Design and Product DevelopmentGuest Lecture at Tallinn European Innovation Academy
Thomas J. [email protected]
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“Original material by Thomas J. Howard, The Technical University of Denmark”
2012Original material by Thomas J. Howard, The Technical University of Denmark2
Agenda
09:30 – Integrated Product Development10:05 – Exercise10:20 – Break and discussion
10:30 – Product/Service-Systems (PSS)10:05 – Exercise11:20 – Break and discussion
11:30 – Open Design11:05 – Exercise11:20 – Discussion
LUNCH
13:00 – Protovation13:45 – Exercise
2012Original material by Thomas J. Howard, The Technical University of Denmark3
The three Key disciplines of:Integrated Product Development (IPD)
Business
MarketProduct
Production
’Need’ Situation
2012Original material by Thomas J. Howard, The Technical University of Denmark4
What are the remaining question marks and which are the biggest?
Business
MarketProduct
Production
’Need’ Situation
Do users want it ?
Will they pay that much ?
Is the market
that big ?
Does it look
good ?
Does it work ?
Cost and vol. of
production?
Desired properties
?
? ?
?
??
?
?
2012Original material by Thomas J. Howard, The Technical University of Denmark5
?
Where are the big
question marks
2012Original material by Thomas J. Howard, The Technical University of Denmark6
• Geo Center
• Professor Kurt S Anderson
Lærke Holstebroe Jeanne Lønstrup
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$200,000
?
Where are the big
question marks
2012Original material by Thomas J. Howard, The Technical University of Denmark8
?Where are the big
question marks
http://www.nytimes.com/interactive/2012/06/03/magazine/innovations-issue.html
2012Original material by Thomas J. Howard, The Technical University of Denmark9
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Where are the big
question marks
?
?
?
??
??
??
??
?
?
2012Original material by Thomas J. Howard, The Technical University of Denmark10
Alarm Bells
If the system requires a full role-out to be of any use to the customers or stakeholders.
If you can think of lots of people might want to buy the finished product/system but you can’t think of who would definitely be the first customer
2012Original material by Thomas J. Howard, The Technical University of Denmark11
What are your burning questions?
Teams from Group A ask Teams from Group B about aspects of their project’s feasibility. Team B to LIST THE MAIN QUESTIONS. 5 mins
Discuss which is THE BIGGEST QUESTION MARK identified. 2 mins
Swap over.
2012Original material by Thomas J. Howard, The Technical University of Denmark12
What is a Prototype
?
2012Original material by Thomas J. Howard, The Technical University of Denmark13
A model to test an aspect of a product’s
feasibility, dealing with the burning
questions
2012Original material by Thomas J. Howard, The Technical University of Denmark14
Types of technical prototypes
– Proof-of-Principle Prototype
– Form Study Prototype
– User Experience Prototype
– Visual Prototype
– Functional Prototype
http://en.wikipedia.org/wiki/Prototype
2012Original material by Thomas J. Howard, The Technical University of Denmark15
Proof-of-Principle Prototype
A proof of concept prototype is used to test some aspect of the intended design without attempting to exactly simulate the visual appearance, choice of materials or intended manufacturing process. Such prototypes can be used to "prove" out a potential design approach such as range of motion, mechanics, sensors, architecture, etc. These types of models are often used to identify which design options will not work, or where further development and testing is necessary.
In electronics this is sometimes: “built on a breadboard”.
2012Original material by Thomas J. Howard, The Technical University of Denmark16
Dyson – 5127 prototypes
The hammer test
When James started out he tested prototypes by dropping them down a cast iron stairway at the back of his workshop. Simple but effective.
These days Dyson prototypes must endure 550 tests. Hoses are contorted and stretched. Cleaner heads are slammed into iron table legs. Performance is tested in temperatures as low as -20c in an environmental chamber. Things haven’t changed all that much though. Every 100th bin off the production line is whacked with a lump hammer just to make sure.
http://content.dyson.co.uk/insidedyson/default.asp
2012Original material by Thomas J. Howard, The Technical University of Denmark17
Form Study Prototype
This type of prototype will allow designers to explore the basic size, look and feel of a product without simulating the actual function or exact visual appearance of the product. They can help assess ergonomic factors and provide insight into visual aspects of the product's final form. Form Study Prototypes are often hand-carved or machined models from easily sculpted, inexpensive materials (e.g., urethane foam), without representing the intended colour, finish, or texture. Due to the materials used, these models are intended for internal decision making and are generally not durable enough or suitable for use by representative users or consumers.
2012Original material by Thomas J. Howard, The Technical University of Denmark18
Form prototypes
http://cmuid.tumblr.com/page/2
http://www.dwell.com/articles/Dyson-Airblade-process.html
Cutting tools Dyson AirBlade
2012Original material by Thomas J. Howard, The Technical University of Denmark19
User Experience Prototype
A User Experience Model invites active human interaction and is primarily used to support user focused research. While intentionally not addressing possible aesthetic, this type of model more accurately represents the overall size, proportions, interfaces of a concept. This type of model allows early assessment of how a potential user interacts with various elements, motions, and actions of a concept which define the initial use scenario and overall user experience. As these models are fully intended to be used and handled, more robust construction is key. Materials typically include plywood, REN shape, RP processes and CNC machined components.
2012Original material by Thomas J. Howard, The Technical University of Denmark20
User Experience
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Visual Prototype
To capture the intended design aesthetic and simulate the appearance, colour and surface textures of the intended product but will not actually embody the function(s) of the final product. These models will be suitable for use in market research, executive reviews and approval, packaging mock-ups, and photo shoots for sales literature.
http://www.volvotips.com/index.php/general/gallery/daf-museum/
Volvo 340
http://www.e90post.com/forums/showthread.php?t=159
BMW 305
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Functional Prototype
To the greatest extent practical will attempt to simulate the final design, aesthetics, materials and functionality of the intended design. The functional prototype may be reduced in size (scaled down) in order to reduce costs. The construction of a fully working full-scale prototype and the ultimate test of concept, is the engineers' final check for design flaws and allows last-minute improvements to be made before larger production runs are ordered.
2012Original material by Thomas J. Howard, The Technical University of Denmark23
Advance Passenger Train (APT)
Prototype
s are not
productio
n models!
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Proof of principle prototypes
Oversights revealed by the Prototypes
Concept 1 Concept 2 Concept 3
– Awkward assembly – Awkward assembly – Lock insecurity
revealed
– Very small increments
for code
– Cannot work in all
orientations
– More flimsy than
anticipated
– Code revealed under
tube
– To release bars must
first be raised
– Supporting pin are too
small
– More flimsy – Awkward to adjust code – Awkward to adjust code
– Lock insecurity
revealed
– Lock insecurity
revealed
+ Simplicity realised
+ More discreet than
anticipated
+ More sturdy + Dimensionally suited
+ An effective visual
deterrent
+ Locks securely even
when code is <2mm out
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Prototype vs Production Model
Prototype parts Extruded parts
T cutter would have been required for
this section
Instead of using a T cutter to form the extra lip Mill Square then fasten will screws.
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Proof of principle/form prototype
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Mk. 9
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What about Market
Prototyping?
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Sun cream on demand
What are the burning question related to the
market feasibility of this product?
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The burning questions about market feasibility of sun cream
1. How much variety is required in SPF ?2. What are the primary location for sales/need?3. Will customers change their mindsets/habits?4. How many (% & Vol.) people forget to bring SC?5. What are customers willing to do to receive the
product?6. What is the required dosing sizes?
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Choose a couple of the questions and discuss how you could test the
feasibility using a prototype10mins
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Questions
?