3. Product Planning

8/10/2019 3. Product Planning

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Outline

Design Process

Rapid Prototyping and Concurrent Design

Technolo in Desi n

Design Quality Reviews

Quality Function Deployment

3Copyright 2011 John Wiley & Sons, Inc.


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Design Process

Effective design can provide a competitiveedge

matches product or service characteristics with

ensures that customer requirements are met in the

reduces time required to design a new product orservice

minimizes revisions necessary to make a design

workable



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Design Process

Product design defines appearance of product

sets standards for performance specifies which materials are to be used

determines dimensions and tolerances



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Design Process



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Idea Generation

Companys own R&D Salespersons in the

department

Customer com laints

field

Factor workersor suggestions

New technological

Suppliers Competitors



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Idea Generation

Perceptual Maps visual comparison of customer perceptions

Benchmarking comparing product/process against best-in-class

Reverse engineering

dismantling competitors product to improve yourown product



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Perceptual Map of Breakfast Cereals



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Feasibility Study

Market analysis

Economic analysis

Performance specifications



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Concurrent Design



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Form and Functional Design

Form Design how product will look?

Aesthetics

Functional Design

how product will perform? reliability

usability



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Computing Reliability

Components in series

0.90 0.90 0.90 x 0.90 = 0.81



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Computing Reliability

Components in parallel

0.90R2

0.95 + 0.90(1-0.95) = 0.9950.95

1



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System Availability (SA)

SA =

MTBF

MTBF + MTTR

MTBF = mean time between failuresMTTR = mean time to repair



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System Availability

PROVIDER MTBF (HR) MTTR (HR)

A 60 4.0B 36 2.0

C 24 1.0

SAA = 60 / (60 + 4) = .9375 or 94%SAB = 36 / (36 + 2) = .9473 or 95%

SAC = 24 / (24 + 1) = .96 or 96%



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Usability

Ease of use of a product or service ease of learning

ease of use ease of remembering how to use

frequency and severity of errors

user sa s ac on w exper ence



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Production Design

How the product will be made Simplification

Reducing number of parts, assemblies, or options ina product

Standardization Using commonly available and interchangeable

arts

Modular Design Combining standardized building blocks, or

, Design for Manufacture (DFM)

Designing a product so that it can be produced



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Design Simplification

(b) Revised design (c) Final design(a) Original design

One-piece base & Design for push-Assembly using

fasteners

-

assembly



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Final Design and Process Plans

Final design

Detailed drawings and specifications for new

roduct or service

Process plans

necessary equipment and tooling

componen sourc ng recommen a ons

job descriptions and procedures

compu er programs or au oma e mac nes



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Technology in Design

Computer Aided Design (CAD)

assists in creation, modification of a design

Com uter-aided en ineerin CAE

tests and analyzes designs on computer

-

ultimate design-to-manufacture connection

Product life cycle management (PLM)

mana in entire lifec cle of a roduct Collaborative product design (CPD)



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Collaborative Product Design (CPD)

A software system for collaborative design andeve opment among tra ng partners

Manages product data, sets up project workspaces,

Accelerates product development, helps to resolveroduct launch issues, and im roves ualit of desi n

Designers can conduct virtual review sessions

test what if scenarios

assign and track design issues

communicate with multi le tiers of su liers create, store, and manage project documents



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Design Quality Review

Review designs to prevent failures and ensurevalue

Failure mode and effects analysis (FMEA) a systematic method of analyzing product

failures

a visual method for analyzing interrelationshipsamon failures

Value analysis (VA)

helps eliminate unnecessary features andfunctions



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Fault Tree Analysis (FTA)



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Value Analysis (VA)

Eliminate unnecessary features and functions

Used by multifunctional design teams

Determine the value of the functions

e erm ne e cos o prov ng e unc ons

Compute Value/Cost ratio

Design team works to increase the ratio



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Design for Environment and

Extended Producer Responsibility

designing a product from material that can be recycled

desi n from rec cled material design for ease of repair

minimize packaging

minimize material and energy used during manufacture,consumption and disposal

xten e pro ucer respons ty

holds companies responsible for their product even after



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Design for Environment



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Green Areas

Green Sourcing

use less material

use recycled if possible Green Manufacture

is energy from renewable sources

amoun o was e pro uce

Green Consumption

is product recyclable and maintainable

- design products to be recycled or re-used



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Quality Function Deployment (QFD)

Translates voice of customer into technical

design requirements

Dis la s re uirements in matrix dia rams first matrix called house of quality

series of connected houses



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House of Quality

e 5

Importan

Trade-off matrix

Design

characteristics

Customer

1

Competitive

2

Relationship

4

requirements assessmentmatrix

Target values6



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From Customere 5

0F

100

plate

Requirementsto Design

dedtopre

ss

on plate

fsoleplate

dinsolep

lat

oles

s erfromho

le

edtoreach4

from450

to

overforsole

hutoff

Characteristics

Energynee

W

eightofir

Sizeofsole

Thickness

M

aterialus

Numberof

Sizeofhol

Flowofwat

Timerequir

Timetogo

Protective

Automatic

Customer Requirements

Presses quickly - - + + + -

Removes wrinkles + + + + +

- + + + +sll

Provides enough steam + + + +Doesnt spot fabric + - - -

Ironwe

-

Heats quickly - - + -

Automatic shut-off +

ds

e

u c coo - own - - + +

Doesnt break when dropped + + + +

Doesnt burn when touched + + + +Easya

safeto

Not too heavy + - - - + -



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Tradeoff Matrix

--

++

+

press

lateleplate

holes

ach45

0

50to1

00

rsoleplate

n

eededto

o

firon

soleplate

s

sofsole

lusedins

rofholes

h

oles

w

aterfro

q

uiredtor

gofrom

iv

ecoverf

ticshutoff

Energy

Weight

Sizeof

Thickn

Materi

Numb

Sizeof

Flowo

Timer

Timet

Protect

Autom



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Targeted Changes in Design

te 50

100

plate

ed

topress

late

so

leplate

in

solepla

les

fromhole

toreach

om

450t

verforsol

uto

ff

ergyneed

eightofiro

zeofsolep

icknessof

aterialuse

mberofh

zeofholes

owofwate

erequire

etogof

otectiveco

tomaticsh

E W Si

T M N Si

Fl

Ti

Ti

P A

Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N

iveres

. .

Iron B 4 1.2 8x4 1 MG 27 15 0.3 35 350 N Y

Our Iron (X) 2 1.7 9x5 4 T 35 15 0.7 50 600 N YObject

measu

Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2

Targets 1.2 8x5 3 SS 30 30 500

* * * * * * *



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A Series of Connected QFD


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A Series of Connected QFD

mer

me

nts

ro uc

characteristics

Part

Cust

requir

House

-

roduct

acteristics

A-2Process

characteristics

quality

cha

Partsdeployment

Part

aracteristics

A-3 Operations

c

Processplanning P

rocess

c

haracteristic

A-4

Operatingrequirements


B fit f QFD


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Benefits of QFD

Promotes better understanding of customer

demands

Promotes better understandin of desi ninteractions

Provides documentation of design process


D i f R b t


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Design for Robustness

Robust product designed to withstand variations in environmental and

operating conditions

yields a product or service designed to withstand

variations

Controllable factors design parameters such as material used, dimensions,an orm o process ng

Uncontrollable factors

, , , .



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erv ce conomy

Characteristics of Services Service Design Process

Waiting Line Analysis for Service Improvement


Service Economy


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Service Economy


U S Economy


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U.S. Economy


Characteristics of Services


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Services

acts, deeds, or performances

Goods tangible objects

accompany almost all purchases of goods

accompany almost all service purchases


Continuum from Goods to Services


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Continuum from Goods to Services

Source:Adapted from Earl W. Sasser, R.P. Olsen, and D. Daryl Wyckoff,Management of

Service Operations (Boston: Allyn Bacon, 1978), p.11.




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Service are inseparable from delivery

Services tend to be decentralized and

dispersed Services are consumed more often than

products

Services can be easily emulated Services are intan ible

Service output is variable

Services are perishable


Service


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Service

Design


Service Design Process


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Service Design Process

Service concept purpose of a service; it defines target market and

customer experience

mixture of physical items, sensual benefits, and

psychological benefits

Service specifications performance specifications design specifications

delivery specifications


Service Process Matrix


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Service Process Matrix


High vs. Low Contact


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Design High-Contact Service Low-Contact Service

Facility Convenient to customer

ecson

Near labor orlocation

transportation source

ac y ayou Must look presentable,

accommodate customer

Designed for efficiency

,

interaction with customer




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Design High-Contact Service Low-Contact Service

Qualit More variable since customer Measured a ainstcontrol

is involved in process;

customer expectations and

erce tions of ualit ma

established standards;

testing and rework

differ; customer present when

defects occur

possible to correct

defects

Capacity Excess capacity required to Planned for average

an e pea s n eman eman




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Design Decision High-Contact Service Low-Contact

Worker skills Must be able to Technical skillsinteract well with

customers and use

making

Scheduling Must accommodate Customer

customer schedule

concerned only

with completion



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Tools for Service Design


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g

Service blueprinting Servicescapes line of influence

line of interaction

space and function

ambient conditions

line of support

, ,

artifacts

Front-office/Back-office Quantitativeac v es


Service Blueprinting


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p g


Service Blueprinting


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Elements of Waiting Line Analysis


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Operating characteristics average values for characteristics that describe

performance of waiting line system

a single waiting line

consists of arrivals, servers, and waiting line structure Callin o ulation

source of customers; infinite or finite



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Elements of Waiting Line Analysis


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Channelsnumber ofparallel serversfor servicingcustomers

Phases

servers insequence acustomer mustgo through


Operating Characteristics


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Operating characteristics are assumed to

approach a steady state


Traditional Cost Relationships


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As service improves, cost increases


Psychology of Waiting


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Waiting rooms magazines and

newspapers

eevsons

Bank of America m rrors

Supermarkets magaz nes

impulse purchases


Psychology of Waiting


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Preferential treatment Grocery stores: express lanes for customers with

few purchases

r nes ar ren a agenc es: spec a car savailable to frequent-users or for an additional fee

experienced salespeople based on customers saleshistory

Critical service providers services of police department, fire department, etc.

waiting is unacceptable; cost is not important


Waiting Line Models


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Single-server model simplest, most basic waiting line structure

Fre uent variations with Poisson arrival rate exponential service times

general (unknown) distribution of service times

constant service times

exponential service times with finite queue

exponential service times with finite calling population


Basic Single-Server Model


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Assumptions Computations Poisson arrival rate

exponential service

= mean arrival rate

= mean service ratemes

first-come, first-served n = number of

customers in line

infinite queue length infinite callin

population




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probability that no customers average number of customers

are n queu ng sys em n queu ng sys em

P0 = 1 L = probability of n customers in

queuing system

average number of customers

in waiting line

Pn = P0 = 1

n n Lq =

2




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average time customer spends probability that server is busy

in queuing system and a customer has to wait

(utilization factor)

W= =

=

average time customer spends

waiting in line

probability that server is idle

and customer can be served

Wq =

I= 1

= 1 = P0



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Basic Single-Server Model Example


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Service Improvement Analysis


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Waiting time (8 min.) is too long hire assistant for cashier?

increased service rate

hire another cashier?

reduced arrival rate

Is improved service worth the cost?


Advanced Single-Server Models


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Constant service times

occur most often when automated equipment or

machinery performs service

Finite queue lengths

occur when there is a physical limitation to length of

waiting line

Finite callin o ulation

number of customers that can arrive is limited



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Basic Multiple-Server Model


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Single waiting line and service facility with

severa n epen ent servers n para e

Same assumptions as single-server model

s >

s = number of servers

servers must be able to serve customers faster thanthey arrive




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probability that there are no customers in system

1 n 1 s sn = s 1P0 =

+n! s! s -n = 0

1

n

P0, for n > s1 n

Pn =

0, or n sn! 79Copyright 2011 John Wiley & Sons, Inc.



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probability that customer must wait

1 s s

Pw = P0 Lq= L

s

(s 1)! (s)2

L = P0 + 1 Lq

Wq= W =

LW = =


Basic Multiple-Server Model Example


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Three-server system



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Basic Multiple-Server Model Example


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