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4. Product and Service Design. Learning Objectives. Explain the strategic importance of product and service design. List some key reasons for design or redesign. Identify the main objectives of product and service design. Discuss the importance of standardization.

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Product and service design


Product and Service Design

Learning objectives
Learning Objectives

  • Explain the strategic importance of product and service design.

  • List some key reasons for design or redesign.

  • Identify the main objectives of product and service design.

  • Discuss the importance of standardization.

  • Discuss the importance of legal, ethical, and environmental issues in product and service design.

Learning objectives1
Learning Objectives

  • Briefly describe the phases in product design and development.

  • Describe some of the main sources of design ideas.

  • Name several key issues in manufacturing design.

  • Name several key issues in service design.

  • Name the phases in service design.

  • List the characteristics of well-designed service systems.

  • Name some of the challenges of service design.

Product and service design

Product and Service Design

  • Major factors in design strategy

    • Cost

    • Quality

    • Time-to-market

    • Customer satisfaction

    • Competitive advantage

Product and service design – or redesign – should be

closely tied to an organization’s strategy

Product or service design activities
Product or Service Design Activities

  • Translate customer wants and needs into product and service requirements

  • Refine existing products and services

  • Develop new products and services

  • Formulate quality goals

  • Formulate cost targets

  • Construct and test prototypes

  • Document specifications

Reasons for product or service design
Reasons for Product or Service Design

  • Economic

  • Social and demographic

  • Political, liability, or legal

  • Competitive

  • Cost or availability

  • Technological

Objectives of product and service design
Objectives of Product and Service Design

  • Main focus

    • Customer satisfaction

    • Understand what the customer wants

  • Secondary focus

    • Function of product/service

    • Cost/profit

    • Quality

    • Appearance

    • Ease of production/assembly

    • Ease of maintenance/service

Designing for operations
Designing For Operations

  • Taking into account the capabilities of the organization in designing goods and services.

  • Failure to take this into account can:

    • Reduce productivity

    • Reduce quality

    • Increase costs

Legal ethical and environmental issues
Legal, Ethical, and Environmental Issues

  • Legal

    • FDA, OSHA, IRS

    • Product liability

    • Uniform commercial code

  • Ethical

    • Releasing products with defects

  • Environmental

    • EPA

Regulations legal considerations
Regulations & Legal Considerations

  • Product Liability - A manufacturer is liable for any injuries or damages caused by a faulty product.

  • Uniform Commercial Code - Products carry an implication of merchantability and fitness.

Designers adhere to guidelines
Designers Adhere to Guidelines

  • Produce designs that are consistant with the goals of the company

  • Give customers the value they expect

  • Make health and safety a primary concern

  • Consider potential harm to the environment

Other issues in product and service design
Other Issues in Product and Service Design

  • Product/service life cycles

  • How much standardization

  • Mass customization

  • Product/service reliability

  • Robust design

  • Degree of newness

  • Cultural differences

Life cycles of products or services
Life Cycles of Products or Services








Figure 4.1


  • Standardization

    • Extent to which there is an absence of variety in a product, service or process

  • Standardized products are immediately available to customers

Advantages of standardization
Advantages of Standardization

  • Fewer parts to deal with in inventory & manufacturing

  • Design costs are generally lower

  • Reduced training costs and time

  • More routine purchasing, handling, and inspection procedures

  • Quality is more consistent

Advantages of standardization cont d
Advantages of Standardization (Cont’d)

  • Orders fillable from inventory

  • Opportunities for long production runs and automation

  • Need for fewer parts justifies increased expenditures on perfecting designs and improving quality control procedures.

Disadvantages of standardization
Disadvantages of Standardization

  • Designs may be frozen with too many imperfections remaining.

  • High cost of design changes increases resistance to improvements.

  • Decreased variety results in less consumer appeal.

Mass customization
Mass Customization

  • Mass customization:

    • A strategy of producing standardized goods or services, but incorporating some degree degree of customization

    • Delayed differentiation

    • Modular design

Delayed differentiation
Delayed Differentiation

  • Delayed differentiation is a postponement tactic

    • Producing but not quite completing a product or service until customer preferences or specifications are known

Modular design
Modular Design

Modular design is a form of standardization in which component parts are subdivided into modules that are easily replaced or interchanged. It allows:

  • easier diagnosis and remedy of failures

  • easier repair and replacement

  • simplification of manufacturing and assembly


  • Reliability: The ability of a product, part, or system to perform its intended function under a prescribed set of conditions

  • Failure: Situation in which a product, part, or system does not perform as intended

  • Normal operating conditions: The set of conditions under which an item’s reliability is specified

Product and service design

Improving Reliability

  • Component design

  • Production/assembly techniques

  • Testing

  • Redundancy/backup

  • Preventive maintenance procedures

  • User education

  • System design

Product design
Product Design

  • Product Life Cycles

  • Robust Design

  • Concurrent Engineering

  • Computer-Aided Design

  • Modular Design

Product and service design

Robust Design

Robust Design: Design that results in products or services that can function over a broad range of conditions

Taguchi approach robust design
Taguchi Approach Robust Design

  • Design a robust product

    • Insensitive to environmental factors either in manufacturing or in use.

  • Central feature is Parameter Design.

  • Determines:

    • factors that are controllable and those not controllable

    • their optimal levels relative to major product advances

Degree of newness
Degree of Newness

  • Modification of an existing product/service

  • Expansion of an existing product/service

  • Clone of a competitor’s product/service

  • New product/service

Cultural differences
Cultural Differences

  • Multinational companies must take into account cultural differences related to the product design.

  • Notable failures:

    • Chevy Nova in Mexico

    • Ikea beds in U.S.

Global product design
Global Product Design

  • Virtual teams

    • Uses combined efforts of a team of designers working in different countries

    • Provides a range of comparative advantages over traditional teams such as:

      • Engaging the best human resources around the world

      • Possibly operating on a 24-hr basis

      • Global customer needs assessment

      • Global design can increase marketability

Phases in product development process
Phases in Product Development Process

  • Idea generation

  • Feasibility analysis

  • Product specifications

  • Process specifications

  • Prototype development

  • Design review

  • Market test

  • Product introduction

  • Follow-up evaluation

Idea generation
Idea Generation


Supply chain based

Competitor based

Research based

Reverse engineering
Reverse Engineering

Reverse engineering is the

dismantling and inspecting of a competitor’s product to discover product improvements.

Research development r d
Research & Development (R&D)

  • Organized efforts to increase scientific knowledge or product innovation & may involve:

    • Basic Research advances knowledge about a subject without near-term expectations of commercial applications.

    • Applied Research achieves commercial applications.

    • Development converts results of applied research into commercial applications.


  • Manufacturability is the ease of fabrication and/or assembly which is important for:

    • Cost

    • Productivity

    • Quality

Designing for manufacturing
Designing for Manufacturing

Beyond the overall objective to achieve customer satisfaction while making a reasonable profit is:

Design for Manufacturing(DFM)

The designers’ consideration of the organization’s manufacturing capabilities when designing a product.

The more general term design for operationsencompasses services as well as manufacturing

Concurrent engineering
Concurrent Engineering

Concurrent engineeringis the bringing together of engineering design and manufacturing personnel early in the design phase.

Computer aided design
Computer-Aided Design

  • Computer-Aided Design (CAD) is product design using computer graphics.

    • increases productivity of designers, 3 to 10 times

    • creates a database for manufacturing information on product specifications

    • provides possibility of engineering and cost analysis on proposed designs

Product design1
Product design

  • Design for manufacturing (DFM)

  • Design for assembly (DFA)

  • Design for recycling (DFR)

  • Remanufacturing

  • Design for disassembly (DFD)

  • Robust design

Product and service design


  • Recycling: recovering materials for future use

  • Recycling reasons

    • Cost savings

    • Environment concerns

    • Environment regulations


  • Remanufacturing: Refurbishing used products by replacing worn-out or defective components.

    • Remanufactured products can be sold for 50% of the cost of a new producr

    • Remanufacturing can use unskilled labor

    • Some governments require manufacturers to take back used products

  • Design for Disassembly (DFD): Designing products so that they can be easily taken apart.

Component commonality
Component Commonality

  • Multiple products or product families that have a high degree of similarity can share components

  • Automakers using internal parts

    • Engines and transmissions

    • Water pumps

    • Etc.

  • Other benefits

    • Reduced training for assemble and installation

    • Reduced repair time and costs

Quality function deployment
Quality Function Deployment

  • Quality Function Deployment

    • Voice of the customer

    • House of quality

QFD: An approach that integrates the “voice of the customer” into the product and service development process.

The house of quality
The House of Quality














target values

Figure 4.3

Product and service design


Strong positive









Strong negative


Engineering Characteristics

Competitive evaluation

Energy needed

to close door

Check force on level ground

Energy needed

to open door

Accoust. Trans.


Door seal


Water resistance

X = Us

A = Comp. A

Importance to Cust.

B = Comp. B



(5 is best)

1 2 3 4 5



Easy to close



Stays open on a hill


Easy to open




Doesn’t leak in rain








No road noise




Importance weighting


Strong = 9

Medium = 3

Reduce energy

level to 7.5 ft/lb

Reduce energy

to 7.5 ft/lb.

Target values

Reduce force

to 9 lb.


current level


current level


current level

Small = 1








Technical evaluation

(5 is best)













House of Quality Example

Figure 4.4

Product and service design

The Kano Model

Figure 4.5

Service design
Service Design

  • Service is an act

  • Service delivery system

    • Facilities

    • Processes

    • Skills

  • Many services are bundled with products

Service design1
Service Design

  • Service design involves

    • The physical resources needed

    • The goods that are purchased or consumed by the customer

    • Explicit services

    • Implicit services

Service design2
Service Design

  • Service

    • Something that is done to or for a customer

  • Service delivery system

    • The facilities, processes, and skills needed to provide a service

  • Product bundle

    • The combination of goods and services provided to a customer

  • Service package

    • The physical resources needed to perform the service

Product and service design

Differences Between Product and Service Design

  • Tangible – intangible

  • Services created and delivered at the same time

  • Services cannot be inventoried

  • Services highly visible to customers

  • Services have low barrier to entry

  • Location important to service

  • Range of service systems

  • Demand variability

Service systems
Service Systems

  • Service systems range from those with little or no customer contact to very high degree of customer contact such as:

    • Insulated technical core (software development)

    • Production line (automatic car wash)

    • Personalized service (hair cut, medical service)

    • Consumer participation (diet program)

    • Self service (supermarket)

Service demand variability
Service Demand Variability

  • Demand variability creates waiting lines and idle service resources

  • Service design perspectives:

    • Cost and efficiency perspective

    • Customer perspective

  • Customer participation makes quality and demand variability hard to manage

  • Attempts to achieve high efficiency may depersonalize service and change customer’s perception of quality

Phases in service design
Phases in Service Design

  • Conceptualize

  • Identify service package components

  • Determine performance specifications

  • Translate performance specifications into design specifications

  • Translate design specifications into delivery specifications

Service blueprinting
Service Blueprinting

  • Service blueprinting

    • A method used in service design to describe and analyze a proposed service

  • A useful tool for conceptualizing a service delivery system

Major steps in service blueprinting
Major Steps in Service Blueprinting

  • Establish boundaries

  • Identify sequence of customer interactions

    • Prepare a flowchart

  • Develop time estimates

  • Identify potential failure points

Characteristics of well designed service systems
Characteristics of Well Designed Service Systems

  • Consistent with the organization mission

  • User friendly

  • Robust

  • Easy to sustain

  • Cost effective

  • Value to customers

  • Effective linkages between back operations

  • Single unifying theme

  • Ensure reliability and high quality

Challenges of service design
Challenges of Service Design

  • Variable requirements

  • Difficult to describe

  • High customer contact

  • Service – customer encounter

Guidelines for successful service design
Guidelines for Successful Service Design

  • Define the service package

  • Focus on customer’s perspective

  • Consider image of the service package

  • Recognize that designer’s perspective is different from the customer’s perspecticve

  • Make sure that managers are involved

  • Define quality for tangible and intangibles

  • Make sure that recruitment, training and rewards are consistent with service expectations

  • Establish procedures to handle exceptions

  • Establish systems to monitor service

Product and service design

Operations Strategy

  • Increase emphasis on component commonality

  • Package products and services

  • Use multiple-use platforms

  • Consider tactics for mass customization

  • Look for continual improvement

  • Shorten time to market

Shorten time to market
Shorten Time to Market

  • Use standardized components

  • Use technology

  • Use concurrent engineering