diseño de productos servicios1

Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc.Beni AsllaniBeni Asllani

University of Tennessee at ChattanoogaUniversity of Tennessee at Chattanooga

Products and ServicesProducts and Services

Operations Management - 5th Edition

Chapter 5Chapter 5

Roberta Russell & Bernard W. Taylor, IIIRoberta Russell & Bernard W. Taylor, III

Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-22

Lecture OutlineLecture Outline

Design ProcessReducing Time-to-Market Improving Quality of DesignSpecial Considerations in

Service Design


Design ProcessDesign Process

Effective design can provide a competitive Effective design can provide a competitive edgeedge matches product or service characteristics with matches product or service characteristics with

customer requirementscustomer requirements ensures that customer requirements are met in the ensures that customer requirements are met in the

simplest and least costly mannersimplest and least costly manner reduces time required to design a new product or reduces time required to design a new product or

serviceservice minimizes revisions necessary to make a design minimizes revisions necessary to make a design

workableworkable


Design Process (cont.)Design Process (cont.)

Product design defines appearance of

product sets standards for

performance specifies which materials

are to be used determines dimensions

and tolerances

Service design specifies what physical

items, sensual benefits, and psychological benefits customer is to receive from service

defines environment in which service will take place


Design Process (cont.)Design Process (cont.)

Pilot runand final tests

New product or service launch

Final designFinal design& process plans& process plans

Ideageneration

Feasibilitystudy

Product or Product or service conceptservice concept

Performance Performance specificationsspecifications

Functionaldesign

Form design

Production design

Revising and testing Revising and testing prototypesprototypes

Design Design specificationsspecifications

Manufacturing Manufacturing or delivery or delivery specificationsspecifications

SuppliersSuppliersR&DR&D

CustomersCustomers

MarketingMarketing CompetitorsCompetitors


Idea Generation SourcesIdea Generation Sources

Company’s own R&D department

Customer complaints or suggestions

Marketing research Suppliers

Salespersons in the field

Factory workers New technological

developments Competitors


Perceptual MapsPerceptual Maps Visual comparison of Visual comparison of

customer perceptionscustomer perceptions BenchmarkingBenchmarking

Comparing product/service Comparing product/service against best-in-classagainst best-in-class

Reverse engineeringReverse engineering Dismantling competitor’s product to Dismantling competitor’s product to

improve your own productimprove your own product

Idea Generation Sources (cont.)Idea Generation Sources (cont.)


Perceptual Map of Perceptual Map of Breakfast CerealsBreakfast Cereals

Rice Rice KrispiesKrispies

WheatiesWheaties

CheeriosCheerios

Shredded Shredded WheatWheat

HIGH HIGH NUTRITIONNUTRITION

LOW LOW NUTRITIONNUTRITION

GOOD GOOD TASTETASTE

BAD BAD TASTETASTE

Cocoa PuffsCocoa Puffs

Rice Rice KrispiesKrispies

WheatiesWheaties

CheeriosCheerios

Shredded Shredded WheatWheat


Feasibility StudyFeasibility Study

Market analysis Economic analysis Technical/strategic analysis Performance specifications


Rapid PrototypingRapid Prototyping

Build a prototypeBuild a prototype form designform design functional designfunctional design production designproduction design

Test prototypeTest prototype Revise designRevise design RetestRetest


Form and Functional DesignForm and Functional Design

Form DesignForm Design how product will how product will

look?look? Functional DesignFunctional Design

reliability maintainability usability


Computing ReliabilityComputing Reliability

0.90 0.90 0.90 x 0.90 = 0.810.90 x 0.90 = 0.81

Components in seriesComponents in series


Computing ReliabilityComputing Reliability

0.95 + 0.90(1-0.95) = 0.9950.95 + 0.90(1-0.95) = 0.995

Components in parallelComponents in parallel

0.95

0.90RR22

RR11


System ReliabilitySystem Reliability

0.92

0.90

0.98 0.98

0.92+(1-0.92)(0.90)=0.990.98 0.98

0.98 x 0.99 x 0.98 = 0.951


SA = SA = MTBFMTBFMTBF + MTTRMTBF + MTTR

System Availability (SA)System Availability (SA)

where:MTBF = mean time between failures MTTR = mean time to repair


System Availability System Availability (cont.)(cont.)

PROVIDERPROVIDER MTBF (HR)MTBF (HR) MTTR (HR)MTTR (HR)

AA 6060 4.04.0BB 3636 2.02.0CC 2424 1.01.0

SASAAA = 60 / (60 + 4) = .9375 or 93.75% = 60 / (60 + 4) = .9375 or 93.75%SASABB = 36 / (36 + 2) = .9726 or 97.26% = 36 / (36 + 2) = .9726 or 97.26%SASACC = 24 / (24 + 1) = .9473 or 94.73% = 24 / (24 + 1) = .9473 or 94.73%


UsabilityUsability

Ease of use of a product or serviceEase of use of a product or service ease of learningease of learning ease of useease of use ease of remembering how to useease of remembering how to use frequency and severity of errorsfrequency and severity of errors user satisfaction with experienceuser satisfaction with experience


SimplificationSimplification reducing number of parts, assemblies, or options in reducing number of parts, assemblies, or options in

a producta product StandardizationStandardization

using commonly available and interchangeable using commonly available and interchangeable partsparts

ModularityModularity combining standardized building blocks, or combining standardized building blocks, or

modules, to create unique finished productsmodules, to create unique finished products

Production DesignProduction Design


Design SimplificationDesign Simplification

(b) Revised design(b) Revised design

One-piece base & One-piece base & elimination of elimination of fastenersfasteners

(c) Final design(c) Final design

Design for Design for push-and-snap push-and-snap assemblyassembly

(a) Original design(a) Original design

Assembly using Assembly using common fastenerscommon fasteners


Final Design and Process Plans

Final designFinal design detailed drawings detailed drawings

and specifications and specifications for new product or for new product or serviceservice

Process plansProcess plans workable instructionsworkable instructions

necessary equipment necessary equipment and toolingand tooling

component sourcing component sourcing recommendationsrecommendations

job descriptions and job descriptions and procedures procedures

computer programs for computer programs for automated machinesautomated machines


Reducing Time-to-Market

Establish multifunctional Establish multifunctional design teamsdesign teams Make design decisions Make design decisions concurrently concurrently

rather than sequentiallyrather than sequentially Design for Design for manufacture manufacture and and assemblyassembly Use technology in the design processUse technology in the design process Engage in Engage in collaborative designcollaborative design


Design TeamDesign Team


Concurrent Design

A new approach to A new approach to design that involves design that involves simultaneous design of simultaneous design of products and processes products and processes by design teamsby design teams

Improves quality of early Improves quality of early design decisionsdesign decisions

Involves suppliersInvolves suppliers Incorporates production Incorporates production

processprocess Uses a price-minus Uses a price-minus

systemsystem Scheduling and Scheduling and

management can be management can be complex as tasks are complex as tasks are done in paralleldone in parallel


Design for Manufacture and Design for Manufacture and Assembly (DFMA)Assembly (DFMA)

Design for Design for manufacturemanufacture design a product for design a product for

easy and economical easy and economical productionproduction

Design for assemblyDesign for assembly a set of procedures for:

reducing number of parts in an assembly

evaluating methods of assembly

determining an assembly sequence


DFM GuidelinesDFM Guidelines

Minimize number of parts and subassemblies Avoid tools, separate fasteners, and adjustments Use standard parts when possible and repeatable,

well-understood processes Design parts for many uses, and modules that can be

combined in different ways Design for ease of assembly, minimal handling, and

proper presentation Allow for efficient and adequate testing and

replacement of parts


Technology in the Technology in the Design ProcessDesign Process

Computer Aided Design (CAD)Computer Aided Design (CAD) assists in creation, modification, and assists in creation, modification, and

analysis of a designanalysis of a design includesincludes

computer-aided engineering (CAE)computer-aided engineering (CAE) tests and analyzes designs on computer screentests and analyzes designs on computer screen

computer-aided manufacturing (CAM)computer-aided manufacturing (CAM) ultimate design-to-manufacture connectionultimate design-to-manufacture connection


Collaborative DesignCollaborative Design

A software system for collaborative design and development among trading partners

Follows life cycle of the product Accelerates product development, helps to resolve

product launch issues, and improves quality of the 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


Improving Quality of Improving Quality of DesignDesign

Review designs to prevent Review designs to prevent failures failures and ensure and ensure valuevalue

Design for Design for environmentenvironment Measure Measure design qualitydesign quality Use Use quality function deploymentquality function deployment Design for Design for robustnessrobustness


Design Review

Failure mode and effects analysis (FMEA) a systematic method of analyzing product failures

Fault tree analysis (FTA) a visual method for analyzing interrelationships

among failures Value analysis (VA)

helps eliminate unnecessary features and functions


FMEA for Potato ChipsFMEA for Potato ChipsFailureMode

Cause of Failure

Effect ofFailure

CorrectiveAction

Stale low moisture contentexpired shelf lifepoor packaging

tastes badwon’t crunchthrown outlost sales

add moisture cure longerbetter package sealshorter shelf life

Broken too thintoo brittlerough handlingrough usepoor packaging

can’t dippoor displayinjures mouthchockingperceived as oldlost sales

change recipechange processchange packaging

Too Salty outdated receiptprocess not in controluneven distribution of salt

eat lessdrink morehealth hazardlost sales

experiment with recipeexperiment with processintroduce low salt version


Fault tree analysis (FTA)


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?


Design for EnvironmentDesign for Environment

Design for environmentDesign for environment designing a product from material that can be recycled designing a product from material that can be recycled design from recycled materialdesign from recycled material design for ease of repairdesign for ease of repair minimize packagingminimize packaging minimize material and energy used during manufacture, minimize material and energy used during manufacture,

consumption and disposalconsumption and disposal Extended producer responsibilityExtended producer responsibility

holds companies responsible for their product even after its holds companies responsible for their product even after its useful lifeuseful life


Design for Environment (cont.)Design for Environment (cont.)


Measure Design QualityMeasure Design Quality

% of revenue from new products or services

% of products capturing 50% or more of market

% of process initiatives yielding a 50% or more improvement in effectiveness

% of suppliers engaged in collaborative design

% of parts that can be recycled

% of parts used in multiple products

% of parts with no engineering change orders

Average number of components per product

Things gone wrong (TGW)


Quality FunctionDeployment (QFD)

Translates voice of customer into technical Translates voice of customer into technical design requirementsdesign requirements

Displays requirements in matrix diagramsDisplays requirements in matrix diagrams first matrix called “house of quality”first matrix called “house of quality” series of connected housesseries of connected houses


House of QualityHouse of Quality

Trade-off matrix

Design characteristics

Customer requirements

Target values

Relationship matrix

Competitive assessment

Impo

rtan

ce

11 22

33

44

55

66


Competitive Assessment of Customer Requirements

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Competitive Assessment

Customer RequirementsCustomer Requirements 1 2 3 4 5Presses quickly 9 B A XXRemoves wrinkles 8 AB XXDoesn’t stick to fabric 6 XX BAProvides enough steam 8 AB XXDoesn’t spot fabric 6 XX ABDoesn’t scorch fabric 9 A XXBHeats quickly 6 XX B AAutomatic shut-off 3 ABXXQuick cool-down 3 XX A BDoesn’t break when dropped 5 AB XXDoesn’t burn when touched 5 AB XXNot too heavy 8 XX A B


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Customer RequirementsCustomer RequirementsPresses quickly - - + + + -Removes wrinkles + + + + +Doesn’t stick to fabric - + + + +Provides enough steam + + + +Doesn’t spot fabric + - - -Doesn’t scorch fabric + + + - +Heats quickly - - + -Automatic shut-off +Quick cool-down - - + +Doesn’t break when dropped + + + +Doesn’t burn when touched + + + +Not too heavy + - - - + -

Irons

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From Customer From Customer RequirementsRequirementsto Design to Design CharacteristicsCharacteristics


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Tradeoff Matrix


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Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N

Iron A 3 1.4 8x4 2 SS 27 15 0.5 45 500 N Y

Iron B 4 1.2 8x4 1 MG 27 15 0.3 35 350 N Y

Our Iron (X) 2 1.7 9x5 4 T 35 15 0.7 50 600 N Y

Estimated impact 3 4 4 4 5 4 3 2 5 5 3 0

Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2

Targets 1.2 8x5 3 SS 30 30 500

Design changes * * * * * * *

Obj

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Targeted Changes in Design


SS = SilverstoneMG = MirorrglideT = Titanium

CompletedHouse of Quality


A Series of Connected QFD Houses

Cus

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House House of of

qualityquality

Product characteristics

A-1Pr

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Parts Parts deploymentdeployment

Part characteristics

A-2

Part

ch

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Process Process planningplanning

Process characteristics

A-3

Proc

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Operating Operating requirementsrequirements

Operations

A-4


Benefits of QFD

Promotes better understanding of customer Promotes better understanding of customer demandsdemands

Promotes better understanding of design Promotes better understanding of design interactionsinteractions

Involves manufacturing in design processInvolves manufacturing in design process Breaks down barriers between functions and Breaks down barriers between functions and

departmentsdepartments Provides documentation of design processProvides documentation of design process


Design for RobustnessDesign for Robustness

Robust productRobust product designed to withstand variations in environmental

and operating conditions Robust design

yields a product or service designed to withstand variations

Controllable factors design parameters such as material used,

dimensions, and form of processing Uncontrollable factors

user’s control (length of use, maintenance, settings


Tolerance and ConsistencyTolerance and Consistency

ToleranceTolerance allowable ranges of variation in the dimension of a allowable ranges of variation in the dimension of a

partpart ConsistencyConsistency

consistent errors are easier to correct than random consistent errors are easier to correct than random errorserrors

parts within tolerances may yield parts within tolerances may yield assemblies that are not within limits

consumers prefer product characteristics near their consumers prefer product characteristics near their ideal valuesideal values


Taguchi’s Quality Loss Function

Quantifies customer preferences toward quality

Emphasizes that customer preferences are strongly oriented toward consistently

Design for Six Sigma (DFSS)

Qua

lity

Loss

Lowertolerance

limit

Target Uppertolerance

limit


Special Considerations in Service Design

Services are Services are intangibleintangible

Service output is Service output is variablevariable

Service have higher Service have higher customer contactcustomer contact

Services are Services are perishableperishable

Service inseparable Service inseparable from deliveryfrom delivery

Services tend to be Services tend to be decentralized and decentralized and disperseddispersed

Services are Services are consumed more often consumed more often than products than products

Services can be easily Services can be easily emulatedemulated


Performance Specifications

Service

Delivery Specifications

Physical Physical itemsitems

Sensual Sensual benefitsbenefits

Psychological Psychological benefitsbenefits

Design Specifications Service ProviderCustomer

Customer Customer requirementsrequirements

Customer Customer expectationsexpectations

ActivitiesActivities FacilityFacility Provider Provider skillsskills

Cost and time Cost and time estimatesestimates

ScheduleSchedule DeliverablesDeliverables LocationLocation

Service Concept Service Package

Desired service Desired service experienceexperience

Targeted Targeted customercustomer

Service Design Process


Service concept purpose of a service; it defines target

market and customer experience Service package

mixture of physical items, sensual benefits, and psychological benefits

Service specifications performance specifications design specifications delivery specifications

Service Design Process (cont.)


Design Decision

High-Contact Service Low-Contact Service

High v. Low Contact Services

Facility location

Convenient to customer

Near labor or transportation source

Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive Advantage (New York:McGraw-Hill, 2001), p. 210

Facility layout

Must look presentable, accommodate customer needs, and facilitate interaction with customer

Designed for efficiency


Design Decision


Quality control

More variable since customer is involved in process; customer expectations and perceptions of quality may differ; customer present when defects occur

Measured against established standards; testing and rework possible to correct defects


Capacity Excess capacity required to handle peaks in demand

Planned for average demand

High v. Low Contact Services (cont.)


Design Decision


Worker skills Must be able to interact well with customers and use judgment in decision making

Technical skills


Scheduling Must accommodate customer schedule

Customer concerned only with completion date



Design Decision



Service process

Mostly front-room activities; service may change during delivery in response to customer

Mostly back-room activities; planned and executed with minimal interference


Service package

Varies with customer; includes environment as well as actual service

Fixed, less extensive


Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc.All rights reserved. Reproduction or translation All rights reserved. Reproduction or translation of this work beyond that permitted in section 117 of this work beyond that permitted in section 117 of the 1976 United States Copyright Act without of the 1976 United States Copyright Act without express permission of the copyright owner is express permission of the copyright owner is unlawful. Request for further information should unlawful. Request for further information should be addressed to the Permission Department, be addressed to the Permission Department, John Wiley & Sons, Inc. The purchaser may John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her own use only make back-up copies for his/her own use only and not for distribution or resale. The Publisher and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, assumes no responsibility for errors, omissions, or damages caused by the use of these or damages caused by the use of these programs or from the use of the information programs or from the use of the information herein. herein.

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