Product and Service Design

1. CHAPTER 4 Product and Service Design

2. 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

3. 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

4. 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”

5. 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”

6. 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

7. 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.

8. Product & Service Design Issues • Life Cycles • Standardization • Mass Customization “delayed differentiation” “modular design” • Reliability • Robust Design

9. Advantages of Standardization • Fewer parts to deal with in inventory & manufacturing • Reduced training costs and time • More routine purchasing, handling, and inspection procedures

10. 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.

11. 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.

12. 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

13. Manufacturing Design • Production Capabilities--DFM,DFA • Remanufacturing • Recycling--DFR • Concurrent Engineering • Computer-Aided Design • Component Commonality

14. Concurrent Engineering Concurrent engineering is the bringing together of engineering design and manufacturing personnel early in the design phase.

15. “Over the Wall” Approach New Product Design Mfg

16. 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

17. 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

18. 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

19. QUALITY FUNCTION DEPLOYMENT“House of Quality” Correlation matrix Design requirements Customer require- ments Relationship matrix Competitive assessment Specifications or target values

20. Correlation: Strong positive X Positive X X Negative X X X Strong negative * Engineering Characteristics Competitive evaluation X = Us Check force on level ground Energy needed to close door Energy needed to open door Accoust. Trans. Window Door seal resistance Water resistance A = Comp. A Importance to Cust. B = Comp. B Customer Requirements (5 is best) 1 2 3 4 5 AB X Easy to close 7 X AB Stays open on a hill 5 Easy to open 3 XAB A X B Doesn’t leak in rain 3 No road noise 2 X A B Relationships: Importance weighting 10 6 6 9 2 3 Strong = 9 Medium = 3 Target values Reduce energy level to 7.5 ft/lb Small = 1 Reduce energy to 7.5 ft/lb. Reduce force to 9 lb. Maintain current level Maintain current level Maintain current level 5 BA BA B B BXA X Technical evaluation (5 is best) B 4 X A X A 3 A X 2 X 1 House of Quality Example IRWIN Ó a Times Mirror Higher Education Group, Inc. company, 1996

21. 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

22. 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”

23. 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