Chapter 5Chapter 5

Product and Service Product and Service DesignDesign

Product DesignProduct Design

Specifies materialsSpecifies materials Determines dimensions & tolerancesDetermines dimensions & tolerances Defines appearanceDefines appearance Sets performance standardsSets performance standards

Service DesignService Design

Specifies what the customer is to experienceSpecifies what the customer is to experience–physical itemsphysical items–sensual benefitssensual benefits–psychological benefitspsychological benefits

An Effective Design ProcessAn Effective Design Process

Matches product/service characteristics Matches product/service characteristics with customer needswith customer needs

Meets customer requirements in simplest, Meets customer requirements in simplest, most cost-effective mannermost cost-effective manner

Reduces time to marketReduces time to market Minimizes revisionsMinimizes revisions

Breaking Down BarriersBreaking Down Barriers

Stages In The Design ProcessStages In The Design Process Idea Generation Idea Generation

–Product ConceptProduct Concept

Feasibility Study Feasibility Study –Performance SpecificationsPerformance Specifications

Preliminary Design Preliminary Design –PrototypePrototype

Final Design Final Design –Final Design SpecificationsFinal Design Specifications

Process PlanningProcess Planning–Manufacturing SpecificationsManufacturing Specifications

No

Ideageneration

Finaldesign

Preliminarydesign

Feasibilitystudy

Processplanning

Productfeasible?

Yes

Prototype

Manufacturing

Design & ManufacturingSpecifications

The Design ProcessThe Design Process

Idea GenerationIdea Generation

SSuppliers, distributors, salespersonsuppliers, distributors, salespersons Trade journals and other published materialTrade journals and other published material Warranty claims, customer complaints, failuresWarranty claims, customer complaints, failures Customer surveys, focus groups, interviewsCustomer surveys, focus groups, interviews Field testing, trial usersField testing, trial users Research and developmentResearch and development

More Idea GeneratorsMore Idea Generators

Perceptual MapsPerceptual Maps–visual comparison of customer perceptionsvisual comparison of customer perceptions

BenchmarkingBenchmarking–comparing product/service against best-in-comparing product/service against best-in-classclass

Reverse engineeringReverse engineering–dismantling competitor’s product to improve dismantling competitor’s product to improve your own productyour own product

Perceptual Map Of Breakfast Perceptual Map Of Breakfast CerealsCereals

Good taste

Bad taste

High nutritionLow nutrition

•Cocoa Puffs

•Rice Krispies •Wheaties

•Cheerios

•Shredded Wheat

Feasibility StudyFeasibility Study

Market AnalysisMarket Analysis

Economic AnalysisEconomic Analysis

Technical / Strategic AnalysisTechnical / Strategic Analysis

Preliminary DesignPreliminary Design

Create form & functional designCreate form & functional design Build prototypeBuild prototype Test prototypeTest prototype Revise prototypeRevise prototype RetestRetest

Form DesignForm Design(How The Product Looks)(How The Product Looks)

Functional DesignFunctional Design(How The Product Performs)(How The Product Performs)

ReliabilityReliability–probability product performs intended function probability product performs intended function for specified length of timefor specified length of time

MaintainabilityMaintainability–ease and/or cost or maintaining/repairing ease and/or cost or maintaining/repairing productproduct

Computing ReliabilityComputing Reliability

0.90 0.90

.95

.90

0.90 x 0.90 = 0.81

1 - (1-0.90)(1-0.95) = 0.995

Components in series

Components in parallel

Final Design & Process PlanningFinal Design & Process Planning

Produce detailed drawings & specificationsProduce detailed drawings & specifications Create workable instructions for Create workable instructions for

manufacturemanufacture Select tooling & equipmentSelect tooling & equipment Prepare job descriptionsPrepare job descriptions Determine operation & assembly orderDetermine operation & assembly order Program automated machinesProgram automated machines

Distribution Of Design ChangesDistribution Of Design Changes

21 12 33 ProductionbeginsMonths

Nu

mb

er

of D

esi

gn

Ch

ang

es Company 2

90% of Totalchangescomplete

Company 1

Improving The Design ProcessImproving The Design Process

1. Design teams1. Design teams

2. Concurrent design2. Concurrent design

3. Design for manufacture & assembly3. Design for manufacture & assembly

4. Design for environment4. Design for environment

5. Measure design quality5. Measure design quality

6. Utilize quality function deployment6. Utilize quality function deployment

7. Design for robustness7. Design for robustness

Design TeamsDesign Teams

Marketing, manufacturing, engineeringMarketing, manufacturing, engineering Suppliers, dealers, customersSuppliers, dealers, customers Lawyers, accountants, insurance companiesLawyers, accountants, insurance companies

Concurrent DesignConcurrent Design

Customers

Marketing

Design

Engineering

Suppliers Production

Concurrent DesignConcurrent Design

Also, simultaneous or concurrent engineeringAlso, simultaneous or concurrent engineering Simultaneous decision making by design teamsSimultaneous decision making by design teams Integrates product design & process planningIntegrates product design & process planning Details of design more decentralizedDetails of design more decentralized Encourages price-minus not cost-plus pricingEncourages price-minus not cost-plus pricing Needs careful scheduling - tasks done in parallelNeeds careful scheduling - tasks done in parallel

General Performance General Performance SpecificationsSpecifications

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

Supplier submits design specifications and Supplier submits design specifications and prepares a prototype for testing.prepares a prototype for testing.

Role Of Design EngineerRole Of Design Engineer

No longer totally responsible for product No longer totally responsible for product designdesign

Responsible for more than what was Responsible for more than what was traditionally considered “design”traditionally considered “design”

Merging of design engineer and Merging of design engineer and manufacturing engineermanufacturing engineer

Design For ManufactureDesign For Manufacture

Design a product for easy & economical Design a product for easy & economical productionproduction

Consider manufacturability early in the design Consider manufacturability early in the design phasephase

Identify easy-to-manufacture product-design Identify easy-to-manufacture product-design characteristicscharacteristics

Use easy to fabricate & assemble componentsUse easy to fabricate & assemble components Integrate product design with process planningIntegrate product design with process planning

DFM GuidelinesDFM Guidelines

1. Minimize the number of parts1. Minimize the number of parts

2. Develop a modular design2. Develop a modular design

3. Design parts for multi-use3. Design parts for multi-use

4. Avoid separate fasteners4. Avoid separate fasteners

5. Eliminate adjustments5. Eliminate adjustments

6. Design for top-down assembly6. Design for top-down assembly

7. Design for minimum handling7. Design for minimum handling

8. Avoid tools8. Avoid tools

9. Minimize subassemblies9. Minimize subassemblies

10. Use standard parts when possible10. Use standard parts when possible

11. Simplify operations11. Simplify operations

12. Design for efficient and adequate testing12. Design for efficient and adequate testing

13. Use repeatable & understood processes13. Use repeatable & understood processes

14. Analyze failures14. Analyze failures

15. Rigorously assess value15. Rigorously assess value

Design SimplificationDesign Simplification

(a) The original design (b) Revised design (c) Final design

Design for push-and-snap assembly

One-piece base & elimination of fasteners

Assembly using common fasteners

More Design ImprovementsMore Design Improvements

StandardizationStandardization–uses commonly available partsuses commonly available parts–reduces costs & inventoryreduces costs & inventory

Modular designModular design–combines standardized building combines standardized building blocks/modules into unique productsblocks/modules into unique products

Design For Assembly (DFA)Design For Assembly (DFA)

Procedure for reducing number of partsProcedure for reducing number of parts

Evaluate methods for assemblyEvaluate methods for assembly

Determine assembly sequenceDetermine assembly sequence

Analyzing FailuresAnalyzing Failures

Failure Mode and Effects Analysis (FMEA)Failure Mode and Effects Analysis (FMEA)–a systematic approach for analyzing causes & a systematic approach for analyzing causes &

effects of failureseffects of failures–prioritizes failuresprioritizes failures–attempts to eliminate causesattempts to eliminate causes

Fault Tree Analysis (FTA)Fault Tree Analysis (FTA)–study interrelationship between failuresstudy interrelationship between failures

Failure Mode & Effects AnalysisFailure Mode & Effects AnalysisFailure Mode

Causes of Failure

Effects of Failure

Corrective Action

Stale Low moisture content, expired shelf life, poor packaging

Tastes bad, won’t 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

Can’t dip, poor display, injures mouth, choking, perceived as old, lost sales

Change recipe, change process, change packaging

Too Salty Outdated recipe, 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

Fault Tree For Potato ChipsFault Tree For Potato Chips

And

Or

Value Analysis (Engineering)Value Analysis (Engineering) Ratio of value / costRatio of value / cost Assessment of value : Assessment of value :

–1. Can we do without it?1. Can we do without it?

–2. Does it do more than is required?2. Does it do more than is required?

–3. Does it cost more than it is worth?3. Does it cost more than it is worth?

–4. Can something else do a better job4. Can something else do a better job

–5. Can it be made by less costly method, tools, material?5. Can it be made by less costly method, tools, material?

–6. Can it be made cheaper, better or faster by someone else?6. Can it be made cheaper, better or faster by someone else?

Design For EnvironmentDesign For Environment

Design from recycled materialDesign from recycled material Use materials which can be recycledUse materials which can be recycled Design for ease of repairDesign for ease of repair Minimize packagingMinimize packaging Minimize material & energy used during Minimize material & energy used during

manufacture, consumption & disposalmanufacture, consumption & disposal

Measures Of Design QualityMeasures Of Design Quality

1. Number of component parts and product options1. Number of component parts and product options

2. Percentage of standard parts2. Percentage of standard parts

3. Use of existing manufacturing resources3. Use of existing manufacturing resources

4. Cost of first production run4. Cost of first production run

5. First six months cost of engineering changes5. First six months cost of engineering changes

6. First year cost of field service repair6. First year cost of field service repair

7. Total product cost7. Total product cost

8. Total product sales8. Total product sales

9. Sustainable development9. Sustainable development

Quality Function Deployment Quality Function Deployment (QFD)(QFD)

Translates the “voice of the customer” into Translates the “voice of the customer” into technical design requirementstechnical design requirements

Displays requirements in matrix diagramsDisplays requirements in matrix diagrams First matrix called “house of quality”First matrix called “house of quality” Series of connected housesSeries of connected houses

House Of Quality House Of Quality

6. Technical assessment and target values

1. Customerrequirements

4. Relationship matrix

3. Productcharacteristics

Importance

2. Competitiveassessment

5. Tradeoffmatrix

House Of Quality For Steam IronHouse Of Quality For Steam Iron

Series Of QFD HousesSeries Of QFD Houses

Classical Models of QFDClassical Models of QFD

MatrixMatrix WhatWhat HowHow

House of House of QualityQuality

Voice of CustomerVoice of Customer Tech. Performance Tech. Performance MeasuresMeasures

Subsystem Subsystem Design MatrixDesign Matrix

Tech. Performance Tech. Performance MeasuresMeasures

Piece/Part Piece/Part CharacteristicsCharacteristics

Piece/Part Piece/Part Design MatrixDesign Matrix

Piece/Part Piece/Part CharacteristicsCharacteristics

Process ParametersProcess Parameters

Process Process Design MatrixDesign Matrix

Process ParametersProcess Parameters Production Production OperationsOperations

Management & Planning Tools Management & Planning Tools for QFD for QFD

Affinity Diagram (Idea grouping)Affinity Diagram (Idea grouping) Tree Diagram (Hierarchical structure)Tree Diagram (Hierarchical structure) Matrix Diagram (Matrix Diagram (=9, =9, = 3, = 3, =1)=1) Priotization Matrix (Weighted)Priotization Matrix (Weighted)

Customer NeedsCustomer Needs

Customer NeedsCustomer Needs Importance to the CustomerImportance to the Customer

– Absolute ImportanceAbsolute Importance– Relative ImportanceRelative Importance– Ordinal Importance (ranking)Ordinal Importance (ranking)

The Planning MatrixThe Planning Matrix Current satisfaction performanceCurrent satisfaction performance Competitive satisfaction performanceCompetitive satisfaction performance GoalGoal Improvement ratio = Goal / Current S. P.Improvement ratio = Goal / Current S. P. Sales point (1= no change, 1.2 = medium, 1.5 Sales point (1= no change, 1.2 = medium, 1.5

= strong)= strong) Raw weight = Importance x Imp. Ratio x S.P.Raw weight = Importance x Imp. Ratio x S.P. Normalized raw weight = R.W. / Normalized raw weight = R.W. / R.W. R.W.

Substitute Quality Characteristics Substitute Quality Characteristics (Technical Response)(Technical Response) Performance MeasurementsPerformance Measurements Product FunctionsProduct Functions

Impacts, Relationships, & PrioritiesImpacts, Relationships, & Priorities

Amount of ImpactAmount of Impact– Strongly linked = 9, Strongly linked = 9, – Moderately linked = 3Moderately linked = 3– Possibly linked = 1Possibly linked = 1

Priorities of SQC (Priorities of SQC ( Impacts) Impacts) Negative ImpactsNegative Impacts

Technical CorrelationsTechnical Correlations : Strong positive impact: Strong positive impact : Moderate positive impact: Moderate positive impact Blank:Blank: No impactNo impact : Moderate negative impact: Moderate negative impact : Strong negative impact: Strong negative impact

Direction of impactDirection of impact

Technical BenchmarksTechnical Benchmarks Benchmarking performance measuresBenchmarking performance measures Benchmarking functionalityBenchmarking functionality

– Competitive BenchmarksCompetitive Benchmarks– Own PerformanceOwn Performance– TargetsTargets

Benefits Of QFDBenefits Of QFD

Promotes better understanding of customer Promotes better understanding of customer demandsdemands

Promotes better understanding of design Promotes better understanding of design interactionsinteractions

Involves manufacturing in the design processInvolves manufacturing in the design process Breaks down barriers between functions and Breaks down barriers between functions and

departmentsdepartments

Focuses the design effortFocuses the design effort Fosters teamworkFosters teamwork Improves documentation of the design and Improves documentation of the design and

development processdevelopment process Provides a database for future designsProvides a database for future designs Increases customer satisfactionIncreases customer satisfaction Reduces the number of engineering changesReduces the number of engineering changes Brings new designs to the market fasterBrings new designs to the market faster Reduces the cost of design and manufactureReduces the cost of design and manufacture

Design For RobustnessDesign For Robustness

Product can fail due to poor design qualityProduct can fail due to poor design quality Products subjected to many conditionsProducts subjected to many conditions Robust design studiesRobust design studies

–controllable factors - under designer’s controlcontrollable factors - under designer’s control–uncontrollable factors - from user or environmentuncontrollable factors - from user or environment

Designs products for consistent performanceDesigns products for consistent performance

Consistency Is ImportantConsistency Is Important

Consistent errors are easier to correct than Consistent errors are easier to correct than random errorsrandom errors

Parts within tolerances may yield Parts within tolerances may yield assemblies which aren’tassemblies which aren’t

Consumers prefer product characteristics Consumers prefer product characteristics near their ideal valuesnear their ideal values

Technology In DesignTechnology In Design

CAD - Computer Aided DesignCAD - Computer Aided Design–assists in creating and modifying designsassists in creating and modifying designs

CAE - Computer Aided EngineeringCAE - Computer Aided Engineering–tests & analyzes designs on computer screentests & analyzes designs on computer screen

CAD/CAM - Design & ManufacturingCAD/CAM - Design & Manufacturing–automatically converts CAD data into automatically converts CAD data into processing instructions for computer controlled processing instructions for computer controlled equipmentequipment

Benefits Of CADBenefits Of CAD

Produces better designs fasterProduces better designs faster Builds database of designs and creates documentation Builds database of designs and creates documentation

to support themto support them Shortens time to marketShortens time to market Reduces time to manufactureReduces time to manufacture Enlarges design possibilitiesEnlarges design possibilities Enhances communication and promotes innovation in Enhances communication and promotes innovation in

design teamsdesign teams

Characteristics Of ServicesCharacteristics Of Services

1. Intangible1. Intangible

2. Variable output2. Variable output

3. High customer contact3. High customer contact

4. Perishable4. Perishable

5. Service inseparable from delivery5. Service inseparable from delivery

6. Decentralized6. Decentralized

7. Consumed more often7. Consumed more often

8. Easily emulated8. Easily emulated

Service DesignService Design

Performance Specifications

Design Specifications

Delivery Specifications

A Well-designed A Well-designed Service System IsService System Is

Consistent with firm’s strategic focusConsistent with firm’s strategic focus User friendlyUser friendly RobustRobust Easy to sustainEasy to sustain Effectively linked between front & back officeEffectively linked between front & back office Cost effectiveCost effective Visible to customerVisible to customer