Design Methods

Product: A product is something sold by an enterprise to its customers.

Product Design: Process of imagining, creating and iterating products

that solve users’ problems or address specific needs in a given market.
 Product Design Process
1. Customers’ needs identification
2. Product Specification
3. Concept Generation
4. Concept Selection
5. Concept Testing
6. Product Generation
7. Product Architecture
8. Detailed Design
(Material Selection, Modelling, Design for Manufacturing and Assembly,
Design for Maintenance, Reliability, Optimization, Aesthetic
Considerations in Design, Human Factors, Value Engineering)
 PRODUCTION CONSUMPTION CYCLE

Design
Production

Distribution Disposal Salvage

Consumption
/Usage
Waste
 PRODUCTION CONSUMPTION CYCLE
Producer is concerned with…… Distributor has view towards… …

Ease of production Ease of transport

Availability of resources Suitability of storage
Standardization Self life
Rejection reductions Attractiveness in display
etc… etc…

Disposal/Salvage operator wants…… Consumer is interested in……

Ease of setting apart Good performance
Re-usage of materials/parts Low cost
Economic disposal of residues Ease of maintenance
etc…
Convenient and safe in use
High reliability & long life
Good appearance
Low operational costs etc…
 MAN DESIGNED OBJECTS (WARNING)
Objects/ services designed by Human being

Designed
Produced

Distributed
Utilized
Finally disposed off
Results in…
Side effects like:

Air pollution Shortage of raw materials

Water pollution Imbalance in nature etc…

Land pollution
 MAN DESIGNED OBJECTS (WARNING)
In Nature

No side effects:
Production and disposal go side by side in nature without causing any
harmful effect to human being

No shortage of materials:
When nature made products reach disposal stage, from them reusable
raw materials get generated and thus no shortage of material

e.g. Leaves shed from trees decompose without developing any harmful
side effects and produce useful raw material to be used by the tree again.

So, taking lessons from the nature, human design activity should be
modified in such a way that at the design stage itself, harmful effects are
anticipated and analysed and accordingly design modified so that these
side effects should be completely eliminated or reduced to the minimum
possible level.
https://twitter.com/i/status/1554102908609875969
 TRADITIONAL DESIGN Vs. MODERN DESIGN

TRADITIONAL DESIGN MODERN DESIGN

(1) Design at product level (1) Design at Product/System level

(2) Slow pace of design (2) Fast pace of design

(3) Small scale production (3) Large scale production

(4) Products used are at local (4) Products used are wide-spread
level level

(5) Design based on radically

(5) Design based on existing
new concepts
concepts

(6) Design based on present (6) Design based on futuristic

technology technology
 TRADITIONAL DESIGN Vs. MODERN DESIGN
Inadequacy of traditional methods of design to solve modern design
problems

The traditional methods of design evolution and slow change;

1. Design at product level

2. Design at system level

Comprehensive discipline of town planning

Systems
Housing Transport Sanitation Utilities
--Residential parking
-- Roads -- Water
--Business premises -- Service stations -- Power
--Living area etc… -- Sewage
--Common area
--Kitchen
--Bath
 PAST PRACTICES PREESNT TRENDS

(1) Component, product level (1) Design at System (Community)

level
(2) Product made limited in (2) Mass production
number

(3) Local clients (3) Universal, world usage

(4) Evolution technique (4) Different techniques

(5) Existing technology (5) Futuristic technologies are

anticipated and put in use.
Different types of Mechanical Design Problems

•Selection design
•Configuration Design
•Parametric Design
•Original Design
•Redesign
•Combinations of the above
 Selection design
•Selection design involves choosing one or more items from
a list of similar items e.g. choosing an item from a catalog.
•If the catalog contains more than few items and there are
many different features of the items, the decision can be
quite complex.
•To solve a Selection problem, we must start with a clear
need.
•The catalog or the list of choices then effectively generates
potential solutions for the problem.
•Evaluate the potential solutions with respect to specific
requirements to make the right choice.

•Try selecting a bearing for a shaft: 20 mm dia, max

RPM 2000, radial load 6675 N.
 Configuration design

•All the components have been designed and the

problem is how to assemble them into the complete
product e.g. arranging living room furniture.
 Parametric Design

•It involves finding values for the features that

characterize the object being studied.
 Original Design

•A design problem requiring the development of a

process, assembly, or component not previously in
existence; or the information is not available to the
designer; it calls for a new design.
 Redesign

•The modification of an existing product to meet new

requirements.
 Identifying Customer Needs

“Listen to the Voice of Customers”

•Needs are largely independent of any particular product might be

developed.
 NEED SOLUTION

NEED IDENTIFICATION Bullock Cart

Need may be classified as; Aircraft

➢ Current need Spacecraft

➢ Potential need
Hypersonic planes
➢ Futuristic need

DESIGN BY;
➢ Promotion Top management Promotion, Evolution,
➢ Evolution Innovation
Middle management
➢ Innovation
Lower management Routine detailed design
(New knowledge/
technology developed)
 NEED
NEED ANALYSIS

Primitive Statement Magnify, more and more

comes from; aspects wish to consider like:
➢ Market persons
➢ Who needs it?
➢ Thinking persons
➢How many of them?
➢ Observations
➢ Where is needed?

➢ When is needed?

➢ Environmental conditions

➢ Financial aspects

➢ Attitude of people etc…

Customer Needs Process
• Define the Scope
– Mission Statement
• Gather Raw Data
– Interviews
– Focus Groups
– Observation of product in use
• Interpret Raw Data
– Need Statements
• Organize the Needs
– Hierarchy
• Establish Importance
– Surveys
– Quantified Needs
• Reflect on the Process
– Continuous Improvement
 Who are the Customers
• Consumers – people who will buy the product and who will tell
other consumers about its quality (or lack thereof).
• Designers’ management
• Manufacturing personnel
• Assembly personnel
• Shipping personnel
• Sales staff
• Service personnel
• Standards organizations
Kano Model of Customer Satisfaction
 Kano Model of Customer Satisfaction
• Basic features – Customers’ requirements that are
not verbalized as they specify assumed functions of
the device.
• Customers will mention them if they are missing.
• If absent in the final product, customers will be
disgusted.
• If included, customers will be neutral.
Example – Brakes in a bike. If brakes absent-
disgusting.
 Kano Model of Customer Satisfaction
• Performance features – Better the performance,
better the product.

• Shorter the brake stopping distance, the more

delighted the customer.

• Excitement features – Often unspoken because

customers do not expect them to be met in the
product.
• If absent, customers are neutral. If present,
customers are delighted.
 1. Gather raw data from customers
• Interviews/Surveys:
- One or more development team members discuss needs with
a single customer in the customer’s environment.
- Typically last for 1-2 hours.
• Focus Groups:
- A moderator facilitates a two-hour discussion with a group of
8-12 customers.
- Typically conducted in a special room equipped with a two-
way mirror allowing several members of the development team
to observe the group.
• Observing the product in use:
- Watching customers using an existing product or performing a
task for which a new product is intended can reveal important
details about customer needs.
 Steps to develop useful data
• Specify the information needed.
• Determine the type of data collection method to be used.
• Determine the content of individual questions.
• Design the questions-
Do not assume that the customers have more than common
knowledge.
Do not use jargon.
Do not lead the customer toward the answer you want.
Do not tangle two questions together.
Do use complete sentences.
Questions can be one of the four forms-
Yes – no – don’t know.
ordered choices (1, 2, 3, 4, 5)
unordered choices
ranking
• Order the questions – Order the questions to give context.
• Take data
• Reduce the data
 How Many Customers?
Percent of Needs Identified 100

80

60
One-on-One Interviews (1 hour)

Focus Groups (2 hours)

40

20

0
0 1 2 3 4 5 6 7 8 9 10
Number of Respondents or Groups

From: Griffin, Abbie and John R. Hauser. “The Voice of the Customer”,
Marketing Science. vol. 12, no. 1, Winter 1993.
 Like/Dislike Method of Customer Need Identification

Fingernail Clipper
Questions Customer Response Interpreted Need Importance

Typical Uses

Likes

Dislikes

Suggested
Improvements
 Like/Dislike Method of Customer Need Identification
Electric Frying Pan
Questions Customer Response Interpreted Need Importance
Typical Uses Stir fry
Steaming
Frying/Scrambling eggs
Cooking Pasta
Cooking Chili/Stews

Likes Non-stick surface Non-stick surface

Size Compact
Can stand on its own Able to stand on its own
Temp. response rate high Quick temp. response
Aesthetically pleasing Aesthetically pleasing
Depth of dish Deep sides

Dislikes Short cord Long extension cord

Moves around too much when stirring Can grip table top
(does not grip surface of table)
Entire assembly is too high/tall Compact (flat) unit
Handles are hard to grip (esp. if oil splatters) Handles are easy to grip
Have to watch constantly Auto shut off
Temp. adjustment gets too hot/also too low Temp. switch insulated from heat
to read Temp. switch is in an easily accessible/readable
Sides don’t get as hot, may overcook on spot
bottom Uniform temp. distribution
Afraid to get bottom wet Bottom is waterproof

Suggested Retractable cord

Better gripping bottom
Improvements Hole through handles to grip
Make heating element casing flatter
Have clip for lid (to flip back & forth) that is
also removable
Deep frying accessory (wire mesh shelf)
May be has ears on both sides in case
someone is lefty
 Types of Customers’ Requirements
• Functional Performance
Flow of energy
Flow of information
Flow of materials
Operational Steps
Operation sequence
• Human Factors
Appearance
Force and motion control
Ease of controlling and sensing state
• Physical requirements
Available spatial envelopes
Physical properties (weight, density, and conductivity of light, heat, or
electricity (I. e. flow of energy).
• Reliability
MTBF
safety (Hazard assessment)
 Types of Customers’ Requirements
• Life cycle concerns • Manufacturing requirements
Distribution (shipping) Materials
Maintainability Quantity
Diagnosability Company capabilities
Repairability
Cleanability
Installability
Retirement
• Resource Concerns
Time
Cost
Capital
Unit
Equipment
Standards
Environment
 2. Interpret raw data in terms of customer needs
• Express the need in terms of what the product has to do, not in
terms of how it might do.
• Express the need as specifically as the raw data.
• Use positive , not negative phrasing.
• Express the need as an attribute of the product.
• Avoid the words must and should.
 Five Guidelines for Writing Needs Statements
Guideline Customer Statement Need Statement-Wrong Need Statement-Right
“Why don’t you put The screwdriver battery The screwdriver battery
What Not
protective shields around contacts are covered by is protected from
How the battery contacts?” a plastic sliding door. accidental shorting.

“I drop my screwdriver all The screwdriver is The screwdriver

Specificity
the time.” rugged. operates normally after
repeated dropping.

Positive “It doesn’t matter if it’s The screwdriver is not The screwdriver
Not raining, I still need to disabled by the rain. operates normally in
Negative work outside on the rain.
Saturdays.”

Attribute “I’d like to charge my An automobile cigarette The screwdriver battery

of the battery from my cigarette lighter adapter can can be charged from an
Product lighter.” charge the screwdriver automobile cigarette
battery. lighter.

Avoid “I hate it when I don’t The screwdriver should The screwdriver

“Must” know how much juice is provide an indication of provides an indication
and left in the batteries of my the energy level of the of the energy level of
cordless tools.” battery. the battery.
“Should
 3. Organize the needs into a Hierarchy
Affinity Diagram Method

• Print or write each statement on a separate card or self-stick

note.
• Eliminate redundant statements.
• Group the cards according to the similarity of the needs they
express.
• For each group choose a label.
• Consider creating subgroups consisting of two to five groups.
• Review and edit the organized needs statements.
Need Statements of a domestic fan heater Easily moved
Warms air rapidly Safe for home use Easy to use controls
Maintains comfortable air Does not burn skin to Clearly visible control
temperature touch settings
Provides variable air Not too big
movement
Attractive appearance
 Organized List of Customer Needs
The SD provides plenty of power to drive screws. The SD is easy to set-up and use.

* The SD maintains power for several hours of heavy use. * The SD is easy to turn on.
** The SD can drive screws into hardwood. * The SD prevents inadvertent switching off.
The SD drives sheet metal screws into metal ductwork. * The user can set the maximum torque of the SD.
*** The SD drives screws faster than by hand. !* The SD provides ready access to bits or accessories.
* The SD can be attached to the user for temporary storage.
The SD makes it easy to start a screw.
* The SD retains the screw before it is driven. The SD power is convenient.

!* The SD can be used to create a pilot hole. * The SD is easy to recharge.

The SD can be used while recharging.
The SD works with a variety of screws. *** The SD recharges quickly.
** The SD can turn philips, torx, socket, and hex head screws. The SD batteries are ready to use when new.

** The SD can turn many sizes of screws. !** The user can apply torque manually to the SD to drive a screw.

The SD can access most screws. The SD lasts a long time.

The SD can be maneuvered in tight areas. ** The SD tip survives heavy use.
** The SD can access screws at the end of deep, narrow holes. The SD can be hammered.

* The SD can be dropped from a ladder without damage.

The SD turns screws that are in poor condition.
The SD can be used to remove grease and dirt from screws. The SD is easy to store.
The SD allows the user to work with painted screws. * The SD fits in a toolbox easily.
** The SD can be charged while in storage.
The SD feels good in the user's hand. The SD resists corrosion when left outside or in damp places.

*** The SD is comfortable when the user pushes on it. !* The SD maintains its charge after long periods of storage.
*** The SD is comfortable when the user resists twisting. The SD maintains its charge when wet.

* The SD is balanced in the user's hand.

! The SD is equally easy to use in right or left hands. The SD prevents damage to the work.
The SD weight is just right. * The SD prevents damage to the screw head.
The SD is warm to touch in cold weather. The SD prevents scratching of finished surfaces.
The SD remains comfortable when left in the sun.
The SD has a pleasant sound when in use.
The SD is easy to control while turning screws.
*** The user can easily push on the SD. The SD looks like a professional quality tool.

*** The user can easily resist the SD twisting.

The SD can be locked "on." The SD is safe.
4. Establish the Relative Importance of the Needs
• Relying on the consensus of the team members based on their
experience with customers.
• Basing the importance assessment on further customer
surveys.
S. No. Need Relative Importance
1 Warms air rapidly
2 Maintains Comfortable air temperature
3 Provides variable air movement
4 Safe for home use
5 Does not burn skin to touch
6 Easily moved
7 Easy to use controls
8 Clearly visible control settings
9 Not too big
10 Attractive appearance
Visual Information Example: Book Bag Design
 Needs Translation Exercise:
Book Bag Design Example
“See how the leather on the bottom of the bag is all
scratched; it’s ugly.”
“When I’m standing in line at the cashier trying to
find my checkbook while balancing my bag on
my knee, I feel like a stork.”
“This bag is my life; if I lose it I’m in big trouble.”
“There’s nothing worse than a banana that’s been
squished by the edge of a textbook.”
“I never use both straps on my knapsack; I just
sling it over one shoulder.”
 Book Bag Design Example

Customer statement Translated customer needs statement

"See how the leather on the bottom The bag maintains its original
of the bag is all scratched; it’s ugly." appearance with use.
"When I’m standing in line at the Items stored in the bag can be easily
cashier trying to find my checkbook found and accessed.
while balancing my bag on my knee, I
feel like a stork."
"This bag is my life; if I lose it I’m in The bag is difficult to lose. The bag is
big trouble." easy to find if misplaced.
"There’s nothing worse than a The bag protects delicate, soft items
banana that’s been squished by the from damage.
edge of a textbook."
"I never use both straps on my The bag can rest securely in multiple
knapsack; I just sling it over one modes (either or both shoulders).
shoulder."
 Caveats
• Capture “What, Not How”.
• Meet customers in the use environment.
• Collect visual, verbal, and textual data.
• Props will stimulate customer responses.
• Interviews are more efficient than focus groups.
• Interview all stakeholders and lead users.
• Develop an organized list of need statements.
• Look for latent needs.
• Survey to quantify tradeoffs.
• Make a video to communicate results.