Product Design New

8/9/2019 Product Design New

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4-1 Product and Service Design

Product design


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y Major factors in design strategy

y Cost

y Quality

y Time-to-market

y Customer satisfaction

y Competitive advantage

Product and Service DesignProduct and Service Design

Product and service design or redesign should be

closely tied to an organizations strategy


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y Translate customer wants and needs intoproduct and service requirements

y Refine existing products and services

y Develop new products and servicesy Formulate quality goals

y Formulate cost targets

y

Construct and test prototypesy Document specifications

Product or Service Design ActivitiesProduct or Service Design Activities


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Reasons for Product or Service DesignReasons for Product or Service Design

y Economic

y Social and demographic

y

Political, liability, or legaly Competitive

y Technological


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Objectives of Product and Service DesignObjectives of Product and Service Design

y Main focus

y Customer satisfaction

y Secondary focus

y Function of product/servicey Cost/profit

y Quality

y Appearance

y Ease of production/assembly

y Ease of maintenance/service


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y Taking into account the capabilities of the

organization in designing goods and

services

Designing ForOperationsDesigning ForOperations


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y Legal

y FDA, OSHA, IRS

y Product liability

y Uniform commercial codey Ethical

y Releasing products with defects

y Environmental

y EPA

Legal, Ethical, and Environmental IssuesLegal, Ethical, and Environmental Issues


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Regulations & Legal ConsiderationsRegulations & Legal Considerations

yProduct Liability - A manufacturer is liable for

any injuries or damages caused by a faulty

product.

y Uniform Commercial Code - Products carry an

implication of merchantability and fitness.


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Designers Adhere to GuidelinesDesigners Adhere to Guidelines

y Produce designs that are consistant with the

goals of the company

y Give customers the value they expect

y Make health and safety a primary concern

y Consider potential harm to the environment


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Other Issues in Product and Service DesignOther Issues in Product and Service Design

y Product/service life cycles

y How much standardization

y Product/service reliability

y Range of operating conditions


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StandardizationStandardization

y Standardization

y Extent to which there is an absence of variety

in a product, service or process

y Standardized products are immediatelyavailable to customers


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Advantages of StandardizationAdvantages of Standardization

y Fewer parts to deal with in inventory &

manufacturing

y Design costs are generally lower

y Reduced training costs and time

y More routine purchasing, handling, and

inspection procedures


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Advantages of StandardizationAdvantages of Standardization (Contd)(Contd)

y Orders fillable from inventory

y Opportunities for long production runs andautomation

yNeed for fewer parts justifies increasedexpenditures on perfecting designs andimproving quality control procedures.


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Disadvantages of StandardizationDisadvantages of Standardization

y Designs may be frozen with too manyimperfections remaining.

y High cost of design changes increases

resistance to improvements.

y Decreased variety results in less consumerappeal.


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Mass customization:

y A strategy of producing standardized goods

or services, but incorporating some degree

degree of customizationy Delayed differentiation

y Modular design

Mass CustomizationMass Customization


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Delayed differentiation is a postponement

tactic

y Producing but not quite completing a product

or service until customer preferences orspecifications are known

Delayed DifferentiationDelayed Differentiation


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Modular DesignModular Design

Modular designis a form of standardization inwhich component parts are subdivided intomodules that are easily replaced orinterchanged. It allows:

y easier diagnosis and remedy of failures

y easier repair and replacement

y

simplification of manufacturing and assembly


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ReliabilityReliability

y Reliability: The ability of a product, part, or systemto perform its intended function under a prescribed

set of conditions

y Failure: Situation in which a product, part, orsystem does not perform as intended

y Normal operating conditions: The set of

conditions under which an items reliability isspecified


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Product DesignProduct Design

y Product Life Cycles

y Robust Design

y Concurrent Engineering

y Computer-Aided Design

y Modular Design


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Robust Design: Design that results in

products or services that can function over

a broad range of conditions

Robust DesignRobust Design


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Taguchi Approach Robust DesignTaguchi Approach Robust Design

y Design a robust product

y Insensitive to environmental factors either inmanufacturing or in use.

y

Central feature isParameter Design.y Determines:

y factors that are controllable and those notcontrollable

y their optimal levels relative to major productadvances


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Degree of NewnessDegree of Newness

1. Modification of an existing product/service

2. Expansion of an existing product/service

3. Clone of a competitors product/service

4.New product/service


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Phases in Product Development ProcessPhases in Product Development Process

1. Idea generation

2. Feasibility analysis

3. Product specifications

4. Process specifications5. Prototype development

6. Design review

7. Market test

8. Product introduction

9. Follow-up evaluation


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Idea GenerationIdea Generation

Ideas Competitor based

Supply chain based

Research based


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Reverse EngineeringReverse Engineering

Reverse engineeringis the

dismantling and inspecting

of a competitors product to discoverproduct improvements.


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Research & Development (R&D)Research & Development (R&D)

y Organized efforts to increase scientificknowledge or product innovation & mayinvolve:

y Basic Research advances knowledge about asubject without near-term expectations ofcommercial applications.

y AppliedResearch achieves commercialapplications.

yDevelopmentconverts results of appliedresearch into commercial applications.


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ManufacturabilityManufacturability

y Manufacturability is the ease of fabrication

and/or assembly which is important for:

y Cost

y Productivity

y Quality


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Designing forManufacturingDesigning forManufacturing

Beyond the overall objective to achievecustomer satisfaction while making areasonable profit is:

Design for Manufacturing(DFM)

The designers consideration of theorganizations manufacturing capabilities when

designing a product.The more general term design for operationsencompasses services as well as manufacturing


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Concurrent EngineeringConcurrent Engineering

Concurrent engineering

is the bringing together

of engineering design andmanufacturing personnel

early in the design phase.


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ComputerComputer--Aided DesignAided Design

y Computer-Aided Design (CAD) is productdesign using computer graphics.

y increases productivity of designers, 3 to 10

timesy creates a database for manufacturing

information on product specifications

yprovides possibility of engineering and costanalysis on proposed designs


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y Design for manufacturing (DFM)

y Design for assembly (DFA)

y Design for recycling (DFR)

y Remanufacturing

y Design for disassembly (DFD)

y Robust design

Product designProduct design


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y Recycling: recovering materials for future use

y Recycling reasons

y Cost savings

y Environment concerns

y Environment regulations

RecyclingRecycling


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y Tangible intangible

y Services created and delivered at the same

time

y Services cannot be inventoried

y Services highly visible to customers

y Services have low barrier to entry

y Location important to service

Differences Between ProductDifferences Between Productand Service Designand Service Design


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y Quality Function Deployment

y Voice of the customer

y House of quality

Quality Function DeploymentQuality Function Deployment

QFD: An approach that integrates the voice of the

customer into the product and service development

process.


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1. Increase emphasis on componentcommonality

2. Package products and services

3. Use multiple-use platforms4. Consider tactics for mass

customization

5. Look for continual improvement

6. Shorten time to market

Operations StrategyOperations Strategy


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Shorten Time to MarketShorten Time to Market

1. Use standardized components

2. Use technology

3. Use concurrent engineering

Documents

Product Design New