Designing Products and Services

Production and Operations Management B.Sc Industrial Engineering and Management

Design Process
Effective

design can provide a competitive edge

matches product or service characteristics with customer requirements ensures that customer requirements are met in the simplest and least costly manner reduces time required to design a new product or service minimizes revisions necessary to make a design workable

Design Process

Product design
defines appearance of product sets standards for performance specifies which materials are to be used determines dimensions and tolerances

Service design
specifies what physical items, sensual benefits, and psychological benefits customer is to receive from service defines environment in which service will take place

Design Process

Idea Generation Sources

Companys

own R&D department Customer complaints or suggestions Marketing research Suppliers

Salespersons

field Factory workers New technological developments Competitors

in the

Idea Generation Sources

Perceptual Maps
Visual comparison of customer perceptions

Benchmarking
Comparing product/service against best-in-class

Reverse engineering
Dismantling competitors product to improve your own product
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Perceptual Map of Breakfast Cereals

GOOD TASTE

LOW NUTRITION

HIGH NUTRITION

D Rice Krispies

B Cheerios C Wheaties E Shredded Wheat

BAD TASTE
7

Feasibility Study
Market

analysis

Customer surveys, interviews, focus groups Whether there is enough demand for the proposed product
Economic

analysis

Production and development costs vs. sales volume Price range Cost/benefit analysis, IRR, net present value etc.
8

Feasibility Study
Technical/strategic

analysis

Does the new product require new technology? Does the company has sufficient labor or management skills? Is sufficient capacity available for production?
Performance

specifications

Describe the function of the product What the product should do to satisfy the customer needs?
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Rapid Prototyping
Build

a prototype

form design functional design production design

Test

prototype Revise design Retest

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Form and Functional Design

Form

Design

how product will look?

Functional

Design

reliability maintainability usability

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Reliability
Reliability

is the probability that a given part or product will perform its intended function for a specified length of time under normal conditions of use product or systems reliability is a function of the reliabilities of its component parts and how the parts are arranged
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Computing Reliability
If all parts must function for the product or system to operate, then the system reliability is the product of the component part reliabilities. Rs = (R1)(R2).(Rn)

Components in series

0.90

0.90

0.90 x 0.90 = 0.81

Conclusion?
13

Computing Reliability
To increase the reliability of the original parts, redundant parts can be built in to back up a failure. The components are said to operate in parallel. Rs = 1-(1-R1)(1-R2)

Components in parallel 0.90 0.95

Conclusion?
14

R2 R1

1-(1-0.95)(1-0.90) = 0.995

System Reliability

0.90

0.98

0.92

0.98

0.98

1-(1-0.92)(1-0.90)=0.99

0.98

Rs = 0.98 x 0.99 x 0.98 = 0.951

15

MTBF and Failure Rate

MTBF:

Length of time a product or service is in operation before it fails MTBF is another way of measuring reliability
MTBF = Time / Number of failures

MTBF

is the reciprocal of failure rate

If a laptops battery fails four times in 20 hours of operation, Its failure rate would be 4/20=0.20, and MTBF=1/0.20=5 hours

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Maintainability
Also Ease

called serviceability

and/or cost with which a product is maintained or repaired products in modules, like computers for consumers

Assembling Instructions Specifying

regular maintenance schedules

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MTTR
Mean

time to repair Quantitative measure of maintainability

MTBF and MTTR can be combined to calculate the average availability or uptime of a system.

System availability (uptime) =

MTBF MTBF + MTTR

where: MTBF = mean time between failures MTTR = mean time to repair

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Example
Amy

Russell must choose a service provider for her companys e-commerce site. Other factors being equal, she will base her decision on server availability. Given the following server performance data, which provider should she choose?
Provider MTBF (hr) MTTR (hr)

A B C

60 36 24

4.0 2.0 1.0

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Solution
Provider A B C MTBF (hr) 60 36 24 MTTR (hr) 4.0 2.0 1.0

SAA = 60 / (60 + 4) = .9375 or 93.75% SAB = 36 / (36 + 2) = .9474 or 94.74% SAC = 24 / (24 + 1) = .96 or 96%

Amy should choose provider C

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Usability
Ease

of use of a product or service

ease of learning ease of use ease of remembering how to use frequency and severity of errors user satisfaction with experience

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Production Design
How

the product will be made Designs that are difficult to make often result in poor-quality products Over-designing the products Lack of knowledge of manufacturing capabilities Approaches to production design
Simplification Standardization modularity
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Production Design

Simplification
reducing number of parts, assemblies, or options in a product

Standardization
using commonly available and interchangeable parts

Modularity
combining standardized building blocks, or modules, to create unique finished products

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Design Simplification
(a) Original design (b) Revised design (c) Final design

Assembly using common fasteners

One-piece base & elimination of fasteners

Design for push-and-snap assembly

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Final Design and Process Plans

Final

design

Process

plans
equipment and

detailed drawings and specifications for new product or service

workable instructions
necessary

tooling component sourcing recommendations job descriptions and procedures computer programs for automated machines

25

Techniques for improving the design process

1. 2. 3. 4. 5. 6. 7.

Make design decisions concurrently rather than sequentially Design for manufacture and assembly Reviewing designs to prevent failures and prevent value Designing for the environment Using Quality Function Deployment Designing for robustness Engage in collaborative design

26

1. Concurrent Engineering
An

approach used in product development in which the functions of design engineering, manufacturing engineering and other functions are integrated to reduce the elapsed time required to bring a new product to market called Simultaneous Engineering

Also

27

Participants from marketing, manufacturing, engineers, suppliers, accountants etc. are essential to effective product design.

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Concurrent Engineering

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2. Design For Manufacture & Assembly

Design for manufacture and assembly is the process of proactively designing products to (1)Optimize all the manufacturing functions: fabrication, assembly, test, procurement, shipping, delivery, service, and repair, and (2)Assure the best cost, quality, reliability, safety, time-to-market, and customer satisfaction.
30

Design for Manufacture and Assembly

About 70% of life cycle cost of a product is determined by the decisions made during product design
Material

for each part Part geometry Tolerances Surface finish Organizing parts into subassemblies Assembly methods

31

Design for Manufacture and Assembly

Term used to describe such attempts to favorably influence the manufacturability & assembly of a new product is Design for Manufacturing & Assembly (DFMA). Where a pin is to be assembled into a hole that is only slightly larger in diameter, then it is much easier if the end of the pin or the entry to the hole (or both) are chamfered or finished with a radius.
32

Considerations for DFMA

DFMA involves systematic consideration of manufacturability in the development of a new product design.

(A) Organizational changes

(B) Design principles and guidelines

33

Organizational Changes in DFMA

Purpose Making changes in an organizations structure so that closer interaction and better communication occurs between design and manufacturing personnel 1. By creating project teams consisting of product designers, manufacturing engineers, quality engineers, material scientists etc. to develop the new product design

34

Organizational Changes in DFMA

2.

By requiring design engineers to spend some career time in manufacturing to witness firsthand how manufacturability is impacted by a product's design By assigning manufacturing engineers to the product design department on either a temporary or full-time basis to serve as producibility consultants
35

3.

General Design Principles and Guidelines in DFMA

(1) Minimize number of components:

Reduces the weight of the product which is advantageous Easier disassembly in maintenance and field service Reduced WIP and inventory control problems Reduced assembly cost Greater reliability in the final product Fewer parts to purchase; reduced ordering costs

36

General Design Principles and Guidelines in DFMA

(2) Use standard commercially available components:
Avoids

design of custom-engineered components Reduced design effort Quantity discounts possible Better inventory control possible

37

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General Design Principles and Guidelines in DFMA

(3) Design for ease of fabrication:
Select

processes compatible with materials Select processes compatible with production volumes Select materials that minimize processing time while meeting functional requirements Avoid unnecessary part features because they require extra processing effort
39

General Design Principles and Guidelines in DFMA

(4) Design Parts with tolerances that are within process capability:
Avoid

unnecessary tight tolerances Avoid tolerances less than process capability Specify bilateral tolerances Avoid unneeded surface finish requirements More the surface finish, more the cost

40

A capable process is one where almost all the measurements fall inside the specification limits
41

General Design Principles and Guidelines in DFMA

(5) Design so that assembly is foolproof:
Components

should be designed so that they can only be assembled in one way asymmetrical holes and stops can be used to mistake-proof the assembly process
42

Notches,

Fool-Proofing

43

General Design Principles and Guidelines in DFMA

(6) Minimize flexible components: Components made of rubber, belts, cables etc. Flexible components are more difficult to handle Flexibility makes assembly more difficult The use of circuit boards rather than electric wiring helps to minimize this problem
44

45

General Design Principles and Guidelines in DFMA

(7) Minimize the use of fasteners:
Fasteners

can add significantly to costs Frequently the cost of installation will greatly exceed purchase cost If fasteners must be used then minimize the sizes and types Small fasteners and parts should be avoided
46

Four types of snap fit design allow different types of disassembly

47

Angled surfaces are used so assembly and disassembly can be accomplished conveniently with opposite forces.

48

General Design Principles and Guidelines in DFMA

(8) Design for ease of assembly:
Include

chamfers and tapers on mating parts Minimize number of distinct fasteners The product's design should enable assembly to begin with a base component with a large relative mass upon which other parts are added Find the fewest assembly steps Achieve the fewest number of reorientations of the parts during assembly
49

General Design Principles and Guidelines in DFMA

(9) Use modular design:
Each

assembly should consist of 5-15 parts Easier maintenance and field service Reduces inventory requirements Reduces final assembly time

Modular design means trying to subdivide an assembly in smaller parts (modules) that are easily interchangeably used.
50

General Design Principles and Guidelines in DFMA

(10) Shape parts and products for ease of packaging:
Compatible

equipment Facilitates shipment to customer Can use standard packaging cartons

with automated packaging

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Boothroyd Dewhurst's DFM Concurrent Costing Software

The

DFM Concurrent Costing software is a concurrent engineering software analysis tool that provides guidance in the selection of materials and processes and generates piece part and tooling cost estimates at any stage of product design is a critical component of the DFMA process that provides manufacturing knowledge into the cost reduction analysis of Design for Assembly
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DFM

53

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Design for life cycle

Design

for life cycle refers to the product after it has been manufactured and includes factors ranging from product delivery to product disposal Hence the price paid for the product may be a small portion of its total cost when life cycle costs are considered

55

Factors in design for life cycle

56

3. Design Review
Failure mode and effects analysis (FMEA) a systematic method of analyzing product failures Fault tree analysis (FTA) a visual method for analyzing interrelationships among failures Value analysis (VA) helps eliminate unnecessary features and functions

57

FMEA
A

group of activities intended to Recognize and evaluate the potential failure of a product or process and its effects Identify actions that could eliminate or reduce the chance of potential failures Document the process

FMEA

is a before-the-event action requiring a team effort to easily and inexpensively alleviate changes in design and production
58

The Design FMEA Document

FMEA

number

Item
Design

responsibility Prepared by Model number/year Key date FMEA date Core team
59

Design FMEA Form

60

Severity (S)
Severity of Effect Extreme
May endanger machine or operator. Hazardous without warning
May endanger machine or operator. Hazardous with warning

Rating

10 9 8 7 6 5 4 3 2 1
61

Major disruption to production line. Loss of primary function, 100% scrap. Possible jig lock.

High

Reduced primary function performance. Product requires repair or Major Variance. Medium disruption of production. Possible scrap. Loss of secondary function performance. Requires repair or Minor Variance Minor disruption to production. Product must be repaired. Reduced secondary function performance. Minor defect, product repaired or "Use-As-Is" disposition. Fit & Finish item. Minor defect, may be reprocessed on-line. Minor Nonconformance, may be reprocessed on-line. No effect

None

Low

Moderate

Occurrence (O)
Likelihood of Occurrence
Very High

Failure Rate

Rating

Failure is almost inevitable Process is not in statistical control. Similar processes have experienced problems.
Process is in statistical control but with isolated failures. Occasional failure are likely to occur.

1 in 2 1 in 3 1 in 8 1 in 20 1 in 80 1 in 400 1 in 2000

10 9 8 7 6

Moderate

High

5
4 3 2 1
62

Process is in statistical control. Process is in statistical control. Only isolated relatively fewer failures are likely to occur. Failure is unlikely. No known failures associated with almost identical processes.
Low

1 in 15k 1 in 150k 1 in 1.5M

Remote

Detection (D)
Likelihood that control will detect failure Very Low Rating

No known control(s) available to detect failure mode.

10

Low

Controls have a remote chance of detecting the failure.

9
8

Moderate

7
Controls may detect the existence of a failure

6 5 4 3 2 1
63

Controls have a good chance of detecting the existence of a failure The process automatically detects failure. Controls will almost certainly detect the existence of a failure.

Very High

High

Risk Priority Number

RPN

= (S) (O) (D) Relative measure of the design risk Values for the RPN can range from 1 to 1000
1 being the smallest design risk possible
RPN

is used to rank various concerns in the design Efforts must be made to reduce RPN
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Fault tree analysis (FTA)

65

FTA for potato chips breakage

Value analysis (VA)

Define the functions of the part Assign a value to each function, determine the cost of providing that function Calculate ratio of value/cost Improve this ration either by reducing cost of item or increasing its worth Questions to ask
Can we do without it? Does it cost more than it is worth? Can something else do a better job? Can it be made by a less costly method? with less costly tooling? with less costly material? Can it be made cheaper, better, or faster by someone else?

66

4. Design for Environment

Design

for environment

designing a product from material that can be recycled design from recycled material design for ease of repair minimize packaging minimize material and energy used during manufacture, consumption and disposal
Extended

producer responsibility

holds companies responsible for their product even after its useful life
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Design for Environment (cont.)

68

5. Quality Function Deployment (QFD)

Translates

voice of customer into technical design requirements Displays requirements in matrix diagrams
first matrix called house of quality series of connected houses

69

House of Quality
Importance 5

Trade-off matrix
3 Design characteristics 4 Relationship matrix 2 Competitive assessment

1 Customer requirements

Target values
70

Competitive Assessment of Customer Requirements

Scale: 10 being the most important, 1 being the least important In Competitive Assessment 5 being the best

Competitive Assessment 1 9 2 B A 3 X 4 5

Customer Requirements Presses quickly

Removes wrinkles
Irons well Doesnt stick to fabric Provides enough steam Doesnt spot fabric Doesnt scorch fabric Heats quickly Easy and safe to use Automatic shut-off Quick cool-down Doesnt break when dropped

8
6 8 6 9 6 3 3 5

AB
X AB X AB A XB X X AB B A B

X
BA X

A ABX X A B71

Doesnt burn when touched

Not too heavy

5
8

AB X
X

Protective cover for soleplate

Time required to reach 450 F

Time to go from 450 to 100

Material used in soleplate

Flow of water from holes

Energy needed to press

Thickness of soleplate

Customer Requirements

Presses quickly
Removes wrinkles Irons well Doesnt stick to fabric Provides enough steam Doesnt spot fabric Doesnt scorch fabric Heats quickly Easy and safe to use Automatic shut-off Quick cool-down

- + + +
+ + + + - + + + + + + + + + + + + -

+ +

+ - + + + +

Doesnt break when dropped

Doesnt burn when touched Not too heavy

+ + +
+ - +

+
+ + + 72

Automatic shutoff

Number of holes

Size of soleplate

Weight of iron

Size of holes

From Customer Requirements to Design Characteristics

Energy needed to press Weight of iron

Tradeoff Matrix
-

Size of soleplate Thickness of soleplate Material used in soleplate

+ -

Number of holes Size of holes Flow of water from holes Time required to reach 450 Time to go from 450 to 100 Protective cover for soleplate Automatic shutoff

+ +

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Targeted Changes in Design

Protective cover for soleplate
N N N 3 5
74

Time to go from 450 to 100

Time required to reach 450

Material used in soleplate

Flow of water from holes

Energy needed to press

Thickness of soleplate

As long as the estimated impact exceeds the estimated cost, we should make a change

Units of measure Iron A Iron B Our Iron (X) Estimated impact Estimated cost Targets Design changes
Objective measures

ft-lb 3 4 2 3 3

lb 1.4 1.2 1.7 4 3 1.2 *

in. 8x4 8x4 9x5 4 3 8x5 *

cm 2 1 4 4 3 3 *

ty SS MG T 5 4 SS *

ea 27 27 35 4 3 30 *

mm oz/s sec sec Y/N Y/N 15 15 15 3 3 0.5 0.3 0.7 2 3 45 35 50 5 4 30 * 500 350 600 5 4 500 * Y Y Y 0 2

Automatic shutoff

Number of holes

Size of soleplate

To decide which design characteristic to change we compare the estimated impact of the change with The estimated cost.

Weight of iron

Size of holes

Completed House of Quality

SS = Silverstone MG = Mirorrglide T = Titanium

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A Series of Connected QFD Houses

Product characteristics Customer requirements

A-1
Product characteristics

Part characteristics

Process planning

Process characteristics

Parts deployment

Part characteristics

House of quality

A-2

Process characteristics

A-3

Operations

A-4

Operating requirements
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Benefits of QFD

Promotes better understanding of customer demands Promotes better understanding of design interactions Involves manufacturing in design process Breaks down barriers between functions and departments Provides documentation of design process

77

6. Design for Robustness

Robust product Robust design

designed to withstand variations in environmental and operating conditions yields a product or service designed to withstand variations design parameters such as material used, dimensions, and form of processing users control (length of use, maintenance, settings)

Controllable factors

Uncontrollable factors

The designer's job is to choose the values for the controllable variables that react in a robust fashion to the possible occurrences of uncontrollable factors
78

Tolerance and Consistency

Tolerance

allowable ranges of variation in the dimension of a part

Consistency

consistent errors are easier to correct than random errors parts within tolerances may yield assemblies that are not within limits consumers prefer product characteristics near their ideal values
Although

all the parts or products within tolerances may be acceptable, they are not all of the same quality
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Taguchis Quality Loss Function

Quantifies customer preferences toward quality Emphasizes that customer preferences are strongly oriented toward consistently
Quality Loss

Lower tolerance limit

Target

Upper tolerance limit

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7. Collaborative Design

Magnifies the benefits of CAD-designed products using internet Collaborative Design can take place between designers in the same company, between manufactures and suppliers, or between manufacturers and customers Manufacturers can send out product designs electronically with request for quotes (RFQ) from potential suppliers Accelerates product development, helps to resolve product launch issues, and improves quality of the design A complex design can involve hundreds of suppliers The web allows them to work together throughout the design and manufacturing processes
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Designing Services

82

Characteristics of Services
Services

acts, deeds, or performances

Goods

tangible objects
Facilitating
Facilitating

services
goods

accompany almost all purchases of goods

accompany almost all service purchases

83

Continuum from Goods to Services

84

Characteristics of Services
1.

Services are intangible

6.

2.
3.

Service output is variable

Services have higher customer contact Services are perishable Service inseparable from delivery
7.

Services tend to be decentralized and dispersed Services are consumed more often than products Services can be easily emulated

4. 5.

8.

85

Service Design Process

5-86

Service Process Matrix

5-87

High vs. Low Contact Services

Design Decision Facility location High-Contact Service
Convenient to customer

Low-Contact Service
Near labor or transportation source Designed for efficiency

Facility layout

Must look presentable, accommodate customer needs, and facilitate interaction with customer

88

High vs. Low Contact Services

Design Decision

High-Contact Service
More variable since customer is involved in process; customer expectations and perceptions of quality may differ; customer present when defects occur
Excess capacity required to handle peaks in demand

Low-Contact Service
Measured against established standards; testing and rework possible to correct defects

Quality control

Capacity

Planned for average demand

89

High vs. Low Contact Services

Design Decision High-Contact Service Low-Contact Service

Worker skills

Must be able to interact well with customers and use judgment in decision making
Must accommodate customer schedule

Technical skills

Scheduling

Customer concerned only with completion date

90

High vs. Low Contact Services

Design Decision High-Contact Service
Mostly front-room activities; service may change during delivery in response to customer

Low-Contact Service
Mostly back-room activities; planned and executed with minimal interference

Service process

Service package

Varies with customer; includes environment as well as actual service

Fixed, less extensive

91

Tools for Service Design

Service

blueprinting
influence interaction visibility support

Servicescapes

line line line line

of of of of

space and function ambient conditions signs, symbols, and artifacts

Quantitative

Front-office/Back-office

activities

techniques

92

Service Blueprinting

5-93

Service Blueprinting

94

The End

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