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