Derek Poon

ELM Graduate School

 Product Design

Product Decision

The objective of the product decision is to

develop and implement a product strategy
that meets the demands of the marketplace
with a competitive advantage
 Product Design
Design Process
Effective design can provide a competitive edge
❑matches product or service characteristics with customer
requirements
❑ensures that customer requirements are met in the
simplest and least costly manner
❑reduces time required to design a new product or service
❑minimizes revisions necessary to make a design workable
 Product Design
Design Process
Product design
❑defines appearance of product
❑sets standards for performance
❑specifies which materials are to be used
❑determines dimensions and tolerances
 Product Design
Design Process
 Product Design
Design Process

Coffee House at a Mall

This will be the example of the
Operations that we want to set up
for this course.
Design Process-Idea Generation
❑Company’s own R&D ❑Salespersons in the
department field
❑Customer complaints or ❑Factory workers
suggestions ❑New technological
❑Marketing research developments
❑Suppliers ❑Competitors
 Product Design
Idea Generation-Tools
❑Perceptual Maps
❑visual comparison of customer perceptions
❑Benchmarking
❑comparing product/process against best-in-class
❑Reverse engineering
❑dismantling competitor’s product to improve your own
product
 Product Design
Perceptual Map of Breakfast Cereals
 Product Design
Design Process-Feasibility Study
❑Market analysis
❑Economic analysis
❑Technical/strategic analyses
❑Performance specifications
 Product Design
Design Process-Concurrent Design
 Product Design

Rapid Prototyping and Concurrent Design

❑Testing and revising a preliminary design model

❑Build a prototype
❑form design
❑functional design
❑production design
❑Test/Evaluate prototype
❑Revise design
❑Retest
Form and Functional Design
❑Form Design
❑how product will look?
❑Functional Design
❑how product will perform?
❑capability
❑reliability
❑maintainability
❑usability
 Product Design
Functional Design-Capability
❑Capability
❑What the product can do
❑Standards/specifications it can meet
❑Detailed performance specifications
❑Developed when the product is conceptualized i.e
during idea generation
❑Refined in the rapid prototyping process
 Product Design
Functional Design-Reliability
Computing Reliability
Components in series

0.90 0.90
 Product Design
Functional Design-Reliability
Computing Reliability
Components in series

0.90 0.90 0.90 x 0.90 = 0.81

 Product Design
Functional Design-Reliability
Computing Reliability
Components in parallel

0.90
R2

0.95
R1
 Product Design
Functional Design-Reliability
Computing Reliability
Components in parallel

0.90
R2

0.95 0.95 + 0.90(1-0.95) = 0.995

R1
 Product Design
Functional Design-Reliability
Computing Reliability

0.90

0.98 0.92 0.98

 Product Design
Functional Design-Reliability
Computing Reliability

0.90

0.98 0.92 0.98

0.98 0.92+(1-0.92)(0.90)=0.99 0.98

0.98 x 0.99 x 0.98 = 0.951

 Product Design
Functional Design-Maintainability
Computing System Availabity (SA)
MTBF
SA = MTBF + MTTR

where:
MTBF = mean time between failures
MTTR = mean time to repair
 Product Design
Functional Design-Maintainability
Computing System Availabity (SA)
PROVIDER MTBF (HR) MTTR (HR)
A 60 4.0
B 36 2.0
C 24 1.0

SAA =
SAB =
SAC =
 Product Design
Functional Design-Maintainability
Computing System Availabity (SA)
PROVIDER MTBF (HR) MTTR (HR)
A 60 4.0
B 36 2.0
C 24 1.0

SAA = 60 / (60 + 4) = .9375 or 94%

SAB = 36 / (36 + 2) = .9473 or 95%
SAC = 24 / (24 + 1) = .96 or 96%
 Product Design
Functional Design-Usability
Ease of use of a product or service
❑ease of learning
❑ease of use
❑ease of remembering how to use
❑frequency and severity of errors
❑user satisfaction with experience
 Product Design
Production Design
How the product will be made
❑Simplification
❑reducing number of parts, assemblies, or options in a product
❑Standardization
❑using commonly available and interchangeable parts
❑Modular Design
❑combining standardized building blocks, or modules, to create
unique finished products
❑Design for Manufacture (DFM)
❑Designing a product so that it can be produced easily and
economically
 Product Design
Production Design-Simplification
 Product Design
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
Technology/Concepts in Product Design

Design
IT Tools
❑Computer Aided Design (CAD)
❑assists in creation, modification, and analysis of a design
❑VR and AR systems (form of CAD)
❑Visualisation tools
❑Computer-aided engineering (CAE)
❑tests and analyzes designs on computer screen
❑Computer-aided manufacturing (CAD/CAM)
❑ultimate design-to-manufacture connection
❑3D Printing (form of CAD/CAM)
❑rapid prototyping and production tool
❑Product life cycle management (PLM)
❑managing entire lifecycle of a product
❑Collaborative product design (CPD)
❑System for collaborating with various partners
 Product Design
Collaborative Product Design (CPD)
❑A software system for collaborative design and development
among trading partners
❑With PLM, manages product data, sets up project
workspaces, and follows life cycle of the product
❑Accelerates product development, helps to resolve product
launch issues, and improves quality of design
❑Designers can
❑conduct virtual review sessions
❑test “what if” scenarios
❑assign and track design issues
❑communicate with multiple tiers of suppliers
❑create, store, and manage project documents
 Product Design

Design Quality Review

Review designs to prevent failures and ensure value
❑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 Cause of Effect of Corrective
Mode Failure Failure Action
Stale low moisture content tastes bad add moisture
expired shelf life won’t crunch  cure longer
poor packaging thrown out better package seal
lost sales shorter shelf life
Broken too thin can’t dip change recipe
too brittle poor display change process
rough handling injures mouth change packaging
rough use chocking
poor packaging perceived as old
lost sales
Too Salty outdated receipt eat less experiment with recipe
process not in control drink more experiment with process
uneven distribution of salt health hazard introduce low salt version
lost sales
 Product Design
Fault Tree Analysis (FTA)
 Product Design

Value Analysis (VA)

❑Eliminate unnecessary features and functions
❑Used by multifunctional design teams
❑Define essential functions of an item
❑Determine the value of the functions
❑Determine the cost of providing the functions
❑Compute Value/Cost ratio
❑Design team works to increase the ratio
 Product Design
Design for Environment and
Extended Producer Responsibility
❑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
 Product Design
Design for Environment
 Product Design

Green Areas
❑Green Sourcing
❑use less material
❑use recycled if possible
❑Green Manufacture
❑is energy from renewable sources
❑amount of waste produced
❑Green Consumption
❑product’s use of energy
❑is product recyclable and maintainable
❑Recycling and Re-Use
❑design products to be recycled or re-used
❑save energy and money
 Product Design
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
Quality Function Deployment (QFD)
Product Design

House of Quality

Importance
Trade-off matrix

3
Design
characteristics

1 4 2

Customer Relationship Competitive

requirements matrix assessment

6 Target values
Competitive Assessment of
Customer Requirements

Competitive Assessment
Customer Requirements 1 2 3 4 5
Presses quickly 9 B A X
Removes wrinkles 8 AB X
Doesn’t stick to fabric 6 X BA
Irons
well

Provides enough steam 8 AB X

Doesn’t spot fabric 6 X AB
Doesn’t scorch fabric 9 A XB
Heats quickly 6 X B A
Automatic shut-off 3 ABX
safe to use
Easy and

Quick cool-down 3 X A B
Doesn’t break when dropped 5 AB X
Doesn’t burn when touched 5 AB X
Not too heavy 8 X A B
 Product Design

From Customer

Time required to reach 450º F

Time to go from 450º to 100º
Protective cover for soleplate
Material used in soleplate

Flow of water from holes

Requirements

Energy needed to press

Thickness of soleplate
to Design

Automatic shutoff
Size of soleplate

Number of holes
Weight of iron

Size of holes
Characteristics
Customer Requirements
Presses quickly - - + + + -
Removes wrinkles + + + + +
Doesn’t stick to fabric - + + + +
Irons
well

Provides enough steam + + + +

Doesn’t spot fabric + - - -
Doesn’t scorch fabric + + + - +
Heats quickly - - + -
Automatic shut-off +
safe to use
Easy and

Quick cool-down - - + +
Doesn’t break when dropped + + + +
Doesn’t burn when touched + + + +
Not too heavy + - - - + -
Energy needed to press
Weight of iron
-

Size of soleplate
+

Thickness of soleplate
Material used in soleplate
-

Number of holes
+
+

Size of holes
Tradeoff Matrix

Flow of water from holes

Time required to reach 450º
Time to go from 450º to 100º
Protective cover for soleplate
Automatic shutoff
Product Design
 Product Design
Targeted Changes in Design

Time to go from 450º to 100º

Protective cover for soleplate

Time required to reach 450º
Material used in soleplate

Flow of water from holes

Energy needed to press

Thickness of soleplate

Automatic shutoff
Size of soleplate

Number of holes
Weight of iron

Size of holes
Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N
measures

Iron A
Objective

3 1.4 8x4 2 SS 27 15 0.5 45 500 N Y

Iron B 4 1.2 8x4 1 MG 27 15 0.3 35 350 N Y
Our Iron (X) 2 1.7 9x5 4 T 35 15 0.7 50 600 N Y
Estimated impact 3 4 4 4 5 4 3 2 5 5 3 0
Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2
Target values 1.2 8x5 3 SS 30 30 500
Design changes * * * * * * *
 Product Design

Completed House
of Quality

SS = Silverstone
MG = Mirorrglide
T = Titanium
 Product Design
A Series of Connected QFD Houses

Product
characteristics
requirements

Part
Customer

A-1 characteristics

characteristics Process
House A-2
Product

characteristics
of

characteristics
quality
Parts A-3 Operations
deployment

characteristics
Part
Process A-4

Process
planning

Operating
requirements
 Product Design
Benefits of QFD
❑Promotes better understanding of customer demands
❑Promotes better understanding of design interactions
❑Involves manufacturing in design process
❑Provides documentation of design process
 Product Design
Design for Robustness
❑Controllable factors
❑design parameters such as material used, dimensions, and
form of processing
❑Uncontrollable factors
❑user’s control (length of use, maintenance, settings, etc.)
 Product Design
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
❑Adjust controllable factors to take account of uncontrollable
factors