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This course explores the vital role that product and service design play in achieving business objectives. By analyzing historical examples like Ford’s Taurus and Chrysler’s Minivan, we emphasize the necessity of thoughtful design in maintaining competitive advantage. Topics include the sequential and concurrent design processes, quality function deployment, design for manufacture (DFM), and feasibility studies. Students will learn how inter-functional teams collaborate across departments to optimize product performance, cost, and customer satisfaction, ensuring businesses thrive in a competitive landscape.
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Production Operations Management Product and Service Design U. Akinc Bus 241
Definitions • Providing products and services is the means of achieving business objectives • Design is critical for survival: • Ford’s Taurus • GM’s Saturn • Chrysler’s Minivan saved the US Auto industry in the 80s Bus 241
Product Design • Product Design Specifies • Materials • Dimensions/tolerances • Appearance • Standards of Performance Bus 241
Service Design • Service design specifies what • Form • Place • Time • Psychological utility will be offered to the customer Bus 241
Design and Competitive Priorities • Product and Service design impacts all competitive priorities: Most notably • Quality of performance • Quality of conformance • Price • Customer service • Delivery speed Bus 241
Design Process • An inter-functional activity cutting across departmental boundaries • Marketing • Manufacturing • Research and development • Engineering post-it story • Purchasing Bus 241
Sequential Design Process • Customer: Product Concept • Marketing: Performance Specifications • Design Engineering: Design Specifications • Manufacturing engineering: Mfg. specs andProcess Design Bus 241
Concurrent Design Process • A new approach to design that involves the simultaneous designof products and processes by inter-functional design teams. • Essential members of the team: • Marketing • Manufacturing (operations) • Engineering Bus 241
Concurrent vs. Sequential Design Process • Sequential design • Concurrent Design Prod design Process design Prototype/Ramp-up Prod design Process design Prototype/Ramp-up Bus 241
Quality Function Deployment • 1. Customer requirements • 2. Competitive assessment • 3. Technical requirements • 4. Relationships • 5. Trade-off matrix • 6. Technical assessment/Design targets Bus 241
QFD Example Bus 241
Design for manufacture (DFM) • Designing a product so it can be produced easily and economically • Some guidelines: • minimum number of parts • Modular Design • Parts with multiple use • Standard parts when possible • avoid fasteners Bus 241
DFM Example Bus 241
Design Process Bus 241
Idea generation • Customers (Sophisticated, exacting, demanding) • Competitors • Benchmarking, • Reverse engineering • R & D (Technology Driven) • Marketing Bus 241
Feasibility Study • Market analysis • Economic Analysis Costs vs. expected revenues over the life cycle • Technological and Strategic analysis • New technology? • Investments/Risks • Competition with other company products • Consistent with corporate strengths? Bus 241
Preliminary Design • Performance Specs are translated into technical Specs • Form design • Functional design • Performance Standards • Reliability • Maintainability Bus 241
Final Design andProcess Planning • Final Drawings and specifications • Prototyping • Technical testing • Convert designs into workable production steps, • Equipment • Tooling • Make or Buy decisions Bus 241
Product Variety Projects Job Shop Batch Identifiable Flow Pattern Assembly Line Continuous Process Bus 241
