Product Design Issues - Essay Example

Product A product is usually physical; nevertheless, it can also be metaphysical. It may serve as a strong determinant as far as our positioning in the world is concerned. This can pilot us to be at an angle toward a social milieu in product design (Slack 2006). Design Design is a form of expression which serves as the avenue whereby desires of the customer or the market are made into a product that aims to satisfy these desires. Such product hence generates revenue. A cleverly designed and marketed product brings a company or designer to an iconic status. Thus, a wise investment in design results to a generous return on investment. In addition, it can also offer a unique stance in a highly competitive world (Slack 2006). The compass of design is substantial, covering graphic communications to integrated systems and then from information technology to urban environments. While globally it is described as the formation and development of all man-made products; it is fundamentally perceived as a device for improving the quality of life (Taschen 2001). Designers are not futurologists; however, they have to be in line with clearly identifying the relationships of the past, present and future as well as the prospective effects of political, social, and emotional impacts of the environment for them to create objects that would become a desirable product. They may carry this out by means of giving it the semblance of acquired improved functionality. Moreover, the added cultural value or further processes in the design or production create an amplified demand for a product (Slack 2006). Product Design Product design is a general term for the conception of an object that stems from design ideas which is manifested in the form of sketches, drawings, models or prototypes. This then can stretch into the production, logistics, and marketing the conceptualised objects. Products are designed with particular considerations valued by the designer, client, or end user that are then communicated through the products’ purchase and use (Slack 2006). It is a crucial facet of the method of product development and innovation; nonetheless, its success lies on the management practices though are no standard agreement in general as to what specific activities the management involves (Chiva-Gómez et al 2004). Great design is intentional and calculated. It put together real product modernisation with bona fide brand expression to come up with an ideal user experience. Balancing to strike is not an easy task nonetheless it is the art generally applied to attain a breakthrough in product design. Creating a product that works would result to new experiences and extends the significance and value of a brand (Essential n.d.). Industrial and product designers are not only necessary to have analytical, creative, and technical skills which include tacit knowledge or the absolute and internalised knowledge as a consequence of experience regarding the manner in which systems or products operate; visual imagination or the skill to imagine objects which do not actually exist such as constitution of components, new and innovative mechanisms and product forms; idea representation which is the capability to convey ideas through sketches, drawings and models; research skills which is the capacity to obtain and conform immeasurable amounts of information and make certain what is most important (Murray 1996). Product design can be further subdivided into different types; namely mechanical component design which pertains to the design of prototypes and pilot plant resulting to the groundwork of production drawings for the commercial presentation of a new product or process; industrial which is the variation of actively used technology to particular applications such as the design work performed by many engineering firms when installing new plant or equipment; aesthetic design which refers to the aesthetic and stylistic design of objects within an array from textiles and shoes to chairs, car bodies and buildings; engineering design which is the adaptation of actively used technology to particular applications ; and graphic design which is the preparation and synchronize necessary activity to create or launch a new product on the market (Murray 1996). Product Development Product development, on the other hand, is the method of building a new product to be marketed by a company to its customers. While design involves activities intended to create the style—look and feel—of a new product and engages making decisions on the mechanical architecture of a product such as the selection of materials and processes and the manufacturing of the various components crucial to the engineering of the product; development pertains to the whole process collectively which includes identification of market opportunity; creation of a product that will allure the target market; and ultimately, the process of evaluation, modification and enhancement of the new product until the time that it is announced ready for production (Robert Q. Riley Enterprises, LLC. n.d.). Product development is looking at resurgence in view of its significance as far as the organisation is concerned. In spite of that, it is subjected to equal pressures as the engineering process that aims to deliver stimulating, innovative and cost-effective designs in a timely manner (The Ohio-State University CAR Department 2006). It centres its attention on the design details that will maximise the manufacturing process and improve product performance. The end result is a definitive design presented as data for tooling (Essential n.d.). Industrial design and product design were synonymous design classifications that resulted from the progressive development of designers as artists mirroring social considerations and desires, while applying technical expertise to product methods and materials (Slack 2006). Evolution Design is a primitive yet extraordinary activity that can be traced back to the early civilization. The first known products used to be hand crafted and carry out a basic function for a geospecific community— take into account the Japanese lantern that emerged from the Edo Dynasty of which, due to the hand-painted details, primarily serves as decoration taking illumination into an aesthetic dimension (Slack 2006). This was, however, opposed by Taschen in his 2001 book entitled, Design of the 20th Century, as he argued that design could have only started during the Industrial Revolution and the eventual creation of mechanised production. He stressed that prior to the aforementioned era, object were merely craft-produced which denotes that the conception and planning of a product was frequently assumed by an individual creator. With the dawn of the new industrial manufacturing process together with the distribution of labour, design—conception and planning—became distinct from making. Conversely, during this time design was viewed as part of the many interconnected phases of mechanised production. The 20th century marked the century of designers wherein designers have attained celebrity status and became household names –from Mackintosh to Mariscal. Equal popularity was achieved by the objects they designed. Take for instance the Philippe Starck lamps and Michael Graves Alessi kettles which have been sought-after items. On the other hand the lineage of the Marcel Breuer’s tubular steel chairs made popular in the 1930s is still present in hundreds of offices today (Sparke 1999). On the other hand, the Art Nouveau in France, Jugendstil in Germany, Modern Style in the UK and Modernism in Spain led design movements to the vanguard of up-to-the-minute products ` to each benchmark (Slack 2006). The Bauhaus school was founded by Walter Gropius in 1919 and continued to be active until 1933. This school introduced new approach of teaching modern industrial design—the application on new measures of art and technology. In this philosophy, the process of design cast doubt on the design and technological confinements of hands-on workshops within the learning environment. This same principle was applied in the New Bauhaus school in Chicago which was founded in 1937; at the Hochschule fúr Gestaltung, Ulm which was founded in 1953 (Slack 2006; Taschen 2001). During the span of the 1920’s and 1930’s, industrial design emerged as a consequence of the Industrial Revolution resulting to the creation of new divisions of labour. The varying work atmosphere conveyed by the initial process of mechanisation and enhanced product output which had prompted a level of specialisation within the workplace—thus the idea of a professional designer emerged (Slack 2006). Toward the WW2, a new style was developed derived from the architecture and consumer goods in the state of being practical and reasonably priced due to mass production. The fusion amongst arts, crafts and technology that brought about high-end functional goods penetrating the marketplace. It was then that the term product design was associated to the principle of product (Slack 2006). In the 1950’s, the consumer sudden increased due to the repositioning toward functionalism applied with practical and economical design. During this time, architectural designers developed interior products which were applicable to their buildings and integrated a particular look that harmonize architectural structures (Slack 2006). Since the 1960s, Japanese had traded products apparently from comparative anonymity to become exceptionally successful in world markets. It was originally believed that the fast acceptance of automated technologies was responsible for this event; however it was later on understood that the advancement of a new production system was chiefly important in making Japanese products more successful (Murray 2005). The 1960’s ethos produced a famous counterculture to the 1950’s philosophy with the use of humour and the synthesis of diverse materials that were somewhat unsuitable during the 1950’s generation (Slack 2006). Continuing until the 1970s for the most part of developing countries, a policy of Import Substitution Industrialisation was born. Consequently, this cause the closing off markets to superior designed imported products. In conjunction with this, state involvement in manufacturing in the developing countries became rampant which was accredited to the deficiency of middle classes that would be proficient of pilot industrial development. Enterprises run by the state have a possibility to be more focused on production rather than marketing oriented; whereas, monopoly enterprises did not have much encouragement to innovate (Murray 2005). Within the span of the 1970’s and 1980’s, an international alliance of similar-minded consumer groups crafted new technologies for designers which eventually resulted in the emergence of global concept in the 1990’s. For the duration of these decades, products and industrial designers delved into design contained within various disciplines and key designers counterfeited their own career paths (Slack 2006). In 1997, a Belgian Industrial Designer working in Harare named Pierre Yves-Panis established a design co-operative (Design Co-operation) in the Mbare Siya-So production site in Harare. This co-operative aimed to increase the revenues of the furniture sector which he achieved by means of designing higher value added products, which were more suitable to not only to the available markets but also to the existing production environment (Murray 2005). In line with the pressure of the coercing global competition, distribution of product development, product development mortality deterioration and product complexity inflation is persuading companies to enhance their design process, Parametric Technology Corporation [PTC] (2008) developed Detailed Design which is defined as the advanced product design derived from a lucid set of requirements while producing deliverables and documentation that are appropriate for manufacturing products. Since the current trend in most companies is to operate in a distributed environment—process that requires the coordination of design partners and multi-disciplined design teams—engineers must weigh risk and trade-offs while delivering on-time quality high performance detailed design specifications that work dependably and offer value. Factors to Consider There are factors that a designer has to take into account in order to do away with iteration. These include the manufacturing, sales/marketing, purchasing, costing, transportation and disposal factors. The designer has to consider the appropriate facilities to build the product; the customers’ needs and desires; the availability of the parts or ingredients needed the production; the amount of investment required; the product size, proper handling and means of transportation; and, finally, the means of disposal at the end of its lifecycle (Hudson n.d.). Stages In a research paper, Hudson discussed the stages of product development stating that in developing a new product, the development of a prototype may also be required for the purpose of proving firsthand that new technologies operate prior to pledging resources to full-scale manufacture. Basically, the design of a new product consists of the following stages: Design Brief The design brief is a problem/need analysis stage. It contains the statement of intent that is by and large intended to state the problem which has to be evaluated and solved (Hudson n.d.). It is a formal document that concisely defines the product to be designed and for what target markets it is intended for. It comes into view from an examination of the need or problem. In a company, the design brief is usually illustrated by the marketing department or management. The main function of this stage is to clear out to the designer what exactly is to be designed (Murray 2005). Product Design Specification (PDS) Perhaps the most essential stage of the design process yet one of the least understood stage. The PDS is a detailed document that enumerates the problem/s specified in the design brief. It holds all the necessary information for a design team to fruitfully generate a solution to the design problem. This is done by dissecting the problem into smaller categories. The final document should completely record all the requirements that a product must accomplish as unambiguously as possible simultaneously with any limitation that may have an effect on the product. It is vital to consult the actual or intended customers while the PDS is being designed as their needs are of paramount significance. In addition, all numeric properties in the PDS should be as precise as possible as well as any tolerances accepted on their value (Hudson n.d.). Common categories of a PDS Hudson also specified various aspects concerning whereby the product must be considered. These categories may vary depending on the product; however, a standard PDS would include the following categories: Appearance This refers to the aesthetics that will definitely influence its marketability—choosing suitable colours and surface treatments. Competition The marketing department will generally incorporate various techniques to determine competing organisations and their products. Customer The chief reason the product is being developed are the customer. Thus, the product must satisfy the needs of the target market. Documentation Product documentation should include adequate instruction details that will enable the customer efficiently use the product. It should also contain legal and safety measures. Ergonomics Ergonomics probe on the manner the user interacts with the product. The designer must bear in mind the targeted user so as to assure that the finished product is usable. Environment The environment a product meets from the manufacturing process to delivery. Some factors that should be considered—corrosive environments; temperature, pressure and humidity ranges; dirt or dust that may affect the product; vibration and noise levels; problems connected with global warming and ozone depletion; resource exhaustion and pollution, to name a few. Installation The PDS should specify who is accountable for the proper installation of the product. Also, installation costs have to be incorporated into the selling price in cases when installation is to be executed by the manufacturing organisation. Product disposal The procedures governing the disposal of the product after the user has ceased with its usage especially when the product holds potentially toxic or dangerous material or chemicals. Lead times The lead time refers to the time required from the initial execution of the project up to the first delivery. Legislation, patents and copyright A new product must act in accordance with any legislation pertaining to its manufacture or use by the customer. Conventional legislations that must be fulfilled are product liability law, European Economic Community laws, health and safety legislation, factory inspections and environmental laws. Also included in the list are patents and copyrights. Materials The design team should identify materials which are the most appropriate for the new product. Customer feedbacks gathered through market analysis can influence the choice of materials to be used. Packaging and transport While packaging is likely to be functional for industrial products that is to protect the product during transit and storage; the packaging for a consumer type product has to be conspicuous to a prospective customer. The type of packaging used dictates the means transportation to be used. Performance The expected performance of the product is outlined in the PDS together with the main features of the product. Processes This refers to the actual procedures to be undertaken during the manufacturing of the product, as well as in the pre-manufacturing and post-manufacturing such as testing and maintenance procedures. Product cost A great number of products are to be designed within the boundaries of a target cost. This cost is expected to be determined by a customer spelling out the amount of money that they are willing to pay for a particular product or from an extensive investigation of the existing market place. Product dimensions The product dimensions and weight must be documented in the PDS. Unusually large or heavy products often require special manufacturing processes and facilities. Problems may also arise while transporting a large product. On the other hand, small or delicate products may involve problems such proper handling of the components during manufacture and well as during transit. Product life Product life can be used to describe two different things—service life which is the amount of time a product is supposed to operate without the necessity for major overhaul; and product life which is the length of time a manufacturer intended to produce a product prior to replacing it with a new model. Quality Quality control has customarily been executed by the quality department. Tolerances and surface finishes should be precise for the purpose of attaining a suitable product quality. Quantity The number of product serves a considerable effect in terms of the nature of manufacturing processes and materials to be used. A mass produced product is to be expected to entail speculations in automated production processes and special tooling; whereas a batch or a one-off production run will not have need of a large investment. Standards Most products have to comply with various set of standards. The set of British Standards enclose information regarding the requirements for varying products. Product that encompass a number of different components, it is paramount that each component will have to comply with its respective standard. The PTC Product Development System uniquely delivers all these capabilities, on an integral, Web-based architecture that supports todays globally distributed environment. (Parametric Technology Corp. 2008) Concept Design A conceptual design is a customarily an outline of major components. Basing on the PDS, the designer makes an effort to construct an outline of solutions. When designing a product it is imperative to consider the product design specifications and the activities downstream of the design stage. These downstream activities include manufacture, sales, transportation etc. Making an allowance for these stages at an earlier time eliminates problems that may occur during these stages. This stage also entails drawing up different feasible concept designs which gratify the requirements of the product delineated in the PDS and subsequently evaluating them to come up with the most appropriate one to develop further. Henceforth, this stage can be viewed as a two-stage process which is the concept generation and concept evaluation (Hudson n.d.). This stage call for a more official analysis and planning process that warrants that the concepts are technically promising, become a sustainable product, and, with the utilisation of conservative estimates, consent to the organisation to make a profit (O’Reilly 2000). Concept generation Designers normally interpret their ideas by drafting them on paper.  Marginal notes help determined significant details so that their ideas can be conveyed with other members of the company. A number of techniques are accessible for the designer to assist in the enhancement of new concepts. Brainstorming is one of the most popular among these techniques. It is typically done in small groups and entails generating ideas by expressing any idea that forms into ones head no matter how ridiculous it may seem for this method usually ignite ideas from other team members. As the brainstorming session ends a list of ideas will already be sketched, though most are useless, other may have the probability to be developed into a concept. Brainstorming works more effectively if the members of the team have varying areas of expertise (Hudson n.d.). Concept Evaluation Upon generating a suitable number of concepts, the next step will be the selection of the design that is most appropriate for the fulfilment of the requirements outlined in the PDS. The PDS will be made use of as the starting point of any decision to be made. It is ideal that a multifunction design team should execute this task in such a way that each concept can be appraised from a number of angles or perspectives. Consequently, the selected concept will be developed in detail. A recommendable technique for evaluating concepts in terms of deciding which concept is the best is called matrix evaluation. The matrix evaluation involves listing important features required from a product in a table format. Contained in the list are usually derived from the key points indentified in the PDS. The first concept is referred to as the benchmark concept from which the quality of the other concepts is weighed against the benchmark concept for the required type. To be able to assist in the identification whether the concept is better, worse, or is of equal quality as the benchmark concept (Hudson n.d.). Detailed Design After the selection of the most appropriate concept design is finally executed, this stage of the design process requires that the chosen concept design is planned in detail including all the dimensions and specifications crucial in making the specified design on a comprehensive drawing of the said design (Hudson n.d.). Manufacturing The decisions taken by the designer during the design phase has a big effect regarding the way in which a product is made. In spite of everything it is of principal concern that the product can be made. It is therefore of vital importance that the proper manufacturing processes are decided on during the design stage in order avoid iteration of the process for the mere purpose of correcting any error that would possibly occur. As evident in the industry, the main objective is to come up with a design which requires as little alteration as possible while on the manufacturing process. The reason for this is the fact that change costs time and time cost money. There are isolated cases in a number of engineering sectors a design of a certain product may be made in the morning, it will be manufactured in the afternoon and delivered to the customer the next day (Hudson n.d.). Marketing By means of verifying the market requirements, the marketing process can play a vitally very important function in the product design process. Marketing can be perceived as carrying out two essential roles in an organisation. These roles includes analysing the market demands for a new (or revised product) and the actual act of selling that specific product (Hudson n.d.). The marketing and designing only becomes fruitful when products meet or exceed performance, functional and manufacturing requirements. The engineering department is supposed to exhibit deep and broad expertise in delivering wide-ranging solutions across all stages of the product development process (Essential n.d.). References Chiva-Gómez, R., Alegre-Vidal, J. & Lapiedra-Alcamí, R.., 2004. A model of product design management in the Spanish ceramic sector. European Journal of Innovation Management. [Online]. 7(2), p. 150-161. Emerald. Available at: http://emeraldinsight.com/Insight/viewContentItem.do;jsessionid=951C3DE4A61906746880D8B40F1E64F4?contentType=Article&contentId=872562 [accessed 5 October 2008] Essential, n.d. Essential design. [Online]. Available at: http://www.essential-design.com/approach/ [accessed 4 October 2008] Hudson, P., n.d. The design process. [Online]. Available at: http://www.ider.herts.ac.uk/school/courseware/design/index.html [accessed 4 October 2008] Murray, T., 2005. Product design and international development. [Online]. 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