1. Copyright 2009 John Wiley & Sons, Inc. Product Design Operations Management - 6 th Edition Chapter 4 Roberta Russell & Bernard W. Taylor, III

2. Copyright 2009 John Wiley & Sons, Inc.4-2 Lecture Outline   Design Process   Technology in Design  Quality Function Deployment   Design for Robustness

3. Copyright 2009 John Wiley & Sons, Inc.4-3 Design Process  Effective design can provide a competitive edge matches product or service characteristics with customer requirements matches product or service characteristics with customer requirements ensures that customer requirements are met in the simplest and least costly manner ensures that customer requirements are met in the simplest and least costly manner reduces time required to design a new product or service reduces time required to design a new product or service minimizes revisions necessary to make a design workable minimizes revisions necessary to make a design workable

4. Copyright 2009 John Wiley & Sons, Inc.4-4 Design Process (cont.)   Product design defines appearance of product sets standards for performance specifies which materials are to be used determines dimensions and tolerances

5. Copyright 2009 John Wiley & Sons, Inc.4-5 Design Process (cont.)

6. Copyright 2009 John Wiley & Sons, Inc.4-6 Idea Generation   Company’s own R&D department   Customer complaints or suggestions   Marketing research   Suppliers   Salespersons in the field   Factory workers   New technological developments   Competitors

7. Copyright 2009 John Wiley & Sons, Inc.4-7  Perceptual Maps  Visual comparison of customer perceptions  Benchmarking  Comparing product/process against best-in-class  Reverse engineering  Dismantling competitor’s product to improve your own product Idea Generation (cont.)

8. Copyright 2009 John Wiley & Sons, Inc.4-8 Feasibility Study   Market analysis   Economic analysis   Technical/strategic analyses   Performance specifications

9. Copyright 2009 John Wiley & Sons, Inc.4-9 Rapid Prototyping  testing and revising a preliminary design model  Build a prototype form design form design functional design functional design production design production design  Test prototype  Revise design  Retest

10. Copyright 2009 John Wiley & Sons, Inc.4-10 Form and Functional Design  Form Design how product will look? how product will look?  Functional Design how product will perform? how product will perform? reliability maintainability usability

11. Copyright 2009 John Wiley & Sons, Inc.4-11 Usability  Ease of use of a product or service ease of learning ease of learning ease of use ease of use ease of remembering how to use ease of remembering how to use frequency and severity of errors frequency and severity of errors user satisfaction with experience user satisfaction with experience

12. Copyright 2009 John Wiley & Sons, Inc.4-12  How the product will be made  Simplification reducing number of parts, assemblies, or options in a product reducing number of parts, assemblies, or options in a product  Standardization using commonly available and interchangeable parts using commonly available and interchangeable parts  Modular Design combining standardized building blocks, or modules, to create unique finished products combining standardized building blocks, or modules, to create unique finished products  Design for Manufacture (DFM) Designing a product so that it can be produced easily and economically Designing a product so that it can be produced easily and economically Production Design

13. Copyright 2009 John Wiley & Sons, Inc.4-13 Design Simplification (b) Revised design One-piece base & elimination of fasteners (c) Final design Design for push-and-snap assembly (a) Original design Assembly using common fasteners Source: Adapted from G. Boothroyd and P. Dewhurst, “Product Design…. Key to Successful Robotic Assembly.” Assembly Engineering (September 1986), pp. 90-93.

14. Copyright 2009 John Wiley & Sons, Inc.4-14 Technology in Design  Computer Aided Design (CAD) assists in creation, modification, and analysis of a design assists in creation, modification, and analysis of a design computer-aided engineering (CAE) computer-aided engineering (CAE) tests and analyzes designs on computer screen tests and analyzes designs on computer screen computer-aided manufacturing (CAD/CAM) computer-aided manufacturing (CAD/CAM) ultimate design-to-manufacture connection ultimate design-to-manufacture connection product life cycle management (PLM) product life cycle management (PLM) managing entire lifecycle of a product managing entire lifecycle of a product collaborative product design (CPD) collaborative product design (CPD)

15. Copyright 2009 John Wiley & Sons, Inc.4-15 Collaborative Product Design (CPD)   A software system for collaborative design and development among trading partners   With PML, manages product data, sets up project workspaces, and follows life cycle of the product   Accelerates product development, helps to resolve product launch issues, and improves quality of design   Designers can conduct virtual review sessions test “what if” scenarios assign and track design issues communicate with multiple tiers of suppliers create, store, and manage project documents

16. Copyright 2009 John Wiley & Sons, Inc.4-16 Value analysis (VA)   Can we do without it?   Does it do more than is required?   Does it cost more than it is worth?   Can something else do a better job?   Can it be made by a less costly method? with less costly tooling? with less costly material?   Can it be made cheaper, better, or faster by someone else?

17. Copyright 2009 John Wiley & Sons, Inc.4-17 Value analysis (VA) (cont.)  Updated versions also include: Is it recyclable or biodegradable? Is it recyclable or biodegradable? Is the process sustainable? Is the process sustainable? Will it use more energy than it is worth? Will it use more energy than it is worth? Does the item or its by-product harm the environment? Does the item or its by-product harm the environment?

18. Copyright 2009 John Wiley & Sons, Inc.4-18 Quality Function Deployment (QFD)  Translates voice of customer into technical design requirements  Displays requirements in matrix diagrams first matrix called “house of quality” first matrix called “house of quality” series of connected houses series of connected houses

19. Copyright 2009 John Wiley & Sons, Inc.4-19 Benefits of QFD  Promotes better understanding of customer demands  Promotes better understanding of design interactions  Involves manufacturing in design process  Provides documentation of design process

20. Copyright 2009 John Wiley & Sons, Inc.4-20 Design for Robustness  Robust product designed to withstand variations in environmental and operating conditions   Robust design yields a product or service designed to withstand variations   Controllable factors design parameters such as material used, dimensions, and form of processing   Uncontrollable factors user’s control (length of use, maintenance, settings, etc.)

21. Copyright 2009 John Wiley & Sons, Inc. Service Design Operations Management - 6 th Edition Chapter 5 Roberta Russell & Bernard W. Taylor, III

22. Copyright 2009 John Wiley & Sons, Inc.5-22 Lecture Outline   Characteristics of Services   Service Design Process   Waiting Line Analysis for Service Improvement

23. Copyright 2009 John Wiley & Sons, Inc.5-23 Characteristics of Services  Services acts, deeds, or performances acts, deeds, or performances  Goods tangible objects tangible objects  Facilitating services accompany almost all purchases of goods accompany almost all purchases of goods  Facilitating goods accompany almost all service purchases accompany almost all service purchases

24. Copyright 2009 John Wiley & Sons, Inc.5-24 Characteristics of Services (cont.)  Services are intangible  Service output is variable  Services have higher customer contact  Services are perishable  Service inseparable from delivery  Services tend to be decentralized and dispersed  Services are consumed more often than products  Services can be easily emulated

25. Copyright 2009 John Wiley & Sons, Inc.5-25   Service concept purpose of a service; it defines target market and customer experience   Service package mixture of physical items, sensual benefits, and psychological benefits   Service specifications performance specifications design specifications delivery specifications Service Design Process (cont.)

26. Copyright 2009 John Wiley & Sons, Inc.5-26 Elements of Waiting Line Analysis  Operating characteristics average values for characteristics that describe performance of waiting line system average values for characteristics that describe performance of waiting line system  Queue a single waiting line a single waiting line  Waiting line system consists of arrivals, servers, and waiting line structure consists of arrivals, servers, and waiting line structure  Calling population source of customers; infinite or finite source of customers; infinite or finite

27. Copyright 2009 John Wiley & Sons, Inc.5-27 Elements of Waiting Line Analysis (cont.)  Arrival rate (λ) frequency at which customers arrive at a waiting line according to a probability distribution, usually Poisson frequency at which customers arrive at a waiting line according to a probability distribution, usually Poisson  Service time (μ) time required to serve a customer, usually described by negative exponential distribution time required to serve a customer, usually described by negative exponential distribution  Service rate must be shorter than arrival rate (λ < μ)  Queue discipline order in which customers are served order in which customers are served  Infinite queue can be of any length; length of a finite queue is limited can be of any length; length of a finite queue is limited

28. Copyright 2009 John Wiley & Sons, Inc.5-28 Psychology of Waiting  Waiting rooms magazines and newspapers magazines and newspapers televisions televisions  Bank of America mirrors mirrors  Supermarkets magazines magazines “impulse purchases” “impulse purchases”  Disney costumed characters costumed characters mobile vendors mobile vendors accurate wait times accurate wait times special passes special passes

29. Copyright 2009 John Wiley & Sons, Inc.5-29 Psychology of Waiting (cont.)  Preferential treatment Grocery stores: express lanes for customers with few purchases Grocery stores: express lanes for customers with few purchases Airlines/Car rental agencies: special cards available to frequent-users or for an additional fee Airlines/Car rental agencies: special cards available to frequent-users or for an additional fee Phone retailers: route calls to more or less experienced salespeople based on customer’s sales history Phone retailers: route calls to more or less experienced salespeople based on customer’s sales history  Critical service providers services of police department, fire department, etc. services of police department, fire department, etc. waiting is unacceptable; cost is not important waiting is unacceptable; cost is not important

30. Copyright 2009 John Wiley & Sons, Inc.5-30 Service Improvement Analysis  waiting time (8 min.) is too long hire assistant for cashier? hire assistant for cashier? increased service rate increased service rate hire another cashier? hire another cashier? reduced arrival rate reduced arrival rate  Is improved service worth the cost?

31. Copyright 2009 John Wiley & Sons, Inc.5-31 Copyright 2009 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in section 117 of the 1976 United States Copyright Act without express permission of the copyright owner is unlawful. Request for further information should be addressed to the Permission Department, John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her own use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages caused by the use of these programs or from the use of the information herein.