1. Copyright 2006 John Wiley & Sons, Inc. Beni Asllani University of Tennessee at Chattanooga Products and Services Operations Management - 5 th Edition Chapter 5 Roberta Russell & Bernard W. Taylor, III

2. Copyright 2006 John Wiley & Sons, Inc.5-2 Lecture Outline   Design Process   Reducing Time-to-Market   Improving Quality of Design   Special Considerations in Service Design

3. Copyright 2006 John Wiley & Sons, Inc.5-3 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 2006 John Wiley & Sons, Inc.5-4 Design Process (cont.)   Product design defines appearance of product sets standards for performance specifies which materials are to be used determines dimensions and tolerances   Service design specifies what physical items, sensual benefits, and psychological benefits customer is to receive from service defines environment in which service will take place

5. Copyright 2006 John Wiley & Sons, Inc.5-5 Feasibility Study   Market analysis   Economic analysis   Technical analysis (operations)   Strategic analysis   Performance specifications

6. Operations Issues in Product Design  Product design and technology  Process technology  Would we need a new or modified facility?  How much capacity would we need?  Can the firm make this product with consistent quality at a price that customers are willing to pay?  Does our labor force have the needed skills?

7. Copyright 2006 John Wiley & Sons, Inc.5-7 Form and Functional Design  Form Design how product will look? how product will look?  Functional Design reliability maintainability usability

8. Copyright 2006 John Wiley & Sons, Inc.5-8 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

9. Copyright 2006 John Wiley & Sons, Inc.5-9  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  Modularity combining standardized building blocks, or modules, to create unique finished products combining standardized building blocks, or modules, to create unique finished products Production Design

10. 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

11. Copyright 2006 John Wiley & Sons, Inc.5-11 Reducing Time-to-Market   Establish multifunctional design teams   Make design decisions concurrently rather than sequentially   Collaborative design with suppliers and among suppliers   Design for manufacturing   Rapid prototyping   Use computer-aided design & engineering

12. Design Team

13. Copyright 2006 John Wiley & Sons, Inc.5-13 Concurrent Design  Simultaneous design of products and processes by design teams Involves suppliers in design Involves suppliers in design Uses Web-based collaborative work systems Uses Web-based collaborative work systems Many tasks are done at the same time: requires good project management Many tasks are done at the same time: requires good project management Uses a price-minus approach rather than a cost- plus approach to design Uses a price-minus approach rather than a cost- plus approach to design

14. Copyright 2006 John Wiley & Sons, Inc.5-14 Concurrent Design (2)  Advantages of concurrent design Shorter time to market Shorter time to market Better product quality Better product quality Lower design costs Lower design costs Lower production costs Lower production costs Fewer product and process changes after product is introduced Fewer product and process changes after product is introduced

15. Copyright 2006 John Wiley & Sons, Inc.5-15 General Performance Specifications  I nstructions 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.” “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  Initial prototypes are often computerized.

16. Copyright 2006 John Wiley & Sons, Inc.5-16  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  Modularity combining standardized building blocks, or modules, to create unique finished products combining standardized building blocks, or modules, to create unique finished products Production Design

17. 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

18. Copyright 2006 John Wiley & Sons, Inc.5-18 Design for Manufacturing  Design a product for easy and economical production  Incorporate production design early in the design phase  Benefits Improves quality and reduces costs Improves quality and reduces costs Shortens time to design and manufacture Shortens time to design and manufacture

19. Copyright 2006 John Wiley & Sons, Inc.5-19 Design for Manufacturing Guidelines Design for Manufacturing Guidelines  Minimize the number of parts, tools, fasteners, and assemblies  Use standard parts and repeatable processes (processes that always work)  Modular design  Design for ease of assembly, minimal handling  Allow for efficient testing and parts replacement

20. Copyright 2006 John Wiley & Sons, Inc.5-20 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?

21. Copyright 2006 John Wiley & Sons, Inc.5-21 Rapid Prototyping  Build a prototype form design form design functional design functional design production design production design  Test prototype  Revise design  Retest

22. Copyright 2006 John Wiley & Sons, Inc.5-22 Design for Environment  Design for environment designing a product from material that can be recycled designing a product from material that can be recycled design from recycled material design from recycled material design for ease of repair design for ease of repair minimize packaging minimize packaging minimize material and energy used during manufacture, consumption and disposal minimize material and energy used during manufacture, consumption and disposal  Extended producer responsibility holds companies responsible for their product even after its useful life holds companies responsible for their product even after its useful life

23. Copyright 2006 John Wiley & Sons, Inc.5-23 Design for Environment (cont.)

24. Copyright 2006 John Wiley & Sons, Inc.5-24 Technology in the Design Process  Computer Aided Design (CAD) assists in creation, modification, and analysis of a design assists in creation, modification, and analysis of a design includes includes computer-aided engineering (CAE) computer-aided engineering (CAE)  tests and analyzes designs on computer screen computer-aided manufacturing (CAM) computer-aided manufacturing (CAM)  ultimate design-to-manufacture connection

25. Copyright 2006 John Wiley & Sons, Inc.5-25 Computer-Aided Design & Engineering  Computer-aided design (CAD): use of computer software to design products  Computer-aided engineering (CAE): use of computer software to evaluate and improve product designs  Specialized CAD/CAE software is used by architects and landscape architects

26. Copyright 2006 John Wiley & Sons, Inc.5-26 Advantages of CAD and CAE  Marketing: Firms can design better products and get them to market faster  Finance: CAD and CAE reduce design costs, production costs, and the number of major product and process changes needed  Operations: It is easier to make the product and to maintain good quality.  General: Easier to use concurrent engineering, value engineering, design for manufacturing, and to involve suppliers in product design.

27. Data Flow in Manufacturing Technology Computer aided design (CAD) Computer aided engineering (CAE) Product design data Final design? No Yes Final design data Computer aided process planning (CAPP) Manufacturing instructions Computer aided manufacturing (CAM) Finished goods

28. Copyright 2006 John Wiley & Sons, Inc.5-28 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

29. Copyright 2006 John Wiley & Sons, Inc.5-29 Design for Robustness (2)  Customers prefer product characteristics near their ideal values  Systemic (common cause) errors result from problems in the product design, materials, or process Systemic errors affect more customers than random errors. Systemic errors affect more customers than random errors. Systemic errors can be detected and should be corrected. Systemic errors can be detected and should be corrected.

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