ch05 product design

8/2/2019 CH05 Product Design

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Operations

Management

Design of Goods and ServicesChapter 5


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As Engineering

designed it.

1984-1994 T/Maker Co.

As Operations made it.

1984-1994 T/Maker Co.

As Marketing

interpreted it.

1984-1994 T/Maker Co.

As the customer

wanted it.

1984-1994 T/Maker Co.

Humor in Product Design


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Need-satisfying offering of an organization

Example

P&G does not sell laundry detergent

P&G sells the benefit of clean clothes

Customers buy satisfaction, not parts

What is a Product?


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Generation of New ProductOpportunities

Economic change

Sociological and demographic change

Technological change

Political/legal change

Changes in market practice professional standards suppliers and distributors


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Product

ProductIdea

Package

PhysicalGood

FeaturesQualityLevel

Service(Warranty)

Brand(Name)

Product Components


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Product Life Cycle

Introduction

Growth

Maturity

Decline


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Product Life Cycle, Sales, Cost,and Profit

Sa

les,

Cost&Profit

.

Introduction Maturity DeclineGrowth

Cost of

Development

& ManufactureSales Revenue

Time

Cash flowLoss

Profit


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Product Development Stages

Idea generationAssessment of firms ability to carry outCustomer RequirementsFunctional SpecificationProduct SpecificationsDesign Review

Test Market Introduction to MarketEvaluation

Scopeofproductdevelo

pmentteam

Scope of design for

manufacturability and

value engineering teams


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Quality Function Deployment

Identify customerwants

Identify how the good/service will satisfy

customer wants

Relate customerwants to product hows

Identify relationships between the firms hows

Develop importance ratings

Evaluate competing products


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QFD House of Quality Camera


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House of Quality Sequence Indicates

How to Deploy Resources to AchieveCustomer Requirements


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Idea Generation Stage

Provides basis for entry into market

Sources of ideas

Market need (60-80%); engineering & operations (20%);

technology; competitors; inventions; employees

Follows from marketing strategy

Identifies, defines, & selects best market opportunities


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Quality Function Deployment

Product design process using

cross-functional teams

Marketing, engineering, manufacturing

Translates customer preferences into specific

product characteristics

Involves creating 4 tabular Matrices or Houses Breakdown product design into increasing levels of detail


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Youve been assigned

temporarily to a QFD team.

The goal of the team is to

develop a new camera

design. Build a House of

Quality.

1984-1994 T/Maker Co.

House of Quality Example


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High relationship Medium relationship Low Relationship

CustomerRequirements

CustomerImportance

Target Values


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Target Values

Light weight

Easy to useReliable

What the customer desires

(wall)

Aluminum

Parts

Auto

Focus

Auto

ExposureCustomer

RequirementsCustomer

Importance


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CustomerImportance

Target Values

Light weight

Easy to useReliable

Aluminum

Parts

Auto

Focus

Auto

Exposure

3

12

Average customer

importance rating


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CustomerImportance

Light weight

Easy to useReliable

Aluminum

Parts

Auto

FocusAuto

Exposure

3

21

Relationship between customerattributes & engineering

characteristics (rooms)


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CustomerImportance

Target Values

Light weight

Easy to useReliable

Aluminum

Parts

Auto

Focus

Auto

Exposure

3

21

5 1 1

Target values for engineeringcharacteristics (basement);

key output


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CustomerImportance

Target Values

Light weight

Easy to use

Reliable

Aluminum

Parts

Auto

Focus

Auto

Exposure

3

2

15 1 1

Man fact rabilit and


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Manufacturability andValue Engineering

Benefits:

reduced complexity of products

additional standardization of products improved functional aspects of product

improved job design and job safety

improved maintainability of the product

robust design

Cost Reduction of a Bracket via


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Cost Reduction of a Bracket viaValue Engineering


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Issues for Product Development

Robust design

Time-based competition

Modular design

Computer-aided design

Value analysisEnvironmentally friendly design


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Robust Design

Product is designed so that small variations in

production or assembly do not adversely affect

the product


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Modular Design

Products designed in easily segmented

components.

Adds flexibility to both production and marketing


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Designing products ata computer terminal or

work station

Design engineerdevelops rough

sketch of product

Uses computer to

draw product

Often used with CAM

1995 Corel Corp.

Computer Aided Design (CAD)


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Shorter design time

Database availability

New capabilities

Example: Focus more on product ideas

Improved product quality

Reduced production costs

Benefits of CAD/CAM


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Design for Manufacturingand Assembly (DFMA)

3-D Object Modeling

CAD/CAM CAD info istranslated into machine

control instructions (CAM)

1995 Corel Corp.

Extensions of CAD


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Virtual Reality

Computer technology used to develop an

interactive, 3-D model of a product.

Especially helpful in design of layouts (factory,store, home, office)


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Value Analysis

Focuses on design improvement during

production

Seeks improvements leading either to a betterproduct or a product which can be more

economically produced.


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Environmentally Friendly Designs

Benefits

Safe and environmentally sound products

Minimum raw material and energy waste

Product differentiation

Environmental liability reduction

Cost-effective compliance with environmental

regulations Recognition as good corporate citizen


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Green Manufacturing

Make products recyclable

Use recycled materials

Use less harmful ingredients

Use lighter components

Use less energyUse less material


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Time-based Competition

Product life cycles are becoming shorter.

Faster developers of new products gain on

slower developers and obtain a competitive

advantage

P d D l C i


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Product Development ContinuumExternal Development Strategies

AlliancesJoint Ventures

Purchase Technology or Expertise by Acquiring theDeveloper

Internal Development Strategies

Migrations of Existing ProductsEnhancement to Existing Products

New Internally Developed Products

Internal----------------------Cost of Product Development --------------------- Shared

Lengthy--------------------Speed of Product Development---------------Rapid and/or

Existing

High------------------------- Risk of Product Development ----------------------- Shared

P d t D t


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Engineering drawing

Shows dimensions, tolerances, &

materials

Shows codes forGroup Technology

Bill of Material

Lists components, quantities & where

used Shows product structure

1984-1994 T/Mak

Product Documents

E i i D i E l


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1-5/8

13/163/8

13/16

13/16

diameter

13/32diameter

1/4 R

1

2-1/2

5/16

2-1/4

45

BracketScale: FULL

Drawn: J. Thomas A- 435-038

Engineering Drawing Example

Engineering Drawings - Show


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Engineering Drawings ShowDimensions, Tolerances, etc.

Bill f M t i l E l


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Bill of Material

P/N: 1000 Name: BicycleP/N Desc Qty Units Level

1001 Handle Bars 1 Each 1

1002 Frame Assy 1 Each 11003 Wheels 2 Each 21004 Frame 1 Each 2

1995 Corel Corp.

Bill of Material Example

Bill of Materia

ls Manufacturing Plant


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Bill of Material for a Panel Weldment Hard Rock Cafs Hickory BBQ Bacon

Cheeseburger

Number Description Qty Description Qty

A60-71 Panel Weldmt 1 Bun

Hamburger Patty

Cheddar CheeseBacon

BBQ Onions

Hickory BBQ Sauce

Burger Set

Lettuce

Tomato

Red Onion

Pickle

French Fries

Seasoned Salt

11-inch Plate

HRC Flag

1

8 oz.

2 slices2 strips

cup

1 oz.

1 leaf

1 slice

4 rings

1 slice

5 oz.

1 tsp

1

1

A 60-7

R 60-17

R 60-428

P 60-2

Lower Roller Assembly

Roller

Pin

Locknet

1

1

1

1

60-72

R 60-57-1

A 60-402-50-1150

Guide Assem. Rear

Support Angle

Roller Assem.Bolt

1

1

11

A 60-73

A 60-74

R 60-99

02-50-1150

Guide Assm, Front

Support Weldmt

Wear Plate

Bolt

1

1

1

1

gand Fast-Food Restaurant

Make or Buy Decisions


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Make-or-Buy Decisions

Decide whether or not you want (or need) to

produce an item

May be able to purchase the item as a standarditem from another manufacturer

Group Technology Characteristics


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Parts grouped into families

Similar, more standardized parts

Uses coding system Describes processing & physical

characteristics

Part families produced

in manufacturing cells

Mini-assembly lines

1984-1994 T/Maker Co.

Group Technology Characteristics

Group Technology Schemes


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p gy

Enable Grouping of Parts

Production Documents


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Production Documents

Assembly Drawing

Assembly chart

Route sheetWork order

Assembly Drawing


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Shows exploded view of product

Head Neck

Handle

End

Cap

Assembly Drawing

Assembly Chart forA T S d i h


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1

2

3

SA1 A1

A2

Tuna Fish

Mayonnaise

Bread

Tuna

Assy

FG

Sandwich

A Tuna Sandwich

Assembly Drawing and AssemblyCh t


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Chart

Route Sheet


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Route Sheet

Lists all operationsRoute Sheet for Bracket

Sequence Machine Operation SetupTime

OperationTime/Unit

1 Shear # 3 Shear tolength 5 .030

2 Shear # 3 Shear 45corners

8 .050

3 Drillpress

Drill bothholes

15 3.000

4 Brakepress

Bend 90 10 .025

Work Order


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Work Order

1984-1994 T/Maker Co.

Authorizes producing a given item, usually to a schedule

Configuration Management


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Configuration Management

A system by which a products planned and

changing components are accurately identified

and for which control and accountability ofchange are maintained

Service Design -


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Nature of Customer Participation

Application of Decision Trees to


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Product Design

Particularly useful when there are a series ofdecisions and outcomes which lead to other

decisions and outcomes.

Considerations: Include all possible alternatives and states of nature -

including doing nothing

Enter payoffs at end of branch

Approach determining expected values by pruning tree

Transition to Production


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Transition to Production

First issue: knowing when to move to production! Second: must view product development as

evolutionary, not responsibility of single

individual/department

Third: expect to need a trial production period to work

the bugs out

Fourth: recognize that responsibility must also transition