Marketing dịch vụ - Chapter 4: Product design

Product DesignChapter 4Lecture OutlineDesign ProcessRapid Prototyping and Concurrent DesignTechnology in DesignDesign Quality ReviewsDesign for EnvironmentQuality Function DeploymentDesign for RobustnessCopyright 2011 John Wiley & Sons, Inc.4-2Design ProcessEffective design can provide a competitive edgematches product or service characteristics with customer requirementsensures that customer requirements are met in the simplest and least costly mannerreduces time required to design a new product or serviceminimizes revisions necessary to make a design workableCopyright 2011 John Wiley & Sons, Inc.4-3Design ProcessProduct designdefines appearance of productsets standards for performancespecifies which materials are to be useddetermines dimensions and tolerancesCopyright 2011 John Wiley & Sons, Inc.4-4Design ProcessCopyright 2011 John Wiley & Sons, Inc.4-5Idea GenerationCompany’s own R&D departmentCustomer complaints or suggestionsMarketing researchSuppliersSalespersons in the fieldFactory workersNew technological developmentsCompetitorsCopyright 2011 John Wiley & Sons, Inc.4-6Idea GenerationPerceptual Mapsvisual comparison of customer perceptionsBenchmarkingcomparing product/process against best-in-classReverse engineeringdismantling competitor’s product to improve your own productCopyright 2011 John Wiley & Sons, Inc.4-7Perceptual Map of Breakfast CerealsCopyright 2011 John Wiley & Sons, Inc.4-8Feasibility StudyMarket analysisEconomic analysisTechnical/strategic analysesPerformance specificationsCopyright 2011 John Wiley & Sons, Inc.4-9Rapid Prototyping and Concurrent DesignTesting and revising a preliminary design modelBuild a prototypeform designfunctional designproduction designTest prototypeRevise designRetestCopyright 2011 John Wiley & Sons, Inc.4-10Concurrent DesignCopyright 2011 John Wiley & Sons, Inc.4-11Form and Functional DesignForm Designhow product will look?Functional Designhow product will perform?reliabilitymaintainabilityusabilityCopyright 2011 John Wiley & Sons, Inc.4-12Computing ReliabilityCopyright 2011 John Wiley & Sons, Inc.4-130.900.900.90 x 0.90 = 0.81Components in seriesComputing ReliabilityCopyright 2011 John Wiley & Sons, Inc.4-140.95 + 0.90(1-0.95) = 0.995Components in parallel0.950.90R2R1System ReliabilityCopyright 2011 John Wiley & Sons, Inc.4-150.900.92+(1-0.92)(0.90)=0.990.980.980.98 x 0.99 x 0.98 = 0.9510.920.980.98System Availability (SA)where:MTBF = mean time between failures MTTR = mean time to repairCopyright 2011 John Wiley & Sons, Inc.4-16SA = MTBFMTBF + MTTRCopyright 2011 John Wiley & Sons, Inc.4-17System Availability PROVIDER MTBF (HR) MTTR (HR) A 60 4.0 B 36 2.0 C 24 1.0SAA = 60 / (60 + 4) = .9375 or 94%SAB = 36 / (36 + 2) = .9473 or 95%SAC = 24 / (24 + 1) = .96 or 96%UsabilityEase of use of a product or serviceease of learningease of useease of remembering how to usefrequency and severity of errorsuser satisfaction with experienceCopyright 2011 John Wiley & Sons, Inc.4-18Production DesignHow the product will be madeSimplificationreducing number of parts, assemblies, or options in a productStandardizationusing commonly available and interchangeable partsModular Designcombining standardized building blocks, or modules, to create unique finished productsDesign for Manufacture (DFM)Designing a product so that it can be produced easily and economicallyCopyright 2011 John Wiley & Sons, Inc.4-19Copyright 2011 John Wiley & Sons, Inc.4-20Design Simplification(b) Revised designOne-piece base & elimination of fasteners(c) Final designDesign for push-and-snap assembly(a) Original designAssembly using common fastenersFinal Design and Process PlansFinal designdetailed drawings and specifications for new product or serviceProcess plansworkable instructionsnecessary equipment and toolingcomponent sourcing recommendationsjob descriptions and procedures computer programs for automated machinesCopyright 2011 John Wiley & Sons, Inc.4-21Technology in DesignComputer Aided Design (CAD)assists in creation, modification, and analysis of a designcomputer-aided engineering (CAE)tests and analyzes designs on computer screencomputer-aided manufacturing (CAD/CAM)ultimate design-to-manufacture connectionproduct life cycle management (PLM)managing entire lifecycle of a productcollaborative product design (CPD)Copyright 2011 John Wiley & Sons, Inc.4-22Collaborative Product Design (CPD)A software system for collaborative design and development among trading partnersWith PML, manages product data, sets up project workspaces, and follows life cycle of the productAccelerates product development, helps to resolve product launch issues, and improves quality of designDesigners canconduct virtual review sessionstest “what if” scenariosassign and track design issuescommunicate with multiple tiers of supplierscreate, store, and manage project documentsCopyright 2011 John Wiley & Sons, Inc.4-23Design Quality ReviewReview designs to prevent failures and ensure valueFailure mode and effects analysis (FMEA)a systematic method of analyzing product failuresFault tree analysis (FTA)a visual method for analyzing interrelationships among failuresValue analysis (VA)helps eliminate unnecessary features and functionsCopyright 2011 John Wiley & Sons, Inc.4-24FailureModeCause of FailureEffect ofFailureCorrectiveActionStalelow moisture contentexpired shelf lifepoor packagingtastes badwon’t crunchthrown outlost salesadd moisture cure longerbetter package sealshorter shelf lifeBrokentoo thintoo brittlerough handlingrough usepoor packagingcan’t dippoor displayinjures mouthchockingperceived as oldlost saleschange recipechange processchange packagingToo Saltyoutdated receiptprocess not in controluneven distribution of salteat lessdrink morehealth hazardlost salesexperiment with recipeexperiment with processintroduce low salt versionCopyright 2011 John Wiley & Sons, Inc.4-25FMEA for Potato ChipsFault Tree Analysis (FTA)Copyright 2011 John Wiley & Sons, Inc.4-26Value Analysis (VA)Eliminate unnecessary features and functionsUsed by multifunctional design teamsDefine essential functions of an itemDetermine the value of the functionsDetermine the cost of providing the functionsCompute Value/Cost ratioDesign team works to increase the ratioCopyright 2011 John Wiley & Sons, Inc.4-27Design for Environment andExtended Producer ResponsibilityDesign for environmentdesigning a product from material that can be recycled design from recycled materialdesign for ease of repairminimize packagingminimize material and energy used during manufacture, consumption and disposalExtended producer responsibilityholds companies responsible for their product even after its useful lifeCopyright 2011 John Wiley & Sons, Inc.4-28Design for EnvironmentCopyright 2011 John Wiley & Sons, Inc.4-29Green AreasGreen Sourcinguse less materialuse recycled if possibleGreen Manufactureis energy from renewable sourcesamount of waste producedGreen Consumptionproduct’s use of energyis product recyclable and maintainableRecycling and Re-Usedesign products to be recycled or re-usedsave energy and moneyCopyright 2011 John Wiley & Sons, Inc.4-30Quality Function Deployment (QFD)Translates voice of customer into technical design requirementsDisplays requirements in matrix diagramsfirst matrix called “house of quality”series of connected housesCopyright 2011 John Wiley & Sons, Inc.4-31House of QualityCopyright 2011 John Wiley & Sons, Inc.4-32Trade-off matrixDesign characteristicsCustomer requirementsTarget valuesRelationship matrixCompetitive assessmentImportance 123456Competitive Assessment of Customer RequirementsCopyright 2011 John Wiley & Sons, Inc.4-33Irons wellEasy and safe to useCompetitive AssessmentCustomer Requirements 1 2 3 4 5Presses quickly 9 B A XRemoves wrinkles 8 AB XDoesn’t stick to fabric 6 X BAProvides enough steam 8 AB XDoesn’t spot fabric 6 X ABDoesn’t scorch fabric 9 A XBHeats quickly 6 X B AAutomatic shut-off 3 ABXQuick cool-down 3 X A BDoesn’t break when dropped 5 AB XDoesn’t burn when touched 5 AB XNot too heavy 8 X A BFrom Customer Requirementsto Design CharacteristicsCopyright 2011 John Wiley & Sons, Inc.4-34Energy needed to pressWeight of ironSize of soleplateThickness of soleplateMaterial used in soleplateNumber of holesSize of holesFlow of water from holesTime required to reach 450º FTime to go from 450º to 100ºProtective cover for soleplateAutomatic shutoffCustomer Requirements Presses quickly - - + + + -Removes wrinkles + + + + +Doesn’t stick to fabric - + + + +Provides enough steam + + + +Doesn’t spot fabric + - - -Doesn’t scorch fabric + + + - +Heats quickly - - + -Automatic shut-off +Quick cool-down - - + +Doesn’t break when dropped + + + +Doesn’t burn when touched + + + +Not too heavy + - - - + -Irons wellEasy and safe to useTradeoff MatrixCopyright 2011 John Wiley & Sons, Inc.4-35Energy needed to pressWeight of ironSize of soleplateThickness of soleplateMaterial used in soleplateNumber of holesSize of holesFlow of water from holesTime required to reach 450ºTime to go from 450º to 100ºProtective cover for soleplateAutomatic shutoff--+++Targeted Changes in DesignCopyright 2011 John Wiley & Sons, Inc.4-36Energy needed to pressWeight of ironSize of soleplateThickness of soleplateMaterial used in soleplateNumber of holesSize of holesFlow of water from holesTime required to reach 450ºTime to go from 450º to 100ºProtective cover for soleplateAutomatic shutoff Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N 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 YEstimated impact 3 4 4 4 5 4 3 2 5 5 3 0Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2Targets 1.2 8x5 3 SS 30 30 500Design changes * * * * * * *Objective measuresCompleted House of QualityCopyright 2011 John Wiley & Sons, Inc.4-37SS = SilverstoneMG = MirorrglideT = TitaniumA Series of Connected QFD HousesCopyright 2011 John Wiley & Sons, Inc.4-38Customer requirementsHouse of qualityProduct characteristicsA-1Product characteristicsParts deploymentPart characteristicsA-2Part characteristicsProcess planningProcess characteristicsA-3Process characteristicsOperating requirementsOperationsA-4Benefits of QFDPromotes better understanding of customer demandsPromotes better understanding of design interactionsInvolves manufacturing in design processProvides documentation of design processCopyright 2011 John Wiley & Sons, Inc.4-39Design for RobustnessRobust productdesigned to withstand variations in environmental and operating conditionsRobust designyields a product or service designed to withstand variationsControllable factorsdesign parameters such as material used, dimensions, and form of processingUncontrollable factorsuser’s control (length of use, maintenance, settings, etc.)Copyright 2011 John Wiley & Sons, Inc.4-40Design for RobustnessToleranceallowable ranges of variation in the dimension of a partConsistencyconsistent errors are easier to correct than random errorsparts within tolerances may yield assemblies that are not within limitsconsumers prefer product characteristics near their ideal valuesCopyright 2011 John Wiley & Sons, Inc.4-41Taguchi’s Quality Loss FunctionQuantifies customer preferences toward qualityEmphasizes that customer preferences are strongly oriented toward consistentlyDesign for Six Sigma (DFSS)4-42Quality LossLowertolerancelimitTargetUppertolerancelimitCopyright 2011 John Wiley & Sons, Inc.4-43Copyright 2011 John Wiley & Sons, Inc.All rights reserved. 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