Chapter 4

Product Design
Operations Management - 6th Edition

Roberta Russell & Bernard W. Taylor, III

Beni Asllani
University of Tennessee at Chattanooga
 Lecture Outline

 Design Process
 Concurrent Design
 Technology in Design
 Design Reviews
 Design for Environment
 Design for Robustness
 Quality Function Deployment

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 Design Process

 Effective design can provide a competitive edg

e
 matches product or service characteristics with cust
omer requirements
 ensures that customer requirements are met in the
simplest and least costly manner
 reduces time required to design a new product or s
ervice
 minimizes revisions necessary to make a design wo
rkable

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 Design Process (cont.)

 Product design
 defines appearance of product
 sets standards for performance
 specifies which materials are to be used
 determines dimensions and tolerances

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 Design Process (cont.)

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 Idea Generation

 Company’s own R&  Salespersons in the f

D department ield
 Customer complaints  Factory workers
or suggestions  New technological d
 Marketing research evelopments
 Suppliers  Competitors

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 Idea Generation (cont.)

 Perceptual Maps
 Visual comparison of
customer perceptions
 Benchmarking
 Comparing product/process
against best-in-class
 Reverse engineering
 Dismantling competitor’s product to improv
e your own product

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 Perceptual Map of Break
fast Cereals

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 Feasibility Study

 Market analysis
 Economic analysis
 Technical/strategic analyses
 Performance specifications

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 Rapid Prototyping

 testing and revising a

preliminary design model
 Build a prototype
 form design
 functional design
 production design
 Test prototype
 Revise design
 Retest
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 Form and Functional Design

 Form Design
 how product will loo
k?
 Functional Design
 how product will per
form?
 reliability
 maintainability
 usability

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 Computing Reliability

Components in series

0.90 0.90 0.90 x 0.90 = 0.81

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 Computing Reliability (cont.)

Components in parallel

0.90
R2

0.95 0.95 + 0.90(1-0.95) = 0.995

R1

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 System Reliability

0.90

0.98 0.92 0.98

0.98 0.92+(1-0.92)(0.90)=0.99 0.98

0.98 x 0.99 x 0.98 = 0.951

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 System Availability (SA)

MTBF
SA =
MTBF + MTTR
where:
MTBF = mean time between failures
MTTR = mean time to repair

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 System Availability (c
ont.)

PROVIDER MTBF (HR) MTTR (HR)

A 60 4.0
B 36 2.0
C 24 1.0

SAA = 60 / (60 + 4) = .9375 or 94%

SAB = 36 / (36 + 2) = .9473 or 95%
SAC = 24 / (24 + 1) = .96 or 96%

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 Usability

 Ease of use of a product or service

 ease of learning
 ease of use
 ease of remembering how to use
 frequency and severity of errors
 user satisfaction with experience

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 Production Design

 How the product will be made

 Simplification
 reducing number of parts, assemblies, or options in a produ
ct
 Standardization
 using commonly available and interchangeable parts
 Modular Design
 combining standardized building blocks, or modules, to cre
ate unique finished products
 Design for Manufacture (DFM)
• Designing a product so that it can be produced easily and e
conomically
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 Design Source: Adapted from G. Boothroyd and
P. Dewhurst, “Product Design…. Key to Suc
cessful Robotic Assembly.” Assembly Engine
Simplification ering (September 1986), pp. 90-93.

(a) Original design (b) Revised design (c) Final design

Assembly using One-piece base & Design for pus

common fasteners elimination of fast h-and-snap
eners assembly

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 Final Design and Process Plans

 Final design  Process plans

 detailed drawings a  workable instructions
nd specifications fo  necessary equipment a
r new product or se nd tooling
rvice  component sourcing re
commendations
 job descriptions and pr
ocedures
 computer programs for
automated machines

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 Design Team

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 Concurrent Design

 A new approach to desig  Involves suppliers

n that involves simultane  Incorporates production
ous design of products a process
nd processes by design t  Uses a price-minus syst
eams em
 Scheduling and manage
 Improves quality of early ment can be complex as
design decisions tasks are done in paralle
l
 Uses technology to aid
design

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 Technology in Design

 Computer Aided Design (CAD)

 assists in creation, modification, and analysis of
a design
 computer-aided engineering (CAE)
 tests and analyzes designs on computer screen
 computer-aided manufacturing (CAD/CAM)
 ultimate design-to-manufacture connection
 product life cycle management (PLM)
 managing entire lifecycle of a product
 collaborative product design (CPD)

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 Collaborative Product Design (CP
D)
 A software system for collaborative design and develo
pment among trading partners
 With PML, manages product data, sets up project work
spaces, and follows life cycle of the product
 Accelerates product development, helps to resolve pro
duct launch issues, and improves quality of design
 Designers can
 conduct virtual review sessions
 test “what if” scenarios
 assign and track design issues
 communicate with multiple tiers of suppliers
 create, store, and manage project documents
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 Design Review

 Review designs to prevent failures and

ensure value
 Failure mode and effects analysis (FMEA)
 a systematic method of analyzing product failure
s
 Fault tree analysis (FTA)
 a visual method for analyzing interrelationships a
mong failures
 Value analysis (VA)
 helps eliminate unnecessary features and functio
ns
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 FMEA for Potato Chips
Failure Cause of Effect of Corrective
Mode Failure Failure Action
Stale low moisture content tastes bad add moisture
expired shelf life won’t crunch cure longer
poor packaging thrown out better package seal
lost sales shorter shelf life

Broken too thin can’t dip change recipe

too brittle poor display change process
rough handling injures mouth change packaging
rough use chocking
poor packaging perceived as old
lost sales

Too Salty outdated receipt eat less experiment with recipe

process not in control drink more experiment with process
uneven distribution of salt health hazard introduce low salt version
lost sales

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 Fault tree analysis (FTA)

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 Value analysis (VA)

 Can we do without it?

 Does it do more than is required?
 Does it cost more than it is worth?
 Can something else do a better job?
 Can it be made by
 a less costly method?
 with less costly tooling?
 with less costly material?
 Can it be made cheaper, better, or faster by
someone else?

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 Value analysis (VA) (cont.)

 Updated versions also include:

 Is it recyclable or biodegradable?
 Is the process sustainable?
 Will it use more energy than it is worth?
 Does the item or its by-product harm the env
ironment?

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 Design for Environment and
Extended Producer Responsibility
 Design for environment
 designing a product from material that can be recycled
 design from recycled material
 design for ease of repair
 minimize packaging
 minimize material and energy used during manufacture, cons
umption and disposal
 Extended producer responsibility
 holds companies responsible for their product even after its u
seful life

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 Design for Environment

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 Sustainability

 Ability to meet present needs without compromising t

hose of future generations
 Green product design
 Use fewer materials
 Use recycled materials or recovered components
 Don’t assume natural materials are always better
 Don’t forget energy consumption
 Extend useful life of product
 Involve entire supply chain
 Change paradigm of design

Source: Adapted from the Business Soci

al Responsibility Web site, www.bsr.org
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 Quality Function
Deployment (QFD)

 Translates voice of customer into technical des

ign requirements
 Displays requirements in matrix diagrams
 first matrix called “house of quality”
 series of connected houses

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 House of Quality

Importance
5

Trade-off matrix

3
Design characte
ristics

1 4 2

Customer req Relationship Competitive

uirements matrix assessment

6 Target values

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 Competitive Assessment
of Customer Requireme
nts
Competitive Assessment
Customer Requirements 1 2 3 4 5
Presses quickly 9 B A X
Removes wrinkles 8 AB X
Doesn’t stick to fabric
Irons

6 X BA
well

Provides enough steam 8 AB X

Doesn’t spot fabric 6 X AB
Doesn’t scorch fabric 9 A XB
Heats quickly 6 X B A
Automatic shut-off 3 ABX
Easy and s
afe to use

Quick cool-down 3 X A B
Doesn’t break when dropped 5 AB X
Doesn’t burn when touched 5 AB X
Not too heavy 8 X A B
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 Protective cover for soleplate
Time required to reach 450º F
Time to go from 450º to 100º
From Customer

Material used in soleplate

Flow of water from holes

Energy needed to press
Requirements

Thickness of soleplate
to Design Chara

Number of holes
Size of soleplate
Weight of iron

Size of holes
cteristics
Customer Requirements
Presses quickly - - + + + -
Removes wrinkles + + + + +
Doesn’t stick to fabric
Irons

- + + + +
well

Provides enough steam + + + +

Doesn’t spot fabric + - - -
Doesn’t scorch fabric + + + - +
Heats quickly - - + -
Automatic shut-off +
Easy and s
afe to use

Quick cool-down - - + +
Doesn’t break when dropped + + + +
Doesn’t burn when touched + + + +
Not too heavy + - - - + -

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Copyright 2009 John Wiley & Sons, Inc.
Tradeoff Matrix

Energy needed to press

Weight of iron
-

Size of soleplate
+

Thickness of soleplate
Material used in soleplate
-

Number of holes
+
+

Size of holes
Flow of water from holes
Time required to reach 450º
Time to go from 450º to 100º
Protective cover for soleplate
Automatic shutoff
4-37
 Targeted Changes in
Design

Protective cover for soleplate

Time to go from 450º to 100º
Time required to reach 450º
Material used in soleplate

Flow of water from holes

Energy needed to press

Thickness of soleplate

Automatic shutoff
Number of holes
Size of soleplate
Weight of iron

Size of holes
Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N
measures
Objective

Iron A 3 1.4 8x4 2 SS 27 15 0.5 45 500 N Y

Iron B 4 1.2 8x4 1 MG 27 15 0.3 35 350 N Y
Our Iron (X) 2 1.7 9x5 4 T 35 15 0.7 50 600 N Y
Estimated impact 3 4 4 4 5 4 3 2 5 5 3 0
Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2
Targets 1.2 8x5 3 SS 30 30 500
Design changes * * * * * * *

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 Completed
House of Quality

SS = Silverstone
MG = Mirorrglide
T = Titanium

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 A Series of Connected
QFD Houses
Product character
istics
Customer req
uirements

Part characteristic
A-1 s
Product charact
eristics

Process character
House A-2 istics
of quali

Part characteri
ty

stics
Parts deplo A-3 Operations
yment

Process charac
teristics
Process A-4
planning

Operating re
quirements

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 Benefits of QFD

 Promotes better understanding of custo

mer demands
 Promotes better understanding of desig
n interactions
 Involves manufacturing in design proces
s
 Provides documentation of design proce
ss

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 Design for Robustness

 Robust product
 designed to withstand variations in environmental and ope
rating conditions
 Robust design
 yields a product or service designed to withstand variation
s
 Controllable factors
 design parameters such as material used, dimensions, an
d form of processing
 Uncontrollable factors
 user’s control (length of use, maintenance, settings, etc.)

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 Design for Robustness (cont.)

 Tolerance
 allowable ranges of variation in the dimension of a p
art
 Consistency
 consistent errors are easier to correct than random
errors
 parts within tolerances may yield assemblies that ar
e not within limits
 consumers prefer product characteristics near their
ideal values

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 Taguchi’s Quality Loss Functio
n
 Quantifies customer pref
erences toward quality
 Emphasizes that custom

Quality Loss
er preferences are stron
gly oriented toward consi
stently
 Design for Six Sigma (D Lower Target Upper
tolerance tolerance
FSS) limit limit

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Copyright 2009 John Wiley & Sons, Inc.
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