student slides chapter 4
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McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Chapter 4
Product & Service Design
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Chapter 4: Learning Objectives
You should be able to:
Explain the strategic importance of product and service design
List some key reasons for design or redesign
Identify the key questions of product and service design
Discuss the importance of standardization
Discuss the importance of legal, ethical, and sustainability
considerations in product and service design
Explain the purpose and goal of life cycle assessment
Explain the phrase the 3 Rs
Briefly describe the phases in product design and development
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Chapter 4: Learning Objectives (contd.)
You should be able to:
Describe some of the main sources of design ideas
Name several key issues in manufacturing design
Name several key issues in service design
Name the phases in service design
List the characteristics of well-designed service systems
Name some of the challenges of service design
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Strategic Product and Service Design
The essence of an organization is the goods and
services it offers
Every aspect of the organization is structured around
them
Product and service design or redesign should beclosely tied to an organizations strategy
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What Does Product & Service Design Do?
1. Translates customer wants and needs into product and service
requirements
2. Refines existing products and services
3. Develops new products and services
4. Formulates quality goals5. Formulates cost targets
6. Constructs and tests prototypes
7. Documents specifications
8. Translates product and service specifications into process
specifications
Involves Inter-functional Collaboration
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Ethical Considerations
Designers are often under pressure to
Speed up the design process
Cut costs
These pressures force trade-off decisions What if a product has bugs?
Release the product and risk damage to your reputation
Work out the bugs and forego revenue
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Product or service life stages
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Life Stage Strategies
Introduction Weigh trade-offs between eliminating bugs and getting the product or
service to the market at an advantageous time
Accurate demand forecasts are important to ensuring adequate capacityavailability
Growth Demand forecasts are important to ensuring a continued adequate capacity
availability Design improvements
Emphasis on improved product or service reliability and lower cost
Maturity Relatively few design changes
Emphasis is on high productivity and low cost
Decline Continue or discontinue product or service
Identify alternative uses for product or service
Continued emphasis on high productivity and low cost
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Reliability
Reliability The ability of a product, part, or system to perform its
intended function under a prescribed set of conditions
Failure
Situation in which a product, part, or system does notperform as intended
Normal operating conditions
The set of conditions under which an items reliability isspecified
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Phases in Design & Development
1. Idea generation
2. Feasibility analysis
3. Product specifications
4. Process specifications
5. Prototype development
6. Design review
7. Market test
8. Product introduction
9. Follow-up evaluation
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Designing for Production
Concurrent engineering
Computer-assisted design
Designing for assembly and disassembly
Component commonality
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Quality Function Deployment (QFD)
QFD
An approach that integrates the voice of the
customer into both product and service development
Also known as the house of quality because of itsappearance
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Service Blueprint
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The Well-Designed Service System
Characteristics Being consistent with the organization mission
Being user-friendly
Being robust if variability is a factor
Being easy to sustain
Being cost-effective Having value that is obvious to the customer
Having effective linkages between back- and front-of-the-houseoperations
Having a single, unifying theme
Having design features and checks that will ensure service thatis reliable and of high quality
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Operations Strategy
Effective product and service design can help the
organization achieve competitive advantage:
Increasing emphasis on component commonality
Packaging products and ancillary services to increase sales
Using multiple-use platforms Implementing tactics that will achieve the benefits of high volume
while satisfying customer needs for variety
Continually monitoring products and services for small
improvement opportunities
Reducing the time it takes to get a new or redesigned product or
service to the market
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