3. product planning
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Outline
Design Process
Rapid Prototyping and Concurrent Design
Technolo in Desi n
Design Quality Reviews
Quality Function Deployment
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Design Process
Effective design can provide a competitiveedge
matches product or service characteristics with
ensures that customer requirements are met in the
reduces time required to design a new product orservice
minimizes revisions necessary to make a design
workable
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Design Process
Product design defines appearance of product
sets standards for performance specifies which materials are to be used
determines dimensions and tolerances
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Design Process
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Idea Generation
Companys own R&D Salespersons in the
department
Customer com laints
field
Factor workersor suggestions
New technological
Suppliers Competitors
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Idea Generation
Perceptual Maps visual comparison of customer perceptions
Benchmarking comparing product/process against best-in-class
Reverse engineering
dismantling competitors product to improve yourown product
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Perceptual Map of Breakfast Cereals
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Feasibility Study
Market analysis
Economic analysis
Performance specifications
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Concurrent Design
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Form and Functional Design
Form Design how product will look?
Aesthetics
Functional Design
how product will perform? reliability
usability
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Computing Reliability
Components in series
0.90 0.90 0.90 x 0.90 = 0.81
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Computing Reliability
Components in parallel
0.90R2
0.95 + 0.90(1-0.95) = 0.9950.95
1
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System Availability (SA)
SA =
MTBF
MTBF + MTTR
MTBF = mean time between failuresMTTR = mean time to repair
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System Availability
PROVIDER MTBF (HR) MTTR (HR)
A 60 4.0B 36 2.0
C 24 1.0
SAA = 60 / (60 + 4) = .9375 or 94%SAB = 36 / (36 + 2) = .9473 or 95%
SAC = 24 / (24 + 1) = .96 or 96%
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Usability
Ease of use of a product or service ease of learning
ease of use ease of remembering how to use
frequency and severity of errors
user sa s ac on w exper ence
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Production Design
How the product will be made Simplification
Reducing number of parts, assemblies, or options ina product
Standardization Using commonly available and interchangeable
arts
Modular Design Combining standardized building blocks, or
, Design for Manufacture (DFM)
Designing a product so that it can be produced
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Design Simplification
(b) Revised design (c) Final design(a) Original design
One-piece base & Design for push-Assembly using
fasteners
-
assembly
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Final Design and Process Plans
Final design
Detailed drawings and specifications for new
roduct or service
Process plans
necessary equipment and tooling
componen sourc ng recommen a ons
job descriptions and procedures
compu er programs or au oma e mac nes
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Technology in Design
Computer Aided Design (CAD)
assists in creation, modification of a design
Com uter-aided en ineerin CAE
tests and analyzes designs on computer
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ultimate design-to-manufacture connection
Product life cycle management (PLM)
mana in entire lifec cle of a roduct Collaborative product design (CPD)
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Collaborative Product Design (CPD)
A software system for collaborative design andeve opment among tra ng partners
Manages product data, sets up project workspaces,
Accelerates product development, helps to resolveroduct launch issues, and im roves ualit of desi n
Designers can conduct virtual review sessions
test what if scenarios
assign and track design issues
communicate with multi le tiers of su liers create, store, and manage project documents
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Design Quality Review
Review designs to prevent failures and ensurevalue
Failure mode and effects analysis (FMEA) a systematic method of analyzing product
failures
a visual method for analyzing interrelationshipsamon failures
Value analysis (VA)
helps eliminate unnecessary features andfunctions
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Fault Tree Analysis (FTA)
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Value Analysis (VA)
Eliminate unnecessary features and functions
Used by multifunctional design teams
Determine the value of the functions
e erm ne e cos o prov ng e unc ons
Compute Value/Cost ratio
Design team works to increase the ratio
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Design for Environment and
Extended Producer Responsibility
designing a product from material that can be recycled
desi n from rec cled material design for ease of repair
minimize packaging
minimize material and energy used during manufacture,consumption and disposal
xten e pro ucer respons ty
holds companies responsible for their product even after
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Design for Environment
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Green Areas
Green Sourcing
use less material
use recycled if possible Green Manufacture
is energy from renewable sources
amoun o was e pro uce
Green Consumption
is product recyclable and maintainable
- design products to be recycled or re-used
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Quality Function Deployment (QFD)
Translates voice of customer into technical
design requirements
Dis la s re uirements in matrix dia rams first matrix called house of quality
series of connected houses
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House of Quality
e 5
Importan
Trade-off matrix
Design
characteristics
Customer
1
Competitive
2
Relationship
4
requirements assessmentmatrix
Target values6
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From Customere 5
0F
100
plate
Requirementsto Design
dedtopre
ss
on plate
fsoleplate
dinsolep
lat
oles
s erfromho
le
edtoreach4
from450
to
overforsole
hutoff
Characteristics
Energynee
W
eightofir
Sizeofsole
Thickness
M
aterialus
Numberof
Sizeofhol
Flowofwat
Timerequir
Timetogo
Protective
Automatic
Customer Requirements
Presses quickly - - + + + -
Removes wrinkles + + + + +
- + + + +sll
Provides enough steam + + + +Doesnt spot fabric + - - -
Ironwe
-
Heats quickly - - + -
Automatic shut-off +
ds
e
u c coo - own - - + +
Doesnt break when dropped + + + +
Doesnt burn when touched + + + +Easya
safeto
Not too heavy + - - - + -
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Tradeoff Matrix
--
++
+
press
lateleplate
holes
ach45
0
50to1
00
rsoleplate
n
eededto
o
firon
soleplate
s
sofsole
lusedins
rofholes
h
oles
w
aterfro
q
uiredtor
gofrom
iv
ecoverf
ticshutoff
Energy
Weight
Sizeof
Thickn
Materi
Numb
Sizeof
Flowo
Timer
Timet
Protect
Autom
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Targeted Changes in Design
te 50
100
plate
ed
topress
late
so
leplate
in
solepla
les
fromhole
toreach
om
450t
verforsol
uto
ff
ergyneed
eightofiro
zeofsolep
icknessof
aterialuse
mberofh
zeofholes
owofwate
erequire
etogof
otectiveco
tomaticsh
E W Si
T M N Si
Fl
Ti
Ti
P A
Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N
iveres
. .
Iron B 4 1.2 8x4 1 MG 27 15 0.3 35 350 N Y
Our Iron (X) 2 1.7 9x5 4 T 35 15 0.7 50 600 N YObject
measu
Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2
Targets 1.2 8x5 3 SS 30 30 500
* * * * * * *
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A Series of Connected QFD
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A Series of Connected QFD
mer
me
nts
ro uc
characteristics
Part
Cust
requir
House
-
roduct
acteristics
A-2Process
characteristics
quality
cha
Partsdeployment
Part
aracteristics
A-3 Operations
c
Processplanning P
rocess
c
haracteristic
A-4
Operatingrequirements
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B fit f QFD
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Benefits of QFD
Promotes better understanding of customer
demands
Promotes better understandin of desi ninteractions
Provides documentation of design process
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D i f R b t
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Design for Robustness
Robust product designed to withstand variations in environmental and
operating conditions
yields a product or service designed to withstand
variations
Controllable factors design parameters such as material used, dimensions,an orm o process ng
Uncontrollable factors
, , , .
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erv ce conomy
Characteristics of Services Service Design Process
Waiting Line Analysis for Service Improvement
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Service Economy
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Service Economy
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U S Economy
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U.S. Economy
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Characteristics of Services
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Characteristics of Services
Services
acts, deeds, or performances
Goods tangible objects
accompany almost all purchases of goods
accompany almost all service purchases
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Continuum from Goods to Services
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Continuum from Goods to Services
Source:Adapted from Earl W. Sasser, R.P. Olsen, and D. Daryl Wyckoff,Management of
Service Operations (Boston: Allyn Bacon, 1978), p.11.
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Characteristics of Services
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Characteristics of Services
Service are inseparable from delivery
Services tend to be decentralized and
dispersed Services are consumed more often than
products
Services can be easily emulated Services are intan ible
Service output is variable
Services are perishable
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Service
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Service
Design
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Service Design Process
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Service Design Process
Service concept purpose of a service; it defines target market and
customer experience
mixture of physical items, sensual benefits, and
psychological benefits
Service specifications performance specifications design specifications
delivery specifications
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Service Process Matrix
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Service Process Matrix
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High vs. Low Contact
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Design High-Contact Service Low-Contact Service
Facility Convenient to customer
ecson
Near labor orlocation
transportation source
ac y ayou Must look presentable,
accommodate customer
Designed for efficiency
,
interaction with customer
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High vs. Low Contact
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Design High-Contact Service Low-Contact Service
Qualit More variable since customer Measured a ainstcontrol
is involved in process;
customer expectations and
erce tions of ualit ma
established standards;
testing and rework
differ; customer present when
defects occur
possible to correct
defects
Capacity Excess capacity required to Planned for average
an e pea s n eman eman
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High vs. Low Contact
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Design Decision High-Contact Service Low-Contact
Worker skills Must be able to Technical skillsinteract well with
customers and use
making
Scheduling Must accommodate Customer
customer schedule
concerned only
with completion
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Tools for Service Design
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g
Service blueprinting Servicescapes line of influence
line of interaction
space and function
ambient conditions
line of support
, ,
artifacts
Front-office/Back-office Quantitativeac v es
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Service Blueprinting
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p g
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Service Blueprinting
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Elements of Waiting Line Analysis
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Operating characteristics average values for characteristics that describe
performance of waiting line system
a single waiting line
consists of arrivals, servers, and waiting line structure Callin o ulation
source of customers; infinite or finite
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Elements of Waiting Line Analysis
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Channelsnumber ofparallel serversfor servicingcustomers
Phases
servers insequence acustomer mustgo through
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Operating Characteristics
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Operating characteristics are assumed to
approach a steady state
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Traditional Cost Relationships
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As service improves, cost increases
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Psychology of Waiting
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Waiting rooms magazines and
newspapers
eevsons
Bank of America m rrors
Supermarkets magaz nes
impulse purchases
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Psychology of Waiting
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Preferential treatment Grocery stores: express lanes for customers with
few purchases
r nes ar ren a agenc es: spec a car savailable to frequent-users or for an additional fee
experienced salespeople based on customers saleshistory
Critical service providers services of police department, fire department, etc.
waiting is unacceptable; cost is not important
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Waiting Line Models
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Single-server model simplest, most basic waiting line structure
Fre uent variations with Poisson arrival rate exponential service times
general (unknown) distribution of service times
constant service times
exponential service times with finite queue
exponential service times with finite calling population
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Basic Single-Server Model
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Assumptions Computations Poisson arrival rate
exponential service
= mean arrival rate
= mean service ratemes
first-come, first-served n = number of
customers in line
infinite queue length infinite callin
population
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Basic Single-Server Model
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probability that no customers average number of customers
are n queu ng sys em n queu ng sys em
P0 = 1 L = probability of n customers in
queuing system
average number of customers
in waiting line
Pn = P0 = 1
n n Lq =
2
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Basic Single-Server Model
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average time customer spends probability that server is busy
in queuing system and a customer has to wait
(utilization factor)
W= =
=
average time customer spends
waiting in line
probability that server is idle
and customer can be served
Wq =
I= 1
= 1 = P0
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Basic Single-Server Model Example
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Service Improvement Analysis
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Waiting time (8 min.) is too long hire assistant for cashier?
increased service rate
hire another cashier?
reduced arrival rate
Is improved service worth the cost?
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Advanced Single-Server Models
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Constant service times
occur most often when automated equipment or
machinery performs service
Finite queue lengths
occur when there is a physical limitation to length of
waiting line
Finite callin o ulation
number of customers that can arrive is limited
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Basic Multiple-Server Model
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Single waiting line and service facility with
severa n epen ent servers n para e
Same assumptions as single-server model
s >
s = number of servers
servers must be able to serve customers faster thanthey arrive
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Basic Multiple-Server Model
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probability that there are no customers in system
1 n 1 s sn = s 1P0 =
+n! s! s -n = 0
1
n
P0, for n > s1 n
Pn =
0, or n sn! 79Copyright 2011 John Wiley & Sons, Inc.
Basic Multiple-Server Model
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probability that customer must wait
1 s s
Pw = P0 Lq= L
s
(s 1)! (s)2
L = P0 + 1 Lq
Wq= W =
LW = =
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Basic Multiple-Server Model Example
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Three-server system
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Basic Multiple-Server Model Example
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