1. Copyright 2006 John Wiley & Sons, Inc. Beni Asllani University of Tennessee at Chattanooga Products Operations Management - 6 th Edition Chapter 4 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 Design Process (cont.) Pilot run and final tests New product or service launch Final design & process plans Idea generation Feasibility study Product or service concept Performance specifications Functional design Form design Production design Revising and testing prototypes Design specifications Manufacturing or delivery specifications Suppliers R&D Customers MarketingCompetitors

6. Copyright 2006 John Wiley & Sons, Inc.5-6 Idea Generation Sources   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 2006 John Wiley & Sons, Inc.5-7  Perceptual Maps  Visual comparison of customer perceptions  Benchmarking  Comparing product/service against best-in-class  Reverse engineering  Dismantling competitor’s product to improve your own product Idea Generation Sources (cont.)

8. Copyright 2006 John Wiley & Sons, Inc.5-8 Perceptual Map of Breakfast Cereals RiceKrispies Wheaties Cheerios ShreddedWheat HIGH NUTRITION LOW NUTRITION GOOD TASTE BAD TASTE Cocoa Puffs RiceKrispies Wheaties Cheerios ShreddedWheat

9. Copyright 2006 John Wiley & Sons, Inc.5-9 Feasibility Study   Market analysis   Economic analysis   Technical/strategic analysis   Performance specifications

10. Copyright 2006 John Wiley & Sons, Inc.5-10 Rapid Prototyping  Build a prototype form design form design functional design functional design production design production design  Test prototype  Revise design  Retest

11. Copyright 2006 John Wiley & Sons, Inc.5-11 Form and Functional Design  Form Design how product will look? how product will look?  Functional Design reliability maintainability usability

12. Copyright 2006 John Wiley & Sons, Inc.5-12 Computing Reliability 0.90 0.90 x 0.90 = 0.81 Components in series

13. Copyright 2006 John Wiley & Sons, Inc.5-13 Computing Reliability 0.95 + 0.90(1-0.95) = 0.995 Components in parallel 0.95 0.90 R2R2R2R2 R1R1R1R1

14. Copyright 2006 John Wiley & Sons, Inc.5-14 System Reliability 0.92 0.90 0.98 0.92+(1-0.92)(0.90)=0.990.98 0.98 x 0.99 x 0.98 = 0.951

15. Copyright 2006 John Wiley & Sons, Inc.5-15 SA = MTBF MTBF + MTTR System Availability (SA) where: MTBF = mean time between failures MTTR = mean time to repair MTBF =

16. Copyright 2006 John Wiley & Sons, Inc.5-16 System Availability (cont.) PROVIDERMTBF (HR)MTTR (HR) A604.0 B362.0 C241.0 SA A = 60 / (60 + 4) =.9375 or 93.75% SA B = 36 / (36 + 2) =.9726 or 97.26% SA C = 24 / (24 + 1) =.9473 or 94.73%

17. Copyright 2006 John Wiley & Sons, Inc.5-17 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