Product Design and Development

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