ME4054 DESIGN PROJECTSDESIGN PROCESSDesign MattersClassic FailuresHabits of Effective Design TeamsDesign process…idealDesign process…realIdentify opportunityUnderstand the CustomerIdea GenerationConcept ScreeningEngineering DesignBuild PrototypesIP is CriticalCompanies Receiving Most U.S. PatentsImplementing the DesignEvaluating the DesignCommon ME4054 ErrorsDesign Show in 14 WeeksTrade Show BoothsPrototypesJudgesNo StressME4054W OpportunitiesProject Kick-Off on WednesdayME4054 DESIGN PROJECTSWelcome!DESIGN PROCESSAs practiced in ME4054(Ref: Chaps 1-2, Ulrich & Eppinger text)IDENTOPPDEFINE PROBLEMGEN CONCEPTSGATHER INFOIMPLEMENTSCREEN CONCEPTSHANDOFFDesign Matters"The Knowledge Economy as we know it is being eclipsed by something new -- call it the Creativity Economy"Classic Failures• Optimistic sales ramp up (< 3 yrs)• Too far out there (Segway)• Focus on features v. benefitsHabits of Effective Design Teams• Study the customer• Creativity• Quick and dirty prototyping• Objective evaluation• Latest technology• Established Design process• Manage risk, abandon if necessaryDesign process…idealIDENTIFY OPPORTUNITYDEFINE PROBLEMGENERATE CONCEPTSGATHER INFORMATIONIMPLEMENTSCREEN CONCEPTSHANDOFFDesign process…realIDENTIFY OPPORTUNITYDEFINE PROBLEMGENERATE CONCEPTSGATHER INFORMATIONIMPLEMENTSCREEN CONCEPTSHANDOFFIdentify opportunity• What’s the business opportunity• Vision, corporate strategy• Market trends• Technology capability• Emerging technologies• Unmet needsIDENTOPPDEFINE PROBLEMGEN CONCEPTSGATHER INFOIMPLEMENTSCREEN CONCEPTSHANDOFFDELIVERABLE(S):1. Project description2. Mission statementUnderstand the Customer• Voice of the Customer (VOC)• Who? – Market segmentation– Personas•How– Observation– Interviews–Survey– Focus GroupETHNOGRAPHY}Idea Generation• External–Patents– Reverse engineering– Trade magazines, trade shows, stores–Experts–Users• Internal– Brainstorming (many methods)– Solo stormingConcept Screening• Define the metrics• Include all stakeholders– Internal screen– Customer screen• Be objective• Step back and reflectUlrich and Eppinger, Product Design and Development, Exhibit 7-4Engineering Design• Analysis-based design– Use equations to ball park– Use computer simulations to fine-tune– Show that you know physics and engineering• Get in the ball park with the prototype– But don't obsess over the detailsBuild Prototypes• Quick and Dirty is good–Fast– Cheap• Learn from the prototypes– Internal communication• Solo/Team– External communication•Customer•BossIf you have many prototypes, you will impress your client!IP is Critical• Value of company is in its intellectual property and the ability of staff to generate IP, not in the products• VCs look at people more than at concept• IP, utility patents– Provisional Patent– Patent Application– Issued Patent2005 Rank # Patents Company 2004 Rank1 2,941 IBM 12 1,828 Canon 33 1,797 Hewlett-Packard44 1,688 Matsushita 25 1,641 Samsung 66 1,561 Micron 57 1,549 Intel 78 1,271 Hitachi 89 1,258 Toshiba 910 1,154 Fujitsu 11Source: USPTO.govCompanies Receiving Most U.S. PatentsImplementing the Design• Analysis-driven design• Simulation-aided design• Prototyping•DFX– Environment– Reliability– Assembly–SafetyEvaluating the Design• Experimental validation of hardware– Design of Experiments• Validation through simulationCommon ME4054 Errors• Did not understand the problem– Background research– Knowledge of prior art• Did not specify outcomes– Key part of project planning• Did not use analysis– Key part of engineering design– Key metric in ME4054• Did not document– Essential to all modern projects• Team meltdown– Team management needed• Under-delivered– Effective scheduling and task allocationDesign Show in 14 WeeksLots of peopleTrade Show BoothsPrototypesJudgesNo StressME4054W Opportunities• Gain real-world design experience– Return value to client• Design to customer needs• Great job experience – Put on your resume– Networking • Apply engineering science course analysis• Learn to work in a team• Learn to communicate as an engineerProject Kick-Off on Wednesday• Read about your client• Read about your project– Prior
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