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McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.

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DEVELOPMENT

PART

FOUR

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DevelopmentFigure IV.1

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CHAPTER THIRTEEN

DESIGN

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What Is Design?

• Has been defined as “the synthesis of technology and human needs into manufacturable products.”

• In practice, design can mean many things, ranging from styling to ergonomics to setting final product specifications.

• Design has been successfully used in a variety of ways to help achieve new product objectives.

• One thing it is not: “prettying up” a product that is about to manufactured!

6 13-6 Contributions of Design to the New Products Process Figure 13.1

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Range of Leading Design Applications

Purpose of Design

Aesthetics

Ergonomics

Function

Manufacturability

Servicing

Disassembly

Item Being Designed

Goods

Services

Architecture

Graphic arts

Offices

Packages

Figure 13.2

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Product Architecture

• The process by which a customer need is developed into a product design.

• Solid architecture improves speed to market, and reduces the cost of changing the product once it is in production.

• Product components are combined into “chunks,” functional elements are assigned to the chunks, and the chunks are interrelated with each other.

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Product Architecture IllustrationFigure 13.3

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Product Architecture and Product Platforms

• Product architecture development is related to establishing a product platform.

• If chunks or modules can be replaced easily within the product architecture, “derivative products” can be made from the same basic platform as technology, market tastes, or manufacturing skills change.

• Examples: 200 versions of the Sony Walkman from four platforms.

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Assessment Factors for an Industrial DesignFigure 13.4

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Prototype Development

• Comprehensive Prototype: complete, fully-functioning, full-size product ready to be examined by customers.

• Focused Prototype: not fully functioning or developed, but designed to examine a limited number of performance attributes or features.– Examples: a crude, working prototype of an electric

bicycle; a foam or wood bicycle to determine customers’ reactions to the proposed shape and form.

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Model of the Product Design ProcessFigure 13.6

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Improving the Interfaces in the Design Process

• Co-location

• Digital co-location

• Global teams

• Produceability engineer

• Upstream partnering with vendors

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Computer-Aided Design (CAD)

• Greatly accelerates the design step and allows assessment of multiple possible designs without building expensive prototypes.

• Design for Manufacturability (DFM): search for ways to minimize manufacturing costs.

• Design for Assembly (DFA): search for ways to ease assembly and manufacture.

• Rational for DFM: A seemingly trivial detail in design phase might have huge manufacturing cost consequences later on!

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Some of the Uses of CAD in Auto Industry

• Determining fit of subassemblies: does the radio/CD player protrude too far into the engine area?

• Facilitating “decking” of cars (attaching the powertrain to the upper body): do all the pieces fit together perfectly?

• Crashworthiness: can we modify any aspects of the car’s design to improve its ability to protect the passengers in a crash?

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New Developments in CAD

• Stereolithography (rapid prototyping)

• Mechanical computer-aided engineering (MCAE)