05 managing engg. design & development - singar

8/2/2019 05 Managing Engg. Design & Development - Singar

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Managing Engineering Design & Development

What is the first active step in product &

technology life cycle? A new product begins as an idea for the solution

of a problem or the satisfaction of a need.

In research only a few out of many research ideaswill be vigorous enough to survive and will reachthe right environment to mature into a successfulproduct.

Over the period of time, this product would bereplaced by newer ideas that satisfy newer needs.

This cradle to grave sequence is known as the

product life cycle.


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Product & Technology Life Cycle

Product life cycle begins with an identification of

need or suggestion of a product opportunity. The product must be subjected to a screening

process to select from the many ideas available,those that are technically and economically feasible

and to propose a program for their successful designand development.

Proposed products that appear attractive at thispoint are approved for the product design function.

Products that still appear desirable after the designprocess then go to the production function.

Products, that are complex, will be under a constantprocess called product evaluation (product use &

logistic support.


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Steps or Functions and Typical Activities in the Product Life Cycle

PRODUC

T LIFE

CYCLE

Consumer Identification of

Need

Wants or desires for products (because obvious

deficiencies/problems are made evident through basic research

results)

Producer

Product

Planning

function

Marketing analysis; feasibility study; advanced product planning;

planning review; proposal

Product

research

function

Basic research; applied research (need oriented); research

methods; result of research; evolution from basic research to

product design and development

Product design

function

Design requirements; conceptual design; preliminary system

design; detailed design; design support; engineering

model/prototype development; transition from design to

production

Production orConstruction

function

Production or construction requirements; industrial engineering

and operations analysis; quality control; production operations

Product

evaluation

function

Evaluation requirements; categories of test and evaluation; test

preparation phase(planning, resource requirements,etc);formal

test and evaluation; data collection ,analysis, reporting and

corrective action; retesting


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Steps or Functions and Typical Activities in the Product Life Cycle

PRODUCT

LIFE

CYCLE

Producer

Production or

Constructionfunction

Production or construction requirements; industrial engineering

and operations analysis; quality control; production operations

Product

evaluation

function

Evaluation requirements; categories of test and evaluation; test

preparation phase(planning, resource requirements,etc);formal

test and evaluation; data collection ,analysis, reporting and

corrective action; retesting

Consumer Product use

and Logistic

support

function

Product distribution and operational use; elements of logistics and

life cycle maintenance support; product evaluation; modifications,

product phase-out; material disposal, reclamation, or recycling


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Technology Life Cycle

Technology

development

Application

launch

Applications

growth

Mature

technologyTechnology

substitution

and obsolescenceTime

Mark

etvolume


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Nature of Research & Development

Research, both basic & applied, is a systematic, intensive studydirected toward fuller scientific knowledge of the subject studied.

Basic Research

Research devoted to achieving a fuller knowledge orunderstanding, rather than a practical application, of the subjectunder study may be in the fields of present or potential interest to

the company.Applied Research

Directed toward the practical application of knowledge, which forindustry means the discovery of new scientific knowledge that hasspecific commercial objectives with respect to either products orprocesses.

Development

Systematic use of scientific knowledge directed toward theproduction of useful materials, devices, systems or methods

including design and development of prototypes and processes.


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Research Strategy and Organization Deciding the relative investment a company should make in R &

D is a part of strategic planning and should be based on the

organizations concept of its fundamental mission andobjectives.

Four alternative new product strategies:

First-to-market: Demands major expenditures for research and

large marketing efforts to introduce an innovative product.

Follow-the-leader: Does not require a massive research effort,

but it demands strong development engineering.

Me-too: There is no research or development, but emulates

designs from others, buys or leases the necessary technology

and then concentrates on being the minimum cost producer.

Application engineering: Requires no research and little

development, but flexibility in production so as to make

products, understanding the customers need.


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Selecting R & D Projects

Need for Selection Technology based manufacturing firm will have many

more ideas for research projects than it has resources to

invest in them.

This is carried out based on the ratio of raw new product

ideas to profitable products.

Initial Screening

Requires evaluation method that is quick andinexpensive.

The proposed product is given a simple judgmental

rating for each of a number of characteristics.


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Checklist

Technical factors

Research direction and balance

Timing

Stability

Position factor

Market growth factor

Marketability & Compatibility

Producibility Financial factor

Patentability


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Selecting R & D Projects

2 products launched, and

1 profitable product

to obtain

to find

12 ideas worthy of further evaluation through

Preliminary engineering design Market research and cost/benefit analysis

6 potential products worthy of

Further design development and analysis

resulting in

3 prototypes for physical and market test,

60 unstated new product ideas are screened for

Technical feasibility

Financial feasibility

Suitability to corporate resource and objectives


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Protection of IDEAS

If ideas can be readily duplicated by others, then there is

often insufficient reasons for expending the initial resources

for a short term advantage.

As the more advanced nations develop, products and

services that have high creative value added content, it is

vital to the economic well being of the creative organizationsthat there be some means for protection of ideas in all

industrialized nations.

There are four legal means to protect an organization's (or

individuals) ideas and right to benefit from those ideas. They are patents, copyrights, trade secrets and trademarks &

other marks.

This area of law is generally referred to as intellectual

property law / right.


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Patents A patent is an exclusive property right to an invention

There are three classifications:

1. Utility Patent: Obtained for a process, a machine, an article of

manufacture, a composition of material, or any improvement.

The life span is 20 years from the date of application. To be

patentable, the invention must be new or novel, useful or have

utility and nonobvious.

2. Design Patent: Granted on new, original and ornamental design

of an article of manufacture for a term of 14 years from the date

the design patent is granted. This is not concerned with how the

article of manufacture was made, but with how it looks. Thedesign must be primarily ornamental rather than primarily

function to be valid.

3. Plant Patent: Granted for 20 years from the date of application

for plants when asexually reproduced.


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Establishing Patent Rights

The invention process includes 1) conception and 2)

reduction to practice.

If the first to conceive makes a reasonable, diligent effort to

reduce the invention to practice, he or she will receive the

patent, even if someone else actually reduces it to practice

earlier.

When someone files a patent application, he or she should

be capable of carrying out the invention.

A written disclosure of the invention should be made as

soon, after conception, as possible. The disclosures primary purpose is to prove the date of

conception where there is a question of invention.

The disclosure should include sufficient description

regarding conception.


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Copyrights

Copyright is a bundle of rights to reproduce, derive, distribute,

perform and display an original creative work in a tangible formfor the life of the author, plus 70 more years thereafter.

Copyright owners can sue anyone who infringes their rights to

stop illegal reproduction.

This can be given for literary works, musical works, dramaticworks, pictorial works, architectural works, etc.

It protects expressions, not ideas. A potentially patentable idea

expressed in a copyright text may be used by others.

A copyright notice has three elements:

1. The copyright symbol

2. The year of first publication

3. The name of the copyright owner


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Trade Secrets Trade secrets or confidential technological and commercial

information are the most important assets of many businesses.

The law protects trade secrets as alternatives to patents andcopyrights.

Trade secrets have no precise definition, but to be protected by

the courts, they must be secret, substantial and valuable.

The secret can be almost anything as long as it is not generallyknown in the trade or industry to which it applies.

It may be a formula, process, know-how, specifications, pricing

information, customer lists, supply sources, merchandising

methods or other business information.

Unlike patents or copyrights, trade secrets have no time

limitations and there is no registration with any government

agency.

If the trade secret is unlawfully obtained, the court could award

the trade secrets owner compensation for damages suffered.


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Trademarks and Other Marks

Trademark is used by a manufacturer or merchant toidentify his goods and distinguish them from those

manufactured or sold by others.

Service mark is associated with services rather than

goods. Certification mark indicates that the marked goods or

services meet standards or services established by the

marks owner.

These marks are registered under the law of federal act

and hence protected by the federal statutes.


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Creativity

Nature of Creativity

Creativity is the ability to produce new and useful ideas

through the combination of known principles and

components in novel and nonobvious ways.

Playing with imagination and possibilities, leading to newand meaningful connections and outcomes while

interacting with ideas, people and the environment.

An effective research organization requires the

understanding of the creative process, identifying and

acquiring creative people and maintaining an

environment that supports creativity.


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The Creative Process

Preparation: A period of conscious, direct mental effort

devoted to the accumulation of information pertinent to

the problem.

Frustration & Incubation: Failure to solve the problem

satisfactorily by the analytical process leads to,

frustration. However, the problem, fortified with all thefacts gathered about it, incubates in the sub conscious

mind.

Inspiration & Illumination: A possible solution to the

problem may occur as a spontaneous insight, often when

the conscious mind is at rest.

Verification: Solution revealed in a flash of insight must

now be tested and evaluated.


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Characteristics of Creative People

Self Confidence & Independence: Creative people seem to be self

sufficient, emotionally stable and able to tolerate ambiguity. They

are independent in thought & action and tend to reduce, grouppressures for conformity, and rules & regulations that do not make

sense.

Curiosity: They have a drive for knowledge about how or why

things work, are good observers with good memories and build abroad knowledge about a wide range of subjects.

Approach to problems: They are open minded and uncritical in the

early stages of problem solving, generating many ideas. They enjoy

abstract thinking, concentrate intensively on problems thatinterest them and employ precision & exactness in their work.

Some personal attributes: They may be more comfortable with

things or objects than people. They have broad intellectual

interests and are always attracted by complexity.


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Creativity & Innovation

Creativity produces only ideas, but they are not useful

until they are reduced to practice and use, which is theprocess of innovation.

People required for Technological Innovation:

Idea Generator: The creative individual Entrepreneur: The person who carries the ball

Gatekeepers: Technical performers who are into research

and journal publications

Program Managers: Who manage without inhibiting

Sponsor or Champion: The person, often in senior

management, who provides financial and moral support


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Nature of Engineering Design

Design is the process of creating a model, described in

terms of drawings and specifications of a system that will

meet an identified need of the customer.

Engineering design is a process of transforming

information.

Information provides the input to the process: Astatement of the problem to be solved, design standards,

design methods and the methods of engineering science.

Through Engineering design process, the engineer

performs logical sequence of activities, decisions and

analysis to develop a solution to the problem.

Engineer communicates the solution in the form of

drawings, written reports and oral presentations.


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Engineering Design Process Customer Needs


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Systems Engineering

The Design of a complex engineered system, from the

realization of a need through production to engineeringsupport in use is known as systems engineering or as

new product development.

Systems Engineering is a robust approach to the

Design, Creation & Operation of systems.

The approach consists of:

Identification and quantification of system goals

Creation of alternative system design concepts Verification of design

Post implement assessment of meeting the goals


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Systems Engineering Process - Activities Requirements Analysis: Analyze customer needs and

constraints to determine the functions that must be

performed by the system to meet objectives. Functional Analysis / Allocation: Identify lower level

functions needed to meet these functional requirements

and translate hem into design requirements suitable as

design criteria.

Synthesis: Define the system concept, configuration item

and select the preferred set of product / process

solutions. System Analysis and Control: Provide the progress

measurement assessment & decision mechanisms

required to evaluate design capabilities and document

the design and decision data.


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Phases / Stages in Systems Engineering

Conceptual Stage: The first phase of the product

development begins with defining the design problem. Technical Feasibility Stage: The objective of this stage is

to confirm the target performance of the new product

through experimentation or accepted engineering

analysis and to ascertain that there are no technical or

economic barriers to implementation that cannot be

overcome by development.

Development Stage: The objective of this stage is tomake the needed improvements in materials, designs &

processes and to confirm that the product will perform

as specified by constructing & testing engineering

prototypes or pilot processes.


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Commercial Validation and Production-Preparation

Stage: The objective of this stage is to develop the

manufacturing techniques and establish test market of

the new product.

Full-Scale Production Stage: The final design drawings,

specifications, flow charts, procedures, quality control &

reliability standards are made ready and manufacturingfacilities are constructed & processes are adjusted until a

quality product which is economical is being produced.

Product Support Stage: Steps are taken to ensure that

the product can be used and maintained by consumersmanuals, customer service, warranty plans & repairs.

Disposal Stage: Getting rid of the waste products without

polluting the environment.


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Control Systems in Design

Drawing / Design Release

Configuration Management

Design Review

o Conceptual Design Review

o System Design Review

o System / Software Design Review

o Critical Design Review

Management Audit of the Design Function


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Product Liability and Safety

Product Liability: Effects on how companies make and

describe their products; and which requires great care onthe part of their engineers and managers.

Reducing Liability: To protect against product liability,

designers must foresee even unlikely conditions.

Example: Failure to warn of a product hazard.

This could be possible through:

The product meets the users reasonable expectations of

safety. The risks are reduced to the greatest extent possible.

The product contains adequate warnings.

It should reduce the likelihood of any injury.


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Designing for Reliability

Reliability: It is the probability that a system will

demonstrate specified performance for a stated

period of time when operated under specified

conditions. Risk: It is defined as the chance (probability) of

injury, damage or loss.


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Simple reliability models

When designing systems we estimate the reliability of

the individual components. Then we combine theseknown reliabilities to estimate the overall reliability of

the system.

We use reliability models for this estimation.

Simple Series Model (Switch and Lamp)

Simple Parallel Model (Lamp and Lamp)

Series Parallel Model (Switch - Lamp and Switch - Lamp)

Bathtub Curve Model (Inverse of lambda is Mean Time

between Failures)


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Bathtub Curve Model

Useful life Wear-outInfant

mortality

Life

Hazardra

te

Figure : The bathtub curve


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Developing Reliability over the Product life Cycle

Planning and Apportionment

Designing for Reliability

Flattening the Bathtub Curve

Reliability Growth

The Reliability Profession


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Other Ilities in Design

Maintainability Availability

Human factors

Standardization

Producibility

Value Engineering / Analysis

05 managing engg. design & development - singar

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