.PRESENTED BY :

Mayuri Chothani – Quality Assurance. Roll No. Q001Manan Desai – Quality Assurance. Roll No. Q002Rohit Patel – Quality Assurance. Roll No. Q003

Designing Product for the Customer

PRODUCTA product is anything that can be offered to a market that might satisfy a want or need.

,• A tangible product is a physical object that can be perceived by touch such as a building, vehicle, gadget, or clothing.

• An intangible product is a product that can only be perceived indirectly such as an insurance policy.

Product design• Involves a broad approach to the designing and making of innovative products.

• Design process is a collection of procedures that helps teams design better products.

Objectives of Product Design• To ensure growth of the Organization• To meet costumer Requirements• To utilize the surplus fund of the organization• To increase company’s market share and to target new customers

Features of a Good Product Design• Functionality• Reliability• Productivity • Quality• Standardization

The Process of Design• Designing is the process of making many decisions that

converts an abstract concept into a reality.

STEPS• Product design specifications• Research• Ideas• Prototypes• Final design• Testing• Manufacturing

Differentiating factors in product design

• Quality• Design and Feature set• Support and help• Organizational Requirements for Product development and

management

How to get your product noticed• Develop fact based arguments

• Use demonstrations

• Focus on converting a group of early adopters

• Target influencers

Customer Satisfaction

• Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.

• Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.

Make the most of your Customer’s feedback• Ask the right question

• Simulate real life.

• Don’t become a slave to the numbers

.• Organizations need to retain existing customers while targeting non-

customers.• Measuring customer satisfaction provides an indication of how

successful the organization is at providing products and/or services to the marketplace.

• On a five-point scale, individuals who rate their satisfaction level as '5' are likely to become return customers.

• Willingness to recommend is a key metric relating to customer satisfaction.

Customer development is the key to product success• 1.Find out what problems you can solve for the customer before

designing the product.

• 2.Get early feedback on new product concepts from customers by showing them initial prototypes.

House Of Quality

Introduction• Every successful company has always used data and information to

help in its planning processes. In planning a new product, engineers have always examined the manufacturing and performance history of the current product.

• They look at field test data, comparing their product to that of their competitor’s product. They examine any customer satisfaction information that might happen to be available.

• Quality Function Deployment (QFD) uses a matrix format to capture a number of issues that are vital to the planning process.

• The House of Quality Matrix is the most recognized and widely used form of this method.

• It translates customer requirements, based on marketing research and benchmarking data, into an appropriate number of engineering targets to be met by a new product design.

• Its general format is made up of six major components. • These include 1. customer requirements2. technical requirements3. a planning matrix4. an interrelationship matrix5. a technical correlation matrix 6. a technical priorities/benchmarks and targets

section.

The voice of the customer• The initial steps in forming the house of quality include

determining, clarifying and specifying the customer ‘s needs.

1. Clarifying customer needs:- - customers buy benefits and producers offer features. - it is most important to translate the wishes of each

and every customer into some tangible values that can be turned into engineering specification.

2. Specifying the customer needs:- - After determining what items are the most important to the

customer, organizations must translate them into particular specifications.

- Nothing can be produced, serviced or maintained without detailed specification and some set of standards.

• Each aspects of the desired items must be clearly defined: - measurements must be defined, heights specified, torques stated

and weights targeted. - These values can be derived from several locations. Organization

can use known data from market research or conduct new studies to gather necessary information.

- The needs which were clarified and then explicitly stated, should be satisfied to the best of that organization’s ability.

Technical requirements• The next step of the QFD process is identifying what the customer

wants and what must be achieved to satisfy these wants.• regulatory standards and requirements dictated by management

must be identified. Once all requirements are identified it is important to answer what must be done to the product design to fulfill the necessary requirements.

Planning Matrix• Purpose:- To compare how well the team met the

customer requirements compare to it’s competitors.• Customer rating , typically ranging from 1 to 5 are

given to each company under each requirement.• The customer ratings are combined with the

weighted performance of each demand to produce over all performance measure for all companies.

Interrelation Matrix• Function:- To establish a connection between a

customer’s product requirement and the performance measures designed to improve product.

- To obtain the opinions of the consumers as far as what they need and require from a specific product.

• With this customer overview, the company can begin to formulate a strategy to improve their product.

• In doing this, the strengths and weaknesses of the company are weighted against the customer priorities to determine

a) what aspects need to be changed to surpass the competitionb) what aspects need to change to equal the competitionc) what aspects will be left unchanged.

• The optimal combination is desired.

Technical correlation matrix• which is more often referred to as the Roof, is used to

aid in developing relationships between customer requirements and product requirements and identifies where these units must work together otherwise they will be in a design conflict.

• The following symbols are used to represent what type of impact each requirement has on the other hand:-

- strong positive - positive - negative - strong negative• The objective is to highlight any requirements that

might be in conflict with each other.

Technical Properties and Targets• Technical properties matrix uses specific items to record the

priorities assigned to technical requirements.• It also provides a technical performance achieved by competitive

products and the degree of difficulty in each requirement.• The final output of the matrix is a set of the target values for each

technical requirements.

Conclusion• The House of Quality functions as a living document and a source of

ready reference for related products and future upgrades.• the House of Quality helps to identify the critical technical

components that require change.

Purpose of Design for manufacturing and assembly

To provide an overview of Design for Manufacturing and Assembly (DFMA) techniques, which are used to minimize product cost through design and process improvements.

Design for ManufacturingDefinition: DFM is the method of design for ease of manufacturing of the collection of parts that will form the product after assembly.

‘Optimization of the manufacturing process…’

DFA is a tool used to select the most cost effective material and process to be used in the production in the early stages of product design.

Design for AssemblyDefinition: DFA is the method of design of the product for ease of assembly.

‘…Optimization of the part/system assembly’

DFA is a tool used to assist the design teams in the design of products that will transition to productions at a minimum cost, focusing on the number of parts, handling and ease of assembly.

DifferencesDesign for Assembly (DFA)• concerned only with reducing product assembly cost

• minimizes number of assembly operations• individual parts tend to be more complex in design

Design for Manufacturing (DFM)• concerned with reducing overall part production cost

• minimizes complexity of manufacturing operations• uses common datum features and primary axes

Similarities• Both DFM and DFA seek to reduce material, overhead, and labor cost.• They both shorten the product development cycle time. • Both DFM and DFA seek to utilize standards to reduce cost

Terminology Design for Manufacturing (DFM) and Design for Assembly (DFA) are now

commonly referred to as a single methodology, Design for Manufacturing and Assembly (DFMA) .

Sequence of Analysis Concept Design

Design for Assembly

Design for Manufacturing

Detailed Design

Reduce costs of assembly

Reduce costs of Supporting Production

Reduce costs of components

DFMA – Design for manufacturing and assemblyDesign for Manufacturing (DFM) and design for assembly (DFA) are the

integration of product design and process planning into one common activity.

The goal is to design a product that is easily and economically manufactured.

The heart of any design for manufacturing system is a group of design principles or guidelines that are structured to help the designer reduce the cost and difficulty of manufacturing an item. The following is a listing of these rules

Reduce the total number of partsThe reduction of the number of parts in a product is probably the best opportunity for reducing

manufacturing costs. Less parts implies less purchases, inventory, handling, processing time, development time, equipment, engineering time, assembly difficulty, service inspection, testing

Develop a modular designThe use of modules in product design simplifies manufacturing activities such as

inspection, testing, assembly, purchasing, redesign, maintenance, service

Use of standard componentsStandard components are less expensive than custom-made items. The high

availability of these components reduces product lead times.

Design parts to be multi-functional

Multi-functional parts reduce the total number of parts in a design, thus, obtaining the benefits given in rule 1. Some examples are a part to act as both an electric conductor and as a structural member, or as a heat dissipating element and as a structural member.

Design parts for multi-useIn a manufacturing firm, different products can share parts that have been

designed for multi-use. These parts can have the same or different functions when used in different products.

In order to do this, it is necessary to identify the parts that are suitable for multi-use. For example, all the parts used in the firm (purchased or made) can be sorted into two groups: the first containing all the parts that are used commonly in all products.

Design for ease of fabrication

Select the optimum combination between the material and fabrication process to minimize the overall manufacturing cost. In general, final operations such as painting, polishing, finish machining, etc. should be avoided. Excessive tolerance, surface-finish requirement, and so on are commonly found problems that result in higher than necessary production cost.

Minimize assembly directionsAll parts should be assembled from one direction. If possible, the best way to add

parts is from above, in a vertical direction, parallel to the gravitational direction (downward).

In this way, the effects of gravity help the assembly process, contrary to having to compensate for its effect when other directions are chosen.

eg.

Reference1. Assembly Automation and Product Design G. Boothroyd, Marcell Dekker, Inc. 19922. Product Design for Manufacture and Assembly G. Boothroyd and P. Dewhurst, Boothroyd Dewhurst, Inc. 1989 Marcell Dekker, Inc. 19943. Design and Analysis of Manufacturing Systems Prof. Rajan Suri University of Wisconsin 19954. Product Design for Assembly: The Methodology Applied G. Lewis and H. Connelly

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