Introduction to Product
Design and Development
Course - 1
General Outline
• Introduction
• Some Definitions
• Product Design versus Development
• Design Fundamental Rules
• Concurrent Engineering
DISCUSSION
1. What is product?
2. What is product development?
3. Why product development is
needed?
4. What is product design?
5. What is concurrent engineering?
Product is….
Something sold by an enterprise to its
customers to satisfy the customers.
A term used to describe all goods,
services, and knowledge sold
4
Most “products” are combinations of
goods and service
Pure Pure
good service
Core ... Actual ... Augmented product
Product Types
• Market-Pull Products (furniture,
sporting goods, tools)
• Technology-Push Products (Cellular
phones, ABS, Medical equipment)
What is
Product Development?
Product Development (PD) is….
The set of activities beginning with the
perception of market opportunity and ending
in the production, sale and delivery of a
product.
PD is the organization and management of
people and the information they develop in
the evolution of a product.
Why product development is needed?
Please watch this video
MENGAPA DIPERLUKAN
PENGEMBANGAN PRODUK?
– Memenuhi keinginan konsumen yang terus
berkembang
– Menjamin kelangsungan usaha perusahaan
– “Product life cycle” yang semakin pendek
– Kondisi pasar yang berubah
– Sasaran keuangan
– Diversifikasi usaha
– Regulasi
12
2 extreme dangers in the
management and execution of PD
efforts:
1. Making what you cannot sell
2. Selling what you cannot make
Six Phases of PD
1. Planning
2. Concept development
3. System-level design
4. Detail design
5. Testing and refinement
6. Production ramp-up
A Design Process is the set of technical
activities within a PD process that work to
meet marketing and business case
vision.
Product Conceptual Design
Design = Science + Art
FORM and FUNCTION
• The product FORM should reflect its
FUNCTION
• FUNCTION = What the product is to do
• FORM = How the product is to do its
FUNCTION
• FORM = Shape (geometry), Material,
Connections, Energy and Material Flow,
Operation Procedure (Information
Transfer), etc….
• Design is the process of mapping
function to form.
Fundamental Rules Updated
The Function Rule:
Design requirements must be
satisfied uniformly.
The Form Rule:
The design must have the shortest
production path.
The Golden Triangle
Effectiveness of the design process is measured by:
1. Product cost
2. Product quality
3. Time to market (TTM)
Design Process Evolution
• Craftsmanship – one person could
design and manufacture an entire
product
• By the middle of the 20th century: over-
the-wall approach.
• From the late 1980s: concurrent
engineering approach (CE).
The Over-The-Wall Design Method
Concurrent Engineering (CE)
• CE emphasizes the integration of cross-functional
TEAMS to develop the product.
• The use of teams, including all the stakeholders,
eliminates many of the problems with the over-
the-wall method.
• Stakeholders = people who have a concern for
the product.
Members of Design Teams
• Product design engineer
• Marketing manager
• Manufacturing engineer
• Drafter
• Technician
• Materials specialist
• Quality control/quality assurance specialist
• Analyst
• Industrial designer
• Assembly manager
• Vendor’s or supplier’s representative
Summary (1/2)
• Product design is a part of the product
development process.
• PD must be centered on the
CUSTOMER. The Japanese say: Listen
to the VOC!
• Design is a process of function-to-form
mapping.
Summary (2/2)
• Success at PD is measured by Cost,
Quality, and TTM.
• Concurrent Engineering = early
involvement of stakeholders
• Early phases of design are the most
critical to the design success.
• Any questions??
