PRODUCT DESIGN

BITS Pilani
K K Birla Goa Campus

PL.Ramkumar
Faculty, BITS Pilani, K.K.Birla Goa Campus, Goa

Course Objectives
This course is designed to impart the knowledge
required to develop a new product understand the
opportunity, develop and implement a concept.

To understand and implement the various processes

tools and techniques required for a product design like
product specification development; product architecture;
concept generation, concept selection, concept testing
and embodiment; industrial design.

BITS Pilani, K K Birla Goa Campus

Text Book and Reference

books
Text book:

Otto, Kevin and Kristin Wood, Product Design: Techniques in

Reverse Engineering and New Product Development, Pearson
Education, 2013.

Reference books:

Karl T. Ulrich and Steven D. Eppinger, Product Design and

Development, Tata McGraw-Hill Edition, New Delhi, 2013
David G. Ullman, The Mechanical Design Process, McGraw-Hill
Inc., Singapore, 1992
N. J. M. Roozenburg, J. Eekels, Roozenburg N. F. M., Product
Design: Fundamentals and Methods, John Wiley and Sons, 1995
BITS Pilani, K K Birla Goa Campus

Evaluation Scheme
No

Name

Type

Duration

Weight

Day, Date,
Session,
Time

EC-1

Assignment-I

Online

15%

March 30,
2016

EC-2

Assignment-II

Online

15%

May 10, 2016

EC-3

Quiz- I

Online

10%

April 20-30,
2016

EC-4

Comprehensi
ve Exam

30% Closed
Book
30 % Open Book

3 hours

60%

To be
announced

BITS Pilani, K K Birla Goa Campus

JOURNEYS IN PRODUCT
DEVELOPMENT

BITS Pilani
K K Birla Goa Campus

Product Development
A Product development process is the entire
set of activities required to bring a new concept
to a state of market readiness.
This includes
Initial inspiring new product vision
Business analysis activities
Marketing efforts
Technical engineering design
Development of manufacturing plans
Validation of the product design to conform to
these plans
BITS Pilani, K K Birla Goa Campus

1.

Product Development Characteristics

Product Quality

2. Product Cost
3. Development Time
4. Development cost
5. Development Capability

BITS Pilani, K K Birla Goa Campus

Who designs and Develops

a Product
1.

Marketing

Customer needs

Communication between customer and firm

2. Design

Defining physical form of a product to best

meet customer needs

Engineering design and Industrial design

3. Manufacturing

Designing and operating the production system

Purchasing, distribution etc.,

BITS Pilani, K K Birla Goa Campus

Product Development Vs
Design
A Design Process is the set of technical
activities within a product development process
that work to meet the marketing and business
case vision.
This includes
Refinement

of

the

product

vision

into

technical specifications
New concept development
Embodiment engineering of the product
BITS Pilani, K K Birla Goa Campus

Product Development Vs
Design
Neither the product development process
nor the design process encompasses the
subsequent manufacturing process
Often both are carried out simultaneously
Effectively performing this integration is
called Concurrent Engineering

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Research And Development

The R&D phase is when new technology is
developed and incorporated into products
R&D creates, develops and encapsulates
new technology for immediate adoption by
the product development teams
Results in rapid process of tailoring
technologies into new systems that meet
changing market needs.

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Types of
Design

ORIGINAL DESIGN

Involves elaborating original solutions for a

given task
Result of original task is Invention
Examples:
Transistor
Laser
Windows OS

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ADAPTIVE DESIGN
Involves adapting a known system to a
changed task or evolving a significant
subsystem of a current product
They are novel designs
Do not require massive restructuring of
system

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VARIANT DESIGN
Involves varying the parameters of certain aspects
of a product

Focuses

on

modifying

performance

without

changing the configuration

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Types of Design

1.
2.
3.

Original design
Adaptive design
Variant design

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REDESIGN
It implies that a product already exists that is
perceived to fall short in some criteria
Involves finding a new solution for such problems
The new solution is derived using any of the
mentioned design approaches

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Engineering Design
Many
disciplines
of
design,
including
mechanical
engineering
design,
electrical
engineering
design,
architectural design, industrial design, food science design
etc.,
Engineering Design - Process that requires modeling to
complete the design task. Model centric approach minimizes
disruptions, explanations and fixes of this large
development process.
Tasks to be completed for each activity is complicated, they
require assurance of complex criteria such as material
failure due to stresses, vibrations, thermal characteristics,
and dynamic analysis.
Require assurance of complex criteria
Analysis is very complex and resource intensive
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Modern Product
Development Process
Product development process is characterized in
3 phases:

Understand the opportunity

Develop a concept
Implement a concept

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Phases in Product
Development Process

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Stage-gate Development
Process
Product development process comprises of sequence
of parallel and serial activities
Within a phase, concurrent development activities
occur
To ensure compatibility, periodic assembling is done
Development decisions are made final at this point
Thus stages are followed by periodic gates

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Stage-gate Development
Process
Gate is an evaluation by upper management or
within team
Early gates, such as end of the product definition
phase ensures there is a market for the product.
Later gates ensure detailed integration factors,
such as ensuring that software functions with the
mechanical hardware.
At each gate, decision is made whether to proceed
or kill the product or certain features of it
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BITS Pilani, K K Birla Goa Campus

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Activities in Product Development Process

Phase 1- Understand the

Opportunity
Characterized with four activities
1. Vision of a product
2. Analyze the market opportunity
3. Analyze the need of the customer
4. Once

the

above

steps

are

completed,

competitive products in the market has to be

analyzed in order to satisfy the customer needs

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Phase 2- Develop a Concept

Concept

generation

based

on

portfolio

architecture,

customer needs.
Functional modeling is executed after concept generation
The third activity involves the grouping of subsets into
subassemblies.
Developing the interfaces in product embodies Product
Architecture Development
The last activity is Concept engineering

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PHASE 3- IMPLEMENT THE

CONCEPT
Main activity is Embodiment Engineering
It is followed by physical and analytical
modeling
Many performance related metrics of a
product
and
additional
engineering
specifications are discussed using Design-forX methods
The final goal is to provide a robust design
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REVERSE ENGINEERING &

REDESIGN METHODOLOGY
Three phases:
1. Reverse
Engineering
2. Modeling and
Analysis
3. Redesign

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BITS Pilani, K K Birla Goa Campus

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Reverse Engineering & Redesign

Product Development Process

PHASE 1-REVERSE
ENGINEERING
First task is to understand the market for the
current product
Customer needs analysis
Make intelligent estimates as to which functional
model has to be implemented
Teardown the product and understand its operation
Check customer satisfaction

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PHASE 2-DEVELOP A
REDESIGN
Use one of the three redesign strategies
Explore parametric redesign
Replace components or place them in different
topologies of functional model
Entire concept can be replaced with a different
functional layout or different core technologies

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PHASE 3-IMPLEMENT A
REDESIGN
How to embody a concept
Choosing of proper material
Modeling of performance
Experimental methods to evaluate the performance
of the physical models

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EXAMPLES OF PRODUCT
DEVELOPMENT PROCESSES

XEROX CORPORATION
Paul Alliere, CEO, presented Total Time to Market
Product development process
First step is to develop a vision for the market and
product strategy
This process develops a concept for the product
family
Xerox Management envisioned a copier that could
copy, print, fax and scan via communication networks
Next activity is to develop a plan for particular
product
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XEROX CORPORATION

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EXAMPLES OF PRODUCT
DEVELOPMENT PROCESSES

Industrial design: Design Edge, Austin, TX

Product Design Firm
Design Edge is a product development firm
that develops products for a number of
industrial clients.
Figure illustrates the product development
process executed by design EDGE.

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Design Edge Product Development

Process (PDC) and example
products

EXAMPLES OF PRODUCT
DEVELOPMENT PROCESSES

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Microsofts Product development

process

EXAMPLES OF PRODUCT
DEVELOPMENT PROCESSES

Rapid: Microsoft corporation

Some companies live in competitive market
cycle that is much faster than was
considered.

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EXAMPLES OF PRODUCT
DEVELOPMENT PROCESSES

Complex: Ford Motor Corporation

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