Industrial Design

Teaching materials to accompany:

Product Design and Development
Chapter 11
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
 Outline
• Goals for ID
• ID expenditures
• Importance of ID
• ID process and timing
• ID roles
• ID quality assessment

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 ID Importance to product
design
• Ergonomics
– Ease of use
– Ease of maintenance
– User interaction with the product
– Minimum knowledge of using it safety.
• Aesthetics
– Amount of product differentiation required
– The importance of pride of ownership, image.
– Motivation to the design team (for their pride in
product)
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 ID goals
• Product utility
– safe, easy to use, and intuitive
• Appearance
– form, line, proportion, and color
• Communication of corporate image
– through the visual quality
• Ease of maintenance and repair
• Low (mfg) costs
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 The ID Process
1. Investigate customer needs
2. Conceptualize
3. Preliminary refinement
4. Further and final concept selection
5. Control drawings of the final concept
6. Coordinate with engineering and
production.
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 Product types from the ID
point of view
• Technology-driven products
– Engineering or technical requirement is paramount
– ID has little involvement
– Extreme cases of Intel chips and GE engines
• User-driven products
– Usually there is a high degree of user interaction for these
products.
– The functionality and/or its aesthetic appeal are important
– ID works closely with marketing and engineering throughout
the process.
• Classification of some common products
– See exhibit 11-8 on page 222
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Three Design Challenges

People Business
“desirable” “viable”

Technical
“feasible”

Source: IDEO
Technology or User Driven?
Technology or User Driven?
Technology or User Driven?
 Timing of ID involvement
• Technology-driven products
– During the later phases of product development
• In concept generation for user interface
• In concept testing for for customers for feedback.
• In detailed design and refinement for packaging and marketing
• User-driven products
– Throughout the entire process
• In need analysis for identifying customer needs.
• In concept generation for creating multiple concepts
• In concept testing for creating models
• In system level design for refining promising concepts
• IN detailed design for selecting final concept and coordinating
eng-mfg.-marketing efforts.
– See Exhibit 11.10 on page 223
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 Tech- vs. User-Driven
Products

Mobile Phone
Camera
Super Computer Laptop Computer Coffee Maker
Desktop Computer Wrist Watch
Hard Disk Drive Automobile Office Chair

Technology-Driven User-Driven
Products Products
 Quality assessment of ID
• User interface
– Intuitive, safe, comfort, easy to use
• Emotional appeal
– Attractive, exciting, pride of owning and being o the team
• User’s ability to maintain and repair product
– Easy, intuitive
• Appropriate use of resources
– Value (quality vs. cost)
• Product differentiation
– Easy to stand out, recognize, & remember.
– Fit with or enhance corporate identity
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Industrial Design
Chapter Example:
Motorola RAZR
 Motorola “Flip Phones”

MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)

Concept Sketches and Rendering
Soft and Hard Models
Control Models and CAD Models
 ID expenditures
• Depending on the product type
– Hand-held medical instrument are the
highest in terms of budget %
– Technology-driven products are the lowest
– See Exhibit 10-2 on page 192 for details

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 ID Costs Breakdown
• Direct costs of ID services
• Mfg. costs to implement ID creations
• Costs of extended lead time for ID

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 Cost of Industrial Design
30
Hand-Held Medical
Percentage of Instrument
Product
Development
Budget Spent
on Industrial 20
Design (%) Hand-Held Vacuum

Desktop Computer
Peripheral
10 Large-Scale Medical
Equipment
Hand-Held Mobile Phone
Power
Tool Medical Imaging
Industrial Food Equipment Automobile Jumbo Jet
Processing Equipment
0
10 100 1,000 10,000 100,000
Total Expenditures on Industrial Design
($) thousands
Other Images
Industrial Design
Chapter Example:
Motorola RAZR
 Motorola “Flip Phones”

MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)

Concept Sketches and Rendering
Soft and Hard Models
Control Models and CAD Models
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