Notas De Crédito

Summary Product Design and Development
Karl T. Ulrich – Steven D. Eppinger

Chapter 2 – Development processes and organizations
The generic product development process looks as follows. This is most like the process in “marketpull” situation.
Phase 0:
Planning

Phase 1:
Concept
Development

Phase 2:
System-Level
Design

Phase 3:
Detail Design

Phase 4:
Testing and
RefinementPhase 5:
Production
Ramp-Up

One process of Concept Development is called the front-end process. This process looks as follows:
Step 1

Step 2

Step 3

Step 4

Step 5

Step 6

Step 7

Identifying
customer
needs

Establishing
target
specifications

Generate
product
concepts

Select
product
concepts

Test product
concepts

Set final
specifications

Plandownstream
development

Further there are three things that involve on the whole process:
1. Economic analysis
2. Benchmarking of competitive products
3. Modeling and prototyping
This process is further explained in chapters 4 till – 9.
The generic product development process can be adapted. Several variants are:
Process Type
Generic (Market-pull) products
Technology-Push ProductsPlatform Products
Process-Intensive Products
Customized Products
High-Risk Products
Quick-Build Products
Complex Systems

Examples
Sporting goods, furniture, tools
Gore-Tex rainwear, Tyvek envelopes
Consumer electronics, computers, printers
Snack foods, breakfast cereals, chemicals, semiconductors
Switches, motors, batteries, containers
Pharmaceuticals, space systems
Software, cellularphones
Airplanes, jet engines, automobiles

Organizations are formed by establishing links among individuals. There are three different kinds of
links:
Reporting relationships
Financial arrangements
Physical layout
Organizational links may be aligned with functions, projects or both. There are four types:
1. Functional organization
2. Project organization

3. Lightweight Project Matrixorganization
4. Heavyweight Project Matrix organization

Chapter 3 – Product planning
There are four types of product development projects
1.
2.
3.
4.

New product platforms
Derivatives of existing product platforms
Incremental improvements to existing products
Fundamentally new products

The product planning process consists of 5 steps:
Step 1: Identify Opportunities
Step 2:Evaluate and Prioritize Projects
- Competitive Strategy (Technology leadership, cost leadership, customer focus, imitative)
-Market Segmentation
-Technological Trajectories
-Product Platform Planning
[-Balancing the portfolio]
Step 3: Allocate resources and plan timing
-Allocate resources
-Plan timing (Timing of product introductions, technology readiness, market readiness,
competition)
Step4: Complete Pre-Project Planning
-Mission statements (product description, benefit proposition, key business goals, primary
market, secondary market, stakeholders)
-Assumptions and constraints (Manufacturing, Service, Environment)
-Staffing and Other Pre-Project Planning Activities
Step 5: Reflect on the Results and the Process

Chapter 4 – Identifying Customer Needs
Step 1
Identifyingcustomer
needs

Concept Development (phase 1) – Front-end process
Step 2
Step 3
Step 4
Step 5
Step 6
Establishing
target
specifications

Generate
product
concepts

Select
product
concepts

Test product
concepts

Set final
specifications

Step 7
Plan
downstream
development

To determine customer needs five steps are discussed:
Step 1: Gather raw data from customer(interviews, focus group or observing the product in use)
-Choosing customers (customer selection matrix with mark segment and different types of
customers)
-Documenting interactions with customers (audio, notes, video and still photography)
Step 2: Interpret the raw data in terms of customer needs
-Express the need in terms of what the product has to do, not how
-Express the need as...