industrial design

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The best word I know in any language is a Swedish word, lagom.  Basically doesn’t translate well to English but more or less means “just right.” In the sense of not too much, not too little, kind of a Goldilocks type concept.  To me lagom means seeking the proper balance, finding the right solution that is a proper compromise between all competing factors.  We at Zebulon Solutions are currently in the progress of preparing a DVT and production quality plan–spanning DFMEAs, DVT testing, production test development and supply chain quality plan–for a customer.  This customer is a late stage start-up, so well beyond the idea in a garage but still a start-up.  Frankly our first internal pass at defining this production quality plan was detailed, well thought out, and all in all really excellent–for a much bigger customer.  But it was anything but lagom for our start-up customer.

So we’re back to the proverbial drawing board (OK, no one uses drawing boards, or even drafting tables for that matter, any more–its all on PowerPoint) to try to right size this plan for the needs of our customer.  It still needs to be detailed and well thought out, but needs to be tailored like a Nathan Road suit, not off the rack from everyone’s least favorite mass retailer.  We’re working on it.

For more on lagom, see http://en.wikipedia.org/wiki/Lagom.

For more on productization (warning, shameless plug) see http://www.zebulonsolutions.com

No foolin’

Chuck

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In 1625 the king of Sweden, GustavII Adolph, ordered the construction of a new warship, to be christened in 1628 as the Vasa. Not content with average, or even excellent, he insists that his shipwright build the most powerful warship of the age, adding a second deck of cannon above the first.  The Vasa was designed to carry 64 guns, 300 sailors and 150 marines, positioned on a quarterdeck built extra high to allow them the shoot downward in close engagements.  A splendid design, a glorious ship, with extra attention paid to adding attractive carvings of royal images.

It is unclear if the shipwright made any attempt to push back on the good king as to the unreasonableness of the design. Of course design validation testing was not a common term at the time, and no one had coined DFMEA as an acronym in that century, but still there was a great body of knowledge available on ship design, stability and the principles of naval engineering.  Perhaps the shipwright did speak up , or perhaps he feared for his head and was silent.  This was after all the 17th century.

On August 10, 1628 the Vasa set sail in Stockholm’s harbor for the first time.  The king’s loyal subjects lined the quays and waterfront to watch the great ship, in an atmosphere of great festivity.  Within minutes of setting just four of the ten sails, the great ship heeled to port, then heeled harder, taking water in through the open gunports, and capsized, in full view of the onlookers.  The ship sank immediately, with at least 30 lives lost.

Fast forward to the 21st century. Substitute CEO for kingengineer for shipwright, job security for fear of beheading, product launch party for festive atmosphere along the quay, and industrial design for royal carvings, and the analogy is complete.  As engineers we should not blindly design and build a product to a set of flawed requirements. It is our duty to raise the flag when we believe, based on proper analysis and backed up by rigorous data, that a design is flawed.  When we see requirements for that extra gundeck that compromise our design margins, threaten the reliability of a product, or create product liability risk, we need to speak up.  Which is not to say that engineering concerns should always trump marketing or business requirements–far from it. (product safety is another matter, especially when risk to life or limb is present, in which case do not take no for an answer). But management needs to weigh engineering data into their decisions carefully, and make risk decisions–after all, business almost always means taking risks–based on hard data.

As to the Vasa, it was raised from the depths in 1961 and reconstructed painstakingly by the Swedish descendants of those that built her, a marvel of modern engineering and preservation science. The warship is on display at  the Vasa Museum in Stockholm (http://www.vasamuseet.se/), a must-see if you are in the area.

Skål!

Chuck

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With all due respect to the Avatar movie, unobtainium is not something only found on Pandora.  In fact it’s designed into many products every year right here on planet Earth.  For those of us who identified this mysterious substance years ago, in fact the movie was a bummer as it took away the punch line of a favorite inside joke within the productization community. “Hey, she designed that widget out of unobtainium.  He he.” Or some such–I never claimed to be good with jokes.

In the very real world of product development, designing with unobtainium happens all to often.  Sometimes its literally a material choice; other times an unreachable tolerance spec; all too often its not literally unobtainable just way to expensive for the application.   The last example is frankly the most common–designing in a material used by NASA for some new consumer widget is an overused but nonetheless often accurate analogy.

I recently crossed paths witha  company that had indeed designed their latest consumer widget in part out of unobtainium.  Their prestigious industrial designer had designed a product look that garnered rave reviews, hundreds of thousands of web site hits, and the eternal thanks for the sales team which now had customers beating the proverbial path to their door.  Just one little hitch–no one could make the critical part.  Literally no one: to date three top suppliers had tried and more or less given up.  With a NASA supplier waiting in the wings. The sad thing is that there are probably 100s of ways to modify  the spec to yield a product that is equally attractive, yet everyone kept beating their heads against the “why can’t you meet the spec?” wall.

To all such problems of course there are eventually solutions, but all too often at a great cost and considerable hit to schedule.  It would be far better to take into account the impact of the various specs on vendor pool, costs, yield, throughput and lead time early in the design process.  As in this example, starting to think about this even in the concept stage, with the industrialization engineer sitting side by side with the industrial designer, could in many cases lead to an equally cool design yet one that could be easily built with non fictional materials.

What stories do you have on designing with unobtainium, or designing out unobtainium?

Chuck

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