CHAPTER

PRODUCT DESIGN

3
 LEARNING OUTCOMES

At the end of this chapter, you should be able to:

Define product design
Understand the product life cycle
Explain research and development (R&D) and its
importance
Explain the steps in generating new products
Understand product development
Discuss the issues in product design

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 LEARNING OUTCOMES (cont.)

 Define a product and identify the documents for

production
 Explain service design and identify the documents
for service design

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 OVERVIEW OF PRODUCT
DESIGN

Definition:

The process of creating a new product to be sold by a

business to its customers.

The efficient and effective generation and development

of ideas through a process that leads to new products.

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 PRODUCT LIFE CYCLE

 The period of time over which a product is

developed, brought to market and, finally, removed
from the market.

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 PRODUCT LIFE CYCLE (cont.)

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 PRODUCT LIFE CYCLE (cont.)

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 RESEARCH AND DEVELOPMENT

Definition:

An investigative activity that a business chooses to

conduct, with the intention of making a discovery that can
lead to either the development of new products or
processes, or the improvement of existing products or
processes.

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 RESEARCH AND DEVELOPMENT
(cont.)

Types of research:
1.Basic or fundamental research
2.Applied research
3.Design and engineering research

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 RESEARCH AND DEVELOPMENT
(cont.)

Objectives of research and development:

1.Creating or designing new products or services
2.Developing new processes
3.Redesigning existing products
4.Finding new uses for existing products
5.Accommodating the customers’ needs

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 RESEARCH AND DEVELOPMENT
(cont.)

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 GENERATING NEW
PRODUCTS

 Organizations must always generate new

products, in order to:
– keep generating sales
– keep making profits
– ensure that the business survives longer

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 GENERATING NEW
PRODUCTS (cont.)

 Opportunities and challenges in producing new

products:
1. Customers’ requirements
2. Economic conditions
3. Sociological and demographic patterns
4. Technological trends
5. Political and legal changes
6. Others (market practice, professional standards,
suppliers and distributors, etc.)

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 PRODUCT DEVELOPMENT

Elements involved:
1.Product Development System
2.Quality Function Deployment
3.Organization for Product Development
4.Manufacturability and Value Engineering

Product development system—System that integrates

product decisions with other business functions, such as
R&D, marketing, finance and engineering.

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 PRODUCT DEVELOPMENT
(cont.)

 Product development system—nine stages:

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 PRODUCT DEVELOPMENT
(cont.)

 Quality function deployment

– A focused methodology for carefully listening to
the voices of customers and then effectively
responding to their needs and expectations.
– House of quality:
• One of the QFD tool
• A graphic method that focuses on the most
important product or service attributes or qualities.

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 PRODUCT DEVELOPMENT
(cont.)

 House of quality—seven steps:

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 PRODUCT DEVELOPMENT
(cont.)

 Organization for product development—four

approaches:
1. Distinct departments
2. A champion
3. Team approach
4. Japanese ‘whole organization’ approach

 Manufacturability and value engineering—Activities

conducted by organizations to improve product
design, production, serviceability and product use.
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 PRODUCT DESIGN ISSUES

 Robust Design
 Modular Design
 Computer-aided Design
 Computer-aided Manufacturing
 Virtual Reality Technology
 Value Analysis
 Environmentally-friendly Design

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 DOCUMENTS FOR
PRODUCTION

 Assembly Drawing
 Assembly Chart
 Route Sheet
 Work Order
 Engineering Change Notice

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 SERVICE DESIGN

Four approaches:
1.Delayed customization
2.Modularization
3.Automation
4.Moment of truth

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 DOCUMENT FOR SERVICES

 Job instruction:
– Moment of truth

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