1
Product Design (E105)(Rober
t) Millikan said . . .that that he had observed
that a good many Caltech graduates were going
into Industry and he said they ought to know
something about that. Oral history of Prof.
Horace Gilbert recounting conversation in 1929-
from the Caltech Archives
2
Professor Ken Pickar

• E-mail Pickar_at_caltech.edu
• Snail mail 104-44 Thomas
• Office Thomas 101
• Classroom Thomas 306
• Phone X 4185
• Website http//www.cco.caltech.edu/kpickar/
• Secy Maria Koerper X3385
• Office Hours 100-530 PM Afternoons
• 
  (please call or e-mail first)

3
My background

• PhD Low Temperature Physics
• Bell Labs
• GE Corporate RD
• AlliedSignal

4
E105

• Name e-mail phone Class Concentration or
• Research Area

5
Purpose of Course

• To Learn how Product development is carried out
  in a modern company
• through learning about tools
• through examples of how these tools are used
• To apply this knowledge to a design
• To learn Team and Communications skills as
  applied to Product Design
• To do research in Product Design methodologies

6
Not the Purpose

• To teach you CAD tools
• Formal Methods
• Product optimization Algorithms
• To learn how to manage technology
• A course in Management of Technology will be
  taught in Q3

7
What is available at Caltech in Technology
Management and Entrepreneurship?

• Technology Management Courses at Caltech
• E105 Product design (Q1)
• Pickar
• E102 Entrepreneurship (Q2)
• Baldeschwieler
• E103 Management of Technology (Q3)
• Pickar
• Other Resources
• Industrial Relations Center Short courses
  (http//www.irc.caltech.edu)
• Caltech/MIT Enterprise Forum
• Caltech Entrepreneurs Club (http//www.its.caltec
  h.edu/eclub)
• Caltech Womens Center (wcenter_at_caltech.edu)

8
E 105 Review of subjects covered

• Introduction Process
• Teams
• Cycle Time
• Program Management
• Engineering Economics
• QFD
• Marketing
• TRIZ and Creativity
• Systems Engineering

DF Assembly Factory Operations Design of
Experiments Six Sigma Reliability (FMEA)
Design for Environment Baldridge and
Quality Ethics of Product design
9
Team Project Early Milestones

• Term Product Design assignment
• 1. Form a team Thursday 9/30
• 2. Take Team Course Saturday, 10/2
• 3. Choose a project 10/7
• 4. Get problem accepted 10/12

10
Form a Team

• Suggest teams of 3-4 (tops)
• Some bases for choice
• Compatibility
• Challenge
• Dependability
• Choose carefully- but decisions are reversible
• Each member of the team has at least one
  Leadership Role plus each assists the other in
  their roles. Roles can rotate.
• Leadership Role examples
• Program Manager
• Marketing
• Systems Engineering
• Component Design
• Producability

11
Examples of Team Projects

• Examples
• A security project e.g. an electronic lock which
  is controllable remotely
• A laser projection patterning system for home or
  rock concerts
• A digital instant camera
• A light emission diode display
• A mass spectrograph accessory
• A simple computer animation system
• An auto body dent removal system
• A design based on business plan of E102
• A Research Project you are involved in which has
  productization potential
• Other ideas arising from brainstorming

12
Team Problem

• Use tools described in Class including the
  following tools
• PM
• ROI
• Market Research
• QFD
• TRIZ
• Systems Engineering
• DOE
• DFA
• FMEA
• Six Sigma
• DFE

Grade or P/F (but whole team must be the same
status) 40 HW, 40 Term Assignment, 20 class
participation All grades are designed to assess
knowledge of the design process, creativity in
application
13
A word on teams

• Feedback show that this is an area that needs
  improvement
• Schedule engineering
• Running a meeting- too much wheel spinning
• Equality of Effort
• Occasional blow-up
• To help in resolving some of these concerns, we
  are requiring that all class participants attend
  a one-day course on Teams

14
(No Transcript)
15
(No Transcript)
16
Class Attendance Expectations

• Lectures will be posted on web-site but. . . . .
• Cannot significantly benefit from the course
  without class attendance. Dont depend on
  web-posted Vugraphs!
• Powerpoint bullets dont contain
• Background
• Discussion
• Q and A
• Demos
• Decide whether you want to make commitment

17
Other

• HW
• One team will present the results at the
  beginning of the class. Vugraphs may be e-mailed
  in advance or presented at class
• All teams must do all Homework
• 8-10 assignments- due one week from hand-out
• 20 for every class day late
• Drop the lowest grade

18
Other

• Field trips
• TBD
• To see how designs and factories interact
• To see how Internet products are created

19
Books on Reserve
20
Times

• Tuesday, Thursday evenings
• 700-830 OK
• Open reception when speakers attend
• Potential Saturday morning visits
• Company A
• Company B

21
Introduction to the Product Design Process
22
Why is this important to Caltech students?
(WIIFM?)

• For people going into industry
• What kind of company will you work in? Results
  are applicable to
• Established corporation or new start-up
• All industries
• All technologies
• e.g. Applicable to systems, software/hardware
• Why now?
• Product design has changed significantly over the
  last 20 years
• Not well-documented
• Changing rapidly due to the Internet
• Why me?
• To understand how Industry really works.
• To help decide whether this is for you?
• To decrease shock when starting with company
• to provide a more sophisticated understanding of
  how products are made

23
Why is this important to Caltech students?
(WIIFM?)
For people going into academic research Research
is the input parameter into product design and/or
uses the output of product design
24
Some Characteristics of Product Design

• Affects all people in the world
• Changes and improves peoples lives
• A strong determinant in national standards of
  living
• Fundamentally drives our economic system by
• Providing the link between what people need and
  want (marketing) and what an enterprise can make
  (production).
• Providing the link between new knowledge on what
  is possible (research) and new useful objects
• Is highly creative
• The output never existed before
• Is highly complex
• Involves the linked contributions of many
  different skills
• Is highly evolving
• learns from the past
• anticipates (and sometimes brings about) the
  future
• subject to rapid change
• highly timing dependant
• Can be esthetically beautiful
• the product
• sometimes the process

25
What has changed in the last 10 years?

• In the World
• Geo-politically
• Economically
• In Technology
• In Business

26
Whats changed?
27
How has this affected the way we develop products?
28
How has this affected the way we develop products?

• Customer focus
• Death of Long Range Planning
• Rise of new start-ups
• De-bureaucratization of older businesses
• Fast Manufacturing
• Higher Quality
• Process-centered
• Question What is the effect of the Internet on
  these characteristics?

29
A Process

• What is a Process?
• A set of actions with decision points which
  describe a flow of activities
• Why a Process?
• Repetition allows for continuous learning
• Dont need to reinvent the wheel
• Can tell where you are
• Can tell where you are going
• Can tell how you are doing
• Forces clear roles and responsibilities
• for smooth handoffs
• Can import ideas from other domains
• Is a common language, extensible to other domains

30
What are some examples?
31
What are some examples?

• Performing an experiment
• Synthesizing a new material
• Building a MEM device
• Writing a grant proposal
• Or. . .
• Waking up and arriving at work
• Writing bills at the end of the month
• Mowing the lawn
• Planning a vacation
• Caltech education!

32
Process Mapping
A process has. . . - A Beginning - An end - A
Duration (C/T) - Entitlement - Theoretical -
Actual Sequential Actions (flow) Decision
Points Quality Performance Efficiency
33
What Characterizes all processes?

• Cycle time
• average time for products to be designed
• Quality
• defects in process
• Cost
• development cost per product in dollars, people
• Performance
• Are products competitive?
• Are these co-variant?
• How would you measure these characteristics?

34
Work Example of a process

• Getting a job

35
Another example
36
Three Fundamental Business Processes

• 1. Make/Market
• To take an order
• To manufacture the product
• To ship the product
• To collect the payment for the product
• 2. Design Develop
• To conceive the product
• To design the product
• To transfer the product to steady-state
  manufacturing
• 3. Strategic
• To write and execute the strategic plan of the
  company
• All business activity is contained in these
  processes or directly support them

37
The Integrated Product Delivery Process
(Design/Develop)
38
Integrated Product Development Process

• 1 Pre-Concept
• Determine marketable product
• Write outline of business plan
• 2 Concept
• At least one viable approach determined
• Systems simulation
• 3 Product Definition
• Demonstrate viable approach (prototype, model)
• 4 Detailed Design
• Create the data package that enables the design
  to be built
• 5 Integration and Test
• Validate that the product meets requirements
• 6 Transition to manufacturing

39
NBD A Sub-process
40
Questions

• Which of these step takes the longest?
• Which should take the longest?
• Which costs the most?
• Where is it hardest to correct mistakes?

41
(No Transcript)
42
Phase Exit Reviews

• To put discipline in process, DFX tools must be
  used at their appropriate phase in the process
• Outside reviewers are employed to assure that the
  process is followed

43
Concurrent Engineering

• Design/Build Team
• Early Problem discovery
• Early Decision making
• Cross Functional team optimized designs

44
Old Way
45
Linear to Concurrent
46
Cross Functional Teams
47
Product Metrics

• Quality
• How well the product satisfies specifications
• Measured in DPU
• Cost
• Meets specs
• Competitive
• Profitable
• Speed
• How long did the product take to get to market?
• Performance
• Did the product perform to specifications
• Were specs sufficiently aggressive?

48
Manufacturing Process

• Quality
• Yield, redo rate (First pass yield)
• Product DPU (Defects per Unit)
• Cost
• per unit
• standard parts use (inventory)
• capital avoidance
• Speed
• Cycle Time (Order Entry to Delivery)
• Performance
• Productivity
• Management of Variation
• fill rate
• Capacity
• Max Product per unit time

49
Product Development Process Metrics
Cycle time Average time for products to be
designed Do products consistently get to market
on time? Quality defects in process First pass
success Manufacturing hiccoughs due to
design Measured in DPU Cost Development cost
per product in dollars, people Performance Use
of Resource V Plan Competitive Development
Costs Did the products perform to
specifications?
50
Superior Vs Average Company
51
Who has the most influence on the cost of the
Product?

• Design Engineering
• Marketing
• The Factory
• Materiel
• ?

52
(No Transcript)
53
DFX

• The product development process is characterized
  by the performance of anticipatory team-driven
  tasks which will
• Avoid downstream surprises
• Cause the product to meet specifications
• Performance
• Quality
• Cost
• Time to market

54
Design For X (DFX)cont.

• But X also
• Ergonomics
• Aesthetics
• Modularity
• Standardization
• Reliability

55
Design For X (DFX)cont.

• Quality
• Cost of Poor Quality minimization
• Serviceability
• Consonance with manufacturing
• safety of use and manufacture

56
Design For X (DFX)cont.

• Legal issues
• Regulatory Compliance
• Intellectual property protection
• Standards
• To Customers needs
• To Company Strategy
• To beat competition

57
Design For X (DFX)cont.

• Time to market
• Product Platforms
• Product Price/Volume/Feature mix
• Packaging and Labels
• Adaptability to various use conditions
• Adaptability to variability in materials and
  manufacturing conditions

58
Design For X (DFX)cont.

• Producability
• Supplier alignment
• Integration of new manufacturing into previous
  manufacturing process with minimum disruption and
  capitalization costs
• Minimum changeover time and cost
• Maximum responsiveness to surges (and declines!)
  in demand
• Ease of Assembly
• Parts minimization

59
Design For X (DFX)cont.

• Training of factory personnel, sales force,
  customers. Manuals and Documentation
• Testability
• Inspectability
• Spare Parts availibility
• Maintainability

60
Design For X (DFX)cont.

• Logistics
• Upgradability
• Shelf life and Storage
• Installability
• Warranties
• Servicing

61
Design For X (DFX)cont.

• Customer assembly
• Advertising strategy, plan and literature
• Catalogues
• Environmental
• Disassembly

62
Design For X (DFX)cont.

• Pollution and toxicity
• Recycling and disposal
• Reuse/remanufacture
• Ethical issues
• Make/buy

63
X (cont.)

• target pricing
• cost modeling
• investment required
• etc.!

64
A Word on Technology

• Engineering

Science

• Can the Technology be manufactured with
• known manufacturing processes?
• Are the critical parameters that control the
• new Technologys functions identified?
• Are the safe operating ranges known?
• Have the failure modes been evaluated?
• Have the life cycle effects been evaluated?
• Are the environmental effects known?

If yes, engineering. If no, science
65
The Integrated Product Delivery Process with
Science
A Miracle Happens here!
After- Market Service
66
Give some examples where Science and Engineering
were confused
67
What about Internet products?