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Product and Service Design
Chapter 4
Product and Service Design
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Product and Service Design
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
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Product and Service Design
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
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Product and Service Design
Trends in Product & Service Design (Contd) Increased emphasis on or attention to:
The organizations capabilities to produce or deliver the item Environmental concerns
Designing products & services that are user friendly
Designing products that use less material
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Product and Service Design
Objectives of Product and 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
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Product and Service Design
Sources of Ideas for Products and Services Motivation for design and redesign comes from many directions: Internal Employees Marketing department R&D department External Customers Competitors Suppliers 6
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Product and Service Design
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.
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Product and Service Design
Product & Service Design Issues Product Life Cycles Standardization Mass Customization Reliability Robust Design
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Product and Service Design
Life Cycles of Products or Services
Saturation
Maturity
Deman d
Decline Growth
Incubation
Time
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Product and Service Design
Standardization Extent to which there is absence of variety in a product, service, or process. Advantages of Standardization Fewer parts to deal with in inventory & manufacturing
Reduced training costs and time
More routine purchasing, handling, and inspection procedures
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Product and Service Design
Standardization Advantages of Standardization (Contd)
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.
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Product and Service Design
Standardization 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.
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Product and Service Design
Mass Customization Mass customization: A strategy of producing standardized goods or services, but incorporating some degree of customization Delayed differentiation Modular design
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Product and Service Design
Delayed Differentiation Delayed differentiation is a postponement tactic
Producing but not quite completing a product or service until customer preferences or specifications are known
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Product and Service Design
Modular Design
Modular design is a form of standardization in which component parts are grouped 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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Product and Service Design
Robust Design Robust Design: Design that results in products or services that can function over a broad range of conditions
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Product and Service Design
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
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Product and Service Design
Manufacturing Designing
Production Capabilities--DFM,DFA Remanufacturing RecyclingDFR Component Commonality Concurrent Engineering Computer-Aided Design
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Product and Service Design
Concurrent Engineering
Concurrent engineering is the bringing together of engineering design and manufacturing personnel early in the design phase.
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Product and Service Design
Over the Wall Approach
New Product
Mfg
Design
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Product and Service Design
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
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Product and Service Design
Service Design
Differences between Service and Product Design: focuses on more intangible factors less latitude in finding and correcting errors before customer does services cant be inventoried highly visible to consumers and must be designed accordingly some services have low barriers to entry & exit location often crucial
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Product and Service Design
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
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Product and Service Design
Service Variability & Customer Influence Service Design
High Variability Moderate in Service Requirements Low
Highly customized
Customized Clothing Dept. Store Purchase Telephone Purchase Internet Purchase None
None Highly Standardized
Low
Moderate
High
Degree of Contact with Customer
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Product and Service Design
Quality Function Deployment The House of Quality
Correlation matrix Design requirements
Customer requirements
Relationship matrix
Competitive assessment
Specifications or target values
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Product and Service Design
X
House of Quality Example
Engineering Characteristics
Correlation:
Strong positive Positive
X X X X
*
Water resistance Accoust. Trans. Window
Negative Strong negative
Check force on level ground
Energy needed to close door
Energy needed to open door
Competitive evaluation
X = Us A = Comp. A B = Comp. B (5 is best) 1 2 3 4 5
Customer Requirements Easy to close Stays open on a hill Easy to open Doesnt leak in rain No road noise Importance weighting 7 5 3 3 2
Door seal resistance
X X AB
AB
XAB A XB
X A
10
Reduce energy level to 7.5 ft/lb
9
Reduce energy to 7.5 ft/lb.
Relationships:
Strong = 9 Medium = 3 Small = 1
Maintain current level
Reduce force to 9 lb.
Maintain current level
BXA
Target values
Technical evaluation (5 is best)
5 4 3 2 1
B A
BA X
B A X
B X A
Maintain current level
BA X
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