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DEPARTMENT OF MANUFACTURING AND MATERIALS ENGINEERINGMME 4116PRODUCT DESIGN AND DEVELOPMENTBY:DR MOHD RADZI BIN HAJI CHE DAUD1

PROBLEM DEFINITION AND NEED IDENTIFICATIONCHAPTER 323.1 IntroductionWhat is problem definition step in PDP?3Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesProblem Definition: Start of the Conceptual Design Process4

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesProblem Definition5Product Development begins by determining what the needs are that a product must meet. Problem definition is the most important of these steps in the PDP.

Understanding any problem thoroughly is crucial to reaching an outstanding solution. The problem definition process is mainly the need identification step. Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill Companies3.2 Identifying Customer NeedsWho are my customers? What does the customer want?6Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesDefinition of Customer7Webster Definition of Customer:One that purchases a product or service.End user

Total Quality Management Viewpoint of Customer:Anyone who receives or uses what an individual or organization provides.Home Depot and Lowes act as customers but they are not end users!Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesPreliminary Research on Customers Needs8In a large company, the research on customer needs for a particular product or for the development of a new product is done using a number of formal methods and by different business units.The initial work may be done by: Marketing department specialistTeam made up of marketing and design professionals. Designers focus on need that are:Unmet in the marketplaceProducts that are similar to the proposed productHistorical ways of meeting the needTechnological approaches to engineering similar products of the type under considerationDieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesThe Shot-Buddy Example9

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesGathering Information from Customers10Interviews with customersFocus groupsCustomer complaintsWarranty dataCustomer surveysDieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill Companies10Constructing a Survey Instrument11Determine the survey purpose.Identify what specific information is needed.Design the questions. Each question should be:UnbiasedUnambiguousClearBriefThree categories of questions:Attitude questionsKnowledge questionsBehavior questionsDieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill Companies11Example of Customer Survey for Shot-Buddy12

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesEvaluating Customer Surveys13Evaluating a survey question depends on the type of question and the kind of information sought.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesEthnographic Studies14Ethnography is the process of investigation and documentation of the behavior of a specific group of people under particular conditions. Ethnography entails close observation, even to the point of immersion, in the group being studies while they are experiencing the conditions of interest. By this method, the observer can get a comprehensive and integrated understanding of the scenario under investigation. Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill Companies143.3 Customer RequirementsWhat are customer requirements?15Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesCustomer Requirements16Designers must compile a ranked listing of what customers need and want from the product being designed.This set of needs and wants is often called customer requirements.Hierarchy of human needs:Rank of 1: Physiological needsRank of 2: Safety and security needsRank of 3: Social needsRank of 4: Psychological needs Rank of 5: Self-fulfillment needs

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill Companies16Design Point of View of Customer Requirements17Performance deals with what the design should do when it is completed and in operation.

The time dimension includes all time aspects of the design.

Cost pertains to all monetary aspects of the design.

Quality is a complex characteristic with many aspects and definitions.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesGarvins Eight Dimensions of Quality18

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesClassifying Customer Requirements19Kano recognized that there are four levels of cutomer requirements:Expecters: These are the basic attributes that one would expect to see in the product, i.e., standard features.Spokens: These are the specific features that customers say they want in the product. Unspokens: These are product attributes the customer does not generally talk about, but they remain important to him or her. Exciters: Often called delighters, these are product features that make the product unique and distinguish it from the competition.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesKano Diagram20

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill Companies3.4 Gathering Information on Existing ProductsHow can gathering information on existing products be done?21Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesProduct Dissection22Observing a product during its use is one of the most natural ways to gather information about it.

The process of taking the object apart to see how it works is known as both product dissection and reverse engineering.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesProduct Dissection (2)23The product dissection process includes four activities:Discover the operational requirements of the product.Examine how the product performs its functions.Determine the relationship between parts of the product.Determine the manufacturing and assembly processes used to produce the product.

Engineers do reverse engineering to discover information that they cannot access any other way!Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesProduct and Technical Literature24Consumer Product Literature: There are private nonprofit organization dedicated to informing consumers about products (e.g. Consumers Union).Internet Shopping Sites:Internet sites exist to compile information for specialty products.Technical Literature:In addition to information from special interest publications, there are scholarly journals that publish research quality information.Patent Literature: Not all products are patented, but patent literature does include inventions that have become successful products.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesUS Patent 5,540,42825

Basketball retrieval and return deviceDieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesJ. G. Joseph, , Basketball Retrieval and Return Apparatus, Patent 5540428, July 30, 1996.US Patent 5,681,23026

Basketball retrieval and return deviceDieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesH. F. Krings, Automatic Basketball Return Apparatus, Patent 5681230, Oct 28, 1997.Physics of the Product or System27Engineering Models of a problem:

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesModel of Free Throw28

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesC. M. Tran and L. M. Silverberg (2008), Optimal release conditions for the free throw in mens basketball, Journal of Sports Sciences, 26:11, 1147-1155.28Free Body Diagrams29

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill Companies3.5 Establishing the Engineering CharacteristicsHow does establishing the engineering characteristics help to write the product design specifications?30Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesEngineering Characteristics31Establishing the engineering characteristics is a critical step toward writing the product design specification. The process of identifying the needs that a product must fill is a complicated undertaking. Just knowing what a customer or end user wants from a product is not sufficient for generating designs. Concept generation starts when a good description of the product is given. A good description of a product is comprised of solution-neutral specifications.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesDescription of a Product32Design Parameters: Parameters are a set of physical properties whose values determine the form and behavior of a design. Design Variable: A design variable is a parameter over which the design team has a choice. Constraints: A design parameter whose value has been fixed becomes a constraint during the design process.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesGenera and Competitive Performance Benchmarking33Benchmarking is a process for measuring a companys operations against the best practices of companies both inside and outside of their industry. Benchmarking operates most effectively on a quid pro quo basis. A company can look for benchmarks in many different places.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesSources of Resistance to Benchmark34Fear of being perceived as copiers.Fear of yielding competitive advantages if information is traded/shared.Arrogance: A company may feel that there is nothing useful to be learned by looking outside of the organization. Impatience: Companies that engage in an improvement program often want to begin making changes immediately.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesTwo Initial Steps of Benchmarking35Select the product, process, or functional area of the company that is to be benchmarked:That will influence the selection of key performance metrics that will be measured and used for comparison.

Identify the best-in-class companies for each process to benchmarked:A best-in-class company is one that performs the process at the lowest cost with the highest degree of customer satisfaction, or has the largest market share.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesCompetitive-Performance Benchmarking36Determine features, functions, and any other factors that are important to:End user satisfactionTechnical success of the productDetermine functions that are:Increase the costs of the productHave the greatest potential for improvementDetermine the features and functions that differentiate the product from its competitors. Establish metrics by which the most important functions or features can be quantified and evaluated. Evaluate the product and its competing products using performance testing. Generate a benchmarking report summarizing all information learned about the product, data collected, and conclusions about competitors. Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill Companies3.6 Quality Function DeploymentWhat is Quality Function Deployment?37Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesQuality Function Deployment 38Quality Function Deployment (QFD) is a planning and team problem-solving tool that has been adopted by a wide variety of companies as the tool of choice for focusing a design teams attention on satisfying customer needs throughout the product development process. The term deployment is QFD refers to the fact that this method determines the important set of requirements for each phase of PDP planning and uses them to identify the set of technical characteristics of each phase that most contribute to the satisfying the requirements. QFD process is known as a methodology for infusing the voice of the customer into every aspect of the design process.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesHouse of Quality39House of Quality translates customer requirements into quantifiable design variables, called engineering characteristics.

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesHouse of Quality Configuration40

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesStreamlined House of Quality41

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesExample: Streamlined House of Quality for Shot-Buddy42

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesExample: HOQ Rooms 2 and 3 for Shot-Buddy43

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesExample: Streamlined Configuration of HOQ for Shot-Buddy44

Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesInterpreting Results of HOQ45The highest-ranking ECs from the HOQ are either constraints or design variables whose values can be used as decision-making criteria for evaluating candidate designs.If a high-ranking EC has only a few possible candidate values then it may be appropriate to treat that EC as a constraint. There are certain design parameters that can only take a few discreet values. The lowest-ranking ECs of the HOQ are not as critical to the success of the design. These ECs allow freedom during the design process because their values can be set according to priorities of the designer or approving authority. Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill Companies3.7 Product Design SpecificationWhat is product design specification?46Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesProduct Design Specification47In the product development process, the results of the design planning process that governs the engineering design tasks are compiled in the form of a set of product design specification (PDS). (example: Table 3.3) The PDS is the basic control and reference document for the design and manufacture of the product. The PDS is a document that contains all of the facts related to the outcome of the product development. Creating the PDS finalizes the process of establishing the customer needs and wants, prioritizing them, and beginning to cast them into a technical framework so that design concepts can be established. Dieter/Schmidt, Engineering Design 5e. 2013. The McGraw-Hill CompaniesTHANK YOU48