by ambika s kulshrestha product design. what should we produce? product or service that satisfies...
TRANSCRIPT
By Ambika S Kulshrestha
PRODUCT DESIGN
WHAT SHOULD WE PRODUCE?
• Product or service that satisfies the needs of the customer
• Product or service is able to meet changing requirements of customers
• Product or service to be better off then the competitors
WHAT IS DESIGN?
• Design deals with the form & functionality of the product & psychological benefits that a service will provide.
• Design affects the quality & the ability of the product or service to satisfy consumer needs, hence it affects the demand for product & services
TRADITIONAL DESIGN
Here the sequential approach is followed as under;
Customer
ProductConcept Marketin
g Personne
l
Specifications
Design Engineer
Design Specifications
Manufacturing Engineer
Manufacturing Specifications
SupplierPurchase Personne
l
Production
Personnel
TYPES OF DESIGNS
Traditional Approach to Design:• Suffers from lack of co-ordination & unity,
since each team as shown in the flow chart, modifies design specifications to suit its requirements.
• This results in product being substandard & not as per customer specifications.
TYPES OF DESIGNS
Concurrent Design:• Supplier is given product specifications &
asked to prepare sample for testing when certain items produced by him
• Being part of design team details are worked out by supplier, which results in reduction of development time & resources
• Manufacturing engineers being part of design team lead to better workable designs which reduces costs & time of reworking on designs.
• Design choices can be considered at an early stage.
• Representatives of all departments involved to form design team.
STEPS IN DESIGN PROCESS
• Conception or Idea Generation
• Acceptance or Feasibility Study
• Execution or Preliminary Design
• Translation or Production Design
• Pre-operation or Final Design
CONCEPTION OR IDEA GENERATION
• Design process starts with draft specifications of product/service
• Marketing team in consultation with customer draws detailed product concept & performance specifications
• Draft specifications form basis of all subsequent activities, hence it is important that these are prepared carefully.
ACCEPTANCE OR FEASIBILITY STUDY
• Draft specification is tested for feasibility & either accepted, modified or rejected by all department team
• Feasibility study includes market analysis, economic analysis, technical & strategic analysis
• Market analysis assesses market demand
ACCEPTANCE OR FEASIBILITY STUDY
• Economic analysis determines cost of production
• Profitability & technical analysis considers whether product be produced with existing capacity, labor skills, raw materials & other infrastructure or new technology would be required
• Strategic aspects as competencies also are considered while launching a product
EXECUTION OR PRELIMINARY DESIGN
• Product/service is found feasible & accepted for designing, design execution undertaken
• Models made tested modified retested till viable design is produced consisting of form & functional design
EXECUTION OR PRELIMINARY DESIGN
Form Design• Refers to physical appearance of product• Concerned with size, shape, color, aesthetics
& market appeal of product
Functional Design• Concerned with performance of product• Reliability & maintainability are two
important considerations at this stage
TRANSLATION OR PRODUCTION DESIGN
• Deals with how product be actually made or how service will be actually operated
• Includes after sales service • Difficult to execute designs result in poor
quality products • Simple, standard & modular product designs
recommended
TRANSLATION OR PRODUCTION DESIGN
Simple Designs• Simplification is reduction of variety of parts,
materials & processes• Designs simplified by using lesser number of
parts• Simplification results in reduction of costs,
increases production process efficiency, reduces time required per unit & productivity is increased
TRANSLATION OR PRODUCTION DESIGN
Standardized Designs• Standardization is a tool to promote use of
minimum parts to serve maximum purposes• Customers benefit from buying standard
products • Design costs & time can be saved by using
standardized parts to make products • Standardization leads to increased
productivity by avoiding unnecessary engineering design
• At design stage it must be decided how much to standardize without losing advantage of variety & uniqueness
TRANSLATION OR PRODUCTION DESIGN
Modular Designs• Modular design is creation of products from
combination of basic pre-existing designs• Modular designs are easier to maintain &
repair• Faulty modules can be quickly replaced by
new ones & repaired at leisure in a workshop without affecting customer
• This reduces inventory costs as each separate product need not be manufactured & stored only subassemblies & subsystems are stored & assembled to produce products as & when required
TRANSLATION OR PRODUCTION DESIGN
• Gadgets are being launched which pay little or no attention to usability.
• Common user does not use all features that a product may offer
• Simple to operate products tend to sell better & a company needs to spend less on technical support
PRE-OPERATION OR FINAL DESIGN
• Pilot run or test marketing is conducted • Product/service is provided in sufficient
quantity to check design, production process & acceptability by customer
• Specifications are frozen or no further changes are made to design
• Final design giving detailed engineering drawings, materials specification & process plans is prepared
• Product/service is thereafter offered to customer
DESIGN FOR MANUFACTURE & ASSEMBLY (DFMA)
• Ensures product can be produced easily & economically
• It is a term that integrates product & process design
• Guidelines for DFMA are;- Minimize number of parts-Use common or standardized parts-Use modular design-Avoid need for tools-Simplify operations
DESIGN OF SERVICES
• Varies from design of products owing to services features
• Services provide physical benefits & psychological benefits
• Features of services & how they affect the design of services are;
DESIGN OF SERVICES
Intangibility • Services are intangible & experienced by
customer hence it is difficult to design something that cannot be seen or touched
• Expectations of customer vary according to knowledge, experience, perception & preference
• Difficult to standardize all services • Designers compile information on how
people think, feel & behave
DESIGN OF SERVICES
Perish ability• Services cannot be stored• Services have to be delivered as soon as
they are produced• Knowledge of what to deliver where & when
to deliver important
DESIGN OF SERVICES
Heterogeneity • Service output varies since services based
on preference & perception of customer• Variation is owing to different persons
providing services• Experience of person providing service
expected to be consistent while customer demands vary which poses design problems
• Organizations achieve service consistency by training employee providing services
DESIGN OF SERVICES
Simultaneity• Occurs since customer must be present
while most services are being provided • Greater contact between customer and
service provider• Customer does not make distinction
between service and its delivery. So service design has to consider what, where, when & how it is to be delivered
• How decisions must take into account degree of customer participation that service will permit
• What activities will be performed in presence of customer & what will be performed out of customer’s sight
DESIGN OF SERVICES
Service Concept• Design process starts with service concept
which describes target customer & desired service experience
• Description of how organization’s service will be different from others in the field & on what basis will it compete with others
DESIGN OF SERVICES
Service Packages • Based on service concept next step is to
create a service package which includes physical items & psychological benefits that service will provide
• Physical & psychological benefits must be compatible with service being provided
DESIGN OF SERVICES
Performance Specifications• After defining service package performance
specifications are developed• They give outline of customer requirements
& customer expectations
DESIGN OF SERVICES
Design Specifications • Include activities to be performed by service
provider so that service can be consistent• Include special skills that service provider
should acquire• Cost & time estimate, location, layout &
other details of service facility are considered
• Include physical & psychological benefits that are to be provided
DESIGN OF SERVICES
Delivery Specifications • These outline work schedule deliverables of
service & location at which work is to be carried out
DESIGN OF SERVICES
Classification Of Services• Personal services• Professional services• Mass services• Service shops• Service Factories