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Published byWalter Farmer Modified over 9 years ago
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Designing Products and Processes with a Future
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What does it take? Involve the customer Meet with the customer Listen to customer Educate the customer Incorporate quality function deployment (QFD) Design for robustness
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What is a customer? l The person who buys the product? l The federal regulator? l The consumer reporter? l The marketing and sales department? l Engineering? l Manufacturing? l Suppliers?
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How do you hear the customer? l Needs l Wants l Satisfaction l Perception Features Quality Value Importance Competitors Detractors ABOUT
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Product Design What the Customer wanted What Marketing described What Engineering designed What Manufacturing built
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–Idea generation –Assessment of firm’s ability to carry out –Customer Requirements –Functional Specification –Product Specifications –Concept Generation –Concept Selection –Engineering Design –Engineering Evaluation –Prototype and Testing l Manufacturing Design What is Design? A Decision Making Process Flexibility Cost
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Few Successes 0 500 1000 1500 2000 Development Stage Number Product specification 100 1000 Market requirement Ideas 1750 One success! Functional specifications 500 Design review, Testing, Introduction 25
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QUALITY FUNCTION DEPLOYMENT QFD: An approach that integrates the “voice of the customer” into the product and service development process. l Quality Function Deployment – Uses the voice of the customer to build a design tool: » House of quality
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Quality Function Deployment l Identify customer wants l Identify how the good/service will satisfy customer wants l Relate customer wants to product hows l Identify relationships between the firm’s hows l Develop importance ratings l Evaluate competing products
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House Of Quality Technical assessment and target values Customer requirements Relationship matrix Product characteristics Importance Competitive assessment Tradeoff Matrix
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Idea Generation Stage l Provides basis for entry into market l Sources of ideas –Market need (60-80%); engineering & operations (20%); technology; competitors; inventions; employees l Follows from marketing strategy –Identifies, defines, & selects best market opportunities
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Customer Requirements Stage l Identifies & positions key product benefits – Stated in core benefits proposition (CBP) – Example: Long lasting with more power (Sears’ Die Hard Battery) l Identifies detailed list of product attributes desired by customer – Focus groups or 1-on-1 interviews House of Quality Customer Requirements Product Characteristics
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House of Quality Customer Requirements Product Characteristics Functional Specification Stage l Defines product in terms of how the product would meet desired attributes l Identifies product’s engineering characteristics –Example: printer noise (dB) l Prioritizes engineering characteristics l May rate product compared to competitors’
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l Determines how product will be made l Gives product’s physical specifications – Example: Dimensions, material etc. l Defined by engineering drawing l Done often on computer –Computer-Aided Design (CAD) House of Quality Product Characteristics Product Characteristics Component Specifications Product Specification Stage
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Quality Function Deployment l Product design process using cross-functional teams –Marketing, engineering, manufacturing l Translates customer preferences into specific product characteristics l Involves creating 4 tabular ‘Matrices’ or ‘Houses’ –Breakdown product design into increasing levels of detail
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To Build House of Quality l Identify customer wants l Identify how the good/service will satisfy customer wants. l Relate the customer’s wants to the product’s hows. l Develop importance ratings l Evaluate competing ideas and concepts Ultimately you choose the design Not the customer!
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You’ve been assigned temporarily to a QFD team. The goal of the team is to develop a new camera design. Build a House of Quality. © 1984-1994 T/Maker Co. House of Quality Example
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What the customer desires (‘wall’) Customer Requirements Customer Importance Target Values Light weight Easy to use Reliable
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House of Quality Example Customer Requirements Customer Importance Target Values Light weight Easy to use Reliable 3 1 2 Average customer importance rating
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House of Quality Example Customer Requirements Customer Importance Target Values Light weight Easy to use Reliable 3 2 1 Choose engineering characteristics to satisfy the customer requirements Aluminum Parts Steel Parts Auto Focus Auto Exposure
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House of Quality Example Customer Requirements Customer Importance Target Values Light weight Easy to use Reliable 3 2 1 Relationship between customer attributes & engineering characteristics (‘rooms’) Aluminum Parts Steel Parts Auto Focus Auto Exposure 5 2 87 8453 19142117
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QFD Cascades
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ROBUST DESIGN Design that results in products or services that can function over a broad range of conditions
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What does Robust Design mean? l Plan for variability l Assess your capabilities l Design for Manufacturing l Reduce Costs l Practice! l Improve RAM-D
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Variability: The Taguchi Approach to 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
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ASSESS CAPABILITIES Identify Core Strengths Match Products To Processing Capabilities –Design for Manufacturing (DFM)
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DESIGN FOR MANUFACTURING The designers’ consideration of the organization’s manufacturing capabilities when designing a product. Materials Processes Assembly
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REDUCE COSTS Focus on simplification & standardization − Design for Assembly (DFA) − Increase emphasis on component commonality Study how products are designed & built Eliminate duplicate design & processes Strategically control capital spending
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INVOLVE OPERATIONS Practice concurrent engineering Establish technical exchange programs Use collaborative styles Look for continual improvement
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IMPROVE DURABILITY, RELIABILITY, & SAFETY 1) Improve component design 2) Use redundancy 3) Improve production and/or assembly techniques 4) Improve testing 5) Use robust design 6) Use modular design 7) Improve preventive maintenance 8) Educate customers
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Good Luck with your designs!
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