Product Design

Product Design – Innovative Trends on Design Philosophies, Approaches, Processes, Techniques, Methods & Standards

Introduction: Modern Era Designs are nothing but an art of creating something which has never been, and very importantly, has got substantially very high customer value associated with it. A design cannot just be a thought; it must be expressed in some material form, kind of, art, sketch, drawing, blueprint, graphics, artifact, article, fashion, clothing, game, music, text, product, building, skyscraper, engineering, plant, machines, mine, science, computer, management, corporate, business, process, method, service, system, application, etc. Design has different connotations in different fields. In some cases the direct construction of an art/object/artifact/product, such as, sculpture, pottery, house, shop, software code, graphics, engineering etc. is also considered to be design. To be 'design' or a 'design' the expression must be creative and it cannot just be somebody imagining over. If the creative expression is one of 'emotion' then we can say it is an 'art'. If it is an expression of 'knowledge' then it is a 'design'. Now a day, most of the modern creative expressions are a combination of both 'art' and 'design'. For example, a sculptor will use his 'knowledge' of clay and casting to 'design' his sculpture, so that his or her intended 'emotion' can be conveyed to the viewer as an 'art'. Similarly, a manufactured article (a product) will be mainly a manifestation of 'knowledge' (design), but still with an 'emotional' input to the form, aesthetic, look, appearance, packaging and marketing (art). Due to the presence of several consensually accepted definitions that reflects the breadth of the topic sufficiently, two discrete, yet interdependent, definitions are needed: one that explicitly defines 'design' in reference to the artifact, the other that defines the 'design process' in relation to this artifact. Hence, once again afresh, 'Design' can be defined as the set of properties of an artifact, consisting of the discrete properties of the form (i.e., the aesthetics of the tangible good and/or service), fit (i.e., integrity and anti-failure) and the function (i.e., its capabilities) together with the holistic properties of Dr. Subhash Dev Hiwase

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the integrated form, fit and function. And, 'design process' can be defined as the set of strategic and tactical activities, from idea generation to commercialization, used to create a design. In a systematic approach, designers conceptualize & evaluate ideas, turning them into tangible inventions & artifacts. The designer's role is to combine art, science, and technology to create new artifacts that people can use. Their evolving role has been facilitated by digital tools that now allow designers to communicate, visualize, analyze and actually produce tangible ideas in a way that would have taken greater manpower in the past.

A Real Bridge in the Netherlands - An Elegant Architectural & Engineering Marvel Constructed by Merging Creative Art with High End Technology to Create a Modern Classical Design Designing often necessitates considering the aesthetic, functional, reliable, economic, sociopolitical, legal, environment and safety dimensions of both the 'design object' and 'design process'. It may involve considerable research, thought, modeling, interactive adjustment, and re-design. Design is sometimes confused with (and certainly overlaps with) product design and/or industrial design and/or engineering design and/or mechanical design, and has recently become a broad term inclusive of service, software, and physical artifact design. Product design includes engineering design and/or mechanical design, particularly when matters of functionality or utility (e.g. problem-solving) are at issue. While the industrial design is concerned with bringing artistic form & usability, usually associated with, craft design & ergonomics, together in order to mass-produce goods, though such boundaries are not always clear. In other words, we can also infer that the product design consists of two types of designs, engineering design and industrial design. Mostly, engineering design in product design has been referred to as mechanical design. Engineering design in product design is responsible for designing internal parts and its result is sub-system & system layout design. Industrial design in product design is responsible for designing the outside of a product and its result is an outside form along with the related user facing interfaces. Because the two designs are core parts of product design, manufacturer focus on incorporating engineering designers and industrial designers to develop successful products.

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To understand 'Engineering Design' further, the subject of 'Engineering' has to be studied in detail along with its two major activities of analysis and synthesis. Analysis (& research) is really 'Science', which includes the study of materials, actions, life etc. to better understand our world. We can call it 'Engineering Science' if the study focuses on materials, processes and material actions. However, when we start taking this knowledge and applying it to improve the quality of life, we are synthesizing knowledge. We are now being creative with our knowledge. This is 'Design' and is Fundamental to 'Engineering'. Hence, we can conclude by narrating that the research & analysis is 'Science' and utilizing this scientific knowledge is 'Design' which is fundamental to 'Engineering'. Both 'Engineering' and 'Science' are important for 'Design'; but knowledge alone is of no consequence to the future of life if it does not manifest itself into material significance through 'Design'.

Lane Interchange at Dallas, Texas, USA - Strangest Roadways because of its Height (as High as a 12-Story Building), its 43 Permanent Bridges and Other Technological Design & Construction Features The person who designs is called 'Designer', which is also a term used for people who work professionally in one of the various design areas, usually specifying which area is being dealt with, such as a fashion designer, concept designer, product designer, graphics designer or web designer. A designer's sequence of activities is called a 'Design Process'. And, the scientific study of design is called 'Design Science'. With such a broad denotation, there is no universal language or unifying institution for designers of all disciplines. This allows for many differing philosophies and approaches toward the subject.


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Danyang Kunshan Grand Bridge Junction, China - The World’s Longest Bridge, 164.8 kilometers Long with 260 feet Span is a Massive & Incredible Construction Wonder and was Made Possible because of Advancement in Technology and Improvement in Machinery

Design Process: Every design imagination starts with an idea. Design process is all about using certain plan/strategy to shape that idea into a real artifact. In other words, it is essentially the efficient and effective generation & development of design ideas and converting those ideas through a design process that leads to new artifact design. Hence, design process is nothing but the human problem solving process, where the problem is transformed into a solution through the design process. It also helps designers formulate their product knowing the constraints beforehand. This process is usually completed by a group of people, i.e. industrial designers, field experts, prospective users, product designers, etc. depending upon the products involved. The process focuses on figuring out what is required, brainstorming possible ideas, creating mock prototypes, and then generating the product. However, that is not the end of the process. At this point, designers would still need to execute the idea, making it into an actual product and then evaluate its success by seeing if any improvements are necessary. Hence, in a very broader sense, most of the product design & development processes covers the stages, includes, capturing customer voice, competitor product analysis, benchmarking, product planning, concept development, product design & development, DFMA, DFSS, value analysis & value engineering, should costing & cost control, manufacturability, serviceability & maintainability analysis, 3-D modeling, detailing & drafting, proto development, market testing, final costing, product sales, market feedback and re-designing & continuous improvement. While the product design process typically includes the stages, such as, conceptual design, embodiment design, detail design, planning for manufacture, planning for distribution, planning for use, planning for retirement of the product. There are several design disciplines and depending on the discipline, the design processes used is Dr. Subhash Dev Hiwase

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also distinctive in specific way. For example, an engineering designer calculates tension for a beam to verify structural safety while an industrial designer collects many colorful images to capture the user taste on product style. Further observation depicts that almost every design process has common elements. That is, it starts with a perception of a problem and ends with some kind of related solution, but rest of the design process differ distinctly from one design discipline to another design discipline. For clear understanding of the design disciplines, few are listed below, includes, Arts & Sculpture design, Architectural design, Building & Skyscraper design, Automotive design, Aerospace design, Biological design, Business Process, Communication design, Computer Design, Computer Aided Design, Corporate Strategy design, Configuration design, Engineering design, Environmental graphic design, Fashion design, Game design, Graphic design, Information architecture design, Industrial design, Instructional design, Interaction design, Interior design, Landscape architecture design, Lighting design, Machine design, Mine design, Military design methodology, Modular design, Motion graphic design, Plant design, Product design, Process design, Project execution process design, Rural design, Service design, Software design, Sound design, Systems architecture design, Systems design, Systems modeling, Transition design, Urban design, User experience design, Visual design, Web design, Financial design etc.

Infinity Bridge, United Kingdom - A Public Pedestrian and Cycle Footbridge, is a Modern Technology Marvel Consists of a Pair of Continuous, Differently-Sized Structural Steel Arches with Suspended Precast Concrete Decking To accommodate such wide & varied design disciplines and their unique design processes, the design experts have developed and classified several design process models, some of which are from the engineering design field and some of which are from other design fields, highlighting mostly on various distinct aspects of design processes. Still there exists various differences among the design communities & experts on the effective use of all such design process models, concerning, how Dr. Subhash Dev Hiwase

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designers in many disciplines/fields, whether amateur or professional, alone or in teams, produce design using such generalized models. There are numerous design process models available in the design field, which are based on one-orother prevailing design philosophies. The detailed study implies that these models can be categorized majorly into two fundamentally different groups, and both of which have been referred with various different popular names in the design community. The prevailing model has been called 'The Rational Model', 'Technical or Creative Problem Solving' and 'The Reason-Centric Perspective'. The alternative model has been called 'Reflection-in-Action', 'Evolutionary Design', 'Co-Evolution' and 'The ActionCentric Perspective'. (a) The Rational Model The Rational Model was independently developed by Simon and Pahl and Beitz. It posits that: 1. Designers attempt to new design or optimize a design candidate for known constraints and objectives, 2. Design process is plan-driven, 3. Design process is understood in terms of a discrete sequence of stages. The Rational Model is based on a rationalist philosophy and underlies the 'waterfall model', 'systems development life cycle' and much of the 'engineering design' literature. According to the rationalist philosophy, design is informed by 'research' and 'knowledge' in a predictable and controlled manner, by keeping technical rationality at the center of the process.

Burj Khalifa, Dubai - Has Changed the Expectations of Modern Era Designers' by testing the Limits of Architect, Materials, Process, Approach & Method of Design Dr. Subhash Dev Hiwase

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The Rational Model Design Stages The Rational Model includes the following typical design stages. 

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Pre-production design o Design brief – An early (often at the beginning) statement of design goals o Analysis – Analysis of current design goals o Research – Investigating similar design solutions in the field or related topics o Specification – Specifying requirements of a design solution for a product (product design specification) or service (service specifications). o Problem solving – Conceptualizing and documenting design solutions o Presentation – Presenting design solutions Design during production o Development – Continuation and improvement of a designed solution o Testing – In situ testing a designed solution Post-production design feedback for future designs o Implementation – Introducing the designed solution into the environment o Evaluation and conclusion – Summary of process and results, including constructive criticism and suggestions for future improvements Redesign – Any or all stages in the design process repeated (with corrections made) at any time before, during or after production.

At each design stage of Rational Model there exists many associated best practices. Criticism of Rational Model The Rational Model has been widely criticized on two primary grounds. 1. Designers do not work this way – extensive empirical evidence has demonstrated that designers do not act as the rational model suggests, 2. Unrealistic assumptions – goals are often unknown when a design project begins, and the requirements and constraints continue to change. Technical or Creative Problem Solving Stages The Technical or Creative-Problem-Solving Model outlined by Don Koberg & Jim Bagnell, in which designers alternate between: 'analysis', 'concept', and 'synthesis'. The latter two sections are often revisited, depending on how often the design needs touch-ups, to improve or to better fit the criteria. This is a continuous loop, where feedback is the main component. To break it down even more, the seven stages specify how the process works. Analysis consists of two stages, concept is only one stage, and synthesis encompasses the other four stages. 

Analysis o Accept Situation - Here, the designers decide on committing to the project and finding a solution to the problem. They pool their resources into figuring out how to solve the task most efficiently. o Analyze - In this stage, everyone in the team begins research. They gather general and specific materials which will help to figure out how their problem might be solved. This can range from statistics, questionnaires, and articles, among many other sources.


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Concept o Define - This is where the key issue of the matter is defined. The conditions of the problem become objectives, and restraints on the situation become the parameters within which the new design must be constructed. Synthesis o Ideate - The designers here brainstorm different ideas, solutions for their design problem. The ideal brainstorming session does not involve any bias or judgment, but instead builds on original ideas. o Select - By now, the designers have narrowed down their ideas to a select few, which can be guaranteed successes and from there they can outline their plan to make the product. o Implement - This is where the prototypes are built, the plan outlined in the previous step is realized and the product starts to become an actual object. o Evaluate - In the last stage, the product is tested, and from there, improvements are made.

Although, the above design process covers up to the last stage of design, it does not mean that the process is over. It is very much possible that the finished prototype may not work as well as hoped, so, once again the new ideas need to be brainstormed and executed upon following the same steps as narrated above.

Cybertecture Engineering, Mumbai, India - An Artistic Approach towards Modern Building Design & Construction (b) The Action-Centric Model The Action-Centric Perspective is a title given to a collection of interrelated concepts, which are antithetical to the Rational Model. It posits that: 1. Designers use creativity and emotion to generate design candidates, 2. Design process is improvised, Dr. Subhash Dev Hiwase

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3. No universal sequence of stages is apparent – analysis, design and implementation are contemporary and inextricably linked. The Action-Centric Perspective is based on an empiricist philosophy and broadly consistent with the Agile approach and a methodical development. Substantial empirical evidence supports the veracity of this perspective in describing the actions of real designers. Like Rational Model, Action-Centric model sees design as informed by research and knowledge. However, research and knowledge are brought into the design process by designers - through judgment, common sense & thinking on their feet more than through the predictable and controlled process stipulated by the Rational Model. In this model, designers' context-dependent experience and professional judgment takes the center stage more than technical rationality. The Action-Centric Design Stages In the Action-Centric Perspective, at least two views of design activity are consistent, and both the views involve three basic activities as described below. In Reflection-in-Action paradigm, designers alternate between 'framing', 'making moves', and 'evaluate moves'.  Framing - Refers to conceptualizing the problem, i.e., defining goals and objectives,  Making moves - Is a tentative design decision,  Evaluating moves - Is a process may lead to further moves in the design. In Sense-Making-Co-Evolution-Implementation framework, designers alternate between its three titular activities.  Sense-Making - Includes both framing and evaluating moves,  Co-Evolution - Is the process where the design agent simultaneously refines its mental picture of the design object based on its mental picture of the context, and vice versa,  Implementation - Is the process of constructing the design object. The concept of the 'Design Cycle' is understood as a circular time structure, which may start with the thinking of an idea (ideation), then expressing it by the use of visual and/or verbal means of communication (design tools), the sharing and perceiving of the expressed idea, and finally starting a new cycle with the critical re-thinking of the perceived idea. This concept emphasizes the importance of the means of expression, which at the same time are means of perception of any design ideas.

Design Philosophies: Design philosophy is the study of assumptions, foundations, and implications of design. The field is defined by an interest in a set of problems, or an interest in central or foundational concerns in design. In addition to these central problems for design as a whole, many philosophers of design consider these problems as they apply to particular disciplines (e.g. philosophy of art). Although most practitioners are philosophers, several prominent designers and artists have contributed to the field of design. Design philosophies are fundamental guiding principles that dictate how a designer approaches his/her practice. Most of the design philosophies are guided by the reflection on two major aspects, viz. material culture (relation between people and design) and environmental concerns (sustainable design).


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There are countless philosophies for guiding design as the design values and its accompanying aspects within modern design vary, both between different schools of thought and among practicing designers. Design philosophies are usually for determining design goals, while design goals along with design process practically guide the design. A design goal may range from solving the least significant individual problem of the smallest element, to the most holistic influential utopian goals. However, conflicts over immediate and minor goals may lead to questioning the purpose of design, perhaps to set better long term or ultimate goals.

Palm Islands, Dubai - A Classical Example of Creative Expressions of Emotion & Knowledge, Depicted through Modern Art, Science & Engineering Great design of modern era is more than just good aesthetics, rather it is the way we use objects. For example an apple watch or Armani‟s tailored lines or Gaetano Pesce‟s furniture, all are beautiful by themselves, but you can‟t truly appreciate their design until you start using them. And after using them, for sure, one would be full of queries, such as, where do these great designs come from? How do designers create objects that are both beautiful and useful? From where do they draw their inspiration? Do they follow any rules, or do they follow their fancy? The answer to all the above queries is yes; every great designer follows some kind of set rules, generally been referred as design philosophies and few of the best design philosophies of all time are listed as - Function over form, Empathy and focus, Aiming for „WOW‟, Form and function are one, Deconstructivisim, Simplicity, Design as cultural artifact, Great design is pleasing, Good design redefines itself rapidly, Good design is as little design as possible, which are widely been utilized by most of the great designers of this new era.

Design Approaches: A fundamentally improved design approach is an essential requirement for a successful product development, which efficiently organizes the product development process, reduces waste, and Dr. Subhash Dev Hiwase

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provides product to meet customer needs in order to respond to global competition in our own markets, as well as, compete effectively on a global basis. More broadly, a strong design approach enhances integration of product and process design with strategic objectives, improves organizational effectiveness, and provides a framework for effectively implementing design technology.

Explorer of the Seas - The Designs of Large Ships have Augmented the Worlds Economy to Multi-fold through Commuting A design approach is a general philosophy that may or may not include a guide for specific design methods. Some are to guide the overall goal of the design. Other approaches are to guide the tendencies of the designer. A combination of approaches may be used if they don't conflict. There have been many design approach models, quite a few of which follows very simple and straight forward approach towards design than the others which follows detailed approach and produces the first time right quality products. Some of the popular design approaches include:     

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KISS (Keep it Simple Stupid) design approach - This design approach strives to eliminate unnecessary complications. There is more than one way to do it (TIMTOWTDI) - A design approach which follows the philosophy to allow multiple methods of doing the same thing. Use-centered design approach - This design approach focuses on the goals and tasks associated with the use of the artifact, rather than focusing on the end user. User-centered design approach - This design approach focuses on the needs, wants, and limitations of the end user of the designed artifact. Customer proxy design approach - This design approach is based on a theory that there is someone who lives and breathes the product or service in such a totality that it becomes a lifestyle. He or she is then able to take it to the next level in an almost craft like manner all for the good of the end user. Critical design approach - This design approach uses designed artifacts as an embodied critique or commentary on existing values, morals, and practices in a culture. Service design approach - It is a designing or organizing the experience around a product, the service associated with a product's use. Trans-generational design approach - This design approach includes the practice of making


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products and environments compatible with those physical and sensory impairments associated with human aging and which limit major activities of daily living. Speculative design approach - The speculative design approach doesn‟t necessarily define a specific problem to solve, but establishes a provocative starting point from which a design process emerges. The result is an evolution of fluctuating iteration and reflection using designed objects to provoke questions and stimulate discussion in academic and research settings.

The Designs of Large Cargoes have Augmented the Worlds Economy to Multi-fold through Goods Transport Designers have to deal with variety of design considerations in the product design process and his role is to bring together all such different aspects using a strong design approach. For example, consumers look upon a product as something to be bought and used. To the design engineer, it is a technical-physical system that has to function efficiently and reliably. Production engineers have to manufacture it, often in large numbers, preferably fast, cheaper, accurately and with the lowest possible number of faults. A marketer considers it a commodity with added value, something that people are prepared to buy. Entrepreneurs invest in new products and count on an attractive return. People that are not directly involved may see above all the reverse side of the coin: the undesirable and often even harmful side-effects of production and use. To every point of view there are corresponding design requirements and that must be taken into account while designing the product. And, hence, this whole gamut of process requires a multi-disciplinary design approach, which can integrate all such design requirements and ultimately lead to the successful product innovation.

Design Methods: Design method is a widely used term, though conducive to interpretations, it is a shared belief in an exploratory and rigorous method to solve problems through design, an act which is part and parcel of what designers aim to accomplish in today's complex world. Dr. Subhash Dev Hiwase

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When design process and design methods are discussed, they tend to be used interchangeably. However, while they are two sides to the same coin, they are different. Design process is a naturally occurring or designed sequence of operations or events over time, which produces desired product design. Design process contains a series of actions, events, mechanisms, or steps, which contain methods. Design method is a way of designing something, especially a systematic way through an orderly arrangement of specific techniques. Each design method possesses a design process.

Smartphones - One of Modern Marvel which has Changed our Perception towards the World The role of design methods is to support design work, the aims of which can be varied, though they may include gaining key insights or unique essential truths resulting in more holistic solutions in order to achieve better experiences for end users with products, services, environments and systems they rely upon. Insight, in this case, is clear and deep investigation of a situation through design methods, thereby grasping the inner nature of design things intuitively. Design method is a broad area, and from a pragmatic standpoint, design method is concerned with the 'how' and defining 'when' things happen, and in 'what' desired order. It mainly focuses on the following five points.   

Divergence – Exploring possibilities and constraints of inherited situations by applying critical thinking through qualitative and quantitative research methods to create new understanding (problem space) toward better design solutions. Transformation – Redefining specifications of design solutions which can lead to better guidelines for traditional and contemporary design activities (architecture, graphic, industrial, information, interaction, etc.) and/or multidisciplinary response. Convergence – Prototyping possible scenarios for better design solutions that incrementally or


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significantly improve the originally inherited situation. Sustainability – Managing the process of exploring, re-defining and prototyping of design solutions continually over time. Articulation - The visual relationship between the parts and the whole.

3-D Digital TV - We could Experience the Real World in our Drawing Room There is no one way to practice design methods. Also, design method should not be a fixed track to a fixed destination, but a conversation about everything that could be made to happen. And, the language of conversation must bridge the logical gap between past and future, but in doing so it should not limit the variety of possible futures that are discussed, nor should it force the choice of a future that is un-free. There is a large collection of design methods, techniques, and tools to support all phases of product design innovations. The more common design methods, such as, Computer-Aided Design (CAD), solid modeling, design-by-drawing, brainstorming, and ergonomic analysis, are highly utilized by designers. However, patent searching, features analysis, concept selection, function analysis, among many other of the more rigorous techniques, are least utilized but by a very small fraction of industry. It is further evident that the designers do not make use of simple tools, such as, pareto analysis, cause & effect, control charts, check sheets, and such are perceived by design staff as contributing little to the design & development process and are viewed almost with disdain. There is even reluctance to utilize those design methods that have direct application to design, such as, Total Quality Management (TQM), Quality Function Deployment (QFD), Taguchi Method, Concurrent Engineering Design Method, Design of Experiments, Fault Tree Analysis, Value Analysis & Value Engineering (VAVE), Design for X (DFX) and Failure Mode & Effects Analysis (FMEA). Although these were adopted by certain sections of industry, the adoption by the design industry was generally minimal.


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Recent trend suggest that there are quite a few design methods, whose implementation in small industries to large establishments have shown a significant ROI to the organization. Moreover, those are not merely the method but a system by itself as a whole. Some of those design methods are discussed as below. 

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Phase-gate method – The phase–gate method refers to the use of funnel tools in decision making when dealing with new product design. „Gates„ or decision points are located at places in the product design process, that are most beneficial to decision making regarding continuance of product design. These production areas between the gates are idea generation, establishment of feasibility, development of capability, testing & validation and product launch. At the conclusion of each of these areas of design of a new product, it is the responsibility of senior management to make a decision as to whether or not the product should continue to be developed. The passing of gate to gate can be accomplished either formally, with some sort of documentation, or informally, decided upon based on the preferences and culture of the organization. Demand-pull innovation method - Most of the product designs fall under this method. Demandpull happens when there is an opportunity in the market to be explored by the design of a product. This product design attempts to solve a design problem. The design solution may be the development of a new product or developing a product that's already in the market, such as developing an existing invention for another purpose. Invention-push innovation method - Invention-push innovation happens, when there is advancement in intelligence. This can occur through research or it can occur, when the product designer comes up with a new product design idea. Best examples are Apple products. Flexible design method - Changes are more likely expected on product design according to, what the customer wants, how the customer might use the product, how competitors might respond, and according to new technologies being applied in the product or in its manufacturing process. The more innovative a new product is, the more likely the development team will have to make changes during development. Flexible design is the ability to make changes in the product being developed or in how it is developed, even relatively late in development, without being too disruptive. Consequently, the later one can make changes, the more flexible the process is, the less disruptive the change is, the greater the flexibility. Quality function deployment (QFD) – This is an approach to help transform customer needs (voice of the customer, VOC) into engineering characteristics (and appropriate test methods) for a product or service design. It helps create operational definitions of the requirements, which may be vague when first expressed. It prioritizes each product or service characteristic while simultaneously setting development targets for the product or service. Lean design method - In recent years, many companies have adopted lean design method with the core idea is to maximize customer value of the designed product, while minimizing waste, and boost efficiency. Lean simply means creating more value for customers with fewer resources. Lean design method utilizes a set of tools. Those tools have to be implemented in the organization to set the goals of lean as improving quality, increasing efficiency by eliminating waste and decreasing costs, but they also lock in product attributes too early and limit innovation. Design for six sigma (DFSS) - DFSS approach is used for product or process design in contrast with process improvement. Measurement is the most important part of DFSS tools, where DFSS focuses on gaining a deep insight into customer needs and using these to inform every design decision and trade-off. There are different options for the implementation of DFSS. DMADV, define - measure - analyze - design - verify, is sometimes synonymously referred to as DFSS, although alternatives such as IDOV (Identify - Design - Optimize - Verify) are also used.


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Agile Design method - Agile means - emend of speed, flexibility, innovation, quality, proactively and profitability through the integration of reconfigurable resources that must be achieved in synergy. Quickly react to change by reconfiguration of products, processes and organization structure. The goal of agile product design is to achieve rapid and frequent iterations with multiple design options up front - driven by continuous testing and granular customer analyses in order to optimize, balance, and priorities requirements and identify risks earlier. This early stage of the process has four primary characteristics: rapid and iterative development model, modular architecture, early risk identification, and intensive supplier involvement. Agile design method that can rapidly introduce a steady succession of incremental product design, which can be called 'new' products - that are really planned 'variations on a theme', based on common parts and modular product architecture. This capability results in ultra-fast time-tomarket, much faster than possible with independent products that do not benefit from productfamily synergies in design and manufacturing. Agile product design method is capable of addressing frequent iterations of multiple design options early in the process, based on continuous testing and highly sophisticated customer driven design changes. This method, which both encourages flexibility and recognizes the unpredictability of the early stages of product design, ensures that the latter part of the cycle is much less uncertain, enabling companies to bring more popular products to market at lower cost, and with fewer delays.

Design method is challenging to implement since there are not enough agreed-upon tools, techniques and language for consistent knowledge transfer. While there are many conceptual models and frameworks, there needs to be more granularity of tools and techniques. There are also many variables that affect outcomes since logic and intuition interplay with one another. Therefore, two people even though uses the same design method but arrives at different outcomes.

Design Considerations: The design considerations are the wish list of customers‟, designers‟ & stakeholders‟ containing precise design characteristics & specifications that need to be considered while designing a product. In a very broader sense, design considerations are classified as a must be, should be & may be, include in design. The type and number of design considerations are unique for each design disciplines. That means every design disciplines will have their own set of design considerations specific to their design requirements. A good set of design considerations accurately addresses the unique areas of concerns of design and further would be useful in designing the processes.

Sunglasses Designed by Steve-McQueen in 1968 - Classic and Modern they Fold up to Half their Size and Far Easier to Stow Dr. Subhash Dev Hiwase

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The careful planning of design considerations can greatly reduce the time, effort and cost of designing a product, as well, the designs will also perform well under expected and worst-case conditions. The designer should consider well in advance these design considerations before sitting down at the drawing board or CAD terminal for products‟ detailed design. In most of the design processes, the designers have several daunting questions specifically related to product design & development processes. Few of such designers‟ questions distinctively include: Will irregular shape would be a costly affair in design, with the accompanying waste? Will fewer parts offer equal or better performance and strength to the design? How, when, and how much should the structure be welded? Can bending or bolted joint replace a welded joint? Are preformed sections available? Can weight reduction reduce the cost effectively, without compromising the strength? How to improve the quality of designed product without compromising on low cost of the product and minimum time to market? Answers to all such questions during design of a product determine the characteristics & specifications of a new product design, which is nothing but the design considerations in the product design.

Loft Zig-Zag Floor Lamp Designed by Jean-Louis Domecq in 1950 - Can adapt to Any Location Every design is unique and carries distinct design considerations from various design discipline to discipline. Just to have an idea, some of the design expectations of designers, manufacturers, marketers, and customers are enumerated as below, which helps designer to define design considerations, and finally take the design decisions to include those in product design.  

The designer wants designed product to be as per the need of the customers, with high customer value, competitive in market, with high strength, quality & reliability and very importantly cheaper than competitors‟ product. The manufacturer wants fewer parts in product, less manufacturing processes, less production


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cost and economically produced product. The maintenance & repair department focuses on how well the final product can be maintained: is the product easily disassembled, diagnosed, serviced and, reassembled. The marketer looks at the product with competition angle and wants, product should be competitive in market, have more functionality, characteristics & specifications than competitors product, cheaper with high strength, quality & reliability than competitors‟ product, and brand value. The customer looks at higher customer value, low price, better aesthetics & appearance, better functionality & usability, less operation, maintenance & repair cost, better re-sale value, and brand value. The stakeholders sometimes demand something different from the product designer and from the design process.

The following are some more general design considerations expressed in terms of design characteristics & specifications of a product, which influence the design of a product at large, includes, form, aesthetics, styling, surface finish, size, shape, topology, topography, weight, volume, function, capabilities, utility, flexibility, characteristics, specifications, functionality, processing, fit, integrity, antifailure, strength, stiffness, thermal consideration, corrosion, wear, friction, vibration, noise, crash, ergonomic, control, maintenance, repair, overhauling, quality, reliability, environment, health, safety, sustainability, cost, economics, customer value, etc.

Nike Shoe - Air Max 90, Designed by Nike Legend Tinker Hatfield in 1987 - Marvel of Technology – You could not only Feel the Air Cushion but can See as Well The customers‟, marketers‟, manufacturers‟, designers‟ & stakeholders' expectations may vary from one another, considering the designed product, but it is the product designers‟ job to incorporate those design considerations into the design.

Trends in Design: The recent trends in design shows that the designers are following a very conservative approach while designing any new product and are very careful of various minute details while designing a product, includes, what people wants in the objects, the ways people use and abuse objects, errors made in Dr. Subhash Dev Hiwase

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the design process, faulty products, and the desirable ways in which people wish they could use objects. To take care of most of such designers‟ concern, accordingly, the supporting industries are also working hard to develop several design tools & techniques, using which, the designer will be totally confident & confirm on designed product that the product has automatically cleared the design concerns and all quality standard norms required by that specific industry. Even after following all the standard design methods & processes, while designing the product, the design trends show very disturbing results that, most of new designs fail and many won't even make it to market. Some designs eventually become obsolete. The design process itself can be quite frustrating usually taking 5 to 6 tries to get the product design right. A product that fails in the marketplace first time may be re-introduced to the market 2 more times. If it continues to fail, the product is then considered to be dead because the market believes it to be a failure. Most of new products fail, even if it's a great idea. The trends also show that all types of product design are clearly linked to the economic health of manufacturing sectors. Innovation provides much of the competitive impetus for the development of new products, with new technology often requiring a new design interpretation. In a new & innovative design space, it has been observed that it only takes one manufacturer to create a new product paradigm to force the rest of the industry to catch up - fueling further innovation. And, most of those innovative products are designed to benefit people of all ages and abilities - without penalizing any group - accommodating the swelling aging population by extending independence and supporting the changing physical and sensory needs that all encounter as they grow older.

Modern Retro Designs of Victorian Era Chairs - Shows Vintage Styles are Fusing with Contemporary Designs Recently, there is a new design name getting more popular in the design field called as modern retro. It is the name derived from a style that was thrown back, but not very far back. This technique uses hints of design patterns from the 1970s, 1980s and 1990s as a basis for new designs. So not only are clothes and hairstyles coming back, but design is too. Modern retro is growing in popularity with plenty of other retro and vintage styles. The continuously rising trend of using smart technology of CAD, CAM, CAE, CFD, PDM and PLM in product design process depicts that these technologies are now widely accepted and used throughout the industry and became an integral part of design method. In fact, 3D modeling has now become a norm, as it can be found even in applications for the wider public, like 3D buildings modeling in Google Maps, house furnishing (IMSI Floor plan), garden planning and almost in all design discipline. The product design starts with 3D modeling using computer-aided design (CAD) and then validated and verified using computer-aided engineering (CAE) & Computational Fluid Dynamics (CFD), which Dr. Subhash Dev Hiwase

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basically utilizes advanced analysis methods like FEM (Finite Element Method as for structural analysis) & FVM (Finite Volume Method as for fluid flow simulations), then CAM systems are used for simulation and optimization of manufacturing, and NC code creation, which can be loaded to NC machines to generate the tool path, feeding it to machining centers controls the machine tool. Rather in the complete design process the product data is managed using Product Data Management (PDM) System and Product Lifecycle Management (PLM) is maintained using Product Lifecycle Management (PLM) tools which eventually store the product design models, drawings, materials, manufacturing processes and Bill of Materials. All these CAD, CAM, CAE, CFD, PDM and PLM technologies and tools have now became the ubiquitous part of the design process and more pertinent in future. The product design process has experienced huge leaps in evolution over the last few years with the rise and adoption of 3D printing. 3D printing signals the beginning of a third industrial revolution. New consumer-friendly 3D printers can produce dimensional objects and print upwards with a plastic like substance opposed to traditional printers that spread ink across a page. This new design technology provides a new paradigm to the modern designers to check the proto-products‟ aesthetics, functionality, characteristics and specification before going for finalizing the product, which ultimately saves time, effort and money on products‟ manufacturing tool and process development.

3D Printer in Action - Printing 3-Cylinder Automotive Engine Block There are two more modern technology trend stealing the attention of designers‟ called as Virtual & Augmented reality. In the pretext of product design and manufacturing, Virtual Reality (VR) digitally simulates a product or environment, as the user is able to interact and immerse themselves within it. Whereas, with Augmented Reality (AR) the digital product is projected on to the real world background, unlike a digitally simulated VR. VR & AR provides a computer-generated environment for product design or manufacturing process simulation. VR & AR integrates technologies of computers, information, image processing, communication, and control with features of immersion, interaction and information intensity. VR & AR technology has been successfully applied in a wide area including entertainment, product development, space exploration, health care, and military simulation. The traditional iterative product analysis leads to a long product development time and a high cost. Usually, an important product design is not finished until after a series of life-sized wooden mock-ups are built and reviewed. For example, when NASA designed the space shuttle, it had to create an entire wood and plastic life-sized model of the ship to see what it would be like. VR & AR utilizes advanced computer and visual technologies to provide a virtual & augmented environment for product development, by which product design and manufacturing can be considered simultaneously. As a Dr. Subhash Dev Hiwase

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result, designers can minimize the use of expensive physical mock-ups and shorten the period for the product development.

Virtual Reality - Digitally Simulating a Product Under Design Consideration

Augmented Reality - Digital Product is Projected on to the Real World The modern design trend point out towards the globalization. In that framework, to achieve scale economies, companies need to leverage their product development investments by delivering their products to every available market. The balancing factor to globalization is that products must be customized/localized to meet the needs of local markets, whether it‟s for language, climate, culture or price. To achieve mass customization, the product has to be configurable enough to meet the needs while standard enough to be scalable. Companies will increasingly rely on one true digital representation of the product. That digital representation will include not just the geometry and Bill of Materials, but also the approved vendors, materials in each component, regulatory approvals, manufacturing processes and service requirements. This results in expansion of PLM to get bigger. Product regulation adds another layer of complexity to localization, since regulations vary by jurisdiction. For example, many jurisdictions limit the amount and source of certain materials that a product can contain. Tracking those materials through the supply chain and then reporting on them to the regulatory authorities is a complex product management task that demands a sophisticated PLM system. Dr. Subhash Dev Hiwase

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Mechanical products aren‟t just mechanical anymore - they are electronic and software products as well. Even simple home appliances have lots of computing power, and this trend isn‟t going away. This trend forces interdisciplinary teams and cross-functional product development. For example, Tier1 automotive supplier, in fuel injection system development, reportedly has more software developers than mechanical engineers. PLM products for sophisticated manufacturers will need to build bridges between MCAD, EDA and software development platforms to coordinate the interaction among these multidisciplinary teams.

Modern Car - Designed as per the Customers' Design Considerations Today, we are all well versed with the Internet of Things. One opportunity that connected devices will create for product designers and support teams is the ability to remotely diagnose and service products in the field. That remote monitoring and serviceability in turn creates business models that don‟t transfer ownership, which brings us to the next big trend. Now there‟s a word that‟s not likely to catch on, but we still say “interoperability”. In this definition, servitization represents a change in design thinking away from the physical manifestation of the product and towards conveying the benefits of the product to the end user. In that regard, for example, instead of buying a vehicle, a customer can buy the miles that the vehicle will travel, while the manufacturer retains the risks of ownership. For this to work, product developers need to integrate service lifecycle planning into their designs from the earliest concept stages. This new world of product design will continue to favor large established multi-national players who can turn CAD, MCAD, EDA, CAM, CAE, CFD, PDM, 3-D PRINTING, VR, AR, IoT & PLM technology and processes into a competitive advantage.

Design Standards: One of the principal requirements of the standard is for the supplier to establish a quality system as a means of ensuring that product or service meet specified requirements. Dr. Subhash Dev Hiwase

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ISO 9000 is now a familiar label to many organizations. Since long, it has dominated the field of quality management and sometimes even to the exclusion of all other quality issues. It is typically a common sense, merely codifying principles that have been applied by successful businesses for generations. For a document to become an international standard it must be acknowledged by many nations as defining good practice. This does not mean the standard defines all practices that one should adopt. Standards are “minimums” not “maximums”. Like hygiene standards, there is a minimum standard below which disease becomes virtually inevitable. Such standards do not and should not prohibit anyone in the group exceeding the standards. Within the business community, quality standard represents the minimum system requirements for achieving quality in products and services. In other words, if all the things in quality standards are followed properly then the business will consistently satisfy their customers through perfect product and service designs. As per the industry verticals there prevails the subsequent quality standards, and some of those quality standards are listed here, includes, ASTM, BSI, IEC, DIN, ANSI, ISO, EN, API, ASME, IS, ASHRAE, BIS, IEEE, TS 16949, SAE, FMVSS, ECE, AIS, CMVR, EU, QSE AS, MIL, ISO/TC, AIA, IAI, TWI, IEEE SA, AN, NAS, NASM, etc., which are generally been used to design the products and services in the respective discipline.

References: 1. Pahl, G., and Beitz, W., Engineering design: A systematic approach, Springer-Verlag, London, 1996 ISBN 3-540-19917-9. 2. Pahl, G., Beitz, W., Feldhusen, J., and Grote, K. H., Engineering design: A systematic approach, (3rd ed.), Springer-Verlag, 2007 ISBN 1-84628-318-3. 3. Major trends in product design, John Hayes, June 11, 2013. 4. Cross, N., Dorst, K., and Roozenburg, N., Research in design thinking, Delft University Press, Delft, 1992 ISBN 90-6275-796-0. 5. Dorst, K., and Cross, N., Creativity in the design process: Co-evolution of problem-solution. Design Studies 22 (2): 425–437. doi:10.1016/0142-694X(94)00012-3, 2001. 6. Dorst, K., and Dijkhuis, J., Comparing paradigms for describing design activity, Design Studies (16:2) 1995, pp 261–274. 7. Royce, W.W., Managing the development of large software systems: Concepts and techniques, Proceedings of Wescon, 1970. 8. Schön, D.A., The reflective practitioner: How professionals think in action, Basic Books, USA, 1983. 9. Simon, H.A., The sciences of the artificial, MIT Press, Cambridge, MA, USA, 1996 ISBN 0-26269191-4.

About Author:

Dr. Subhash Dev Hiwase, is a Global Professional Leader, doctorate from IIT Kharagpur, India, in Mechanical Engineering, and having 25 years of Extensive Experience on Global Product Dr. Subhash Dev Hiwase

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Development, Strategy & Operations – broadly in the area of New Product Development, Continuous Product Improvement, Technology Innovation, Lean Transformation & Performance Optimization. He enjoys Designing, Developing & Introducing New Products in the Market, which are having very High Customer Values and has a successful record of creating large/small Product Development Programs, Developing Strategies, Cultivating High Performance Teams and Fortune 500 Client Relationships. Additionally, Subhash has an extensive Financial background and significant International Business Experience. If any organization/individual is willing to design & develop New Product, which should be Cost Effective, High Quality & within Specific Timeline in India or Abroad, please feel free to reach him at [email protected]. He has got very strong product design & development credentials and has already developed/workedon several New Product Development for Automotive, Aerospace, Industrial Product, Heavy Engineering, Consumer Goods, Medical Product, Energy & Power, Oil & Gas, Special & General Purpose Machines Industries for Indian & International OEM‟s, such as, In Automotive: He has designed & developed Car, SUV, Bus, Truck, Tractor, 2,3-Wheeler, engines, power transmission, Steering, Clutch, Brakes, Suspensions, Chassis, etc; In Aerospace: He has designed & developed Primary, Secondary & Tertiary Structure, Critical Load-Bearing Structures, Wing Spar, Fuselage Keel Beam, Empennage, Control surfaces, Crew & Passenger Seats, Pressurized Cabin Doors, Fairings, Cowlings, Baffles, Non-Load-Bearing Structures, Unpressurized Cabin Doors, Access Panels, Armrests, Instrument Panels, Pneumatic-Hydraulic-Electrical Lines, Brackets, Clips, Hooks, etc; In Heavy Engineering: He has designed & developed Cranes, Track Type Tractor, Wheel Loaders, Excavators, Compactors, Motor Graders, Mining & Off-road Heavy Machines, etc; In Industrial Product: He has designed & developed pumps, compressors, fans, blowers, engines, power transmission, gear drives, bearings, couplings, industrial chain, torque limiters, clutches, locking & clamping devices, brakes, backstops, freewheels, and solid-state motor switches, switchgears, conveyor components, etc; In Consumer Goods – He has designed & developed Mixer, Grinder, Washing machine, Vacuum cleaner, Electronic Toothbrush, Epilator, Trimmer, Massager, Refrigerator, Suitcase, Television, Table Fans, Table Phones, etc. In Medical Product – He has designed & developed Xray system, Leproscopic surgery products in plastics, Surgical Imaging, Surgical Equipment, Angiography Equipment, Electrocardiogram, etc; In Energy & Power – He has designed & developed ESP, Design Safety, Na Combustion, Cement & Minerals, Building Material, Filter Bags, Reverse Bag Filter, Boilers, etc; In Oil & Gas – He has designed & developed oil rig design, development & quality inspections, etc; In Special & General Purpose Machines - He has designed & developed special purpose, general purpose and lathe machines, etc.


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