4. product development process

7/30/2019 4. Product Development Process

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Product Development Process


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Potential benefits/ outcomes

Customer

dimensions

Provides unique benefits and features to the customers

Meet customer expectations better than existing productsProvide better quality as perceived by customers

Results in innovative offerings to the customers

Sustained

Performance

Simplifies product in use and maintenance

Reduces the cost of use over product lifetime

Addresses environmental issues pertaining to manufacture, use and disposal

Operational

Advantages

Simplifies the manufacturing process

Simplifies the assembly process

Minimizes the need for revisions and changes after introduction

Strategic

Advantages

Enables faster new product introduction

Reduces the cost of the product

Provides capabilities for mass customization


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Design Process

Pilot runand final tests

New product orservice launch

Final design& process plans

Ideageneration

Feasibilitystudy

Product orservice concept

Performancespecifications

Functionaldesign

Form design

Productiondesign

Revising and testingprototypes

Design

specifications

Manufacturing

or deliveryspecifications

SuppliersR&D

Customers

Marketing Competitors


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Idea Generation Sources

Companys own R&D department

Customer complaints or

suggestions

Marketing research

Suppliers Salespersons in the field

Factory workers

New technological developments

Competitors

Perceptual Maps

Visual comparison of customer

perceptions

Benchmarking

Comparing product/serviceagainst best-in-class

Reverse engineering

Dismantling competitors

product to improve your own

product


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Perceptual Map of Breakfast Cereals

Rice

KrispiesWheaties

Cheerios

ShreddedWheat

HIGHNUTRITION

LOWNUTRITION

GOODTASTE

BADTASTE

Cocoa Puffs

Rice

KrispiesWheaties

Cheerios

ShreddedWheat


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Feasibility Study

Market analysis

Economic analysis

Technical/strategic

analysis Performance specifications

Prototyping

Build a prototype

form design

functional design

production design Test prototype

Revise design

Retest

Form Design

how product will look?

Functional Design

reliability

maintainability

usability


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Production design

Simplification

reducing number of parts, assemblies, or options in a product

Standardization

using commonly available and interchangeable parts

Modularity

combining standardized building blocks, or modules, to create

unique finished products


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(b) Revised design

One-piece base &

elimination of

fasteners

(c) Final design

Design for

push-and-snap

assembly

(a) Original design

Assembly using

common fasteners

Design Simplification


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Final Design and Process Plans Final design

detailed drawings and

specifications for newproduct or service

Process plans

workable instructions

necessary equipmentand tooling

component sourcing

recommendations

job descriptions and

procedures computer programs for

automated machines


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Improving Quality of Design

Review designs to prevent failures

Design for environment

Measure design quality

Use quality function deployment

Design for robustness


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Design Review

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


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FMEA for potato chips

FailureMode

Cause ofFailure

Effect ofFailure

CorrectiveAction

Stale low moisture content

expired shelf life

poor packaging

tastes bad

wont crunch

thrown out

lost sales

add moisture

cure longer

better package seal

shorter shelf life

Broken too thin

too brittle

rough handling

rough use

poor packaging

cant dip

poor display

injures mouth

chocking

perceived as old

lost sales

change recipe

change process

change packaging

Too Salty outdated receipt

process not in control

uneven distribution of salt

eat less

drink more

health hazard

lost sales

experiment with recipe

experiment with process

introduce low salt version


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Fault tree analysis (FTA)


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Value analysis (VA)

Can we do without it?

Does it do more than is required?

Does it cost more than it is worth?

Can something else do a better job?

Can it be made by a less costly method?

with less costly tooling?

with less costly material? Can it be made cheaper, better, or faster by someone else?


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Design for Environment

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 usefullife


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Measure Design Quality

% of revenue from newproducts or services

% of products capturing

50% or more of market % of process initiativesyielding a 50% or moreimprovement ineffectiveness

% of suppliers engaged incollaborative design

% of parts that can berecycled

% of parts used in

multiple products % of parts with noengineering change orders

Average number ofcomponents per product

Things gone wrong(TGW)


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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


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House of Quality

Trade-off matrix

Designcharacteristics

Customer

requirements

Target values

Relationship

matrix

Competitive

assessment

Importance

1 2

3

4

5

6


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Competitive Assessment of

Customer Requirements

Irons

well

Easyand

safetouse

Competitive Assessment

Customer Requirements 1 2 3 4 5

Presses quickly 9 B A X

Removes wrinkles 8 AB XDoesnt stick to fabric 6 X BA

Provides enough steam 8 AB X

Doesnt spot fabric 6 X AB

Doesnt scorch fabric 9 A XB

Heats quickly 6 X B AAutomatic shut-off 3 ABX

Quick cool-down 3 X A B

Doesnt break when dropped 5 AB X

Doesnt burn when touched 5 AB X

Not too heavy 8 X A B


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Energyneededtopress

Weightofiron

Sizeofsoleplate

Thicknessof

soleplate

Materialused

insoleplate

Numberofho

les

Sizeofholes

Flowofwaterfromholes

Timerequiredtoreach450F

Timetogofr

om450to100

Protectiveco

verforsoleplate

Automaticsh

utoff

Customer Requirements

Presses quickly - - + + + -

Removes wrinkles + + + + +

Doesnt stick to fabric - + + + +

Provides enough steam + + + +

Doesnt spot fabric + - - -

Doesnt scorch fabric + + + - +

Heats quickly - - + -

Automatic shut-off +

Quick cool-down - - + +

Doesnt break when dropped + + + +

Doesnt burn when touched + + + +

Not too heavy + - - - + -

Irons

well

Easyand

safetouse

From Customer

Requirements

to Design

Characteristics


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Energyneededtopress

Weightofiron

Sizeofsoleplate

Thicknessofsoleplate

Materialusedin

soleplate

Numberofholes

Sizeofholes

Flowofwaterfromholes

Timerequiredto

reach450

Timetogofrom

450to100

Protectivecoverforsoleplate

Automaticshuto

ff

--

+

+

+

Tradeoff Matrix


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Energy

neededtopress

Weight

ofiron

Sizeofsoleplate

Thickne

ssofsoleplate

Materia

lusedinsoleplate

Numberofholes

Sizeofholes

Flowof

waterfromholes

Timere

quiredtoreach450

Timeto

gofrom450to10

0

Protectivecoverforsoleplate

Automa

ticshutoff

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

Iron A 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 YOur 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

Targets 1.2 8x5 3 SS 30 30 500

Design changes * * * * * * *

Ob

jective

me

asures

Targeted Changes in Design


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SS = Silverstone

MG = Mirorrglide

T = Titanium

Completed

House of Quality


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A Series of Connected QFD Houses

Customer

require

ments

Houseof

quality

Product

characteristics

A-1

Product

characteristics

Parts

deployment

Part

characteristics

A-2

Part

char

acteristics

Processplanning

Process

characteristics

A-3

Process

characteristics

Operatingrequirements

Operations

A-4


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Benefits of QFD Promotes better understanding of customer demands

Promotes better understanding of design interactions

Involves manufacturing in design process Breaks down barriers between functions and departments

Provides documentation of design process


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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

Controllable factors

design parameters such as material used, dimensions, and form ofprocessing

Uncontrollable factors users control (length of use, maintenance, settings


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Performance Specifications

Service

Delivery Specifications

Physical

items

Sensual

benefits

Psychological

benefits

Design Specifications ServiceProvider

Customer

Customer

requirements

Customer

expectations

Activities FacilityProvider

skills

Cost and time

estimates

Schedule Deliverables Location

Service Concept Service Package

Desired serviceexperience

Targeted

customer

Service

DesignProcess

4. product development process

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