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Reasons for Product and Service design or Redesign

Opportunities and Threats


Factors giving rise to opportunities and threats:
Economic
Social and demographic
Political, liability or legal
Competitive
Cost or availability
Technological

Value Analysis
*Examination of the function of parts and materials in an effort to reduce costs and/or improve
product performance.
Could a cheaper part or material be used?
Is the function necessary?
Can the function of two or more parts or components be performed by a single part for a
lower costs?
Can a part be simplified?
Could product specifications be relaxed, and would this result in a lower price?
Could standard parts be substituted for non standard parts?
*Designing

for operations- Taking into account the capabilities of the organization in

designing goods and services


*Product

liability- The responsibility of a manufacturer for any injuries or damages

caused by a faulty product.

Guidelines
Produce designs that are consistent with the goals of the organizations.
Give customers the value they expect.
Make health and safety a primary concern.
Consider potential to harm the government

Service Design
A. Life Cycles
Introduction, growth, maturity and decline

B. Standardization
Extent to which there is absence of variety on a product, service, or process. Thus, every
customer receives the some product or service.

Advantages of Standardization
Fewer parts to deal with in inventory and in manufacturing.
Reduced training costs and time

More routine purchasing, handling and inspection procedures


Order fill able 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

C. Design for Mass Customization-A strategy of producing basically standardized


goods, but incorporating some degree of customization.
>Resolve issues between companies and customers without losing the benefits of
standardization and incurring a host of problems that are often linked to variety.
>Delayed

Differentiation- The process of producing, but not quite completing, a product

or service until customers preferences are known.


>Modular

design- A form of standardization in which component parts are grouped into

modules that are easily replaced and interchanged.

D. 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.

Ways to improve reliability


Improve component design
Improve production and or assembly techniques
Improve testing
Use backups
Improve preventive maintenance procedures
Improve user education
Improve system design

E. Robust Design
A design which allows products or services to function in a broader range of conditions
Products with robust designs are unaffected by minor changes in the environment.
>Taguchi's

Approach- A concept based on robust design made by Japanese engineer

Genichi Taguchi
>Taguchi's

premise: It is often easier to design a product that is insensitive to

environmental factors either in manufacturing or in use than to control the environmental


factors

F. The Degree of Newness


The extent of change in the product or service design ranging from modification of an
existing product or service to an entirely new product or service

G. Cultural Differences
May result in different designs for different countries or regions.

H. Global Product Design


The use of combined efforts of a team of designers who work in different countries and even
in different continents.

Phases in Product Design and Development


1. Idea generation
2. Feasibility analysis
3. Product specifications
4. Process specifications
5. Pro type development
6. Design review
7. Market test
8. Product introduction
9. Follow up evaluation

Idea Generation- Ideas can come from various sources


>Supply chain based
>Competitor based

Reverse engineering- Dismantling and inspecting a competitors product to discover


product improvements
>Research based

*Research and development (R&D ) Organized efforts to increase scientific


knowledge or product innovation.

Designing of manufacturing

Concurrent engineering Bringing engineering design and manufacturing

personnel together early in the design phase.


Simultaneous Development - E.g. of enlarged CE. Manufacturing personnel, marketing and
purchasing

Computer Aided Design (CAD) Product design using computer graphics

Production Requirements

Production capabilities opportunities

Forecast of future demand

Manufacturability or ease of fabrication and/or assembly

Design for manufacturing (DFM) the designing of products that are compatible with an
organizations capabilities

Recycling- Recovering materials for future use


Reasons for Recycling:

Cost savings

Environmental concerns

Environmental regulations

Design for Recycling (DFR) Design that facilitates the recovery of materials and
components in used product for reuse.

Remanufacturing

Refurbishing used products by replacing warn-out or defective components

Can be done by original manufacturers or by another company

Products with remanufactured components: Automobiles, printers, cameras

Design for disassembly (DFD) Design so that used products can be easily taken apart

Component Commonality- Family of products/ services offered by a company with


high degree of similarity of features and components.
Benefits:

Savings in design time

Savings in bulk purchase

Reduces in the number of inventory

Reduces training cost due to standardized assembly and installation

Quality Function Deployment (QFD) is a structure approach for integrating the voice of the
customer into both product and service development process. The purpose is to ensure that
customer requirements are factored into every aspect of the process.
Kano Model A way to conceptualize design characteristics in terms of customer satisfaction
-

It depicts relationships between customer needs and satisfaction in 3


categories of design characteristics:
1.

Must have

2. Expected
3. excitement

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