Importance of Product Design 1 Important for developed

Importance of Product Design 1. Important for developed countries that cannot 2. compete in low cost labor for manufacturing 2. Most of the profit and wealth are generated by new products

Design Considerations How to minimize the risk and unnecessary reinvention How to minimize cost? How to shorten the time to market? How to ensure product and service quality? How to get Customer satisfaction? How to ensure manufacturability? How to take advantages of IT?

IE Methodologies for Prod Des & Dev Benchmarking and reverse engineering Rapid prototyping Taguchi methods for robust design Design For Manufacture/Assembly (DFM/A) Ergonomics Product styling Concurrent Engineering Quality function deployment (QFD) Transportation logistics Supply chain management IT in Engineering: CAD/CAM, solid modeling Tolerance analysis and synthesis Virtual engineering – simulation

Classifications of Product Design 1. Technology vs Market Driven Technology driven: arise out of a new technology or scientific discovery small fraction of new products belong to this category Examples Air travel (invention of airplanes) Light bulb (electricity and vacuum sealed bulbs) Market driven: arise out of market demand involves modification of existing prod Examples PC Laptop computer; Electronic diary PDA

Classifications of Product Design 2. Revolutionary vs. Evolutionary Revolutionary: created by new technology. May be technological breakthroughs, market driven, both. Examples: Semiconductor transistors (Shockley et al, 1956) 4 -stroke IC engine (Nikolaus Otto, 1876) Evolutionary: improve some aspect of an existing design, e. g. Human factors, Using New Materials Using New Manufacturing Techniques New Design, Mass customization Using New Clever Packaging Examples: Microsoft™ Internet Explorer Pilot™ ball-point pens

Corporate Strategies 1. Pioneering: firms that want to be innovation leaders - High R&D budget Examples: Xerox PARC, (former) AT&T Bell Labs 1. 2. Responsive: Respond to pioneering competitors - Lower risk than pioneer; - Main expense: improving the product - May need to pay royalties, buy patents Example: Microsoft™

Corporate Strategies 1. Traditional - Companies that have fixed product and clients - Low level, evolutionary improvements Examples: Electricity, Water supply 1. 2. Dependent: Design done by partner (OEM companies) - Low risk - Low return (manufacturing margins are low)

Corporate Strategy comparison Company priorities for different innovation strategies [source: Baxter, p 106 -108] R&D Pioneering Innovative Time to Design market Prn Engg Technical Patents Marketing *** *** *** ** - * Responsive * Traditional *** Dependent *** *

Example 1 Invention of airplanes existence of air carriers/ air mail

Example 2 Vacuum tube integrated circuit (IC)

Example 3 Instant film (Polaroid Instant Camera) Edwin Land founded Polaroid in 1937 Polarizing filters for cameras, sunglasses Inspiration: daughter’s impatience Polaroid Model 95 Land cam (’ 48)

Example 4 Keyboard (Evolutionary, HF) Dell Comfort Belkin Microsoft

Example 5 Product Family (mass customization) One computer choice of mouse [standard, wireless, track ball] choice of drive choice of memory …

Example 6 Hand copying Photocopiers Early 1800’s: Carbon paper Early 1900’s: Mimeographs (T. E. Edison) Mid 1900’s: Xerox copier (C. Carlson) Source: http: //www. creativepro. com/story/feature/23030. html

Example 7 Textile Manufacture (a) Hand-spinning Spinning Jenny

Example 7 Textile Manufacture (b) Hand Loom Flying shuttles Power Looms

Example 8 Different generations of computer chips (Evolutionary) Intel Year processor Notes < 3000 transistors, 108 KHz clock 4004 1971 80486 First chip that allowed PC to have point-and-click 1989 applications Pentium IV 2000 42 million transistors, 0. 18 m technology, 1. 5 G Hz Image

Example 8 contt. First (GUI): Apple (based on GUI from Xerox PARC) The Apple Lisa, 1983, Motorola 68000 cpu 5 MHz, 12” black-white monitor, mouse

Example 9 Soda-can opening-mechanism

Example 10 Glass vs. plastic bottles (new materials)

Example 11 Tennis racquets (new materials) Wood Aluminum Graphite Fiberglass Titanium composite Hyper-carbon

Example 12 Transparent case i. Mac computer (New Packaging: marketing driven)

Example 13 Federal Express (New Service)

Example 14 Platform engineering: Multiple different models used by multiple brands within a group of companies