4-1 Product and Service Design

CHAPTER

4

Product and

Service Design

McGraw-Hill/Irwin Operations Management, Eighth Edition, by William J. Stevenson

Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.

4-2 Product and Service Design

What does Product & Service Design Do?

4-3 Product and Service Design

4-4 Product and Service Design

Major factors in design strategy

Cost

Quality

Time-to-market

Customer satisfaction

Competitive advantage

Product and Service Design

Product and service design or redesign should be closely tied to an organizations strategy

4-5 Product and Service Design

Objectives of Product and Service Design

Main focus

Customer satisfaction

Secondary focus

Function of product/service

Cost/profit

Quality

Appearance

Ease of production/assembly

Ease of maintenance/service

4-6 Product and Service Design

Legal

FDA, OSHA, IRS

Product liability

Ethical

Releasing products with defects

Environmental

EPA

Legal, Ethical, and Environmental Issues

4-7 Product and Service Design

Regulations & Legal Considerations

Product Liability - A manufacturer is liable for

any injuries or damages caused by a faulty

product.

Uniform Commercial Code-Customer Product

Safety Commission- Products carry an

implication of merchantability and fitness.

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Designers Adhere to Guidelines

Produce designs that are consistant with the

goals of the company

Give customers the value they expect

Make health and safety a primary concern

Consider potential harm to the environment

4-9 Product and Service Design

Other Issues in Product and Service Design

Product/service life cycles

How much standardization

Product/service reliability

Range of operating conditions

4-10 Product and Service Design

Life Cycles of Products or Services

Time

Introduction

Growth

Maturity

Saturation

Decline

Dem

an

d

Figure 4.1

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Differing views of design created through lack of information

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Steps in the Product Design Process

Arrows show that its a circular process, Product design are never finished, but always updated with new ideas

4-13 Product and Service Design

Phases in Product Development Process

1. Idea generation

2. Feasibility analysis

3. Product specifications

4. Process specifications

5. Prototype development

6. Design review

7. Market test

8. Product introduction

9. Follow-up evaluation

4-14 Product and Service Design

Idea Generation

Ideas Competitor based

Supply chain based

Research based

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Research & Development (R&D)

Organized efforts to increase scientific knowledge or product innovation & may involve:

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.

4-16 Product and Service Design

Standardization

Standardization

Extent to which there is an absence of variety

in a product, service or process

Standardized products are immediately

available to customers

4-17 Product and Service Design

Advantages of Standardization

Fewer parts to deal with in inventory &

manufacturing

Design costs are generally lower

Reduced training costs and time

More routine purchasing, handling, and

inspection procedures

4-18 Product and Service Design

Advantages of Standardization (Contd)

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.

4-19 Product and Service Design

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.

4-20 Product and Service Design

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

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Product Design

Robust Design

Concurrent Engineering

Computer-Aided Design

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Robust Design: Design that results in

products or services that can function over

a broad range of conditions

Robust Design

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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

4-24 Product and Service Design

Reverse Engineering

Reverse engineering is the

dismantling and inspecting

of a competitors product to discover

product improvements.

4-25 Product and Service Design

Concurrent Engineering

Concurrent engineering

is the bringing together

of engineering design and

manufacturing personnel

early in the design phase.

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4-27 Product and Service Design

Concurrent Engineering Approach

4-28 Product and Service Design

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

4-29 Product and Service Design

Manufacturability

Manufacturability is the ease of fabrication

and/or assembly which is important for:

Cost

Productivity

Quality

4-30 Product and Service Design

Designing for Manufacturing

Beyond the overall objective to achieve customer satisfaction while making a reasonable profit is:

Design for Manufacturing(DFM)

The designers consideration of the organizations manufacturing capabilities when designing a product.

The more general term design for operations encompasses services as well as manufacturing

4-31 Product and Service Design

Progressive Design of a toolbox using DFM

An example of the benefits of applying these rules is seen in the Fig

above. We can see the progression in the design of a toolbox using the

DFM approach. All of the pictures show a toolbox. However, the first

design shown requires 20 parts. Through simplification and use of

modular design, the number of parts required has been reduced to 2. It

would certainly be much easier to make the product with 2 parts versus

20 parts. This means fewer chances of error, better quality, and lower

costs due to shorter assembly time.

4-32 Product and Service Design

Design for manufacturing (DFM)

Design for assembly (DFA)

Design for recycling (DFR)

Remanufacturing

Design for disassembly (DFD)

Robust design

Product design

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Recycling: recovering materials for future use

Recycling reasons

Cost savings

Environment concerns

Environment regulations

Designing for Recycling DFR

4-34 Product and Service Design

Service Design

Service is an act

Service delivery system

Facilities

Processes

Skills

Many services are bundled with products

4-35 Product and Service Design

Service Design

Service

Something that is done to or for a customer

Service delivery system

The facilities, processes, and skills needed to provide a service

Product bundle

The combination of goods and services provided to a customer

Service package

The physical resources needed to perform the service

4-36 Product and Service Design

Tangible intangible

Services created and delivered at the same

time

Services cannot be inventoried

Services highly visible to customers

Services have low barrier to entry and exit

Location important to service

Differences Between Product and Service Design

4-37 Product and Service Design

Phases in Service Design

1. Conceptualize

2. Identify service package components

3. Determine performance specifications

4. Translate performance specifications into

design specifications

5. Translate design specifications into delivery

specifications

4-38 Product and Service Design

Service Blueprinting

Service blueprinting

A method used in service design to describe and

analyze a proposed service

A useful tool for conceptualizing a service

delivery system

4-39 Product and Service Design

Major Steps in Service Blueprinting

1. Establish boundaries

2. Identify steps involved

3. Prepare a flowchart

4. Identify potential failure points

5. Establish a time frame

6. Analyze profitability

4-40 Product and Service Design

Characteristics of Well Designed Service Systems

1. Consistent with the organization mission

2. User friendly

3. Robust

4. Easy to sustain

5. Cost effective

6. Value to customers

7. Effective linkages between back operations

8. Single unifying theme

9. Ensure reliability and high quality

4-41 Product and Service Design

Challenges of Service Design

Variable requirements

Difficult to describe

High customer contact

Service customer encounter

4-42 Product and Service Design

Quality Function Deployment

Voice of the customer

House of quality

Quality Function Deployment

QFD: An approach that integrates the voice of the customer into the product and service development process.

4-43 Product and Service Design

The House of Quality

Correlation

matrix

Design

requirements

Customer

require-

ments

Competitive

assessment

Relationship

matrix

Specifications

or

target values

Figure 1

4-44 Product and Service Design

Fig.2 House of Quality Example Figure 2

4-45 Product and Service Design

4-46 Product and Service Design

CHAPTER

4s

Reliability

McGraw-Hill/Irwin Operations Management, Eighth Edition, by William J. Stevenson

Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.

4-47 Product and Service Design

Reliability

Reliability: The ability of a product, part, or system to perform its intended function under a prescribed set of conditions

Failure: Situation in which a product, part, or system does not perform as intended

Normal operating conditions: The set of conditions under which an items reliability is specified

4-48 Product and Service Design

Probability that the product or system will:

Function when activated

Function for a given length of time

Independent events

Events whose occurrence or nonoccurrence do not influence each other

Redundancy

The use of backup components to increase reliability

Reliability is a Probability

4-49 Product and Service Design

Rule 1

.90 .80

Lamp 1 Lamp 2

.90 x .80 = .72

4-50 Product and Service Design

Rule 2

.90

.80

.90 + (1-.90)*.80 = .98 Lamp 1

Lamp 2 (backup)

4-51 Product and Service Design

Rule 3

.90

.80

.70

1-[(1-.90)*(1-.80)*(1-.70)] = .994

1 P(all fail)

Lamp 1

Lamp 2 (backup for Lamp1)

Lamp 3 (backup for Lamp 2)

4-52 Product and Service Design

Example S-1 Reliability

Determine the reliability of the system shown

.98 .90

.90 .92

.95

4-53 Product and Service Design

Example S-1 Solution

The system can be reduced to a series of three

components

.98 .90+.90(1-.90) .95+.92(1-.95)

.98 x .99 x .996 = .966

4-54 Product and Service Design

Failure Rate Figure 4S.1

Few (random) failures Infant

mortality

Failures due

to wear-out

Time, T

Fa

ilure

Rate

4-55 Product and Service Design

Exponential Distribution

Reliability = e -T/MTBF

1- e -T/MTBF

T Time

Figure 4S.2

4-56 Product and Service Design

Normal Distribution

Reliability

0 z

Figure 4S.3

4-57 Product and Service Design

Availability

The fraction of time a piece of equipment

is expected to be available for operation

AvailabilityMTBF

MTBF MTR

MTBF = mean time between failures

MTR = mean time to repair

4-58 Product and Service Design

Improving Reliability

Component design

Production/assembly techniques

Testing

Redundancy/backups

Preventive maintenance procedures

User education

System design

4-59 Product and Service Design

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