**5. Embodiment design**

Embodiment design is well known in product development. Kesselring (1954) was the first to refer to Embodiment Design and introduced a set of principles: minimum manufacturing costs, minimum requirements, minimum of weight, minimum losses and optimal handling. These principles are often calculated at the end of the design process and are typically used as verification.

The definition of embodiment design according to Pahl and Beitz (1996) runs as follows: "Embodiment Design is the part of the design process starting from the principle solution or concept of a consumer product. The design should be developed in accordance with engineering and economical criteria". This is a pure technical and economical consideration of Embodiment Design. But a product has more aspects than only the technical and economical ones. A product can also bring aspects about emotion, beauty, appeal and happiness the other values in live. People like to pay for these values if the earnings are higher than the cost of the basic needs.

The Embodiment Design phase is the part of the design process which is concerned about the production of the product concept, the engineering and the economical feasibility. The production contains the parts making and the product assembling.

However this doesn't open the new perspective of embodiment design. We propose a new definition of embodiment design and it runs as follows "Embodiment Design is designing with material, manufacturing and geometry to fulfill a new function or updating of the function". The emotional aspects such as: use, interaction ergonomics, etc. have to meet the requirement with the physical aspects.

Fig. 6. Embodiment Design Model

Embodiment design is well known in product development. Kesselring (1954) was the first to refer to Embodiment Design and introduced a set of principles: minimum manufacturing costs, minimum requirements, minimum of weight, minimum losses and optimal handling. These principles are often calculated at the end of the design process and are typically used

The definition of embodiment design according to Pahl and Beitz (1996) runs as follows: "Embodiment Design is the part of the design process starting from the principle solution or concept of a consumer product. The design should be developed in accordance with engineering and economical criteria". This is a pure technical and economical consideration of Embodiment Design. But a product has more aspects than only the technical and economical ones. A product can also bring aspects about emotion, beauty, appeal and happiness the other values in live. People like to pay for these values if the earnings are

The Embodiment Design phase is the part of the design process which is concerned about the production of the product concept, the engineering and the economical feasibility. The

However this doesn't open the new perspective of embodiment design. We propose a new definition of embodiment design and it runs as follows "Embodiment Design is designing with material, manufacturing and geometry to fulfill a new function or updating of the function". The emotional aspects such as: use, interaction ergonomics, etc. have to meet the

production contains the parts making and the product assembling.

**5. Embodiment design** 

higher than the cost of the basic needs.

requirement with the physical aspects.

Fig. 6. Embodiment Design Model

as verification.

Embodiment Design is giving matter to ideas, so a body is created in headlines, which will be detailed during the continuation of the design process.

The design aspects Function,( F), Material ( M), Geometry (G) and Production, (P) in the FMGP-model have relations which are defined as design activities, see figure 6. These design activities can enrich existing products or product design concepts into innovative design solutions. The direction of an activity from the design aspects to a function is called Design with X.

All the product designs can be designed with these design aspects which may contain a number of embodiment design elements such as: design with x, engineering database, the designer needs, product structure, product-layout, the role of the designer, creativity, education and culture.

Fig. 7. The domains of making and doing

Embodiment design is a process of many different aspects in order to come to a product design. In figure 7, the domains of making and doing are provided which their mutual relations. Designers use embodiment design to follow a structured process, which depends on the design task.

The result of their doing is a product design which can actually be produced. The designers have to build their knowledge on manufacturing and even broader, on production. The product designs are related to the facility of manufacture systems and planning, the strategic and innovative aspects.

Embodiment design isn't an exclusive course, but part of advanced product design projects and other design courses in our bachelor and master program see figure 8. The assignments for advanced product projects are brought in by companies and institutes, so the 'design problems' are realistic. After the design brief has been formulated, the student groups start with embodiment design and finish the project with the testing of a functional prototype. Each group presents the results in the form of a report and a presentation for the other groups. The results must be in the area of a new working principle, cost reduction, new materials, parts reduction, use or other manufacturing processes, etc. These are all

Product Design with Embodiment Design as a New Perspective 131

work so the designer has to recognize the irrelevant ideas and the conservative ideas and should not embodied them (figure 10) to bodies. The more the designer recognizes by doing how more efficient the design can be the designer is gradually getting more experienced. One idea may be realized into one body; this transition takes place in the head of a craftsman or artist, it could be art but it is craft. Embodiment design needs a plan that is not necessary for craft. Systematic design and engineering design occur but their results have

No detailing takes place during the embodiment design phase. Detailing should take place at the moment that it goes over in engineering. In engineering, experience plays an important role. It is favorable to lay down the geometry, material and manufacture information on the technical drawing. For parts this information could be not sufficient, however the relational information may also necessary for instance for two moving

Irrelevant ideas

Ideas Bodies

Transformer designer

Conservative ideas

Embodiment design could be brought to the conceptual phase, that could be led to more efficiency. Innovative design aspect could be taken as goal for the product design project with a main concern on embodiment design which leads to the innovative product design solutions. Stay to your design problem; do not run away to engineering and detailing. Then the design brings easier a product design solution which can be successful by using innovative design aspects or combinations. Innovations could also be done for items in the product organization or business financing. This does not have influence on the design of a product. Seek for the honest innovative design aspects, but concentrate on the design task because embodiment design gives a protected environment to do the design task on a creative way. The analytical approach of the design tasks influences the innovative power in

Decisions have to be made in the embodiment design phase at different moments in the process. In the Delft Design Guide (Boeijen & Daalhuizen, 2006) the following decision and selection methods are described: C-Box, Itemised Response/ PMI, vALUe, Harris profile, the Datum Method and Weighted Objectives Method. However for product design and part design no specific method is dedicated to product and design. We have filled the gap by creating a design decision matrix based on: who, why, what, where, how and when, see table 1. However the decisions and selections have indirect influence on the shape language. The design decision matrix (see tabel1) is a tool to identify how the design decisions are taken. It was inspired by the internet weblog learning journal from Lombardozzi, (2009)

lost the chance which lead to less solutions.

Fig. 10. Ideas transformed into bodies

the number of product ideas.

named Design Decisions.

parts.

Fig. 8. The cultural difference between the stakeholders should be aware at project with companies

engineering aspect in which embodiment design can be of great assistance. Still, industrial design engineers have a tradition of simulating, calculating and testing the prototype.

A design aspect is an independent item that can be influenced by the other aspects.

Embodiment Design can start with the program of requirements and wishes of an existing product or concept design as shown schematically in figure 9. Either alone or in combination, the design aspects, material, function, geometry and process have to contribute to innovative design solutions. Designing with one design aspect for example process is called Design with Processing. The innovative design solution can be reached for 100% by process, geometry, material or function; that is called Design with X. Of course design with X could be design with anything however talking about design it is dealing with the main design aspects. This created an opportunity for embodiment design to penetrate into conceptual phase.

Ideas are transformed by a designer into bodies, which can be resulted in products, components and norm or standard parts. However the designer must avoid to do senseless

Fig. 9. From existing product to an innovative design solution

Product design team

> Process planning

Quantitative information

Qualitative information

Supervisor

Fig. 8. The cultural difference between the stakeholders should be aware at project with

engineering aspect in which embodiment design can be of great assistance. Still, industrial design engineers have a tradition of simulating, calculating and testing the prototype. A design aspect is an independent item that can be influenced by the other aspects.

Informal Communication

Embodiment Design can start with the program of requirements and wishes of an existing product or concept design as shown schematically in figure 9. Either alone or in combination, the design aspects, material, function, geometry and process have to contribute to innovative design solutions. Designing with one design aspect for example process is called Design with Processing. The innovative design solution can be reached for 100% by process, geometry, material or function; that is called Design with X. Of course design with X could be design with anything however talking about design it is dealing with the main design aspects. This created an opportunity for embodiment design to

Ideas are transformed by a designer into bodies, which can be resulted in products, components and norm or standard parts. However the designer must avoid to do senseless

**Process**

**Geometry** 

**Existing product or Concept Design**

**Innovative Design Solution**

**Function** 

companies

penetrate into conceptual phase.

Company

Presentation

Assignment

Communication

Fig. 9. From existing product to an innovative design solution

**Material**

work so the designer has to recognize the irrelevant ideas and the conservative ideas and should not embodied them (figure 10) to bodies. The more the designer recognizes by doing how more efficient the design can be the designer is gradually getting more experienced. One idea may be realized into one body; this transition takes place in the head of a craftsman or artist, it could be art but it is craft. Embodiment design needs a plan that is not necessary for craft. Systematic design and engineering design occur but their results have lost the chance which lead to less solutions.

Fig. 10. Ideas transformed into bodies

No detailing takes place during the embodiment design phase. Detailing should take place at the moment that it goes over in engineering. In engineering, experience plays an important role. It is favorable to lay down the geometry, material and manufacture information on the technical drawing. For parts this information could be not sufficient, however the relational information may also necessary for instance for two moving parts.

Embodiment design could be brought to the conceptual phase, that could be led to more efficiency. Innovative design aspect could be taken as goal for the product design project with a main concern on embodiment design which leads to the innovative product design solutions. Stay to your design problem; do not run away to engineering and detailing. Then the design brings easier a product design solution which can be successful by using innovative design aspects or combinations. Innovations could also be done for items in the product organization or business financing. This does not have influence on the design of a product. Seek for the honest innovative design aspects, but concentrate on the design task because embodiment design gives a protected environment to do the design task on a creative way. The analytical approach of the design tasks influences the innovative power in the number of product ideas.

Decisions have to be made in the embodiment design phase at different moments in the process. In the Delft Design Guide (Boeijen & Daalhuizen, 2006) the following decision and selection methods are described: C-Box, Itemised Response/ PMI, vALUe, Harris profile, the Datum Method and Weighted Objectives Method. However for product design and part design no specific method is dedicated to product and design. We have filled the gap by creating a design decision matrix based on: who, why, what, where, how and when, see table 1. However the decisions and selections have indirect influence on the shape language. The design decision matrix (see tabel1) is a tool to identify how the design decisions are taken. It was inspired by the internet weblog learning journal from Lombardozzi, (2009) named Design Decisions.

Product Design with Embodiment Design as a New Perspective 133

from uncertainty to certainty, for the parts and product design. At part level most parameters are fixed and the manufacturer should deliver the part with the required performance so that the assembled parts will fulfill the estimated performance of the product. Detailed Design is the final touch of the product design and should be 100 %

Product are the red thread through embodiment design because the designer has to create something new, what it means for the designer need about product knowledge which he has to learn from existed products. Design experience shall do grow the product knowledge such as: material, manufacturing processes, aesthetic, interaction, use, appearance, etc. A product structure can be made by tearing apart a product concept or an existing product to learn and gaining knowledge of products which be good for use in the embodiment design stage. The product will be split up in functional units, sub-assemblies or components, parts and raw material, see figure 11. In general, the raw material is not found in the product structure because raw material is another business than designing and manufacturing products. Design and manufacturing can take place also in different business units such as design studios and manufacturing plants, depending on business size, skills, quality, technical knowledge, total products costs. The business activity is only successful

correct for the assembled product to fulfill the expected performance.

when all the ingredients are positive for product development.

Fig. 11. Product structure of consumer product, which starts with raw materials

other knowledge, skills and creativity than parts production.

Product levels are acting as abstracting of the task in the product creation process. All product levels need their own approach; for example raw material require quite a complete

Product layout arranges the assembly activity for manufacturing. The manufacturing may be organized in line systems of which the operations are sequential for a particular product.

**6. Product** 


Table 1. The design decisions matrix for product and part design

Within Embodiment Design the decisions are made by the designer, but at Detailed Design the part properties are established such as dimensions, material, tolerances, geometric tolerances, surface roughness and the volume (the number of parts in one product). In every stage of embodiment and detailed design the uncertainty will be decrease and hopefully come close to 100% certainty every time. Shape language should be used during this path from uncertainty to certainty, for the parts and product design. At part level most parameters are fixed and the manufacturer should deliver the part with the required performance so that the assembled parts will fulfill the estimated performance of the product. Detailed Design is the final touch of the product design and should be 100 % correct for the assembled product to fulfill the expected performance.
