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1
Product Design
2
Product Development Process Economic Analysis of
Development Projects Designing for the Customer Design for Manufacturability Measuring Product Development
Performance
OBJECTIVES
3
Typical Phases of Product Development
Planning
Concept Development
System-Level design
Design Detail
Testing and Refinement
Production Ramp-up
4
Designing for the Customer
Quality FunctionDeployment
Value Analysis/Value Engineering
Ideal Customer Product
House of Quality
5
Designing for the Customer: Quality Function Deployment
Interfunctional teams from marketing, design engineering, and manufacturing
Voice of the customer
House of Quality
6
QFD Phases
CUSTOMER
REQUIREMENTSPRODUCT
DESIGNPARTS
CHARACTERISTICS
PROCESS
DESIGN
PRODUCTIONREQUIREMENTS
7
QFD Process
Customer Satisfaction Audit Survey
QFD matrix – the House of Quality
( “Hows and Whats” )
Designing for the Customer: The House of Quality
Customer Requirements
Importance to
Cust.
Easy to close
Stays open on a hill
Easy to open
Doesn’t leak in rain
No road noiseImportance weighting
Engineering Characteristics E
nerg
y ne
eded
to
clo
se d
oor
Che
ck
forc
e on
le
vel
grou
ndE
nerg
y ne
eded
to
ope
n do
or
Wat
er r
esis
tanc
e
10 6 6 9 2 3
7
5
3
3
2
XX
X
XX
Correlation:Strong positivePositiveNegativeStrong negative
X*Competitive evaluation
X = UsA = Comp. AB = Comp. B(5 is best)1 2 3 4 5
X AB
X AB
XAB
A X B
X A B
Relationships:Strong = 9Medium = 3Small = 1Target values
Red
uce
ener
gy
leve
l to
7.5
ft/l
b
Red
uce
forc
eto
9 lb
.R
educ
e en
ergy
to 7
.5 f
t/lb
.M
aint
ain
curr
ent l
evel
Technical evaluation(5 is best)
54321
BA
X
BAX B
AX
BXA
BXABAX
Doo
r se
al
resi
stan
ce
Acc
oust
. Tra
ns.
Win
dow
Mai
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rren
t lev
el
Mai
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©The McGraw-Hill Companies, Inc., 2004
8
Customer requirements information- forms the basis for this matrix, used to translate them into operating or engineering goals.
Customer requirements information- forms the basis for this matrix, used to translate them into operating or engineering goals.
9
Designing for the Customer: Value Analysis / Value
Engineering
Achieve equivalent or better performance at a lower cost while maintaining all functional requirements defined by the customer– Does the item have any design features that
are not necessary?– Can two or more parts be combined into
one?– How can we cut down the weight?– Are there nonstandard parts that can be
eliminated?
10
Value analysis application
Growth
Product Life-Cycle
Sales
R&D Stage
Time
Maturity
Value analysis makesits contribution in thelast stage of Product Life-cycle, viz, Maturity stage
11
Design for Manufacturability
Traditional Approach– “We design it, you build it” or “Over the
wall”
Concurrent Engineering– “Let’s work together simultaneously”
12
Design For Logistics
• Design for Logistics uses product design to address logistics costs
• Key Concepts of Design for Logistics
• Economic packaging and transportation
• Concurrent / Parallel Processing
• Standardization
13
Economic Transportation and Storage
• Design products so that they can be efficiently packed and stored
• Design packaging so that products can be consolidated at cross docking points
• Design products to efficiently utilize retail space
14
Design for Manufacturing and Assembly
Greatest improvements related to DFMA arise from simplification of the product by reducing the number of separate parts:
1. During the operation of the product, does the part move relative to all other parts already assembled?
2. Must the part be of a different material or be isolated from other parts already assembled?
3. Must the part be separate from all other parts to allow the disassembly of the product for adjustment or maintenance?