Introduction to basics of PDD for engineers

PDD introduction to students

1. Introduction

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Chapter Outline
•Characteristics of successful product
development
•Who designs and develop products
•Duration and cost of product development
•The challenges of product development
•Structured methods
•Organizational Realities

3. Product
•Set of attributes offered to customers to
fulfil their needs or requirements.
•Utility matters
•Customer centric

4. •Types
–Tangible
•Consumer products
–Ex. Soap, Pen, Bycycle,.. etc
•Industrial products
–Drilling machine, CNC machine,.. etc
–Intangible
•Ex. Hotels, Restaurants, Airline, Hospitals

5. Research and Development
•Structured methods
•Planned timing
•Predictable outcome
•Short term
R D
•Loosely structured
•Difficult to plan
•Less predictable
•Medium term
•Discovery process
•No set timing
•Unpredictable returns
•Long term
T
Basic
Research
Technology
Development
Product
Development

6. ChangingDimensions of
Competition
Competitiveness today is more than ever based
on product development capability.
Manufacturing:
Cost and Quality
Product Development:
Features and Function

7. Creating Valuethrough
Product Development:
It’s all about the product.

8. Apple: Simply Better Products

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Back to the History
•Corporate stories of success and
failure:
–Nokia digital mobile phones
–TATA Nano
–Apple computer: iPod, iPad, i…

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Characteristics of successful
product development
•Productquality(featuresandvalue)
•Developmentleadtime
•Productcost
•Developmentcost
•Accumulationofdevelopmentcapabilityand
experienceoftheteam.

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Today’s business environment
–Innovation
•Be the first in the market
–Shortened product life cycle & shortened product
development cycle
•concurrent engineering/operation
–Frequent changes & agile operations
•mass customization
–Smaller lots and just-in-time production
•lean manufacturing/thinking
–Core business and supply network
–Global economy and corporate intelligence
–Internet and wireless integration

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Product development team –
core team
•Marketingprofessional
•Designprofessionals
–ME
–EE
–Industrialdesigner
•Manufacturingprofessionals
–Manufacturingengineer(manufacturability)
–Purchasingspecialist(supplychain)

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Product development team –
extended team
•Legal,sales,financeprofessionals
•Consultingfirms
•Governmentagencies
•Universities
•Environmentalgroups
•Professionalregulatorygroups(suchasthe
ASME)

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Benefits of integration
•The best practice is to involve a team of
people representing the necessary
disciplines and skills (a cross-functional
team)
•Note:
–Assemble your project team of multi-
disciplinary backgrounds as required.

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Challenges of product
development
•Trade-off
•Dynamicsintheenvironment
•Tremendousamountofdesigndetails
•Timepressure
•Satisfactionofsocietalandindividualneeds
•Teamdiversity&spirit

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Organizational realities
–leading to dysfunctional product development team
•Lackofempowermentoftheteam
•Functionalallegiancestranscendingproject
goals
–Thatis,allegiancetofunctionaldepartmentvs.
projectsuccess
•Inadequateresources
•Lackofcross-functionalrepresentationon
theprojectteam

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Structured methods
•Product development process
–is a creative effort
–is a process of design-related activities,
which can be documented, studied and
improved.
•Question?
–Is product development an art or an
science?

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Product development process
•Majorsteps:
–Planning
–Conceptdevelopment
–Architectural(system-level)design
–Detaileddesign
–Testingandrefinement
–Productiondesignandramp-up
•Alsorefertoex.2-2onpage14inchapter2for
detail.

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Chapter 1: HW assignment
•Homework assignment
–Do exercise #2 on page 10
–Follow exhibit 1-3 to identify the scope of efforts
for a PC (or cellphone) development project.
•Due date: next week