Bus 241 1

Production Operations Production Operations ManagementManagement

Product and Service DesignU. Akinc

Product and Service DesignU. Akinc

Bus 241 2

DefinitionsDefinitions

Providing products and services is the means of achieving business objectives

Design is critical for survival: – Ford’s Taurus– GM’s Saturn– Chrysler’s Minivan

saved the US Auto industry in the 80s

Providing products and services is the means of achieving business objectives

Design is critical for survival: – Ford’s Taurus– GM’s Saturn– Chrysler’s Minivan

saved the US Auto industry in the 80s

Bus 241 3

Product DesignProduct DesignProduct DesignProduct Design

Product Design Specifies

– MaterialsMaterials

– Dimensions/tolerancesDimensions/tolerances

– AppearanceAppearance

– Standards of PerformanceStandards of Performance

Product Design Specifies

– MaterialsMaterials

– Dimensions/tolerancesDimensions/tolerances

– AppearanceAppearance

– Standards of PerformanceStandards of Performance

Bus 241 4

Service DesignService Design

Service design specifies what– Form– Place– Time– Psychological

utility will be offered to the customer

Service design specifies what– Form– Place– Time– Psychological

utility will be offered to the customer

Bus 241 5

Design and Competitive Design and Competitive PrioritiesPriorities

Product and Service design impacts all

competitive priorities: Most notably

– Quality of performance

– Quality of conformance

– Price

– Customer service

– Delivery speed

Product and Service design impacts all

competitive priorities: Most notably

– Quality of performance

– Quality of conformance

– Price

– Customer service

– Delivery speed

Bus 241 6

Design ProcessDesign Process

An inter-functional activity cutting across departmental boundaries– Marketing– Manufacturing– Research and development– Engineering post-it story– Purchasing

An inter-functional activity cutting across departmental boundaries– Marketing– Manufacturing– Research and development– Engineering post-it story– Purchasing

Bus 241 7

Sequential Design ProcessSequential Design ProcessSequential Design ProcessSequential Design Process CustomerCustomer:

Product ConceptProduct Concept Marketing: Marketing:

Performance SpecificationsPerformance Specifications Design Engineering:Design Engineering:

Design SpecificationsDesign Specifications Manufacturing engineering:Manufacturing engineering:

Mfg. specs andMfg. specs and Process Design Process Design

CustomerCustomer: Product ConceptProduct Concept

Marketing: Marketing: Performance SpecificationsPerformance Specifications

Design Engineering:Design Engineering:Design SpecificationsDesign Specifications

Manufacturing engineering:Manufacturing engineering: Mfg. specs andMfg. specs and Process Design Process Design

Bus 241 8

Concurrent Design ProcessConcurrent Design ProcessConcurrent Design ProcessConcurrent Design Process

A new approach to design that A new approach to design that involves the simultaneous involves the simultaneous designdesign of of productsproducts and and processesprocesses by inter- by inter-functional design teams.functional design teams.

Essential members of the team:Essential members of the team:– MarketingMarketing– Manufacturing (operations)Manufacturing (operations)– EngineeringEngineering

A new approach to design that A new approach to design that involves the simultaneous involves the simultaneous designdesign of of productsproducts and and processesprocesses by inter- by inter-functional design teams.functional design teams.

Essential members of the team:Essential members of the team:– MarketingMarketing– Manufacturing (operations)Manufacturing (operations)– EngineeringEngineering

Bus 241 9

Bus 241 10

Concurrent vs. Sequential Concurrent vs. Sequential Design ProcessDesign Process

Concurrent vs. Sequential Concurrent vs. Sequential Design ProcessDesign Process

Sequential designSequential design

Concurrent DesignConcurrent Design

Sequential designSequential design

Concurrent DesignConcurrent Design

Prod designProd design

Process design Process design

Prototype/Ramp-upPrototype/Ramp-up

Prod designProd design

Process designProcess design

Prototype/Ramp-upPrototype/Ramp-up

Bus 241 11

Quality Function DeploymentQuality Function DeploymentQuality Function DeploymentQuality Function Deployment

1. Customer requirements1. Customer requirements

2. Competitive assessment2. Competitive assessment

3. Technical requirements3. Technical requirements

4. Relationships 4. Relationships

5. Trade-off matrix5. Trade-off matrix

6. Technical assessment/Design targets6. Technical assessment/Design targets

1. Customer requirements1. Customer requirements

2. Competitive assessment2. Competitive assessment

3. Technical requirements3. Technical requirements

4. Relationships 4. Relationships

5. Trade-off matrix5. Trade-off matrix

6. Technical assessment/Design targets6. Technical assessment/Design targets

Bus 241 12

QFD Example QFD Example

Bus 241 13

Design for manufacture (DFM)Design for manufacture (DFM)Design for manufacture (DFM)Design for manufacture (DFM)

Designing a product so it can be produced Designing a product so it can be produced easily and economicallyeasily and economically

Some guidelines:Some guidelines:– minimum number of partsminimum number of parts– Modular DesignModular Design– Parts with multiple useParts with multiple use– Standard parts when possibleStandard parts when possible– avoid fastenersavoid fasteners

Designing a product so it can be produced Designing a product so it can be produced easily and economicallyeasily and economically

Some guidelines:Some guidelines:– minimum number of partsminimum number of parts– Modular DesignModular Design– Parts with multiple useParts with multiple use– Standard parts when possibleStandard parts when possible– avoid fastenersavoid fasteners

Bus 241 14

DFM ExampleDFM ExampleDFM ExampleDFM Example

Bus 241 15

Design ProcessDesign Process

Bus 241 16

Idea generationIdea generationIdea generationIdea generation

Customers (Sophisticated, exacting, Customers (Sophisticated, exacting, demanding)demanding)

CompetitorsCompetitors– Benchmarking, Benchmarking, – Reverse engineeringReverse engineering

R & D (Technology Driven)R & D (Technology Driven) MarketingMarketing

Customers (Sophisticated, exacting, Customers (Sophisticated, exacting, demanding)demanding)

CompetitorsCompetitors– Benchmarking, Benchmarking, – Reverse engineeringReverse engineering

R & D (Technology Driven)R & D (Technology Driven) MarketingMarketing

Bus 241 17

Feasibility StudyFeasibility StudyFeasibility StudyFeasibility Study Market analysisMarket analysis Economic AnalysisEconomic Analysis

Costs vs. expected revenues over the life cycleCosts vs. expected revenues over the life cycle Technological and Strategic analysisTechnological and Strategic analysis

– New technology?New technology?– Investments/RisksInvestments/Risks– Competition with other company productsCompetition with other company products– Consistent with corporate strengthsConsistent with corporate strengths?

Market analysisMarket analysis Economic AnalysisEconomic Analysis

Costs vs. expected revenues over the life cycleCosts vs. expected revenues over the life cycle Technological and Strategic analysisTechnological and Strategic analysis

– New technology?New technology?– Investments/RisksInvestments/Risks– Competition with other company productsCompetition with other company products– Consistent with corporate strengthsConsistent with corporate strengths?

Bus 241 18

Preliminary DesignPreliminary DesignPreliminary DesignPreliminary Design

Performance Specs are translated into Performance Specs are translated into technical Specstechnical Specs

Form designForm design Functional designFunctional design

– Performance StandardsPerformance Standards– ReliabilityReliability– MaintainabilityMaintainability

Performance Specs are translated into Performance Specs are translated into technical Specstechnical Specs

Form designForm design Functional designFunctional design

– Performance StandardsPerformance Standards– ReliabilityReliability– MaintainabilityMaintainability

Bus 241 19

Final Design andFinal Design andProcess PlanningProcess PlanningFinal Design andFinal Design andProcess PlanningProcess Planning

Final Drawings and specificationsFinal Drawings and specifications– PrototypingPrototyping– Technical testingTechnical testing

Convert designs into workable production Convert designs into workable production steps, steps, – EquipmentEquipment– ToolingTooling– Make or Buy decisionsMake or Buy decisions

Final Drawings and specificationsFinal Drawings and specifications– PrototypingPrototyping– Technical testingTechnical testing

Convert designs into workable production Convert designs into workable production steps, steps, – EquipmentEquipment– ToolingTooling– Make or Buy decisionsMake or Buy decisions

Bus 241 20

ProjectsProjectsProjectsProjects

Job ShopJob ShopJob ShopJob Shop

BatchBatchBatchBatch

Assembly LineAssembly LineAssembly LineAssembly Line

ContinuousContinuousProcessProcessContinuousContinuousProcessProcess

Product VarietyProduct VarietyProduct VarietyProduct Variety

Identifiable Flow

Pattern

Identifiable Flow

Pattern

Identifiable Flow

Pattern

Identifiable Flow

Pattern