Product Development Process

Potential benefits/ outcomes

Customer dimensions Provides unique benefits and features to the customers Meet customer expectations better than existing products Provide better quality as perceived by customers Results in innovative offerings to the customers Simplifies product in use and maintenance Reduces the cost of use over product lifetime Addresses environmental issues pertaining to manufacture, use and disposal Simplifies the manufacturing process Simplifies the assembly process Minimizes the need for revisions and changes after introduction Enables faster new product introduction Reduces the cost of the product Provides capabilities for mass customization

Sustained Performance

Operational Advantages

Strategic Advantages

Design Process
Idea generation Feasibility study

Product or service concept

Performance specifications

Suppliers R&D

Customers

Form design
Revising and testing prototypes

Marketing

Competitors

Functional design New product or service launch

Final design & process plans Design specifications

Production design
Manufacturing or delivery specifications

Pilot run and final tests

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 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

Perceptual Map of Breakfast Cereals

GOOD TASTE

Cocoa Puffs

LOW NUTRITION Rice Rice Krispies Krispies Cheerios Cheerios Wheaties Wheaties

HIGH NUTRITION

Shredded Shredded Wheat Wheat BAD TASTE

Feasibility Study
Market analysis Economic analysis Technical/strategic analysis Performance specifications

Prototyping
Build a prototype form design functional design production design Test prototype Revise design Retest
Form Design how product will look? Functional Design reliability maintainability usability

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

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

Final Design and Process Plans

Final design
detailed drawings and specifications for new product or service

Process plans
workable instructions
necessary equipment and tooling component sourcing recommendations job descriptions and procedures computer programs for automated machines

Improving Quality of Design

Review designs to prevent failures 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

Fault tree analysis (FTA)

a visual method for analyzing interrelationships among failures

Value analysis (VA)

helps eliminate unnecessary features and functions

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

Broken

Too Salty

experiment with recipe experiment with process introduce low salt version

Fault tree analysis (FTA)

Value analysis (VA)

Can we do without it? Does it do more than is required? 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?

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

Measure Design Quality

% of revenue from new products or services % of products capturing 50% or more of market % of process initiatives yielding a 50% or more improvement in effectiveness % of suppliers engaged in collaborative design % of parts that can be recycled % of parts used in multiple products % of parts with no engineering change orders Average number of components per product Things gone wrong (TGW)

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

House of Quality
Importance 5

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

1 Customer requirements

Target values

Competitive Assessment of Customer Requirements

Competitive Assessment Customer Requirements Presses quickly 9 1 2 B A 3 X 4 5

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 B

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

+ + +
+ - +

+
+ + + -

Automatic shutoff

Number of holes

Size of soleplate

Weight of iron

Size of holes

From Customer Requirements to Design Characteristics

Tradeoff Matrix

Energy needed to press

Weight of iron

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

Targeted Changes in Design

Protective cover for soleplate
N N N 3 5

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

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

Weight of iron

Size of holes

Completed House of Quality

SS = Silverstone MG = Mirorrglide T = Titanium

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

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

Design for Robustness

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
users control (length of use, maintenance, settings

Desired service experience

Service Concept
Targeted customer

Service Package
Physical items Sensual benefits Psychological benefits

Performance Specifications Customer requirements Customer Activities Customer expectations Service Provider Cost and time estimates

Design Specifications Facility Provider skills

Service Design Process

Delivery Specifications Schedule Deliverables Service Location