Product andService DesignMcGraw-HillIrwin Co.docx

Product and
Service Design
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc.
All rights reserved.
You should be able to:
Explain the strategic importance of product and service design
Identify some key reasons for design or redesign
Recognize the key questions of product and service design
List some of the main sources of design ideas
Discuss the importance of legal, ethical, and sustainability
considerations in product and service design
Explain the purpose and goal of life cycle assessment
Explain the phrase “the 3 Rs”
Briefly describe the phases in product design and development
Name several key issues in manufacturing design
Recognize several key issues in service design
Name the phases in service design
List the characteristics of well-designed service systems
Assess some of the challenges of service design
4-*
The essence of an organization is the goods and services it
offersEvery aspect of the organization is structured around them

Product and service design – or redesign – should be closely
tied to an organization’s strategy
4-*
Service
Product
Translate customer wants and needs into product and service
requirements
Refine existing products and services
Develop new products and services
Formulate quality goals
Formulate cost targets
Construct and test prototypes
Document specifications
Translate product and service specifications into process
specifications
Involve Inter-functional Collaboration
4-*
Value =
Benefits – Dis-satisfiers
Price

The driving forces for product and service design or redesign
are market opportunities or threats:
EconomicSocial and DemographicPolitical, Liability, or
LegalCompetitiveCost or AvailabilityTechnological
4-*
Is there a demand for it?Market sizeDemand profile
Can we do it?Manufacturability - the capability of an
organization to produce an item at an acceptable
profitServiceability - the capability of an organization to
provide a service at an acceptable cost or profit
What level of quality is appropriate?Customer
expectationsCompetitor qualityFit with current offering
Does it make sense from an economic standpoint?Liability
issues, ethical considerations, sustainability issues, costs and
profits
4-*
Ideas can come from anywhere in the supply
chain:CustomersSuppliersDistributorsEmployeesMaintenance
and repair personnel
4-*

By studying how a competitor operates and its products and
services, many useful ideas can be generatedReverse
engineeringDismantling and inspecting a competitor’s product
to discover product improvements
4-*
Research and Development (R&D)
Organized efforts to increase scientific knowledge or product
innovationBasic researchHas the objective of advancing the
state of knowledge about a subject without any near-term
expectation of commercial applicationsApplied researchHas the
objective of achieving commercial
applicationsDevelopmentConverts the results of applied
research into useful commercial applications.
4-*
Legal Considerations
Product liabilityThe responsibility a manufacturer has for any
injuries or damages caused by as faulty productSome of the
concomitant costsLitigationLegal and insurance costsSettlement
costsCostly product recallsReputation effectsUniform
Commercial CodeUnder the UCC, products carry an implication
of merchantability and fitness
4-*
Designers are often under pressure to Speed up the design
processCut costs These pressures force trade-off decisionsWhat
if a product has bugs?Release the product and risk damage to
your reputationWork out the bugs and forego revenue

4-*
SustainabilityUsing resources in ways that do not harm
ecological systems that support human existenceKey aspects of
designing for sustainabilityCradle-to-grave assessment (Life-
Cycle assessment)End-of-life programsThe 3-Rs (Reduce,
Reuse, Recycle)Reduction of costs and materials usedRe-using
parts of returned productsRecycling
4-*
Cradle-to-Grave Assessmentaka Life-Cycle Assessment
(LCA)The assessment of the environmental impact of a product
or service throughout its useful lifeFocuses on such factors
asGlobal warmingSmog formationOxygen depletionSolid waste
generationLCA procedures are part of the ISO 14000
environmental management procedures
4-*
EOL programs deal with products (business and consumer) that
have reached the end of their useful livesThe goal of such
programs is to reduce the dumping or incineration of products
(e.g., electronics) which may pose hazards to the environment
4-*
Value analysisExamination of the function of parts and
materials in an effort to reduce the cost and/or improve the
performance of a productCommon questions used in value
analysisIs the item necessary; does it have value; could it be
eliminated?Are there alternative sources for the item?Could

another material, part, or service be used instead?Can two or
more parts be combined?Can specifications be less stringent to
save time or money?Do suppliers/providers have suggestions for
improvements?Can packaging be improved or made less costly?
4-*
RemanufacturingRefurbishing used products by replacing worn-
out or defective componentsCan be performed by the original
manufacturer or another companyReasons to
remanufacture:Remanufactured products can be sold for about
50% of the cost of a new productThe process requires mostly
unskilled and semi-skilled workersIn the global market,
European lawmakers are increasingly requiring manufacturers to
take back used productsDesign for disassembly (DFD)Designing
a product to that used products can be easily taken apart
4-*
RecyclingRecovering materials for future useApplies to
manufactured partsAlso applies to materials used during
productionWhy recycle?Cost savingsEnvironmental
concernsEnvironmental regulationsCompanies doing business in
the EU must show that a specified proportion of their products
are recyclableDesign for recycling (DFR)Product design that
takes into account the ability to disassemble a used product to
recover the recyclable parts
4-*
Strategies for product or service life
stagesStandardizationProduct or service reliabilityProduct or
service robustnessDegree of newness
4-*

4-*
Crucial Question: How does someone like Coca-Cola address
this?
StandardizationExtent to which there is an absence of variety in
a product, service, or processProducts are made in large
quantities of identical itemsEvery customer or item processed
receives essentially the same service
4-*
Advantages
Fewer parts to deal with in inventory and in manufacturing
Reduced training costs and time
More routine purchasing, handling, and inspection procedures
Orders fillable from inventory
Opportunities for long production runs and automation
Need for fewer parts justifies expenditures on perfecting
designs and improving quality control procedures
Disadvantages
Designs may be frozen with too many imperfections remaining.
High cost of design changes increases resistance to
improvements
Decreased variety results in less consumer appeal

4-*
If something is completely standardized, it is a commodity!!!!
Mass customizationA strategy of producing basically
standardized goods or services, but incorporating some degree
of customization in the final product or serviceFacilitating
TechniquesDelayed differentiationModular design
4-*
The Best: is “Late Product Differentiation”
Delayed DifferentiationThe process of producing, but not quite
completing, a product or service until customer preferences are
knownIt is a postponement tacticProduce a piece of furniture,
but do not stain it; the customer chooses the stain
4-*
Key Advantages?
Modular DesignA form of standardization in which component
parts are grouped into modules that are easily replaced or
interchangedAdvantages
easier diagnosis and remedy of failures
easier repair and replacement
simplification of manufacturing and assembly
training costs are relatively low
Disadvantages
Limited number of possible product configurations
Limited ability to repair a faulty module; the entire module
must often be scrapped
4-*

ReliabilityThe ability of a product, part, or system to perform
its intended function under a prescribed set of
conditionsFailureSituation in which a product, part, or system
does not perform as intendedReliabilities are always specified
with respect to certain conditionsNormal operating
conditionsThe set of conditions under which an item’s
reliability is specified
4-*
Robust designA design that results in products or services that
can function over a broad range of conditionsThe more robust a
product or service, the less likely it will fail due to a change in
the environment in which it is used or in which it is
performedPertains to product as well as process designConsider
the following automobiles:Ferrari EnzoToyota AvalonWhich is
design is more robust?
4-*
But …. which is “cooler”
Quality Function Deployment (QFD)An approach that integrates
the “voice of the customer” into both product and service
developmentThe purpose is to ensure that customer
requirements are factored into every aspect of the
processListening to and understanding the customer is the
central feature of QFD
4-*
Whole Brain Theory
*
QFD is Here

Basic qualityRefers to customer requirements that have only
limited effect on customer satisfaction if present, but lead to
dissatisfaction if absentPerformance qualityRefers to customer
requirements that generate satisfaction or dissatisfaction in
proportion to their level of functionality and appealExcitement
qualityRefers to a feature or attribute that was unexpected by
the customer and causes excitement
4-*
Feasibility analysis
Product specifications
Process specifications
Prototype development
Design review
Market test
Product introduction
Follow-up evaluation
4-*
Concurrent engineeringComputer-assisted designProduction
requirementsComponent commonality
4-*
Concurrent engineeringBringing engineering design and
manufacturing personnel together early in the design phaseAlso
may involve manufacturing, marketing and purchasing
personnel in loosely integrated cross-functional teamsViews of
suppliers and customers may also be soughtThe purpose is to
achieve product designs that reflect customer wants as well as
manufacturing capabilities
4-*

Designers must take into account production
capabilitiesEquipmentSkillsTypes of
materialsSchedulesTechnologiesSpecial abilities
4-*
Design for manufacturing (DFM)The designing of products that
are compatible with an organization’s abilitiesDesign for
assembly (DFA)Design that focuses on reducing the number of
parts in a product and on assembly methods and sequence
Instructor Slides
4-*
Instructor Slides
A more general termManufacturabilityEase of fabrication and/or
assemblyIt has important implications
forCostProductivityQuality
Instructor Slides
4-*
Instructor Slides
When products have a high degree of similarity in features and
components, a part can be used in multiple
productsBenefits:Savings in design timeStandard training for
assembly and installationOpportunities to buy in bulk from
suppliersCommonality of parts for repairFewer inventory items
must be handled
Instructor Slides
4-*
Instructor Slides
ServiceSomething that is done to, or for, a customerService

delivery systemThe facilities, processes, and skills needed to
provide a serviceProduct bundleThe combination of goods and
services provided to a customerService packageThe physical
resources needed to perform the service, accompanying goods,
and the explicit (core features) and implicit (ancillary features)
services included
Instructor Slides
4-*
Instructor Slides
Begins with a choice of service strategy, which determines the
nature and focus of the service, and the target marketKey issues
in service designDegree of variation in service
requirementsDegree of customer contact and involvement
Instructor Slides
4-*
Instructor Slides
Products are generally tangible, services intangible
Services are created and delivered at the same time
Services cannot be inventoried
Services are highly visible to consumers
Some services have low barriers to entry and exit
Location is often important to service design, with convenience
as a major factor
Service systems range from those with little or no customer
contact to those that have a very high degree of customer
contact
Demand variability alternately creates waiting lines or idle
service resources
Instructor Slides
4-*
Instructor Slides

4-*
Effective product and service design can help the organization
achieve competitive advantage:Packaging products and ancillary
services to increase salesUsing multiple-use
platformsImplementing tactics that will achieve the benefits of
high volume while satisfying customer needs for
varietyContinually monitoring products and services for small
improvement opportunitiesReducing the time it takes to get a
new or redesigned product or service to the market
4-*
We called it the
“Stealth Strategy”
Moving Blobs/Blob.javaMoving Blobs/Blob.java/*
* Purpose: to define a single Blob object.
*
* Author: CompSci 101
* Date Written: May, 2013
*/
import java.awt.*;
publicclassBlob{
publicstaticfinalint BLOB_SIZE =Ex5JPanel.BLOB_SIZE;
publicstaticfinalPoint CENTRE_POINT =Ex5JPanel.CENTRE_P
OINT;
publicstaticfinalRectangle GAME_AREA =Ex5JPanel.GAME_A
REA;

publicstaticfinalRectangle LEFT_OF_GAME_AREA =Ex5JPane
l.LEFT_OF_GAME_AREA;
publicstaticfinalRectangle RIGHT_OF_GAME_AREA =Ex5JPa
nel.RIGHT_OF_GAME_AREA;
privateint moveX;
privateRectangle area;
privateboolean isVisible;
publicBlob(){
int range = BLOB_SIZE /2;
moveX =(int)(Math.random()* range +4);
if(Math.random()<0.5){
moveX =-moveX;
}
int y =(int)(Math.random()*(GAME_AREA.height -
BLOB_SIZE)+ GAME_AREA.y);
area =newRectangle(CENTRE_POINT.x -
BLOB_SIZE /2, y, BLOB_SIZE, BLOB_SIZE);
isVisible =true;
}
// ---------------------------------------------------------
// Complete these 3 methods as per Part 1 of the hand out
// ---------------------------------------------------------
publicboolean getIsVisible(){
}
publicvoid draw(Graphics g){

if(! isVisible){
return;
}
}
publicvoid move(){
}
}
Moving Blobs/Ex5App.javaMoving Blobs/Ex5App.java/*
* Purpose: application for the
* moving blobs.
*
*/
publicclassEx5App{
publicstaticvoid main(String[] args){
Ex5JFrame gui =newEx5JFrame("Blobs",3,3,Ex5JPanel.JFRAM
E_AREA_WIDTH,Ex5JPanel.JFRAME_AREA_HEIGHT);
}
}
Moving Blobs/Ex5JFrame.javaMoving Blobs/Ex5JFrame.java/*
* Purpose: frame for the
* moving blobs.
*
*

*/
import java.awt.*;
import java.awt.event.*;
import javax.swing.*;
publicclassEx5JFrameextendsJFrame{
publicEx5JFrame(String title,int x,int y,int width,int height){
// Set the title, top left location, and close operation for the fra
me
setTitle(title);
setLocation(x, y);
setDefaultCloseOperation(JFrame.EXIT_ON_CLOSE);
// Create an instance of the JPanel class, and set this to define th
e
// content of the window
JPanel frameContent =newEx5JPanel();
Container visibleArea = getContentPane();
visibleArea.add(frameContent);
// Set the size of the content pane of the window, resize and vali
date the
// window to suit, obtain keyboard focus, and then make the win
dow visible
frameContent.setPreferredSize(newDimension(width, heig
ht));
pack();
frameContent.requestFocusInWindow();
setVisible(true);
}
}
Moving Blobs/Ex5JPanel.javaMoving Blobs/Ex5JPanel.java/*

* Purpose: creates moving Blob objects.
*
* Author:
* Date-written: May 2013
*/
import java.awt.*;
import java.awt.event.*;
import javax.swing.*;
publicclassEx5JPanelextendsJPanelimplementsActionListener,M
ouseListener{
publicstaticfinalint BLOB_SIZE =40;
publicstaticfinalint MAX_NUMBER_OF_BLOBS =30;
publicstaticfinalint GAP_LEFT_RIGHT = BLOB_SIZE;
publicstaticfinalint GAP_ABOVE =100;
publicstaticfinalint GAP_BELOW =100;
publicstaticfinalint GAME_AREA_HEIGHT =400;
publicstaticfinalint GAME_AREA_WIDTH =600;
publicstaticfinalRectangle GAME_AREA =newRectangle(GAP_
LEFT_RIGHT, GAP_ABOVE, GAME_AREA_WIDTH, GAME_
AREA_HEIGHT);
publicstaticfinalPoint CENTRE_POINT =newPoint((GAME_AR
EA.x + GAME_AREA.width /2),((GAME_AREA.y + GAME_A
REA.height /2)));
publicstaticfinalint JFRAME_AREA_WIDTH = GAME_AREA_
WIDTH +2* GAP_LEFT_RIGHT;
publicstaticfinalint JFRAME_AREA_HEIGHT = GAME_AREA
_HEIGHT + GAP_ABOVE + GAP_BELOW;
publicstaticfinalint LAUNCH_PAD_SIZE = BLOB_SIZE *2;
publicstaticfinalRectangle LAUNCH_PAD_AREA =newRectang

le(CENTRE_POINT.x -
LAUNCH_PAD_SIZE /2, GAME_AREA.y, LAUNCH_PAD_SI
ZE +1, GAME_AREA.height);
publicstaticfinalColor BACKGROUND_COLOUR =Color.GREE
N;
publicstaticfinalColor LAUNCH_PAD_COLOUR =Color.GREE
N;
publicstaticfinalColor GAME_AREA_COLOUR =Color.BLUE;
publicstaticfinalRectangle LEFT_OF_GAME_AREA =newRecta
ngle(-
BLOB_SIZE *2,0, GAME_AREA.x + BLOB_SIZE *2, JFRAME
_AREA_HEIGHT);
publicstaticfinalRectangle RIGHT_OF_GAME_AREA =newRec
tangle(GAME_AREA.x + GAME_AREA.width +1,0, JFRAME_
AREA_WIDTH - GAME_AREA.x -
GAME_AREA_WIDTH + BLOB_SIZE *2, JFRAME_AREA_H
EIGHT);
privateboolean noMoreBlobs;
privateint upTo;
privateBlob[] blobs;
publicEx5JPanel(){
setBackground(BACKGROUND_COLOUR);
addMouseListener(this);
initialise();
}
privatevoid initialise(){
blobs =newBlob[MAX_NUMBER_OF_BLOBS];
noMoreBlobs =false;
upTo =0;
}

//--------------------------------------------------------
// Complete these 4 methods as Part 2 and 3 of the handout
//--------------------------------------------------------
publicvoid keyPressed(KeyEvent e){
}
privatevoid drawBlobs(Graphics g){
}
privatevoid addABlob(){
}
privatevoid moveBlobs(){
}
// Handle ActionEvents (Comes here each time the Timer ticks)
publicvoid actionPerformed(ActionEvent e){
if(Math.random()<0.08){
addABlob();
}
moveBlobs();
if(moreBlobsToGo()==false){
noMoreBlobs =true;
t.stop();
}
repaint();
}

// Checks whether there are any blobs either moving or about to
start moving
privateboolean moreBlobsToGo(){
if(noMoreBlobs){
returnfalse;
}
if(upTo < MAX_NUMBER_OF_BLOBS){
returntrue;
}
for(int i =0; i < upTo; i++){
if(blobs[i].getIsVisible()==true){
returntrue;
}
}
returnfalse;
}
// Draw everything
publicvoid paintComponent(Graphics g){
super.paintComponent(g);
drawInformation(g);
drawGameArea(g);
drawBlobs(g);
drawBorderAreas(g);
drawLaunchArea(g);
if(noMoreBlobs){
drawEndMessage(g);
}
}
// Drawing helper methods

privatevoid drawGameArea(Graphics g){
g.setColor(GAME_AREA_COLOUR);
g.fillRect(GAME_AREA.x, GAME_AREA.y, GAME_ARE
A.width, GAME_AREA.height);
}
privatevoid drawLaunchArea(Graphics g){
g.setColor(BACKGROUND_COLOUR);
g.fillRect(LAUNCH_PAD_AREA.x, LAUNCH_PAD_ARE
A.y, LAUNCH_PAD_AREA.width, LAUNCH_PAD_AREA.heig
ht);
}
privatevoid drawInformation(Graphics g){
finalint HUGE_FONT_SIZE =60;
finalFont HUGE_FONT =newFont("SansSerif",Font.BOLD, HU
GE_FONT_SIZE);
finalColor NICE_GRAY_COLOUR =newColor(157,161,158);
int numberOfBlobsToGo = getNumberOfBlobsToGo();
int xPos = GAME_AREA.x;
int yPos = GAME_AREA.y -30;
g.setColor(NICE_GRAY_COLOUR);
g.setFont(HUGE_FONT);
g.drawString("BLOBS TO GO: "+ numberOfBlobsToGo, x
Pos, yPos);
}
privateint getNumberOfBlobsToGo(){
int countActive =0;
for(int i =0; i < upTo; i++){
if(blobs[i].getIsVisible()){

countActive++;
}
}
return countActive +(MAX_NUMBER_OF_BLOBS - upTo);
}
privatevoid drawEndMessage(Graphics g){
finalint HUGE_FONT_SIZE =60;
finalFont HUGE_FONT =newFont("SansSerif",Font.BOLD, HU
GE_FONT_SIZE);
finalColor NICE_GRAY_COLOUR =newColor(157,161,158);
int xPos = GAME_AREA.x +15;
int yPos = CENTRE_POINT.y - HUGE_FONT_SIZE;
g.setColor(NICE_GRAY_COLOUR);
g.setFont(HUGE_FONT);
g.drawString("NO MORE BLOBS", xPos, yPos);
}
privatevoid drawBorderAreas(Graphics g){
g.setColor(BACKGROUND_COLOUR);
g.fillRect(LEFT_OF_GAME_AREA.x, LEFT_OF_GAME_
AREA.y, LEFT_OF_GAME_AREA.width, LEFT_OF_GAME_A
REA.height);
g.fillRect(RIGHT_OF_GAME_AREA.x, RIGHT_OF_GAM
E_AREA.y, RIGHT_OF_GAME_AREA.width, RIGHT_OF_GA
ME_AREA.height);
}
// Handle MouseEvents - comes here when mouse is pressed
publicvoid mousePressed(MouseEvent e){

initialise();
repaint();
}
publicvoid mouseClicked(MouseEvent e){}
publicvoid mouseReleased(MouseEvent e){}
publicvoid mouseEntered(MouseEvent e){}
publicvoid mouseExited(MouseEvent e){}
// Additional KeyEvent methods (required if KeyEvents being h
andled in program)
publicvoid keyTyped(KeyEvent e){}
publicvoid keyReleased(KeyEvent e){}
}
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