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Design and Product Development
Guest Lecture at Tallinn European Innovation Academy
Thomas J. Howard
www.thomasjhoward.com
thow@mek.dtu.dk

                         Unless otherwise stated, this material is under a Creative
                         Commons 3.0 Attribution–Share-Alike licence and can be
                         freely modified, used and redistributed but only under the
                         same licence and if including the following statement:
“Original material by Thomas J. Howard, The Technical University of Denmark”
Agenda

09:30 – Integrated Product Development
10:05 – Exercise
10:20 – Break and discussion

10:30 – Product/Service-Systems (PSS)
10:05 – Exercise
11:20 – Break and discussion

11:30 – Open Design
11:05 – Exercise
11:20 – Discussion

                                                  LUNCH
13:00 – Protovation
13:45 – Exercise



2        Original material by Thomas J. Howard, The Technical University of Denmark   2012
The three Key disciplines of:
Integrated Product Development (IPD)




                              Market
’Need’
Situation                    Product                                                     Business

                            Production


3           Original material by Thomas J. Howard, The Technical University of Denmark       2012
What are the remaining question marks and
which are the biggest?


                                                         Will they
                        Do users                         pay that                  Is the     ?
                        want it ?                        much ?                   market



        ?
                                      ?                                ?         that big ?



                                Market
                   Does it                                                 Does it
                   work ?                                                look good
                                                                             ?
                                       ?
                               Product
             Desired                                                                 Cost and
’Need’
Situation
            properties                                                                vol. of     ? Business
                ?                                                                   production
                      ?                                                                 ?
                              Production


4             Original material by Thomas J. Howard, The Technical University of Denmark                2012
Where are
                                                                                   the big
                                                                                  question
                                                                                   marks
                                                                                     ?

5   Original material by Thomas J. Howard, The Technical University of Denmark           2012
•    Geo Center


                                                                    •    Professor Kurt S Anderson


                                                                                 Lærke Holstebroe   Jeanne Lønstrup

6   Original material by Thomas J. Howard, The Technical University of Denmark                           2012
$200,000


                                                                                 Where are
                                                                                   the big
                                                                                  question
                                                                                   marks
                                                                                     ?
7   Original material by Thomas J. Howard, The Technical University of Denmark               2012
http://www.nytimes.com/interactive/2012/06/03/magazine/innovations-issue.html




              Where are the big
               question marks                                                    ?
8   Original material by Thomas J. Howard, The Technical University of Denmark                     2012
?                             ?                        ?
                            ?
          ?                             ?             ?
                          ?                                                      Where are
                                      ?              ?                             the big
                  ?                                                               question
                                     ?                 ?                           marks
                                                                                     ?

9   Original material by Thomas J. Howard, The Technical University of Denmark           2012
Alarm Bells

If the system requires a full
  role-out to be of any use
  to the customers or
  stakeholders.

If you can think of lots of
  people might want to buy
  the finished
  product/system but you
  can’t think of who would
  definitely be the first
  customer


10      Original material by Thomas J. Howard, The Technical University of Denmark   2012
What are your burning questions?

     Teams from Group A ask Teams from
     Group B about aspects of their project’s
     feasibility. Team B to LIST THE MAIN
     QUESTIONS. 5 mins


     Discuss which is THE BIGGEST
     QUESTION MARK identified. 2 mins
     Swap over.

11       Original material by Thomas J. Howard, The Technical University of Denmark   2012
What is a
           Prototype
               ?
12   Original material by Thomas J. Howard, The Technical University of Denmark   2012
A model to test an
         aspect of a
          product’s
     feasibility, dealing
      with the burning
          questions
13     Original material by Thomas J. Howard, The Technical University of Denmark   2012
Types of technical prototypes


     – Proof-of-Principle Prototype
     – Form Study Prototype
     – User Experience Prototype
     – Visual Prototype
     – Functional Prototype
                                                                     http://en.wikipedia.org/wiki/Prototype

14      Original material by Thomas J. Howard, The Technical University of Denmark                     2012
Proof-of-Principle Prototype
A proof of concept prototype is used to test some aspect of
 the intended design without attempting to exactly simulate
 the visual appearance, choice of materials or intended
 manufacturing process. Such prototypes can be used to
 "prove" out a potential design approach such as range of
 motion, mechanics, sensors, architecture, etc. These types
 of models are often used to identify which design options
 will not work, or where further development and testing is
 necessary.

In electronics this is sometimes: “built on a breadboard”.




15      Original material by Thomas J. Howard, The Technical University of Denmark   2012
Dyson – 5127 prototypes



     The hammer test
     When James started out he tested prototypes by dropping them
     down a cast iron stairway at the back of his workshop. Simple but
     effective.
     These days Dyson prototypes must endure 550 tests. Hoses
     are contorted and stretched. Cleaner heads are slammed into iron
     table legs. Performance is tested in temperatures as low as -20c
     in an environmental chamber. Things haven’t changed all that
     much though. Every 100th bin off the production line is whacked
     with a lump hammer just to make sure.



                                   http://content.dyson.co.uk/insidedyson/default.asp


16        Original material by Thomas J. Howard, The Technical University of Denmark    2012
Form Study Prototype
This type of prototype will allow designers to explore the
 basic size, look and feel of a product without simulating
 the actual function or exact visual appearance of the
 product. They can help assess ergonomic factors and
 provide insight into visual aspects of the product's final
 form. Form Study Prototypes are often hand-carved or
 machined models from easily sculpted, inexpensive
 materials (e.g., urethane foam), without representing the
 intended colour, finish, or texture. Due to the materials
 used, these models are intended for internal decision
 making and are generally not durable enough or suitable
 for use by representative users or consumers.




17      Original material by Thomas J. Howard, The Technical University of Denmark   2012
Form prototypes

              Cutting tools                                                             Dyson AirBlade




                                                                                  http://www.dwell.com/articles/
                                                                                  Dyson-Airblade-process.html
     http://cmuid.tumblr.com/page/2

18         Original material by Thomas J. Howard, The Technical University of Denmark                       2012
User Experience Prototype
A User Experience Model invites active human interaction
 and is primarily used to support user focused research.
 While intentionally not addressing possible aesthetic, this
 type of model more accurately represents the overall size,
 proportions, interfaces of a concept. This type of model
 allows early assessment of how a potential user interacts
 with various elements, motions, and actions of a concept
 which define the initial use scenario and overall user
 experience. As these models are fully intended to be used
 and handled, more robust construction is key. Materials
 typically include plywood, REN shape, RP processes and
 CNC machined components.




19      Original material by Thomas J. Howard, The Technical University of Denmark   2012
User Experience




20   Original material by Thomas J. Howard, The Technical University of Denmark   2012
Visual Prototype
To capture the intended design aesthetic and simulate the
 appearance, colour and surface textures of the intended
 product but will not actually embody the function(s) of the
 final product. These models will be suitable for use in
 market research, executive reviews and approval,
 packaging mock-ups, and photo shoots for sales literature.




                                     Volvo 340                                            BMW 305
      http://www.volvotips.com/index.php                        http://www.e90post.com/forums/sho
      /general/gallery/daf-museum/                              wthread.php?t=159


21        Original material by Thomas J. Howard, The Technical University of Denmark                2012
Functional Prototype
To the greatest extent practical will attempt to simulate the
 final design, aesthetics, materials and functionality of the
 intended design. The functional prototype may be reduced
 in size (scaled down) in order to reduce costs. The
 construction of a fully working full-scale prototype and the
 ultimate test of concept, is the engineers' final check for
 design flaws and allows last-minute improvements to be
 made before larger production runs are ordered.




22      Original material by Thomas J. Howard, The Technical University of Denmark   2012
Advance Passenger Train (APT)




23   Original material by Thomas J. Howard, The Technical University of Denmark   2012
Proof of principle prototypes

                                                          Oversights revealed by the Prototypes
                                          Concept 1                     Concept 2                 Concept 3
                                  – Awkward assembly            – Awkward assembly        – Lock insecurity
                                                                                          revealed
                                  – Very small increments       – Cannot work in all      – More flimsy than
                                  for code                      orientations              anticipated
                                  – Code revealed under         – To release bars must    – Supporting pin are too
                                  tube                          first be raised           small
                                  – More flimsy                 – Awkward to adjust code – Awkward to adjust code
                                  – Lock insecurity             – Lock insecurity         + Simplicity realised
                                  revealed                      revealed
                                  + More discreet than          + More sturdy             + Dimensionally suited
                                  anticipated
                                  + An effective visual         + Locks securely even
                                  deterrent                     when code is <2mm out



24    Original material by Thomas J. Howard, The Technical University of Denmark                               2012
Prototype vs Production Model
                            Prototype parts                             Extruded parts




           Instead of using a T cutter to form the extra lip       T cutter would
                                                                 have been required
           Mill Square then fasten will screws.                    for this section




25    Original material by Thomas J. Howard, The Technical University of Denmark         2012
Proof of principle/form prototype




26    Original material by Thomas J. Howard, The Technical University of Denmark   2012
Mk. 9




27      Original material by Thomas J. Howard, The Technical University of Denmark   2012
What about
       Market
     Prototyping
          ?
28   Original material by Thomas J. Howard, The Technical University of Denmark   2012
Sun cream on demand




     What are the burning
     question related to the
     market feasibility of this
            product?


29   Original material by Thomas J. Howard, The Technical University of Denmark   2012
The burning questions about market
feasibility of sun cream
1. How much variety is required in SPF ?
2. What are the primary location for sales/need?
3. Will customers change their mindsets/habits?
4. How many (% & Vol.) people forget to bring
   SC?
5. What are customers willing to do to receive the
   product?
6. What is the required dosing sizes?




30     Original material by Thomas J. Howard, The Technical University of Denmark   2012
Choose a couple of the
      questions and discuss
     how you could test the
        feasibility using a
            prototype
             10mins

31   Original material by Thomas J. Howard, The Technical University of Denmark   2012
Questions




                                           ?
32   Original material by Thomas J. Howard, The Technical University of Denmark   2012

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Eia pt.4 protovation

  • 1. Design and Product Development Guest Lecture at Tallinn European Innovation Academy Thomas J. Howard www.thomasjhoward.com thow@mek.dtu.dk Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement: “Original material by Thomas J. Howard, The Technical University of Denmark”
  • 2. Agenda 09:30 – Integrated Product Development 10:05 – Exercise 10:20 – Break and discussion 10:30 – Product/Service-Systems (PSS) 10:05 – Exercise 11:20 – Break and discussion 11:30 – Open Design 11:05 – Exercise 11:20 – Discussion LUNCH 13:00 – Protovation 13:45 – Exercise 2 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 3. The three Key disciplines of: Integrated Product Development (IPD) Market ’Need’ Situation Product Business Production 3 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 4. What are the remaining question marks and which are the biggest? Will they Do users pay that Is the ? want it ? much ? market ? ? ? that big ? Market Does it Does it work ? look good ? ? Product Desired Cost and ’Need’ Situation properties vol. of ? Business ? production ? ? Production 4 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 5. Where are the big question marks ? 5 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 6. Geo Center • Professor Kurt S Anderson Lærke Holstebroe Jeanne Lønstrup 6 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 7. $200,000 Where are the big question marks ? 7 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 8. http://www.nytimes.com/interactive/2012/06/03/magazine/innovations-issue.html Where are the big question marks ? 8 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 9. ? ? ? ? ? ? ? ? Where are ? ? the big ? question ? ? marks ? 9 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 10. Alarm Bells If the system requires a full role-out to be of any use to the customers or stakeholders. If you can think of lots of people might want to buy the finished product/system but you can’t think of who would definitely be the first customer 10 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 11. What are your burning questions? Teams from Group A ask Teams from Group B about aspects of their project’s feasibility. Team B to LIST THE MAIN QUESTIONS. 5 mins Discuss which is THE BIGGEST QUESTION MARK identified. 2 mins Swap over. 11 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 12. What is a Prototype ? 12 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 13. A model to test an aspect of a product’s feasibility, dealing with the burning questions 13 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 14. Types of technical prototypes – Proof-of-Principle Prototype – Form Study Prototype – User Experience Prototype – Visual Prototype – Functional Prototype http://en.wikipedia.org/wiki/Prototype 14 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 15. Proof-of-Principle Prototype A proof of concept prototype is used to test some aspect of the intended design without attempting to exactly simulate the visual appearance, choice of materials or intended manufacturing process. Such prototypes can be used to "prove" out a potential design approach such as range of motion, mechanics, sensors, architecture, etc. These types of models are often used to identify which design options will not work, or where further development and testing is necessary. In electronics this is sometimes: “built on a breadboard”. 15 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 16. Dyson – 5127 prototypes The hammer test When James started out he tested prototypes by dropping them down a cast iron stairway at the back of his workshop. Simple but effective. These days Dyson prototypes must endure 550 tests. Hoses are contorted and stretched. Cleaner heads are slammed into iron table legs. Performance is tested in temperatures as low as -20c in an environmental chamber. Things haven’t changed all that much though. Every 100th bin off the production line is whacked with a lump hammer just to make sure. http://content.dyson.co.uk/insidedyson/default.asp 16 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 17. Form Study Prototype This type of prototype will allow designers to explore the basic size, look and feel of a product without simulating the actual function or exact visual appearance of the product. They can help assess ergonomic factors and provide insight into visual aspects of the product's final form. Form Study Prototypes are often hand-carved or machined models from easily sculpted, inexpensive materials (e.g., urethane foam), without representing the intended colour, finish, or texture. Due to the materials used, these models are intended for internal decision making and are generally not durable enough or suitable for use by representative users or consumers. 17 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 18. Form prototypes Cutting tools Dyson AirBlade http://www.dwell.com/articles/ Dyson-Airblade-process.html http://cmuid.tumblr.com/page/2 18 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 19. User Experience Prototype A User Experience Model invites active human interaction and is primarily used to support user focused research. While intentionally not addressing possible aesthetic, this type of model more accurately represents the overall size, proportions, interfaces of a concept. This type of model allows early assessment of how a potential user interacts with various elements, motions, and actions of a concept which define the initial use scenario and overall user experience. As these models are fully intended to be used and handled, more robust construction is key. Materials typically include plywood, REN shape, RP processes and CNC machined components. 19 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 20. User Experience 20 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 21. Visual Prototype To capture the intended design aesthetic and simulate the appearance, colour and surface textures of the intended product but will not actually embody the function(s) of the final product. These models will be suitable for use in market research, executive reviews and approval, packaging mock-ups, and photo shoots for sales literature. Volvo 340 BMW 305 http://www.volvotips.com/index.php http://www.e90post.com/forums/sho /general/gallery/daf-museum/ wthread.php?t=159 21 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 22. Functional Prototype To the greatest extent practical will attempt to simulate the final design, aesthetics, materials and functionality of the intended design. The functional prototype may be reduced in size (scaled down) in order to reduce costs. The construction of a fully working full-scale prototype and the ultimate test of concept, is the engineers' final check for design flaws and allows last-minute improvements to be made before larger production runs are ordered. 22 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 23. Advance Passenger Train (APT) 23 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 24. Proof of principle prototypes Oversights revealed by the Prototypes Concept 1 Concept 2 Concept 3 – Awkward assembly – Awkward assembly – Lock insecurity revealed – Very small increments – Cannot work in all – More flimsy than for code orientations anticipated – Code revealed under – To release bars must – Supporting pin are too tube first be raised small – More flimsy – Awkward to adjust code – Awkward to adjust code – Lock insecurity – Lock insecurity + Simplicity realised revealed revealed + More discreet than + More sturdy + Dimensionally suited anticipated + An effective visual + Locks securely even deterrent when code is <2mm out 24 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 25. Prototype vs Production Model Prototype parts Extruded parts Instead of using a T cutter to form the extra lip T cutter would have been required Mill Square then fasten will screws. for this section 25 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 26. Proof of principle/form prototype 26 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 27. Mk. 9 27 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 28. What about Market Prototyping ? 28 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 29. Sun cream on demand What are the burning question related to the market feasibility of this product? 29 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 30. The burning questions about market feasibility of sun cream 1. How much variety is required in SPF ? 2. What are the primary location for sales/need? 3. Will customers change their mindsets/habits? 4. How many (% & Vol.) people forget to bring SC? 5. What are customers willing to do to receive the product? 6. What is the required dosing sizes? 30 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 31. Choose a couple of the questions and discuss how you could test the feasibility using a prototype 10mins 31 Original material by Thomas J. Howard, The Technical University of Denmark 2012
  • 32. Questions ? 32 Original material by Thomas J. Howard, The Technical University of Denmark 2012