FAB30903 Lecture 2 - Product Development

Universiti Kuala Lumpur Malaysia France Institute
Mechatronics System Design [FAB30503]

Lecture #2
Contents
Product Development Product Planning Design Philosophy Design Level Innovation Level in Design Mechatronic Design Process
Product Development
The economic success of industrial factories depends on their ability to identify the needs of customer and to quickly products that meet these needs and can be produced at low cost.
What is a product?
Product Development
What is a product?
A Product is something (an artifact) sold by an enterprise to its customers. We focus only on products that are engineered, discrete and physical
What are example of products?
Product Development
Example of Products
Product Development
Example of Products
Product Development
Example of Products
Product Development
Example of Products
Product Development
Example of Products
Product Development
What is Product development?
Product development is a set of activities beginning with the perception of a market opportunity and ending in the production, sale, delivery, and disposal of a product
Product Development
What is Product development?
Design Process
Product Development
Characteristics of Successful Product Development
Product Development
Who Designs and Develops Product?
Marketing Engineering Manufacturing Sales & Service

Who are you?
Product Development
Successful product development results in products that can be produced and sold profitably. However, profitability is often difficult to asses quickly and directly.
Product Development
Five dimensions are commonly used to assess the performance of a product development effort: Product Quality Product Cost Development Time Development Cost Development Capability
Product Development
Characteristics of Successful Product Development Eight basic dimension of quality of successful product: Performance Feature Reliability Durability Serviceability Conformance Aesthetic Perceived quality
Product Development
Product Life Cycle
When do we introduce a new developed product?
Product Development Time and Cost
Product Development
Product Development
Product Live Cost and Profit Cycle
Product development spends money.
Product Planning
What is Product Planning?
Product Planning
Product planning is a periodic process that consider the portfolio of product development projects to be executed. The five-step of product planning
Product Planning
Mission statement is the result of product planning activities. It may include some or all of the following:
Brief description of the product Key business goals Target market(s) for the product Assumption and constraint that guide the development effort. Stakeholders
Product Planning
What are stakeholders?
Stakeholders are individuals, groups or entities that have a direct interest, influence, or will be affected by the product or process.
Product Planning
Design Philosophy
What is Design?
Design Process
Example: Cordless Screwdrivers
Product Planning
Design Philosophy
What is Design?
Definition of design is not unique Creating something new that never been done before. Very broad meaning and practiced not only by engineer but also artist, architect, song composer, etc.
Design Philosophy
What is Design?
To Design is: to plan and fashion artistically or skillfully to intend for a definite purpose (Webster) to create something the that has never been To design is to pull together something new or arrange existing things in a new way to satisfy a recognized need (of society).
Design Philosophy
Design Philosophy
What is Design?
Personal Expression (Abstract)
Product Development (Aesthetics & Functional)
Design Philosophy
Design Classification in Product Development
Design
Aesthetics (Industrial Design)
Functional (Engineering Design)
Design Philosophy
Industrial Design
Design Philosophy
Industrial Design
Design Philosophy
Industrial Design
Design Philosophy
Industrial Design
What is Industrial Design?
Industrial Design concerns with the overall physical appearance of a product and consists of many elements, the arrangement of which is critical to the aesthetic and function of the product.
Design Philosophy
Industrial Design
Unity: use of similar elements throughout the design, think of the product as a whole instead of individual components. Style: addition of a decoration to a product, new styles are created to generate consumer interest. Mass: provides a sense of heaviness. Proportion: relationship between parts of a product. Balance: it gives the product equilibrium. Contrast: it is used to emphasize or de-emphasize certain elements in design. Color: used to evoke emotions
Design Philosophy
Functional Design Also known as Engineering Design Focuses on function on the product instead of appearance.
Design Philosophy
What is Engineering Design?
A systematic, intelligent generation and evaluation of specifications for products whose form and function achieve stated objectives and satisfy specified constraints. Create a component, system or process that can perform a specific duty optimally and subject to certain constrains.
Design Philosophy
Design Philosophy
Design Philosophy
ROTATING BRIDGE DESIGN
Design Philosophy
AUTOMATIC HAND-BRAKE DESIGN
Design Philosophy
1. 2. 3. 4.
Electric motor Battery Pedal Drive Wheel
5. Electronics circuit 6. Chain 7. Chain
Design Philosophy
The Four Cs of Design
Creativity: Requires creation of something
that has not existed before or not existed in the designers mind before. Complexity: Requires decisions on many variables and parameters. Choice: Requires making choices between many possible solutions at all levels, from basic concepts to smallest detail of shape. Compromise: Requires balancing multiple and sometimes conflicting requirements.
Design Level
Adaptive design: the designers work will be concerned with adaptation of the existing of existing design. No need special knowledge and skill in design. Development design: The designer starts from existing design but the final outcome may differ markedly from initial product. Need scientific training and design ability. New design: Only small number of designs are new design.
Innovation Level in Design

Basically new inventions are rare although lucky breaks do occur. The following are categories of innovation:
Simple innovation, for example, side steps on minibus vehicles.
Direct solution to a problem, for example, new placement of brake lamps in order to be clearly seen by the driver of the car behind. Adaptation of an old principle to an old problem to achieve a new result, for example, GDI (Gasoline Direct Injection) technology used in the gasoline engine.

Application of new principles to a new use,
for example, the ABS(Anti-Lock Braking System) used to improve car brakes performance and GPS (Global Positioning System) for navigation. Serendipity, a rare discovery that led to a great invention, for example, the car invention at the end of the 19th century and the internet invention of the information technology era.

LEVEL OF INVENTION ACCORDING TO TRIZ (Theory of Inventive Problem Solving)
Level 1 : Routine design solution well-known in the specialty area (30%) Level 2 : Minor corrections to an existing system known in the industry (45%) Level 3 : Fundamental improvement to an existing system which resolve contradiction within the industry (20%) Level 4 : Solution based on application of new scientific principle to perform the primary function of the design (4%) Level 5 : Pioneering inventions based on rare scientific discovery (1%)
Mechatronic Design Approach

What is Mechatronic Design?
Mechatronic design is part of engineering design
which has a more specific scope that covers mechatronic systems, components and products.
Mechatronics systems or products are varied, from very simple devices up to very complex ones such as cars, trains and airplanes.

Traditional vs Mechatronics Design -Traditional Design Process-
Traditional approach is a sequential designed-bydiscipline.

Traditional vs Mechatronics Design -Traditional Design ProcessDesign of mechanical
Design process of electromechanical system.
Design of power and microelectronics Design of controller
What is the drawback of the traditional approach?

Traditional vs Mechatronics Design -Traditional Design ProcessThe major drawback of the design-by-discipline approach is that fixing the design at various point in sequence causes new constraint, resulting from the design at that point; to be created and passed on the next discipline?

Traditional vs Mechatronics Design -Mechatronics Design ProcessMechatronics design approach is based on concurrent, instead of sequential, approach to discipline design, resulting in product with more synergy.

Mechatronics design approach consist of three phases: Modeling and simulation, Prototyping and Deployment

Modeling/Simulation Prototyping Deployment/Life Cycle Deployment of Embedded Software Recognition of the Need Hardware-in-the-loop Simulation (HIL)
Conceptual Design and Functional Specification First Principle Modular Mathematical Modeling
Design Optimization
Life Cycle Optimization
Conceptual Design Sensor and Actuator Selection Detailed Modular Mathematical Modeling Embodiment Design Production Ramp Up
Control System Design
Design Optimization

Conceptual Design Conceptual design is the process by which the design is initiated, carried out to the point of creating a number of possible solutions and narrowed down to a single best concept.
It is the phase of design which requires the greatest creativity, involves the most uncertainty and requires coordination among many functions in the business organization.

Conceptual Design The following are the discrete activities that we considered under conceptual design: Customer need identification Problem definition Gathering Information Concept generation Concept selection

Conceptual Design Customer need identification: The goal of this activity is to completely understand the customers need and to communicate them to the design team.
Problem definition: The goal of this activity is to create a statement that describes what has to be accomplished to satisfy the needs of the customer. Problem definition produces a product design specification (PDS).

Conceptual Design Concept generation: It is involved with creating a broad set of concepts that potentially satisfy the problem statement. Concept selection: Evaluation of the generated concept, modifying and evolving into a single preferred concept.

Embodiment Design Embodiment design also called as preliminary design is the place where flesh is placed on the skeleton of the design concept. Beyond this design phase major changes become very expensive.

Embodiment Design The following are the discrete activities that we considered under embodiment design of mechatronics system design approach: product architecture configuration design of part and components mathematical modeling and simulation sensors and actuators selection controller design

Embodiment Design Product architecture: PA is concerned with diving the overall design system into subsystems pr modules. In this step it is decided how the physical components of the design are to be arranged and combined to carry out the functional duty. Configuration design: Configuring parts and elements.

Prototyping Prototype: an approximation of the product along one or more dimension aspects.
Prototype includes concept sketches, mathematical models as well as fully functional preproduction versions of the product. Prototyping is the process of developing such approximation of the product.

FAB30903 Lecture 2 - Product Development

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FAB30903 Lecture 2 - Product Development

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Universiti Kuala Lumpur Malaysia France Institute

Mechatronics System Design [FAB30503]

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Marketing Engineering Manufacturing Sales & Service

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

When do we introduce a new developed product?

Universiti Kuala Lumpur Malaysia France Institute

Product Development Time and Cost

Universiti Kuala Lumpur Malaysia France Institute

Product development spends money.

Universiti Kuala Lumpur Malaysia France Institute

What is Product Planning?

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Example: Cordless Screwdrivers

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Personal Expression (Abstract)

Product Development (Aesthetics & Functional)

Universiti Kuala Lumpur Malaysia France Institute

Aesthetics (Industrial Design)

Functional (Engineering Design)

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

What is Engineering Design?

Universiti Kuala Lumpur Malaysia France Institute

What is Engineering Design?

What is Engineering Design?

ROTATING BRIDGE DESIGN

Universiti Kuala Lumpur Malaysia France Institute

AUTOMATIC HAND-BRAKE DESIGN

What is Engineering Design?

Electric motor Battery Pedal Drive Wheel

5. Electronics circuit 6. Chain 7. Chain

Universiti Kuala Lumpur Malaysia France Institute

Creativity: Requires creation of something

Universiti Kuala Lumpur Malaysia France Institute

Universiti Kuala Lumpur Malaysia France Institute

Innovation Level in Design

Simple innovation, for example, side steps on minibus vehicles.