Product Development Process

Potential benefits/ outcomes

Customer Provides unique benefits and features to the customers
dimensions Meet customer expectations better than existing products
Provide better quality as perceived by customers
Results in innovative offerings to the customers

Sustained Simplifies product in use and maintenance

Performance Reduces the cost of use over product lifetime
Addresses environmental issues pertaining to manufacture, use and disposal

Operational Simplifies the manufacturing process

Advantages Simplifies the assembly process
Minimizes the need for revisions and changes after introduction

Strategic Enables faster new product introduction

Advantages Reduces the cost of the product
Provides capabilities for mass customization
 Design Process

Idea Feasibility
generation study Performance
Product or
service concept specifications

Suppliers Customers Form design

R&D

Marketing Competitors Revising and testing

prototypes

Functional Production
design design

Design Manufacturing
New product or specifications or delivery
service launch specifications

Pilot run
Final design and final tests
& process plans
Idea Generation Sources
• Company’s own R&D department
• Customer complaints or
suggestions
• Marketing research
• Suppliers
• Salespersons in the field
• Factory workers
• New technological developments
• Competitors
• Perceptual Maps
– Visual comparison of customer
perceptions
• Benchmarking
– Comparing product/service
against best-in-class
• Reverse engineering
– Dismantling competitor’s
product to improve your own
product
 Perceptual Map of Breakfast
Cereals
GOOD
TASTE

Cocoa Puffs

LOW HIGH
NUTRITION NUTRITION

Rice
Rice Cheerios
Cheerios
Krispies
Krispies
Wheaties
Wheaties

Shredded
Shredded
Wheat
Wheat
BAD
TASTE
Feasibility Study
• Market analysis
• Economic analysis
• Technical/strategic
analysis
• Performance specifications
Prototyping
• Build a prototype
– form design
– functional design
– production design
• Test prototype
• Revise design
• Retest
• Form Design
– how product will look?
• Functional Design
– reliability
– maintainability
– usability
 Production design

• Simplification
– reducing number of parts, assemblies, or options in a product
• Standardization
– using commonly available and interchangeable parts
• Modularity
– combining standardized building blocks, or modules, to create
unique finished products
 Design Simplification

(a) Original design (b) Revised design (c) Final design

Assembly using One-piece base & Design for

common fasteners elimination of push-and-snap
fasteners assembly
Final Design and Process Plans
• Final design • Process plans
– detailed drawings and
specifications for new
product or service
– workable instructions
• necessary equipment
and tooling
• component sourcing
recommendations
• job descriptions and
procedures
• computer programs for
automated machines
 Improving Quality of Design
• Review designs to prevent failures
• Design for environment
• Measure design quality
• Use quality function deployment
• Design for robustness
 Design Review
• Failure mode and effects analysis (FMEA)
– a systematic method of analyzing product failures
• Fault tree analysis (FTA)
– a visual method for analyzing interrelationships among
failures
• Value analysis (VA)
– helps eliminate unnecessary features and functions
 FMEA for potato chips
Failure Cause of Effect of Corrective
Mode Failure Failure Action
Stale •low moisture content •tastes bad •add moisture
•expired shelf life •won’t crunch • cure longer
•poor packaging •thrown out •better package seal
•lost sales •shorter shelf life
Broken •too thin •can’t dip •change recipe
•too brittle •poor display •change process
•rough handling •injures mouth •change packaging
•rough use •chocking
•poor packaging •perceived as old
•lost sales

Too Salty •outdated receipt •eat less •experiment with recipe

•process not in control •drink more •experiment with process
•uneven distribution of salt •health hazard •introduce low salt version
•lost sales
Fault tree analysis (FTA)
 Value analysis (VA)

• Can we do without it?

• Does it do more than is required?
• Does it cost more than it is worth?
• Can something else do a better job?
• Can it be made by
– a less costly method?
– with less costly tooling?
– with less costly material?
• Can it be made cheaper, better, or faster by someone else?
 Design for Environment
• Design for environment
– designing a product from material that can be recycled
– design from recycled material
– design for ease of repair
– minimize packaging
– minimize material and energy used during manufacture,
consumption and disposal
• Extended producer responsibility
– holds companies responsible for their product even after its useful
life
 Measure Design Quality
• % of revenue from new • % of parts that can be
products or services recycled
• % of products capturing • % of parts used in
50% or more of market multiple products
• % of process initiatives • % of parts with no
yielding a 50% or more engineering change orders
improvement in • Average number of
effectiveness components per product
• % of suppliers engaged in • Things gone wrong
collaborative design (TGW)
 Quality Function Deployment
(QFD)
• Translates voice of customer into technical
design requirements
• Displays requirements in matrix diagrams
– first matrix called “house of quality”
– series of connected houses
 House of Quality
5

Importance
Trade-off matrix

3
Design
characteristics

1 4 2

Customer Relationship Competitive

requirements matrix assessment

6 Target values
Competitive Assessment of
Customer Requirements

Competitive Assessment
Customer Requirements 1 2 3 4 5
Presses quickly 9 B A X
Removes wrinkles 8 AB X
Irons

Doesn’t stick to fabric 6 X BA

well

Provides enough steam 8 AB X

Doesn’t spot fabric 6 X AB
Doesn’t scorch fabric 9 A XB
Heats quickly 6 X B A
Automatic shut-off 3 ABX
safe to use
Easy and

Quick cool-down 3 X A B
Doesn’t break when dropped 5 AB X
Doesn’t burn when touched 5 AB X
Not too heavy 8 X A B
From Customer

Protective cover for soleplate

Time required to reach 450º F
Time to go from 450º to 100º
Requirements

Material used in soleplate

Flow of water from holes

Energy needed to press

Thickness of soleplate
to Design

Automatic shutoff
Number of holes
Size of soleplate
Characteristics

Weight of iron

Size of holes
Customer Requirements
Presses quickly - - + + + -
Removes wrinkles + + + + +
Irons

Doesn’t stick to fabric - + + + +

well

Provides enough steam + + + +

Doesn’t spot fabric + - - -
Doesn’t scorch fabric + + + - +
Heats quickly - - + -
Automatic shut-off +
safe to use
Easy and

Quick cool-down - - + +
Doesn’t break when dropped + + + +
Doesn’t burn when touched + + + +
Not too heavy + - - - + -
 Tradeoff Matrix

Energy needed to press

Weight of iron
-
+

Size of soleplate
Thickness of soleplate
Material used in soleplate
-

Number of holes
+
+

Size of holes
Flow of water from holes
Time required to reach 450º
Time to go from 450º to 100º
Protective cover for soleplate
Automatic shutoff
Targeted Changes in Design

Time to go from 450º to 100º

Time required to reach 450º
Material used in soleplate

Flow of water from holes

Energy needed to press

Thickness of soleplate

Protective cover for

Number of holes
Size of soleplate
Weight of iron

Size of holes

soleplate
Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N
measures
Objective

Iron A 3 1.4 8x4 2 SS 27 15 0.5 45 500 N Y

Iron B 4 1.2 8x4 1 MG 27 15 0.3 35 350 N Y
Our Iron (X) 2 1.7 9x5 4 T 35 15 0.7 50 600 N Y
Estimated impact 3 4 4 4 5 4 3 2 5 5 3 0
Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2
Targets 1.2 8x5 3 SS 30 30 500
Design changes * * * * * * *
Completed
House of Quality

SS = Silverstone
MG = Mirorrglide
T = Titanium
 A Series of Connected QFD Houses

Product
characteristics
requirements
Customer

Part
A-1 characteristics
characteristics
Product

Process
House A-2 characteristics
of

characteristics
quality
Parts A-3 Operations

Part
deployment

characteristics
Process
Process A-4
planning

Operating
requirements
Benefits of QFD
• Promotes better understanding of customer demands
• Promotes better understanding of design interactions
• Involves manufacturing in design process
• Breaks down barriers between functions and departments
• Provides documentation of design process
 Design for Robustness
• Robust product
– designed to withstand variations in environmental and operating
conditions
• Robust design
– yields a product or service designed to withstand variations
• Controllable factors
– design parameters such as material used, dimensions, and form of
processing
• Uncontrollable factors
– user’s control (length of use, maintenance, settings
 Desired service
experience
Service Concept Service Package
Targeted
customer Physical Sensual Psychological
items benefits benefits

Performance Specifications

Customer Customer
requirements expectations

Design Specifications Service

Customer
Provider

Provider Cost and time

Activities Facility
skills estimates
Service Delivery Specifications

Design Schedule Deliverables Location

Process Service