Product Design Chapter 16 & 17, Birchall Article

1. Product DesignChapter 16 & 17, Birchall Article Terry A. Ring CH EN 4253

2. Chapter 16 • Innovation Maps • Critical Inventions • Technology Protection Strategies Chapter 17 Project Charter Stage Gate Product Development Process

3. Technology Map • Materials Technology • Process/Manufacturing Technology • Technical Value Proposition • Product Technology • Product types • Customer Value Proposition

4. Lighting • Allow work/reading after dark • Mimic Sun’s Radiation (Black Body Radiator) • Tsun=5778 K • Sensitivity of human eye • Day Light • Low Light Low Light

5. Lighting • Color Temp. • Candles 1,850 K • Gas Mantle Lamp Th, Ce oxide emissions • Incandescent Light Bulb 2,700–3,300 K • Fluorescent Lighting 3,500-5,500 K • Halogen Light Bulb 2800° K to 3400°K • LED (light emitting diode) • Phosphor-based -LED

6. Intensity vs Wavelength 10% light, 90% Heat 30 % light, 70 % Heat

7. Incandescent Bulbs • Light output α (Voltage)^3.4 • Power Consumption α (Voltage)^1.6 • Lifetime α (Voltage)^ -16 • Color Temperature α (Voltage)^0.42

8. Incandescent Bulb • Glass Bulb filled with • Vacuum • Gas • Non-reactive gas • Inert Gas • Filament Tmp • Platinum 2045 K • Molybdenum 2890 K • Tungsten 3860 K • Carbon 4100 K • Osmium 3300 K • Bulb Blackening • Physical Vapor Deposition • Evaporation -> Condensation

9. Innovation Map - Incandescent

10. Halogen Lamp • Quartz Bulb • Tungsten Filament • High Pressure (8atm) Gas • Containing halogen • Cl, Br, I • Not F • BB Temperature = 3400K • Halogen Cycle keeps surface clean

11. Innovation Map – Halogen Bulb

12. LED’s

13. LED • Color of Light Determined by Band gap of Semiconductor • Egap= hc/λ

14. Colors

15. White LED • Mix Three Primary Colors to get white • UV-LED with Phosphors Sun Light

16. Incandescent Lamp Low Temp Glass Metal Seals through Glass Vacuum Tube Inert Gas Filling Long Lasting Filament Halogen Lamp Quartz glass Metal Seals through Quartz Halogen gases High Pressure filling Long Lasting Filament Alloying Tungsten Allowing extrusion Allowing winding Critical Developments

17. Lighting • Light Efficiency, Bulb Life • Candles 0.17 lm/W, 10 h • Incandescent Light Bulb 15 lm/W, 1-2 kh • Fluorescent Lighting 100 lm/W, 10 kh • Halogen Light Bulb 30 lm/W, 10 kh • LED (light emitting diode) 18-22 lm/W • Phosphor-based –LED 90 lm/W, 50 kh • in R&D 150-208 lm/W

18. Technology Protection Strategies • License Technology • Trade Secret • Coke mixture • Protection via Market Barriers • Patent • 20 yr monopoly • technology is public information • Patent Types • Composition patent • Mfg. Process patent • Application (Use) patent

19. Steps to develop the Halogen Bulb • Concept Stage • Opportunity assessment • Technological challenges - lifetime • Market size – same as incandescent bulb - $75 B/y world wide • Competition analysis • Light efficiency Lifetime Market Penetration • Incandescent 15 lm/W, 1-2 kh 80% • Fluorescent 100 lm/W, 10 kh 20% • Fit into Incandescent fixtures – screw in bulbs • Value chain analysis • Company – Cost to manufacture • Customer – Price/Convenience/Energy Use • What the customer wants. - Voice of the Market • >2kh lifetime (30%), no cost premium (20%), fits various fixtures (10%), various color temperatures (10%), Energy Efficiency (30%) • Weighting factors from market research

20. Project Charter for Halogen Bulb

21. Design Team • Multidisciplinary Team • Scientists & Engineers • Development Engineers • Senior Manufacturing engineering • Those that make incandescent bulbs • Supply Chain Specialists • Customer-service Personnel • Those that dealt with incandescent bulbs • Marketing Personnel • Sales Personnel • Health and safety specialists • Environmental specialists • Regulatory affairs specialists • Patent Lawyers

22. Stage Gate Development • Assemble Team • Concept Stage • Opportunity assessment • Market Analysis • Competitive Analysis • Technological Challenge • Customer Requirements • Technical Requirements • Determine Critical-to-Quality Variables

23. Feasibility Stage Technical Feasibility Customer Verification Willingness to buy. Market Assessment Competitive Analysis Product Life-Cycle Management Prototype testing Disposal issues Development Stage Manufacturing Stage Product Introduction Stage Stage Gate Development

24. Technical Requirements

25. Stage Gate Development • Technical Development Stage • Compare to Reference Product Concept • On All C-t-Q technical requirements • Pugh Matrix

26. High Temperature/Quartz

27. Spherical v Cylindrical Pugh Matrix

28. Stage Gate Development • Gate Reviews at 3 month intervals • Business Opportunity Assessment • Market size (15 million units/yr, 6.9% growth/y) • Product Pricing • Technical Feasibility Assessment • Competition – Fluorescent Bulbs – Superior Concept • Probability of Technical Success • IP Assessment • Manufacturing Capability Assessment • Cost of new manufacturing capability • Product Life-cycle Assessment • Health, Safety and Regulatory Issues? • Recommendations

29. Product Innovation Equation • Innovation = insight + ideas + impact • Companies are increasingly making innovation part of their culture and corporate strategy. • Ideas need SUN behavior • Suspend judgment, Understand the idea, Nurture it

30. After a production process is running • Program of quality control and constant product improvement • Six Sigma • ISO-9000

31. Six-Sigma No. of defects per million 3.4/million (6 sigma) 1,350/million (3 sigma) 308,770/million (1 sigma) Costs Single product Assembled product Failure per part Total Failure of Assembly Importance of Failure Shampoo Car Spaceship Costs Lost production cost to produce Rework cost Lost Sale Ship back cost Loss of Customer Failure in Service Damage to property Personal Injury Lost of Life Cost of Defects

32. Define Project (Gantt Chart) Steps Time needed Allocate Resources Identify Product Requirements Select Product Concept Develop Product Design Test Competing Designs Plan Product Manufacture Quality Assurance Estimate process Variance determine sigma Implement Design Pilot Scale Verify Manufacturability Verify Quality Verify Profitability Full Scale 6 sigma design