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Products and Products and ServicesServices
To Accompany Russell and Taylor, Operations Management, 4th Edition, 2003 Prentice-Hall, Inc. All rights reserved.
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Design of ProductsDesign of Products
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As Engineering designed it.
© 1984-1994 T/Maker Co.
As Operations made it.
© 1984-1994 T/Maker Co.
As Marketing interpreted it.
© 1984-1994 T/Maker Co.
As the customer wanted it.
© 1984-1994 T/Maker Co.
Humor in Product DesignHumor in Product Design
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• Need-satisfying offering of an organization–Example
•P&G does not sell laundry detergent
•P&G sells the benefit of clean clothes
• Customers buy satisfaction, not parts• May be a good or a service
What is a Product?What is a Product?
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Major factors in design strategy•Cost•Quality•Time-to-market•Customer satisfaction•Competitive advantage
Product and Service DesignProduct and Service Design
Product and service design – or redesign – should be closely tied to an organization’s strategy
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• 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 Product or Service Design ActivitiesActivities
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Product Life Cycle, Sales, Product Life Cycle, Sales, Cost, and ProfitCost, and Profit
Sale
s, C
ost &
Pro
fit
.
Introduction Maturity DeclineGrowth
Cost ofDevelopment
& ManufactureSales Revenue
Time
Cash flowLoss
Profit
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Products in VariousProducts in Various Stages of Stages of Life CycleLife Cycle
GrowthDecline
Time
Sales
Flat-screen monitors
CD-ROMInternet Jet Ski, fax machines
Boeing 7273 ½ Floppy disks
IntroductionMaturity
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Degree of NewnessDegree of Newness of a of a Product/ServiceProduct/Service
1.Modification of an existing product/service
2.Expansion of an existing product/service
3.Clone of a competitor’s product/service
4.New product/service
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Degree of Design ChangeDegree of Design Change
Type of Design Change
Newness of the organization
Newness to the market
Modification Low Low
Expansion Low Low
Clone High Low
New High High
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Trends in Product & Service Trends in Product & Service DesignDesign (1 of 2) (1 of 2)
Increased emphasis on or attention to:
Customer satisfaction (by translating customer wants and needs into product and service requirements)
Reducing time to introduce new product or service
Reducing time to produce product
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Trends in Product & Service Trends in Product & Service Design Design (2 of 2)(2 of 2)
Increased emphasis on or attention to:
The organization’s capabilities to produce or deliver the item
Refining existing products and servicesEnvironmental concernsDesigning products & services that are “user
friendly” Designing products that use less material
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Why Companies Design New Why Companies Design New Products and ServicesProducts and Services
To be competitiveTo increase business growth and profitsTo avoid downsizing with development
of new productsTo improve product qualityTo achieve cost reductions in labor or
materials
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Main Main Reasons for Product or Service Reasons for Product or Service DesignDesign
• Economic
• Social and demographic
• Political, liabili
• Cost or availability
• Competitive
• Technological
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Objectives of Product and Objectives of Product and Service DesignService Design
• Main focus–Customer satisfaction
• Secondary focus–Function of product/service–Cost/profit–Quality–Appearance–Ease of production/assembly–Ease of maintenance/service
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An Effective Design ProcessAn Effective Design Process
Matches product/service characteristics with customer needs
Meets customer requirements in the simplest, most cost-effective manner
Reduces time to market
Minimizes revisions
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Few SuccessesFew Successes
0
500
1000
1500
2000
Development Stage
Number of
1000
Market requirement
Design review,Testing, Introduction
25
Ideas1750
Product specification
100
Functional specifications
One success!
500
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StStagesages in the in the Design ProcessDesign Process
1. Idea Generation — Product Concept
2. Feasibility Study — Performance Specifications
3. Preliminary Design — Prototype
4. Final Design — Final Design Specifications
5. Process Planning — Manufacturing Specifications
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The Design ProcessThe Design Process
Pilot runand final tests
New product or service launch
Final designFinal design& process plans& process plans
Ideageneration
Feasibilitystudy
Product or Product or service conceptservice concept
Performance Performance specificationsspecifications
Functionaldesign
Form design
Production design
Revising and testing Revising and testing prototypesprototypes
Design Design specificationsspecifications
Manufacturing Manufacturing or delivery or delivery specificationsspecifications
SuppliersSuppliersR&DR&D
CustomersCustomers
MarketingMarketing CompetitorsCompetitors
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Step 1: Idea Generation Suppliers, distributors, salespersons,
competitors Trade journals and other published material Warranty claims, customer
complaints, failures Customer surveys, focus
groups, interviews Field testing, trial users Research and development
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Research & Development (R&D)Research & Development (R&D)
• Organized efforts to increase scientific knowledge or product innovation & may involve:Basic Research advances knowledge about a subject without near-term expectations of commercial applications.
Applied Research achieves commercial applications.
Development converts results of applied research into commercial applications.
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More Idea GeneratorsMore Idea Generators
Perceptual Maps Visual comparison of
customer perceptions
Benchmarking Comparing product/service
against best-in-class
Reverse engineering Dismantling and inspecting a competitor’s
product to discover product improvements
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Perceptual Map of Breakfast Perceptual Map of Breakfast CerealsCereals (1 of 2) (1 of 2)
HIGH HIGH NUTRITIONNUTRITION
LOW LOW NUTRITIONNUTRITION
GOOD GOOD TASTETASTE
BAD BAD TASTETASTE
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Perceptual Map of Breakfast Perceptual Map of Breakfast CerealsCereals (2 of 2) (2 of 2)
HIGH HIGH NUTRITIONNUTRITION
LOW LOW NUTRITIONNUTRITION
GOOD GOOD TASTETASTE
Cocoa PuffsCocoa Puffs
BAD BAD TASTETASTE
Rice Rice KrispiesKrispies
WheatiesWheaties
CheeriosCheerios
Shredded Shredded WheatWheat
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Step 2: Step 2: Feasibility StudyFeasibility Study
Market Analysis
Economic Analysis
Technical / Strategic Analysis
Performance Specifications are written for product concepts that pass the feasibility study
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Step 3: Step 3: Preliminary DesignPreliminary Design
Create form & functional designBuild prototypeTest prototypeRevise prototypeRetest
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3.1. 3.1. Form DesignForm Design(How the Product Looks)(How the Product Looks)
Cellular Personal Cellular Personal Safety AlarmSafety Alarm Personal ComputerPersonal Computer
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3.2. 3.2. Functional DesignFunctional Design(How the Product Performs(How the Product Performs))
Reliability: The ability of a product, part or system to perform its intended function under a prescribed set of conditions over a specified length of time. It is expressed as the probability that the product performs intended function for a specified length of time
Normal Operating Conditions: the set of conditions under which an item’s reliability is specified
Maintainability: Ease and/or cost of maintaining/ repairing product
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How to improve ReliabilityHow to improve Reliability
Component designProduction/assembly techniquesTestingRedundancy/backupPreventive maintenance proceduresUser educationSystem design
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3.3. 3.3. Production DesignProduction Design
Part of the preliminary design phase Simplification Standardization Mass customization
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3.3.1. 3.3.1. Design SimplificationDesign Simplification (1 of 3) (1 of 3)
(a) The original design(a) The original design
Assembly using Assembly using common fastenerscommon fasteners
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3.3.1. 3.3.1. Design SimplificationDesign Simplification (2 of 3) (2 of 3)
(a) The original design(a) The original design
Assembly using Assembly using common fastenerscommon fasteners
(b) Revised design(b) Revised design
One-piece base & One-piece base & elimination of elimination of fastenersfasteners
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3.3.1. 3.3.1. Design SimplificationDesign Simplification (3 of 3) (3 of 3)
(a) The original design(a) The original design
Assembly using Assembly using common fastenerscommon fasteners
(b) Revised design(b) Revised design
One-piece base & One-piece base & elimination of elimination of fastenersfasteners
(c) Final design(c) Final design
Design for Design for push-and-snap push-and-snap assemblyassembly
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3.3.2. 3.3.2. StandardizationStandardization
Standardization Extent to which there is absence of variety in
a product, service or process
Standardized products are immediately available to customers
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Advantages of StandardizationAdvantages of Standardization (1 of 2) (1 of 2)
• Fewer parts to deal with in inventory &
manufacturing
• Design costs are generally lower
• Reduced training costs and time
• More routine purchasing, handling, and inspection procedures
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Advantages of StandardizationAdvantages of Standardization (2 of 2)(2 of 2)
• 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.
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Disadvantages of StandardizationDisadvantages 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.
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Mass customization: A strategy of producing basically standardized goods or services, but incorporating some degree of customization by: – Delayed differentiation– Modular design
3.3.3. 3.3.3. Mass CustomizationMass Customization
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Delayed differentiation is a postponement tactic Producing but not quite completing a
product or service until customer preferences or specifications are known
3.3.3.1. 3.3.3.1. Delayed DifferentiationDelayed Differentiation
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3.3.3.2. 3.3.3.2. Modular DesignModular Design
Modular design is a form of standardization in which component parts are subdivided into modules that are easily replaced or interchanged. It allows:
– easier diagnosis and remedy of failures
– easier repair and replacement
– simplification of manufacturing and assembly
And it adds flexibility to both production and marketing
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Steps 4&5: Steps 4&5: Final Design & Final Design & Process PlansProcess Plans
Produce detailed drawings & specifications
Create workable instructions for manufacture
Select tooling & equipmentPrepare job descriptionsDetermine operation & assembly orderProgram automated machines
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Improving the Design ProcessImproving the Design Process Design teams & concurrent design
Design for manufacture & assembly
Design for disassembly
Design to prevent failures and ensure value
Design for environment
Measure design quality
Utilize quality function deployment
Utilize Computer Aided Design
Design for robustness
Engage in collaborative design
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Organizing for Product Organizing for Product DevelopmentDevelopment (1 of 2) (1 of 2)
• Historically – distinct departments
– Duties and responsibilities are defined
– Difficult to foster forward thinking
• Today – team approach
– Representatives from all disciplines or functions
– Concurrent engineering – cross functional team
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• Traditional Approach
– “We design it, you build it” or “Over the wall”
• Concurrent Engineering
– “Let’s work together simultaneously”
Organizing for Product Organizing for Product
DevelopmentDevelopment (2 of 2) (2 of 2)
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““Over the Wall” ApproachOver the Wall” Approach
DesignMfg
New Product
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Breaking Down Barriers to Effective Design
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Design TeamsDesign Teams
Marketing, manufacturing, engineering
Suppliers, dealers, customersLawyers, accountants,
insurance companies
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Concurrent EngineeringConcurrent EngineeringDefinedDefined
Concurrent engineering is the bringing together of personnel from various functions together early in the design phase.
CE can be defined as the simultaneous development of project design functions, with open and interactive communication existing among all team members for the purposes of reducing time to market, decreasing cost, and improving quality and reliability
Time savings are created by performing activities in parallel
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Concurrent DesignConcurrent Design
Improves quality of early design decisions
Scheduling and management can be complex as tasks are done in parallel
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Design for Design for Manufacture and AssemblyManufacture and Assembly
Design a product for easy& economical production
Incorporate production design early in the design phase
Taking into account the manufacturing capabilities of the organization in designing goods
The more general term “design for operations” encompasses services as well as manufacturing
Improves quality, productivity and reduces costs
Shortens time to design and manufacture
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DFM GuidelinesDFM Guidelines
1. Simplify products by reducing the number of separate parts
2. Minimize the number of parts, tools, fasteners, and assemblies
3. Use standard parts and repeatable processes
4. Design parts for many uses
5. Incorporate modularity in design
6. Design for ease of assembly, minimal handling
7. Allow for efficient testing and parts replacement
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Design for Assembly (DFA)Design for Assembly (DFA)
Procedure for reducing the number of parts
Evaluate methods for assemblyDetermine the sequence of
assembly operations
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Design for DisassemblyDesign for Disassembly
Designing products so that they can be more easily taken apart.
Includes fewer parts and less material and using snap-fits where possible instead of screws or nuts and bolts
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Value AnalysisValue Analysis//Value EngineeringValue Engineering(VA/VE) ( 1 of 4)(VA/VE) ( 1 of 4)
Achieve equivalent or better performance at a lower cost while maintaining all functional requirements defined by the customer
Ratio of value / cost
Value analysis focuses on design improvements during production
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Value AnalysisValue Analysis//Value EngineeringValue Engineering (2 of 4)(2 of 4)
Assessment of value : 1. Can we do without it?2. Does it do more than is required3. Does it cost more than it is worth?4. Can something else do a better job5. Can it be made by less costly method, tools,
material?6. Can it be made cheaper, better or faster by someone
else?7. Does the item have any design features that are not
necessary?8. Can two or more parts be combined into one?
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Benefits ofBenefits of V VA/VE (3 of 4)A/VE (3 of 4)
• Benefits:simplified productsadditional standardization of productsimproved functional aspects of productimproved job design and job safetyimproved maintainability of the productrobust design
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Cost Reduction of a Bracket Cost Reduction of a Bracket via Value Engineeringvia Value Engineering (4 of 4) (4 of 4)
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Design for EnvironmentDesign for Environment Design safe and environmentally
sound (eg. recyclable) products
Design from recycled material
Use materials which can be recycled
Design for ease of repair
Minimize packaging
Minimize material & energy used during manufacture, consumption & disposal
Recycling: Recovering materials for future useRecycling: Recovering materials for future use
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““Green Manufacturing”Green Manufacturing”
• Make products recyclable
• Use recycled materials
• Use less harmful ingredients
• Use lighter components
• Use less energy
• Use less material
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Design for Environment
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Quality Function Deployment Quality Function Deployment (QFD)(QFD)
QFD is an approach that integrates the “voice of the customer” into the product and service development process. Translates customer preferences into specific product characteristics
Enables to design for the customer
Displays requirements in matrix diagrams
First matrix called “house of quality”
Series of connected houses
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Quality Function DeploymentQuality Function Deployment ProcessProcess
Identify customer wantsIdentify how the good/service will satisfy
customer wantsRelate customer wants to product howsIdentify relationships between the firm’s
howsDevelop importance ratingsEvaluate competing products
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House of QualityHouse of Quality
Correlation matrix
Design requirements
Customer requirements
Target values
Relationship matrix
Competitive assessment
Imp
ort
ance
11 22
33
44
55
66
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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
Ene
rgy
need
ed
to c
lose
doo
r
Che
ck f
orce
on
leve
l gr
ound
Ene
rgy
need
ed
to o
pen
door
Wat
er r
esis
tanc
e
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
ener
gy
leve
l to
7.5
ft/lb
Red
uce
forc
eto
9 lb
.
Red
uce
ener
gy to
7.5
ft/l
b.
Mai
ntai
ncu
rren
t lev
el
Technical evaluation(5 is best)
54321
B
A
X
BAX B
AX
BXA
BXABA
X
Doo
r se
al
resi
stan
ce
Acc
oust
. Tra
ns.
Win
dow
Mai
ntai
ncu
rren
t lev
el
Mai
ntai
ncu
rren
t lev
el
House of Quality ExampleHouse of Quality Example
Customer requirements information forms the basis for this matrix, used to translate them into operating or engineering goals.
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• Designing products at a computer terminal or work station– Design engineer
develops rough sketch of product
– Uses computer to draw product
• Often used with CAM© 1995 Corel Corp.
Technology in Design: Technology in Design: Computer Aided Design Computer Aided Design
(CAD)(CAD)
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Benefits of CADBenefits of CAD
Produces better designs faster Builds database of designs and creates
documentation to support them Shortens time to market Reduces time to manufacture Enlarges design possibilities Enhances communication and promotes
innovation in design teams Provides possibility of engineering and cost
analysis on proposed designs
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Design for RobustnessDesign for Robustness Product can fail due to poor design quality Products subjected to many conditions Robust Design results in products or services that
can function over a broad range of conditions A robust product is to be designed that is insensitive
to environmental factors either in manufacturing or in use
Robust design studies• Controllable factors - under designer’s control• Uncontrollable factors - from user or environment
Design products for consistent performance
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Consistency is ImportantConsistency is Important
Consistent errors are easier to correct than random errors
Parts within tolerances may yield assemblies which aren’t
Consumers prefer product characteristics near their ideal values
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RemanufacturingRemanufacturing
Refurbishing used products by replacing worn out or defective components and reselling the products.
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Reverse EngineeringReverse Engineering
Reverse engineering is the dismantling and inspecting of a competitor’s product to discover product improvements.
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Kano Model
Customer Needs
Cu
sto
mer
Sati
sfa
cti
on
Excitement
Expected
Must Have
Kano Model
Customer Needs
Cu
sto
mer
Sati
sfa
cti
on
Excitement
Expected
Must Have
The Kano ModelThe Kano Model
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Global Product DesignGlobal Product Design
Virtual teamsUses combined efforts of a team of designers
working in different countriesProvides a range of comparative advantages
over traditional teams such as:Engaging the best human resources around the worldPossibly operating on a 24-hr basisGlobal customer needs assessmentGlobal design can increase marketability
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Design Guidelines (1 of 2)Design Guidelines (1 of 2)
Produce designs that are consistent with the goals of the company
Take into account the operations capabilities of the organization in order to achieve designs that fit with those capabilities
Take into account the cultural differences related to product design (for multinationals)
Give customers the value they expect
Make health and safety a primary concern
Consider potential harm to the environment
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Design Quidelines (2 of 2)Design Quidelines (2 of 2)
• Increased emphasis on components commonality
• Package products and services• Use multiple-use platforms• Consider tactics fodr mass customization• Look for continual improvement• Shorten time to market
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Design of ServicesDesign of Services
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Characteristics of ServicesCharacteristics of Services (1 of 2)(1 of 2)
1. Services are acts, they are intangible but highly visible to the customers
2. Services are idiosyncratic
3. Services are created and delivered at the same time and are not consumed but experienced, cannot be inventoried.
4. Service requirements are variable
5. Service have customer contact
6. Services are perishable
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Characteristics of ServicesCharacteristics of Services (2 of 2) (2 of 2)
7. Services have low barriers to entry
8. Location is yimportant for service
9. Service inseparable from delivery
10.Tend to be decentralized and dispersed
11.Consumed more often than products
12.Services can be easily emulated
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Service BusinessesService BusinessesDefinedDefined
• Facilities-based services: Where the customer must go to the service facility
• Field-based services: Where the production and consumption of the service takes place in the customer’s environment
A service business is the management of organizations whose primary business requires interaction with the customer to produce the service
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Internal ServicesInternal ServicesDefinedDefined
Internal Supplier
Internal Supplier
Internal
Customer
External
Customer
Internal services is the management of services required to support the activities of the larger organization. Services including data processing, accounting, etc
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Differences Between Product Differences Between Product and Service Design (1 of 2)and Service Design (1 of 2)
Service design often focuses more on intangible factors
Less latitude in finding and correcting errors before the customer, so training & process design are important
As services are noninventoriable, capacity issues are very important
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Differences Between Product Differences Between Product and Service Designand Service Design (2 of 2)(2 of 2)
Services are highly visible to consumers and must be designed with that in mind
Some services have low barriers to entry and exit, so service design has to be innovative and cost-effective
As convenience is a major factor, location is important to service design
Service design with high customer contact generally requires inclusion of the service delivery package
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Service Delivery SystemService Delivery System
Components of service delivery system:FacilitiesProcessesSkills
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Service DesignService Design
• Service design involves– The physical resources needed– The goods that are purchased or
consumed by the customer– Explicit services– Implicit services
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Service Demand VariabilityService Demand VariabilityDemand variability creates waiting lines and
idle service resourcesService design perspectives:
Cost and efficiency perspectiveCustomer perspective
Customer participation makes quality and demand variability hard to manage
Attempts to achieve high efficiency may depersonalize service and change customer’s perception of quality
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Phases in Service DesignPhases in Service Design
• Determine performance specifications• Translate performance specifications
into design specifications• Translate design specifications into
delivery specifications
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Service SystemsService Systems
• Service systems range from those with little or no customer contact to very high degree of customer contact such as:– Insulated technical core (software development)– Production line (automatic car wash)– Personalized service (hair cut, medical service)– Consumer participation (diet program)– Self service (supermarket)
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Service-System Design MatrixService-System Design Matrix
Mail contact
Face-to-faceloose specs
Face-to-facetight specs
PhoneContact
Face-to-facetotal
customization
Buffered core (none)
Permeable system (some)
Reactivesystem (much)
High
LowHigh
Low
Degree of customer/server contact
Internet & on-site
technology
SalesOpportunity
ProductionEfficiency
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Phases in Service DesignPhases in Service Design
1.Conceptualize
2.Identify service package components
3.Determine performance specifications
4.Translate performance specifications into design specifications
5.Translate design specifications into delivery specifications
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Service BlueprintingService Blueprinting
Service blueprintingA method used in service design to describe
and analyze a proposed service
A useful tool for conceptualizing a service delivery system
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Major Steps in Service Major Steps in Service BlueprintingBlueprinting
1. Establish boundaries
2. Identify sequence of customer interactions
• Prepare a flowchart
3. Develop time estimates
4. Identify potential failure points
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Example of Service BlueprintingExample of Service Blueprinting
Brushshoes
Applypolish
Failpoint
BuffCollect
payment
Cleanshoes Materials
(e.g., polish, cloth)
Select andpurchasesupplies
Standardexecution time
2 minutes
Total acceptableexecution time
5 minutes
30secs
30secs
45secs
15secs
Wrongcolor wax
Seen bycustomer 45
secs
Line ofvisibility
Not seen bycustomer butnecessary toperformance
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Service Fail-safingService Fail-safingPoka-Yokes (A Proactive Approach)Poka-Yokes (A Proactive Approach)
• Keeping a mistake from becoming a service defect
• How can we fail-safe the three Ts?
Task
TangiblesTreatment
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Have we Have we compromised compromised
one of the one of the 3 Ts?3 Ts?
1. Task
2. Treatment
3. Tangible
1. Task
2. Treatment
3. Tangible
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Characteristics of a Well-Characteristics of a Well-Designed Service SystemDesigned Service System (1 of 2) (1 of 2)
1. Each element of the service system is consistent with the operating focus of the firm
2. It is user-friendly
3. It is robust and easy to sustain
4. It is structured so that consistent performance by its people and systems is easily maintained
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Characteristics of aCharacteristics of a Well-Designed Well-Designed Service SystemService System (2 of 2) (2 of 2)
5. It provides effective links between the back office and the front office so that nothing falls between the cracks
6. It manages the evidence of service quality in such a way that customers see the value of the service provided
7. It is cost-effective
8. It ensures reliability and high quality
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Challenges of Service DesignChallenges of Service Design
1. Variable requirements
2. Difficult to describe
3. High customer contact
4. Service – customer encounter
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Guidelines for Successful Guidelines for Successful Service DesignService Design
1. Define the service package2. Focus on customer’s perspective3. Consider image of the service package4. Recognize that designer’s perspective is different
from the customer’s perspecticve5. Make sure that managers are involved6. Define quality for tangible and intangibles7. Make sure that recruitment, training and rewards are
consistent with service expectations8. Establish procedures to handle exceptions9. Establish systems to monitor service