ECE520.427
Class #2
Product Development
and
Outline: Class #2
Introduction to product design and
development
Product development process
Intermission – get some popcorn
Product planning
What is Product Design and
Development?
Product development is a set of activities
starting with the perception of a market
opportunity and ending with the sale of a product
Product design is one aspect of the development
process
Engineering design specifies how the technical
systems will work
Industrial design specifies the aesthetics, ergonomics,
and user interface
Other development activities include marketing
and manufacturing
Success of the product typically depends on the success of all three development activities
Successful Product Development
Marketing (pre-design) Identification of market opportunities (pre-design) Identification of customer needs
(pre-design) Identification of target pricing (post-design) Promotion of product
Design
Product quality
Product cost (includes development cost) Development time
Development capability
Manufacturing
Production system Supply chain
Examples
Good market research and bad design: Archos vs. Apple Archos 20GB Released October 2001 350 g, 1.3” thick File-based organization system Ugly interface iPod 5GB Released November 2001 184 g, 0.78” thick ID3-based organization system Pretty interface
Examples
Good design and marketing and bad manufacturing
Example 1: Wii
Example 2: Lenovo
Why Is Good Product
Development Difficult?
Trade-offs
Dynamics
Details
Time pressures
Economics
Generic Design Process
Phase 0: Phase 0: Planning Planning Phase 1: Phase 1: Concept Concept Development Development Phase 2: Phase 2: SystemSystem--LevelLevel Design Design Phase 3: Phase 3: Detail Detail Design Design Phase 4: Phase 4: Testing and Testing and Refinement Refinement Phase 5: Phase 5: Production Production Ramp Ramp--UpUp Marketing Marketing Design Design Manufacturing Manufacturing
Generic Design Process
Marketing
Describe market opportunity
Design
Consider existing product platform (if any) Consider new technologies
Manufacturing
Identify production and/or corporate constraints
Other
Allocate project resources ¾ Mission statement Phase 0: Phase 0: Planning Planning Phase 1: Phase 1: Concept Concept Development Development Phase 2: Phase 2: System
System--LevelLevel Design Design Phase 3: Phase 3: Detail Detail Design Design Phase 4: Phase 4: Testing and Testing and Refinement Refinement Phase 5: Phase 5: Production Production Ramp Ramp--UpUp
Generic Design Process
Market opportunity Æ product concept Marketing
Identify customer needs
Research competitive landscape
Design
Develop concepts
Determine feasibility of design concepts Build and test prototypes
Manufacturing
Estimate manufacturing costs
Other
Investigate IP issues
¾ Product concept and proof-of-concept prototype
Phase 0: Phase 0: Planning Planning Phase 1: Phase 1: Concept Concept Development Development Phase 2: Phase 2: System
System--LevelLevel Design Design Phase 3: Phase 3: Detail Detail Design Design Phase 4: Phase 4: Testing and Testing and Refinement Refinement Phase 5: Phase 5: Production Production Ramp Ramp--UpUp
Generic Design Process
Phase 0: Phase 0: Planning Planning Phase 1: Phase 1: Concept Concept Development Development Phase 2: Phase 2: SystemSystem--LevelLevel Design Design Phase 3: Phase 3: Detail Detail Design Design Phase 4: Phase 4: Testing and Testing and Refinement Refinement Phase 5: Phase 5: Production Production Ramp Ramp--UpUp Product Product Planning Planning Identify Customer Identify Customer Needs Needs Product Specifications Product Specifications Concept Concept Generation Generation Concept Concept Selection Selection Concept Concept Testing Testing Product Architecture Product Architecture Industrial Design Industrial Design
Design for Manufacturing
Design for Manufacturing
Prototyping
Prototyping
Robust Design
Robust Design
Patents, IP, and Economics
Generic Design Process
Proof-of-concept Æ complete product architecture Marketing
Develop extended product family Develop marketing plan
Design
Describe all subsystems and components Develop software and firmware
Create prototypes of each subsystem
Select geometric layout and create industrial design Choose all parts and tolerances
Manufacturing
Identify suppliers
Create assembly scheme
Define assembly process and obtain tooling
¾ “Control documentation” Phase 0: Phase 0: Planning Planning Phase 1: Phase 1: Concept Concept Development Development Phase 2: Phase 2: System
System--LevelLevel
Design Design Phase 3: Phase 3: Detail Detail Design Design Phase 4: Phase 4: Testing and Testing and Refinement Refinement Phase 5: Phase 5: Production Production Ramp Ramp--UpUp
Generic Design Process
Control documentation Æ prototypes Marketing
Develop plans for field testing
Design
Create alpha and beta prototypes Performance and reliability testing Iterate and refine design
Manufacturing
Refine assembly and fabrication schemes Create quality assurance strategy
Phase 0: Phase 0: Planning Planning Phase 1: Phase 1: Concept Concept Development Development Phase 2: Phase 2: System
System--LevelLevel Design Design Phase 3: Phase 3: Detail Detail Design Design Phase 4: Phase 4: Testing and Testing and Refinement Refinement Phase 5: Phase 5: Production Production Ramp Ramp--UpUp
Generic Design Process
Prototypes Æ products Marketing
Get first-run products to “preferred customers”
Design
Evaluate first-run output Relax a little
Pray that everything works
Manufacturing
Start production
Make sure you don’t use lead paint from China
Phase 0: Phase 0: Planning Planning Phase 1: Phase 1: Concept Concept Development Development Phase 2: Phase 2: System
System--LevelLevel Design Design Phase 3: Phase 3: Detail Detail Design Design Phase 4: Phase 4: Testing and Testing and Refinement Refinement Phase 5: Phase 5: Production Production Ramp Ramp--UpUp
Isn’t This All Obvious?
Yes and no
Taken individually, you could probably think up
most of the product development issues and tasks covered in this class
Taken collectively, it takes experience to
produce a thorough product development
process from start to finish
This class guides the process step-by-step with “structured methods” for each step
Within each step, some items might be “obvious”, but combining all of the steps will produce a result greater than the sum of the parts
ECE520.427
Class #2
Product Development
and
Product Planning
Corporations typically plan products many years in advance
Product planning ensures that products support overall business strategy
Determine mix of new products vs. upgrades Optimize past experience as leverage into new
products
Decide which market segments to target Phase 0: Phase 0: Planning Planning Phase 1: Phase 1: Concept Concept Development Development Phase 2: Phase 2: System
System--LevelLevel Design Design Phase 3: Phase 3: Detail Detail Design Design Phase 4: Phase 4: Testing and Testing and Refinement Refinement Phase 5: Phase 5: Production Production Ramp Ramp--UpUp
Example: Xerox
Types of product development projects:
New product platforms, derivatives of existing
platforms, incremental improvements to existing products, and fundamentally new products
1996 1997 1998 1999 2000 Hodaka Lakes H-Net L-Net Astro 595 6010 392 393 New Platforms Derivatives Improvements Fundamentally New Legend Project Product Release
Evaluating Projects
Step 1: Identify market opportunities
Step 2: Evaluate opportunities
Four perspectives for evaluation:
Competitive strategy
Market segmentation
Technological trajectories
Competitive Strategy
Defines the company’s approach to
markets and competitors – “reputation”
Technology leadership
Cost leadership
Technological Trajectories
Time
Time TimeTime
today
Product Platforms and
Technology Roadmaps
Product Platforms and
Technology Roadmaps
Functional Elements Photo- receptor Scanner Layout Toner Type Output Modes User Interface Cylindrical Drum 2D CCD Array w/Optical Reduc. Keypad 3-Pitch Belt PhotoreceptorFull-Width, Linear Array without Optical Reduction
Touch Screen, Remote PC Color: Paper, Fax, Scan, Local Network, Internet
Document Centre 220, 230 Document Centre 240, 255, 265 Document Centre 2XX Hodaka
Project ProjectLakes
Lakes Extensions Document Centre 3XX Next Platform Technologies n-Pitch Belt Photoreceptor High Temperature Low Melting Point
Low Melting Point, Low Emission
Touch Screen Image
Processing
Automatic Image Quality
Diagnostics On-Board Diagnostics Remote-Dialup Diagnostics Remote Repair Time 1200 dpi 600/1200 dpi 1800 dpi 600 dpi
Monochrome: Paper, Fax, Scan, Local Network, Internet
Product Platforms and
Technology Roadmaps
Product Platforms and
Technology Roadmaps
“In the course of the past several months, it has become clear that the right path for Palm is to offer a single, consistent user experience around this new platform design and a single focus for our platform development efforts. To that end, and after careful deliberation, I have decided to cancel the Foleo mobile companion product in its current configuration and focus all of our energies on delivering our next generation platform and the first smartphones that will bring this platform to market. We will, of course, continue to develop products in
partnership with Microsoft on the Windows Mobile platform, but from our internal platform development perspective, we will focus on only one.” – Ed Colligan, CEO of Palm, Inc.
Product Planning Process
1. Identify opportunities
2. Evaluate and prioritize products 3. Allocate resources and plan timing 4. Complete pre-project planning
5. Reflect on the results and the process
¾ Product “Mission Statement”
Evaluate and Prioritize Projects Allocate Resources and Plan Timing Portfolio of Projects Multiple Projects Complete Pre-Project Planning Product Plan Mission Statements Product Development Process Identify Opportunities
Mission Statement
The Mission Statement provides a detailed definition of the assumptions under which the product will be developed, including:
One-sentence description of the product (avoid implying a specific product concept) Benefit proposition
Key business goals (time, cost, quality) Target market(s)
Target price
Assumptions and constraints Stakeholders
Outline: Class #2
Introduction to product design and
development
Product development process
Intermission – get more popcorn
Product planning
Product Development Task #1:
Opportunity Statement
An opportunity statement is a one- or
two-sentence description of a product or market
opportunity
Should not imply the use of any particular
technology
Should not imply a specific product concept
Example:
“Create a simple bedside device that displays internet weather forecasts so you can see what the weather will be when you wake up in the morning.”
Product Development Task #1:
Opportunity Statement
Make a “pitch” in three slides
Explain problem, need, or motivation
Explain necessary elements in solution
Assignment Schedule
Monday (9/15) – email me your opportunity statement and your slides
Tuesday (9/16) – be ready to make a short (< 5 minute) presentation with your slides
At the end of class, everyone will vote for their
preferred product.
We’ll review votes and form teams.
Thursday (9/18) – we’ll announce the product development teams by in-class and provide some feedback
Monday (9/22) – each team will email me a team Mission Statement (HW #2)
Review: Homework #1
Due (email) by September 15
Written opportunity statement Three (3) slides to make pitch
Also due by September 15: take online Jung typology test and email me the results.
Before student presentations and team selection, we’ll talk about teamwork and group dynamics
The results of the online typology test will help us to customize the discussion to the students in the class Link to test is on course website
How to Identify Opportunities
Potential sources:
Think about the frustrations and complaints your friends have
about existing products
Think about inefficiencies in your daily routine
Read a recent issue of Wired or Popular Science and get
inspired by new technologies
Scan the TOC of Proc. IEEE for the past few months to get an
idea of emerging trends
Methods to keep track of opportunities:
Keep an “opportunity database” on your computer; text-message
or email yourself when you think of an idea
Keep a running list of opportunities on your PDA
Write ideas down on a small piece of paper that you keep in your
Next Class
In class:
Guest lecture on teamwork and group dynamics
Student presentations – product pitches
Before class:
Read U & E chapters 1, 2 & 3
Complete online typology test
Submit opportunity statement, slides, and
