TECH 313

Product Design and

Development

Monday, February 9th 2009

Dr. Seaman

Chapter 10: Industrial Design

Chapter 10: IndustrialDesign

Chapter Table of Contents

1. Introduction

2. Development Processes and Organizations

3. Product Planning

4. Identifying Customer Needs

5. Product Specifications

6. Concept Generation

7. Concept Selection

8. Concept Testing

9. Product Architecture

10. Industrial Design

11. Design for Manufacturing

12. Prototyping

13. Product Development Economics

14. Managing Projects

Objectives of this Chapter:

� After this lecture and associated activities, students should be able to:

� Write the definition of Industrial Design.

� List the six (6) phases of the Industrial Design

Process

� Assess the importance of industrial design

for your team’s particular product.

� Ergonomics

� Aesthetics

What is Industrial Design?

� The Industrial Designers Society of America

(IDSA) defines Industrial Design as:

� “Industrial design (ID) is the professional service of creating and developing concepts and

specifications that optimize the function, value and appearance of products and systems for the

mutual benefit of both user and manufacturer.”

� www.idsa.org

� 100 Years of Industrial Design

Assessing the Need for Industrial Design

� Note, not all firms can afford to employ industrial designers or hire an industrial design firm.

� Also, not all product development efforts require industrial design to the same degree. We will examine how you go about determining how important industrial design your team’s product development effort.� Technology-Driven products

� User-Driven products

How Does Industrial Design Establish a Corporate Identity?

� Apple Computer

Assessing the Need for Industrial Design

Expenditures for Industrial Design

How Important is Industrial Designto a Product?

- Ergonomic Needs

- Aesthetic Needs

The Impact ofIndustrial Design

� Is Industrial Design Worth the Investment?� Total expenditures on I.D. and % of project

development budget invested in I.D. for consumer and industrial products = RANGE is wide depending on the product!

� Technically sophisticated products:� Aircraft – engineering budgets are MUCH higher than

Industrial Design expenditures

� Automobiles (visual and interactive product) rely on consumer appeal and competition from competitors

� Exhibit 10-2

I.D. Expenditures for consumer and industrial products

Exhibit 10-2

WFM-90 from TECH 310

Ergonomic Needs

� Ergonomics encompasses all aspects of a product that relate to its human interfaces.

� To determine the ergonomic needs of a development project, the following questions must be asked:� How important is ease of use?

� How important is ease of maintenance?

� How many user interactions are required for the product’s functions?

� How novel are the user interaction needs?

� What are the safety issues?

Aesthetic Needs

� To determine the aesthetic needs of a

development project, the following questions

must be asked:

� Is visual product differentiation required?

� How important are pride of ownership, image and

fashion?

� Will an aesthetic product motivate YOUR team?

Management of the Industrial Design Process

� Technology-driven products

� User-driven products

Timing of Industrial Design Involvement = subprocess

� Technology-Driven: I.D. process activities occurLATE in the program.

� User-Driven: I.D. may help to drive the ProductDevelopment Process

Exhibit 10-9

Case Study: The

RAZR Cell Phone

The RAZR development team in 2003

used the previous questions to

determine how important industrial

design would be in developing their

new phone..

Motorola DynaTAC 8000x: 1984

Motorola Phone Products

MicroTAC

(1989)

StarTAC

(1993)

V60

(2001)

RAZR

(2004)

Bluetooth

PC World 50 Greatest Gadgets

RAZR Ergonomics & Aesthetics

� Exhibit 10-3 shows results of this analysis. As shown, Ergonomics and Aesthetics did indeed play a large role in the development process in this case study.

� Small size & weight = thin phone

� Performance features = VGA camera, large keys with back lighting, color display with graphics, Bluetooth for wireless headset

� Ergonomics = good user comfort, buttons were designed based on accepted industry standards, flip phone allowed answering or ending calls, new software for navigation, text messaging

� Durability = withstand 1 meter drop test

� Materials = laser cut keypad, laser etching, magnesium hinge, anodized aluminum housing, composite antenna

� Appearance = futuristic look, became a status symbol, pride among owners

Assessing the importance of Industrial Design – RAZR

Exhibit 10-3

6 Phases of theIndustrial Design Process

1. Investigation of Customer Needs

2. Conceptualization

3. Preliminary Refinement – Exhibit 10-5

4. Further Refinement & Final Concept

Selection – Exhibit 10-4

5. Control Drawings or Models – Exhibit 10-6

6. Coordination with Engineering,

Manufacturing, and External Vendors

Phase 2 - ConceptualizationThumbnail Concept Sketches

The Impact of Computer-Based Tools on the I.D. Process

RenderingsExhibit 10-7

Autodesk MAYA Software

Rhino

Side View Control Model of RAZR Defines final shape & dimensions

� Industrial designers complete their development process by making control drawings. Control drawings document functionality, features, sizes, colors, surface finishes, and key dimensions. Note: these are not engineering drawings but can be used to eventually generate final engineering drawings.

The Role of Industrial Design According to Type of Product

Exhibit 10-10

Exhibit 10-11

Assessment of I.D.s RoleRAZR Development Project

Soft Model of RAZRWood, plastic, RP generated

Hard Model of RAZRTechnically Non-functional

Group Work for the 3 Product Development Teams

� Determine the role of ergonomics and aesthetics for your product development project.� Ergonomics & Aesthetics Rating Sheet = NEW!

� Download Word file from class website

� Each team member to fill out the rating sheet� Check off your team’s project� Use a Check Mark for Level of Importance� Explain each check mark rating

� Work on updating Team Web Sites:� BOMs� Mission Statements� Concept Sketches� Metrics� Add the Ergonomics & Aesthetics rating sheet when done!

Reminders for Next Time

� Quiz #6 Chapter 10 – Industrial Design

� Lab Time