Post on 30-Dec-2015
description
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Production Operations Production Operations ManagementManagement
Product and Service DesignU. Akinc
Product and Service DesignU. Akinc
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DefinitionsDefinitions
Providing products and services is the means of achieving business objectives
Design is critical for survival: – Ford’s Taurus– GM’s Saturn– Chrysler’s Minivan
saved the US Auto industry in the 80s
Providing products and services is the means of achieving business objectives
Design is critical for survival: – Ford’s Taurus– GM’s Saturn– Chrysler’s Minivan
saved the US Auto industry in the 80s
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Product DesignProduct DesignProduct DesignProduct Design
Product Design Specifies
– MaterialsMaterials
– Dimensions/tolerancesDimensions/tolerances
– AppearanceAppearance
– Standards of PerformanceStandards of Performance
Product Design Specifies
– MaterialsMaterials
– Dimensions/tolerancesDimensions/tolerances
– AppearanceAppearance
– Standards of PerformanceStandards of Performance
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Service DesignService Design
Service design specifies what– Form– Place– Time– Psychological
utility will be offered to the customer
Service design specifies what– Form– Place– Time– Psychological
utility will be offered to the customer
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Design and Competitive Design and Competitive PrioritiesPriorities
Product and Service design impacts all
competitive priorities: Most notably
– Quality of performance
– Quality of conformance
– Price
– Customer service
– Delivery speed
Product and Service design impacts all
competitive priorities: Most notably
– Quality of performance
– Quality of conformance
– Price
– Customer service
– Delivery speed
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Design ProcessDesign Process
An inter-functional activity cutting across departmental boundaries– Marketing– Manufacturing– Research and development– Engineering post-it story– Purchasing
An inter-functional activity cutting across departmental boundaries– Marketing– Manufacturing– Research and development– Engineering post-it story– Purchasing
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Sequential Design ProcessSequential Design ProcessSequential Design ProcessSequential Design Process CustomerCustomer:
Product ConceptProduct Concept Marketing: Marketing:
Performance SpecificationsPerformance Specifications Design Engineering:Design Engineering:
Design SpecificationsDesign Specifications Manufacturing engineering:Manufacturing engineering:
Mfg. specs andMfg. specs and Process Design Process Design
CustomerCustomer: Product ConceptProduct Concept
Marketing: Marketing: Performance SpecificationsPerformance Specifications
Design Engineering:Design Engineering:Design SpecificationsDesign Specifications
Manufacturing engineering:Manufacturing engineering: Mfg. specs andMfg. specs and Process Design Process Design
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Concurrent Design ProcessConcurrent Design ProcessConcurrent Design ProcessConcurrent Design Process
A new approach to design that A new approach to design that involves the simultaneous involves the simultaneous designdesign of of productsproducts and and processesprocesses by inter- by inter-functional design teams.functional design teams.
Essential members of the team:Essential members of the team:– MarketingMarketing– Manufacturing (operations)Manufacturing (operations)– EngineeringEngineering
A new approach to design that A new approach to design that involves the simultaneous involves the simultaneous designdesign of of productsproducts and and processesprocesses by inter- by inter-functional design teams.functional design teams.
Essential members of the team:Essential members of the team:– MarketingMarketing– Manufacturing (operations)Manufacturing (operations)– EngineeringEngineering
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Concurrent vs. Sequential Concurrent vs. Sequential Design ProcessDesign Process
Concurrent vs. Sequential Concurrent vs. Sequential Design ProcessDesign Process
Sequential designSequential design
Concurrent DesignConcurrent Design
Sequential designSequential design
Concurrent DesignConcurrent Design
Prod designProd design
Process design Process design
Prototype/Ramp-upPrototype/Ramp-up
Prod designProd design
Process designProcess design
Prototype/Ramp-upPrototype/Ramp-up
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Quality Function DeploymentQuality Function DeploymentQuality Function DeploymentQuality Function Deployment
1. Customer requirements1. Customer requirements
2. Competitive assessment2. Competitive assessment
3. Technical requirements3. Technical requirements
4. Relationships 4. Relationships
5. Trade-off matrix5. Trade-off matrix
6. Technical assessment/Design targets6. Technical assessment/Design targets
1. Customer requirements1. Customer requirements
2. Competitive assessment2. Competitive assessment
3. Technical requirements3. Technical requirements
4. Relationships 4. Relationships
5. Trade-off matrix5. Trade-off matrix
6. Technical assessment/Design targets6. Technical assessment/Design targets
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QFD Example QFD Example
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Design for manufacture (DFM)Design for manufacture (DFM)Design for manufacture (DFM)Design for manufacture (DFM)
Designing a product so it can be produced Designing a product so it can be produced easily and economicallyeasily and economically
Some guidelines:Some guidelines:– minimum number of partsminimum number of parts– Modular DesignModular Design– Parts with multiple useParts with multiple use– Standard parts when possibleStandard parts when possible– avoid fastenersavoid fasteners
Designing a product so it can be produced Designing a product so it can be produced easily and economicallyeasily and economically
Some guidelines:Some guidelines:– minimum number of partsminimum number of parts– Modular DesignModular Design– Parts with multiple useParts with multiple use– Standard parts when possibleStandard parts when possible– avoid fastenersavoid fasteners
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DFM ExampleDFM ExampleDFM ExampleDFM Example
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Design ProcessDesign Process
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Idea generationIdea generationIdea generationIdea generation
Customers (Sophisticated, exacting, Customers (Sophisticated, exacting, demanding)demanding)
CompetitorsCompetitors– Benchmarking, Benchmarking, – Reverse engineeringReverse engineering
R & D (Technology Driven)R & D (Technology Driven) MarketingMarketing
Customers (Sophisticated, exacting, Customers (Sophisticated, exacting, demanding)demanding)
CompetitorsCompetitors– Benchmarking, Benchmarking, – Reverse engineeringReverse engineering
R & D (Technology Driven)R & D (Technology Driven) MarketingMarketing
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Feasibility StudyFeasibility StudyFeasibility StudyFeasibility Study Market analysisMarket analysis Economic AnalysisEconomic Analysis
Costs vs. expected revenues over the life cycleCosts vs. expected revenues over the life cycle Technological and Strategic analysisTechnological and Strategic analysis
– New technology?New technology?– Investments/RisksInvestments/Risks– Competition with other company productsCompetition with other company products– Consistent with corporate strengthsConsistent with corporate strengths?
Market analysisMarket analysis Economic AnalysisEconomic Analysis
Costs vs. expected revenues over the life cycleCosts vs. expected revenues over the life cycle Technological and Strategic analysisTechnological and Strategic analysis
– New technology?New technology?– Investments/RisksInvestments/Risks– Competition with other company productsCompetition with other company products– Consistent with corporate strengthsConsistent with corporate strengths?
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Preliminary DesignPreliminary DesignPreliminary DesignPreliminary Design
Performance Specs are translated into Performance Specs are translated into technical Specstechnical Specs
Form designForm design Functional designFunctional design
– Performance StandardsPerformance Standards– ReliabilityReliability– MaintainabilityMaintainability
Performance Specs are translated into Performance Specs are translated into technical Specstechnical Specs
Form designForm design Functional designFunctional design
– Performance StandardsPerformance Standards– ReliabilityReliability– MaintainabilityMaintainability
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Final Design andFinal Design andProcess PlanningProcess PlanningFinal Design andFinal Design andProcess PlanningProcess Planning
Final Drawings and specificationsFinal Drawings and specifications– PrototypingPrototyping– Technical testingTechnical testing
Convert designs into workable production Convert designs into workable production steps, steps, – EquipmentEquipment– ToolingTooling– Make or Buy decisionsMake or Buy decisions
Final Drawings and specificationsFinal Drawings and specifications– PrototypingPrototyping– Technical testingTechnical testing
Convert designs into workable production Convert designs into workable production steps, steps, – EquipmentEquipment– ToolingTooling– Make or Buy decisionsMake or Buy decisions
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ProjectsProjectsProjectsProjects
Job ShopJob ShopJob ShopJob Shop
BatchBatchBatchBatch
Assembly LineAssembly LineAssembly LineAssembly Line
ContinuousContinuousProcessProcessContinuousContinuousProcessProcess
Product VarietyProduct VarietyProduct VarietyProduct Variety
Identifiable Flow
Pattern
Identifiable Flow
Pattern
Identifiable Flow
Pattern
Identifiable Flow
Pattern