Metals & Materials, MMAT 280

Topic #1: The Design

Process
M. F. Ashby Materials Selection in Design, Ch. 1 & 2

Motivation for this course: What is design?

Materials and Design
Types of design
The Design Process & Examples
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Metals & Materials, MMAT 280

Motivation for this course

Design is
the process of translating a new
idea or a market need into detailed
information from which a product can be
manufactured.
M. F. Ashby, Materials Selection in Mechanical Design, pg. 1

invention
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Design

innovation
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Market pull vs. Technology push

R&D

Production

Marketing

Expressed
Market Need

Market Pull
e.g. cellular phones, high capactiy hard
drives

R&D

Production

Marketing

Need?

Technology Push
e.g. Teflon, amorphous metals, quasicrystals
Managin Innovation and Entrepreneurship in Technology Based Firms, M. J. C. Martin, Ch. 1.
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Metals & Materials, MMAT 280

Market pull vs. Technology push

R&D

Production

Marketing

Expressed
Market Need

MECHANICALMarketINDUSTRIAL
Pull
e.g. cellular phones, highDESIGN
capactiy hard
DESIGN
drives

R&D

Production

Marketing

Need?

Technology Push
e.g. Teflon, amorphous metals, quasicrystals

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Metals & Materials, MMAT 280

Types of Design
Original Design
New idea or working principle
e.g. CD vs Tape

Adaptive or Development Design

Takes existing product and seeks an
incremental advance in performance through a
refinement in working principle.
e.g. beverage cans, automobiles,

Variant Design
Change in scale/dimension without change of
function
e.g. desktop to laptop computer
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Vocabulary of Design
Design problems open ended - no single
correct answer
Design an iterative process
Products are technical systems composed of
assemblies and components (Ashby, pg. 9)

Must formulate a need statement

a device is requested to perform task x

solution neutral
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Market Need

Need Statement
solution neutral

describe function
Concept

Embodiment

Detail

Product
Specification
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M. F. Ashby Materials Selection in Mechanical Deisgn, pg. 9

Metals & Materials, MMAT 280

Market Need

Define specification
Determine function structure
Seek working principles
Evaluate and select concpets

Concept

Develop layout, scale, form

Model and analyse assemblies
Optimize the functions
Evaluate and select layout

Embodiment

Analyze components in detail

Select processing route
Optimize performance and cost
Prepare detailed drawings

Detail

M. F. Ashby Materials Selection in Mechanical Deisgn, pg. 9

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Product
Specification

Iterate
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Design Tools

Market Need

Function modeling

cylindrical beam
bending
corrosion resistant
maximum temperature

Viability studies

Concept

Geometric analysis
Simulation

Embodiment

Optimization Methods
Cost Modeling
Component Modeling

complex geometry
Finite Element Analysis
cyclic loading
thermal fatigue
full stress/temperature
distribution
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Detail

Product
Specification
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Metals & Materials, MMAT 280

Market Need

Concept

Materials
Selection
All materials
(low precision)

Embodiment

Subset of
materials
(higher precision)

Detail

Materials selection
dependent on
methods available
for joining, forming,
etc.

One material
(best available data)

Product
Specification
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At each stage,
decisions need to
be made about
what to make it out
of (materials), and
how to make it
(processes &
shape)

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Metals,
ceramics, glasses

MATERIALS
polymers
composites...
Casting ,
moulding

PROCESSES
powder methods,
machining...
Flat and dished
sheet

SHAPES
prismatic,
3-D

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Metals & Materials, MMAT 280

Relationship Between
Materials & Design
Material Dictated by Design
need specific physical/mechanical/economic
properties (common)

Design Dictated by Material

must design around material

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Metals & Materials, MMAT 280

Design Limited by Materials

Source: www.rolls-royce.com
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Metals & Materials, MMAT 280

Design and Production of Boeing 767

Authorize
Preliminary
Production
Program Definition Design
go-ahead
Phase
Review

1st
Rollout Delivery

Cost
Preliminary Program Definition Design & Production
Definition (8 mo)
Program
(16 mo)
Definition
49 mo

76

77

78

79

First
Test
(12 mo)
3 mo

Market Identification
Concept Development
Preliminary Design

1975

16th
Delivery

Detailed
Design
80

81

1982

M. J. C. Martin, Managing Innovation and Entrepreneurship in Technology Based Firms, pg. 31.

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Metals & Materials, MMAT 280

Devices to open corked bottles (Ashby, pg. 14)

Market Need: To access wine
Need Statement:
a device is required to allow access to wine in a corked
bottle with convenience, at modest cost, without
contaminating wine

Five concepts given:

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Metals & Materials, MMAT 280

Embodiment diagrams give life to

concepts identify functional
requirements of each component

Now must select materials best suited

for this application, i.e. a light lever, a
cheap, strong screw, a strong needle...
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Metals & Materials, MMAT 280

Review:

Design is iterative
Starts with market pull (or technological push)
First describe market need with need statement
Concept Stage: ideas stage, test ideas
Embodiment Stage: working principles selected, size
and layout decided on estimates of cost and dimensions
Detailed Design Stage: full analysis of all components,
production methods
Materials Selection enters at all stages. At end an
optimum selection must be made
How do we make materials selection in a rational
manner?

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