New Product Development Technical Requirements What is the problem - - PowerPoint PPT Presentation

New Product Development

Technical Requirements

 What is the problem really about?  What implicit expectations and desires are

involved?

 Are the stated customer needs, functional

requirements and constraints truly appropriate?

 Scope and limitations for creative design  Characteristics / properties the product must /

must not have

 Technical and technological conflicts in the

design task

Crucial Technical Specifications

 Design: the functional design of the product

and attractiveness in appearance

 Durability: of the materials from which the

product is made

 Reliability: ensuring expected performance

under normal operating conditions

 Product safety: posing no potential dangers

under normal operating conditions

 Standardization: through elimination of

unnecessary variety among potentially interchangeable parts/objects

Technological Activities Marketing Activities Balance of Activities Industrial products Pharmaceutical industry Electronics industry White goods and domestic appliance industries FMCG Food and drinks industries

Classification of New Product Development Activities across Different Industries

Requirements Specification

New Product Idea Opportunity Evaluation Secondary Information Primary Information Perceived Value Positioning Cost Evaluation Customers Value Marketing require- ments specification To Development

Idea Generation Prototype Development

Controlled Launch

Feedback Refined Idea Prototype II

Controlled Launch

Refined Idea Feedback

Iterative Product Development Process

Principles of Prototyping

 Analytical prototypes are generally more

flexible than physical prototypes

 Physical prototypes are required to detect

unanticipated phenomena

 A prototype may reduce risk of costly

iterations

 A prototype may expedite other

development steps

 A prototype may restructure task

dependencies

Modelling : Analytical versus Physical

 Simulations  “Virtual” prototyping  Computer Animations  Optimization  Hardware  Material and physical

property correlation

 Prototyping of

manufacturing techniques

 Experimental start – ups  Fully functional mock ups

(α & β prototypes)

Analytical

Physical

Types of Prototypes

 Proof – of – concept models  Industrial design prototypes  Experimental prototypes 

• prototypes



• prototypes

 Pre-production

α β

Testing of New Products

PURPOSE OF USE TESTS Does it have the required attributes? Verify claims Ideas for improvements Identify use situations

Purposes of Beta Tests

 To check the product functioning in situ  To confirm selection of features, both core

and optional

 To assess the accuracy and usefulness of

support material

 To assess the level of training required  To evaluate perceived strengths and

weaknesses vis-a-vis competitors

 To promote sales with the site chosen

What Are Prototypes Used For?

 Learning

Will it work? How well does it meet customer

needs?

 Communication with stakeholders  Integration with components and

subsystems

 Milestones to demonstrate progress

Rapid Prototyping

 Visualizing concepts as physical entities  Market research for ergonomic use and

aesthetics

 Prototypes for functional testing  Assembly and manufacturing feasibility  Verification of design changes  Cost analysis  Early marketing promotions

3D Printing/Rapid Prototyping



3D printing/rapid prototyping helps identify product issues not anticipated early on in the process

 Saves them time and money by mitigating risk and guiding investments

along the development timeline



Whether building prototypes of consumer products or exploring the feasibility of devices for medical applications, the advantage of scalable, accurate models allows for early detection of potential problems and decreases turnaround time



3D Printing: Fast, exact models to improve product development

 Polyjet and fused deposition modelling technologies for the most precise

additive manufacturing solutions



Computer Numerical Controlled Machining (Subtractive Manufacture):

 Electronically controlled machining process enhances precision for more

confidence in manufacturing. Battelle’s comprehensive CNC solution is supported by the latest technology in machining



Thermoforming System:

 Improved cost-efficiency through low-cost, yet accurate prototyping

process

Common Pitfalls in -Testing

 Test sites have inadequate internal capacity

to test performance

 Wishy-washy performance requirement  Testing is done too late in the new product

process

 Developers tend to beta-test their own

products

 Developers tend to ignore early negative

results

β

Categories for Searching and Decomposing Specifications

 Assembly  Quality control  Operation  Maintenance  Transport  Costs  Schedules  Production  Geometry  Kinematics  Forces  Materials  Signals  Safety  Ergonomics

Design

 Consider

product platform and architecture

 Assess new

technologies

 Investigate

feasibility of product concepts

 Develop

industrial design concepts

 Build and

test experimental prototypes

 Generate

alternative product architectures

 Define major

subsystems and interfaces

 Refine

industrial design

 Define part

geometry

 Choose

materials

 Assign

tolerances

 Complete

industrial design control documenta tion

Principles of Universal Design

 Equitable Use

 The design is useful to people with varied

abilities

 Flexibility in Use

 The design accommodates a variety of

preferences and abilities

 Simple and Intuitive to Use

 The design is easy for anyone to understand

and use

 Perceptible Information

 The design communicates the required

information effectively to the user

Principles of Universal Design (cont)

 Tolerance for Error

 The design minimizes adverse consequences

• f inappropriate use

 Low Physical Effort

 The design can be used efficiently by anyone

with minimal fatigue

 Size and Space for Approach and Use

 Regardless of the user's size or mobility, the

product is easy to reach, manipulate and use

Contributions of Design to the New Products Process

Design for Speed to Market Design for Ease of Manufacture Design for Differentiation Design to Meet Key Customer Needs Design to Build or Support Corporate Identity Design for the Environment

Environmentally Responsible Product Matrix

Environmental Concern

Life cycle stage Materials choice Liquid effluents Solid residues Energy use Gaseous Emissions

Resource extraction Product manufacture Product use Product packaging and transport Refurbishment, recycling, disposal

Eco – Indicators

Environmental Effect Weighting Factor Criteria Greenhouse effect Ozone depletion Acidification Pesticides Carcinogenic

Product Development Framework

Product Designs, Prototype Developments and Testing Simplicity & Ease of Use Technology Quality Expandability Cost / Function Cost

Customer: Superior Value Equation Provider: Optimal Use of Resources

Monitoring the New Product Development Process

Tools for Improving the New Product Development Process

The time and cost of projects escalates with each stage, thus stage-gate processes only permit a project to proceed if all assessments indicate success

From Discovery to Launch: The Stage-Gate Model

Discovery Gate 1 Gate 2 Gate 3 Gate 4 Gate 5 Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

Build Business Case Development Testing & Validation Launch

Second Screen

Idea Screen

Go to Development Go to Testing Go to Launch

Post-Launch Review Scoping

To Go or Not to Go

Deliverables

Outputs Criteria

Visible: based on standard requirements decided at the output

• f previous gate

Decision: Go/ Kill/ Hold/ Recycle Must meet, knock-

• ut question

Benefits of Stage-Gate Model

 Each stage is cross – functional and  is designed to gather information

needed to

progress to the next stage

 The aim is to gather information and drive uncertainties down  Each stage costs more than the

proceeding one thereby

following an incremental

commitment process

Factors Associated with Technological Product Failure

Pricing problems Distribution channel selection Poor communication of product benefits Poor selection of target market Unique attributes not seen Need for product is not seen Information about product is scarce, unclear or difficult No innovative advantage perceived Customer expectation not met

Need, Form and Technology in Action

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The New Product Concept

Need Form Technology

Need- technology concepts

New Products

Form- technology concept Need-form concepts