Design and Product Development Guest Lecture

Design and Product Development
Guest Lecture at Tallinn European Innovation Academy
Thomas J. Howard
www.thomasjhoward.com
thow@mek.dtu.dk

Unless otherwise stated, this material is under a Creative
Commons 3.0 Attribution–Share-Alike licence and can be
freely modified, used and redistributed but only under the
same licence and if including the following statement:
“Original material by Thomas J. Howard, The Technical University of Denmark”

Agenda

09:30 – Integrated Product Development
10:05 – Exercise
10:20 – Break and discussion

10:30 – Product/Service-Systems (PSS)
10:05 – Exercise
11:20 – Break and discussion

11:30 – Open Design
11:05 – Exercise
11:20 – Discussion

LUNCH
13:00 – Protovation
13:45 – Exercise

2 Original material by Thomas J. Howard, The Technical University of Denmark 2012

The three Key disciplines of:
Integrated Product Development (IPD)

Market
’Need’
Situation Product Business

Production


What are the remaining question marks and
which are the biggest?

Will they
Do users pay that Is the ?
want it ? much ? market

?
? ? that big ?

Market
Does it Does it
work ? look good
?
?
Product
Desired Cost and
’Need’
Situation
properties vol. of ? Business
? production
? ?
Production


Where are
the big
question
marks
?


• Geo Center

• Professor Kurt S Anderson

Lærke Holstebroe Jeanne Lønstrup


$200,000

Where are
the big
question
marks
?

http://www.nytimes.com/interactive/2012/06/03/magazine/innovations-issue.html

Where are the big
question marks ?

? ? ?
?
? ? ?
? Where are
? ? the big
? question
? ? marks
?


Alarm Bells

If the system requires a full
role-out to be of any use
to the customers or
stakeholders.

If you can think of lots of
people might want to buy
the finished
product/system but you
can’t think of who would
definitely be the first
customer


What are your burning questions?

Teams from Group A ask Teams from
Group B about aspects of their project’s
feasibility. Team B to LIST THE MAIN
QUESTIONS. 5 mins

Discuss which is THE BIGGEST
QUESTION MARK identified. 2 mins
Swap over.


What is a
Prototype
?

A model to test an
aspect of a
product’s
feasibility, dealing
with the burning
questions

Types of technical prototypes

– Proof-of-Principle Prototype
– Form Study Prototype
– User Experience Prototype
– Visual Prototype
– Functional Prototype
http://en.wikipedia.org/wiki/Prototype


Proof-of-Principle Prototype
A proof of concept prototype is used to test some aspect of
the intended design without attempting to exactly simulate
the visual appearance, choice of materials or intended
manufacturing process. Such prototypes can be used to
"prove" out a potential design approach such as range of
motion, mechanics, sensors, architecture, etc. These types
of models are often used to identify which design options
will not work, or where further development and testing is
necessary.

In electronics this is sometimes: “built on a breadboard”.


Dyson – 5127 prototypes

The hammer test
When James started out he tested prototypes by dropping them
down a cast iron stairway at the back of his workshop. Simple but
effective.
These days Dyson prototypes must endure 550 tests. Hoses
are contorted and stretched. Cleaner heads are slammed into iron
table legs. Performance is tested in temperatures as low as -20c
in an environmental chamber. Things haven’t changed all that
much though. Every 100th bin off the production line is whacked
with a lump hammer just to make sure.

http://content.dyson.co.uk/insidedyson/default.asp


Form Study Prototype
This type of prototype will allow designers to explore the
basic size, look and feel of a product without simulating
the actual function or exact visual appearance of the
product. They can help assess ergonomic factors and
provide insight into visual aspects of the product's final
form. Form Study Prototypes are often hand-carved or
machined models from easily sculpted, inexpensive
materials (e.g., urethane foam), without representing the
intended colour, finish, or texture. Due to the materials
used, these models are intended for internal decision
making and are generally not durable enough or suitable
for use by representative users or consumers.


Form prototypes

Cutting tools Dyson AirBlade

http://www.dwell.com/articles/
Dyson-Airblade-process.html
http://cmuid.tumblr.com/page/2


User Experience Prototype
A User Experience Model invites active human interaction
and is primarily used to support user focused research.
While intentionally not addressing possible aesthetic, this
type of model more accurately represents the overall size,
proportions, interfaces of a concept. This type of model
allows early assessment of how a potential user interacts
with various elements, motions, and actions of a concept
which define the initial use scenario and overall user
experience. As these models are fully intended to be used
and handled, more robust construction is key. Materials
typically include plywood, REN shape, RP processes and
CNC machined components.


User Experience


Visual Prototype
To capture the intended design aesthetic and simulate the
appearance, colour and surface textures of the intended
product but will not actually embody the function(s) of the
final product. These models will be suitable for use in
market research, executive reviews and
approval, packaging mock-ups, and photo shoots for sales
literature.

Volvo 340 BMW 305
http://www.volvotips.com/index.php http://www.e90post.com/forums/sho
/general/gallery/daf-museum/ wthread.php?t=159


Functional Prototype
To the greatest extent practical will attempt to simulate the
final design, aesthetics, materials and functionality of the
intended design. The functional prototype may be reduced
in size (scaled down) in order to reduce costs. The
construction of a fully working full-scale prototype and the
ultimate test of concept, is the engineers' final check for
design flaws and allows last-minute improvements to be
made before larger production runs are ordered.


Advance Passenger Train (APT)


Proof of principle prototypes

Oversights revealed by the Prototypes
Concept 1 Concept 2 Concept 3
– Awkward assembly – Awkward assembly – Lock insecurity
revealed
– Very small increments – Cannot work in all – More flimsy than
for code orientations anticipated
– Code revealed under – To release bars must – Supporting pin are too
tube first be raised small
– More flimsy – Awkward to adjust code – Awkward to adjust code
– Lock insecurity – Lock insecurity + Simplicity realised
revealed revealed
+ More discreet than + More sturdy + Dimensionally suited
anticipated
+ An effective visual + Locks securely even
deterrent when code is <2mm out


Prototype vs Production Model
Prototype parts Extruded parts

Instead of using a T cutter to form the extra lip T cutter would
have been required
Mill Square then fasten will screws. for this section


Proof of principle/form prototype


Mk. 9


What about
Market
Prototyping
?

Sun cream on demand

What are the burning
question related to the
market feasibility of this
product?


The burning questions about market
feasibility of sun cream
1. How much variety is required in SPF ?
2. What are the primary location for sales/need?
3. Will customers change their mindsets/habits?
4. How many (% & Vol.) people forget to bring
SC?
5. What are customers willing to do to receive the
product?
6. What is the required dosing sizes?


Choose a couple of the
questions and discuss
how you could test the
feasibility using a
prototype
10mins


Questions

?

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