Integrated Product Engineering – 7ENT1137

Dr Sikiru O. ISMAIL
ND, BEng (Hons), MSc, PhD, PGCE, MASME, MASC, CEng MIET, MIMechE, FRSA, FHEA.

Unit 01 – Lecture 01: Product Development

Module Summary

 Number of Credits – 15

 Module Assessments:

– CW_01 (Case Study): 25%

– CW_02 (MCQs): 15%

– Final Examination: 60%

Class Rules

• Mobile phone on silent/switched off.

• Do not laugh or humiliate others, respect all views.

• You are expected to take notes.

Introduction: Learning Outcomes (LOs)

• Definition of Product and Product Development (PD).

• Characteristics of a Successful Product Development.

• Who design and develops products.

• Duration and Cost of Product Development.

• The Challenges of Product Development.

Background
Traditional Engineering

PRODUCT ENGINEERING ENGINEERING DRAWING

PROCESS ENGINEERING PROCESS PLANS

PRODUCTION ENGINEERING PRODUCT

Integrated Product, Process and
Production Engineering (IPPPE)
 Integrated Product, Process and
Product Engineering
Production Engineering (IPPPE)
Product Engineering

Vth
Vth
Vth
 Process Engineering

Vth Vth
Vth
 Production Engineering
Production Engineering

Vth Vth
Vth
 Definitions of a Product, Product Design and Product
Development

• Every product starts off as an IDEA.

• Product Development is about shaping that IDEA into a

REAL product.
Definition of a Product

• An article or substance that is manufactured or refined for

sale. Oxford Dictionary

• A Product is something sold by an enterprise to its

customers. Product Design and Development
Product Design and Process Selection

Product Design – the process of defining all the companies product

characteristics.
– Product design must support product manufacturability (the ease with which a
product can be made)
– Product design defines a product’s characteristics of:

• appearance, • tolerances, and

• materials, • performance standards.

• dimensions,

Process Selection – the development of the process necessary to

produce the designed product.
Linking Product Design and Process Selection (Cont’d)

 Product design and process selection are directly linked

 Type of product selected defines type of operation required

 Type of operation available defines broader organisational aspects,

such as:

– Equipment required

– Facility arrangement

– Organisational structure
Product Design Process

• Idea Development: All products begin with an idea

whether from:

Customers,

Competitors, or

Suppliers

• Reverse Engineering: Buying a competitor’s product.

• Product Life Cycle Analysis: Series of changes/stages

Product Design Process (Cont’d)

• Idea developments selection affects:

Product quality

Product cost

Customer’s satisfaction

Overall manufacturability – the ease with which the

product can be made.
Product Design Process (Cont’d)

Step 1 - Idea Development: Someone thinks of a need and a

product/service design to satisfy it; customers, marketing,
engineering, competitors, benchmarking, reverse engineering.
Step 2 - Product Screening: Every business needs a
formal/structured evaluation process; fit with facility and labor
skills, size of market, contribution margin, break-even analysis,
return on sales.
Step 3 – Preliminary Design and Testing: Technical
specifications are developed, prototypes built, testing starts.
Step 4 – Final Design: Final design based on test results, facility,
equipment, material, & labour skills defined, suppliers identified.
What is Product Development?

Product Development is the set of activities beginning with the

perception of a market opportunity and ending in the

production, sale and delivery of a product.

Discuss

• Name some companies that sell products.

• Why do companies develop new products?

• Where do new product ideas come from?
Why Is Product Development (PD) Important?

• It is “big business”.

• Billion’s of £’s can be generated.

• New products are answers to biggest problems.

• A successful new product does more good for an

organisation than anything else.

• It is fun and exciting.

Who own the problem?

• Marketing?

• Design?

• Manufacturing?
Who ‘owns’ the problem?

PD is an interdisciplinary activity requiring contributions from nearly all the functions

of a firm; however, three functions are almost always central to a product
development project:

Marketing: Mediates the interactions between the firm and its customers.
Marketing often facilitates the identification of product opportunities, the definition of
market segments, and the identification of customer needs. Marketing also sets
target prices, and oversees the launch and promotion of the product.

Design: Plays the lead role in defining the physical form of the product to best meet
customer needs. Includes engineering design (mechanical, electrical, software,
etc.) and industrial design (aesthetics, ergonomics, user interfaces).

Manufacturing: Primarily responsible for designing, operating, and/or coordinating

the production system in order to produce the product. Broadly defined,
manufacturing function also often includes purchasing, distribution, and installation.
Product Development Process Is a Roadmap
Why Is Product Development Important?

• Product quality
 How good is the product resulting from development?
 Does it satisfy customer’s needs?
 Is it robust and reliable?
 Product quality is reflected in market share?

• Product cost
 What is the manufacturing cost?
 It includes capital equipment and tooling?
Characteristics of Successful Product Development

• Development time.
 How long did the PD effort take?

• Development cost.
 How much spent on PD effort?

• Development capabilities.
 Did the team/firm acquire any experience for future
projects?
Challenges

• Trade-offs.
• Dynamics.
• Details.
• Time pressure.
• Economics.
• Creation.
• Team diversity.
• Team spirit.
Challenges

Developing great products can be challenging. Few companies are highly

successful more than half the time. These odds present a significant challenge for a
PD team. Some of the challenges are:

Trade-offs: An airplane can be made lighter, but this action will probably increase
manufacturing cost. One of the most difficult aspects of product development is
recognising, understanding, and managing such trade-offs in a way that
maximises the success of the product.

Dynamics: Technologies improve, customer preferences evolve, competitors

introduce new products, and the macroeconomic environment shifts. Decision
making in an environment of constant change is a formidable task.
Challenges

Details: The choice between using screws or snap-fits on the enclosure of a

computer can have economic implications of millions of dollars. Developing a
product of even modest complexity may require thousands of such decisions.

Time pressure: Any one of these difficulties would be easily manageable by

itself given plenty of time, but product development decisions must usually be
made quickly and without complete information.

Economics: Developing, producing and marketing a new product require a large

investment. To earn a reasonable return on this investment, the resulting
product must be both appealing to customers and relatively inexpensive to
produce.

Watch:

https://www.youtube.com/watch?v=w2m5eU8XDVI
Products vs. Development Effort
 Screwdriver Rollerblade DeskJet printer VW Beetle Boeing 777
Annual production
volume
(Units/year)
Sales lifetime
(Years)

Sales price
(£)

No. of unique parts

(Qty)

Development time
(Years)
Internal development
team
(Peak size)
External development
team
(Peak size)
Development cost
(£)

Production investment
(£)
Products vs. Development Effort
Decision Making Unit (DMU)

Decision to purchase a product in often made by a variety of individuals,

eg. Child’s bike

Child - colours, features, gimmicks, street credibility.

Parent - price, safety, guarantee, spares.

Shop - profit, ease of storage, ease of assembly,

serviceability.
Decision Making Unit (DMU)

Additional influences:

Quality department
Design engineers
Manufacturing engineers
Finance department
Machine operator
Maintenance engineer
Project manager, among others
Who is involved in new product introduction?
Product Development Issues:

• Products must reflect market needs.

• Time to market – probably reducing.

• Development cost – becoming tighter and may be shared.

• Increasing importance of the supply chain.

• Risks need to be identified and managed effectively.

• Process is integrated across the whole organisation and suppliers.

Products of the Future

• Intelligent refrigerators will track food inventories, and will either provide
a hard-copy shopping list or send an electronic list to a home-delivery
service.

• Intelligent wallpaper will transform a wall to a television, a computer

screen, works of art, among others.

• Robotic lawn mowers will tend the grass within any specified boundary.

• “Smart” vest.
Not All New Products Are Planned

• Microwave ovens

• Aspartame (NutraSweet)

• ScotchGard fabric protector

• Teflon

• Penicillin

• X-rays

• Dynamite

In each case, an accidental discovery -- but someone knew they had something when they saw it!
 What Is a New Product?

• New-to-the-world (10% really-new) products: Inventions that create a whole new market.
Ex.: Polaroid camera, Sony Walkman, Rollerblade skates.

• New-to-the-firm products (20%): Products that take a firm into a category new to it. Ex.:
P&G brand shampoo or coffee, AT&T Universal credit card, Canon laser printer.

• Additions to existing product lines (26%): Line extensions in current markets. Ex.: Apple’s
iMac, HP LaserJet 7P.

• Improvements and revisions to existing products (26%): Current products made better.
Ex.: P&G’s continuing improvements to Tide detergent, Ivory soap.

• Repositioning (7%): Products that are retargeted for a new use or application. Ex.: Aspirin
repositioned as a safeguard against heart attacks.

• Cost reductions (11%): New products that provide the customer similar performance but
at a lower cost. May be more of a “new product” in terms of design or production.
Breakthrough Innovations that Changed Our Lives

• Personal Computer

• Microwave Oven

• Photocopier

• Pocket Calculator

• Birth Control Pill

• Bar coding

• Laser Surgery

• Organ Transplanting

• Fibre-Optic Systems

• Disposable Diaper

Watch: https://www.youtube.com/watch?v=mXQutmXtZ9g
 Read

You should:

• Chapter 1 of ‘Product Design and Development’

• Read BS7000 (BS Online) look at the management structure and the
suggested product development phases.

• Read about “Product Idea Screening” Reference the LRC at the de

Havilland Campus under 658

Re-watch:
• https://www.youtube.com/watch?v=mXQutmXtZ9g
• https://www.youtube.com/watch?v=w2m5eU8XDVI
Thank
you