Product and Service Design

CHAPTER

4

Reasons for Product or Service Design

Be competitive Increase business growth & profits Avoid downsizing with development of

new products Improve product quality Achieve cost reductions in labor or

materials

Trends in Product & Service Design

Increased emphasis on or attention to:

– Customer satisfaction

– Reducing time to introduce new product

or service

– Reducing time to produce product

Trends in Product & Service Design (Cont’d)

Increased emphasis on or attention to:

– The organization’s capabilities to produce or deliver the item

– Environmental concerns

– Designing products & services that are “user friendly”

Objectives of Product & Service Design

Design a product or service that will meet (or exceed) customer expectations, within cost or budget, that takes into account the capabilities of operations and the fact that alternative designs may be more or less efficient to produce or provide.

Satisfy customers while making a reasonable profit. Consider organization capabilities when designing

a product. DFO--Design For Operations

“manufacturability”

Ideas for New or Redesigned Products and Services

Motivation for design and redesign comes from many directions:

Employees Customers Competition Suppliers Governmental Reg. Product Liability

Research & Development (R&D)

Organized efforts to increase scientific knowledge or product innovation & may involve:

– Basic Research advances knowledge about a subject without near-term expectations of commercial applications.

– Applied Research achieves commercial applications.

– Development converts results of applied research into commercial applications.

Product & Service Design Issues

Life Cycles Standardization Mass Customization

“delayed differentiation”

“modular design” Reliability Robust Design

Advantages of Standardization

Fewer parts to deal with in inventory & manufacturing

Reduced training costs and time More routine purchasing, handling, and

inspection procedures

Advantages of Standardization (Cont’d)

Orders fillable from inventory Opportunities for long production runs

and automation Need for fewer parts justifies increased

expenditures on perfecting designs and improving quality control procedures.

Disadvantages of Standardization

Designs may be frozen with too many imperfections remaining.

High cost of design changes increases resistance to improvements.

Decreased variety results in less consumer appeal.

Taguchi Approach - Robust Design

Design a robust product– Insensitive to environmental factors either in

manufacturing or in use. Central feature is Parameter Design. Determines:

– factors that are controllable and those not controllable

– their optimal levels relative to major product advances

Manufacturing Design

Production Capabilities--DFM,DFA Remanufacturing Recycling--DFR Concurrent Engineering Computer-Aided Design Component Commonality

Concurrent Engineering

Concurrent engineering is the bringing together of engineering design and manufacturing personnel early in the design phase.

Concurrent engineering is the bringing together of engineering design and manufacturing personnel early in the design phase.

“Over the Wall” Approach

DesignMfg

New Product

Computer-Aided Design

Computer-Aided Design (CAD) is product design using computer graphics.– increases productivity of designers, 3 to 10 times– creates a database for manufacturing information

on product specifications– provides possibility of engineering and cost

analysis on proposed designs

SERVICE DESIGN

Differences between Service and Product Design:

focuses on more intangible factors less latitude in finding and correcting errors before

customer does services can’t be inventoried highly visible to consumers and must be designed

accordingly some services have low barriers to entry & exit location often crucial

SERVICE DESIGN

Begins with choice of service strategy and extends to design of the service delivery system.

ISSUES: Degree of variation in service requirements Degree of customer contact and customer

involvement in the delivery system

Useful tool Service Blueprinting

QUALITY FUNCTION DEPLOYMENT“House of Quality”

Correlation matrix

Designrequirements

Customerrequire-ments

Competitiveassessment

Relationshipmatrix

Specificationsor

target values

House of Quality Example

Customer Requirements

Importance to Cust.

Easy to close

Stays open on a hill

Easy to open

Doesn’t leak in rain

No road noise

Importance weighting

Engineering Characteristics

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need

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10 6 6 9 2 3

7

5

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3

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X

X

X

X

X

Correlation:Strong positive

Positive

NegativeStrong negative

X*

Competitive evaluation

X = UsA = Comp. AB = Comp. B(5 is best)

1 2 3 4 5

X AB

X AB

XAB

A X B

X A B

Relationships:

Strong = 9

Medium = 3

Small = 1Target values

Red

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leve

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7.5

ft/lb

Red

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forc

eto

9 lb

.

Red

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b.

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Technical evaluation(5 is best)

5

4321

B

A

X

BA

X B

A

X

B

X

A

BXABA

X

Doo

r se

al

resi

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Acc

oust

. Tra

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Win

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IRWIN a Times Mirror Higher Education Group, Inc. company, 1996

Reliability

Reliability: The ability of a product, part, or system to perform its intended function under a prescribed set of conditions

Failure: Situation in which a product, part, or system does not perform as intended

Normal operating conditions: The set of conditions under which an item’s reliability is specified

MEASURING RELIABILITY

Two alternative approaches to operationally defining reliability:

The probability the product or system will function on any given trial--”Point-in-Time”

The probability that the product or system will function for a given length of time--”Length of Service”

Modular Design

Modular design is a form of standardization in which component parts are subdivided into modules that are easily replaced or interchanged. It allows:

– easier diagnosis and remedy of failures

– easier repair and replacement

– simplification of manufacturing and assembly