Design

Strategy
Lectur
e1

Design Thinking
Process

Institute of Design at Stanford

Research and
Development

R
Basic
Research
Discovery process
No set timing
Unpredictable returns
Long term

T
Technology
Development
Loosely structured
Difficult to plan
Less predictable
Medium term

D
Product
Development
Structured methods
Planned timing
Predictable outcome
Short term

Changing Dimensions of
Competition

Manufacturing:
Cost and Quality

Product Development:
Features and Function

Competitiveness today is more than ever

based on product development capability.

Creating Value
through
Product
Development:
Its all about the
product.

Why?
Quality assurance
Coordination
Planning
Management
Improvement

French

Pahl and Beitz

Generic Product Development

Process
Planning
Planning

Concept
Concept
Development
Development

Mission
Approval

System-Level
System-Level
Design
Design

Concept
Review

System Spec
Review

Detail
Detail
Design
Design

Testing
Testingand
and
Refinement
Refinement

Critical Design
Review

Production
Production
Ramp-Up
Ramp-Up

Production
Approval

Rapid Iteration PD
Process
Many Iteration Cycles
Planning
Planning

Concept
Concept
Development
Development

Mission
Approval

System-Level
System-Level
Design
Design

Concept
Review

Design
Design

Cycle Plan
Review

Build
Build

Production
Production
Ramp-Up
Ramp-Up

Test
Test
Cycle
Review

Complex System PD
Process
Design
Design Test
Test

Planning
Planning

Concept
Concept
Development
Development

Mission
Approval

System-Level
System-Level
Design
Design

Concept
Review

System
Review

Design
Design Test
Test
Design
Design Test
Test
Design
Design Test
Test

Integrate
Integrate
and
andTest
Test

Validation
Validation
and
andRamp-Up
Ramp-Up

Production
Approval

Tyco Product Development

Process
Project
Registration

RP
0

Concept
Definition

Feasibility
and Planning

RP
1

RP
2

Preliminary
Design

Final
Design

RP
3

Product
Verification

RP
4

Process
Verification

RP
5

Launch

RP
6

Post-Launch
Assessment

RP
7

RP
8

Tyco Product Development

Process

Design Actors

Marketing
Design
Manufacturing

Design
Process

Hales

Appeal
Creation
Satisfaction of societal and
individual needs
Team diversity
Team spirit

Challenges
Trade-offs
Dynamics
Details
Time pressure

Success Factors
Product quality
Product cost
Development time
Development cost
Development capability

Variants
Generic (Market Pull)
Technology- Push
Platform Products
Process Intensive
Customized

Front-End Process

Concept Development
Process
M is s io n
S ta te m e n t

Id e n tify
C u s to m e r N e e d s

E s t a b lis h
T a rg e t
S p e c ific a tio n s

G e n e r a te
P ro d u c t
C o n c e p ts

S e le c t
P ro d u c t
C o n c e p t( s )

Test
P ro d u c t
C o n c e p t( s )

P e r f o r m E c o n o m i c A n a ly s is
B e n c h m a r k C o m p e t it iv e P r o d u c ts
B u ild a n d T e s t M o d e ls a n d P r o t o ty p e s

Set
F in a l
S p e c ific a t io n s

P la n
D o w n s tr e a m
D e v e lo p m e n t

D e v e lo p m e n t
P la n

Concept Development
Process
Mission
Development
Identify
Establish Generate
Select
Test
Set
Plan
Plan
Statem Customer
Target
Product
Product
Product
Final Downstream
ent
Needs SpecificationsConcepts Concept(s) Concept(s)
Specifications
Development
Perform Economic Analysis
Benchmark Competitive Products
Build and Test Models and Prototypes

Front-end of PD need not be a fuzzy process.

Structured methods exist for each process step.
This is not strictly sequential -- generally a
parallel and iterative process.

Questions

Apple: Simply Better Products

Good Design
http://www.creativebloq.com/product-design/examples-industrial-design-12121488

Bad Design
http://blog.uxpin.com/2837/10-worst-design-failures-of-all-times/

Black & Decker Snake Light

GoodGrips Angled
Measuring Cups

Target Prescription Pill

Bottle

Bodum Pavina
Glasses

iRobot
Roomba

SummaryProduct Development Process

: a) Planning b)
Concept Development c) System Level
Chapter
2
design d) Detail Design
e) Testing and Refinement f) Production Ramp up
Front End Process : a) Identify Customer needs b) Set target specifications c) Concept
generation d) Concept Selection e) Concept Testing f) Setting final specifications g)
Project Planning h) Economic Analysis i) Benchmarking the competitors j) Prototype and
models.
Adapting Generic Development Process : a) Generic (Market Pull) b) Technology
Push Products c) Process intensive products d) High risk Products e) Customized Products
f) Quick Build Products g) Complex products
h) Platform Products
Process development Flow : Spiral is used for Quick Build Products and design and
test broken down into four parts used for complex products (Airplanes, Ship Building
etc).
Product development Organization : a) Financial Arrangement b) Physical
layout c) Reporting Relationship
Individuals Classified in : a) Function b) Project c) Matrix (Heavyweight
Matrix, Light Weight Matrix)
Functional organizations are those in which organizational links correspond to the
development functions. Project organizations are those in which the organizational links
corresponds to the development projects. Two types of hybrid, or matrix organizations