Lecture 2 September 28, 2006

Curricula (This is subject to change! The website gives

the definitive versions!)

The 2006 Schedule

Date
9/109/11 9/12 09/26 Tue

Subject
Meet with Landivar Faculty and Students Landivar introduction Introduction and Organizational

in Class

HW Assignment

Landivar introduction: Class expectations and choice of product candidates Caltech and Art Center Course objectives, expectations, introductions. Discuss candidate product topics. Begin Team formation in class Overview of the Product Development Process. Toll gates Introduction to DFX methodologies. Importance of design and importance of process. Discussion of a phased development process? What is a mission statement? Work on forming Teams

09/28 Thur

Process, Mission statement,

Due Tuesday 10/4: 1.Names of team members 2.Choose product 3.Have first link-up with Landivar student 4.Write mission statement (PPT) e-mail PPT to Professor and TA Reading on Mission Statement, Ulrich and Eppinger pp33-52 Read Sky Marsens Organizational Communication Due Thursday 10/05: Agree on Team behaviors. (Team Constitution) Read: 1. UN: The Millennium Development Goals Report 2005 2. Excerpts from Small is Beautiful: Economics as if People Mattered, by E.F. Schumacher 3. The Ten Commandments of Project Planning, in M. Carr, The AT Reader, pp 407-412 4. Ulrich & Eppinger 53-68 on Marketing

10/3 Tue

Mission Statement Presentations Introduction to marketing

.Each team presents its Mission Statement (ppt)

10/10 Tue

Product Specifications

Presentation of Market Research Plan Lecture: How to determine the optimum specs for your products and convert into engineering requirements

Due Thursday 10/12: 1. Is there a conflict between sustainability and profitability? 2. How is sustainability reconciled with obligations to shareholders to maximize their investment? Write 2 pages as a team Read 1. Ford advertisement from New Yorker 2. McDonough, W. and M. Braungart. The NEXT Industrial Revolution. The Atlantic Monthly 1998 HTML 3. Carly Fiornas 2004 commencement speech Due Tuesday 10/17: What are the Product Specifications of your product? How did you arrive at them? Due Tuesday 10/17: Read U&E Chapter 9 on Product Architectures Due Tuesday 10/23: Show some candidate architectures for your product. Which did you choose and why?

10/12 Thur 10/17 Tue

Sustainability

Stakeholder Analysis. Sustainable Engineering Design for Products in the Developed and Developing World. Team presentations: Marketing results to date: who is the customer, what is the size of the market, what does the customer want? How to architect a system. Is there a structured way of thinking about partition of function? Team Presentations on product specifications Lecture on Human Factors, aesthetics, maintainability, testability Bring a draft or outline of your final Team Report to this meeting

Begin Product Architecture

10/29 Thur

Finish product architecture

Due Tuesday 10/24: Read Chapter 10 of Ulrich and Eppinger on Industrial Design

10/26 Thur

Reliability, FMEA

10 minute presentation of your results to date Lecture: Tools to design products, robust against unintended uses as well as against flaws that can cause early failure. HW Presentation on Failure Analysis Lecture: Design for the Environment in a Developed Country. Sustainability 20 Minute Presentations on Accomplishments to date; plans for the rest of the course. Quality of Team interactions How do factories actually work? How can you avoid designing the unbuildable? Outsourcing challenges and limitations. Manufacturing/Assembly challenges in developing countries. Presentation on Manufacturability Strategy Lecture: NPV, Pro forma, Payback time, design to Cost, Bill of Materials. Applications to developed and developing worlds Telecom in Tanzania Monique Maddy (alternative: Guatemalan Case)

10/31 Tue 11/02 Thur 11/02 Tue Ken Away

Design for the Environment Midterm Presentations Design for Manufacturing Factory operations DF Assembly, Building device model for demonstration Financial Considerations

11/09 Thur

11/14 Tue

Case History

11/16 Thur

Guest Lecturer

Students present 5 minutes on Team Learnngs. Two pages Team Report due. Teams present progress to date.

Due Tuesday 11/21: C. K. Prahalad and Allen Hammond. Serving the Worlds Poor, Profitably Do you have ethical concerns about this paper?

11/21 Tue
11/23 Thur

Ethical Considerati on
Thanksgiv ing holiday

Other Constraints in Developing products. The role of Government and Law. Ethical Considerations
No Class

11/28 Tue
12/2 Thur

Summary lecture
Final Final Presentations by Team and Submission of Final Report Due Demonstration of Rapid Prototype or Engineering Model, if available

Introduction to the Product Design Process

Some Characteristics of Product Design

Affects all people in the world
Changes and improves peoples lives A strong determinant in national standards of living

Fundamentally drives our economic system by

Providing the link between what people need and want (marketing) and what an enterprise can make (production). Providing the link between new knowledge on what is possible (research) and new useful objects (product)

Is highly creative
The output never existed before

Is highly complex
Involves the linked contributions of many different skills

Some Characteristics of Product Design

Is highly evolving
learns from the past anticipates (and sometimes brings about) the future subject to rapid change highly timing dependant

Can be esthetically pleasing

the product sometimes the process

What has changed in the last 5 years?

In the Developed World Geo-politically Economically In the Developing World (Guatemala) In Technology In Business

Change

Opportunity

Whats changed?

How has this affected the way we develop products in the US?

How has this affected the way we develop products?

New Emphasis on Sustainability
Ford, HP, GE, BP

Outsourcing and Globalization Global Warming Price of oil Customer focus Death of Familiar companies Rise of new start-ups Fast Manufacturing Higher Quality Process-centered Ethical Issues Information and Internet enabled

Product Design as a Process

How do you characterize a business entity?

Consider a business as a black box. . .
Environmental niche Structure Inputs and outputs What else?

What goes on in an Organization?

Could be
A company An NGO A Club Caltech A Government

Poll the average employee or student and ask what they are doing today

 What is a Process?

A Process

A set of actions with decision points which describe a flow of activities

Why a Process?
Repetition allows for continuous learning
Dont need to reinvent the wheel

Improvement of a process, improves all outputs developed using that process Can tell where you are Can tell where you are going Can tell how you are doing Forces clear roles and responsibilities
for smooth handoffs avoiding dropped balls, overlaps and misunderstandings

Is a common language, extensible to other domains Can import ideas from other domains

What are some examples?

Performing an experiment Synthesizing a new material Building a device Writing a grant proposal Or. . . Waking up and arriving at work Writing bills at the end of the month Mowing the lawn Paying your bills Planning a vacation Getting an Art Center, Landivar or Caltech degree Or. . . Building a product

A process has. . .

Process Mapping
Start, Stop

- A Beginning - An End - A Duration (C/T) - Entitlement - Theoretical

Action,

- Actual Sequential Actions (flow)

Decision Continuation

Decision Points Quality Performance Efficiency

For example, this course

What Metrics Characterize all processes?

Cycle time
average time for products to be designed

Quality
defects in process

Cost
development cost per product in dollars, people

Performance
Are products competitive? Do they work to customers requirements? Are these co-variant? How would you measure these characteristics? How would you characterize industrial products by these metrics? How would you characterize products for the developing world by these matrics

Work Example of a process

Getting a job

Another example: Getting a degree

Three Fundamental Business Processes

1. Make/Market
1. 2. 3. 4. 1. 2. 3. To take an order To manufacture the product To ship the product To collect the payment for the product To conceive the product To design the product To transfer the product to steady-state manufacturing

2. Design Develop

3. Strategic
1. To write and execute a strategic plan

All organizational activity is contained in these processes or directly supports them

1. 2.

Needs identification Context Discovery

1. 2. 3. 4. 5. 6. 7. Mkt Mfg Technology Financial Company Core Competencies Financial objectives Financial Constraints

3. 4. 5.

Ideation (Brainstorming) Concept Selection Concept Development

1.
2. 3.

System Specification
Architectural Decomposition Product Plan Software Hardware

The Product Development Process is conceptually independent of arena (Business, non-profit, etc.)

6.

Detailed Development 1. 2.

7. 8. 9. 10.

Systems Integration and Test Pre-production Ramp up Field Support

Questions
Which of these step takes the longest? Which should take the longest? Which costs the most? Where is it hardest to correct mistakes?

An old business chart. . .

Phase Exit Reviews

To put discipline in process, DFX tools must be used at their appropriate phase in the process Outside reviewers are employed to assure that the process is followed If the product is not ready, it can not go to the next phase In our class the discipline is less strict but we can learn from the above

Result for an organization

Lots of choices

Selection

Few final products

Concurrent Engineering
Design/Build Team Early Problem discovery Early Decision making Cross Functional team optimized designs

Old Way

Linear to Concurrent

Cross Functional Teams

Product Metrics
Quality
How well the product satisfies specifications Measured in DPU

Cost
Meets specs Competitive Profitable

Speed
How long did the product take to get to market?

Performance
Did the product perform to specifications Were specs sufficiently aggressive?

Manufacturing Process
Quality
Yield, redo rate (First pass yield) Product DPU (Defects per Unit)

Cost
per unit standard parts use (inventory) capital avoidance

Speed
Cycle Time (Order Entry to Delivery)

Performance
Productivity Management of Variation fill rate

Capacity
Max Product per unit time

Superior Vs Average Company

Who has the most influence on the cost of the Product?

Design Engineering Marketing The Factory Materiel ?

How do you improve process?

Map the process
Use all people who touch process Do from the viewpoint of design

Look for white spaces Look for distance traveled Look for re-dos Look for scrap Look at robustness Look at predictability Make sure DFX methodology is employed Concentrate on Cycle time and quality of process- other attributes follow

DFX
A good product development process is characterized by the inclusion of anticipatory team-driven tasks which will

Avoid downstream surprises Cause the product to meet specifications

Performance Quality Cost Time to market

Design For X (DFX) cont.

Quality
Minimization of Cost of Poor Quality

Reliability Serviceability Adaptability to variability in materials and manufacturing conditions Adaptability to various use conditions

Design For X (DFX) cont.

Societal Constraints

Compliance with Regulatory Agencies All other Legal constraints (International?) Intellectual property protection Industry Standards
Pollution and toxicity Safety of use and manufacture Disassembly Recycling and disposal Reuse/remanufacture

Environmental

Ethical issues
Product Process

Strategic
Adheres to what you want to accomplish Positioned to beat competition Investment required Product and technology platforms

Design For X (DFX) cont.

Sales and marketing (Customer alignment)
Meets Customers needs Design to Cost to allow Target pricing Time to market Product Price/Volume/Feature mix Packaging and Labels Advertising strategy, plan and literature Catalogues

Design For X (DFX) cont.

User-Friendliness
Ergonomics

Aesthetics
Instructions and training

Design For X (DFX) cont.

Manufacturing and Producability Make/buy Supplier alignment Integration of new manufacturing into previous manufacturing process with minimum disruption and capitalization costs Maximum responsiveness to surges (and declines!) in demand Ease of Assembly/Manufacturability /Modularity Parts minimization Testability Inspectability Standardization

Design For X (DFX) cont.

After market Support and Servicing Training of factory personnel, sales force, customers. Manuals and Documentation Maintainability Spare Parts availability Customer assembly Logistics Upgradability Shelf life and Storage Installability Warranties

Design For X (DFX) cont.

How do we apply this corporate thinking to products for the developing world?
What are some of the special issues in building products for the developing world?

 Issues in building products for the Developing World

Infrastructure
Communication Transportation Power availability Government interference and corruption Business partners Poverty Literacy Birth rate Religion History of exploitation Capital Organization Profit Cash Flow

Culture

Business sustainability

Distance between developers and users

Lack of involvement (push) products Cycle Time

How do we address these issues?

Infrastructure
Communication Transportation Power availability Government interference and corruption Business Other?

How do we address these issues?

Culture
Poverty Literacy Birth rate Religion History of exploitation Market forces vs government planning

How do we address these issues?

Business sustainability
Capitalization Organization Profit Cash Flow

How do we address these issues?

Distance between developers and users
Lack of involvement (push) products Cycle Time

Some thoughts on addressing these issues

Infrastructure
Communication- Need internet connectionTransportation- Local mfg and assembly Power availability/reliability- Need at least minimum capability Government interference and corruption- Need person of character and influence as partner Business- Business smarts more important than technical smarts

For this course as part of your output

Critique these ideas. What do you think works? Write a DFX for the Developing World

A Word on Technology
Science

Engineering

Can the Technology be manufactured with known manufacturing processes? Are the critical parameters that control the new Technologys functions identified? Are the safe operating ranges known? Have the failure modes been evaluated? Have the life cycle effects been evaluated? Are the environmental effects known? If yes, engineering. If no, science

A Product Delivery Process with Science

PreConcept

Concept

Detailed Design

A Miracle Happens here!

Manufacture Support

AfterMarket Service

This week-end
Finalize teams and products Contact your Landivar teammate Write Mission Statement Read handout from Ulrich and Eppinger Write your team mission statement Due Tuesday is four team is formed Due Thursday if you are still working it.