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Product Design: Fundamentals and Methods N. F. M. Roozenburg J. Eekels Delft University of Technology, The Netherlands

JOHN WILEY & SONS Chichester • New York • Brisbane • Toronto • Singapore

Contents Preface

xi

Part I Product Design and Design Methodology 1

2

3

Introduction

3

1.1 Product Design 1.2 Design Methodology 1.3 The Division of this Book References

3 5 7 8

Product Development 2.1 Introduction 2.2 The Product Life Cycle 2.3 The Structure of the Innovation Process 2.4 Product Planning 2.4.1 The Idea for a New Business Activity 2.4.2 Idea Finding 2.4.3 Product Policy 2.5 Strict Development 2.5.1 The Technical Development Process 2.5.2 Technical Development as an Iterative Process 2.5.3 The Commercial Development Process 2.5.4 Product Development as a Whole 2.5.5 Closing Remarks References Design Methodology 3.1 Introduction 3.2 What is Design Methodology? 3.3 Science and Technology; Logic and Methodology 3.4 The Key Methodological Problem

9 9 9 11 14 14 15 16 18 18 20 21 23 25 27 29 29 29 32 35

Contents 3.5

What is a Method? 3.5.1 Characteristics of Methods 3.5.2 The Concepts 'System' and 'Structure' 3.5.3 The Concept 'Method' 3.5.4 Heuristic and Algorithmic Methods 3.5.5 Method and Organization 3.6 The Effectiveness of Design Methods References Further Reading

Part II

37 37 39 40 42 45 47 48 48

Design Problem and Design Process

What is Design? 4.1 Introduction 4.2 The Design Problem 4.2.1 From Function to Form 4.2.2 Form 4.2.3 Properties 4.2.4 Function 4.2.5 The Kernel of the Design Problem 4.2.6 The Dual Functioning of Products 4.3 The Structure of Technical Action 4.3.1 Action 4.3.2 Making 4.3.3 Technical Action and Designing 4.4 Patterns of Reasoning 4.4.1 Introduction 4.4.2 The Material Implication 4.4.3 Deductive and Reductive Reasoning 4.4.4 Deduction 4.4.5 Induction 4.4.6 Abduction 4.4.7 Innoduction 4.4.8 An Example of the Four Patterns of Reasoning References Further Reading The Structure of the Design Process 5.1 Introduction 5.2 Designing as Problem Solving 5.2.1 The Empirical Cycle

53

53 54 54 55 55 56 57 60 61 61 63 66 68 68 68 69 70 71 72 74 79 81 81 83 83 84 84

VII

5.2.2 The Basic Design Cycle 5.3 The Phases of the Product Design Process 5.3.1 Introduction 5.3.2 Foundations of Phase Models 5.3.3 Three Phase Models - One Thought 5.4 The Phases of the Product Development Process; Concentric Development 5.5 Comparison of the Basic Cycles of Design and Empirical Scientific Inquiry References

87 93 93 94 102 111 115 125

Part HI Methodics: Methods, Rules, Recommendations Analysis: from Design Problem to Design Specification 6.1 Introduction 6.2 Problem Definition 6.2.1 What is a Problem? 6.2.2 Defining Problems 6.3 Types of Objectives in the Design Specification 6.3.1 Goals and Objectives 6.3.2 Scaling and Non-scaling Objectives 6.3.3 Requirements and Wishes 6.3.4 Standards 6.3.5 Performance Specifications and Form Specifications 6.3.6 Means and Ends 6.4 Desirable Properties of the Design Specification 6.4.1 Validity 6.4.2 Completeness 6.4.3 Operationality 6.4.4 Non-redundancy 6.4.5 Conciseness 6.4.6 Practicability 6.4.7 Which Desirable Properties of the Design Specification are Most Important? 6.5 Making a Design Specification 6.5.1 A Procedure 6.5.2 Checklists 6.5.3 Operationalizing Objectives 6.6 Quality Function Deployment 6.6.1 Introduction

131 131 132 132 134 136 136 136 138 140 140 141 143 143 144 144 147 147 148 148 149 149 150 153 155 155

Contents 6.6.2 How does the QFD Method Work? References Further Reading Example I Design Specification: Plastic Radiator Example II Design Specification: Touring-car Seat Example III Quality Function Deployment: Attache Case Synthesis: Thinking Up a 'Provisional' Design 7.1 Introduction 7.2 Creativity Methods 7.2.1 Classification of Creativity Methods 7.2.2 Three Components of Creativity 7.2.3 The Application of Creativity Methods 7.2.4 Free Choice of Methods 7.3 Association Methods 7.3.1 Associations 7.3.2 Brainstorming 7.3.3 Variants of Brainstorming 7.4 Creative Confrontation Methods 7.4.1 Analogies and Chance 7.4.2 Synectics 7.4.3 Simple Creative Confrontation Methods 7.5 Analytic-systematic Methods 7.5.1 Introduction 7.5.2 Function Analysis 7.5.3 The Morphological Method 7.5.4 Analysis of Interconnected Decision Areas (AIDA) References Further Reading Example IV Brainstorming: Margarine Packaging Example V Creative Confrontation: Tube for a Vacuum Cleaner Example VI Function Analysis: Beverage Vending Machine Example VH Morphology: Rice Cultivation Tractor Example VHI Analysis of Interconnected Decision Areas (AIDA): Pay Phone Simulation: Predicting the Properties of a Design 8.1 What is Simulation? 8.1.1 Introduction

156 159 160 161 165 172 177 177 177 177 178 179 180 181 181 181 185 187 187 189 193 193 193 194 199 210 214 216 217 219 222 227 232 235 235 235

IX

8.1.2 The Simulation Process 8.1.3 Behaviour 8.1.4 Simulation and Prediction 8.2 Models 8.2.1 Classification of Models 8.2.2 Structure Models 8.2.3 Iconic Models 8.2.4 Analogue Models 8.2.5 Mathematical Models 8.3 What is Simulated in Product Design? 8.3.1 Introduction 8.3.2 Technical Simulation 8.3.3 Simulation of Product Form 8.3.4 Ergonomic Simulation 8.3.5 Business Economic Simulation 8.3.6 Social and Ethical Simulation 8.3.7 Simulation of Environmental Effects References Technical Simulation with a Scale Example IX Model: Quadractor References Technical Simulation with a Example X Mathematical Model: Coupling Device Example XI Design For Assembly (DFA) Simulating the Assembly Process: Window Cleaner References Example XII Concept Testing - Simulating Consumer Behaviour: Coffee-maker References Example XIII A User's Trial - Simulating the Actual Usage of a New Product: Coffeecreamer Cup References Further Reading Evaluation and Decision Making: What is the Best Design? 9.1 Introduction 9.2 Multi-criteria Decisions 9.2.1 What is a Decision? 9.2.2 Design Decisions

236 239 240 241 241 243 243 245 246 251 251 251 256 257 259 261 262 264 266 269

269

274 280 280 286

287 292 292

293 293 294 294 295

Contents

9.2.3 Heuristic Decision Rules 9.2.4 Decision Methods 9.3 Ordinal Methods 9.3.1 Introduction 9.3.2 The Majority Rule 9.3.3 The Copeland Rule 9.3.4 The Rank-sum Rule 9.3.5 The Lexicographical Rule 9.3.6 The Datum Method 9.3.7 New Product Profiles 9.4 Cardinal Methods 9.4.1 The Weighted Objectives Method 9.4.2 The Additive Value Function 9.4.3 Measuring Effectiveness 9.4.4 Estimating the Weighting Factors 9.5 Summary and Final Remarks References Further Reading Example XIV The Datum Method: Gyroscope Example XV New Product Profiles: Plastic Radiator Example XVI The Weighted Objectives Method: Minibus Example XVII Hypothetical Alternatives: Garden Chair

296 297 298 298 300 301 301 302 302 304 306 306 308 312 316 323 327 329 330 333 335 338

Part IV Case Histories Introduction A Shoe Polish Packaging B Twin Sheet Forming: Tractor Cabin Roof C Biocar D BIBOB

343 345 361 371

Author Index Subject Index

399 403

385