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Importance and Drivers of Product Design and Product Design Process

Importance and Drivers of Product Design and Product Design Process

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Published by Atiqah Ismail

This note outlines the importance of product design, product design processes, concurrent design, applications of technology, and quality functions deployment.

This note outlines the importance of product design, product design processes, concurrent design, applications of technology, and quality functions deployment.

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Categories:Types, School Work
Published by: Atiqah Ismail on Feb 01, 2013
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Operations Management: Product Design 20131Atiqah Ismail
Product Design
Product design team must ensure that product design to consider impact of the designthroughout the product life-cycle; impacts of product design during production, during productconsumption or operating life, and after consumption or disposal.Product design is the function of product quality. It defines the way that products and servicesfunction. Quality has a major influence on customer satisfaction and dissatisfaction.
Importance & Drivers of Product Design
 
Markets are becoming more and more segmented and fragmented, changes in product designare more frequent as products are constantly developing and emerging, and product life-cycles are becoming shorter).
 
Customers are increasingly demanding for greater product variety and are increasingly quick to shift to new, innovative and full-featured products.Example: Digital cameras, old and young generation have different needs, grip and eye-problems drives camera manufacturers to strategically design their products to better suitdifferent market segments, as some features and functions are more important to somemarket segments than others.
 
Competition, greater product variety, and shorter product life cycles have a multiplicativeimpact on the need for new product development and derivative products that needs to be re-designed. Customers can switch to products that can better suit and satisfy their requirementsand values.
 
Increasing environmental concerns and awareness over the impacts of production processes,
 product‟s operating life, and its disposal (recyclability) on the environment
and sustainability.Disposal is increasingly becoming an important part in product design.Example; in 2000, the European Union (EU) aims for the increase in recyclability of automobiles by the end of 2010. This legislation requires that customers return the vehicleto the manufacturer at the end of use to be recycled. This recyclability begins in productdesign.Vehicles should be designed so that they can be disassembled and recycled easily. Theproduct designers should avoid using materials that are difficult to recycle. For example,parts that require plastics and metal to be fused together should not be used in applicationswhere they are difficult to separate.Product designers should identify which parts will be designed to be refurbished andreused, and parts which will be broken down and recycled.All of these design processes should be done without increasing costs or sacrificingproduct quality.
 
Operations Management: Product Design 20132Atiqah IsmailDesign decisions have direct implications on business activities such as sales strategies,manufacturing efficiency, and product cost.
Advantages of Good Product Design
i.
 
Customisability,ii.
 
Order-to-delivery time,iii.
 
Product safety,iv.
 
Ease of use (convenience),v.
 
Ease and cost of maintenance,vi.
 
Durability,vii.
 
Recyclability.
Consequences of Poor Product Design
Poor product design can be an annoyance, inconveniency, and even life-threatening.Poor product design processes:
 
High production or manufacturing costs
 
Complex and incompatible to manufacturing capabilities
 
Low quality
 
Time-consuming
 
Slow time-to-market
 – 
delays product introductionConsequences of poor product design process:
 
Poor quality product,
 
Expensive product,
 
Product Recalls,
 
Quantifiable economic impact caused by product recalls from customer refunds andwarranty claims, and litigations.
 
Unquantifiable impact to business reputation cannot be underestimated
 
Operations Management: Product Design 20133Atiqah Ismail
Product Design Process
Products and processes which produce the products all need to be designed. Product designdecisions will influence and impact production and processes design decisions.An effective product design processes:
 
Match product characteristics with customer requirements,
 
Ensures customer requirements are met in the simples and least costly manner,
 
Minimises the time required to design a new product,
 
Minimises the revisions necessary to make the design workable.Simplistically, there are 5 stages of product and service design:1.
 
Concept generation,2.
 
Concept screening,3.
 
Preliminary design,4.
 
Evaluation and improvements,5.
 
Prototyping and final design.In practice, this sequential step is practically ineffective and inefficient. However, for the ease of explanation, the following will follow these five sequential steps to in product design process.
 
Stages of Product and Service Design
1.
 
Concept generation
Source of idea and concept can come from different sources or a combination of sources,depending on the type of organisation and its environment. For example, in technology productmarkets, ideas and concepts are likely to be generated from internal sources, the engineeringteam, reverse engineering and research & development (e.g. aerospace). Conversely, fororganisations in fast-moving consumer goods or fashion products and items, idea and conceptgeneration are likely to be primarily from external sources such as customers and competitors.However a successful firm is able to see the equal importance of both sources throughout theprocess design.In companies like Canon producing digital imaging products, idea generation may come from abalance of internal and external sources. Market research has identified the grey-consumersegment prefers simplicity in digital camera.2.
 
Concept screening
 The basic premise of this stage is to specify focus through elimination of insignificant or lesssignificant ideas or elements of an idea. This stage is important as it specifies focus of the

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