GENERATING AND

EVALUATING

DESIGN CONCEPT

1

Functional Analysis

Defining and Documenting Processes

Concept Generation

Evaluating and Selecting Concept

Using the Pugh Method

OUTLINE

2

Design Attributes

Service Level

Function Definitiom

Design Concept 2

Selected Concept

FROM SPECIFICATION TO

CONCEPT SELECTION STAGE 3 ACTIVITIES

Design

Concept 1

Design

Concept 3

3

FUNCTIONAL

ANALYSIS

Functional Analysis is a method for identifying

the activities that must be completed in order to

deliver the service.

FAST (Functional Analysis System Technique) is

a useful tool for visually representing the

activities and the relationship between them.

FAST diagram represent sequence of functions

needed to deliver service

The function represented by the boxes arranged

in a horizontal tree stucture.

4

FUNCTIONAL

ANALYSIS

Service functions identified from colomns of QFD matrix

Represent the function in a logical sequence that display their interactions

Why function is performed is depicted by boxes to the right of each function

How function is performed is depicted by boxes to the left of each function

FAST diagram can be represented at various levels of detail.

5

Satisfy Customers through a complete

dining experience

Provide Food That Satisfied Customers

Provide Dining FacilitiesThat Satisfied Customers

Provide service That Satisfied Customers

FAST DIAGRAM FOR SERVICE

EDGE RESTAURANT FIRST LEVEL

6

Provide Service that

satisfies customers

Greet and seat guest

Monitor guests for anticipated service needs

Take and deliver orders

Satisfy guest needs during meal

Bill and collect payment

FAST DIAGRAM FOR SERVICE

EDGE RESTAURANT SECOND LEVEL

7

DEFINE PROCESSES

FROM FUNCTION

Processes connect FAST diagram functions in temporal sequence

Each process should be a collection of activities that can logically designed or managed as a single entity.

Processes should connect to customers at either or at both ends

Process definition should proceed from less detail to more detail

8

PROCESS

DOCUMENTATION

Processes should be documented through

textual descriptions or process flow charts

High-level flow charts depict interaction between

processes

Flow charts can be expanded to any desired

level of detail

Blueprinting convention can be used to illustrate

process-customer interactions

9

OPERATIONAL AND

CUSTOMER SERVICE

ACTIVITIES

Operational activities reflect the steps needed to

deliver the service

Customer service activities reflect the personal

interactions between customer and service

privider

The quality of both activities together influences

the quality of the design

10

OPERATIONAL

ACTIVITIES

The tasks that are needed to collect the

order information from customers, note

this information and transmit it to the

kitchen for the preparation of the meal

The quality measured by attribute :

promptness and accuracy with which

they are performed

11

CUSTOMER SERVICE

ACTIVITIES

Focus on the attitude of the waiter when

the order is taken, the waiters professionalism and knowledge of the

items on the menu, how comfortable the

customer feel while interacting with the

waiter

The quality : friendliness,

responsiveness, and patience of the

waiter when taking the order.

12

Process Name Begins Ends

Greeting and seating Customer arrives Customer is seated

Menu delivery Customer is seated Customer receive menu

Order-taking Customer receives menu Customer orders meal

Meal delivery Customer orders meal Customer receives meal

Meal service Customer is seated Customer leaves table

Billing Customer requests bill Customer receives bill

Payment collection Customer receives bill Customer pays

Bill Settlement Customer pays Bill is settled

Leavetaking Customer leaves table Customer Departs

Problem Resolution Customer has problem Problem is resolved

PROCESSES FOR

RESTAURANT SERVICE

13

FLOW CHART OF

PROCESSES FOR

RESTAURANT SERVICE

14

DETAILS OF THE MEAL

SERVICE AND PROBLEM

RESOLUTION PROCESS

15

SERVICE

BLUEPRINTING

a process analysis methodology

developed by G. Lynn Shostack

To systematize the description ,

documentation and analysis of service

processes

Line of visibility

Above visible to customer

Below service operation but customer does not see

16

BLUEPRINT

Definisi dari blueprint sendiri yakni teknik grafis

untuk mendokumentasikan semua proses dalam

suatu jasa (Rohit Ramawasmy,1996).

Blueprint membantu Manajer Proses untuk

mengidentifikasi titik titik yang berpotensi untuk terjadi kegagalan dalam proses jasa, dan

membantu mencari tahu atau menyelidiki

kegagalan proses mana yang merugikan

konsumen, sehingga kegagalan tersebut bisa

diperbaiki.

17

PROCESS BLUEPRINT

FOR MEAL DELIVERY

PROCESSES

18

GENERATING DESIGN

CONCEPT

Concepts are high-level views of the

service

Initial set of concepts are generated by

group brainstorming

Brainstorming a technique by which a group attempts to find a solution for a

specific problem by amassing all the

ideas spontaeously contributed by its

members

19

METHOD FOR

GENERATING IDEAS

Transference

A design solution used for one application is directly transferred to another

Enhancement

The modification of an existing solution to adapt it to the current problem

Analogy

Solutio to analogous problem in other industries are used to generate concepts

20

REDUCING THE NUMBER

OF SOLUTION

To ensure that the concept is really capable of producing a

design that meets the service requirements

21

Compared A summary of the market segmentation studies listing characteristics of targeted customer

Verbatim statement of the five most important needs

The five most important design attribute

The three most critical features

System view flow diagram of the major processes to be designed

CONCEPT EVALUATION

USING THE PUGH

METHOD

Describe and understand concepts

List concept as a evalution matrix

columns

Select cost and performance evaluation

criteria

List criteria as matrix rows

Select baseline concept

Compare concepts to baseline on better

(+), worse (-), same (S) scale 22

CONCEPT EVALUATION

USING THE PUGH

METHOD

Discuss results and generate superior concepts

Identify opportunity to removes negatives

Identify opportunity to accentuate positives

Create improved concepts

Remove weak concept from the matrix

Rerun matrix with new concept and a new baseline

Continue evaluation until no more improvements are possible

Select concept for detailed design

23

Concept Selection Legend

Co

nc

ep

t1

Co

ncep

t2

Co

nc

ep

t3

Co

nc

ep

t4

Co

nc

ep

t5

Better (+)

Same ( S)

Worse (-)

Performance Criterion 1 + S S +

Performance Criterion 2 S + S +

Performance Criterion 3 S + - S

Performance Criterion 4 + S - S

Performance Criterion 5 - + + +

Cost 1 S - S +

Cost 2 S S + +

Sum Of Positives 2 3 2 5

Sum Of Negatives 1 1 2

Sum Of Sames 4 3 3 2

P

U

G

H

M

E

T

H

O

D 24

EVALUATE RESTAURANT

CONCEPT

Service objectives:

Provide quick, accurate service

Deliver responsive, individualized

servicew

25

DESCRIPTION

RESTAURANT CONCEPT

Concept 1 - Customer database

to provide high quality customer service by

developing a database for recording customer

information

Concept 2 - Dedicated waiter

to blend personalized attention with prompt service.

One waiter is assigned to an average of only two

tables

Concept 3 - Customer interaction training

requires the restaurant employees to undergo special

training to have better appreciation of customer

unstated emotional expectation of how they should

be treated 26

DESCRIPTION

RESTAURANT CONCEPT

Concept 4 - Food Expertise

to make each waiter an expert on the food served in the

restaurant

Concept 5 - Waiter-operated POS (Point of Sale) Systems

consist of a terminal at the waiter station into which the

customer orders can be entered

Concept 6 - Frozen ingredients

control the food preparation time by using as many frozen

ingredients as possible

Concept 7 Customer Operated POS Systems

Operated by customer

27

Concept

Number

Concept Service Objective

Affected

1 Customer database Personal Attention

2 Dedicated waiter Personal Attention

3 Customer interaction training Personal Attention

4 Food expertise Personal Attention

5 Waiter-operated POS Quick Service

6 Frozen ingredients Quick Service

7 Customer-operated POS Quick Service

SUMMARY OF CONCEPTS

FOR RESTAURANT

SERVICES

28

Concept

1

Custom

er

Databas

e

Concept

2

Dedicate

d waiter

Concept3

Customer

Interactio

n

training

Concept

4 Food

Expertis

e

Concept

5

Waiter-

Operate

d POS

Conce

pt6

Frozen

Ingredi

ents

Concept

6

Custome

r-

Operated

POS

Impota

nce

Ratings

Degree of Friendliness S S + S S - 12

Degree of responsiveness + + S S S - 11

Promptness of meal delivery - - - S S S 10

Degree of patience S + S S S + 9

Promptness of menu delivery S + S S S + 9

Promptness of order taking S + S - S + 9

Degree of Knowledge + S S + S + 7

Problem resolution

effectiveness + S S S S - 6

Implementation Cost - S S S - - 9

Operating Cost S + + + S S 9

Sum Of Positives 3 5 2 2 4

Sum Of Negatives 2 1 1 1 1 4

Sum Of Sames 5 4 7 7 9 2

Weighted sum of positives 24 47 21 16 34

Weighted sum of negatives 19 10 10 9 9 38

CONCEPT EVALUATION FIRST RUN

29

EVALUATION MATRIX

Implementating Cost

The initial cost of setting up, developing

and deployment the concept

Operating Cost

The cost of operating, maintaining and

updating the design after implementation

30

CREATING NEW

CONCEPT

Concept A Concept 1 and 3

The customer database improves the

responsiveness of service. Employees are trained to

improve their interaction with customers

Concept B - Concept 2,3 and 4

The dedicated waiters improved service

responsiveness. Trained to be friendly and

professional and to improve their knowledge of the

menu

Concept C Add a personal attention to Concept 7

Concept D - Concept 1 and 6

Uses frozen ingredients to speed up the meal

preparation on time

31

CONCEPT EVALUATION SECOND RUN

Concept2

Dedicated

waiter

Concept3

Customer

database

with training

Concept4

Dedicated

Waiter with

training

Concept5

Customer

Operated

POS with

waiter support

Impotance

Ratings

Degree of Friendliness + + S 12

Degree of responsiveness S S S 11

Promptness of meal delivery S S + 10

Degree of patience - S S 9

Promptness of menu delivery - S S 9

Promptness of order taking - S S 9

Degree of Knowledge + + + 7

Problem resolution

effectiveness + S S 6

Implementation Cost - - - 9

Operating Cost S S S 9

Sum Of Positives 3 2 2

Sum Of Negatives 4 1 1

Sum Of Sames 3 7 7 32

33

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