product introduction life cycle product design phases qfd and other tools

Product

Introduction

Life Cycle

Product Design Phases

QFD and Other Tools.

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Index Introduction Life Cycle Product Design Phases

New Ideas Generation Viability Analysis Preliminar Design Some concepts on detailed Desing

Tools QFD DFMA Value Analysis / Value Engineering


Product Life Cycle

No time to fix “bugs” No time to relax and collect profit Need to continuously deploy new products Need to design thinking on variants Need to sell on everywhere simultaneosly

sale

s

time

Introduction

Maturity

Decline

Growth


Relevance of the Design Phase.Poor Success Rate

0

500

1000

1500

2000

Development Stage

Number

1000

Market Needs

Market proof, market introduction, Redesign…

25

Ideas1750

Product Specification

100

Functional Specification

¡ One success!

500


Product Design Steps.

New Product Development.General Specs

Feasibility Analysis Fe

asible

Preliminar Design

DetailedDesign

Process Design

Process Analysis

CompetitorsClients/Users

Suppliers

R+DSales

Operations

TechnicalEvaluation

Market Research

PrototypingMarket Test

Process Planning

STOP

(source: Monks, 1982)


New Products Development. Sources of Innovation. Source of the Idea.

Internal (Operations, Marketing, R+D) External (Suppliers, Clients, Competitors)

Relation with own Products Completely New. Improvements or Changes

Relation with Market New Markets Same Market

Relation with Origin of the Need Pull / Push

Relation with Opportunity Origin Economical Change Technological Change Sociological or Demographic Change Political Change


Feasibility Analysis Economical Feasibility

¿Where is the benefit? ¿To whom does the product/service add value? The benefit of selling spare parts or “consumibles”…?

Technical Feasibility Is it or will it be possible? When will it be possible? Is the Market Prepared?

Sold Units

Fixed Cost

Total Variable Cost

Total Cost

Total Income€

Q*


Preliminar Design Function

What should the product do? Cost

Defined for the Target Segment of the Market Shape and Size

Attractive and acceptable Quality

Quality level required Environmental Assesment

Packages, batteries… Production

How and where is to be manufactured? Time

Time to be developed. Accesibility

Where is going to be found by clients? Need for a Recipe


Some Aspects on Detailed Design Standarization

Use of Standards : Volume Shape Position

Advantages: Reduces Cost Improves Client Service,

Disadvantages: Easy to copy Reduces flexibility Barrier for

improvements.


Some Aspects on Detailed Design Modular Design

Standardize Interfaces

Advantages Ease to detect the

error and to repair, Ease to plan Increase of product

flexibility. Disadvantages

Module as a black box.


Some Aspects on Detailed Design Reliability

Probability of the product to survive a given time.

Objectives: Constant (or known)

throughout the Product. Robust Design


Some Aspects on Detailed Design Security

Legal responsibilities. Examples: Toys,

Electromagnetic products Barriers for entering new

markets.


Prototyping Prototypes should represent the characteristics to be

evaluated. (Car unit in wood or plastic, real or reduced dimension)

They will be used to test features, market or production processes.

Retailing stores test their news layouts through Prototype shops.

Example: Nike, Mercadona…

Tools

QFDDFMA

Value Analysis

Design for Logistics


Designing for the Customer: Quality Function Deployment QFD is an structured tool, to translate customer needs into

quality characteristics, through functions that will be implemented on mechanisms with components, that might fail, and such fails are from the beginning considered.

QFD takes the information from the very beginning of the Product Design Process to the last product/process modification.

QFD uses interfunctional teams from marketing, design engineering, and manufacturing. It has been credit for reducing costs by reducing designing times.


QFD QFD Process begins with studying and listening to

customers to determine the characteristics of a superior product.

Through Market Research, customers’ product needs and preferences are defined and broken down into categories called customer requirements.

After Customer requirements are defined, they are weighted based on their relative importance to the customer. Next the customer is asked to compare the company’s products with the products of competitors.

Customer Requirements are crossed with Technical Characteristics and thus goals for improvement are specified.


Designing for the Customer: The House of Quality

Customer Requirements

Importance to

Cust.

Easy to close

Stays open on a hill

Easy to open

Doesn’t leak in rain

No road noise

Importance weighting

Engineering Characteristics

Ene

rgy

need

ed

to c

lose

doo

r

Che

ck f

orce

on

leve

l gr

ound

Ene

rgy

need

ed

to o

pen

door

Wat

er r

esis

tanc

e

10 6 6 9 2 3

7

5

3

3

2

X

X

X

X

X

Correlation:Strong positive

PositiveNegativeStrong negative

X*

Competitive evaluationX = 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

Red

uce

ener

gy

leve

l to

7.5

ft/l

b

Red

uce

forc

eto

9 lb

.R

educ

e en

ergy

to 7

.5 f

t/lb

.

Mai

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ncu

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t lev

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Technical evaluation(5 is best)

54321

B

A

X

BAX B

AX

BX

A

BXABAX

Doo

r se

al

resi

stan

ce

Acc

oust

. Tra

ns.

Win

dow

Mai

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Mai

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©The McGraw-Hill Companies, Inc., 2004

Customer requirements information forms the basis for this matrix, used to translate them into operating or engineering goals.

Customer requirements information forms the basis for this matrix, used to translate them into operating or engineering goals.


QFD Benefits

Encourages the departments to work closely. It results also, in a better understanding of one

another’s goals and issues. It eases the evaluation of minor a major changes on

the product, and its relation with customer requirements.

It helps the team to focus on products that satisfy customers.

Reduces time-to-market Reduces cost of development Keeps the know-how of the design process


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?


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?


DFMA

Fuente: Chase (2004)


Design For Logistics. Unit Load.If value/weight grows

transport cost relevance decreases.

If volume/weight increases, so does transportation and storage costs.

Compact design of products.

If 10% of capacity is unused, then transport cost are 10% higher.


Design for Cost The Design Team has an

objective cost from the very beginning.

This objective is settled according to:

Product Especifications. Price to be accepted by the

market. Desired Margins. Competitors.

Thus minimizing investment on non profitable projects and maximizing ROI.


Product Design Steps.

New Product Development.General Specs

Feasibility Analysis Fe

asible

Preliminar Design

DetailedDesign

Process Design

Process Analysis

CompetitorsClients/Users

Suppliers

R+DSales

Operations

TechnicalEvaluation

Market Research

PrototypingMarket Test

Process Planning

STOP

(source: Monks, 1982)

product introduction life cycle product design phases qfd and other tools

Documents

esjpgarcia product life

market relation

market introduction

simultaneosly slide

recipe slide

new product development

market shape

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