Product Design Group 4

Product Design Cross-functional, knowledge-intensive work that has become increasingly important in today's fast-paced, globally competitive environment Contribute significantly to sales revenue Opportunities to command premium pricing Critical factor in organizational success because it sets the characteristics, features, and performance of the service or good that consumers demand Objective is to create a good or service with excellent functional utility and sales appeal at an acceptable cost and within a reasonable time

Reasons for Product Design or Redesign Staying ahead of the competition Exploring into new market Better design=more sales Technological advancement Meet demand: changing customers expectations Reinvigoration Eureka moment : frustration with a product felt by customers

Reasons for Product Design or Redesign Economic (e.g. low demand, excessive warranty claims, the need to reduce costs)  Social and demographic (e.g., aging baby boomers, population shifts)  Political and demographic (e.g., government changes, safety issues, new regulations) Competitive (e.g., new or changed products or services, new advertising/promotions) Cost or availability  (e.g., of raw materials, components, labor) Technological (e.g., in product components, processes)

Objectives of Product Design Main objective Customer Satisfaction Secondary objectives Function of product / service Cost / profit Quality Appearance Ease of productivity / assembly Ease of maintenance / service

Objectives of Product Design General Objectives To ensure growth of the organization. To utilize surplus capacity of the organization such as manpower, physical facilities etc. To utilize surplus fund of organization To meet new requirements of customers To increase company’s market share and to target new market segment To ensure complete product range in company’s portfolio

Issues for Product Design Robust Design Modular Design Computer-aided Design (CAD) Computer-aided Manufacturing (CAM) Virtual Reality Technology Value Analysis Environmentally Friendly Design

Robust Design Product is designed so that small variations in production or assembly do not adversely affect the product Products maintain consistency even when factors interfere in production system Typically results in lower cost and higher quality

Modular Design Products designed in easily segmented components Adds flexibility to both production and marketing Makes production development, production and changes easier Improved ability to satisfy customer requirements E.g. Harley-Davidson, Airbus, Fast- food restaurants

Computer-Aided Design (CAD) Using computers to design products and prepare engineering documentation Save time and money by shortening development cycles Designs can be manipulated, analyzed and modified with CAD Makes review of numerous options possible Faster development, better products and accurate flow of information

Extension of CAD Design for manufacture and assembly (DFMA) focus on the effect of design on assembly 3-D Object Modeling for prototype development (3D printing) CAD on Internet for customized products (e.g. Dell) Standard for The Exchange of Product data (STEP) allows to integrate design, manufacture and support processes

Computer- Aided Manufacturing (CAM) Using specialized computer programs to direct and control manufacturing equipment When CAD information is translated into instructions for CAM, this results CAD/CAM

Benefits of CAD and CAM Product Quality Shorter Design Time Production Cost Reductions Database availability New range of capabilities

Virtual Reality Technology A visual form of communication in which images substitute reality and allows user to respond interactively Computer technology used to develop an interactive, 3-D model of a product from the basic CAD data Allows to see the finished design before a physical model is built Used to develop 3-D layouts of everything (car, restaurants, amusement parks, building)

Value Analysis Focuses on design improvement during production process Seeks improvements leading to either a better product or a product made more economically

Ethics and Environmentally Friendly Designs Enhance productivity, reduce costs and preserve resources Effective at any stage of product life cycle Design – Production – Destruction View product design from a “systems” perspective Inputs, processes, output Cost to firm/ cost to society Consider the entire life cycle of the product to reduce environmental impact

Goals for ethical and environmentally friendly designs Develop safe and more environmentally sound products Minimize waste of raw materials and energy Reduce environmental liabilities Increase cost effectiveness of complying with environmental regulations Be recognized as a good corporate citizen

Guidelines for Environmentally Friendly Designs Make products recyclable Use recycled materials Use less harmful ingredients (Standard Register, a printing industry replaced environmentally dangerous ink with soy- based inks reducing pollution) Use lighter components (auto and truck industries use aluminum and plastic to reduce weight) Use less energy (GE refrigerators requiring less electricity during their lifetime) Use less material (reduce waste)

Product Development Stages Idea generation Idea screening Concept testing Business analysis Product development Test marketing Commercialization Review market performance

Quality Function Deployment and House of Quality QFD is also known as consumer oriented engineering It subscribes to the view that ”the consumer is the only judge of quality”. It refers to determining what consumers want and translating those demands into products and services.

Quality Function Deployment(QFD) 1.Identify customer wants (what do customers want?) 2.Identify how the good/service will satisfy consumer wants 3.Relate consumer wants to technical specifications 4.Identify the relationships between the product attributes/technical specifications 5.Develop importance ratings on consumer requirements 6.Evaluate competing products 7.Determine the desirable technical attributes, your performance, and the competitor’s performance against these attributes

Product Design for Manufacturing Concurrent engineering (stages running simultaneously ,rather than consecutively) Computer-Aided Design (CAD) ( product design using computer graphics,e.g. autocad) Production Requirement Component Commonality ( A company producing several products similar in nature and grouping them together to minimize the cost and time required for the product)

Concurrent Engineering Advantages Disadvantages Decrease in time to market More ambiguous Faster product development More difficult to track progress Better quality Poor communication can lead to disaster Less work In progress Increased productivity

Computer-Aided Design (CAD) Advantages Disadvantages Draw efficiently High expense Increased productivity of designers Greater skills required

Production Requirement Design for manufacturing ( matching organization capability with opportunities) Design for assembly ( How to assemble? And reduce no. of parts required for the product) Manufacturability ( Ease when referring to fabrication and manufacturing)

Component Commonality Reduced training for assemble and installation Reduced repair time and cost E.g. Car manufacturers using internal component ( engines, transmissions ) for several automobile no. plates

Product Design for Services Service includes direct interaction with the customer Opportunity for customization Low productivity improvements Service Designing is challenging task in service operation

(a) Customer participation in design such as pre-arranged funeral services or cosmetic surgery (b) Customer participation in delivery such as stress test for cardiac exam or delivery of a baby (c) Customer participation in design and delivery such as counseling, college education, financial management of personal affairs, or interior decorating

Automation or reduced customer interaction Large part of cost and quality are defined at design stage Tint and styling is done at last Delay customization Design of an educational course as a series of modules that are combined in different ways Modularization ATM machines Automation or reduced customer interaction Interaction between customer and service provider that can leave positive or negative impression on a customer Moment of truth

Documents for Services High customer interaction necessitates different documentation Explicit job instructions E.g. Telephone script and storyboard

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