MSE-415: Product Design Class Number: 17816 Room: Jacaranda 1552

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MSE-415 Product DesignClass Number 17816Room
Jacaranda 1552
700 - 945 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 [phone] E-mail
robert.s.hawrylo_at_csun.edu Website
http//www.csun.edu/rsh12598/
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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.

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Syllabus Review
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Grading

• Attendance 5
• Taken Start of class, after break, or end of
  class
• In-Class Participation and Discussion 5
• (LEARN TO PARTICIPATE, PARTICIPATE TO LEARN)
• Quizzes About 5 questions each quiz 10
• 2 quizzes random, closed book, allowed 1ea 3x5
  card
• Individual Homework 15
• 9 Homework assignments
• Group Project and Presentation 35
• Documentation 20
• Midterm Presentation (20 mins max) 5
• Final Presentation (30 mins max) 10
• Midterm 10

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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 Prototyping Robust Design 12 13
Nov 21, 2008 Lecture 12 Patents and Intellectual Property 14
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
Qu i z 1
Qu i z 2
Schedule may change due to quizzes, guest
speakers, speed of covering material and other
factors
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Textbooks

• Text
• K. T. Ulrich and S. D. Eppinger, Product Design
  and Development, 3d Edition, McGraw Hill, New
  York, 2003.

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Supplemental Textbooks
"Product Leadership Pathways to Profitable Innovation by Robert G. Cooper Published by Basic Books ISBN046501433X
"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
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Lecture 1Chapter 1 - Introduction Chapter 2 -
Development Processes and Organizations
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• How many similarities can you find in these
  DeWALT cordless tools?

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• How many similarities can you find in these
  Logitech products?

Logitech G5 Laser Mouse - Battlefield 2142
Special Edition 79.99
Logitech G5 Laser Mouse 69.99
Logitech G3 Laser Mouse 59.99
Logitech Leopard Mouse 24.95
Logitech V150 Laser Mouse 29.99
Logitech MX400 Performance Laser Mouse 39.99
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• How much commonality exists between products in
  the product family?
• How does that compare with what competitors are
  doing?
• Todays 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?

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The 50 Greatest Gadgets of the Past 50 Years1
What do you think are the top 5 greatest gadgets
of the last 50 years?
1PC World
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The 50 Greatest Gadgets of the Past 50 Years1

1. Nintendo Game Boy (1989)
2. Commodore 64 (1982)
3. Apple Newton MessagePad (1994)
4. Sony Betamax (1975)
5. Sanyo SCP-5300 (2002)
6. iRobot Roomba Intelligent Floorvac (2002)
7. Microsoft Intellimouse Explorer (1999)
8. Franklin Rolodex Electronics REX PC Companion
   (1997)
9. Lego Mindstorms Robotics Invention System 1.0
   (1998)
10. Motorola DynaTAC 8000X (1983)
11. Iomega Zip Drive (1995)
12. Magnavox Magnavision Model 8000 DiscoVision
    Videodisc Player (1978)
13. Milton Bradley Simon (1978)
14. Play, Inc. Snappy Video Snapshot (1996)
15. Connectix QuickCam (1994)
16. BellSouth/IBM Simon Personal Communicator (1993)
17. Motorola Handie Talkie HT-220 Slimline (1969)
18. Polaroid Swinger (1965)
19. Sony Aibo ERS-110 (1999)

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)

1PC World
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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
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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.

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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

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Volkswagen A-Platform

• VW plans for 19 vehicles based on A-platform
• VW estimates development and investment cost
  savings of 1.5 billion/yr using platforms

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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)

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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
• Bottom-up Approach (Reactive)
• a company redesigns/consolidates a group of
  distinct products by standardizing components to
  improve economies of scale and reduce inventory.

DEWALT
Sony
Lutron
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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

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Identify Platform Leveraging Strategy

• Market segmentation grid can be used to identify
  and map platform leveraging strategies (Meyer,
  1997)

What Market Niches Will Your Product Serve?
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Example Leveraging Strategies BD Cordless
Industry (Heavy)Use
Mid- Range Use
Home (Light) Use
Drills Drivers
Saws
Lighting
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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

100 common X
Commonality Cx
common X unique X
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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

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Modularity in the Automotive Industry
Different Modules in an Automobile

• Source
• Shimokawa, K., Jurgens, U., and Fujimoto, T.
  (Eds), 1997, Transforming Automobile Assembly,
  Springer, New York.

Dashboard Module
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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

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Resolving Tradeoffs in Product Family Design

• Product family design involves the design of
  multiple products to maximize commonality within
  the family with minimal sacrifice in individual
  product performance

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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

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Next WeekSeptember 5, 2008

• Homework
• Read Chapter 1 Introduction
• Read Chapter 2 Development Processes and
  Organizations
• Read Chapter 3 Product Planning
• Next Lecture
• Chapter 3 Product Planning
• Discuss type of product development projects
• Discuss the product planning process