Product Design

Prepared By Prof. V.A.Patel Sankalchand Patel College of Engineering Visnagar

Introduction
What is machine design? The subject Machine Design is creation of new and better machines and improving the existing ones. Classifications of Machine Design Adaptive design. adaptation of existing designs. Requires no special knowledge or skill Minor alternation or modification in the existing designs of the product. Development design. Needs considerable scientific training and design ability New material/different method of manufacture.

Classifications of Machine Design

New design. Needs lot of research, technical ability and creative thinking. Designers who have personal qualities of a sufficiently high order can take up the work of a new design

Classifications of Machine Design

1. 2. 3. 4. 5.
6. 7.

Depending upon the methods used. Rational design depends upon mathematical formulae of principle of mechanics. Empirical design depends upon empirical formulae based on practice and past experience. Industrial design depends upon production aspects to manufacture any machine component in industry. Optimum design is the best design for given objective function under specified constraints. System design is design of any complex mechanical system like a motor car. Element design is design of any element of mechanical system like piston, crankshaft, connecting rod, etc. Computer aided design depends upon use of computer systems to assist in creation, modification, analysis and optimization of a design.

General Considerations in Machine Design

Type of load and stresses caused by the load. Motion of the parts or kinematics of the machine. Selection of materials. Form and size of the parts. Frictional resistance and lubrication. Convenient and economical features. Use of standard parts. Safety of operation. Workshop facilities. Number of machines to be manufactured. Cost of construction. Assembling.

General Procedure in Machine Design

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3. 4.
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6. 7. 8.

Recognition of need. Synthesis (Mechanisms). Analysis of forces. Material selection. Design of elements (Size and Stresses). Modification. Detailed drawing. Production.

What is Product Design ?

Product design is the process of ultimate creation of product. It is creating creativity itself. Here work is play, brainstorming is a science, and the most important rule is to break the rules. Designing new products and getting them to market quickly is the ultimate goal.

Brainstorming

It is process of generating and getting different ideas considering strict rules like. Defer judgment so that the flow of ideas is not interrupted. Build on the ideas of others because this is far more productive than hogging the glory for your own insights. Stay focused on the topic; tangents are not allowed. One person at a time so that you do not drown out that quiet, brilliant mumbler in the corner of room. Go for quantity150 in 3045 minutes is good. Encourage wild ideas. Be visual; for example, sketch ideas to help others understand them.

Rapid Prototyping

It is easier to discuss a model of something, no matter how primitive, than to talk about a bunch of abstract ideas. Rapid prototyping consists of three Rs: rough, rapid, and right. Make your models rough and make them rapidly. In the early stages, perfecting a model is wasting of time. Right does not mean your model needs to work. Instead, it refers to building lots of small models that focus on specific problems. For example, when a group is designing a phone, they cut out dozens of pieces of foam and cradled them between their heads and shoulders to find best shape for handset.

Contract manufacturer

Companies that specialize in manufacturing products for other companies have become very successful. These companies are called contract manufacturers Many companies often outsource major functions rather than support these functions in-house. Contract manufacturers have become successful in industries such as electronic products, clothing, drug, plastics, and custom manufacturing. A simple definition of a contract manufacturer is an organization capable of manufacturing and/or purchasing all components needed to produce a finished product or device.

Contract manufacturer

They have dramatically changed the way traditional manufacturing companies now operate. Depending on the situation, contract manufacturers will take various roles for a company. For example, in the automobile industry, contract manufacturers produce many of the parts and subassemblies such as seats and other interior parts, headlight and taillight assemblies, and the electronic equipment such as radio/CD and GPS navigation systems. The actual automobiles are often built regionally in the countries where products will be sold to reduce transportation cost and manage currency exchange risk.

Core Competence

A companys core competence is the one thing that it can do better than its competitors. It can be anything from product design to sustained dedication of a firms employees. The goal is to have a core competency that yields a long term competitive advantage to the company. Consider Hondas expertise in engines. Honda has been able to exploit this core competency to develop a variety of quality products from lawn mowers and snow blowers to trucks and automobiles. To take another example from the automotive industry, it has been claimed that Volvos core competence is safety.

Core Competence

Other examples for core competence are Parle G, Bourn Vita, Colgate and many more. A core competence has three characteristics:

It provides potential access to a wide variety of markets, It increases perceived customer benefits. It is hard for competitors to duplicate.

A firm has to decide exactly how the various functions critical to success will be handled. At one extreme is fully vertically integrated firm where all activities from design to fabrication of individual parts are handled in-house. At other extreme, is company that only sells products and outsources all design and manufacturing functions.

Product Design Procedure

It consists of six phases: Planning. Concept Development. System level design. Detailed design. Testing and Refinement. Production Ramp up.

Product Design Procedure

Phase 0:Planning. The planning activity is often referred to as phase zero since it precedes the project approval and launch of the actual product development process. It begins with corporate strategy and includes assessment of technology developments and market objectives. Its output is the project mission statement, which specifies the target market for product, business goals, key assumptions, and constraints.

Product Design Procedure

Phase 1: Concept development. Here the needs of the target market are identified, alternative product concepts are generated and evaluated, and one or more concepts are selected for further development and testing. A concept is a description of the form, function, and features of a product and is usually accompanied by a set of specifications, an analysis of competitive products, and an economic justification of the project.

Product Design Procedure

Phase 2: System-level design. This phase includes definition of product architecture and decomposition of product into subsystems and components. The final assembly scheme for production system is usually defined during this phase as well. Its output usually includes a geometric layout of product, a functional specification of each of products subsystems, and a preliminary process flow diagram for final assembly process.

Product Design Procedure

Phase 3: Design detail. This phase includes complete specification of geometry, materials, and tolerances of all unique parts in product and identification of all standard parts to be purchased from suppliers. A process plan is established and tooling is designed for each part to be fabricated within the production system. Its output is drawings or computer files describing geometry of each part and its production tooling, specifications of purchased parts, and process plans for fabrication and assembly of the product.

Product Design Procedure

Phase 4: Testing and refinement. It involves the construction and evaluation of multiple preproduction versions of product. Early prototypes are usually built with parts with same geometry and material properties as production version of product but not necessarily fabricated with the actual processes to be used in production. Prototypes are tested to determine whether the product will work as designed and whether the product satisfies customer needs.

Product Design Procedure

Phase 5: Production ramp-up. Here the product is made using intended production system. The purpose of the ramp-up is to train workforce and to work out any remaining problems in the production processes. Products are sometimes supplied to preferred customers and are carefully evaluated to identify any remaining flaws. The transition from production ramp-up to ongoing production is usually gradual. At some point in the transition, the product is launched and becomes available for widespread distribution.

Parallel Involvement of all Deptt. in Product Design Procedure

Parallel Involvement of all Deptt. in Product Design Procedure

Types of Products
Market-pull Products (Generic) The development process discussed is generic, and particular processes will differ in accordance with a firms unique context. When a firm begins product development with a market opportunity and then uses whatever available technologies are required to satisfy the market need is called market-pull product. e.g. swine flu drug. In addition to generic market-pull processes, several variants are common and result different types of products like technology-push products, platform products, process-intensive products, customized products, high-risk products, quick-build products, and complex systems.

Types of Products
Technology-Push Products Here firm begins with a new proprietary technology and looks for an appropriate market in which to apply this technology. The technology pushes development. Wireless walkman introduced by Sony is a good example of technology push. It will succeed only if The assumed technology offers clear competitive advantage in meeting customer needs and Suitable alternative technologies are unavailable or very difficult for competitors to utilize.

Types of Products
Platform Products It is built around a preexisting technological subsystem like the tape transport mechanism in the Sony Walkman, the Apple Macintosh operating system, the Windows operating system and the instant lm used in Polaroid cameras. Development of these platforms calls for huge investment, so every attempt is made to incorporate them into several different products. They are very similar to technology-push products in some sense like the team begins development effort with an assumption that product concept will embody a particular technology.

Types of Products
Platform Products The primary difference is that a technology platform has already proved its usefulness in market. Products built on technology platforms are much simpler to develop than if the technology were developed from scratch. For this reason, and because of the possible sharing of costs across several products, a firm may be able to offer a platform product in markets that could not justify the development of a unique technology.

Types of Products
Process-intensive Products Here production process has an impact on properties of product so that product design cannot be separated from production process design. Products like semiconductors, foods, chemicals, and paper fall in this category. Produced at very high volumes and are bulk, rather than discrete, goods. Often, the new product and new process are developed simultaneously. New paper product in existing paper mill or a new semiconductor device in an existing wafer fabrication facility is not possible. One has to change both.

Types of Products
Customized Products Customized products are slight variations of standard configurations and are typically developed in response to a specific order by a customer. Examples include switches, motors, batteries, and containers. Developing these products consist primarily of setting values of design variables such as physical dimensions and materials. Companies can become very good at quickly producing these custom products using a highly structured design and development process structured around the capabilities of the process to be used.

Types of Products
High-Risk Products High-risk products are those that involve unusually large uncertainties related to technology or market. The generic product development process should be modified to face high-risk situations in early stages of product development. Risk could be minimized by Completing some design and test activities earlier in the process. For uncertainty of technical performance, build working models of the key features. Test them earlier in the process. Solution paths may be explored in parallel. Assess levels of risk on a regular basis.

Types of Products
Quick-Build Products To develop products like software and many electronic products, building and testing prototype models has become such a rapid process that designbuildtest cycle can be repeated many times. The system-level design phase entails decomposition of the product into high, medium and low priority features. It is followed by several cycles of design, build, integrate, and test activities, beginning with the highest-priority items. This process takes advantage of fast prototyping cycle by using result of each cycle to learn how to modify priorities for next cycle.

Types of Products
Quick-Build Products Customers may even be involved in testing process. When time or budget runs out, usually all of high and medium priority features have been incorporated and low-priority features may be omitted until next product generation.

Types of Products
Complex Systems Larger-scale products such as automobiles and airplanes are complex systems comprising many interacting subsystems and components. Here modifications to generic product development process address a number of system level issues. The concept development phase considers architecture of entire system, and multiple architectures may be considered as competing concepts for overall system. The system-level design becomes critical. During this phase, system is decomposed into subsystems and these further into many components. Teams are assigned to develop each component.

Types of Products
Complex Systems Additional teams are assigned special challenge of integrating components into subsystems and these into overall system. Detail design of components is a highly parallel process, often referred to as concurrent engineering, with many separate development teams working at once. System engineering specialists manage interactions across components and subsystems. The testing and refinement phase includes not only system integration but extensive testing and validation of product.

References

(www.ideo.com) Product Design and Development by Karl T. Ulrich