This document discusses various topics related to product design including: 1. Definitions of product and product design, as well as the product development process. 2. Quality function deployment (QFD) and its tools like the house of quality, which help translate customer needs into technical requirements. 3. Other topics covered are modular function deployment, factors influencing decision changes, process selection, automation, and process flow design. 4. Emerging issues in product design like design for manufacturing and assembly, design for disassembly, design for reliability, and design for customers.

1. Chpter-2
Product design
Frequency of Decision Changes
Process Selection
Automation
Process Flow Design

2. PRODUCT DESIGN
#Meaning and definition of Product:
Product is anything that can be offered to a market that might satisfy a want
or need. There Is two concepts of product-narrow concept and wide concept.
• In narrow concept, a product is a bundle of physical or chemical
properties which has some utility. Product means an object which satisfies
the need of the customer. Thus fan, table, pen, cooler, chair etc. are the
products.
• In its wider concept, all the brands, all the colors, all the packaging or all
the designs of a product is taken to be different products. Example if a
tooth paste is produced in three different sizes, these are thee products
because they satisfy needs of different customers. Thus, if there is a
change in the size or color or brand or packaging, it produces a new
product.

3. • According to W. Alderson,” A product is a
bundle of utilities consisting of various
features and accompanying services.”
• According to Phillip Kotler,” A product is a
bundle of physical services and symbolic
particulars expected to yield satisfaction or
benefits to the buyer.”

4. #Meaning and definition of product design
• Product design is the process of creating a new
product to be sold by a business to its customer. A
very broad concept, it is essentially the efficient
and effective generation and development of ideas
through a process that leads to new product.
• According to C.S. Deverell, “ Product design in
its broadest sense includes the whole development
of the product through all the preliminary stages
until actual manufacturing begins”.

6. # Product development Process
• Need identification : New product of advancement of existing
product should be able to satisfy customer needs, requirements and
expectations.
• Feasibility study (product planning): in this stage; market
analysis, creating alternative concepts of products, clarifying the
operational requirements, establishing design criteria and their
priorities, logistic requirement are accomplished.
• Advance design: in this stage, product concept or design concept
obtained from feasibility study are examined technically. It is
concerned with developing and evaluating the design alternative if
necessary.

7. • Product development and engineering: several engineering
activities are carried out to analyze experiment and collect data for
product development.
• Process design and development: working with the detailed
product design , engineers and manufacturing specialists prepare
plans for materials acquisitions, productions, warehousing ,
transportation and distributions for designed product.
• Product evaluation and improvement: most products are
continually re-evaluated for improvement possibilities throughout
their lives.
• Product use and support: The ultimate stage of product design and
development is to fulfill the customer needs and expectation about
the products. Educating people, providing warranty, repairs,
guarantee after sales services.

8. # QFD (Quality Function Deployment)
• QFD theory was first defined by Yoji Akao in 1966 and its
initial application was at the Kobe shipyard of mitsubishi in
1972.
• QFD is a system for translating customer requirements into
appropriate company requirements at every stage, from
research through product design and development, to
manufacture, distribution, installation and marketing, sales
and services.
• QFD is a way that defines wining business by helping in
creation of conquering business model, Products/services.

9. According to Dr. Yoji Akao, QFD is a “method to
transform user demands into design quality, to
deploy the functions forming quality, and to deploy
methods for achieving the design quality into sub
system and component parts, and ultimately to
specific elements of the manufacturing process.”
According to Sullivan, QFD is “the main
objectives of any manufacturing company to bring
new product to market sooner than the competition
with lower cost and improved quality.”

10.  Features of QFD
 It captures the customer voice: customer’s voice is captured in order to
define product or service specifications.
 It Ensures Strong Cross-Functional Teamwork: Teamwork is ensured
between the various functions involved with the design, such as marketing,
R&D, and manufacturing.
 It links the main phases of product development: A more thorough use of
QFD ensures the generation of four matrices for a company’s success.
I. Product planning
II. Product design
III. Process planning
IV. Process control (production planning)
 The three main goals in implementing QFD are:
 Prioritize spoken and unspoken customer wants and needs.
 Translate these needs into technical characteristics and specifications.
 Build and deliver a quality product or services by focusing everybody toward
customer satisfaction.

11. House of Quality (HoQ)
• House of Quality Diagram is a graphic tool analyzing the
relationship between customer desires and the firm/product
capabilities. It is a part of the Quality Function Deployment and it
utilizes a planning matrix to relate what the customer wants to how a
firm is going to meet those wants.
• Some companies that uses house of quality concept are: Ford,
General Motors, HP, P&G, Jaguar etc. In Japan its design
application include public services, retail outlets, and apartment
layout.
• The primary tool for QFD is House of Quality. It is an excellent
quality planning tool and consists of six major building blocks as
shown in figure below.

12. Figure: simplified HoQ
3.
Inter-relationship matrix
between wants and hows.
1.
What? Or Customer
requirements or voice of the
customer
2.
How? Technical requirements
or voice of the organizations
5
Planning matrix/
customer perception
6.
Prioritized Technical
requirements
Technical
correction matrix
or inter-
relationship
between hows
4
Technical/Design
requirementsCustomer
requirements

13. # Modular Functions Deployment
It is a support for good product structure creation. It
uses QFD to establish customer requirements and to
identify important design requirement with a special
emphasis on modularity. MFD consists of 5 steps.
• Clarify product specification
• Analyze functions and select technical solutions
• Identify possible modules
• Evaluate concepts
• Improve each models

14. # Frequency of Decision Changes
Manufacturing environment is dynamic and product
decisions do change often in every manufacturing
company to cope high competition. The various reasons
that lead to the change are:
• Changing demand of customer
• Product failure
• Accident or injuries
• Low demand
• Change in technology and innovation

15. The major techniques that are used in minimizing
the frequency of decision change are given below:
• FMEA (Failure Mode and Effect Analysis): it
analyzes the cause and effects of product failures.
• FTA (Fault Tree Analysis): it analyzes
interrelationship among failures.
• VA (Value Analysis): elimination of unnecessary
features and functions of product design.

16. #Process Selection
• Process basically is sequence of activities that are
carried out with intention to achieve a desired level of
result. In manufacturing or service firms process
converts inputs like raw materials, labour, capital,
information etc. into desired output through the help of
conversion system(machines and equipment).
• Process design: means the complete delineation and
description of specific steps in the production process
and the linkages among steps that will enable the
production system to produce products of the desired
quality, quantity, at right time, estimated cost to fulfill
the customers need.

17. #Manufacturing process technology/ types of conversion process
The conversion process can be divided into five types:
• Project technology: is suitable for producing similar kind of
products of unique character like buildings, bridges, dams, roads etc.
it requires highly skilled-large number of labour.
• Job shop technology: small batches of different products are
produces after receiving customer orders, so it is hard for materials
resources planning, scheduling of operations and controlling
activities. Example tailor, printing shop etc.
• Batch technology: it is one step ahead the job shop technology i.e.
product are produced in larger quantity than job shop after customer
order or for immediate stock. Skilled labour are required. Example
heavy equipment manufacturing and electronic device
manufacturing etc.

18. • Assembly line technology: when the products are
relatively stable, high volume with limited
variety, assembly line technology is suitable.
More mechanized and automation requiring less
labour. Example production of goods like TV,
Radio, Automobile etc.
• Continuous flow technology: it is suitable when
the products are highly specialized/ standardized
and large volume of products are produced for
stock. More mechanized and automation requiring
less labour. Example soap, noodles, cold drinks,
biscuits etc.

19. # Process technology life cycle and selection of
appropriate technoloy
#Process technology life cycle………Azaya Sthatip page 61
#Product process mix matrix
VERY LOW VOLUMES VERY HIGH VOLUMES
LOW STANDARDIZATION LOW VOLUMES HIGH VOLUMES HIGH STANDARDIZATION
One-of-a-kind Products Many Products Few Products Commodity Products
JUMBLED FLOW
(Job Shop)
DISCONNECTED LINE FLOW
(Batch Flow)
CONNECTED LINE FLOW
(Machine or Worker paced)
CONTINUOUS FLOW
STRUCTURE
PROCESS

20. Automation
• Automation is a system, process or piece of equipment
that is self-acting and self-regulating. Automation is the
use of computers to control a particular process in order
to increase reliability and efficiency, often through the
replacement of employees. For a manufacturer, this
could entail using robotic assembly lines to
manufacture a product.
• Although automation is often thought to be necessary to
gain competitive advantages, manufacturers use two
type of automation:
@Fixed automation: when demand volume are high,
product designs are stable, and product life cycle are long
fixed automation become appropriate. example chemical
processing plant, oil refineries etc

21. @Flexible (programmable) automation: The automation which can be
handle and change easily for various products is called flexible
automation for example cold drinks production
#Advantages of automation
• Increased output and higher productivity
• Improved and uniform quality
• Reduced cost
• Reduced numbers of accident
• Better production control
• Dangerous and unpleasant task
#Disadvantages of automation
• Displacement of labour
• Heavy capital investment
• Benefit of employee suggestion cost.

22. #Process Flow design
Process flow design typically uses process flowcharts to
illustrate processes used within a company. These charts
show relationships between process components and to
improve processes within an organization.
In simple terms process flow design can be defined as a
mapping of specific processes that raw materials, parts
and sub assembles follows as the move through a plant.
The most common tools to conduct a process flow design
are:
• Assembly drawing: it is a presentation of the product
or structure put together, that shows all parts in their
operational positions. It is an explained view of the
product.

23. • Assembly chart: assembly chart shows the
sequence of operations in putting together
the product. Assembly charts are extremely
useful for making preliminary plans regarding
subassemblies.
• Operation and route sheet: it specifies
operations and process routing or showcases
types of equipment requirements. It shows
everything about the operation.

24. #Process flow diagram
A process flow diagram (PFD) is a diagram
commonly used I chemical and process engineering
to indicate the general flow of plant processes and
equipment. A PFD is a visual tool which describes
the sequence of flow of product or procedure.
Symbols used in process chart: (refer Azaya sthapit
page-66)
Example:
High-level flowchart for an order-filling process

26. #Emerging issues in product design
• Design for Manufacturing and Assembly: design of
assembly focuses on optimization of parts system
assembly. Design of manufacturing selects the most
cost effective materials and process to be used in
the production in the early stage of product design.
• Design for disassembly: in this design the products
would be designed in such a way that they never
become waste as these products would be inputs for
other products at the end of their lives.

27. • Design for reliability (DFR): in this design
product development team works together with
design engineers to design reliable products
with low overall life cycle cost.

28. • Design for six sigma (DFSS): DFSS follows- DMADV
(Define, Measure, Analyze, Design and Verify) framework.
A product said to be of six sigma quality if there are no
more than 3.4 non-conformities per million opportunities at
the part and process step level.
• Design of Experiments (DOE): it take into consideration
of statistical tools to build the quality into the product an
process. It helps product development team for running a
series of experiments so as to build model of processes.
• Designing for Customers: it helps to design the ideal
product/service taking into consideration of there principles:
Quality Function Deployment (QFD), House of Quality
(HoQ), and Value Analysis.