This document discusses product design processes and tools. It covers strategies for new product introduction, the new product development process, and the importance of cross-functional design. Key design tools discussed include Quality Function Deployment for capturing customer needs, Design for Manufacturing to enable producibility, Value Analysis for cost optimization, and Modular Design to increase commonality across product lines.

1. Product DesignProduct Design
Prof.Dr.S.Kathirrvelu,
TPRIC,
EITEX, BDU.

2. 3-2
OutlineOutline
DESIGN PROCESSDESIGN PROCESS
– Strategies for New-Product IntroductionStrategies for New-Product Introduction
– New-Product Development ProcessNew-Product Development Process
– Cross-Functional Product DesignCross-Functional Product Design
DESIGN TOOLSDESIGN TOOLS
– Quality Function DeploymentQuality Function Deployment
– Design for ManufacturingDesign for Manufacturing
Value AnalysisValue Analysis
Modular DesignModular Design

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Product Design:Product Design:
Why Does Operations Care?Why Does Operations Care?
In the old days, “over the wall”In the old days, “over the wall”
NowNow
– must be able to make it (process)must be able to make it (process)
technologytechnology
availability of resourcesavailability of resources
– must have the capacitymust have the capacity
– must deliver a quality product or servicemust deliver a quality product or service
– must decide inventory policiesmust decide inventory policies

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Strategies for New-ProductStrategies for New-Product
IntroductionIntroduction
Market PullMarket Pull (“We Make What We Can Sell”)(“We Make What We Can Sell”)
– food industryfood industry
Technology PushTechnology Push (“We Sell What We Can(“We Sell What We Can
Make”)Make”)
– electronicselectronics
Interfunctional ViewInterfunctional View
– personal computerspersonal computers

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New Product Development ProcessNew Product Development Process
Concept DevelopmentConcept Development
Product or Service DesignProduct or Service Design
Pilot Production/TestingPilot Production/Testing

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New Product Design ProcessNew Product Design Process (Figure 3.2)(Figure 3.2)
Pilot production/testing Final process design
Preliminary process design
Concept development
Product design

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New Product Design ProcessNew Product Design Process
•To be ISO 9000 certified, an organization
must define and follow a new product
design process.
•ISO = International Organization for
Standards. www.iso.ch
.

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Cross Functional Product Design (Figure 3.3)Cross Functional Product Design (Figure 3.3)

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Why Don’t Different Areas Cooperate?Why Don’t Different Areas Cooperate?
They don’t speak the same language.They don’t speak the same language.
They have different performance measures.They have different performance measures.
They tend to have different personality types, i.e.They tend to have different personality types, i.e.
they don’t think alike.they don’t think alike.
They are defensive about their own turfs.They are defensive about their own turfs.
They are in different physical locations.They are in different physical locations.
They “don’t have time.”They “don’t have time.”

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Quality Function Deployment (QFD)Quality Function Deployment (QFD)
Also known as “House of Quality”Also known as “House of Quality”
Developed in Japan in 1972.Developed in Japan in 1972.
Tool for concurrent design of productsTool for concurrent design of products
Customer Attributes (“Voice of theCustomer Attributes (“Voice of the
Customer”)Customer”)
Engineering Characteristics (“Voice of theEngineering Characteristics (“Voice of the
Engineer”)Engineer”)
TradeoffsTradeoffs
Competitors’ ComparisonCompetitors’ Comparison

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HOUSE OF QUALITY (QFD)

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Design for Manufacturing (DFM)Design for Manufacturing (DFM)
Value Analysis (or engineering)Value Analysis (or engineering)
– Simplification of products and processesSimplification of products and processes
Modular DesignModular Design
– Multiple products using common parts,Multiple products using common parts,
processes and modules.processes and modules.

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Value AnalysisValue Analysis
Terms in Value Analysis:Terms in Value Analysis:
– Objective: primary purpose of the productObjective: primary purpose of the product
– Basic Function: Makes the objective possibleBasic Function: Makes the objective possible
– Secondary Function: How to perform the basic functionSecondary Function: How to perform the basic function
Value analysis seeks to improve the secondaryValue analysis seeks to improve the secondary
function, e.g. how to open a can or make a tool box.function, e.g. how to open a can or make a tool box.

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Objectives of Value AnalysisObjectives of Value Analysis
Enhance the design of a good or service to provideEnhance the design of a good or service to provide
higherhigher qualityquality at the sameat the same priceprice, or the same, or the same qualityquality
at a lowerat a lower priceprice..
Modify the design of production process to lower theModify the design of production process to lower the
costcost of a good or service while maintaining orof a good or service while maintaining or
improvingimproving qualityquality..
In other words, improve the ratio of usefulnessIn other words, improve the ratio of usefulness
((qualityquality) to) to costcost..

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DFM: An ExampleDFM: An Example
(c) Final design
Design for push-and-snap
assembly
(b) Revised design
One-piece base &
elimination of fasteners
(a) The original design
Assembly using
common fasteners

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DFM: An ExampleDFM: An Example (continued)(continued)
a. Original Design
• 24 different parts to assemble
• 7 unique parts to manage in inventory
b. Revised Design
• 4 different parts to assemble
• 3 unique parts to manage in inventory
c. Final Design
• 2 parts to assemble and manage
Question: How easy would it be to detect an assembly error with
each of the designs?

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Value Analysis at ToyotaValue Analysis at Toyota
GM has 26 different seat frames.
Toyota has 2.
Toyota’s advantage: $500 million
Source: Business Week, 31 July 2006, p. 57.

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Value Analysis at GMValue Analysis at GM
Bo Andersson (VP Global Purchasing)
discovered that door hinges on large SUVs
and trucks could be made from 3 parts
instead of 5. Savings: $21 per truck or
$100 million total. It still took him three
months to convince the engineers to change.
Source: Business Week, 31 July 2006, p. 57.

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Modular DesignModular Design
Allows greater variety through ‘mixing and matching’Allows greater variety through ‘mixing and matching’
of modulesof modules
Develops a series of basic product componentsDevelops a series of basic product components
(modules) for later assembly into multiple products(modules) for later assembly into multiple products
Reduces complexity and costs associated with largeReduces complexity and costs associated with large
number of product variationsnumber of product variations
Easy to subcontract production of modulesEasy to subcontract production of modules

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Modular DesignModular Design
Volvo P1 PlatformVolvo P1 Platform
– S40 sedanS40 sedan
– V50 station wagonV50 station wagon
– C70 convertibleC70 convertible
– C30 compactC30 compact
Chrysler LX PlatformChrysler LX Platform
– Dodge ChargerDodge Charger
– Chrysler 300Chrysler 300
– Chrysler 300C HemiChrysler 300C Hemi
– Dodge Magnum wagonDodge Magnum wagon
– Dodge ChallengerDodge Challenger
Source: Boston Globe, 19 February 2006, p. K1.Source: Boston Globe, 19 February 2006, p. K1.

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Dana’s “Rolling Chassis”Dana’s “Rolling Chassis”

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SummarySummary
DESIGN PROCESSDESIGN PROCESS
– Strategies for New-Product IntroductionStrategies for New-Product Introduction
– New-Product Development ProcessNew-Product Development Process
– Cross-Functional Product DesignCross-Functional Product Design
DESIGN TOOLSDESIGN TOOLS
– Quality Function DeploymentQuality Function Deployment
– Design for ManufacturingDesign for Manufacturing
Value AnalysisValue Analysis
Modular DesignModular Design