Lecture 1 - Intro to CPD

Lecture 1 Introduction to

Chemical Product Design

H83CPD - Chemical Product Design Lecture 1 - 2

About the course Objective:

In response to the need for curriculum changes in the subject area of chemical engineering, which have arisen as a result of profound changes in the chemical and process industries .

To provide knowledge and understanding of the common approach used in designing chemical products.

Meeting time & venue: Wednesday : EA29 (9.00 11.00)

Thursday : F1A03 (01.00 02.00)

Evaluation method and grading One 2-hour OPEN BOOK examination (75%).

Course Work (20% on a product design project, with presentation and report)- both report and presentation slides due on April 27.

In-class group activities (5%)- On Thursdays from week 2-week11


Performance in the last Year

Average 52.6%

Number of

Students Percentage

FL (0%-39%) 7 13.2%

3rd (40%-49%) 15 28.3%

2.2 (50%-59%) 16 30.2%

2.1 (60%-69%) 10 18.9%

1st (>70%) 5 9.4%

Total 53 100%

Overall Mark

100%

Average 52.6

Maximum 80.0

Minimum 26.0


Textbook & course material Cussler E. L. and

Moggridge, G. D. Chemical Product Design, Cambridge University Press, 2001.

The course material will be available on hand-outs.

Lecture presentation (PDF files) & additional course material will be available in

moodle.


Textbook & course material Chemical Product Design: Towards a

Perspective through Case Studies edited by Ka M. Ng, Rafiqul Gani, Kim

Dam-Johansen, 2007, 115.

Product Design and Engineering: Best Practices

edited by Ulrich Brckel, Willi Meier, Gerhard Wagner, 2007, 180.

Product Engineering Molecular Structure and Properties

by James Wei, 2007, 60.

Design and Development of Biological, Chemical, Food and Pharmaceutical Products by Johannes A. Wesselingh, Sren Kiil, Martin E. Vigild, 2007, 29.95.


Lecture outline What is Chemical Product Design

(CPD)?

Why CPD is important? Changes in the chemical industry

Changes in employment

Trends in chemical engineering

Changes in corporate culture Corporate organisation

Corporate strategy

The CPD procedure a glimpse & its controversy

Concluding remarks


Chemical Engineering What is Chemical Engineering?

One of the broadest fields of

engineering

Discipline is founded on

Mathematics and on all the basic

sciences namely, Physics, Chemistry

and Biology

A truly interdisciplinary field

Other Engg mainly on Maths and

Physics

Multiscales of the Chemical Supply Chain


Chemical Engineering Paradigms

0. Pre-paradigm - engineers with no formal education Descriptive treatment of specific processes (potash, sulfuric acid, soap)

1. The first paradigm - Unit Operations, 1923 Processes broken into common, standard units such as heat exchange,

distillation, crystallization, etc.

2. The second paradigm - Transport Phenomena, 1960 Unified mathematical treatment of momentum, heat and mass transfer

3. The third paradigm - Product Design? (Wei, Cussler) Product design requires consideration of specific materials properties


Chemical Engineering Paradigms


Chemical products We use many complex chemical products:

Ice cream

Paint

Detergents

Crisps

Medicines

Creams

Print toner

What are the similarities & differences among these products?


Granules Transdermal

patches

Creams LCD Display

UV Sensor

11

Powder/

Composite

solids

Chemical products


Introduction What kinds of special products will we be designing? 3 product classes:

Chemistry: Pharmaceuticals, Detergents, Engine oils, Lotions

Microstructure: Inks, Paints, Ice-creams, Shampoos, Crisps

Devices: Ink-jet cartridges, Ball-point pens, Drug delivery systems, Blood oxygenators, Nappies


An Example: Sun-block Lotion

The sun emits both visible light and other radiation.

Two types of rays are important: UV-A and UV-B

UV-A 320-400nm ageing rays Skin goes brown, suntan

UV-B 280-320nm burning rays Dilates blood vessels, skin

goes red, sunburn

Sunburn can lead to skin cancers!



Lots of other requirements! Not just

blocking the sun!

Lets have a look at a real product



UV-A and UV-B absorbers

Emollients, skin softeners, moisturizers

A,B

A

B A,B

Emulsifiers

Free radical scavengers

pH balancers

A,B

A,B

Anti-bacterial agents

A complex microstructured chemical product!

UV reflecter

Introduction The next generation of products? http://www.youtube.com/watch?v=FIIPfGC9ESk

News: 12th January 2010

A modified Nokia cell phone that runs on a Coca-Cola based fuel cell could run up to four times longer than a phone with a

lithium ion battery! Crazy idea or new product???

A mobile phone which runs on Coca-Cola???

Introduction The next generation of products?

News: 20th January 2010

A plasma jet that can replace the dentists drill???

Researchers at Saarland University, Germany, have shown that the amount of dental bacteria can be reduced by up to 10,000-fold by firing low-temperature plasma beams at dentin, the fibrous structure beneath the tooth enamel. The team found that plasma was effective at eliminating common oral pathogens, such as Streptococcus mutans and Lactobacillus casei. 'Cold plasma is a completely contact-free method that is highly effective and pain-free.'


Value of the Chemical Product

TAXOL

e.g. Taxol from the bark of pacific yew tree, Taxus brevifolia, to treat Lung and Breast cancer

240 kg bark

5.6 kg crude extract

2 g Taxol (each patient requires ~ 2 g / year)

80 Trees

Selling price 1g - $ 6000

Annual Demand ? 200 kg


Introduction Commodity chemical

Ex. Ethylene

$1000/tonne

Chemical product

Ex. Taxol

$6000/g

Annual demand 200 kg


Introduction Nature of Chemical Products is different from Commodities

So What?

Should be Designed, Developed & Manufactured

very differently

Introduction

The use of Chemistry, Physics, Engineering, Biology

to achieve the functions of a product

as specified by a careful design. So it is exactly what it says on the tin!

Use of science to develop products that fulfil

customer needs through careful design

What is Chemical Product Design?

Introduction What is Chemical Product Design?

Need a clearer definition of product involved

Introduction

What is special about Chemical Product Design?

A combination of market awareness, design and science

Making products that are useful to the consumer, chemically and physically viable, and profitable to

the manufacturer

Very different to chemical plant design we are interested in the new special functions and

benefits of our product rather than fine-tuning and optimisation of well-established processes

Introduction

What is special about Chemical Product Design?

Often the product has a very special and complex function

There is plenty of room for innovation! Here is your chance to be creative, in finding new solutions to

old problems.

We will need to learn to identify customer needs, come up with ideas, learn to select the ideas to leave

viable products, and understand how to manufacture them.

Introduction Isnt Chemical Engineering about Commodity chemicals and Fuels


Introduction Historically, chemical industry dominated by commodity

chemicals

* Manufacture Large quantities (> 10000 tons/year)

* Sold into Market Differentiated by Price

* Immensely Productive & Successful

* Major Source of Employment

After World War II the Golden Age of chemical industry (similar to that of the modern IT industry)

Since the 1970s, growth has slowed But Stayed Profitable?

(a) Consolidation (b) Scale Economies


Introduction Since the 1990s, a shift to chemical products

(a) New Resources - Devoted to Design & Dev. of

Chemical Products

(b) Employment of New Graduates

Many of the old traditional

chemical companies now

do chemical product

design!

Flavours

Skin-care products

Coatings

Polyester, fertilizers, ethylene

BEFORE

AFTER


Introduction Not just chemical

companies, also food

manufacturers

Beer!

BEFORE

AFTER

Guinness Extra Cold

Simple physical change led to new

product and increased revenues!

Guinness Surger Ultrasound device for nucleating bubbles to

produce a pint just like at the pub!


Introduction

Does it mean Commodity Business Gone?

Absolutely No

To be made Always

Employ relatively few people

Often Private Companies Manage the Trade Cycle


Introduction


Introduction Chemical products Vs Commodity Chemicals

Commodity products Chemical products

Quantity >1,000 tons/yr

(@ >10,000 tons/yr)

< 1 ton/yr

(@




Research Activities

Less Intense

Speed of design

Less important Very important

Manufacturing Continuous, large scale & purpose built plants

Batch, generic equipment

Design team Only specialised in plant design, commissioning &

optimisation

An integrated team from inception to

marketing Process Efficiency

Very Important Not Important




Energy Integration

Important Secondary Value

Market lifetime

(Life cycle)

Long Short to Medium

Examples Ethylene, propylene, acetic acid, PVC, etc.

Pharmaceutical & health care products, special solvent, etc.


What is CPD? Chemical Product Design (CPD):

Emphasise decisions made before process design

Has arisen in response to recent changes in the chemical industry

Products must be developed, produced, applied and tested by chemical product design engineers who understand the following relationship:

Composition

Structure Property


Why is CPD important? 1. The change in CPI Example: rise and fall of

textile fibres (106 lbs/year)

1950 1970: 20% growth per year

Fibre 1948 1969 1989

Cotton, Wool

4353 4285 4794

Synthetics 92 3480 8612

DuPont was like the Microsoft of the 1950s!

1970 1990:


Why is CPD important? 1. The change in CPI

Ethylene fewer players (BP Amoco, 2002)


Why is CPD important? 1. The change in CPI

(BP Amoco, 2002)

Plastics - fewer companies controlling more capacity


Why is CPD important? 1. The change in CPI Having exhausted in optimisation & restructuring, if

companies are not profitable, they have three further options: Leave the chemicals business altogether Focus only on commodities Reduce the Research - Concentrate on In-House Efficiency Focus on speciality chemicals - Production in Much Smaller Volume - Bigger Profits


Why is CPD important? 2. Changes in employment Dominance of commodity chemicals eroded by emphasis on

products

Much less activity in commodities

Much more activity in products and consulting

Chemical product engineers must take a bigger picture

Career destinations of Chemical Engineers in 1975 vs. 2000:

Used to work mainly on

commodities, but today more

and more are chemical

product designers!

It means this may be one of the

most important courses you will

ever take! 1975 2000


Why is CPD important? 3. Trend in Chem Eng Skills learned by Chemical Engineers (Always Diverse)

Do not need major changes to be useful for products !!


Why is CPD important? 3. Trend in Chem Eng

(NSF, 2003)


Changes in corporate culture 1. Corporate organisation 1. Functional organisation

Each division have different responsibilities

Work like chemical reaction in series

Can be effective, but slow (e.g. marketing talks to research, rarely to engineering)

2. Project organisation A team of different division

Work like parallel reaction, with synergy between function

Fast product development much better for products !!


Changes in corporate culture 2. Corporate strategy 1. Market pulled companies:

More Common

Look toward their markets for inspiration Design of products is driven by the NEEDS of the consumer

MARKET FORCES dictate what products are wanted and viable



Make breakfast cereal

Company saw the (market) need for healthy energy-drinks

Released K20 protein water in August 2007



More Common

Make climbing equipment

Company saw the bigger market in raincoats!

Can sell more raincoats than ice-picks!


Changes in corporate culture 2. Corporate strategy 2. Technology pushed companies:

Less Common

Design of products is driven by the new

emerging science and technology

Need to be creative to think of

applications!

1938 PTFE discovered 1954 Way of attaching PTFE to Aluminium discovered Lots of other applications low friction, insulator, chemically inert Challenges because it is difficult to process!



Less Common WL Gore make Goretex breathable film for high

quality raincoats

Developed technology to make expanded PTFE

Properties Microporous Good strength Chemical inertness Biocompatibility High thermal resistance High chemical resistance in harsh

environments

Low flammability Low coefficient of friction Low dielectric constant Low water adsorption Good weathering properties

SEM 40,000x



Textiles

Coatings Filtration

Hi-tech fibers Medical implants

Company has expanded into a very wide range of markets



Textiles

Company has expanded into a very wide range of markets

Company does not make raincoats, however They simply sell their hi-tech fabric to raincoat maufacturers



Less Common

Extend existing technology & services Exxon Mobil knowledge of

petrochemical reactions used to develop new catalysts

Astra Zeneca experience in injectable therapeutics for drug delivery (www.astrazeneca.com)


Changes in corporate culture 2. Corporate strategy

(Wei, 2007)

HISTORIC INNOVATIONS

Began with High Market need

But with Low Technological Capability

Began with Low Market Identification

But with High Technological Capability


Product Life Cycle Spring Pioneer Tissue Engg

Introduce an Innovative Product

Great Potential Creating a New Market

Great Risk - Bold introduction of New Technology

Summer Fast Follower Inkjet and Toner

Successful New Product and so New Market Introduced by A

Generates many fast followers to introduce me-too products with better properties (Wei, 2007)


Product Life Cycle Autumn Cost Cutter -

Gasoline A mature product in an

established market

Innovation pace - Slow

Limited opportunities to Improve in order to cut costs

Winter Caretaker Sulfuric acid A Declining product

Caretakers prevent Obsolescence

(Wei, 2007)


CPD procedure Consider three chemical products:

Pollution-preventing ink

Amine to scrub acid gases

Ventilator for well-insulated house

Q: what do these all have in common?

Answer: the way they are designed

Design Procedure:

Define the product need

Find ideas to meet the need

Select the best ideas

Decide on product & its manufacture


CPD procedure a glimpse Four main steps:

Needs What needs should the product fulfill? Need a Benchmark (Standard for comparison)

Selection of Benchmark Existing product or Ideal

Needs (Qualitative) translated to Specifications (Quantitative)

Define as well as possible Specifications become Definitive

Ideas What products could satisfy these needs? Search for a large number: Brainstorming, Synthesize

many compounds

Screening of the Ideas Based on Objectives


CPD procedure a glimpse Selection Which ideas are most promising?

Large number of Fragmentary ideas ( ~ 100)

Make a Shortlist or Do the reduction by a factor of 20 (100 5)

Select 1 or 2 for further design and development

Normally the final 2 ideas are not comparable

Apply Risk Management

Manufacture How do we make products in commercial quantities? Use Batch & Generic equipment

Cost Estimation


CPD procedure

All these are totally different from Traditional Chemical Engineering

EXCITING

Traditional chemical engineering Product Engineering

Processes Molecular-level design

Commodities Added value products

Macro-scale engineering Molecular scale engineering


CPD procedure At the start of the procedure

When we decide What the Product Should Do?

We expect a Major Input - * Marketing & Research

* Engineering

At the end of the procedure

When we reach the Manufacturing stage

We expect a Major Input - * Engineering

Reduced Role - * Marketing & Research


CPD Procedure Controversies

Good to Review the controversies

To prepare ourselves for EXCEPTIONS AND DIVERSIONS

1. The four-step procedure is not general

it is clearly a simplification

it is unlikely that real product design will be a simple, sequential procedure, and iteration between the steps is needed

2. Management, not technology, is the key!

Implication: technology is always available, if only managers/engineers do their job properly


CPD procedure controversy 3. The subject is already covered as part of process design

CPD goes beyond this process design hierarchy

The last step of CPD (manufacturing) includes all of the process design hierarchy

Focus on the initial decision around the choice of the product and de-emphasise its manufacturing

Shift away of our daily bread & butter engineering calculation

Process design (Douglas, 1988) Product design

Batch vs. continuous process Identify customer needs

Inputs and outputs structure Generate ideas to meet needs

Reactors and recycles Select among ideas

Separations and heat integration Manufacture product

CPD is not just engineering, must also concentrate on business and technology!


Conclusions CPD is a procedure where

Customer Needs

Commercial Products

Valuable for specialty

chemicals

Management/senior

management involvement:

product design >> process

design


Conclusions Types of decisions involved in product design and

development

Product design decisions

Process design decisions

Business decisions

Management decisions

An approach (paradigm) for product design and development is

needed to organize the activities and tasks in a systematic

manner

More case studies are needed

Technologies behind different products are important

: What to make?

: How to make?

: Do we want to make?

: How to do it efficiently?

Lecture 1 - Intro to CPD

Documents

Transcript of Lecture 1 - Intro to CPD