Product Design

Learning Objectives

• Product design and development process• Quality Function Deployment• Value Analysis/Value Engineering• Designing Product for Manufacture &

Assembly• Measuring Product Development

Performance

Product Design

• Product design – the process of defining all of the companies product characteristics

• appearance,

• materials,

• dimensions,

• tolerances, and

• performance standards

• Product design must support product manufacturability (the ease with which a product can be made)

Product Design

• Product design and process selection affects– Product quality

– Product cost

– Customer satisfaction

– Overall manufacturability – the ease with which the product can be made

Product Development Process• Phase 0 – Planning

- Begins with corporate strategy - Output is the product mission statement, which specifies the target market for the

product, business goals, key assumptions, and constraints.• Phase 1 – Concept Development - Collect customer needs, identify lead users, identify competitive products. - Investigate feasibility of product concepts, develop industrial design concepts,

build and test experimental prototypes. - Estimate manufacturing cost and assess production feasibility. - Facilitate economic analysis, Investigate patent issues.

• Phase 2 – System-level design

- This phase includes a geometric layout of the product, a functional specification of each of the product’s subsystems and a preliminary process flow diagram for the final assembly process.

Product Development Process• Phase 3 – Design detail - It includes; the complete specification of the geometry, choose materials and

assign tolerances of all the unique parts in the product and the identification of all the standard parts to be purchased from supplier, define quality assurance processes.

• Phase 4 – Testing and refinement - Develop promotion and launch materials, facilitate field testing, reliability testing,

life testing, performance testing, obtaining regulatory approvals, implement design changes, train work force, refine quality assurance processes, develop sales plan.

• Phase 5 – Production ramp-up - Place early production with key customers, evaluate early production output,

begin operation of entire production system.

Designing For the Customer

• Designing for aesthetics and for the user is generally termed as Industrial design.

• Following aspects should be kept in mind while designing a product for the customer:

- Priorities of the customer.- What happens when a customer lose the operator’s

manual to any of these complex devices?

Quality Function Deployment (QFD)

• A Means of integrating the design process– Voice of the Customer– Priorities of Marketing– Product design knowledge of the Engineer– (Production Planning and Design) This approach has been credited by Toyota Motor

Corporation for reducing costs on its cars by more than 60 percent by significantly shortening design times.

House of Quality

Technical requirementsTechnical requirements

Voice ofVoice of the the customercustomer

Relationship matrix

Technical requirementTechnical requirement prioritiespriorities

CustomerCustomerrequirementrequirement prioritiespriorities

CompetitiveCompetitive evaluationevaluation

InterrelationshipsInterrelationships

High Cost

Value Analysis/Value Engineering• Objective: To achieve equivalent or better performance

at a lower cost while maintaining all functional requirements defined by the customer.

Best Value = Low Cost + Justified Additions

Low Cost

Best Value

Value Analysis/Value Engineering

• The VA/VE analysis approach involves brainstorming such questions as;

- Does the item have any design features that are not necessary?

- Can two or more parts be combined into one? - How can we cut down the weight? - Are there nonstandard parts that can be

eliminated?

Designing Products For Manufacturing and Assembly (DFMA)

• Traditional approach: Over-the-wall approach. (“We design it; you build it”).• Modern approach : DFMA.

What is DFMA?• DFMA is a proactive and concurrent design process that

allows for early consideration of manufacturing aspects• The purpose is to generate an environment where a cross-

functional team works together to optimize the design for cost effective manufacturing

Benefits Tangible• Shortened Development Time• Reduced Development Costs• Enhances a smooth transition to production• Reduced parts count• Simplified assembly processes• Improved Quality (fewer opportunities for mistakes)• Reduced manufacturing costs {thereby reducing AUPC (Avg unit

procurement cost) and Life Cycle costs}

Intangible• Improved communication within entire design team• Promotes teamwork• Increases Organizational ownership

DFMA Principles1. Minimize the number of parts2. Minimize the number of fasteners3. Standardize4. Avoid difficult components5. Use modular subassemblies6. Use multifunctional parts (e.g.- CNC machine)7. Minimize reorientation8. Use self-locating features9. Avoid special tooling/test equipment10. Provide accessibility11. Minimize operations & process steps

Measuring Product Development Performance

What is PD Performance? • Combined measure of

“Efficiency & Effectiveness”. Why measure PD Performance?• Identify those factors which measure performance.• Evaluate impact of innovations.• Define strengths and weaknesses.• Provide a basis for continuous improvement.• Achieve recognition of high performance.

Time to market

Quality

Performance DimensionsProductivity

Performance Measures for Development Projects

Performance dimension

Measures Impact on competitiveness

Time to market Frequency of new product introductionsTime from initial concept to market introductionNumber started and number completedActual versus planPercentage of sales coming from new products

Responsiveness to customers/competitors Quality of design – close to marketFrequency of projects – model life

Productivity Engineering hours per projectCost of materials and tooling per projectActual versus plan

Number of projects – freshness and breadth of lineFrequency of projects – economies of development

Quality Conformance – reliability in useDesign – performance and customer satisfactionYield – factory and field

Reputation – customer loyaltyRelative attractiveness to customers – market share Profitability – cost of ongoing service