product and service design chapter 4. reasons for product or service design u be competitive u...
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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
Ene
rgy
need
ed
to c
lose
doo
r
Che
ck f
orce
on
leve
l gro
und
Ene
rgy
need
ed
to o
pen
door
Wat
er r
esis
tanc
e
10 6 6 9 2 3
7
5
3
3
2
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
uce
ener
gy
leve
l to
7.5
ft/lb
Red
uce
forc
eto
9 lb
.
Red
uce
ener
gy to
7.5
ft/l
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
stan
ce
Acc
oust
. Tra
ns.
Win
dow
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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
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