Chapter 4

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Chapter 4 6 Product Design
Process Selection-Manufacturing

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

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Whats a Product?

• Need-satisfying offering of an organization
• Example
• PG does not sell laundry detergent
• PG sells the benefit of clean clothes
• Customers buy satisfaction, not parts
• May be a good or service

3
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

5
Designing for the Customer

Ideal Customer Product
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Product Development Stages

• Idea generation
• Assessment of firms ability to carry out
• Customer Requirements
• Functional Specification
• Product Specifications
• Design Review
• Test Market
• Introduction to Market
• Evaluation

Scope of product development team
Scope of design for manufacturability and value
engineering teams
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Quality Function Deployment

• Identify customer wants
• Identify how the good/service will satisfy
  customer wants
• Relate customer wants to product hows
• Identify relationships between the firms hows
• Develop importance ratings
• Evaluate competing products

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Figure 5.5
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Idea Generation Stage

• Provides basis for entry into market
• Sources of ideas
• Market need (60-80) engineering operations
  (20) technology competitors inventions
  employees
• Follows from marketing strategy
• Identifies, defines, selects best market
  opportunities

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Customer Requirements Stage

• Identifies positions key product benefits
• Stated in core benefits proposition (CBP)
• Example Long lasting with more power (Sears
  Die Hard Battery)

• Identifies detailed list of product attributes
  desired by customer
• Focus groups or 1-on-1 interviews

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Functional Specification Stage

• Defines product in terms of how the product would
  meet desired attributes
• Identifies products engineering characteristics
• Example printer noise (dB)
• Prioritizes engineering characteristics
• May rate product compared
• to competitors

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Product Specification Stage

• Determines how product will be made
• Gives products physical specifications
• Example Dimensions, material etc.
• Defined by engineering drawing
• Done often on computer
• Computer-Aided
• Design (CAD)

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Quality Function Deployment

• Product design process using cross-functional
  teams
• Marketing, engineering, manufacturing
• Translates customer preferences into specific
  product characteristics
• Involves creating 4 tabular Matrices or
  Houses
• Breakdown product design into increasing levels
  of detail

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Few Successes
Number
1750
Market req.
Design review, Testing, Intro.
1000
Functional spec.
Product spec.
Successful product
500
100
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1
Development Stage
Source Heizer Render, 5th edition
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Importance of New Products
Percent of Sales from New Products
Position of Firm in Industry
Source Heizer Render, 5th edition
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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.

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Value Engineering Example
3 Pieces
1 Piece
.22 ea.
.10 ea.
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Design for Manufacturability

• Traditional Approach
• Concurrent Engineering

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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

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Types of Processes

• Conversion -
• Fabrication -
• Assembly -
• Testing -

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Process Flow Structures

• Job shop -
• Batch shop -
• Assembly Line -
• Continuous Flow -

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Exhibit 5.10
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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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Route Sheet

• Lists all operations

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Capacity

• Capacity - number of units produced per time
  period
• If 6 workers are employed for a process with 11
  machines and each machine produces 25 parts per
  hour, what is the weekly capacity (5 days) for a
  one shift per day operation (8-hours) if each
  machine requires a worker full time?

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Global Product Design and Manufacturing Strategies

• Joint Ventures - a parent company selects a
  partner in a foreign country to produce and
  deliver a product in that market - local
  customization
• Global Product Design Strategy - developing
  standard modules common to all units sold
  globally - customized close to the customer -
  language, electric power

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Measuring Product Development Performance

• Time-to-market -
• Productivity -
• Quality -