Transcript Robert Hawrylo MSE-415: Product Design 7:00 - 9:45 p.m.; Wednesday

MSE-415: Product Design
Class Number: 17816
Room: Jacaranda 1552
7:00 - 9:45 p.m.; Wednesday
Robert Hawrylo
Professor of Engineering
Department of Manufacturing Systems Engineering and Management
College of Engineering and Computer Science
Department Office: EA 1308;
Office: JD 3310 (by appointment)
Phone: 818-677-2167
E-mail: [email protected]
Website: http://www.csun.edu/~rsh12598/
1
Rev: 02/08/2007
MSE-415: B. Hawrylo
Course Objectives:
• Outline all steps in the design process of a product.
• Translate market and consumer needs into engineering
characteristics of a product.
• Create alternative design solutions for engineering problems.
• Formulate design specifications of engineering products.
• Employ the knowledge of materials and mechanics in design.
• Design engineering products for ease of manufacturing and
assembly.
• Make prototypes of engineering products.
• Collaborate with team members.
• Report and present effectively the outcome of the design.
2
Rev: 02/08/2007
MSE-415: B. Hawrylo
Syllabus Review
3
Rev: 02/08/2007
MSE-415: B. Hawrylo
Grading
• Attendance
 Taken Start of class, after break, or end of class
5%
• In-Class Participation and Discussion
5%

(LEARN TO PARTICIPATE, PARTICIPATE TO LEARN)
• Quizzes – About 5 questions each quiz
 2 quizzes: random, closed book, allowed 1ea 3x5” card
10%
• Individual Homework
15%

9 Homework assignments
• Group Project and Presentation
 Documentation
 Midterm Presentation (20 mins max)
 Final Presentation (30 mins max)
35%
20%
5%
10%
• Midterm
 closed book, allowed 1ea 8.5x11” paper
• Final
 closed book, allowed 1ea 8.5x11” paper
10%
4
Rev: 02/08/2007
20%
MSE-415: B. Hawrylo
Schedule*
DATE
EVENT
TOPIC
CHAPTER
Aug 29, 2008
Lecture 1
Introduction
Development Processes and Organizations
1
2
Sept 5, 2008
Lecture 2
Product Planning
3
Sept 12, 2008
Lecture 3
Group Project
Identifying Customer needs
4
Sept 19, 2008
Lecture 4
Product Specifications
5
Sept 26, 2008
Lecture 5
Concept Generation
6
Oct 3, 2008
Lecture 6
Concept Selection
7
Oct 10, 2008
Lecture 7
Concept Testing
8
Oct 17, 2008
Mid presentations
Midterm
Oct 24, 2008
Lecture 9
Product Architecture
9
Oct 31, 2008
Spring Break
N/A
N/A
Nov 7, 2008
Lecture 10
Design for manufacturing
11
Nov 14, 2008
Lecture 11
Robust Design
12
13
Patents and Intellectual Property
14
Qu
i z
1
Qu
i z Prototyping
2
Nov 21, 2008
Lecture 12
Nov 28, 2008
Lecture 13
Product Development Economics
15
Dec 5, 2008
Lecture 14
Project Presentations
Gantt, PERT charts, Managing Projects, etc.
16
Dec 12, 2008
Final
N/A
N/A
* Schedule may change due to: quizzes, guest speakers, speed of covering material and other factors
5
Rev: 02/08/2007
MSE-415: B. Hawrylo
Q U
QUIZ
6
Rev: 02/08/2007
QUIZ
I
Quiz
Today
Z
QUIZ
MSE-415: B. Hawrylo
Textbooks
Text
K. T. Ulrich and S. D. Eppinger, Product Design and Development, 3d
Edition, McGraw Hill, New York, 2003.
7
Rev: 02/08/2007
MSE-415: B. Hawrylo
Supplemental Textbooks
"Product Leadership: Pathways to
Profitable Innovation”
by
Robert G. Cooper
Published by: Basic Books
"The PDMA Handbook of
new product development"
Milton Rosenau Jr, John
Wiley & Sons 1996
ISBN 0-471-14189-5
“Design Secrets: Products”
L. Bjornlund, C. Cullen, C.
Fishel, IDSA 2001
ISBN 1-56496-638-0
“The Art of Innovation”
Tom Kelley, Currency
Doubleday, 2001
ISBN 0-385-49984-1
ISBN:046501433X
8
Rev: 02/08/2007
MSE-415: B. Hawrylo
Lecture #1
Chapter 1 - Introduction
Chapter 2 - Development Processes and Organizations
9
Rev: 02/08/2007
MSE-415: B. Hawrylo
How many similarities can you find in these DeWALT
cordless tools?
10
Rev: 02/08/2007
MSE-415: B. Hawrylo
How many similarities can you find in these Logitech products?
Logitech® G5 Laser Mouse Battlefield 2142™ Special Edition
$79.99
Logitech® MX™400
Performance Laser Mouse
11
$39.99
Rev: 02/08/2007
Logitech® G5 Laser Mouse
$69.99
Logitech® V150 Laser Mouse
$29.99
Logitech® G3 Laser Mouse
$59.99
Logitech® Leopard Mouse
$24.95
MSE-415: B. Hawrylo
How much commonality exists between products in the
product family?
How does that compare with what competitors are
doing?
Today’s highly competitive and volatile marketplace is reshaping the way
many companies do business as rapid innovation and mass customization
offer a new form of competitive advantage. In response, companies
have successfully implemented strategies to design and develop an entire
family of products to satisfy a wide variety of customer requirements.
How can a company design and develop an effective
product family?
12
Rev: 02/08/2007
MSE-415: B. Hawrylo
The 50 Greatest Gadgets of the Past 50 Years1
What do you think are the top 5 greatest
gadgets of the last 50 years?
13
Rev: 02/08/2007
1
PC World
MSE-415: B. Hawrylo
The 50 Greatest Gadgets of the Past 50 Years1
1. Sony Walkman TPS-L2 (1979)
2. Apple iPod (2001)
3. (Tie) ReplayTV RTV2001 and TiVo HDR110
(1999)
4. PalmPilot 1000 (1996)
5. Sony CDP-101 (1982)
6. Motorola StarTAC (1996)
7. Atari Video Computer System (1977)
8. Polaroid SX-70 Land Camera (1972)
9. M-Systems DiskOnKey (2000)
10. Regency TR-1 (1954)
11. Sony PlayStation 2 (2000)
12. Motorola Razr V3 (2004)
13. Motorola PageWriter (1996)
14. BlackBerry 850 Wireless Handheld (1998)
15. Phonemate Model 400 (1971)
16. Texas Instruments Speak & Spell (1978)
17. Texas Instruments SR-10 (1973)
18. Diamond Multimedia Rio PMP300 (1998)
19. Sony Handycam DCR-VX1000 (1995)
20. Handspring Treo 600 (2003)
21. Zenith Space Command (1956)
22. Hamilton Pulsar (1972)
23. Kodak Instamatic 100 (1963)
24. MITS Altair 8800 (1975)
25. Radio Shack TRS-80 Model 100 (1983)
14
Rev: 02/08/2007
1
PC World
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
Nintendo Game Boy (1989)
Commodore 64 (1982)
Apple Newton MessagePad (1994)
Sony Betamax (1975)
Sanyo SCP-5300 (2002)
iRobot Roomba Intelligent Floorvac (2002)
Microsoft Intellimouse Explorer (1999)
Franklin Rolodex Electronics REX PC Companion (1997)
Lego Mindstorms Robotics Invention System 1.0 (1998)
Motorola DynaTAC 8000X (1983)
Iomega Zip Drive (1995)
Magnavox Magnavision Model 8000 DiscoVision
Videodisc Player (1978)
Milton Bradley Simon (1978)
Play, Inc. Snappy Video Snapshot (1996)
Connectix QuickCam (1994)
BellSouth/IBM Simon Personal Communicator (1993)
Motorola Handie Talkie HT-220 Slimline (1969)
Polaroid Swinger (1965)
Sony Aibo ERS-110 (1999)
Sony Mavica MVC-FD5 (1997)
Learjet Stereo-8 (1965)
Timex/Sinclair 1000 (1982)
Sharp Wizard OZ-7000 (1989)
Jakks Pacific TV Games (2002)
Poqet PC Model PQ-0164 (1990)
MSE-415: B. Hawrylo
iPod Timeline
Gen.
Image
Capacity
(GB)
Changes Introduced
Original
Release date
Launch
price
(US$)
1st
5
10
Wheel physically rotates and buttons are not part of wheel.
November
2001
$399
$499
2nd
10
20
Touch sensitive immobile wheel. FireWire port had a cover.
17 July 2002
$399
$499
3rd
10
15
20
30
40
Dock Connector. Middle row of buttons.
28 April 2003
$299
$299
$349
$399
$499
4th
20
30
40
60
Buttons integrated to "touch wheel". Color display with photo
viewer replaced monochrome display in October 2004.
July 2004
$299
$349
$399
$599
5th
30
60
80
Slimmer design. Larger screen with video player and lyrics
support. No AC adapter, Universal Dock, or A/V cables
included. The September 2006 enhanced version featured a
brighter display, longer video battery life and a music search
function. New, redesigned earphones included.
12 October
2005
$249
$299
$349
15
Rev: 02/08/2007
MSE-415: B. Hawrylo
Timeline of iPod models
• Each new generation usually has more features and refinements while typically being smaller
and lighter than its predecessor.
• Reliability has steadily improved.
The first generation iPods were Mac compatible only.
• From July 2004 onwards, every iPod was made fully compatible with either Mac or Windows.
16
Rev: 02/08/2007
MSE-415: B. Hawrylo
Why Product Families?
“Since many companies design new products one at a time, the
focus on individual customers and products often results in a
failure to embrace commonality, compatibility,
standardization, or modularization among different products or
product lines.” - Meyers and Lehnerd, 1997
• The end result:

a “mushrooming” or diversification of products and components with
proliferating variety and costs
• To remain competitive, companies are utilizing product
families and product platforms to:
increase product variety
 shorten product lead-times
 reduce cost

17
Rev: 02/08/2007
MSE-415: B. Hawrylo
Source:
Volkswagen A-Platform
Development Car Division
Audi A3
(3+ 5-door)
Audi TT coupe
Audi TT roadster
VW Golf IV
(3+5
door, station
wagon, convertible,
and Minivan)
VW Bora
VW Beetle
Skoda Octavia
(Bora sedan, coupe,
convertible, and
station wagon)
(New Beetle,
New Beetle
convertible)
(Octavia sedan,
and station wagon)
• VW plans for 19 vehicles based on A-platform
• VW estimates development and investment cost
savings of $1.5 billion/yr using platforms
18
Rev: 02/08/2007
Seat Toledo
Successor
(Toledo, coupe, station
wagon, and convertible)
MSE-415: B. Hawrylo
Definition of Key Terms
• What is a product family and a product platform?
• Product family:

a group of related products that share common features, components,
and subsystems; and satisfy a variety of markets
• Product platform:

the set of features, components or subsystems that remain constant
from product to product, within a given product family
• Variant or derivative:

products derived from the product platform through:
– addition, removal, or substitution of one or more modules
(module-based product family)
– scaling or “stretching” the platform in one or more dimensions
(scale-based product family)
19
Rev: 02/08/2007
MSE-415: B. Hawrylo
Product Family Design
Top-down Approach (Proactive):

a company strategically manages and
develops a family of products based on a
product platform and its module- and/or
scale-based derivatives
DEWALT
Bottom-up Approach (Reactive):

a company redesigns/consolidates a group
of distinct products by standardizing
components to improve economies of scale
and reduce inventory.
20
Rev: 02/08/2007
Sony
Lutron
MSE-415: B. Hawrylo
Some Tools and Methods for Product Family Design
• Maps
Product family maps
 Market segmentation grid

• Metrics
Commonality indices
 Platform efficiency and effectiveness

• Methods
Modular design
 Scalable design

21
Rev: 02/08/2007
MSE-415: B. Hawrylo
Identify Platform Leveraging Strategy
• Market segmentation grid can be used to identify and map
platform leveraging strategies (Meyer, 1997)
High Cost
High Performance
Mid-Range
What Market Niches
Will Your Product Serve?
Low Cost
Low Performance
Segment A
Segment B
Segment C
Derivative Products
Product Platform
22
Rev: 02/08/2007
MSE-415: B. Hawrylo
Example Leveraging Strategies: B&D Cordless
Industry
(Heavy)
Use
MidRange
Use
Home
(Light)
Use
Saws
23
Rev: 02/08/2007
Drills & Drivers
Lighting
MSE-415: B. Hawrylo
Commonality Metrics
• Much of focus in product family design is to improve
commonality and standardization within the family
• Why is commonality good?
Better economies of scale (and scope)
 Decrease lead times (and risk) in new product development
 Reduce set-up and retooling time
 Fewer components in inventory
 Fewer parts need to be tested and qualified
 Improves overall product quality

Commonality is a useful metric for product families:
% Commonality = %Cx =
24
Rev: 02/08/2007
100 * common X
common X + unique X
MSE-415: B. Hawrylo
Module-Based Product Families
• Modular design is best known approach for effective product
family design

Design a product platform that can be up easily modified by adding,
subtracting, and/or upgrading of modules
• Designing a module-based product family involves defining its
product architecture (Ulrich, 1995):



the arrangement of functional elements
the mapping of functional elements to physical components
the specification of the interfaces among physical components
• Common modules in family form product platform
• Standardized interfaces facilitate addition, substitution, and
removal of modules
25
Rev: 02/08/2007
MSE-415: B. Hawrylo
Modularity in the Automotive Industry
Different Modules in
an Automobile
Dashboard
Module
26
Rev: 02/08/2007
Source:
• Shimokawa, K., Jurgens,
U., and Fujimoto, T.
(Eds), 1997,
Transforming Automobile
Assembly, Springer, New
York.
MSE-415: B. Hawrylo
Scale-based Product Families
• Develop a product platform that can
be “scaled” or “stretched” in one or
more dimensions to satisfy a variety
of market niches
• Boeing 737 is divided into 3
platforms:
Initial-model (100 and 200)
 Classic (300, 400, and 500)
 Next generation (600, 700, 800,
and 900 models)

• The Boeing 777 has also
been designed knowing that
it will be “stretched”
27
Rev: 02/08/2007
MSE-415: B. Hawrylo
Resolving Tradeoffs in Product Family Design
Performance
• Product family design involves the design of multiple
products to maximize commonality within the family with
minimal sacrifice in individual product performance
Individually
Optimized
Designs
Poor
Designs
Best
Designs
Designs
Based on
Common
Platform
How do we ensure that this
tradeoff is “optimal” for us and
our company?
Management
& Marketing
Design
Engineering
$
Manufacturing
& Production
Degree of Commonality
28
Rev: 02/08/2007
MSE-415: B. Hawrylo
Closing Remarks
• Product family design is a complex and difficult task:

embodies all of the challenges of product design while adding the
complexity of coordinating the design of multiple products to
improve commonality with minimal performance sacrifice
• The key to a successful product family is the product platform
around which it is derived:
multiple platform leveraging strategies
 module-based product family
 scale-based product family

• A variety of tools and methods are being developed to
facilitate product family and product platform design;
however, there is no silver bullet
29
Rev: 02/08/2007
MSE-415: B. Hawrylo
Next Week
September 5, 2008
• Homework



Read Chapter 1 – Introduction
Read Chapter 2 – Development Processes and Organizations
Read Chapter 3 – Product Planning
• Next Lecture

30
Rev: 02/08/2007
Chapter 3 – Product Planning
– Discuss type of product development projects
– Discuss the product planning process
MSE-415: B. Hawrylo