Product and Service Design

TYPES OF PRODUCTION PROCESSES

• LINE PROCESS
• BATCH PROCESS
• JOB SHOP OR
CUSTOMISED PROCESS
PRODUCT DESIGN & DEVELOPMENT
• Product Development Process
• Economic Analysis of Development
Projects
• Designing for the Customer
• Design for Manufacturability
• Measuring Product Development
Performance
Phases of Product Development

• Planning

• Concept Development

• System-Level design

• Design Detail

• Testing and Refinement

• Production Ramp-up
Economic Analysis of Project Development Costs

• Using measurable factors to help

determine:
– Operational design and development
decisions
– Go/no-go milestones
• Building a Base-Case Financial Model
– A financial model consisting of major cash
flows
– Sensitivity Analysis for “what if” questions
 Designing Products for the Customer

House of Quality

Ideal
Value Analysis/
Quality Function Customer Value Engineering
Deployment
Product
 Familiarization with Terms Used
in Product Design Process
• QFD: Quality Function Deployment
– A process that helps to determine the product
characteristics important to the consumer and to
evaluate the product with respect to competitor's
products
• VA / VE: Value Analysis/ Value Engineering
– Analysis of the Product Design with a view to
achieving equivalent or better performance at a
lower cost
 Designing for the Customer:
Value Analysis/Value Engineering

• Achieve equivalent or better performance at a

lower cost while maintaining all functional
requirements defined by the customer
– Does the item have any design features that
are not necessary?
– Can two or more parts be combined into
one?
– How can we cut down the weight?
– Are there nonstandard parts that can be
eliminated?
 Familiarization with Terms Used
in Product Design Process
• House of Quality:
– A matrix that helps in translating customer requirements
into product design process
• Steps in building the House of Quality:
– Develop a list of customer requirements for the product
– Rank them in order of importance
– Develop a set of Technical Characteristics
– Relate Technical Characteristics to Customer Requirements
– Evaluate Technical Characteristics with respect to customer
perception of the product and assign weightages
– Use the data to evaluate strength and weaknesses of the
product in terms of technical characteristics
 Designing for the Customer:
The House of Quality for Designing a Car Door
Correlation:
X Strong positive
Positive
X X
X X X Negative

Water resistance
Strong negative

Accoust. Trans.
*

Energy needed
to close door
Engineerin

resistance
Door seal
Competitive evaluation
g

Window
force on
X = Us

ground
Check
Characterist A = Comp. A

level
B = Comp. B
Customer ics (5 is best)
Requirement 1 2 3 4 5

sEasy to close 7 X AB

Stays open on a hill 5 X AB

Matrix
Matrixapproach
approach Easy to open 3 XAB
to
toProduct
ProductDesign:
Design: A XB
Doesn’t leak in rain 3
No road noise 2 X A B
Matrix
Matrixhelps
helpstoto Importance weighting 10 6 6 9 2 3 Relationships:
translate
translateCustomer level to 7.5 ft/lb

Reduce energy
Reduce energy
Customer Strong = 9

Reduce force
current level

current level

current level
to 7.5 ft/lb.
Medium = 3
requirements
requirementsinto Maintain

Maintain
Target values

Maintain
into
to 9 lb.
Small = 1
Operating
Operatingoror
Engineering
Engineeringgoals
goalsfor
for 5 B BA
B B BXA
BA
X
Technical evaluation 43 A
X
A X
the
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1

©The McGraw-Hill Companies, Inc., 2004

 Familiarization with Terms Used
in Product Design Process
• DFMA: Design For Manufacturing & Assembly
– Designing the product keeping in view, the ease of
manufacturing and assembly, so as to reduce
production cost
• Eco friendly design:
– Product Design that incorporates Environmental
considerations in all processes related to selection
of raw materials, manufacturing & distribution
as well as disposal of the waste generated
 Familiarization with Terms Used
in Product Design Process
• Traditional Approach
– “We design it, you build it” or “Over the wall”

• Concurrent Engineering
– Relates to involvement of all concerned function
together simultaneously in the process of Product
Design”
 Think and Answer Questions

Which of the following is the first phase of

the typical phases of product
development?
a. Product/process engineering
b. Product planning
c. Concept development
d. Planning
e. Ramp-up
 4-14

Think and Answer Questions

Which of the following is the first phase of

the typical phases of product
development?
a. Product/process engineering
b. Product planning
c. Concept development
d. Planning
e. Ramp-up

Answer: d. Planning
 Think and Answer Questions

Which of the following is primarily

focused on getting the voice of the
customer into design specifications in
product development?
a. Concurrent engineering
b. Value engineering
c. DFMA
d. Quality function deployment
e. None of the above
 Think and Answer Questions

Which of the following is primarily

focused on getting the voice of the
customer into design specifications in
product development?
a. Concurrent engineering
b. Value engineering
c. DFMA
d. Quality function deployment
e. None of the above

Answer: d. Quality function deployment

 Think and Answer Questions

Which of the following is the first step in

building a House of Quality in product
development?
a. Develop a list of customer requirements for
the product
b. Concept development
c. Pilot production/Ramp-up
d. Concurrent engineering
e. None of the above
 Think and Answer Questions

Which of the following is the first step in

building a House of Quality in product
development?
a. Develop a list of customer requirements for
the product
b. Concept development
c. Pilot production/Ramp-up
d. Concurrent engineering
e. None of the above
Answer: a. Develop a list of customer
requirements for the product
Case : IKEA-Design and Pricing
Chapter 3 Page 73