1. Product and Service Design
COB 300C
Product and Service Design

2. Reasons for Product or Service Design
Be competitive
Increase business growth & profits
Avoid downsizing with development of new products
Improve product quality
Achieve cost reductions in labor or materials

3. Trends in Product & Service Design
Increased emphasis on or attention to:
Customer satisfaction
Reducing time to introduce new product
or service
Reducing time to produce product

4. Trends in Product & Service Design (Cont’d)
Increased emphasis on or attention to:
The organization’s capabilities to produce or deliver the item
Environmental concerns
Designing products & services that are “user friendly”
Designing products that use less material

5. Objects of Product & Service Design
Beyond 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

6. The Design Process
Motivation
Customer
Marketing
Competitors
Forecasts

7. Reverse engineering is the
dismantling and inspecting of a competitor’s product to discover product improvements.

8. Manufacturability
Manufacturability is the ease of fabrication and/or assembly which is important for:
Cost
Productivity
Quality

9. 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.

10. 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.

11. Product Design
Product Life Cycles
Robust Design
Concurrent Engineering
Computer-Aided Design
Modular Design

12. Advantages of Standardization
Fewer parts to deal with in inventory & manufacturing
Reduced training costs and time
More routine purchasing, handling, and inspection procedures

13. 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.

14. 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.

15. Life Cycles of Products or Services
Figure 4-2
Life Cycles of Products or Services
Saturation
Maturity
Decline
Growth
Demand
Incubation
Time

16. Product design
Design for manufacturing (DFM)
Design for assembly (DFA)
Design for recycling (DFR)
Remanufacturing
Design for disassembly (DFD)
Robust design

17. 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

18. Concurrent Engineering
Concurrent engineering is the bringing together of engineering design and manufacturing personnel early in the design phase.

19. “Over the Wall” Approach
Design
Mfg
New
Product

20. 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

21. 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

22. Goods-service spectrum
Figure 4-3
Steel production Automobile fabrication
House building Road construction
Dressmaking
Farming
Auto Repair
Appliance repair
Maid Service
Manual car wash
Teaching
Lawn mowing
Low service content
High goods content
High service content
Low goods content
Increasing
goods content
service content
Goods-service spectrum

23. Service Variability & Customer Influence Service Design
Figure 4-4
High
Moderate
Low
None
Telephone Purchase
Dept. Store Purchase
Customized Clothing
Internet Purchase
Variability
in Service
Requirements
Degree of Contact with Customer

24. Improving Reliability
Component design
Production/assembly techniques
Testing
Redundancy
Preventive maintenance procedures
User education
System design