Introduction of Product development Process.

This text emphasizes the design of consumer and engineered products. Having defined the engineering design process in considerable detail in this blog, we now turn to the consideration of the product development process. The engineering design of a product is a vital part of this process, but product development involves much more than design. The development of a product is undertaken by a company to make a profit for its shareholders. There are many business issues, desired outcomes, and accompanying strategies that influence the structure of the product development process (PDP). The influence of business considerations, in addition to engineering performance, is seen in the structure of the PDP.

This chapter lays out a product development process that is more encompassing than the engineering design process described in this blog. This chapter presents organizational structures for the design and product development functions and discusses markets and the vital function of marketing in detail. Since the most successful products are often innovative products, we conclude the topics with some ideas about technological innovation.


What is Societal Consideration in Engineering Design ?

The first fundamental canon of the ABET Code of Ethics states that “engineers shall hold paramount the safety, health, and welfare of the public in the performance of their profession.” A similar statement has been in engineering codes of ethics since the early 1920s, yet there is no question that what society perceives to be proper treatment by the profession has changed greatly in the intervening time. Today’s mass communications make the general public, in a matter of hours, aware of events taking place anywhere in the world. That, coupled with a generally much higher standard of education and standard of living, has led to the development of a society that has high expectations, reacts to achieve change, and organizes to protest perceived wrongs. At the same time, technology has had major effects on the everyday life of the average 
citizen. Whether we like it or not, all of us are intertwined in complex technological systems: an electric power grid, a national network of air traffic controllers, and a gasoline and natural gas distribution network. Much of what we use to provide the creature comforts in everyday life has become too technologically complex or too physically large for the average citizen to comprehend. Moreover, our educational system does little to educate their students to understand the technology within which they are immersed.

Thus, in response to real or imagined ills, society has developed mechanisms for countering some of the ills and/or slowing down the rate of social change. The major social forces that have had an important impact on engineering design are occupa-tional safety and health, consumer rights, environmental protection, the antinuclear movement, and the freedom of information and public disclosure movement. The result of those social forces has been a great increase in federal regulations (in the interest of protecting the public) over many aspects of commerce and business and/or a drastic change in the economic payoff for new technologically oriented ventures. Those new factors have had a profound effect on the practice of engineering and the rate of innovation.

The following are some general ways in which increased societal awareness of technology, and subsequent regulation, have influenced the practice of engineering design:

● Greater influence of lawyers on engineering decisions, often leading to product liability actions
● More time spent in planning and predicting the future effects of engineering projects
● Increased emphasis on “defensive research and development,” which is designed to protect the corporation against possible litigation
● Increased effort expended in research, development, and engineering in environmental control and safety

Clearly, these societal pressures have placed much greater constraints on how engineers can carry out their designs. Moreover, the increasing litigiousness of U.S. society requires a greater awareness of legal and ethical issues on the part of each engineer.

One of the most prevalent societal pressures at the present time is the environmental movement. Originally, governmental regulation was used to clean up rivers and streams, to ameliorate smog conditions, and to reduce the volume of solid waste that is sent to landfills. Today, there is a growing realization that placing environmental issues at a high priority (not doing them because the government demands it) represents smart business. Several major oil producers publicly take seriously the link between carbon dioxide emissions and rising global temperatures and have embarked on a major effort to become the leaders in renewable energy sources like solar power and fuel from biomass. A major chemical company has placed great emphasis on developing environmentally friendly products. Its biodegradable herbicides allow for a hundredfold reduction in the herbicide that must be applied per acre, greatly reducing toxic runoff into streams. This reorientation of business thinking toward environmental issues is often called  sustainable development, businesses built on renewable materials and fuels.


Characteristics of an Environmentally Responsible Design  (Table 1)

● Easy to disassemble
● Able to be recycled 
● Contains recycled materials
● Uses identifiable and recyclable plastics
● Reduces use of energy and natural materials in its manufacture
● Manufactured without producing hazardous waste
● Avoids use of hazardous materials
● Reduces product chemical emissions
● Reduces product energy consumption

The change in thinking, from fixing environmental problems at the discharge end of the pipe or smokestack to sustainable development, places engineering design at the heart of the issue. Environmental issues are given higher priority in design. Products must be designed to make them easier to reuse, recycle, or incinerate—a concept often called green design.Green design also involves the detailed understanding of the environmental impact of products and processes over their entire life cycle. For example, life-cycle analysis would be used to determine whether paper or plastic grocery bags are more environmentally benign. Table 1 gives the chief aspects of an environmentally responsible design.

It seems clear that the future is likely to involve more technology, not less, so that engineers will face demands for innovation and design of technical systems of unprecedented complexity. While many of these challenges will arise from the requirement to translate new scientific knowledge into hardware, others will stem from the need to solve problems in “socialware.” By socialware we mean the patterns of organiza-
tion and management instructions needed for the hardware to function effectively. Such designs will have to deal not only with the limits of hardware, but also with the vulnerability of any system to human ignorance, human error, avarice, and hubris. A good example of this point is the delivery system for civilian air transportation. While the engineer might think of the modern jet transport, with all of its complexity and high technology, as the main focus of concern, such a marvelous piece of hardware only satisfies the needs of society when embedded in an intricate system that includes airports, maintenance facilities, traffic controllers, navigation aids, baggage handling, fuel supply, meal service, bomb detection, air crew training, and weather monitoring. It is important to realize that almost all of these socialware functions are driven by federal or local rules and regulations. Thus, it should be clear that the engineering profession is required to deal with much more than technology. Techniques for dealing with the complexity of large systems have been developed in the discipline of systems engineering . 

Another area where the interaction between technical and human networks is becoming stronger is in consideration of risk, reliability, and safety. No longer can safety factors simply be looked up in codes or standards. Engineers must recognize that design requirements depend on public policy as much as industry performance requirements. This is an area of design where government influence has become much stronger.

There are five key roles of government in interacting with technology:
●   As a stimulus to free enterprise through manipulation of the tax system 
●   By influencing interest rates and the supply of venture capital through changes in fiscal policy to control the growth of the economy
●   As a major customer for high technology, chiefly in military systems 
●   As a funding source (patron) for research and development
●   As a regulator of technology

Engineering is concerned with problems whose solution is needed and/or desired by society. The purpose of this section is to reinforce that point, and hopefully to show the engineering student how important a broad knowledge of economics and social science is to modern engineering practice.


What is Design Review ?

The design review is a vital aspect of the design process. It provides an opportunity for specialists from different disciplines to interact with generalists to ask critical questions and exchange vital information. A  design review is a retrospective study of the design up to that point in time. It provides a systematic method for identifying problems with the design, determining future courses of action, and initiating action to correct any problem areas. 


To accomplish these objectives, the review team should consist of representatives from design, manufacturing, marketing, purchasing, quality control, reliability engineering, and field service. The chairman of the review team is normally a chief engineer or project manager with a broad technical background and broad knowledge of the company’s products. In order to ensure freedom from bias, the chairman of the design review team should not have direct responsibility for the design under review. 


Depending on the size and complexity of the product, design reviews should be held from three to six times in the life of the project. The minimum review schedule consists of conceptual, interim, and final reviews. The conceptual review occurs once the conceptual design has been established. This review has the greatest impact on the design, since many of the design details are still fluid and changes can be made at this stage with least cost. The interim review occurs when the embodiment design is finalized and the product architecture, subsystems, and performance characteristics, and critical design parameters are established. It looks critically at the interfaces between the subsystems. The final review takes place at completion of the detail design and establishes whether the design is ready for transfer to manufacturing. 

Each review looks at two main aspects. The first is concerned with the technical elements of the design, while the second is concerned with the business aspects of the product. The essence of the technical review of the design is to compare the findings against the detailed product design specification (PDS) that is formulated 
at the problem definition phase of the project. The PDS is a detailed document that describes what the design must be in terms of performance requirements, the environment in which it must operate, the product life, quality, reliability, cost, and a host of other design requirements. The PDS is the basic reference document for both the product design and the design review. The business aspect of the review is concerned with tracking the costs incurred in the project, projecting how the design will affect the expected marketing and sales of the product, and maintaining the time schedule. An important outcome of the review is to determine what changes in resources, people, and money are required to produce the appropriate business outcome. It must be realized that a possible outcome of any review is to withdraw the resources and terminate the project.

A formal design review process requires a commitment to good documentation of what has been done, and a willingness to communicate this to all parties involved in the project. The minutes of the review meeting should clearly state what decisions were made and should include a list of “action items” for future work. Since the PDS is the basic control document, care must be taken to keep it always updated.

1. Redesign

A common situation is redesign. There are two categories of redesigns: fixes and  updates. A fix is a design modification that is required due to less than acceptable performance once the product has been introduced into the marketplace. On the other hand, updates are usually planned as part of the product’s life cycle before the product is introduced to the market. An update may add capacity and improve performance to the product or improve its appearance to keep it competitive.

The most common situation in redesign is the modification of an existing product to meet new requirements. For example, the banning of the use of fluorinated hydrocarbon refrigerants because of the “ozone-hole problem” required the extensive redesign of refrigeration systems. Often redesign results from failure of the product in service. A much simpler situation is the case where one or two dimensions of a component must be changed to match some change made by the customer for that part. Yet another situation is the continuous evolution of a design to improve performance. An extreme example of this is shown in Fig. The steel railroad wheel has been in its present design for nearly 150 years. In spite of improvements in metallurgy and the understanding of stresses, the wheels still failed at the rate of about 200 per year, often causing disastrous derailments. The chief cause of failure is thermal buildup caused by failure of a railcar’s braking system. Long-term research by the Association of American Railroads has resulted in the improved design. The chief design change is that the flat plate, the web between the bore and the rim, has been replaced by an S-shaped plate. The curved shape allows the plate to act like a spring, flexing when overheated, avoiding the buildup of stresses that are transmitted through the rigid flat plates. The wheel’s tread has also been redesigned to extend the rolling life of the wheel. Car wheels last for about 200,000 miles. Traditionally, when a new wheel was placed in service it lost from 30 to 40 percent of its tread and flange while it wore away to a new shape during the first 25,000 miles of service. After that the accelerated wear stopped and normal wear ensued. In the new design the curve between the flange and the tread has been made less concave, more like the profile of a “worn” wheel. The new wheels last for many thousands of miles longer, and the rolling resistance is lower, saving on fuel cost.


Fig  An example of a design update. Old design of railcar wheel versus improved design.