Design 101 handout

1. Handout

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Table of Contents
1 Definition of a Product and Product Development................................................................. 3
2 Stages of product development............................................................................................... 5
1.2 Feasibility study ............................................................................................................... 5
2.1.1 Market research......................................................................................................... 5
1.2.1 Product specifications ............................................................................................... 6
1.2.2 Concept generation and screening ............................................................................ 6
2.1.4 Economic analysis .................................................................................................... 6
2.1.5 Selecting an optimum solution.................................................................................. 7
2.1.6 Case study: Developing the Green bile I .................................................................. 8
2.2 System-level design........................................................................................................ 10
2.3 Launching and selling the product ................................................................................. 10
2.3.1 Case study: Planning for installation of an injection molding machine I............... 11
2.4 Manufacturing the product............................................................................................. 12
2.5 Selling the product ......................................................................................................... 13
2.6 Recycling of materials.................................................................................................... 15
2.7 The product life cycle..................................................................................................... 16
3 What is sustainability? .......................................................................................................... 17
3.1 Design for Sustainability................................................................................................ 17
4 Sustainable Products to Follow in 2013: .............................................................................. 18
5 The future of product design ............................................................................................... 21
5.1 Case Study I: Ergonomic Monitor ................................................................................. 21
5.2 Case study II: Ergonomic Chair..................................................................................... 23

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A product is the item offered for sale. A product can be a service or
an item. It can be physical or in virtual or cyber form
1 Definition of a Product and Product Development
 A Product is something sold by an enterprise to its customers. Product Design involves a
broad approach to the designing and making of innovative / new products.
 Product Development is the set of activities beginning with the perception of a market
opportunity and ending in the production, sale, and delivery of a product.
Why Is Product Development Important?
• It is “big business” Hundred billion dollars
• New products answer to biggest problems
• A successful new product does more good for an organization than anything else.
Not All New Products Are Planned
• Microwave ovens
• Aspartame (NutraSweet)
• ScotchGard fabric protector
• Teflon
• Penicillin
• X-rays
• Dynamite
In each case, an accidental discovery -- but someone knew they had something when they saw it!
What Is a New Product?
• New-to-the-world (really-new) products (10% of new products): Inventions that create a whole
new market. Ex.: Polaroid camera, Sony Walkman, Palm Pilot, Rollerblade skates, P&G Febreze
and Dryel.
• New-to-the-firm products (20%): Products that take a firm into a category new to it. Ex.: P&G
brand shampoo or coffee, Hallmark gift items, AT&T Universal credit card, Canon laser printer.
• Additions to existing product lines (26%): Line extensions and flankers in current markets.
Ex.: Tide Liquid, Bud Light, Apple’s iMac, HP LaserJet 7P.
• Improvements and revisions to existing products (26%): Current products made better. Ex.:
P&G’s continuing improvements to Tide detergent, Ivory soap.

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• Repositioning (7%): Products that are retargeted for a new use or application. Ex.: Arm &
Hammer baking soda sold as a refrigerator deodorant; aspirin repositioned as a safeguard against
heart attacks.
• Cost reductions (11%): New products that provide the customer similar performance but at a
lower cost. May be more of a “new product” in terms of design or production.
Breakthrough Innovations that Changed Our Lives
• Personal Computer
• Microwave Oven
• Photocopier
• Pocket Calculator
• Fax Machine
• Birth Control Pill
• Home VCR
• Communication satellite
• Bar coding
• Integrated Circuit
• Automatic Teller
• Answering Machine
• Velcro Fastener
• Touch-Tone Telephone
• Laser Surgery
• Apollo Lunar Spacecraft
• Computer Disk Drive
• Organ Transplanting
• Fiber-Optic Systems
• Disposable Diaper
• MS-DOS
• Magnetic Resonance
• Imaging

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PRODUCT DESIGN AND DEVELOPMENT IN THE
INDUSTRIAL ENTERPRIZE
2 Stages of product development
A product usually starts as a concept which, if feasible, develops into a design, then a finished
product. The following seven phases can be identified in a variety of product design and
development projects.
1. identification of needs, feasibility study and concept selection,
2. system-level design, detail design and selection of materials and processes,
3. testing and refinement,
4. manufacturing the product
5. launching the product,
6. selling the product, and
7. Planning for its retirement.
2.1 Feasibility study
Elements of feasibility study include:
1. Market research
2. Product specifications
3. Concept generation, screening and selection
4. Economic analysis
5. Selecting optimum solution
2.1.1 Market research
1. The range of features and the technical advantages and disadvantages of existing products, the
mechanism of their operation, and the materials and processes used in making them.
2. Past and anticipated market growth rate and expected market share by value and volume.
3. The number of companies entering and leaving the market over the past few years, and
reasons for those movements.
4. The reasons for any modifications which have been carried out recently and the effect of new
technology on the product.
5. Patent or license coverage and what improvements can be introduced over existing products.
6. Profile of prospective customers (income, age, sex, etc.) and their needs in the area covered by
the product under consideration.
7. Ranking of customer needs in order of their importance.
8. Product price that will secure the intended volume of sales.

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9. How long will it take the competition to produce a competitive product?
10. What is the optimum packaging, distribution, and marketing method?
2.1.2 Product specifications
Product specifications give precise and measurable description of the expected product
performance based on the qualitative descriptions of the customer needs.
For example :a specification of “the total weight of the product must be less than 5 kg” can be
based on the customer need of a “light weight product” and the observation that the lightest
competing product is 5 kg.
Similarly, a specification of “average time to unpack and assemble the product is less than 22
min.” can be based on a customer need of “the product is easy to assemble” and the observation
that the competing product needs 24 minutes to unpack and assemble.
2.1.3 Concept generation and screening
• Product specifications are then used to develop different product concepts that satisfy
customer needs.
• Some of the concepts may be generated by the development team as novel solutions but
others may be based on existing solutions or patents.
• The different concepts are then compared in order to select the most promising option.
• The Pugh method is useful as an initial concept screening tool.
2.1.4 Economic analysis
The economic analysis section of the feasibility study normally provides an economic model that
estimates:
• The development costs,

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• The initial investment that will be needed,
• The manufacturing costs, and
• The income that will result for each of the selected concepts.
The economic analysis also estimates sources and cost of financing based on the rate of interest
and schedule of payment.
2.1.5 Selecting an optimum solution
Factors involved in selecting an optimum solution:
• customer needs,
• physical characteristics of size and weight,
• expected life and reliability under service conditions,
• energy needs,
• maintenance requirements and operating costs,
• availability and cost of materials and manufacturing processes,
• environmental impact,
• quantity of production,
• Expected delivery date.
Concept selection table:

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2.1.6 Case study: Developing the Green bile I
Market Research
The questions discussed include:
1. Frequency of driving the car, how far is each journey on average and expected distance
traveled per year, and expected life of the car,
2. Aesthetic qualities: main preferences for body styling and look, number of doors, number of
wheels, etc.,
3. Level of comfort on a bumpy road,
4. Ease of handling and parking,
5. Safety issues including stability on the road especially when turning round sharp corners,
6. Expected cost
Specifications
•Product Description: A two-seater, inexpensive, environmentally friendly car
•Primary use: Driving in the city to get to work or go shopping
•Main customers: Middle class families who may already own a family car
•Technical specifications: Mass up to 500 kg, Maximum speed 90 km/hr, Speed maintained on
5% gradient 60 km/hr, Acceleration time from 0 –90 km/hr average 20 sec
•Cost Up to $6,000,
•Safety requirements: Same as a normal sedan car
•Engine emission: Environmental Protection Agency (EPA) test limits or less
•Main features: Seating for two passengers, Small boot/trunk accessible from the back
•Main business goals: Production starts in three years from approval of final concept, Units
produced in the first year 20,000 to increase by 10% each subsequent year
Concept generation:
•Concept A: is a sedan with a hard roof, 4 wheels, two seats side-by-side, internal combustion
engine, expected life 5 years, expected weight 500 kg, acceleration from 0 –90 km/hr is 15 sec,
higher level of comfort, expected cost $6,000
•Concept B: is a sedan with a hard roof, 3 wheels (one in front and two in the back), two seats
side-by-side, rechargeable battery operated engine, expected life 4 years, expected weight 450
kg, acceleration from 0 –90 km/hr is 25 sec, medium level of comfort, expected cost $5,000

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•Concept C: is a sedan with a movable roof, 3 wheels (one in front and two in the back), two
seats one behind the other, rechargeable battery operated engine, expected life 4 years, expected
weight 400 kg, acceleration from 0 –90 km/hr is 20 sec, lower level of comfort, expected cost
$4,000

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2.2 System-level design
2.3 Launching and selling the product
Launching the product:
•Project planning and scheduling
•Manufacturing
•Quality control
•Packaging
•Marketing
Selling the product:
•Cost of product engineering
•Actual manufacturing cost
•Sales expense and administrative cost
•Selling price

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2.3.1 Case study: Planning for installation of an injection molding machine I

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2.4 Manufacturing the product

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2.5 Selling the product

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2.6 Recycling of materials

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2.7 The product life cycle

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3 What is sustainability?
Essentially, sustainability in design and manufacturing has a lot to do with “doing better with
less,” and embracing a broader view of product development – looking at the full lifecycle of the
product and the impact that its design, manufacture, use, and retirement can have across
the triple bottom line – that is, its impact not only on business, but on the environment and
society, as well.
That said, sustainability isn’t just about “doing the right thing” for the environment or for
society. It’s also about doing the right thing, financially. In other words, environmental and/or
societal benefits must be paired with financial benefits in order to truly succeed. The good news
is that manufacturers are increasingly finding that there is key business benefits associated with
“going green.”
3.1 Design for Sustainability
D4S is an ecodesign concept that has evolved to include both the social and economic elements
of production. It integrates the three pillars of sustainability - people, profit, and planet, but goes
beyond simply ―greening‖ products to embrace how to meet consumer needs in a more holistic,
sustainable way [4]. It also is unique in that it can focus specifically on the needs of industry in
developing countries. Companies incorporating D4S into long-term product innovation strategies
strive to alleviate the negative environmental, social, and economic impacts along a product’s
supply chain and through its life cycle—the ―cradle-to-cradle‖ mentality.
There are encouraging developments that contribute to the expanding knowledge base of
sustainable product development.
These newly designed products and services offer:
 increased functionality
 ease of use
 longer life spans
 easy disassembly or recyclability
 lower environmental impacts which can save the company money
 And improved materials sourcing and production which can positively affect
communities.
In other words, sustainability offers added value through better quality and lower price—the two
motivators for most consumer decisions.

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4 Sustainable Products to Follow in 2013:
1. PUMA's In Cycle collection, which includes footwear, apparel and accessories that need
not be tossed in the trash at the end of their useful life, but can rather easily be turned into
biological nutrients or taken apart for metals, textiles and plastic to be reused in making
other products (or more In Cycle products). Particularly note-worthy in the In Cycle
collection are this T-Shirt and these Basket Sneakers, both of which
are fully compostable.
2. The BMW I series of electric cars, featuring the compact urban i3 and the dynamic i8 sports
car. These two models are being built from the ground up as entirely new concepts with the
goal of being 'uncompromisingly sustainable' for the next age of mobility. To help fine-tune
the I series, BMW has been collecting customer feedback through an impressive 16-million-
kilometer e-mobility field trial for its Active vehicle released last year.

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3. The water center Coca-Cola is starting to build across Africa, Latin America and Southeast
Asia in partnership with DEKA Research and Development Corp. Each unit is designed to be
an entirely off-grid little cabin the size of a small café, powered entirely by solar energy or
biomass and featuring extra perks such as cell phone charging, some shade and a public
flat-screen TV. DEKA's water purification technology takes 'anything that looks wet'
(literally!) as an input and produces 1,000 liters of fresh drinking water per water
center per day.

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4. Kraft Foods
Engineers at Kraft Foods wanted to find a more functional packaging solution for
their salad dressings. Their research in commercial food service kitchens showed
that operators typically had to go to great lengths to get dressing out, spending time
scraping the insides with a spatula and even cutting the tops off the rigid jugs. After
examining several designs, the engineers proposed a new solution: a
significantly lighter, flexible, squeezable package made of nylon and
polyethylene, branded the YES Pack, which stands for yield, ease and
sustainability. The Kraft YES Pack delivers 99 percent yield or up to two
extra servings of dressing per case, which reduces product waste.
• Assembly of packaging requires 50% less energy
• Packaging waste occupies 50% less landfill space
• Transportation of film involves 70% fewer CO2 emissions
• Restaurant operations enjoy up to 99% product yield, reducing waste
• Made with 6 oz less water per 2/1-gal case
• Discarded materials take up 86% less receptacle space

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5. The up cycling Filabot, a one-of-a-kind plastic extrusion system capable of converting most
types of recyclable plastic, such as milk jugs, detergent bottles, soda bottles, shampoo
bottles, product packaging and many more, into usable 3D-printing filament. Talk about the
number of possibilities this opens up.
A fascinating project is making the rounds this weekend that could change the way we think of
3D printers. The Filabot is a robot that can turn scrap plastic into 3D printer filament, thereby
allowing an almost endless supply of material for prototyping and manufacturing.
5 The future of product design
just as quality assurance is no longer a differentiator but a must-have, environmental
lifecycle assessment will become the de facto standard -- if not the regulated standard -- for
product design. A decade from now, designers won't consider these sustainable product
design examples innovative -- they'll consider them obvious, and wonder why we ever
designed unsustainably.
5.1 Case Study I: Ergonomic Monitor
An ergonomic monitor refers to a computer screen that has adjustable components that
allow for the user to maintain a healthy position while using the computer. Ergonomics is the
science of regulating work-related environments and equipment to best support the worker's
physical needs. In an office environment, ergonomics generally refers to the design and options
available in the computer workstation where most work is completed. Many office workers
report health problems related to repetitive movements and prolonged hours staying in the same
position. Ergonomic design aims to reduce the effects of the necessary use of equipment for long
periods of time. An ergonomic monitor is a key part of creating a work station that optimizes
productivity while also preventing physical ailments.
Common physical problems associated with computer use include eye and vision problems as
well as Work-related Musculoskeletal Disorders (WMSD). Eye and vision problems range from

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pain to blurriness. WMSDs include muscle and joint pain and strain in hands, shoulders, necks,
and wrists caused by repetitive movements, poor positioning, fast pace, and working
continuously without sufficient breaks. An ergonomic monitor, paired with a more ergonomic
workstation, allows for a healthier workplace. The ergonomic monitor allows for appropriate
positioning and lighting to reduce the effects of long hours working at a computer workstation.
An ergonomic monitor has three elements: a tilting component, a swivel component, and a
brightness and contrast component.

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5.2 Case study II: Ergonomic Chair
By the time, design faces great challenges in the creativity and reliability. As technology plays
a great role, Utilities and tools become more creative in order to withstand the human needs and
to comfort him as possible. So, we can take an ergonomic chair as an example versus an ordinary
chair. You by default will use the ergonomic chair although you don't know why It is more
expensive than the ordinary one. Simply, because the ergonomic chair is a re-designed ordinary
chair but with achieving all the factors of comfort ability and lighterness. As for engineers, office
workers, managers, clerks, lawyers and executives they took long time sitting and as a result they
need to feel comfort on the chair they are sitting. This re-designed chair fulfills the customers'
needs, satisfaction, and durability.