Chapter 4 Product Design/Development

1. Chapter 4Product Design/Development • Product Definition • Typical Phases of Product Design Development • Designing for the Customer • QFD • House of Quality • Value analysis/engineering • Design for Manufacturability • Concurrent Engineering • Measuring Product Development Performance

2. What’s a Product? • Need-satisfying offering of an organization • Example • Customers buy satisfaction, not parts • May be a good or service

3. Typical Phases of Product Design and Development • Planning • Concept Development • System-level Design • Design Detail • Testing and Refinement • Pilot Production/Ramp-Up

4. Designing for the Customer Ideal Customer Product

5. Designing for the Customer: Quality Function Deployment • Cross-functional teams from marketing, design engineering, and manufacturing • Voice of the customer- • House of Quality -

6. 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 firm’s hows • Develop importance ratings • Evaluate competing products

7. 7 X X X X X Engineering Characteristics Competitive evaluation Check force on level ground. Energy needed to close door Energy needed to open door Accoust. Trans. Window Door seal resistance X = Us Water resistance A = Comp. A Importance to Cust. B = Comp. B Customer Requirements (5 is best) 1 2 3 4 5 AB X Easy to close 7 X AB Stays open on a hill 5 Easy to open 3 XAB A X B Doesn’t leak in rain 3 No road noise 2 X A B Importance weighting 10 6 6 9 2 3 Target values Reduce ener gy level to 7.5 ft/lb Reduce energy to 7.5 ft/lb. Reduce force to 9 lb. Maintain current level Maintain current level Maintain current level 5 BA BA B B BXA X Technical evaluation (5 is best) B 4 X A X A 3 A X 2 X 1 Correlation: Strong positive Designing for the Customer: The House of Quality Positive Negative X X Strong negative * Relationships: Strong = 9 Medium = 3 Small = 1

8. Few Successes Number 1750 Market req. Design review, Testing, Intro. 1000 Functional spec. Product spec. Successful product 500 100 1 25 Development Stage Source: Heizer & Render, 5th edition

9. Importance of New Products Percent of Sales from New Products Position of Firm in Industry Source: Heizer & Render, 5th edition

10. 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.

11. Value Engineering Example 3 Pieces 1 Piece $ .22 ea. $ .10 ea.

12. Design for Manufacturability • Traditional Approach • “We design it, you build it” or “Over the wall”

13. Design for Manufacturability • Traditional Approach • Concurrent Engineering

14. Concurrent EngineeringDefined • Concurrent engineering • the simultaneous development of project design functions • open and interactive communication existing among all team members for the purposes of:

15. Design for Manufacturing and Assembly • Greatest improvements related to DFMA arise from simplification of the product by reducing the number of separate parts: • 1. • 2. • 3.

16. Measuring Product Development Performance • Time-to-market • Productivity • Quality