Professional Documents
Culture Documents
Product and
Service Design
McGraw-Hill/Irwin
Learning Objectives
Learning Objectives
Cost
Quality
Time-to-market
Customer satisfaction
Competitive advantage
Product and service design or redesign should be
closely tied to an organizations strategy
4-4
4-5
4-6
Secondary focus
Function of product/service
Cost/profit
Quality
Appearance
Ease of production/assembly
Ease of maintenance/service
4-7
4-8
Ethical
Releasing products with defects
Environmental
EPA
4-9
4-10
4-11
4-12
Saturation
Deman
d
Maturity
Decline
Growth
Introduction
Time
4-13
Standardization
Standardization
Extent to which there is an absence of
variety in a product, service or process
4-14
Advantages of Standardization
Fewer parts to deal with in inventory &
manufacturing
Design costs are generally lower
Advantages of Standardization
(Contd)
4-16
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.
4-17
Mass Customization
Mass customization:
A strategy of producing standardized
goods or services, but incorporating some
degree degree of customization
Delayed differentiation
Modular design
4-18
Delayed Differentiation
Delayed differentiation is a
postponement tactic
Producing but not quite completing a
product or service until customer
preferences or specifications are known
4-19
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:
4-20
Reliability
Reliability: The ability of a product, part, or
system to perform its intended function under a
prescribed set of conditions
4-21
Improving Reliability
Component design
Production/assembly techniques
Testing
Redundancy/backup
System design
4-22
Product Design
Product Life Cycles
Robust Design
Concurrent Engineering
Computer-Aided Design
Modular Design
4-23
Robust Design
Robust Design: Design that results in
products or services that can function
over a broad range of conditions
4-24
4-25
Degree of Newness
1.Modification of an existing
product/service
2.Expansion of an existing product/service
3.Clone of a competitors product/service
4.New product/service
4-26
Newness of the
organization
Low
Newness to the
market
Low
Expansion
Low
Low
Clone
High
Low
New
High
High
4-27
Cultural Differences
Multinational companies must take into
account cultural differences related to the
product design.
Notable failures:
Chevy Nova in Mexico
Ikea beds in U.S.
4-28
4-29
Idea generation
Feasibility analysis
Product specifications
Process specifications
Prototype development
Design review
Market test
Product introduction
Follow-up evaluation
4-30
Idea Generation
Supply chain based
Ideas
Competitor based
Research based
4-31
Reverse Engineering
Reverse engineering is the
dismantling and inspecting
of a competitors product to
discover product improvements.
4-32
4-33
Manufacturability
Manufacturability is the ease of
fabrication and/or assembly which is
important for:
Cost
Productivity
Quality
4-34
Concurrent Engineering
Concurrent engineering
is the bringing together
of engineering design and
manufacturing personnel
early in the design phase.
4-36
Computer-Aided Design
Computer-Aided Design (CAD) is
product design using computer graphics.
4-37
Product design
4-38
Recycling
Recycling: recovering materials for future
use
Recycling reasons
Cost savings
Environment concerns
Environment regulations
4-39
Remanufacturing
Remanufacturing: Refurbishing used
products by replacing worn-out or defective
components.
Remanufactured products can be sold for 50% of
the cost of a new producr
Remanufacturing can use unskilled labor
Some governments require manufacturers to
take back used products
Component Commonality
Multiple products or product families that
have a high degree of similarity can share
components
Automakers using internal parts
Engines and transmissions
Water pumps
Etc.
Other benefits
Reduced training for assemble and installation
Reduced repair time and costs
4-41
4-42
Correlation
matrix
Design
requirements
Customer
requirements
Relationship
matrix
Competitive
assessment
Specifications
or
target values
4-43
Water resistance
Accoust. Trans.
Window
Check force
on level
ground
Energy needed
to open door
Door seal
resistance
Energy needed
to close door
Engineering
Characteristics
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
Customer
Requirements
Easy to close
X AB
Easy to open
No road noise
Importance weighting
AB
XAB
A XB
BA
X
9
Reduce energy
to 7.5 ft/lb.
B
A
X
B
X
A
3
Maintain
current level
B
A
Maintain
current level
5
4
3
2
1
6
Maintain
current level
Reduce energy
level to 7.5 ft/lb
10
Reduce force
to 9 lb.
X A
Target values
Technical evaluation
(5 is best)
BXA
BA
X
Relationships:
Strong = 9
Medium = 3
Small = 1
4-44
Customer Satisfaction
Kano Model
Excitement
Expected
Must Have
Customer Needs
4-45
Service Design
Service is an act
Service delivery system
Facilities
Processes
Skills
4-46
Service Design
Service design involves
The physical resources needed
The goods that are purchased or consumed
by the customer
Explicit services
Implicit services
4-47
Service Design
Service
Something that is done to or for a customer
Product bundle
The combination of goods and services
provided to a customer
Service package
The physical resources needed to perform
the service
4-48
Service Systems
Service systems range from those with little
or no customer contact to very high degree
of customer contact such as:
4-50
4-52
Service Blueprinting
Service blueprinting
A method used in service design to describe
and analyze a proposed service
4-53
Prepare a flowchart
4-54
Variable requirements
Difficult to describe
High customer contact
Service customer encounter
4-56
5.
6.
7.
8.
9.
Operations Strategy
1. Increase emphasis on component
commonality
2. Package products and services
3. Use multiple-use platforms
4. Consider tactics for mass
customization
5. Look for continual improvement
6. Shorten time to market
4-58
4-59