Week 3: Introduction to Design Process & Identifying Customer Requirements

E1102 – Design Fundamental Using Advanced Computer TechnologiesFall 2010

From Previous Class

Design is the process of identifying and deeply understanding a problem or Design is the process of identifying and deeply understanding a problem or need, thinking creatively, using sound decision-making processes to identify need, thinking creatively, using sound decision-making processes to identify the best solution, and using project management and teamwork skills to drive the best solution, and using project management and teamwork skills to drive the entire process, implement the solution, test it, and modify it.the entire process, implement the solution, test it, and modify it.

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Phases in the Design Process

Phase I: Conceptual design Recognition of a need Definition of the problem Gathering of information Developing a design concept Choosing between competing concepts (evaluation)

Phase II: Embodiment design Product architecture-arrangement of the physical functions Configuration design-preliminary selection of materials, modeling and sizing of

parts Parametric design-creating a robust design, and selection of final dimensions and

tolerances

Phase III: Detail design Creation of final drawings and specifications

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Phase 1 to Phase 3

Embodiment Design

Define Problem- Problem Statement- Design

Specification

Gather Information

- Internet-Patents

-Trade Literature

Concept Generation

- Brainstorming- Functional

decomposition

Evaluation of Concepts- Decision techniques

Product Architecture

- Arrangement of physical elements

to carry out function

Configuration Design

- Preliminary selection of

materials, parts, sizing,, etc

Parametric Design

-Final Dimensions-Design for

Manufacturing-Structural analyses

Detail Design- Detailed drawings and specifications

Conceptual Design

Adapted from Dieter (2000), Pg. 17

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Phase I Conceptual Design: the process in which concepts are generated with a view

to fulfilling the objective Define the problem Gather information Concept generation Evaluation of concepts

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Engineering Design Problems Problem Area - Poorly defined

Statement of Problem - Vague

Information Available - insufficient

Final Solution - Compromise of many solutions

A design problem summarizes what is undesirable in a particular situation, and the problem is considered solved when an improvement in the situation is achieved and acceptable to all parties

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Multiple Solutions

For every design problem there are multiple solutions and it is important to accept the best solution you can think of

Apple has been known to develop a minimum of 10 solutions for every one of their design problems. They then release what they feel is the best of the 10 designs

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Problem Space

…the technical area, market, and community in which your design effort will take place

Establish your area of technical expertise Choose clients and problems from that area Learn about your client and your client’s problem Consider the larger implications of the client’s problem

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Successful New Designs Matches a set of fully understood customer problems with a cost competitive

solution

Product developers use multiple techniques to obtain customer information, starting very early in the design process

Understand what information customers can provide and what they cannot

Examples: Snuggie, Slap Chop

Not so successful yet: Microsoft Surface

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Defining the Problem - Steps Identifying the customer needs: use interviews, focus groups, surveys,

customer complaints

Evaluate the customer needs: separate into musts and wants and prioritize wants

Begin to identify the customer requirements.

Clearly establish the relationships between the customer requirements and the engineering characteristics of the design

With all of the above information, write a PDS. The PDS becomes the controlling documentation for the design

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Who is the Customer? End users of the product

Targeted Users Individuals / groups associated with targeted users

Organizational members who are trying to solve the problem

Associated organizations and communities with interests in seeing the problem solved

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Understanding Customer Needs Key questions include:

Which needs are critical? Which are secondary? How well are these needs being currently met?

How do customers use existing products to meet these needs? What other products are out in the market?

How do customers perceive current products relative to meeting their needs? Why do customers use the existing products? Practical and/or emotional reasons?

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Defining Customer Needs Customer needs are defined as the problems that a product or service solves

and the function it performs

The focus of your assessment at this phase is What does the new product or service let you do? Not how!

Customers have both general problems that need solutions as well as specific needs that the successful design must solve (usually related to the specific content in which the product will be used)

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Needs Analysis Techniques

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Phase II Embodiment Design: the process in which a structured development of the

preferred concept is carried out Product architecture Configuration design Parametric design

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Common Questions to Ask:• Will it Work?• Is it safe? • What function does it serve?• Will it be made from scratch, bought in, or made from a semi-finished material?• How does it fit in with the rest of the design?• What development will be required?• How long will it last?• How might it fail in practice?

Phase III Detail Design : the process in which the precise shape, dimension, and

tolerances are specified, the material selection is confirmed, and the method of manufacture is considered for every individual component of the product

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NOTE: While many consider that the engineering design process ends with detail design, there are many issues that must be resolved before a product can be shipped to the customer. These additional phases of design are often folded into what is called the product development process.

Phases in the Design Process Cont.

Phase IV: Planning for manufacture Design of tooling and fixtures, designing the process sheet and the production line,

planning the work schedules, the quality assurance system, and the system of information flow.

Phase V: Planning for distribution Planning for packaging, shipping, warehousing, and distribution of the product to the

customer.

Phase VI: Planning for use The decisions made in phases I through III will determine such important factors as ease

of use, ease of maintenance, reliability, product safety, aesthetic appeal, economy of operation, and product durability.

Phase VII: Planning for product retirement Again, decisions made in phases I through III must provide for safe disposal of the

product when it reaches its useful life, or recycling of its materials or reuse or remanufacture.

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Problem Statements/Design Specifications

In order to carry out a design project successfully, two things need to be established as early as possible: A clear statement of problem to be solved, for which solutions will be sought; and A set of design specifications, requirements and constraints against which to

evaluate the proposed solutions

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Sample Problem Statement

“…the Apollo Theater employees are not satisfied with their current internal communication system. There are many aspects of the system, especially checking, that are outdated and overly time consuming. The system involves an excessive amount of paperwork that has to be rerouted several times before it reaches its destination. There is an unnecessary amount of time involved in the process, resulting in a lack of productivity. The requested system is to be cost-efficient, yet easy to lean and understand.”

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Problem Statements

Effective problem statements put the problem in context (background), state that problem succinctly (what the client is trying to solve), and a short discussion on critical goals that the solution must address.

In class example – …

For fun – Microsoft Surface

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Product Planning Information Customer requirements (What should it do?) - describes the customer needs

in language that they understand

Engineering requirements/characteristics (How should it do it? Refers to the technical aspects of the design Each ER should be measurable and have an associated target value of range

Correlation between customer requirements and engineering characteristics

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Inputs into Design Specification Customer

Information from customer Market research Customer feedback

Technical Expert information Technical research Technical community feedback

Environmental Constraints & standards

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Product Design Specification (PDS) PDS is a basic control and reference document for the design and

manufacture of a product or process

PDS finalizes the process of establishing customer requirements, prioritizing them, and casting them into a technical framework so design concepts can be established

PDS is evolutionary, changing throughout the design process

A PDS specifies a problem not a solution. Rather it denies the task by listing all the conditions the product will have to meet. This can involve a good deal of research, into market conditions, competing products and the relevant literature including patents

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Identifying Design Specifications What do you want the product or

process to be (goals)?

What do you want the product or process to do (functions)?

What attributes might this new product/process have to meet functional requirements (features)?

What limitations must the design adhere to (constraints/standards)?

Generate an specification list with requirements, functions, and features

Design specifications to consider include: Functional Safety Quality Manufacturing Economic Ergonomic Ecological Aesthetic Life-cycle

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Steps for Design Specifications Identify/prioritize customer requirements

Identify engineering requirements

Select target values for engineering requirements

Map engineering and customer requirements

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Demands & Wishes

PDS Checklist

Mapping Table

Identify Problem and Needs

Determine Requirements

Do Requirements

Satisfy Needs?

No

Yes

Prioritizing Customer Requirements On approach to prioritize essential and preferred requirements is to compile

information on demands and wishes

Demands (D) must be met at all times or the proposed solution is not acceptable

Wishes (W) should be taken into account, but only within acceptable costs.

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Design Specification Checklist*

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Requirements Contributing Factors Points to Consider

Functional Overall geometry Size, heights, width, length, diameter, space, etc.

Safety Human Warnings, training, instructions, protection, etc.

Quality Quality control Inspections, testing, measurements, etc.

Ergonomic Design Human interface, operation, comfort, layout, etc.

*See Courseworks for Handout (located in lecture section) – Design Specification Checklist

Mapping Customer/Engineering Requirements (ex. Audio Power Amp)

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Customer Requirements

Engineering Requirements Justification/Rationale

1, 2, 4 Total harmonic distribution should be <0.1%

Based on existing technology and competitive products

1 - 4 Sustain output power that averages >/= 35 watts with peak of 70 watts

Provides adequate sound throughout auto space at competitive cost

3 Average installation time should not exceed 5 minutes

Past trials using standard audio and power jacks demonstrate this to be reasonable

1 – 4 The dimensions should not exceed 6” X 8” X 3”

Fits under a typical car seat as demonstrated in similar past models

1 – 4 Production cost should not exceed $100

Based on market analysis and previous system designs

1. Should have excellent sound quality2. Should have high output power3. Should be easy to install4. Should be low cost

Recognizing Constraints/Limitations Physical constraints like size or weight

System constraints like power, controls, balance (gravity), etc

Resources like time and money

Environmental conditions

Ethical/legal

Health/safety

Manufacturability

Sustainability

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Standards Safety

Testing

Reliability

Data formats

Documentation

Design methods

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Constraints vs. Standards Constraint – a design decision imposed by the environment of a stake holder

that impacts or limits the design Example: The system must use a PIC18F52 microcontroller to implement processing

functions as per customer request

Standard – an established way of doing things that ensure interoperability Example: USB Ports, D Cell Batteries

Source: Design for Electrical and Computer Engineers

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PDS Document Product Identification

Market Identification

Key Project Deadlines

Physical Description

Financial Requirements

Life Cycle Targets

Social, Political, & Legal Requirements

Manufacturing Specifications

PLUS - Design Requirements (a) Mapping Table-Customer Requirements/Engineering Characteristics for comprehensive design specifications along with (b) Design Specification Checklist)

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See Dieter – pages 110 – 111, Table 3.3

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Stages of Team Development Forming

Challenging

Accepting

Collaborating

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Team Roles/Design Projects Primary Facilitator

Secondary Facilitator

Design Expert

Prototyper

Experimenter

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Submitting Progress Reports Primary Facilitator responsible for posting the file to the team advisor

Go to courseworks. Under class files, post file to correct assignment folder dropbox. One file per posting.

Must be submitted prior to your class section on due date

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In-class Activity In your teams:

Assign team roles to each of the members Discuss smart technology and community selection Focus on Progress Report #1 as a starting point Talk to advisors for guidance!

Weekly Reflection #3

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