product design in operations management

OutlineThe Design Process

Technology in DesignDesign Quality ReviewsDesign for Environment

Quality Function DeploymentDesign for Robustness

Product Design

Semih Gumusbas

Marmara University

October 4, 2015

Semih Gumusbas Product Design

1 The Design ProcessThe Design ProcessIdea GenerationFeasibility StudyRapid Prototyping and Concurrent DesignFinal Design and Process Plans

2 Technology in DesignTechnology in DesignCollaborate Product Design Systems

3 Design Quality ReviewsDesign Quality Reviews

4 Design for EnvironmentDesign for EnvironmentGreen SourcingGreen ManufactureGreen Consumption, Recycling And Re-use

5 Quality Function DeploymentQuality Function Deployment

6 Design for RobustnessDesign for RobustnessTaguchi and His Quality Loss Function

The Design ProcessIdea GenerationFeasibility StudyRapid Prototyping and Concurrent DesignFinal Design and Process Plans

What does a design process mean in general?

The Design Process In Operations Management

What will we understand from design and process?

Design: ”To design” refers to the process of originating anddeveloping a plan for a product, service or process.

Process: It is any part of an organization which takes a set ofinput resources which are then used to transform something intooutputs of products or services.

The Design Process In Operations Management

What will we understand from design and process?

Design: ”To design” refers to the process of originating anddeveloping a plan for a product, service or process.

Process: It is any part of an organization which takes a set ofinput resources which are then used to transform something intooutputs of products or services.

An effective design process:

1 Matches product or service characteristics with customerrequirements,

2 Ensures that customer requirements are met in the simplestand least costly manner,

3 Reduces the time required to design a new product or service,and

4 Minimizes the revisions necessary to make a design workable.

The Design Process Structure

Idea Generation:

It is the beginning of the design process. The design processbegins with understanding the customer and identifying customerneeds.

Marketing research, suppliers, salespersons in the field, factoryworkers, new technological developments, company’s own researchand development department... These all generate ideas for newproducts or improvements.

Apart from these, competitors are also a source of ideas and animportant thing to consider.

Idea Generation:

Learning From The Competitors

1. Perceptual Maps:

It is a visual method of comparing customer perceptions ofdifferent products or services.

2. Benchmarking:

It is comparing a product or process against the best in classproduct.

For example:

American Express is well known for its ability to get customersto pay up quickly

Federal Express, for its speed

McDonald’s, for its consistency

Disney World, for its employee commitment...

2. Benchmarking:

For example:

2. Benchmarking:

For example:

2. Benchmarking:

For example:

2. Benchmarking:

For example:

3. Reverse Engineering:

It is carefully dismantling a competitor’s product to improveyour own product.

For example:

Ford used this approach successfully in its design of the Taurusautomobile, assessing 400 features of competitors’ products andcopying, adapting, or enhancing more than 300 of them, includingAudi’s accelerator pedal, Toyota’s fuel-gauge accuracy, and BMW’stire and jack storage.

3. Reverse Engineering:

It is carefully dismantling a competitor’s product to improveyour own product.

For example:

Ford used this approach successfully in its design of the Taurusautomobile, assessing 400 features of competitors’ products andcopying, adapting, or enhancing more than 300 of them, includingAudi’s accelerator pedal, Toyota’s fuel-gauge accuracy, and BMW’stire and jack storage.

Feasibility Study

A feasibility study consists of a market analysis, an economicanalysis, and a technical/strategic analysis.

Market Analysis: The promising concepts undergo a feasibilitystudy that includes several types of analyses, beginning with it.

Economic Analysis: It looks at estimates of production anddevelopment costs and compares them to estimated sales volume ifthe demand potential exists.

Technical and Strategic Analyses: It answers the technical andstrategical questions.

Feasibility Study

Definitions:

Rapid Prototyping:

It is creating, testing, and revising a preliminary design model.

Concurrent Design:

It is a new approach to design that involves the simultaneousdesign of products and processes by design teams.

Definitions:

Rapid Prototyping:

It is creating, testing, and revising a preliminary design model.

Concurrent Design:

It is a new approach to design that involves the simultaneousdesign of products and processes by design teams.

Concurrent Design, Breaking Down Barriers

The Three Types of Concurrent Designs

1. Form Design:

Form design refers to the physical appearance of a product. Inother words, how the product will look.

2. Functional Design:

It is concerned with how the product performs. Threeperformance characteristics considered during this phase of designare reliability, maintainability, and usability.

The Three Types of Concurrent Designs

1. Form Design:

Form design refers to the physical appearance of a product. Inother words, how the product will look.

2. Functional Design:

It is concerned with how the product performs. Threeperformance characteristics considered during this phase of designare reliability, maintainability, and usability.

2.1. Reliability

It is the probability that a given part or product will perform itsintended function for a specified length of time under normalconditions of use.

A product or system’s reliability is a function of the reliabilitiesof its component parts and how the parts are arranged.

Two Components in Series

Rs = R1.R2, where Rs is the reliability of the system.

Two Components in Parallel

Rs = R1 + (1 − R1).R2, where Rs is the reliability of the system.

2.1. Reliability

Example:

Solution:

First, reduce the system to a series components. Then calculate.

0.98 ∗ 0.99 ∗ 0.98 = 0.951

Example:

Solution:

0.98 ∗ 0.99 ∗ 0.98 = 0.951

Example:

Solution:

0.98 ∗ 0.99 ∗ 0.98 = 0.951

Example:

Solution:

0.98 ∗ 0.99 ∗ 0.98 = 0.951

Reliability can also be expressed as the length of time a productor service is in operation before it fails, called the mean timebetween failures (MTBF).

(MTBF = 1/failure rate)

For example:

If your laptop battery fails four times in 20 hours of operation,its failure rate would be 4/20 = 0.20, and itsMTBF = 1/0.20 = 5 hours.

For example:

If your laptop battery fails four times in 20 hours of operation,its failure rate would be

4/20 = 0.20, and itsMTBF = 1/0.20 = 5 hours.

For example:

If your laptop battery fails four times in 20 hours of operation,its failure rate would be 4/20 = 0.20,

and itsMTBF = 1/0.20 = 5 hours.

For example:

2.2. Maintainability

It (also called serviceability) refers to the ease and/or cost withwhich a product or service is maintained or repaired.

MTTR, SA:

One quantitative measure of maintainability is mean time torepair (MTTR).

System Availability , SA = MTBFMTBF+MTTR

MTTR, SA:

Example: System Availability

2.3. Usability

It is what makes a product or service easy to use and a good fitfor its targeted customer.

Usability comes into play in such examples:

Salt shakers that must be turned upside down to fill (therebylosing their contents).

Speakers in laptop computers that are covered by your wristsas you type.

Doors that you can’t tell whether to pull or push.

2.3. Usability

Product Design

Product Design:

It is concerned with how the product will be made.

Recommended approaches to production design includesimplification, standardization, modularity, and design formanufacture.

Product Design

Product Design:

It is concerned with how the product will be made.

Recommended approaches to production design includesimplification, standardization, modularity, and design formanufacture.

Simplification

It reduces the number of parts, assemblies, or options in aproduct.

Standardization

It steps in when commonly available and interchangeable partsare used.

Modularity

It combines standardized building blocks, or modules, to createunique fnished products.

Simplification

Standardization

Modularity

Simplification

Standardization

Modularity

Design For Manufacture (DMF)

It is the process of designing a product so that it can beproduced easily and economically.

DFM guidelines promote good design practice, such as:

1 Minimize the number of parts and sub-assemblies.

2 Avoid tools, separate fasteners, and adjustments.

3 Use standard parts when possible and repeatable,well-understood processes.

4 Design parts for many uses, and modules.

5 Design for ease of assembly and proper presentation.

6 Allow for efficient and adequate testing and replacement ofparts.

Final Design and Process Plans

The final design consists of detailed drawings and specificationsfor the new product or service.

We discuss process planning in more detail in Chapter 6.

Technology in DesignCollaborate Product Design Systems

CAD, CAE, CAD/CAM and PLM

Computer-aided Design (CAD)

It is a software system that uses computer graphics to assist inthe creation, modification, and analysis of a design.

Computer-aided Engineering (CAE)

It is a software system that tests and analyzes designs on thecomputer screen.

CAD, CAE, CAD/CAM and PLM

Computer-aided Design (CAD)

It is a software system that uses computer graphics to assist inthe creation, modification, and analysis of a design.

Computer-aided Engineering (CAE)

It is a software system that tests and analyzes designs on thecomputer screen.

Computer-aided Design/Manufacturing (CAD/CAM)

It is the ultimate design-to-manufacture connection.

Product Life Management (PLM)

It is managing the entire lifecycle of a product.

Computer-aided Design/Manufacturing (CAD/CAM)

It is the ultimate design-to-manufacture connection.

Product Life Management (PLM)

It is managing the entire lifecycle of a product.

Collborative Product Design (CPD)

Collborative Product Design (CPD):

It is a software system for collaborative design and developmentamong trading partners.

Design Quality Reviews

FMEA, FTA, and VA

Failure mode and effects analysis (FMEA):

It is a systematic approach to analyzing the causes and effectsof product failures.

Fault tree analysis (FTA):

It is a visual method for analyzing the interrelationships amongfailures.

Value analysis (VA):

It is a procedure for eliminating unnecessary features andfunctions.

FMEA, FTA, and VA

Failure Mode and Effects Analysis for Potato Chips

Fault Tree Analysis for Potato Chips

Design for EnvironmentGreen SourcingGreen ManufactureGreen Consumption, Recycling And Re-use

Design for Environment

Extended producer responsibility (EPR):

It is a concept that holds companies responsible for theirproduct even after its useful life.

Eco-labeling:

It is a seal of approval for environmentally safe products.

Extended producer responsibility (EPR):

It is a concept that holds companies responsible for theirproduct even after its useful life.

Eco-labeling:

It is a seal of approval for environmentally safe products.

International Eco-labels

Carbon Footprint:

It is a measure of greenhouse gases.

Sustainability:

It is the ability to meet present needs without compromisingthose of future generations.

Design for environment (DFE):

It involves designing a product from material that can berecycled or easily repaired rather than discarded.

Carbon Footprint:

Sustainability:

Carbon Footprint:

Sustainability:

Green Sourcing

Green sourcing means acquiring goods and services in the mostenvironmentally friendly way possible. Local producers are greenersources because they ship their products over shorter distances.Both businesses and consumers support green sourcing when theypurchase supplies produced locally.

Green Manufacture

Green manufacturing is a term used to describe a businesspractice that is focused on having as little impact on the world’snatural environment as possible.

Design for Environment Lifecycle

Green Consumption, Recycling And Re-use

Green Consumption:

It is the practice of using environmentally friendly products thatdo not cause risk for human health and do not threaten thefunction of diversity to natural ecosystems.

Recycling And Re-use:

Recycling is the practice of reusing items that wouldotherwise be discarded as waste.

Re-use is to use again especially in a different way or afterreclaiming or reprocessing.

Green Consumption:

Quality Function Deployment

Quality Function Deployment (QFD):

It translates the voice of the customer into technical designrequirements.

Outline of the House of Quality

A Competitive Assessment of Customer Requirements

Customer Requirements to Design Characteristics

The Tradeoff Matrix: Effects of Increasing Soleplate Thickness

Targeted Changes in Design

The Completed House of Quality for a Steam Iron

A Series of Connected QFD Houses

Design for RobustnessTaguchi and His Quality Loss Function

Robust Design and Tolerance

Robust Design:

It yields a product or service designed to withstand variations.

Tolerance:

It is an allowable range of variation in the dimension of a part.

Robust Design and Tolerance

Robust Design:

It yields a product or service designed to withstand variations.

Tolerance:

It is an allowable range of variation in the dimension of a part.

Genichi Taguchi

Genichi Taguchi:

Taguchi was born in 1924 in Takamachi, Japan. The executivedirector of the American Supplier Institute, Genichi Taguchi iswell-known for developing a methodology to improve quality andreduce costs, known in the United States as the ”TaguchiMethods”.

Taguchi suggests that consistency is more important to qualitythan being within tolerances.

He supports this view with the following observations...

Consistent errors can be more easily corrected than randomerrors,

Parts within tolerance limits may produce assemblies that arenot within limits,

Consumers have a strong preference for productcharacteristics near their ideal values.

Taguchi’s Quality Loss Function

product design in operations management

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