Product and Service Design

Prof. Chandana Perera

Dept. of Management of Technology
University of Moratuwa
Product Design
Specifies materials
Determines dimensions & tolerances
Defines appearance Defines appearance
Sets performance standards
Service Design
Specifies what the customer is to experience
physical items
sensual benefits sensual benefits
psychological benefits
An Effective Design Process
Matches product/service characteristics with
customer needs
Meets customer requirements in simplest, most Meets customer requirements in simplest, most
cost-effective manner
Reduces time to market
Minimizes revisions
Stages In The Design Process
Idea Generation
Product Concept
Feasibility Study
Performance Specifications
Preliminary Design Preliminary Design
Prototype
Final Design
Final Design Specifications
Process Planning
Manufacturing Specifications
Idea Generation
Suppliers, distributors, salespersons
Trade journals and other published material
Warranty claims, customer complaints, failures
Customer surveys, focus groups, interviews
Field testing, trial users
Research and development
More Idea Generators
Perceptual Maps
visual comparison of customer perceptions
Benchmarking Benchmarking
comparing product/service against best-in-class
Reverse engineering
dismantling competitors product to improve your
own product
Perceptual Map Of Breakfast
Cereals
Good taste
Cocoa Puffs
Bad taste
High nutrition
Low nutrition
Rice
Krispies
Wheaties
Cheerios
Shredded
Wheat
Feasibility Study
Market Analysis
Economic Analysis Economic Analysis
Technical Analysis
Strategic Analysis
Preliminary Design
Create form & functional design
Build prototype
Test prototype Test prototype
Revise prototype
Retest
Form Design
(How The Product Looks)
Functional Design
(How The Product Performs)
Reliability
probability product performs intended function for
specified length of time specified length of time
Maintainability
ease and/or cost or maintaining/repairing product
Final Design & Process Planning
Produce detailed drawings & specifications
Create workable instructions for manufacture
Select tooling & equipment Select tooling & equipment
Prepare job descriptions
Determine operation & assembly order
Program automated machines
Distribution Of Design Changes
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Production
begins
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Improving The Design Process
1. Design teams
2. Concurrent design
3. Design for manufacture & assembly 3. Design for manufacture & assembly
4. Design for environment
5. Measure design quality
6. Utilize quality function deployment
7. Design for robustness
Design Teams
Marketing, manufacturing, engineering
Suppliers, dealers, customers
Lawyers, accountants, insurance companies Lawyers, accountants, insurance companies
Breaking Down Barriers Concurrent Design
Customers Design
Marketing Engineering
Suppliers Production
Concurrent Design
Also, simultaneous or concurrent engineering
Simultaneous decision making by design teams
Integrates product design & process planning
Details of design more decentralized Details of design more decentralized
Encourages price-minus not cost-plus pricing
Needs careful scheduling - tasks done in parallel
Design For Manufacture
Design a product for easy & economical production
Consider manufacturability early in the design phase
Identify easy-to-manufacture product-design Identify easy-to-manufacture product-design
characteristics
Use easy to fabricate & assemble components
Integrate product design with process planning
DFX
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DFM Guidelines
1. Minimize the number of parts
2. Develop a modular design
3. Design parts for multi-use 3. Design parts for multi-use
4. Avoid separate fasteners
5. Eliminate adjustments
6. Design for top-down assembly
7. Design for minimum handling
8. Avoid tools
9. Minimize subassemblies
10. Use standard parts when possible
11. Simplify operations
12. Design for efficient and adequate testing 12. Design for efficient and adequate testing
13. Use repeatable & understood processes
14. Analyze failures
15. Rigorously assess value
Design Simplification
(a) The original design (b) Revised design (c) Final design
Design for push-and-snap
assembly
One-piece base &
elimination of fasteners
Assembly using
common fasteners
Design For Assembly (DFA)
Procedure for reducing number of parts
Evaluate methods for assembly Evaluate methods for assembly
Determine assembly sequence
More Design Improvements
Standardization
uses commonly available parts
reduces costs & inventory reduces costs & inventory
Modular design
combines standardized building blocks/modules into
unique products
Design For Robustness
Product can fail due to poor design quality
Products subjected to many conditions
Robust design studies Robust design studies
controllable factors - under designers control
uncontrollable factors - from user or environment
Designs products for consistent performance
Design For Environment
Design from recycled material
Use materials which can be recycled
Design for ease of repair Design for ease of repair
Minimize packaging
Minimize material & energy used during
manufacture, consumption & disposal
Failure Mode & Effects Analysis
Failure
Mode
Causes of
Failure
Effects of
Failure
Corrective
Action
Stale
Low moisture
content, expired
shelf life, poor
packaging
Tastes bad, wont
crunch, thrown
out, lost sales
Add moisture,
cure longer,
better package
seal, shorter shelf packaging seal, shorter shelf
life
Broken
Too thin, too
brittle, rough
handling, rough
use, poor
packaging
Cant dip, poor
display, injures
mouth, choking,
perceived as old,
lost sales
Change recipe,
change process,
change
packaging
Too Salty
Outdated recipe,
process not in
control, uneven
distribution of salt
Eat less, drink
more, health
hazard, lost sales
Experiment with
recipe,
experiment with
process,
introduce low salt
version
Fault Tree For Potato Chips
And
Or
Value Analysis (Engineering)
Ratio of value / cost
Assessment of value :
1. Can we do without it? 1. Can we do without it?
2. Does it do more than is required?
3. Does it cost more than it is worth?
4. Can something else do a better job
5. Can it be made by less costly method, tools, material?
6. Can it be made cheaper, better or faster by someone else?
Measures Of Design Quality
1. Number of component parts and product options
2. Percentage of standard parts
3. Use of existing manufacturing resources
4. Cost of first production run 4. Cost of first production run
5. First six months cost of engineering changes
6. First year cost of field service repair
7. Total product cost
8. Total product sales
Quality Function Deployment
(QFD)
Translates the voice of the customer into
technical design requirements
Displays requirements in matrix diagrams Displays requirements in matrix diagrams
First matrix called house of quality
Series of connected houses
House Of Quality
3. Product
characteristics
Importance
5. Tradeoff
matrix
6. Technical assessment and
target values
1. Customer
requirements
4. Relationship
matrix
2. Competitive
assessment
House of Quality
Customer
Requirements
Maintains freshness
Ease of unloading
Engineering
Characteristics
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Correlation:
Strong positive
Positive
Negative
Strong negative
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Competitive evaluation
X = Us
A = Comp. A
B = Comp. B
(5 is best)
1 2 3 4 5
B A X
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Durable
Ease of maneuvering
Easy to carry/comfort
Absolute importance
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Relationships:
Strong = 9
Medium = 3
Small = 1
Target values
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Technical evaluation
(5 is best)
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Durable
Relative importance
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House of Quality
Customer
Requirements
Easy to close
Stays open on a hill
Easy to open
Engineering
Characteristic
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Correlation:
Strong positive
Positive
Negative
Strong negative
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Competitive evaluation
X = Us
A = Comp. A
B = Comp. B
(5 is best)
1 2 3 4 5
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XAB
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Easy to open
Doesnt leak in rain
No road noise
Importance weighting 10 6 6 9 2 3
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XAB
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Relationships:
Strong = 9
Medium = 3
Small = 1
Target values
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Technical evaluation
(5 is best)
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Series Of QFD Houses
Benefits Of QFD
Promotes better understanding of customer demands
Promotes better understanding of design interactions
Involves manufacturing in the design process Involves manufacturing in the design process
Breaks down barriers between functions and
departments
Technology In Design
CAD - Computer Aided Design
assists in creating and modifying designs
CAE - Computer Aided Engineering CAE - Computer Aided Engineering
tests & analyzes designs on computer screen
CAD/CAM - Design & Manufacturing
automatically converts CAD data into processing
instructions for computer controlled equipment
Characteristics of Services
1. Intangible
2. Variable output
3. High customer contact
4. Perishable 4. Perishable
5. Service inseparable from delivery
6. Decentralized
7. Consumed more often
8. Easily emulated
A Well-designed
Service System Is
Consistent with firms strategic focus
User friendly
Robust Robust
Easy to sustain
Effectively linked between front & back office
Cost effective
Visible to customer
Some Service Generalizations
1. Everyone is an expert on services.
2. Services are idiosyncratic. 2. Services are idiosyncratic.
3. Most services are a mix of tangible and
intangible attributes (service package).
Service Generalizations
4. High-contact services are experienced, whereas
goods are consumed.
6. Services are cycles of face-to-face, phone, 6. Services are cycles of face-to-face, phone,
electromechanical, and/or mail interactions.
Service Businesses
Facilities-based services
Field-based services
The Service Triangle
The Service
Strategy
The
Customer
The
People
The
Systems
Service Strategy: Focus and Advantage
Performance Priorities
Treatment of the customer - Quality
Speed and convenience of service delivery
Price/Cost
Variety/Flexibility
Unique Service offerings
Service-System Design Matrix
Face-to-face
total
customization
Buffered
core (none)
Permeable
system (some)
Reactive
system (much)
Low High
Degree of customer/server contact
Mail contact
Face-to-face
loose specs
Face-to-face
tight specs
Phone
Contact
customization
High Low
On-site
technology
Sales
Opportunity
Production
Efficiency
Service Blueprinting Steps
1. Identify processes
2. Isolate fail points 2. Isolate fail points
3. Establish a time frame

Service Blueprinting
Brush
shoes
Apply
polish
Buff
Collect
payment
Standard
execution time
2 minutes
Total acceptable
execution time
30
secs
30
secs
45
secs
15
secs
Wrong
Fail
point
Clean
shoes
Materials
(e.g., polish, cloth)
Select and
purchase
supplies
execution time
5 minutes
Wrong
color wax
Seen by
customer 45
secs
Line of
visibility
Not seen by
customer but
necessary to
performance
Service Recovery (Just in case)
A real-time response to a service failure.
Blueprinting can guide recovery planning (fail Blueprinting can guide recovery planning (fail
points).
Recovery Planning - train front-line workers to
respond to such situations as overbooking, lost
luggage, or a bad meal.
Service Failsafing
Poka-Yokes (A Proactive Approach)
Design services so that mistakes do not happen
Three Contrasting Service
Designs
The production line approach
The self-service approach
The personal attention approach