1. Chapter 4
Product and Service Design

2. Typical Phases of Product Development
4-2
Planning
Concept Development
System-Level design
Design Detail
Testing and Refinement
Production Ramp-up 3

3. Economic Analysis of Project Development Costs
4-3
Economic Analysis of Project Development Costs
Using measurable factors to help determine:
Operational design and development decisions
Go/no-go milestones
Building a Base-Case Financial Model
A financial model consisting of major cash flows
Sensitivity Analysis for “what if” questions

4. Designing for the Customer
4-4
Designing for the Customer
House of Quality
Ideal Customer Product
Quality Function
Deployment
Value Analysis/
Value Engineering

5. Designing for the Customer: Quality Function Deployment
4-5
Interfunctional teams from marketing, design engineering, and manufacturing
Voice of the customer
House of Quality 6

6. Designing for the Customer: The House of Quality6
Designing for the Customer: The House of Quality
Customer
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) 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
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

7. Designing for the Customer: Value Analysis/Value Engineering
4-7
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

8. Design for Manufacturability
4-8
Design for Manufacturability
Traditional Approach
“We design it, you build it” or “Over the wall”
Concurrent Engineering
“Let’s work together simultaneously” 9

9. Measuring Product Development Performance
4-9
Measures
Performance
Dimension
Freq. Of new products introduced
Time to market introduction
Number stated and number completed
Actual versus plan
Percentage of sales from new products
Time-to-market
Engineering hours per project
Cost of materials and tooling per project
Actual versus plan
Productivity
Conformance-reliability in use
Design-performance and customer satisfaction
Yield-factory and field
Quality 17

10. Product/process engineering Product planning Concept development
4-10
Question Bowl
Which of the following is the first phase of the typical phases of product development?
Product/process engineering
Product planning
Concept development
Planning
Ramp-up
Answer: d. Planning 7

11. Concurrent engineering Value engineering DFMA
4-11
Question Bowl
Which of the following is primarily focused on getting the voice of the customer into design specifications in product development?
Concurrent engineering
Value engineering
DFMA
Quality function deployment
None of the above
Answer: d. Quality function deployment 7

12. Answer: a. Develop a list of customer requirements for the product
4-12
Question Bowl
Which of the following is the first step in building a House of Quality in product development?
Develop a list of customer requirements for the product
Concept development
Pilot production/Ramp-up
Concurrent engineering
None of the above
Answer: a. Develop a list of customer requirements for the product 7

13. 4-13
End of Chapter 4