Product Planning

Product
Planning
Designing
Goods
Outline
Design
g Process
Rapid Prototyping and Concurrent Design
Technology in Design
Design Quality Reviews
Design for Environment
Quality Function Deployment
Design for Robustness
Copyright 2011 John Wiley & Sons, Inc.
Design Process
Effective design can provide a competitive
edge
d
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
Design Process
Idea Generation
Companys own R&D
department
p
Customer complaints
or suggestions
Marketing research
Suppliers
Salespersons in the
field
Factoryy workers
New technological
developments
Competitors
Idea Generation
Perceptual Maps
visual comparison of customer perceptions
Benchmarking
comparing product/process against best-in-class
Reverse engineering
dismantling competitors product to improve your
own product
Perceptual Map of Breakfast Cereals
Feasibility Study
Market analysis
Economic analysis
Technical/strategic analyses
Performance specifications
10
Rapid Prototyping and

Concurrent Design
T
Testing
ti and
d revising
i i a preliminary
li i
design
d i model
d l
Build a prototype
form design
functional design
production
d ti d
design
i
Test prototype
Revise design
Retest
11
Concurrent Design
12
Form and Functional Design

Form Design
how product will look?
Aesthetics
Functional Design
how product will perform?
reliability
maintainability
usability
13
Computing Reliability
Components in series
0.90
0.90
0.90 x 0.90 = 0.81
14
Computing Reliability
Components in parallel
0.90
R2
0.95 + 0.90(1-0.95) = 0.995
0.95
R1
15
System Reliability
0.90
0.98
0.98
0.92
0.98
0.92+(1-0.92)(0.90)=0.99
0.98
0.98 x 0.99 x 0.98 = 0.951
16
System Availability (SA)
SA =
MTBF
MTBF + MTTR
where:
MTBF = mean time between failures
MTTR = mean time to repair
17
System Availability
PROVIDER
MTBF (HR)
MTTR (HR)
A
B
C
60
36
24
4.0
2.0
1.0
SAA = 60 / (60 + 4) = .9375 or 94%

SAB = 36 / (36 + 2) = .9473 or 95%
SAC = 24 / (24 + 1) = .96 or 96%
18
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
ti f ti with
ith experience
i
19
Production Design
How the product will be made
S
Simplification
f
Reducing number of parts, assemblies, or options in
p
a product
Standardization
Using commonly available and interchangeable
parts
Modular Design
Combining standardized building blocks, or
modules to create unique finished products
modules,
Design for Manufacture (DFM)
Designing a product so that it can be produced
easily and economically
20
Design Simplification
(a) Original design
Assembly using
common fasteners
(b) Revised design
(c) Final design
One-piece base &

elimination of
fasteners
Design for pushand-snap

assembly
21
Final Design and Process Plans

Final design
Detailed drawings and specifications for new
product or service
p
Process plans
Workable instructions
necessary equipment and tooling

componentt sourcing
i recommendations
d ti
job descriptions and procedures
computer
t programs for
f automated
t
t d machines
hi
22
Technology in Design
Computer Aided Design (CAD)
assists in creation, modification of a design
Computer-aided
p
engineering
g
g (CAE)
(
)
tests and analyzes designs on computer
Computer-aided
Computer aided manufacturing (CAM)
ultimate design-to-manufacture connection
Product life cycle management (PLM)
g g entire lifecycle
y
of a p
product
managing
Collaborative product design (CPD)
23
Collaborative Product Design (CPD)

A software system for collaborative design and
d
development
l
among trading
di partners
Manages product data, sets up project workspaces,
and follows life cycle of the product
Accelerates product development, helps to resolve
product launch issues,, and improves
p
p
q
quality
y of design
g
Designers can
conduct virtual review sessions

test what if scenarios
assign and track design issues
communicate with multiple tiers of suppliers
create, store, and manage project documents
24
Design Quality Review

Review designs to prevent failures and ensure
value
Failure mode and effects analysis (FMEA)
a systematic method of analyzing product
failures
Fault tree analysis (FTA)
a visual method for analyzing interrelationships
among
g failures
Value analysis (VA)
helps eliminate unnecessary features and
functions
25
FMEA for Potato Chips

Failure
Mode
Cause of
Failure
Effect 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 life
Broken
too thin
too brittle
rough handling
rough
g use
poor packaging
cant dip
poor display
injures mouth
chocking
g
perceived as old
lost sales
change recipe
change process
change packaging
Too Salty
outdated
outdated receipt
process not in control
uneven distribution of salt
eat
eat less
drink more
health hazard
lost sales
experiment
experiment with recipe
experiment with process
introduce low salt version
26
Fault Tree Analysis (FTA)
27
Value Analysis (VA)
Eliminate unnecessary features and functions

Used by multifunctional design teams
Define essential functions of an item
Determine the value of the functions
D t
Determine
i th
the costt off providing
idi th
the ffunctions
ti
Compute Value/Cost ratio
Design team works to increase the ratio
28
Design for Environment and

Extended Producer Responsibility
Design for environment
designing a product from material that can be recycled
design
g from recycled
y
material
design for ease of repair
minimize packaging
minimize material and energy used during manufacture,
consumption and disposal
Extended
E t d d producer
d
responsibility
ibilit
holds companies responsible for their product even after
its useful life
29
Design for Environment
30
Green Areas
Green Sourcing
use less material
use recycled if possible
Green Manufacture
is energy from renewable sources
amountt off waste
t produced
d
d
Green Consumption
product
products
s use of energy
is product recyclable and maintainable
Recycling and Re-Use
design products to be recycled or re-used
save energy and money
31
Quality Function Deployment (QFD)

Translates voice of customer into technical
design requirements
p y requirements
q
in matrix diagrams
g
Displays
first matrix called house of quality
series of connected houses
32
House of Quality
Importancce
5
Trade-off matrix
3
Design
characteristics
Customer
requirements
Relationship
p
matrix
Competitive
p
assessment
Target values
33
Competitive Assessment of
Customer Requirements
Easyy and
safe tto use
Irons
well
Competitive Assessment
Presses quickly
Removes wrinkles
Doesnt stick to fabric
Provides enough steam
Doesnt spot fabric
Doesnt scorch fabric
H t quickly
Heats
i kl
Automatic shut-off
Quick cool-down
Doesnt break when dropped
Doesnt burn when touched
Not too heavy
1
9
8
6
8
6
9
6
3
3
5
5
8
2
B A
AB
X
X
X
BA
AB
X AB
A XB
X
B
A
ABX
X
AB
AB X
X
A B
X
A
34
Easy an
nd
safe to u
use
Iron
ns
welll
Automatic sshutoff
Protective ccover for soleplate
Time to go from 450 to 100
Time require
ed to reach 4
450 F
Flow of wate
er from holess
Size of hole
es
Number of h
holes
Material use
ed in soleplatte
Thickness o
of soleplate
Size of sole
eplate
Weight of iro
on
q
Presses quickly
Removes wrinkles
Doesntt stick to fabric
Doesn
Provides enough steam
Doesnt spot fabric
Doesntt scorch fabric
Doesn
Heats quickly
Automatic shut-off
Q i k cool-down
Quick
ld
Doesnt break when dropped
Doesnt burn when touched
Not too heavy
Energy needed to press
From Customer
Requirements
to Design
Characteristics
- + + +
+
+
+ + +
+
+
+ +
+
+ + +
+ - - + +
+ - +
- +
+
- - +
+ + +
+
+ - - - +
+
+
+ + +
35
Automa
atic shutoff
Protecttive cover fo
or soleplate
e
Time to
o go from 4
450 to 100
Time re
equired to re
each 450
Flow off water from

m holes
Size of holes
Numbe
er of holes
Materia
al used in so
oleplate
Thickne
ess of solep
plate
Size of soleplate
Weight of iron
Energy
y needed to press
Tradeoff Matrix
36
Ma
aterial used
d in soleplatte
Nu
umber of ho
oles
Siz
ze of holes
lb
in.
cm
ty
ea
mm oz/s sec sec Y/N Y/N
14
1.4
8x4
SS
27
15
05
0.5
45
500
1.2
8x4
MG
27
15
0.3
35
350
1.7
9x5
35
15
0.7
50
600
1.2
8x5
SS
30
30
500
Au
utomatic shutoff
Th
hickness of soleplate
Prrotective cover for sole

eplate
Siz
ze of soleplate
Tim
me to go frrom 450 to
o 100
Weight of iron
W
n
ft-lb
Flo
ow of waterr from holes
s
En
nergy neede
ed to press
Objective
measures
Units of measure
Iron A
Iron B
Our Iron (X)
Estimated impact
Estimated cost
Targets
Design changes
Tim
me required
d to reach 4
450
Targeted Changes in Design
37
Completed House of Quality
SS = Silverstone
MG = Mirorrglide
T = Titanium
38
A Series of Connected QFD

Houses
Part
characteristics
Process
characteristics
A-2
Parts
deployment
Operations
A-3
Process
planning
Process
characteristicss
House
of
quality
Part
ch
haracteristics
A1
A-1
Product
P
charracteristics
Custo
omer
require
ements
P d t
Product
characteristics
A-4
Operating
requirements
39
Benefits of QFD
Promotes better understanding of customer
demands
g of design
g
Promotes better understanding
interactions
Involves manufacturing in design process
Provides documentation of design process
40

Robust product
designed to withstand variations in environmental and
operating conditions
Robust design
yields a product or service designed to withstand
variations
Controllable factors
design parameters such as material used, dimensions,
and form of processing
Uncontrollable factors
user
users
s control (length of use,
use maintenance,
maintenance settings
settings, etc
etc.))
41

Tolerance
allowable ranges of variation in the dimension of a part
Consistency
consistent errors are easier to correct than random
errors
parts
t within
ithi tolerances
t l
may yield
i ld assemblies
bli that
th t are
not within limits
consumers prefer product characteristics near their
ideal values
42
Quantifies customer
preferences toward
quality
Emphasizes
E h i
th
thatt
customer preferences
are strongly oriented
toward consistently
Design for Six Sigma
(DFSS)
Quality Los
ss
Taguchis Quality Loss Function
Lower
tolerance
limit
Target
Upper
tolerance
limit
43
Designing
Services
Service
S
i Economy
E
Characteristics of Services
Service Design Process
Tools for Service Design
Waiting Line Analysis for Service Improvement
45
Service Economy
46
U.S. Economy
47
Services
acts, deeds, or performances
Goods
tangible objects
Facilitating services
accompany almost all purchases of goods
Facilitating goods
accompany almost all service purchases
48
Continuum from Goods to Services
Source: Adapted from Earl W. Sasser, R.P. Olsen, and D. Daryl Wyckoff, Management of
Service Operations (Boston: Allyn Bacon, 1978), p.11.
49
Service are inseparable from delivery
Services tend to be decentralized and
dispersed
Services are consumed more often than
products
Services can be easily emulated
Services are intangible
g
Service output is variable
Services have higher customer contact
Services are perishable
50
Service
Design
Process
51
Service Design Process

Service concept
purpose of a service; it defines target market and
customer experience
Service package
mixture of physical items, sensual benefits, and
y
g
benefits
psychological
Service specifications
performance specifications
design specifications
delivery specifications
52
Service Process Matrix
53
High vs. Low Contact

Services
Design
D i i
Decision
High-Contact Service
Low-Contact Service
Facility
location
Convenient to customer
Near labor or
transportation source
Facility layout
Must look presentable,

accommodate customer
needs and facilitate
needs,
interaction with customer
Designed for efficiency
54

Services
Design
Decision
Low-Contact Service
Quality
y
control
More variable since customer

is involved in process;
customer expectations and
perceptions
p
p
of quality
q
y mayy
differ; customer present when
defects occur
Measured against
g
established standards;
testing and rework
possible to correct
defects
Capacity
Excess capacity required to

h dl peaks
handle
k iin d
demand
d
Planned for average

d
demand
d
55

Services
Design Decision
Low-Contact
Service
Worker skills
Must be able to
interact well with
customers and use
judgment in decision
making
Technical skills
Scheduling
Must accommodate
customer schedule
Customer
concerned only
with completion
date
56
High vs. Low Contact Services

Design Decision
Service process
Mostly front-room
activities;
ti iti
service
i may
change during delivery
in response to
customer
Mostly
y back-room
activities; planned
and executed with
minimal
interference
Service package
Varies with customer;

includes environment
as well as actual
service
Fixed, less
extensive
Low-Contact Service
57
Tools for Service Design

Service blueprinting
line of influence
line of interaction
line of visibility
line of support
Front-office/Back-office
activities
ti iti
Servicescapes
space and function
ambient conditions
signs,
signs symbols
symbols, and
artifacts
Quantitative
techniques
58
Service Blueprinting
59
Service Blueprinting
60
Elements of Waiting Line Analysis

Operating characteristics
average values for characteristics that describe
performance of waiting line system
Queue
a single waiting line
Waiting line system

consists of arrivals, servers, and waiting line structure
Calling
g population
p p
source of customers; infinite or finite
61
62

Arrival rate ()
frequency at which customers arrive at a waiting line according to
a probability distribution, usually Poisson
Service rate ()
time required to serve a customer, usually described by negative
exponential
p
distribution
Service rate must be higher than arrival rate ( < )

Q
Queue discipline
p
order in which customers are served
Infinite queue
can be of any length; length of a finite queue is limited
63

Channels
number of
parallel servers
for servicing
customers
Phases
number of
servers in
sequence a
customer must
go through
64
Operating Characteristics
Operating characteristics are assumed to
approach a steady state
65
Traditional Cost Relationships

As service improves, cost increases
66
Psychology of Waiting
Waiting rooms
magazines and
newspapers
televisions
t l i i
Bank of America
mirrors
i
Supermarkets
magazines
i
impulse purchases
67
Psychology of Waiting
Preferential treatment
Grocery stores: express lanes for customers with
few purchases
Airlines/Car
Ai li
/C rental
t l agencies:
i
special
i l cards
d
available to frequent-users or for an additional fee
Phone retailers: route calls to more or less
experienced salespeople based on customers sales
history
Critical service providers

services of police department, fire department, etc.
waiting is unacceptable; cost is not important
68
Waiting Line Models

Single-server model
simplest, most basic waiting line structure
Frequent
q
variations ((with Poisson arrival rate))
exponential service times

general (unknown) distribution of service times
constant service times
exponential service times with finite queue
exponential service times with finite calling population
69
Basic Single-Server Model

Assumptions
Poisson arrival rate
exponential service
ti
times
first-come, first-served
queue discipline
infinite queue length
infinite calling
g
population
Computations
= mean arrival rate
= mean service rate
n = number of
customers in line
70
probability that no customers

are in
i queuing
i system
t
average number of customers

i queuing
in
i system
t
( )
P0 = 1
L=
probability of n customers in
queuing system
P0 =
average number of customers

in waiting line
() ()( )
Pn =
Lq =
2
(
( )
71
average time customer spends

in queuing system
W=
(
( )
)
probability that server is busy

and a customer has to wait
(utilization factor)
average time customer spends

waiting in line
Wq =
probability that server is idle

and customer can be served
I=1
=1
= P0
72
Basic Single-Server Model Example

= 24
= 30
73
Basic Single-Server Model Example
74
Service Improvement Analysis

Waiting time (8 min.) is too long
hire assistant for cashier?
increased service rate
hire another cashier?
reduced arrival rate
Is improved service worth the cost?
75
Advanced Single-Server Models

Constant service times
occur most often when automated equipment or
machinery performs service
Finite queue lengths

occur when there is a p
physical
y
limitation to length
g of
waiting line
Finite calling
gp
population
p
number of customers that can arrive is limited
76
Advanced Single-Server Models
77
Basic Multiple-Server Model

Single waiting line and service facility with
severall iindependent
d
d t servers iin parallel
ll l
Same assumptions as single-server model
s >
s = number of servers
servers must be able to serve customers faster than
theyy arrive
78

probability that there are no customers in system
1
P0 = n = s 1
1 n
1 s
s
n=0
( )+ ( )( )
n!
s!
s -
probability of n customers in system

1
n
P0, for n > s
n
s
s!s
Pn =
1 n
P0, for
f ns
n!
()
()
79

probability that customer must wait
Pw =
L=
()
s!
s
s
(/)s
(s 1)! (s )2
W=
P0
P0 +
Lq = L
Wq = W
Lq
=
s
80
Basic Multiple-Server Model Example

Three-server system
81
82
83

To cut waiting time, add another service rep
Four-server System
84
Copyright
C
i ht 2011 John
J h Wiley
Wil & S
Sons, Inc.
I
All rights reserved. Reproduction or translation of this
work beyond that permitted in section 117 of the 1976
United States Copyright Act without express permission
of the copyright owner is unlawful. Request for further
information should be addressed to the Permission
Department, John Wiley & Sons, Inc. The purchaser
ma make back
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p copies for his/her o
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n use
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responsibility for errors
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Product

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

defines appearance of product

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

Perceptual Map of Breakfast Cereals

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

Rapid Prototyping and

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

Form and Functional Design

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

0.90 x 0.90 = 0.81

Copyright 2011 John Wiley & Sons, Inc.

0.98 x 0.99 x 0.98 = 0.951

Copyright 2011 John Wiley & Sons, Inc.

System Availability (SA)

Copyright 2011 John Wiley & Sons, Inc.

SAA = 60 / (60 + 4) = .9375 or 94%

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

(b) Revised design

(c) Final design

One-piece base &

Design for pushand-snap

Final Design and Process Plans

necessary equipment and tooling

Copyright 2011 John Wiley & Sons, Inc.

Collaborative Product Design (CPD)

conduct virtual review sessions

Copyright 2011 John Wiley & Sons, Inc.

Design Quality Review

Copyright 2011 John Wiley & Sons, Inc.

FMEA for Potato Chips

low moisture content

Copyright 2011 John Wiley & Sons, Inc.

Fault Tree Analysis (FTA)

Copyright 2011 John Wiley & Sons, Inc.

Value Analysis (VA)

Eliminate unnecessary features and functions

Copyright 2011 John Wiley & Sons, Inc.

Design for Environment and

Copyright 2011 John Wiley & Sons, Inc.

Design for Environment

Copyright 2011 John Wiley & Sons, Inc.

Quality Function Deployment (QFD)

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

Copyright 2011 John Wiley & Sons, Inc.

Protective ccover for soleplate

Time to go from 450 to 100

Energy needed to press

Copyright 2011 John Wiley & Sons, Inc.

Flow off water from

Copyright 2011 John Wiley & Sons, Inc.