IPE 3111: Product Design and Development

Topic: Introduction to Product Design and Development

 What is Product?
• A product is a set of attributes offered to consumers to
fulfill their needs or requirements.
• A product acts as a vehicle which helps in providing
required benefits to its users.
• A product is of value and is of worth purchasing if it
provides required benefits. If the product outcome is as
desired by the consumer, he/she becomes ready to pay
higher price for the product.

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 What is Product?
Products can be classified as:
❑ Tangible products (Goods): Pen, soap, bicycle, car, phone etc.
❑ Intangible products (services): Hotels, restaurants, airlines, services of
barber and doctors etc.
Products can also be classified as:
❖ Consumer products: Purchased by individual users for personal and/or
household consumption.
❖ Industrial product: Used for business purposes. Organization by these
products for use in manufacturing of other products or in delivery of
products, or for selling the products further or doing work in office.
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 Product Design and Development
• What Is Design?
Design is the art or action of producing a plan or drawing to show the look, function and
workings of an object before it is made.

• What is Product Design?

Product design is the process of efficient and effective idea generation and development with
the goal of creating new products. Product design includes all the engineering and industrial
design work that goes into developing a product from the initial concept to production, which
ensures that it works reliably, is cost effective to manufacture and looks good.

• What is Product Development?

Also called new product management, product development is the conceptualisation, design,
development and marketing of newly created or newly rebranded goods.
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 Design Levels
Adaptive Design
The designer work will be concerned with the adaptation of existing designs with
little modifications
Development Design
The designer starts from an existing design, but the outcome may differ
markedly from the initial product
New Design
This is possibly the most difficult level in that generating a new concept involve
mastering all the previous skills in addition to creativity, imagination, insight and
foresight
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 Need of a New Product Design

❖ Organizations are required to design the new products for the following
reasons:

▪ To be in business for a long time

▪ To satisfy unfulfilled needs of customers

▪ Too much competition in the existing product line

▪ The profit margin is on decline

▪ The existing product line becomes saturated and the sale is on the
decline
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 Characteristics of Successful Product
Development
Five dimensions, all of which ultimately relate to profit, are commonly used
to assess the performance of a product development effort:

• Product quality

• Product cost

• Development time

• Development cost

• Development capability

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Characteristics of Successful Product Development
Product quality

➢ How good is the product resulting from the development effort?

➢ Does it satisfy customer needs?

➢ Is it robust and reliable?

Product quality is ultimately reflected in market share and the price that customers are

willing to pay.

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Characteristics of Successful Product Development
Product cost:
➢ What is the manufacturing cost of the product?

If manufacturing cost is too high, it may not be attractive economically to the consumers.
When the product is technically sound and is not essential, and when it does not fulfill any
required need and has good substitutes, high price of the product will deter the sales.

Development time:
➢ How quickly did the team complete the product development effort?

Development time determines how responsive the firm can be to competitive forces and to
technological developments, as well as how quickly the firm receives the economic returns
from the team's efforts.

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Characteristics of Successful Product Development

Development cost
➢ How much did the firm have to spend to develop the product?

Development cost is usually a significant fraction of the investment required to achieve the
profits.

Development capability
➢ Are the team and the firm better able to develop future products as a result of their
experience with a product development project?

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 The Challenges of Product Development

Organizational Realities:

• Lack of empowerment of the team:

General managers or functional mangers may engage in continual intervention in the

details of a development project without a full understanding of the basis for the team's

decisions.

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 The Challenges of Product Development
• Functional allegiances transcending project goals: Representatives of marketing,
design, or manufacturing may influence decisions in order to increase the political
standing of themselves or their functions without regard for the overall success of the
product.

• Inadequate resources: A team may be unable to complete development tasks

effectively because of a lack of staff, a mismatch of skills, or a lack of money, equipment,
or tools.

• Lack of cross-functional representation on the project team: Key development

decisions may be made without involvement of marketing, design, manufacturing, or
other critical functions.

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Design Process

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 The Design Process
Identifying Customer Needs (Requirements)

Market Analysis (Requirements)

Define Goals (Requirements)

Establishing Function (Product Concept)

Task Specification (Product Conecpt)

Conceptualization (Solution Concept)

Evaluating Alternatives (Solution Concepts)

Embodiment Design

Analysis and optimization

Experiment
Merketing

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 Identifying Customer Needs (Requirements)
The need for a new design can be generated from several sources, including
the following:

✓ Client request
✓ Modification of an existing design
✓ Generation of a new product

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 Market Analysis (Requirements)
Designers must locate what is already available in the market and what they
have to offer. Information gathering is a vital task. Some companies hire
design engineers so they can get away from paying royalties to patent
holders. Design engineers may consult the following sources to determine
market availability:

• Technical and trade journals

• Abstracts
• Research reports
• Technical libraries
• Catalog of component suppliers
• The Internet

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 Defining Goals (Requirements)
In this stage of the design process, the designer defines what must be done
to resolve the need(s). The definition is a general statement of the desired
end product. Many of the difficulties encountered in design may be traced to
poorly stated goals, or goals that were hastily written and resulted in
confusion or too much flexibility.

In almost all cases, the client request comes in a vague verbal statement
such as, “I need an aluminum can crusher.” or “I need a safe ladder.”
Designers must recognize that customer needs are not the same as product
specifications. Needs should be expressed in functional terms.

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 Establishing Function (Product Concept)

➢ It is also useful to identify the functions instead of the potential solutions.

This is sometimes referred to as remaining ‘solution neutral’ (i.e., no
solution is referred to at this stage).

➢ In reality, the designer is trying to assess what actions the product should
perform during its lifetime and operation. This technique allows for
alternatives to be explored that can address the needs and goals rather
than fixating on a solution that the customer provides unintentionally early
on.

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 Task Specification (Product Concept)
➢ This stage requires the designer to list all pertinent data and parameters
that tend to control the design and guide it towards the desired goal

Conceptualization (Solution Concept)

➢ The process of generating alternative solutions to the stated goal in the
form of concepts requires creative ability
 Evaluating Alternatives (Solution Concepts)

• Once a number of concepts have been generated in sufficient detail, a

decision must be made about which one or ones will enter the next, most
expensive, stages of the design process.

• An excellent technique to guide the designer in making the best decision

regarding these alternatives is a scoring matrix, which forces a more
penetrating study of each alternative against specified criteria.

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 Embodiment Design
• This is where the product that is being designed begins to take shape. This
stage does not include any details yet (no dimensions or tolerances, etc.) but
will begin to illustrate
• A clear definition of a part, how it will look, and how it interfaces with the rest of
the parts in the product assembly. This stage is separated from both the
conceptual design and the detailed design in that new technologies can
replace old ones based on the exact same concept.
• For example, The concept of a traffic light system will remain the same (three
lights: red, amber, and green), perform the same functions and specifications,
and work conceptually the same way, but as technologies advance, the lights
themselves can change from bulb to LEDs or the way the lights change can be
from using a timer to cycle through the lights to using a system that is
connected to a modern traffic network.
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 Analysis and Optimization
➢ The manufacturability of the chosen product also must be checked to
ensure its usefulness

Experiment
1. Mock-up

2. Model

3. Prototype

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 Marketing

This stage requires specific information that defines the device, system, or process. Here the
designer is required to put his or her thoughts regarding the design on paper for the purpose of
communication with others.

Communication is involved in selling the idea to management or the client, directing the shop
on how to construct the design, and serving management in the initial stages of
commercialization.

The description should take the form of one of the following:

1. A report

2. A flyer

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Thank You!

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