4-1 Product and Service Design
CHAPTER
4
Product and
Service Design
McGraw-Hill/Irwin Operations Management, Eighth Edition, by William J. Stevenson
Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.
4-2 Product and Service Design
What does Product & Service Design Do?
4-3 Product and Service Design
4-4 Product and Service Design
Major factors in design strategy
Cost
Quality
Time-to-market
Customer satisfaction
Competitive advantage
Product and Service Design
Product and service design or redesign should be closely tied to an organizations strategy
4-5 Product and Service Design
Objectives of Product and Service 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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Legal
FDA, OSHA, IRS
Product liability
Ethical
Releasing products with defects
Environmental
EPA
Legal, Ethical, and Environmental Issues
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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-Customer Product
Safety Commission- Products carry an
implication of merchantability and fitness.
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Designers Adhere to Guidelines
Produce designs that are consistant with the
goals of the company
Give customers the value they expect
Make health and safety a primary concern
Consider potential harm to the environment
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Other Issues in Product and Service Design
Product/service life cycles
How much standardization
Product/service reliability
Range of operating conditions
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Life Cycles of Products or Services
Time
Introduction
Growth
Maturity
Saturation
Decline
Dem
an
d
Figure 4.1
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Differing views of design created through lack of information
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Steps in the Product Design Process
Arrows show that its a circular process, Product design are never finished, but always updated with new ideas
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Phases in Product Development Process
1. Idea generation
2. Feasibility analysis
3. Product specifications
4. Process specifications
5. Prototype development
6. Design review
7. Market test
8. Product introduction
9. Follow-up evaluation
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Idea Generation
Ideas Competitor based
Supply chain based
Research based
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Research & Development (R&D)
Organized efforts to increase scientific knowledge or product innovation & may involve:
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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Standardization
Standardization
Extent to which there is an absence of variety
in a product, service or process
Standardized products are immediately
available to customers
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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
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Advantages of Standardization (Contd)
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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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
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Product Design
Robust Design
Concurrent Engineering
Computer-Aided Design
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Robust Design: Design that results in
products or services that can function over
a broad range of conditions
Robust 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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Reverse Engineering
Reverse engineering is the
dismantling and inspecting
of a competitors product to discover
product improvements.
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Concurrent Engineering
Concurrent engineering
is the bringing together
of engineering design and
manufacturing personnel
early in the design phase.
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Concurrent Engineering Approach
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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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Manufacturability
Manufacturability is the ease of fabrication
and/or assembly which is important for:
Cost
Productivity
Quality
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Designing for Manufacturing
Beyond the overall objective to achieve customer satisfaction while making a reasonable profit is:
Design for Manufacturing(DFM)
The designers consideration of the organizations manufacturing capabilities when designing a product.
The more general term design for operations encompasses services as well as manufacturing
4-31 Product and Service Design
Progressive Design of a toolbox using DFM
An example of the benefits of applying these rules is seen in the Fig
above. We can see the progression in the design of a toolbox using the
DFM approach. All of the pictures show a toolbox. However, the first
design shown requires 20 parts. Through simplification and use of
modular design, the number of parts required has been reduced to 2. It
would certainly be much easier to make the product with 2 parts versus
20 parts. This means fewer chances of error, better quality, and lower
costs due to shorter assembly time.
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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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Recycling: recovering materials for future use
Recycling reasons
Cost savings
Environment concerns
Environment regulations
Designing for Recycling DFR
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Service Design
Service is an act
Service delivery system
Facilities
Processes
Skills
Many services are bundled with products
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Service Design
Service
Something that is done to or for a customer
Service delivery system
The facilities, processes, and skills needed to provide a service
Product bundle
The combination of goods and services provided to a customer
Service package
The physical resources needed to perform the service
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Tangible intangible
Services created and delivered at the same
time
Services cannot be inventoried
Services highly visible to customers
Services have low barrier to entry and exit
Location important to service
Differences Between Product and Service Design
4-37 Product and Service Design
Phases 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 Blueprinting
Service blueprinting
A 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 Blueprinting
1. Establish boundaries
2. Identify steps involved
3. Prepare a flowchart
4. Identify potential failure points
5. Establish a time frame
6. Analyze profitability
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Characteristics of Well Designed Service Systems
1. Consistent with the organization mission
2. User friendly
3. Robust
4. Easy to sustain
5. Cost effective
6. Value to customers
7. Effective linkages between back operations
8. Single unifying theme
9. Ensure reliability and high quality
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Challenges of Service Design
Variable requirements
Difficult to describe
High customer contact
Service customer encounter
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Quality Function Deployment
Voice 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.
4-43 Product and Service Design
The House of Quality
Correlation
matrix
Design
requirements
Customer
require-
ments
Competitive
assessment
Relationship
matrix
Specifications
or
target values
Figure 1
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Fig.2 House of Quality Example Figure 2
4-45 Product and Service Design
4-46 Product and Service Design
CHAPTER
4s
Reliability
McGraw-Hill/Irwin Operations Management, Eighth Edition, by William J. Stevenson
Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.
4-47 Product and Service Design
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 items reliability is specified
4-48 Product and Service Design
Probability that the product or system will:
Function when activated
Function for a given length of time
Independent events
Events whose occurrence or nonoccurrence do not influence each other
Redundancy
The use of backup components to increase reliability
Reliability is a Probability
4-49 Product and Service Design
Rule 1
.90 .80
Lamp 1 Lamp 2
.90 x .80 = .72
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Rule 2
.90
.80
.90 + (1-.90)*.80 = .98 Lamp 1
Lamp 2 (backup)
4-51 Product and Service Design
Rule 3
.90
.80
.70
1-[(1-.90)*(1-.80)*(1-.70)] = .994
1 P(all fail)
Lamp 1
Lamp 2 (backup for Lamp1)
Lamp 3 (backup for Lamp 2)
4-52 Product and Service Design
Example S-1 Reliability
Determine the reliability of the system shown
.98 .90
.90 .92
.95
4-53 Product and Service Design
Example S-1 Solution
The system can be reduced to a series of three
components
.98 .90+.90(1-.90) .95+.92(1-.95)
.98 x .99 x .996 = .966
4-54 Product and Service Design
Failure Rate Figure 4S.1
Few (random) failures Infant
mortality
Failures due
to wear-out
Time, T
Fa
ilure
Rate
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Exponential Distribution
Reliability = e -T/MTBF
1- e -T/MTBF
T Time
Figure 4S.2
4-56 Product and Service Design
Normal Distribution
Reliability
0 z
Figure 4S.3
4-57 Product and Service Design
Availability
The fraction of time a piece of equipment
is expected to be available for operation
AvailabilityMTBF
MTBF MTR
MTBF = mean time between failures
MTR = mean time to repair
4-58 Product and Service Design
Improving Reliability
Component design
Production/assembly techniques
Testing
Redundancy/backups
Preventive maintenance procedures
User education
System design
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