Transcript
4 – 1
Design of Products
Dr. R K Singh
4 – 2
Top organizations typically focus on Top organizations typically focus on core productscore products
Customers buy satisfaction, not just Customers buy satisfaction, not just a physical good or particular servicea physical good or particular service
Fundamental to an organization's Fundamental to an organization's strategy with implications strategy with implications throughout the operations functionthroughout the operations function
Product DecisionProduct Decision
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Product Strategy OptionsProduct Strategy Options
DifferentiationDifferentiation Low costLow cost Rapid responseRapid response
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New Product OpportunitiesNew Product Opportunities
1.1. Understanding the Understanding the customercustomer
2.2. Economic changeEconomic change3.3. Sociological and Sociological and
demographic changedemographic change4.4. Technological changeTechnological change5.5. Political/legal changePolitical/legal change6.6. Market practice, professional Market practice, professional
standards, suppliers, distributorsstandards, suppliers, distributors
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Importance of New ProductsImportance of New Products
Industry Industry leaderleader
Top Top thirdthird
Middle Middle thirdthird
Bottom Bottom thirdthird
Percentage of Sales from New ProductsPercentage of Sales from New Products50%
40%
30%
20%
10%
Position of Firm in Its IndustryPosition of Firm in Its Industry
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Product Life CyclesProduct Life Cycles
May be any length from a few May be any length from a few hours to decadeshours to decades
The operations function must The operations function must be able to introduce new be able to introduce new products successfullyproducts successfully
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Product Life CyclesProduct Life Cycles
Negative cash flow
IntroductionIntroduction GrowthGrowth MaturityMaturity DeclineDecline
Sale
s, c
ost,
and
cash
flow
Sale
s, c
ost,
and
cash
flow
Cost of development and productionCost of development and production
Cash Cash flowflow
Net revenue (profit)Net revenue (profit)Sales revenueSales revenue
LossLoss
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Scope of product
development team
Product Development Product Development SystemSystem
Scope for design and engineering
teams
Evaluation
Introduction
Test Market
Functional Specifications
Design Review
Product Specifications
Customer Requirements
Ability
Ideas
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Quality Function Quality Function DeploymentDeployment
Identify customer wantsIdentify customer wants Identify how the good/service will satisfy Identify how the good/service will satisfy
customer wantscustomer wants Relate customer wants to product howsRelate customer wants to product hows Identify relationships between the firm’s howsIdentify relationships between the firm’s hows Develop importance ratingsDevelop importance ratings Evaluate competing productsEvaluate competing products Compare performance to desirable technical Compare performance to desirable technical
attributesattributes
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QFD House of QualityQFD House of Quality
Relationshipmatrix
How to satisfycustomer wants
Interrelationships
Com
petit
ive
asse
ssm
ent
Technicalevaluation
Target values
What the customer
wants
Customer Customer importance importance
ratingsratings
Weighted Weighted ratingrating
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House of Quality ExampleHouse of Quality Example
Your team has been charged with Your team has been charged with designing a new camera for Great designing a new camera for Great Cameras, Inc.Cameras, Inc.The first action is The first action is to construct a to construct a House of QualityHouse of Quality
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House of Quality ExampleHouse of Quality Example
CustomerCustomerimportanceimportance
ratingrating(5 = highest)(5 = highest)
Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color correction 1
What the What the customer customer
wantswants
What the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
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House of Quality ExampleHouse of Quality ExampleWhat the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
Low
ele
ctric
ity re
quire
men
ts
Alu
min
um c
ompo
nent
s
Aut
o fo
cus
Aut
o ex
posu
re
Pain
t pal
let
Ergo
nom
ic d
esig
n
How to SatisfyCustomer Wants
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Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1
House of Quality ExampleHouse of Quality ExampleWhat the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
High relationshipHigh relationshipMedium relationshipMedium relationshipLow relationshipLow relationship
Relationship matrixRelationship matrix
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House of Quality ExampleHouse of Quality ExampleWhat the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
Low
ele
ctric
ity re
quire
men
ts
Alu
min
um c
ompo
nent
s
Aut
o fo
cus
Aut
o ex
posu
re
Pain
t pal
let
Ergo
nom
ic d
esig
n
Relationships Relationships between the between the things we can dothings we can do
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House of Quality ExampleHouse of Quality Example
Weighted Weighted ratingrating
What the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1Our importance ratings 22 9 27 27 32 25
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House of Quality ExampleHouse of Quality Example
Com
pany
A
Com
pany
B
G PG PF GG PP P
Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1Our importance ratings 22 5
How well do How well do competing products competing products meet customer wantsmeet customer wants
What the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
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House of Quality ExampleHouse of Quality ExampleWhat the Customer
Wants
RelationshipMatrix
TechnicalAttributes and
Evaluation
How to SatisfyCustomer Wants
Interrelationships
Ana
lysi
s of
Com
petit
ors
Target values(Technical attributes)
Technical evaluation
Company A 0.7 60% yes 1 ok GCompany B 0.6 50% yes 2 ok FUs 0.5 75% yes 2 ok G
0.5
A
75%
2’to
∞
2ci
rcui
ts
Failu
re 1
per 1
0,00
0Pa
nel r
anki
ng
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House of Quality ExampleHouse of Quality Example
Completed Completed House of House of QualityQuality
Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color correction 1Our importance ratings
Low
ele
ctric
ity re
quire
men
ts
Alu
min
um c
ompo
nent
s
Aut
o fo
cus
Aut
o ex
posu
re
Pain
t pal
let
Ergo
nom
ic d
esig
n
Com
pany
A
Com
pany
B
G PG PF GG PP P
Target values(Technical attributes)
Technical evaluation
Company A 0.7 60% yes 1 ok G
Company B 0.6 50% yes 2 ok F
Us 0.5 75% yes 2 ok G0.
5A
75%
2’to
∞2
circ
uits
Failu
re 1
per 1
0,00
0Pa
nel r
anki
ng
22 9 27 27 32 25
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House of Quality SequenceHouse of Quality Sequence
Des
ign
char
acte
ristic
s
Specific components
House 2
Cus
tom
er
requ
irem
ents
Design characteristics
House 1
Spec
ific
com
pone
nts
Production process
House 3 Pr
oduc
tion
proc
ess
Quality plan
House 4
Deploying resources through the Deploying resources through the organization in response to organization in response to customer requirementscustomer requirements
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Organizing for Product Organizing for Product DevelopmentDevelopment
Team approach (Used in USA)Team approach (Used in USA)Cross functional Cross functional –– representatives representatives
from all disciplines or functions from all disciplines or functions (Concurrent Engg)
Product development teams, design Product development teams, design for manufacturability teams, value for manufacturability teams, value engineering teamsengineering teams
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Design TeamDesign Team
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Design Review•• Review designs to prevent failures Review designs to prevent failures
and ensure valueand ensure value– Failure mode and effects analysis
(FMEA)• a systematic method of analyzing product
failures
– Fault tree analysis (FTA)• a visual method for analyzing
interrelationships among failures
– Value analysis (VA)• helps eliminate unnecessary features and
functions
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FMEA for Potato ChipsFMEA for Potato ChipsFailureMode
Cause of Failure
Effect ofFailure
CorrectiveAction
Stale moisture contentexpired shelf lifepoor packaging
tastes badwon’t crunchthrown outlost sales
add moisture cure longerbetter package sealshorter shelf life
Broken too thintoo brittlerough handlingrough usepoor packaging
can’t dippoor displayinjures mouthchockingperceived as oldlost sales
change recipechange processchange packaging
Too Salty outdated receiptprocess not in controluneven distribution of salt
eat lessdrink morehealth hazardlost sales
experiment with recipeexperiment with processintroduce low salt version
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Fault tree analysis (FTA)
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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?
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Value analysis (VA) (cont.)Value analysis (VA) (cont.)
•• Updated versions also include: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 byDoes the item or its by--product harm product harm
the environment?the environment?
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SustainabilitySustainability•• Ability to meet present needs without Ability to meet present needs without
compromising those of future compromising those of future generationsgenerations
•• Green product Green product designdesign
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Design for EnvironmentDesign for Environment
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Guidelines for Environmentally Guidelines for Environmentally Friendly DesignsFriendly Designs
1.1. Make products recyclableMake products recyclable2.2. Use recycled materialsUse recycled materials3.3. Use less harmful ingredientsUse less harmful ingredients4.4. Use lighter componentsUse lighter components5.5. Use less energyUse less energy6.6. Use less materialUse less material
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Manufacturability andManufacturability andValue EngineeringValue Engineering
Benefits:Benefits:1.1. Reduced complexity of productsReduced complexity of products2.2. Additional standardization of productsAdditional standardization of products3.3. Improved functional aspects of productImproved functional aspects of product4.4. Improved job design and job safetyImproved job design and job safety5.5. Improved maintainability (serviceability) Improved maintainability (serviceability)
of the productof the product6.6. Robust designRobust design
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Cost Reduction of a Bracket Cost Reduction of a Bracket via Value Engineeringvia Value Engineering
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Issues for Product Issues for Product DevelopmentDevelopment
Robust designRobust design Modular designModular design ComputerComputer--aided design (CAD)aided design (CAD) ComputerComputer--aided manufacturing (CAM)aided manufacturing (CAM) Value analysisValue analysis Environmentally friendly designEnvironmentally friendly design
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1.1. Product qualityProduct quality2.2. Shorter design timeShorter design time3.3. Production cost reductionsProduction cost reductions4.4. Database availabilityDatabase availability5.5. New range of capabilitiesNew range of capabilities
Benefits of CAD/CAMBenefits of CAD/CAM
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Documents for ProductionDocuments for Production
Assembly drawingAssembly drawing Assembly chartAssembly chart Route sheetRoute sheet Work orderWork order Bill of material (BOM)Bill of material (BOM) Engineering change notices (ECNs)Engineering change notices (ECNs)
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ReliabilityReliability
•• ReliabilityReliability: : The probability of a product, part, or The probability of a product, part, or system to perform its intended function under a system to perform its intended function under a prescribed set of conditionsprescribed set of conditions
•• FailureFailure: : Situation in which a product, part, or Situation in which a product, part, or system does not perform as intendedsystem does not perform as intended
•• Normal operating conditionsNormal operating conditions: : The set of conditions The set of conditions under which an item’s reliability is specifiedunder which an item’s reliability is specified
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Rule 1 (Series System)Rule 1 (Series System)
.90 .80
Lamp 1 Lamp 2
.90 x .80 = .72
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Rule 2 (Parallel System) Rule 2 (Parallel System)
.90
.80
.70
1-[(1-.90)*(1-.80)*(1-.70)] = .9941 – P(all fail)
Lamp 1
Lamp 2 (backup for Lamp1)
Lamp 3 (backup for Lamp 2)
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Example SExample S--1 Reliability1 ReliabilityDetermine the reliability of the system shown
.98 .90
.90 .92
.95
.98 x .99 x .996 = .966
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Improving ReliabilityImproving Reliability
•• Component designComponent design•• Production/assembly techniquesProduction/assembly techniques•• TestingTesting•• Redundancy/backupsRedundancy/backups•• Preventive maintenance proceduresPreventive maintenance procedures•• User educationUser education•• System designSystem design
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Maintenance Management Maintenance Management Performance Metrics
• Equipment breakdowns– Breakdowns can be measured in terms of the
frequency and the severity• Mean Time Between Failure (MTBF)
– MTBF is the expected time of the arrival of a failure • Mean Time to Repair (MTTR)
– MTTR is the expected time for restoring the equipment back to the working condition
• Availability–– Availability is defined, as the fraction of the time Availability is defined, as the fraction of the time
the equipment is available for productive use the equipment is available for productive use
)( MTTRMTBFMTBFAt
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Effective Maintenance ManagementSome requirements
•• Equipment CatalogueEquipment Catalogue•• Maintenance Policy & ManualMaintenance Policy & Manual•• Troubleshooting MechanismsTroubleshooting Mechanisms•• Fault Tree AnalysisFault Tree Analysis•• Maintenance Information SystemMaintenance Information System
–– Equipment History CardsEquipment History Cards
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Thank YouThank You
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