The TQM Magazine

Application of experimental design in new product development

Zhihai Zhang
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Zhihai Zhang, (1998),"Application of experimental design in new product development", The TQM Magazine, Vol. 10 Iss 6
pp. 432 - 437
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Techniques
Application of
experimental design in
new product
development
Zhihai Zhang
The author
Downloaded by University of Queensland At 10:25 31 January 2016 (PT)
Zhihai Zhang is at the Faculty of Management and
Organization, University of Groningen, Groningen, The
Netherlands.
Abstract
This article presents how to use the technique of experi-
mental design in developing a new product an extrusion
press. Using experimental design has significantly reduced
the time needed to develop the extrusion press and
improved the quality of the new product. This clearly
demonstrates that experimental design is an efficient
technique for new product development. To ensure
success when undertaking experimental design in new
product development, there are some prerequisites which
have to be taken into account. These include, for example,
the need for a better understanding of customer require-
ments and expectations, a carefully planned design, and
sound knowledge in the subject-matter. It may be suggest-
ed that experimental design similar to the one presented
in this article can also be used for developing other new
products.
The TQM Magazine
Volume 10 Number 6 1998 pp. 432437 (1989) also discuss how to use experimental
MCB University Press ISSN 0954-478X
432
Introduction
New product development is one of the most
powerful but difficult activities in business
(Clark and Wheelwright, 1995). Business
managers and marketing academics alike
agree that an essential element of an organiza-
tions long-term survival is success in new
product development (Henry et al., 1989).
The development of outstanding products not
only opens new markets and attracts new
customers, but also leverages existing assets
and enlarges an organizations capabilities.
Product development has a very important
impact on final product quality. Juran and
Gryna (1993) suggest that 40 percent of
mechanical and electronic products of at least
moderate complexity experience fitness-for-
use problems as a result of errors during
product development. Product development
translates the functional needs and expecta-
tions of a customer into specific engineering
and quality characteristics. For traditional
and simple products, the developmental
process is not complicated and can be
achieved by experienced engineers without
using any special techniques. For modern
products, it is impossible to reach the devel-
opment target without using suitable tech-
niques (Juran and Gryna, 1993). There are
several important methods or techniques that
can be used in product development. In this
article, however, only the technique of experi-
mental design is addressed.
Experimental design was developed by
R.A. Fisher in the UK in the 1920s. It was not
until the early 1950s, when experimental
design began to be used widely in technologi-
cal studies, that its progress and development
were very rapid (Logothetis and Wynn,
1989). Nowadays, experimental design has
been used in various industries for process
improvement and product development. It is
widely regarded as one of the most significant
techniques used for new product develop-
ment. Blake et al. (1994) state that experi-
mental design is a strategic weapon to battle
competitors worldwide by designing robust
products, reducing time to market, improving
quality and reliability, and reducing life-cycle
cost.
Lim (1990) examines the ways to improve
quality using experimental design. Lochner
and Matar (1990), Logothetis and Wynn
design for product development in their
 Application of experimental design in new product development
Zhihai Zhang
books. However, there is in fact a gap between
the technique of experimental design and its
practical application. One example is that the
awareness, knowledge, and use of experimen-
tal design are very poor even in one of the
worlds largest and most successful companies
(Carlsson, 1996). In such a context, it is not
surprising that some designers still have diffi-
culties in using experimental design in prac-
tice. In order to bridge the gap and provide a
better understanding of using this technique,
this article mainly examines how to use exper-
imental design in developing a new product
an extrusion press.
Customer requirements and
expectations
Downloaded by University of Queensland At 10:25 31 January 2016 (PT)
Deming defines quality as a products ability,
not merely to meet a customers expecta-
tions, but to exceed them. Demings philoso-
phy starts and finishes with the customer
(Deming, 1986). Customer needs should be
taken into account during the whole process
of product development, then there is less
probability of quality problems once full
production begins (Flynn et al., 1994). The
ultimate measure of new products is cus-
tomer satisfaction, which may very well
predict their future market success or failure.
Consequently, products have to be devel-
oped and produced in such a manner that
customer requirements and expectations are
fully met. Product development is responsi-
ble for designing new products which meet
customer requirements and expectations and
which can be consistently and economically
produced by manufacturing.
According to the principles proposed by
these practitioners, the first step in the suc-
cessful development of the extrusion press
involved the determination of customer
requirements and expectations and their
subsequent translation into product quality
characteristics. The extrusion press discussed
in this article is the specially developed one
which is used for processing granulated fish
feed. Farmers are its potential users. Some of
them were investigated in order to obtain their
requirements and expectations about the
extrusion press. Through this detailed market
research, the major customer requirements
and expectations are defined as follows.
There are three main parameters for the
performance of the extrusion press. The first
is the quantity of granulated fish feed that the
433
The TQM Magazine
Volume 10 Number 6 1998 432437
extrusion press can produce per kilowatt-
hour. The potential users expect the extrusion
press to produce more granulated fish feed
with lower electricity consumption. This
feature is the most important among all the
characteristics of the extrusion press. The
second parameter is the quality of granulated
fish feed. Granulated fish feed is used by
farmers who raise fish. When granulated fish
feed is thrown into water, farmers expect that
more than half of the feed granules will float
on the surface and less than half of the feed
granules will sink to the bottom. This is the
second most important characteristic for the
extrusion press. The third performance
parameter involves the quantity of granulated
fish feed that can be produced within a speci-
fied time period. This is the third most
important characteristic for the extrusion
press. In addition, the potential users expect
the extrusion press to be powered by 220v
electricity. A smaller than 2kw electric motor
is preferred.
On the basis of the market research, there
are many requirements and expectations from
the potential customers, all of which have to
be taken into account in product develop-
ment. However, in this article, only the cus-
tomer requirements and expectations men-
tioned above are addressed. There are many
factors affecting the performance of the extru-
sion press. It is difficult to know which factors
affect performance indexes or what values to
set for each factor. In order to determine the
values of each factor easily and accurately, the
technique of experimental design fits this
purpose. The detailed process of using experi-
mental design will be found in the following
sections.
Determining experimental design
In order to conduct experimental design, an
appropriate matrix of experimental design
should be selected. The relationships between
the performance indexes of the extrusion
press and the four critical factors can be
determined on the basis of experimental
design.
Identifying critical factors and levels
Although the structure of the extrusion press
is fairly straightforward, there are still many
factors affecting its performance. Some are
critical factors and others are non-critical
factors. In order to conduct experimental
 Application of experimental design in new product development The TQM Magazine
Zhihai Zhang Volume 10 Number 6 1998 432437

design effectively, the critical factors and
factorial levels should be determined. This
was realized by conducting preliminary exper-
iments. As a result, the critical factors were
determined, which are the turning-speed of
the screw, the pitch of the screw, the moisture
content of raw materials, and the number of
holes (the diameter is 4mm) in the pattern
plate; the factorial levels were determined and
are listed in Table I.
Selecting matrix of experimental
design
In order to effectively conduct the experi-
ments, a central composite rotatable design
(Barker, 1985; Belz, 1973; Xiao and Zhong,
1985) was adopted according to the above
analysis. The matrix is shown in Table II.
Downloaded by University of Queensland At 10:25 31 January 2016 (PT)
respectively; b is the multiple regression
coefficients which are listed in Table III; x is
the coding values for the four different critical
factors, where x1, x2, x3, and x4 are the coding
values for the turning-speed, the screw pitch,
the moisture content, and the number of
holes respectively.
The calculations for x1, x2, x3, and x4 are
shown in the following four equations, where
s, p, m, and n are the values for the turning-
speed, the screw pitch, the moisture content,
and the number of holes respectively.
x1 = (s 340)/100,
x2 = (p 18)/4,
x3 = (m 0.18)/0.03,
x4 = (n 4)/1.

There are some conditions for conducting

these experiments. First, the full experiments Consequently, the mathematical models for
were run in a random sequence. Second, the three performance indexes of the extru-
every experiment was conducted for two sion press are:
times. Third, the data were measured after the Y1 = 5.704 + 0.463x1 + 0.458x2 + 0.482x3 +
extrusion press had been operating for a half 0.192x4 + 0.008x1x2 + 0.111x1x3 +
hour. 0.104x1x4 + 0.099x2x3 0.052x2x4 +
0.023x3x4 0.333x12 0.259x22
Establishing mathematical models 0.048x32 0.147x42;

The mathematical models for the perfor- Y2 = 0.808 + 0.11x1 + 0.031x2 0.067x3
mance of the extrusion press were established 0.2x4 + 0.009x1x2 0.002x1x3 +
based on the central composite rotatable 0.154x1x4 0.001x2x3 + 0.018x2x4
design. The mathematical model for the 0.001x3x4 0.01x12 0.16x22
performance of the extrusion press is formu- 0.001x32 0.018x42;
lated as: Y3 = 14.243 + 3.435x1 + 1.784x2 0.323x3 +
4 4 0.303x4 0.227x1x2 0.082x1x3 +
Yt = b0 + bjxj + bijxixj + bjjxjj, 0.618x1x4 + 0.032x2x3 0.359x2x4 +
j=1 i<j j=1 0.074x3x4 1.168x12 1.461x22
0.503x32 0.237x42.
In this equation, t = 1, 2, 3; i = 1, 2, 3, 4; j = 1,
2, 3, 4, In order to assess whether or not the three
mathematical models have a goodness-of-fit,
where
the analysis of variance was conducted. The
Yt is the value for performance indexes of significant level is 0.01. Therefore, it can be
the extrusion press, where Y1, Y2, and Y3 are concluded that the mathematical models for
the values for the output per kw-hour, the the performance indexes of the extrusion
floatation rate, and the output per hour press have a goodness-of-fit.

Table I Levels for the four critical factors

Coding
names Factors 2 1 0 +1 +2 Interval
X1 Turning speed (r/min) 140 240 340 440 540 100
X2 Screw pitch (mm) 10 14 18 22 26 4
X3 Moisture content (percent) 12 15 18 21 24 3
X4 Number of holes 2 3 4 5 6 1

434
 Application of experimental design in new product development The TQM Magazine
Zhihai Zhang Volume 10 Number 6 1998 432437

Table II Matrix of central composite rotatable design

No. X0 X1 X2 X3 X4 X5 X6 X7 X8 X9 X10 X11 X12 X13 X14

X1X2 X1X3 X1X4 X2X3 X2X4 X3X4 X1X1 X2X2 X3X3 X4X4
0.6667 0.6667 0.6667 0.6667
1 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
2 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
3 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
4 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
5 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
6 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
7 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
8 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
9 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
10 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
11 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
12 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
13 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
14 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
Downloaded by University of Queensland At 10:25 31 January 2016 (PT)

15 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333

16 1 1 1 1 1 1 1 1 1 1 1 0.3333 0.3333 0.3333 0.3333
17 1 2 0 0 0 0 0 0 0 0 0 3.3333 0.6667 0.6667 0.6667
18 1 2 0 0 0 0 0 0 0 0 0 3.3333 0.6667 0.6667 0.6667
19 1 0 2 0 0 0 0 0 0 0 0 0.6667 3.3333 0.6667 0.6667
20 1 0 2 0 0 0 0 0 0 0 0 0.6667 3.3333 0.6667 0.6667
21 1 0 0 2 0 0 0 0 0 0 0 0.6667 0.6667 3.3333 0.6667
22 1 0 0 2 0 0 0 0 0 0 0 0.6667 0.6667 3.3333 0.6667
23 1 0 0 0 2 0 0 0 0 0 0 0.6667 0.6667 0.6667 3.3333
24 1 0 0 0 2 0 0 0 0 0 0 0.6667 0.6667 0.6667 3.3333
25 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
26 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
27 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
28 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
29 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
30 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
31 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
32 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
33 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
34 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
35 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667
36 1 0 0 0 0 0 0 0 0 0 0 0.6667 0.6667 0.6667 0.6667

Optimum design as restriction conditions in this optimum

The process of calculating the optimum
results is described as an optimum design.
The output per kw-hour is regarded as the
most important performance index for the
extrusion press. Pursuing the maximum
output per kilowatt-hour is therefore the
main target in developing the extrusion
press. However, the other two performance
indexes, the floatation rate and the output
per hour also have to be taken into account
in this optimum design. All constrained
elements being considered are regarded
435
design.
Determining restriction conditions
According to Table I, the value ranges of the
four critical factors have been determined. As
described earlier, the value of the floatation rate
in this optimum design must be more than or
equal to 50 percent. In addition, although the
target of the optimum design is to pursue the
maximum output per kilowatt-hour, the maxi-
mum output per kilowatt-hour cannot be equal
to a relatively high output per hour. As a result,
 Application of experimental design in new product development The TQM Magazine
Zhihai Zhang Volume 10 Number 6 1998 432437

Table III Multiple regression coefficients In order to verify the optimum results, a new
extrusion press was developed according to
Regression Output per Floatation Output
the optimum values of the four critical factors.
coefficients kilowatt-hour rate per hour
Through experimenting with the new extru-
b0 5.179 0.682 11.997 sion press, the quality performance indexes
b1 0.463 0.110 3.435
were measured. The errors between the calcu-
b2 0.458 0.031 1.784
lated and actual performance indexes are less
b3 0.482 0.067 0.323
than 3 percent. It can be concluded that the
b4 0.192 0.200 0.303
experimental design and the optimum design
b12 0.008 0.009 0.227
are correct. The values of the four critical
b13 0.111 0.002 0.082
factors represent a true optimum factorial
b14 0.104 0.154 0.618
combination.
b23 0.099 0.001 0.032
b24 0.052 0.018 0.359
b34 0.023 0.001 0.074 Conclusions
b11 0.333 0.010 1.168
b22 0.259 0.160 1.461 Experimental design has been used for many
b33 0.048 0.001 0.503 years and it is by no means a new technique.
b44 0.147 0.018 0.237 However, this article presents a way of using
Downloaded by University of Queensland At 10:25 31 January 2016 (PT)

experimental design combined with the tech-

output per hour must be limited in this opti-
mum design. Taking practical considerations
into account, the value of the output per hour is
set as more than or equal to 12kg/h. When all
the elements are taken into account in this
optimum design, the restriction conditions are:
(1) 2 x1 2;
(2) 2 x2 2;
(3) 2 x3 2;
(4) 2 x4 2;
(5) 0.308 0.11x1 0.031x2 + 0.067x3 +
0.2x4 0.009x1x2 + 0.002x1x3
0.154x1x4 + 0.001x2x3 0.018x2x4 +
0.001x3x4 + 0.01x12 + 0.16x22 +
0.001x32 + 0.018x42 0;
(6) 2.243 3.435x1 1.784x2 + 0.323x3
0.303x4 + 0.227x1x2 + 0.082x1x3
0.618x1x4 0.032x2x3 + 0.359x2x4
0.074x3x4 +1.168x12 + 1.461x22 +
0.503x32 + 0.237x42 0.
Calculating and verifying the optimum
results
The values of the performance indexes of the
extrusion press performance are listed below:
Output per kilowatt-hour = 7.398kg/kilo-
watth;
Floatation rate = 59.30 percent;
Output per hour = 14.180kg/h.
The values of the four critical factors are:
x1 = 1.20, i.e. turning-speed =
460r/min;
x2 = 1.18, i.e. screw pitch = 21.54mm;
x3 = 2.00, i.e. moisture content = 24
percent;
x4 = 1.00, i.e. number of holes = 5.
niques of modeling and optimum design,
which contributed to the great success of
developing the new product. The central
composite rotatable design used for this new
product development lies in the straightfor-
ward manner in which it was presented, which
allowed the easy assignment of the factors and
factorial levels, especially in the case that the
linear or non-linear relationships between the
performance of the extrusion press and the
four critical factors were unknown. The three
quadratic mathematical models were estab-
lished to reveal the relationships between the
performance of the extrusion press and the
four critical factors. The optimum design
made it possible to calculate the optimum
results, such as the performance of the extru-
sion press and the values of the four critical
factors, with ease and rapidity.
This study has shown that the application
of experimental design has significantly
reduced the time and expense needed to
develop the extrusion press, has greatly
improved the performance of the extrusion
press, and has led to the overall success of the
new product development. This clearly
demonstrates that experimental design is an
efficient technique for new product develop-
ment. To ensure success when undertaking
experimental design in new product develop-
ment, there are some prerequisites which have
to be taken into account. These include, for
example, the need for a better understanding
of customer requirements and expectations, a
carefully planned design for experiments, and
sound knowledge in the subject matter. In
addition, the economy and simplicity of
436
 Application of experimental design in new product development
Zhihai Zhang
experimental design should also be taken into
account.
It is hoped that the work shown in this
article will not only provide readers with a
better understanding of how to use experi-
mental design, but will also assist designers in
using experimental design for improving their
new product development efforts.
Finally, it may be suggested that a way of
using experimental design similar to the one
presented in this article can be used for devel-
oping other new products, especially for more
complex situations, such as those in which
there are more factors and factorial levels,
there are uncertainties in terms of linear or
non-linear relationships between product
performance indexes and factors, and there
are more performance indexes to pursue
Downloaded by University of Queensland At 10:25 31 January 2016 (PT)
simultaneously. It may also be suggested that
a similar method can be used for seeking
solutions to industrial problems and for
quality improvement in production lines.
References
Barker, T.B. (1985), Quality by Experimental Design, ASQC
Quality Press, Milwaukee, WI.
Belz, M.H. (1973), Statistical Methods in the Process
Industries, Macmillan, London.
Blake, S., Launsby, R.G. and Weese, D.L. (1994), Experi-
mental design meets the realities of the 1990s,
Quality Progress, October, pp. 99-101.
Commentary
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437
The TQM Magazine
Volume 10 Number 6 1998 432437
Carlsson, M. (1996), Conceptual and empirical aspects of
TQM implementation in engineering organizations,
The R&D Management Conference: Quality and
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Juran, J.M. and Gryna, F.M. (1993), Quality Planning and
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