a poor design process.
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Introduction
• The design process
is the organization and management of people and the
information they develop in the evolution of a product.
• Product
is any physical device that is being designed, whether it is a
device that is mass produced and sold to thousands, a shelf to
hold your books, or a Mars Rover suspension.

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Introduction
• In simpler times, one person could design and manufacture an entire
product.
• By the middle of the twentieth century, products and manufacturing
processes had become so complex that one person no longer had
sufficient knowledge or time to design and manufacture an entire
product.

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Product Life
• Every product has a life history that evolves through four distinct stages:

1. Design Stage: concerns the development of the product (our focus)

2. The production and delivery of the product to the customer
3. The third is the product’s use by the customer
4. End of Life: What happens to the product after it is no longer useful
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Design
Design has four phases:

1. Project definition:
Efficient product development hinges on choosing the right projects to
work on and planning for.
2. Product definition
Good definition of the product to is a key point in product
development.
Time spent defining what the product is to be, prior to developing
concepts, saves time and money and improves quality.
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Design
Design has four phases:

3. Conceptual design:
Generating and evaluating new concepts. Decisions made here affect all
the downstream phases.
4. Product development:
Turning a concept into a manufacturable product that performs as it
should.
This phase ends with manufacturing specifications and release to
production.
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Design
The design process not only gives birth to a product but is
also responsible for its life and death.

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Production and Delivery

1. Manufacture:
Design decisions directly determine:
• Materials used during manufacture
• Manufacturing processes and the resulting cost to make the parts
• subsequent reuse or recycling.

2. Assembly:
The ease of product assembly
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Production and Delivery

3. Distribution:
Product must be delivered to the customer in a safe and cost-effective
manner.
Design requirements may include the need for shipping

4. Installation:
Some products require installation before the customer can use them.
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Use
Operate: operating sequences
that describe the use.
Example: hammer that can be used
to put in nails and take them out.

Clean: considering cleanablity

during the design process

Maintain: considering
maintainability during the design
process
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End of Life
Retirement: original
manufacturer might be
responsible for collecting and
reusing or recycling its products
(retirement plan)

Disassembly: design for

disassembling a product

Reuse or Recycle

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 Design Best Practices

• Design best practices: are activities under taken every day in industry
that have been successful and adopted by others.
• The best practices make up a design strategy that will help in the
development of a quality product that meets the needs of the
customer.
• These practices will consume time early in the design process, but
they eliminate expensive changes later

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Design Changes
Engineering changes during automobile development:

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Design Changes

• The goal of the design process is not to eliminate changes but to

manage the evolution of the design so that most changes come
through iterations and decisions early in the process

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Exercise

Design a joint to fasten together two pieces of 1045 sheet steel, each 4
mm thick and 6 cm wide, which are lapped over each other and loaded
with 100 N?

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Exercise
• Potential concepts:
• use a bolted joint
• a glued joint
• a joint in which the two pieces are folded over each other
• a welded joint
• a joint held by magnets!!

• Which one is better?

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Exercise
• Which one is better?
• It depends on other, unstated factors!!!! (the problem is not as well
defined)
• To evaluate proposed concepts, more information about the joint is
needed
• Will the joint require disassembly?
• Will it be used at high temperatures?
• What tools are available to make the joint?
• What skill levels do the joint manufacturers have?

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Design Solutions

• What makes design hard?

Design problems have multiple possible solutions
• What is the “best solution”?
• In fact, there may be many good solutions, and it may be difficult if
not impossible to define what is meant by the “best solution” !!!
• All design problems have a multitude of satisfactory solutions and
no clear best solution
• The goal in design is to find a good solution that leads to a quality
product with the least commitment of time and other resources
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Design Solutions

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Gained knowledge vs Design
Freedom
• As work on the project progresses, the designer’s knowledge about
the technologies involved and the alternative solutions increases
• Since design is a series of decisions and each decision eliminates
alternative possibilities, design freedom is lost as the process
proceeds
• The more you learn the less freedom you have to use what you
know
• After completing a project, most designers want a chance to start all
over in order to do the project properly now that they fully
understand it. Unfortunately, no chance!!
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Gained knowledge vs Design
Freedom

Thus, the goal during the

design process is to learn as
much about the evolving
product as early as possible
in the design process
because during the early
phases changes are least
expensive
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Design Decisions
• A decision is needed whenever there is a choice among multiple
alternatives
• Typically decisions will be made about:
• What design goals to choose
• Which concepts to consider
• How to break the product into systems and subsystems
• What shapes to use
• Which manufacturing process to use
• And so on………
• What do we need to make a decision?
• Information
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Design Decisions
In reality the information is:
• Uncertain:
The less knowledge, the higher the uncertainty and, the higher
the risk of design failure
• Incomplete:
You have to make decisions because time is running out, other
people need your commitment, etc.
• Conflicting:
You might resolve the conflict through more analysis, but you
need more resources (time, money, etc.)
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Design Decisions
• There is never enough time and money to get rid of all the
uncertainty and incompleteness, and there will always be conflicting
information.
• We need methods that help manage these realities as best we can.
• These methods, best practices, are designed to help make design
decisions and control the messiness as best as is possible.

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Design Decisions Actions

1. Understand the Issue

• Decisions are needed to resolve
issues and the resolution is only as
good as the understanding
• Making sure the right issue is being
attacked

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Design Decisions Actions

2. Develop Measures
• How will you know if you have a
solution for the issue? Ex: good
joint??
• You know if you have “measures”,
like strength, thickness, corrosion
resistance, etc.

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Design Decisions Actions

3. Generate Alternatives
• If you only have one alternative,
you don’t have a decision to make
• The search for alternatives is a
major part of the effort

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Design Decisions Actions

4. Evaluate Alternatives
• Analysis methods

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Design Decisions Actions

What to do next?
• Often, the effort to understand,
generate, and evaluate raises new
issues that then start other
understand, generate, evaluate,
and decide sequences.

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Exercise

Write down the description of some object that is not familiar to the
others.
This description should contain at least six different nouns that describe
different features of the object.
Without showing the description to the others, the first person
describes the object to one other person in such a manner that the
others can’t hear.
This can be done by whispering or leaving the room

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Thrown Over The Wall
• People in marketing communicate a perceived market need
(customers need) to engineering
• Engineering design interpret the need, develop product design, then
send to production.
• Production then interpret the information and build what it thinks
engineering wanted.

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Thrown Over The Wall
• Often what is manufactured by a company using the over-the-wall
process is not what the customer had in mind
• Why:
• Marketing may not be able to communicate to engineering a clear picture of
what the customers want
• Design engineers do not know as much about the manufacturing processes as
manufacturing specialists (may know less-expensive methods to produce the
product)

• Best Practice: Concurrent Development or ‘Concurrent Engineering’

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Design for Sustainability
• It is important to control your designs and how they interact with the
Earth over their lifetime.
• “Human beings don’t have a pollution problem; they have a design
problem”
• The responsibility that goes with designing is well summarized in the
Hannover Principles
• The Hannover Principles aim to provide a platform on which designers
can consider how to adapt their work toward sustainable ends
• Fifth principle: Eliminate the concept of waste.
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Homework assignment 1

• Read chapter 1 and solve exercises 1.1 and 1.3 (page 20)
• Submit into XXX (before class)

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