Industrial Design Teaching materials to accompany Product Design

Product Design and Development Karl T. Ulrich and Steven D. Eppinger 5 th edition,

Outline • • • Goals for ID ID expenditures Importance of ID ID process

ID Importance to product design • Ergonomics – Ease of use – Ease of

ID goals • Product utility – safe, easy to use, and intuitive • Appearance

The ID Process 1. 2. 3. 4. 5. 6. Investigate customer needs Conceptualize Preliminary

Product types from the ID point of view • Technology-driven products – Engineering or

Three Design Challenges People Business “desirable” “viable” Technical “feasible” Source: IDEO

Timing of ID involvement • Technology-driven products – During the later phases of product

Tech- vs. User-Driven Products Mobile Phone Camera Super Computer Laptop Computer Coffee Maker Desktop

Quality assessment of ID • User interface – Intuitive, safe, comfort, easy to use

Industrial Design Chapter Example: Motorola RAZR

Motorola “Flip Phones” Micro. TAC (1989) Star. TAC (1993) V 60 (2001) RAZR (2004)

ID expenditures • Depending on the product type – Hand-held medical instrument are the

ID Costs Breakdown • Direct costs of ID services • Mfg. costs to implement

Cost of Industrial Design 30 Hand-Held Medical Instrument Percentage of Product Development Budget Spent

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Industrial Design Teaching materials to accompany: Product Design and Development Chapter 11 Karl T. Ulrich and Steven D. Eppinger 5 th Edition, Irwin Mc. Graw-Hill, 2012.

Product Design and Development Karl T. Ulrich and Steven D. Eppinger 5 th edition, Irwin Mc. Graw-Hill, 2012. Chapter Table of Contents: 1. Introduction 2. Development Processes and Organizations 3. Opportunity Identification 4. Product Planning 5. Identifying Customer Needs 6. Product Specifications 7. Concept Generation 8. Concept Selection 9. Concept Testing 10. Product Architecture 11. Industrial Design 12. Design for Environment 13. 14. 15. 16. 17. 18. Design for Manufacturing Prototyping Robust Design Patents and Intellectual Property Product Development Economics Managing Projects

Outline • • • Goals for ID ID expenditures Importance of ID ID process and timing ID roles ID quality assessment 11/29/2020 4

ID Importance to product design • Ergonomics – Ease of use – Ease of maintenance – User interaction with the product – Minimum knowledge of using it safety. • Aesthetics – Amount of product differentiation required – The importance of pride of ownership, image. – Motivation to the design team (for their pride in product) 11/29/2020 5

ID goals • Product utility – safe, easy to use, and intuitive • Appearance – form, line, proportion, and color • Communication of corporate image – through the visual quality • Ease of maintenance and repair • Low (mfg) costs 11/29/2020 6

The ID Process 1. 2. 3. 4. 5. 6. Investigate customer needs Conceptualize Preliminary refinement Further and final concept selection Control drawings of the final concept Coordinate with engineering and production. 11/29/2020 7

Product types from the ID point of view • Technology-driven products – Engineering or technical requirement is paramount – ID has little involvement – Extreme cases of Intel chips and GE engines • User-driven products – Usually there is a high degree of user interaction for these products. – The functionality and/or its aesthetic appeal are important – ID works closely with marketing and engineering throughout the process. • Classification of some common products – See exhibit 11 -8 on page 222 11/29/2020 8

Three Design Challenges People Business “desirable” “viable” Technical “feasible” Source: IDEO

Technology or User Driven?

Timing of ID involvement • Technology-driven products – During the later phases of product development • In concept generation for user interface • In concept testing for customers for feedback. • In detailed design and refinement for packaging and marketing • User-driven products – Throughout the entire process • • • In need analysis for identifying customer needs. In concept generation for creating multiple concepts In concept testing for creating models In system level design for refining promising concepts IN detailed design for selecting final concept and coordinating eng-mfg. -marketing efforts. – See Exhibit 11. 10 on page 223 11/29/2020 13

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Tech- vs. User-Driven Products Mobile Phone Camera Super Computer Laptop Computer Coffee Maker Desktop Computer Wrist Watch Hard Disk Drive Automobile Office Chair Technology-Driven Products User-Driven Products

Quality assessment of ID • User interface – Intuitive, safe, comfort, easy to use • Emotional appeal – Attractive, exciting, pride of owning and being o the team • User’s ability to maintain and repair product – Easy, intuitive • Appropriate use of resources – Value (quality vs. cost) • Product differentiation – Easy to stand out, recognize, & remember. – Fit with or enhance corporate identity 11/29/2020 16

Industrial Design Chapter Example: Motorola RAZR

Motorola “Flip Phones” Micro. TAC (1989) Star. TAC (1993) V 60 (2001) RAZR (2004)

Concept Sketches and Rendering

Soft and Hard Models

Control Models and CAD Models

ID expenditures • Depending on the product type – Hand-held medical instrument are the highest in terms of budget % – Technology-driven products are the lowest – See Exhibit 10 -2 on page 192 for details 11/29/2020 22

ID Costs Breakdown • Direct costs of ID services • Mfg. costs to implement ID creations • Costs of extended lead time for ID 11/29/2020 23

Cost of Industrial Design 30 Hand-Held Medical Instrument Percentage of Product Development Budget Spent on Industrial 20 Design (%) Hand-Held Vacuum Desktop Computer Peripheral 10 Hand-Held Power Tool Large-Scale Medical Equipment Mobile Phone Medical Imaging Industrial Food Equipment Processing Equipment 0 10 Automobile Jumbo Jet 100 1, 000 100, 000 Total Expenditures on Industrial Design ($) thousands

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