EDM Module - 1 Short Notes

Dieter Rams
Dieter Rams’ ten principles to

“good design”
Dieter Rams (born May 20, 1932 in Wiesbaden)
is a German industrial designer
closely associated with the consumer products
company Braun and the Functionalist
school of industrial design.
Dieter Rams’ Principles of Good Design
 Good Design Is Innovative
 Good Design Makes a Product Useful
 Good Design Is Aesthetic
 Good Design Makes A Product Understandable
 Good Design Is Unobtrusive
 Good Design Is Honest
 Good Design Is Long-lasting
 Good Design Is Thorough Down to the Last Detail
 Good Design Is Environmentally Friendly
 Good Design Is as Little Design as Possible
4
The similarities between products from
Braun and Apple
Braun Atelier TV and latest iMac 24
Braun T1000 radio and PowerMac G5/Mac Pro
Braun T3 pocket radio and Apple iPod
Braun L60 sound system and Apple iPod Hi-Fi
Braun LE1 speaker and Apple iMac
“Production Cost”
Decisions made in the design process cost very little in terms of the
overall product cost but have a major effect on the cost of the product.
Example: Clarity in Engineering degree before spending money on it.
“Product Quality”
You cannot compensate in manufacturing for defects introduced in
the design phase.
Example: Giving exams without preparation and later studying.
“Product Cycle Time”

Cycle time refers to the development time required to bring
a new product to market.
The design process should be conducted so as to develop
quality, cost-competitive products in the shortest time possible
Example: Having certification courses as add on before getting passed out from campus
Types of Designs
 Original design (Innovative design)
Example : The design of the microprocessor was one such original design.
 Adaptive design
This form of design occurs when the design team adapts a known solution to satisfy a different need to
produce a novel application .
For example, Adapting the ink-jet printing concept to spray binder to hold particles in place in a rapid
prototyping machine.
 Redesign (Variant design)

Redesign is accomplished without any change in the working principle or concept of the original design.
For example, new material substituted to reduce weight or cost.
Cycle to Bike design, or Concrete sheets replaced by fiber sheets, CD/DVD to Pendrive, etc..
 Selection design
The design task consists of selecting the components with the needed performance, quality, and cost
from the catalogs of potential vendors.
Examples: Mobile parts by different manufactures
The Project Management Institute
(PMI) describes the typical phases of an
engineering design project with the
waterfall model shown in Figure below
Concept Generation Process
15
A seven-step model of project work.
16
17
18
.
:
Brainstorming Prototyping Pilot testing
Major concept generation techniques
Axiomatic Ideation Survey

Simulation
20
Brainstorming: Generate many concepts at high and low levels.
Prototyping: Build physical and virtual models to test the unknown

approaches in the design.
Pilot testing: Run limited tests of a method, procedure, or product for

assessment.
Simulation: Allows basic trial and error “what-ifs” without physical

construction.
Axiomatic: Use of general design rules to generate new concepts.
Ideation: Techniques that develop concepts using current knowledge.
Survey: Talk to people to get their ideas.

21
A black box model of product design
Design
Thinking
Mindset
24
SCAMPER
25
Product Summary
HCD Design
Presentation Title
Good
Design
26
Engineering Design Approaches
Different types of design

1) Conceptual,
2) Embodiment designs and
3) Detailed designs
Design work having three categories:
(1) Standard
(2) Evolutionary
(3) Revolutionary
• Revolutionary: The design is completely open ended. Concepts are
systemwide
• Evolutionary: An existing design is to be refined. Some new concepts
are required
• Standard: Using well-understood approaches to design. The focus is on
the details
Concepts in the gray zone will require better
analysis
It is a major point of concern if this stage only generates a single viable
solution because
(1) one solution means there is no backup, and
(2) good ideas have been excluded.
Typical questions to ask yourself are:
• Is the basic physics/chemistry/technology sound?
• Do the engineering approaches exist?
• Could the concept meet the cost and time budget?
• Is the concept consistent with other parts of the design?
• How well will it satisfy the specifications?
When the conceptual design is complete, there should be a set
of standard design problems to address.
• If not, they indicate uncertainty about a solution.
• If not, the solution may not be found or may not be sufficient later.
• If you move forward without ending the conceptual design, you are
very likely to add variability and risk to the project.
At this stage
Produce deliverable items that define the detailed design problems.
Examples
• System block diagrams
• Critical component lists or bills of materials
• Software architecture, data structures, pseudocode, high-level code
• Mechanical sketches, frame designs, component layouts
• Process flow diagrams, plant layouts, material flows
Conceptual Design and Embodiment Design
Embodiment design is also

called preliminary design/
system-level Design.
AHP –Analytical Hierarchy Process
DFM- Design for Manufacturing
DFA- Design for Assembly
PDS- Product Design Specifications
35
Some of the mistakes that occur during this
phase include
(1) Leaving the difficult or time consuming work for later,
(2) Delaying decisions until “the solution becomes clear,”
(3) Poorly documenting design work,
(4) Assuming that things will work without preliminary testing,
(5) Unnecessarily exceeding the specifications, and
(6) Not recognizing and planning for risks.

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Dieter Rams

Dieter Rams’ ten principles to

“Product Cycle Time”

 Redesign (Variant design)

Brainstorming Prototyping Pilot testing

Major concept generation techniques

Axiomatic Ideation Survey

Prototyping: Build physical and virtual models to test the unknown

Pilot testing: Run limited tests of a method, procedure, or product for

Simulation: Allows basic trial and error “what-ifs” without physical

Axiomatic: Use of general design rules to generate new concepts.

Ideation: Techniques that develop concepts using current knowledge.

Survey: Talk to people to get their ideas.

Different types of design

Embodiment design is also

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