lecture 1 - intro to cpd
DESCRIPTION
CPDTRANSCRIPT
-
Lecture 1 Introduction to
Chemical Product Design
-
H83CPD - Chemical Product Design Lecture 1 - 2
About the course Objective:
In response to the need for curriculum changes in the subject area of chemical engineering, which have arisen as a result of profound changes in the chemical and process industries .
To provide knowledge and understanding of the common approach used in designing chemical products.
Meeting time & venue: Wednesday : EA29 (9.00 11.00)
Thursday : F1A03 (01.00 02.00)
Evaluation method and grading One 2-hour OPEN BOOK examination (75%).
Course Work (20% on a product design project, with presentation and report)- both report and presentation slides due on April 27.
In-class group activities (5%)- On Thursdays from week 2-week11
-
H83CPD - Chemical Product Design Lecture 1 - 3
Performance in the last Year
Average 52.6%
Number of
Students Percentage
FL (0%-39%) 7 13.2%
3rd (40%-49%) 15 28.3%
2.2 (50%-59%) 16 30.2%
2.1 (60%-69%) 10 18.9%
1st (>70%) 5 9.4%
Total 53 100%
Overall Mark
100%
Average 52.6
Maximum 80.0
Minimum 26.0
-
H83CPD - Chemical Product Design Lecture 1 - 4
Textbook & course material Cussler E. L. and
Moggridge, G. D. Chemical Product Design, Cambridge University Press, 2001.
The course material will be available on hand-outs.
Lecture presentation (PDF files) & additional course material will be available in
moodle.
-
H83CPD - Chemical Product Design Lecture 1 - 5
Textbook & course material Chemical Product Design: Towards a
Perspective through Case Studies edited by Ka M. Ng, Rafiqul Gani, Kim
Dam-Johansen, 2007, 115.
Product Design and Engineering: Best Practices
edited by Ulrich Brckel, Willi Meier, Gerhard Wagner, 2007, 180.
Product Engineering Molecular Structure and Properties
by James Wei, 2007, 60.
Design and Development of Biological, Chemical, Food and Pharmaceutical Products by Johannes A. Wesselingh, Sren Kiil, Martin E. Vigild, 2007, 29.95.
-
H83CPD - Chemical Product Design Lecture 1 - 6
Lecture outline What is Chemical Product Design
(CPD)?
Why CPD is important? Changes in the chemical industry
Changes in employment
Trends in chemical engineering
Changes in corporate culture Corporate organisation
Corporate strategy
The CPD procedure a glimpse & its controversy
Concluding remarks
-
H83CPD - Chemical Product Design Lecture 1 - 7
Chemical Engineering What is Chemical Engineering?
One of the broadest fields of
engineering
Discipline is founded on
Mathematics and on all the basic
sciences namely, Physics, Chemistry
and Biology
A truly interdisciplinary field
Other Engg mainly on Maths and
Physics
Multiscales of the Chemical Supply Chain
-
H83CPD - Chemical Product Design Lecture 1 - 8
Chemical Engineering Paradigms
0. Pre-paradigm - engineers with no formal education Descriptive treatment of specific processes (potash, sulfuric acid, soap)
1. The first paradigm - Unit Operations, 1923 Processes broken into common, standard units such as heat exchange,
distillation, crystallization, etc.
2. The second paradigm - Transport Phenomena, 1960 Unified mathematical treatment of momentum, heat and mass transfer
3. The third paradigm - Product Design? (Wei, Cussler) Product design requires consideration of specific materials properties
-
H83CPD - Chemical Product Design Lecture 1 - 9
Chemical Engineering Paradigms
-
H83CPD - Chemical Product Design Lecture 1 - 10
Chemical products We use many complex chemical products:
Ice cream
Paint
Detergents
Crisps
Medicines
Creams
Print toner
What are the similarities & differences among these products?
-
H83CPD - Chemical Product Design Lecture 1 - 11
Granules Transdermal
patches
Creams LCD Display
UV Sensor
11
Powder/
Composite
solids
Chemical products
-
H83CPD - Chemical Product Design Lecture 1 - 12
Introduction What kinds of special products will we be designing? 3 product classes:
Chemistry: Pharmaceuticals, Detergents, Engine oils, Lotions
Microstructure: Inks, Paints, Ice-creams, Shampoos, Crisps
Devices: Ink-jet cartridges, Ball-point pens, Drug delivery systems, Blood oxygenators, Nappies
-
H83CPD - Chemical Product Design Lecture 1 - 13
An Example: Sun-block Lotion
The sun emits both visible light and other radiation.
Two types of rays are important: UV-A and UV-B
UV-A 320-400nm ageing rays Skin goes brown, suntan
UV-B 280-320nm burning rays Dilates blood vessels, skin
goes red, sunburn
Sunburn can lead to skin cancers!
-
H83CPD - Chemical Product Design Lecture 1 - 14
An Example: Sun-block Lotion
Lots of other requirements! Not just
blocking the sun!
Lets have a look at a real product
-
H83CPD - Chemical Product Design Lecture 1 - 15
An Example: Sun-block Lotion
UV-A and UV-B absorbers
Emollients, skin softeners, moisturizers
A,B
A
B A,B
Emulsifiers
Free radical scavengers
pH balancers
A,B
A,B
Anti-bacterial agents
A complex microstructured chemical product!
UV reflecter
-
Introduction The next generation of products? http://www.youtube.com/watch?v=FIIPfGC9ESk
News: 12th January 2010
A modified Nokia cell phone that runs on a Coca-Cola based fuel cell could run up to four times longer than a phone with a
lithium ion battery! Crazy idea or new product???
A mobile phone which runs on Coca-Cola???
-
Introduction The next generation of products?
News: 20th January 2010
A plasma jet that can replace the dentists drill???
Researchers at Saarland University, Germany, have shown that the amount of dental bacteria can be reduced by up to 10,000-fold by firing low-temperature plasma beams at dentin, the fibrous structure beneath the tooth enamel. The team found that plasma was effective at eliminating common oral pathogens, such as Streptococcus mutans and Lactobacillus casei. 'Cold plasma is a completely contact-free method that is highly effective and pain-free.'
-
H83CPD - Chemical Product Design Lecture 1 - 18
Value of the Chemical Product
TAXOL
e.g. Taxol from the bark of pacific yew tree, Taxus brevifolia, to treat Lung and Breast cancer
240 kg bark
5.6 kg crude extract
2 g Taxol (each patient requires ~ 2 g / year)
80 Trees
Selling price 1g - $ 6000
Annual Demand ? 200 kg
-
H83CPD - Chemical Product Design Lecture 1 - 19
Introduction Commodity chemical
Ex. Ethylene
$1000/tonne
Chemical product
Ex. Taxol
$6000/g
Annual demand 200 kg
-
H83CPD - Chemical Product Design Lecture 1 - 20
Introduction Nature of Chemical Products is different from Commodities
So What?
Should be Designed, Developed & Manufactured
very differently
-
Introduction
The use of Chemistry, Physics, Engineering, Biology
to achieve the functions of a product
as specified by a careful design. So it is exactly what it says on the tin!
Use of science to develop products that fulfil
customer needs through careful design
What is Chemical Product Design?
-
Introduction What is Chemical Product Design?
Need a clearer definition of product involved
-
Introduction
What is special about Chemical Product Design?
A combination of market awareness, design and science
Making products that are useful to the consumer, chemically and physically viable, and profitable to
the manufacturer
Very different to chemical plant design we are interested in the new special functions and
benefits of our product rather than fine-tuning and optimisation of well-established processes
-
Introduction
What is special about Chemical Product Design?
Often the product has a very special and complex function
There is plenty of room for innovation! Here is your chance to be creative, in finding new solutions to
old problems.
We will need to learn to identify customer needs, come up with ideas, learn to select the ideas to leave
viable products, and understand how to manufacture them.
-
Introduction Isnt Chemical Engineering about Commodity chemicals and Fuels
-
H83CPD - Chemical Product Design Lecture 1 - 26
Introduction Historically, chemical industry dominated by commodity
chemicals
* Manufacture Large quantities (> 10000 tons/year)
* Sold into Market Differentiated by Price
* Immensely Productive & Successful
* Major Source of Employment
After World War II the Golden Age of chemical industry (similar to that of the modern IT industry)
Since the 1970s, growth has slowed But Stayed Profitable?
(a) Consolidation (b) Scale Economies
-
H83CPD - Chemical Product Design Lecture 1 - 27
Introduction Since the 1990s, a shift to chemical products
(a) New Resources - Devoted to Design & Dev. of
Chemical Products
(b) Employment of New Graduates
Many of the old traditional
chemical companies now
do chemical product
design!
Flavours
Skin-care products
Coatings
Polyester, fertilizers, ethylene
BEFORE
AFTER
-
H83CPD - Chemical Product Design Lecture 1 - 28
Introduction Not just chemical
companies, also food
manufacturers
Beer!
BEFORE
AFTER
Guinness Extra Cold
Simple physical change led to new
product and increased revenues!
Guinness Surger Ultrasound device for nucleating bubbles to
produce a pint just like at the pub!
-
H83CPD - Chemical Product Design Lecture 1 - 29
Introduction
Does it mean Commodity Business Gone?
Absolutely No
To be made Always
Employ relatively few people
Often Private Companies Manage the Trade Cycle
-
H83CPD - Chemical Product Design Lecture 1 - 30
Introduction
-
H83CPD - Chemical Product Design Lecture 1 - 31
Introduction Chemical products Vs Commodity Chemicals
Commodity products Chemical products
Quantity >1,000 tons/yr
(@ >10,000 tons/yr)
< 1 ton/yr
(@
-
H83CPD - Chemical Product Design Lecture 1 - 32
Introduction Chemical products Vs Commodity Chemicals
Commodity products Chemical products
Research Activities
Less Intense
Speed of design
Less important Very important
Manufacturing Continuous, large scale & purpose built plants
Batch, generic equipment
Design team Only specialised in plant design, commissioning &
optimisation
An integrated team from inception to
marketing Process Efficiency
Very Important Not Important
-
H83CPD - Chemical Product Design Lecture 1 - 33
Introduction Chemical products Vs Commodity Chemicals
Commodity products Chemical products
Energy Integration
Important Secondary Value
Market lifetime
(Life cycle)
Long Short to Medium
Examples Ethylene, propylene, acetic acid, PVC, etc.
Pharmaceutical & health care products, special solvent, etc.
-
H83CPD - Chemical Product Design Lecture 1 - 34
What is CPD? Chemical Product Design (CPD):
Emphasise decisions made before process design
Has arisen in response to recent changes in the chemical industry
Products must be developed, produced, applied and tested by chemical product design engineers who understand the following relationship:
Composition
Structure Property
-
H83CPD - Chemical Product Design Lecture 1 - 35
Why is CPD important? 1. The change in CPI Example: rise and fall of
textile fibres (106 lbs/year)
1950 1970: 20% growth per year
Fibre 1948 1969 1989
Cotton, Wool
4353 4285 4794
Synthetics 92 3480 8612
DuPont was like the Microsoft of the 1950s!
1970 1990:
-
H83CPD - Chemical Product Design Lecture 1 - 36
Why is CPD important? 1. The change in CPI
Ethylene fewer players (BP Amoco, 2002)
-
H83CPD - Chemical Product Design Lecture 1 - 37
Why is CPD important? 1. The change in CPI
(BP Amoco, 2002)
Plastics - fewer companies controlling more capacity
-
H83CPD - Chemical Product Design Lecture 1 - 38
Why is CPD important? 1. The change in CPI Having exhausted in optimisation & restructuring, if
companies are not profitable, they have three further options: Leave the chemicals business altogether Focus only on commodities Reduce the Research - Concentrate on In-House Efficiency Focus on speciality chemicals - Production in Much Smaller Volume - Bigger Profits
-
H83CPD - Chemical Product Design Lecture 1 - 39
Why is CPD important? 2. Changes in employment Dominance of commodity chemicals eroded by emphasis on
products
Much less activity in commodities
Much more activity in products and consulting
Chemical product engineers must take a bigger picture
Career destinations of Chemical Engineers in 1975 vs. 2000:
Used to work mainly on
commodities, but today more
and more are chemical
product designers!
It means this may be one of the
most important courses you will
ever take! 1975 2000
-
H83CPD - Chemical Product Design Lecture 1 - 40
Why is CPD important? 3. Trend in Chem Eng Skills learned by Chemical Engineers (Always Diverse)
Do not need major changes to be useful for products !!
-
H83CPD - Chemical Product Design Lecture 1 - 41
Why is CPD important? 3. Trend in Chem Eng
(NSF, 2003)
-
H83CPD - Chemical Product Design Lecture 1 - 42
Changes in corporate culture 1. Corporate organisation 1. Functional organisation
Each division have different responsibilities
Work like chemical reaction in series
Can be effective, but slow (e.g. marketing talks to research, rarely to engineering)
2. Project organisation A team of different division
Work like parallel reaction, with synergy between function
Fast product development much better for products !!
-
H83CPD - Chemical Product Design Lecture 1 - 43
Changes in corporate culture 2. Corporate strategy 1. Market pulled companies:
More Common
Look toward their markets for inspiration Design of products is driven by the NEEDS of the consumer
MARKET FORCES dictate what products are wanted and viable
-
H83CPD - Chemical Product Design Lecture 1 - 44
Changes in corporate culture 2. Corporate strategy 1. Market pulled companies:
Make breakfast cereal
Company saw the (market) need for healthy energy-drinks
Released K20 protein water in August 2007
-
H83CPD - Chemical Product Design Lecture 1 - 45
Changes in corporate culture 2. Corporate strategy 1. Market pulled companies:
More Common
Make climbing equipment
Company saw the bigger market in raincoats!
Can sell more raincoats than ice-picks!
-
H83CPD - Chemical Product Design Lecture 1 - 46
Changes in corporate culture 2. Corporate strategy 2. Technology pushed companies:
Less Common
Design of products is driven by the new
emerging science and technology
Need to be creative to think of
applications!
1938 PTFE discovered 1954 Way of attaching PTFE to Aluminium discovered Lots of other applications low friction, insulator, chemically inert Challenges because it is difficult to process!
-
H83CPD - Chemical Product Design Lecture 1 - 47
Changes in corporate culture 2. Corporate strategy 2. Technology pushed companies:
Less Common WL Gore make Goretex breathable film for high
quality raincoats
Developed technology to make expanded PTFE
Properties Microporous Good strength Chemical inertness Biocompatibility High thermal resistance High chemical resistance in harsh
environments
Low flammability Low coefficient of friction Low dielectric constant Low water adsorption Good weathering properties
SEM 40,000x
-
H83CPD - Chemical Product Design Lecture 1 - 48
Changes in corporate culture 2. Corporate strategy 2. Technology pushed companies:
Textiles
Coatings Filtration
Hi-tech fibers Medical implants
Company has expanded into a very wide range of markets
-
H83CPD - Chemical Product Design Lecture 1 - 49
Changes in corporate culture 2. Corporate strategy 2. Technology pushed companies:
Textiles
Company has expanded into a very wide range of markets
Company does not make raincoats, however They simply sell their hi-tech fabric to raincoat maufacturers
-
H83CPD - Chemical Product Design Lecture 1 - 50
Changes in corporate culture 2. Corporate strategy 2. Technology pushed companies:
Less Common
Extend existing technology & services Exxon Mobil knowledge of
petrochemical reactions used to develop new catalysts
Astra Zeneca experience in injectable therapeutics for drug delivery (www.astrazeneca.com)
-
H83CPD - Chemical Product Design Lecture 1 - 51
Changes in corporate culture 2. Corporate strategy
(Wei, 2007)
HISTORIC INNOVATIONS
Began with High Market need
But with Low Technological Capability
Began with Low Market Identification
But with High Technological Capability
-
H83CPD - Chemical Product Design Lecture 1 - 52
Product Life Cycle Spring Pioneer Tissue Engg
Introduce an Innovative Product
Great Potential Creating a New Market
Great Risk - Bold introduction of New Technology
Summer Fast Follower Inkjet and Toner
Successful New Product and so New Market Introduced by A
Generates many fast followers to introduce me-too products with better properties (Wei, 2007)
-
H83CPD - Chemical Product Design Lecture 1 - 53
Product Life Cycle Autumn Cost Cutter -
Gasoline A mature product in an
established market
Innovation pace - Slow
Limited opportunities to Improve in order to cut costs
Winter Caretaker Sulfuric acid A Declining product
Caretakers prevent Obsolescence
(Wei, 2007)
-
H83CPD - Chemical Product Design Lecture 1 - 54
CPD procedure Consider three chemical products:
Pollution-preventing ink
Amine to scrub acid gases
Ventilator for well-insulated house
Q: what do these all have in common?
Answer: the way they are designed
Design Procedure:
Define the product need
Find ideas to meet the need
Select the best ideas
Decide on product & its manufacture
-
H83CPD - Chemical Product Design Lecture 1 - 55
CPD procedure a glimpse Four main steps:
Needs What needs should the product fulfill? Need a Benchmark (Standard for comparison)
Selection of Benchmark Existing product or Ideal
Needs (Qualitative) translated to Specifications (Quantitative)
Define as well as possible Specifications become Definitive
Ideas What products could satisfy these needs? Search for a large number: Brainstorming, Synthesize
many compounds
Screening of the Ideas Based on Objectives
-
H83CPD - Chemical Product Design Lecture 1 - 56
CPD procedure a glimpse Selection Which ideas are most promising?
Large number of Fragmentary ideas ( ~ 100)
Make a Shortlist or Do the reduction by a factor of 20 (100 5)
Select 1 or 2 for further design and development
Normally the final 2 ideas are not comparable
Apply Risk Management
Manufacture How do we make products in commercial quantities? Use Batch & Generic equipment
Cost Estimation
-
H83CPD - Chemical Product Design Lecture 1 - 57
CPD procedure
All these are totally different from Traditional Chemical Engineering
EXCITING
Traditional chemical engineering Product Engineering
Processes Molecular-level design
Commodities Added value products
Macro-scale engineering Molecular scale engineering
-
H83CPD - Chemical Product Design Lecture 1 - 58
CPD procedure At the start of the procedure
When we decide What the Product Should Do?
We expect a Major Input - * Marketing & Research
* Engineering
At the end of the procedure
When we reach the Manufacturing stage
We expect a Major Input - * Engineering
Reduced Role - * Marketing & Research
-
H83CPD - Chemical Product Design Lecture 1 - 59
CPD Procedure Controversies
Good to Review the controversies
To prepare ourselves for EXCEPTIONS AND DIVERSIONS
1. The four-step procedure is not general
it is clearly a simplification
it is unlikely that real product design will be a simple, sequential procedure, and iteration between the steps is needed
2. Management, not technology, is the key!
Implication: technology is always available, if only managers/engineers do their job properly
-
H83CPD - Chemical Product Design Lecture 1 - 60
CPD procedure controversy 3. The subject is already covered as part of process design
CPD goes beyond this process design hierarchy
The last step of CPD (manufacturing) includes all of the process design hierarchy
Focus on the initial decision around the choice of the product and de-emphasise its manufacturing
Shift away of our daily bread & butter engineering calculation
Process design (Douglas, 1988) Product design
Batch vs. continuous process Identify customer needs
Inputs and outputs structure Generate ideas to meet needs
Reactors and recycles Select among ideas
Separations and heat integration Manufacture product
CPD is not just engineering, must also concentrate on business and technology!
-
H83CPD - Chemical Product Design Lecture 1 - 61
Conclusions CPD is a procedure where
Customer Needs
Commercial Products
Valuable for specialty
chemicals
Management/senior
management involvement:
product design >> process
design
-
H83CPD - Chemical Product Design Lecture 1 - 62
Conclusions Types of decisions involved in product design and
development
Product design decisions
Process design decisions
Business decisions
Management decisions
An approach (paradigm) for product design and development is
needed to organize the activities and tasks in a systematic
manner
More case studies are needed
Technologies behind different products are important
: What to make?
: How to make?
: Do we want to make?
: How to do it efficiently?