Session 2-Product as a System REV.pdf

8/10/2019 Session 2-Product as a System REV.pdf

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Session 2-Product as a System

Donald E Malen, [email protected] 1

Product as a system

System design process

Containing System MapA tool for requirements development

Design for Manufacturability

Session 2


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Assumption: The objective of a company that sells productsis to maximize profit

Design for Manufacturability

Profit per unit = price of unit cost to make unit

price = Profit + cost

cost = price Profit

or

or

what is the dependent variable, which are independent?


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cost

toproduce

profit

price=cost + profit

price dependent variable

Two ways of looking at a simple equation

monopoly

oligarchy

With one producer, the price to the

consumer is the producer's cost pluswhatever profit the producer wants

Price

Cable TV in

most

communities


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costto

produce

profit


Price

profit=price-cost

profit dependent variable

With many producers, the price to the

consumer is set by the market place andthe producer profit is what is left over after

the producers costs are subtracted

perfect

competition


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profit


increasing pricereducing cost

Lower cost materialLower cost manufacturing processDesigning for simple assemblyUsing fewer parts and fasteners

Making product moreuseful to customer andbetter than competition

costto

produce

Price

profit

Price costto

produce


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two ways to increase profit

In the first part of the course

we will discuss ways tomake the product moreuseful to the customer

increasing price

profit

costto

produce

Price

Making product moreuseful to customer andbetter than competition


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1 Successful Product Systems

2 Design Process

3 Definition: System

4 Identifying System Functions

5 Sorting Functions

6 Setting Function Requirements

Development of Design Requirements


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1986 Buick Riviera Graphical Control Centerconsisted of a touch sensitive CRT

located in the center of the dash. It

included controls for climate control,radio, trip computer, instrumentation

cluster, and diagnostic display, by

pressing the correct sequence it

would also display vehicle trouble

codes.

Example-What makes a successful product?


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Micro Computers 1980s

16k RAM

TV set monitor

Audio tape recorder: data storage

Example-What makes a successful product?


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Graphical Control Center


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Heater / Ventilation / Air Conditioning

Controls

Radio / Tape Controls

InstrumentDisplay


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Successful product?


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1990 - Conventional1986 to 1989-GCC

Answer: NoneFunctionality was actually reduced - tactile feedback given by

buttons was lost, the location and need to look at screen whenmaking selections resulted in driver distraction.

Not successful even though all the parts worked and were

technically advanced

What additional functionality did the Graphic Control Center

provide the customer?


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Lesson for engineers

Not everything that you can design

should be designed

Successful products bring wanted

functions which meet customer needs


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A Product Idea


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"If there is any invention on

earth that we don't want it is

this. One of the greatest

weapons of the minority is to

postpone voting and this

instrument would preventthat."

Congress Procedures Committee

Chairman

Voice of the customer

Edisons first invention

Electrographic Vote Recorder

does not meet customer need

example of market risk


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Achieving a successful product

Sources of Design Risk

not understanding

what the customer

wants

market risk

design does not

work correctly

technical risk

Market risk is

usually greater and

more challenging to

minimize


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Product Cycle

Product cycle - the closed loop which

emphasizes meeting customer needs

ManufactureProduct

MarketPlace

DesignProcess

CustomerNeeds


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Example of product cycle

engineering calculation tools in 1970s

ManufactureProduct

MarketPlace

DesignProcess

Begin cycle with customer needs; not available technology

CustomerNeeds

Precise calculations

& a portable device


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CustomerNeeds

ManufactureProduct

DesignProcess

1970 market place for engineering calculation tools

MarketPlace


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Customer's di lemma: Both needs can not bemet in the same product.Products at that time were either precise orportable, not both. Therefore customerscomplained.

Customers dilemma

MarketPlace

Precise calculations

& a portable device

CustomerNeeds


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Precise

calculations& a portabledevice

first pocket calculator available to public

accuracy from 10-99 to 10+99

1972HP35$395

new product with better functions

meets customer needs better

ManufactureProduct

Market

Place

DesignProcess

CustomerNeeds


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ManufactureProduct

MarketPlace

CustomerNeeds

Design ProcessPrecise

calculations& a portable

device

Customer

Needs Technology

Successful products are based on meeting customer needs

by applying the appropriate technology


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Summary

Successful Product Systems

Meeting customer needs is the driver of successful product systems

(Not the use of the latest technology).

The product design is the process of bringing together technology to

meet customer needs.It is part of a cycle which includes manufacturing

a market with competing products

evolving customer needs. ManufactureProduct

MarketPlace

CustomerNeeds

Design Process

Customer

Needs

Technology


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Context for a Product Design Process

We need a design

process to bringtogether customer

needs and the

appropriate

technical solution

and result in a

successful product

Manufacture

Product

MarketPlace

Customer

Needs

Design Process

Customer

Needs

Technology


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2 System Design Process



5 Sorting Functions




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How can we minimize market risk and technical risk?

A structured design process that minimizes both risks

not understanding

what the customerwants

market r isk

design does not

work correctly

technical risk

Customer

needsProduct design

Engineering

requirements

turning need

into

requirements

turning requirements

into a product


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1971GM introduces itsfirst high fuel economy

aluminum enginebody-frame integral car

Example of product design process

not an evolutionary product

for GM-first clean sheet of paper

design for GM after many

years


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Initial durabil ity test-miles logged on

prototype:

Bringing a new system into being


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Do one designin Detail

BuildPrototype

TestPrototype

Fix problemsChange design

Not a very effective design process

Very inefficient

Depends on expensive hardware builds

Depends on expensive testing Takes a long time

Results in many late changes and re-toolingFour years to design vehicle vs. 1- 1 year today

Select

product

conceptquickly


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1.Start Design

3. End Design and

Begin Production

Design Process

2. Then a

Miracle Occurs

"I think you should be a little more clear on step two"


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Number ofDesign

Changesoccurring

Time

(months)-48 -24 startof production

for US

company

Typical UScompanyin past

Japanesecompany

90% ofchanges

complete

A hint for a better design process

large number of late changes

because functionality gained

by test-fix-retest approach

more changes earlier due to

application of systems

design approach

startof production

for Japanese

company


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Desirable Attributes for a System Design Process

Results in successful products

meet customer needs

meet constraints

Fastget to market with fresher designs than competition

respond quickly to changing customer needs

Efficientpeople skills and knowledge used effectively

cost of analysis, prototype builds controlled

not many downstream design changes

Deals with uncertainty

Does not commit large amount of resources without a

high probability of success


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Concept of Design funnel

capture what the customer wants as

engineering requirements

create many

design concepts

refine selected

design concept

screen to selectthe best

Design resources neededPeople, hardware, computer cpu

Few peopleneeded early

in process

apply engineering factory after

identifying the best concept


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minimize

market

risk

minimize

technical

risk

market analysis

engineering requirements

-final engineering CAD

-validation of performance

-sourcing

determine a set of optimal values

for design parameters

Pahl/Beitz: Engineering Design

Formal Stages of System Design Process

create many design alternatives

analyze design alternatives

select the best design alternative

customer analysis

create a formal layout

product

planning

embodiment

design

conceptual

design

detail design

customer

needs

and

constraints

requirements


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Pahl/Beitz: Engineering Design

Tools for Product Planning stage-Requirements Development

Containing systemKano modelProduct S curve

Market benchmarkingProduct SpecificationsQFDProduct Architecture

Output of ProductPlanning Stage are

Requirements

productplanning

embodiment

design

conceptual

design

detail design

requirements

customer

needs

and

constraints


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Requirements should be Robust1. confident real customer needs and wants havebeen identif ied

2. will not change significantly during design

Requirements are how we capture and quantify1. what the customer needs and wants

2. constraints on the design

Robust requirements development

To begin to define requirements,we must look at the product as a system


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2 Design Process



5 Sorting Functions




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Russell Ackoff

Video on Systems Thinking

Dr. RUSSELL L. ACKOFFProfessor Emeritus of Management Science

Wharton School of Business, University of Pennsylvania.

Author and lecturer on system theory and applications

Some points to note during video:

Properties of a system

Mechanistic (analytical) thinkingSystems thinking

Containing System


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conaining

system

boundary

Product is a System

A complex entity composed of several well-matched, interacting

parts (subsystems /technologies) that contribute to overall

behavior (functions performed).

made of

subsystems / technologies

Product System

functions performed

boundary around the product system


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SALVOM LAVISSE=

A Bath is good for you

Strigil

Material: Bronze

Mass: 402 gm

Carbon date: 1st century AD

Roman site

232 mm

65 mm A strigil was a tool used inancient Greece and Rome

to scrape dirt and sweat

from the body before

soaps became available.

Is this a goodproduct?

wikipedia.org

Product is a System


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Is this a goodproduct?

system of interest

A larger systemwhich contains

systems of interest

(containing system)

Scrape dirt

and sweat

from the body

function forsystem of interest

within the

containing system

Product is a System


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Stirgil: system of interest

Product is a System

containing

system=Roman bath

containing

system=Manufacture

A product will be wi th in severalcontaining systems over its life

Use stage

Manufacturing stage


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system of interest

function for

system of interest

within the

containing systemA larger system

which contains

systems of interest

(containing system)

Other direction also valid


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Systems Thinking

Analysis Explain by the Structure

of system of interest

Explain by the function

in containing system

Two ways to think about systems

Material: Bronze

Mass: 402 gm

Carbon date: 1st century AD

Roman site

232 mm

65 mm

Scrape dirt and sweat

from the body


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Take something you want to understand

Take it apart

Explain how each part works

Then assemble the understanding of the partsinto an understanding of the whole

Analysis - Analytical Thinking


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Coffee Maker Example

Analytical ThinkingExplain by subsystems

System boundaryWater reservoir

Coffee container

Water heating element

Ground coffee holder

Armature

Hot water f low tube

Filter container

Coffee Maker


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Take something you want to understand (the system)

Identify something that contains this system (containing system)

Explain the behavior of the containing system

Explain the systems role in the larger containing system

Systems Thinking


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System Containing the Coffee maker

Coffee Maker- Systems Thinking - look outside the system


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ManufacturingPlant

Coffee Maker-Systems Thinking-

what interacts with the system

ManufacturingFirm

Containing System=

Coffee maker company


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RetailOutlet

Containing System=

Retail outlet


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ElectricPowersystem



Kitchen

Coffeegrounds

Coffee filter

Water

Containing System=

Users environment


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Recycler


what interacts with the systemContaining System=

End of life


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ElectricPowersystem

Recycler

ManufacturingPlant



CoffeeDrinker

ManufacturingFirm

Kitchen

RetailOutlet

Coffeegrounds

Coffee filter

Government

Water

Containing System=

All C.S. over life of coffee maker

C ff S


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Kitchen

ElectricPowersystem

Recycler

ManufacturingPlant


what is the nature of the interaction

CoffeeDrinker

ManufacturingFirm

RetailOutlet

Coffeegrounds

Coffee filter

Government

Water

Containing System=

All over life of coffee maker

S T f thi ki b t d t t


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Summary: Two ways of thinking about a product system

What subsystems are there?

How can each be made better?

Make sure after changing the subsystems stillinteract properly

Who does it serve?

What are the needs being satisfied?

What are the functions it must provide?

1 Look inside the product

2 Look outside the product


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2 System Design Process



5 Sorting Functions6 Setting Function Requirements



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Session 2-Product as a System REV.pdf

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