COB 300 C Product and Service Design

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

The Design Process • Motivation • Customer • Marketing • Competitors • Forecasts

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.

Figure 4 -2 Life Cycles of Products or Services Saturation Demand Maturity Decline Growth Incubation Time

Product design • • • Design for manufacturing (DFM) Design for assembly (DFA) Design for recycling (DFR) Remanufacturing Design for disassembly (DFD) Robust 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.

“Over the Wall” Approach New Product Mfg 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

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

Figure 4 -3 Goods-service spectrum Steel production Automobile fabrication House building Low service content construction Road High goods content Increasing goods content Dressmaking Farming Auto Repair Appliance repair Maid Service Manual car wash Increasing service content High service content Low goods content Teaching Lawn mowing

Service Variability & Customer Influence Service Design Figure 4 -4 High Customized Clothing Variability Moderate in Service Requirements Dept. Store Purchase Low None Telephone Purchase Internet Purchase None Low Moderate Degree of Contact with Customer High

Figure 4 -7 The House of Quality Correlation matrix Design requirements Customer requirements Relationship matrix Specifications or target values Competitive assessment

House of Quality Example Correlation: X X X to Cu st. Water resistance Customer Requirements Easy to close ce Check force on level ground Energy needed to open door tan Engineering Characteristics Door seal resistance or Energy needed to close door Im p X Accoust. Trans. Window X X * Strong positive Positive Negative Strong negative Competitive evaluation X = Us A = Comp. A B = Comp. B (5 is best) 1 2 3 4 7 5 X AB Easy to open 3 Doesn’t leak in rain 3 No road noise Importance weighting 2 AB X Stays open on a hill 5 XAB A XB X A B A X Reduce energy to 7. 5 ft/lb. B X A 2 3 Maintain current level 5 4 3 2 1 9 Maintain current level Technical evaluation (5 is best) 6 Reduce force to 9 lb. Target values 6 Maintain current level Reduce energy level to 7. 5 ft/lb 10 BXA BA X Relationships: Strong = 9 Medium = 3 Small = 1 B

Improving Reliability • Component design • Production/assembly techniques • Testing • Redundancy • Preventive maintenance procedures • User education • System design