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Design is
the process of translating a new
idea or a market need into detailed
information from which a product can be
manufactured.
M. F. Ashby, Materials Selection in Mechanical Design, pg. 1
invention
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Design
innovation
2
Production
Marketing
Expressed
Market Need
Market Pull
e.g. cellular phones, high capactiy hard
drives
R&D
Production
Marketing
Need?
Technology Push
e.g. Teflon, amorphous metals, quasicrystals
Managin Innovation and Entrepreneurship in Technology Based Firms, M. J. C. Martin, Ch. 1.
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Production
Marketing
Expressed
Market Need
MECHANICALMarketINDUSTRIAL
Pull
e.g. cellular phones, highDESIGN
capactiy hard
DESIGN
drives
R&D
Production
Marketing
Need?
Technology Push
e.g. Teflon, amorphous metals, quasicrystals
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Types of Design
Original Design
New idea or working principle
e.g. CD vs Tape
Variant Design
Change in scale/dimension without change of
function
e.g. desktop to laptop computer
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Vocabulary of Design
Design problems open ended - no single
correct answer
Design an iterative process
Products are technical systems composed of
assemblies and components (Ashby, pg. 9)
solution neutral
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Market Need
Need Statement
solution neutral
describe function
Concept
Embodiment
Detail
Product
Specification
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Market Need
Define specification
Determine function structure
Seek working principles
Evaluate and select concpets
Concept
Embodiment
Detail
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Product
Specification
Iterate
8
Design Tools
Market Need
Function modeling
cylindrical beam
bending
corrosion resistant
maximum temperature
Viability studies
Concept
Geometric analysis
Simulation
Embodiment
Optimization Methods
Cost Modeling
Component Modeling
complex geometry
Finite Element Analysis
cyclic loading
thermal fatigue
full stress/temperature
distribution
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Detail
Product
Specification
9
Market Need
Concept
Materials
Selection
All materials
(low precision)
Embodiment
Subset of
materials
(higher precision)
Detail
Materials selection
dependent on
methods available
for joining, forming,
etc.
One material
(best available data)
Product
Specification
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At each stage,
decisions need to
be made about
what to make it out
of (materials), and
how to make it
(processes &
shape)
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Metals,
ceramics, glasses
MATERIALS
polymers
composites...
Casting ,
moulding
PROCESSES
powder methods,
machining...
Flat and dished
sheet
SHAPES
prismatic,
3-D
11
Relationship Between
Materials & Design
Material Dictated by Design
need specific physical/mechanical/economic
properties (common)
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Source: www.rolls-royce.com
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1st
Rollout Delivery
Cost
Preliminary Program Definition Design & Production
Definition (8 mo)
Program
(16 mo)
Definition
49 mo
76
77
78
79
First
Test
(12 mo)
3 mo
Market Identification
Concept Development
Preliminary Design
1975
16th
Delivery
Detailed
Design
80
81
1982
M. J. C. Martin, Managing Innovation and Entrepreneurship in Technology Based Firms, pg. 31.
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15
16
Review:
Design is iterative
Starts with market pull (or technological push)
First describe market need with need statement
Concept Stage: ideas stage, test ideas
Embodiment Stage: working principles selected, size
and layout decided on estimates of cost and dimensions
Detailed Design Stage: full analysis of all components,
production methods
Materials Selection enters at all stages. At end an
optimum selection must be made
How do we make materials selection in a rational
manner?
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