Ch4 product design

1

Product Design

2

Product Development Process Economic Analysis of

Development Projects Designing for the Customer Design for Manufacturability Measuring Product Development

Performance

OBJECTIVES

3

Typical Phases of Product Development

Planning

Concept Development

System-Level design

Design Detail

Testing and Refinement

Production Ramp-up

4

Designing for the Customer

Quality FunctionDeployment

Value Analysis/Value Engineering

Ideal Customer Product

House of Quality

5

Designing for the Customer: Quality Function Deployment

Interfunctional teams from marketing, design engineering, and manufacturing

Voice of the customer

House of Quality

6

QFD Phases

CUSTOMER

REQUIREMENTSPRODUCT

DESIGNPARTS

CHARACTERISTICS

PROCESS

DESIGN

PRODUCTIONREQUIREMENTS

7

QFD Process

Customer Satisfaction Audit Survey

QFD matrix – the House of Quality

( “Hows and Whats” )

Designing for the Customer: The House of Quality

Customer Requirements

Importance to

Cust.

Easy to close

Stays open on a hill

Easy to open

Doesn’t leak in rain

No road noiseImportance weighting

Engineering Characteristics E

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Correlation:Strong positivePositiveNegativeStrong negative

X*Competitive evaluation

X = UsA = Comp. AB = Comp. B(5 is best)1 2 3 4 5

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Relationships:Strong = 9Medium = 3Small = 1Target values

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©The McGraw-Hill Companies, Inc., 2004

8

Customer requirements information- forms the basis for this matrix, used to translate them into operating or engineering goals.

Customer requirements information- forms the basis for this matrix, used to translate them into operating or engineering goals.

9

Designing for the Customer: Value Analysis / Value

Engineering

Achieve equivalent or better performance at a lower cost while maintaining all functional requirements defined by the customer– Does the item have any design features that

are not necessary?– Can two or more parts be combined into

one?– How can we cut down the weight?– Are there nonstandard parts that can be

eliminated?

10

Value analysis application

Growth

Product Life-Cycle

Sales

R&D Stage

Time

Maturity

Value analysis makesits contribution in thelast stage of Product Life-cycle, viz, Maturity stage

11

Design for Manufacturability

Traditional Approach– “We design it, you build it” or “Over the

wall”

Concurrent Engineering– “Let’s work together simultaneously”

12

Design For Logistics

• Design for Logistics uses product design to address logistics costs

• Key Concepts of Design for Logistics

• Economic packaging and transportation

• Concurrent / Parallel Processing

• Standardization

13

Economic Transportation and Storage

• Design products so that they can be efficiently packed and stored

• Design packaging so that products can be consolidated at cross docking points

• Design products to efficiently utilize retail space

14

Design for Manufacturing and Assembly

Greatest improvements related to DFMA arise from simplification of the product by reducing the number of separate parts:

1. During the operation of the product, does the part move relative to all other parts already assembled?

2. Must the part be of a different material or be isolated from other parts already assembled?

3. Must the part be separate from all other parts to allow the disassembly of the product for adjustment or maintenance?