Department of Manufacturing and Materials Engineering: MME 4116 Product Design and Development

DEPARTMENT OF
MANUFACTURING AND
MATERIALS ENGINEERING
MME 4116
PRODUCT DESIGN AND
DEVELOPMENT
BY:
DR MOHD RADZI BIN HAJI CHE DAUD
CHAPTER 3
PROBLEM DEFINITION AND
NEED IDENTIFICATION
3.1 Introduction
What is problem definition
step in PDP?
Dieter/Schmidt, Engineering
Design 5e. 2013. The McGrawHill Companies
Problem Definition: Start of the

Conceptual Design Process
Problem Definition
Product Development begins by determining
what the needs are that a product must meet.
Problem definition is the most important of
these steps in the PDP.
Understanding any problem thoroughly is
crucial to reaching an outstanding solution.
The problem definition process is mainly the
need identification step.
3.2 Identifying Customer

Needs
Who are my customers? What
does the customer want?
Definition of Customer
Webster Definition of Customer:
One that purchases a product or service.
End user
Total Quality Management Viewpoint of Customer:

Anyone who receives or uses what an individual or
organization provides.
Home Depot and Lowes act as customers but they are not end
users!
Preliminary Research on Customers

Needs
In a large company, the research on customer needs for
a particular product or for the development of a new
product is done using a number of formal methods and
by different business units.
The initial work may be done by:
Marketing department specialist
Team made up of marketing and design professionals.
Designers focus on need that are:
Unmet in the marketplace
Products that are similar to the proposed product
Historical ways of meeting the need
Technological approaches to engineering similar
products of the type under consideration
The Shot-Buddy Example
Gathering Information from

Customers
Interviews
with
customers
Focus
groups
Customer
surveys
Customer
complaints
Warranty
data
10
Constructing a Survey Instrument

Determine the survey purpose.
Identify what specific information is needed.
Design the questions. Each question should be:
Unbiased
Unambiguous
Clear
Brief
Three categories of questions:

Attitude questions
Knowledge questions
Behavior questions
11
Example of Customer Survey

for Shot-Buddy
12
Evaluating Customer Surveys

Evaluating a survey question depends on the type of question and
the kind of information sought.
13
Ethnographic Studies
Ethnography is the process of investigation and
documentation of the behavior of a specific
group of people under particular conditions.
Ethnography entails close observation, even to
the point of immersion, in the group being
studies while they are experiencing the
conditions of interest.
By this method, the observer can get a
comprehensive and integrated understanding
of the scenario under investigation.
14
3.3 Customer
Requirements
What are customer
requirements?
15
Customer Requirements
Designers must compile a ranked listing of
what customers need and want from the
product being designed.
This set of needs and wants is often called
customer requirements.
Hierarchy of human needs:
Rank
Rank
Rank
Rank
Rank
of
of
of
of
of
1:
2:
3:
4:
5:
Physiological needs
Safety and security needs
Social needs
Psychological needs
Self-fulfillment needs
16
Design Point of View of Customer

Requirements
Performance deals with what the design should do

when it is completed and in operation.
The time dimension includes all time aspects of the
design.
Cost pertains to all monetary aspects of the design.
Quality is a complex characteristic with many
aspects and definitions.
17
Garvins Eight Dimensions of Quality
18
Classifying Customer Requirements

Kano recognized that there are four levels of
cutomer requirements:
Expecters: These are the basic attributes that one would
expect to see in the product, i.e., standard features.
Spokens: These are the specific features that customers
say they want in the product.
Unspokens: These are product attributes the customer
does not generally talk about, but they remain
important to him or her.
Exciters: Often called delighters, these are product
features that make the product unique and distinguish it
from the competition.
19
Kano Diagram
20
3.4 Gathering Information

on Existing Products
How can gathering
information on existing
products be done?
21
Product Dissection
Observing a product during its use is
one of the most natural ways to gather
information about it.
The process of taking the object apart
to see how it works is known as both
product dissection and reverse
engineering.
22
Product Dissection (2)

The product dissection process includes four
activities:
1) Discover the operational requirements of the product.
2) Examine how the product performs its functions.
3) Determine the relationship between parts of the product.
4) Determine the manufacturing and assembly processes
used to produce the product.
Engineers do reverse engineering to

discover information that they cannot
access any other way!
23
Product and Technical

Literature
Consumer Product Literature:
There are private nonprofit organization dedicated to
informing consumers about products (e.g. Consumers
Union).
Internet Shopping Sites:

Internet sites exist to compile information for specialty
products.
Technical Literature:
In addition to information from special interest
publications, there are scholarly journals that publish
research quality information.
Patent Literature:
Not all products are patented, but patent literature does
include inventions that have become successful products.
24
US Patent 5,540,428
Basketball retrieval
and return device
J. G. Joseph, , Basketball Retrieval and Return Apparatus, Patent

Engineering
5540428, JulyDieter/Schmidt,
30, 1996.
25
US Patent 5,681,230
Basketball retrieval
and return device
H. F. Krings, Automatic Basketball Return Apparatus, Patent

5681230,
Oct 28,
1997. The McGrawDesign
5e. 2013.
Hill Companies
26
Physics of the Product or

System
Engineering Models of a problem:
27
Model of Free Throw
C. M. Tran and L. M. Silverberg (2008), Optimal release conditions

for the free throw in mens basketball, Journal of Sports Sciences,
26:11, 1147-1155.
Design 5e. 2013. The McGraw28
Hill Companies
Free Body Diagrams
29
3.5 Establishing the

Engineering Characteristics
How does establishing the
engineering characteristics help to
write the product design
specifications?
30
Engineering Characteristics
Establishing the engineering characteristics is a
critical step toward writing the product design
specification.
The process of identifying the needs that a product
must fill is a complicated undertaking.
Just knowing what a customer or end user wants
from a product is not sufficient for generating
designs.
Concept generation starts when a good description
of the product is given.
A good description of a product is comprised of
solution-neutral specifications.
31
Description of a Product
Design Parameters:
Parameters are a set of physical properties
whose values determine the form and behavior
of a design.
Design Variable:
A design variable is a parameter over which the
design team has a choice.
Constraints:
A design parameter whose value has been fixed
becomes a constraint during the design process.
32
Genera and Competitive

Performance Benchmarking
Benchmarking is a process for

measuring a companys operations
against the best practices of
companies both inside and outside of
their industry.
Benchmarking operates most
effectively on a quid pro quo basis.
A company can look for benchmarks in
many different places.
33
Sources of Resistance to Benchmark

Fear of being perceived as copiers.
Fear of yielding competitive advantages
if information is traded/shared.
Arrogance: A company may feel that
there is nothing useful to be learned by
looking outside of the organization.
Impatience: Companies that engage in
an improvement program often want to
begin making changes immediately.
34
Two Initial Steps of Benchmarking

Select the product, process, or functional area of
the company that is to be benchmarked:
That will influence the selection of key performance
metrics that will be measured and used for
comparison.
Identify the best-in-class companies for each

process to benchmarked:
A best-in-class company is one that performs the
process at the lowest cost with the highest degree of
customer satisfaction, or has the largest market share.
35
Competitive-Performance
Benchmarking
Determine features, functions, and any other factors that are

important to:
End user satisfaction
Technical success of the product
Determine functions that are:

Increase the costs of the product
Have the greatest potential for improvement
Determine the features and functions that differentiate the product

from its competitors.
Establish metrics by which the most important functions or
features can be quantified and evaluated.
Evaluate the product and its competing products using
performance testing.
Generate a benchmarking report summarizing all information
learned about the product, data collected, and conclusions about
competitors.
36
3.6 Quality Function

Deployment
What is Quality Function
Deployment?
37
Quality Function Deployment

Quality Function Deployment (QFD) is a planning and
team problem-solving tool that has been adopted by a
wide variety of companies as the tool of choice for
focusing a design teams attention on satisfying customer
needs throughout the product development process.
The term deployment is QFD refers to the fact that this
method determines the important set of requirements for
each phase of PDP planning and uses them to identify the
set of technical characteristics of each phase that most
contribute to the satisfying the requirements.
QFD process is known as a methodology for

infusing the voice of the customer into every aspect
of the design process.
38
House of Quality
House of Quality translates customer requirements into
quantifiable design variables, called engineering characteristics.
39
House of Quality Configuration
40
Streamlined House of Quality
41
Example: Streamlined House of

Quality for Shot-Buddy
42
Example: HOQ Rooms 2 and 3 for

Shot-Buddy
43
Example: Streamlined Configuration

of HOQ for Shot-Buddy
44
Interpreting Results of HOQ

The highest-ranking ECs from the HOQ are either
constraints or design variables whose values can be
used as decision-making criteria for evaluating candidate
designs.
If a high-ranking EC has only a few possible candidate
values then it may be appropriate to treat that EC as a
constraint.
There are certain design parameters that can only take a
few discreet values.
The lowest-ranking ECs of the HOQ are not as critical to
the success of the design. These ECs allow freedom
during the design process because their values can be
set according to priorities of the designer or approving
authority.
45
3.7 Product Design

Specification
What is product design
specification?
46
Product Design Specification

In the product development process, the results of
the design planning process that governs the
engineering design tasks are compiled in the form of
a set of product design specification (PDS).
(example: Table 3.3)
The PDS is the basic control and reference document
for the design and manufacture of the product.
The PDS is a document that contains all of the facts
related to the outcome of the product development.
Creating the PDS finalizes the process of establishing
the customer needs and wants, prioritizing them, and
beginning to cast them into a technical framework so
that design concepts can be established.
47
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DEPARTMENT OF

Problem Definition: Start of the

3.2 Identifying Customer

Total Quality Management Viewpoint of Customer:

Preliminary Research on Customers

The Shot-Buddy Example

Gathering Information from

Constructing a Survey Instrument

Three categories of questions:

Example of Customer Survey

Evaluating Customer Surveys

Design Point of View of Customer

Performance deals with what the design should do

Garvins Eight Dimensions of Quality

Classifying Customer Requirements

3.4 Gathering Information

Product Dissection (2)

Engineers do reverse engineering to

Product and Technical

Internet Shopping Sites:

J. G. Joseph, , Basketball Retrieval and Return Apparatus, Patent

H. F. Krings, Automatic Basketball Return Apparatus, Patent

Physics of the Product or

Model of Free Throw

C. M. Tran and L. M. Silverberg (2008), Optimal release conditions

Free Body Diagrams

3.5 Establishing the

Genera and Competitive

Benchmarking is a process for

Sources of Resistance to Benchmark

Two Initial Steps of Benchmarking

Identify the best-in-class companies for each

Determine features, functions, and any other factors that are

Determine functions that are:

Determine the features and functions that differentiate the product

3.6 Quality Function

Quality Function Deployment

QFD process is known as a methodology for

House of Quality Configuration

Streamlined House of Quality

Example: Streamlined House of

Example: HOQ Rooms 2 and 3 for

Example: Streamlined Configuration

Interpreting Results of HOQ

3.7 Product Design

Product Design Specification

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