Introduction Life Cycle Product Design Phases QFD and Other Tools. The structure of the topic is the following one. First we should have a look to the relevance of deploying new products and services. We will watch a video: decathlon (to analyse the ideas generation, lladró to analyse the process definition phase)

Index Introduction Life Cycle Product Design Phases Tools New Ideas Generation Viability Analysis Preliminar Design Some concepts on detailed Desing Tools QFD DFMA Value Analysis / Value Engineering

Product Life Cycle No time to fix “bugs” sales time Introduction Maturity Decline Growth No time to fix “bugs” No time to relax and collect profit Need to continuously deploy new products Need to design thinking on variants Need to sell on everywhere simultaneosly

Relevance of the Design Phase. Poor Success Rate Number 2000 Ideas 1750 Market proof, market introduction, Redesign… Market Needs 1500 1000 1000 Functional Specification 500 Product Specification This slide suggests the relatively small number of product concepts that actually become successful. Ask students to suggest reasons for such a poor success rate. Can they also suggest ways by which the success rate might be improved? 500 100 ¡ One success! 25 Development Stage

Product Design Steps. STOP Competitors Market Research Clients/Users Suppliers STOP Market Research Process Planning New Product Development. General Specs Process Design Process Analysis Feasibility Analysis Preliminar Design Detailed Design Feasible R+D Sales Operations Prototyping Market Test Technical Evaluation (source: Monks, 1982)

The need for cooperation and Info Keeping Propuesta de marketing Según la petición de desarrollo Según el diseñador veterano This slide suggests the relatively small number of product concepts that actually become successful. Ask students to suggest reasons for such a poor success rate. Can they also suggest ways by which the success rate might be improved? Fabricado por producción Utilizado por el cliente Lo que quería el cliente Fuente: Schroeder (1985)

New Products Development. Sources of Innovation. Source of the Idea. Internal (Operations, Marketing, R+D) External (Suppliers, Clients, Competitors) Relation with own Products Completely New. Improvements or Changes Relation with Market New Markets Same Market Relation with Origin of the Need Pull / Push Relation with Opportunity Origin Economical Change Technological Change Sociological or Demographic Change Political Change

Feasibility Analysis Economical Feasibility Technical Feasibility Sold Units Fixed Cost Total Variable Cost Total Cost Total Income € Q* Feasibility Analysis Economical Feasibility ¿Where is the benefit? ¿To whom does the product/service add value? The benefit of selling spare parts or “consumibles”…? Technical Feasibility Is it or will it be possible? When will it be possible? Is the Market Prepared?

Preliminar Design Function Cost Shape and Size Quality What should the product do? Cost Defined for the Target Segment of the Market Shape and Size Attractive and acceptable Quality Quality level required Environmental Assesment Packages, batteries… Production How and where is to be manufactured? Time Time to be developed. Accesibility Where is going to be found by clients? Need for a Recipe Function Mislead: armchair, plastic botijo (earthenware jar with spout and handle for drinnking) Cost: Renault Logan, Yamaha Vmax Shape and Size: iPOD, cards… Quality: NewZealand Postmen,Tergal Environmental Assesment: products that are forbidden Production: who can produce it? Time: Accesibility: Amstrad Need for a Recipe: we use to buy the pack of rice, rather than the rice.

Some Aspects on Detailed Design Standarization Use of Standards : Volume Shape Position Advantages: Reduces Cost Improves Client Service, Disadvantages: Easy to copy Reduces flexibility Barrier for improvements.

A bit more on Standarization The US standard railroad gauge (distance between the rails) is 4 feet, 8.5 inches.  That's an exceedingly odd number.  Why was that gauge used?  Because that's the way they built them in England, and the US railroads were built by English expatriates.  Why did the English build them like that?  Because the first rail lines were built by the same people who built the pre-railroad tramways, and that's the gauge they used.  Why did "they" use that gauge then?  Because the people who built the tramways used the same jigs and tools that they used for building wagons, which used that wheel spacing. Okay! Why did the wagons have that particular odd wheel spacing?  Well, if they tried to use any other spacing, the wagon wheels would break on some of the old, long distance roads in England, because that's the spacing of the wheel ruts. So who built those old rutted roads?  The first long distance roads in Europe (and England) were built by Imperial Rome for their legions. The roads have been used ever since. And the ruts in the roads?  The initial ruts, which everyone else had to match for fear of destroying their wagon wheels, were first formed by Roman war chariots. Since the chariots were made for (or by) Imperial Rome, they were all alike in the matter of wheel spacing. The United States standard railroad gauge of 4 feet, 8.5 inches derives from the original specification for an Imperial Roman war chariot. Specifications and bureaucracies live forever. So the next time you are handed a specification and wonder what horse's arse came up with it, you may be exactly right, because the Imperial Roman war chariots were made just wide enough to accommodate the back ends of two war horses.

Now the twist to the story.............. There's an interesting extension to the story about railroad gauges and horses' behinds. When we see a Space Shuttle sitting on its launch pad, there are two big booster rockets attached to the sides of the main fuel tank.  These are solid rocket boosters, or SRBs. The SRBs are made by Thiokol at their factory at Utah. The engineers who designed the SRBs might have preferred to make them a bit fatter, but the SRBs had to be shipped by train from the factory to the launch site. The railroad line from the factory had to run through a tunnel in the mountains. The SRBs had to fit through that tunnel. The tunnel is slightly wider than the railroad track, and the railroad track is about as wide as two horses' behinds.  So, the major design feature of what is arguably the world's most advanced transportation system was determined over two thousand years ago by the width of a Horse's Arse! 

Some Aspects on Detailed Design Modular Design Standardize Interfaces Advantages Ease to detect the error and to repair, Ease to plan Increase of product flexibility. Disadvantages Module as a black box.

Some Aspects on Detailed Design Reliability Probability of the product to survive a given time. Objectives: Constant (or known) throughout the Product. Robust Design

Some Aspects on Detailed Design Security Legal responsibilities. Examples: Toys, Electromagnetic products Barriers for entering new markets.

Prototyping Prototypes should represent the characteristics to be evaluated. (Car unit in wood or plastic, real or reduced dimension) They will be used to test features, market or production processes. Retailing stores test their news layouts through Prototype shops. Example: Nike, Mercadona…

QFD DFMA Value Analysis Design for Logistics Tools QFD DFMA Value Analysis Design for Logistics

Designing for the Customer: Quality Function Deployment QFD is an structured tool, to translate customer needs into quality characteristics, through functions that will be implemented on mechanisms with components, that might fail, and such fails are from the beginning considered. QFD takes the information from the very beginning of the Product Design Process to the last product/process modification. QFD uses interfunctional teams from marketing, design engineering, and manufacturing. It has been credit for reducing costs by reducing designing times. 6

QFD QFD Process begins with studying and listening to customers to determine the characteristics of a superior product. Through Market Research, customers’ product needs and preferences are defined and broken down into categories called customer requirements. After Customer requirements are defined, they are weighted based on their relative importance to the customer. Next the customer is asked to compare the company’s products with the products of competitors. Customer Requirements are crossed with Technical Characteristics and thus goals for improvement are specified.

Designing for the Customer: The House of Quality 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 Energy needed to close door Check force on level ground to open door Water resistance 10 6 9 2 3 7 5 X Correlation: Strong positive Positive Negative Strong negative * Competitive evaluation X = Us A = Comp. A B = Comp. B (5 is best) 1 2 3 4 5 AB X AB XAB A X B X A B Relationships: Strong = 9 Medium = 3 Small = 1 Target values Reduce energy level to 7.5 ft/lb Reduce force to 9 lb. to 7.5 ft/lb. current level Maintain Technical evaluation 4 1 A BA BXA Door seal resistance Accoust. Trans. Window Designing for the Customer: The House of Quality Customer requirements information forms the basis for this matrix, used to translate them into operating or engineering goals. The McGraw-Hill Companies, Inc., 2004 7

QFD Benefits Encourages the departments to work closely. It results also, in a better understanding of one another’s goals and issues. It eases the evaluation of minor a major changes on the product, and its relation with customer requirements. It helps the team to focus on products that satisfy customers. Reduces time-to-market Reduces cost of development Keeps the know-how of the design process

Value Analysis/Value Engineering Achieve equivalent or better performance at a lower cost while maintaining all functional requirements defined by the customer Does the item have any design features that are not necessary? Can two or more parts be combined into one? How can we cut down the weight? Are there nonstandard parts that can be eliminated? 8

Design for Manufacturing and Assembly Greatest improvements related to DFMA arise from simplification of the product by reducing the number of separate parts: During the operation of the product, does the part move relative to all other parts already assembled? Must the part be of a different material or be isolated from other parts already assembled? Must the part be separate from all other parts to allow the disassembly of the product for adjustment or maintenance? 10

DFMA Fuente: Chase (2004)

DFMA Fuente: Chase (2004)

Design For Logistics. Unit Load. If value/weight grows transport cost relevance decreases. If volume/weight increases, so does transportation and storage costs. Compact design of products. If 10% of capacity is unused, then transport cost are 10% higher.

Design for Cost The Design Team has an objective cost from the very beginning. This objective is settled according to: Product Especifications. Price to be accepted by the market. Desired Margins. Competitors. Thus minimizing investment on non profitable projects and maximizing ROI.

Product Design Steps. STOP Competitors Market Research Clients/Users Suppliers STOP Market Research Process Planning New Product Development. General Specs Process Design Process Analysis Feasibility Analysis Preliminar Design Detailed Design Feasible R+D Sales Operations Prototyping Market Test Technical Evaluation (source: Monks, 1982)