Product Design and Development

Description

Treating such contemporary design and development issues as identifying customer needs, design for manufacturing, prototyping, and industrial design, Product Design and Development, 3/e, by Ulrich and Eppinger presents in a clear and detailed way a set of product development techniques aimed at bringing together the marketing, design, and manufacturing functions of the enterprise. The integrative methods in the book facilitate problem solving and decision making among people with different disciplinary perspectives, reflecting the current industry trend to perform product design and development in cross-functional teams." Cover......Page 1 Product Design and Development......Page 2 Dedication......Page 4 About the Authors......Page 5 Preface......Page 6 Acknowledgments......Page 8 Brief Contents......Page 10 Contents......Page 11 Chapter 1: Introduction......Page 18 Characteristics of Successful Product Development......Page 19 Who Designs and Develops Products?......Page 20 Duration and Cost of Product Development......Page 22 Approach of This Book......Page 23 Organizational Realities......Page 24 Roadmap of the Book......Page 25 Thought Question......Page 27 Chapter 2: Product Development Process and Organization......Page 28 The Product Development Process......Page 29 Concept Development: The Front-End Process......Page 33 Technology-Push Products......Page 35 Customized Products......Page 37 Digital Products......Page 38 Product Development Process Flows......Page 39 The Tyco Product Development Process......Page 40 Organizations Are Formed by Establishing Links among Individuals......Page 41 Organizational Links May Be Aligned with Functions, Projects, or Both......Page 43 Choosing an Organizational Structure......Page 44 The Tyco Product Development Organization......Page 47 References and Bibliography......Page 48 Thought Questions......Page 50 Chapter 3: Opportunity Identification......Page 52 Types of Opportunities......Page 53 Tournament Structure of Opportunity Identification......Page 54 Effective Opportunity Tournaments......Page 56 Step 1: Establish a Charter......Page 58 Techniques for Generating Opportunities......Page 59 Step 3: Screen Opportunities......Page 65 Step 5: Select Exceptional Opportunities......Page 66 Step 6: Reflect on the Results and the Process......Page 68 References and Bibliography......Page 69 Thought Questions......Page 70 Chapter 4: Product Planning......Page 72 The Product Planning Process......Page 74 The Process......Page 75 Step 1: Identify Opportunities......Page 76 Competitive Strategy......Page 77 Technological Trajectories......Page 78 Product Platform Planning......Page 80 Technology Roadmapping......Page 81 Balancing the Portfolio......Page 82 Step 3: Allocate Resources and Plan Timing......Page 84 Resource Allocation......Page 85 Step 4: Complete Pre-Project Planning......Page 86 Mission Statements......Page 87 Assumptions and Constraints......Page 88 Step 5: Reflect on the Results and the Process......Page 89 References and Bibliography......Page 90 Thought Questions......Page 92 Chapter 5: Identifying Customer Needs......Page 94 The Process of Identifying Customer Needs......Page 96 Step 1: Gather Raw Data from Customers......Page 98 Choosing Customers......Page 99 The Art of Eliciting Customer Needs Data......Page 101 Documenting Interactions with Customers......Page 102 Step 2: Interpret Raw Data in Terms of Customer Needs......Page 104 Step 3: Organize the Needs into a Hierarchy......Page 105 Step 4: Establish the Relative Importance of the Needs......Page 107 Summary......Page 109 References and Bibliography......Page 110 Thought Questions......Page 111 Chapter 6: Product Specifications......Page 112 What Are Specifications?......Page 113 When Are Specifications Established?......Page 114 Establishing Target Specifications......Page 115 Step 1: Prepare the List of Metrics......Page 116 Step 3: Set Ideal and Marginally Acceptable Target Values......Page 120 Setting the Final Specifications......Page 124 Step 1: Develop Technical Models of the Product......Page 126 Step 2: Develop a Cost Model of the Product......Page 127 Step 3: Refine the Specifications, Making Trade-Offs Where Necessary......Page 129 Step 4: Flow Down the Specifications as Appropriate......Page 130 Summary......Page 132 References and Bibliography......Page 133 Thought Questions......Page 134 Appendix: Target Costing......Page 135 Chapter 7: Concept Generation......Page 138 The Activity of Concept Generation......Page 139 A Five-Step Method......Page 140 Step 1: Clarify the Problem......Page 141 Decompose a Complex Problem into Simpler Subproblems......Page 142 Focus Initial Efforts on the Critical Subproblems......Page 144 Interview Lead Users......Page 145 Search Patents......Page 146 Search Published Literature......Page 147 Step 3: Search Internally......Page 148 Both Individual and Group Sessions Can Be Useful......Page 149 Hints for Generating Solution Concepts......Page 150 Step 4: Explore Systematically......Page 152 Concept Classification Tree......Page 153 Concept Combination Table......Page 155 Managing the Exploration Process......Page 158 Step 5: Reflect on the Solutions and the Process......Page 160 Summary......Page 161 References and Bibliography......Page 162 Thought Questions......Page 164 Chapter 8: Concept Selection......Page 166 Concept Selection Is an Integral Part of the Product Development Process......Page 167 All Teams Use Some Method for Choosing a Concept......Page 168 A Structured Method Offers Several Benefits......Page 171 Overview of Methodology......Page 172 Step 1: Prepare the Selection Matrix......Page 173 Step 2: Rate the Concepts......Page 174 Step 5: Select One or More Concepts......Page 175 Step 6: Reflect on the Results and the Process......Page 176 Step 1: Prepare the Selection Matrix......Page 177 Step 2: Rate the Concepts......Page 178 Step 5: Select One or More Concepts......Page 179 Caveats......Page 180 References and Bibliography......Page 182 Exercises......Page 183 Thought Questions......Page 184 Appendix A: Concept-Screening Matrix Example......Page 185 Appendix B: Concept-Scoring Matrix Example......Page 186 Chapter 9: Concept Testing......Page 188 Step 2: Choose a Survey Population......Page 190 Step 3: Choose a Survey Format......Page 191 Step 4: Communicate the Concept......Page 192 Issues in Communicating the Concept......Page 196 Step 6: Interpret the Results......Page 198 Step 7: Reflect on the Results and the Process......Page 201 References and Bibliography......Page 202 Thought Questions......Page 203 Appendix: Estimating Market Sizes......Page 204 Chapter 10: Product Architecture......Page 206 What Is Product Architecture?......Page 207 Types of Modularity......Page 209 Product Change......Page 210 Product Variety......Page 211 Product Performance......Page 212 Product Development Management......Page 213 Step 1: Create a Schematic of the Product......Page 214 Step 2: Cluster the Elements of the Schematic......Page 216 Step 3: Create a Rough Geometric Layout......Page 218 Step 4: Identify the Fundamental and Incidental Interactions......Page 219 Delayed Differentiation......Page 220 Commonality Plan......Page 223 Managing the Trade-Off between Differentiation and Commonality......Page 224 Defining Secondary Systems......Page 225 Creating Detailed Interface Specifications......Page 226 References and Bibliography......Page 227 Thought Questions......Page 229 Chapter 11: Industrial Design......Page 230 What Is Industrial Design?......Page 233 Expenditures for Industrial Design......Page 234 How Important Is Industrial Design to a Product?......Page 235 Aesthetic Needs......Page 236 Is Industrial Design Worth the Investment?......Page 237 How Does Industrial Design Establish a Corporate Identity?......Page 239 The Industrial Design Process......Page 240 2. Conceptualization......Page 241 4. Further Refinement and Final Concept Selection......Page 242 5. Control Drawings or Models......Page 243 Management of the Industrial Design Process......Page 244 Assessing the Quality of Industrial Design......Page 246 2. Emotional Appeal......Page 247 3. Ability to Maintain and Repair the Product......Page 248 Summary......Page 249 References and Bibliography......Page 250 Exercises......Page 251 Thought Questions......Page 252 Chapter 12: Design for Environment......Page 254 What Is Design for Environment?......Page 256 Two Life Cycles......Page 257 Environmental Impacts......Page 258 Herman Miller’s Journey toward Design for Environment......Page 259 The Design for Environment Process?......Page 260 Identify the Internal and External Drivers of DFE......Page 261 Set the DFE Goals......Page 262 Set Up the DFE Team......Page 263 Step 2: Identify Potential Environmental Impacts......Page 264 Step 3: Select DFE Guidelines......Page 265 Step 4: Apply the DFE Guidelines to the Initial Product Design......Page 267 Step 5: Assess the Environmental Impacts......Page 268 Step 6: Refine the Product Design to Reduce or Eliminate the Environmental Impacts......Page 269 Step 7: Reflect on the DFE Process and Results......Page 270 References and Bibliography......Page 272 Exercises......Page 273 Thought Questions......Page 274 Chapter 13: Design for Manufacturing and Supply Chain......Page 278 DFM Requires a Cross-Functional Team......Page 279 Overview of the DFM Method......Page 280 Step 1: Consider the Strategic Sourcing Decisions......Page 281 Cost of Goods......Page 283 The Bill of Materials......Page 286 Estimating the Costs of Standard Components......Page 287 Estimating the Costs of Custom Components......Page 288 Estimating the Costs of Assembly......Page 289 Estimating the Overhead Costs......Page 290 Understand the Process Constraints and Cost Drivers......Page 291 Choose the Appropriate Economic Scale for the Part Process......Page 292 Adhere to “Black Box” Component Procurement......Page 293 Maximize Ease of Assembly......Page 294 Step 5: Reduce the Costs of Supporting Production......Page 295 Error Proofing......Page 296 Here are some guidelines for minimizing volume......Page 297 The Impact of DFM on Product Quality......Page 298 Results......Page 299 Summary......Page 300 Exercises......Page 301 Thought Questions......Page 302 Appendix A: Materials Costs......Page 303 Appendix B: Component Manufacturing Costs......Page 304 Appendix C: Assembly Costs......Page 310 Appendix D: Cost Structures......Page 311 Chapter 14: Prototyping......Page 312 Types of Prototypes......Page 314 What Are Prototypes Used For?......Page 317 Physical Prototypes Are Required to Detect Unanticipated Phenomena......Page 320 A Prototype May Reduce the Risk of Costly Iterations......Page 321 A Prototype May Expedite Other Development Steps......Page 323 CAD Modeling and Analysis......Page 324 3D Printing......Page 325 Step 1: Define the Purpose of the Prototype......Page 326 Step 4: Create a Schedule for Procurement, Construction, and Testing......Page 327 Planning Milestone Prototypes......Page 328 Summary......Page 329 References and Bibliography......Page 330 Exercises......Page 331 Thought Questions......Page 332 Chapter 15: Robust Design......Page 334 What Is Robust Design?......Page 335 Design of Experiments......Page 337 Step 1: Identify Control Factors, Noise Factors, and Performance Metrics......Page 338 Step 2: Formulate an Objective Function......Page 339 Experimental Designs......Page 340 Testing Noise Factors......Page 342 Computing the Objective Function......Page 344 Computing Factor Effects by Analysis of Means......Page 345 Step 7: Reflect and Repeat......Page 346 Summary......Page 347 References and Bibliography......Page 348 Thought Questions......Page 349 Appendix : Orthogonal Arrays......Page 350 Chapter 16: Patents and Intellectual Property......Page 354 What Is Intellectual Property?......Page 355 Overview of Patents......Page 356 Preparing a Disclosure......Page 357 Timing of Patent Applications......Page 359 Type of Application......Page 360 Step 2: Study Prior Inventions......Page 361 Step 3: Outline Claims......Page 362 Step 4: Write the Description of the Invention......Page 363 Writing the Detailed Description......Page 364 Defensive Disclosure......Page 365 Writing the Claims......Page 366 Step 6: Pursue Application......Page 369 Summary......Page 371 Thought Questions......Page 372 Appendix B: Advice to Individual Inventors......Page 373 Chapter 17: Service Design......Page 376 Product-Service Systems......Page 377 In What Ways Are Services and Products Different?......Page 378 The Service Concept......Page 379 Concept Development at Zipcar......Page 381 The Service Process Flow Diagram......Page 382 Downstream Development Activities in Services......Page 383 Prototyping a Service......Page 384 Continuous Improvement......Page 385 Summary......Page 386 Exercises......Page 387 Thought Questions......Page 388 Chapter 18: Product Development Economics......Page 390 Quantitative Analysis......Page 391 When Should Economic Analysis Be Performed?......Page 392 Estimate the Timing and Magnitude of Future Cash Inflows and Outflows......Page 393 Compute the Net Present Value of the Cash Flows......Page 395 Other Cash Flows......Page 396 Supporting Go/No-Go and Major Investment Decisions......Page 397 Development Cost Example......Page 398 Development Time Example......Page 400 Step 3: Use Sensitivity Analysis to Understand Trade-Offs......Page 401 Potential Interactions......Page 403 Trade-Off Rules......Page 404 Limitations of Quantitative Analysis......Page 405 Projects Interact with the Firm, the Market, and the Macro Environment......Page 406 Carrying Out Qualitative Analysis......Page 408 Summary......Page 409 References and Bibliography......Page 410 Thought Questions......Page 411 Appendix A: Time Value of Money and the Net Present Value Technique......Page 412 Appendix B: Modeling Uncertain Cash Flows Using Net Present Value Analysis......Page 414 Chapter 19: Project Management......Page 418 Sequential, Parallel, and Coupled Tasks......Page 419 The Design Structure Matrix......Page 421 Gantt Charts......Page 422 The Critical Path......Page 423 Project Task List......Page 424 Team Staffing and Organization......Page 426 Project Schedule......Page 427 Project Risk Plan......Page 428 Modifying the Baseline Plan......Page 429 Accelerating Projects......Page 430 Project Execution......Page 432 Coordination Mechanisms......Page 433 Corrective Actions......Page 436 Postmortem Project Evaluation......Page 437 References and Bibliography......Page 439 Thought Questions......Page 441 Index......Page 442