Professional Documents
Culture Documents
Product and
Service Design
McGraw-Hill/Irwin
Learning Objectives
Learning Objectives
Cost
Quality
Time-to-market
Customer satisfaction
Competitive advantage
Product and service design or redesign should be
closely tied to an organizations strategy
4-4
4-5
Secondary focus
Function of product/service
Cost/profit
Quality
Appearance
Ease of production/assembly
Ease of maintenance/service
4-7
4-8
Ethical
Releasing products with defects
Environmental
EPA
4-9
4-10
4-11
4-12
Figure 4.1
Saturation
Demand
Maturity
Decline
Growth
Introduction
Time
4-13
Standardization
Standardization
Extent to which there is an absence of
variety in a product, service or process
4-14
Advantages of Standardization
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
Quality is more consistent
4-15
Advantages of Standardization
(Contd)
4-16
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.
4-17
Mass Customization
Mass customization:
A strategy of producing standardized
goods or services, but incorporating some
degree degree of customization
Delayed differentiation
Modular design
4-18
Delayed Differentiation
Delayed differentiation is a
postponement tactic
Producing but not quite completing a
product or service until customer
preferences or specifications are known
4-19
Modular Design
Modular design is a form of
standardization in which component parts
are subdivided into modules that are easily
replaced or interchanged. It allows:
4-20
Reliability
Reliability: The ability of a product, part, or
system to perform its intended function under a
prescribed set of conditions
4-21
Improving Reliability
Component design
Production/assembly techniques
Testing
Redundancy/backup
Preventive maintenance procedures
User education
System design
4-22
Product Design
Product Life Cycles
Robust Design
Concurrent Engineering
Computer-Aided Design
Modular Design
4-23
Robust Design
Robust Design: Design that results in
products or services that can function
over a broad range of conditions
4-24
4-25
Degree of Newness
1.Modification of an existing
product/service
2.Expansion of an existing product/service
3.Clone of a competitors product/service
4.New product/service
4-26
Newness of the
organization
Newness to the
market
Modification
Low
Low
Expansion
Low
Low
Clone
High
Low
New
High
High
4-27
Cultural Differences
Multinational companies must take into
account cultural differences related to the
product design.
4-28
4-29
Idea generation
Feasibility analysis
Product specifications
Process specifications
Prototype development
Design review
Market test
Product introduction
Follow-up evaluation
4-30
Idea Generation
Supply chain based
Ideas
Competitor based
Research based
4-31
Reverse Engineering
Reverse engineering is the
dismantling and inspecting
of a competitors product to
discover product improvements.
4-32
4-33
Manufacturability
Manufacturability is the ease of
fabrication and/or assembly which is
important for:
Cost
Productivity
Quality
4-34
Concurrent Engineering
Concurrent engineering
is the bringing together
of engineering design and
manufacturing personnel
early in the design phase.
4-36
Computer-Aided Design
Computer-Aided Design (CAD) is
product design using computer graphics.
4-37
Product design
4-38
Recycling
Recycling: recovering materials for future
use
Recycling reasons
Cost savings
Environment concerns
Environment regulations
4-39
Remanufacturing
Remanufacturing: Refurbishing used
products by replacing worn-out or defective
components.
Remanufactured products can be sold for 50% of
the cost of a new producr
Remanufacturing can use unskilled labor
Some governments require manufacturers to
take back used products
Component Commonality
Multiple products or product families that
have a high degree of similarity can share
components
Automakers using internal parts
Engines and transmissions
Water pumps
Etc.
Other benefits
Reduced training for assemble and installation
Reduced repair time and costs
4-41
QFD:
4-42
Correlation
matrix
Design
requirements
Customer
requirements
Relationship
matrix
Competitive
assessment
Specifications
or
target values
4-43
us
t.
Water resistance
oC
Accoust. Trans.
Window
Customer
Requirements
Easy to close
Check force
on level
ground
Energy needed
to open door
rta
nc
et
Door seal
resistance
Engineering
Characteristics
Energy needed
to close door
Im
po
X
X
Strong positive
Positive
Negative
Strong negative
Competitive evaluation
X = Us
A = Comp. A
B = Comp. B
(5 is best)
1 2 3 4
X AB
Easy to open
No road noise
Importance weighting
AB
XAB
A XB
X A
5
4
3
2
1
B
A
X
BA
X
B
A
X
B
X
A
BXA
3
Maintain
current level
2
Maintain
current level
9
Reduce energy
to 7.5 ft/lb.
6
Reduce force
to 9 lb.
6
Maintain
current level
Reduce energy
level to 7.5 ft/lb
10
Target values
Technical evaluation
(5 is best)
Relationships:
Strong = 9
Medium = 3
Small = 1
BA
X
4-44
Customer
erSatisfaction
Satisfaction
Custom
Kano
KanoModel
Model
Excitement
Excitement
Expected
Expected
Must
MustHave
Have
Customer
CustomerNeeds
Needs
4-45
Service Design
Service is an act
Service delivery system
Facilities
Processes
Skills
4-46
Service Design
Service design involves
The physical resources needed
The goods that are purchased or consumed
by the customer
Explicit services
Implicit services
4-47
Service Design
Service
Something that is done to or for a customer
Product bundle
The combination of goods and services
provided to a customer
Service package
The physical resources needed to perform
the service
4-48
Service Systems
Service systems range from those with little
or no customer contact to very high degree
of customer contact such as:
4-50
4-51
4-52
Service Blueprinting
Service blueprinting
A method used in service design to describe
and analyze a proposed service
4-53
Prepare a flowchart
4-54
Variable requirements
Difficult to describe
High customer contact
Service customer encounter
4-56
Operations Strategy
1. Increase emphasis on component
commonality
2. Package products and services
3. Use multiple-use platforms
4. Consider tactics for mass
customization
5. Look for continual improvement
6. Shorten time to market
4-58
4-59