CHAPTER 2: PRODUCT DESIGN

2.1 INTRODUCTION TO PRODUCT DESIGN

Product design is one of the critical aspects of products. It determines the success or
failure of products in the marketplace. Product must be safe for customers and
sustainable to the environment, besides offering fascinating and attractive features,
reliable functions and high quality. Without all these, the producer of the products may
find it difficult to compete in the marketplace.
Therefore, the engagement in Research and Development (R&D) activities is necessary
because it would help companies in designing new products or improve existing
products to enhance the quality of products produced.

2.2 FACTORS TO BE CONSIDERED IN DESIGNING A NEW PRODUCT

1. Material and processing consideration

Material to be used in making the product must be able to endure harsh
treatment during the processing. For an example lady’s handbag can be made
out of leather or vinyl. The product designer must have to consider several
material alternatives. In selecting the right material, the producer has to consider
the impact on the total product cost as well. The firm must also consider the
availability of suppliers for the chosen material.

2. Marketability of the product

Firm should collect information through market research to gather information or
opinions regarding product design. Market information concerning the
marketability of the product can be obtained through questionnaire. The survey
should also provide information concerning the activities of major competitors,
styling trends and seasonal variations in sales and on.
3. Resources
Financial strength, equipment, facilities and skills of human resources as well are
included in the resources of the firm. Creating new product may involve high
cost, especially if the firm needs to invest in new production facilities and
equipment. The firm should not proceed with decision to create new product
design if the firm does not have enough resources.

4. Human and engineering factor

The product design should allow easy usage, ergonomically designed and
product safety must be emphasized. Product safety is the priority that company
should consider when designing new product. Company may face risk of liability
lawsuits from customers due to faulty designs. As a result, it will tarnish the image
of the company thus it may incur large amount of legal expenses and
compensation to the injured party.

5. Design specifications and tolerance

Standardization of the part of the product must be considered in designing new
product. For an example is a light bulb. It is because when you buy a light bulb,
you know that the bulb will screw into your sockets at home because the light
bulb sockets in Malaysia are standard.
2.3 PRODUCT DEVELOPMENT STAGES

1. Ideas – Firstly, the ideas are gathered from various sources such as customer
complaints, competitors and suppliers. Market survey is one of the tools to get
the feedback.

2. Ability – The company must assess its own ability when to proceed with the idea.
Does it have enough resources, facilities, technological expertise etc. to
proceed with the idea?

3. Customer requirements – In order to compete among rivals, the company must

be creative to produce product based on customers’ wants and needs.

4. Functional specifications – How is the product going to function? How will it be

used by customers? The organization has to ensure that products are functional
and user-friendly.

5. Product specifications – How is the product going to be made? What is the bill of
materials needed to produce the product?

6. Design review – This stage involves review, analyzing, make changes and
improvement the design of the product. Is the design good enough to meet
customers’ requirements?

7. Test market – If the product meets the expectations of customers, a prototype

may be produced to gain users’ feedback.

8. Product introduction – This stage involves producing the new product to the
market.

9. Evaluation – At this final stage, the organization will need to evaluate the result
either the product success or failure.
2.4 PRODUCT LIFE CYCLE (PLC)

There are 4 stages in PLC which every stage has its unique characteristics that pose
different challenges to company. Also, business strategy also differs from one stage to
another.

STAGE
CHARACTERISTICS
INTRODUCTION GROWTH MATURITY DECLINE
Product/service Product/service High volume Company must
is new and may design begins to and innovative create new
not work well stabilize. Adding production may product/service
because there or enhancing be needed. The to replacing the
is flaw in the capacity may product/service dying
Descriptions product/service be necessary must be at product/service
feature. reasonable
Production price
capacity may
be under-
utilized
Product/service Product/service Market needs to Market needs
Product or market is first gains market begin fulfilled largely met
needs introduced to acceptance.
market
Slow Growth is rapid Slow down and Declines
Sales volume
levels off
Few Increasing Stable number Declining
Competitors
number number
2.5 RESEARCH AND DEVELOPMENT (R&D) IN PRODUCT DESIGN

Research and development (R&D) is an investigative activity that a business choose to

conduct, with the intention of making a discovery that can lead to either the
development of new products or process, or the improvement of existing products or
processes.

2.5.1 The Importance of R&D in Product Design

1) Helps to improve the standard of living to the nation

Better product and service helps improve the standard of living for the
people. An example, with the advance in technology customers can
do online banking, online shopping, seek education and pay bills
without the need to go the service facility.

2) Helps to improve market share and profitability

By investing in R&D the company will come out with product
innovations which can be differentiated from competitors. Besides
that, in the long run the company which engages in R&D will make
more profit and improve market share over company who did not
engage in R&D.

3) To respond effectively in the global market

To compete more effectively and survive in the global market, the
company must come out with product innovations and
diversifications. An example, Apple Computer diversified its product
range by developing the i-Pod, a stylish and easy to use MP3 player
that became a huge success worldwide.

4) Increase technical capability in product design

By designing new products, indirectly the company can improve its
technical capability. Technical capability also includes the ability that
would enhance productivity with lower labor cost as well as to
produce value-added products at lower cost.
2.5.2 Objectives of Research and Development (R&D)

1) To create or design new products or services

New products involve the creation of entirely new product concept,
which is not currently in the marketplace. A firm may decide to
venture into a new product to fill a gap in an existing product line. An
example, Gardenia has also added new variety of diet bread for the
health-conscious segment.

2) To find new uses of existing product

R&D activities could be focused into finding new uses or new
applications of the existing product or resource. An example, PORIM is
now consistently finding alternative uses of palm oil such as converting
palm oil to palm diesel.

3) To redesign the existing products

R&D can be channeled into redesigning or modifying existing
products. Adding new features to the product and improving the
existing product can appeal to the customers and help to boost the
demand for the product. An example, ‘Ayam Brand Sardine’ has
modified its traditional sardine in tomato sauce into several ‘flavors’
such as curry flavor.

4) To improve the packaging of existing products

Attractive packaging can add an extra appeal to product. Some
customers buy a product because of its beautiful and attractive
packaging. An example, Coca-cola used to be packed in a glass
bottle. As a result, the profit was declining and Coca-cola came out
with better packaging which is plastic bottle and ease of handling by
customers.
2.5.3 Types of Research and Development

1) Basic or fundamental research

It is a research conducted with the primary aim of getting knowledge,
not pursuing profits or commercial objectives. This type of research is
also called as pure research. An example of basic research is an
investigation into the benefits and uses of certain kinds of green leaves
to our health.

2) Applied research
This kind of research comes from basic or pure research. It is
conducted with the aim of getting and applying knowledge to
produce a product or service, with the intention of making profit.
An example, from basic research shows that the green leaves offers
many benefits to our health. So, the firm will continue to research ways
of applying the findings in producing health products.

3) Design and engineering research

A systematic study of every cost element in a part, product or process
that requires engineering, with the aim of reaching the lowest cost
possible.
2.6 CHARACTERISTICS OF GOOD PRODUCT DESIGN SYSTEM

2.6.1 Modular Design

It is a design approach that subdivides components or parts of a product into
smaller parts called modules. This kind of design can be interchanged or
replaced easily according to customer’s desire and interest.

2.6.2 Computer-aided Design (CAD)

It is software is used by architects, engineers, drafters and other professionals
to create precise drawing. The CAD software can be used to create two-
dimensional (2-D) drawings or three-dimensional (3-D) models. Thus, this
software can save time and costs by shortening product development cycle.

2.6.3 Computer-aided Manufacturing (CAM)

This system uses computer software to control machine tools and related
machinery in the manufacturing outputs. The combination of CAD and CAM
which is called CAD/CAM will results in high manufacturing efficiency. Besides
that, this software can also help to increase product quality.

2.6.4 Environmentally-friendly Design

Eco-friendly product design refers to goods and services that are designed
with an intention to save the environment. Organizations are going green
nowadays, as the current lifestyle trend is also leaning towards green living.
For example, a tissue paper manufacturer in Malaysia recycles waste paper
and uses pulp as the raw materials for its outputs.

CAD CAM

RECYCLE PULP TOILET ROLL TISSUE

EXERCISES

FINAL EXAM QUESTIONS (PART B)

Dec 2019 Q2 (a) Describe any 2 types of research and development. (4m)
Jun 2019 Q2 (a) State any 4 importance of Research and Development. (4m)
Explain any 4 objectives of Research and Development (R&D) in
Dec 2018
product design. (8m)
Explain with appropriate examples the 4 stages of product life cycle
June 2018
(PLC) (8m)
Jan 2018 Explain 4 objectives of Research and Design. (8m)
Mar 2017 Describe 2 types of research in operations management. (4m)
Oct 2016 Briefly explain 4 stages in Product Life Cycle (PLC) (8m)
March 2016 State any 4 importance of R&D. (4m)
Briefly explain 4 importance of R&D in relations to product design.
Sept 2015
(8m)
a) Define product design. (2m)
Mar 2015 b) Briefly explain Product Life Cycle in relation to product design.
(6m)
a) State 2 types of R&D. (2m)
Sept 2014
b) Explain 3 benefits of R&D to an organization. (6m)