1 / 58

Chapter 5

Chapter 5. Product and Service Design. Product Design. Specifies materials Determines dimensions & tolerances Defines appearance Sets performance standards. Service Design. Specifies what the customer is to experience physical items sensual benefits psychological benefits.

grant
Download Presentation

Chapter 5

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 5 Product and Service Design

  2. Product Design • Specifies materials • Determines dimensions & tolerances • Defines appearance • Sets performance standards

  3. Service Design Specifies what the customer is to experience • physical items • sensual benefits • psychological benefits

  4. An Effective Design Process • Matches product/service characteristics with customer needs • Meets customer requirements in simplest, most cost-effective manner • Reduces time to market • Minimizes revisions

  5. Breaking Down Barriers

  6. Stages In The Design Process • Idea Generation • Product Concept • Feasibility Study • Performance Specifications • Preliminary Design • Prototype • Final Design • Final Design Specifications • Process Planning • Manufacturing Specifications

  7. Feasibility study Idea generation Product feasible? Preliminary design Final design Process planning Prototype Design & Manufacturing Specifications Manufacturing The Design Process Yes No

  8. Idea Generation • Suppliers, distributors, salespersons • Trade journals and other published material • Warranty claims, customer complaints, failures • Customer surveys, focus groups, interviews • Field testing, trial users • Research and development

  9. More Idea Generators • Perceptual Maps • visual comparison of customer perceptions • Benchmarking • comparing product/service against best-in-class • Reverse engineering • dismantling competitor’s product to improve your own product

  10. Perceptual Map Of Breakfast Cereals Good taste • Cocoa Puffs High nutrition Low nutrition • Cheerios • Rice • Krispies • Wheaties • Shredded • Wheat Bad taste

  11. Feasibility Study • Market Analysis • Economic Analysis • Technical / Strategic Analysis

  12. Preliminary Design • Create form & functional design • Build prototype • Test prototype • Revise prototype • Retest

  13. Form Design(How The Product Looks)

  14. Functional Design(How The Product Performs) • Reliability • probability product performs intended function for specified length of time • Maintainability • ease and/or cost or maintaining/repairing product

  15. Computing Reliability Components in series 0.90 0.90 0.90 x 0.90 = 0.81 Components in parallel .90 .95 1 - (1-0.90)(1-0.95) = 0.995

  16. Final Design & Process Planning • Produce detailed drawings & specifications • Create workable instructions for manufacture • Select tooling & equipment • Prepare job descriptions • Determine operation & assembly order • Program automated machines

  17. Distribution Of Design Changes Company 2 Company 1 Number of Design Changes 90% of Total changes complete 21 12 3 3 Production begins Months

  18. Improving The Design Process 1. Design teams 2. Concurrent design 3. Design for manufacture & assembly 4. Design for environment 5. Measure design quality 6. Utilize quality function deployment 7. Design for robustness

  19. Design Teams • Marketing, manufacturing, engineering • Suppliers, dealers, customers • Lawyers, accountants, insurance companies

  20. Concurrent Design Customers Design Marketing Engineering Suppliers Production

  21. Concurrent Design • Also, simultaneous or concurrent engineering • Simultaneous decision making by design teams • Integrates product design & process planning • Details of design more decentralized • Encourages price-minus not cost-plus pricing • Needs careful scheduling - tasks done in parallel

  22. General Performance Specifications • Instructions to supplier: • “Design a set of brakes that can stop a 2200 pound car from 60 miles per hour in 200 feet ten times in succession without fading. The brakes should fit into a space 6” x 8” x 10” at the end of each axle and be delivered to the assembly plant for $40 a set.” • Supplier submits design specifications and prepares a prototype for testing.

  23. Role Of Design Engineer • No longer totally responsible for product design • Responsible for more than what was traditionally considered “design” • Merging of design engineer and manufacturing engineer

  24. Design For Manufacture • Design a product for easy & economical production • Consider manufacturability early in the design phase • Identify easy-to-manufacture product-design characteristics • Use easy to fabricate & assemble components • Integrate product design with process planning

  25. DFM Guidelines 1. Minimize the number of parts 2. Develop a modular design 3. Design parts for multi-use 4. Avoid separate fasteners 5. Eliminate adjustments 6. Design for top-down assembly

  26. 7. Design for minimum handling 8. Avoid tools 9. Minimize subassemblies 10. Use standard parts when possible 11. Simplify operations 12. Design for efficient and adequate testing 13. Use repeatable & understood processes 14. Analyze failures 15. Rigorously assess value

  27. Design Simplification (a) The original design (b) Revised design (c) Final design Assembly using common fasteners One-piece base & elimination of fasteners Design for push-and-snap assembly

  28. More Design Improvements • Standardization • uses commonly available parts • reduces costs & inventory • Modular design • combines standardized building blocks/modules into unique products

  29. Design For Assembly (DFA) • Procedure for reducing number of parts • Evaluate methods for assembly • Determine assembly sequence

  30. Analyzing Failures • Failure Mode and Effects Analysis (FMEA) • a systematic approach for analyzing causes & effects of failures • prioritizes failures • attempts to eliminate causes • Fault Tree Analysis (FTA) • study interrelationship between failures

  31. Failure Mode & Effects Analysis

  32. Fault Tree For Potato Chips And Or

  33. Value Analysis (Engineering) • Ratio of value / cost • Assessment of value : • 1. Can we do without it? • 2. Does it do more than is required? • 3. Does it cost more than it is worth? • 4. Can something else do a better job • 5. Can it be made by less costly method, tools, material? • 6. Can it be made cheaper, better or faster by someone else?

  34. Design For Environment • Design from recycled material • Use materials which can be recycled • Design for ease of repair • Minimize packaging • Minimize material & energy used during manufacture, consumption & disposal

  35. Measures Of Design Quality 1. Number of component parts and product options 2. Percentage of standard parts 3. Use of existing manufacturing resources 4. Cost of first production run 5. First six months cost of engineering changes 6. First year cost of field service repair 7. Total product cost 8. Total product sales 9. Sustainable development

  36. Quality Function Deployment (QFD) • Translates the “voice of the customer” into technical design requirements • Displays requirements in matrix diagrams • First matrix called “house of quality” • Series of connected houses

  37. 5. Tradeoff matrix House Of Quality 3. Product characteristics Importance 1. Customer requirements 4. Relationship matrix 2. Competitive assessment 6. Technical assessment and target values

  38. House Of Quality For Steam Iron

  39. Series Of QFD Houses

  40. Classical Models of QFD

  41. Management & Planning Tools for QFD • Affinity Diagram (Idea grouping) • Tree Diagram (Hierarchical structure) • Matrix Diagram (=9, = 3, =1) • Priotization Matrix (Weighted)

  42. Customer Needs • Customer Needs • Importance to the Customer • Absolute Importance • Relative Importance • Ordinal Importance (ranking)

  43. The Planning Matrix • Current satisfaction performance • Competitive satisfaction performance • Goal • Improvement ratio = Goal / Current S. P. • Sales point (1= no change, 1.2 = medium, 1.5 = strong) • Raw weight = Importance x Imp. Ratio x S.P. • Normalized raw weight = R.W. /  R.W.

  44. Substitute Quality Characteristics (Technical Response) • Performance Measurements • Product Functions

  45. Impacts, Relationships, & Priorities • Amount of Impact •  Strongly linked = 9, •  Moderately linked = 3 •  Possibly linked = 1 • Priorities of SQC ( Impacts) • Negative Impacts

  46. Technical Correlations •  : Strong positive impact •  : Moderate positive impact • Blank: No impact •  : Moderate negative impact •  : Strong negative impact •  Direction of impact

  47. Technical Benchmarks • Benchmarking performance measures • Benchmarking functionality • Competitive Benchmarks • Own Performance • Targets

  48. Benefits Of QFD • Promotes better understanding of customer demands • Promotes better understanding of design interactions • Involves manufacturing in the design process • Breaks down barriers between functions and departments

  49. Focuses the design effort • Fosters teamwork • Improves documentation of the design and development process • Provides a database for future designs • Increases customer satisfaction • Reduces the number of engineering changes • Brings new designs to the market faster • Reduces the cost of design and manufacture

  50. Design For Robustness • Product can fail due to poor design quality • Products subjected to many conditions • Robust design studies • controllable factors - under designer’s control • uncontrollable factors - from user or environment • Designs products for consistent performance

More Related