Chapter 7

Design for
Quality and
Product
Excellence

MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 9e, © 2014 Cengage Publishing 1
 Product design and development consists of six steps:
1. Idea Generation: Develop concept incorporating customer
needs and expectations.
2. Preliminary Concept Development: Study new ideas for
feasibility.
3. Product/Process Development: Evaluate design
alternatives and determining engineering specifications; test
prototypes; develop, test, and standardize processes.
4. Full-Scale Production: Release the product to
manufacturing or service delivery teams.
5. Market Introduction: Distribute to customers.
6. Market Evaluation: Market evaluation and customer
feedback to initiate continuous improvements.
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2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
part.. 2
 A hospital developed a design process consisting of the following steps: Plan, Design,
Measure, Assess, and Improve. Below is a list of specific activities that comprise these
five steps in random order. Place the activities in the most appropriate order within the
correct step of the design process.
 Pilot or test design  Propose new concept
 Submit proposal  Create design to meet requirements
 Define measures to assess design  Identify new improvement
performance opportunities
 Implement design  Monitor the new process design
 Identify potential solutions to  Implement the best solution to
reduce out of control conditions improve control
 Develop business plan  Verify proposal alignment with
 Disseminate improvements strategic objectives
throughout the organization  Establish design team
 Monitor process performance  Identify causes of out of control
 Select the best solution to improve conditions
control  Analyze causes
 Identify out of control conditions  Identify and validate customer
requirements
MANAGING
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May QUALITY AND copied
not be scanned, PERFORMANCE
or duplicated,EXCELLENCE, 9e, ©accessible
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 Identify and evaluate best practices
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copied orMay not be scanned,
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 Concurrent Engineering
Concurrent engineering is a process in which all major
functions involved with bringing a product to market
are continuously involved with product development
from conception through sales.
Multifunctional teams, usually consisting of 4 to 20
members and including every specialty in the
company. The functions of such teams are to perform
and coordinate the activities in the product
development process simultaneously, rather than
sequentially.

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2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
part.. 5
 Design for Six Sigma
Design for Six Sigma (DFSS) represents a structured
approach to product development and a set of tools
and methodologies for ensuring that goods and
services will meet customer needs and achieve
performance objectives, and that the processes used to
make and deliver them achieve high levels of quality.
Concept development
Detailed design
Design optimization
Design verification

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 Concept Development and
Innovation
Concept development is the process of applying
scientific, engineering, and business knowledge to
produce a basic functional design that meets both
customer needs and manufacturing or service delivery
requirements.
Innovation involves the adoption of an idea, process,
technology, product, or business model that is either
new or new to its proposed application.
Innovation is built upon strong research and
development (R&D) processes.
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 Creativity
… is seeing things in new or novel ways.
Creativity tools, such as brainstorming and “brainwriting,”
are designed to help change the context in which one views
a problem or opportunity, thereby leading to fresh
perspectives.
TRIZ, a Russian acronym for the Theory of Inventive
Problem Solving
 Developed by a Russian patent clerk who studied thousands of
submissions, and observed patterns of innovation common to the
evolution of scientific and technical advances.
 He recognized that these concepts could be taught, and he
developed some 200 exercises to foster creative problem solving.

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 Detailed Design
Detailed design focuses on establishing technical
requirements and specifications, which represent the
transition from a designer’s concept to a producible design,
while also ensuring that it can be produced economically,
efficiently, and with high quality.
Axiomatic design is based on the premise that good design
is governed by laws similar to those in natural science.
1. Independence Axiom: good design occurs when the
functional requirements of the design are independent of one
another.
2. Information Axiom: good design corresponds to minimum
complexity.

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part.. 9
 Quality Function Deployment (QFD)
… is a planning process to guide the design, manufacturing,
and marketing of goods by integrating the voice of the
customer throughout the organization.
Through QFD, every design, manufacturing, and control
decision is made to meet the expressed needs of customers.
QFD benefits companies through improved
communication and teamwork between all constituencies
in the value chain, such as between marketing and design,
between design and manufacturing, and between
manufacturing and quality control.

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 The Four Linked Houses of Quality

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 The “House of Quality”

Interrelationships Customer
requirement
priorities
Technical requirements

Voice of Relationship
the matrix
customer

Technical requirement Competitive

priorities evaluation
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part.. 12
 Building the House of Quality
1. Identify customer requirements.
2. Identify technical requirements.
3. Relate the customer requirements to the technical
requirements.
4. Conduct an evaluation of competing products or
services.
5. Evaluate technical requirements and develop targets.
6. Determine which technical requirements to deploy
in the remainder of the production/delivery process.

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part.. 13
 Example
Identify customer
requirements

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2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
part.. 14
 Example
Identify technical
requirements

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2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
part.. 15
 Example
Relate customer
requirements to
technical
requirements

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2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
part.. 16
 Example
Conduct
competitive
evaluation

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 Example
Develop
deployment
targets

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2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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 Target and Tolerance Design
Manufacturing specifications consist of nominal
dimensions and tolerances.
Nominal refers to the ideal dimension or the
target value that manufacturing seeks to meet.
Tolerance is the permissible variation,
recognizing the difficulty of meeting a target
consistently.

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part.. 19
 Tolerance Design
Tolerance design involves determining the
permissible variation in a dimension.
Narrow tolerances tend to raise manufacturing costs but
they also increase the interchangeability of parts within
the plant and in the field, product performance,
durability, and appearance.
Wide tolerances increase material utilization, machine
throughput, and labor productivity, but have a negative
impact on product characteristics

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part.. 20
 Traditional Economic View of
Conformance to Specifications

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 Design for Reliability
Reliability is defined as the probability that a product,
piece of equipment, or system performs its intended
function for a stated period of time under specified
operating conditions.
Key elements:
Probability
Time
Performance
Operating conditions

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 Types of Failures
Functional failure – failure that occurs at the
start of product life due to manufacturing or
material detects
Reliability failure – failure after some period
of use

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 Reliability Concepts
Inherent reliability is the predicted reliability
determined by the design of the product or process.
Achieved reliability is the actual reliability observed
during use.
Achieved reliability can be less than the inherent
reliability due to the effects of the manufacturing
process and the conditions of use.

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 Design for Reliability
Reliability requirements are determined during the
product design phase.
The designer may use these techniques to determine
the effects of adding redundancy, substituting
different components, or reconfiguring the design.

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part.. 25
 Design Optimization
Robust design refers to designing goods and services
that are insensitive to variation in manufacturing
processes and when consumers use them.
Robust design is facilitated by design of experiments
to identify optimal levels for nominal dimensions and
other tools to minimize failures, reduce defects during
the manufacturing process, facilitate assembly and
disassembly (for both the manufacturer and the
customer), and improve reliability.

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 DFMEA
Design failure mode and effects analysis
(DFMEA) – identification of all the ways in
which a failure can occur, to estimate the effect
and seriousness of the failure, and to
recommend corrective design actions.

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 Elements of DFMEA
Failure modes
Effect of the failure on the customer
Severity, likelihood of occurrence, and detection rating
 The severity rating is based on how serious the impact would be if
the potential failure were to occur. The occurrence rating is based
on the probability of the potential failure occurring. The detection
rating is based on how easily the potential failure could be detected
prior to occurrence Based on these assessments, a risk priority
number (RPN) is calculated.
Potential causes of failure
Corrective actions or controls

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 Scoring Rubric for DFMEA

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 Fault Tree Analysis
Fault Tree Analysis (FTA), sometimes called cause and
effect tree analysis, is a method to describe
combinations of conditions or events that can lead to a
failure.
A cause and effect tree is composed of conditions or
events connected by “and” gates and “or” gates.
An effect with an “and” gate occurs only if all of the
causes below it occur; an effect with an “or” gate occurs
whenever any of the causes occur.

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part.. 30
 Figure 7.25

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 Design for Manufacturability
DFM - the process of designing a product for efficient
production at the highest level of quality.
Example guidelines (see Table 7.1)
 Minimize number of parts
 Design for robustness
 Eliminate adjustments
 Make assembly easy and foolproof
 Use repeatable, well-understood processes
 Choose parts that can survive process operations
 Design for efficient and adequate testing
 Lay out parts for reliable process completion
 Eliminate engineering changes

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 Design for Excellence
DFX - an emerging concept that includes many design-
related initiatives such as concurrent engineering, design
for manufacturability, design for assembly, design for
environment, and other “design for” approaches
Principles
 Constantly thinking in terms of how one can design or manufacture
products better
 Focusing on “things done right” rather than “things gone wrong”
 Defining customer expectations and going beyond them
 Optimizing desirable features or results
 Minimizing the overall cost without compromising quality

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part.. 33
 Design Verification
Design Reviews
 The purpose of a design review is to stimulate discussion, raise
questions, and generate new ideas and solutions to help designers
anticipate problems before they occur.
Reliability Testing
 Life testing – run devices until failure occurs
 Accelerated life testing – overstress devices to reduce time to failure
 Highly accelerated life testing - focused on discovering latent
defects that would not otherwise be found through conventional
methods. For example, it might expose products to rapid, extreme
temperature changes in temperature chambers that can move
products between hot and cold zones to test thermal shock, or also
extreme vibrations.

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2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
part.. 34