Mata kuliah : J0444 - Manajemen Operasional
Tahun
: 2010
Product and Service Design
Pertemuan 03
Learning Objectives
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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.
Briefly describe the phases in product design and
development.
Learning Objectives
Identify or Define:
• Issues for Product Development
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Robust Design
Modular Design
Computer-Aided Design (CAD)
Computer-Aided Manufacturing
Virtual Reality Technology
Value Analysis
Environmentally Friendly Design
Explain
• Product document
• Service Design
Humor in Product Design
As the customer
wanted it.
As Marketing
interpreted it.
As Operations made
it.
As Engineering
designed it.
What is a Product?
• Need-satisfying offering of an organization
– Example
• P&G does not sell laundry detergent
• P&G sells the benefit of clean clothes
• Customers buy satisfaction, not parts
• May be a good or a service
What Does Product and Service Design Do?
• Translate customer wants and needs into product and
service requirement (marketing, operations)
• Refine existing products and services (marketing)
• Develop new products and/or services (marketing,
operations)
• Formulate quality goals (marketing, operations)
• Formulate cost targets (accpinting, finance, operations)
• Construct and test prototypes (operations, marketing,
engineering)
• Document specifications
Product Components
Product
Brand
(Name)
Physical
Good
Product
Idea
Features
Quality
Level
Package
Service
(Warranty)
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
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
• Main focus
– Customer satisfaction
– Understand what the customer wants
• Secondary focus
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Function of product/service
Cost/profit
Quality
Appearance
Ease of production/assembly
Ease of maintenance/service
Life Cycles of Products or Services
Saturation
Deman
d
Maturity
Decline
Growth
Introduction
Time
Introduction
• Fine tuning
– research
– product development
– process modification and enhancement
– supplier development
Growth
• Product design begins to stabilize
• Effective forecasting of capacity becomes
necessary
• Adding or enhancing capacity may be necessary
Maturity
• Competitors now established
• High volume, innovative production may be needed
• Improved cost control, reduction in options, paring down
of product line
Decline
• Unless product makes a special contribution,
must plan to terminate offering
Sales, Cost & Profit .
Product Life Cycle, Sales, Cost, and Profit
Cost of
Development
& Manufacture
Sales Revenue
Profit
Loss
Introduction Growth
Cash flow
Time
Maturity
Decline
Scope of product development team
Product Development Stages
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Idea generation
Assessment of firm’s ability to carry out
Customer Requirements
Functional Specification
Scope of design for
Product Specifications
manufacturability
Design Review
and value
Test Market
engineering teams
Introduction to Market
Evaluation
Idea Generation
Supply chain based
Ideas
Competitor based
Research based
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
Correlation
matrix
Design
requirements
Customer
requirements
Relationship
matrix
Specifications
or
target values
Competitive
assessment
House of Quality Example
Correlation:
X
X
Water resistance
Accoust. Trans.
Window
Check force
on level
ground
Energy needed
to open door
Door seal
resistance
Energy needed
to close door
Engineering
Characteristics
X
X
X
X
*
Strong positive
Positive
Negative
Strong negative
Competitive evaluation
X = Us
A = Comp. A
B = Comp. B
(5 is best)
1 2 3 4
Customer
Requirements
Easy to close
7
X
Stays open on a hill
5
X AB
Easy to open
3
Doesn’t leak in rain
3
No road noise
Importance weighting
2
AB
XAB
A XB
X
BA
X
9
Reduce energy
to 7.5 ft/lb.
B
A
X
B
X
A
2
3
Maintain
current level
B
A
6
Maintain
current level
5
4
3
2
1
6
Maintain
current level
Reduce energy
level to 7.5 ft/lb
10
Reduce force
to 9 lb.
X A
Target values
Technical evaluation
(5 is best)
5
BXA
BA
X
Relationships:
Strong = 9
Medium = 3
Small = 1
B
House of Quality Example
You’ve been assigned
temporarily to a QFD
team. The goal of the
team is to develop a
new camera design.
Build a House of
Quality.
© 1984-1994 T/Maker Co.
House of Quality Example
Customer
Customer
Requirements Importance
Target Values
High relationship
Medium relationship
Low Relationship
House of Quality Example
What the customer
desires (‘wall’)
Customer
Customer
Requirements Importance
Aluminum
Parts
Auto
Focus
Auto
Exposure
Light weight
Easy to use
Reliable
Target Values
High relationship
Medium relationship
Low Relationship
House of Quality Example
Average customer importance rating
Customer Customer
Requirements Importance
Light weight
Easy to use
Reliable
Aluminum
Parts
Auto
Focus
Auto
Exposure
3
2
1
Target Values
High relationship
Medium relationship
Low Relationship
House of Quality Example
Relationship between
customer attributes &
engineering characteristics
(‘rooms’)
Customer
Customer
Requirements Importance
Light weight
Easy to use
Reliable
High relationship
Aluminum
Parts
Auto
Focus
Auto
Exposure
3
2
1
Medium relationship
Low Relationship
House of Quality Example
Target values for
engineering characteristics
(‘basement’);
key output
Customer Customer
Requirements Importance
Light weight
Easy to use
Reliable
Target Values
High relationship
Aluminum
Parts
Auto
Focus
5
1
Auto
Exposure
3
2
1
Medium relationship
1
Low Relationship
House of Quality Example
Customer
Customer
Requirements Importance
Light weight
Easy to use
Reliable
Target Values
High relationship
Aluminum
Parts
Auto
Focus
Auto
Exposure
5
1
1
3
2
1
Medium relationship
Low Relationship
Issues for Product Development
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Robust design
Time-based competition
Modular design
Computer-aided design
Value analysis
Environmentally friendly design
Robust Design
• Product is designed so that small variations in production
or assembly do not adversely affect the product
Modular Design
• Products designed in easily segmented components.
• Adds flexibility to both production and marketing
Computer Aided Design (CAD)
• Designing products at
a computer terminal or
work station
– Design engineer
develops rough
sketch of product
– Uses computer to
draw product
• Often used with CAM
Benefits of CAD/CAM
• Shorter design time
• Database availability
• New capabilities
– Example: Focus more on product ideas
• Improved product quality
• Reduced production costs
Extensions of CAD
• Design for
Manufacturing and
Assembly (DFMA)
• 3-D Object Modeling
• CAD/CAM – CAD info is
translated into machine
control instructions
(CAM)
Virtual Reality
• Computer technology used to develop an interactive, 3-D
model of a product.
• Especially helpful in design of layouts (factory, store,
home, office)
Value Analysis
• Focuses on design improvement during production
• Seeks improvements leading either to a better product or
a product which can be more economically produced.
Environmentally Friendly Designs
• Benefits
– Safe and environmentally sound products
– Minimum raw material and energy waste
– Product differentiation
– Environmental liability reduction
– Cost-effective compliance with environmental
regulations
– Recognition as good corporate citizen
“Green” Manufacturing
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Make products recyclable
Use recycled materials
Use less harmful ingredients
Use lighter components
Use less energy
Use less material
Time-based Competition
• Product life cycles are becoming shorter.
Faster developers of new products gain on
slower developers and obtain a competitive
advantage
Product Development Continuum
External Development Strategies
Alliances
Joint Ventures
Purchase Technology or Expertise by
Acquiring the Developer
Internal Development Strategies
Migrations of Existing Products
Enhancement to Existing
Products
New Internally Developed Products
Internal ----------------------Cost of Product Development ---------------------
Shared
Lengthy --------------------Speed of Product Development---------------Rapid
and/or
Existing
High ------------------------- Risk of Product Development -----------------------
Shared
Product Documents
• Engineering drawing
– Shows dimensions, tolerances, &
materials
– Shows codes for Group Technology
• Bill of Material
– Lists components, quantities & where
used
– Shows product structure
Engineering Drawings - Show Dimensions,
Tolerances, etc.
Bill of Materials – Manufacturing Plant
and Fast-Food Restaurant
Hard Rock Café’s Hickory BBQ
Bacon Cheeseburger
Bill of Material for a Panel Weldment
Number
A60-71
Description
Panel Weldm’t
Qt
y
1
A 60-7
R 60-17
R 60-428
P 60-2
Lower Roller Assembly
Roller
Pin
Locknet
1
1
1
1
60-72
R 60-57-1
A 60-4
02-50-1150
Guide Assem. Rear
Support Angle
Roller Assem.
Bolt
1
1
1
1
A 60-73
A 60-74
R 60-99
02-50-1150
Guide Assm, Front
Support Weldm’t
Wear Plate
Bolt
1
1
1
1
Description
Qty
Bun
Hamburger Patty
Cheddar Cheese
Bacon
BBQ Onions
Hickory BBQ Sauce
Burger Set
Lettuce
Tomato
Red Onion
Pickle
French Fries
Seasoned Salt
11-inch Plate
HRC Flag
1
8 oz.
2 slices
2 strips
½ cup
1 oz.
1 leaf
1 slice
4 rings
1 slice
5 oz.
1 tsp
1
1
Make-or-Buy Decisions
• Decide whether or not you want (or need) to produce an
item
• May be able to purchase the item as a “standard item”
from another manufacturer
Group Technology Characteristics
• Parts grouped into families
– Similar, more standardized parts
• Uses coding system
– Describes processing & physical characteristics
• Part families produced
in manufacturing cells
– Mini-assembly lines
Group Technology Code Example
Round Rod
4mm x 45° chamfer
80mm
60mm
112mm
Part function (round rod)
Material (steel)
Max. length (50 < L < 150)
Primary machine (lathe)
Product
Code:
1 5 3 1
Group Technology Schemes Enable
Grouping of Parts
Group Technology Benefits
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Improved product design
Reduced purchases
Reduced work-in-process inventory
Improved routing & machine loading
Reduced setup & production times
Simplified production planning & control
Simplified maintenance
Production Documents
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Assembly Drawing
Assembly chart
Route sheet
Work order
Assembly Drawing
• Shows exploded view of product
Head
Neck
Handle
End
Cap
Assembly Chart for A Tuna Sandwich
1
Tuna Fish
SA1
Tuna
Assy
A1
Sandwich
2
Mayonnaise
3
Bread
FG
A2
Assembly Drawing and Assembly Chart
Route Sheet
• Lists all operations
Route Sheet for Bracket
Sequence
Machine
Operation
1
Shear # 3
2
Shear # 3
3
Drill
press
Brake
press
Shear to
length
Shear 45°
corners
Drill both
holes
Bend 90°
4
Setup
Time
5
Operation
Time/Unit
.030
8
.050
15
3.000
10
.025
Work Order
Authorizes producing a given item, usually to a schedule
© 1984-1994 T/Maker Co.
Service Design
• Service is an act
• Service delivery system
– Facilities
– Processes
– Skills
• Many services are bundled with products
Service Design Nature of Customer Participation
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
Phases in Service Design
1. Conceptualize
2. Identify service package components
3. Determine performance specifications
4. Translate performance specifications into design
specifications
5. Translate design specifications into delivery
specifications
Challenges of Service Design
1.
2.
3.
4.
Variable requirements
Difficult to describe
High customer contact
Service – customer encounter
Differences Between Product
and Service Design
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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
The End