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1 Introduction

The document outlines key aspects of product design and development, emphasizing the importance of understanding customer needs and competition for successful product outcomes. It discusses the characteristics of effective product development, the challenges faced, and the structured methods used in the process. Additionally, it highlights the significance of cross-functional teams and integration in overcoming organizational realities that can hinder development efforts.

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Veronica Wang
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12 views27 pages

1 Introduction

The document outlines key aspects of product design and development, emphasizing the importance of understanding customer needs and competition for successful product outcomes. It discusses the characteristics of effective product development, the challenges faced, and the structured methods used in the process. Additionally, it highlights the significance of cross-functional teams and integration in overcoming organizational realities that can hinder development efforts.

Uploaded by

Veronica Wang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Introduction

Product Design and Development


Chapter 1
Karl T. Ulrich and Steven D. Eppinger
5th Edition, Irwin McGraw-Hill, 2012.
Chapter Outline
• Characteristics of successful product
development
• Who designs and develop products
• Duration and cost of product development
• The challenges of product development
• Structured methods
• Organizational Realities

06/10/25 2
Research and Development

R T D
Basic Technology Product
Research Development Development
•Discovery process •Loosely structured •Structured methods
•No set timing •Difficult to plan •Planned timing
•Unpredictable returns •Less predictable •Predictable outcome
•Long term •Medium term •Short term
Changing Dimensions of
Competition

Manufacturing: Product Development:


Cost and Quality Features and Function

Competitiveness today is more than ever based


on product development capability.
Creating Value through
Product Development:

It’s all about the product.


iRobot Roomba
Back to the History
• Corporate stories of success and
failure:
– Fujifilm/Kodak
– Ford Sport/utility vehicles
– Blockbuster
– Digital cameras

10
Lessons learned from the
stories
• It is products like these that make companies
successful
– and competitors retreat.
• What in common is that their developers
understood their customers and their
competitors
• They created products that met or exceeded
their customers’ expectation
• With these products, these companies
became competitive at that time.
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Characteristics of successful
product development
• Product quality (features and value)
• Development lead time
• Product cost
• Development cost
• Accumulation of development capability and
experience of the team.

06/10/25 14
Today’s business environment
– Innovation
• Be the first in the market
– Shortened product life cycle & shortened product
development cycle
• concurrent engineering/operation
– Frequent changes & agile operations
• mass customization
– Smaller lots and just-in-time production
• lean manufacturing/thinking
– Core business and supply network
– Global economy and corporate intelligence
– Internet and wireless integration

06/10/25 15
Scope of development efforts
• The team
– Development time: 1-5 years
– Development cost: US$100K-3B
– Team size (internal): 3-10K
– Team size (external): 3-10K
• The product
– Product cost: US$1-200M
– Numbers of parts: 3-130K
– Annual production volume: 50-50M
– Sales lifetime: 1-40 years
– Initial production cost: US$100K-3B

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Product development team –
core team
• Marketing professional
• Design professionals
– ME
– EE
– Industrial designer
• Manufacturing professionals
– Manufacturing engineer (manufacturability)
– Purchasing specialist (supply chain)
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Product development team –
extended team
• Legal, sales, finance professionals
• Consulting firms
• Government agencies
• Universities
• Environmental groups
• Professional regulatory groups (such as the
ASME)
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Benefits of integration
• The best practice is to involve a team of
people representing the necessary
disciplines and skills (a cross-functional
team)
• Note:
– Assemble your project team of multi-
disciplinary backgrounds as required.

06/10/25 22
Challenges of product
development
• Trade-off
• Dynamics in the environment
• Tremendous amount of design details
• Time pressure
• Satisfaction of societal and individual needs
• Team diversity & spirit

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Organizational realities
– leading to dysfunctional product development team

• Lack of empowerment of the team


• Functional allegiances transcending project
goals
– That is, allegiance to functional department vs.
project success
• Inadequate resources
• Lack of cross-functional representation on
the project team
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Structured methods
• Product development process
– is a creative effort
– is a process of design-related activities,
which can be documented, studied and
improved.
• Question?
– Is product development an art or an
science?
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Product development process
• Major steps:
– Planning
– Concept development
– Architectural (system-level) design
– Detailed design
– Testing and refinement
– Production design and ramp-up
• Also refer to ex. 2-2 on page 14 in chapter 2 for
detail.
06/10/25 26
Textbook
Product Design and Development
Karl T. Ulrich and Steven D. Eppinger
5th edition, Irwin McGraw-Hill, 2012.
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

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