Product design &

Development
Unit 1
Process Planning
Process Design
PRODUCT DESIGN
 "Product design is the translation of
intellectual wisdom, requirements of the
entrepreneurs, or needs of the consumers,
etc. into a specific product.“
 According to C.S. Deverell- “Product Design

in its broadest sense includes the whole

development of the product through all the
preliminary stages until actual manufacturing
begins”.
Characteristics of a good product
design
 Functionality
 Reliability
 Productivity
 Quality
 Standardization
 Maintainability
 Safety
 Cost effectiveness
Objectives
 To create attention in product for increasing
the sale potentials.
 To enlarge the importance of products from

customer’s point of view

 To make the product more effective and

create more utility in the product for the

consumer
 To produce better quality at the lowest

possible price.
Aspects of Product Design
Elements in Product Design
 Research & development

 Reverse Engineering- dismantle existing

product to understand the technology

 Manufacturability

 Standardization
 Modular design: A modular design is an
approach for product designing which is used
to produce a complete product by integrating
or combining smaller parts that are
independent of each other. With the modular
design approach, a complex product (for
example, a car) can be broken down or divided
into smaller and simpler components that are
independently designed and manufactured.
 Concurrent engineering:
 also known as simultaneous engineering, is a

method of designing and developing

products, in which the different stages run
simultaneously, rather then consecutively. It
decreases product development time and also
the time to market, leading to improved
productivity and reduced costs.
 Computer-aided-design:

 Computer-aided design (CAD) is the use of 

computers (or workstations) to aid in the
creation, modification, analysis, or
optimization of a design
 Life cycle of a product:

there are four stages in a product's life cycle

- introduction, growth, maturity, and
decline – but before this a product needs to
go through design, research and
development. Once a product is found to be
feasible and potentially profitable it can be
produced, promoted and sent out to the
market
Criteria for determining the product
design
 Customer’s requirement & psychological
effects
 Facility to operators
 Functionality
 Material requirements
 Work methods & equipment
Factors influencing Product Design
 Customer’s perspectives- functions,
aesthetics (set of principles), user
friendliness, Esteem (admiration) associated
with product

 Organizational perspective- intrinsic cost

(anticipated cost or market value) of material,
intrinsic cost of labor, replacement, exchange
& disposal
Requirement of Good Product Design

 To achieve customer satisfaction

 Making adequate profit

Issues in Product Design
1. Legal issues- product liability (claims arising
from defective products that cause injuries),
intellectual property

2. Ethical issues- assessing the impact of the

design on consumer, protection of intellectual
property, privacy, exposure to the undesirable,
advertising of designs, right to alter natural
order, whether designs should be tested on
animals & humans, environmental impact,
sustainable technology, minority groups
3. Environmental issues- greenhouse effect or
global warming, ozone layer, tropical
deforestation, waste, water pollution,
Resource consumption
Product Development
First let’s understand the meaning of word viz.,
product and development.
 Product means any marketable thing with

some utility in it, produced either by a labour

or through series of automated processes.
 Development is an act of making or achieving

a continuous progress in something by

someone. Progress transit from an earlier
policy (traditional approach) to an advanced
policy (modern approach).
 Product development is a specialized
activity. It is done to improve the existing
product or to introduce a new product in
the market. It is also done to improve the
earlier features or techniques or systems.
Product development involves risk of investing
precious time, money (capital) and intellectual
resources. Therefore, it is necessary that it is
well-planned.
A good product development helps to:
 Create new business opportunities and bring

growth.
 Boost productivity and profitability of the

entrepreneurs.
 Enhance the satisfaction levels of the
consumers.
Following are some common examples of
product development.
 Packing wheat flour in retail bags
 Packing cooking oil in retail pouches
 Converting land line phones into wireless

handsets
 Modify desktop computers into light-weight

laptops
 Transform a traditional library into an e-

library
 Convert a simple airplane into a fighter jet to

achieve a greater speed.

Stages /Process/ Steps of New
Product Development
Idea Generation

 The goal should be to generate many worthy

ideas that can form the foundation for the New
Product Development strategy. The major focus
for stage 1 should be to arrange brainstorming
sessions where solving customer problems is
given precedence.
 This phase is not about generating foolproof

ideas that are ready for implementation.

Instead, raw and unproven ideas that can be
shortlisted later should be discussed.
Idea Screening
 This New Product Development stage revolves
around choosing the one idea that has the highest
potential for success. Put all the ideas available on
the table for internal review. That is, turn to people
with industry knowledge and experience in the field
for idea screening.

 For a new product development idea, having a proof

of concept (POC) should hold precedence as it helps
check the feasibility of the idea. There is no point in
zeroing in on an idea that is not technically feasible
to build.
 Consult the Agile Development team. Their
expertise can help with understanding the
technical side of things, which, in turn, can
assist with shortlisting ideas worth building a
PoC for.
 SWOT ( Strengths, Weaknesses,

Opportunities, and Threats) analysis can be

another good practice to consider when
shortlisting New Product Development ideas.
Concept Testing
 Before starting with the New Product
Development process, building a detailed
version of the idea and the user stories should
be given priority.
 This value proposition evaluation is the first
step towards concept development and testing.
At the very least, it ensures that problems in
the approach are discovered sooner and the
team can course-correct earlier. That helps to
ensure that technical debts will not accumulate.
Business Analysis
 Business Analysis is all about drafting a way
to reach out to the targeted audience.
Perhaps the best and most straightforward
method is to follow McCarthy’s 4Ps (Product,
Price, Place and Promotion) of marketing for a
New Product Development project.
Product Development

 When the New Product Development idea is in

place, the market strategy is documented,
and the business analysis is completed, it is
time to move on with the product life-cycle
development process.
Test Marketing

 This involves employing various research

methodologies to attain data related to
testing a product prototype with a sample of
a target audience. Product testing is typically
present in every new product development.
Commercialization

 Commercialization is the process of bringing

new products or services to market. The
broader act of commercialization entails
production, distribution, marketing, sales,
customer support, and other key functions
critical to achieving the commercial success
of the new product or service.
Review of Market Performance
 It is related to do literature review on new
product development and its performance
measurement in Market.
Benefits of Product Development
 Market Position: new products enhance market
position by creating barriers to entry for competitors
and establishing a leadership image that translates
into market dominance, wider product lines and
increased market share.
 Resource Utilization: they improve resource utilization
by leveraging the capacity of such resources as
research & development, factories, the sales force &
field service personnel.
 Organizational renewal & enhancement: the
excitement associated with new product development
efforts often renews a company by fostering creativity
& demonstrating a commitment to innovation. Product
development is, in spite of its benefit, also a necessity.
Factor influencing Product Development
Production Design