ECE Class #7. Concept Testing and Product Architecture - PDF

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ECE Class #7 Concept Testing and Product Architecture Front-End Process Phase 0: Planning Phase 1: Concept Development Phase 2: System-Level Design Phase 3: Detail Design Phase 4: Testing and Refinement
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ECE Class #7 Concept Testing and Product Architecture Front-End Process Phase 0: Planning Phase 1: Concept Development Phase 2: System-Level Design Phase 3: Detail Design Phase 4: Testing and Refinement Phase 5: Production Ramp-Up Mission Statement Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Test Product Concept(s) Set Final Specifications Plan Downstream Development Development Plan Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes Concept Testing What is concept testing? Process wherein feedback is solicited from potential customers on top design candidates Customer-based counterpart of concept selection Why do concept testing? Helps decide which concept should be pursued Last chance for feedback to improve design concept Gauge potential sales Kill product? Concept Testing Procedure 1. Choose who to survey 2. Choose how to survey 3. Create the survey 4. Survey 5. Analyze the survey Step 1: Who to Survey (Re)Identify market segment(s) and target customers Choose sample size ( ) Smaller sample size favored for gathering qualitative data Smaller sample size favored for relatively small markets Reuse survey participants if possible Step 2: How to Survey Possible options: Face-to-face Telephone Snail mail Internet Step 3: Create the Survey Start with screening questions Describe product concepts Include sketches or mock-ups if available Videos, renderings, storyboards, simulations, or interactive media can be used if resources allow it Models may backfire Ask which concepts they prefer Get price ranges, try not to bias them Gauge interest, try not to bias them Just do it. Step 4: Survey Step 5: Analyze the Survey Determine whether one concept is obviously superior to the others Determine whether components of different concepts can be combined for a better overall product Determine how many you re likely to sell: Q = N x A x P P = C def F def + C prob F prob C def = 0.4, C prob = 0.2 Intermission Front-End Process Phase 0: Planning Phase 1: Concept Development Phase 2: System-Level Design Phase 3: Detail Design Phase 4: Testing and Refinement Phase 5: Production Ramp-Up Mission Statement Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Test Product Concept(s) Set Final Specifications Plan Downstream Development Development Plan Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes Generic Design Process Phase 0: Planning Phase 1: Concept Development Phase 2: System-Level Design Phase 3: Detail Design Phase 4: Testing and Refinement Phase 5: Production Ramp-Up Product Planning Identify Customer Needs Product Specifications Concept Generation Concept Selection Concept Testing Product Architecture Industrial Design Design for Manufacturing Prototyping Robust Design Patents, IP, and Economics Product Architecture The architecture of a product is the scheme by which functional elements are arranged into physical chunks Different approaches to chunking the product will result in differences to: Ease of upgrade/design changes Design variety Reuse of components Performance Manufacturability Project management Trailer Example: Modular Architecture box hitch fairing bed springs wheels protect cargo from weather connect to vehicle minimize air drag support cargo loads suspend trailer structure transfer loads to road Trailer Example: Integral Architecture upper half lower half nose piece cargo hanging straps spring slot covers wheels protect cargo from weather connect to vehicle minimize air drag support cargo loads suspend trailer structure transfer loads to road Product Architecture Procedure 1. Create system schematic 2. Cluster elements in chunks 3. Identify incidental interactions Step 1: Create System Schematic System schematic can be a more specific version of the product decomposition Enclose Printer Print Cartridge Provide Structural Support Position Cartridge In X-Axis Accept User Inputs Display Status Store Output Position Paper In Y-Axis Control Printer Store Blank Paper Pick Paper Supply DC Power Functional or Physical Elements Flow of forces or energy Flow of material Flow of signals or data Communicate with Host Connect to Host Command Printer Step 2: Create Chunks Enclosure Enclose Printer Provide Structural Support Chassis Print Cartridge Position Cartridge In X-Axis Accept User Inputs User Interface Board Display Status Store Output Position Paper In Y-Axis Control Printer Power Cord and Brick Store Blank Paper Pick Paper Supply DC Power Paper Tray Print Mechanism Communicate with Host Command Printer Functional or Physical Elements Chunks Connect to Host Host Driver Software Logic Board Step 3: Identify Incidental Interactions Enclosure User Interface Board Styling Paper Tray Vibration Print Mechanism Thermal Distortion Logic Board Host Driver Software Thermal Distortion RF Shielding RF Interference Chassis Power Cord and Brick Chunking Example Software Chunks Why Chunks For your products, creating chunks can help determine what you will need to create for a core tech demo You will likely want to demo a complete chunk Other related chunks can be stubs or mocks simple, minimally functional stand-in modules Power supply instead of internal regulator PC for data display instead of LCD Each chunk should in turn be described by a detailed schematic or functional diagram Product Development Task #6A: Concept Testing and Product Architecture Concept testing: interview at least five potential customers Ask which concepts or solution fragments they prefer if you still need to eliminate some Ask what they would pay Inquire about likelihood of purchase Estimate overall unit sales Product architecture Create a product architecture based on your existing product decomposition Generate a more detailed system schematic Determine how the product will be chunked Identify which chunks will be implemented for your core technology demo Product Development Task #6B: Final Concept Presentation Next class: PowerPoint presentation of final concepts Introduction and motivation Brief summary of customer needs Product decomposition Description of key sub-problems and -solutions Overview of integrated concept Product architecture (chunks) Prototyping plans for core technology
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