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Product DesignProduct Design
Operations Management - 6th EditionOperations Management - 6th Edition
Chapter 4Chapter 4
Roberta Russell & Bernard W. Taylor, IIIRoberta Russell & Bernard W. Taylor, III
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Lecture OutlineLecture Outline
Design Process Technology in Design Quality Function DeploymentQuality Function Deployment Design for Robustness
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Design ProcessDesign Process
Effective design can provide a competitive Effective design can provide a competitive edgeedge matches product or service characteristics with matches product or service characteristics with
customer requirementscustomer requirements ensures that customer requirements are met in the ensures that customer requirements are met in the
simplest and least costly mannersimplest and least costly manner reduces time required to design a new product or reduces time required to design a new product or
serviceservice minimizes revisions necessary to make a design minimizes revisions necessary to make a design
workableworkable
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Design Process (cont.)Design Process (cont.)
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 (cont.)Design Process (cont.)
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Idea GenerationIdea Generation
Company’s own R&D department
Customer complaints or suggestions
Marketing research Suppliers
Salespersons in the field
Factory workers New technological
developments Competitors
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Perceptual MapsPerceptual Maps Visual comparison of Visual comparison of
customer perceptionscustomer perceptions BenchmarkingBenchmarking
Comparing product/process Comparing product/process against best-in-classagainst best-in-class
Reverse engineeringReverse engineering Dismantling competitor’s product to Dismantling competitor’s product to
improve your own productimprove your own product
Idea Generation (cont.)Idea Generation (cont.)
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Feasibility StudyFeasibility Study
Market analysis Economic analysis Technical/strategic analyses Performance specifications
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Rapid PrototypingRapid Prototyping
testing and revising a testing and revising a preliminary design modelpreliminary design model
Build a prototypeBuild a prototype form designform design functional designfunctional design production designproduction design
Test prototypeTest prototype Revise designRevise design RetestRetest
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Form and Functional DesignForm and Functional Design
Form DesignForm Design how product will how product will
look?look?
Functional DesignFunctional Design how product will how product will
perform?perform? reliability maintainability usability
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UsabilityUsability
Ease of use of a product or serviceEase of use of a product or service ease of learningease of learning ease of useease of use ease of remembering how to useease of remembering how to use frequency and severity of errorsfrequency and severity of errors user satisfaction with experienceuser satisfaction with experience
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How the product will be madeHow the product will be made SimplificationSimplification
reducing number of parts, assemblies, or options in a reducing number of parts, assemblies, or options in a productproduct
StandardizationStandardization using commonly available and interchangeable partsusing commonly available and interchangeable parts
Modular DesignModular Design combining standardized building blocks, or modules, to combining standardized building blocks, or modules, to
create unique finished productscreate unique finished products Design for Manufacture (DFM)Design for Manufacture (DFM)
• Designing a product so that it can be produced easily and Designing a product so that it can be produced easily and economicallyeconomically
Production DesignProduction Design
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DesignDesignSimplificationSimplification
(b) Revised design(b) Revised design
One-piece base & One-piece base & elimination of elimination of fastenersfasteners
(c) Final design(c) Final design
Design for Design for push-and-snap push-and-snap assemblyassembly
(a) Original design(a) Original design
Assembly using Assembly using common fastenerscommon fasteners
Source: Adapted from G. Boothroyd and P. Dewhurst, “Product Design…. Key to
Successful Robotic Assembly.” Assembly Engineering (September 1986), pp. 90-93.
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Technology in DesignTechnology in Design
Computer Aided Design (CAD)Computer Aided Design (CAD) assists in creation, modification, and analysis of assists in creation, modification, and analysis of
a designa design computer-aided engineering (CAE)computer-aided engineering (CAE)
tests and analyzes designs on computer screentests and analyzes designs on computer screen computer-aided manufacturing (CAD/CAM)computer-aided manufacturing (CAD/CAM)
ultimate design-to-manufacture connectionultimate design-to-manufacture connection product life cycle management (PLM)product life cycle management (PLM)
managing entire lifecycle of a productmanaging entire lifecycle of a product collaborative product design (CPD)collaborative product design (CPD)
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Collaborative Product Design Collaborative Product Design (CPD)(CPD)
A software system for collaborative design and development among trading partners
With PML, manages product data, sets up project workspaces, and follows life cycle of the product
Accelerates product development, helps to resolve product launch issues, and improves quality of design
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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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 by someone else?
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Value analysis (VA) (cont.)Value analysis (VA) (cont.)
Updated versions also include:Updated versions also include: Is it recyclable or biodegradable?Is it recyclable or biodegradable? Is the process sustainable?Is the process sustainable? Will it use more energy than it is worth?Will it use more energy than it is worth? Does the item or its by-product harm the Does the item or its by-product harm the
environment?environment?
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Quality FunctionDeployment (QFD)
Translates voice of customer into technical Translates voice of customer into technical design requirementsdesign requirements
Displays requirements in matrix diagramsDisplays requirements in matrix diagrams first matrix called “house of quality”first matrix called “house of quality” series of connected housesseries of connected houses
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Benefits of QFD
Promotes better understanding of Promotes better understanding of customer demandscustomer demands
Promotes better understanding of Promotes better understanding of design interactionsdesign interactions
Involves manufacturing in design Involves manufacturing in design processprocess
Provides documentation of design Provides documentation of design processprocess
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Design for RobustnessDesign for Robustness
Robust productRobust 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
user’s control (length of use, maintenance, settings, etc.)
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Service DesignService Design
Operations Management - 6th EditionOperations Management - 6th Edition
Chapter 5Chapter 5
Roberta Russell & Bernard W. Taylor, IIIRoberta Russell & Bernard W. Taylor, III
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Lecture OutlineLecture Outline
Characteristics of Services Service Design Process Waiting Line Analysis for
Service Improvement
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Characteristics of ServicesCharacteristics of Services
ServicesServices acts, deeds, or performancesacts, deeds, or performances
GoodsGoods tangible objectstangible objects
Facilitating servicesFacilitating services accompany almost all purchases of goodsaccompany almost all purchases of goods
Facilitating goodsFacilitating goods accompany almost all service purchasesaccompany almost all service purchases
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Characteristicsof Services (cont.)
Services are Services are intangibleintangible
Service output is Service output is variablevariable
Services have higher Services have higher customer contactcustomer contact
Services are Services are perishableperishable
Service inseparable Service inseparable from deliveryfrom delivery
Services tend to be Services tend to be decentralized and decentralized and disperseddispersed
Services are Services are consumed more often consumed more often than products than products
Services can be easily Services can be easily emulatedemulated
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Service concept purpose of a service; it defines target
market and customer experience Service package
mixture of physical items, sensual benefits, and psychological benefits
Service specifications performance specifications design specifications delivery specifications
Service Design Process (cont.)
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Elements ofElements ofWaiting Line AnalysisWaiting Line Analysis
Operating characteristicsOperating characteristics average values for characteristics that describe average values for characteristics that describe
performance of waiting line systemperformance of waiting line system QueueQueue
a single waiting linea single waiting line Waiting line systemWaiting line system
consists of arrivals, servers, and waiting line consists of arrivals, servers, and waiting line structurestructure
Calling populationCalling population source of customers; infinite or finitesource of customers; infinite or finite
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Elements ofElements ofWaiting Line Analysis (cont.)Waiting Line Analysis (cont.)
Arrival rate (Arrival rate (λλ)) frequency at which customers arrive at a waiting line frequency at which customers arrive at a waiting line
according to a probability distribution, usually Poissonaccording to a probability distribution, usually Poisson Service time (Service time (μμ))
time required to serve a customer, usually described by time required to serve a customer, usually described by negative exponential distributionnegative exponential distribution
Service rate must be shorter than arrival rate (Service rate must be shorter than arrival rate (λλ < < μμ)) Queue disciplineQueue discipline
order in which customers are servedorder in which customers are served Infinite queueInfinite queue
can be of any length; length of a can be of any length; length of a finitefinite queue is limited queue is limited
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Psychology of WaitingPsychology of Waiting
Waiting roomsWaiting rooms magazines and magazines and
newspapersnewspapers televisionstelevisions
Bank of AmericaBank of America mirrorsmirrors
SupermarketsSupermarkets magazinesmagazines ““impulse purchases”impulse purchases”
DisneyDisney costumed characterscostumed characters mobile vendorsmobile vendors accurate wait timesaccurate wait times special passesspecial passes
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Psychology of Waiting (cont.)Psychology of Waiting (cont.)
Preferential treatmentPreferential treatment Grocery stores: express lanes for customers with Grocery stores: express lanes for customers with
few purchasesfew purchases Airlines/Car rental agencies: special cards Airlines/Car rental agencies: special cards
available to frequent-users or for an additional feeavailable to frequent-users or for an additional fee Phone retailers: route calls to more or less Phone retailers: route calls to more or less
experienced salespeople based on customer’s experienced salespeople based on customer’s sales historysales history
Critical service providersCritical service providers services of police department, fire department, etc.services of police department, fire department, etc. waiting is unacceptable; cost is not importantwaiting is unacceptable; cost is not important
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Service Improvement AnalysisService Improvement Analysis
waiting time (8 min.) is too longwaiting time (8 min.) is too long hire assistant for cashier?hire assistant for cashier?
increased service rateincreased service rate hire another cashier?hire another cashier?
reduced arrival ratereduced arrival rate
Is improved service worth the cost?Is improved service worth the cost?
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