Product Introduction Life Cycle Product Design Phases QFD

Product Introduction Life Cycle Product Design Phases QFD and Other Tools.

Index n n n Introduction Life Cycle Product Design Phases q q n New Ideas Generation Viability Analysis Preliminar Design Some concepts on detailed Desing Tools q q q QFD DFMA Value Analysis / Value Engineering http: //personales. upv. es/jpgarcia

Decline Maturity Growth Introduction sales Product Life Cycle time n n n No time to fix “bugs” No time to relax and collect profit Need to continuously deploy new products Need to design thinking on variants Need to sell on everywhere simultaneosly http: //personales. upv. es/jpgarcia

Relevance of the Design Phase. Poor Success Rate Number 2000 Ideas 1750 1500 1000 500 0 http: //personales. upv. es/jpgarcia Market proof, market introduction, Redesign… Market Needs 1000 Functional Specification Product 500 Specification 100 Development Stage 25 ¡ One success!

Product Design Steps. New Product Development. General Specs R+D Sales Operations Feasibility Analysis Technical Evaluation STOP Process Planning Feasible Competitors Clients/Users Suppliers Market Research Preliminar Design Detailed Design Process Design Prototyping Market Test (source: Monks, 1982) http: //personales. upv. es/jpgarcia Process Analysis

New Products Development. Sources of Innovation. n Source of the Idea. q q n Relation with own Products q q n q New Markets Same Market Relation with Origin of the Need q n Completely New. Improvements or Changes Relation with Market q n Internal (Operations, Marketing, R+D) External (Suppliers, Clients, Competitors) Pull / Push Relation with Opportunity Origin q q Economical Change Technological Change Sociological or Demographic Change Political Change http: //personales. upv. es/jpgarcia

€ Feasibility Analysis n Economical Feasibility q q q n ¿Where is the benefit? Q* ¿To whom does the product/service add value? The benefit of selling spare parts or “consumibles”…? Technical Feasibility q q q Is it or will it be possible? When will it be possible? Is the Market Prepared? http: //personales. upv. es/jpgarcia Total Income Total Cost Total Variable Cost Fixed Cost Sold Units

Preliminar Design n Function q n Cost q n Time to be developed. Accesibility q n How and where is to be manufactured? Time q n Packages, batteries… Production q n Quality level required Environmental Assesment q n Attractive and acceptable Quality q n Defined for the Target Segment of the Market Shape and Size q n What should the product do? Where is going to be found by clients? Need for a Recipe http: //personales. upv. es/jpgarcia

Some Aspects on Detailed Design n Standarization q Use of Standards : n n n q Advantages: n n q Volume Shape Position Reduces Cost Improves Client Service, Disadvantages: n n n Easy to copy Reduces flexibility Barrier for improvements. http: //personales. upv. es/jpgarcia

Some Aspects on Detailed Design n Modular Design q q Standardize Interfaces Advantages n n n q Ease to detect the error and to repair, Ease to plan Increase of product flexibility. Disadvantages n Module as a black box. http: //personales. upv. es/jpgarcia

Some Aspects on Detailed Design n Reliability q q Probability of the product to survive a given time. Objectives: n n Constant (or known) throughout the Product. Robust Design http: //personales. upv. es/jpgarcia

Some Aspects on Detailed Design n Security q q q Legal responsibilities. Examples: Toys, Electromagnetic products Barriers for entering new markets. http: //personales. upv. es/jpgarcia

Prototyping n n Prototypes should represent the characteristics to be evaluated. (Car unit in wood or plastic, real or reduced dimension) They will be used to test features, market or production processes. Retailing stores test their news layouts through Prototype shops. Example: Nike, Mercadona… http: //personales. upv. es/jpgarcia

Tools QFD DFMA Value Analysis Design for Logistics

Designing for the Customer: Quality Function Deployment n n n QFD is an structured tool, to translate customer needs into quality characteristics, through functions that will be implemented on mechanisms with components, that might fail, and such fails are from the beginning considered. QFD takes the information from the very beginning of the Product Design Process to the last product/process modification. QFD uses interfunctional teams from marketing, design engineering, and manufacturing. It has been credit for reducing costs by reducing designing times. http: //personales. upv. es/jpgarcia

QFD n n QFD Process begins with studying and listening to customers to determine the characteristics of a superior product. Through Market Research, customers’ product needs and preferences are defined and broken down into categories called customer requirements. After Customer requirements are defined, they are weighted based on their relative importance to the customer. Next the customer is asked to compare the company’s products with the products of competitors. Customer Requirements are crossed with Technical Characteristics and thus goals for improvement are specified. http: //personales. upv. es/jpgarcia

Correlation: X X nc. et Customer o Requirements Easy to close Water resistance Engineering Im Cu por Characteristi st ta cs X X X Energy needed to close door Door seal resistance Check force on level ground needed Energy to open door Accoust. Trans. Window Designing for the Customer: The House of Quality X http: //personales. upv. es/jpgarcia ©The Mc. Graw-Hill Companies, Inc. , 2004 AB A XB 2 X A Target values 5 4 3 2 1 B A X 6 BA X 6 9 2 3 Reduce force to 9 lb. Reduce energy to 7. 5 ft/lb. Maintain current level 10 Reduce energy level to 7. 5 ft/lb Importance weighting Technical evaluation (5 is best) 5 XAB 3 Maintain current level No road noise X = Us A = Comp. A B = Comp. B (5 is best) 1 2 3 4 X AB Doesn’t leak in rain 3 Customer requirements information forms the basis for this matrix, used to translate them into operating or engineering goals. Competitive evaluation X 7 Stays open on a hill 5 Easy to open * Strong positive Positive Negative Strong negative B A X B X A BXA BA X B Relationships: Strong = 9 Medium = 3 Small = 1

QFD Benefits n n n n Encourages the departments to work closely. It results also, in a better understanding of one another’s goals and issues. It eases the evaluation of minor a major changes on the product, and its relation with customer requirements. It helps the team to focus on products that satisfy customers. Reduces time-to-market Reduces cost of development Keeps the know-how of the design process http: //personales. upv. es/jpgarcia

Value Analysis/Value Engineering n Achieve equivalent or better performance at a lower cost while maintaining all functional requirements defined by the customer q Does the item have any design features that are not necessary? q Can two or more parts be combined into one? q How can we cut down the weight? q Are there nonstandard parts that can be eliminated? http: //personales. upv. es/jpgarcia

Design for Manufacturing and Assembly n 1. 2. 3. Greatest improvements related to DFMA arise from simplification of the product by reducing the number of separate parts: During the operation of the product, does the part move relative to all other parts already assembled? Must the part be of a different material or be isolated from other parts already assembled? Must the part be separate from all other parts to allow the disassembly of the product for adjustment or maintenance? http: //personales. upv. es/jpgarcia

DFMA http: //personales. upv. es/jpgarcia Fuente: Chase (2004)

DFMA http: //personales. upv. es/jpgarcia Fuente: Chase (2004)

Design For Logistics. Unit Load. If value/weight grows transport cost relevance decreases. n n If volume/weight increases, so does transportation and storage costs. Compact design of products. n http: //personales. upv. es/jpgarcia If 10% of capacity is unused, then transport cost are 10% higher.

Design for Cost n The Design Team has an objective cost from the very beginning. n This objective is settled according to: Product Especifications. q Price to be accepted by the market. q Desired Margins. q Competitors. q n Thus minimizing investment on non profitable projects and maximizing ROI. http: //personales. upv. es/jpgarcia

Product Design Steps. New Product Development. General Specs R+D Sales Operations Feasibility Analysis Technical Evaluation STOP Process Planning Feasible Competitors Clients/Users Suppliers Market Research Preliminar Design Detailed Design Process Design Prototyping Market Test (source: Monks, 1982) http: //personales. upv. es/jpgarcia Process Analysis