1. 1
Product Design

2. 2
OBJECTIVES
 Product Development Process
 Economic Analysis of
Development Projects
 Designing for the Customer
 Design for Manufacturability
 Measuring Product Development
Performance

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
Ideal
Value Analysis/
Quality Function Customer Value Engineering
Deployment
Product

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
QFD Phases
CUSTOMER PRODUCT PARTS
REQUIREMENTS DESIGN CHARACTERISTICS
PRODUCTION PROCESS
REQUIREMENTS DESIGN

7. 7
QFD Process
 Customer Satisfaction Audit Survey
 QFD matrix – the House of Quality
( “Hows and Whats” )

8. Designing for the 8
Customer:
The House of Quality
Correlation:
X Strong positive
Positive
X X
X X X Negative
Water resistance
Accoust. Trans.
* Strong negative
level needed
Energy needed
to close door
ground door
Im Engineerin
resistance
Door seal
Competitive evaluation
Cu r po g
Window
force on
X = Us
to open
st. tan Characterist
Energy
Check
A = Comp. A
Customer ce toics
B = Comp. B
(5 is best)
Requirement 1 2 3 4 5
s
Easy to close 7 X AB
Stays open on a hill 5 X AB
Customer
Customer Easy to open 3 XAB
requirements
requirements Doesn’t leak in rain3 A XB
information- forms
information- forms No road noise 2 X A B
the basis for this
the basis for this Importance weighting 10 6 6 9 2 3 Relationships:
level to 7.5 ft/lb
Reduce energy
Reduce energy
matrix, used to Strong = 9
Reduce force
matrix, used to
current level
current level
current level
to 7.5 ft/lb.
Medium = 3
translate them into
Maintain
Maintain
Maintain
Target values
translate them into
to 9 lb.
Small = 1
operating or
operating or
engineering goals.
engineering goals. Technical evaluation 4
5 B
A
BA
X B B
X
BXA
BA
X
3 A
(5 is best) 2 X
X A
1
©The McGraw-Hill Companies, Inc., 2004

9. Designing for the 9
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?

10. 10
Value analysis application
Product Life-Cycle
Maturity
Value analysis makes
its contribution in the
last stage of Product
Life-cycle, viz,
Maturity stage
Sales Growth
R&D Time
Stage

11. Design for
11
Manufacturability
 Traditional Approach
– “We design it, you build it” or “Over the
wall”
 Concurrent Engineering
– “Let’s work together simultaneously”

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
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
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?