PRODUCT AND

SERVICE DESIGN
Introductions
Context Setting
Approach
Session Details
Product and Service Design
• Theory based on McGrawHill book; additional context
from Pearson text book suggested
• Slides in session will be from reference book
• Session 1 – Context setting on why, what and specific
concepts common to Product and Service Design
• Session 2 – Video on Manufacturing Design; Discussion
on the video; additional concepts on QFD, Kano model
and revisit strategic objectives
• Session 3 – Case Study and review
SESSION 1
Key concepts common to Product and
Service Design
Strategic objectives
• Product/service design can be and is often a source of
competitive advantage.
• Design must not only factor the needs of the customer,
but also the needs of the process that is used to deliver
the product/service.
• Product/Service design is not just about creativity, there
are frameworks that are used to guide the design
process.
• New Product/ Service Development is interdisciplinary
and cross functional in nature.
Topics and Text Book References
S.No Topic to Study Text Book Reference
1 Learning Objectives Chapter 4 McGraw Hill
textbook; LO 4.1-4.13
2 What Does Product & Service Design Do Chapter 4 McGraw Hill
textbook
3 Tata Nano case Pearson Textbook by
Mahadevan
4 Key Questions LO 4.3 in Chapter 4 McGraw
Hill textbook
5 Product Development Flow chart and the idea Flow chart from Pearson
of concurrent engineering and team structure Textbook
6 Ideas/concepts from LO 4.5 to LO 4.10 Chapter 4 McGraw Hill
textbook
Product or service life stages
SESSION 2
Further concepts on Product Design
Specific variations on Services Design
Video on Manufacturing Design and Discussion
Video on Manufacturing Design
Points to note
URL - https://www.viddler.com/embed/22454f1d - Burton
SnowBoard - Manufacturing Design
• Competitive Advantage – what do you notice from the
discussion? Wood? Layers? Thickness? Shape? Side-board?
• Testing process and steps – how have the incorporated into
the full flow?
• “Proprietary” – how critical does he see this as? Why? The
instruments and machines?
• People – how important? Snowboarders, 10 years, etc.
• “Just in time” versus “inventoried”, “to order” versus “to
warehouse” – what do these signify?
• Automation versus Manual – what does this video suggest?
What points to consider?
 Topics and Text Book References

S.No Topic to Study Text Book Reference

7 Ideas/concepts from LO 4.10 to LO 4.13 Chapter 4 McGraw Hill textbook
8 House of Quality model - example for a Pearson Textbook by Mahadevan
restaurant
9 Kano model graphic Chapter 4 McGraw Hill textbook
Strategic objectives - revisit
• Product/service design can be and is often a source of
competitive advantage.
• Design must not only factor the needs of the customer,
but also the needs of the process that is used to deliver
the product/service.
• Product/Service design is not just about creativity, there
are frameworks that are used to guide the design
process.
• New Product/ Service Development is interdisciplinary
and cross functional in nature.
Q&A
Any questions?