Phases in Product Design and Development: Phases in Product Design and Development: The following are the phases of product design and development;1. Idea generation2. Feasibility analysis 3. Product specifications4. Process specifications5. Prototype development6. Design review7. Market test8. Product introduction9. Follow-up evaluation

1.1. Idea Generation:Idea Generation:Product development begins with idea generation. The idea generation is the conscious Product development begins with idea generation. The idea generation is the conscious identification of a product idea that logically addresses an opportunity.identification of a product idea that logically addresses an opportunity.An opportunity is defined as the identification of a gap in “need” and the likelihood that An opportunity is defined as the identification of a gap in “need” and the likelihood that if a product were developed to fill that need, it would also be “wanted” i.e., there would if a product were developed to fill that need, it would also be “wanted” i.e., there would be effective consumer demand.be effective consumer demand.Idea can come from variety of source;Idea can come from variety of source;

Supply chain based

Competitor based

Research based

Supply Chain Based:Supply Chain Based:A supply chain can be a rich source of ideas. Supply chain sources are customers, A supply chain can be a rich source of ideas. Supply chain sources are customers, suppliers, distributors, employees, and maintenance and repair personnel. These sources suppliers, distributors, employees, and maintenance and repair personnel. These sources can provide valuable insights. Customers input can be obtained from surveys, focus can provide valuable insights. Customers input can be obtained from surveys, focus groups and by complaints. Information from the other remaining sources can be collectedgroups and by complaints. Information from the other remaining sources can be collected through interviews, direct or indirect suggestions and complaints.through interviews, direct or indirect suggestions and complaints.

Ideas

Competitor Based:Competitor Based:Competitor’s products and services are another source of idea. By studying a Competitor’s products and services are another source of idea. By studying a competitor’s product and service and how the competitor operates an organization can competitor’s product and service and how the competitor operates an organization can generate many ideas.generate many ideas.

Reverse EngineeringReverse EngineeringFor the study of competitor’s products, some companies purchase their product and then For the study of competitor’s products, some companies purchase their product and then carefully dismantle and inspect it, searching for ways to improve their own product, this carefully dismantle and inspect it, searching for ways to improve their own product, this study is called reverse engineering. study is called reverse engineering. OR ORReverse engineering is the dismantling and inspecting of a competitor’s product to discover product improvements.

Research Based:Research Based:Research is also a source of idea for new or improved products or services. Many companies have their own research and development (R&D). R&D refers to organized efforts to increase scientific knowledge and product or process innovation & may involve:

1. Basic Research2. Applied Research3. Development

Basic Research:Research done to enhance the understanding of subject (product, problem, opportunity) is called basic research. Research objective is to advance knowledge about a subject without commercial applications.

Applied Research: Research done with the intention of applying the results of the findings to solve/achieve specific problem/opportunity is called applied research. Research objective is to achieve the commercial applications.

Development: It converts results of applied research into commercial applications.

The benefits of successful R&D can be tremendous and the failure of research (product The benefits of successful R&D can be tremendous and the failure of research (product innovation) leads to huge losses. The benefits and failure effects can be studies on pg # innovation) leads to huge losses. The benefits and failure effects can be studies on pg # 134-137 134-137

2.2. Feasibility analysis. Feasibility analysis. Feasibility analysis comparises of following analysis;Feasibility analysis comparises of following analysis;

Market analysisMarket analysis Economic analysisEconomic analysis Technical analysisTechnical analysis

Market analysis:Market analysis:İt deals with the demand and need of the product idea, competition is also analysed.İt deals with the demand and need of the product idea, competition is also analysed. Economic analysis:Economic analysis:İt deals with development cost and production cost, profit potential.İt deals with development cost and production cost, profit potential. Technical analysis:Technical analysis:İt deals with capacity requirements and availability, and the skills needed.İt deals with capacity requirements and availability, and the skills needed.

Feasibility report also provides answer to the question, Does the idea fit with the Feasibility report also provides answer to the question, Does the idea fit with the mission? mission?

3.3. Product specifications: Product specifications: Product specification involves detailed descriptions of what is needed to meet customer Product specification involves detailed descriptions of what is needed to meet customer needs and wants, and requires collaboration between legal, marketing, and operations. needs and wants, and requires collaboration between legal, marketing, and operations. The product features are identified.The product features are identified.

4.4. Process specifications: Process specifications: Process specification is the next phase on which specifications for the process which will Process specification is the next phase on which specifications for the process which will be needed to produce the product is identified. Detail on pg #133.be needed to produce the product is identified. Detail on pg #133.

5.5. Prototype development. Prototype development. Prototype development is the development of samples which are developed to see if therePrototype development is the development of samples which are developed to see if there are any problems with the product or process specifications.are any problems with the product or process specifications.

6.6. Design review. Design review. In design review any necessary changes are made or abandon. In design review any necessary changes are made or abandon.

7.7. Market test.Market test. A market test is conducted to determine the extent of consumer acceptance. A market test is conducted to determine the extent of consumer acceptance.

8.8. Product introduction. Product introduction. Once the market test is successful product is introducedin the market and promoted. This Once the market test is successful product is introducedin the market and promoted. This phase is handled by marketing.phase is handled by marketing.

9.9. Follow-up evaluation. Follow-up evaluation. Once the product is in market, it is evaluated, forecasts is refined and changes are Once the product is in market, it is evaluated, forecasts is refined and changes are determined if needed .determined if needed .

Designing for Manufacturing:Designing for Manufacturing:Designing for manufacturing includes the design techniques that have greater Designing for manufacturing includes the design techniques that have greater applicability for the design of products;applicability for the design of products;

Concurrent Engineering:Concurrent Engineering:Concurrent engineeringConcurrent engineering means bringing engineering design and manufacturing people means bringing engineering design and manufacturing people together, early in the design phase to simultaneously develop the product and the process together, early in the design phase to simultaneously develop the product and the process for creating the product. Detail on pg # 137.for creating the product. Detail on pg # 137.

Advantages of Concurrent Engineering:Advantages of Concurrent Engineering: Manufacturing personnel are able to identify production capabilities and Manufacturing personnel are able to identify production capabilities and

capacities.capacities. Early opportunities for design or procurement of critical tooling. Early opportunities for design or procurement of critical tooling. Technical feasibility of a design can be considered at early stages.. Technical feasibility of a design can be considered at early stages.. The main focus will be on The main focus will be on problemproblem solution rather then solution rather then conflictconflict..

Difficulties:Difficulties: Long-standing existing boundaries between design and manufacturing can be Long-standing existing boundaries between design and manufacturing can be

difficult to overcome. difficult to overcome. Extra communication and flexibility needed which is difficult to achieve.Extra communication and flexibility needed which is difficult to achieve.

Computer-Aided Design:Computer-Aided Design:Computer-Aided Design (CAD) Computer-Aided Design (CAD) uses computer graphics for product design. Detail on pg uses computer graphics for product design. Detail on pg #138.#138.

Benefits of CAD:Benefits of CAD: Increases productivity of designers, 3 to 10 times.Increases productivity of designers, 3 to 10 times. Creates a database for manufacturing information on product specifications.Creates a database for manufacturing information on product specifications. Provides possibility of engineering and cost analysis on proposed designs.Provides possibility of engineering and cost analysis on proposed designs.

Production Requirements:Production Requirements:Design needs to clearly understand the capabilities of production (i.e., equipments, skills, Design needs to clearly understand the capabilities of production (i.e., equipments, skills, types of materials, schedules, technologies, special abilities). Designers must take into types of materials, schedules, technologies, special abilities). Designers must take into account production capabilities as this helps in choosing designs that match capabilities.account production capabilities as this helps in choosing designs that match capabilities.

Design for Manufacturing (DFM):Design for Manufacturing (DFM): Design for manufacturing is used for designing of products that are compatible with an Design for manufacturing is used for designing of products that are compatible with an organization’s manufacturing capabilities.organization’s manufacturing capabilities.

Design for assembly (DFA):Design for assembly (DFA):Design for assembly (DFA) focuses on reducing the number of parts in a product and on Design for assembly (DFA) focuses on reducing the number of parts in a product and on assembly methods and sequence.assembly methods and sequence.

ManufacturabilityManufacturabilityManufacturability refers to the ease with which products can be fabricated and assembly which is important for:CostProductivityQuality

Recycling:Recycling means recovering materials for future use. Companies recycle for a variety of reasons;

Cost savings. Environment concerns. Environmental regulations.

Design for recycling (DFR) Design for recycling refers to design that facilitates the recovery of materials and components in used products for reuse. News clip at pg # 139 gives examples of recycling of cars and plastics.

Remanufacturing:Remanufacturing refers to refurbishing used products by replacing worn-out or defective components. Detail on pg # 140.

Design For Disassembly (DFD):Design for disassembly (DFD) refers to design products that can be more easily taken apart. İt includes using fewer parts and less material.

Component Commonality:Component commonality is the degree of similarity of features and components. It’s very beneficial for companies when a part can be used in multiple products. Similar benefits accrue in services. Detail on pg # 142.

Quality Function Deployment (QFD):Quality Function Deployment is a structured approach for integrating the “Voice of the customer” into both the product or service development process. Listening to and understanding the customer is the central feature of QFD. Detail on pg # 143.

The main QFD matrix:

House of Quality:

Example of the house of quality:

The Kano Model:The Kano model is a conceptualize design characteristics in terms of customer satisfaction. It describes relationships between customer needs and customer satisfaction for three categories of design characteristics; must have characteristics, expected characteristics and excitement characteristics. Detail on pg #145.

Service Design:Service Design:Service:Service:Something that is done to or for a customer is called service.Something that is done to or for a customer is called service.

Service delivery system:Service delivery system:The facilities, processes, and skills needed to provide a service is called service delivery The facilities, processes, and skills needed to provide a service is called service delivery system.system.

Product bundle:Product bundle:The combination of goods and services provided to a customer is called product bundle.The combination of goods and services provided to a customer is called product bundle.

System design involves development or refinement of the overall service package: The physical resources needed. The accompanying goods that are purchased or consumed by the customer, or

provided with the service. Explicit services (the essential/core features of a service, such as hair styling). Implicit services (ancillary/extra features, such as friendliness, courtesy).

Phases in the Service Design Process: Conceptualize Idea generation

Assessment of customer wants/needs Assessment of demand potential

Identify service package components needed Determine performance specifications Translate performance specifications into design specifications Translate design specifications into delivery specifications

Service Blueprinting:A method used in service design to describe and analyze a proposed service.

Steps in service blueprinting: Establish boundaries for the service and decide on the level of detail needed. Identify and determine the sequence of customer and service actions and

interactions. Prepare a flowchart of major process steps. Identify potential failure points and develop a plan to prevent or minimize them,

as well as a plan to respond to service errors. Develop time estimates for each phase of the process, as well as time variability. Analyze profitability.

Characteristics of Well-Designed Service Systems: Being consistent with the organization mission. Being user friendly. Being easy to sustain. Being cost-effective. Having value that is obvious to customers. Having effective linkages between back-of-the-house operations (i.e., no contact

with the customer) and front-of-the-house operations (i.e., direct contact with customers). Front operations should focus on customer service, while back operations should focus on speed and efficiency.

Having a single, unifying theme, such as convenience or speed. Having design features and checks that will ensure service that is reliable and of

high quality.

Challenges of Service Design:Challenges of service design are as follows

There are variable requirements. This creates a need for a robust design that will accommodate a range of inputs and perhaps a range of outputs.

Services can be difficult to describe. By their very nature, verbal descriptions can be somewhat imprecise.

Customer contact is usually much higher in services.

Service design must take into account the service-customer encounter. There can be a relatively large number of variables to deal with in the service-customer encounter.

Differences between Product and Service Design: Products are Tangible. Services are intangible. Services created and delivered at the same time. Services cannot be inventoried. Services highly visible to customers. Services have low barrier to entry. Location important to service. Service systems range from those with little or no customer contact to those that

have a very high degree of customer contact.

Operations Strategy:Product and service design is a fertile area for competitive advantage and increasing customer satisfaction. Potential sources of such benefits include1. Increase emphasis on component commonality2. Packaging products and services to increase sales3. Consider tactics for mass customization4. Look for continual improvement5. Shorten time to get new or redesigned goods and services to the market.Shorten Time to Market involves1. Use standardized components2. Use technology3. Use concurrent engineering

Detail on pg # 149-150.