23/10/2021

PRODUCT DESIGN PROCESS

OPERATIONS & SUPPLY CHAIN  Effective design can provide a competitive

MANAGEMENT edge
MBA TERM-II
(2021-22)
 ensures that customer requirements are met in
the simplest and least costly manner

SESSION 4  reduces time required to design a new product or

DESIGN OF PRODUCTS & SERVICES service

 minimizes revisions necessary to make a design

Dr. Devendra Kumar Pathak workable
(Ph.D., IIT Delhi)
Assistant Professor,
Operations Management & Decision Sciences,
Indian Institute of Management (IIM) Kashipur 4-2

PRODUCT DESIGN PROCESS PRODUCT DESIGN PROCESS

 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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IDEA GENERATION PERCEPTUAL MAP OF SOFT DRINKS

 Perceptual Maps
 visual comparison of customer perceptions
A perceptual map
is used to depict
 Benchmarking
and understand
how potential
 comparing product/process against best-in-class customers view
and feel about a
given brand or
 Reverse engineering product.
 dismantling competitor’s product to improve
your own product

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RAPID PROTOTYPING AND CONCURRENT DESIGN CONCURRENT DESIGN

 Testing and revising a preliminary design model

 Build a prototype
 form design (how product will look?)
 Physical appearance
 functional design (how product will perform?)
 Reliability, usability, & maintainability
 production design (How the product will be made?)
 Simplification, standardization, design for manufacture (produced
easily & economically)

 Testprototype
 Revise design
 Retest
• At rapid prototyping stage for joint decisions
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• Improves quality & time to market

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PRODUCT DESIGN CRITERIA QUALITY FUNCTION DEPLOYMENT

How different criteria can impact the design of a • Quality function deployment (QFD)
product?
– Determines customer requirements (‘wants’) and
translating these into attributes (‘hows’) that each
 Designing for the Customer functional area can understand
 Quality Function Deployment
– Translate those customer desires (VOC) into the
 House of Quality
target design
 Value Analysis/ Value Engineering
• House of quality
 Designing Products for Manufacture and – A part of QFD process that utilizes a planning matrix to
Assembly relate customer wants to how the firm is going to
meet those wants
 Design for Environment 9 10

QUALITY FUNCTION DEPLOYMENT HOUSE OF QUALITY

1. Identify customer wants 5) Trade-off matrix

2. Identify how the good/service will satisfy customer

wants 2) Design
Characteristics
3. Relate customer wants to product hows
4. Identify relationships between the firm’s hows
5. Develop our importance ratings 1) Customer
3)
Requirements 5)
6. Evaluate competing products
7. Compare performance to desirable technical
attributes
6)

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COMPLETED HOUSE OF QUALITY BENEFITS OF QFD

 Promotes better understanding of customer

demands
 Promotes better understanding of design
interactions
 Involves manufacturing in design process

 Provides documentation of design process

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HOUSE OF QUALITY SEQUENCE VALUE ANALYSIS/ VALUE ENGINEERING (VA/VE)

 Objective is to achieve better performance at a

lower cost while maintaining all functional
requirements defined by the customer

 Involves brainstorming such questions as:

 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?

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DESIGNING PRODUCTS FOR MANUFACTURE AND CONCURRENT DESIGN

ASSEMBLY

 Traditional approach
 “We design it, you build it” or “over the wall”

 Concurrent engineering
 “Let’s work together simultaneously”

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DESIGN FOR ENVIRONMENT SERVICE DESIGN PROCESS

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SERVICE DESIGN PROCESS

 Service concept
 purpose of a service, how is it different from others?
 it defines target market and desired customer
experience

 Service package
 mixture of physical items, sensual benefits, and
psychological benefits
 For a Restaurant??

 Service specifications
 performance specifications
 Outline expectations & requirements for general and specific
customers
 design specifications
 delivery specifications
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