UNIT 4

Product and Service

Design
 Learning Objectives

 Explain the strategic importance of product

and service design.
 List some key reasons for design or
redesign.
 Identify the main objectives of product and
service design.
 Discuss the importance of standardization.
 Discuss the importance of legal, ethical, and
environmental issues in product and service
design.
 Learning Objectives
 Briefly describe the phases in product design and
development.
 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.
 Product and Service Design

Major factors in design strategy

 Cost
 Quality
 Time-to-market
 Customer satisfaction
 Competitive advantage

Product and service design – or redesign – should be

closely tied to an organization’s strategy
Product or Service Design Activities
1. Translate customer wants and needs
into product and service requirements
2. Refine existing products and services
3. Develop new products and services
4. Formulate quality goals
5. Formulate cost targets
6. Construct and test prototypes
7. Document specifications
 Reasons for Product or Service
Design

 Economic
 Social and demographic
 Political, liability, or legal
 Competitive
 Cost or availability
 Technological
 Objectives of Product and
Service Design
 Main focus
 Customer satisfaction
 Understand what the customer wants
 Secondary focus
 Function of product/service
 Cost/profit
 Quality
 Appearance
 Ease of production/assembly
 Ease of maintenance/service
 Designing For Operations
 Taking into account the capabilities
of the organization in designing
goods and services.
 Failure to take this into account
can:
 Reduce productivity
 Reduce quality
 Increase costs
 Legal, Ethical, and Environmental
Issues
 Legal
 FDA, OSHA (occupational safety and health administration), IRS
 Product liability
 Uniform commercial code
 Ethical
 Releasing products with defects
 Environmental
 EPA
Regulations & Legal Considerations
Product Liability - A manufacturer
is liable for any injuries or damages
caused by a faulty product.
Uniform Commercial Code -
Products carry an implication of
merchantability and fitness.
Designers Adhere to Guidelines
 Produce designs that are consistent
with the goals of the company
 Give customers the value they expect
 Make health and safety a primary
concern
 Consider potential harm to the
environment
Other Issues in Product and Service
Design
 Product/service life cycles
 How much standardization
 Mass customization
 Product/service reliability
 Robust design
 Degree of newness
 Cultural differences
 Life Cycles of Products or Services

Saturation

Maturity
Demand

Decline
Growth

Introduction

Time
 Standardization

 Standardization
 Extent to which there is an
absence of variety in a product,
service or process
 Standardized products are
immediately available to
customers
 Advantages of Standardization
 Fewer parts to deal with in inventory &
manufacturing
 Design costs are generally lower
 Reduced training costs and time
 More routine purchasing, handling, and
inspection procedures
 Quality is more consistent
 Advantages of Standardization
(Cont’d)

 Orders fillable from inventory

 Opportunities for long production
runs and automation
 Need for fewer parts justifies
increased expenditures on
perfecting designs and improving
quality control procedures.
 Disadvantages of Standardization

 Designs may be frozen with too

many imperfections remaining.
 High cost of design changes
increases resistance to
improvements.
 Decreased variety results in less
consumer appeal.
 Mass Customization

• Mass customization:
 A strategy of producing
standardized goods or services,
but incorporating some degree
of customization
 Delayed differentiation
 Modular design
 Delayed Differentiation

• Delayed differentiation is a
postponement tactic
 Producing but not quite
completing a product or service
until customer preferences or
specifications are known
 Modular Design
Modular design is a form of standardization in
which component parts are subdivided into
modules that are easily replaced or
interchanged. It allows:

 easier diagnosis and remedy of failures

 easier repair and replacement
 simplification of manufacturing and
assembly
 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 not perform as intended
 Normal operating conditions: The set of
conditions under which an item’s reliability is
specified
 Improving Reliability

• Component design
• Production/assembly techniques
• Testing
• Redundancy/backup
• Preventive maintenance procedures
• User education
• System design
 Product Design

Product design is the

process of efficient and
effective idea generation
and development with the
goal of creating new
products.
 Product Design

 Product Life Cycles

 Robust Design
 Concurrent Engineering
 Computer-Aided Design
 Modular Design
 Product Life Cycle Stages
There are five distinct product life cycle stages:
Product Development. When the company finds and
develops a new product idea, product development
starts. During product development, sales are zero,
and the company’s investment costs increase.

Introduction. Sales slowly grow as the product is

introduced in the market. Profits are still non-existent,
because the heavy expenses of the product
introduction overweigh sales.

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Growth. The growth stage is a period of rapid
market acceptance and increasing profits.
Maturity. In the maturity stage, sales growth
slows down because the product has achieved
acceptance by most potential buyers. Profits
level off or decline because marketing outlays
need to be increased to defend the product
against competition.
Decline. Finally, sales fall off and profits drop.

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 Robust Design

Robust Design: Design

that results in products or
services that can function
over a broad range of
conditions
 Taguchi Approach Robust Design
Systemized statistical approach to product and process
improvement developed by Dr. G. Taguchi

Approach emphasizes moving quality upstream to the

design phase

Based on the notion that minimizing variation is the primary

means of improving quality

Special attention is given to designing systems such that

their performance is insensitive to environmental changes
 Global Product Design
Virtual teams
 Uses combined efforts of a team of designers
working in different countries
 Provides a range of comparative advantages
over traditional teams such as:
 Engaging the best human resources around the world
 Possibly operating on a 24-hr basis
 Global customer needs assessment
 Global design can increase marketability
 Phases in Product Development
Process
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
 Idea Generation

Supply chain based

Ideas Competitor based

Research based
 Reverse Engineering

Reverse engineering is the

dismantling and
inspecting
of a competitor’s product
to discover product
improvements.
 Research & Development (R&D)
 Organized efforts to increase scientific
knowledge or product innovation & may
involve:
 Basic Research advances knowledge about a
subject without near-term expectations of
commercial applications.
 Applied Research achieves commercial
applications.
 Development converts results of applied
research into commercial applications.
 Manufacturability

 Manufacturability is the ease of

fabrication and/or assembly which is
important for:
 Cost
 Productivity
 Quality
 Designing for Manufacturing
Beyond the overall objective to achieve
customer satisfaction while making a
reasonable profit is:
Design for Manufacturing(DFM)
The designers’ consideration of the
organization’s manufacturing capabilities
when designing a product.
The more general term design for operations
encompasses services as well as
manufacturing
 Concurrent Engineering

Concurrent engineering
is the bringing together
of engineering design and
manufacturing personnel
early in the design phase.
 Computer-Aided Design

 Computer-Aided Design (CAD) is product

design using computer graphics.
 increases productivity of designers, 3 to 10
times
 creates a database for manufacturing
information on product specifications
 provides possibility of engineering and cost
analysis on proposed designs
 Product design
 Design for manufacturing (DFM)
 Design for assembly (DFA)
 Design for recycling (DFR)
 Remanufacturing
 Design for disassembly (DFD)
 Robust design
 Recycling

 Recycling: recovering materials

for future use
 Recycling reasons
 Cost savings
 Environment concerns
 Environment regulations
 Remanufacturing
 Remanufacturing: Refurbishing used
products by replacing worn-out or defective
components.
 Remanufactured products can be sold for 50% of
the cost of a new producer
 Remanufacturing can use unskilled labor
 Some governments require manufacturers to
take back used products
 Design for Disassembly (DFD): Designing
products so that they can be easily taken
apart.
 Component Commonality
 Multiple products or product families that
have a high degree of similarity can share
components
 Automakers using internal parts
 Engines and transmissions
 Water pumps
 Etc.
 Other benefits
 Reduced training for assemble and installation
 Reduced repair time and costs
 Quality Function Deployment
 Quality Function Deployment
 Voice of the customer
 House of quality

QFD: An approach that integrates the “voice of the customer” into

the product and service development process.
 Service Design

 Service is an act
 Service delivery system
 Facilities
 Processes
 Skills
 Many services are bundled with products
 Service Design

 Service design involves

 The physical resources needed
 The goods that are purchased or consumed
by the customer
 Explicit services
 Implicit services
 Service Design
 Service
 Something that is done to or for a customer
 Service delivery system
 The facilities, processes, and skills needed to
provide a service
 Product bundle
 The combination of goods and services
provided to a customer
 Service package
 The physical resources needed to perform
the service
 Differences Between Product
and Service Design
 Tangible – intangible
 Services created and delivered at the same
time
 Services cannot be inventoried
 Services highly visible to customers
 Services have low barrier to entry
 Location important to service
 Range of service systems
 Demand variability
 Service Systems
 Service systems range from those with little
or no customer contact to very high degree
of customer contact such as:
 Insulated technical core (software development)
 Production line (automatic car wash)
 Personalized service (hair cut, medical service)
 Consumer participation (diet program)
 Self service (supermarket)
 Service Demand Variability
 Demand variability creates waiting lines and
idle service resources
 Service design perspectives:
 Cost and efficiency perspective
 Customer perspective
 Customer participation makes quality and
demand variability hard to manage
 Attempts to achieve high efficiency may
depersonalize service and change
customer’s perception of quality
 Phases in Service Design

1.Conceptualize
2.Identify service package components
3.Determine performance specifications
4.Translate performance specifications
into design specifications
5.Translate design specifications into
delivery specifications
 Service Blueprinting

 Service blueprinting
 A method used in service design to describe
and analyze a proposed service
 A useful tool for conceptualizing a service
delivery system
Major Steps in Service Blueprinting
1.Establish boundaries
2.Identify sequence of customer
interactions
• Prepare a flowchart
3.Develop time estimates
4.Identify potential failure points
Characteristics of Well Designed
Service Systems
1. Consistent with the organization mission
2. User friendly
3. Robust
4. Easy to sustain
5. Cost effective
6. Value to customers
7. Effective linkages between back operations
8. Single unifying theme
9. Ensure reliability and high quality
 Challenges of Service Design

1. Variable requirements
2. Difficult to describe
3. High customer contact
4. Service – customer
encounter
Guidelines for Successful Service Design
1. Define the service package
2. Focus on customer’s perspective
3. Consider image of the service package
4. Recognize that designer’s perspective is different
from the customer’s perspective
5. Make sure that managers are involved
6. Define quality for tangible and intangibles
7. Make sure that recruitment, training and rewards
are consistent with service expectations
8. Establish procedures to handle exceptions
9. Establish systems to monitor service
 Operations Strategy

1. Increase emphasis on component

commonality
2. Package products and services
3. Use multiple-use platforms
4. Consider tactics for mass
customization
5. Look for continual improvement
6. Shorten time to market
 Shorten Time to Market

1.Use standardized
components
2.Use technology
3.Use concurrent
engineering