PRODUCT DISIGN AND DEVELOPMENT ULRICH K., EPPINGER S. Księgarnia

Product Design and Development

Product Design and Development contains a collection of methods that guide teams in developing new products. Each chapter focuses on a different method and employs a rich example drawn from industrial practice to illustrate each step. The book particularly focuses on tools and techniques that draw together members of cross-functional teams to make sound development decisions. The first edition of the book has been used by tens of thousands of practitioners and students. Feedback from many of these readers guided the preparation of this second edition. In addition to updating and refining the original material, the authors added two new chapters-Product Planning and Concept Testing.

CONTENTS

1 Introduction

Characteristics of Successful Product Development, Who Designs and Develops Products? Duration and Cost of Product Development, The Challenges of Product Development, Approach of This Book, Structured Methods, Industrial Examples, Organizational Realities, Road Map of the Book, References and Bibliography, Exercises, Thought Question

2 Development Processes and Organizations

A Generic Development Process, Concept Development: The Front-End Process, Adapting the Generic Product Development Process, Technology-Push Products, Platform Products, Process-Intensive Products, Customized Products, The AMF Development Process, Product Development Organizations, Organizations Are Formed by Establishing Links among Individuals, Organizational Links May Be Aligned with Functions, Projects, or Both, Choosing an Organizational Structure, The AMF Organization, Summary, References and Bibliography, Exercises, Thought Questions

3 Product Planning

The Product Planning Process, Four Types of Product Development Projects, The Process, Step 1: Identify Opportunities, Step 2: Evaluate and Prioritize Projects, Competitive Strategy, Market Segmentation, Technological Trajectories, Product Platform Planning, Evaluating Fundamentally New Product Opportunities, Balancing the Portfolio, Step 3: Allocate Resources and Plan Timing, Resource Allocation, Project Timing, The Product Plan, Step 4: Complete Pre-Project Planning, Mission Statements, Assumptions and Constraints, Staffing and Other Pre-Project Planning Activities, Step 5: Reflect on the Results and the Process, Summary, References and Bibliography, Exercises, Thought Questions

4 Identifying Customer Needs

Step 1: Gather Raw Data from Customers, Choosing Customers, The Art of Eliciting Customer Needs Data, Documenting Interactions with Customers, Step 2: Interpret Raw Data in Terms of Customer Needs, Step 3: Organize the Needs into a Hierarchy, Step 4: Establish the Relative Importance of the Needs, Step 5: Reflect on the Results and the Process, Summary, References and Bibliography, Exercises, Thought Questions

5 Product Specifications

What Are Specifications?, When Are Specifications Established? Establishing Target Specifications, Step 1: Prepare the List of Metrics, Step 2: Collect the Competitive Benchmarking Information, Step 3: Set Ideal and Marginally Acceptable Target Values for Each Metric, Step 4: Reflect on the Results and the Process, Setting the Final Specifications, Step 1: Develop Technical Models of the Product, Step 2: Develop a Cost Model of the Product, Step 3: Refine the Specifications, Making Trade-Offs Where Necessary, Step 4: Flow Down the Specifications as Appropriate, Step 5: Reflect on the Results and the Process, Summary, References and Bibliography, Exercises, Thought Questions, Appendix Target Costing, Example

6 Concept Generation

The Activity of Concept Generation, Structured Approaches Reduce the Likelihood of Costly Problems, A Five-Step Method, Step 1: Clarify the Problem, Decompose a Complex Problem into Simpler Subproblems, Focus Initial Efforts on the Critical Subproblems, Step 2: Search Externally, Interview Lead Users, Consult Experts, Search Patents, Search Published Literature, Benchmark Related Products, Step 3: Search Internally, Both Individual and Group Sessions Can Be Useful, Hints for Generating Solution Concepts, Step 4: Explore Systematically, Concept Classification Tree, Concept Combination Table, Managing the Exploration Process, Step 5: Reflect on the Results and the Process, Summary, References and Bibliography, Exercises, Thought Questions

7 Concept Selection

Concept Selection Is an Integral Part of the Product Development Process, All Teams Use Some Method for Choosing a Concept, A Structured Method Offers Several Benefits, Overview of Methodology, Concept Screening, Step 1: Prepare the Selection Matrix, Step 2: Rate the Concepts, Step 3: Rank the Concepts, Step 4: Combine and Improve the Concepts, Step 5: Select One or More Concepts, Step 6: Reflect on the Results and the Process, Concept Scoring, Step 1: Prepare the Selection Matrix, Step 2: Rate the Concepts, Step 3: Rank the Concepts, Step 4: Combine and Improve the Concepts, Step 5: Select One or More Concepts, Step 6: Reflect on the Results and the Process, Caveats, Summary, References and Bibliography, Exercises, Thought Questions, Appendix A Concept-Screening Matrix Example, Appendix B Concept-Scoring Matrix Example

8 Concept Testing

Step 1: Define the Purpose of the Concept Test, Step 2: Choose a Survey Population, Step 3: Choose a Survey Format, Step 4: Communicate the Concept, Verbal Description, Sketch, Photos and Renderings, Storyboard, Video, Simulation, Interactive Multimedia, Physical Appearance Models, Working Prototypes, Matching the Survey Format with the Means of Communicating the Concept, Issues in Communicating the Concept, Step 5: Measure Customer Response, Step 6: Interpret the Results, Step 7: Reflect on the Results and the Process, Summary, References and Bibliography, Exercises, Thought Questions, Appendix Estimating Market Sizes

9 Product Architecture

What Is Product Architecture? Types of Modularity, When Is the Product Architecture Defined? Implications of the Architecture, Product Change, Product Variety, Component Standardization, Product Performance, Manufacturability, Product Development Management, Establishing the Architecture, Step 1: Create a Schematic of the Product, Step 2: Cluster the Elements of the Schematic, Step 3: Create a Rough Geometric Layout, Step 4: Identify the Fundamental and Incidental Interactions, Variety and Supply Chain Considerations, Platform Planning, Differentiation Plan, Commonality Plan, Managing the Trade-Off between Differentiation and Commonality, Related System-Level Design Issues, Defining Secondary Systems, Establishing the Architecture of the Chunks, Creating Detached Interface Specifications, Summary, References and Bibliography, Exercises, Thought Questions

10 Industrial Design

What Is Industrial Design? Assessing the Need for Industrial Design, Expenditures for Industrial Design, How Important Is Industrial Design to a Product? Ergonomic Needs, Aesthetic Needs, The Impact of Industrial Design, Is Industrial Design Worth the Investment? How Does Industrial Design Establish a Corporate Identity? The Industrial Design Process, Investigation of Customer Needs, Conceptualization, Preliminary Refinement, Further Refinement and Final Concept Selection, Control Drawings, Coordination with Engineering, Manufacturing, and External Vendors, The Impact of Computer-Based Tools on the ID Process, Managing the Industrial Design Process, Technology-Driven Products, User-Driven Products, Timing of Industrial Design Involvement, Assessing the Quality of Industrial Design, 1. Quality of the User Interfaces, 2. Emotional Appeal, 3. Ability to Maintain and Repair the Product, 4. Appropriate Use of Resources, 5. Product Differentiation, Summary, References and Bibliography, Exercises, Thought Questions

11 Design for Manufacturing

Design for Manufacturing Defined, DFM Requires a Cross-Functional Team, DFM Is Performed throughout the Development Process, Overview of the DFM Process, Step 1: Estimate the Manufacturing Costs, Fixed Costs versus Variable Costs, The Bill of Materials, Estimating the Costs of Standard Components, Estimating the Costs of Custom Components, Estimating the Cost of Assembly, Estimating the Overhead Costs, Step 2: Reduce the Costs of Components, Understand the Process Constraints and Cost Drivers, Redesign Components to Eliminate Processing Steps, Choose the Appropriate Economic Scale for the Part Process, Standardize Components and Processes, Adhere to Black Box Component Procurement, Step 3: Reduce the Costs of Assembly, Keeping Score, Integrate Parts, Maximize Ease of Assembly, Consider Customer Assembly, Step 4: Reduce the Costs of Supporting Production, Minimize Systemic Complexity, Error Proofing, Step 5: Consider the Impact of DFM Decisions on Other Factors, The Impact of DFM on Development Time, The Impact of DFM on Development Cost, The Impact of DFM on Product Quality, The Impact of DFM on External Factors, Results, Summary, References and Bibliography, Exercises, Thought Questions, Appendix A Materials Costs, Appendix B Component Manufacturing Costs, Terminology, Description of Processes, CNC Machining Cost Examples, Injection Molding Cost Examples, Stamping Cost Examples, Casting Cost Examples, Appendix C Assembly Costs, Appendix D Cost Structures

12 Prototyping

Prototype Basics, What Is a Prototype? Types of Prototypes, What Are Prototypes Used For? Principles of Prototyping, Analytical Prototypes Are Generally More Flexible than Physical Prototypes, Physical Prototypes Are Required to Detect Unanticipated Phenomena, A Prototype May Reduce the Risk of Costly Iterations, A Prototype May Expedite Other Development Steps, A Prototype May Restructure Task Dependencies, Prototyping Technologies, 3D Computer Modeling, Free-Form Fabrication, Planning for Prototypes, Step 1: Define the Purpose of the Prototype, Step 2: Establish the Level of Approximation of the Prototype, Step 3: Outline an Experimental Plan, Step 4: Create a Schedule for Procurement, Construction, and Test, Planning Milestone Prototypes, Summary, References and Bibliography, Exercises, Thought Questions

13 Product Development Economics 295

Elements of Economic Analysis, Quantitative Analysis, Qualitative Analysis, When Should Economic Analysis Be Performed? Economic Analysis Process, Step 1: Build a Base-Case Financial Model, Estimate the Timing and Magnitude of Future Cash Inflows and Outflows, Compute the Net Present Value of the Cash Flows, The Base-Case Financial Model Can Support Go/No-Go Decisions and Major Investment Decisions, Step 2: Perform Sensitivity Analysis, Development Cost Example, Development Time Example, Step 3: Use Sensitivity Analysis to Understand Project Trade-Offs, Six Potential Interactions, Trade-Off Rules, Limitations of Quantitative Analysis, Step 4: Consider the Influence of the Qualitative Factors on Project Success, Projects Interact with the Firm, the Market, and the Macro Environment, Interactions between the Project and the Firm as a Whole, Interactions between the Project and the Market, Interactions between the Project and the Macro Environment, Carrying Out Qualitative Analysis, Example 1: Decrease in the Price of a Substitute Product, Example 2: Increased Competition in a Complementary Product Market, Example 3: The Option Value of Creating a Good Platform Product, Summary, References and Bibliography, Exercises, Thought Questions, Appendix Time Value of Money and the Net Present Value Technique, What Interest Rate Should We Use? Sunk Costs Are Irrelevant for Net Present Value Calculations, Dealing with Uncertainty in the Cash Inflow and Outflow Estimates

14 Managing Projects

Understanding and Representing Tasks, Sequential, Parallel, and Coupled Tasks, The Design Structure Matrix, Gantt Charts, PERT Charts, The Critical Path, Baseline Project Planning, The Contract Book, Project Task List, Team Staffing and Organization, Project Schedule, Project Budget, Project Risk Areas, Modifying the Baseline Plan, Accelerating Projects, Project Execution, Coordination Mechanisms, Assessing Project Status, Corrective Actions, Postmortem Project Evaluation, Summary, References and Bibliography, Exercises, Thought Questions, Appendix Design Structure Matrix Example

358 pages

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