1. Product and Service Design
Chapter 5
Product and Service Design

2. Product Design Specifies materials Determines dimensions & tolerances
Defines appearance
Sets performance standards

3. Service Design Specifies what the customer is to experience
physical items
sensual benefits
psychological benefits

4. An Effective Design Process
Matches product/service characteristics with customer needs
Meets customer requirements in simplest, most cost-effective manner
Reduces time to market
Minimizes revisions

5. Breaking Down Barriers

6. Stages In The Design Process
Idea Generation
Product Concept
Feasibility Study
Performance Specifications
Preliminary Design
Prototype
Final Design
Final Design Specifications
Process Planning
Manufacturing Specifications

7. Design & Manufacturing
The Design Process
Product
feasible?
Idea
generation
Feasibility
study
Yes
Preliminary
design No
Final
design
Process
planning
Prototype
Manufacturing
Design & Manufacturing
Specifications

8. Idea Generation Suppliers, distributors, salespersons
Trade journals and other published material
Warranty claims, customer complaints, failures
Customer surveys, focus groups, interviews
Field testing, trial users
Research and development

9. More Idea Generators Perceptual Maps Benchmarking Reverse engineering
visual comparison of customer perceptions
Benchmarking
comparing product/service against best-in-class
Reverse engineering
dismantling competitor’s product to improve your own product

10. Perceptual Map Of Breakfast Cereals
Good taste
Cocoa Puffs
High nutrition
Low nutrition
Cheerios
Rice
Krispies
Wheaties
Shredded
Wheat
Bad taste

11. Feasibility Study Market Analysis Economic Analysis
Technical / Strategic Analysis

12. Preliminary Design Create form & functional design Build prototype
Test prototype
Revise prototype
Retest

13. Form Design (How The Product Looks)

14. Functional Design (How The Product Performs)
Reliability
probability product performs intended function for specified length of time
Maintainability
ease and/or cost or maintaining/repairing product

15. Computing Reliability
Components in series
0.90
0.90
0.90 x 0.90 = 0.81
Components in parallel
.90
.95
1 - (1-0.90)(1-0.95) = 0.995

16. Final Design & Process Planning
Produce detailed drawings & specifications
Create workable instructions for manufacture
Select tooling & equipment
Prepare job descriptions
Determine operation & assembly order
Program automated machines

17. Distribution Of Design Changes
Company 2
Company 1
Number of Design Changes
90% of Total
changes
complete 21 12 3
Production
begins 3
Months

18. Improving The Design Process
1. Design teams
2. Concurrent design
3. Design for manufacture & assembly
4. Design for environment
5. Measure design quality
6. Utilize quality function deployment
7. Design for robustness

19. Design Teams Marketing, manufacturing, engineering
Suppliers, dealers, customers
Lawyers, accountants, insurance companies

20. Concurrent Design Customers Design Marketing Engineering Suppliers
Production

21. Concurrent Design Also, simultaneous or concurrent engineering
Simultaneous decision making by design teams
Integrates product design & process planning
Details of design more decentralized
Encourages price-minus not cost-plus pricing
Needs careful scheduling - tasks done in parallel

22. General Performance Specifications
Instructions to supplier:
“Design a set of brakes that can stop a 2200 pound car from 60 miles per hour in 200 feet ten times in succession without fading. The brakes should fit into a space 6” x 8” x 10” at the end of each axle and be delivered to the assembly plant for $40 a set.”
Supplier submits design specifications and prepares a prototype for testing.

23. Role Of Design Engineer
No longer totally responsible for product design
Responsible for more than what was traditionally considered “design”
Merging of design engineer and manufacturing engineer

24. Design For Manufacture
Design a product for easy & economical production
Consider manufacturability early in the design phase
Identify easy-to-manufacture product-design characteristics
Use easy to fabricate & assemble components
Integrate product design with process planning

25. DFM Guidelines 1. Minimize the number of parts
2. Develop a modular design
3. Design parts for multi-use
4. Avoid separate fasteners
5. Eliminate adjustments
6. Design for top-down assembly

26. 7. Design for minimum handling
8. Avoid tools
9. Minimize subassemblies
10. Use standard parts when possible
11. Simplify operations
12. Design for efficient and adequate testing
13. Use repeatable & understood processes
14. Analyze failures
15. Rigorously assess value

27. Design Simplification
(a) The original design
(b) Revised design
(c) Final design
Assembly using
common fasteners
One-piece base &
elimination of fasteners
Design for push-and-snap
assembly

28. More Design Improvements
Standardization
uses commonly available parts
reduces costs & inventory
Modular design
combines standardized building blocks/modules into unique products

29. Design For Assembly (DFA)
Procedure for reducing number of parts
Evaluate methods for assembly
Determine assembly sequence

30. Analyzing Failures Failure Mode and Effects Analysis (FMEA)
a systematic approach for analyzing causes & effects of failures
prioritizes failures
attempts to eliminate causes
Fault Tree Analysis (FTA)
study interrelationship between failures

31. Failure Mode & Effects Analysis

32. Fault Tree For Potato Chips
And Or

33. Value Analysis (Engineering)
Ratio of value / cost
Assessment of value :
1. Can we do without it?
2. Does it do more than is required?
3. Does it cost more than it is worth?
4. Can something else do a better job
5. Can it be made by less costly method, tools, material?
6. Can it be made cheaper, better or faster by someone else?

34. Design For Environment
Design from recycled material
Use materials which can be recycled
Design for ease of repair
Minimize packaging
Minimize material & energy used during manufacture, consumption & disposal

35. Measures Of Design Quality
1. Number of component parts and product options
2. Percentage of standard parts
3. Use of existing manufacturing resources
4. Cost of first production run
5. First six months cost of engineering changes
6. First year cost of field service repair
7. Total product cost
8. Total product sales
9. Sustainable development

36. Quality Function Deployment (QFD)
Translates the “voice of the customer” into technical design requirements
Displays requirements in matrix diagrams
First matrix called “house of quality”
Series of connected houses

37. 6. Technical assessment and
House Of Quality
5. Tradeoff
matrix
3. Product
characteristics
Importance
1. Customer
requirements
4. Relationship
matrix
2. Competitive
assessment
6. Technical assessment and
target values

38. House Of Quality For Steam Iron

39. Series Of QFD Houses

40. Classical Models of QFD
Matrix
What
How
House of Quality
Voice of Customer
Tech. Performance Measures
Subsystem Design Matrix
Piece/Part Characteristics
Piece/Part Design Matrix
Process Parameters
Process Design Matrix
Production Operations

41. Management & Planning Tools for QFD
Affinity Diagram (Idea grouping)
Tree Diagram (Hierarchical structure)
Matrix Diagram (=9, = 3, =1)
Priotization Matrix (Weighted)

42. Customer Needs Customer Needs Importance to the Customer
Absolute Importance
Relative Importance
Ordinal Importance (ranking)

43. The Planning Matrix Current satisfaction performance
Competitive satisfaction performance
Goal
Improvement ratio = Goal / Current S. P.
Sales point (1= no change, 1.2 = medium, 1.5 = strong)
Raw weight = Importance x Imp. Ratio x S.P.
Normalized raw weight = R.W. /  R.W.

44. Substitute Quality Characteristics (Technical Response)
Performance Measurements
Product Functions

45. Impacts, Relationships, & Priorities
Amount of Impact
 Strongly linked = 9,
 Moderately linked = 3
 Possibly linked = 1
Priorities of SQC ( Impacts)
Negative Impacts

46. Technical Correlations
 : Strong positive impact
 : Moderate positive impact
Blank: No impact
 : Moderate negative impact
 : Strong negative impact
 Direction of impact

47. Technical Benchmarks Benchmarking performance measures
Benchmarking functionality
Competitive Benchmarks
Own Performance
Targets

48. Benefits Of QFD Promotes better understanding of customer demands
Promotes better understanding of design interactions
Involves manufacturing in the design process
Breaks down barriers between functions and departments

49. Focuses the design effort
Fosters teamwork
Improves documentation of the design and development process
Provides a database for future designs
Increases customer satisfaction
Reduces the number of engineering changes
Brings new designs to the market faster
Reduces the cost of design and manufacture

50. Design For Robustness Product can fail due to poor design quality
Products subjected to many conditions
Robust design studies
controllable factors - under designer’s control
uncontrollable factors - from user or environment
Designs products for consistent performance

51. Consistency Is Important
Consistent errors are easier to correct than random errors
Parts within tolerances may yield assemblies which aren’t
Consumers prefer product characteristics near their ideal values

52. Technology In Design CAD - Computer Aided Design
assists in creating and modifying designs
CAE - Computer Aided Engineering
tests & analyzes designs on computer screen
CAD/CAM - Design & Manufacturing
automatically converts CAD data into processing instructions for computer controlled equipment

53. Benefits Of CAD Produces better designs faster
Builds database of designs and creates documentation to support them
Shortens time to market
Reduces time to manufacture
Enlarges design possibilities
Enhances communication and promotes innovation in design teams

54. Characteristics Of Services
1. Intangible
2. Variable output
3. High customer contact
4. Perishable
5. Service inseparable from delivery
6. Decentralized
7. Consumed more often
8. Easily emulated

55. Service Design Performance Specifications Design Specifications
Delivery Specifications

56. A Well-designed Service System Is
Consistent with firm’s strategic focus
User friendly
Robust
Easy to sustain
Effectively linked between front & back office
Cost effective
Visible to customer