The design process is an engineering activity that turns a concept into reality.

1. The Design Process • The design process is an engineering activity that turns a concept into reality. • The process from concept to solution is not random. It is a logical sequence of steps to develop the best solution to a specific problem. • The design process is not a one-way street ending in the finished product. • It is a series of stages and check-points where each step in this process can be reviewed and analyzed. Modifications or refinements can be made to the concept.

2. The Engineering Design Process

3. Design Phases Review • Clarify the problem (Problem Definition) • Gather customer needs • Formulate Design Problems • Form engineering requirements (QFD) • Form PDS Design Communication

4. Clarifying the Problem-Problem Defintion Why is this initial phase of design so important??? Wouldn’t it be better to just start thinking of solution concepts?

5. Design and the Customer • The result of the execution of the design process is a new product, process or system • Identification of need starts from customer’s suggestions or requests • Final design must satisfy customer requirements or exceed expectation

6. Design and the Customer • If customer requirements are not clear, engineers must consult with customers • Customers must be informed of the design status at all times • Both design team and customers may have to modify their requirements in order to meet time, cost, performance and manufacturing constraints

7. Kano Model • Normal Requirements are typically what we get by just asking customers what they want. • Expected Requirements customer requirements are simply expected by the customer and assumed to be available. For example, if coffee is served hot, customers barely notice it. If it's cold or too hot, dissatisfaction occurs. Expected requirements must be fulfilled. • Exciting Requirements are difficult to discover. They are beyond the customer's expectations. For example, if full meals were served on a MAS flight from K.L to Senai, that would be exciting. If not, customers would hardly complain.

8. Customer Satisfaction Kano Model [Noriaki Kano 1984].

9. The Overall Goal The Overall Goal • Increase customer satisfaction = • Increase business success

10. Example of Kano Model • New electric –powered barbeque grill • Design team starts from existing successful design basic • Customer may specify performance-related items such as ease of cleaning, ease of setting the controls; cooking time, cooking effectiveness • New concept, such as programmable cooking cycle, can give unexpected bonus to customer, make it selling point and create excitement.

11. 1. Identification of a Need • Usually other than the engineer decides that a need exists • Products have life cycle. New profitable products must be developed • The consumers are ultimately the judges of whether there is truly a need; any product that doesn’t satisfy customers are doomed

12. 1. Identification of a Need • Gather raw data from customers • Interviews • Focus groups • Observing product in use

13. Meeting With The Customers Prioritized Outcomes Proposed Outcomes Prioritized Design Variables Validated Outcomes & New Outcomes

14. Soft to Hard Information • Customer’s statements (+ other raw data on problem) • Customer’s needs • Functional and Design requirements • Technical Specifications

15. Example For MP3 player Customer Statement Design Requirements Customer Need • Weight < 250gm • Size < 100x25x100mm. • 9 of 10 people surveyed must state that device is “easy to carry” Easy to carry around • Lightweight • Small in size • Ergonomic Shape

16. Example customer needs: • Easy to use, Look good, Inexpensive, Fast, Light, Everything fits, Accurate • Example engineering requirements • Costs less than $40.00 to manufacture • 8 of 10 users say that it is attractive or very attractive • Assembles in less than 4 minutes • Requires maintenance less than once/year • Will operate in a marine environment for 10 years • Mass of less than 5 kg. • Provides user with feedback concerning the data they entered

17. 2. Project Definition

18. 2. Problem Definition • Solving the Wrong Problem • to reduce auto accident fatalities, using lap and shoulder belts were required • The solution technique that was implemented was an interlock system that requires the belts be latched before the auto could be started • Driver’s attitude was the real problem; it failed

19. 3. Search • Locating, applying, and transferring information; lots of information is needed • Open to many alternative solutions • Gathering information may help for a better definition of the problem and a better solution

20. 3. Search • Type of Information • What has been written about it? • Is something already on the market that may solve the problem? (already patented?) • What is wrong with the way it is being done? • What is right the way it is being done?

21. 3. Search • Type of Information • Who manufactures the current ‘solution’? • How much does it cost? • Will people pay for a better one if it costs more? • How much will they pay (or how bad is the problem)?

22. 3. Search; Source of Information • Existing solutions; reverse engineering • Internet search • Library search • Government documents • Professional organizations • Trade journals • Vendor catalog • From experts

23. 4. Constraints • There could be many solutions, but there are physical and practical limitations (constraints) • Examples • Market competition • Too expensive • Legal restriction • Environmental Constraints • Size, weight etc.

24. 4. Constraints; Example • Example hospital bed • Cost must not exceed RM2,500 • Must meet safety codes • Must accommodate room size of 5 X 6 metres • Must be freestanding and cannot affect the existing structure of the room

25. 5. Criteria • Criteria are desirable characteristics of the solution which are established from experience, research, market studies, and customer preferences • Criteria are used to judge alternative solutions on a qualitative basis, unless quantitative evaluation by mathematical model is available

26. 5. Criteria; cont’ • Weighting factor for criteria • Typical design criteria • Cost • Reliability • Weight (either heavy or light) • Ease of operation and maintenance • Appearance • Compatibility

27. 5. Criteria; cont’ • Typical design criteria • Safety features • Noise level • Effectiveness • Durability • Feasibility • Acceptance

28. 6. Alternative Solutions • It is just like selecting the best person among the candidates for a new management position. A list of candidates must be made for interview and review processes • Likewise we need a list of possible answers to our problem before selecting the best one

29. 6. Alternative Solutions; cont’ • Brainstorming • The leader states the problem clearly and ideas about its solution are invited • About 4-8 works well • Free expression is essential; no discouraging word, no evaluation during brainstorming about the idea • The leader sets the tone and tempo of the session and provides a stimulus when things begin to drag

30. 6. Alternative Solutions; cont’ • Brainstorming (cont’) • The members of the group should be equals; no reason to impress or support any other member • Recorders are necessary

31. 7. Analysis • In order to find the best solution in light of available knowledge and criteria, we must analyze the alternative solutions to determine performance capability • Use of mathematical and engineering principles • The goal is to obtain quantitative information for the decision step in the design process • The time required to produce an analysis is critical

32. 8. Decision • There may be no perfect one solution • Trade-offs; many alternatives to satisfy criteria • Decision is very hard part • You need information in order to evaluate each alternative against each of the criteria

33. 8. Decision; cont’ • Analysis can provide basis for decision • If time and money permits, experiment or prototype can help • Poor research, a less than adequate list of alternatives, or inept analysis would prevent good decision • Decision making is an art and a science

34. 9. Specification; cont’ • Database; cont’ • Written notes, standards, specifications, and so on, concerning quality and tolerances • A complete bill of materials • Local or national codes and standard must be satisfied • Utilize written, spoken, and graphical language in order to develop and interpret specifications

35. 9. Specification • After designing, it must be clearly defined to others in detail specifically • Drawings, database, bill of materials • A sufficient number of databases describing the size and shape of each part • Layouts to delineate clearance and operational characteristics • Assembly and subassemblies to clarify the relationship of parts

36. 10. Communication • Great emphasis nowadays • Selling your design and idea • If your design is superb, you have to convince other people • Written report & presentation.

37. Contributions of Design to the New Products Process

38. Design • The only way to learn about design is to do design • In engineering design, 3 types of knowledge are used: i) generate ideas ii) evaluate ideas iii) structure the design process 3. Not a clear-cut/scientific or rational process 4. Creativity and imagination 5. Broad understanding of physical world

39. Design Cost as Fraction of Manufacturing Cost Labour Material Overhead Design

40. 100 Cost Committed Conceptual Design Determining customer requirements % product cost committed Product Design 50 Manufacturing Product Use Cost Incurred 0 Time Design Cost Commitment About 90% of the cost of producing a product is committed during the design phase (Ullman)1-2.b. Adapted from Ullman, 1997, The Mechanical Design Process, McGraw-Hill.

41. The Cost of Change • The cost of changing the basic design of a product increases rapidly as the design advances through the development cycle Conceptual modeling $1 Detail design $10 Prototype/test $100 Manufacturing $1,000 Product release $10,000 Source: Wohlers associates

42. Design Phases Review • Develop Concepts • Generate Concept Variants • Basic: Morphological Analysis • Design by Analogy,TRIZ • Evaluate concepts Design Communication

43. Design Phases Review • Embody Design • specifying the form of the product • Generate an overall layout (i.e., Product Architecture) Design Communication

44. Design Phases Review Detail the layouts • Ensure compatibility between sub-systems • Choose appropriate parameters • Standards (government or controlling safety board) DesignCommunication

45. Conclusions Engineering Designers typically follow these steps: 1. Understand their customer's needs (requirements). • Establish design objectives (specifications) to satisfy a given set of customer attributes. Define the problem they must solve to satisfy these needs. 3. Create and select the solution through synthesis. 4. Analyze and optimize the proposed solution 5. Check (validate) the resulting design against the customer's needs. 6. Implement the selected design