Four Models of Design Definition: Sequential, Design Centered, Concurrent and Dynamic

Abstract

Most organisations adhere to one form of product definition as the core of their product development process. The dominant design methodology employed is the foundation upon which the process has to be defined. This paper identifies four very different models for design definition: sequential, design centered, concurrent and dynamic. Using case studies from the automotive and aerospace industrial sectors, this paper illustrates the models identified, which appear to be based on the dominant and prevailing drivers of new product introduction for a given company. The sequential model shows the traditional functionally based organisation and explores how the design is developed through the various functions. The design centered model demonstrates the front end fixing of the design through the use of Design for Lifecycle tools and techniques. The concurrent definition model introduces the concept of concurrent engineering and stage gate systems, with the design definition being fixed at various gates in the process. Finally, the dynamic model demonstrates the interaction of the various functional skill groups and shows a radical departure in the way the design information is transferred in complex organisations.