This document provides an overview of product design, process development, and process selection. It discusses how product design defines product characteristics to satisfy customer needs. Process design seeks to effectively create products and services. The design of products and processes are interrelated and should be considered together. New product development involves progressively reducing design options through screening and testing. Process selection depends on factors like volume, variety, and operations. Project and jobbing processes handle low volumes and high variety, while batch, mass, and continuous processes are for higher volumes. The document outlines key aspects of product design, process development, and how they relate.

1. Operations Management
Lesson 3
Product Design and Process Development

2. What you will learn in this unit:
• Product Design
• New Product Development
• NPD Consideration
• Process Selection
• Types of Processes
• Measuring Process Performance

3. Product Design
Product design is the process of defining the
characteristics of the product; at times identify the
core features and the outlook of the end product.

4. The purpose of design is to satisfy
customers
• satisfy needs
• meet expectations
• are aesthetically pleasing
• perform well
• are reliable
• are easy to manufacture and deliver
Product designers will seek to create things that:-
Process designers also seeks to satisfy customers

5. Products and services
should be designed in such
a way that they can be
created effectively
Processes should be
designed in such a way that
they can create all products
and services which the
operation is likely to
introduce
Decisions taken during the design of the product or service will have an impact on
the decisions taken during the design of the process which produces the product
or service or vice versa
Designing the
Product or
Service
Designing the
Process which
Produces the
Product or
Service
The design of products/services and processes
are interrelated and should be treated together

6. Choice and
evaluation
"Screens"
Uncertainty
Regarding the
Final Design
Certainty
Regarding
the Final
Design
TIME
Large Number of
Design options
Design involves progressively reducing the number of
possibilities until the final design is reached
CONCEPT
FINAL DESIGN
SPECIFICATON
One Design

7. Idea
Screening
Conceptuali
zation
Product
Screening
Prototype
Testing
Market
Testing
Commerciali
zation
New Product Development Processes
Reid, D. R. & Sanders, N.R. 2005

8. Broad categories of evaluation criteria for
assessing design options
FEASIBILITY
How difficult
is it?
ACCEPTABILITY
How worthwhile
is it?
VULNERABILITY
What could
go wrong?
THE CRITERIA FOR ASSESSING
PROPOSED DESIGN OPTIONS
What INVESTMENT
both managerial and
financial will be
needed?
What RETURN
in terms of financial and
performance
improvement will it
give?
What RISKS
do we run if
things go wrong?

9. The product lifecycle (PLC)
Products need managing throughout their working lives.
This requires deciding:
• What products should be created.
• How to capitalise on a product’s strengths and iron out
any weaknesses.
• When an older product is past its prime and needs
modification or withdrawal from the market.

10. Process Design
Process: Is any part of an organization that takes inputs and transforms
them into outputs.
What is Process Design?
Process design is the selection of
inputs, operations, work flows and
methods for producing goods and
services.
HOW should we make our products or provide our services?

11. How to select Process?
• Process Selection
• Volume – Expected output
• Variety – Level of standardization
• Intermittent Operations
• Repetitive Operations
• Objective:
• Meet or exceed customer requirements.
• Achieve competitive advantage.

12. Variety
Process types in manufacturing
High
Low
Volume
Low High
Project
Jobbing
Batch
Mass
Continuous

13. The Design of processes – Process types
Each process type implies a different way of organizing operations activities
with different volume and variety characteristics.
Project processes
Project processes are those which deal with discrete,
usually highly customized products. Low volume and high
variety.
Examples of project processes include shipbuilding,
most construction companies, movie production
companies, drilling oil wells etc.,

14. Project Processes examples
Construction Company movie production
companies

15. Jobbing processes
Jobbing processes also deals with very high variety and
low volumes. Whereas in project processes each product
has resources devoted more or less exclusively to it, in
jobbing processes each product has to share the
operation’s resources with many others.
Examples for Jobbing processes include many
precision engineers such as specialist toolmakers,
furniture restorers, printers who produce tickets for
the local social event.