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NEED IDENTIFICATION AND PROBLEM DEFINITION

Off all steps of Engineering Design Process, Problem Definition is the most

important

Understanding a problem thoroughly at the beginning aids immeasurably in reachingan outstanding solutions

Off course this holds for all kinds of problems whether maths problem, production

problem or design problem

However, in Product design, where the ultimate test is whether the product sells well

in the marketplace, it is vital to work hard to understand and provide what is that the

customer wants

Before the problem definition step

Case 1: To improve the efficiency of the Cooling Tower

We are facing problem on our cooling towers and are unable to achieve the results as per design

specifications. A brief account of problem we are facing specially during hot season.

1- Condenser inlet temperature (in summer): (Design) 30 C, (Actual) 38 ~ 40 C

2- Condenser outlet temperature (Design) 41 C, (Actual) 49 ~ 50 C

3- Wet bulb temperature (Design) 20 C, (Actual) 26 ~ 27 C

Due to this high temperature of cooling water we can not achieve required

vacuum in condenser and hence low efficiency of the plant.

Case 2: Story of Mariner IV Satellite Project

Design problem may or may not be clear to you based on the information provided

or based on your experience

You would set about defining the problem according to the methods provided in

this book

However, main problem in the problem definition step is the place, where

the Design Process begins, as not all Engineering Tasks are well defined

This step is called as Planning for the Design Process or New Product

Business Development

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Types of Design Projects

Variation of an Existing Product

o Involves a change of at most a few parameters (Power of motor, design of

fastening bracket)o Required level of expertise is very modest

Improvement of an Existing Product

o Involves more major redesign and is performed to;

To improve performance because of competition

Improve quality or cost in manufacturing

the failure of a vendor to be able to supply specific materials or

components

development of new technology that allows for an improved product Development of a new product for a Low-Volume Production Run

o Prospect of low-quantity production, as opposed to mass production,

constrains the selection of manufacturing processes to those with cheaper

tooling costs

o There is more emphasis on buying off-the-shelf components than in

designing special components.

o Often the first item produced is shipped to the customer is prototype.

Development of a new product for mass productiono Provides engineers flexibility in selecting material and manufacturing

processes (e.g. automobile, major appliances, PCs)

o Require careful planning for manufacture and assembly

One of a kind Design

o Projects can vary from a quick simple design using a minimum analysis

(design of a welding fixture to hold parts) to large expensive system (100-

MW steam turbine)

o For complex systems, due to cost and complexity, prototypes are notfeasible, so must learn from analysis and field experience

o Design evolution is likely to be incremental

o Examples: Large buildings, process plants, power plants etc.


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CLASS DISCUSSION

Wheelwright-Clark Model of Product Development Process

Q For what type of company this is implemented?

A For a large technology oriented company interested in bringing a steady flow

of new products quickly to market

1. Highly stimulated activity to gather new product ideas from a wide range of sources

2. These include R&D division of the corporation (keeping in view of market etc)

3. First Screen: Not a go-no-go decision point

Instead is a review by midlevel managers to determine what additional information is

needed before a go-no-go decision ca be made at Screen 2

The ideas reviewed at Screen 1 should be checked for

their fitness with the technology

product market strategy of the company

their likely commitment of resources

If Idea Passes this screen

It passes into an area where project bounds are detailed and required knowledge is

specified

If not, then they should be completed

Screen -1 begins to identify competing concepts and ideas

4. Second Screen: It is a go-no-go review in which senior management selects the product and process

option that will become product development project

Any project passed Screen 2 will be funded and staffed with every exception that it will

be carried through to introduction to the market

Time between Screen 1 and 2 is usually between 1 to 2 months and is spent taking the

data and information developed for Screen 1


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Identifying Customer Needs

Increasing worldwide competitiveness brings greater focus on Customers wishes

Engineers and Businessmen require to know: Who are my customers? What doesthe customer want? And How I can provide it?

Japanese say Listen to the Customer

Customer

One that Purchases a product or services (Webster)

Anyone who receives or uses what an individual or organization provides

(TQM)

It is the customers desire that ordinarily drives the development of the product,

not the engineers vision of what the customer should want

Types of CustomerExternal

o

generally definedthis is the definition in mind in most of the peopleo These are people or organizations that buy what the company sells

Internal

o Such as designer who receives information on properties of three potential materials for his

design is an internal customer of the material specialist

o From view point of developing PDS for an improved product, we focus on external

customers, such as end users.

o To complete decisions to make a successful product design, we deal with a host of internal

customers, such as corporate management, manufacturing personnel, sales staff and field

service personnel.


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Gathering information from the Customers

Interviews with customers

o By an active sales force by continuously meetings with present and potential customers

o Responsible to visit key customers for problems areas and maintain and cultivate friendly

contacts

o They should feed back to their design for upgrades or improvements

o Even better that design team to interview some customers in the service environment where

product will be used.

o Key questions can be;

o What do you like or dislike about this product?

o What factors do you consider when purchasing this product?

o What improvements would you make to this product?

Focus Groups

o Arranged discussion with 6~12 customers or potential customers of a product

o Use prepared questions to guide the discussion about merits and demerits of product

o Often in one-way window room for video taping of discussion to record customers response

In both Interview and Focus groups Analysis is held until the analysis of results.

Innovative new products are better explored with interviews or Focus group

discussions

Customer Surveys

o Written questionnaire is best used for gaining opinions for new or redesign

o To know about an implemented solution to problem

o By mail, fax, email or face to face etc

Customer Complaints

o A sure way to learn of needs for product improvement


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Constructing a Survey Instrument

Determine the survey purpose

Determine the type of the data collection

Identify which specific information needed

Design questions (Most important) Basically there are three categories of questions

(1) Attitude question (how the customers feel or think about something)

(2) Knowledge questions (to determine whether the customers knows the specifics about a

product or service)

(3) Behavior questions (usually contain phrases like how often, how much)

Dont use Jargon or sophisticated Vocabulary, Focus very precisely, use simple sentences,

Avoid questions with double negatives to avoid misunderstanding, Always include choice of

Other.., Always include one open ended question.., Questions can have following types of

answers

Yes, No, Dont know, strongly agree, mildly agree, neutral, mildly disagree, strongly disagree

o Number of questions should be such that they can answer within 30 minutes

Arrange the order of questions so that they provide the context to what you are trying to learn.

Group questions by topic and start with easy ones

Pretest the surveys (on a smaller sample of people)

Administer the survey


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Customer Requirements

General Human Needs

Design needs should be related to the basic human needs, some of them may be so obvious that in

our modern technological society they are taken for granted.

However, within each basic need there is a hierarchy of problem situations

Many current design problems deal with type-III situation, in which there is strong societal

disagreement over needs and accompanying goals. Result is protracted delays and increasing costs.


1. Physiological NeedsThrust, Hunger, sleep, shelter,

exercise etc

2. Safety & Security NeedsProtection against danger,

de rivation, threat

3. Social NeedsFor love & esteem by others, interaction etc

5. Psychological NeedsFor self esteem & self respect,

accom lishment and reco nition

4. Self-fulfillment NeedsFor realizing ones full potential,

throu h self-dev., creativit etc

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Customer requirement should be characterized byPerformance, Time, Cost, Quality and Value

Eight basic dimensions of Quality for a manufactured product

Performance, Features, Reliability, Durability, Serviceability, Conformance,

Aesthetics, Perceived Quality

Four Levels of Customer requirement

Expecters Basic required attributes (standard features)

Expecters are easy to measure and are used often in benchmarking

Spokens Specific features required that customer say they want in the product

Designer must try to provide these

Unspokens Customer does not generally talk about, but are nevertheless important to him

They can not be ignored

Customer might have forgotten them to mention or was unwilling to talk about or

simply does not realize he wants

Exciters

Often called delighters These are product features that make it unique and distinguish for competition

Absence of exciter will not make customer unhappy, since they dont know what is

missing

Hierarchy of Customer satisfaction

Expecters Spokens Unspokens Exciters


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Product Design Specification (PDS)

Basic control and reference document for design and manufacture of product

PDS contains all the facts related to the outcome of the product development

Creating PDS finalizes; The process of establishing the customer needs and wants

Prioritizing them

And beginning to cast them into a technical framework so that design concepts can be

established

Elements required in PDS


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Ch-2-a