DOM 511 Design Considerations - Product & Service Design

8/4/2019 DOM 511 Design Considerations - Product & Service Design

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Design of Products & Services

DOM 511: Operations Management

Practice


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Lecture Outline

Design Process

Reducing Time-to-Market

Improving Quality of Design

Special Considerations inService Design


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Design Process

Effective design can provide a competitiveedge matches product or service characteristics with

customer requirements

ensures that customer requirements are met in thesimplest and least costly manner

reduces time required to design a new product orservice

minimizes revisions necessary to make a designworkable


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Design Process (cont.)

Product design

defines appearance of

product sets standards for

performance

specifies which materialsare to be used

determines dimensionsand tolerances

Service design

specifies what physical

items, sensual benefits,and psychologicalbenefits customer is toreceive from service

defines environment in

which service will takeplace


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Design Process (cont.)

Pilot runand final tests

New product orservice launch

Final design& process plans

Ideageneration

Feasibilitystudy

Product orservice concept

Performancespecifications

Functionaldesign

Form design

Productiondesign

Revising and testingprototypes

Design

specifications

Manufacturing

or deliveryspecifications

SuppliersR&D

Customers

Marketing Competitors


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Idea Generation Sources

Companys own

R&D department

Customer complaintsor suggestions

Marketing research

Suppliers

Salespersons in thefield

Factory workers

New technologicaldevelopments

Competitors


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Perceptual Maps Visual comparison of

customer perceptions

Benchmarking Comparing product/service

against best-in-class

Reverse engineering Dismantling competitors product to

improve your own product

Idea Generation Sources (cont.)


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Feasibility Study

Market analysis

Economic analysis

Technical/strategic analysis

Performance specifications


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Rapid Prototyping

Build a prototype

form design functional design

production design

Test prototype Revise design

Retest


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Form and Functional Design

Form Design

how product will

look?

Functional Design

reliability

maintainability usability


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Computing Reliability

0.90 0.90 0.90 x 0.90 = 0.81

Components in series


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Computing Reliability

0.95 + 0.90(1-0.95) = 0.995

Components in parallel

0.95

0.90R2

R1


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System Reliability

0.92

0.90

0.98 0.98

0.92+(1-0.92)(0.90)=0.990.98 0.98

0.98 x 0.99 x 0.98 = 0.951


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System Availability

(cont.)

PROVIDER MTBF (HR) MTTR (HR)

A 60 4.0B 36 2.0C 24 1.0

SAA = 60 / (60 + 4) =

SAB = 36 / (36 + 2) =

SAC = 24 / (24 + 1) =


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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 satisfaction with experience


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Simplification reducing number of parts, assemblies, or options in

a product

Standardization using commonly available and interchangeable

parts

Modularity combining standardized building blocks, or

modules, to create unique finished products

Production Design


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Final Design and Process Plans

Final design

detailed drawingsand specificationsfor new product orservice

Process plans

workable instructions

necessary equipmentand tooling

component sourcingrecommendations

job descriptions andprocedures

computer programs forautomated machines


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Reducing Time-to-

Market

Establish multifunctional design teams

Make design decisions concurrentlyrather than sequentially

Design for manufactureand assembly

Use technology in the design process Engage in collaborative design


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Design Team


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Concurrent Design

A new approach todesign that involvessimultaneous design of

products and processesby design teams

Improves quality of earlydesign decisions

Involves suppliers Incorporates production

process Uses a price-minus

system

Scheduling andmanagement can becomplex as tasks aredone in parallel


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Design for Manufacture and

Assembly (DFMA)

Design for

manufacture design a product for

easy and economicalproduction

Design for assembly

a set of procedures for:

reducing number of parts inan assembly

evaluating methods ofassembly

determining an assemblysequence


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DFM Guidelines

Minimize number of parts and subassemblies

Avoid tools, separate fasteners, and adjustments

Use standard parts when possible and repeatable,well-understood processes

Design parts for many uses, and modules that can becombined in different ways

Design for ease of assembly, minimal handling, andproper presentation

Allow for efficient and adequate testing andreplacement of parts


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Technology in the

Design Process Computer Aided Design (CAD)

assists in creation, modification, andanalysis of a design

includes

computer-aided engineering (CAE)

tests and analyzes designs on computer screen computer-aided manufacturing (CAM)

ultimate design-to-manufacture connection


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Collaborative Design

A software system for collaborative design anddevelopment among trading partners

Follows life cycle of the product Accelerates product development, helps to resolve

product launch issues, and improves quality of thedesign

Designers can conduct virtual review sessions test what if scenarios assign and track design issues communicate with multiple tiers of suppliers create, store, and manage project documents


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Improving Quality of

Design

Review designs to prevent failures

and ensure value Design for environment

Measure design quality

Use quality function deployment

Design for robustness


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Design Review

Failure mode and effects analysis (FMEA)

a systematic method of analyzing product failures Fault tree analysis (FTA)

a visual method for analyzing interrelationshipsamong failures

Value analysis (VA)

helps eliminate unnecessary features and functions


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Value analysis (VA)

Can we do without it?

Does it do more than is required?

Does it cost more than it is worth? Can something else do a better job?

Can it be made by a less costly method?

with less costly tooling? with less costly material?

Can it be made cheaper, better, or faster bysomeone else?


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Design for Environment

Design for environment designing a product from material that can be recycled

design from recycled material

design for ease of repair

minimize packaging

minimize material and energy used during manufacture,consumption and disposal

Extended producer responsibility holds companies responsible for their product even after its

useful life


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Measure Design Quality

% of revenue from newproducts or services

% of products capturing50% or more of market % of process initiatives

yielding a 50% or moreimprovement ineffectiveness

% of suppliers engaged incollaborative design

% of parts that can berecycled

% of parts used inmultiple products % of parts with no

engineering changeorders

Average number ofcomponents per product Things gone wrong

(TGW)


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Quality Function

Deployment (QFD)

Translates voice of customer into technicaldesign requirements

Displays requirements in matrix diagrams

first matrix called house of quality

series of connected houses


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House of Quality

Trade-off matrix

Designcharacteristics

Customerrequirements

Target values

Relationshipmatrix

Competitiveassessment

Importance

1 2

3

4

5

6


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Benefits of QFD

Promotes better understanding of customerdemands

Promotes better understanding of designinteractions

Involves manufacturing in design process

Breaks down barriers between functions and

departments Provides documentation of design process


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Design for Robustness

Robust product designed to withstand variations in environmental

and operating conditions

Robust design yields a product or service designed to withstand

variations

Controllable factors design parameters such as material used,

dimensions, and form of processing Uncontrollable factors

users control (length of use, maintenance, settings


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Tolerance and Consistency

Tolerance allowable ranges of variation in the dimension of a

part Consistency

consistent errors are easier to correct than randomerrors

parts within tolerances may yield assembliesthatare not within limits

consumers prefer product characteristics near theirideal values


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Special Considerations in

Service Design Services are

intangible

Service output isvariable

Service have highercustomer contact

Services are

perishable

Service inseparablefrom delivery

Services tend to bedecentralized anddispersed

Services areconsumed more often

than products Services can be easily

emulated


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Service concept purpose of a service; it defines target

market and customer experience Service package

mixture of physical items, sensualbenefits, and psychological benefits

Service specifications performance specifications design specifications delivery specifications

Service Design

Process (cont.)


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Design

Decision

High-Contact Service Low-Contact Service

High v. Low Contact

Services

Facilitylocation

Convenient tocustomer

Near labor ortransportation source

Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive

Advantage(New York:McGraw-Hill, 2001), p. 210

Facilitylayout

Must look presentable,

accommodatecustomer needs, andfacilitate interactionwith customer

Designed for

efficiency


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Design

Decision

High-Contact Service Low-Contact

Service

Quality

control

More variable sincecustomer is involved in

process; customerexpectations andperceptions of qualitymay differ; customerpresent when defectsoccur

Measured against

establishedstandards; testingand rework possibleto correct defects

Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for CompetitiveAdvantage(New York:McGraw-Hill, 2001), p. 210

Capacity Excess capacityrequired to handlepeaks in demand

Planned for averagedemand

High v. Low ContactServices (cont.)


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DesignDecision

High-Contact Service Low-ContactService

Worker skills Must be able tointeract well with

customers and usejudgment in decisionmaking

Technical skills


Scheduling Must accommodate

customer schedule

Customer

concerned onlywith completiondate



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DesignDecision

High-Contact Service Low-ContactService


Serviceprocess

Mostly front-roomactivities; service may

change during deliveryin response tocustomer

Mostly back-room activities;

planned andexecuted withminimalinterference


Servicepackage

Varies with customer;includes environmentas well as actualservice

Fixed, lessextensive

Documents

DOM 511 Design Considerations - Product & Service Design