student slides chapter 4

7/28/2019 Student Slides Chapter 4

1/15

McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Chapter 4

Product & Service Design


2/15

4-2

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


3/15

4-3

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


4/15

4-4

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


5/15

4-5

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


6/15

4-6

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


7/154-7

Product or service life stages


8/154-8

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


9/154-9

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


10/154-10

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


11/154-11

Designing for Production

Concurrent engineering

Computer-assisted design

Designing for assembly and disassembly

Component commonality


12/154-12

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


13/15

4-13

Service Blueprint


14/15

4-14

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


15/15

4-15

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