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Design Process
Effective design can provide a competitive edge

Design Process (cont.)

Product design

Service design

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
5-1

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

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

5-2

Design Process (cont.)

Idea generation
Product or service concept

Idea Generation Sources

Companys own R&D department Customer complaints or suggestions Marketing research Suppliers Salespersons in the field Factory workers New technological developments Competitors

Feasibility study

Performance specifications

Suppliers R&D Marketing

Customers Competitors

Form design
Revising and testing prototypes

Functional design New product or service launch

Final design & process plans Design specifications

Production design
Manufacturing or delivery specifications

Pilot run and final tests

5-3

5-4

Idea Generation Sources (cont.)

Perceptual Maps
Visual comparison of customer perceptions

Feasibility Study
Market analysis Economic analysis Technical/strategic analysis

Benchmarking
Comparing product/service against best-in-class

Reverse engineering
Dismantling competitors product to improve your own product
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Rapid Prototyping
Build a prototype

Form and Functional Design

Form Design

form design functional design production design

how product will look? reliability maintainability usability

Functional Design

Test prototype Revise design Retest

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5-8

Usability
Ease of use of a product or service

Production Design
Simplification

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

reducing number of parts, assemblies, or options in a product using commonly available and interchangeable parts combining standardized building blocks, or modules, to create unique finished products
5-10

Standardization

Modularity

5-9

Final Design and Process Plans

Final design

Design Team

Process plans

detailed drawings and specifications for new product or service

workable instructions

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

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Concurrent Design
A new approach to design that involves simultaneous design of products and processes by design teams Improves quality of early design decisions Involves suppliers Incorporates production process Scheduling and management can be complex as tasks are done in parallel

Design for Manufacture and Assembly (DFMA)

Design for manufacture

Design for assembly

a set of procedures for:

design a product for easy and economical production

reducing number of parts in an assembly evaluating methods of assembly determining an assembly sequence

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5-14

DFM Guidelines
Minimize number of parts and subassemblies Avoid tools, separate fasteners, and adjustments Use standard parts when possible and repeatable, well-understood processes Design parts for many uses, and modules that can be combined in different ways Design for ease of assembly, minimal handling, and proper presentation Allow for efficient and adequate testing and replacement of parts
5-15

Technology in the Design Process

Computer Aided Design (CAD)

assists in creation, modification, and analysis of a design includes

computer-aided engineering (CAE)

tests and analyzes designs on computer screen

computer-aided manufacturing (CAM)

ultimate design-to-manufacture connection

5-16

Improving Quality of Design

Review designs to prevent failures and ensure value Design for environment Measure design quality Use quality function deployment Design for robustness

Design Review
Failure mode and effects analysis (FMEA)

a systematic method of analyzing product failures a visual method for analyzing interrelationships among failures helps eliminate unnecessary features and functions

Fault tree analysis (FTA)

Value analysis (VA)

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FMEA for Potato Chips

Failure Mode
Stale

Cause of Failure
low moisture content expired shelf life poor packaging too thin too brittle rough handling rough use poor packaging outdated receipt process not in control uneven distribution of salt

Effect of Failure
tastes bad wont crunch thrown out lost sales cant dip poor display injures mouth chocking perceived as old lost sales eat less drink more health hazard lost sales

Corrective Action
add moisture cure longer better package seal shorter shelf life change recipe change process change packaging

Fault tree analysis (FTA)

Broken

Too Salty

experiment with recipe experiment with process introduce low salt version

5-19

5-20

Design for Environment

Design for environment

Design for Robustness

Robust product

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 holds companies responsible for their product even after its useful life

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

Robust design

Controllable factors

Extended producer responsibility

Uncontrollable factors

Copyright 2006 John Wiley & Sons, Inc.

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5-22

Tolerance and Consistency

Tolerance

Special Considerations in Service Design

Services are intangible Service output is variable Service have higher customer contact Services are perishable Service inseparable from delivery Services tend to be decentralized and dispersed Services are consumed more often than products Services can be easily emulated

allowable ranges of variation in the dimension of a part 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
5-23

Consistency

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Service Design Process (cont.)

Service concept

purpose of a service; it defines target market and customer experience mixture of physical items, sensual benefits, and psychological benefits performance specifications design specifications delivery specifications
5-25

Service package

Service specifications