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Design of a Small-FootprintService Desk
Sponsored by: Melissa Tata, Dell Services Operations Senior Manager
Prepared by: Travis W. Boeker, Brian Hill, & Justin McKay - Team Leader
The University of Texas at AustinMechanical Engineering Department
Fall 2008
Problem Description
Design a free-standing customer service facility for the repair
and upgrade of PC’s. This facility should contain:
• A reception counter for interacting with customers and
processing service requests
• An operating room for executing these service requests
• Ample storage for systems awaiting service or pickup.
Presentation Outline
• Background
• Project Scope
• Staffing Model Analysis
• Fixture Design
• Storage Design
• Candidate Design Concepts
• Vendor Cost Assesments
• Summary of Results
Project Background
1996: Dell begins on-line computer sales
2002: Dell enters the consumer electronics market
2002: Dell opened first kiosks in shopping malls across US
2008: Dell launches in-store service desk
Operational
o Staffing Considerations
Fixture Design
o Floor plan
o Triage Design
o Storage Analysis
Project Scope
Staffing Analysis
Objectives:
Provide adequate employees for workload
Minimize Number of Employees
Create Model to allow for different scenarios
Staffing Analysis
Assumptions:
Full time = 40 hours per week
Store Operating Hours= 52 hours per week
7 daily transactions per store
80% store transactions; 20% home transactions
0.75 hours per store transaction
1.75 hours per home transaction
Note: 80% Utilization Factor
Head Count Calculator
8
Staffing Analysis
Employee By Type
9 Technical Staff
o Could specialize or rotate between In-store or In-home transactions
9.75 Sales Staff
o 6 Store Assigned Sales Staff
o 2 Floating Sales Staff
o 2 Sales Managers
o 1 Additional Full-Time or 2 Part-Time
Staffing Analysis
Fixture Design
Design Subcomponents:
Floor plan
Storage for PCs and Equipment
Reception Counter aka Intake/Triage
Repair Room
Objectives:
o Maximize storage space
o Minimize footprint size
o Minimize cost
Fixture Design
• Installation
o Must be free-standing
o Can be assembled/installed in one day
• Sufficient space to service 3 systems concurrently
• Sufficient Storage for:
o Systems awaiting service and systems awaiting pickup
o 70 Systems (35 Laptops and 35 Desktops)
o Repair parts, damaged parts and repair equipment
o Records and Documentation
RequirementsFixture Design
• Target cost ≤ $20,000
• Target footprint ≤ 125 ft2
• 6’ high and 5” thick walls
• Americans with Disabilities Act (ADA)
o Aisle width ≥ 3 ft.
o Shelving height: 9in ≤ h ≤ 48in
o Turning radius ≥ 5 ft.
o Counter height ≤ 36 in.
• System Sizes
o Laptop Dimensions: 16” x 11” x 2”
o Desktop Dimensions: 20” x 16” x 7”
ConstraintsFixture Design
Reception Counter Design
Objectives
o Provide storage for necessary supplies/equipment (i.e. Point-of-sale, printer, computer, waste bin, shredder)
o Provide comfortable atmosphere for exchange between customers and employees
Requirements & Constraints
o Maximum of 7’10” wide and 2’ deep
o Applicable ADA requirements
Fixture Design
Reception Counter 1Fixture Design
Fixture Design
Reception Counter 2
Reception Counter 3
POS
Equipment
Fixture Design
Storage Design
Storage Design
Design Constraints
Accommodate 70 Systems (35 laptops, 35 desktops)
Satisfy Target Footprint of 125ft^2
Comply with all ADA Regulations
Design Process
Build Outward Around ADA
Satisfy Storage Requirements
Fixed Parameters (ADA)
o 6’ High and 5” Thick Walls
o 36” High Repair Desk
o 5’ Turning Radius in Repair Room
o 3’ Door Width
o 3.5” Slot Width (3 Laptop Slots per Desktop)
Storage Design
Storage Design
Variable Parameters
o Storage Slot Orientation
o Slot Height and Depth
o Window Size
o Above- and Below-desk Storage Cabinets
Typical Storage Cabinet
Fixture Design
Storage Capacity Calculator
Candidate Design Concepts
Candidate Design 1
DesignFront Storage
DepthRear Storage
DepthTotal Footprint Area (ft2) Storage
Capacity (Desktops)
Storage Capacity (Laptops)
Total Storage Capacity
1 23” 25” 114.7 ft2 30 30 60
Candidate Design 2
DesignFront Storage
DepthRear Storage
DepthTotal Footprint Area (ft2) Storage
Capacity (Desktops)
Storage Capacity (Laptops)
Total Storage Capacity
1 23” 25” 114.7 ft2 30 30 60
2 18” 36” 118.8 ft2 35 35 70
Candidate Design 3
DesignFront Storage
DepthRear Storage
DepthTotal Footprint Area (ft2) Storage
Capacity (Desktops)
Storage Capacity (Laptops)
Total Storage Capacity
1 23” 25” 114.7 ft2 30 30 60
2 18” 36” 118.8 ft2 35 35 70
3* 22” 36” 150.0 ft2 35 35 70
Candidate Design 4
DesignFront Storage
DepthRear Storage
DepthTotal Footprint Area (ft2) Storage
Capacity (Desktops)
Storage Capacity (Laptops)
Total Storage Capacity
1 23” 25” 114.7 ft2 30 30 60
2 18” 36” 118.8 ft2 35 35 70
3* 22” 36” 150.0 ft2 35 35 70
4 18” 36” 118.8 ft2 35 50 85
Candidate Design 5
DesignFront Storage
DepthRear Storage
DepthTotal Footprint Area (ft2) Storage
Capacity (Desktops)
Storage Capacity (Laptops)
Total Storage Capacity
1 23” 25” 114.7 ft2 30 30 60
2 18” 36” 118.8 ft2 35 35 70
3* 22” 36” 150.0 ft2 35 35 70
4 18” 36” (93.75”x184”) 118.8 ft2 35 50 85
5 NA 25” (140” x 108”) 105 ft2 30 62 92
Candidate Design 5
DesignFront Storage
DepthRear Storage
DepthTotal Footprint Area (ft2) Storage
Capacity (Desktops)
Storage Capacity (Laptops)
Total Storage Capacity
5 NA 25” (140” x 108”) 105 ft2 30 62 92
Vendor Price Quotes
Initial Design: Quoted 8/26/08
Floor-plan courtesy of JGA design firm
Initial Quotes from 8/26/08
Description Total
Repair Station $16,700.00
Back Wrap $5,500.00
Cash Wrap $9,700.00
Ceiling Element & Sign $5,000.00
Packing & Delivery $0.00
Installation $0.00
Per Store Total $36,900.00
Design Candidate 4: Quoted 11/14/08
Design Candidate 4: Quoted 11/14/08
Design Candidate 4: Quoted 11/14/08
Assumptions for Price Quote
6 stores
Stores are all within 40 mile diamter
Reuse prototype
Hartford, CT or Austin, TX
Midwest: $12,948.32 (down from $16,000)
mCoy Group: $9,700 (down from $36,000)
DCI Marketing $25,833
e-gRetail $19,683
11/14/08 Quotes for Alternative Design
Final Report
AutoCAD files
Specification Sheet for Vendors
Headcount Model Calculator
Storage Capacity Calculator
Key Deliverables
Our Accomplishments
Optimized Storage
Surpassed minimum storage requirements
Footprint size below target maximum
Minimize Costs
Vendor cost estimates below target
Design reflects in-depth ADA research
Questions?
Monitor Specifications
Q & A Slides
Q & A Slides
Q & A Slides
Q & A Slides
Q & A Slides
Q & A Slides
Q & A Slides
Provided by Dell from JGA
Q & A Slides
Provided by Dell from JGA
