Development Processes and

Organizations

Teaching materials to accompany:

Product Design and Development
Chapter 2
Karl T. Ulrich and Steven D. Eppinger
5th Edition, Irwin McGraw-Hill, 2012.
 Product Design and Development
Karl T. Ulrich and Steven D. Eppinger
5th edition, Irwin McGraw-Hill, 2012.
Chapter Table of Contents:
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
 Concept Development Process

M is s io n D e v e lo p m e n t
S ta te m e n t E s t a b lis h G e n e r a te S e le c t Test Set P la n P la n
Id e n tif y
T a rg e t P ro d u c t P ro d u c t P ro d u c t F in a l D o w n s tre a m
C u s to m e r N e e d s C o n c e p ts C o n c e p t( s ) C o n c e p t( s )
S p e c if ic a t io n s S p e c if ic a t io n s D e v e lo p m e n t

P e r f o r m E c o n o m ic A n a ly s is

B e n c h m a r k C o m p e titiv e P r o d u c ts

B u ild a n d T e s t M o d e ls a n d P r o t o t y p e s
Generic Product Development
Process

Concept System-Level Detail Testing and Production

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

Mission Concept System Spec Critical Design Production

Approval Review Review Review Approval
 Core development stages
Solution approach
Concept design
Architectural design
Detailed design
Process design
Fabrication and assembly
Test and deployment
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 Solution Approach
Concept for solutions
DFX

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 Concept development
A description of the form, function, and
features of a product
A set of specifications
An economic justification of the project.

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 System (architectural) design
Definition of product architecture, with an
assembly layout.
Division of the product into subsystems and
components, each with a functional
specification.

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 Detailed design
Complete specification of the geometry,
materials, and tolerances of each of the
unique parts
Identification of all standard parts to be
purchased.
Establishment of a process plan and tooling

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 Test and refinement
Construction and evaluation of multiple pre-production
versions of the product.
Early (alpha) prototypes are usually built with production-
intent parts (but may not be with the intended production
processes) for testing in the designer's environment, if the
design intent and key customer needs are met.
Later (beta) prototypes are built with parts supplied by the
intended production processes (but may not be with the
intended-assembly process), tested by customers in their
environment, and to evaluate product performance and
reliability.

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 Production ramp-up
The product is made using the intended
production system.
To train the work force and to work out any
remaining problems in the production
processes.

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 A generic concept
development process
1. Identifying customer needs
2. Establishing target specifications
3. Concept generation
4. Concept selection
5. Concept testing
6. Setting final specifications
7. Project planning
8. Economic analysis
9. Benchmarking of competitive products
10. Modeling and prototyping
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 Rapid Iteration PD Process

Many Iteration Cycles

Concept System-Level Production
Planning Concept System-Level Design Build Test Production
Planning Development Design Design Build Test Ramp-Up
Development Design Ramp-Up

Mission Concept Cycle Plan Cycle

Approval Review Review Review
Complex System PD Process
Design
Design Test
Test

Design
Design Test
Test
Concept System-Level Integrate Validation
Planning Concept System-Level Integrate Validation
Development Design and
andTest and
Planning Development Design Test andRamp-Up
Ramp-Up
Design
Design Test
Test
Mission Concept System Production
Approval Review Review Approval
Design
Design Test
Test
 Concept Development Process

Mission Development
Stateme Identify Establish Generate Select Test Set Plan Plan
nt Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s) Concept(s)Specifications
Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Front-end of PD need not be a fuzzy process.

Structured methods exist for each process step
(see text chapters 4 to 8).
This is not strictly sequential -- generally a
parallel and iterative process.
Tyco Product Development
Process
Project Concept Feasibility Preliminary Final Product Process Post-Launch
Launch
Registration Definition and Planning Design Design Verification Verification Assessment

RP RP RP RP RP RP RP RP RP
0 1 2 3 4 5 6 7 8
Tyco Product Development
Process
 Organizational types
Strict functional organization
Strict project organization
Matrix organization

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 Matrix organization
A hybrid of functional and project organizations
Each individual is linked to others according to
both the project they work on and their functions
Each has two supervisors: project manager and
functional manager.
Two variants of the matrix organizations
Heavyweight project organization (i.e., strong project
links).
Lightweight project organization (strong functional
links).
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 Factors for affecting an org.
structure
Importance of cross-functional integration
Criticalness of cutting-edge functional
expertise to business success
Utilization of resources from each function
Importance of product development speed

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 Organizational linkages
Reporting relationship
Financial arrangement
Physical layout.

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Other Images
 Variants of the development
process
Market pull products
Technology push products
Platform products
Process-intensive products
Customized products
high-risk product
Quick build products
Complex systems
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 Variants
Market-pull products
The firm finds a market opportunity and a technology to meet
customer's needs. Thermo care.
Technology-push products
The firm begins with a new technology and then finds a
market for it. Glue for post-it.
Platform products
Use of a proven technology platform to build a new product.
Instant film used in Polaroid cameras.
Process-intensive products
Develop product and process simultaneously.
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 Variants
Customized products
Build a new product by varying existing configurations.
High-risk products
Intensive and early test and analysis
Quick-build products
Rapid modeling & prototyping at testing phase
Complex systems
Subsystems and integration worked by teams

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 Traditional design methods
Aggregation
(include new functions)
Adaptation
(adapt to new conditions)
Application
(apply a proven technology to a new area)
analysis of properties
(thorough analysis of an existing design to improve)
Brainstorming
(find many solutions to a problem)
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 Traditional design methods
systematic search of field
(obtain complete possible information)
Questioning
(apply a system of questions to produce mental simulation)
mental experiment
(observe an idealized mental model at work)
value analysis
Evaluation
(find best variant among a few by point-counting)

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 Traditional design methods
invention
Iteration
(to solve a system with complicated
interactions)
experimentation
division of totality
math & computer modeling
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 Chapter 2: Home work
Exercise (Analysis of Properties)
Focus on materials selection for an existing product
Steps:
1. Examine each component of a product (an incandescent bulb, stapler, can opener).
2. Break the product or decompose it, avoiding injury to eyes or hands and damage to
the other components.
3. Construct and complete a table consisting the following items on its columns.
a. list each component of the product
b. define the function of each component
c. identify the material used
d. reason why it was selected
e. select possible alternative.
4. List five failure mechanisms

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