CHAPTER FOUR
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PRODUCT AND SERVICE DESIGN
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DESIGN OF PRODUCTION SYSTEMS
PART THREE
•Chapter Four•Product and Service Design
•Chapter Five•Process Selection and Capacity Planning
•Chapter Six•Facilities Layout
•Chapter Seven•Design of Work Systems
•Chapter Eight•Location Analysis
©The McGraw-Hill Companies, Inc., 1999
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Chapter 4
Product and Service Design
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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
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Trends in Product & Service Design
• Increased emphasis on or attention to:– Customer satisfaction
– Reducing time to introduce new product
or service
– Reducing time to produce product
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Trends in Product & Service Design (Cont’d)
• Increased emphasis on or attention to:– The organization’s capabilities to
produce or deliver the item
– Environmental concerns
– Designing products & services that are “user friendly”
– Designing products that use less material
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Objects of Product & Service DesignBeyond the overall objective to achieve customer satisfaction while making a reasonable profit is:
Design for Manufacturing(DFM)
The designers’ consideration of the organization’s manufacturing capabilities when designing a product.
The more general term design for operations encompasses services as well as manufacturing
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The Design Process
• Motivation
• Customer
• Marketing
• Competitors
• Forecasts
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Reverse Engineering
Reverse engineering is the
dismantling and inspecting of a competitor’s product to discover product improvements.
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Manufacturability
• Manufacturability is the ease of fabrication and/or assembly which is important for:
– Cost
– Productivity
– Quality
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Regulations & Legal Considerations
• 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.
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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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Product Design
• Product Life Cycles
• Robust Design
• Concurrent Engineering
• Computer-Aided Design
• Modular Design
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Advantages of Standardization
• Fewer parts to deal with in inventory & manufacturing
• Reduced training costs and time
• More routine purchasing, handling, and inspection procedures
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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.
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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.
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Life Cycles of Products or Services
Time
Incubation
Growth
Maturity
Saturation
Decline
Dem
and
Figure 4-2
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• Design for manufacturing (DFM)
• Design for assembly (DFA)
• Design for recycling (DFR)
• Remanufacturing
• Design for disassembly (DFD)
• Robust design
Product design
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Taguchi Approach Robust Design
• Design a robust product– Insensitive to environmental factors either
in manufacturing or in use.
• Central feature is Parameter Design.
• Determines:– factors that are controllable and those not
controllable– their optimal levels relative to major
product advances
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Concurrent Engineering
Concurrent engineering is the bringing together of engineering design and manufacturing personnel early in the design phase.
Concurrent engineering is the bringing together of engineering design and manufacturing personnel early in the design phase.
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“Over the Wall” Approach
DesignMfg
New Product
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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
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Modular DesignModular 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
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Steel productionAutomobile fabrication
House buildingRoad construction
DressmakingFarming
Auto RepairAppliance repair
Maid ServiceManual car wash
TeachingLawn mowing
Low service contentHigh goods content
High service contentLow goods content
Increasinggoods content
Increasingservice content
Goods-service spectrumFigure 4-3
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Service Variability & Customer Influence Service Design
Variabilityin ServiceRequirements
Figure 4-4
Degree of Contact with Customer
High
Moderate
Low
None
None Low Moderate High
TelephonePurchase
Dept. StorePurchase
CustomizedClothing
InternetPurchase
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The House of Quality
Correlation matrix
Designrequirements
Customerrequire-ments
Competitiveassessment
Relationshipmatrix
Specificationsor
target values
Figure 4-7
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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
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House of Quality Example
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Improving Reliability• Component design
• Production/assembly techniques
• Testing
• Redundancy
• Preventive maintenance procedures
• User education
• System design
