Product and Service Design

Prof. Chandana Perera

 Product Design
• Specifies materials
• Determines dimensions & tolerances
• Defines appearance
• Sets performance standards
 Service Design
Specifies what the customer is to experience
–physical items
–sensual benefits
–psychological benefits
 An Effective Design Process
• Matches product/service characteristics with
customer needs
• Meets customer requirements in simplest, most
cost-effective manner
• Reduces time to market
• Minimizes revisions
 Stages In The Design Process
• Idea Generation
–Product Concept
• Feasibility Study
–Performance Specifications
• Preliminary Design
–Prototype
• Final Design
–Final Design Specifications
• Process Planning
–Manufacturing Specifications
 Idea Generation
• Suppliers, distributors, salespersons
• Trade journals and other published material
• Warranty claims, customer complaints, failures
• Customer surveys, focus groups, interviews
• Field testing, trial users
• Research and development
 More Idea Generators
• Perceptual Maps
–visual comparison of customer perceptions
• Benchmarking
–comparing product/service against best-in-class
• Reverse engineering
–dismantling competitor’s product to improve your
own product
 Perceptual Map Of Breakfast
Cereals
Good taste
•Cocoa Puffs

Low nutrition High nutrition

•Cheerios
•Rice
Krispies •Wheaties
•Shredded
Wheat
Bad taste
 Feasibility Study
• Market Analysis

• Economic Analysis

• Technical Analysis

• Strategic Analysis
 Preliminary Design
• Create form & functional design
• Build prototype
• Test prototype
• Revise prototype
• Retest
 Form Design
(How The Product Looks)
 Functional Design
(How The Product Performs)
• Reliability
–probability product performs intended function for
specified length of time

• Maintainability
–ease and/or cost or maintaining/repairing product
 Final Design & Process Planning
• Produce detailed drawings & specifications
• Create workable instructions for manufacture
• Select tooling & equipment
• Prepare job descriptions
• Determine operation & assembly order
• Program automated machines
 Improving The Design Process
1. Design teams
2. Concurrent design
3. Design for manufacture & assembly
4. Design for environment
5. Measure design quality
6. Utilize quality function deployment
7. Design for robustness
 Design Teams
• Marketing, manufacturing, engineering
• Suppliers, dealers, customers
• Lawyers, accountants, insurance companies
Breaking Down Barriers
 Concurrent Design

Customers Design

Marketing Engineering

Suppliers Production
 Concurrent Design
• Also, simultaneous or concurrent engineering
• Simultaneous decision making by design teams
• Integrates product design & process planning
• Details of design more decentralized
• Encourages price-minus not cost-plus pricing
• Needs careful scheduling - tasks done in parallel
 Distribution Of Design Changes
Company 2
Number of Design Changes

Company 1

90% of Total
changes
complete

21 12 3 Production 3
Months begins
Design For X (DFX)
????
 Product Life Cycle

Design Manufacturing Distribution Usage Disposal

 Design For Manufacture
• Design a product for easy & economical production
• Consider manufacturability early in the design phase
• Identify easy-to-manufacture product-design
characteristics
• Use easy to fabricate & assemble components
• Integrate product design with process planning
 DFM Guidelines
1. Minimize the number of parts
2. Develop a modular design
3. Design parts for multi-use
4. Avoid separate fasteners
5. Eliminate adjustments
6. Design for top-down assembly
7. Design for minimum handling
8. Avoid tools
9. Minimize subassemblies
10. Use standard parts when possible
11. Simplify operations
12. Design for efficient and adequate testing
13. Use repeatable & understood processes
14. Analyze failures
15. Rigorously assess value
 Design Simplification
(a) The original design (b) Revised design (c) Final design

Assembly using One-piece base & Design for push-and-snap

common fasteners elimination of fasteners assembly
 Design For Assembly (DFA)
• Procedure for reducing number of parts

• Evaluate methods for assembly

• Determine assembly sequence

 More Design Improvements
• Standardization
–uses commonly available parts
–reduces costs & inventory
• Modular design
–combines standardized building blocks/modules into
unique products
 Design For Robustness
• Product can fail due to poor design quality
• Products subjected to many conditions
• Robust design studies
–controllable factors - under designer’s control
–uncontrollable factors - from user or environment
• Designs products for consistent performance
 Design For Environment
• Design from recycled material
• Use materials which can be recycled
• Design for ease of repair
• Minimize packaging
• Minimize material & energy used during
manufacture, consumption & disposal
 Failure Mode & Effects Analysis
Failure Causes of Effects of Corrective
Mode Failure Failure Action
Low moisture Tastes bad, won’t Add moisture,
Stale content, expired crunch, thrown cure longer,
shelf life, poor out, lost sales better package
packaging seal, shorter shelf
life
Too thin, too Can’t dip, poor Change recipe,
Broken brittle, rough display, injures change process,
handling, rough mouth, choking, change
use, poor perceived as old, packaging
packaging lost sales
Outdated recipe, Eat less, drink Experiment with
Too Salty process not in more, health recipe,
control, uneven hazard, lost sales experiment with
distribution of salt process,
introduce low salt
version
Fault Tree For Potato Chips
And

Or
 Value Analysis (Engineering)
• Ratio of value / cost
• Assessment of value :
–1. Can we do without it?
–2. Does it do more than is required?
–3. Does it cost more than it is worth?
–4. Can something else do a better job
–5. Can it be made by less costly method, tools, material?
–6. Can it be made cheaper, better or faster by someone else?
 Measures Of Design Quality
1. Number of component parts and product options
2. Percentage of standard parts
3. Use of existing manufacturing resources
4. Cost of first production run
5. First six months cost of engineering changes
6. First year cost of field service repair
7. Total product cost
8. Total product sales
 Quality Function Deployment
(QFD)
• Translates the “voice of the customer” into
technical design requirements
• Displays requirements in matrix diagrams
• First matrix called “house of quality”
• Series of connected houses
House Of Quality 5. Tradeoff
matrix

Importance 3. Product
characteristics

1. Customer 4. Relationship 2. Competitive

requirements matrix assessment

6. Technical assessment and

target values
 Correlation:

House of Quality
Strong positive
Positive
X Negative
* Strong negative
Engineering

Ventilation system
Angle of basket

ergonomic design
Shoulder straps/
Characteristics Competitive evaluation

strong basket
Bottom (Zip)
Light weight
X = Us

opening
A = Comp. A
B = Comp. B
Customer (5 is best)
Requirements 1 2 3 4 5

Maintains freshness 7 B A X

Ease of unloading 6 B A X

Durable 6 X B A

A B X
Ease of maneuvering 5

Easy to carry/comfort 3 A B X

Absolute importance 32 45 54 27 54 90 Relationships:

Relative importance 4 3 2 5 2 1 Strong = 9
Medium = 3

Strength by
Target values
Maintain

Maintain

Maintain

Increase Small = 1
opening

current
weight

Retain
Retain
design

design

50%

Technical evaluation
(5 is best)
level
5
x x
x A
4 x x
3 B B
2 B
A
A B x 7
1 B
A
 Correlation:

House of Quality Strong positive

X

Positive
X X
X Negative
X X
* Strong negative

Water resistance
Engineering

Accoust. Trans.
Check force on
Energy needed

Energy needed
Competitive evaluation
Characteristic

to close door

to open door
level ground
resistance
Door seal
s X = Us

Window
A = Comp. A
B = Comp. B
Customer (5 is best)
Requirements 1 2 3 4 5

X AB
Easy to close 7

Stays open on a hill X AB

5

Easy to open 3 XAB

A XB
Doesn’t leak in rain 3

No road noise 2 X A B

Importance weighting 10 6 6 9 2 3 Relationships:

Strong = 9
level to 7.5 ft/lb
Reduce energy

Reduce energy
Medium = 3
Reduce force
current level

current level

current level
Target values to 7.5 ft/lb.
Maintain

Maintain

Maintain
Small = 1
to 9 lb.

5 BA BA
B B
4 X B BXA X
Technical evaluation A X
3 A
(5 is best) 2 X A
X
1
Series Of QFD Houses
 Benefits Of QFD
• Promotes better understanding of customer demands
• Promotes better understanding of design interactions
• Involves manufacturing in the design process
• Breaks down barriers between functions and
departments
 Technology In Design
• CAD - Computer Aided Design
–assists in creating and modifying designs
• CAE - Computer Aided Engineering
–tests & analyzes designs on computer screen
• CAD/CAM - Design & Manufacturing
–automatically converts CAD data into processing
instructions for computer controlled equipment
 Characteristics of Services
1. Intangible
2. Variable output
3. High customer contact
4. Perishable
5. Service inseparable from delivery
6. Decentralized
7. Consumed more often
8. Easily emulated
 A Well-designed
Service System Is
• Consistent with firm’s strategic focus
• User friendly
• Robust
• Easy to sustain
• Effectively linked between front & back office
• Cost effective
• Visible to customer
 Some Service Generalizations
• Services are idiosyncratic.

• Most services are a mix of tangible and intangible

attributes (service package).

• High-contact services are experienced, whereas

goods are consumed.

• Services are cycles of face-to-face, phone,

electromechanical, and/or mail interactions.
 Service Businesses
• Facilities-based services

• Field-based services 
 The Service Triangle
The Service
Strategy

The
Customer

The The
Systems People
Service Strategy: Focus and Advantage
Performance Priorities
• Treatment of the customer - Quality

• Speed and convenience of service delivery

• Price/Cost

• Variety/Flexibility

• Unique Service offerings

 Service-System Design Matrix
Degree of customer/server contact
Buffered Permeable Reactive
High core (none) system (some) system (much) Low
Face-to-face
total
customization
Face-to-face
Sales loose specs Production
Opportunity Face-to-face Efficiency
tight specs
Phone
Contact
On-site
technology
Mail contact

Low High
 Service Blueprinting Steps
1. Identify processes

2. Isolate fail points

3. Establish a time frame


 Service Blueprinting
Standard Brush Apply Collect
execution time Buff
shoes polish payment
2 minutes
30 30 45 15
secs secs secs secs
Total acceptable
execution time
Wrong
5 minutes
color wax
Clean Fail
shoes point Materials
Seen by
(e.g., polish, cloth)
customer 45
secs

Line of Not seen by

visibility customer but Select and
necessary to purchase
performance supplies
 Service Recovery (Just in case)
• A real-time response to a service failure.

• Blueprinting can guide recovery planning (fail

points).

• Recovery Planning - train front-line workers to

respond to such situations as overbooking, lost
luggage, or a bad meal.
 Service Failsafing
Poka-Yokes (A Proactive Approach)
• Design services so that mistakes do not happen
 Three Contrasting Service
Designs
• The production line approach

• The self-service approach

• The personal attention approach 