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McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved 1-1

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Chapter 4

Product Design

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OBJECTIVES
• Product Development
Process
• Economic Analysis of
Development Projects
• Designing for the
Customer
• Design for
Manufacturability
• Measuring Product
Development Performance 1-3
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Typical Phases of Product Development

• Planning

• Concept Development

• System-Level design

• Design Detail

• Testing and Refinement

• Production Ramp-up

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Economic Analysis of Project Development Costs

• Using measurable factors to help

determine:
– Operational design and development
decisions
– Go/no-go milestones
• Building a Base-Case Financial Model
– A financial model consisting of major
cash flows
– Sensitivity Analysis for “what if” questions

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Designing for the Customer

House of Quality

Ideal
Quality Function Value Analysis/
Customer Value Engineering
Deployment
Product

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Designing for the Customer:

Quality Function Deployment

• Interfunctional teams from marketing,

design engineering, and manufacturing

• Voice of the customer

• House of Quality

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Designing for the Customer:
The House of Quality
Correlation:
X Strong positive
Positive
X X
X X Negative

Water resistance
X

Accoust. Trans.
Strong negative

Energy needed

level needed
*

to close door

open door
Engineerin

resistance
Door seal
Competitive evaluation
g

Window
force on
X = Us

Energy
ground
Check
Characteris A = Comp. A
B = Comp. B
Customer tics (5 is best)

to
Requirement 1 2 3 4 5

sEasy to close X AB
7
Stays open on a hill 5 X AB

Easy to open 3 XAB

Customer
A XB
requirements Doesn’t leak in rain 3
No road noise 2 X A
information forms B

Importance weighting 10 6 6 9 2 3 Relationships:

the basis for this
level to 7.5 ft/lb
Reduce energy

Reduce energy
Strong = 9

Reduce force
current level

current level

current level
to 7.5 ft/lb.
matrix, used to Maintain
Medium = 3

Maintain

Maintain
Target values

to 9 lb.
Small = 1
translate them into
operating or 5 B BA BA
X B B BXA X
engineering goals. Technical evaluation 43 A A X
(5 is best) 2 X
X A
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©The McGraw-Hill Companies, Inc., 2004

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Designing for the Customer:

Value Analysis/Value Engineering

• Achieve equivalent or better

performance at a lower cost while
maintaining all functional requirements
defined by the customer
– Does the item have any design
features that are not necessary?
– Can two or more parts be combined
into one?
– How can we cut down the weight?
– Are there nonstandard parts that
can be eliminated?
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Design for Manufacturability

• Traditional Approach
– “We design it, you build it” or “Over the
wall”

• Concurrent Engineering
– “Let’s work together simultaneously”

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Design for Manufacturing and Assembly

• Greatest improvements related to

DFMA arise from simplification of
the product by reducing the number
of separate parts:
1. During the operation of the product,
does the part move relative to all
other parts already assembled?
2. Must the part be of a different
material or be isolated from other
parts already assembled?
3. Must the part be separate from all
other parts to allow the disassembly
of the product for adjustment or
maintenance? 1-11
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Measuring Product Development Performance

Performance Measures
Dimension •Freq. Of new products introduced
•Time to market introduction
Time-to-market •Number stated and number completed
•Actual versus plan
•Percentage of sales from new products

•Engineering hours per project

Productivity •Cost of materials and tooling per project
•Actual versus plan

•Conformance-reliability in use
Quality •Design-performance and customer satisfaction
•Yield-factory and field 1-12
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End of Chapter 4

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