1

Product Design
2

OBJECTIVES
Product Development Process
 Economic Analysis of
Development Projects
 Designing for the Customer


Desi...
3

Typical Phases of Product
Development


Planning



Concept Development



System-Level design



Design Detail


...
Designing for the
Customer
House of Quality

Quality Function
Deployment

Ideal
Customer
Product

Value Analysis/
Value En...
5

Designing for the Customer:
Quality Function Deployment


Interfunctional teams from marketing,
design engineering, an...
6

QFD Phases

CUSTOMER
REQUIREMENTS

PRODUCT
DESIGN
PRODUCTION
REQUIREMENTS

PARTS
CHARACTERISTICS
PROCESS
DESIGN
7

QFD Process


Customer Satisfaction Audit Survey



QFD matrix – the House of Quality
( “Hows and Whats” )
Designing for the
Customer:

8

The House of Quality

Correlation:
X
X

X

3

Competitive evaluation
X = Us
A = Comp. A
B ...
Designing for the
Customer:

Value Analysis / Value
Engineering


Achieve equivalent or better performance at a
lower cos...
Value analysis application

10

Product Life-Cycle
Maturity

Value analysis makes
its contribution in the
last stage of Pr...
Design for
Manufacturability


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



Concurrent Engi...
12

Design For Logistics

• Design for Logistics uses product design to
address logistics costs

• Key Concepts of Design ...
13

Economic Transportation and
Storage

• Design products so that they can be
efficiently packed and stored

• Design pac...
14

Design for Manufacturing
and Assembly


1.

2.

3.

Greatest improvements related to DFMA
arise from simplification o...
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Ch4 product design

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Ch4 product design

  1. 1. 1 Product Design
  2. 2. 2 OBJECTIVES Product Development Process  Economic Analysis of Development Projects  Designing for the Customer  Design for Manufacturability  Measuring Product Development Performance 
  3. 3. 3 Typical Phases of Product Development  Planning  Concept Development  System-Level design  Design Detail  Testing and Refinement  Production Ramp-up
  4. 4. Designing for the Customer House of Quality Quality Function Deployment Ideal Customer Product Value Analysis/ Value Engineering 4
  5. 5. 5 Designing for the Customer: Quality Function Deployment  Interfunctional teams from marketing, design engineering, and manufacturing  Voice of the customer  House of Quality
  6. 6. 6 QFD Phases CUSTOMER REQUIREMENTS PRODUCT DESIGN PRODUCTION REQUIREMENTS PARTS CHARACTERISTICS PROCESS DESIGN
  7. 7. 7 QFD Process  Customer Satisfaction Audit Survey  QFD matrix – the House of Quality ( “Hows and Whats” )
  8. 8. Designing for the Customer: 8 The House of Quality Correlation: X X X 3 Competitive evaluation X = Us A = Comp. A B = Comp. B (5 is best) 1 2 3 4 5 AB XAB A XB Doesn’t leak in rain3 Target values 5 Technical evaluation 4 3 (5 is best) 2 X A 10 6 B A X BA X 6 9 2 3 Reduce force to 9 lb. Reduce energy to 7.5 ft/lb. Maintain current level Maintain current level No road noise 2 Importance weighting 1 ©The McGraw-Hill Companies, Inc., 2004 * X AB Stays open on a hill 5 Easy to open X X Reduce energy level to 7.5 ft/lb Maintain current level Customer Customer requirements requirements information- forms information- forms the basis for this the basis for this matrix, used to matrix, used to translate them into translate them into operating or operating or engineering goals. engineering goals. Energy needed to close door Door seal resistance Check force on level needed Energy ground door to open Accoust. Trans. Window Engineerin Im po g Cu r st. tan Characterist Customer ce to ics Requirement s Easy to close 7 Water resistance X X Strong positive Positive Negative Strong negative B A X B X A BXA BA X B Relationships: Strong = 9 Medium = 3 Small = 1
  9. 9. 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? 9
  10. 10. Value analysis application 10 Product Life-Cycle Maturity Value analysis makes its contribution in the last stage of Product Life-cycle, viz, Maturity stage Sales Growth R&D Stage Time
  11. 11. Design for Manufacturability  Traditional Approach – “We design it, you build it” or “Over the wall”  Concurrent Engineering – “Let’s work together simultaneously” 11
  12. 12. 12 Design For Logistics • Design for Logistics uses product design to address logistics costs • Key Concepts of Design for Logistics • Economic packaging and transportation • Concurrent / Parallel Processing • Standardization
  13. 13. 13 Economic Transportation and Storage • Design products so that they can be efficiently packed and stored • Design packaging so that products can be consolidated at cross docking points • Design products to efficiently utilize retail space
  14. 14. 14 Design for Manufacturing and Assembly  1. 2. 3. Greatest improvements related to DFMA arise from simplification of the product by reducing the number of separate parts: During the operation of the product, does the part move relative to all other parts already assembled? Must the part be of a different material or be isolated from other parts already assembled? Must the part be separate from all other parts to allow the disassembly of the product for adjustment or maintenance?
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