Chapter 5
Products and Services
Operations Management - 5th Edition
Roberta Russell & Bernard W. Taylor, III
Copyright 2006 John Wiley & Sons, Inc.
Beni Asllani
University of Tennessee at Chattanooga
Lecture Outline
 Design Process
 Reducing Time-to-Market
 Improving Quality of Design
 Special Considerations in
Service Design
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Design Process
 Effective design can provide a competitive
edge
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matches product or service characteristics with
customer requirements
ensures that customer requirements are met in the
simplest and least costly manner
reduces time required to design a new product or
service
minimizes revisions necessary to make a design
workable
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Design Process (cont.)
 Product design
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defines appearance of
product
sets standards for
performance
specifies which materials
are to be used
determines dimensions
and tolerances
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 Service design
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specifies what physical
items, sensual benefits,
and psychological
benefits customer is to
receive from service
defines environment in
which service will take
place
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Feasibility Study
 Market analysis
 Economic analysis
 Technical analysis (operations)
 Strategic analysis
 Performance specifications
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Operations Issues in Product Design
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Product design and technology
Process technology
Would we need a new or modified facility?
How much capacity would we need?
Can the firm make this product with
consistent quality at a price that customers
are willing to pay?
 Does our labor force have the needed
skills?
Form and Functional Design
 Form Design
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how product will
look?
 Functional Design
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reliability
maintainability
usability
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Usability
 Ease of use of a product or service
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ease of learning
ease of use
ease of remembering how to use
frequency and severity of errors
user satisfaction with experience
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Production Design
 Simplification
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reducing number of parts, assemblies, or options in
a product
 Standardization
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using commonly available and interchangeable
parts
 Modularity
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combining standardized building blocks, or
modules, to create unique finished products
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Design Simplification
(a) Original design
Assembly using
common fasteners
(b) Revised design
(c) Final design
One-piece base &
elimination of
fasteners
Design for
push-and-snap
assembly
Reducing Time-to-Market
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Establish multifunctional design teams
Make design decisions concurrently rather
than sequentially
Collaborative design with suppliers and
among suppliers
Design for manufacturing
Rapid prototyping
Use computer-aided design & engineering
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Design Team
Concurrent Design
 Simultaneous design of products and
processes by design teams
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Involves suppliers in design
Uses Web-based collaborative work systems
Many tasks are done at the same time: requires
good project management
Uses a price-minus approach rather than a costplus approach to design
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Concurrent Design (2)
 Advantages of concurrent design
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Shorter time to market
Better product quality
Lower design costs
Lower production costs
Fewer product and process changes after
product is introduced
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General Performance
Specifications
 Instructions to supplier:
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“Design a set of brakes that can stop a 2200 pound car from
60 miles per hour in 200 feet ten times in succession without
fading. The brakes should fit into a space 6” x 8” x 10” at the
end of each axle and be delivered to the assembly plant for
$40 a set.”
 Supplier submits design specifications and prepares a
prototype for testing
 Initial prototypes are often computerized.
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Production Design
 Simplification

reducing number of parts, assemblies, or options in
a product
 Standardization

using commonly available and interchangeable
parts
 Modularity

combining standardized building blocks, or
modules, to create unique finished products
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Design Simplification
(a) Original design
Assembly using
common fasteners
(b) Revised design
(c) Final design
One-piece base &
elimination of
fasteners
Design for
push-and-snap
assembly
Design for Manufacturing
 Design a product for easy and
economical production
 Incorporate production design early in
the design phase
 Benefits
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Improves quality and reduces costs
Shortens time to design and manufacture
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Design for Manufacturing
Guidelines
 Minimize the number of parts, tools, fasteners, and
assemblies
 Use standard parts and repeatable processes
(processes that always work)
 Modular design
 Design for ease of assembly, minimal handling
 Allow for efficient testing and parts replacement
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Value analysis (VA)
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Can we do without it?
Does it do more than is required?
Does it cost more than it is worth?
Can something else do a better job?
Can it be made by
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a less costly method?
with less costly tooling?
with less costly material?
 Can it be made cheaper, better, or faster by
someone else?
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Rapid Prototyping
 Build a prototype
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form design
functional design
production design
 Test prototype
 Revise design
 Retest
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Design for Environment
 Design for environment
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designing a product from material that can be recycled
design from recycled material
design for ease of repair
minimize packaging
minimize material and energy used during manufacture,
consumption and disposal
 Extended producer responsibility
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holds companies responsible for their product even after its
useful life
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Design for Environment (cont.)
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Technology in the
Design Process
 Computer Aided Design (CAD)
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assists in creation, modification, and
analysis of a design
includes
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computer-aided engineering (CAE)
 tests and analyzes designs on computer screen
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computer-aided manufacturing (CAM)
 ultimate design-to-manufacture connection
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Computer-Aided Design &
Engineering
 Computer-aided design (CAD): use of computer
software to design products
 Computer-aided engineering (CAE): use of computer
software to evaluate and improve product designs
 Specialized CAD/CAE software is used by architects
and landscape architects
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Advantages of CAD and CAE
 Marketing: Firms can design better products and get
them to market faster
 Finance: CAD and CAE reduce design costs,
production costs, and the number of major product
and process changes needed
 Operations: It is easier to make the product and to
maintain good quality.
 General: Easier to use concurrent engineering, value
engineering, design for manufacturing, and to involve
suppliers in product design.
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Data Flow in Manufacturing Technology
Computer
aided
design
(CAD)
Computer
aided
process
planning
(CAPP)
Product
design
data
No
Computer
aided
engineering
(CAE)
Manufacturing
instructions
Computer
aided
manufacturing
(CAM)
Final
design?
Final
Yes
design
data
Finished
goods
Design for Robustness
 Product can fail due to poor design quality
 Products subjected to many conditions
 Robust design studies
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Controllable factors - under designer’s control
Uncontrollable factors - from user or environment
 Designs products for consistent performance
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Design for Robustness (2)
 Customers prefer product characteristics
near their ideal values
 Systemic (common cause) errors result from
problems in the product design, materials, or
process
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Systemic errors affect more customers than random
errors.
Systemic errors can be detected and should be
corrected.
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Copyright 2006 John Wiley & Sons, Inc.
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