Design and product development

Design and Product Development
Guest Lecture at Tallinn European Innovation Academy
Thomas J. Howard
www.thomasjhoward.com
thow@mek.dtu.dk
Unless otherwise stated, this material is under a Creative
Commons 3.0 Attribution–Share-Alike licence and can be
freely modified, used and redistributed but only under the
same licence and if including the following statement:
“Original material by Thomas J. Howard, The Technical University of Denmark”

2013Original material by Thomas J. Howard, The Technical University of Denmark2
Holyhead

Design in my Research

Design in Practice

Why Design and Product Development?

Agenda
Sections covered:
10:00 - Integrated Product Development
10:25 - Product/Service-Systems (PSS)
10:50 - Coffee refill / speed smoke
10:55 - Protovation
11:20 - Open Design
11:45 - End

Integrated Product Development Model
To explore and develop the market, the product and its
production simultaneously in an integrated fashion to get
a more optimal business proposition
Market
Product
Production
Business

Recommended Reading
Source of inspiration for this lecture:
Integrated Product Development
Mogens Myrup Andreasen & Lars Hein (2000)

EXERCISE 1 - Example
Using as few of the numbers as possible:
Using these functions: +, -, x, /, (, )
Make or get as close as you can to: __________=____25 ( 7 – 2 ) x 5 25
6 1 7 8 2 5

EXERCISE 1a
Using as few of the numbers as possible:
Using these functions: +, -, x, /, (, )
Make or get as close as you can to: __________=____
6 7 4 1 6 4
24
8
12
4
Cross out the
numbers used

Sequential or “Over the wall” development
Marketing want:
Designers want:
Manufacturers want: 4
24
12
6 7 4 1 6 4 8

Exercise 1b
Integrated development
Marketing wants: __________ = ____
Stylists want: __________ = ____
Manufacturers want: __________ = ____4
24
12
6 7 4 1 6 4 8
Using as few numbers as possible, try to meet all
targets at the same time (use numbers only once)

The role of the product developer
Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg

Does this really apply to product
development
• Constraints imposed by design decisions cause
compromise for other stakeholders
• Product development is greatly complex
• Nobody knows how a product is developed
Even a simple product like a pencil!

Project cost allocation

What stakeholders are involved in
product/service and its development?
Some important stakeholder activities:
• Engineering
• User / Operators
• Shipping / Distribution
• Sales / Retailing
• Purchasing
• Quality control
• Assembly
• Disposal
• Manufacturing
• Suppliers / 3rd Party
• Legal departments

The three Key disciplines of Integrated
Product Development (IPD)
Business
Market
Product
Production
’Need’
Situation

The three Key disciplines of Integrated
Product Development (IPD)
Business
Marketing, Sales, Forecasting, User-studies
Design, Engineering, Aesthetics, Ergonomics
Manufacture, Assembly, Packaging, Transport
’Need’
Situation

“Integrated Product Development is:
an idealised model of development
where the business case of a
product is built from the
perspectives of all stakeholders”

2 Products with the same task...

Which product is better?
Market
Product
Production
Business

EXERCISE 3:
Analyse the sample in terms of the key
disciplines of IPD
Market
Product
Production
High end, premium, brand
differentiation
Functional, mid range
Relatively complex so can
malfunction, cleaner in
operation, easier to direct
Simple, easy to use, less clean
in operation
Difficult manufacture and
assembly
Very simple 1 piece moulding,
no assembly except insertion

Extreme cases...
 Cheaper, quicker and easier production
 Lighter, more sturdy, cheaper, better functioning product
 No market differentiation or wow factor
Where does the value lie?
$$$$
$
$

Concurrent Engineering
Designing the Product and
Production simultaneously
Market
Product
Production
Business

Think about service in advance...
Headlamp bulb replacement example
This side up
[Case from Winston Knight, Rhode Island]

Here’s what it takes...
Disassemble: Reassemble:
2 Screws (left side light)
Cover (left side light)
Cable connector
Housing (left side light)
2 Screws (right side light)
Cover (right side light)
Cable connector
Housing (right side light)
14 Screws (radiator panel)
Radiator panel
4 Screws (headlamp trim)
Headlamp trim
Headlamp glass
Headlamp bulb
Headlamp bulb
Headlamp glass
Headlamp trim
4 Screws (headlamp trim)
Radiator panel
14 Screws (radiator panel)
Housing (right side light)
Cable connector
Cover (right side light)
2 Screws (right side light)
Housing (left side light)
Cable connector
Cover (left side light)
2 Screws (left side light)
32 items 32 items

Boeing Longbow Apache Helicopter
($1.3 billion savings over life of program)
Example: Anti-Flair Bracket Assembly
Source: Alfredo Herrera,1998 International DFMA forum, Newport, RI
Before
5 sheet metal parts
19 rivets
20 tools needed
32 hours manufacturing
After
1 high-speed machined part
2 hours manufacturing
10% less weight
45% less cost
Tooling cost virtually eliminated

Example 2: Jump Seat assembly
105 separate parts
Total assembly time estimate
1440 s, excluding paint
application
Part count reduced to 19 ,
with 5 major subassemblies
Assembly time estimate
reduced to 258s

DfMA – Housing corner piece
[Andreasen, Kähler & Lund, 1988 – “Design for Assembly”]
Lønstrup

DfA – Plastic integration

Agenda
Sections covered:
10:55 - Protovation
11:20 - Open Design
11:45 - End

Customer relationship modelling
Market
Product
Production
Business
The right products and the
right services for the market

Exercise:
Define ‘a Product’
and then ‘a Service’
Using the phrase “Value is Created” and the
term “Stakeholder” in your definitions

Definitions
Product:
The result of a synthesis process, where value is
created by transferring ownership from one
stakeholder to the next.
Service:
The creation of value when one stakeholder
carries out an activity on behalf of another.
McAloone 2012

TRANSPORT
RAWMATERIALS
ASSEMBLY
MANUFACTURE
SALES
DISPOSAL
INSTALLATION
MAINTENANCE
USE
Producer’s traditional responsibility/liability
Traditional producer ownership Traditional customer ownership
€
Why PSS ?
Original material by Tim C. McAloone. Adapted by Thomas J. Howard

Producer’s extended product responsibility, customer contact and
revenue source
TRANSPORT
RAWMATERIALS
ASSEMBLY
MANUFACTURE
SALES
DISPOSAL
INSTALLATION
MAINTENANCE
USE
Product life cycle design
PSS-oriented business strategy
€ € € € €
Why PSS ?

Rolls Royce
From airplane engines to ’power-by-the-hour’
In the airline industry, the company does not sell engines - it charges for use of the thrust
they provide, on a 'power by the hour' basis. Where previously the company's aerospace arm
simply sold engines to plane companies, they now offer a fixed-fee maintenance back-up
service for those engines, thus allowing customers to accurately project their maintenance
and part replacement costs.
[www.rolls-royce.com]
[www.rolls-royce.com]
Traditional model
Core business:
passenger
revenues
Rolls-Royce
Airline
Overhaul
Base
Eng. Health
Monitoring
Logistics
Provider
Vendors
Non-core business activities
TotalCare model
Focus on core
business
Rolls-Royce responsible for
airline’s non-core business activities
Overhaul
Base
Logistics
Provider
Vendors
Airline
Rolls-Royce
Predictive
maintenance
TotalCare model
Focus on core
business
Rolls-Royce responsible for
airline’s non-core business activities
Overhaul
Base
Logistics
Provider
Vendors
Airline
Rolls-Royce
Predictive
maintenance

Danfoss
From electronic refrigeration controls to cooling in supermarkets
In order to avoid being reduced to a component supplier (where competition is tough and
margins slim) Danfoss has positioned itself as a provider of value added consultant advice to
the food retail industry. By tying a closer link to the retailer Danfoss can increase knowledge
about operational know-how.
[www.danfoss.com]
Systems
Networks
Components
Value
Added
Services
[Eriksen, Danfoss, 2005]
OEM’s
Contractors
OEM’s
System house
Contractors
End-Users
Supermarkets
Distribution
channel

Xerox
From photocoping machines to document services
Xerox has worked to turn its product into a service, providing a complete "document service"
to companies including supply, maintenance, configuration, and user support. Customer’s
don’t buy photocopy machines anymore, the buy the ability to photocopy.
[www.xerox.com]

Aarstiderne
From organic produce to convenient food delivery
Aarstiderne has delivered organic products to the doorsteps of Danish households since 1999.
It started out as a small vegetable garden at a farm, Barritskov, in the western part of
Denmark. The idea behind Aarstiderne.com is to deliver organic food products directly to the
doorstep of the customer who values quality and taste and thereby catalyses the public
motion towards healthier food and better environment in Denmark – not by agitating, but
simply by enabling everybody to be a part of the good idea. The products are supplied with
recipes and stories about growers, production, farms, the company, food products and quality.
[www.aarstiderne.com]

Douwe Egberts
From coffee bean supplier to coffee systems
Douwe Egberts was originally a coffee supplier. Normally clients in offices would buy a
traditional hot plate-based coffee machine, buy consumables such as coffee and filters
separately, and make pots of coffee in the traditional way. Douwe Egberts took the advantage
by starting to offer coffee systems delivering freshly brewed, good-quality coffee per cup and
thereby created a much more powerful position in the value chain.
[www.douweegberts.com]

DuPont
From paint to painted cars
Payment by paint quality:
Reward: selling more paint
No action concerning painting
Flexible delivery
Quality of painted surface
Cost of painting
Payment per car:
Concern of reducing quantity
Immediate delivery
Quality of the painted surface
Immediate satisfaction
No action concerning painting
DuPont
Ford
DuPont
Ford
DuPont painting
Ford producing
Ford painting
Ford producing
DuPont
Customer: Long-term interest of quality
from satisfaction delivery system [McAloone, 2003]

In your teams discuss the following
scenario:
You have been developing and selling
microwave ovens for many years and
have seen profits steadily falling due to
increased competition. How could you
add a service dimension to your business
and what market segment would you
target?

SUPPORT OF
CUSTOMER’S
ACTIVITIES
CUSTOMER’S
ACTIVITY
CYCLE
PRODUCT’S LIFE CYCLE
TRANSPORT
RAWMATERIALS
ASSEMBLY
MANUFACTURE
SALES
DISPOSAL
INSTALLATION
MAINTENANCE
USE
Product Life & User Activity Cycles
Tan, A., McAloone, T.C., Andreasen, M., 2006
Pre Use
During
Use
Post Use

Applying IPD to NPD
Sketch a product life and activity cycles for sun lotion
Try to suggest a new configuration.

Our solution...
Existing
distribution
chains
At point
of use
Single
serve

PSS can be an effective way to bring
suppliers closer to customers while
responding more to the customer’s
real needs.
Services should be integrated into
the design of products where
valuable.

Questions
?

Agenda
Sections covered:
10:55 - Protovation
11:20 - Open Design
11:45 - End

The three Key disciplines of:
Integrated Product Development (IPD)
Business
Market
Product
Production
’Need’
Situation

What are the remaining question marks and
which are the biggest?
Business
Market
Product
Production
’Need’
Situation
Do users
want it ?
Will they
pay that
much ?
Is the
market
that big ?
Does it
look good
?
Does it
work ?
Cost and
vol. of
production
?
Desired
properties
?
? ?
?
?
?
?
?

?
Where are
the big
question
marks
Can a human powered centrifuge
separate mercury from gold?

• Geo Center
• Professor Kurt S Anderson
Lærke Holstebroe Jeanne Lønstrup

?
Where are
the big
question
marks
Will people upload their wind speeds?

?
http://www.nytimes.com/interactive/2012/06/03/magazine/innovations-issue.html
Where are
the big
question
marks
Will transport services buy it?

Alarm Bells
If the system requires a full
role-out to be of any use
to the customers or
stakeholders.
If you can think of lots of
people might want to buy
the finished
product/system but you
can’t think of who would
definitely be the first
customer

?
Where are
the big
question
marks
?
?
?
?
?
?
?
??
?
?
?
?

What is the
purpose of a
Prototype
?

A prototype is a
model to test a
burning question
about a
product/service

Types of technical prototypes
– Proof-of-Principle Prototype
– Form Study Prototype
– User Experience Prototype
– Visual Prototype
– Functional Prototype
http://en.wikipedia.org/wiki/Prototype

Proof-of-Principle Prototype
Example: Dyson – 5127 prototypes
The hammer test
When James started out he tested prototypes by dropping them
down a cast iron stairway at the back of his workshop. Simple but
effective.
These days Dyson prototypes must endure 550 tests. Hoses
are contorted and stretched. Cleaner heads are slammed into iron
table legs. Performance is tested in temperatures as low as -20c
in an environmental chamber. Things haven’t changed all that
much though. Every 100th bin off the production line is whacked
with a lump hammer just to make sure.
http://content.dyson.co.uk/insidedyson/default.asp

Form study prototypes
http://cmuid.tumblr.com/page/2
http://www.dwell.com/articles/
Dyson-Airblade-process.html
Cutting tools Dyson AirBlade

User Experience prototype

Visual Prototype
To capture the intended design aesthetic and simulate the
appearance, colour and surface textures of the intended
product but will not actually embody the function(s) of the
final product. These models will be suitable for use in
market research, executive reviews and approval,
packaging mock-ups, and photo shoots for sales literature.
http://www.volvotips.com/index.php
/general/gallery/daf-museum/
Volvo 340
http://www.e90post.com/forums/sho
wthread.php?t=159
BMW 305

Functional Prototype
Advance Passenger Train (APT)

Example of a prototype in action
http://www.youtube.com/watch?v=YQRm1cg8T8I

Proof of principle prototypes
Oversights revealed by the Prototypes
Concept 1 Concept 2 Concept 3
– Awkward assembly – Awkward assembly – Lock insecurity
revealed
– Very small increments
for code
– Cannot work in all
orientations
– More flimsy than
anticipated
– Code revealed under
tube
– To release bars must
first be raised
– Supporting pin are too
small
– More flimsy – Awkward to adjust code – Awkward to adjust code
– Lock insecurity
revealed
– Lock insecurity
revealed
+ Simplicity realised
+ More discreet than
anticipated
+ More sturdy + Dimensionally suited
+ An effective visual
deterrent
+ Locks securely even
when code is <2mm out

Prototype vs Production Model
Prototype parts Extruded parts
T cutter would
have been required
for this section
Instead of using a T cutter to form the extra lip
Mill Square then fasten will screws.

Proof of principle/form prototype

Mk. 9

Prototypes don’t have to be good, just good enough!!
http://www.youtube.com/watch?v=6TbyXq3XHSc

What about
Market
Prototyping
?

Sun cream on demand
What are the burning
questions related to the
market feasibility of this
product?

The burning questions about market
feasibility of sun cream
1.How much variety is required in SPF ?
2.What are the primary locations for sales?
3.Will customers change their mindsets/habits?
4.How many (% & Vol.) people forget to bring
SC?
5.What are customers willing to do to receive the
product?
6.What is the required dosing sizes?

Choose a couple of the
questions and discuss
how you could test the
feasibility using a
prototype
10mins

Questions
?

Agenda
Sections covered:
10:55 - Protovation
11:20 - Open Design
11:45 - End

What is Open Design?

Open Design:
The Oxford English Dictionary
“Box of quotation slips” by Owen McKnight, CC BY-SA 2.0
http://www.manhattanrarebooks-literature.com/oed.htm
The Oxford English Dictionary – 1st Edition

What is Open Design?
Crowdsourcing
Open Source Design

What is Crowdsourcing?

Types of Crowdsourcing
Crowd Funding (22% of sites)
Crowd Labour (8% of sites)
Crowd Innovation (10% of sites)
Distributed Knowledge (37% of sites)
Crowd Creativity (14% of sites)
(Aesthetics & Branding)
Tools (9% of sites)

Crowdsourcing
How would we use it?

Crowdfunding
Tech Art
Social

Funding

Innovation
Divergent/
Problem Solving
Convergent /
Solution Evaluation
Push & Pull
Social Challenges

Innovation

Labour
•Debugging
•Advertising and testimonials
•Proofreading
•Web-design
•Graphic enhancement
•Website testing
•Surveys
•Data entry

Aesthetics & Branding
•Fashion
•Sounds
•Artwork
•Logos
•Graphic Design
•Photography and Images
Competition Driven

Aesthetics & Branding

Anything left for us to do?

Crowdsourcing is now a mature field,
use it and master it.

Open Source Design

Open Source to Open Design
Design BlueprintsSource Code

2013Original material by Thomas J. Howard, The Technical University of Denmark100 100
DEFINITIONS
OSP OSS
OPEN SOURCE DEVELOPMENT
Open Source Products Open Source Software
Tangible Intangible

Why Open Design?
To fund R&D rather than legal fees for patent
disputes.
To maximise the value of the product to the
crowd and allow them to develop design
derivatives
To focus less on blocking the development of
others and instead to gain from being visible and
influential.

How Open are we to be?
Choosing the correct licences will be crucial:
Attribution - CC BY
This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as
they credit you for the original creation. This is the most accommodating oflicenses offered.
Recommended for maximum dissemination and use oflicensed materials.
Attribution-ShareAlike - CC BY-SA
As CC BY except all new works based on yours will carry the same license, so any derivatives will also allow
commercial use. This is the license used by Wikipedia, and is recommended for materials that would
benefit from incorporating content from Wikipedia and similarly licensed projects.
Attribution-NoDerivs - CC BY-ND
This license allows for redistribution, commercial and non-commercial, as long as it is passed along
unchanged and in whole, with credit to you.
Attribution-NonCommercial - CC BY-NC
This license lets others remix, tweak, and build upon your work non-commercially, and although their new
works must also acknowledge you and be non-commercial, they don’t have to license their derivative works
on the same terms.
Attribution-NonCommercial-ShareAlike - CC BY-NC-SA
This license lets others remix, tweak, and build upon your work non-commercially, as long as they credit
you and license their new creations under the identical terms.
Attribution-NonCommercial-NoDerivs - CC BY-NC-ND
This license is the most restrictive of our six main licenses, only allowing others to download your works
and share them with others as long as they credit you, but they can’t change them in any way or use them
commercially.
http://creativecommons.org/licenses/

Open Design
An emerging paradigm... a gift to the
people and society...

Flying Open Sourcers

The Open Design Library

FREE BEER 1.0

FREE BEER cont...
FREE BEER 2.5 (Right)
FREE BEER 4.0 (Below)

Open Design (Open Hardware)
An emerging paradigm... a gift to the
people and society...
...but can you really make money
from giving things away for free?

Open Design – A New IPD Consideration
Howard [2012]

Benefits of Open Source Design
• Rapid and cheap publicity
• Multiuser development & Expert customers
• Increased product varieties
• Competition killer
• Suboptimal is forgivable
Revenue from Open Source Design
• Sale of expertise
• Spin-off products
• Straight production
• Advertising & Front of shelf model
• Value from the use phase
• Use and user data

Questions
?

Agenda
Sections covered:
10:55 - Protovation
11:20 - Open Design
11:45 - End

Design and product development

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