1. Bus 2411 Production Operations Management Product and Service Design U. Akinc Product and Service Design U. Akinc

2. Bus 2412 Definitions l Providing products and services is the means of achieving business objectives l Design is critical for survival: –Ford’s Taurus –GM’s Saturn –Chrysler’s Minivan saved the US Auto industry in the 80s l Providing products and services is the means of achieving business objectives l Design is critical for survival: –Ford’s Taurus –GM’s Saturn –Chrysler’s Minivan saved the US Auto industry in the 80s

3. Bus 2413 Product Design l Product Design Specifies –Materials –Dimensions/tolerances –Appearance –Standards of Performance l Product Design Specifies –Materials –Dimensions/tolerances –Appearance –Standards of Performance

4. Bus 2414 Service Design l Service design specifies what –Form –Place –Time –Psychological utility will be offered to the customer l Service design specifies what –Form –Place –Time –Psychological utility will be offered to the customer

5. Bus 2415 Design and Competitive Priorities l Product and Service design impacts all competitive priorities: Most notably –Quality of performance –Quality of conformance –Price –Customer service –Delivery speed l Product and Service design impacts all competitive priorities: Most notably –Quality of performance –Quality of conformance –Price –Customer service –Delivery speed

6. Bus 2416 Design Process l An inter-functional activity cutting across departmental boundaries –Marketing –Manufacturing –Research and development –Engineering post-it storypost-it story –Purchasing l An inter-functional activity cutting across departmental boundaries –Marketing –Manufacturing –Research and development –Engineering post-it storypost-it story –Purchasing

7. Bus 2417 Sequential Design Process l Customer l Customer: Product Concept l Marketing: Performance Specifications l Design Engineering: Design Specifications l Manufacturing engineering: Mfg. specs and Process Design Mfg. specs and Process Design l Customer l Customer: Product Concept l Marketing: Performance Specifications l Design Engineering: Design Specifications l Manufacturing engineering: Mfg. specs and Process Design Mfg. specs and Process Design

8. Bus 2418 Concurrent Design Process l A new approach to design that involves the simultaneous design of products and processes by inter-functional design teams. l Essential members of the team: –Marketing –Manufacturing (operations) –Engineering l A new approach to design that involves the simultaneous design of products and processes by inter-functional design teams. l Essential members of the team: –Marketing –Manufacturing (operations) –Engineering

9. Bus 2419

10. 10 Concurrent vs. Sequential Design Process l Sequential design l Concurrent Design l Sequential design l Concurrent Design Prod design Process design Prototype/Ramp-up Prod design Process design Prototype/Ramp-up

11. Bus 24111 Quality Function Deployment l 1. Customer requirements l 2. Competitive assessment l 3. Technical requirements l 4. Relationships l 5. Trade-off matrix l 6. Technical assessment/Design targets l 1. Customer requirements l 2. Competitive assessment l 3. Technical requirements l 4. Relationships l 5. Trade-off matrix l 6. Technical assessment/Design targets

12. Bus 24112 QFD Example

13. Bus 24113 Design for manufacture (DFM) l Designing a product so it can be produced easily and economically l Some guidelines: –minimum number of parts –Modular Design –Parts with multiple use –Standard parts when possible –avoid fasteners l Designing a product so it can be produced easily and economically l Some guidelines: –minimum number of parts –Modular Design –Parts with multiple use –Standard parts when possible –avoid fasteners

14. Bus 24114 DFM Example

15. Bus 24115 Design Process

16. Bus 24116 Idea generation l Customers (Sophisticated, exacting, demanding) l Competitors –Benchmarking, –Reverse engineering l R & D (Technology Driven) l Marketing l Customers (Sophisticated, exacting, demanding) l Competitors –Benchmarking, –Reverse engineering l R & D (Technology Driven) l Marketing

17. Bus 24117 Feasibility Study l Market analysis l Economic Analysis Costs vs. expected revenues over the life cycle l Technological and Strategic analysis –New technology? –Investments/Risks –Competition with other company products –Consistent with corporate strengths –Consistent with corporate strengths? l Market analysis l Economic Analysis Costs vs. expected revenues over the life cycle l Technological and Strategic analysis –New technology? –Investments/Risks –Competition with other company products –Consistent with corporate strengths –Consistent with corporate strengths?

18. Bus 24118 Preliminary Design l Performance Specs are translated into technical Specs l Form design l Functional design –Performance Standards –Reliability –Maintainability l Performance Specs are translated into technical Specs l Form design l Functional design –Performance Standards –Reliability –Maintainability

19. Bus 24119 Final Design and Process Planning l Final Drawings and specifications –Prototyping –Technical testing l Convert designs into workable production steps, –Equipment –Tooling –Make or Buy decisions l Final Drawings and specifications –Prototyping –Technical testing l Convert designs into workable production steps, –Equipment –Tooling –Make or Buy decisions

20. Bus 24120 ProjectsProjects Job Shop BatchBatch Assembly Line ContinuousProcessContinuousProcess Product Variety Identifiable Flow Pattern