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Integrated Product Development (IPD) lecture at the European Innovation Academy 2012, Tallinn
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Design and Product Development Guest Lecture at Tallinn European Innovation Academy Thomas J. Howard www.thomasjhoward.com thow@mek.dtu.dk
Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement:
“Original material by Thomas J. Howard, The Technical University of Denmark”
2012 Original material by Thomas J. Howard, The Technical University of Denmark 2
Agenda
09:30 – Integrated Product Development 10:05 – Exercise 10:20 – Break and discussion
10:30 – Product/Service-Systems (PSS) 10:05 – Exercise 11:20 – Break and discussion
11:30 – Open Design 11:05 – Exercise 11:20 – Discussion
LUNCH 13:00 – Protovation 13:45 – Exercise
Product Development: Sequential vs Integrated Working for each other, not before each other.
2012 Original material by Thomas J. Howard, The Technical University of Denmark 4
Recommended Reading Source of inspiration for this lecture: Integrated Product Development Mogens Myrup Andreasen & Lars Hein (2000)
2012 Original material by Thomas J. Howard, The Technical University of Denmark 5
EXERCISE 1 - Example Using as few of the numbers as possible: Using these functions: +, -, x, /, (, ) Make or get as close as you can to: __________=____
25 ( 7 – 2 ) x 5 25
6 1 7 8 2 5
2012 Original material by Thomas J. Howard, The Technical University of Denmark 6
EXERCISE 1a Using as few of the numbers as possible: Using these functions: +, -, x, /, (, ) Make or get as close as you can to: __________=____ Make or get as close as you can to: __________=____ Make or get as close as you can to: __________=____
6 7 4 1 6 4
24
8
12
4
Cross out the numbers used
2012 Original material by Thomas J. Howard, The Technical University of Denmark 7
Sequential or “Over the wall” development
Marketing want: Designers want: Manufacturers want:
4
24
12
6 7 4 1 6 4 8
2012 Original material by Thomas J. Howard, The Technical University of Denmark 8
Exercise 1b Integrated development
Marketing wants: __________ = ____ Stylists want: __________ = ____ Manufacturers want: __________ = ____
4
24
12
6 7 4 1 6 4 8
Using as few numbers as possible, try to meet all targets at the same time (use numbers only once)
2012 Original material by Thomas J. Howard, The Technical University of Denmark 9
The role of the product developer
Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg
2012 Original material by Thomas J. Howard, The Technical University of Denmark 10
Does this really apply to product development
• Constraints imposed by design decisions cause compromise for other stakeholders
• Product development is greatly complex • Nobody knows how a product is developed
Even a simple product like a pencil!
2012 Original material by Thomas J. Howard, The Technical University of Denmark 11
Project cost allocation
2012 Original material by Thomas J. Howard, The Technical University of Denmark 12
EXERCISE 2: List the stakeholders involved in your product/service and its development.
Some important stakeholder activities:
• Engineering • User / Operators • Shipping / Distribution • Sales / Retailing • Purchasing • Quality control • Assembly • Disposal • Manufacturing • Suppliers
2012 Original material by Thomas J. Howard, The Technical University of Denmark 13
The three Key disciplines of Integrated Product Development (IPD)
Business
Market Product
Production
’Need’ Situation
2012 Original material by Thomas J. Howard, The Technical University of Denmark 14
The three Key disciplines of Integrated Product Development (IPD)
Business
Marketing, Sales, Forecasting, User-studies
Design, Engineering, Aesthetics, Ergonomics
Manufacture, Assembly, Packaging, Transport
’Need’ Situation
2012 Original material by Thomas J. Howard, The Technical University of Denmark 15
“Integrated Product Development is:
an idealised model of development where the business case of a
product is built from the perspectives of all stakeholders”
2012 Original material by Thomas J. Howard, The Technical University of Denmark 16
2 Products with the same task...
2012 Original material by Thomas J. Howard, The Technical University of Denmark 17
EXERCISE 3: Analyse the sample in terms of the key disciplines of IPD
Market
Product
Production
High end, premium, brand differentiation
Functional, mid range
Relatively complex so can malfunction, cleaner in operation, easier to direct
Simple, easy to use, less clean in operation
Difficult manufacture and assemble
Very simple 1 piece moulding, no assembly except insertion
2012 Original material by Thomas J. Howard, The Technical University of Denmark 18
Which product is better?
Market Product
Production Business
2012 Original material by Thomas J. Howard, The Technical University of Denmark 19
Extreme cases...
Cheaper, quicker and easier production
Lighter, more sturdy, cheaper, better functioning product
No market differentiation or wow factor
Where does the value lie?
$$$$ $
$
2012 Original material by Thomas J. Howard, The Technical University of Denmark 20
Concurrent Engineering
Designing the Product and Production simultaneously
Market Product
Production Business
2012 Original material by Thomas J. Howard, The Technical University of Denmark 21
What are DFX methods? DFX: Design For X
• where ‘X’ is an important aspect related to the product lifecycle, • and ‘Design For’ means to design the product in order to improve
Important DFXs: DFE – Design for the Environment DFM – Design for Manufacturability DFA – Design for Assembly DFS – Design for Serviceability DFC – Design for Changeover DFD – Design for Disassembly DFQ – Design for Quality (QFD method)
2012 Original material by Thomas J. Howard, The Technical University of Denmark 22
Cos
t Q
ualit
y Fl
exib
ility
Ris
k Ti
me
Effic
ienc
y En
viro
nmen
t
Design for …
Df – Cost Df – Assembly Df – Manufacturing Df – Usability Df – Quality Df – Serviceability Df – Environment Platform development …
[Score model from Olesen, 1992]
DfX and Life Cycle
2012 Original material by Thomas J. Howard, The Technical University of Denmark 23
Think about service in advance... Headlamp bulb replacement example
This side up
[Case from Winston Knight, Rhode Island]
2012 Original material by Thomas J. Howard, The Technical University of Denmark 24
Here’s what it takes... Disassemble: Reassemble:
2 Screws (left side light) Cover (left side light) Cable connector Housing (left side light) 2 Screws (right side light) Cover (right side light) Cable connector Housing (right side light) 14 Screws (radiator panel) Radiator panel 4 Screws (headlamp trim) Headlamp trim Headlamp glass Headlamp bulb
Headlamp bulb Headlamp glass Headlamp trim 4 Screws (headlamp trim) Radiator panel 14 Screws (radiator panel) Housing (right side light) Cable connector Cover (right side light) 2 Screws (right side light) Housing (left side light) Cable connector Cover (left side light) 2 Screws (left side light)
32 items 32 items
[Case from Winston Knight, Rhode Island]
Design for Manufacture and Assembly (DFMA) “That’s all well and good but how are we gonna make it?”
2012 Original material by Thomas J. Howard, The Technical University of Denmark 26
Boeing Helicopter (formerly McDonnell Douglas Helicopter Systems)
Apache Longbow Helicopter Redesign
Estimated savings
$1.3 billion over life of program
One aircraft per month
Increased to five per month
[Case from Winston Knight, Rhode Island]
2012 Original material by Thomas J. Howard, The Technical University of Denmark 27
Anti-Flair Bracket Assembly for the Boeing Longbow Apache Helicopter
Source: Alfredo Herrera,1998 International DFMA forum, Newport, RI
Before
5 sheet metal parts 19 rivets 20 tools needed 32 hours manufacturing
After
1 high-speed machined part 2 hours manufacturing 10% less weight 45% less cost Tooling cost virtually eliminated
2012 Original material by Thomas J. Howard, The Technical University of Denmark 28
Jump Seat assembly
Base line analysis 105 separate parts
Total assembly time estimate 1440 s, excluding paint application
Many tubular parts and small tabs hand welded during assembly
Many reorientations of product during assembly
[Case from Winston Knight, Rhode Island]
2012 Original material by Thomas J. Howard, The Technical University of Denmark 29
Jump Seat assembly
Phase 1 Proposal Objective to reduce parts and assembly time while maintaining essential functions
Most welding steps eliminated
Cams and rolling components replaced by slides guided in slots
Part count reduced to 19 , with 5 major subassemblies
Assembly time estimate reduced to 258 s
A more radical Phase 2 proposal that loses some functionality was also developed
[Case from Winston Knight, Rhode Island]
2012 Original material by Thomas J. Howard, The Technical University of Denmark 30
DfMA – Housing corner piece
[Andreasen, Kähler & Lund, 1988 – “Design for Assembly”]
Lønstrup
2012 Original material by Thomas J. Howard, The Technical University of Denmark 31
DfA – Plastic integration
2012 Original material by Thomas J. Howard, The Technical University of Denmark 32
Customer relationship modelling
Market Product
Production Business
Designing the Market and Product simultaneously
2012 Original material by Thomas J. Howard, The Technical University of Denmark 33
Stakeholders and activities
Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product, service and business development”, ICED11
2012 Original material by Thomas J. Howard, The Technical University of Denmark 34
Stakeholders and activities
Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product, service and business development”, ICED11
2012 Original material by Thomas J. Howard, The Technical University of Denmark 35
Product and user lifecycles
Tan, A., McAloone, T.C., Andreasen, M., “What happens to integrated product development Models with product/service-system approaches?”, The 6th Integrated Product Development workshop, 2006
2012 Original material by Thomas J. Howard, The Technical University of Denmark 36
Applying IPD to NPD Sketch a product life and activity cycles for sun lotion
Try to suggest a new configuration.
2012 Original material by Thomas J. Howard, The Technical University of Denmark 37
Our solution...
Existing distribution chains
At point of use
Single serve
2012 Original material by Thomas J. Howard, The Technical University of Denmark 38
Questions
?
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