Product Design

Product Design
Why Product designing Important?

 New product development is a crucial part of business.

 New product serve to provide growth opportunities and a competitive

advantage for the firm.

 Increasingly there is challenge to introduce new product more quickly

without sacrificing quality.

 New product design greatly affects operations by specifying the

products that will be made, it is a prerequisite for production to occur.

Prof. Rajeev Sharma, BIMTECH

Product Design

Process
Type

Impact of
Inventory Quality
Type product requirement
design

Capacity
required
 Product designing ; Ways

 Market Perspective (Pull): Market is the primary basis for

determining the product a firm should make, with little regards
for existing technology. Customer needs are determined and
then the firm organizes the resources and processes needed that
are made.
 Technology Push: Here technology is the primary determinant of
the product that the firm should make, with little regard for the
market. The firm should pursue a technology based advantage
by developing superior technologies and products.
 Inter-functional view: This view holds both that product should
not only fit the market needs but also have technical advantage
as well. To accomplish this all functions ( marketing engg.,
operations, sales, purchase, accounts, HR) should cooperate to
design the new products needed by the firm.
 Why ? Product designing is crucial ?
Remember PD process is one of the
frequent misalignment.
 No matter how excellent the advanced planning or
Technology, misalignment between the product design and
operation is a common occurrence.(Product design vs.
Operations)
 Technology misalignment occurs when the product designed
by engineering cannot be made by operations. (Technology vs.
Operations)
 Misalignment occurs due to
following factors!
 When technologies are new or unproven or not well
understood. (Technological Pits)

 Operation can also have an infrastructure that is

misaligned with new product in terms of labor skills,
control system, quality assurance and organization.
(Infrastructural Pits)
 Design Process

 Effective design can provide a competitive

edge
 matches product or service characteristics with
customer requirements
 ensures that customer requirements are met in the
simplest and least costly manner
 reduces time required to design a new product or
service
 minimizes revisions necessary to make a design
workable
 Design Process (cont.)

 What does product design provides?

 defines appearance of product
 sets standards for performance
 specifies which materials are to be used
 determines dimensions and tolerances
Design Process (cont.)
Step 01-

Step 02-

Step 03-

Step 04-
Design Process (cont.)
New product Development
process
3 Phases

Concept
development

Product Design

Pilot
Production/Testing
Modified product designing phase
New product
Development process
3 Phases

Concept
development

Preliminary process
Product Design Design

Pilot Final process

Production/Testing Design
 Step 01- Idea Generation

 Company’s own R&D department in

 Salespersons
 Customer complaints or
thesuggestions
field
 Marketing research  Factory workers
 Suppliers  New technological
developments
 Competitors
 Idea Generation (cont.)

 Perceptual Maps
 Visual comparison of customer perceptions
 Compares customer perception of a company’s product with
that of the competitor.
 Benchmarking
 Comparing product/process against best-in-class
 Measures the performance of your product with that of the
competitor.
 Reverse engineering
 Dismantling competitor’s product to improve your own
product.
 To design features that can be incorporated in your own
product.
Perceptual Map of
Breakfast Cereals
 Step 02- Feasibility Study

- Market Analysis- It assesses whether there’s enough demand for

the product to invest in developing it further.
- Economic or commercial Analysis- to know the cost of production
development and comparison of same with estimates sales volume
It’s about measuring the risk associated with new product
development.
- Technical Analysis- What new technology required? Capability
assessment for labour and management requirements? Capacity
analysis in the form of production? Capital investment etc.
-As the outcome of the step we should be able to develop
performance specifications.
 Step 03- Rapid Prototyping

Rapid prototyping means creating

preliminary design models that are quickly
tested for
 Discarding or
 Further refining the design.
 Process of prototyping involves three steps to
give the final product-
 Form designing
 Functional designing
 Production designing
Form and Functional Design

 Form Design
 how product will
look?
 Functional
Design
 how product will
perform?
 reliability
 maintainability


 Functional designing

 Functional designing answers as to how

product will perform i.e. how it will
going to meet the fitness for use by the
customer.
 Here we define the three performance
characteristics of product – reliability,
maintainability and usability.
 Computing Reliability
Reliability – is the probability that a given product or part will perform the
its intended function for a specified length of time. Given the normal
condition of use.
Or
It can also be defined as the length of time a product or part is in operations
before it fails.

A product or system reliability is a sum/function of the reliabilities its

component parts and how the parts are arranged.

Components in series
0.90 0.90 0.90 x 0.90 = 0.81
 Computing Reliability (cont.)

Components in parallel

0.90
R2

0.95 0.95 + 0.90(1-0.95) = 0.995

R1
System Reliability

0.90

0.98 0.92 0.98

0.98 0.92+(1-0.92)(0.90)=0.99 0.98

0.98 x 0.99 x 0.98 = 0.951

 Reliability

 It can also be expressed as MTBF i.e. the length

of time the product/part/service will remain
in operations before it fails.
 Therefore of a given product/service we need
to know the distribution of failures over time.
Also called as failure rate.
 MTBF=1/failure rate.
 How to improve reliability?
 Maintainability (Serviceability)

 Maintainability or serviceability defines as to how

easily the product or service is repaired or maintained.
The focus of this measure is on the cost or ease with
which the product or service can be maintained.
 To measure this factor we need to know as to for how
long the product/ service or system is available for us
to work on it. We call this as system availability.
 So it can be the combination of two factors
a. MTBF Mean time between failures.
b. MTTR Mean time to repair
System Availability (SA)

MTBF
SA =
MTBF + MTTR
where:
MTBF = mean time between failures
MTTR = mean time to repair
 Practical

 Amy Russell must choose a service provider for her

ecommerce site. Other factors being equal, she will
base her decision on server availability.
 Given the following server performance data, which
provider should she choose.
Provider MTBF (Hrs) MTTR (Hrs)
A 60 4
B 36 2
C 24 1
System Availability
(cont.)

PROVIDER MTBF (HR) MTTR (HR)

A 60 4.0
B 36 2.0
C 24 1.0

SAA = 60 / (60 + 4) = .9375 or 94%

SAB = 36 / (36 + 2) = .9473 or 95%
SAC = 24 / (24 + 1) = .96 or 96%
 Usability

 Ease of use of a product or service

 ease of learning
 ease of use
 ease of remembering how to use
 frequency and severity of errors
 user satisfaction with experience
 Step 04- Production Design

 How the product will be made

 Simplification
 reducing number of parts, assemblies, or options in a
product
 Standardization
 using commonly available and interchangeable parts
 Modular Design
 combining standardized building blocks, or modules, to
create unique finished products
 Design for Manufacture (DFM)
Designing a product so that it can be produced easily and
economically
 Design Source: Adapted from G. Boothroyd and
P. Dewhurst, “Product Design…. Key to

Simplification
Successful Robotic Assembly.” Assembly
Engineering (September 1986), pp. 90-93.

(a) Original design (b) Revised design (c) Final design

Assembly using One-piece base & Design for

common fasteners elimination of push-and-snap
fasteners assembly
 Designing for Manufacturing
(DFM) and Assembly (DFA) or
DFMA
 Design for Manufacturing (DFM) and design for
assembly (DFA) are the integration of product design
and process planning into one common activity. The
goal is to design a product that is easily and
economically manufactured.
 The importance of designing for manufacturing is
underlined by the fact that about 70% of
manufacturing costs of a product (cost of materials,
processing, and assembly) are determined by design
decisions, with production decisions (such as process
planning or machine tool selection) responsible for
only 20%.
 DFMA- guidelines

 Reduce the total number of parts.

 Develop a modular design.
 Use of standard components.
 Design parts to be multi-functional.
 Design parts for multi-use.
 Design for ease of fabrication.
 Avoid separate fasteners.
 Minimize assembly directions.
 Maximize compliance
 Minimize handling.
 Final Design and Process Plans

 Final design  Process plans

 detailed  workable
drawings and instructions
specifications for  necessary
new product or equipment and
tooling
service
 component

sourcing
recommendations
 job descriptions

and procedures
Design Team
 Concurrent Design

 A
Involves
new approach
suppliers
to design that involves simultaneous
 design of products
Incorporates and processes
production process by design teams
 Uses a price-minus system
 Improves
Schedulingquality of early design
and management candecisions
be complex as tasks
are done in parallel
 Uses technology to aid design
 There are two philosophies behind designing Product
 Sequential process
 Concurrent engineering

Prof. Rajeev Sharma, BIMTECH, Greater Noida

 Sequential process
- The traditional approach proceeds in stages and steps. It is assumed
that technology will be transfer in stages as a handoff between
marketing, engineering and operations, with each function
completing its work before the next one starts.

Dept. 01 Dept. 02 Dept. 03

Effort

Time
 Concurrent Engineering
Here, all function are involved from beginning, by
forming a new product development team, as soon as
concept development is started.
 In first stage Marketing has the major effort, but other
function also have a role.
 During the product design phase, marketing reduces its
effort, but not to zero, while engineering has the major
role.
 Finally operations picks up the lead as new product is
tested and launched into the market.
 Technology in Design
 Computer Aided Design (CAD)
 assists in creation, modification, and analysis of
a design
 computer-aided engineering (CAE)
 tests and analyzes designs on computer screen
 computer-aided manufacturing (CAD/CAM)
 ultimate design-to-manufacture connection
 product life cycle management (PLM)
 managing entire lifecycle of a product
 collaborative product design (CPD)
 Collaborative Product Design
(CPD)
 A software system for collaborative design and
development among trading partners
 With PML, manages product data, sets up project
workspaces, and follows life cycle of the product
 Accelerates product development, helps to resolve
product launch issues, and improves quality of design
 Designers can
 conduct virtual review sessions
 test “what if” scenarios
 assign and track design issues
 communicate with multiple tiers of suppliers
 create, store, and manage project documents
 Design Review

 Review designs to prevent failures and

ensure value
 Failure mode and effects analysis (FMEA)
 a systematic method of analyzing product
failures
 Fault tree analysis (FTA)
 a visual method for analyzing interrelationships
among failures
 Value analysis (VA)
 helps eliminate unnecessary features and
functions
 FMEA (Failure mode effect
analysis (Critical analysis)
Failure Modes and Effects Analysis (FMEA) is methodology for
analyzing potential reliability problems early in the development
cycle where it is easier to take actions to overcome these issues,
thereby enhancing reliability through design
When to Use FMEA
 When a process, product or service is being designed or redesigned, after
quality function deployment.
 When an existing process, product or service is being applied in a new
way.
 Before developing control plans for a new or modified process.
 When improvement goals are planned for an existing process, product or
service.
 When analyzing failures of an existing process, product or service.
 Periodically throughout the life of the process, product or service.
 FMEA for Potato Chips
Failure Cause of Effect of Corrective
Mode Failure Failure Action
Stale low moisture content tastes bad add moisture
expired shelf life won’t crunch  cure longer
poor packaging thrown out better package seal
lost sales shorter shelf life
Broken too thin can’t dip change recipe
too brittle poor display change process
rough handling injures mouth change packaging
rough use chocking
poor packaging perceived as old
lost sales

Too Salty outdated receipt eat less experiment with recipe

process not in control drink more experiment with process
uneven distribution of salt health hazard introduce low salt version
lost sales
Fault tree analysis (FTA)
 Value analysis (VA)

 Can we do without it?

 Does it do more than is required?
 Does it cost more than it is worth?
 Can something else do a better job?
 Can it be made by
 a less costly method?
 with less costly tooling?
 with less costly material?
 Can it be made cheaper, better, or faster by
someone else?
 Value analysis (VA) (cont.)

 Updated versions also include:

 Is it recyclable or biodegradable?
 Is the process sustainable?
 Will it use more energy than it is worth?
 Does the item or its by-product harm the
environment?
 Design for Environment and
Extended Producer Responsibility
 Design for environment
 designing a product from material that can be recycled
 design from recycled material
 design for ease of repair
 minimize packaging
 minimize material and energy used during manufacture,
consumption and disposal
 Extended producer responsibility
 holds companies responsible for their product even after its
useful life
Design for Environment
 Sustainability

 Ability to meet present needs without compromising

those of future generations
 Green product design
 Use fewer materials
 Use recycled materials or recovered components
 Don’t assume natural materials are always better
 Don’t forget energy consumption
 Extend useful life of product
 Involve entire supply chain
 Change paradigm of design

Source: Adapted from the Business

Social Responsibility Web site,
www.bsr.org, accessed April 1, 2007.
 Quality Function
Deployment (QFD)

 Translates voice of customer into technical

design requirements
 Displays requirements in matrix diagrams
 first matrix called “house of quality”
 series of connected houses
House of Quality
5

Importance
Trade-off matrix

3
Design
characteristics

1 4 2

Customer Relationship Competitive

requirements matrix assessment

6 Target values
 Competitive Assessment
of Customer
Requirements
Competitive Assessment
Customer Requirements 1 2 3 4 5
Presses quickly 9 B A X
Removes wrinkles 8 AB X
Irons

Doesn’t stick to fabric 6 X BA

well

Provides enough steam 8 AB X

Doesn’t spot fabric 6 X AB
Doesn’t scorch fabric 9 A XB
Heats quickly 6 X B A
Automatic shut-off 3 ABX
safe to use
Easy and

Quick cool-down 3 X A B
Doesn’t break when dropped 5 AB X
Doesn’t burn when touched 5 AB X
Not too heavy 8 X A B
From Customer

Protective cover for soleplate

Time required to reach 450º F
Time to go from 450º to 100º
Material used in soleplate

Flow of water from holes

Requirements

Energy needed to press

Thickness of soleplate
to Design

Automatic shutoff
Number of holes
Size of soleplate
Weight of iron
Characteristics

Size of holes
Customer Requirements
Presses quickly - - + + + -
Removes wrinkles + + + + +
Irons

Doesn’t stick to fabric - + + + +

well

Provides enough steam + + + +

Doesn’t spot fabric + - - -
Doesn’t scorch fabric + + + - +
Heats quickly - - + -
Automatic shut-off +
safe to use
Easy and

Quick cool-down - - + +
Doesn’t break when dropped + + + +
Doesn’t burn when touched + + + +
Not too heavy + - - - + -
 Tradeoff Matrix

Energy needed to press

Weight of iron
-
+

Size of soleplate
Thickness of soleplate
Material used in soleplate
-

Number of holes
+
+

Size of holes
Flow of water from holes
Time required to reach 450º
Time to go from 450º to 100º
Protective cover for soleplate
Automatic shutoff
Targeted Changes in
Design

Time to go from 450º to 100º

Time required to reach 450º
Material used in soleplate

Flow of water from holes

Energy needed to press

Thickness of soleplate

Protective cover for

Number of holes
Size of soleplate
Weight of iron

Size of holes

soleplate
Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N
measures
Objective

Iron A 3 1.4 8x4 2 SS 27 15 0.5 45 500 N Y

Iron B 4 1.2 8x4 1 MG 27 15 0.3 35 350 N Y
Our Iron (X) 2 1.7 9x5 4 T 35 15 0.7 50 600 N Y
Estimated impact 3 4 4 4 5 4 3 2 5 5 3 0
Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2
Targets 1.2 8x5 3 SS 30 30 500
Design changes * * * * * * *
Completed
House of Quality

SS = Silverstone
MG = Mirorrglide
T = Titanium
 A Series of Connected
QFD Houses
Product
characteristics
requirements
Customer

Part
A-1 characteristics
characteristics
Product

Process
House A-2 characteristics
of

characteristics
quality
Parts A-3 Operations

Part
deployment

characteristics
Process
Process A-4
planning

Operating
requirements
 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
 Design for Robustness
 Robust product
 designed to withstand variations in environmental and
operating conditions
 Robust design
 yields a product or service designed to withstand
variations
 Controllable factors
 design parameters such as material used, dimensions,
and form of processing
 Uncontrollable factors
 user’s control (length of use, maintenance, settings, etc.)
 Design for Robustness (cont.)

 Tolerance
 allowable ranges of variation in the dimension of a
part
 Consistency
 consistent errors are easier to correct than random
errors
 parts within tolerances may yield assemblies that are
not within limits
 consumers prefer product characteristics near their
ideal values
 Taguchi’s Quality Loss Function

 Quantifies customer
preferences toward
quality

Quality Loss
 Emphasizes that
customer preferences are
strongly oriented
toward consistently Lower Target Upper
tolerance tolerance
 Design for Six Sigma limit limit
(DFSS)