OM 2

Product Design

Copyright 2009 John Wiley & Sons, Inc.

Dr. Bonivasius Prasetya,S.Si, M.Eng

Magister Teknik Industri Universitas Mercu Buana

Design Process
Effective design can provide a competitive
edge

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

Copyright 2009 John Wiley & Sons, Inc.

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Design Process (cont.)

Product design

defines appearance of product

sets standards for performance
specifies which materials are to be used
determines dimensions and tolerances

Copyright 2009 John Wiley & Sons, Inc.

4-3

Design Process (cont.)

Copyright 2009 John Wiley & Sons, Inc.

4-4

Idea Generation
Companys own R&D
department
Customer complaints or
suggestions
Marketing research
Suppliers
Salespersons in the field
Factory workers
New tech. developments
Competitors

Copyright 2009 John Wiley & Sons, Inc.

Perceptual Maps

Visual comparison of
customer perceptions

Benchmarking

Comparing
product/process
against best-in-class

Reverse engineering

Dismantling competitors
product to improve your
own product

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Perceptual Map of
Breakfast Cereals
GOOD
TASTE

Cocoa Puffs

LOW
NUTRITION

HIGH
NUTRITION
Rice
Rice
Krispies
Krispies

Cheerios
Cheerios
Wheaties
Wheaties
Shredded
Shredded
Wheat
Wheat

BAD
TASTE

Copyright 2009 John Wiley & Sons, Inc.

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Feasibility Study
Market analysis
Economic analysis
Technical/strategic analyses
Performance specifications

Copyright 2009 John Wiley & Sons, Inc.

4-7

Rapid Prototyping
testing and revising a
preliminary design model
Build a prototype

form design
functional design
production design

Test prototype
Revise design
Retest

Copyright 2009 John Wiley & Sons, Inc.

4-8

Form and Functional Design

Form Design

how product will

look?

Functional Design

how product will

perform?
reliability
maintainability
usability

Copyright 2009 John Wiley & Sons, Inc.

4-9

Production Design
How the product will be made

Simplification

Standardization

using commonly available and interchangeable parts

Modular Design

reducing number of parts, assemblies, or options in a

product

combining standardized building blocks, or modules, to

create unique finished products

Design for Manufacture (DFM)

Designing a product so that it can be produced easily and
economically

Copyright 2009 John Wiley & Sons, Inc.

4-10

Design
Simplification
(a) Original design

Assembly using
common fasteners

Source: Adapted from G. Boothroyd and

P. Dewhurst, Product Design. Key to
Successful Robotic Assembly. Assembly
Engineering (September 1986), pp. 90-93.

(b) Revised design

(c) Final design

One-piece base &

elimination of
fasteners

Design for
push-and-snap
assembly

Copyright 2009 John Wiley & Sons, Inc.

4-11

Final Design and Process Plans

Final design

detailed drawings
and specifications
for new product or
service

Copyright 2009 John Wiley & Sons, Inc.

Process plans

workable instructions

necessary equipment
and tooling
component sourcing
recommendations
job descriptions and
procedures
computer programs for
automated machines

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Design Team

Copyright 2009 John Wiley & Sons, Inc.

4-13

Concurrent Design
A new approach to
design that involves
simultaneous design of
products and processes
by design teams
Improves quality of early
design decisions

Copyright 2009 John Wiley & Sons, Inc.

Involves suppliers
Incorporates production
process
Uses a price-minus
system
Scheduling and
management can be
complex as tasks are
done in parallel
Uses technology to aid
design
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Technology in Design
Computer Aided Design (CAD)

assists in creation, modification, and analysis of

a design
computer-aided engineering (CAE)

computer-aided manufacturing (CAD/CAM)

ultimate design-to-manufacture connection

product life cycle management (PLM)

tests and analyzes designs on computer screen

managing entire lifecycle of a product

collaborative product design (CPD)

Copyright 2009 John Wiley & Sons, Inc.

4-15

Collaborative Product Design

(CPD)
A software system for collaborative design and
development among trading partners
With PML, manages product data, sets up project
workspaces, and follows life cycle of the product
Accelerates product development, helps to resolve
product launch issues, and improves quality of design
Designers can

conduct virtual review sessions

test what if scenarios
assign and track design issues
communicate with multiple tiers of suppliers
create, store, and manage project documents

Copyright 2009 John Wiley & Sons, Inc.

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Design Review
Review designs to prevent failures and
ensure value

Failure mode and effects analysis (FMEA)

Fault tree analysis (FTA)

a systematic method of analyzing product

failures
a visual method for analyzing interrelationships
among failures

Value analysis (VA)

helps eliminate unnecessary features and

functions

Copyright 2009 John Wiley & Sons, Inc.

4-17

FMEA for Potato Chips

Failure

Cause of

Effect of

Corrective

Mode

Failure

Failure

Action

Stale

Broken

Too Salty

low moisture content

tastes bad

add moisture

expired shelf life

wont crunch

cure longer

poor packaging

thrown out

better package seal

too thin

lost sales
cant dip

shorter shelf life

change recipe

too brittle

poor display

change process

rough handling

injures mouth

change packaging

rough use

chocking

poor packaging

perceived as old

outdated receipt

sales
lost
eat less

experiment with recipe

process not in control

drink more

experiment with process

uneven distribution of salt

health hazard

introduce low salt version

lost sales
Copyright 2009 John Wiley & Sons, Inc.

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Fault tree analysis (FTA)

Copyright 2009 John Wiley & Sons, Inc.

4-19

Value analysis (VA)

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

a less costly method?

with less costly tooling?
with less costly material?

Can it be made cheaper, better, or faster by

someone else?
Copyright 2009 John Wiley & Sons, Inc.

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Value analysis (VA) (cont.)

Updated versions also include:

Is it recyclable or biodegradable?
Is the process sustainable?
Will it use more energy than it is worth?
Does the item or its by-product harm the
environment?

Copyright 2009 John Wiley & Sons, Inc.

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Design for Environment

Copyright 2009 John Wiley & Sons, Inc.

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Sustainability
Ability to meet present needs without compromising
those of future generations
Green product design

Use fewer materials

Use recycled materials or recovered components
Dont assume natural materials are always better
Dont forget energy consumption
Extend useful life of product
Involve entire supply chain
Change paradigm of design

Copyright 2009 John Wiley & Sons, Inc.

Source: Adapted from the Business

Social Responsibility Web site,
www.bsr.org, accessed April 1, 2007.

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Quality Function
Deployment (QFD)
Translates voice of customer into technical
design requirements
Displays requirements in matrix diagrams

first matrix called house of quality

series of connected houses

Copyright 2009 John Wiley & Sons, Inc.

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Benefits of QFD
Promotes better understanding of
customer demands
Promotes better understanding of
design interactions
Involves manufacturing in design
process
Provides documentation of design
process

Copyright 2009 John Wiley & Sons, Inc.

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Importance

House of Quality
5
Trade-off matrix
3
Design
characteristics

Customer
requirements

Relationship
matrix

Competitive
assessment

Target values

Copyright 2009 John Wiley & Sons, Inc.

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A Series of Connected
QFD Houses
Part
characteristics

Process
characteristics

A-2
Parts
deployment

A-3
Process
planning

Operations
Process
characteristics

House
of
quality

Part
characteristics

A-1
Product
characteristics

Customer
requirements

Product
characteristics

A-4

Operating
requirements
Copyright 2009 John Wiley & Sons, Inc.

4-27