By: Neetu Chadha
Product DesignConcerned with form and function of a
product. It refers to the arrangement of elements or
parts that collectively form a product.Form design involves the determination of
what a product would look like(shape and appearance), what it will be made of(product structure) and how it will be made(process design).
Functional design deals with what function the product will perform and how it performs.
Different designsProduct design: Form and Functional designProcess design: concerned with the overall
sequence of operations required to achieve the design specification of the product.
Production design: concept of designing products from the point of view of producibility.
Translate customer wants and needs into product and service requirements
Refine existing products and servicesDevelop new products and servicesFormulate quality goalsFormulate cost targetsConstruct and test prototypesDocument specifications
Product or Service Design Activities
Reasons for Product or Service Design
Economic
Social and demographic
Political, liability, or legal
Competitive
Technological
Objectives of Product and Service Design
Main focusCustomer satisfaction
Secondary focusFunction of product/serviceCost/profitQualityAppearanceEase of production/assemblyEase of maintenance/service
Factors influencing design strategyCustomer requirementConvenience of the userTrade off between function and formTypes of materials usedWork methods and equipmentsCost/Price ratioProduct qualityProcess capabilityEffect on existing productsPackaging
Major factors in design strategyCostQualityTime-to-marketCustomer satisfactionCompetitive advantage
Product and Service DesignProduct and Service Design
Product and service design – or redesign – should be closely tied to an organization’s strategy
Characteristics of Good Product designFunction or performanceAppearance or aestheticsReliabilityMaintainabilityAvailabilityProducibilitySimplificationStandardisationSpecificationSafety
Approaches to product designDesigning for the customerDesigning for Manufacture and Assembly (DFMA)Designing for ease of production (for producibility or
manufacturability)Designing for QualityDesigning for ErgonomicsDesigning for environmental protectionDesigning for recyclingDesigning of disassembly (DFD)Designing for mass customisationOther issues (Computer aided design and Value
engineering)
Designing for customerQuality Function Deployment(QFD): An
approach to product design by which the voice of the customer is incorporated .
House of Quality: A matrix showing the relationship between the customer’s requirements and the technical characteristics of the product.
Designing for Manufacture and Assembly (DFMA)Concurrent engineering is the bringing
together of engineering design and manufacturing personnel early in the design phase.
Design for Manufacturing: is used to indicate the designing of products that are compatible with an organisation’s capability.
Design for Assembly: focuses on reducing the number of parts in a product or on assembly methods and sequence that will be employed.
Designing for ease of production (for producibility or manufacturability)
Specification: Detailed description of material, part and physical measures.
Standardisation: Design activity that reduces variety among group of products or parts.
Simplification: elimination of complex features
Designing for QualityQuality of Design: refers to the quality
specifications (appearance, life, safety, maintenance) incorporated in the design.
Quality of Conformance: is the degree to which the product actually conforms to design specification.
Three aspects Robust Design: Design that results in products
or services that can function over a broad range of conditions
Designing for production: Two aspects Modular Design: is a form of standardization in which
component parts are subdivided into modules that are easily replaced or interchanged.
Designing for automation: three issues (a) wasteful or unnecessary processes should not be automated. (b) simplify the design before automation. (c ) process may be simplified to such an extent that automation may not be needed.
Designing for reliablity: The ability of a product, part, or system to perform its intended function under a prescribed set of conditions
Designing for Ergonomics
Ergonomics applies knowledge of human capabilities and limitations to the design of products and processes.
Designing for environmental protection
Green designs: Designing products which are environmental friendly.
Universal design: An attempt is made to design products that are easily operable by disabled persons.
Recycling: recovering materials for future use
Recycling reasonsCost savingsEnvironment concernsEnvironment regulations
RecyclingRecycling
Designing for mass customisation
Strategy of designing standardised products but incorporating some degree of customisation in the final product.
Two tacticsDelayed differentiation: postponing completion
until customer preferences are known. Modular design
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:
easier diagnosis and remedy of failures easier repair and replacement
simplification of manufacturing and assembly
Computer-Aided DesignComputer-Aided Design (CAD) is product
design using computer graphics.increases productivity of designers, 3 to 10
timescreates a database for manufacturing
information on product specificationsprovides possibility of engineering and cost
analysis on proposed designs
Value Engineering
Concerned with the improvement of design and specifications at various stages.
Benefits:Cost reductionLess complex productsUse of standard componentsImprovement in functions of the productBetter job design and job safetyBetter maintainability and serviceabilityRobust design
LegalProduct liabilityUniform commercial code
EthicalReleasing products with defects
EnvironmentalEPA
Legal, Ethical, and Environmental Issues
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.
Designers Adhere to GuidelinesProduce designs that are consistant with
the goals of the companyGive customers the value they expectMake health and safety a primary concernConsider potential harm to the
environment
Other Issues in Product and Service Design
Product/service life cyclesHow much standardizationProduct/service reliabilityRange of operating conditions
Life Cycles of Products or Services
Time
Introduction
Growth
Maturity
Saturation
Decline
Demand
StandardizationStandardization
Extent to which there is an absence of variety in a product, service or process
Standardized products are immediately available to customers
Advantages of StandardizationFewer parts to deal with in inventory &
manufacturing
Design costs are generally lower
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.
ReliabilityReliability: 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 ReliabilityImproving Reliability
• Component design
• Production/assembly techniques
• Testing
• Redundancy/backup
• Preventive maintenance procedures
• User education
• System design
Phases in Product Development Process
1. Idea generation2. Feasibility analysis3. Product specifications4. Process specifications5. Prototype development6. Design review7. Market test8. Product introduction9. Follow-up evaluation
Idea Generation
Ideas Competitor based
Supply chain based
Research based
Reverse Engineering
Reverse engineering is thedismantling and inspecting of a competitor’s product to discover product improvements.
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.
ManufacturabilityManufacturability is the ease of
fabrication and/or assembly which is important for:
Cost
Productivity
Quality
Designing for ManufacturingBeyond 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
Design for manufacturing (DFM)Design for assembly (DFA)Design for recycling (DFR)RemanufacturingDesign for disassembly (DFD)Robust design
Product design