PRODUCT
DESIGN AND
DEVELOPMENT
CHAPTER 1 : INTRODUCTION
Hambali b. Boejang PhD
INTRODUCTION
• Why we learn about NPD?
• From the economic point of views, the success of a
manufacturer can be seen from its ability to pin point
customer requirements and immediately response to the
requirements.
• A well defined product design and development process
(PDD) is mandatory to a manufacturer, involving not only
marketing, design and manufacturing functions, but the
entire departments within an organization –company
mission.
LEARNING OBJECTIVES
• At the end of this chapter, student should be able to:
• Describe the characteristics of successful product development.
• Describe three main functions of an organization in product development.
• Identify the challenges of product design and development.
• Describe the characteristic that leads to dysfunctional product development team.
The Product Development Process (Generic):
Product Planning
Concept development
System level design
Detail design
Testing & refinement
Mass Production
The Key Success Factors
• The quality of a product: The capability of the product in meeting the
customer requirement.
- Does the product a worth buying product or value for money?
- Do the functions and form acceptable to the customers?
• The cost of the product: The cost involves in developing the product
from the manufacturing perspective.
- Cost incur in setting up production line with equipment and tooling,
building and utility, man hours, etc with respect to product quantity and/or
variant.
- Product cost driven by profit accrues to the firm for a particular sales
volume & sales price.
The Key Success Factors
• The development lead time: This is about the duration required for a manufacturer
to complete the whole PDD process.
- Manufacturer response to customer needs.
- The quick response means bigger market share, and more profit as well.
- It also indicates that the manufacturer is technologically ready and able to compete.
• The capability of the development team: This determines the capability of the
manufacturer and its PDD team in producing future product.
- The product development team becomes the priceless asset to the manufacturer, as
with the experience of the team is now be part of the business strategy to the
manufacturer.
- Products can be developed more effectively and economically in the future.
The Key Success Factors
• The cost for the development effort: How much
did the firm have to spend to develop the product?
- Development cost is usually a significant
contribution to the total investment required in PDD
process.
Activity 1: Individual and/or group
discussion.
• List 10 engineered product.
• With your own words, in simple terms define a product from the
manufacturer point of views?
• In general, how a manufacturer maintains its survival in business?
• Form a group of 3, discuss how much a development cost is involved in
product development process to develop a car in a new platform types of
project. How long it takes to develop this kind of project? How would the
manufacturer be able to reduce the development time?
The Multidisciplanary Team
Members
• Marketing: The marketing acts like interface between the manufacturer and the customers.
- Job scopes are: the identification of product opportunities, the definition of market segments, and
the identification of customer needs.
- Marketing also typically arranges for communication between the firm and its customers, sets target
prices, and oversees the launch and promotion of the product.
• Design: The design function plays the lead role in defining the physical form of the product that is
derived from the product performance or function to best meet customer needs.
- Examples: The design function includes engineering design (mechanical, electrical, software, etc.)
and industrial design (aesthetics, ergonomics, user interfaces).
• Manufacturing: The manufacturing function is primarily responsible for production engineering.
- It includes designing and operating the production system in order to produce the product.
- Examples: The manufacturing function also often includes purchasing, distribution, and installation
of equipment or facilities. This collection of activities is sometimes called the supply chain.
Activity 2: Individual
• For each function, consider what types of skills
and/or expertise that might be required by the PD
team.
• Tips and Hints: Marketing, Design and
Manufacturing. These are the functions, and take
design for example. You definitely need some skills
to use design software.
The Multidisciplanary Team
Members
• The Core and Extended Teams
• The core team members: from within the firm or organization
itself, participates on full time basis from very beginning of the
process until the end, and they still give supports to the after-
sales-service group.
• The extended team: may or may not be the individual within the
organization, they are part time members who participate in the
development efforts according to certain contributions required
from them. Their feedbacks may give the core team better
understanding about the customer and company constraints, and
they may outnumbered the core team members and include the
suppliers, distributors, focus groups or consultant, local
authorities, etc.
The Failure Factors
• Top management interference (authority): A well define
project organization structure is crucial in relation to the
authorization issue.
• Functional allegiances transcending project goals:
Representatives of any functions try to dominant the decision
making process.
• Insufficient resources: The development effort is not fully
achieve its goal owing to company constraints.
• Imbalance multidisciplinary product development team
participation: Inaccurate decisions made since the key team
members are not fully involved or incorporated in the PD team.
SUMMARY
• Product development process is a decision making activities involving talents from
various majors’ functions, and the team is known as multidisciplinary product
development team.
• Three main functions involved in product development:
• Marketing
• Design
• Manufacturing
• Having challenges in product development is something that team should expect just
like any other efforts.
• Yet some people still develop a product for several personal and collective reasons.
• The key element in product development is the people.
