1. Product Design
Group 4

2. 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

3. 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

4. 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)

5. 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

6. 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

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

8. 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

9. 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

10. 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

11. 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

12. 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

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

14. 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)

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

16. 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

17. 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

18. 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)

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

20. 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.

21. 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

25. 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)

26. 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

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

28. 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)

29. 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

30. 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

31. (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

32. 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

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

34. THANK YOU!!!