22MERS0 PRODUCT DESIGN AND DEVELOPMENT

Dr.PL.K.Palaniappan
Professor of Mechanical Engineering
Thiagarajar College of Engineering
Madurai 625015
 Motivation for this course on PDD
The economic success of most firms depends on their ability to
identify the needs of customers and to quickly create products
that meet these needs and can be produced at low cost.
Achieving these goals is not solely a marketing problem, nor is it
solely a design problem or a manufacturing problem; it is a
product development problem involving all of these functions.
 Motivation for this course on PDD
• Globalization
• Design anywhere, Build anywhere, Maintain anywhere at any time
• Product Complexity
• Increased part counts
• Build-to-order and mass customization
• Pricing Pressure
• Global pricing-Price it right at first time
• Know your costs
• Decreased product margins
• Competition
• Increased global competition
• The need to differentiate
• Focus on core competencies
• Need to innovate products and processes
The course aims at giving adequate exposure to product design and
development process and the various methods and techniques
that are used in real-life to realize successful products.
Learning Resources:

Foundation Skills in Integrated Product Development (FSIPD)

IT-ITeS Sector Skills Council NASSCOM
 Research and Development

R T D
Basic Technology Product
Research Development Development
•Discovery process •Loosely structured •Structured methods
•No set timing •Difficult to plan •Planned timing
•Unpredictable returns •Less predictable •Predictable outcome
•Long term •Medium term •Short term
Changing Dimensions of Competition

Manufacturing: Product Development:

Cost and Quality Features and Function

Competitiveness today is more than ever based on

product development capability.
PRODUCT is a set of attributes offered to consumers to fulfill their needs
or requirements.
Products Classification: Tangible and Intangible
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.
A process is a sequence of steps that transforms a set of inputs into a set
of outputs.
Product development process is the sequence of steps or
activities that an enterprise employs to conceive, design, and
commercialize a product.
Product development process is the entire set of activities required to
bring a new concept to a state of market readiness.
Product designers are innovators with creative minds who spend their
time analysing human needs so as to be able to discover unique
possibilities to make our lives easier.
 User-Focused Development

UiPath is an automation platform that uses machine learning and

bots to help companies in Product development
Why NPD is Important ?
• Diminishing Car life - 30 years to less than 5 years
• New Automobile Development time - 24 months
• Mobile Phone Market life less than a quarter
• Consumer Goods - less than 6 months
• Semiconductor Equipment - less than 18 months
Typical Product Lifecycle

Product Life Cycle

Revenue

Time

Introduction
Development Matured and Mass Production Decline and Retire
& Growth
Characteristics of Successful Product Development

Product Quality
Product Cost
Development Time
Development cost
Development Capability
 Product Development Process
Product Development process is the sequence of steps or
activities an enterprise employs to conceive, design and
commercialize a product.

Six Phases are:

Phase -0- Planning – the output of planning phase is the project’s
mission statement.
Phase 1 –Concept Development: Needs of the target market are
identified, alternative product concepts are generated and
evaluated, and one or more concepts are selected for further
development and testing.

Phase 2- System-level Design: Definition of product architecture

and the decomposition of the product into subsystems and
components. Output – Geometrical layout
 Product Development Process

Phase 3 – Detailed Design: Complete specification of the

geometry, materials and tolerances of all unique parts in the
product. Process plan and Tooling.
Output – Control documentation.

Phase 4 – Testing and Refinement: Construction and evaluation

of multiple preproduction versions of the product. Alpha and
Beta prototypes.
Performance and reliability are ensured.

Phase 5 – Production ramp-up: Product is made using the

identified production system. Work-force training, Evaluated to
identify remaining flaws with preferred customers.
 Generic Product Development Process

Concept System-Level Detail Testing and Production

Planning Development Design Design Refinement Ramp-Up

Mission Concept System Spec Critical Design Production

Approval Review Review Review Approval
 Rapid Iteration PD Process

Many Iteration Cycles

Concept System-Level Production
Planning Design Build Test
Development Design Ramp-Up

Mission Concept Cycle Plan Cycle

Approval Review Review Review
 Complex System PD Process
Design Test

Design Test
Concept System-Level Integrate Validation
Planning Development Design and Test and Ramp-Up
Design Test
Mission Concept System Production
Approval Review Review Approval
Design Test
Tyco Product Development Process
Key contributing department of Product Design and Development are:
Marketing
Design
Manufacturing

Challenges of Product Development

 Trade-offs (weight Vs Cost)

 Dynamics (Technology)
 Details (Decision making)
 Time Pressure
 Economics
 Creation
 Satisfaction of Societal and Individual needs
 Team diversity
 Team sprit
•To avoid situations like this one…….Requirement Engineering
(Discovering, Documenting and Maintaining a set of requirements for a new product)
is must
 Concept Development Process

M iss io n D e v e lo p m e n t
S ta te m e n t E sta b lish G e n e ra te S e le ct Te s t Set P la n P la n
Id e n tify
Ta rg e t P ro d u ct P ro d u ct P ro d u ct F in a l D o wn stre a m
C u sto m e r N e e d s C o n ce pts C o n ce p t(s) C o n ce p t(s)
S p e cifica tio n s S p e cifica tio n s D e v e lo p m e n t

P e rfo rm E co n o m ic A n a lysis

B e n ch m a rk C o m p etitiv e P ro d u cts

B u ild a n d Te st M o d e ls a n d P ro to typ e s
Types of Product Development

• Modify features to keep product competence- familiar

Enhancement - product market
• Slight change to address any flaws
improvement
• EXAMPLE: Software updates

• Extend existing products into a new market

Derivatives of existing • Use of new modules onto an existing platform
product platforms • EXAMPLE: Creative New Apps for the I-phone

• Major development (but familiar markets and product

categories)
New product platform • Create new family
• EXAMPLE: Iphone3 to Iphone4

• Radically different product or technology – new market

Breakthrough products • More risk
• EXAMPLE: Virgin Galactic Space Programme
Types of Product Development

New
Derivative Breakthrough
Markets
Existing

Enhancement Platform

Incremental Radical
Innovation
Types of Product Development Projects
• New Product Platforms
• Derivatives of existing product platforms
• Incremental improvements to existing products
• Fundamentally New products
Steps in
New
Product
Development
Process
 Product Development Process

Concept System-Level Detail Testing and Production

Planning Development Design Design Refinement Ramp-Up

Four Phases of Product Development

The product planning phase precedes the product development process.

 Product planning
Corporations typically plan products many years in advance
• The product planning considers the portfolio of projects an
organization might pursue and determines what subset of them
will be pursued over what time period.
• Product planning considers company’s goals, capabilities,
constraints and competitive environment
• Product planning:
▫ Establishes which market segments to target
▫ Determines which PD projects will be undertaken
▫ Decides on the mix of new products vs. upgrades
▫ Determines the timing and sequence of the projects
 The product planning process
The process includes the following phases:
• Identify opportunities
• Evaluate and prioritize projects PORTFOLIO OF PROJECTS
• Plan project timing
• Estimate resources for the potential projects
• Allocate resources among the projects PRODUCT PLAN
• Pre-project planning MISSION STATEMENTS
• Reflect on the results and the process
Xerox Lakes Project Example

Xerox Document Centre 265

The Product Planning Process
A Product Plan
 Market Segment Map
Market Segment
 Technology S-Curves
Copier Performance

Digital
Technology

Light-Lens
Technology

Time
Technology Roadmap
Platforms vs. Derivatives
 Product-Process Change Matrix
Extent of Production Process Changes
Research and New Next Single Tuning and No
Technology Core Generation Department Incremental Process
Development Process Process Upgrade Changes Change
New Breakthrough
Core Development
Product Projects
Extent of Product Changes

Platform
Next Development
Generation Projects
Product
Lakes
Project
Addition
to Product
Family Derivative
Product
Minor Development
Product
Enhancement

Current
No
Product Product/Process
Change Support
Aggregate Resource Planning
 Mission Statement template
Mission Statement: XXXX Product
Product Description: one concise and focused sentence

Key Business or Humanitarian • schedule

Goals: • Gross margin/profit or break-even point
• Market share
• Advancement of human needs

Primary Market: Brief pharse of market sector/group

Secondary Market: List of secondary markets, currently or perceived
Assumptions: Key assumptions or uncontrolled factors to be
confirmed by customer(s)
Stakeholders: 1-5 word statements of customer sets
Avenues for Creative Design: Identify key areas for innovation
Scope Limitations: List of limitations that will reign back the design
team from “solving the world”
 Exercise on writing Mission Statement
Each team has to come prepared to complete this
task on 06.07.2025 class.
 Lakes Project Mission Statement

Product Description
· Networkable, digital machine with copy, print, fax, and scan functions
Key Business Goals
· Support Xerox strategy of leadership in digital office equipment
· Serve as platform for all future B&W digital products and solutions
· Capture 50% of digital product sales in primary market
· Environmentally friendly
· First product introduction 4thQ 1997
Primary Market
· Office departments, mid-volume (40-65 ppm, above 42,000 avg. copies/mo.)
Secondary Markets
· Quick-print market
· Small ‘satellite’ operations
Assumptions and Constraints
· New product platform
· Digital imaging technology
· Compatible with CentreWare software
· Input devices manufactured in Canada
· Output devices manufactured in Brazil
· Image processing engine manufactured in both USA and Europe
Stakeholders
· Purchasers and Users
· Manufacturing Operations
· Service Operations
· Distributors and Resellers
 Surveying the customer
• Very important!

• Match customer needs with product

concept

• Quality product meets customer

needs

• Identify segments of a population with

similar needs

• Target marketing to that group