Product Development Process

Seoul National University

Product Development Process Overview

Human Interface Design

Fall 2013


Order of Presentation

• Product Development Process (PDP) Definition

• Types of Product Development Processes

• PDP Steps Overview

• Conclusion


Product Development Definition

• Product: “Something sold by an enterprise to its customers” (Ulrich & Eppinger, PDD)

• Hardware: examples?

• Software: examples?

• Services: examples?

• Product Service System: examples?

• Product Development: “Set of activities beginning with the perception of a market opportunity and ending in the production, sale, and delivery of a product.” (Ulrich & Eppinger, PDD)

• Need to be structured

• Need to have check points and thresholds


Type of Product Development Processes

Planning Concept Development

System-Level

DesignDetail

DesignTesting and Refinement

Production Ramp-Up

Phase 0 Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

Phase-Gate Process

• Commonly used process for many companies

• For each phase, several methods and tools are available to accomplish tasks at hand

• Planning: product portfolio, product platform, etc…

• Concept development: customer need, brain storming, TRIZ, etc…

• System level design: product architecture design

• Detailed design: DFX (assembly, usability, manufacturing..)

• Testing: prototyping, DOE

Ulrich & Eppinger (PDD)


Type of Product Development Processes

Agile Development Process

• Commonly used process for software development

• Example: Spiral, Scrum

Boeham (1988)

Characteristic Stage-Gate Agile

Type of Model Macro-planning Micro-planning, project management

Scope Idea-to-Launch, end-to-end Development & Testing stages only

Organizational Breath

Cross-functional: Development (RD&E or technical), Marketing, Sales, Operations

Technical (software code writers, engineers, IT people)

End Point A launched new product in the market Developed and tested working software product

Decision Model Investment model: Go/Kill involves a senior governance group

Largely tactical: the actions needed for the next sprint

www.stage-gate.com


PDP Step Overview


System-Level

DesignDetail


Production Ramp-Up


• We will focus on Phase-Gate type PDP in this lecture

• Discussion of methodologies and tools for each stage (from the Ulrich & Eppinger PDD textbook & instructor’s own experience)

• Planning

• Concept development

• System level design

• Detail design

• Testing and refinement

• Others


PDP Step Overview: Planning


System-Level

DesignDetail


Production Ramp-Up


• Product planning: identifying the need to develop a specific product

• Planning input comes from

• Corporate marketing strategy

• Customers

• Competitors

• Research




System-Level

DesignDetail


Production Ramp-Up


• Corporate strategy: “Fill the product portfolio gap”

Low

Mid

HighWhere is the gap in the market segment?

Seg A Seg B Seg C




System-Level

DesignDetail


Production Ramp-Up


Low

Mid

High

Seg A Seg B Seg C




System-Level

DesignDetail


Production Ramp-Up


• How to fill the gap in a strategic way?

• Implementation of platform strategy

• Use of common elements (interface, components, assembly lines) for several products

• Benefit: economy of scale, inventory reduction, faster product development time

• Disadvantages: possible cannibalization, loss of performance of high end product, resistance to future innovation

• Consider business case (expected ROI, NPV)



VW Golf IV(3+5 door, station wagon, convertible, and Minivan)

VW Bora(Bora sedan, coupe, convertible, and station wagon)

VW Beetle(New Beetle, New Beetle convertible)

Skoda Octavia(Octavia sedan, and station wagon)

Audi A3(3+ 5-door)

Audi TT coupe

Audi TT roadster

Seat Toledo Successor(Toledo, coupe, station wagon, and convertible)

Development Car DivisionSource:

Example: Volkswagen A-Platform




System-Level

DesignDetail


Production Ramp-Up


• Do we have cutting edge technology (research) for upcoming products?

ExploreIncubate

Partner

Technology / Research Maturity

Product Implementation


PDP Step Overview: Concept Development


System-Level

DesignDetail


Production Ramp-Up


• Concept development: important step to settle initial product concept

• Identifying customer needs

• Create mission statement

• Product specification

• Concept generation

• Concept testing

• Demonstration of this phase through an example case study


Case Study: Bookstand Development

MIT – RISD Team, 2002


Mission Statement: BookstandProduct Description An aesthetic, adjustable multi-environmental unit, to aid

ergonomically in readings of books of most types

Key business Goals

Introduce our product in the market by August 2002First prototype to be ready by May 2002At least 50% of gross marginGrab 10% of our primary target in MA for the first year, extend to 5% of the US market after 2 yearsSell internationally through the Internet

Primary Market Casual reader (Parents, Kids)

Secondary MarketAvid reader (Average Home Reader)Corporate consumers (Pre-School, Elementary School)

Assumptions

AestheticErgonomicAdjustableTechnology to use: Flexible Elastomer

Stake Holder

UserRetailerSales forceProductionLegal department

Mission Statement


Primary NeedsThe bookstand is stable

The bookstand is flexible / adjustable

The bookstand looks aesthetic

The bookstand has marking features

The bookstand is page holding

The bookstand has safety features

The bookstand works on a variety of books

The bookstand is easy to set up and use

The bookstand can be manufactured with low cost

Secondary / Luxury NeedsThe bookstand is portable

The bookstand is multi-environmental

The bookstand is ergonomic

The bookstand is easy to store

The bookstand lasts a long time

The bookstand can handle books in poor condition

The bookstand prevents damage to the book

Customer Needs


No Importance Need Metric Units Marginal valueIdeal value

2 1 Flexibility and adjustability

Reading distance cm 15-60 30-60

Front / Back angle degrees 90-45 90-180

Right / Left angle degrees 45-135 0-180

4 2 Multi environmental

Base projection area mm^2 >200x300 >300x400

Distance of center of gravity from base mm <300 <100

Distance between light and book mm 40-140 80-130

Weight (without book) lb 3-5 3

Illumination of light fc 20-100 30

9 3 Variety of reading material held

Width of base mm 175-425 425

Height of base mm 50-265 265

Thickness of the book that the base can hold mm <65 >65

14 4 Page Holding efficiency

Time to flip a page s 2-1 1

Force applied on the pages kgf 5 to 10 7

Size of the part that covers the readable part of the page (for common margins) mm^2 0-400 0 to 100

0 Pain solving* Subjective

Product Specifications


Concept 1


Concept 2


Concept 3


Selected Concept


Alieno™ Revisited

View When In Use View When Folded


Reason for Choosing Alieno™

Advantages :

• Bigger Market Segment : Children + Adults

• High Aesthetic Appeal

• Low Manufacturing Cost (High Fixed Cost, but Low Variable Cost)

• Virtually No Competitor

Disadvantages

• Ease of manufacturing procedure

• Will it work with flexi-material?


Gantt Chart of Bookstand Development Schedule


PDP Step Overview: System Level Design


System-Level

DesignDetail


Production Ramp-Up


• Defining system level design is important

• Following need to be considered

• System decomposition

• Function to form mapping

• Integral design vs. modular design




System-Level

DesignDetail


Production Ramp-Up


• System decomposition

• “System architecture reflects product development organization”

• Example: Car

• Subsystems: Engine, Body, Interior, Chassis, Electronics

• Organization: Engine development, Body development, etc…

• Defining input/output, interfaces between subsystems critical




System-Level

DesignDetail


Production Ramp-Up


• Function to form mapping: mapping critical functions to proper form should be done in this stage

• Example: Car

• Power generation: engine

• Human enclosure: car body

• Comfort: HVAC

Form

Func

tion

Concept

Source: Systems Architecture (MIT)




System-Level

DesignDetail


Production Ramp-Up


• Integral vs. Modular design: which one?

Integral Modular


PDP Step Overview: Detailed Design


System-Level

DesignDetail


Production Ramp-Up


• Individual module and components design

• CAD

• 3D printing (e.g. SLA)

• FEM

• Individual components performance and reliability test


PDP Step Overview: Testing and Refinement


System-Level

DesignDetail


Production Ramp-Up


• Several way of testing the prototype

• Integration test

• Performance test

• Fatigue test

• DOE to create transfer functions and tune in optimal performance point

• Customer test: does this satisfy customer’s need?


PDP Step Overview: Production Ramp-Up


System-Level

DesignDetail


Production Ramp-Up


• Things to consider in production ramp-up (or way before)

• Modules & components sourcing (in house vs. outsourcing)

• Assembly line-up

• WIP, finished product inventory, components/module inventory

• Marketing & advertisement

• Field spare parts deployment

• Manuals and trainings


Conclusion


System-Level

DesignDetail


Production Ramp-Up


• Product development is complex process to bring customer’s need to real life

• Different processes are available for different types of product development

• For each stage of product development, different methods and tools are used

Product Development Process

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