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OPIM 415 - Summer 2012

Page history last edited by burnsclay 12 years, 9 months ago

Time and Location: Tues 10:00 - 12:50, Weds 10:00 - 12:50 | JMHH 365

Instructor: Clay Burns, JMHH 557, clayburn@wharton.upenn.edu,

Office hours: During class break or by appointment

Teaching Assistant: TBA

Textbook: Ulrich, Karl T. and Steven D. Eppinger, Product Design and Development, Fifth Edition, McGraw-Hill/Irwin, 2011. Link to book website: http://www.ulrich-eppinger.net/ 

Early chapters: chapter 1 .pdf chapter 2.pdf chapter 4.pdf 

 

Please review Course policies OPIM 415  

Rolling list of Class Related News and Events 

You will need access to TBA to upload assignments...(study.net or Canvas)

 

Scroll to a class session below to see the topics and work required for that day. Assignments, preparation, and readings are due at the start of each class unless a different time is given. Session topics may be adjusted before we start the semester and during the semester, and new information may be added on a weekly basis. However, the overall content and amount of reading and project work will stay the same. 

 

Calendar

May 22 - Class 1 Into and Opportunity Identification

May 23 - Class 2 Customer Needs

May 29 - Class 3 Product Specifications

May 30 - Class 4 Opportunity Pitches

June 5 - Class 5 Concept Generation and Selection

June 6 - Class 6 Industrial Design & Mock-ups

June 12 - Class 7 Prototyping & FIELD TRIP

June 13 - Class 8 Concept Presentations

June 19 - Class 9 Costing & Product Economics

June 20 - Class 10 DFM and DFE

June 26 - Class 11 Patents and Naming

June 27 - Class 12 Design Fair

 


 

Class 1 Tues May 22

Intro and Opportunity Identification

 

Required Reading:

- All the information on this course wiki.

- Pay particular attention to Course policies OPIM 415

- U&E Chapter 1 & 2

T&U-ChIto3-Preprint-Oct09.pdf (you should focus on pages 2-1 to 3-10, although you may find the rest interesting.)

- Poke around on Core77.com to get an idea of the design industry today: www.core77.com

 

Assignment Due:

-       Make a unique Name icon or object from 1 or more found or re-used materials. Consider these user needs and specifications:

  • o   It is unique and creative (design appeal)
  • o   You will bring this to every class (portability and durability)
  • o   It is readable by the instructor (performance)
  • o   No new materials are employed (sustainability)

 

Hands-on:

Opportunity brainstorming.We’ll do a few different themes. This will give us a chance to get the wheels turning before we head into the design process.

 

Slides from class: to be uploaded after class

 

Class 2 Wed May 23

Customer Needs

 

Required Reading:

U&E Chapter 4

Muji article: Muji-engagecustomer.pdf

Video: Malcolm Gladwell's talk about needs and segmentation

Crowdsourcing: http://www.wearesmarter.org/

Customer needs for shower heads: naked truth.pdf

 

Assignment Due:

Your Name-icon if you did not do it for the first class.

BRING TO CLASS a simple product that interests you and that you may want to improve.

 

Hands-on:

User interviews in groups. We’ll do user research amongst ourselves using your products, which will provide insights into how to improve the product for customers other than yourself.

 

Slides from class: to be uploaded after class

 

Class 3 Tues May 29 

Product Specifications

 

Quiz 1: You will be asked to translate observations into needs and specs. 

 

Required Reading:

U&E Chapter 5

 

Assignment Due:

Go to www.darwinator.com and register for an account using registration code "PDSUMMER11". Please begin your username with your last name to allow us to identify you for the purpose of credit/grading. 

 

Generate 5 great market opportunities consistent with our class Project Mission Statement (TBA). On the Darwinator, enter the titles and descriptions of the 10 opportunities that (1) you are most passionate about, (2) best align with the mission statement of the class, (3) you think are most likely to be successful at the Design Fair.

You may find these websites valuable:

Why Not website -- lots of product ideas.

Half Bakery - more product ideas

 

Next, rate at least 50 opportunities submitted by your peers. The Darwinator has been set up to allow you to rate all of the opportunities submitted by the class, but you are required to rate only 50. Feel free to do more. (Note that the Darwinator can get slow when used by many people simultaneously. Plan avoid doing this at the last minute.)

 

Hands-on:

Customer needs and target specs for one of your opportunities…draft needs statements and specs for your leading opportunity..

 

Slides from class: to be uploaded after class

 

Class 4 Wed May 30 

Opportunity Pitches

 

Required Reading:

ScreeningOpportunities-28Dec07.pdf

PoBronson-Hotmail.pdf

 

Assignment Due:

Tonight, consider the feedback you have received via the Darwinator, and pick the opportunity that at this point you would most wish to propose as a course project and that satisfies the Project mission statement. (You may pitch a classmate's unused opportunity but ONLY with their permission.)

 

Overnight, prepare a 60-second pitch and single slide articulating the opportunity you have identified. You should practice your talk to make sure you can do it in 60 seconds. We have to move quickly through the pitches! Come prepared to listen and engage in the other presentations; design is interactive.

 

Your goal is to tell the class WHAT the opportunity is and WHY it is a great opportunity, but not show a solution (that comes next.)The slide should be in landscape format and include 3 elements: 1) Opportunity TITLE & DESCRIPTION, 2) List of key customer NEEDS and external INSIGHTS, and 3) Representative IMAGE of a related product or the opportunity scenario that conveys the opportunity.

 

Print your slide out and bring to class, and bring the digital PDF file on your computer or a memory stick. Also by 6pm today upload your PDF slide to the Opportunity Pitches assignment folder on webcafe. Put your last name in the filename.  

 

Hands-on:

Opportunity pitches and class voting. This will give you a chance to experience what product design teams go through in the early stages – presenting and evaluating ideas in a group. Creation of Concept teams.

 

Class 5 Tues Jun 5

Concept Generation and Selection

 

Required Reading:

U&E Chapters 6 and 7

Example of Concept Selection by Salvatore di Paolo and Harris Romanoff: DiPaolo-Romanoff-Concept Selection.pdf

 

Assignment Due:

Develop your Concept and hand in at class a PDF of the following:

- Sketch of 3-5 unique concept sketches with explanations for your opportunity

- Concept Selection Matrix with the 3-5 concepts, showing leading concept

- List of Observations and Customer Needs from at least 2 interviews (male/female). Example needs list from 2007: Example-CustomerNeeds.pdf

 

Hands-on:

In-class workshop: 3D mock-ups using kits. Possible guest mockup group TBA. Example of photos from previous class mockup workshop: MockupClass.zip

 

Slides from class: to be uploaded after class

 

Class 6 Wed Jun 6

Basic Prototyping and Testing; FIELD TRIP

 

Required Reading:

U&E Chapters 12 and 8

The soulfulness of making: http://www.thenewatlantis.com/publications/shop-class-as-soulcraft

 

References:

An excellent manufacturing processes book

National Association of Manufacturers blog offers videos of many different products being made: http://www.shopfloor.org/

 

Assignment Due:

Make a drawing/plan for a basic prototype (scale model or mock-up) of your concept to class. Don’t worry about precision here. Use call-out arrows to identify the parts you will make, and what materials. Paper, cardboard, foam, and hacked/found items are all okay. The goal is to make something physical that you can learn from.

 

FIELD TRIP:

Visit to Biolite LLC and Pensa Design, Brooklyn, NY. We must meet promptly at 9:30am or earlier in order to make this happen. We will visit two small firms in NYC and hear them talk about their prototyping processes. You will like this – don’t miss it!

On Bus: Feedback on your mock-up drawing/plan with Instructor or other teams.

 

Slides from class: to be uploaded after class

 

Class 7 Tue Jun 12

Concept Presentations

 

Assignment Due:

Select one of your concepts to make a refined basic prototype. Upload a PDF with 3 pages to the Concept Presentations folder on webcafe by 2:00 Tuesday including:

-      Updated Opportunity slide with key customer needs (1 page)

-      Concept sketch and description of features (1 page)

-      Photo of your basic prototype (1 page)

You MUST demonstrate the mockup in the presentation This file contains mixed examples of what your PDF file should look like: ConcPrez_Example.pdf

Please keep your file under 1MB by reducing images and reducing file size in Acrobat.

 

Hands-on:

Concept presentations and feedback. These presentations are fun because you get to present a physical object and get reactions. You will have 3 minutes per presentation. Creation of Final Project teams.

 

Class 8 Wed Jun 13

Industrial Design & Sustainability

 

Guest Lecture: TBA 

 

Required Reading:

U&E Chapter 10

U&E Draft Chapter on Design for Environment (DFE): DFE_Chapter_Draft4.0.pdf

1934 Forbes article on industrial designers: Forbes-1934-IDarticle.pdf

Draft chapter on aesthetics from Karl's book on design: ulrich-aesthetics.pdf

"Taste for Makers," Paul Graham's essay on "taste" in design.

Yvon Chouinard's article in Outside (excerpt from his book Let My People Go Surfing):http://outside.away.com/outside/features/200510/yvon-chouinard-1.html

 

Assignment Due:

Create a digital 2x2 matrix populated with images of competitive/related products for your concept. Please use the following axes.

Vertical: price (low/high)

Horizontal: design appeal (none/tons)

 

BRING TO CLASS: Assembly drawings and prototype plan for Final Project. Many engineers will have 2D or 3D CAD skills, but any drawing tools are allowed (even powerpoint if you are a wiz). Because of the compressed summer schedule, this MUST be a complete plan, in whatever format you choose. Typical drawing packages:

-      Free: Google Sketch-up, Inkscape

-      Licensed 2D or 3D CAD: AutoCad, Solidworks, Corel, Vellum

-      Adobe Illustrator/Photoshop/AcrobatPro.

-      eMachineShop software has a free download that lets you design parts using their simple drawing package.

-     

IMPORTANT: Decide on your prototyping processes, and schedule the rest of your project time accordingly! (Shop-work, Laser, CNC, FDM, Ponoko or other part/vendor orders; time to use the UPenn facilities, etc.) Our class budget allows about $200 per team for materials and prototyping, although some teams may use less or more (these expenses are reimbursable by UPenn – this will be explained in class.)

 

Hands-on:

Materials, color, assembly review. Feature details, colors, and assembly architecture often make or break a product. Also consider how you can “green” your product. Now that you have a concept you can assess and improve the ecological impact.

 

Get approval from your instructor on your prototype drawing and plan. There are only 2 weeks left and you must be ready to start prototyping now to complete the class.

 

Slides from class: to be uploaded after class

 

Class 9 Tues Jun 19

DFM and Advanced Prototyping

 

Required Reading:

U&E Chapter 11 and 12 (review again)

 

Assignment Due:

NONE but you should be putting lots of time into your prototype and final project.

 

Hands-on:

Parts kits for manufacturing processes.

 

Slides from class: to be uploaded after class

 

Class 10 Wed Jun 20

Product Economics and Costing

 

Quiz 2: You will be asked to complete costing and base-case models. 

 

Required Reading:

U&E Chapter 15 and 5-Appendix

IKEA-cost-article.pdf

P&G-spinbrush.pdf

Cost informational website for various products (click on Products and Cost Modeling): iSuppli.com

 

Assignment Due:

Using the text book as a guide, PRINT AND BRING TO CLASS:

- Preliminary Cost Model template CostRules-2009-v3.xls of your cost for production. Your parts list may differ from your prototype. This is the final cost of your product. If it is over the mission statement price, you may have to refine your design.

- Target Costing analysis for your product

 

Hands-on:

Team disassembly/estimate exercise. Video.

Team meetings on projects.

Work on cost modeling tradeoffs and get signoff from instructors.

 

Slides from class: to be uploaded after class

 

Class 11 Tues Jun 26

Patents and Naming

 

Required Reading:

U&E Chapter 14

Igor Naming Guide.pdf

 

References:

Book: Pressman, D. Patent it Yourself. Nolo Press.

Flash-of-Genius.pdf

dot-com availability

Visual Thesaurus

Komar and Melamid's paintings based on attribute surveys

  

Assignment Due:

Continue work on your final prototype!

ALSO BRING TO CLASS AND HAND IN 3 PAGES:

- List of 20 possible dot-com available names for your product. You may find the Igor naming guide interesting. You can check dot-com availability with this tool.

- Design a PRELIMINARY 1 page "sell-sheet", with key attributes articulated. This can be in draft form. Use today's class as feedback to improve it as a sell-sheet, banner, or brochure for the Design Fair.

- Consider the patentability of your product, and outline your main claims.

 

Hands-on:

2 minute dry-runs using Sell Sheet. This will give you the chance to test your marketing angle and get any last-minute peer suggestions.

 

Slides from class: to be uploaded after class

 

Class 12 Wed Jun 27

Design Fair

Meet in the specified location (TBA) by 10:45am. Design Fair hours 11:00 – 1:00. The Design Fair is a simulation of what product entrepreneurs experience when presenting their product to potential buyers for the first time.

 

Assignment Due:

You will be provided with a 36 inch table, a white table cloth, and an easel. The easel is a tripod with support hooks, so any posters must be self-supporting. If you must have power, bring an extension cord and find a space with access to an outlet.

 

You may offer only one version of your product at one price. Many teams provide a small brochure for interested consumers to review while considering the product.

 

Play fair. For example, do not ask all your friends to come just to vote for your product and ignore the others, or otherwise influence the purchase intent by means other than the compelling quality of your product and your enthusiastic explanation of its benefits.

 

THIS IS THE FINAL CLASS. But because of the rush to prepare for the fair, you will have two more days to hand in your final projects. By Friday at 6pm, upload a PDF of your Final Project to the folder on webcafe, including:

-      Sell sheet

-      Prototype photo

-      Final CostRules spreadsheet showing your product cost and pricing

-     Patentability assessment

 

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