Product and Service Design

- organizations exist because of products and services.

- great products are key to success.
- customers buy satisfaction, not just the physical product or particular service

Product Design – specifies which materials are to be used, determines dimensions and tolerances, defines the
appearance of the product and sets the standards for performance.

Service Design – specifies what physical items, sensual benefits and psychological benefits the customer is to receive
from the service.

Objective:
- To design a product or service that meets the demand of the market place hence customer satisfaction.
- Ensure that customer requirements are met in the simplest and least costly manner

Product Life Cycle

1. Introductory Phase – the entry of product into the market place. It would warrant research, product enhancement
and supplier development.
2. Growth Phase – product is accepted in the marketplace.
- adding of capacity and effective forecasting becomes necessary.
3. Maturity Phase – product is now established in the marketplace and requires high volume and innovative production
when needed.
- there is high competition in the market.
4. Decline – there is no more use of the product in the market place.
- unless the product or service makes a special contribution to the organization, the company must terminate the
offering,

ISSUES:
1. Sustainability and Life Cycles Assessment – these means meeting the needs of the present customers without
compromising the ability to meet the future customers’ needs. (Environmental Impact of the Product)
2. Robust Design – also known as the Taguchi Method, eliminating the effects of variations without however removing
the variations.
3. Modular Design – products are designed in easily segmented units. Products are broken down to modular or skids.
4. Reliability – the ability of a product, service or process to perform its intended use under different sets of conditions.
5. The Degree of Newness – product or service design can change from modification of an existing product or service to
an entirely new product or service.
6. Cultural Differences – global companies must take into consideration different cultures in their product design.
The Product/Service Design Process:

1. Idea Generation – understanding the customer needs and wants. Survey of the current customers as well as the
would-be customers is very useful. Competition can also be a source of ideas for new products or services.
a.) Perception Maps – this is used to compare the perception of a customer between the company’s existing
product and the competitors’ product.
b.) Benchmarking – refers to finding the best in class or industry, measuring the performance of your product
against it and making recommendations based on the results.
c.) Reverse Engineering – refers to carefully dismantling and inspecting a competitor’s product to look for design
feature that can be incorporated in your own product.

2. Feasibility Study – consists of market analysis, economic analysis and a technical/strategic analysis. This ensures that
there is enough demand for the proposed product to invest in developing it further.

3. Preliminary Design – design engineers takes the general performance specification and translate them into technical
specifications. This includes building a prototype, testing the prototype, revising the design, and so on, until a viable
design is determined.
a.) Formal Design – physical attributes of the product.
b) Functional Design – concerned with how the product performs.
b.1.) Reliability
b.2) Maintainability

4. Final Design and Process Design – after the Preliminary design, they convert the design into workable instructions for
manufacture, selects and orders necessary equipment and tooling, decides which components will be made inhome and
which will be purchased from a supplier, organize the manpower, determines the order of operations and assembly and
programs automated machines. In service designs the last stages are called – Service Blueprints.

Design for Manufacture

- describes designing a product so it can be produced easily and economically. DFM ensures that it integrates product
design in process planning. When successful, DFM not only improves the quality of the product design but also reduces
the time and cost to manufacture the product.

Design for Assembly (DFA)

- is a procedure for the reducing the number of parts in an assembly, evaluating methods for assembly and determining
assembly sequence.

Design for Environment

- involves designing products from recycled materials, using materials and components that can be recycled, designing
product so that it is easier to repair than discard and minimizing unnecessary packaging. It also includes minimizing
material and energy usage during manufacture, consumption and disposal.
Measures of Design Quality
1. Number of component parts and production options
2. Percentage of standard parts
3. Use of Existing manufacturing processes
4. Cost of first production run
5. Cost of engineering changes during the first six months
6. First-year cost of field service and repair
7. Total production cost
8. Total product sales
9. Sustainable development