4

Product and
Service Design

Copyright 2014 by McGraw-Hill Education (Asia). All rights

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.
4-2

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.
4-3

Product and Service Design

Important as it affects:

Cost
Quality
Time-to-market
Customer satisfaction
Competitive advantage

Product and service designor redesignshould be

closely tied to an organizations strategy

4-4

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

4-5

Reasons for Product or Service Design

Economic
Social and demographic
Political, liability, or legal
Competitive
Cost or availability
Technological

4-6

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
4-7

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

4-8

Legal, Ethical, and

Environmental Issues
Legal

Agri-Food and Veterinary Authority, Health

Sciences Authority (Singapore)
Product liability
Uniform commercial code

Ethical

Releasing products with defects

Environmental

Pollution
Toxic materials
4-9

Regulations and 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.

4-10

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

4-11

Other Issues in Product and

Service Design

Product/service life cycles

Degree of standardization
Mass customization
Product/service reliability
Robustness of design
Degree of newness
Cultural differences
Global Product Design
4-12

Life Cycles of Products or Services

Figure 4.1

Saturation

Demand

Maturity
Decline
Growth

Introduction

Time
4-13

Standardization
Standardization

Extent to which there is an absence of

variety in a product, service, or process

Standardized products are immediately

available to customers

4-14

Advantages of Standardization
Fewer parts to deal with in inventory and
manufacturing
Design costs are generally lower
Reduced training costs and time
More routine purchasing, handling, and
inspection procedures
Quality is more consistent
4-15

Advantages of Standardization
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

4-16

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

4-17

Mass Customization
Mass customization:

A strategy of producing standardized

goods or services, but incorporating some
degree of customization
Delayed differentiation
Modular design

4-18

Delayed Differentiation
Delayed differentiation or
postponement

Producing but not quite completing a

product or service until customer
preferences or specifications are known

4-19

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

4-20

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 items reliability is
specified

4-21

Improving Reliability
Component design
Production/assembly techniques
Testing
Redundancy/backup
Preventive maintenance procedures
User education
System design
4-22

Robust Design
Robust design: Design that results
in products or services that can
function over a broad range of
conditions

4-23

Taguchis Approach
Design a robust product

Insensitive to environmental factors either in

manufacturing or in use.

Central feature is Parameter Design.

Determines:

factors that are controllable and those not

controllable
their optimal levels relative to major product
advances

4-24

Degree of Newness
1. Modification of an existing
product/service
2. Expansion of an existing product/service
3. Clone of a competitors product/service
4. New product/service

4-25

Cultural Differences
Multinational companies must take into
account cultural differences related to the
product design.

4-26

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

4-27

Global Product Design

Original Equipment Manufacturer (OEM)

Designs and manufactures a product based on

its own specifications and sells to another
company for branding and distribution

Original Design Manufacturer (ODM)

Designs and manufactures a product according

to purchasers specifications

Original Brand Manufacturer (OBM)

Sells an entire product that is manufactured by a

second company under its own brand
4-28

Phases in Product
Development Process
1.
2.
3.
4.
5.
6.
7.
8.
9.

Idea generation
Feasibility analysis
Product specifications
Process specifications
Prototype development
Design review
Market test
Product introduction
Follow-up evaluation
4-29

Idea Generation
Supply-chain based

Ideas

Competitor based

Research based

4-30

Reverse Engineering
Reverse engineering is the
dismantling and inspecting
of a competitors product to
discover product improvements.

4-31

Research & Development (R&D)

Organized efforts to increase scientific
knowledge or product innovation, and
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.

4-32

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
organizations manufacturing capabilities
when designing a product.
The more general term design for operations
encompasses services as well as
manufacturing.
4-33

Designing for Manufacturing

Concurrent engineering
Computer-aided design
Production requirements
Recycling
Remanufacturing
Value analysis
Component commonality
4-34

Concurrent Engineering
Concurrent engineering
is the bringing together
of engineering design and
manufacturing personnel
early in the design phase.

4-35

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

4-36

Production Requirements

Design for manufacturing (DFM)

Design for assembly (DFA)
Design for recycling (DFR)
Design for disassembly (DFD)
Manufacturability

4-37

Manufacturability
Manufacturability is the ease of
fabrication and/or assembly, which is
important for:

Cost

Productivity

Quality

4-38

Recycling
Recycling: recovering materials for
future use
Recycling reasons

Cost savings
Environment concerns
Environment regulations

4-39

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.
4-40

Value Analysis
Examination of parts/materials to reduce cost
and improve product performance
Ask questions:
Cheaper parts/materials
Function necessary
Simplified part
Specifications relaxed
Substitution by non-standard parts

4-41

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
4-42

Quality Function Deployment

Quality Function Deployment

QFD:

Voice of the customer

House of quality

An approach that integrates the voice of the

customer into the product and service development
process.

4-43

The House of Quality

Figure 4.3

Correlation
matrix
Design
requirements

Customer
requirements

Relationship
matrix

Competitive
assessment

Specifications
or
target values

4-44

House of Quality Example

Correlation:
X
X

us
t.

Water resistance

oC

Accoust. Trans.
Window

Customer
Requirements
Easy to close

Check force
on level
ground
Energy needed
to open door

rta
nc
et

Door seal
resistance

Engineering
Characteristics

Energy needed
to close door

Im
po

X
X

Strong positive
Positive
Negative
Strong negative

Competitive evaluation
X = Us
A = Comp. A
B = Comp. B
(5 is best)
1 2 3 4

Stays open on a hill

X AB

Easy to open

Doesnt leak in rain

No road noise
Importance weighting

AB

XAB
A XB
X A

5
4
3
2
1

B
A
X

BA
X

B
A
X

B
X
A

BXA

3
Maintain
current level

2
Maintain
current level

9
Reduce energy
to 7.5 ft/lb.

6
Reduce force
to 9 lb.

6
Maintain
current level

Reduce energy
level to 7.5 ft/lb

10

Target values

Technical evaluation
(5 is best)

BA
X

Relationships:
Strong = 9
Medium = 3
Small = 1

The Kano Model

Figure 4.6

Customer
erSatisfaction
Satisfaction
Custom

Kano
KanoModel
Model

Excitement
Excitement
Expected
Expected
Must
MustHave
Have

Customer
CustomerNeeds
Needs

Service Design
Service is an act
Service delivery system

Facilities
Processes
Skills

Many services are bundled with products

4-47

Service Design
Service design involves

The physical resources needed

The goods that are purchased or consumed
by the customer, or provided with the
service
Explicit services
Implicit services

4-48

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
4-49

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 and exit
Location is important to service design
Range of service systems
Demand variability
4-50

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)

4-51

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 customers
perception of quality
4-52

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

4-53

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

4-54

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

4-55

Characteristics of Well-Designed
Service Systems
1.
2.
3.
4.
5.
6.
7.
8.
9.

Consistent with the organization mission

User friendly
Robust
Easy to sustain
Cost-effective
Value to customers
Effective linkages between back operations
Single unifying theme
Ensure reliability and high quality
4-56

Challenges of Service Design

1.
2.
3.
4.

Variable requirements
Difficult to describe
High customer contact
Service customer encounter

4-57

Guidelines for Successful

Service Design
1.
2.
3.
4.
5.
6.
7.
8.
9.

Define the service package

Focus on customers perspective
Consider image of the service package
Recognize that designers perspective is different
from the customers perspective
Make sure that managers are involved
Define quality for tangible and intangibles
elements
Make sure that recruitment, training, and rewards
are consistent with service expectations
Establish procedures to handle exceptions
Establish systems to monitor service

4-58

Operations Strategy
1. Increase emphasis on component
commonality
2. Package products and services
3. Employ multiple-use platforms
4. Consider tactics for mass
customization
5. Look for continual improvement
6. Shorten time to market

4-59

Shorten Time to Market

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

4-60