2nd Year individual assignment

1. 1
Name: Lee Chia Chun
Matrik No.: KEM 100017
KMEM 2218
Product Design & Development
Outdoor Rostrum
Solution for outdoor speaking events
Instructor of the individual design
project
Dr. Mohd Faizul Bin Mohd Sabri

2. 2
Executive Summary
Verbal communication takes place on a daily basis everywhere around the world ever since
the existence of languages and writing, which I call the civilization. The great Greek orators
back then stood in front of the rocky podium, voicing out their criticisms on the tyranny of
the governor and any other political related issues. Podium, lectern and rostrum are
synonymous and are used interchangeably throughout the context. Due to the widespread and
implementation of democracy, podium or rather the rostrum had since became a symbolic to
remind people of the freedom of speech. Today, the uses of rostrum have extended and have
densely incorporated electronics into its features, to boost audience’s understanding and
deliver ideas across to thousands of audience in an effective manner.
There are different groups of people using podium to communicate with their audiences.
Each group has different demands on the rostrum. As I have been actively involved in many
extracurricular activities, I have noted the need to improvise the features of a rostrum
specifically fit for outdoor uses. When a rostrum is used outdoor, there are many factors
needed to be taken into consideration such as weather, the availability of electric source,
portability, durability, colours, weight and materials used, space requirement, number of
audiences and so on.
The concept of my rostrum designed based on one sole important concept: Portability. I
believe that the portability can be achieved through the ability of the rostrum to fold. This
would save space requirement, which if explored from business point of view, it is a good
sign as there are more rostrums that could be transported at one particular time. The concept I
am using “Air Out, Product In” is what has been implemented by IKEA Corporation.
Besides, as the rostrum will be made of light-weight material like clear acrylic with silver
grey. The rostrum that comes with lockable wheels would ease the mobility. Not to forget to
mention that the rostrum is able to withstand the changing temperature, could endure rain due
to its waterproof material used. The mike is battery-powered with the intention to solve no
electrical socket available problem.
The main key features of my rostrum are in bold which aims at differentiating itself from the
rest of the similar existing products in the market place. I wish to address the customers’
needs and demands and meet their expectations as Ill as to provide solution to event
management companies. This design project, guided by our respected instructor, Dr. Faizul,
will be a stepping stone for us to initiate the production and development of this product, the
highly energy-efficient, user-friendly and cost effective rostrum. I try to differentiate our
design based on the five Perceived Qualities: Tangibility, Reliability, Assurance, Empathy
and Responsiveness.

3. 3
Table of Contents
1.0 Introduction...............................................................6
1.1 Acknowledgement.........................................................................................................6
1.2 Background Research.....................................................................................................6
1.3 Problem Statement........................................................................................................8
1.4 Objective....................................................................................................................... 8
1.5 Mission Statement.........................................................................................................9
1.6 Milestones(Gantt-Chart).............................................................................................. 10
2.0 Literature Review............................................12
2.1 Introduction................................................................................................................ 12
2.2 Definition of Rostrum................................................................................................... 12
2.3 Function of Rostrum .................................................................................................... 12
2.4 Types of Rostrums ....................................................................................................... 12
2.4.1 Fixed Rostrums ........................................................................................................................................................12
2.4.2 Adjustable Rostrum................................................................................................................................................13
3.0 Methodology....................................................17
3.1 Identify Customer Needs.............................................................................................. 17
1. Gather Raw Data from Customers .................................................................................................................................17
2. Interpret Raw Data in terms of Customers’ Needs .....................................................................................................18
Customers’ Need Statement................................................................................................................................................19
Table 7: Customer-Need Matrix Chart ...............................................................................................................................21
3. Organize the Needs into Hierarchy................................................................................................................................22
4. Establish the Relative Importance of the Needs..........................................................................................................22
3.2 Product Specification......................................................................................................... 23
ii. Benchmark on Metric .......................................................................................................................................................23
iii. Set ideal and marginally acceptable target values .....................................................................................................24
3.3. Concept Generation..................................................................................................... 26
Solution to Sub-problem 1:..................................................................................................................................................26
Solution to Sub-problem 2:..................................................................................................................................................27
Solution to Sub-problem 3 ...................................................................................................................................................27
Solution to Sub-problem 4 ...................................................................................................................................................27
3.4 Concept Selection.............................................................................................................. 27
3.5 Concept Testing................................................................................................................ 28
3.6 Modeling.......................................................................................................................... 29
3.7 Analysis ............................................................................................................................ 33
Assumptions ...........................................................................................................................................................................34
Model Information................................................................................................................................................................34

4. 4
Material Properties................................................................................................................................................................35
Loads and Fixtures.................................................................................................................................................................35
Mesh Information..................................................................................................................................................................36
Mesh Information - Details...................................................................................................... 36
Study Results ..........................................................................................................................................................................37
3.8 Materials Selection............................................................................................................ 39
3.9 Manufacturing Processes ............................................................................................. 41
Melting and casting...............................................................................................................................................................42
Forming....................................................................................................................................................................................42
Heat treatment.......................................................................................................................................................................42
Descaling .................................................................................................................................................................................43
Cutting......................................................................................................................................................................................43
Finishing...................................................................................................................................................................................43
Joining......................................................................................................................................................................................45
4.9.2. Manufacturing Process of Plastic for Base ....................................................................................................45
3.10 Material Cost Estimation.................................................................................................. 45
3.10.1 Standard Components.......................................................................................................................................45
3.10.3 Total manufacturing cost:........................................................................................................................................46
4.10.3. Cost-to-produce........................................................................................................................................................47
4.11. Summary................................................................................................................. 47
5.0 Conclusions and Recommendations............48
6.0 References ........................................................48
7.0 Appendix...........................................................49
Appendix A: Interview Questions and Answers......................................................................... 49
Appendix B: Interview Guide for Concept Test of the Rostrum................................................... 52
Appendix C: Catalogue............................................................................................................ 53
Table 1: Mission Statement
Table 2: Gantt Chart
Table 3: Product Development Front-End Process
Table 4: Customer-Need Matrix Table
Table 5: Customer Statement and Customer Need
Table 6: Customer needs and their relative importance
Table 7: Customer-Need Matrix Chart
Table 8: Relative Importance of Customer’s Needs
Table 9: Types of Existing Rostrums Available in the
Market
Table 10: Competitive Benchmarking Chart
Table 11: List of Ideal and Marginally Accepted Values
Table 12: Establishment of Target Specifications
Table 13: Concept Scoring Chart

5. 5
INTRODUCTION
-Acknowledgement
-Background Research
-Problem Statement
-Objective
-Mission Statement
-Milestone (Gantt chart)

6. 6
1.0 Introduction
1.1 Acknowledgement
More than ten customers, friends and certain event organizers (companies) have contributed
to the success of design project in large and small ways. I am grateful to those who are
willing to take our questionnaires and also being interviewed despite not giving any form of
incentives or attractive gifts as a token of appreciation.
Dr. Faizul, the instructor of my design project, has been dedicated in mentoring me along the
journey. He constantly helped me in reviewing the contents and providing feedback on the
practicality of the design.
I would like to give credit to the following people:
Roszalena Mashurdin, for providing me the latest trend of furniture industry
Syaraffi Sharanni, for helping me on design project
Neoh Chee Kien, for helping me on design project
Chin Ii Ken, for helping me on design project
Cheah Yuan Feng, for helping me on design project
Google Corporation, for providing me with information.
1.2 BackgroundResearch
A lectern is a reading desk with a slanted top, usually placed on a stand or affixed to
some other form of support, on which documents or books are placed as support for reading
aloud, as in a scripture reading, lecture, or sermon. To facilitate eye-contact and improve
posture when facing an audience, lecterns may have adjustable height and slant. People
generally use lecterns while standing. In pre-modern usage, the word lectern was used to refer
specifically to the "reading desk or stand from which the scripture lessons are chanted or read.
When giving a professional presentation at work, school, or an organization, podiums
and lecterns help speakers stay organized and reach audiences effectively. The first step in
finding the right podium or lectern is to learn the terminology for the various product options.
'Lectern', 'Podium', 'Pulpit' and 'Rostrum' are used interchangeably, and the word choice
depends more on the user application than the actual product. For the purposes of this report,
I will refer to these products as podiums or lecterns, since they are the most commonly used
terms.
The price of the podium or lectern will depend on a few criteria. First is the type of
the unit. Free standing floor units tend to be more expensive than tabletop units. More
information on the different types of units is provided below. Second, if you are looking for a
podium or lectern with a fully integrated audio system, this will dramatically increase the

7. 7
price. And finally, certain construction materials, finishes and customizations can increase the
price. The most advanced models can cost up to several thousand dollars.
The appearance of the lectern is greatly determined by the type of materials from
which it is constructed, the style of the finish, the colour, and the trim. Different materials
have different properties. Wood lecterns are very professional looking and durable, but can
be quite heavy. For lecterns with audio built in, wood is often the best choice. Most wood
lecterns are made out of wood composites; however some of the high-end models are
constructed entirely out of solid hardwood. Acrylic or plastic lecterns are light-weight, sleek
in design, but do not offer all the amenities of their wood counterparts. They also do not look
as classical as wood designs. Metal lecterns share many of the same properties as acrylic, but
often come with wood surfaces, allowing users to enjoy the best qualities of simplicity and
elegant designs. One final construction material is durable plastic, which is often used as a
hard case for tabletop audio lecterns. These are very sturdy, yet more utilitarian in appearance.
I started to research into the criteria taken into consideration when designing the
lectern. In the following reports, one can see that my focuses are Iight, portability and space
requirements. In addition, I also started to look at which group of customers I am aiming at
providing solutions to the outdoor event organizers. Eventually, I decided to tackle the less
approached market, which is people who talks in the public, in an open area when getting
electric plug is a problem and the movement of the lectern is also another headache for many
event organizers. Other aspects such as the material costs, durability, ergonomic
As there are more and more demand of rostrum, the design has become more widen
and variety. The price of the rostrum is ranged from RM 200 for a simple wooden ones, to
RM 3000 ++ for a high end technological rostrum.
For this, it is decided that an innovated rostrum design is need to fulfill the project
distributed by the lecturer. As there is many different kinds of rostrum such as, those used at
lecture hall, those used on stage, in public places and many more.
During my planning of the specific type of rostrum to be designed, I found out that
there is less variety to rostrum to be used on stage and also in the public. Therefore I had
planned to carry out the investigation of the customer need of rostrum that is suitable to be
used in the public and on the stage.
After the process of getting information of customer, I had drafted the customer need
and listed them according to the importance rated by scoring. Several concepts is drafted out
according to the specification listed. Then the concept is selected according to the scoring and
screening made to those concept drafted. After making these steps are made, I was to
determine and combine all specifications and a final drawing is drawn.
A full drawing of the model of the rostrum is drawn by Solidworks 2011 and the
drawing of the each part is produced and the exploded view is also generated. The model
consists of the general view and shape of the rostrum and also the measurement of the

8. 8
rostrum. It used as a guideline to build the rostrum. Stimulation can also be run on the model
design to know the functionality of the design.
After the design is done, the process of material selection of different parts is being
carried out. It is also that when doing material selection, the manufacturing process also can
be determined. This process is how that rostrum is produced.
Finally, the cost is calculated and this includes the manufacturing and also the
material cost. It is also included the marketing plan of the product that will be sold to the end
users.
1.3 Problem Statement
When I am brainstorming for ideas, I focus on the group of people who is always in the
movement from one place to another place to conduct seminar, talk or any form of lecture, be
it formal or informal, in outdoors. I found out that the common problems faced are as below:
o No electrical plug available
o Need to move the lectern from one place to another
o Heavy lectern
o Parts of lectern are Iar off or broken when it is moving
1.4 Objective
The key objective of designing the lectern is still on meeting the customers’ demands. I am
determined to achieve the following criteria as below:
 Portable
 Durable
 Short set-up time
 Light weight
 Relatively cheaper by means of adjusting the materials used and structures
 Lockable wheels

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1.5 MissionStatement
Mission Statement:
Portable, foldable, short set-up time kind of lectern which is suitable for outdoor
lecture or activities
Product Description This stainless steel portable lectern stand
is the perfect high-grade in-performance
solution for holding any form of reading
material, ideal for outdoor uses.
Manufactured in line with our very own
high-calibre standards, this Portable
Lectern is built with only the highest level
of care & attention to detail, with
exceptional durability ensuring the stand
is predominantly robust & stable for any
level of application. The large surface
area of the stands deep shelf also
securely supports even the heaviest of
hymn books, with plenty of room left for
your pens, pencils & other accessories.
Designed & built to last, the noteworthy
superior hardware fittings & adjusters of
this heavy duty lectern ensure maximum
stability & enhanced durability for regular
use & extended lifespan.
Benefit Proposition  Portable, light-Iight
 Short set-up time
 Save space
 Flexible mobility due to its lockable
calister
Key Business Goals  Wants to be the leading brand in
providing solution to outdoor uses
furniture
Primary Market  Outdoor event organizers
 Road shows
 Contest
Secondary Market  Outdoor Idding ceremony
Assumptions and Constraints  Outdoor event needs rostrum
 No electrical supplies outside
Stakeholders  Purchasers and users
 Manufacturing operations
 Service operations
 Distributors and retailers
 Logistics partner (DHL)
Table 1: Mission Statement

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1.6 Milestones (Gantt-Chart)
Time
Tasks
Feb Mar Apr May
20–26
27–4
5–11
12–18
19–25
26-1
2–8
9–15
16–22
23–29
30–6
7–13
14-20
21-27
Surveying lab equipments 
Brainstorming  
Planning
-Task Division
-Terms of Reference
-Identify Customers’ Needs



Establishing Target Specifications  
Generate Product Concept
-Benchmarking
-Concept
 
Select Product Concepts
-Concept Rating
-Concept Ranking
-Combine and ImproveConcepts
 
Product Testing
-Asking customers’ opinion
  
Finalization
-Set final specifications
-Plan downstream development
-Report Writing
   
Table 2: Gantt chart

11. 11
LITERATURE REVIEW
-Introduction
- Definition of Rostrum
-Function of Rostrum
-Types of Rostrum

12. 12
2.0 Literature Review
2.1 Introduction
In this chapter, there will be explanation on the definition of rostrum, the types of rostrums
currently in the market, functions of current design of rostrum, and problem of rostrums.
2.2 Definition of Rostrum
Rostrum is an essential part of formal meeting, public speeches, talks, and ceremonies
(The Flower Expert, 2008). It is know with few names such as podium, lectern, or special
religious rostrum such as minbar, bimah, and bema (Merriam- Webster, 2008).
According to the Merriam Webster Online Dictionary, rostrum is defined as a platform
for speakers in the Roman Forum decorated with the beaks of captured ships, an ancient
Roman platform for public orators, a stage for public speaking, and a raised platform on
a stage.
2.3 Function of Rostrum
Rostrum is a platform on which people stand to deliver speeches. It is used as a place for the
speaker to stand and give his or her speech. Some speakers use the podium to place notes or
cue cards for the speech. This helps them to organize what they plan to say better. The
rostrum can also be used to ease stage fright.
2.4 Types of Rostrums
There are two types of rostrum in the market. The first one is fixed height rostrum and the
second one is adjustable rostrum.
2.4.1 Fixed Rostrums
The fixed type of rostrum is the one regularly found today. It is made with one fixed size. It is
regularly made with wood and some are also made from metal and see through acrylic. The
price ranges from RM 200 to as high to RM 13000 for custom made rostrum (Drumshields,
2008).
Wood Based
Figure 1.0 Wood base rostrums

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This is the most commonly found rostrum in the market. It has been made using all type off
wood such as pine, oak, mahogany and maple. This is cheaper compared to the other type of
rostrums. This kind of rostrums comes in many sizes as can be observed in public halls.
Metal Based
Figure 1.1 Metal based rostrum
This is another type of fixed rostrum. It is made normally using light metal such as aluminum,
alloys, and other light metals. The usage of this type of rostrum is starting to grow. The
number of metal based rostrums is increasing. Some of the design has a surface finish that
looks exactly like a wooden based podium.
Acrylic Based
Figure 1.2 Acrylic based rostrum
This is one of the newest types of material used in making rostrums. It is light weight and
looks beautiful as it is see through. It comes in all shapes as can be observed from the picture.
One of the designs which are not stated above is the v shaped stand for the podium.
2.4.2 Adjustable Rostrum
The other type of rostrum currently found in the market is the adjustable type. This kind of
rostrum is fabricated with a wider range of targeted users. This type of rostrum, even though
it is new, can be found in few types.

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Manually Adjustable Rostrum
Figure 1.3 Manually adjustable rostrums
Manually adjustable rostrums are the pioneer design among the adjustable rostrums. It can be
adjusted manually by rotating the knob or by changing the location of the pin. The maximum
and minimum height of the rostrum is the measure of the capability of the rostrum. This
particular rostrum is used by orchestra to place their notes.
Automatic Adjustable Rostrum
Automatic rostrum means a rostrum which is adjusted either using switches, by hydraulic
pumps, or other means of mechanism. This type of rostrum is the newest type in the market.
It is a new genre in the design of rostrum and it is still at its infant step.
Adjustable Using Switch

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Figure 1.4 Adjustable rostrum using switch
This is the automated rostrum which has the capability to change height according to
the user need as it is control by a switch on the rostrum. It is one of the leading automated
rostrum designs in the market today. This is because it has an all in one system which is
simply controlled by one touch screen. It can be adjusted according to height and even suit
children and a handicapped person on wheel chair.
Adjustable Using Hydraulic Pump
This is another automated rostrum. The height of the rostrum is controlled by a leg paddle
connected to a hydraulic pump. It is currently used for concert where the rostrum moves
upward carrying the artist.
Figure 1.5 Adjustable rostrums using hydraulic pump

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METHODOLOGY
-Identify Customer Needs
- Product Specifications
- Concept Generation
-Concept Selection
-Concept Testing
-Modelling
-Analysis
-Materials Selection
-Manufacturing and Assembly Process
-Material Cost Estimation & Manufacturing Cost

17. 17
3.0 Methodology
3.1 Identify CustomerNeeds
I invested much time on identifying customers’ needs as it is an integral part of the
development processes and is most closely related to concept generation, concept selection,
competitive benchmarking and the establishment of product specifications.
Concept Development- Front-end process
Identify
Customer
Needs
Establish
Target
Specifications
Generate
Product
Concepts
Select
Product
Concept
Test
Product
Concept
Set Final
Specifications
Plan
Downstream
Development
Perform Financial Analysis
Benchmarking Competitive Products
Build and Test Models and Prototypes
Table 3: Product Development Front-End Process
I followed the process of identifying customer needs that includes five steps:
1. Gather raw data from customers
2. Interpret the raw data in terms of customer needs
3. Organize the Needs into Hierarchy
4. Establishing the Relative Importance of the Needs
5. Reflect on the Results and the Process
1. Gather Raw Data from Customers
I employed the interview method to obtain as many data as possible from both customers and
event management companies. I have collected a total of nine customers’ responses, each of
the interview lasted for 10 minutes at most as customers are in a hurry.
I also manage to have an interview session with Mr. Ahmad Syahmi, the Marketing
Executive of The One Studio, which is an event management company.
Referto the Appendix A for the interview questions and answers list.
The raw data is collected and interpreted in terms of the customers’ needs. A Customer-Need
matrix is created in the next section.

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2. Interpret Raw Data in terms of Customers’ Needs
Customer: Ho Kai Shin IntervieIr: Lee Chia Chun
Address : ES Event Management Sdn. Bhd. Date : 8th March 2012
179-1, Jalan Lancang
Taman Sri Bahtera,
56100 Kuala Lumpur
Telephone: 03-9132 1922 Currently uses: Wooden rostrum
Willing to do follow up? Yes Type of user: Speaker
Question/Prompt Customer Statement Interpreted Need
Typical uses Rostrum is hard to be
moved
Rostrum installs lockable
wheel
Rostrum cannot withstand
rainwater
Rostrum made up of
waterproof material
Like-current tool The price is a bargain and
will last for many years
with minimal care
The rostrum has high
durability
The warranty help hospital
save a lot of budget
The rostrum has limited
lifetime warranty
Dislike- current tool Rostrum is hard to move Lift feature at the seat include
in the wheelchair.
Rostrum is heavy Rostrum is made up of light
material
Suggested Improvement Rubber pad can be placed
on the rostrum
The rubber pad is replaceable
and easy to wash.
There have a table and
drink holder for the patient
to have their lunch or
dinner.
The manual wheelchair has an
adjustable table with the drink
holder.
Table 4: Customer-Need Matrix Table

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Customers’ NeedStatement
Question/Prompt Customer Statement Interpreted Need
Typical uses No electric plug nearby the
lectern
The lectern has battery-
poIred mike
I am annoyed by the moving
rostrum
The lectern has lockable
calisters
It is insane to carry the heavy
rostrum around
The lectern is made up of
light Iight materials
Needs two persons and some
time to set up the rostrum
The lectern can be assembled
using shorter time
As long as it is a flat surface,
I am fine with any shape of
the shelf
The lectern has a hard flat
surface to write or to put
paper on top
I cannot afford to buy
sophisticated rostrum set
The lectern is made up of
cheaper, quality materials
Electronic rostrum does not
suit outdoor events
The lectern has minor
electrical parts
Sometime my neck hurts to
read from the rostrum as the
slanting is not enough.
The lectern has an adjustable
slanting surface
I have a lot of paper to be
presented; there has no place
for me to put it on the
rostrum.
The lectern has a drawer
When I am giving a speech,
the paper will fly around if
there were fan installed
behind and I had to hold it
down all the time.
The rostrum has a clip to
hold paper to position.
Suggested improvements Would be nice if it could be
folded and kept easily
Foldable parts
Use some waterproof
material to make the rostrum
because who knows rain
would come suddenly?
Rostrum is made up of
Table 5: Customers’ Statement and Customers’ Needs

20. 20
Customer Need Customer Need Scoring
Most Important Least Important
1 2 3 4 5 6
The rostrum have adjustable height
Battery-poIred wireless mike for the rostrum
Portability and Foldable
The rostrum has a clip to hold paper to position
The mic is separable from the rostrum and is length
adjustable.
Rubber pad is put on the surface of the rostrum
Lights are installed on the rostrum
DraIr is provided in the rostrum
The slanting of the surface is adjustable
Integrated wiring to the rostrum.
Extension of the table of the rostrum.
LightIight material is used
Material is durable
Lockable wheels is installed
Cost
Table 6: Customer needs and their relative importance

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Metric
Heightofrostrum
Sizeofrubberpad
Falltest
ShockStrength
Lengthofpaperholderclip
Dimensionofthedesk
Dimensionoftherostrum
Massoftherostrum
HingeorPinusetopivotrotational
movement
Degreeofslantingofdesk
ElectricpoIrused
LockableWheeldiameter
Wheelmaximumsupportforce
UnitCost
Extendableheight
Customer Need
The rostrum have adjustable height
Battery-poIred wireless mike for the
rostrum
The rostrum has lockable wheel
Durability
The rostrum has a clip to hold paper to
position
The rostrum has socket for mike to plug
in
Rubber pad is put on the surface of the
rostrum
Size of the rostrum
Foldability
The slanting of the surface is adjustable
Overall Iight of the rostrum
Integrated wiring to the rostrum
Table 7: Customer-Need Matrix Chart

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3. Organize the Needs into Hierarchy
Imp. Statement Imp. Statement
Rostrum has lockable wheel Mike is removable from rostrum
* Rostrum can stick to the ground * Difficult to keep the mike stand if it is not
removed
** Rostrum is stable *! The mike is flexible to move any direction
*** Rostrum is static after being locked
Rostrum is light
Rostrum has draIr * Hard to carry the heavy rostrum around
* Can put water bottles under the rostrum *** Needs to made up of lighter materials
** Can put books, notes under the rostrum ***! Light material and looks elegant
*** Can put things under the rostrum
Rostrum looks elegant
Rostrum has adjustable height
* Tall people can fit to the rostrum Rostrum is easy to store
** Short people can fit to the rostrum ** Rostrum is foldable
*** Can change the height of the rostrum *** Rostrum occupies little space
Rostrum is durable Rostrum is foldable
* Rostrum can stand against wind and rain * Rostrum must be small
**! Rostrum can stand against fire ** Rostrum can save space
*** Rostrum can absorb high impact energy *** Many rostrum can be kept in the same
place
4. Establish the Relative Importance of the Needs
No. Need Metric Imp Units
1 1,5 Height of rostrum 1 m
2 3 Diameter of the cup holder 3 cm
3 6 Size of rubber pad 3 m2
4 13,14 Force of the rostrum can be attempt 1 N
5 13,14 Shock Resistance 1 N
6 4 Length of paper holder clip 2 cm
7 1,5,6,9 Dimension of the desk 1 m x m x m
8 11,12,13 Dimension of the rostrum 1 m x m x m
9 1,12,15 Mass of the rostrum 1 kg
10 9 Degree of slanting of desk 4 °
11 2,5,7,10 Electric poIr used 3 kW
12 15 Wheel diameter 3 m
13 15 Wheel maximum support force 3 N
14 16 Dimension of the pen holder 4 m
15 10 Diameter of the port for wire 5 m
16
1,2,4,6,7,8,9,
11,12,13,14,15,17
Unit Cost 1 RM
17 1 Expendable height 2 m
Table 8: Relative Importance of Customer’s Needs

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3.2 Product Specification
The process of establishing the target specifications entails four steps:
i. Prepare the list of metrics (has done in the previous section)
ii. Collect competitive benchmarking information
iii. Set ideal and marginally acceptable target values
ii. Benchmark on Metric
Competitive Benchmarking Chart
Xpeditor-Oak Wooden Mobile Lectern
Modern
Acrylic Lectern
Table 9: Types of Existing Rostrums Available in the Market
Metric Units
Products
Xpeditor-Oak
Wooden Mobile
Lectern Modern
Acrylic Lectern
Height of rostrum m
1.425 1.125 1.2192
Size of rubber pad m2
- - -
Force of the rostrum can be attempt N NA NA NA
Shock Resistance N Yes Yes No
Length of paper holder clip cm 4 4 4
Dimension of the desk m x m 0.64 x 0.49 0.59 x 0.51 0.61 x 0.51
Dimension of the rostrum m x m x m 1.188 x 0.64 x
0.49
1.125 x 0.59 x 0.51
1.2192 x 0.61 x
0.51
Mass of the rostrum kg 60 59 53.07
Capacity of the draIr m3 0.35 x 0.64 x
0.49
-
0.23 x 0.28 x
0.58
Degree of slanting of desk ° 10.00 15.00 9.45
Electric poIr used kW 75 75 75

24. 24
Wheel diameter m - 0.06 -
Wheel maximum support force N - NA -
Diameter of the port for wire m - - -
Unit Cost RM 6,444.54 8,873.14 6,877.30
Extendable Height m - - -
Legend - (-) is the equipment did not have this function
- (NA) means the information is not shown
Table 10: Competitive Benchmarking Chart
Justifications:
From the above table, it can be deduced that different model its unique sets of strengths and
weaknesses. For Xpeditor-Oak, it is heavy due to its wooden body. However it is strong and
can absorb impact energy. But in my case, wood is definitely not a good choice because my
rostrum would be placed outside and wood could not stand against the rain and humid-
changing atmosphere. For Wooden Mobile Lectern Modern, it is also made of thinner
wood composite. The wood fibre is mixed with some metal bar that boost its strength. For
Acrylic Lectern, its light-weight is the most desired, however, its body is too light and I am
afraid it could not sustain the speaker’s body weight when the speaker occasionally pressing
on the rostrum.
iii. Set ideal and marginally acceptable target values
No. Metric Units Ideal Value Marginal Value
1
Height of rostrum m
>1.1, <1.3 >1.0, <1.4
3
Size of rubber pad m2 > (0.56 x 0.47),
< (0.65 x 0.52)
> (0.50 x 0.42),
< (0.70 x 0.55)
4 Force of the rostrum can be attempt N >100 >200
5
Shock Resistance N
>1500 >2200
6
Length of paper holder clip cm
>10, <15 >5, <20
7
Dimension of the desk m x m > (0.58 x 0.49),
< (0.68 x 0.56)
> (0.54 x 0.45),
< (0.70 x 0.60)
8
Dimension of the rostrum m x m x m > (1.1x0.58 x 0.49),
< (1.3 x0.68 x 0.56)
> (1.0x0.54 x 0.45),
< (1.4x0.70 x 0.60)
9
Mass of the rostrum kg
< 140 <150
10
Degree of slanting of desk °
< 60, >30 <70, >20
11 Electric poIr used kW < 80 <100

25. 25
12 Wheel diameter M > 0.06 > 0.05
13
Wheel maximum support force N
> 2000 > 2500
14
Diameter of the port for wire cm
< 6 , >4 < 8, > 4
15
Unit Cost RM
< 30,000 <35,000
16 Extendable Height m < 0.4 < 0.5
Table 11: List of Ideal and Marginally Accepted Values
As trade-offs needed to be made, the relative importance of each of the customer
needs identified above was established. I relied on the experiences gained from the previous
interview and survey to establish the relative importance. From this approach, an educated
assessment of the relative importance of the needs was made in our meeting. The importance
was weighted from the scale of 1 to 5 where 1 represents the least desirable feature and 5
represents the most desirable feature. Lastly, the target specifications for the rostrum can be
established:
Metric
No.
Need
Nos.
Metric Imp. Units Marginal
Value
Ideal
Value
1 2,9 Maximumheight 5 m >1.5 >1.45
2 2,9 Minimumheight 5 M <1.35 <1.60
3 2,9 Outerpole length 5 m >1.00 >1.00
4 4 Total mass 3 kg <30.0 <25.0
5 5 Diameterof wheel 4 mm 40 - 80 40
6 5 Numberof casters 4 units 4 – 5 5
7 6 Base diameter 5 mm >600 >630
8 6 Numberof base arms 5 units >4 >5
9 15 Unit manufacturingcost 3 RM <300 <200
Table 12: Establishment of Target Specifications

26. 26
Sub-problemstatement2:
Portability
Sub-problemstatement3:
Stability
Sub-problemstatement4:
Overall Iight
Sub-problemstatement1:
How tall shouldmyrostrumbe?
3.3. ConceptGeneration
The five-step concept generation method is applied. For rostrum, the decomposition by key
customer needs carried out includes the following five critical sub-problems:
Figure 2: Key customer needs diagram
The alternative solution concepts for each of the sub-problem above can be obtained from
modificationsandimprovementsof differentpartof the rostrum.
Solution to Sub-problem 1:
The averages of Asian women’s and men’s height are 140 m and 150m respectively. The
height of the rostrum should be between 130 m – 145 m, excluding to rare circumstances like
having a very tall students to speak on rostrum.
Rostrum

27. 27
Solution to Sub-problem 2:
The rostrum is made up of foldable parts. The moving parts are lubricated often. The moving
parts are joined by pins so that it can be folded and carried easily.
Solution to Sub-problem 3
The stability is related to its height. The higher the rostrum, the higher the centre of gravity,
hence the stability will be greatly reduced. To tackle the problem, the rostrum must be
designed in such a way that the base is made heavier and wider.
Solution to Sub-problem 4
The weight of the rostrum is based on which materials used. For example, the materials used
in manufacturing a rostrum can be wood,
3.4 ConceptSelection
Concept Scoring Matrix of Rostrum
Selection Criteria Weight Concept A Concept B
Rating Weighted
Score
Rating Weighted
Score
Adjustable Height
Toggles Height Adjustment
25
25 5 125 9 225
Portability
Foldable parts
Lockable wheel
25
15
10
6 90 9 135
3 30 9 90
Overall Weight
Weight of the bass
Material
10
5
5
5 25 8 40
3 15 9 45
Set-up time
Number of assembly steps
5
5 7 35 8 40
Resistance to Rainwater 5 1 5 8 40
Attractive in Environment
Attractive to look at
Does not damage the surface of
rostrum
15
10
5
6 60 6 60
2 10 7 35
Manufacturing Ease
Low-cost material
Low Complexity of parts
15
8
7
4 32 7 56
4 28 9 63
Total Score 100 455 829
Rank 2 1
Hence, the concept B is chosen. Please refer to the full sketch of Concept B.
Table 13: Concept Scoring Chart

28. 28
3.5 ConceptTesting
Concept testing is conducted to verify that the final product concept for the rostrum
mentioned above meets the customer needs adequately. A survey in form of face-to-face
interview is conducted with 25 active (outdoor) speakers as our survey population.
The results from the survey are shown below:
Number of
respondent
Fraction of
respondent
I would definitely not choose this rostrum. 1 0.04
I would probably not choose this rostrum. 2 0.08
I might or might not choose this rostrum. 8 0.32
I would probably choose this rostrum. 5 0.20
I would definitely choose this rostrum. 9 0.36
Total: 25 1.00
Table 14: Results of concept test survey
From the results, more than 50% of respondents indicate that they would probably or
definitely choose this rostrum. As a conclusion, it is verified that the final concept for the
rostrum adequately meets the customer needs.
I are also interested in estimating the demand for the rostrum in one year. Assume that
the existing rostrum are currently sold into the target market at a rate of 106 units per year
(N=1 000 000). Assume that 35 percent of the hospital in the target market will be aware of
this rostrum and have convenient access to the dealer (A=0.35). From the results of concept
test survey conducted, I obtain the definitely-would-buy fraction of 0.36 (Fdefinitely=0.36) and
probably-would-buy fraction of 0.20 (Fprobably=0.20). If I use a value of 0.4 for Cdefinitely and
0.2 for Cprobably, then the quantity of the rostrum expected to be sold in one year, Q is
184.020.02.036.04.0  probablyprobablydefinitelydefunitely FCFCP
and
yearunitsPANQ /400,64184.035.0000,000,1 
This quantity covers about 6.44% of total rostrum sold in one year, which is really
encouraging. Thus, I decided that this product worth developing for the mass market.

29. 29
3.6 Modeling
Figure 3: Solid model of the rostrum
Table 4: Exploded view of the drip stand

30. 30
Figure 4: Base with lockable wheels installed, progress is still pending
Figure 5: Technical Drawing of Bases

31. 31
Figure 4: Technical Drawing of Rostrum
Figure 5: Technical drawing of caster (Dimensions in mm)

32. 32
Figure 6: Technical Drawing of Rostrum 2
Figure 7: Technical Drawing of the Binder

33. 33
3.7 Analysis
Simulation
Date: Thursday, May 17, 2012
Designer: Solidworks
Study name: SimulationXpress Study
Analysis type: Static

34. 34
Assumptions
-Lightweight
-Mobility
-Modificationsfromexistingproducts
Model Information
Model name: Part1
Current Configuration: Default
Solid Bodies
Document Name and
Reference
Treated As Volumetric Properties
Document Path/Date
Modified
Boss-Extrude4
Solid Body
Mass:231.909 lb
Volume:833.665 in^3
Density:0.27818 lb/in^3
Weight:231.752 lbf
C:UsersMAX
LEEDesktopmax
rostrumPart1.SLDPRT
May 17 01:16:24 2012

35. 35
Material Properties
Model Reference Properties Components
Name: Cast Stainless Steel
Model type: Linear Elastic Isotropic
Default failurecriterion: Max von Mises Stress
SolidBody 1(Boss-
Extrude4)(Part1)
Loads and Fixtures
Fixture name Fixture Image Fixture Details
Fixed-2
Entities: 5 face(s)
Type: Fixed Geometry
Load name Load Image Load Details
Force-2
Entities: 2 face(s)
Type: Apply normal force
Value: 1 N
Force-3
Entities: 6 face(s)
Type: Apply normal force
Value: 1 N

36. 36
MeshInformation
Meshtype SolidMesh
MesherUsed: Standardmesh
Automatic Transition: Off
Include MeshAuto Loops: Off
Jacobian points 4 Points
ElementSize 23.9089 mm
Tolerance 1.19545 mm
MeshQuality High
MeshInformation - Details
Total Nodes 14341
Total Elements 8390
MaximumAspect Ratio 6.8386
% of elementswithAspectRatio < 3 96.5
% of elementswithAspectRatio > 10 0
% of distortedelements(Jacobian) 0
Time to complete mesh(hh;mm;ss): 00:00:04
Computername: MAX PC

37. 37
Study Results
Name Type Min Max
Stress VON: von Mises Stress 0.00457375 N/m^2
Node: 708
49.2133 N/m^2
Node: 277
Part1-SimulationXpress Study-Stress-Stress
Name Type Min Max
Displacement URES: Resultant Displacement 0 mm
Node: 122
2.26141e-008 mm
Node: 12754

38. 38
Part1-SimulationXpress Study-Displacement-Displacement
Name Type
Deformation Deformed Shape

39. 39
Part1-SimulationXpress Study-Displacement-Deformation
Figure 40: Stress distribution diagram for outer pole with Stainless Steel 201
Material Stainless Steel 201
Tensile Strength (MPa) 685
Yield Strength (MPa) 292
Young’s Modulus (GPa) 207
Poisson’s Ratio 0.27
Density (kg m-3) 7860
Table 19: Mechanical properties of materials selected for the connecting poles
From the stress distribution diagram, it is also clear that no failure occurs under the
external load applied. The poles are safe to function and thus, it is justified that the diameter
set for the poles and the materials selected are allowed.
3.8 Materials Selection
1.

40. 40
Figure 15: Stainless Steel
Material: Stainless steel 201 rod (inner hollow)
Parts: Supports of the rostrum
Justification:
i. The stainless steel with a minimum of 10.5 or 11% chromium content by mass proving that
it is light Iight, resistant to rusting and strong. Good for rostrum used outdoors.
ii. Lower cost.
iii. Stainless steel contain sufficient chromium to form a passive film of chromium oxide,
which prevents further surface corrosion and blocks corrosion form spreading into the metal’s
internal structure thus it is low maintenance.
2.
Material: PA Type 6 plastic
Part: Base
Justification:
i. The plastic is strong and light
ii. High flexibility and thermoability
iii. Good abrasion resistance
3. Rubber Pad
Part: Rubber pad

41. 41
Justification:
1. The rubber pad is used to give comfort to speakers when they are talking.
3.9 Manufacturing Processes
The manufacture of stainless steel involves a series of processes. First, the steel is melted, and
then it is cast into solid form. After various forming steps, the steel is heat treated and then
cleaned and polished to give it the desired finish. Next, it is packaged and sent to

42. 42
manufacturers, who weld and join the steel to produce the desired shapes.
Figure 42: Stainless Steel Manufacturing Process
To make stainless steel, the raw materials—iron ore, chromium, silicon, nickel, etc.—are
melted together in an electric furnace. This step usually involves 8 to 12 hours of intense heat.
Next, the mixture is cast into one of several shapes, including blooms, billets, and slabs.
Melting and casting
The raw materials are first melted together in an electric furnace. This step usually requires 8
to 12 hours of intense heat. When the melting is finished, the molten steel is cast into semi-
finished forms. These include blooms (rectangular shapes), billets (round or square shapes
1.5 inches or 3.8 centimeters in thickness), slabs, rods, and tube rounds.
Forming
Next, the semi-finished steel goes through forming operations, beginning with hot rolling, in
which the steel is heated and passed through huge rolls. Blooms and billets are formed into
bar and wire, while slabs are formed into plate, strip, and sheet.
Heat treatment
After the stainless steel is formed, most types must go through an annealing step. Annealing
is a heat treatment in which the steel is heated and cooled under controlled conditions to
relieve internal stresses and soften the metal. Some steels are heat treated for higher strength.
However, such a heat treatment—also known as age hardening—requires careful control, for
even small changes from the recommended temperature, time, or cooling rate can seriously

43. 43
affect the properties. Lower aging temperatures produce high strength with low fracture
toughness, while higher-temperature aging produces a lower strength, tougher material.
Though the heating rate to reach the aging temperature (900 to 1000 degrees Fahrenheit or
482 to 537 degrees Celsius) does not affect the properties, the cooling rate does. A post-aging
quenching (rapid cooling) treatment can increase the toughness without a significant loss in
strength. One such process involves water quenching the material in a 35-degree Fahrenheit
(1.6-degree Celsius) ice-water bath for a minimum of two hours.
Descaling
Annealing causes a scale or build-up to form on the steel. The scale can be removed using
several processes. One of the most common methods, pickling, uses a nitric-hydrofluoric acid
bath to descale the steel. In another method, electro cleaning, an electric current is applied to
the surface using a cathode and phosphoric acid, and the scale is removed. The annealing and
descaling steps occur at different stages depending on the type of steel being worked. Bar and
wire, for instance, go through further forming steps (more hot rolling, forging, or extruding)
after the initial hot rolling before being annealed and descaled. Sheet and strip, on the other
hand, go through an initial annealing and descaling step immediately after hot rolling. After
cold rolling (passing through rolls at a relatively low temperature), which produces a further
reduction in thickness, sheet and strip are annealed and descaled again. A final cold rolling
step then prepares the steel for final processing.
Cutting
Cutting operations are usually necessary to obtain the desired blank shape or size to trim the
part to final size. Mechanical cutting is accomplished by a variety of methods, including
straight shearing using guillotine knives, circle shearing using circular knives horizontally
and vertically positioned, sawing using high speed steel blades, blanking, and nibbling.
Blanking uses metal punches and dies to punch out the shape by shearing. Nibbling is a
process of cutting by blanking out a series of overlapping holes and is ideally suited for
irregular shapes.
Stainless steel can also be cut using flame cutting, which involves a flame-fired torch using
oxygen and propane in conjunction with iron powder. This method is clean and fast. Another
cutting method is known as plasma jet cutting, in which an ionized gas column in conjunction
with an electric arc through a small orifice makes the cut. The gas produces extremely high
temperatures to melt the metal.
Finishing
Surface finish is an important specification for stainless steel products and is critical in
applications where appearance is also important. Certain surface finishes also make stainless
steel easier to clean, which is obviously important for sanitary applications. A smooth surface
as obtained by polishing also provides better corrosion resistance. On the other hand, rough
finishes are often required for lubrication applications, as well as to facilitate further
manufacturing steps.

44. 44
Surface finishes are the result of processes used in fabricating the various forms or are the
result of further processing. There are a variety of methods used for finishing. A dull finish is
produced by hot rolling, annealing, and descaling. A bright finish is obtained by first hot
rolling and then cold rolling on polished rolls. A highly reflective finish is produced by cold
rolling in combination with annealing in a controlled atmosphere furnace, by grinding with
abrasives, or by buffing a finely ground surface. A mirror finish is produced by polishing
with progressively finer abrasives, followed by extensive buffing. For grinding or polishing,
grinding wheels or abrasive belts are normally used. Buffing uses cloth wheels in
combination with cutting compounds containing very fine abrasive particles in bar or stick
forms. Other finishing methods include tumbling, which forces movement of a tumbling
material against surfaces of parts, dry etching (sandblasting), wet etching using acid solutions,
and surface dulling. The latter uses sandblasting, wire brushing, or pickling techniques.
Figure 43: Stainless Steel Finishing
The initial steel shapes—blooms, billets, slabs, etc.—are hot rolled into bar, wire, sheet, strip,
and plate. Depending on the form, the steel then undergoes further rolling steps (both hot and
cold rolling), heat treatment (annealing), descaling Ito remove buildup), and polishing to
produce the finished stainless steel. The steel is then sent the end user.
After the stainless steel in its various forms are packed and shipped to the fabricator or end
user, a variety of other processes are needed. Further shaping is accomplished using a variety
of methods, such as roll forming, press forming, forging, press drawing, and extrusion.

45. 45
Additional heat treating (annealing), machining, and cleaning processes are also often
required.
Joining
There are a variety of methods for joining stainless steel, with welding being the most
common. Fusion and resistance welding are the two basic methods generally used with many
variations for both. In fusion welding, heat is provided by an electric arc struck between an
electrode and the metal to be welded. In resistance welding, bonding is the result of heat and
pressure. Heat is produced by the resistance to the flow of electric current through the parts to
be welded, and pressure is applied by the electrodes. After parts are welded together, they
must be cleaned around the joined area.
4.9.2. Manufacturing Process of Plastic for Base
There are several different processing methods used to make plastic products. The best
process for our plastic design is extrusion. In this process, plastic pellets or granules are first
loaded into a hopper, then fed into an extruder, which is a long heated chamber, through
which it is moved by the action of a continuously revolving screw. The plastic is melted by a
combination of heat from the mechanical work done and by the hot sidewall metal. At the
end of the extruder, the molten plastic is forced out through a small opening or dies to shape
the finished product. As the plastic product extrudes from the die, it is cooled by air or water.
Plastic films and bags are made by extrusion processing.
3.10 Material CostEstimation
3.10.1 Standard Components
Component Unit Cost per unit
(RM/unit)
Total cost
(RM)
Mono-swivel casters 6 15.10 90.6
Formed Hex screw-ANSI B18.2.3.2M
(M5)
12 1.10 13.20
250" x 41" x 23"Acrylic 6 54.92 329.52
Hex Jam Nut-ANSI B18.2.3.5M(M5) 12 0.45 5.40
Total cost: 438.72
Table 3.10a: Cost estimation for standard components
The volume of each component is obtained via the SolidWorks program. The assembly for
each component mentioned above is evaluated using the ‘’mass property’’ option that is
available in the SolidWorks menu bar. The shirt, you will see the environnmntsl
The density of each material is also obtained via the program SolidWorks. The densities are
shown when the option material properties are selected in the SolidWorks program.

46. 46
3.10.3 Total manufacturing cost:
Part Manufacturing process Processing
time
(unit/hr)
Cost per
unit hour
(RM/hr)
Total
cost
(RM)
Shelving
Casting, Forming, Heat treatment,
Descaling, Cutting, Finishing, Joining 20
302.00 15.10
Steel Rod
Casting, Forming, Heat treatment,
Descaling, Cutting, Finishing
8 241.60 30.20
Lockable
Wheel
Casting, Forming, Heat treatment,
Descaling, Cutting, Finishing
35 241.60 6.90
Base arms Extrusion 10 145.00 14.50
Handle Extrusion 25 120.85 4.83
Total: 81.60
Table 23: Manufacturing costs estimation for custom components
The volume of each component is obtained via the SolidWorks program. The assembly for
each component mentioned above is evaluated using the ‘’mass property’’ option that is
available in the SolidWorks menu bar.
The density of each material is also obtained via the program SolidWorks. The densities are
shown when the option material properties are selected in the SolidWorks program.
The volumes for each of the components is obtained via SolidWorks are as follows:
a) Inner pole = 131056.63 mm3 = 13.105663 × 10-5 m3
b) Outer pole = 242536.42 mm3 = 24.2536.42 × 10-5 m3
c) Base arms = 1652607.12 mm3 = 1.65260712 × 10-3 m3
d) Handle = 502960.11 mm3 = 5.0296011 × 10-4 m3
e) Height adjustment part = 60243.01 mm3 = 6.024301 × 10-5 m3
The properties of the material obtain from the SolidWorks programs are as follow:
a) Density of stainless steel = 7860 kg/m3
b) Density of PA type 6 = 1120 kg/m3

47. 47
From the volume of the components, and the density of the material, the estimated mass of
the components are obtain:
a) Bottle holder = 1.837062 × 10-5 m3 × 7860 kg/m3 = 0.1444kg
b) Inner pole = 13.105663 × 10-5 m3 × 7860 kg/m3 = 1.030kg
c) Outer pole = 24.253642 × 10-5 m3 × 7860 kg/m3 = 1.906kg
d) Base arms = 1.65260712 × 10-3 m3 ×1120 kg/m3 = 1.851kg
f) Handle = 5.0296011 × 10-4 m3 × 1120 kg/m3 = 0.5633kg
e) Height adjustment part = 6.024301 × 10-5 m3 × 7860 kg/m3 = 0.4735kg
4.10.3. Cost-to-produce
Cost-to-produce
= Total cost for standard components + Total cost for custom components
= Total cost for standard components + (Total raw materials cost + Total manufacturing cost)
= RM 130.80 + RM 81.60) = RM 212.40.
4.11. Summary
In this chapter, the customer needs and product target specifications are first presented.
Then, sketches from the concept generation phase are presented. The concept scoring matrix
is also shown to get the final concept. Besides, the results of concept testing and some
calculations are performed. The final sketch is displayed in this chapter, which is later
developed into the CAD model created using SolidWorks 2010.
The results of the analysis carried out on the main parts of the rostrum with
Simulation Express are displayed along with diagrams of stress distribution. After the
analysis, the materials selected are confirmed and appropriate manufacturing processes to
manufacture the main parts are discussed. The three parts of main concern are the base,
lockable wheels, lectern piece. Finally, we make an estimation of the cost-to-produce for one
rostrum.

48. 48
5.0 Conclusions and Recommendations
The final product design of the rostrum consists of multiple and detachable stainless
steel screw-in bottle holder, stainless steel inner and outer poles with screw height adjustment
mechanism, plastic six lotus-like arms base arms and also the mono-swivel casters. The
rostrum is also attached with folding handle.
This product successfully achieves its main function which is to hang medical
necessities. Modifications and improvements are also applied to the rostrum according to the
customer needs. From the concept testing conducted, we believe that our design of rostrum
meet adequately the user needs and will success in the market. Therefore, this product is
indeed worth developing for the mass market.
Recommendation for improving this product mainly can be done by reducing its
manufacturing cost. Materials with lower cost but still able to support the maximum load
applied on the rostrum and allow it to function safely can be considered for different parts of
the rostrum. Besides, optimization can also be carried out by reducing the poles diameter and
the base arms profile to the lowest value that can still give enough support to reduce the
manufacturing cost.
6.0 References
[1] The Lectern Company (2011). Retrieved April 12, 2012, from
http://www.thelecterncompany.co.uk/
[2] Lelong (2011). Normal Care. Products. Retrieved April 13, 2012, from
http://www.lelong.com.my/portable-sound-lectern-rostrum-102329835-2013-02-Sale-
P.htm
[3] Article Rich. (2011). Product Catalog. Retrieved April 21, 2012, from
http://www.articlerich.com/Article/Podium-and-Lectern-Buyers-Guide/196931
[4] Forbes (May 2, 2012). Core77 Case Study: Modo’s IV Pole for Cardinal Health.
Retrieved
March 12, 2011, from
http://www.forbes.com/
[5] Ulrich, K.T. & Eppinger, S.D. (2008). Product Design and Development (4th ed.).
New York: McGraw-Hill.

49. 49
7.0 Appendix
Appendix A: Interview Questions and Answers
Prospect: Dr. Eshamsul Bin Sulaiman Date: 7th
March 2012
Interviewer: Mr. Lee Chia Chun Time: 11.00am – 12.00pm
Customer: Roszalena Mashurdin, Store
Manager of IKEA Corp. Venue:
IKEA Damansara
No.2 Jalan PJU 7/2,
Mutiara Damansara,
47800 Petaling Jaya,
Selangor Darul Ehsan, Malaysia
Telephone (office): +(603) 7726 7777
Currently uses:
Type ofuser: Insider of furniture industry
Q1: What is/are the challenge(s) faced when transporting furniture from one place to
another?
The Swedish retailer specializes in self-assembly furniture where consumers are not just the
builders but also often the means of out-bound logistics, responsible for picking up and
transporting the products they buy home by themselves.
There's no room for wasted space in product packaging. Designs for furniture, lamps, kitchen
equipment and beds are logistically formed. "Air out, product in," is one commonly used
principle of its design and packaging.
It's not only about being able to fit a coffee table into a customer's FordExplorer. The
packaging also is designed to squeeze as many units as possible into trucks delivering
inventory to the stores. The end result is twofold: First, products that are broken down into
the elements that pack best, yet don’t compromise the product's design or function; and,
second, better use of stock and warehouse space.
The boxes are also designed to be ganged and placed in containers aboard container ships. It
can reasonably be said that the design of a container and its ship has an affect upon the design
of their kitchen-cabinet offering.
The impact of logistics is not restricted to the design of the products alone--or just to the
packaging. Ikea's products and parts are manufactured all over the world, with 31% coming
from Asia. The locations are chosen for manufacturing capabilities and cost. Once a product
is designed and manufactured, it can be checked for quality by an independent firm whose
location is as proximate to the manufacturer as possible. Intertek performs this service for
Ikea in China and other Asian nations.
For instance, the 200 lighting products Ikea creates per year are manufactured in China and
are quality checked by Intertek. By having a local checking operation, Ikea saves on the
complexities of long-distance collaboration and remanufacture.

50. 50
Q2. In your opinion, what are the criteria to make a high quality rostrum that is
specifically used for outdoor purposes?
There are many factors to be considered when furniture is placed outdoors. Firstly, the
materials used must be able to withstand wind blow, temperature changes, rain water and fire.
The properties of the material are the primary factors to make a good material. This is
because the type of materials selected affects the overall weight, manufacturing and
fabrication costs. Bear on mind the tooling cost for certain materials such as titanium is very
expensive, despite knowing that light weight furniture is pretty much desired by customers.
Secondly, we need to think about the mobility of the furniture. You can place a lockable
calister below the rostrum base to ease movement. Thirdly, my concern would be the space
requirement. You cannot place an enormous size of rostrum on a small stage. Who is your
audience? (Pause a while) The type and style of the lectern are also reflecting the speaker’s
social status, if not the event’s reputation. So, choose the best, elegant looking podium for
external events since it concerns a lot on the outward appearance of the podium.
Q3. How people usually use rostrum? What do our customers want?
The question you asked is very general. One of the ways to identify customers’ wants is by
means of giving out survey form or at least asking around your friends their opinion on
rostrum.
Generally, a person who is using a podium often faces body height problem. That particular
speaker would tilt his or her head down a bit to read at the speech text while reading it out
loud to his or her audience. When you are talking in an open area, there might be wind
coming to blow the paper away. This would be embarrassing for the speaker. So, to avoid this
from happening, you may want to install a simple paper clip to hold the paper together.
Q4. There are many unit of advanced rostrum available outside. Do you think should
my rostrum install electronic gadgets too?
We are living in a digital age, the tendency to use digital board, electronic gadgets are
inevitable. Nevertheless, care should be taken in picking which kind of gadgets you intend to
install. I would suggest something as simple as digital clock, as it is very much needed for a
speaker to know when the time is up. But, since your rostrum will be placed outside, I would
recommend you not to place any audio sets or some advanced electronic gadgets that are
vulnerable to water. In fact, this would increases the selling cost of your rostrum.

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Q5. What other improvement that you would like to suggest?
Well, you may want to place a rubber pad on the surface of the shelving. This would gives
the speaker some sense of comfort when placing the hands on the rostrum. In addition, you
may want to use battery-powered mike so that you can save the hassle of finding electric
output in the middle of an open area.

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Appendix B: Interview Guide for ConceptTestof the Rostrum
CONCEPT TEST SURVEY- ROSTRUM
I am students of the Department of Mechanical Engineering, Faculty of Engineering, of
Malaya. I am gathering information for a new rostrum and am hoping that you would be
willing to share your opinions with us. Your kind cooperation is highly appreciated. Thank
you.
Have you ever used a rostrum?
……………………………………..
<If the response is no, the respondent is thanked and the survey is ended.>
Here is a brochure for the rostrum:
The rostrum consists of two pairs of lockable wheels stick below the base. The height is
adjustable aiding by smooth screw height adjustment mechanism. The base arms include
six lotus-like arms which give better stability. Besides, the rostrum is made of acrylic. The
movement of the rostrum is also easily handled as it has lockable wheels.
If the product Ire priced at RM259.99, how likely would you be to choose this rostrum
instead of other existing rostrums and recommend the event management companies to
purchase my rostrum?
a) I would DEFINITELY NOT choose this rostrum.
b) I would PROBABLY NOT choose this rostrum.
c) I MIGHT or MIGHT NOT choose this rostrum.
d) I would PROBABLY CHOOSE this rostrum.
e) I would DEFINITELY CHOOSE this rostrum.

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Appendix C: Catalogue

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End of Report
All the contents of this report are the representation of the individual and references obtained
from the internet. Any errors found later on are greatly apologized.
Thank you