Engineering Design and Modelling

(MEE2014)

Ashish Tripathi,

Module 01: Lecture 01

October 31, 2022

What is design?
CO1: Learn and apply the concept of engineering design and design thinking

Engineering Design Process and Design Thinking

for Innovation
• Design History; Dieter Rams Principles of Good Design;

• Overview of Engineering Design Process: Problem Formulation,

Concept generation, Project Planning and Design Making;

• Human Centered Design (HCD); Design Thinking as Mindset,

Process and Toolbox., Enhancing Design Thinking Through,
Empathy, Interviewing, Questioning & Brainstorming Tools for
Design Thinking: Mind Mapping, Innovation Flowchart -
Question ladder – SCAMPER (for products) Journey Mapping,

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Design is a process
to create something
that has never been.
 Module – 1
Introduction to Engineering design
process
Engineering design is a In other words, engineering
systematic, intelligent process in design is a thoughtful process
which engineers generate, for generating plans or schemes
evaluate, and specify solutions for for devices, systems, or
devices, systems, or processes processes that attain given
whose form(s) and function(s) objectives while adhering to
achieve clients’ objectives and specified constraints.
users’ needs while satisfying a
specified set of constraints.
Design objective: a feature or behavior that we wish the design to
have or exhibit.

Design constraint: a limit or restriction on the features or

behaviors of the design. A proposed design is unacceptable if these
limits are violated.

Functions: things a designed device or system is supposed to do.

Means: a way or a method to make a function happen. For

example, friction is a means of fulfilling a function of applying a
braking force.

Form: the shape and structure of something as distinguished from

its material. form is central to industrial design, a very important
part of product design.
 The Four C’s of Design

 Creativity  Choice
Requires creation of something that Requires making choices between many
has not existed before or has not possible solutions at all levels, from basic
existed in the designer’s mind before. concepts to the smallest detail of shape

• Complexity  Compromise
Requires decisions on many variables Requires balancing multiple and
and parameters sometimes conflicting requirements
Various types of Chair Designs
Design History

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Design history is the study of objects of
design in their historical and stylistic
contexts:
 Architecture
 Fashion
 Crafts
 Interiors
 Textiles
 Graphic design
 Industrial design
 Product design

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Principles of Good Design

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Design is really an act of
communication, which
means having a deep
understanding of the person
with whom the designer is
communicating
Dieter Rams is a retired German industrial
designer and academician.
• Dieter Rams, one of the most influential industrial designers of the last 50 years,
has had a truly remarkable impact on the design industry and the overall concept
of product design.
• Rams held a firm belief that good design can only come from understanding
people. He urged everyone – not just designers – to take responsibility for the state
of the world around them. Rams has been outspoken throughout his whole career
about putting an end to wastefulness and drawing attention to the importance of
preserving the earth’s limited natural resources.
• Rams’ design motto, was “Less, but better” has not only influenced his own
professional works but also the work of some of the most well-recognized
designers today, including Apple’s SVP of Design, Jony Ive. In Apple’s line of
iPods, iPhones, iPads, and Macs, Ive’s minimalist style closely mirrors the work
and principles of Dieter Rams, sharing a similar, simplistic design methodology.
• “No part appeared to be either hidden or celebrated, just perfectly considered and
completely appropriate in the hierarchy of the products details and features. At a
glance, you knew exactly what it was and exactly how to use it.” – Ive on Dieter
Rams
• In the 1980’s, Rams set out to create an overview of what defines good design. The
beauty of these principles lies partly in the uniqueness of their composition, but
also in the fact that they apply just as much to digital design as they do to
industrial design. Let’s take a look at these principles.
Dieter
Rams
Principles
of Good
Design

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1 Good design is

Innovative

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“The possibilities for innovation are not, by
any means, exhausted. Technological
development is always offering new
opportunities for innovative design. But
innovative design always develops in
tandem with innovative technology, and
can never be an end in itself.”

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2 Good design makes a product

Useful

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“A product is bought to be used. It has to
satisfy certain criteria, not only functional,
but also psychological and aesthetic. Good
design emphasises the usefulness of a
product whilst disregarding anything that
could possibly detract from it.”

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 Useless
Design
makes me
boil

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3 Good design is

Aesthetic

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“The aesthetic quality of a product is
integral to its usefulness because products
are used every day and have an effect on
people and their well-being. Only well-
executed objects can be beautiful.”

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Pic. courtesy: Boeing, Volkswagen
4 Good design makes a product

Understandable

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“It clarifies the product’s structure.
Better still, it can make the product talk.
At best, it is self-explanatory.”

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Pic.courtesy:
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https://ae.braun.com/
5 Good design is

Unobtrusive

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“Products fulfilling a purpose are like tools.
They are neither decorative objects nor works
of art. Their design should therefore be both
neutral and restrained, to leave room for the
user’s self-expression.”

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6 Good design is

Honest

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“It does not make a product more innovative,
powerful or valuable than it really is. It does
not attempt to manipulate the consumer with
promises that cannot be kept.”

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7 Good design is

Long Lasting

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“It avoids being fashionable and therefore
never appears antiquated. Unlike fashionable
design, it lasts many years – even in today’s
throwaway society.”

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 8 Good design is

Thorough Down to the Last Detail

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“Nothing must be arbitrary or left to chance.
Care and accuracy in the design process show
respect towards the user.”

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9 Good design is

Environmentally Friendly

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“Design makes an important contribution to
the preservation of the environment. It
conserves resources and minimises physical
and visual pollution throughout the lifecycle
of the product.”

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10 Good design is

As Little Design As Possible

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“Less, but better – because it concentrates on
the essential aspects, and the products are
not burdened with non-essentials.
Back to purity, back to simplicity.”

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 STARCK’S
POWER
DOCK

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Pic. courtesy: Evan Sears
 Challenger Disaster

January 28, 1986, when the Space Shuttle Challenger broke apart 73 seconds into its flight,
killing all seven crew members aboard.
Tacoma Bridge Collapse
Bhopal Gas Tragedy
To avoid such types of failures
we need a good design
Importance of engineering design
process
• Cost of the product
• Product quality
• Product cycle time

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 Types of Designs
Engineering design can be undertaken for many
different reasons, and it may take different forms.
Original design, also called innovative design.
This form of design is at the top of the hierarchy.
It employs an original, innovative concept to
achieve a need. Sometimes, but rarely, the need
itself may be original. A truly original design
involves invention. Successful original designs
occur rarely, but when they do occur they usually
disrupt existing markets because they have in
them the seeds of new technology of far-reaching
consequences. The design of the microprocessor
was one such original design.
 Adaptive design
This form of design occurs when the design team adapts a known solution to satisfy
a different need to produce a novel application.
For example: adapting the ink-jet printing concept to spray binder to hold particles
in place in a rapid prototyping machine. Adaptive designs involve synthesis and are
relatively common in design.
 Redesign
Much more frequently, engineering design is
employed to improve an existing design. The task
may be to redesign a component in a product that is
failing in service, or to redesign a component so as
to reduce its cost of manufacture.
Often redesign is accomplished without any
change in the working principle or concept of the
original design.
Example: the shape may be changed to reduce a
stress concentration, or a new material substituted
to reduce weight or cost. When redesign is achieved
by changing some of the design parameters, it is
often called variant design.
 Selection design
Most designs employ standard components such as bearings, small motors, or pumps that are
supplied by vendors specializing in their manufacture and sale. Therefore, in this case the design
task consists of selecting the components with the needed performance, quality, and cost from the
catalogs of potential vendors.

Industrial design
This form of design deals with improving the appeal of a product to the human
senses, especially its visual appeal. While this type of design is more artistic than
engineering, it is a vital aspect of many kinds of design. Also encompassed by
industrial design is a consideration of how the human user can best interface with the
product.
 Overview of Engineering Design
Process
• Engineering design is the process of devising a
system, component, or process to meet desired
needs.
• It is a decision-making process (often iterative), in
which the engineering sciences and mathematics
are applied to convert resources optimally to meet
a stated objective.

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Morris Asimow
Figure: The product development process showing problem definition as the start of the conceptual design rocess.
• Phase 1: Conceptual design

• Identification of customer needs

• Problem definition
• Gathering information
• Conceptualization
• Concept selection
• Design review

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 Problem Formulation
Understanding any problem thoroughly is crucial to reaching an outstanding solution. This
axiom holds for all kinds of problem solving, whether it be math problems, production
problems, or design problems.
In product design the ultimate test of a solution is meeting management’s goal in the
marketplace, so it is vital to work hard to understand and provide what it is that the
customer wants.
This topic emphasizes the customer satisfaction aspect of problem definition, an approach
not always taken in engineering design. This view turns the design problem definition
process into the identification of what outcome the customer or end user of the product
wants to achieve.
 Problem Formulation
1. IDENTIFYING CUSTOMER NEEDS
Increasing worldwide competitiveness creates a need for greater focus on the customer’s wishes.
Engineers and businesspeople are seeking answers to such questions as:

Who are my customers?

What does the customer want?
How can the product satisfy the customer while generating a profit?

(i) Preliminary Research on Customers Needs

The initial work may be done by a marketing department

specialist or a team made up of marketing and design professionals.
 Problem Formulation
(ii)Gathering Information from Customers

Interviews with customers - Active marketing and sales forces should be continuously meeting with
current and potential customers. Some corporations have account teams whose responsibility is to visit
key customer accounts to probe for problem areas and to cultivate and maintain friendly contact.

Focus groups - A focus group is a moderated discussion with 6 to 12 customers or targeted customers of a
product. The moderator is a facilitator who uses prepared questions to guide the discussion about the
merits and disadvantages of the product.

Customer complaints - A sure way to learn about needs for product improvement is from customer
complaints. These may be recorded by communications (by telephone, letter, or email) to a customer
information department, service center or warranty department, or a return center at a larger retail outlet.
Third party Internet websites can be another source of customer input on customer satisfaction with a
product.
 Problem Formulation
Warranty data - Product service centers and warranty departments are a rich and important source of data
on the quality of an existing product. Statistics on warranty claims can pinpoint design defects.

Customer surveys - A written questionnaire is best used for gaining opinions about the redesign of
existing products or new products that are well understood by the public. Other common reasons for
conducting a survey are to identify or prioritize problems and to assess whether an implemented solution
to a problem was successful. A survey can be done by mail, e-mail, telephone, or in person
 Problem Formulation
2. CUSTOMER REQUIREMENTS

Information gathered from customers and research on products from market literature and
experimentation contributes to creating a ranked listing of customer needs and wants. These are the needs
that form the end user’s opinion about the quality of a product.

Garvin identified the eight basic dimensions of quality for a

manufactured product. These have become a standard list that
design teams use as a guide for completeness of customer
requirement data gathered in the PDP.
 Problem Formulation
1. Performance: The primary operating characteristics of a product. This dimension of quality can be
expressed in measurable quantities, and therefore can be ranked objectively.
2. Features: Those characteristics that supplement a product’s basic functions. Features are frequently
used to customize or personalize a product to the customer’s taste.
3. Reliability: The probability of a product failing or malfunctioning within a specified time period.
4. Durability: A measure of the amount of use one gets from a product before it breaks down and
replacement is preferable to continued repair. Durability is a measure of product life. Durability and
reliability are closely related.
5. Serviceability: Ease and time to repair after breakdown. Other issues are courtesy and competence of
repair personnel and cost and ease of repair.
 Problem Formulation
6. Conformance: The degree to which a product’s design and operating characteristics meet both
customer expectations and established standards. These standards include industry standards and safety
and environmental standards. The dimensions of performance, features, and conformance are interrelated.
When competing products have essentially the same performance and many of the same features,
customers will tend to expect that all producers of the product will have the same quality dimensions. In
other words, customer expectations set the baseline for the product’s conformance.

7. Aesthetics: How a product looks, feels, sounds, tastes, and smells. The customer response in this
dimension is a matter of personal judgment and individual preference. This area of design is chiefly the
domain of the industrial designer, who is more an artist than an engineer. An important technical issue
that affects aesthetics is ergonomics, how well the design fits the human user.

8. Perceived quality: This dimension generally is associated with reputation. Advertising helps to
develop this dimension of quality, but it is basically the quality of similar products previously produced
by the manufacturer that influences reputation.
 Problem Formulation
Classifying Customer Requirements
Expecter’s: These are the basic attributes that one would expect to see in the product, i.e., standard
features. Expecter’s are frequently easy to measure and are used often in benchmarking.
Spoken’s: These are the specific features that customers say they want in the product. Because the
customer defines the product in terms of these attributes, the designer must be willing to provide them to
satisfy the customer.
Unspoken’s: These are product attributes the customer does not generally talk about, but they remain
important to him or her. They cannot be ignored. They may be attributes the customer simply forgot to
mention or was unwilling to talk about or simply does not realize he or she wants. It takes great skill on
the part of the design team to identify the unspoken requirements.
Exciters: Often called delighters, these are product features that make the product unique and distinguish
it from the competition. Note that the absence of an exciter will not make customers unhappy, since they
do not know what is missing.
‘If you have an apple and I have an apple and we exchange
these apples then you and I will still have an apple.
But if you have an idea and I have an idea and we exchange
these ideas, then each of us will have two ideas.’

George Bernard Shaw, 1856–1950

Phase 2: Embodiment Design

 Product architecture
 Configuration design
 Parametric design

Phase 3: Detail design

I. Detailed engineering drawings

II. Verification
III. Assembly drawings
IV. Detailed product specification
V. Decisions
VI. Design review

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Concept Generation Process
 Brainstorming Prototyping Pilot testing

Major concept generation techniques

Ideation Survey
Simulation Axiomatic
Project Planning and Management
• Planning for manufacture
• Planning for distribution
• Planning for use
• Planning for retirement of the product

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 Project Planning and Management
The project manager is responsible for creating, tracking, and revising the plan. However, the process of
planning should include multiple groups and people, typically called stakeholders, or sometimes the
audience.

The planning process has multiple steps including

(1) Breaking the project into a set of tasks,
(2) Developing a list of approvals and milestones,
(3) Itemizing required resources,
(4) Checking the plan for consistency.

The plan often includes a schedule for tasks and time, a budget for money, and a communication list.
Project Planning and Management
‘Imagination is more important than
knowledge.
Knowledge is limited. Imagination
encircles the world.’

Albert Einstein, 1929

Technology Centred Design Business Centred Design Designer Centred Design
When you understand the people

you’re trying to reach—and then

design from their perspective—not

only will you arrive at unexpected

answers, but you’ll come up with

ideas that they’ll embrace.

Human Centered Design
(HCD)

https://www.youtube.com/watch?v=musmgKEPY2o
Human Centered Design
(HCD)

IDEO designs the original mouse for Apple

 Human Centered Design (HCD)

Human centered design is a creative approach to problem-solving that starts with

people and ends with innovative solutions that are tailor-made to suit their needs.

IRUII
O
 Human Centered Design (HCD)
Phase 1: Observation
The first phase is all about observing the end-user, learning, and being open to creative possibilities.
Your goal is to understand the people you’re designing for. Identify patterns of behavior, pain points, and
places where users have a difficult time doing something—these all lend to tremendous opportunity. If
you can, put yourself in their situation so you can see what their experience is, and feel what they feel.
Phase 2: Ideation
In this phase, you start brainstorming ideas with your team based on what you learned from your
observations and experiences in Phase 1. Your goal is to come up with as many ideas as you can. As
you’re coming up with ideas, stay focused on the needs and desires of the people you’re designing for. If
you do this, your group’s ideas will eventually evolve into the right solution.
 Human Centered Design (HCD)
Phase 3: Rapid prototyping
In this phase, you’re going to quickly build a simple prototype of your idea. This makes it tangible and
gives you something to test with the end-user. Don’t try to build a fancy high-fidelity prototype right
now. Its advisable to create simple prototypes made out of cardboard.
Ask yourself this: What can I spend the minimum amount of time building that will allow me to get user
feedback as quickly as possible? The purpose of this phase isn’t to create the perfect solution; it’s to
make sure your solution is on target.
Phase 4: User feedback
Get your simple prototype into the hands of the people you’re designing for. This is the most critical
phase of the human centered design process. Without input from your end-user, you won’t know if your
solution is on target or not, and you won’t know how to evolve your design.
 Human Centered Design (HCD)
Phase 5: Iteration
Once you get feedback from your users, use that information to fuel the changes to your design. Keep
iterating, testing, and integrating user feedback until you’ve fine-tuned your solution. This may take a
few rounds, but don’t get discouraged. With each iteration, you’ll learn something new. Once you’ve got
your solution to a point where it’s ready to be used, it’s time to move on to the next and final phase.

Phase 6: Implementation
Now that you’ve validated the usefulness of your solution with the end-user and gotten your design just
right, it’s time to get your idea out into the world. If you’re designing software products, apps, or
websites, go back to Phase 1 and repeat this process. With each new update that you implement, continue
to observe your users, design for them, and use their feedback to direct your future solutions.
HUMAN-CENTERED
DESIGN
• Human-centered design (HCD) is an “Iterative
process for problem-solving in which the priorities,
needs, and behaviors of end-users…serve as a
driving force throughout a [solution’s]
conceptualization, development, and distribution.”

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Human centred design

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Thank You !!

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