meljun cortes - operation management 4th lecture (product design)
TRANSCRIPT
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
1/50
4-1 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Operations Management
MELJUNELJUN
MELJUN CORTES,BSCS,ACS
Department of ICT
Faculty of Information
Technology
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
2/50
4-2 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
H
APTER
4
Product andService Design
MELJUNELJUN
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
3/50
4-3 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Major factors in design strategy Cost
Quality
Time-to-market Customer satisfaction
Competitive advantage
Product and Service DesignProduct and Service Design
Product and service design or redesign should be
closely tied to an organizations strategy
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
4/50
4-4 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Translate customer wants and needs intoproduct and service requirements
Refine existing products and services
Develop new products and services Formulate quality goals
Formulate cost targets
Construct and test prototypes
Document specifications
Product or Service Design ActivitiesProduct or Service Design Activities
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
5/50
4-5 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Reasons for Product or Service DesignReasons for Product or Service Design
Economic Social and demographic
Political, liability, or legal
Competitive
Technological
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
6/50
4-6 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Objectives of Product and Service DesignObjectives of Product and Service Design
Main focus Customer satisfaction
Secondary focus
Function of product/service Cost/profit Quality
Appearance Ease of production/assembly Ease of maintenance/service
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
7/50
4-7 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Taking into account the capabilities of theorganization in designing goods and
services
Designing For OperationsDesigning For Operations
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
8/50
4-8 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Legal FDA, OSHA, IRS
Product liability
Uniform commercial code Ethical
Releasing products with defects
Environmental EPA
Legal, Ethical, and Environmental IssuesLegal, Ethical, and Environmental Issues
4 9 ME JUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
9/50
4-9 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Regulations & Legal ConsiderationsRegulations & Legal Considerations
Product Liability - A manufacturer is liable forany injuries or damages caused by a faulty
product.
Uniform Commercial Code - Products carry animplication of merchantability and fitness.
4 10 CO S SCS CSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
10/50
4-10 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Designers Adhere to GuidelinesDesigners Adhere to Guidelines
Produce designs that are consistant with thegoals of the company
Give customers the value they expect
Make health and safety a primary concern Consider potential harm to the environment
4 11 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
11/50
4-11 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Other Issues in Product and Service DesignOther Issues in Product and Service Design
Product/service life cycles How much standardization
Product/service reliability
Range of operating conditions
4 12 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
12/50
4-12 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Life Cycles of Products or ServicesLife Cycles of Products or Services
Time
Introduction
Growth
Maturity
Saturation
Decline
Dema
nd
Figure 4.1
4 13 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
13/50
4-13 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
StandardizationStandardization
Standardization Extent to which there is an absence of variety
in a product, service or process
Standardized products are immediatelyavailable to customers
4 14 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
14/50
4-14 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Advantages of StandardizationAdvantages 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
4 15 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
15/50
4-15 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Advantages of StandardizationAdvantages of Standardization (Contd)(Contd)
Orders fillable from inventory Opportunities for long production runs and
automation
Need for fewer parts justifies increasedexpenditures on perfecting designs andimproving quality control procedures.
4 16 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
16/50
4-16 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Disadvantages of StandardizationDisadvantages of Standardization
Designs may be frozen with too manyimperfections remaining.
High cost of design changes increases
resistance to improvements. Decreased variety results in less consumer
appeal.
4 17 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
17/50
4-17 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Mass customization: A strategy of producing standardized goods
or services, but incorporating some degree
degree of customization
Delayed differentiation
Modular design
Mass CustomizationMass Customization
4 18 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
18/50
4-18 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Delayed differentiation is a postponementtactic
Producing but not quite completing a product
or service until customer preferences orspecifications are known
Delayed DifferentiationDelayed Differentiation
4-19 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
19/50
4-19 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Modular DesignModular Design
Modular design is a form of standardization inwhich component parts are subdivided intomodules that are easily replaced orinterchanged. It allows:
easier diagnosis and remedy of failures
easier repair and replacement
simplification of manufacturing and assembly
4-20 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
20/50
4-20 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
ReliabilityReliability
Reliability: The ability of a product, part, or systemto perform its intended function under a prescribed
set of conditions
Failure: Situation in which a product, part, orsystem does not perform as intended
Normal operating conditions: The set of
conditions under which an items reliability isspecified
4-21 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
21/50
4 21 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Improving ReliabilityImproving Reliability
Component design Production/assembly techniques
Testing
Redundancy/backup
Preventive maintenance procedures
User education System design
4-22 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
22/50
4 22 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Product DesignProduct Design
Product Life Cycles Robust Design
Concurrent Engineering
Computer-Aided Design
Modular Design
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
23/50
4-24 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES
MBA MPA BSCS ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
24/50
4 24 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Taguchi Approach Robust DesignTaguchi Approach Robust Design
Design a robust product Insensitive to environmental factors either in manufacturing
or in use.
Central feature isParameter Design.
Determines: factors that are controllable and those not controllable
their optimal levels relative to major product advances
4-25 MELJUN CORTES MBA MPA BSCS ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
25/50
4 25 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Degree of NewnessDegree of Newness
1. Modification of an existing product/service2. Expansion of an existing product/service
3. Clone of a competitors product/service
4.New product/service
4-26 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
26/50
MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,MBA,MPA,BSCS,ACS
Degree of Design ChangeDegree of Design Change
Type of DesignChange
Newness of theorganization
Newness to themarket
Modification Low Low
Expansion Low Low
Clone High Low
New High High
Table 4.3
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
27/50
4-28 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
28/50
MELJUN CORTES,MBA,MPA,BSCS,ACSJU CO S, , , SCS, CS
Idea GenerationIdea Generation
Ideas Competitor based
Supply chain based
Research based
4-29 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
29/50
JU CO S, , , SCS, CS, , , ,
Reverse EngineeringReverse Engineering
Reverse engineeringis the
dismantling and inspecting
of a competitors product to discoverproduct improvements.
4-30 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
30/50
, , , ,, , , ,
Research & Development (R&D)Research & Development (R&D)
Organized efforts to increase scientificknowledge or product innovation & mayinvolve:
Basic Research advances knowledge about a
subject without near-term expectations ofcommercial applications.
Applied Research achieves commercialapplications.
Developmentconverts results of appliedresearch into commercial applications.
4-31 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
31/50
, , , ,, , , ,
Designing for ManufacturingDesigning for Manufacturing
Beyond the overall objective to achievecustomer satisfaction while making areasonable profit is:
Design for Manufacturing(DFM)
The designers consideration of theorganizations manufacturing capabilities
when designing a product.
The more general term design for operationsencompasses services as well as manufacturing
4-32 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
32/50
, , , ,, , , ,
Concurrent EngineeringConcurrent Engineering
Concurrent engineering
is the bringing together
of engineering design andmanufacturing personnel
early in the design phase.
4-33 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
33/50
, , , ,, , , ,
Computer-Aided DesignComputer-Aided Design
Computer-Aided Design (CAD) is productdesign using computer graphics.
increases productivity of designers, 3 to 10times
creates a database for manufacturinginformation on product specifications
provides possibility of engineering and costanalysis on proposed designs
4-34 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
34/50
Design for manufacturing (DFM) Design for assembly (DFA)
Design for recycling (DFR)
Remanufacturing Design for disassembly (DFD)
Robust design
Product designProduct design
4-35 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
35/50
Recycling: recovering materials for future use Recycling reasons
Cost savings
Environment concerns Environment regulations
RecyclingRecycling
4-36 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
36/50
Service DesignService Design
Service is an act Service delivery system
Facilities
Processes Skills
Many services are bundled with products
4-37 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
37/50
Service DesignService Design
Service design involves The physical resources needed
The goods that are purchased or consumed by
the customer Explicit services
Implicit services
4-38 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
38/50
Service DesignService Design
Service Something that is done to or for a customer
Service delivery system
The facilities, processes, and skills needed toprovide a service
Product bundle The combination of goods and services
provided to a customer Service package
The physical resources needed to perform the
service
4-39 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Differences Between ProductDifferences Between Product
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
39/50
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
Differences Between ProductDifferences Between Productand Service Designand Service Design
4-40 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
40/50
Phases in Service DesignPhases in Service Design
1. Conceptualize2. Identify service package components
3. Determine performance specifications
4. Translate performance specifications intodesign specifications
5. Translate design specifications into delivery
specifications
4-41 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
41/50
Service BlueprintingService Blueprinting
Service blueprinting A method used in service design to describe and
analyze a proposed service
A useful tool for conceptualizing a servicedelivery system
4-42 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
42/50
Major Steps in Service BlueprintingMajor Steps in Service Blueprinting
1. Establish boundaries2. Identify steps involved
3. Prepare a flowchart
4. Identify potential failure points
5. Establish a time frame
6. Analyze profitability
4-43 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Characteristics of Well DesignedCharacteristics of Well Designed
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
43/50
Characteristics of Well DesignedCharacteristics of Well DesignedService SystemsService Systems
1. Consistent with the organization mission2. 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
4-44 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Ch ll f S i D iCh ll f S i D i
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
44/50
Challenges of Service DesignChallenges of Service Design
Variable requirements Difficult to describe
High customer contact
Service customer encounter
4-45 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Q li F i D lQ lit F ti D l t
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
45/50
Quality Function Deployment Voice of the customer
House of quality
Quality Function DeploymentQuality Function Deployment
QFD: An approach that integrates thevoice of the customer into the
product and service developmentprocess.
4-46 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Th H f Q litTh H f Q lit
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
46/50
The House of QualityThe House of Quality
Correlation
matrix
Design
requirements
Customer
require-
ments
Competitive
assessment
Relationship
matrix
Specifications
or
target values
Figure 4.4
4-47 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
H f Q lit E lH f Q lit E l
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
47/50
Customer
Requirements
ImportancetoC
ust.Easy to close
Stays open on a hill
Easy to open
Doesnt leak in rain
No road noise
Importance weighting
Engineering
Characteristics
Energyneede d
toclosedoor
Checkforce
onlevel
ground
Energyneede d
toopendoor
Waterresistance
10 6 6 9 2 3
7
5
3
3
2
X
X
X
X
X
Correlation:Strong positive
Positive
NegativeStrong negative
X*
Competitive evaluation
X = UsA = Comp. AB = Comp. B(5 is best)
1 2 3 4 5
X AB
X AB
XAB
A X B
X A B
Relationships:Strong = 9
Medium = 3
Small = 1Target values
Reduceenergy
levelto7.5ft/l b
Reduceforce
to9lb.
Reduceenergy
to7.5ft/lb.
Maintain
currentlevel
Technical evaluation
(5 is best)
54321
B
A
X
BA
X B
A
X
B
X
A
BXABA
X
Doorseal
resistance
Accoust.Trans.
Window
Maintain
currentlevel
Maintain
currentlevel
House of Quality ExampleHouse of Quality ExampleFigure 4.5
4-48 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
Th K M d lTh K M d l
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
48/50
Kano Model
Customer Needs
CustomerSatisfacti
Excitement
Expected
Must Have
The Kano ModelThe Kano ModelFigure 4.6
4-49 MELJUN CORTES,MBA,MPA,BSCS,ACSMELJUN CORTES,
MBA,MPA,BSCS,ACS
O ti St tO ti St t
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
49/50
1. Increase emphasis on componentcommonality
2. Package products and services
3. Use multiple-use platforms
4. Consider tactics for masscustomization
5. Look for continual improvement
6. Shorten time to market
Operations StrategyOperations Strategy
-
8/9/2019 MELJUN CORTES - Operation Management 4th Lecture (PRODUCT DESIGN)
50/50