OSCM 303 CHAPTER 3: PRODUCT DESIGN - New Product Development ( MIDTERM REVIEW )

What is the Importance of Product Design (NPD)?

• Critical for firms success

• multidisciplinary (Marketing, Finance, Operations, Engineering)

Product design (NPD) definition?

A set of activities from identifying market opportunities to production, sale, and delivery.

What is the Generic Product Development Process PHASES?

0. Planning Phase

1. Concept Development

2. System-Level Design

3. Detail Design

4. Testing & Refinement

5. Production Ramp-Up & Launch

Phase 0 - Planning

• Define business goals, key assumptions, and target market.

• Example: Designing a hand-held roofing nailer.

Phase 1 - Concept Development

• Identify customer needs.

• Develop multiple product concepts.

• Example: Different motor types for a nailer.

Phase 2 - System-Level Design

• Define product architecture (subsystems & components).

• Establish final assembly process.

Phase 3 - Detail Design

• Specify materials, tolerances, and geometry of parts.

• Create detailed manufacturing plans.

Phase 4 - Testing and Refinement

• Alpha prototypes – Test basic functionality.

• Beta prototypes – Pre-production testing for reliability.

Phase 5 - Production and Ramp-Up & Launch

• Small-scale production to train workforce & resolve issues.

Alpha prototypes

Test basic functionality.

Beta prototypes

Pre-production testing for reliability.

What are Types of Product Development Processes?

1. Market-Pull Products

2. Technology-Push Products

3. Platform Products

4. Process-Intensive Products

5. Quick-Build Products

6. Complex Systems

Market-Pull Products

• Market opportunity to technology, e.g. sporting goods, furniture

• Uses generic process

Technology-Push Products

• Technology to market opportunity, e.g. gore-tex rainwear, medicine

• Concept development takes technology as given

Platform Products

• Built around existing platform, e.g. consumer electronics, computers

• Concept development assumes proven technology platform

Process-Intensive Products

• Product constrained by production process, e.g. semiconductors, chemicals

• Product and process developed from start

Quick-Build Products

• Rapid modeling and prototyping, e.g. software, cell phones

• Many design-build-test cycles

Complex Systems

• System includes many subsystems and components, e.g. airplanes, jet engines

• System and subsystems developed by many teams working in parallel