Module 2.1 Describing the Approaches and Technical tools in Designing Products and Services

Describing the Approaches and
Tactical Tools in Designing Products
and Services

Learning Outcome:
• Describe the approaches and tactical tools in
designing products and services.

Topic Outline
• Designing of Quality Goods and Services
• Statistical Thinking and Process Control Tools

Introduction
Organizations cannot succeed in producing high quality
goods and services without effectively designing, controlling
and improving all its organizational process. Tools and
techniques provide the means for objectively evaluating
process performance activities and effectively designing,
controlling, and improving them.
Evans, James (2018) Quality and Performance Excellence, Cengage Learning, 8th edition pp. 105-145

Designing Quality Goods and Services
• DESIGN FOR SIX SIGMA(DFSS)
Comprises a set of tools and methodologies used in the
product development process for ensuring that goods and
services will meet customers needs and achieve
performance and that the process will be used to make
and deliver them achieve extremely high levels of quality.

Four Principal Activities of DFSS
• Concept Development – product functionality is determined based
upon customer requirements, technological capabilities, and
economic realities.
• Design Development – focuses on product and process
performance issues necessary to fulfill the product and services
requirements in manufacturing or delivery.

Four Principal Activities of DFSS
• Design Optimization – seeks to minimize the impact of variation in
production and use, creating a robust design.
• Design Verification – ensures that the capability of the production
system meets the appropriate level of performance.

DFSS Association
Define
Measure
Analyze
Design
Verify

DMEDI ( Define, Measure, Explore, Design,
Implement )
• Define Opportunities - understand the purpose of the process to be developed by goal
statements, generation plans and resource identification
• Measure Customer Needs – understand the output required of the new process by
examining customers needs and competitive analysis.
• Explore Design Concept – use creative techniques to develop alternative concepts
• Develop Detailed Design – turn the concept into reality by the use of process and product
design
• Implement Detailed design – fully deploy the new process and asses its value against the
desired outcome.

Important Approaches for Product Design
• CONCEPT DEVELOPMENT – is the process of applying
scientific, engineering, and business knowledge to produce
a basic functional design that meet both customers needs
and manufacturing or service delivery requirements.
• INNOVATION – involves the adaptation of an idea, process,
technology, product or business model that is new to its
proposed application.

Approaches to product design Cont.
• QUALITY FUNCTION DEPLOYMENT (QFD)
• –methodology used to ensure that customers requirements
are met throughout the product design process and operation
of production systems.
• Note: For the quality function deployment to be realized, the
house of quality will be established.

6 basic steps for the house of quality
1. Identify customer attributes.
2. Identify technical features
3. Relate the customer attributes to the technical features.
4. Evaluate competing products
5. Evaluate the technical features and develop targets.
6. Evaluate technical features.

1. IDENTIFYING CUSTOMER
ATTRIBUTES
• -- it is perhaps the use of customer’s own words so as not to have
customer needs misinterpreted by designers and engineers.

2. Listing the technical features
• -- these are design attributes expressed in the language of the
designer and engineer.
• -- they form the subequent design, manufacturing,and service
process activities.

3. interrelationships
• -- relate the interrelationship between any pair of technical
features. Symbols are used to denote these relationships.
• ●-- it denotes a very strong relationship
• О– it denotes strong relationship
• ▲-- it denotes weak relationship

Design Failure Mode and Effects Analysis
(DFMEA)
• The purpose of DFMEA is to identify all the ways in which
failure can occur, to estimate the effect and seriousness of
the failure and to recommend corrective action.

DFMEA elements
Failure Modes
Effect of the Failure on the Customer
Severity, likelihood of occurrence, and detection rating
Potential cause of Failure
Corrective Actions or Control

• Design for Manufacturability (DFM
DFM is the process of designing a product for efficient production at the
highest level of quality DFM.
• Design and Environmental Responsibility or Design for Environment
is the explicit consideration of environmental concerns during the design
of the products and processes, and includes such practices as designing
for recyclability and disassembly.
• Design for Services
Involve both internal and external activities. Internal activities concerned
with efficiency while external activities is with the direct customer
interaction.

Basic Approach to Process design
1. Identify the product or services: what work do I do?
2. Identify the customer: who is the work for?
3. Identify the supplier: what do I need and from whom do I get it?
4. Identify the process: what steps or task are performed? What are the inputs and outputs
for each steps?
5. Develop measurements and controls, and improvement goals: how do I evaluate the
process? How can I improve further?

Designing Process for Agility
• Agility is a term that is commonly used to characterize flexibility and short cycle times. It
requires rapid response and flexibility to changing customer demand.

Poka-Yoke ( Mistake- Proofing)
• It is an approach for mistake proofing processes using automatic devices or
methods to avoid simple human error. It was developed and refined by Shigeo
Shingo, a Japanese manufacturing engineer who develop the Toyota production
system. Poka –Yoke focused on two aspects: Prediction and Detection.
• Prediction or recognizing that a defect is about to occur and providing a warning
• Detection or recognizing that a defect has occurred and stopping the process.

• Classification of Errors
Service Errors result from the Task, Treatment or Tangibles of
Service.
Customer errors occur during the Preparation, the Service Encounter
or during Resolution

Process Control
• Control is the activity of ensuring conformance to the requirements and taking corrective
action when necessary to correct problems and maintain stable performance.
 Three Components of Control System
1. A standard or goal
2. A means of measuring accomplishments
3. Comparison of actual result with the standard along with feedback to form basis for
corrective action.
•Process control requires a good measurement system to track quality and operational
performance. Measurement provides the ability to capture important quality and performance
indicators to reveal patterns about process performance.

STATISTICAL THINKING and PROCESS
CONTROL TOOLS
• Statistical thinking is the heart of the Deming philosophy and is the basis for good
management. Statistical Thinking is a philosophy of learning and action based on the
principles that:
1. all work occurs in a system of interconnected processes;
2.variation exist in all processes; and
3. understanding and reducing variation are the key to success.

• Operational problems created by excessive
variation:
Prediction increase unpredictability
Variation reduces capacity utilization
Variation contributes to a “bullwhip” effect
Variation makes it difficult to find root causes
Variation makes it difficult to detect potential problems early

Statistical Process Control
• SPC is a methodology for monitoring a process to identity special causes of
variation and signaling the need to take corrective action when it is appropriate.
• it provide a rational basis for applying a statistical thinking to controlling process
• SPC is proven technique for improving quality productivity.

Example of a control chart DEVELOPED BY WALTER
SHEWART

Process Control in Services
• Three Types of Quality Processes to Deliver Quality:
1. Self control of the individual employee based on their spontaneous and learned
behavior.
2. Basic control mechanism, which is carried out by every member of the
workforce.
3. Critical success factor for critical processes.

• Despite remarkable advances in manufacturing the service technology,
businesses and consumers are still plagued by product failures or service
upsets. Thus, concrete understanding of what the customers wants should be
adhered upon by the company.
Conclusion

• Evans, James (2018)Quality and Performance Excellence, Cengage Learning
8th edition
Reference

Module 2.1 Describing the Approaches and Technical tools in Designing Products and Services

Module 2.1 Describing the Approaches and Technical tools in Designing Products and Services

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