Industrial Chemicals

Product Design
TK 4095 Disain Produk Industri
Kelas C - Semester Ganjil 2016/2017
Program Sarjana Teknik Kimia Universitas Riau

Industrial chemicals
Industrial chemicals are characterized by
thermo-physical and transport properties.
Most industrial chemicals are not sold to the
consumer.
Building blocks for other industrial chemicals
and configured consumer products,

MATERIALS AND PROCESS/MANUFACTURING

TECHNOLOGIES DEVELOPMENT
Search for the appropriate molecules, engineered
polymers and composites, or advanced engineered
materials to satisfy the other property specifications.

in addition to thermo-physical and transport

properties that align closely with customer needs.

MATERIALS AND PROCESS/MANUFACTURING

TECHNOLOGIES DEVELOPMENT
1) Pastes and creams, that is, colloids having the functional,
sensorial, rheological, and physical properties mentioned
above;
2) Specialty fibers having, for example, length and diameter
distributions, surface coatings, and tensile strength;
3) Polymer semiconductors having P- and N-channel
characteristics with high charge-carrier mobility, threshold
voltage, and on off current ratio properties; and
4) Thin specialty glass substrates for liquid crystal displays
(LCDs) having a green composition and durability, thermal
deformation, and roughness properties.

Steps in industrial product design

Steps in industrial product design

Steps in industrial product design

CONCEPT STAGE
Making opportunity assessments,
Identifying customer requirements,
Identifying technical requirements,

Determining the critical-to-quality (CTQ)

variables, and
Determining the superior product concepts.

FEASIBILITY STAGE
Build product prototypes
Develop and evaluate performance testing methods
Preliminary evaluation with select customers
Develop process design (e.g., for polymer products)
Raw-materials handling (Feeding, pumping, web handling, drying, etc.)
Conversion (Extrusion, blending, compounding)
Primary forming (Die/profile extrusion, pultrusion, molding)
Secondary forming (Scaling, stamping, thermal/light treatment, etc.)
Packaging

Develop pilot-scale manufacturing process

DEVELOPMENT STAGE
Detailed design, equipment sizing, profitability
analysis, and optimization.
Develop startup strategies (simulation
methods are less common, and more
experimental approaches are used)
Safety analysis (HAZOPS analysis and risk
assesment)

MANUFACTURING STAGE

Detailed plant design

Construction
Startup
Operation

PRODUCT-INTRODUCTION STAGE

Pricing
Advertising
Product literature
Introduction to customers

Case Studies
LCD GLASS SUBSTRATE

LCD GLASS SUBSTRATE CASE STUDY

The time frame for the product development is
assumed to be the mid-1980s, when a design team
at Corning was concentrating on the development of
the LCD glass substrate known as Corning-7059.
Corning-7059 is preferable for this case study
because it involved creating a first generation, newto-the-world product.

Corning introduced its barium boro-silicate glass in

the early 1980s, and the first commercial LCD
monitor by Sharp in the late 1980s.

LCD GLASS SUBSTRATE CASE STUDY

LCD GLASS SUBSTRATE CASE STUDY

LCD GLASS Concept Stage (1:9)

a. Opportunity assessments
For new-to-the-world, first generation products, such as LCD
glass substrates in the 1980s, are very problematic.
Companies often rely on disruptive innovations and long
term visions rather than on short-term cash-flow projections
(commonly used for new product extensions having known or
existing markets).
Corning could rely on its core expertise in glass compositions
and its novel glass-fusion technology to dominate the market
in the sales of its ultra-clean, precision thin-glass sheets.

LCD GLASS Concept Stage (2:9)

b. Customer Requirements.
Customer needs (voices):
Be able to withstand processing temperatures up to 400oC for
up to one hour without deformation or deterioration.
Be transparent at a wavelength of 350 nm for photo
lithography to create transistors using amorphous silicon.
Expand and contract with temperature like amorphous silicon.
Contain no elements that contaminate silicon, especially alkali
cations.
Be lightweight.

LCD GLASS Concept Stage (3:9)

b. Customer Requirements.

The dimensional stability, surface quality, and flatness

requirements were likely the most important New Unique and
Difficult (NUDs). The lightweight requirement, although
classified as a NUD, likely had the lowest weighting factor.

LCD GLASS Concept Stage (4:9)

c. Technical Requirements

The transparency requirement involves two technical

requirements

LCD GLASS Concept Stage (5:9)

d. Determination of CTQs.

LCD GLASS Concept Stage (6:9)

e. Development of Superior Product Concepts
When developing glass substrates for LCDs in the 1980s, the
new concepts included barium boro-silicate glass and an
improved process for manufacturing thin-glass sheets.
Note also that in the concept stage, this selection can be risky
because, in many cases, a more thorough judgment must be
deferred until a prototype is created and tested in the
feasibility stage.
Using Pugh matrix is useful for screening purposes.

LCD GLASS Concept Stage (7:9)

e. Development of Superior Product Concepts

LCD GLASS Concept Stage (8:9)

f. Selection of Superior Concepts
In the concept stage of the SGPDP, the selection of superior
concepts is based primarily on the satisfaction of the technical
requirements, in particular, the new-unique-and difficult
(NUD) requirements.

Although the Corning-7059 formulation has a slightly higher

CTE and slightly lower durability than desired, it was likely
selected as the superior concept in the concept stage,
recognizing that it would be tested extensively in the
feasibility stage.

LCD GLASS Concept Stage (9:9)

g. Gate Review.
To complete the concept stage, a gate review might have been
carried out in which the product design team would have
answered questions associated with several deliverables.
The business decision makers judged the product design
teams presentation to be satisfactory, and funded the project
to proceed to the feasibility stage.

LCD GLASS - Feasibility Stage (1:5)

a. Technical Feasibility.
The goal of a technical feasibility assessment would have been
to ensure that the superior concept.
For the LCD glass substrate, this was likely to have been
accomplished by determining that the superior concept(s)
satisfied the technical requirements.
Each critical-to-quality variable was probably checked (the
transparency would have been evaluated at different
wavelengths; the coefficient of thermal expansion (CTE) was
measured; and evaluate the surface quality e.g. the chemical
resistance, surface smoothness, and surface cleanliness).

LCD GLASS - Feasibility Stage (2:5)

b. Customer Verification.
Prior to conducting a field test with potential customers,
confidentiality agreements are executed, after which product
prototypes are distributed.
Typical results of customer tests that were likely obtained by
the Corning design team are presented in next Tables.

LCD GLASS - Feasibility Stage (3:5)

b. Customer Verification.

LCD GLASS - Feasibility Stage (4:5)

c. Market Assessment.
Although sales in the mid-1980s were nearly non-existent,
Corning firmly pursued this new opportunity.

LCD GLASS - Feasibility Stage (5:5)

d. Competitive Analysis.
Corning inventors and manufacturing engineers would have
sought to improve the process and file additional patents to
protect their new substrate glass. For the glass compositions.
Corning scientists filed several patents, including U.S.
4,634,683, Barium and/or Strontium Aluminosilicate Crystalcontaining Glasses for Flat Panel Display Devices, filed in 1985;
and U.S. 4,824,808, Substrate Glass for Liquid Crystal Displays,
filed in 1987.

LCD GLASS - Development Stage

The main task in the development stage of the SGPDP is to
design a manufacturing process at the pilot-plant level.
Pilot-plant equipment is often used to produce product at the
beginning of the product-introduction period and as the
demand grows, production is expanded into a large
manufacturing site.
This stages normally involves detailed design, equipment
sizing, profitability analysis, and optimization.
When necessary, the market assessment and product recycle
management are revisited.

LCD GLASS - Manufacturing Stage

In this stage, the manufacturing process for the thin-glass
substrate would have been designed, with emphasis on the
scale-up of the pilot-plant process.
Manufacturing costs for the thin-glass substrate would have
been estimated.
The emphasis would have been on identifying the critical
processing and materials parameters that affect the product
quality.
Scheduled manufacturing runs to show long-term capabilities
of producing product that meets customer specifications;
typically, three runs demonstrate 24-hr continuous, stable
manufacturing operation

LCD GLASS - Product-Introduction Stage

In the product-introduction stage, normally a launch strategy
is developed, including pricing, the launch channel,
advertisements, product literature, and early product
introduction to a limited market or to selected customers,
prior to mass production.
For the Corning-7059 glass substrate, as a first-of-a-kind
product for flat-panel display manufacturers, pricing was
probably difficult to set. Corning used a value-based pricing
strategy, in which the price was set at the perceived value to
the customer relative to alternative products.
Product literature detailing the properties of Corning-7059
would have been prepared, with a summary shown in next
Table.

LCD GLASS - Product-Introduction Stage