Should you invest in rapid prototyping?

An alternative to traditional justification of RP technology

By Todd Grimm
Director of Marketing
Accelerated Technologies Inc,

Justifying the purchase of rapid prototyping (RP) can be a difficult process. For some, it has proven to be virtually impossible.

The difficulties arise because RP does not lend itself to a traditional accounting justification. Since RP's key benefits are difficult to accurately forecast, the return on investment may be speculative. Additionally, RP is just one component of a collaborative process, making it difficult to isolate the impact of the technology.

Without hard numbers, a business justification may require a different approach. An alternative method to justify RP requires the use of techniques that are commonly associated with selling an idea or concept. The key is finding the greatest area of need and proposing solutions.

This method relies more on subjective factors such as emotions, personalities, and personal challenges than on objective data.

Decisions are made, on outward appearance, based on logic. These decisions are rationalized and defended with information that can be quantified and analyzed. Yet, many decisions are emotional ones that are merely supported by logic. These emotional decisions arise from an individual's personality and traits. In business terms, the basic motivation will be either to achieve significant rewards and gains or to minimize risk and loss.

Although the corporate environment, conservative or aggressive, plays a strong role in the way judgments are made, the basic approach of the decision maker will be the primary influence on the decision-making style. A conservative style will tend to support proven solutions that minimize risk. On the other hand, a risk-taker is likely to focus on the tremendous, positive impact that a risky decision can yield. Ultimately, decisions are likely to be based on the impact that they will have on the decision-maker. For example, a high-risk proposition may be evaluated based on the impact on the decision-maker's career should the solution fail.

Those that tend toward risk-taking are more likely to be proactive in the selection of RP as a prototyping tool. Risk-takers are capable of ignoring or downplaying the risks so that they can focus on the results of a positive outcome.

The conservative decision-maker seeks to minimize and manage risk and is more likely to be reactive in using RP. The conservative style may delay an RP implementation until either it is commonly accepted as a viable solution or until there is greater risk associated with not using the technology.

If it is not clear which mode the decision-maker is operating in, it is safe to assume a conservative, low risk style. Most people place risk avoidance well ahead of potentially large rewards. Once the decision making style has been determined, identify the risks or gains that motivate the decision-maker.

Personal motivators

A key strength of RP is that it allows people to act and behave in ways that are true to their personalities. It satisfies many of the needs common to all people, without requiring modification of behavior and desire. To employ a non-traditional justification, this human element serves as the foundation. By associating the impact of common human traits and behavior on the decision-maker's everyday life, RP can be justified as a tool that helps them get their job done in the most expeditious way.

• Procrastination. Procrastination is common, and it happens to the best of people. Knowing that a design review is four weeks away does not prompt the start of a project at the earliest date. Many will find themselves with no prototype and only days until the deadline.

Rather than changing behavior, solutions to accommodate procrastination are welcome. RP is such a tool. Since RP provides prototypes in days, it is a tool that allows the opportunity to wait until the last minute to finalize a design. RP accommodates procrastination.

• Decision making. Management has a prerogative to change its mind at any time. Frequently, a new concept or idea is mandated late in the design cycle, and this development rarely offers an extension to the deadline. The clock continues to tick as decision from the top are anxiously awaited.

Shouldering the burden caused by the delays, everyone must work harder and smarter. By extending the time that is available, RP's time-compression quality allows an organization to work smarter. RP shifts the design completion date outward by days or even weeks. In this context, RP provides more time, which is the most valuable resource.

• Tangibility. Seeing is believing. But, sight is only one of the senses. When reviewing a project, increasing the sense used makes the design more tangible, and tangibility is a necessity for clear understanding and communication.

A shaded image from a CAD file provides an excellent example of what happens when a prototype cannot be held. In the CAD environment, detection of interferences requires an understanding of where to look and what geometry is suspect. The next step is to measure the geometry to confirm a proper clearance. This exercise requires a level of thoroughness and diligence that time may not allow. With RP, the left half is fitted to the right. If they do not seat properly, there is interference. This form of clear communication assists in avoiding mistakes.

Another example of the benefit of tangibility is that all components in the CAD environment are shown in the same 17 in. window. The size of the image is maximized to fill the computer screen. Although a battleship is measured in hundreds of feet and a dime is measured in fractions of an inch, both are represented to the same visual scale. Viewing a design for extended periods causes a loss of appreciation for its true size. In contrast, RP provides a tangible example of the design that clearly and accurately reflects the actual size of the designed component.

Removing a prototype from the ThermoJet printer. 3D Systems Corp, Valencia, CA

The tangibility provided by a physical model, that is available in days, is perhaps the most significant benefit of RP. Reducing the number of mistakes and increasing the quality of communications combine to minimize problems, emergencies, and wasted time. The personal benefit to any decision-maker is that their job becomes easier and more manageable.

• Mistakes. Murphy's Law is well known because it is so true. People make mistakes, and designers and engineers are not exceptions. RP excels because it allows the freedom to make mistakes.

With the inevitability of mistakes, it is wise to possess the tools and techniques to detect them quickly. Some studies have stated that if the cost of fixing a mistake were $10 when the product is in the design phase, that same mistake would cost $1000 to repair if the product is in production.

RP is not a tool to prove that a design is correct. It is a tool to illustrate problems. RP allows the opportunity to make mistakes by uncovering the errors in an expeditious way. RP then offers the comfort of knowing that it is feasible to correct detected mistakes, and review a prototype to confirm the accuracy of the redesign within the budgeted timeframe.

Interpreting CAD data or blueprints can be difficult for even those with a technical background. Developing a mental image of a design from this data requires a special aptitude. Frequently, assumptions are made and conclusions drawn to assist in filling in the mental gaps. Toolmakers frequently make assumptions when reviewing a blueprint during the quotation process. An assumption by a toolmaker will be on the side of caution. This conservative estimate will, in turn, add both time and expense to the quotation. Some companies have realized decreases in tooling costs of 15% to 25% when a toolmaker is provided an RP model.

RP removes the guesswork. It presents the design in a clear, tangible form that is easily understood by both technical and non-technical personnel. RP is a vehicle to clear and concise communications, although it cannot prevent all miscommunications. However, should a problem occur because of poor communications, RP quickly illustrates the error and allows the rapid redevelopment of a prototype. This speed assists in keeping a project within its timeline parameters to avoid costly delays.

• Time pressures. "I need it yesterday." This is a common statement used in time-pressured environments. Of course, the desired action cannot be achieved yesterday. But the immediacy for the action is clearly understood. Time-to-market is the focus for many companies. Reducing the time to deploy a new product is a major goal for many organizations.

In some situations, the time crunch is created by another person's delay. In other situations, the sense of urgency is artificially created in order to "pad" the schedule. Whatever the reason, there are many external pressures on time. RP is an excellent tool to assist in complying with demanded deadlines and the brevity of time that is granted. No other prototyping tool comes so close to delivering models "yesterday."

• Path of least resistance. Maximizing ease and convenience is a desire of most people. Individuals seek the path of least resistance. RP can be that path. For those who operate RP equipment, the technologies and processes are far from simple. However, as a consumer of RP technology, the process can be very easy and convenient.

Stereolithographed model of a full-face motocross face mask

To generate an RP model, simply develop an accurate CAD database and transmit the file. A few days later you receive your prototype. Unlike conventional model making, RP does not require:

• Back and forth conversations to clarify blueprint or CAD data.
• Give-and-take on geometry due to an impact on time and cost.
• Sacrifice of features due to an inability to fabricate them.
• Material selection and acquisition.

With RP, all that has to be considered is:

• Is the CAD data accurate and usable?
• Are there available machine resources to meet the deadline?

Prototyped parts from Stratysys Inc, Minneapolis, MN

To justify the purchase of RP, find the ways the technology overcomes and accommodates typical human traits and behaviors. Associate these benefits to the decision-maker's desires and what can be personally gained. For maximum impact, present this information in terms of the basic decision-making style, gaining rewards or avoiding risk.

For more information:

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