COURSE OF ME 362 MECHANICAL ENGINEERING

DESIGN Part 3.2

M M Jan

TODAYS TOPICS

Design Review

Re-Design

Technology innovation

Product life cycle

DESIGN REVIEW

It is a vital aspect of Design Process in which specialists review the design

Provides an opportunity for specialists from different disciplines to interact with generalists to ask critical questions and exchange vital information

Provides a systematic method for identifying Problems with the design Aids in determining possible

courses of action Initiates action to correct the

problem areas

DESIGN REVIEW

Design review teams consist of representatives from Design, manufacturing, marketing, purchasing, quality

control, reliability engineering and field service

Design Reviewer should Have broad technical and products knowledge Have not direct responsibility for design under review Depending on the size and complexity of the product,

Design Review should be held from 3~6 times in the life of the project

DESIGN REVIEW Minimum review schedule consists of

Conceptual Reviews It has a greater impact on design Changes can be made at this stage at lower costs

Interim Reviews This is performed when embodiment design is

finalized, product architecture, subsystems and performance characteristics are established

Final Reviews At the completion of detailed design and establishes

whether the design is ready for transfer to manufacture Outcome of review

Each review of the product design may have two outcomes Technical aspect Business aspect

DESIGN REVIEW TECHNICAL ASPECT Product Design Specification (PDS) PDS is the basic reference document for both product

design and design review

Essence of Technical Review of design is to compare the finding against detailed PDS formulated at the product definition stage of the project

PDS is a detailed document that describes what the design must be in terms of performance requirements, environment in which it must operate, product life, cost, reliability and a number of other design requirements

RE-DESIGN

A common situation in Design Process

The task may be to improve an existing design.

Or it may be due to reason that a component in a product is

failing in service

Sometimes, we redesign a component so as to reduce its

cost of manufacture. e.g., the

change in the shape of a part to

reduce a stress concentration

Sometimes, a new material is substituted to reduce weight or

cost

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Original design

Adaptive design

Redesign

Selective design

Industrial design

RE-DESIGN

As a result of Design Review, Details of design are changed many times as prototypes are

developed and tested

Categories of Re-design

Fixes

Updates

RE-DESIGN CATEGORIES o Fixes

A fix is a design modification that is required due to less than acceptable performance (after the product has been introduced into the market) unplanned activity!

o Updates Usually planned as part of the products life cycle before the

product is introduced to the market An update may add capacity and improve performance or

incorporate its appearance to keep it competitive The most common situation in re-design is the modification

of an existing product to meet new requirements e.g. banning of the use of fluorinated hydrocarbon refrigerants because of Ozone-hole problem, required the extensive re-design of refrigeration system

Often re-design results from the failure of the product in service

RE-DESIGN

Case study of redesign of a railroad vehicle wheel

The steel railroad wheel has been in its present design for nearly 150 years

In spite of improvements in metallurgy and the understanding of stresses, the wheels

still failed at the rate of about 200 per year

The chief cause of failure is thermal buildup caused by failure of a railcars braking system

Long-term research by the Association of American Railroads has resulted in the

improved design

RE-DESIGN

Old Vs. New design The chief design change is that the flat plate,

the web between the bore and the rim, has

been replaced by an S-shaped plate

RE-DESIGN

Case study of redesign of a railroad vehicle wheel

The advantage of the curved shape is that it allows the plate to act like a spring, flexing

when overheated, avoiding the buildup of

stresses that are transmitted through the

rigid flat plates

The second change in the design of the wheel is the wheels tread it has been redesigned to extend the rolling life of the

wheel

The new wheels last for many thousands of

miles longer, and the rolling resistance is lower,

saving on fuel cost

RE-DESIGN

Case study: GM Ignition Switch GM: 1908 US Head office: Detroit A leading car manufacturer Products

Alpheon, Chevrolet, Buick, GMC, Cadillac, Holden, HSV, Opel, Vauxhall,

Wuling, Baojun, Jie Fang, UzDaewoo

Worldwide collaborations Pakistan: Ghandhara Industries

RE-DESIGN

Case study: GM ignition switch GM began developing new small cars

in the late 1990s

Chevrolet Cobalt Saturn Ion

In an effort to improve its new cars they listened to customers who complained about cheap-feeling switches that required too much

effort to turn

The new design of the switch was such that it was working more

smoothly and gave drivers the

impression that they were better

designed

RE-DESIGN

Example: GM ignition switch the other side of the story:

The ignition switch consists of Mechanical Electronics

GM made the mechanical alteration in the spring of the ignition switch

Anyhow, GM engineer approved the new design The result was a smooth-turning key However, it was so smooth that it

could also slip out of position

RE-DESIGN

The slipping of the key to other position occurred in many cars That caused the engine to stop during running of the car The stopped engine deactivated the air bag!

More than 50 car crashes 13 deaths More than 100 injuries The company has to

recall about 2.5 million

cars (until 2014) All 2005-2010 Chevrolet Cobalt 2007-2010 Pontiac G5 2003-2007 Saturn Ion 2006-2011 Chevrolet HHR 2006-2010 Pontiac Solstice 2007-2010 Saturn Sky

[Ref. Automotive news]

RE-DESIGN

Example: GM ignition switch the other side of the story:

What is the difference between these

pictures?

RE-DESIGN

TECHNOLOGY INNOVATION AND DESIGN PROCESS

Technology innovation is the process through which new (or improved) technologies are

developed and brought into widespread use

A successful technological innovation requires a good idea or concept that satisfies a societal need

Advancement of technology has three phases: Invention Innovation Diffusion

TECHNOLOGY INNOVATION AND DESIGN PROCESS

Invention: Creative act whereby an idea is conceived, articulated and recorded

Innovation: Process by which an invention or idea is brought into successful practice and is utilized by the economy

Diffusion: The continual and widespread implementation and adoption of successful innovation

Innovation is the most critical and most difficult of three phases

STEPS IN A TECHNOLOGICAL INNOVATION ACTIVITY

Identification of market

need

Product idea

Development Pilot lot Trial Sales

Commercial development

Innovation is the most critical and most difficult of three phases

Because, developing an idea into a product that people will buy requires hard work and skill. Technology innovation activity consist of different stages:

sometimes, Market need is stronger than technological research opportunity

Product ideas must be checked for their fit with the ongoing technology

Time and management about 35 to 50% of new products fails due to above

Generally, the technical problems comprise the smallest category of failure during the development

KEY FACTORS FOR THE SUCCESS OF THE PRODUCT

1. Product planning and research: It is important that adequate time spent on problem definition,

concept generation and evaluation, market research and assessment, technical assessment, business and financial reviews before embodiment and detail design stages

2. Product superiority: Product should be such that it delivers real value to customer

i.e. meeting customer needs (example: energy savor lights) 3. Quality marketing:

Better marketing activities to be executed from concept of idea to launch of product in market.

4. Proper organizational design: Successful products are most often developed by cross

functional teams, led by strong product champion, supported by top management and accountable (responsible!) for the entire project from beginning to end.

KEY FACTORS FOR THE SUCCESS OF THE PRODUCT

Which qualities are expected from Innovators?

FIVE KINDS OF PEOPLE NEEDED FOR

TECHNOLOGICAL INNOVATION

1. Idea generator: The creative individual 2. Entrepreneur: (organize & manage)The person who carries the ball

and takes the risks 3. Gatekeepers: People who provide technical communication from

outside to inside the organization 4. Program manager: The person who manages without hindrances 5. Sponsor: The person who provides financial and moral support, often

senior management

Roughly 70 to 80% of people in technical organizations are routine problem solvers and are not involved in innovation. Therefore it is

important to identify and nurture the small number who gives promise of becoming technical innovators

INNOVATORS

People in a technical organization, who are most current with technology and who have developed contacts with technical people outside the organization

Receive information directly and diffuse to others in organization Tend to be predisposed to do things differently as contrasted with

doing things better Able to deal with unclear and ambiguous situations without feeling

uncomfortable as they have high degree of self-reliance and self-esteem Respond well to the challenge of diverse projects and the opportunity to

communicate with people of different backgrounds A successful innovator is a person who has sound picture of what needs

to be done, not necessarily a detailed picture Emphasis goals, not methods of achieving goals Have been failed in previous ventures and knows why and how to get

them? Works the element of problem in parallel not serially

PRODUCT LIFE CYCLE

o During the lifetime of a product, each product goes through a cycle

o This life cycle consists of Birth stage Initial growth stage Stable period Declining state

PRODUCT LIFE CYCLE

Birth Stage Initial Growth Stage

Introductory stage: Product is new, consumer acceptance is low, so sales are low, rate of product change is rapid as management tries to maximize its performance or uniqueness

Growth Stage: Knowledge of the product and its capabilities reaches to growing number of customers. In this stage there is an increase in sales as the time passes

PRODUCT LIFE CYCLE

Birth Stage Initial Growth Stage Mature stage Decline stage

Maturity Stage: Product is widely accepted, sales are stable, grow at the same rate. Products at this stage experience considerable competition Great emphasis is on reducing the cost of a mature product

When product reaches at this stage, attempts should be made to renew it by incremental innovation or development of still new applications

Decline Stage: At some stage each product enters in this stage Sales decrease because a new better product is in the market to fulfill the same societal

needs

PRODUCT LIFE CYCLE If we look more closely at the product life cycle, we will see that the cycle is made up of many individual processes These are Premarket phase and Market phase processes

Premarket Phase

1. Idea generation 2. Idea evaluation 3. Feasibility analysis 4. Technical R&D 5. Product (market) R&D 6. Preliminary production 7. Market testing 8. Commercial production

Market Phase

9. Product introduction 10. Market development 11. Rapid growth 12. Competitive market 13. Maturity 14. Decline 15. Abandonment

Premarket Phase 1. Idea generation 2. Idea evaluation 3. Feasibility analysis 4. Technical R&D 5. Product (market) R&D 6. Preliminary production 7. Market testing 8. Commercial production

PRODUCT LIFE

CYCLE

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Market Phase 9. Product introduction 10. Market development 11. Rapid growth 12. Competitive market 13. Maturity 14. Decline 15. Abandonment