4. Product Development Process
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Product Development Process
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Potential benefits/ outcomes
Customer
dimensions
Provides unique benefits and features to the customers
Meet customer expectations better than existing productsProvide better quality as perceived by customers
Results in innovative offerings to the customers
Sustained
Performance
Simplifies product in use and maintenance
Reduces the cost of use over product lifetime
Addresses environmental issues pertaining to manufacture, use and disposal
Operational
Advantages
Simplifies the manufacturing process
Simplifies the assembly process
Minimizes the need for revisions and changes after introduction
Strategic
Advantages
Enables faster new product introduction
Reduces the cost of the product
Provides capabilities for mass customization
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Design Process
Pilot runand final tests
New product orservice launch
Final design& process plans
Ideageneration
Feasibilitystudy
Product orservice concept
Performancespecifications
Functionaldesign
Form design
Productiondesign
Revising and testingprototypes
Design
specifications
Manufacturing
or deliveryspecifications
SuppliersR&D
Customers
Marketing Competitors
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Idea Generation Sources
Companys own R&D department
Customer complaints or
suggestions
Marketing research
Suppliers Salespersons in the field
Factory workers
New technological developments
Competitors
Perceptual Maps
Visual comparison of customer
perceptions
Benchmarking
Comparing product/serviceagainst best-in-class
Reverse engineering
Dismantling competitors
product to improve your own
product
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Perceptual Map of Breakfast Cereals
Rice
KrispiesWheaties
Cheerios
ShreddedWheat
HIGHNUTRITION
LOWNUTRITION
GOODTASTE
BADTASTE
Cocoa Puffs
Rice
KrispiesWheaties
Cheerios
ShreddedWheat
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Feasibility Study
Market analysis
Economic analysis
Technical/strategic
analysis Performance specifications
Prototyping
Build a prototype
form design
functional design
production design Test prototype
Revise design
Retest
Form Design
how product will look?
Functional Design
reliability
maintainability
usability
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Production design
Simplification
reducing number of parts, assemblies, or options in a product
Standardization
using commonly available and interchangeable parts
Modularity
combining standardized building blocks, or modules, to create
unique finished products
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(b) Revised design
One-piece base &
elimination of
fasteners
(c) Final design
Design for
push-and-snap
assembly
(a) Original design
Assembly using
common fasteners
Design Simplification
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Final Design and Process Plans Final design
detailed drawings and
specifications for newproduct or service
Process plans
workable instructions
necessary equipmentand tooling
component sourcing
recommendations
job descriptions and
procedures computer programs for
automated machines
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Improving Quality of Design
Review designs to prevent failures
Design for environment
Measure design quality
Use quality function deployment
Design for robustness
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Design Review
Failure mode and effects analysis (FMEA)
a systematic method of analyzing product failures
Fault tree analysis (FTA) a visual method for analyzing interrelationships among
failures
Value analysis (VA)
helps eliminate unnecessary features and functions
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FMEA for potato chips
FailureMode
Cause ofFailure
Effect ofFailure
CorrectiveAction
Stale low moisture content
expired shelf life
poor packaging
tastes bad
wont crunch
thrown out
lost sales
add moisture
cure longer
better package seal
shorter shelf life
Broken too thin
too brittle
rough handling
rough use
poor packaging
cant dip
poor display
injures mouth
chocking
perceived as old
lost sales
change recipe
change process
change packaging
Too Salty outdated receipt
process not in control
uneven distribution of salt
eat less
drink more
health hazard
lost sales
experiment with recipe
experiment with process
introduce low salt version
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Fault tree analysis (FTA)
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Value analysis (VA)
Can we do without it?
Does it do more than is required?
Does it cost more than it is worth?
Can something else do a better job?
Can it be made by a less costly method?
with less costly tooling?
with less costly material? Can it be made cheaper, better, or faster by someone else?
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Design for Environment
Design for environment designing a product from material that can be recycled
design from recycled material
design for ease of repair minimize packaging
minimize material and energy used during manufacture,consumption and disposal
Extended producer responsibility
holds companies responsible for their product even after its usefullife
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Measure Design Quality
% of revenue from newproducts or services
% of products capturing
50% or more of market % of process initiativesyielding a 50% or moreimprovement ineffectiveness
% of suppliers engaged incollaborative design
% of parts that can berecycled
% of parts used in
multiple products % of parts with noengineering change orders
Average number ofcomponents per product
Things gone wrong(TGW)
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Quality Function Deployment
(QFD)
Translates voice of customer into technical
design requirements Displays requirements in matrix diagrams
first matrix called house of quality
series of connected houses
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House of Quality
Trade-off matrix
Designcharacteristics
Customer
requirements
Target values
Relationship
matrix
Competitive
assessment
Importance
1 2
3
4
5
6
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Competitive Assessment of
Customer Requirements
Irons
well
Easyand
safetouse
Competitive Assessment
Customer Requirements 1 2 3 4 5
Presses quickly 9 B A X
Removes wrinkles 8 AB XDoesnt stick to fabric 6 X BA
Provides enough steam 8 AB X
Doesnt spot fabric 6 X AB
Doesnt scorch fabric 9 A XB
Heats quickly 6 X B AAutomatic shut-off 3 ABX
Quick cool-down 3 X A B
Doesnt break when dropped 5 AB X
Doesnt burn when touched 5 AB X
Not too heavy 8 X A B
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Energyneededtopress
Weightofiron
Sizeofsoleplate
Thicknessof
soleplate
Materialused
insoleplate
Numberofho
les
Sizeofholes
Flowofwaterfromholes
Timerequiredtoreach450F
Timetogofr
om450to100
Protectiveco
verforsoleplate
Automaticsh
utoff
Customer Requirements
Presses quickly - - + + + -
Removes wrinkles + + + + +
Doesnt stick to fabric - + + + +
Provides enough steam + + + +
Doesnt spot fabric + - - -
Doesnt scorch fabric + + + - +
Heats quickly - - + -
Automatic shut-off +
Quick cool-down - - + +
Doesnt break when dropped + + + +
Doesnt burn when touched + + + +
Not too heavy + - - - + -
Irons
well
Easyand
safetouse
From Customer
Requirements
to Design
Characteristics
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Energyneededtopress
Weightofiron
Sizeofsoleplate
Thicknessofsoleplate
Materialusedin
soleplate
Numberofholes
Sizeofholes
Flowofwaterfromholes
Timerequiredto
reach450
Timetogofrom
450to100
Protectivecoverforsoleplate
Automaticshuto
ff
--
+
+
+
Tradeoff Matrix
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Energy
neededtopress
Weight
ofiron
Sizeofsoleplate
Thickne
ssofsoleplate
Materia
lusedinsoleplate
Numberofholes
Sizeofholes
Flowof
waterfromholes
Timere
quiredtoreach450
Timeto
gofrom450to10
0
Protectivecoverforsoleplate
Automa
ticshutoff
Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N
Iron A 3 1.4 8x4 2 SS 27 15 0.5 45 500 N Y
Iron B 4 1.2 8x4 1 MG 27 15 0.3 35 350 N YOur Iron (X) 2 1.7 9x5 4 T 35 15 0.7 50 600 N Y
Estimated impact 3 4 4 4 5 4 3 2 5 5 3 0
Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2
Targets 1.2 8x5 3 SS 30 30 500
Design changes * * * * * * *
Ob
jective
me
asures
Targeted Changes in Design
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SS = Silverstone
MG = Mirorrglide
T = Titanium
Completed
House of Quality
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A Series of Connected QFD Houses
Customer
require
ments
Houseof
quality
Product
characteristics
A-1
Product
characteristics
Parts
deployment
Part
characteristics
A-2
Part
char
acteristics
Processplanning
Process
characteristics
A-3
Process
characteristics
Operatingrequirements
Operations
A-4
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Benefits of QFD Promotes better understanding of customer demands
Promotes better understanding of design interactions
Involves manufacturing in design process Breaks down barriers between functions and departments
Provides documentation of design process
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Design for Robustness
Robust product designed to withstand variations in environmental and operating
conditions
Robust design yields a product or service designed to withstand variations
Controllable factors
design parameters such as material used, dimensions, and form ofprocessing
Uncontrollable factors users control (length of use, maintenance, settings
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Performance Specifications
Service
Delivery Specifications
Physical
items
Sensual
benefits
Psychological
benefits
Design Specifications ServiceProvider
Customer
Customer
requirements
Customer
expectations
Activities FacilityProvider
skills
Cost and time
estimates
Schedule Deliverables Location
Service Concept Service Package
Desired serviceexperience
Targeted
customer
Service
DesignProcess