Production Operations Management Product and Service Design U

Production Operations Management Product and Service Design U. Akinc Bus 241 1

Definitions Providing products and services is the means of achieving business objectives l Design is critical for survival: l – Ford’s Taurus – GM’s Saturn – Chrysler’s Minivan saved the US Auto industry in the 80 s Bus 241 2

Product Design l Product Design Specifies – Materials – Dimensions/tolerances – Appearance – Standards of Performance Bus 241 3

Service Design l Service design specifies what – Form – Place – Time – Psychological utility will be offered to the customer Bus 241 4

Design and Competitive Priorities l Product and Service design impacts all competitive priorities: Most notably – Quality of performance – Quality of conformance – Price – Customer service – Delivery speed Bus 241 5

Design Process l An inter-functional activity cutting across departmental boundaries – Marketing – Manufacturing – Research and development – Engineering post-it story – Purchasing Bus 241 6

Sequential Design Process l Customer: Customer Product Concept l Marketing: Performance Specifications l Design Engineering: Design Specifications l Manufacturing engineering: Mfg. specs and Process Design Bus 241 7

Concurrent Design Process A new approach to design that involves the simultaneous design of products and processes by inter -functional design teams. l Essential members of the team: l – Marketing – Manufacturing (operations) – Engineering Bus 241 8

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Concurrent vs. Sequential Design Process l Sequential design Prod design Process design Prototype/Ramp-up l Concurrent Design Prod design Process design Prototype/Ramp-up Bus 241 10

Quality Function Deployment l 1. Customer requirements l 2. Competitive assessment l 3. Technical requirements l 4. Relationships l 5. Trade-off matrix l 6. Technical assessment/Design targets Bus 241 11

QFD Example Bus 241 12

Design for manufacture (DFM) Designing a product so it can be produced easily and economically l Some guidelines: l – minimum number of parts – Modular Design – Parts with multiple use – Standard parts when possible – avoid fasteners Bus 241 13

DFM Example Bus 241 14

Design Process Bus 241 15

Idea generation Customers (Sophisticated, exacting, demanding) l Competitors l l l – Benchmarking, – Reverse engineering R & D (Technology Driven) Marketing Bus 241 16

Feasibility Study Market analysis l Economic Analysis l Costs vs. expected revenues over the life cycle l Technological and Strategic analysis – New technology? – Investments/Risks – Competition with other company products – Consistent with corporate strengths? strengths Bus 241 17

Preliminary Design Performance Specs are translated into technical Specs l Form design l Functional design l – Performance Standards – Reliability – Maintainability Bus 241 18

Final Design and Process Planning l Final Drawings and specifications – Prototyping – Technical testing l Convert designs into workable production steps, – Equipment – Tooling – Make or Buy decisions Bus 241 19

Product Variety Projects Identifiable Flow Pattern Job Shop Batch Assembly Line Continuous Process Bus 241 20