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Product design
The document discusses various aspects of product and service design. It covers trends in design such as increased emphasis on customer satisfaction and environmental concerns. It describes the design process from idea generation to testing prototypes. Key aspects discussed include quality function deployment to understand customer needs, concurrent engineering, and designing for manufacturability. The document also compares differences between designing tangible products versus intangible services.
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Introduction to the overall theme of designing operating systems, indicating the focus of presentation.
Factors such as cost, quality, time-to-market, customer satisfaction, and competitive advantage.
Increased customer focus, quick product introduction, production capabilities, environmental impact, and user-friendly design.
Activities for translating customer needs into product requirements, along with competitive growth objectives like cost and quality.
Detailed steps of product design including idea generation, feasibility study, and physical and functional design.
Understanding customer needs via Kano's model highlighting must-be, satisfiers, and delighters.
Explores internal/external sources for product ideas and emphasizes quality function deployment (QFD).
Organized efforts for innovation through basic and applied research, and development phases.
Concerns regarding product liability and compliance with legal and environmental regulations.
Introduction to product life cycles and various design principles including robust design and CAD.
Pros and cons of standardization related to inventory, production, and design modifications.
Concepts of mass customization, delayed differentiation, and modular design for flexible production.
Discussion on reliability, improving strategies, and robust design principles for durability.
Design for manufacturing and assembly, emphasizing CAD and manufacturability considerations.
Importance of recycling, environmental regulations, and cost benefits related to recycling processes.
Contrasts in designing products versus services, including variability and customer interaction.
Integrating customer feedback into design processes through the house of quality approach.
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Product design
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- 2. Major factorsin strategy ◦ Cost ◦ Quality ◦ Time-to-market ◦ Customer satisfaction ◦ Competitive advantage Product and Service Design
- 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” ◦ Designing products that use less material
- 5. Product or ServiceDesign Activities Translate customer wants and needs into product and service requirements Refine existing products and services Develop new products and services Formulate quality goals Formulate cost targets Construct and test prototypes Document specifications
- 6. Reasons for Productor 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
- 7. Objectives of Productand Service Design Development time and cost Product or service cost Resulting product or service quality Capability to produce or deliver a given product or service
- 8. Design Process Idea Generation FeasibilityStudy Functional Design Production Design Pilot Run and Final Tests New Product or Service Launch Design Specifications Manufacturing of Delivery Specifications Marketing Competitors R & D Form Design Testing Prototypes
- 9. Idea Generation: • PerceptualMap – A visual method of comparing customer perception • Benchmarking: Comparing product or process with the best in the world • Reverse Engineering: Carefully dismantling competitors product to improve own product Feasibility Study: A feasibility study consists of a market analysis , an economic analysis , and a technical and strategic analysis. Form Design: Physical appearance of a product – its color ,size and style Functional design: How the product will perform- Reliability – Probability that a product will perform its intended function for a specified period of time
- 10. Production Design: How theproduct will be made Simplification : reduces the number of parts , assemblies or options in a product
- 11.
- 12. Kano’s Model Customer Dissatisfied + 0Product dysfunctional Customer Satisfied Product Fully Functional (Must be )DISSATISFIERS SATISFIERS DELIGHTERS 100 -
- 13. Kano Analysis Voice ofCustomer Types – e.g. Automobile Must-Be (Dissatisfiers) – Requirement that can be dissatisfy, but cannot increase satisfaction. e.g. Brakes (Good brakes are expected) Satisfiers – The more of these requirements that are met , more one is satisfied. E.g. Gas Mileage Delighters: If the requirement is absent, it does not cause dissatisfaction, but it will delight customers if present. e.g. Retractable Radio Antenna
- 14. Kano Analysis Retractable RadioAntenna Rear Window wiper Electronic door locker Gas Mileage Warranty period Turning radius Brakes Engine cooling system Wind shield Customer Requirement s (VOC) for an automobile
- 15. Sources of Ideasfor Products and Services Internal ◦ Employees ◦ Marketing department ◦ R&D department External ◦ Customers (QFD) ◦ Competitors ◦ Suppliers
- 16. Quality Function Deployment Quality Function Deployment ◦ Voice of the customer ◦ House of quality QFD: An approach that integrates the “voice of the customer” into the product and service development process.
- 17. Reverse Engineering Reverse engineeringis the dismantling and inspecting of a competitor’s product to discover product improvements.
- 18. 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.
- 19. Legal, Ethical, andEnvironmental Issues Legal ◦ FDA, OSHA, IRS ◦ Product liability ◦ Uniform commercial code Ethical ◦ Releasing products with defects Environmental ◦ EPA
- 20. Regulations & LegalConsiderations Product Liability - A manufacturer is liable for any injuries or damages caused by a faulty product. Uniform Commercial Code - Products carry an implication of merchantability and fitness.
- 21. Product Design ProductLife Cycles Robust Design Concurrent Engineering Computer-Aided Design Modular Design
- 22. Life Cycles ofProducts or Services Time Incubation Growth Maturity Saturation Decline Deman d
- 23. Advantages of Standardization Fewer parts to deal with in inventory & manufacturing Reduced training costs and time More routine purchasing, handling, and inspection procedures
- 24. 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.
- 25. 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.
- 26. Mass Customization Mass customization: ◦A strategy of producing standardized goods or services, but incorporating some degree of customization ◦ Delayed differentiation ◦ Modular design
- 27. Delayed Differentiation Delayed differentiationis a postponement tactic ◦ Producing but not quite completing a product or service until customer preferences or specifications are known
- 28. Modular Design Modular designis 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
- 29. Reliability Reliability: Theability 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
- 30. Improving Reliability • Componentdesign • Production/assembly techniques • Testing • Redundancy/backup • Preventive maintenance procedures • User education • System design
- 31. Robust Design: Designthat results in products or services that can function over a broad range of conditions Robust Design yields a product or service designed to withstand variations Designers job is to choose values for controllable variables that react in a robust fashion to the possible occurrences of uncontrollable factors Robust Design
- 32. Taguchi Approach RobustDesign 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
- 33. Designing for Manufacturing Beyondthe overall objective to achieve customer satisfaction while making a reasonable profit is: Design for Manufacturing(DFM) The designers’ consideration of the organization’s manufacturing capabilities when designing a product. The more general term design for operations encompasses services as well as manufacturing
- 34. Concurrent Engineering Concurrent engineering isthe bringing together of engineering design and manufacturing personnel early in the design phase.
- 35. “Over the Wall”Approach DesignMfg New Product
- 36. Computer-Aided Design Computer-AidedDesign (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
- 37. Manufacturability Manufacturability isthe ease of fabrication and/or assembly which is important for: ◦ Cost ◦ Productivity ◦ Quality
- 38. Product design Designfor manufacturing (DFM) Design for assembly (DFA) Design for recycling (DFR) Remanufacturing Design for disassembly (DFD) Robust design
- 39. Recycling: recoveringmaterials for future use Recycling reasons ◦ Cost savings ◦ Environment concerns ◦ Environment regulations Recycling
- 40. Tangible –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 Differences Between Product and Service Design
- 41. Service Variability &Customer Influence Service Design Variability in Service Require- ments Degree of Contact with Customer High Moderate Low None None Low Moderate High Telephone Purchase Dept. Store Purchase Customized Clothing Internet Purchase
- 42. Quality Function Deployment Quality Function Deployment ◦ Voice of the customer ◦ House of quality QFD: An approach that integrates the “voice of the customer” into the product and service development process.
- 43. The House ofQuality Correlation matrix Design requirements Customer require- ments Competitive assessment Relationship matrix Specifications or target values
- 44. Customer Requirements Easy to close Staysopen on a hill Easy to open Doesn’t leak in rain No road noise Importance weighting Engineering Characteristics Energyneeded toclosedoor Checkforce onlevel ground Energyneeded toopendoor Waterresistance 10 6 6 9 2 3 7 5 3 3 2 X X X X X Correlation: Strong positive Positive Negative Strong negative X * Competitive evaluation X = Us A = Comp. A B = Comp. B (5 is best) 1 2 3 4 5 X AB X AB XAB A X B X A B Relationships: Strong = 9 Medium = 3 Small = 1 Target values Reduceenergy levelto7.5ft/lb Reduceforce to9lb. Reduceenergy to7.5ft/lb. Maintain currentlevel Technical evaluation (5 is best) 5 4 3 2 1 B A X BA X B A X B X A BXA BA X Doorseal resistance Accoust.Trans. Window Maintain currentlevel Maintain currentlevel House of Quality Example