Professional Documents
Culture Documents
0 Lecture 4 - OM
0 Lecture 4 - OM
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Product design
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Perceptual Maps
visual comparison of customer perceptions
A perceptual map
is used to depict and
Benchmarking
understand how
potential customers
comparing product/ process against best-in-class view and feel about
a given brand or
product.
Reverse engineering
dismantling competitor’s product to improve
your own product
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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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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
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5) Trade-off matrix
1. Identify customer wants
2. Identify how the good/ service will satisfy customer wants 2) Design
Characteristics
3. Relate customer wants to product hows
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HOUSE OF QUALITY SEQUENCE VALUE ANALYSIS/ VALUE ENGINEERING (VA/VE)
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Traditional approach
“We design it, you build it” or “over the wall”
Concurrent engineering
“Let’s work together simultaneously”
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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 21
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