Product Design
Chapter 16 & 17, Birchall Article
Terry A. Ring
CH EN 4253
Chapter 16
• Innovation Maps
• Critical Inventions
• Technology Protection Strategies
Chapter 17
Project Charter
Stage Gate Product Development Process
Technology Map
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Materials Technology
Process/Manufacturing Technology
Technical Value Proposition
Product Technology
Product types
Customer Value Proposition
Lighting
• Allow work/reading
after dark
• Mimic Sun’s
Radiation (Black
Body Radiator)
Low Light
– Tsun=5778 K
• Sensitivity of human
eye
– Day Light
– Low Light
Lighting
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Color Temp.
Candles
1,850 K
Gas Mantle Lamp Th, Ce oxide emissions
Incandescent Light Bulb 2,700–3,300 K
Fluorescent Lighting
3,500-5,500 K
Halogen Light Bulb
2800° K to 3400°K
LED (light emitting diode)
Phosphor-based -LED
Intensity vs Wavelength
10% light, 90% Heat
30 % light, 70 % Heat
Incandescent Bulbs
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Light output α (Voltage)^3.4
Power Consumption α (Voltage)^1.6
Lifetime α (Voltage)^ -16
Color Temperature α (Voltage)^0.42
Incandescent Bulb
• Glass Bulb filled with
– Vacuum
– Gas
• Non-reactive gas
• Inert Gas
• Filament
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Platinum
Molybdenum
Tungsten
Carbon
Osmium
Tmp
2045 K
2890 K
3860 K
4100 K
3300 K
• Bulb Blackening
– Physical Vapor Deposition
• Evaporation -> Condensation
Innovation Map - Incandescent
Halogen Lamp
• Quartz Bulb
• Tungsten Filament
• High Pressure (8atm) Gas
– Containing halogen
• Cl, Br, I
• Not F
• BB Temperature = 3400K
• Halogen Cycle keeps
surface clean
Innovation Map – Halogen Bulb
LED’s
LED
• Color of Light
Determined by
Band gap of
Semiconductor
• Egap= hc/λ
Colors
White LED
• Mix Three Primary
Colors to get white
S olar Irradian ce (W /m 2/nm )
• UV-LED with
Phosphors
3
Sun Light
2
1
0
0
1  10
3
2  10
Wavelength (nm)
3
3  10
3
Critical Developments
• Incandescent Lamp
– Low Temp Glass
– Metal Seals through
Glass
– Vacuum Tube
– Inert Gas Filling
– Long Lasting Filament
• Halogen Lamp
– Quartz glass
– Metal Seals through
Quartz
– Halogen gases
– High Pressure filling
– Long Lasting Filament
– Alloying Tungsten
• Allowing extrusion
• Allowing winding
Lighting
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Light Efficiency, Bulb Life
Candles
0.17 lm/W, 10 h
Incandescent Light Bulb
15 lm/W, 1-2 kh
Fluorescent Lighting
100 lm/W,10 kh
Halogen Light Bulb
30 lm/W, 10 kh
LED (light emitting diode) 18-22 lm/W
Phosphor-based –LED
90 lm/W, 50 kh
in R&D
150-208 lm/W
Technology Protection Strategies
• License Technology
• Trade Secret
– Coke mixture
• Protection via Market Barriers
• Patent
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20 yr monopoly
technology is public information
Patent Types
Composition patent
Mfg. Process patent
Application (Use) patent
Steps to develop the Halogen Bulb
• Concept Stage
– Opportunity assessment
• Technological challenges - lifetime
• Market size – same as incandescent bulb - $75 B/y world wide
• Competition analysis
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Light efficiency
Lifetime Market Penetration
– Incandescent 15 lm/W,
1-2 kh
80%
– Fluorescent
100 lm/W,
10 kh
20%
– Fit into Incandescent fixtures – screw in bulbs
• Value chain analysis
– Company – Cost to manufacture
– Customer – Price/Convenience/Energy Use
• What the customer wants. - Voice of the Market
– >2kh lifetime (30%), no cost premium (20%), fits various fixtures
(10%), various color temperatures (10%), Energy Efficiency (30%)
– Weighting factors from market research
Project Charter for Halogen Bulb
Design Team
• Multidisciplinary Team
– Scientists & Engineers
– Development Engineers
– Senior Manufacturing engineering
• Those that make incandescent bulbs
– Supply Chain Specialists
– Customer-service Personnel
• Those that dealt with incandescent bulbs
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Marketing Personnel
Sales Personnel
Health and safety specialists
Environmental specialists
Regulatory affairs specialists
Patent Lawyers
Stage Gate Development
• Assemble Team
• Concept Stage
– Opportunity assessment
• Market Analysis
• Competitive Analysis
• Technological Challenge
– Customer Requirements
– Technical Requirements
– Determine Critical-to-Quality Variables
Stage Gate Development
• Feasibility Stage
– Technical Feasibility
– Customer Verification
• Willingness to buy.
– Market Assessment
– Competitive Analysis
– Product Life-Cycle
Management
• Prototype testing
• Disposal issues
• Development Stage
• Manufacturing Stage
• Product Introduction
Stage
Technical Requirements
Stage Gate Development
• Technical Development Stage
– Compare to Reference Product Concept
• On All C-t-Q technical requirements
• Pugh Matrix
High Temperature/Quartz
Spherical v Cylindrical Pugh Matrix
Stage Gate Development
• Gate Reviews at 3 month intervals
– Business Opportunity Assessment
• Market size (15 million units/yr, 6.9% growth/y)
• Product Pricing
– Technical Feasibility Assessment
• Competition – Fluorescent Bulbs – Superior Concept
• Probability of Technical Success
• IP Assessment
– Manufacturing Capability Assessment
• Cost of new manufacturing capability
– Product Life-cycle Assessment
– Health, Safety and Regulatory Issues?
– Recommendations
Product Innovation Equation
• Innovation = insight + ideas + impact
• Companies are increasingly making innovation
part of their culture and corporate strategy.
• Ideas need SUN behavior
– Suspend judgment, Understand the idea, Nurture it
After a production process is
running
• Program of quality control and constant
product improvement
• Six Sigma
• ISO-9000
Cost of Defects
• Six-Sigma
– No. of defects per million
• 3.4/million (6 sigma)
• 1,350/million (3 sigma)
• 308,770/million (1 sigma)
• Costs
– Single product
– Assembled product
• Failure per part
• Total Failure of Assembly
– Importance of Failure
» Shampoo
» Car
» Spaceship
• Costs
– Lost production
• cost to produce
• Rework cost
– Lost Sale
• Ship back cost
• Loss of Customer
– Failure in Service
• Damage to property
• Personal Injury
• Lost of Life
6 sigma design
• Define Project
(Gantt Chart)
– Steps
– Time needed
• Allocate Resources
• Identify Product
Requirements
• Select Product
Concept
• Develop Product Design
– Test Competing Designs
– Plan Product Manufacture
• Quality Assurance
• Estimate process Variance
– determine sigma
• Implement Design
– Pilot Scale
• Verify Manufacturability
• Verify Quality
• Verify Profitability
– Full Scale