Product Design

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Chapter 5
Product Design Process Selection-Manufacturing
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OBJECTIVES

• Typical Phases of Product Design Development
• Designing for the Customer
• Design for Manufacturability
• Types of Processes
• Process Flow Structures
• Process Flow Design
• Global Product Design and Manufacturing

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Typical Phases of Product Design Development

• Concept Development
• Product Planning
• Product/Process Engineering
• Pilot Production/Ramp-Up

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Concurrent EngineeringDefined

• Concurrent engineering can be defined as the
  simultaneous development of project design
  functions, with open and interactive
  communication existing among all team members for
  the purposes of reducing time to market,
  decreasing cost, and improving quality and
  reliability

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Concurrent Engineering(Continued)

• Teams provide the primary integration mechanism
  in CE programs
• There are three types of teams
• Program Management Team
• Technical Team
• Design-Build Teams
• Time savings of CE programs are created by
  performing activities in parallel

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Designing for the Customer
Ideal Customer Product
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Designing for the Customer Quality Function
Deployment

• Interfunctional teams from marketing, design
  engineering, and manufacturing
• Voice of the customer
• House of Quality

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Designing for the Customer The House of Quality
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Customer requirements information forms the basis
for this matrix, used to translate them into
operating or engineering goals.

• The McGraw-Hill Companies, Inc., 2004

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Designing for the Customer Value Analysis/Value
Engineering (VA/VE)

• Achieve equivalent or better performance at a
  lower cost while maintaining all functional
  requirements defined by the customer
• Does the item have any design features that are
  not necessary?
• Can two or more parts be combined into one?
• How can we cut down the weight?
• Are there nonstandard parts that can be
  eliminated?

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Design for Manufacturability

• Traditional Approach
• We design it, you build it or Over the
  wall
• Concurrent Engineering
• Lets work together simultaneously

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Design for Manufacturing and Assembly

• Greatest improvements related to DFMA arise from
  simplification of the product by reducing the
  number of separate parts
• During the operation of the product, does the
  part move relative to all other parts already
  assembled?
• Must the part be of a different material or be
  isolated from other parts already assembled?
• Must the part be separate from all other parts to
  allow the disassembly of the product for
  adjustment or maintenance?

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Types of Processes

• Conversion (ex. Iron to steel)
• Fabrication (ex. Cloth to clothes)
• Assembly (ex. Parts to components)
• Testing (ex. For quality of products)

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Process Flow Structures

• Job shop (ex. Copy center making a single copy of
  a student term paper)
• Batch shop (ex. Copy center making 10,000 copies
  of an ad piece for a business)
• Assembly Line (ex. Automobile manufacturer)
• Continuous Flow (ex. Petroleum manufacturer)

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Exhibit 5.10
These are the major stages of product and
process life cycles
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Virtual FactoryDefined

• A virtual factory can be defined as a
  manufacturing operation where activities are
  carried out not in one central plant, but in
  multiple locations by suppliers and partner firms
  as part of a strategic alliance

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Break-Even Analysis

• A standard approach to choosing among alternative
  processes or equipment
• Model seeks to determine the point in units
  produced (and sold) where we will start making
  profit on the process or equipment
• Model seeks to determine the point in units
  produced (and sold) where total revenue and total
  cost are equal

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Break-Even Analysis (Continued)
Break-even Demand
Purchase cost of process or equipment
Price per unit - Cost per unit
or Total fixed costs of process
or equipment Unit price to customer -
Variable costs per unit

• This formula can be used to find any of its
  components algebraically if the other parameters
  are known

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Break-Even Analysis (Continued)

• Example Suppose you want to purchase a new
  computer that will cost 5,000. It will be used
  to process written orders from customers who will
  pay 25 each for the service. The cost of labor,
  electricity and the form used to place the order
  is 5 per customer. How many customers will we
  need to serve to permit the total revenue to
  break-even with our costs?
• Break-even Demand
• Total fixed costs of process or equip.
• Unit price to customer Variable
  costs
• 5,000/(25-5)
• 250 customers

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Process Flow DesignDefined

• A process flow design can be defined as a mapping
  of the specific processes that raw materials,
  parts, and subassemblies follow as they move
  through a plant
• The most common tools to conduct a process flow
  design include assembly drawings, assembly
  charts, and operation and route sheets

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Example Assembly Chart (Gozinto)
From Exhibit 5.14
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Example Process Flow Chart
Material Received from Supplier
No, Continue
Inspect Material for Defects
Defects found?
Yes
Return to Supplier for Credit
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Global Product Design and Manufacturing Strategies

• Joint Ventures
• Global Product Design Strategy

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Measuring Product Development Performance
Performance Dimension
Measures

• Freq. Of new products introduced
• Time to market introduction
• Number stated and number completed
• Actual versus plan
• Percentage of sales from new products

Time-to-market

• Engineering hours per project
• Cost of materials and tooling per project
• Actual versus plan

Productivity

• Conformance-reliability in use
• Design-performance and customer satisfaction
• Yield-factory and field

Quality
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Question Bowl

• Which of the following is the first phase of the
  typical phases of product development?
• Product/process engineering
• Product planning
• Concept development
• Pilot production
• Ramp-up

Answer c. Concept development
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Question Bowl

• Which of the following has been primarily used to
  speed the completion of product development
  programs?
• Concurrent engineering
• Job shop
• Value analysis
• Break-even analysis
• Value engineering

Answer a. Concurrent engineering (The primary
purpose of CE is to reduce time it takes to
complete a product.)
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Question Bowl

• Which of the following is primarily focused on
  getting the voice of the customer into design
  specifications in product development?
• Concurrent engineering
• Value engineering
• DFMA
• Quality function deployment
• None of the above

Answer d. Quality function deployment
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Question Bowl

• Which of the following is the first step in
  building a House of Quality in product
  development?
• Develop a list of customer requirements for the
  product
• Concept development
• Pilot production/Ramp-up
• Concurrent engineering
• None of the above

Answer a. Develop a list of customer
requirements for the product
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Question Bowl

• Of the following abbreviated concepts which
  derive the greatest product improvements as a
  result of simplification of the product by
  reducing the number of separate parts?
• CE
• DFMA
• QFD
• VA/VE
• CAD

Answer b. DFMA (Design for Manufacturing and
Assembly)
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Question Bowl

• Which of the following is an example of a
  Continuous Flow type of process flow structure?
• Fast food
• Grocery
• Hospitals
• Chemical company
• None of the above

Answer d. Chemical company
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Question Bowl

• What is the break-even in demand for a new
  process that costs 25,000 to install, will
  generate a service product that customers are
  willing to pay 500 per unit for, and whose labor
  and material costs for each unit is 100?
• 400 units
• 250 units
• 100 units
• 62.5 units
• None of the above

Answer d. 62.5 units (25,000/(500-100)62.5)
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End of Chapter 5