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IPE 303
Product Design I
Product Development Process
R. M. SHAHBAB
Lecturer, Department of IPE, BUET
Email: sshahbab@[Link]
Reference
Chapter 2 - Product Design and Development by Karl T.
Ulrich, Steven D. Eppinger, Maria C. Yang, 7th Edition
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The Product Development Process
•A process is a sequence of steps that transforms a set of
inputs into a set of outputs (e.g. physical processes used to
bake a cake or to assemble an automobile).
•A product development process is the sequence of steps or
activities that an enterprise employs to plan/conceive, design,
and commercialize a product.
Figure: Generic product development process
The Product Development Process
A product development process can be visualized in 3 ways:
1. It is the initial creation of a wide set of alternative product
concepts and then the subsequent narrowing of alternatives and
increasing specification of the product until the product can be
reliably and repeatably produced by the production system.
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The Product Development Process
A product development process can be visualized in 3 ways:
(continued)
2. It is an information-processing system. The process begins with
inputs such as the corporate objectives, strategic opportunities,
available technologies, product platforms, and production
systems.
Various activities process the aforesaid development information
to formulate the specifications, concepts, and design details.
The process concludes when all the information required to
support production and sales has been created and
communicated. 5
The Product Development Process
A product development process can be visualized in 3 ways:
(continued)
3. It is a risk management system. In the early phases of product
development, various risks are identified and prioritized.
As the process progresses, risks are reduced as the key
uncertainties are eliminated and the performance of the product
is validated.
When the process is completed, the team should have
substantial confidence that the product will work correctly and be
successful in the market.
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The Product Development Process
A well-defined development process is useful for the following
reasons:
1. Quality assurance
2. Coordination
3. Planning and Scheduling
4. Management
5. Improvement
The Product Development Process
The six phases of the generic development process are:
0. Planning 3. Detail Design
1. Concept Development 4. Testing and Refinement
2. System-Level Design 5. Production Ramp-Up
Figure: Generic product development process
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The Product Development Process
The six phases of the generic development:
0. Planning:
It is often referred to as “phase zero” because it precedes the project
approval and launch of the actual product development process
This phase begins with opportunity identification guided by corporate
strategy, and includes assessment of technology developments and
market objectives
The Product Development Process
The six phases of the generic development:
0. Planning:
The output of the planning phase is the
project mission statement, which specifies:
i. the target market for the product
ii. business goals
iii. key assumptions
iv. constraints
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The Product Development Process
The six phases of the generic development:
1. Concept Development:
In this phase:
i. the needs of the target market are identified
ii. alternative product concepts are generated and evaluated
iii. one or more concepts are selected for further development
and testing
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The Product Development Process
The six phases of the generic development:
2. System-level design:
In this phase:
i. the product architecture is defined
ii. the product is decomposed into subsystems and components
iii. preliminary design of key components are prepared
iv. detail design responsibilities are allocated to both internal and
external resources
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Similarity with “PD I” Sessional
System-level design:
• theproduct architecture
is defined
• the
product is
decomposed into
subsystems and
components
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Similarity with “PD I” Sessional
System-level design:
• preliminary design of
key components are
prepared
• detail design
responsibilities are
allocated to both
internal and external
resources
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The Product Development Process
The six phases of the generic development:
2. System-level design:
The output of this phase
usually includes:
• a geometric layout of
the product
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The Product Development Process
The six phases of the generic
development:
2. System-level design:
The output of this phase
usually includes:
• a functional
specification of each
of the product’s
subsystems
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The Product Development Process
The six phases of the generic development:
2. System-level design:
The output of this phase
usually includes: (continued)
iii. a preliminary process
flow diagram for the final
assembly process.
Figure: Typical assembly layouts 17
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The Product Development Process
The six phases of the generic development:
3. Detail design:
This phase includes:
i. complete specification of the geometry, materials, and
tolerances of all of the unique parts in the product
ii. identification of all of the standard parts to be purchased from
suppliers
iii. establishment of a process plan*
iv. selection of tools for each part to be fabricated within the
production system
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*Supplementary
information from
CIM (IPE 419) PROCESS PLANNING
• Process planning for parts
– For individual parts, the
processing sequence is
documented on a form called a
route sheet or operation
sheet. (Example in next slide)
– It is called a route sheet because the processing sequence defines the route
that the part must follow in the factory.
– Just as engineering drawings are used to specify the product design, route
sheets are used to specify the process plan. They are counterparts, one for
product design, the other for manufacturing.
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*Supplementary
information from
CIM (IPE 419) PROCESS PLANNING
• Typical Route Sheet for specifying the process plan
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The Product Development Process
The six phases of the generic development:
3. Detail design:
The output of this phase is the control documentation that includes:
i. the drawings or computer files describing the geometry of
each part and its production tooling
ii. the specifications of the purchased parts
iii. the production supply chain
iv. the process plans for the fabrication and assembly of the
product
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The Product Development Process
The six phases of the generic development:
3. Detail design:
Three critical issues are finalized in this phase:
i. materials selection
ii. production cost
iii. robust performance
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Similarity with “PD I” Sessional
Detail design:
The drawings or computer files describing the geometry of each part and
its production tooling
Fig: Sample route sheet
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Similarity with “PD I” Sessional
Detail design:
Finalization of
materials selection
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Similarity with “PD I” Sessional
Detail design:
Finalization of robust performance
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Similarity with “PD I” Sessional
Detail design:
Finalization of
production cost
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The Product Development Process
The six phases of the generic development:
4. Testing and refinement:
The testing and refinement phase involves the construction and
evaluation of multiple preproduction versions or prototypes of the
product.
Prototypes are usually of two types:
i. Early (alpha) prototypes
ii. Later (beta) prototypes
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The Product Development Process
The six phases of the generic development:
4. Testing and refinement:
i. Early (alpha) prototypes:
These are usually built with production-intent parts — parts with
the same geometry and material properties as intended for the
production version of the product but not necessarily fabricated
with the actual processes to be used in production.
Alpha prototypes are tested to determine whether the product
will work as designed and whether the product satisfies the key
customer needs.
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The Product Development Process
The six phases of the generic development:
4. Testing and refinement:
ii. Later (beta) prototypes:
These are usually built with parts supplied by the intended
production processes but may not be assembled using the
intended final assembly process
Beta prototypes are extensively evaluated internally and are also
typically tested by customers in their own use environment
The goal for the beta prototypes is usually to answer questions
about performance and reliability to identify necessary
engineering changes for the final product
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The Product Development Process
The six phases of the generic development:
5. Production ramp-up:
In the production ramp-up phase, the product is made using the
intended production system.
The purposes of the ramp-up:
i. to train the workforce
ii. to work out any remaining problems in the production
processes
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The Product Development Process
The six phases of the generic development:
5. Production ramp-up:
Products produced during production ramp-up are sometimes
supplied to preferred customers and are carefully evaluated to
identify any remaining flaws
The transition from production ramp-up to ongoing production is
usually gradual. At some point in this transition, the product is
launched and becomes available for widespread distribution
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The Product Development Process
Figure: Illustration of the Generic product development process
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Variants of Generic Product Development Process
• Thegeneric process is most like the process used in a
market-pull situation: a firm begins product development with
a market opportunity and then uses whatever available
technologies are required to satisfy the market need (i.e., the
market “pulls” the development decisions).
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Variants of Generic Product Development Process
• In
addition to the market-pull process, several variants are
common and correspond to the following:
1. Technology-push products
2. Platform products
3. Process-intensive products
4. Customized products
5. High-risk products
6. Quick-build products
7. Product-service systems
8. Complex systems
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Variants of Generic Product Development Process
Process Type Description Examples
Optical fiber
Technology- The team begins with a new
Push technology, then finds an
Products appropriate market
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Variants of Generic Product Development Process
Process Type Description Examples
Consumer
electronics,
computers, printers
The team assumes that the new
Platform product will be built around an
Products established technological
subsystem
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Variants of Generic Product Development Process
Process Type Description Examples
Cookies
Process- Characteristics of the product
Intensive are highly constrained by the
Products production process
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Variants of Generic Product Development Process
Process Type Description Examples
Photo frames
Customized New products are slight
Products variations of existing
configurations
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Variants of Generic Product Development Process
Process Type Description Examples
Pharmaceuticals
Technical or market
High-Risk
uncertainties create high
Products
risks of failure
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Variants of Generic Product Development Process
Process Type Description Examples
Clothing
Rapid modeling and
Quick-Build
prototyping enables many
Products
design-build-test cycles
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Variants of Generic Product Development Process
Process Type Description Examples
Application software
Following planning and
concept development is
Digital Products
a highly iterative design-build-
test process
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Variants of Generic Product Development Process
Process Type Description Examples
Restaurants
Products and their
Product-Service associated service
Systems elements are developed
simultaneously
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Variants of Generic Product Development Process
Process Type Description Examples
Airplanes
System must be
Complex decomposed into several
Systems subsystems and many
components
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