Product development process

1. PRODUCT DEVELOPMENT
PROCESS

2. •Planning
•Concept Development
•System Level Design
•Detail Design
•Testing and Refinement
•Production Ramp UP

3. Planning
Marketing
Articulate Market Opportunity
Define Market Segment
Design
Consider Product Platform and Architecture
Assess new technologies
Manufacturing
Identify production constraints
Set Supply chain strategy
Other Functions
Research: Demonstrate available technologies
Finance: Provide planning goals
General Management: Allocate Project
resources

4. Ideas
Supply chain
based
Research
based
Customer
based
Idea Generation

5. Reverse engineering is the dismantling and
inspecting of a competitor’s product to
discover product improvements.
Organized efforts to increase scientific
knowledge or product innovation & may
involve:
Basic Research advances knowledge about a
subject without near-term expectations of
commercial applications.
Applied Research achieves commercial
applications.
Development converts results of applied
research into commercial applications

6. Concept Development
•Collect Customer Needs
•Identify Lead Needs
•Identify Competitive Products
•Investigate Feasibility of Product Concepts
•Develop industrial design concepts
•Build and test experimental prototypes
•Estimate manufacturing cost
•Assess production feasibility
•Finance: Facilitate economic analysis
•Legal: Investigate Patent Issues

7. Manufacturability is the ease of
fabrication and/or assembly which
is important for:
Cost
Productivity
Quality

8. System Level Design
•Develop plan for product options and extended product family
•Set target sales price
•Generate alternative product architectures
•Define major subsystems and interfaces
•Refine industrial design
•Identify suppliers for key components
•Perform make- buy analysis
•Define final assembly scheme
•Set target costs
•Finance:
•Facilitate make-buy analysis
•Service: Identify service issues

9. Detail Design
•Develop Marketing Plan
•Define Part Geometry
•Choose Materials
•Complete industrial design control documentation
•Define piece-part production processes
•Design Tooling
•Define Quality Assurance Processes
•Begin procurement of long- lead tooling

10. Testing and Refinement
•Develop promotion and launch materials
•Facilitate field testing
•Reliability testing
•Life testing
•Performance testing
•Obtain regulatory approvals
•Implement Design Changes
•Facilitator Supplier Ramp Up
•Refine Fabrication and Assembly Processes
•Train Work Force
•Refine Quality Assurance Process
•Sales: Develop Sales Plan

11. Production Ramp-Up
•Place early production with key customers
•Evaluate early production output
•Begin operation of entire production system

12. The 620 Chair Programme had only been on the market for seven years before it was copied.
Court action was commenced in Germany and the following expert opinion was one of those
submitted to the court:
“The 620 armchair has been on the market for approximately seven years… In this period
hundreds of other designs for furniture have disappeared without trace from the market and
from the consciousness of customers… Today, 620 can safely be considered one of the
few major furniture designs of the century, alongside those of Breuer, Mies van der
Rohe, Le Corbusier, Aalto and Saarinen.”
Dr Hans Wichmann, 15 July 1971
On 10 October 1973 the court substantiated:
”The design of this chair is a personal, original creation of a highly aesthetic value.“
Accordingly the 620 Chair Programme was granted copyright protection and may be regarded
as a work of art.
On being asked in 2006 whether design could be regarded as art, Dieter Rams said, “The
question is obsolete. Engineers can be artists. So can architects, gardeners or any other
person skilled in their trade.”

13. Different Process types based
on Products
Market pull
Products
Technology Push
Products
Platform
Products
Process
intensive
Customized
High
Risk
Quick
Build
Complex

14. Process Type Distinct design feature Examples
Market Pull Products All Steps Sporting goods, furniture,
tools
Technology Push
Products
Concept development using a
given technology
Rain wear- Gore-Tex
Plat form Products Concept development using a
proven technology platform
Consumer electronics,
computers, printers
Process-intensive
products
Existing production process or
both product and process to be
developed
Snack foods, breakfast
cereals, semiconductors
Customized products Streamlined and highly
structured development process
Motors, switches,
batteries
High-risk products Risks identified early and
tracked throughout
Pharmaceuticals, Space
systems
Quick – build products Detail design and testing phases
are repeated
Software, cellular phones
Complex systems Many teams work in parallel,
followed by system integration
and validation
Air planes, jet engines,
automobiles

15. •Design for manufacturing (DFM)
•Design for assembly (DFA)
•Design for recycling (DFR)
•Remanufacturing
•Design for disassembly (DFD)
•Robust design
•Designing for Customer
•Design for Manufacturing and
Assembly(DFMA)
ifferent Product design approaches

16. Design for Manufacturing(DFM)
The designers’ consideration of the
organization’s manufacturing
capabilities when designing a product.
The more general term design for
operations encompasses services as
well as manufacturing

17. Recycling: recovering materials for future use
Recycling reasons
Cost savings
Environment concerns
Environment regulations
Design for recycling (DFR)

18. Remanufacturing:
•Refurbishing used products by replacing worn-
out or defective components
•Remanufactured products can be sold for 50%
of the cost of a new product
•Remanufacturing can use unskilled labor
Some governments require manufacturers to
take back used products
Design for Disassembly (DFD): Designing
products so that they can be easily taken apart.

19. Concurrent engineering
is the bringing together
of engineering design and
manufacturing personnel
early in the design phase.

20. Robust Design: Design that results
in products or services that can
function over a broad range of
conditions

21. Designing for Customer
Designing for aesthetics and for the user is generally
termed industrial design
Quality function
deployment-QFD
House of Quality
Value Analysis/ Value Engineering

22. Quality Function Deployment
Begins with Studying and Listening to Customers to determine
the characteristics of a Superior Product
Market Research- Customers product needs and preferences are
refined and broken down into categories called customer
requirements
Weighted on relative importance to customer
The end result is a better understanding and focus on customer

23. House of Quality
Customer requirement forms the basis for the
matrix called the house of quality.
By using this QFD team can use customer
feedback to make engineering, marketing and
design desitions

24. Value Analysis / Value Engineering
The purpose is to simplify products and processes.
Equivalent or better performance at a lower cost while
maintaining all functional requirements defined by the
customer
VA deals with products already in production, it is a
cost reduction technique
VE is performed before production stage and is the cost
avoidance method- choice of material, processes

25. DFMA
Traditional method was, We design it, You build it
Or the Over the wall Approach
This has been replaced by DFMA now

26. Thank You