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Chapter 4
Product Design

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OBJECTIVES
 Product Development Process
 Economic Analysis of

Development Projects
 Designing for the Customer

 Design for Manufacturability

 Measuring Product Development

Performance

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Typical Phases of Product

Development
 Planning

 Concept Development

 System-Level design

 Design Detail

 Testing and Refinement

 Production Ramp-up

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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

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Designing for the Customer

House of Quality

Ideal
Value Analysis/
Quality Function Customer Value Engineering
Deployment
Product

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Designing for the Customer:

Quality Function Deployment
 Interfunctional teams from marketing,
design engineering, and manufacturing

 Voice of the customer

 House of Quality

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Designing for the Customer:
The House of Quality
Correlation:
X Strong positive
Positive
X X
X X X Negative

Water resistance
Accoust. Trans.
* Strong negative

Energy needed

level needed
to close door

open door
Im Engineerin

resistance
Door seal
Competitive evaluation
p
Cu o r g

Window
force on
X = Us
st. tan Characterist

Energy
ground
Check
A = Comp. A
Customer cics et
o
B = Comp. B
(5 is best)

to
Requirement 1 2 3 4 5

sEasy to close 7 X AB

Stays open on a hill 5 X AB

Customer
Customer
Easy to open 3 XAB

A XB
requirements
requirements
Doesn’t leak in rain3

information
informationforms
forms
No road noise 2 X A B

Importance weighting 10 6 6 9 2 3 Relationships:

the
thebasis
basisfor
forthis level to 7.5 ft/lb
this

Reduce energy
Reduce energy
Strong = 9

Reduce force
current level

current level

current level
matrix,
matrix,used
usedto

to 7.5 ft/lb.
Medium = 3
to Maintain

Maintain
Target values

Maintain
to 9 lb.
Small = 1
translate
translatethem
theminto
into
operating
operatingoror 5 B BA BA
B B BXA X
engineering Technical evaluation 43 X
engineeringgoals.
goals. (5 is best) 2
A

X
A
X
X
A
1

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 9

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?

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 10

Design for Manufacturability

 Traditional Approach
– “We design it, you build it” or “Over the
wall”

 Concurrent Engineering
– “Let’s work together simultaneously”

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 11

Design for Manufacturing and

Assembly
 Greatest improvements related to DFMA
arise from simplification of the product by
reducing the number of separate parts:
1. During the operation of the product, does
the part move relative to all other parts
already assembled?
2. Must the part be of a different material or be
isolated from other parts already
assembled?
3. Must the part be separate from all other
parts to allow the disassembly of the
product for adjustment or maintenance?

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 12

Measuring Product Development

Performance
Performance Measures
Dimension ••Freq.
Freq.Of
Ofnew
newproducts
productsintroduced
introduced
••Time
Timetotomarket
marketintroduction
introduction
Time-to-market
Time-to-market ••Number
Numberstated
statedand
andnumber
numbercompleted
completed
••Actual
Actualversus
versusplan
plan
••Percentage
Percentageofofsales
salesfrom
fromnew
newproducts
products
••Engineering
Engineeringhours
hoursper
perproject
project
Productivity
Productivity ••Cost
Costof
ofmaterials
materialsand
andtooling
toolingper
perproject
project
••Actual
Actualversus
versusplan
plan

••Conformance-reliability
Conformance-reliabilityin inuse
use
Quality
Quality ••Design-performance
Design-performanceand andcustomer
customersatisfaction
satisfaction
••Yield-factory
Yield-factoryand
and field
field
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End of Chapter 4

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