product introduction life cycle product design phases qfd and other tools
TRANSCRIPT
Product
Introduction
Life Cycle
Product Design Phases
QFD and Other Tools.
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Index Introduction Life Cycle Product Design Phases
New Ideas Generation Viability Analysis Preliminar Design Some concepts on detailed Desing
Tools QFD DFMA Value Analysis / Value Engineering
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Product Life Cycle
No time to fix “bugs” No time to relax and collect profit Need to continuously deploy new products Need to design thinking on variants Need to sell on everywhere simultaneosly
sale
s
time
Introduction
Maturity
Decline
Growth
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Relevance of the Design Phase.Poor Success Rate
0
500
1000
1500
2000
Development Stage
Number
1000
Market Needs
Market proof, market introduction, Redesign…
25
Ideas1750
Product Specification
100
Functional Specification
¡ One success!
500
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Product Design Steps.
New Product Development.General Specs
Feasibility Analysis Fe
asible
Preliminar Design
DetailedDesign
Process Design
Process Analysis
CompetitorsClients/Users
Suppliers
R+DSales
Operations
TechnicalEvaluation
Market Research
PrototypingMarket Test
Process Planning
STOP
(source: Monks, 1982)
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New Products Development. Sources of Innovation. Source of the Idea.
Internal (Operations, Marketing, R+D) External (Suppliers, Clients, Competitors)
Relation with own Products Completely New. Improvements or Changes
Relation with Market New Markets Same Market
Relation with Origin of the Need Pull / Push
Relation with Opportunity Origin Economical Change Technological Change Sociological or Demographic Change Political Change
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Feasibility Analysis Economical Feasibility
¿Where is the benefit? ¿To whom does the product/service add value? The benefit of selling spare parts or “consumibles”…?
Technical Feasibility Is it or will it be possible? When will it be possible? Is the Market Prepared?
Sold Units
Fixed Cost
Total Variable Cost
Total Cost
Total Income€
Q*
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Preliminar Design Function
What should the product do? Cost
Defined for the Target Segment of the Market Shape and Size
Attractive and acceptable Quality
Quality level required Environmental Assesment
Packages, batteries… Production
How and where is to be manufactured? Time
Time to be developed. Accesibility
Where is going to be found by clients? Need for a Recipe
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Some Aspects on Detailed Design Standarization
Use of Standards : Volume Shape Position
Advantages: Reduces Cost Improves Client Service,
Disadvantages: Easy to copy Reduces flexibility Barrier for
improvements.
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Some Aspects on Detailed Design Modular Design
Standardize Interfaces
Advantages Ease to detect the
error and to repair, Ease to plan Increase of product
flexibility. Disadvantages
Module as a black box.
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Some Aspects on Detailed Design Reliability
Probability of the product to survive a given time.
Objectives: Constant (or known)
throughout the Product. Robust Design
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Some Aspects on Detailed Design Security
Legal responsibilities. Examples: Toys,
Electromagnetic products Barriers for entering new
markets.
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Prototyping Prototypes should represent the characteristics to be
evaluated. (Car unit in wood or plastic, real or reduced dimension)
They will be used to test features, market or production processes.
Retailing stores test their news layouts through Prototype shops.
Example: Nike, Mercadona…
Tools
QFDDFMA
Value Analysis
Design for Logistics
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Designing for the Customer: Quality Function Deployment QFD is an structured tool, to translate customer needs into
quality characteristics, through functions that will be implemented on mechanisms with components, that might fail, and such fails are from the beginning considered.
QFD takes the information from the very beginning of the Product Design Process to the last product/process modification.
QFD uses interfunctional teams from marketing, design engineering, and manufacturing. It has been credit for reducing costs by reducing designing times.
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QFD QFD Process begins with studying and listening to
customers to determine the characteristics of a superior product.
Through Market Research, customers’ product needs and preferences are defined and broken down into categories called customer requirements.
After Customer requirements are defined, they are weighted based on their relative importance to the customer. Next the customer is asked to compare the company’s products with the products of competitors.
Customer Requirements are crossed with Technical Characteristics and thus goals for improvement are specified.
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Designing for the Customer: The House of Quality
Customer Requirements
Importance to
Cust.
Easy to close
Stays open on a hill
Easy to open
Doesn’t leak in rain
No road noise
Importance weighting
Engineering Characteristics
Ene
rgy
need
ed
to c
lose
doo
r
Che
ck f
orce
on
leve
l gr
ound
Ene
rgy
need
ed
to o
pen
door
Wat
er r
esis
tanc
e
10 6 6 9 2 3
7
5
3
3
2
X
X
X
X
X
Correlation:Strong positive
PositiveNegativeStrong negative
X*
Competitive evaluationX = UsA = Comp. AB = Comp. B(5 is best)
1 2 3 4 5
X AB
X AB
XAB
A X B
X A B
Relationships:Strong = 9
Medium = 3
Small = 1Target values
Red
uce
ener
gy
leve
l to
7.5
ft/l
b
Red
uce
forc
eto
9 lb
.R
educ
e en
ergy
to 7
.5 f
t/lb
.
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Technical evaluation(5 is best)
54321
B
A
X
BAX B
AX
BX
A
BXABAX
Doo
r se
al
resi
stan
ce
Acc
oust
. Tra
ns.
Win
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©The McGraw-Hill Companies, Inc., 2004
Customer requirements information forms the basis for this matrix, used to translate them into operating or engineering goals.
Customer requirements information forms the basis for this matrix, used to translate them into operating or engineering goals.
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QFD Benefits
Encourages the departments to work closely. It results also, in a better understanding of one
another’s goals and issues. It eases the evaluation of minor a major changes on
the product, and its relation with customer requirements.
It helps the team to focus on products that satisfy customers.
Reduces time-to-market Reduces cost of development Keeps the know-how of the design process
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Value Analysis/Value Engineering Achieve equivalent or better performance at a
lower cost while maintaining all functional requirements defined by the customer Does the item have any design features that are
not necessary? Can two or more parts be combined into one? How can we cut down the weight? Are there nonstandard parts that can be
eliminated?
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Design for Manufacturing and Assembly Greatest improvements related to DFMA arise
from simplification of the product by reducing the number of separate parts:
1. During the operation of the product, does the part move relative to all other parts already assembled?
2. Must the part be of a different material or be isolated from other parts already assembled?
3. Must the part be separate from all other parts to allow the disassembly of the product for adjustment or maintenance?
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DFMA
Fuente: Chase (2004)
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DFMA
Fuente: Chase (2004)
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Design For Logistics. Unit Load.If value/weight grows
transport cost relevance decreases.
If volume/weight increases, so does transportation and storage costs.
Compact design of products.
If 10% of capacity is unused, then transport cost are 10% higher.
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Design for Cost The Design Team has an
objective cost from the very beginning.
This objective is settled according to:
Product Especifications. Price to be accepted by the
market. Desired Margins. Competitors.
Thus minimizing investment on non profitable projects and maximizing ROI.
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Product Design Steps.
New Product Development.General Specs
Feasibility Analysis Fe
asible
Preliminar Design
DetailedDesign
Process Design
Process Analysis
CompetitorsClients/Users
Suppliers
R+DSales
Operations
TechnicalEvaluation
Market Research
PrototypingMarket Test
Process Planning
STOP
(source: Monks, 1982)