Name: Lee Chia Chun

Matrik No.: KEM 100017

1

KMEM 2218

Product Design & Development

Outdoor RostrumSolution for outdoor speaking

events

Instructor of the individual design project

Executive Summary

Verbal communication takes place on a daily basis everywhere around the world ever since the existence of languages and writing, which I call the civilization. The great Greek orators back then stood in front of the rocky podium, voicing out their criticisms on the tyranny of the governor and any other political related issues. Podium, lectern and rostrum are synonymous and are used interchangeably throughout the context. Due to the widespread and implementation of democracy, podium or rather the rostrum had since became a symbolic to remind people of the freedom of speech. Today, the uses of rostrum have extended and have densely incorporated electronics into its features, to boost audience’s understanding and deliver ideas across to thousands of audience in an effective manner.

There are different groups of people using podium to communicate with their audiences. Each group has different demands on the rostrum. As I have been actively involved in many extracurricular activities, I have noted the need to improvise the features of a rostrum specifically fit for outdoor uses. When a rostrum is used outdoor, there are many factors needed to be taken into consideration such as weather, the availability of electric source, portability, durability, colours, weight and materials used, space requirement, number of audiences and so on.

The concept of my rostrum designed based on one sole important concept: Portability. I believe that the portability can be achieved through the ability of the rostrum to fold. This would save space requirement, which if explored from business point of view, it is a good sign as there are more rostrums that could be transported at one particular time. The concept I am using “Air Out, Product In” is what has been implemented by IKEA Corporation. Besides, as the rostrum will be made of light-weight material like clear acrylic with silver grey. The rostrum that comes with lockable wheels would ease the mobility. Not to forget to mention that the rostrum is able to withstand the changing temperature, could endure rain due to its waterproof material used. The mike is battery-powered with the intention to solve no electrical socket available problem.

The main key features of my rostrum are in bold which aims at differentiating itself from the rest of the similar existing products in the market place. I wish to address the customers’ needs and demands and meet their expectations as Ill as to provide solution to event management companies. This design project, guided by our respected instructor, Dr. Faizul, will be a stepping stone for us to initiate the production and development of this product, the highly energy-efficient, user-friendly and cost effective rostrum. I try to differentiate our design based on the five Perceived Qualities: Tangibility, Reliability, Assurance, Empathy and Responsiveness.

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Table of Contents1.0 Introduction.........................................................6

1.1 Acknowledgement.................................................................................................................6

1.2 Background Research............................................................................................................6

1.3 Problem Statement................................................................................................................8

1.4 Objective................................................................................................................................8

1.5 Mission Statement.................................................................................................................9

1.6 Milestones (Gantt-Chart).....................................................................................................10

2.0 Literature Review.......................................12

2.1 Introduction.........................................................................................................................12

2.2 Definition of Rostrum..........................................................................................................12

2.3 Function of Rostrum............................................................................................................12

2.4 Types of Rostrums...............................................................................................................12

2.4.1 Fixed Rostrums.......................................................................................................................................12

2.4.2 Adjustable Rostrum................................................................................................................................13

3.0 Methodology..............................................17

3.1 Identify Customer Needs.....................................................................................................17

1. Gather Raw Data from Customers...................................................................................................................17

2. Interpret Raw Data in terms of Customers’ Needs..........................................................................................18

Customers’ Need Statement...............................................................................................................................19

Table 7: Customer-Need Matrix Chart.................................................................................................................21

3. Organize the Needs into Hierarchy..................................................................................................................22

4. Establish the Relative Importance of the Needs..............................................................................................22

3.2 Product Specification.................................................................................................................23

ii. Benchmark on Metric......................................................................................................................................23

iii. Set ideal and marginally acceptable target values..........................................................................................24

3.3. Concept Generation.............................................................................................................26

Solution to Sub-problem 1:.................................................................................................................................26

Solution to Sub-problem 2:.................................................................................................................................27

Solution to Sub-problem 3..................................................................................................................................27

Solution to Sub-problem 4..................................................................................................................................27

3.4 Concept Selection......................................................................................................................27

3.5 Concept Testing.........................................................................................................................28

3.6 Modeling....................................................................................................................................29

3.7 Analysis......................................................................................................................................33

Assumptions........................................................................................................................................................34

Model Information..............................................................................................................................................34

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Material Properties.............................................................................................................................................35

Loads and Fixtures...............................................................................................................................................35

Mesh Information................................................................................................................................................36

Mesh Information - Details..............................................................................................................36

Study Results.......................................................................................................................................................37

3.8 Materials Selection....................................................................................................................39

3.9 Manufacturing Processes.....................................................................................................41

Melting and casting.............................................................................................................................................42

Forming...............................................................................................................................................................42

Heat treatment....................................................................................................................................................42

Descaling.............................................................................................................................................................43

Cutting.................................................................................................................................................................43

Finishing..............................................................................................................................................................43

Joining.................................................................................................................................................................45

4.9.2. Manufacturing Process of Plastic for Base.........................................................................................45

3.10 Material Cost Estimation.........................................................................................................45

3.10.1 Standard Components.......................................................................................................................45

3.10.3 Total manufacturing cost:.........................................................................................................................46

4.10.3. Cost-to-produce.......................................................................................................................................47

4.11. Summary..........................................................................................................................47

5.0 Conclusions and Recommendations...........48

6.0 References..................................................48

7.0 Appendix....................................................49

Appendix A: Interview Questions and Answers...............................................................................49

Appendix B: Interview Guide for Concept Test of the Rostrum.......................................................52

Appendix C: Catalogue.....................................................................................................................53

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Table 1: Mission StatementTable 2: Gantt ChartTable 3: Product Development Front-End ProcessTable 4: Customer-Need Matrix TableTable 5: Customer Statement and Customer NeedTable 6: Customer needs and their relative importanceTable 7: Customer-Need Matrix ChartTable 8: Relative Importance of Customer’s NeedsTable 9: Types of Existing Rostrums Available in the MarketTable 10: Competitive Benchmarking ChartTable 11: List of Ideal and Marginally Accepted ValuesTable 12: Establishment of Target SpecificationsTable 13: Concept Scoring Chart

INTRODUCTION

-Acknowledgement

-Background Research

-Problem Statement

-Objective

-Mission Statement

-Milestone (Gantt chart)

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1.0 Introduction

1.1 AcknowledgementMore than ten customers, friends and certain event organizers (companies) have contributed to the success of design project in large and small ways. I am grateful to those who are willing to take our questionnaires and also being interviewed despite not giving any form of incentives or attractive gifts as a token of appreciation.

Dr. Faizul, the instructor of my design project, has been dedicated in mentoring me along the journey. He constantly helped me in reviewing the contents and providing feedback on the practicality of the design.

I would like to give credit to the following people:

Roszalena Mashurdin, for providing me the latest trend of furniture industry

Syaraffi Sharanni, for helping me on design project

Neoh Chee Kien, for helping me on design project

Chin Ii Ken, for helping me on design project

Cheah Yuan Feng, for helping me on design project

Google Corporation, for providing me with information.

1.2 Background ResearchA lectern is a reading desk with a slanted top, usually placed on a stand or affixed to

some other form of support, on which documents or books are placed as support for reading aloud, as in a scripture reading, lecture, or sermon. To facilitate eye-contact and improve posture when facing an audience, lecterns may have adjustable height and slant. People generally use lecterns while standing. In pre-modern usage, the word lectern was used to refer specifically to the "reading desk or stand from which the scripture lessons are chanted or read.

When giving a professional presentation at work, school, or an organization, podiums and lecterns help speakers stay organized and reach audiences effectively. The first step in finding the right podium or lectern is to learn the terminology for the various product options. 'Lectern', 'Podium', 'Pulpit' and 'Rostrum' are used interchangeably, and the word choice depends more on the user application than the actual product. For the purposes of this report, I will refer to these products as podiums or lecterns, since they are the most commonly used terms.

The price of the podium or lectern will depend on a few criteria. First is the type of the unit. Free standing floor units tend to be more expensive than tabletop units. More information on the different types of units is provided below. Second, if you are looking for a

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podium or lectern with a fully integrated audio system, this will dramatically increase the price. And finally, certain construction materials, finishes and customizations can increase the price. The most advanced models can cost up to several thousand dollars.

The appearance of the lectern is greatly determined by the type of materials from which it is constructed, the style of the finish, the colour, and the trim. Different materials have different properties. Wood lecterns are very professional looking and durable, but can be quite heavy. For lecterns with audio built in, wood is often the best choice. Most wood lecterns are made out of wood composites; however some of the high-end models are constructed entirely out of solid hardwood. Acrylic or plastic lecterns are light-weight, sleek in design, but do not offer all the amenities of their wood counterparts. They also do not look as classical as wood designs. Metal lecterns share many of the same properties as acrylic, but often come with wood surfaces, allowing users to enjoy the best qualities of simplicity and elegant designs. One final construction material is durable plastic, which is often used as a hard case for tabletop audio lecterns. These are very sturdy, yet more utilitarian in appearance.

I started to research into the criteria taken into consideration when designing the lectern. In the following reports, one can see that my focuses are Iight, portability and space requirements. In addition, I also started to look at which group of customers I am aiming at providing solutions to the outdoor event organizers. Eventually, I decided to tackle the less approached market, which is people who talks in the public, in an open area when getting electric plug is a problem and the movement of the lectern is also another headache for many event organizers. Other aspects such as the material costs, durability, ergonomic

As there are more and more demand of rostrum, the design has become more widen and variety. The price of the rostrum is ranged from RM 200 for a simple wooden ones, to RM 3000 ++ for a high end technological rostrum.

For this, it is decided that an innovated rostrum design is need to fulfill the project distributed by the lecturer. As there is many different kinds of rostrum such as, those used at lecture hall, those used on stage, in public places and many more.

During my planning of the specific type of rostrum to be designed, I found out that there is less variety to rostrum to be used on stage and also in the public. Therefore I had planned to carry out the investigation of the customer need of rostrum that is suitable to be used in the public and on the stage.

After the process of getting information of customer, I had drafted the customer need and listed them according to the importance rated by scoring. Several concepts is drafted out according to the specification listed. Then the concept is selected according to the scoring and screening made to those concept drafted. After making these steps are made, I was to determine and combine all specifications and a final drawing is drawn.

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A full drawing of the model of the rostrum is drawn by Solidworks 2011 and the drawing of the each part is produced and the exploded view is also generated. The model consists of the general view and shape of the rostrum and also the measurement of the rostrum. It used as a guideline to build the rostrum. Stimulation can also be run on the model design to know the functionality of the design.

After the design is done, the process of material selection of different parts is being carried out. It is also that when doing material selection, the manufacturing process also can be determined. This process is how that rostrum is produced.

Finally, the cost is calculated and this includes the manufacturing and also the material cost. It is also included the marketing plan of the product that will be sold to the end users.

1.3 Problem StatementWhen I am brainstorming for ideas, I focus on the group of people who is always in the movement from one place to another place to conduct seminar, talk or any form of lecture, be it formal or informal, in outdoors. I found out that the common problems faced are as below:

o No electrical plug available

o Need to move the lectern from one place to another

o Heavy lectern

o Parts of lectern are Iar off or broken when it is moving

1.4 ObjectiveThe key objective of designing the lectern is still on meeting the customers’ demands. I am determined to achieve the following criteria as below:

Portable Durable Short set-up time Light weight Relatively cheaper by means of adjusting the materials used and structures Lockable wheels

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1.5 Mission StatementMission Statement:Portable, foldable, short set-up time kind of lectern which is suitable for outdoor lecture or activitiesProduct Description This stainless steel portable lectern stand

is the perfect high-grade in-performance solution for holding any form of reading material, ideal for outdoor uses. Manufactured in line with our very own high-calibre standards, this Portable Lectern is built with only the highest level of care & attention to detail, with exceptional durability ensuring the stand is predominantly robust & stable for any level of application. The large surface area of the stands deep shelf also securely supports even the heaviest of hymn books, with plenty of room left for your pens, pencils & other accessories. Designed & built to last, the noteworthy superior hardware fittings & adjusters of this heavy duty lectern ensure maximum stability & enhanced durability for regular use & extended lifespan.

Benefit Proposition Portable, light-Iight Short set-up time Save space Flexible mobility due to its lockable

calisterKey Business Goals Wants to be the leading brand in

providing solution to outdoor uses furniture

Primary Market Outdoor event organizers Road shows Contest

Secondary Market Outdoor Idding ceremonyAssumptions and Constraints Outdoor event needs rostrum

No electrical supplies outsideStakeholders Purchasers and users

Manufacturing operations Service operations Distributors and retailers Logistics partner (DHL)

Table 1: Mission Statement

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1.6 Milestones (Gantt-Chart)

TimeTasks

Feb Mar Apr May

20 –

26

27 –

4

5 –

11

12 –

18

19 –

25

26 -

1

2 –

8

9 –

15

16 –

22

23 –

29

30 –

6

7 –

13

14 -

20

21 -

27

Surveying lab equipments

Brainstorming

Planning-Task Division-Terms of Reference-Identify Customers’ Needs

Establishing Target Specifications

Generate Product Concept-Benchmarking-Concept

Select Product Concepts-Concept Rating-Concept Ranking-Combine and ImproveConcepts

Product Testing-Asking customers’ opinion

Finalization-Set final specifications-Plan downstream development-Report Writing

Table 2: Gantt chart

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LITERATURE REVIEW

-Introduction

- Definition of Rostrum

-Function of Rostrum

-Types of Rostrum

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2.0 Literature Review

2.1 IntroductionIn this chapter, there will be explanation on the definition of rostrum, the types of rostrums currently in the market, functions of current design of rostrum, and problem of rostrums.

2.2 Definition of RostrumRostrum is an essential part of formal meeting, public speeches, talks, and ceremonies (The Flower Expert, 2008). It is know with few names such as podium, lectern, or special religious rostrum such as minbar, bimah, and bema (Merriam- Webster, 2008). According to the Merriam Webster Online Dictionary, rostrum is defined as a platform for speakers in the Roman Forum decorated with the beaks of captured ships, an ancient Roman platform for public orators, a stage for public speaking, and a raised platform on a stage.

2.3 Function of RostrumRostrum is a platform on which people stand to deliver speeches. It is used as a place for the speaker to stand and give his or her speech. Some speakers use the podium to place notes or cue cards for the speech. This helps them to organize what they plan to say better. The rostrum can also be used to ease stage fright.

2.4 Types of RostrumsThere are two types of rostrum in the market. The first one is fixed height rostrum and the second one is adjustable rostrum.

2.4.1 Fixed RostrumsThe fixed type of rostrum is the one regularly found today. It is made with one fixed size. It is regularly made with wood and some are also made from metal and see through acrylic. The price ranges from RM 200 to as high to RM 13000 for custom made rostrum (Drumshields, 2008).

Wood Based

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Figure 1.0 Wood base rostrums

This is the most commonly found rostrum in the market. It has been made using all type off wood such as pine, oak, mahogany and maple. This is cheaper compared to the other type of rostrums. This kind of rostrums comes in many sizes as can be observed in public halls.

Metal Based

Figure 1.1 Metal based rostrum

This is another type of fixed rostrum. It is made normally using light metal such as aluminum, alloys, and other light metals. The usage of this type of rostrum is starting to grow. The number of metal based rostrums is increasing. Some of the design has a surface finish that looks exactly like a wooden based podium.

Acrylic Based

Figure 1.2 Acrylic based rostrum

This is one of the newest types of material used in making rostrums. It is light weight and looks beautiful as it is see through. It comes in all shapes as can be observed from the picture. One of the designs which are not stated above is the v shaped stand for the podium.

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2.4.2 Adjustable RostrumThe other type of rostrum currently found in the market is the adjustable type. This kind of rostrum is fabricated with a wider range of targeted users. This type of rostrum, even though it is new, can be found in few types.

Manually Adjustable Rostrum

Figure 1.3 Manually adjustable rostrums

Manually adjustable rostrums are the pioneer design among the adjustable rostrums. It can be adjusted manually by rotating the knob or by changing the location of the pin. The maximum and minimum height of the rostrum is the measure of the capability of the rostrum. This particular rostrum is used by orchestra to place their notes.

Automatic Adjustable Rostrum

Automatic rostrum means a rostrum which is adjusted either using switches, by hydraulic pumps, or other means of mechanism. This type of rostrum is the newest type in the market. It is a new genre in the design of rostrum and it is still at its infant step.

Adjustable Using Switch

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Figure 1.4 Adjustable rostrum using switch

This is the automated rostrum which has the capability to change height according to the user need as it is control by a switch on the rostrum. It is one of the leading automated rostrum designs in the market today. This is because it has an all in one system which is simply controlled by one touch screen. It can be adjusted according to height and even suit children and a handicapped person on wheel chair.

Adjustable Using Hydraulic Pump

This is another automated rostrum. The height of the rostrum is controlled by a leg paddle connected to a hydraulic pump. It is currently used for concert where the rostrum moves upward carrying the artist.

Figure 1.5 Adjustable rostrums using hydraulic pump

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METHODOLOGY

-Identify Customer Needs

- Product Specifications

- Concept Generation

-Concept Selection

-Concept Testing

-Modelling

-Analysis

-Materials Selection

-Manufacturing and Assembly Process

-Material Cost Estimation & Manufacturing Cost

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3.0 Methodology

3.1 Identify Customer NeedsI invested much time on identifying customers’ needs as it is an integral part of the development processes and is most closely related to concept generation, concept selection, competitive benchmarking and the establishment of product specifications.

Concept Development- Front-end processIdentify

Customer Needs

Establish Target

Specifications

Generate Product

Concepts

Select Product Concept

Test Product Concept

Set Final Specifications

Plan Downstream Development

Perform Financial AnalysisBenchmarking Competitive Products

Build and Test Models and PrototypesTable 3: Product Development Front-End Process

I followed the process of identifying customer needs that includes five steps:

1. Gather raw data from customers2. Interpret the raw data in terms of customer needs3. Organize the Needs into Hierarchy4. Establishing the Relative Importance of the Needs5. Reflect on the Results and the Process

1. Gather Raw Data from CustomersI employed the interview method to obtain as many data as possible from both customers and event management companies. I have collected a total of nine customers’ responses, each of the interview lasted for 10 minutes at most as customers are in a hurry.

I also manage to have an interview session with Mr. Ahmad Syahmi, the Marketing Executive of The One Studio, which is an event management company.

Refer to the Appendix A for the interview questions and answers list.

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The raw data is collected and interpreted in terms of the customers’ needs. A Customer-Need matrix is created in the next section.

2. Interpret Raw Data in terms of Customers’ NeedsCustomer: Ho Kai Shin IntervieIr: Lee Chia Chun

Address : ES Event Management Sdn. Bhd. Date : 8th March 2012

179-1, Jalan Lancang

Taman Sri Bahtera,

56100 Kuala Lumpur

Telephone: 03-9132 1922 Currently uses: Wooden rostrum

Willing to do follow up? Yes Type of user: Speaker

Question/Prompt Customer Statement Interpreted Need

Typical uses Rostrum is hard to be moved

Rostrum installs lockable wheel

Rostrum cannot withstand rainwater

Rostrum made up of waterproof material

Like-current tool The price is a bargain and will last for many years with minimal care

The rostrum has high durability

The warranty help hospital save a lot of budget

The rostrum has limited lifetime warranty

Dislike- current tool Rostrum is hard to move Lift feature at the seat include in the wheelchair.

Rostrum is heavy Rostrum is made up of light material

Suggested Improvement Rubber pad can be placed on the rostrum

The rubber pad is replaceable and easy to wash.

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There have a table and drink holder for the patient to have their lunch or dinner.

The manual wheelchair has an adjustable table with the drink holder.

Table 4: Customer-Need Matrix Table

Customers’ Need StatementQuestion/Prompt Customer Statement Interpreted NeedTypical uses No electric plug nearby the

lecternThe lectern has battery-poIred mike

I am annoyed by the moving rostrum

The lectern has lockable calisters

It is insane to carry the heavy rostrum around

The lectern is made up of light Iight materials

Needs two persons and some time to set up the rostrum

The lectern can be assembled using shorter time

As long as it is a flat surface, I am fine with any shape of the shelf

The lectern has a hard flat surface to write or to put paper on top

I cannot afford to buy sophisticated rostrum set

The lectern is made up of cheaper, quality materials

Electronic rostrum does not suit outdoor events

The lectern has minor electrical parts

Sometime my neck hurts to read from the rostrum as the slanting is not enough.

The lectern has an adjustable slanting surface

I have a lot of paper to be presented; there has no place for me to put it on the rostrum.

The lectern has a drawer

When I am giving a speech, the paper will fly around if there were fan installed behind and I had to hold it down all the time.

The rostrum has a clip to hold paper to position.

Suggested improvements Would be nice if it could be folded and kept easily

Foldable parts

Use some waterproof material to make the rostrum because who knows rain would come suddenly?

Rostrum is made up of

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Table 5: Customers’ Statement and Customers’ Needs

Customer Need Customer Need ScoringMost Important Least Important

1 2 3 4 5 6

The rostrum have adjustable height

Battery-poIred wireless mike for the rostrum

Portability and Foldable

The rostrum has a clip to hold paper to position

The mic is separable from the rostrum and is length

adjustable.

Rubber pad is put on the surface of the rostrum

Lights are installed on the rostrum

DraIr is provided in the rostrum

The slanting of the surface is adjustable

Integrated wiring to the rostrum.

Extension of the table of the rostrum.

LightIight material is used

Material is durable

Lockable wheels is installed

Cost

Table 6: Customer needs and their relative importance

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Met

ric

Hei

ght o

f ro

stru

m

Siz

e of

rub

ber

pad

Fal

l tes

t

Sho

ck S

tren

gth

Len

gth

of p

aper

hol

der

clip

Dim

ensi

on o

f th

e de

sk

Dim

ensi

on o

f th

e ro

stru

m

Mas

s of

the

rost

rum

Hin

ge o

r P

in u

se to

piv

ot r

otat

iona

l m

ovem

ent

Deg

ree

of s

lant

ing

of d

esk

Ele

ctri

c po

Ir u

sed

Loc

kabl

e W

heel

dia

met

er

Whe

el m

axim

um s

uppo

rt f

orce

Uni

t Cos

t

Ext

enda

ble

heig

ht

Customer Need

The rostrum have adjustable height

Battery-poIred wireless mike for the rostrumThe rostrum has lockable wheel

Durability

The rostrum has a clip to hold paper to positionThe rostrum has socket for mike to plug inRubber pad is put on the surface of the rostrum Size of the rostrum

Foldability

The slanting of the surface is adjustable

Overall Iight of the rostrum

Integrated wiring to the rostrum

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Table 7: Customer-Need Matrix Chart

3. Organize the Needs into HierarchyImp. Statement Imp. Statement

Rostrum has lockable wheel Mike is removable from rostrum* Rostrum can stick to the ground * Difficult to keep the mike stand if it is not

removed** Rostrum is stable *! The mike is flexible to move any direction

*** Rostrum is static after being lockedRostrum is light

Rostrum has draIr * Hard to carry the heavy rostrum around* Can put water bottles under the rostrum *** Needs to made up of lighter materials

** Can put books, notes under the rostrum ***! Light material and looks elegant*** Can put things under the rostrum

Rostrum looks elegantRostrum has adjustable height

* Tall people can fit to the rostrum Rostrum is easy to store** Short people can fit to the rostrum ** Rostrum is foldable

*** Can change the height of the rostrum *** Rostrum occupies little space

Rostrum is durable Rostrum is foldable* Rostrum can stand against wind and rain * Rostrum must be small

**! Rostrum can stand against fire ** Rostrum can save space*** Rostrum can absorb high impact energy *** Many rostrum can be kept in the same

place

4. Establish the Relative Importance of the NeedsNo. Need Metric Imp Units1 1,5 Height of rostrum 1 m2 3 Diameter of the cup holder 3 cm3 6 Size of rubber pad 3 m2

4 13,14 Force of the rostrum can be attempt 1 N5 13,14 Shock Resistance 1 N6 4 Length of paper holder clip 2 cm7 1,5,6,9 Dimension of the desk 1 m x m x m8 11,12,13 Dimension of the rostrum 1 m x m x m9 1,12,15 Mass of the rostrum 1 kg10 9 Degree of slanting of desk 4 °11 2,5,7,10 Electric poIr used 3 kW12 15 Wheel diameter 3 m13 15 Wheel maximum support force 3 N14 16 Dimension of the pen holder 4 m15 10 Diameter of the port for wire 5 m

161,2,4,6,7,8,9,

11,12,13,14,15,17Unit Cost 1 RM

17 1 Expendable height 2 mTable 8: Relative Importance of Customer’s Needs

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3.2 Product SpecificationThe process of establishing the target specifications entails four steps:

i. Prepare the list of metrics (has done in the previous section)ii. Collect competitive benchmarking information

iii. Set ideal and marginally acceptable target values

ii. Benchmark on MetricCompetitive Benchmarking Chart

Xpeditor-Oak Wooden Mobile Lectern Modern

Acrylic Lectern

Table 9: Types of Existing Rostrums Available in the Market

Metric UnitsProducts

Xpeditor-OakWooden Mobile Lectern Modern

Acrylic Lectern

Height of rostrum m1.425 1.125 1.2192

Size of rubber pad m2- - -

Force of the rostrum can be attempt N NA NA NAShock Resistance N Yes Yes NoLength of paper holder clip cm 4 4 4Dimension of the desk m x m 0.64 x 0.49 0.59 x 0.51 0.61 x 0.51Dimension of the rostrum m x m x m 1.188 x 0.64 x

0.491.125 x 0.59 x 0.51

1.2192 x 0.61 x 0.51

Mass of the rostrum kg 60 59 53.07

Capacity of the draIr m3 0.35 x 0.64 x 0.49

-0.23 x 0.28 x

0.58Degree of slanting of desk ° 10.00 15.00 9.45Electric poIr used kW 75 75 75

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Wheel diameter m - 0.06 -Wheel maximum support force N - NA -

Diameter of the port for wire m - - -Unit Cost RM 6,444.54 8,873.14 6,877.30Extendable Height m - - -

Legend - (-) is the equipment did not have this function

- (NA) means the information is not shown

Table 10: Competitive Benchmarking Chart

Justifications:

From the above table, it can be deduced that different model its unique sets of strengths and weaknesses. For Xpeditor-Oak, it is heavy due to its wooden body. However it is strong and can absorb impact energy. But in my case, wood is definitely not a good choice because my rostrum would be placed outside and wood could not stand against the rain and humid-changing atmosphere. For Wooden Mobile Lectern Modern, it is also made of thinner wood composite. The wood fibre is mixed with some metal bar that boost its strength. For Acrylic Lectern, its light-weight is the most desired, however, its body is too light and I am afraid it could not sustain the speaker’s body weight when the speaker occasionally pressing on the rostrum.

iii. Set ideal and marginally acceptable target values

No. Metric Units Ideal Value Marginal Value

1 Height of rostrum m >1.1, <1.3 >1.0, <1.4

3Size of rubber pad m2 > (0.56 x 0.47),

< (0.65 x 0.52)> (0.50 x 0.42),< (0.70 x 0.55)

4 Force of the rostrum can be attempt N >100 >200

5 Shock Resistance N >1500 >2200

6 Length of paper holder clip cm >10, <15 >5, <20

7Dimension of the desk m x m > (0.58 x 0.49),

< (0.68 x 0.56)> (0.54 x 0.45),< (0.70 x 0.60)

8Dimension of the rostrum m x m x m > (1.1x0.58 x 0.49),

< (1.3 x0.68 x 0.56)> (1.0x0.54 x 0.45),< (1.4x0.70 x 0.60)

9 Mass of the rostrum kg < 140 <150

10 Degree of slanting of desk ° < 60, >30 <70, >20

11 Electric poIr used kW < 80 <100

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12 Wheel diameter M > 0.06 > 0.05

13 Wheel maximum support force N > 2000 > 2500

14 Diameter of the port for wire cm < 6 , >4 < 8, > 4

15 Unit Cost RM < 30,000 <35,000

16 Extendable Height m < 0.4 < 0.5Table 11: List of Ideal and Marginally Accepted Values

As trade-offs needed to be made, the relative importance of each of the customer

needs identified above was established. I relied on the experiences gained from the previous

interview and survey to establish the relative importance. From this approach, an educated

assessment of the relative importance of the needs was made in our meeting. The importance

was weighted from the scale of 1 to 5 where 1 represents the least desirable feature and 5

represents the most desirable feature. Lastly, the target specifications for the rostrum can be

established:

Metric

No.

Need

Nos.

Metric Imp. Units Marginal

Value

Ideal

Value

1 2,9 Maximum height 5 m >1.5 >1.45

2 2,9 Minimum height 5 M <1.35 <1.60

3 2,9 Outer pole length 5 m >1.00 >1.00

4 4 Total mass 3 kg <30.0 <25.0

5 5 Diameter of wheel 4 mm 40 - 80 40

6 5 Number of casters 4 units 4 – 5 5

7 6 Base diameter 5 mm >600 >630

8 6 Number of base arms 5 units >4 >5

9 15 Unit manufacturing cost 3 RM <300 <200

Table 12: Establishment of Target Specifications

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Sub-problem statement 2:

Portability

Sub-problem statement 3:

Stability

Sub-problem statement 4:

Overall Iight

Sub-problem statement 1:

How tall should my rostrum be?

3.3. Concept GenerationThe five-step concept generation method is applied. For rostrum, the decomposition by key

customer needs carried out includes the following five critical sub-problems:

Figure 2: Key customer needs diagram

The alternative solution concepts for each of the sub-problem above can be obtained from

modifications and improvements of different part of the rostrum.

Solution to Sub-problem 1:

The averages of Asian women’s and men’s height are 140 m and 150m respectively. The height of the rostrum should be between 130 m – 145 m, excluding to rare circumstances like having a very tall students to speak on rostrum.

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Rostrum

Solution to Sub-problem 2:The rostrum is made up of foldable parts. The moving parts are lubricated often. The moving parts are joined by pins so that it can be folded and carried easily.

Solution to Sub-problem 3The stability is related to its height. The higher the rostrum, the higher the centre of gravity, hence the stability will be greatly reduced. To tackle the problem, the rostrum must be designed in such a way that the base is made heavier and wider.

Solution to Sub-problem 4The weight of the rostrum is based on which materials used. For example, the materials used in manufacturing a rostrum can be wood,

3.4 Concept SelectionConcept Scoring Matrix of Rostrum

Selection Criteria Weight Concept A Concept BRating Weighted

ScoreRating Weighted

ScoreAdjustable Height

Toggles Height Adjustment25

25 5 125 9 225Portability

Foldable partsLockable wheel

251510

6 90 9 1353 30 9 90

Overall WeightWeight of the bass

Material

1055

5 25 8 403 15 9 45

Set-up timeNumber of assembly steps

55 7 35 8 40

Resistance to Rainwater 5 1 5 8 40Attractive in Environment

Attractive to look atDoes not damage the surface of

rostrum

15105

6 60 6 602 10 7 35

Manufacturing EaseLow-cost material

Low Complexity of parts

1587

4 32 7 564 28 9 63

Total Score 100 455 829Rank 2 1

Hence, the concept B is chosen. Please refer to the full sketch of Concept B.

Table 13: Concept Scoring Chart

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3.5 Concept TestingConcept testing is conducted to verify that the final product concept for the rostrum mentioned above meets the customer needs adequately. A survey in form of face-to-face interview is conducted with 25 active (outdoor) speakers as our survey population.

The results from the survey are shown below:

Number of respondent

Fraction of respondent

I would definitely not choose this rostrum. 1 0.04

I would probably not choose this rostrum. 2 0.08

I might or might not choose this rostrum. 8 0.32

I would probably choose this rostrum. 5 0.20

I would definitely choose this rostrum. 9 0.36

Total: 25 1.00

Table 14: Results of concept test survey

From the results, more than 50% of respondents indicate that they would probably or definitely choose this rostrum. As a conclusion, it is verified that the final concept for the rostrum adequately meets the customer needs.

I are also interested in estimating the demand for the rostrum in one year. Assume that the existing rostrum are currently sold into the target market at a rate of 106 units per year (N=1 000 000). Assume that 35 percent of the hospital in the target market will be aware of this rostrum and have convenient access to the dealer (A=0.35). From the results of concept test survey conducted, I obtain the definitely-would-buy fraction of 0.36 (Fdefinitely=0.36) and probably-would-buy fraction of 0.20 (Fprobably=0.20). If I use a value of 0.4 for Cdefinitely and 0.2 for Cprobably, then the quantity of the rostrum expected to be sold in one year, Q is

P=Cdefunitely×Fdefinitely+C probably×F probably=0 . 4×0 .36+0 .2×0 .20=0 . 184

and

Q=N×A×P=1 , 000 ,000×0 .35×0 .184=64 ,400units / year

This quantity covers about 6.44% of total rostrum sold in one year, which is really encouraging. Thus, I decided that this product worth developing for the mass market.

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3.6 Modeling

Figure 3: Solid model of the rostrum

Table 4: Exploded view of the drip stand

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Figure 4: Base with lockable wheels installed, progress is still pending

Figure 5: Technical Drawing of Bases

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Figure 4: Technical Drawing of Rostrum

Figure 5: Technical drawing of caster (Dimensions in mm)

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Figure 6: Technical Drawing of Rostrum 2

Figure 7: Technical Drawing of the Binder

3.7 Analysis

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Simulation

Date: Thursday, May 17, 2012Designer: SolidworksStudy name: SimulationXpress StudyAnalysis type: Static

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Assumptions-Light weight-Mobility-Modifications from existing products

Model Information

Model name: Part1

Current Configuration: Default

Solid BodiesDocument Name and

ReferenceTreated As Volumetric Properties

Document Path/Date Modified

Boss-Extrude4

Solid Body

Mass:231.909 lbVolume:833.665 in^3

Density:0.27818 lb/in^3Weight:231.752 lbf

C:\Users\MAX LEE\Desktop\max rostrum\Part1.SLDPRT

May 17 01:16:24 2012

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Material Properties

Model Reference Properties Components

Name: Cast Stainless SteelModel type: Linear Elastic Isotropic

Default failure criterion: Max von Mises Stress

SolidBody 1(Boss-Extrude4)(Part1)

Loads and Fixtures

Fixture name Fixture Image Fixture Details

Fixed-2

Entities: 5 face(s)Type: Fixed Geometry

Load name Load Image Load Details

Force-2

Entities: 2 face(s)Type: Apply normal force

Value: 1 N

Force-3

Entities: 6 face(s)Type: Apply normal force

Value: 1 N

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Mesh InformationMesh type Solid MeshMesher Used: Standard meshAutomatic Transition: OffInclude Mesh Auto Loops: OffJacobian points 4 PointsElement Size 23.9089 mmTolerance 1.19545 mmMesh Quality High

Mesh Information - DetailsTotal Nodes 14341Total Elements 8390Maximum Aspect Ratio 6.8386% of elements with Aspect Ratio < 3 96.5% of elements with Aspect Ratio > 10 0% of distorted elements(Jacobian) 0Time to complete mesh(hh;mm;ss): 00:00:04Computer name: MAX PC

Study Results

Name Type Min Max

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VON: von Mises Stress 0.00457375 N/m^2Node: 708

49.2133 N/m^2Node: 277

Part1-SimulationXpress Study-Stress-Stress

Name Type Min MaxDisplacement URES: Resultant Displacement 0 mm

Node: 1222.26141e-008 mmNode: 12754

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Name Type Min Max

Part1-SimulationXpress Study-Displacement-Displacement

Name TypeDeformation Deformed Shape

38

Name Type

Part1-SimulationXpress Study-Displacement-Deformation

39

Figure 40: Stress distribution diagram for outer pole with Stainless Steel 201

Material Stainless Steel 201Tensile Strength (MPa) 685Yield Strength (MPa) 292Young’s Modulus (GPa) 207Poisson’s Ratio 0.27Density (kg m-3) 7860

Table 19: Mechanical properties of materials selected for the connecting poles

From the stress distribution diagram, it is also clear that no failure occurs under the

external load applied. The poles are safe to function and thus, it is justified that the diameter

set for the poles and the materials selected are allowed.

3.8 Materials Selection1.

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Figure 15: Stainless Steel

Material: Stainless steel 201 rod (inner hollow)

Parts: Supports of the rostrum

Justification:

i. The stainless steel with a minimum of 10.5 or 11% chromium content by mass proving that it is light Iight, resistant to rusting and strong. Good for rostrum used outdoors.

ii. Lower cost.

iii. Stainless steel contain sufficient chromium to form a passive film of chromium oxide, which prevents further surface corrosion and blocks corrosion form spreading into the metal’s internal structure thus it is low maintenance.

2.

Material: PA Type 6 plastic

Part: Base

Justification:

i. The plastic is strong and light

ii. High flexibility and thermoability

iii. Good abrasion resistance

3. Rubber Pad

Part: Rubber pad

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Justification:

1. The rubber pad is used to give comfort to speakers when they are talking.

3.9 Manufacturing ProcessesThe manufacture of stainless steel involves a series of processes. First, the steel is melted, and then it is cast into solid form. After various forming steps, the steel is heat treated and then cleaned and polished to give it the desired finish. Next, it is packaged and sent to

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manufacturers, who weld and join the steel to produce the desired shapes.

Figure 42: Stainless Steel Manufacturing Process

To make stainless steel, the raw materials—iron ore, chromium, silicon, nickel, etc.—are melted together in an electric furnace. This step usually involves 8 to 12 hours of intense heat. Next, the mixture is cast into one of several shapes, including blooms, billets, and slabs.

Melting and castingThe raw materials are first melted together in an electric furnace. This step usually requires 8 to 12 hours of intense heat. When the melting is finished, the molten steel is cast into semi-finished forms. These include blooms (rectangular shapes), billets (round or square shapes 1.5 inches or 3.8 centimeters in thickness), slabs, rods, and tube rounds.

FormingNext, the semi-finished steel goes through forming operations, beginning with hot rolling, in which the steel is heated and passed through huge rolls. Blooms and billets are formed into bar and wire, while slabs are formed into plate, strip, and sheet.

Heat treatmentAfter the stainless steel is formed, most types must go through an annealing step. Annealing is a heat treatment in which the steel is heated and cooled under controlled conditions to relieve internal stresses and soften the metal. Some steels are heat treated for higher strength. However, such a heat treatment—also known as age hardening—requires careful control, for even small changes from the recommended temperature, time, or cooling rate can seriously

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affect the properties. Lower aging temperatures produce high strength with low fracture toughness, while higher-temperature aging produces a lower strength, tougher material.

Though the heating rate to reach the aging temperature (900 to 1000 degrees Fahrenheit or 482 to 537 degrees Celsius) does not affect the properties, the cooling rate does. A post-aging quenching (rapid cooling) treatment can increase the toughness without a significant loss in strength. One such process involves water quenching the material in a 35-degree Fahrenheit (1.6-degree Celsius) ice-water bath for a minimum of two hours.

DescalingAnnealing causes a scale or build-up to form on the steel. The scale can be removed using several processes. One of the most common methods, pickling, uses a nitric-hydrofluoric acid bath to descale the steel. In another method, electro cleaning, an electric current is applied to the surface using a cathode and phosphoric acid, and the scale is removed. The annealing and descaling steps occur at different stages depending on the type of steel being worked. Bar and wire, for instance, go through further forming steps (more hot rolling, forging, or extruding) after the initial hot rolling before being annealed and descaled. Sheet and strip, on the other hand, go through an initial annealing and descaling step immediately after hot rolling. After cold rolling (passing through rolls at a relatively low temperature), which produces a further reduction in thickness, sheet and strip are annealed and descaled again. A final cold rolling step then prepares the steel for final processing.

CuttingCutting operations are usually necessary to obtain the desired blank shape or size to trim the part to final size. Mechanical cutting is accomplished by a variety of methods, including straight shearing using guillotine knives, circle shearing using circular knives horizontally and vertically positioned, sawing using high speed steel blades, blanking, and nibbling. Blanking uses metal punches and dies to punch out the shape by shearing. Nibbling is a process of cutting by blanking out a series of overlapping holes and is ideally suited for irregular shapes.

Stainless steel can also be cut using flame cutting, which involves a flame-fired torch using oxygen and propane in conjunction with iron powder. This method is clean and fast. Another cutting method is known as plasma jet cutting, in which an ionized gas column in conjunction with an electric arc through a small orifice makes the cut. The gas produces extremely high temperatures to melt the metal.

FinishingSurface finish is an important specification for stainless steel products and is critical in applications where appearance is also important. Certain surface finishes also make stainless steel easier to clean, which is obviously important for sanitary applications. A smooth surface as obtained by polishing also provides better corrosion resistance. On the other hand, rough finishes are often required for lubrication applications, as well as to facilitate further manufacturing steps.

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Surface finishes are the result of processes used in fabricating the various forms or are the result of further processing. There are a variety of methods used for finishing. A dull finish is produced by hot rolling, annealing, and descaling. A bright finish is obtained by first hot rolling and then cold rolling on polished rolls. A highly reflective finish is produced by cold rolling in combination with annealing in a controlled atmosphere furnace, by grinding with abrasives, or by buffing a finely ground surface. A mirror finish is produced by polishing with progressively finer abrasives, followed by extensive buffing. For grinding or polishing, grinding wheels or abrasive belts are normally used. Buffing uses cloth wheels in combination with cutting compounds containing very fine abrasive particles in bar or stick forms. Other finishing methods include tumbling, which forces movement of a tumbling material against surfaces of parts, dry etching (sandblasting), wet etching using acid solutions, and surface dulling. The latter uses sandblasting, wire brushing, or pickling techniques.

Figure 43: Stainless Steel Finishing

The initial steel shapes—blooms, billets, slabs, etc.—are hot rolled into bar, wire, sheet, strip, and plate. Depending on the form, the steel then undergoes further rolling steps (both hot and cold rolling), heat treatment (annealing), descaling Ito remove buildup), and polishing to produce the finished stainless steel. The steel is then sent the end user.

After the stainless steel in its various forms are packed and shipped to the fabricator or end user, a variety of other processes are needed. Further shaping is accomplished using a variety

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of methods, such as roll forming, press forming, forging, press drawing, and extrusion. Additional heat treating (annealing), machining, and cleaning processes are also often required.

JoiningThere are a variety of methods for joining stainless steel, with welding being the most common. Fusion and resistance welding are the two basic methods generally used with many variations for both. In fusion welding, heat is provided by an electric arc struck between an electrode and the metal to be welded. In resistance welding, bonding is the result of heat and pressure. Heat is produced by the resistance to the flow of electric current through the parts to be welded, and pressure is applied by the electrodes. After parts are welded together, they must be cleaned around the joined area.

4.9.2. Manufacturing Process of Plastic for BaseThere are several different processing methods used to make plastic products. The best process for our plastic design is extrusion. In this process, plastic pellets or granules are first loaded into a hopper, then fed into an extruder, which is a long heated chamber, through which it is moved by the action of a continuously revolving screw. The plastic is melted by a combination of heat from the mechanical work done and by the hot sidewall metal.  At the end of the extruder, the molten plastic is forced out through a small opening or dies to shape the finished product. As the plastic product extrudes from the die, it is cooled by air or water. Plastic films and bags are made by extrusion processing.

3.10 Material Cost Estimation

3.10.1 Standard ComponentsComponent Unit Cost per unit

(RM/unit)Total cost

(RM)Mono-swivel casters 6 15.10 90.6

Formed Hex screw-ANSI B18.2.3.2M (M5)

12 1.10 13.20

250" x 41" x 23"Acrylic 6 54.92 329.52Hex Jam Nut-ANSI B18.2.3.5M(M5) 12 0.45 5.40

Total cost: 438.72Table 3.10a: Cost estimation for standard components

The volume of each component is obtained via the SolidWorks program. The assembly for each component mentioned above is evaluated using the ‘’mass property’’ option that is available in the SolidWorks menu bar. The shirt, you will see the environnmntsl The density of each material is also obtained via the program SolidWorks. The densities are shown when the option material properties are selected in the SolidWorks program.

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3.10.3 Total manufacturing cost:Part Manufacturing process Processing

time

(unit/hr)

Cost per unit hour

(RM/hr)

Total cost

(RM)

ShelvingCasting, Forming, Heat treatment, Descaling, Cutting, Finishing, Joining 20 302.00 15.10

Steel RodCasting, Forming, Heat treatment, Descaling, Cutting, Finishing

8 241.60 30.20

Lockable Wheel

Casting, Forming, Heat treatment, Descaling, Cutting, Finishing

35 241.60 6.90

Base arms Extrusion 10 145.00 14.50

Handle Extrusion 25 120.85 4.83

Total: 81.60

Table 23: Manufacturing costs estimation for custom components

The volume of each component is obtained via the SolidWorks program. The assembly for each component mentioned above is evaluated using the ‘’mass property’’ option that is available in the SolidWorks menu bar.

The density of each material is also obtained via the program SolidWorks. The densities are shown when the option material properties are selected in the SolidWorks program.

The volumes for each of the components is obtained via SolidWorks are as follows:

a) Inner pole = 131056.63 mm3 = 13.105663 × 10-5 m3

b) Outer pole = 242536.42 mm3 = 24.2536.42 × 10-5 m3

c) Base arms = 1652607.12 mm3 = 1.65260712 × 10-3 m3

d) Handle = 502960.11 mm3 = 5.0296011 × 10-4 m3

e) Height adjustment part = 60243.01 mm3 = 6.024301 × 10-5 m3

The properties of the material obtain from the SolidWorks programs are as follow:

a) Density of stainless steel = 7860 kg/m3

b) Density of PA type 6 = 1120 kg/m3

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From the volume of the components, and the density of the material, the estimated mass of the components are obtain:

a) Bottle holder = 1.837062 × 10-5 m3 × 7860 kg/m3 = 0.1444kg

b) Inner pole = 13.105663 × 10-5 m3 × 7860 kg/m3 = 1.030kg

c) Outer pole = 24.253642 × 10-5 m3 × 7860 kg/m3 = 1.906kg

d) Base arms = 1.65260712 × 10-3 m3 × 1120 kg/m3 = 1.851kg

f) Handle = 5.0296011 × 10-4 m3 × 1120 kg/m3 = 0.5633kg

e) Height adjustment part = 6.024301 × 10-5 m3 × 7860 kg/m3 = 0.4735kg

4.10.3. Cost-to-produceCost-to-produce

= Total cost for standard components + Total cost for custom components

= Total cost for standard components + (Total raw materials cost + Total manufacturing cost)

= RM 130.80 + RM 81.60) = RM 212.40.

4.11. SummaryIn this chapter, the customer needs and product target specifications are first

presented. Then, sketches from the concept generation phase are presented. The concept scoring matrix is also shown to get the final concept. Besides, the results of concept testing and some calculations are performed. The final sketch is displayed in this chapter, which is later developed into the CAD model created using SolidWorks 2010.

The results of the analysis carried out on the main parts of the rostrum with Simulation Express are displayed along with diagrams of stress distribution. After the analysis, the materials selected are confirmed and appropriate manufacturing processes to manufacture the main parts are discussed. The three parts of main concern are the base, lockable wheels, lectern piece. Finally, we make an estimation of the cost-to-produce for one rostrum.

48

5.0 Conclusions and RecommendationsThe final product design of the rostrum consists of multiple and detachable stainless

steel screw-in bottle holder, stainless steel inner and outer poles with screw height adjustment mechanism, plastic six lotus-like arms base arms and also the mono-swivel casters. The rostrum is also attached with folding handle.

This product successfully achieves its main function which is to hang medical necessities. Modifications and improvements are also applied to the rostrum according to the customer needs. From the concept testing conducted, we believe that our design of rostrum meet adequately the user needs and will success in the market. Therefore, this product is indeed worth developing for the mass market.

Recommendation for improving this product mainly can be done by reducing its manufacturing cost. Materials with lower cost but still able to support the maximum load applied on the rostrum and allow it to function safely can be considered for different parts of the rostrum. Besides, optimization can also be carried out by reducing the poles diameter and the base arms profile to the lowest value that can still give enough support to reduce the manufacturing cost.

6.0 References[1] The Lectern Company (2011). Retrieved April 12, 2012, from

http://www.thelecterncompany.co.uk/

[2] Lelong (2011). Normal Care. Products. Retrieved April 13, 2012, from

http://www.lelong.com.my/portable-sound-lectern-rostrum-102329835-2013-02-Sale-

P.htm

[3] Article Rich. (2011). Product Catalog. Retrieved April 21, 2012, from

http://www.articlerich.com/Article/Podium-and-Lectern-Buyers-Guide/196931

[4] Forbes (May 2, 2012). Core77 Case Study: Modo’s IV Pole for Cardinal Health.

Retrieved

March 12, 2011, from

http://www.forbes.com/

[5] Ulrich, K.T. & Eppinger, S.D. (2008). Product Design and Development (4th ed.).

New York: McGraw-Hill.

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7.0 Appendix

Appendix A: Interview Questions and AnswersProspect: Dr. Eshamsul Bin Sulaiman Date: 7th March 2012

Interviewer: Mr. Lee Chia Chun Time: 11.00am – 12.00pmCustomer: Roszalena Mashurdin, Store

Manager of IKEA Corp. Venue:IKEA DamansaraNo.2 Jalan PJU 7/2,Mutiara Damansara,47800 Petaling Jaya,Selangor Darul Ehsan, Malaysia

Telephone (office): +(603) 7726 7777

Currently uses:

Type of user: Insider of furniture industry

Q1: What is/are the challenge(s) faced when transporting furniture from one place to another?

The Swedish retailer specializes in self-assembly furniture where consumers are not just the builders but also often the means of out-bound logistics, responsible for picking up and transporting the products they buy home by themselves.

There's no room for wasted space in product packaging. Designs for furniture, lamps, kitchen equipment and beds are logistically formed. "Air out, product in," is one commonly used principle of its design and packaging.

It's not only about being able to fit a coffee table into a customer's FordExplorer. The packaging also is designed to squeeze as many units as possible into trucks delivering inventory to the stores. The end result is twofold: First, products that are broken down into the elements that pack best, yet don’t compromise the product's design or function; and, second, better use of stock and warehouse space.

The boxes are also designed to be ganged and placed in containers aboard container ships. It can reasonably be said that the design of a container and its ship has an affect upon the design of their kitchen-cabinet offering.

The impact of logistics is not restricted to the design of the products alone--or just to the packaging. Ikea's products and parts are manufactured all over the world, with 31% coming from Asia. The locations are chosen for manufacturing capabilities and cost. Once a product is designed and manufactured, it can be checked for quality by an independent firm whose location is as proximate to the manufacturer as possible. Intertek performs this service for Ikea in China and other Asian nations.

For instance, the 200 lighting products Ikea creates per year are manufactured in China and are quality checked by Intertek. By having a local checking operation, Ikea saves on the complexities of long-distance collaboration and remanufacture.

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Q2. In your opinion, what are the criteria to make a high quality rostrum that is specifically used for outdoor purposes?

There are many factors to be considered when furniture is placed outdoors. Firstly, the materials used must be able to withstand wind blow, temperature changes, rain water and fire. The properties of the material are the primary factors to make a good material. This is because the type of materials selected affects the overall weight, manufacturing and fabrication costs. Bear on mind the tooling cost for certain materials such as titanium is very expensive, despite knowing that light weight furniture is pretty much desired by customers. Secondly, we need to think about the mobility of the furniture. You can place a lockable calister below the rostrum base to ease movement. Thirdly, my concern would be the space requirement. You cannot place an enormous size of rostrum on a small stage. Who is your audience? (Pause a while) The type and style of the lectern are also reflecting the speaker’s social status, if not the event’s reputation. So, choose the best, elegant looking podium for external events since it concerns a lot on the outward appearance of the podium.

Q3. How people usually use rostrum? What do our customers want?

The question you asked is very general. One of the ways to identify customers’ wants is by means of giving out survey form or at least asking around your friends their opinion on rostrum.

Generally, a person who is using a podium often faces body height problem. That particular speaker would tilt his or her head down a bit to read at the speech text while reading it out loud to his or her audience. When you are talking in an open area, there might be wind coming to blow the paper away. This would be embarrassing for the speaker. So, to avoid this from happening, you may want to install a simple paper clip to hold the paper together.

Q4. There are many unit of advanced rostrum available outside. Do you think should my rostrum install electronic gadgets too?

We are living in a digital age, the tendency to use digital board, electronic gadgets are inevitable. Nevertheless, care should be taken in picking which kind of gadgets you intend to install. I would suggest something as simple as digital clock, as it is very much needed for a speaker to know when the time is up. But, since your rostrum will be placed outside, I would recommend you not to place any audio sets or some advanced electronic gadgets that are vulnerable to water. In fact, this would increases the selling cost of your rostrum.

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Q5. What other improvement that you would like to suggest?

Well, you may want to place a rubber pad on the surface of the shelving. This would gives the speaker some sense of comfort when placing the hands on the rostrum. In addition, you may want to use battery-powered mike so that you can save the hassle of finding electric output in the middle of an open area.

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Appendix B: Interview Guide for Concept Test of the RostrumCONCEPT TEST SURVEY- ROSTRUM

I am students of the Department of Mechanical Engineering, Faculty of Engineering, of

Malaya. I am gathering information for a new rostrum and am hoping that you would be

willing to share your opinions with us. Your kind cooperation is highly appreciated. Thank

you.

Have you ever used a rostrum?

……………………………………..

<If the response is no, the respondent is thanked and the survey is ended.>

Here is a brochure for the rostrum:

The rostrum consists of two pairs of lockable wheels stick below the base. The height is

adjustable aiding by smooth screw height adjustment mechanism. The base arms include

six lotus-like arms which give better stability. Besides, the rostrum is made of acrylic. The

movement of the rostrum is also easily handled as it has lockable wheels.

If the product Ire priced at RM259.99, how likely would you be to choose this rostrum

instead of other existing rostrums and recommend the event management companies to

purchase my rostrum?

a) I would DEFINITELY NOT choose this rostrum.

b) I would PROBABLY NOT choose this rostrum.

c) I MIGHT or MIGHT NOT choose this rostrum.

d) I would PROBABLY CHOOSE this rostrum.

e) I would DEFINITELY CHOOSE this rostrum.

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Appendix C: Catalogue

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End of Report

All the contents of this report are the representation of the individual and references obtained from the internet. Any errors found later on are greatly apologized.

Thank you

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