Product Design Chapter 16 17 Birchall Article Terry

Product Design Chapter 16 & 17, Birchall Article Terry A. Ring CH EN 4253

Chapter 16 • Innovation Maps • Critical Inventions • Technology Protection Strategies Chapter 17 Project Charter Stage Gate Product Development Process

Technology Map • • • Materials Technology Process/Manufacturing Technology Technical Value Proposition Product Technology Product types Customer Value Proposition

Lighting • Allow work/reading after dark • Mimic Sun’s Radiation (Black Low Light Body Radiator) – Tsun=5778 K • Sensitivity of human eye – Day Light – Low Light

Lighting • • Color Temp. Candles 1, 850 K Gas Mantle Lamp Th, Ce oxide emissions Incandescent Light Bulb 2, 700– 3, 300 K Fluorescent Lighting 3, 500 -5, 500 K Halogen Light Bulb 2800° K to 3400°K LED (light emitting diode) Phosphor-based -LED

Intensity vs Wavelength 10% light, 90% Heat 30 % light, 70 % Heat

Incandescent Bulbs • • Light output α (Voltage)^3. 4 Power Consumption α (Voltage)^1. 6 Lifetime α (Voltage)^ -16 Color Temperature α (Voltage)^0. 42

Incandescent Bulb • Glass Bulb filled with – Vacuum – Gas • Non-reactive gas • Inert Gas • Filament – – – Platinum Molybdenum Tungsten Carbon Osmium Tmp 2045 K 2890 K 3860 K 4100 K 3300 K • Bulb Blackening – Physical Vapor Deposition • Evaporation -> Condensation

Innovation Map - Incandescent

Halogen Lamp • Quartz Bulb • Tungsten Filament • High Pressure (8 atm) Gas – Containing halogen • Cl, Br, I • Not F • BB Temperature = 3400 K • Halogen Cycle keeps surface clean

Innovation Map – Halogen Bulb

LED’s

LED • Color of Light Determined by Band gap of Semiconductor • Egap= hc/λ

Colors

White LED • Mix Three Primary Colors to get white • UV-LED with Phosphors Sun Light

Critical Developments • Incandescent Lamp – Low Temp Glass – Metal Seals through Glass – Vacuum Tube – Inert Gas Filling – Long Lasting Filament • Halogen Lamp – Quartz glass – Metal Seals through Quartz – Halogen gases – High Pressure filling – Long Lasting Filament – Alloying Tungsten • Allowing extrusion • Allowing winding

Lighting • • Light Efficiency, Bulb Life Candles 0. 17 lm/W, 10 h Incandescent Light Bulb 15 lm/W, 1 -2 kh Fluorescent Lighting 100 lm/W, 10 kh Halogen Light Bulb 30 lm/W, 10 kh LED (light emitting diode) 18 -22 lm/W Phosphor-based –LED 90 lm/W, 50 kh in R&D 150 -208 lm/W

Technology Protection Strategies • License Technology • Trade Secret – Coke mixture • Protection via Market Barriers • Patent – – – 20 yr monopoly technology is public information Patent Types Composition patent Mfg. Process patent Application (Use) patent

Steps to develop the Halogen Bulb • Concept Stage – Opportunity assessment • Technological challenges - lifetime • Market size – same as incandescent bulb - $75 B/y world wide • Competition analysis » Light efficiency Lifetime Market Penetration – Incandescent 15 lm/W, 1 -2 kh 80% – Fluorescent 100 lm/W, 10 kh 20% – Fit into Incandescent fixtures – screw in bulbs • Value chain analysis – Company – Cost to manufacture – Customer – Price/Convenience/Energy Use • What the customer wants. - Voice of the Market – >2 kh lifetime (30%), no cost premium (20%), fits various fixtures (10%), various color temperatures (10%), Energy Efficiency (30%) – Weighting factors from market research

Project Charter for Halogen Bulb

Design Team • Multidisciplinary Team – Scientists & Engineers – Development Engineers – Senior Manufacturing engineering • Those that make incandescent bulbs – Supply Chain Specialists – Customer-service Personnel • Those that dealt with incandescent bulbs – – – Marketing Personnel Sales Personnel Health and safety specialists Environmental specialists Regulatory affairs specialists Patent Lawyers

Stage Gate Development • Assemble Team • Concept Stage – Opportunity assessment • Market Analysis • Competitive Analysis • Technological Challenge – Customer Requirements – Technical Requirements – Determine Critical-to-Quality Variables

Stage Gate Development • Feasibility Stage – Technical Feasibility – Customer Verification • Willingness to buy. – Market Assessment – Competitive Analysis – Product Life-Cycle Management • Prototype testing • Disposal issues • Development Stage • Manufacturing Stage • Product Introduction Stage

Technical Requirements

Stage Gate Development • Technical Development Stage – Compare to Reference Product Concept • On All C-t-Q technical requirements • Pugh Matrix

High Temperature/Quartz

Spherical v Cylindrical Pugh Matrix

Stage Gate Development • Gate Reviews at 3 month intervals – Business Opportunity Assessment • Market size (15 million units/yr, 6. 9% growth/y) • Product Pricing – Technical Feasibility Assessment • Competition – Fluorescent Bulbs – Superior Concept • Probability of Technical Success • IP Assessment – Manufacturing Capability Assessment • Cost of new manufacturing capability – Product Life-cycle Assessment – Health, Safety and Regulatory Issues? – Recommendations

Product Innovation Equation • Innovation = insight + ideas + impact • Companies are increasingly making innovation part of their culture and corporate strategy. • Ideas need SUN behavior – Suspend judgment, Understand the idea, Nurture it

After a production process is running • Program of quality control and constant product improvement • Six Sigma • ISO-9000

Cost of Defects • Six-Sigma – No. of defects per million • 3. 4/million (6 sigma) • 1, 350/million (3 sigma) • 308, 770/million (1 sigma) • Costs – Single product – Assembled product • Failure per part • Total Failure of Assembly – Importance of Failure » Shampoo » Car » Spaceship • Costs – Lost production • cost to produce • Rework cost – Lost Sale • Ship back cost • Loss of Customer – Failure in Service • Damage to property • Personal Injury • Lost of Life

6 sigma design • Define Project • Develop Product Design – Test Competing Designs (Gantt Chart) – Steps – Time needed • Allocate Resources • Identify Product Requirements • Select Product Concept – Plan Product Manufacture • Quality Assurance • Estimate process Variance – determine sigma • Implement Design – Pilot Scale • Verify Manufacturability • Verify Quality • Verify Profitability – Full Scale