NEW PRODUCT MANAGEMENT
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CHAP1113.pptPART FOUR
DEVELOPMENT
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Development
Figure IV.1
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Chapter 13
Design
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What Is Design?
- Has been defined as “the synthesis of technology and human needs into manufacturable products.”
- In practice, design can mean many things, ranging from styling to ergonomics to setting final product specifications.
- Design has been successfully used in a variety of ways to help achieve new product objectives.
- One thing it is not: an afterthought; “prettying up” a product that is about to manufactured!
- “Beautiful is not enough. The product must be useful. Design includes the whole human interface.” (Ken Munsch of Herman Miller)
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The Role of Design at Apple
- Firms such as Apple, judged high in design effectiveness, have superior returns on sales, net incomes, and cash flows.
- Apple routinely praised for the modernistic, intuitive designs of iPads, iPhones, and other devices.
- Clean, simple appearance of Apple devices directly traceable to the ‘60s record players and radios of German designer Dieter Rams.
- Design is certainly not an afterthought at Apple!
Design-Driven Innovation
- “Design introduces a bold new way of competing. Design-driven innovations do not come from the market; they create new markets. They don’t push new technologies, they push new meanings.” (Design expert Roberto Verganti)
- In design-driven innovation, design itself has the leadership role (unlike market-pull or technology-push innovation).
- Product functionality is as important to excellent design as is appearance or aesthetics.
Contributions of Design to the New Products Process
Figure 13.1
- Design for Speed to Market (Ingersoll-Rand Cyclone Grinder)
- Design for Ease of Manufacture (IBM Proprinter)
- Design for Differentiation (Haworth and Steelcase office equipment)
- Design to Meet Customer Needs (“user oriented design”) (Crown Equipment Rider Counterbalance forklift trucks)
- Design to Build or Support Corporate Identity (Apple, BMW)
- Design for the Environment (Subaru, Apple)
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Principles of Universal Design
- Equitable Use: The design is useful to people with varied abilities.
- Flexibility in Use: The design accommodates a wide variety of preferences.
- Simple and Intuitive to Use: The design is easy for anyone to understand.
- Perceptible Information: The design communicates the required information to the user.
- Tolerance for Error: The design minimizes adverse consequences of inappropriate use.
- Low Physical Effort: The design can be used efficiently by anyone with minimal fatigue.
- Size and Space for Approach and Use: The product is easy to reach, manipulate, and use.
- Source: James M. Mueller and Molly Follette Story, “Universal Design: Principles for Driving Growth Into New Markets,” in P. Belliveau, A. Griffin, and S. Sodermeyer (eds.), The PDMA Toolbook for New Product Development (New York: Wiley, 2002), pp. 297-326.
Figure 13.2
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Range of Leading Design Applications
Purpose of Design
Aesthetics
Ergonomics
Function
Manufacturability
Servicing
Disassembly
Item Being Designed
Goods
Services
Architecture
Graphic arts
Offices
Packages
Figure 13.3
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Product Architecture
- The process by which a customer need is developed into a product design.
- Solid architecture improves speed to market, and reduces the cost of changing the product once it is in production.
- Product components are combined into “chunks,” functional elements are assigned to the chunks, and the chunks are interrelated with each other.
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Product Architecture Illustration
Figure 13.4
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Product Architecture and Product Platforms
- Product architecture development is related to establishing a product platform.
- If chunks or modules can be replaced easily within the product architecture, “derivative products” can be made from the same basic platform as technology, market tastes, or manufacturing skills change.
- Examples: 200 versions of the Sony Walkman from four platforms.
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Assessment Factors for an Industrial Design
Figure 13.5
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Prototype Development
- Comprehensive Prototype: complete, fully-functioning, full-size product ready to be examined by customers.
- Focused Prototype: not fully functioning or developed, but designed to examine a limited number of performance attributes or features.
- Examples: a crude, working prototype of an electric bicycle; a foam or wood bicycle to determine customers’ reactions to the proposed shape and form.
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Model of the Product Design Process
Figure 13.6
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Improving the Interfaces in the Design Process
- Co-location
- Digital co-location
- Global teams
- Produceability engineer
- Upstream partnering with vendors
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Computer-Aided Design (CAD)
- Greatly accelerates the design step and allows assessment of multiple possible designs without building expensive prototypes.
- Design for Manufacturability (DFM): search for ways to minimize manufacturing costs.
- Design for Assembly (DFA): search for ways to ease assembly and manufacture.
- Rational for DFM: A seemingly trivial detail in design phase might have huge manufacturing cost consequences later on!
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Some of the Uses of CAD in Auto Industry
- Determining fit of subassemblies: does the radio/CD player protrude too far into the engine area?
- Facilitating “decking” of cars (attaching the powertrain to the upper body): do all the pieces fit together perfectly?
- Crashworthiness: can we modify any aspects of the car’s design to improve its ability to protect the passengers in a crash?
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Newer Developments in CAD
- Stereolithography (rapid prototyping)
- Mechanical computer-aided engineering (MCAE)
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