1. Design Process and Morphology
1.1. Overview of the Product Design Process
ME 407 Mechanical Engineering Design
Fall 2013
Asst. Prof. Dr. Gökhan O. Özgen
Department of Mechanical Engineering
Middle East Technical University
06531 AnkaraTURKEY
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
1
1.1. Overview of the Product Design Process
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
2
Outline
 What is Design?
 What
Wh t iis a Product?
P d t?
 Why study the Design Process?
 Who does the Design?
 Who is an Engineer? - Definition of Engineering
 Overall picture of the Design Process
 A Problem-Solving Methodology useful in Design activities
 What is a good Design?
 Introduction to the Phases of the Design Process- Morphology
(structure) of Design
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
3
What is Design?
 There is a continuous need for new,
new cost-effective,
cost effective high-quality
high quality products.
products
 New Products (Source: S. Laguette, ME 153 Lecture notes posted on internet)
 New products are critical for corporate prosperity.
 About 33% of revenues come from products they did not sell 5 years ago.
 Successful new products are profitable.
 On average: Achieve 33% return-on-investment or better.
 On average: Payback of 2 years or less.
 On average: Achieve market share of 35%.
 Some of the drivers of product innovation
 Technological advances
 Changing customer needs
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
4
What is Design? (contd)
 A New Product is the result of a Design activity.
activity
A formal definition of Design (Source: Dieter)
 “Design establishes and defines solutions to and applicable structures
for problems not solved before, or new solutions to problems which
have previously been solved in a different way
way.” J.F.Blumrich,
J F Blumrich Science,
Science
1970
 Engineering design involves
A
An identified
id tifi d need
d or problem
bl
 Engineering activities such as analysis, modeling and testing.
 Finally, providing a solution for the identified need or problem- usually in
form of a product
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
5
What is Design? (contd)
Basic Design Actions
 Decompose a complex problem to managable parts.
 Analyze: Understand and predict how a part will behave (or
characterize parts performance) using appropriate disciplines of science
and engineering.
 Math
Math, dynamics,
dynamics thermodynamics
thermodynamics, etc
etc. (Stuff you already know
know...Hopefully!)
Hopefully!)
Usually involves simplification through building models.
 Synthesis:
y
Combination of solutions into a total workable system
y
of
design elements that will form the product.
 Invention may be involved but it is not a necessesity. (Dieter)
As you can see design is not a trivial task....It is the product of planning
and hardwork.
hardwork
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
6
What is a Product?
 Solutions for the needs of the society produced by the design process.
process
Examples of products
 Consumer products (appliances, consumer electronics, automobiles)
 Industry products (machining centers
centers, test systems
systems, earth moving machines
machines,
etc.)
 Medical products (Surgical tools
tools, MR
MR, Ultrasound machines
machines, etc
etc.))
 Transportation products (Automobiles, commercial airplanes, trains, etc)
 Defense related products (Missile systems, jet fighters planes, bombers, etc.)
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
7
One of the main objectives of this course is...
 To make you familiar with engineering best practices for product
design.
 We do this first by studying the design process in detail.
 Discuss the tools used in the design process
 Problem-solving techniques, team working skills, engineering analysis,
research, information gathering, etc.).
 ...And most important of all by actually applying what you will learn.
 The
Th ability
bilit tto design
d i is
i b
both
th a science
i
and
d an art.
t
 “Only way to learn design is to design.”
(Source: Dieter, from Preface to the first edition.)
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
8
Why study the Design Process?
Impact on Product cost
 Decisions made in the
design process cost very
little in terms of the overall
product cost but have a
major
j effect
ff t on the
th costt off
the product.
 Only %5 of the cost of
producing a product is
incurred in the design
process, but decisions
made in that phase effect
the cost in other phases.
ME 407 Mechanical Engineering Design

Source: Dieter,Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
9
Why study the Design Process? (contd)
Impact on Product cost
 Cost committments
are made in the early
stages of the design
while cost incurred is
minimum.

ME 407 Mechanical Engineering Design
Source: Dieter,Engineering Design.
Asst. Prof. Dr. Gökhan O. Özgen
10
Why study the Design Process? (contd)
Impact on Product Quality
 NOT the type
quality
yp of q
y
that is achieved by
inspecting the product
as it comes off the
production line.
 From a customer point of view,
quality of a product is defined
as follows:
 True quality is designed
into the product.
 With
t des
desirable
ab e functions
u ct o s
and features for
customers
 With minimum defects at
minimum cost.
ME 407 Mechanical Engineering Design

Source: Ullman, The Mechanical Design
Process.
Asst. Prof. Dr. Gökhan O. Özgen
11
Why study the Design Process? (contd)
Impact on product cycle time
(also cost
cost-competetiveness)
 Design process also effects
the time it takes to produce a
new product.
 Design axiom: Fail-early, fail
often (Ullman)

ME 407 Mechanical Engineering Design
Source: Ullman, The Mechanical Design
Process.
Asst. Prof. Dr. Gökhan O. Özgen
12
Who does the Design?
 Often times we do
do....Engineers!
Engineers!
 Some of us will be:





Production Engineers
Test Engineers
A l t
Analysts
Researchers and academicians
Design engineers (heavy design activity)
 In one way or another, we are all likely to conduct design related
activity to solve an engineering problem given to us
us.
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
13
Who does the Design? (contd)
 This is why we need to understand the design process so that we can
do our duties effectively, yet better efficiently.
 Difference between effective and efficient.
 Effective refers to being able to accomplish something.
 Efficiency refers to accomplishing the same thing but in the least amount
of time, using the least amount of resources.
 You need to master the engineering best practices for the design.
 This is especially
especiall what
hat you
o particularly
partic larl need for this class.
class
 Roughly 14 weeks to complete a comprehensive design project.
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
14
Who is an Engineer? - Definition of Engineering
 Formal definition (ABET(ABET Accreditation Board for Engineering and
Technology)
"Engineering is the profession in which a knowledge of the mathematical
and natural sciences,
sciences gained by study
study, experience and practice
practice, is
applied with judgment to develop ways to utilize economically the
materials and forces of nature for the benefit of mankind".
“E i
“Engineer
mustt b
be able
bl tto conceive,
i
tto d
design,
i
tto synthesize,
th i
b
be able
bl tto
build and operate systems representing great aggregation of capital ,
energy and human abilities. He's got to be mostly concerned with
efficiency costs and economics"
efficiency,
economics".
 Bottom line....Engineering is efficient problem-solving in full action for
the benefit of the society...
 Use science and engineering science tools.
 Use design
g p
process tools and engineering
g
g best practices.
p
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
15
Science versus Engineering
Difference between Scientific method and
 Science observes the
Engineering Design method
events in the nature ,and
aims in finding acceptable
explanations for them.
 Scientific principles should
be determined
experimentally and
theoretically before their
engineering applications
applications.
 Engineering is concerned
with determining and
satisfying the people needs.
needs
 “Anything that is
theoretically possible will be
achieved
hi
d in
i practice,
ti
no
matter what the technical
difficulties, if it is desired
greatly
g
y enough”
g A.C: Clarke
ME 407 Mechanical Engineering Design
Source:
Dieter,Engineering
S
Di t E i
i Design.
D i
Asst. Prof. Dr. Gökhan O. Özgen
16
Back to Discussion of Design and the Design
Process...
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
17
Overall Picture of the Design Process
Source: Ullman, The
Mechanical
Design
Process
 Need for Design
g
Process knowledge.
 Need for knowledge of
the state-of-the-art and
the domain knowledge.
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
18
A ProblemProblem-Solving Methodology useful in Design
activities
 Definition of the Problem
 Problem Statement (Chap.1)
 Gathering
g Information
 Journals, Textbooks, monograms, internet, technical reports, catalogs,etc.
(Chap 2)
 Generation of Alternative Solutions
 Evaluation of Alternatives
 Systematic selection of the best within several designs with the aid of
engineering analysis and judgement, and testing.
 Communication of results
 Finalized design must be properly communicated to your client or your
customer.
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
19
What is a good Design?
 Satisfy Design Requirements
 Must be able to perform as intended (as defined in design specifications)
 Functional performance requirements:
 Forces, strength, energy, deflection, efficiency, etc.
 Complementary performance requirements:
 life of the design, reliability, ease of operation, etc.
 Physical requirements:
 Weight, size, shape, etc.
 Cost
 The life of the product, from conception to retirement.
 Producibility.
 Durability.
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
20
Summary of what we have discussed up to this
point....









What is Design?
What is a Product?
One of the main objectives of this course.
Why study the Design Process?
Who does the Design?
Who is an engineer? - Definition of Engineering
Overall picture of the Design Process?
A Problem
Problem-Solving
Solving Methodology useful in Design activities
What is a good Design?
 NEXT....Introduction to the Phases of the Design ProcessMorphology (structure) of Design
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
21
Phases of the Design ProcessProcess- Morphology
(structure) of Design (Asimow)







Phase I. Conceptual Design
Phase II.Embodiment Design
Phase III.Detail Design
Phase IV.Planning for Manufacture
Phase V. Planning for Distribution
Phase VI.Planning for Use
Phase VII
VII. Planning for Retirement
ME 407 Mechanical Engineering Design
Within the scope of
this class
Asst. Prof. Dr. Gökhan O. Özgen
22
Steps in Engineering Design (Source: Dieter)
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
23
Steps in Engineering Design (Source: Ullman)
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
24
Phases of the Design ProcessProcess- Morphology
(structure) of Design (Asimow) (contd)







Phase I. Conceptual Design
Identification of customer needs
Problem definition (See Ch. 2)
Gathering information (See Ch. 4)
Conceptualization (See Ch. 5)
Concept Selection (See Ch. 5)
Refinement of Design
specifications
Design review (make the decision
to move forward)
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
25
Phases of the Design ProcessProcess- Morphology
(structure) of Design (Asimow) (contd)
Phase II.
II Embodiment Design
 Product architecture
 Configuration design of parts and
components
 Parametric design of parts and
components
Phase III. Detail Design
 Put together a complete engineering
description of the product. Drawings
with all necessary information for
manufacturing
 Often includes building pre-production
versions of the product - prototypes
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
26
Phases of the Design ProcessProcess- Morphology
(structure) of Design (Asimow) (contd)
Phase IV.
IV Planning for Manufacture
 Usual first step: A process sheet, a sequential list of manufacturing
operations that must be performed, is established for each component.
Helps make estimates of production costs.
 Some other tasks included in this phase






Designing specialized tools and fixtures
Specifying the production plant and laying out the production lines
Planning the work schedules and inventory controls (production control)
Planning the quality control system
Establishing standard time and labor costs
Establishing the system of information to control the manufacturing
operation
For detailed discussion See Ch. 9
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
27
Phases of the Design ProcessProcess- Morphology
(structure) of Design (Asimow) (contd)
Phase IV.
IV Planning for Distribution
 Concerns with effective distribution to the consumers.
 Critical concepts
 Shipping package
 Shelf life
 Storage
St
-W
Warehouse
h
 “The economic success of the design often depends on the skill
exercised in marketing
g the product.”
 Marketing effort concentrates on:




Advertising
N
News
media
di techniques
t h i
Specialized sales brochures (for highly technical products)
Performance test data (for highly technical products)
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
28
Phases of the Design ProcessProcess- Morphology
(structure) of Design (Asimow) (contd)
Phase VI
VI. Planning
Planning for Use
 User-oriented concerns in the design process:







Ease of maintenance
Reliability
Product safety
Convenience in use
Aesthetic appeal
Economy of operation
Duration of service
 Obtain reliable data on failures,
failures service lives
lives, and customer
complaints and attitudes.
 To be used in product improvement in the next design.
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
29
Phases of the Design ProcessProcess- Morphology
(structure) of Design (Asimow) (contd)
Phase VII. Planning for Retirement of the Product
The final step in the design process:
 Disposal of the product when it has reached the end of its useful life.
Useful life is determined by:
 Actual deterioration and wear (the design can no longer function)
 Product becomes technologically obsolete
 Competitors
p
perform the function either better or cheaper.
p
p
 Changes in fashion or taste.
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
30
Next...
 Next we will focus on the Conceptual Design Phase of the Design
Process.
 Reading assignment Chapter 1 (related to the first part of the lecture)
and
a
dC
Chapters
apte s 2,, 4 a
and
d 5 ((related
e a ed to
o the
e next
e pa
part o
of the
e lecture)
ec u e) o
of you
your
textbook.
ME 407 Mechanical Engineering Design
Asst. Prof. Dr. Gökhan O. Özgen
31