COB 300C Product and Service Design
Dec 28, 2015
Reasons for Product or Service Design
• Be competitive
• Increase business growth & profits
• Avoid downsizing with development of new products
• Improve product quality
• Achieve cost reductions in labor or materials
Trends in Product & Service Design
• Increased emphasis on or attention to:– Customer satisfaction
– Reducing time to introduce new product or service
– Reducing time to produce product
Trends in Product & Service Design (Cont’d)
• Increased emphasis on or attention to:– The organization’s capabilities to produce or
deliver the item
– Environmental concerns
– Designing products & services that are “user friendly”
– Designing products that use less material
Objects of Product & Service Design
Beyond the overall objective to achieve customer satisfaction while making a reasonable profit is:
Design for Manufacturing(DFM)
The designers’ consideration of the organization’s manufacturing capabilities when designing a product.
The more general term design for operations encompasses services as well as manufacturing
Reverse Engineering
Reverse engineering is the
dismantling and inspecting of a competitor’s product to discover product improvements.
Manufacturability
• Manufacturability is the ease of fabrication and/or assembly which is important for:
– Cost
– Productivity
– Quality
Regulations & Legal Considerations
• Product Liability - A manufacturer is liable for any injuries or damages caused by a faulty product.
• Uniform Commercial Code - Products carry an implication of merchantability and fitness.
Research & Development (R&D)
• Organized efforts to increase scientific knowledge or product innovation & may involve:– Basic Research advances knowledge about a subject
without near-term expectations of commercial applications.
– Applied Research achieves commercial applications.
– Development converts results of applied research into commercial applications.
Product Design
• Product Life Cycles
• Robust Design
• Concurrent Engineering
• Computer-Aided Design
• Modular Design
Advantages of Standardization
• Fewer parts to deal with in inventory & manufacturing
• Reduced training costs and time
• More routine purchasing, handling, and inspection procedures
Advantages of Standardization (Cont’d)
• Orders fillable from inventory
• Opportunities for long production runs and automation
• Need for fewer parts justifies increased expenditures on perfecting designs and improving quality control procedures.
Disadvantages of Standardization
• Designs may be frozen with too many imperfections remaining.
• High cost of design changes increases resistance to improvements.
• Decreased variety results in less consumer appeal.
Life Cycles of Products or Services
Time
Incubation
Growth
Maturity
Saturation
Decline
Dem
and
Figure 4-2
• Design for manufacturing (DFM)
• Design for assembly (DFA)
• Design for recycling (DFR)
• Remanufacturing
• Design for disassembly (DFD)
• Robust design
Product design
Taguchi Approach Robust Design
• Design a robust product– Insensitive to environmental factors either in
manufacturing or in use.
• Central feature is Parameter Design.
• Determines:– factors that are controllable and those not
controllable– their optimal levels relative to major product
advances
Concurrent Engineering
Concurrent engineering is the bringing together of engineering design and manufacturing personnel early in the design phase.
Concurrent engineering is the bringing together of engineering design and manufacturing personnel early in the design phase.
Computer-Aided Design
• Computer-Aided Design (CAD) is product design using computer graphics.
– increases productivity of designers, 3 to 10 times
– creates a database for manufacturing information on product specifications
– provides possibility of engineering and cost analysis on proposed designs
Modular Design
Modular design is a form of standardization in which component parts are subdivided into modules that are easily replaced or interchanged. It allows:
– easier diagnosis and remedy of failures
– easier repair and replacement
– simplification of manufacturing and assembly
Steel productionAutomobile fabrication
House buildingRoad construction
DressmakingFarming
Auto RepairAppliance repair
Maid ServiceManual car wash
TeachingLawn mowing
Low service contentHigh goods content
High service contentLow goods content
Increasinggoods content
Increasingservice content
Goods-service spectrumFigure 4-3
Service Variability & Customer Influence Service Design
Variabilityin ServiceRequirements
Figure 4-4
Degree of Contact with Customer
High
Moderate
Low
None
None Low Moderate High
TelephonePurchase
Dept. StorePurchase
CustomizedClothing
InternetPurchase
The House of Quality
Correlation matrix
Designrequirements
Customerrequire-ments
Competitiveassessment
Relationshipmatrix
Specificationsor
target values
Figure 4-7
Customer Requirements
Importance to Cust.Easy to close
Stays open on a hill
Easy to open
Doesn’t leak in rain
No road noise
Importance weighting
Engineering Characteristics
Ene
rgy
need
ed
to c
lose
doo
r
Che
ck f
orce
on
leve
l gr
ound
Ene
rgy
need
ed
to o
pen
door
Wat
er r
esis
tanc
e
10 6 6 9 2 3
7
5
3
3
2
X
X
X
X
X
Correlation:Strong positivePositiveNegativeStrong negative
X*Competitive evaluation
X = UsA = Comp. AB = Comp. B(5 is best)
1 2 3 4 5
X AB
X AB
XAB
A X B
X A B
Relationships:Strong = 9Medium = 3Small = 1Target values
Red
uce
ener
gy
leve
l to
7.5
ft/lb
Red
uce
forc
eto
9 lb
.
Red
uce
ener
gy to
7.5
ft/l
b.
Mai
ntai
ncu
rren
t lev
elTechnical evaluation(5 is best)
54321
B
A
X
BAX B
AX
BXA
BXABA
X
Doo
r se
al
resi
stan
ce
Acc
oust
. Tra
ns.
Win
dow
Mai
ntai
ncu
rren
t lev
el
Mai
ntai
ncu
rren
t lev
el
House of Quality Example