Product and Service Design
Transcript of Product and Service Design
Designing Products and ServicesBy: Rochelle G. Abanilla
Product - is anything that can be offered to market for attention, acquisition, use or consumption that might satisfy a wand or need.
Service - any activity or benefits that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
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
Product or Service Design Activities
Reasons for Product or 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
InternalEmployeesMarketing departmentR&D department
ExternalCustomers SuppliersCompetitors
Sources of Ideas for Products and Services
Reverse engineering – dismantling and inspecting of a competitor’s product to discover product improvements
Example: Taurus model of Ford Motor Company
LegalFDA, OSHA, IRS = BFAD, DOH, DENR
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.
Legal, Ethical, and Environmental
Issues
EthicalReleasing products with defects
EnvironmentalDon’t design something that can harm the environment.
OTHER ISSUES IN PRODUCTS AND SERVICE DESIGN
Product or Service Life Cycle
Standardization
Reliability
Robust design
Life Cycles of Products or Services
Time
Incubation
Growth
Maturity
Saturation
Decline
Dem
and
Standardization
refers to the extent to which there is absence of variety in a product, service, or process.
Advantages of Standardization
Fewer parts to deal with in inventory & manufacturing
Reduced training costs and time
More routine purchasing, handling, and inspection procedures
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.
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.
Mass customization – a strategy of producing standardized goods or services, but incorporating some degree of customizationDelayed differentiation – a postponement tactic Modular design – a form of standardization in which component parts are subdivided into modules that are easily replaced or interchanged
Designing For Mass Customization
Examples of Modular Design for LCD Display Enclosures
Reliability
Reliability - the ability 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
Improving Reliability
• Component design
• Production/assembly techniques
• Testing
• Redundancy/backup
• Preventive maintenance procedures
• User education
• System design
Design that results in products or services that can function over a broad range of conditions
Robust Design
Taguchi Approach Robust Design
Genichi Taguchi’s (Japanese engineer) design a robust product which is insensitive to environmental factors either in manufacturing or in use.
Central feature is Parameter Design.
Designing for Manufacturing
Concurrent Engineering
The bringing together of engineering design and manufacturing personnel early in the design phase.
Advantages of Concurrent Engineering
Manufacturing personnel are able to identify production capabilities and capacities.
Early opportunities for design or procurement of critical tooling, some of which might have long lead times.
Early consideration of the technical feasibility of a particular design or a portion design.
Emphasis can be on problem resolution instead of conflict resolution.
Disadvantages of Concurrent Engineering
Longstanding existing boundaries between design and manufacturing can be difficult to overcome.
There must be extra communication and flexibility if the process is to work, and these can be difficult to achieve
“Over the Wall” Approach
DesignMfg
New Product
Computer-Aided Design
Computer-Aided Design (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
design for manufacturing and assembly (DFMA) software – one extension of CAD which focuses on the effect of design on assembly.
3-D object modeling – second CAD extension particularly used for small prototype development.
Computer-Aided Manufacturing (CAM)
refers to the use of specialized computer programs to direct and control manufacturing equipment.
Benefits of CAD and CAM
Product quality
Shorter design time
Production cost reduction
Database availability
New range of capabilities
Production Requirements
Manufacturability is the ease of fabrication and/or assembly which is important for cost, productivity and quality.Forecast of future demand can be useful, supplying information on the timing and volume of demand, and information on demands for new products and services.
Design for manufacturing (DFM) – used to indicate the designing of products that are compatible with an organization’s capabilities
Design for assembly (DFA) – design focuses on reducing the number of parts in a product and on assembly methods and sequence.
refers to recovering materials for future use
Recycling reasons:Cost savings
Environment concerns
Environment regulations
Recycling
Examples : Light bulb hanging vases
design for recycling (DFR) – refers to product design that takes into account the ability to disassemble a used product to recover the recyclable parts
REMANUFACTURING
design for disassembly (DFD) which includes using fewer parts and less material, using snap–fits where possible instead of screws or nuts and bolts.
DESIGNING FOR SERVICES
Two issues in service design
Degree of variation in service requirements
Degree of customer contact and customer involvement in the delivery system.
Service Variability & Customer Influence Service Design
Variabilityin
ServiceRequire-
ments
Degree of Contact with Customer
High
Moderate
Low
None
None Low Moderate High
TelephonePurchase
Dept. StorePurchase
CustomizedClothing
InternetPurchase
Tangible – intangibleServices created and delivered at the same timeServices cannot be inventoriedServices highly visible to customersServices have low barrier to entryLocation important to service
Differences Between Product and Service Design
Service Design Guidelines
Have single, unifying theme, such as convenience and speed.Make sure the system has the capacity to handle any expected variability in service requirements.Include design features and checks to ensure that service will be reliable and will provide consistently high quality.Design the system to be user-friendly.
Quality Function DeploymentVoice of the customer
House of quality
Quality Function Deployment
QFD: An approach that integrates the “voice of the customer” into the product and service development process.
The House of Quality
Correlation matrix
Designrequirements
Customerrequire-ments
Competitiveassessment
Relationshipmatrix
Specificationsor
target values
Steps in building house of quality
Identity customer wants. Identify how the good/service will satisfy customer wants.Relate customer wants to product hows.Identify relationship between the firm’s hows.Develop importance rating.Evaluate competing products.Determine the desirable technical attributes, your performance, and the competitor’s performance against these attributes.
Customer Requirements
Importance to Cust.Easy to close
Stays open on a hill
Easy to open
Doesn’t leak in rain
No road noise
Importance weighting
Engineering Characteristics
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need
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to c
lose
doo
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Che
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orce
on
leve
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ound
Ene
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door
Wat
er r
esis
tanc
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10 6 6 9 2 3
7
5
3
3
2
X
X
X
X
X
Correlation:Strong positivePositiveNegativeStrong negative
X*Competitive evaluation
X = UsA = Comp. AB = Comp. B(5 is best)
1 2 3 4 5
X AB
X AB
XAB
A X B
X A B
Relationships:Strong = 9Medium = 3Small = 1Target values
Red
uce
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7.5
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Red
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9 lb
.
Red
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b.
Mai
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Technical evaluation(5 is best)
54321
B
A
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BAX B
AX
BXA
BXABA
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House of Quality Example
Kano Model
Customer Needs
Cu
sto
mer
Sat
isfa
ctio
n
Excitement
Expected
Must Have
Kano Model
Customer Needs
Cu
sto
mer
Sat
isfa
ctio
n
Excitement
Expected
Must Have
The Kano Model
Shorten time-to-marketPackage products and servicesIncrease emphasis on component commonalityUse multiple-use platformsConsider tactics for mass customizationLook for continual improvement
Operations Strategy