Unit3 productdevelopmentconcepttopf

Unit no 3-Product development from concept to Product Function
You can know your customer from following sources of information
1.Key Factors That Set Your Customers Apart 2.Customers’ Real-Time Behaviour
3. Customer Service Records 4. Referral Source 5. Personal Tastes and Preferences
6. Social Media 7. Comprehensive Contact Information 8. Demographic Information
9. Website activity
Brainstorming:
Brainstorming is a group creativity technique by which efforts are made to find a conclusion
for a specific problem by gathering a list of ideas spontaneously contributed by its members.
Principles of Brainstorming are:
1.Go for quantity: The assumption is that the greater the number of ideas generated the bigger
the chance of producing a radical and effective solution
2. Withhold criticism: In brainstorming, criticism of ideas generated should be put 'on hold'.
Instead, participants should focus on extending or adding to ideas, reserving criticism for a
later 'critical stage' of the process. By suspending judgment, participants will feel free to
generate unusual ideas.
3. Welcome wild ideas: To get a good long list of suggestions, wild ideas are encouraged.
They can be generated by looking from new perspectives and suspending assumptions. These
new ways of thinking might give you better solutions.
4.Combine and improve ideas
Limitations to brainstorming are : Brainstorming is not believed to be effective in complex
problems because of a change in opinion over the desirability of restructuring such problems.
While the process can address the problems in such a situation, tackling all of them may not
be feasible
Danger of diversion of topic and elimination of creative idea in brainstorming session. And
sometime team does not open to new idea
Lateral Thinking:
Lateral thinking is mental process generating ideas and solutions by looking at problem with
unique or unusual perspective.
Lateral thinking is a manner of solving problems using an indirect and creative approach via
reasoning that is not immediately obvious. It involves ideas that may not be obtainable using

only traditional step-by-step logic. Critical thinking is primarily concerned with judging the
true value of statements and seeking errors whereas lateral thinking focuses more on the
"movement value" of statements and ideas. A person uses lateral thinking to move from one
known idea to new ideas
Four main categories of Lateral thinking tools:
1.Idea-generating tools which break free your current thinking patterns from their usual
pathways.
2.Focus tools that open your mind to new possibilities in the search for new ideas.
3.Harvest tools that help maximize value is received from the idea generating output
4.Treatment tools that ground the creativity process by making the wild ideas and make them
fit the real world constraints, resources, and support.
Morphological analysis of product
Morphological methods help structure the problem for the synthesis of different components
to fulfill the same required functionality. This process is made easier by access to a
component catalog
Morphological analysis assists a team in compiling individual research results into one
structure to allow the full team to process the information. The general morphological
approach to design is summarized in the following three steps.
1.Divide the overall design problem into simpler subproblem.
2)Generate solution concepts for each subproblem.
3)Systematically combine subproblem solutions into different complete solutions and
evaluate all combination
The advantage of creating a Morphological chart is that it allows a systematic exploration of
many possible design solutions
Outstanding designs often evolve out of several iterations of combining concept fragments
from the morphological chart and working them into an integrated solution

Gathering concepts
Main goal of concept generation is to develop as many ideas as possible.
.
Concept selection-DesignEvaluation
There are many alternative solutions and many criteria that impacts the decision. These
difficult decisions are called as Design evaluations. Design evaluation take place at all phases
of development process from concept phases to detailed design phase. Structured
simultaneous decision making aids helps design evaluation to be more effective.
Realize the primarycustomer
needsandengineering
specification
Divide ordecompose product
architecture orproduct function
Searchfor solutionsforproduct
architecture andproductfunction
Combine differentsolutionsinto
conceptvariants

Competitive performance Benchmarking
The design engineer’s competitive-performance benchmarking procedure is summarized
in the following eight steps
1.Determine features, functions, and any other factors that are the most important to
end user satisfaction.
2.Determine features and functions that are important to the technical success of the
product.
3.Determine the functions that markedly increase the costs of the product.
4.Determine the features and functions that differentiate the product from its competitors.
5.Determine which functions have the greatest potential for improvement.
6.Establish metrics by which the most important functions or features can be quantified and
evaluated.
7.Evaluate the product and its competing products using performance testing.
8.Generate a benchmarking report summarizing all information learned about the
product, data collected, and conclusions about competitors.

Estimation of Technical Feasibility
Checking concept ideas for feasibility is a critical step in the design process. It is difficult to
choose the right time to eliminate early design concepts. A valuable strategy used by
successful teams is to document ideas and the rationale made for choosing to pursue them or
not. When documentation is thorough, a team can take some risks in moving rapidly because
they can retrace their steps through the documented design rationale.
1.Evaluation based on judgment of feasibility of the design
Design can be conditionally feasible or absolutely feasible
2. Evaluation based on assessment of technology readiness
Except in unusual circumstances ,the technology used in a design must be mature enough that
it can be used in the product design without additional research effort
3. Evaluation based on go/no-go screening of the customer requirements
This is done by evaluating idea with customer requirements by using tools like Quality
Function Deployment(QFD)
Concept Selection Method:
A particularly useful method for deciding on the most promising design concept at
the concept stage is the Pugh concept selection chart. This method compares each
concept relative to a reference or datum concept and for each criterion determines
whether the concept in question is better than, poorer than, or about the same as the
reference concept. Thus, it is a relative comparison technique
The steps in the concept selection method are:
1) Choose the criteria by which the concepts will be evaluated
2) Formulate the decision matrix
3) Clarify the design concepts
4) Choose the datum concept
5) Run the matrix
6) Evaluate the ratings
7) Establish a new datum and rerun the matrix
8) Examine the selected concept for improvement opportunities

Four concepts for improving the design of an on/off switch in a right-angle drill are
sketched in Fig Sketches of four concepts for improving the switch on a right-angle drill.

The Pugh selection chart shows that two of the proposed designs rank higher than the
DATUM design. The highest-ranking design, an add-on attachment that makes it easier
to operate the switch, has two negatives, poorer aesthetic appeal and poor ergonomics
(comfort to the hand). Design D provides force amplification, but it is not easy on the
ligaments in the fingers. The next ranking design, the track and slider design, has only a
single minus for “availability of materials.” Apparently, this is based on the limited number
of suppliers of this type of switch. However, a few phone calls by the purchasing department
found five suppliers overseas who can supply the one-year anticipated demand for this type
of switch at a cost 30 percent below the existing switch. Therefore, design C,the track and
slider design, is the selected design.
The simplest procedure in comparing design alternatives is to add up the ratings
for each concept and declare the concept with the highest rating the winner. A better
way to use the decision matrix is to examine carefully the components that make up
the rating to see what design factors influenced the result.

:
Embodiment design or preliminary Process of concept Embodiment design or system-level
design is the phase where the design concept is invested with physical form
Embodiment phase of design into three activities can be divided as
Product architecture— Determining the arrangement of the physical elements of the design
into groupings, called modules. Product architecture could start with very simple block
diagrams as shown for simple DSLR camera. Four-step process for establishing the product
architecture.
1)Create a schematic diagram of the product.
2)Cluster the elements of the schematic.
3)Create a rough geometric layout.
4)Identify the interactions between modules

Configuration design—the design of special-purpose parts and the selection of standard
components, like pumps .The design configuration phase should involve the following steps;
1)Product design specification (PDS) review
2)Identify and define the space constraints
3)Identify and define the interfaces and connections between the components
4)Maintain functional independence of an assembly or the components to ensure that changes
should affect only a single function
5)Identify and eliminate or reduce parts by either removing it or combing few parts together
Parametric design— determining the exact values, dimensions, or tolerances of the
Components or component .The main objective of parametric design is to set values for the
design variables that will produce the best possible design considering both the performance
and cost. Parametric design is also about setting the dimensions and tolerances to maximize
quality and performance and minimize the cost. Features that are deemed critical-to-quality.

System modeling:
Symbolic models are abstractions of the important quantifiable components of a physical
system that use symbols to represent properties of the real system. A mathematical equation
expressing the dependence of the system output parameter on the input parameters is a
common symbolic model or mathematical model .High level system models are functional
models. System models provide base for creating product architecture. Modeling assumptions
and controlling physical principles must be detected for each components or group
components

Functional modeling and decomposition:
We can model any product, assembly ,subassembly, or component as system with inputs and
outputs that traverse a system boundary. The essence of such model is the need-function –
form definition of engineering design where we translate the customer needs for a product to
the product function. This step is needed to engineer how a product will do what is intended.
Importance of functional modeling
1)creates a form independent expression of design task
2)provides basis for organizing design teams, tasks and process.
3)creativity is enhanced by ability to decompose problems and manipulate solutions
4)Function modeling provides natural forum for abstracting a design task.
5)Need mapped to function and then to form promote set based concurrent engineering
process
The product function is overall intended function of the product -what it is to do
Constrint is a statement of a clear criterion that must be satisfied by product and requires
consideration of entire product to determine the criterion value..Typical example constraints
include cost,compactness,mass,reliability
There are two major approaches to functional decomposition first one is elementary
hierarchical tree approach and second one is effective system approach and the second
Is an effective system approach. Detail dunctional modeling process is explained in below
diagram

FAST(Function Analysis System Technique)
FAST is used to define ,analyze, and understand product functions, how a function relates to
one another and which function require attention to increase the product value. It is used to
display functions in logical sequence, prioritize them and test their dependency. It is a top
down approach .

The FAST diagram
Procedure to construct diagram
1)Construct two vertical dashed lines, one to the extreme left and one to the right. These lines
define the scope of the product development objective .
2)Place the basic function to the right of the left hand scope line. Pose the question ”Why is
the basic function being performed?”. A higher order function will answer this question Place
it to the left of the basic function and connect with line, beginning the critical path
3)Generate functions to the right of the basic function.These functions should always follow a
how and why answering scheme and represent the secondary functions.Connect these
functions with lines to define the furtherance of critical path.
4)The critical path will end with assumed function outside the right scope line .This function
will be external to the product such as “ Supply electricity”.
5)Generate the remaining secondary functions by placing them under the functions that relate
to the basic or critical path secondary functions.

6)State the objective of the development effort above the basic function .In addition ,add all
time functions to the top of the diagram.
FAST diagram for a coffee mill machine is shown below.
FAST diagram of Coffee-mill machine
Subtract and operate procedure:
This is a bottom up approach to develop a function tree. The underlying assumptions to use
this method is that either a form concept or actual product exists. This product concept then
reverse engineered using subtract and operate procedure.

Step-1:Disaasemble (subtract) one component of the assembly which may lead to removal of
several other components also.
Step2 Operate the system through its full range-the product must be tested to verify the effect
of removal of the component on product function
Step3:Analyze the effect-Visually analyze the effect or use testing device to do so.
Step-4 Deduce the sub function of missing component
Step-5 Replace the component and repeat the procedure n times whre n is number of
components in assembly.
Step-6:Translate the collection of subfunctions into function tree.by grouping subfunctions in
common groups .Each group becomes a higher level functional description node. This
process is repeated until the higher level function collapse in to the overall product function
as a single node at the root of the tree.
Coffee mill machine Function tree is generated using subtract and operate procedure and
shown in below diagram

Simulation based design
Design models are created to imitate the behavior of a part or system under a particular
set of conditions. When we exercise the model by inputting a series of values
to determine the behavior of the proposed design under a stated set of conditions, we
are performing a simulation. Simulation programs are written with time passing
in either discrete event or continuous modes. Most programs are written as discrete
event simulations.
Simulation based design take very less time to develop the final product .It can be treated as
advanced product development process which consumes very less time. In simulation based
design we can create design and make it better before we go for validation. This process is
possible because of development of technologies like artificial intelligence, virtual reality.
Simulation itself is a major design driver in process of simulation based design

Unit3 productdevelopmentconcepttopf

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Unit3 productdevelopmentconcepttopf