Operations management by stevenson 9th student slides chapter 4

Chapter 4Product & Service Design... Chapter 4: Learning Objectives • You should be able to: – Explain the strategic importance of product and service design – List some key reasons for

Chapter 4

Product & Service Design

Chapter 4: Learning Objectives

• You should be able to:

– Explain the strategic importance of product and service design

– List some key reasons for design or redesign

– Identify the key questions of product and service design

– Discuss the importance of standardization

– Discuss the importance of legal, ethical, and sustainability

considerations in product and service design

– Explain the purpose and goal of life cycle assessment

– Explain the phrase “the 3 Rs”

– Briefly describe the phases in product design and development

Chapter 4: Learning Objectives (contd.)

– Describe some of the main sources of design ideas

– Name several key issues in manufacturing design

– Name several key issues in service design

– Name the phases in service design

– List the characteristics of well-designed service systems

– Name some of the challenges of service design

Strategic Product and Service

Design

services it offers

them

closely tied to an organization’s strategy

What Does Product & Service Design Do?

1 Translates customer wants and needs into product and service

requirements

2 Refines existing products and services

3 Develops new products and services

4 Formulates quality goals

5 Formulates cost targets

6 Constructs and tests prototypes

7 Documents specifications

8 Translates product and service specifications into process

specifications

Involves Inter-functional Collaboration

Ethical Considerations

• Designers are often under pressure to

• These pressures force trade-off decisions

• Release the product and risk damage to your reputation

• Work out the bugs and forego revenue

Product or service life stages

Life Stage Strategies

• Introduction

– Weigh trade-offs between eliminating ‘bugs’ and getting the product or service to the market at an advantageous time

– Accurate demand forecasts are important to ensuring adequate capacity availability

• Growth

– Demand forecasts are important to ensuring a continued adequate capacity availability

– Design improvements – Emphasis on improved product or service reliability and lower cost

• Maturity

– Relatively few design changes

– Emphasis is on high productivity and low cost

• Decline

– Continue or discontinue product or service

– Identify alternative uses for product or service

– Continued emphasis on high productivity and low cost

• Reliability

intended function under a prescribed set of conditions

• Situation in which a product, part, or system does not perform as intended

• The set of conditions under which an item’s reliability is specified

Phases in Design & Development

1 Idea generation

2 Feasibility analysis

3 Product specifications

4 Process specifications

5 Prototype development

6 Design review

7 Market test

8 Product introduction

9 Follow-up evaluation

Designing for Production

• Concurrent engineering

• Computer-assisted design

• Designing for assembly and disassembly

• Component commonality

Quality Function Deployment (QFD)

• QFD

customer” into both product and service development

appearance

Service Blueprint

The Well-Designed Service System

– Being consistent with the organization mission

– Being user-friendly

– Being robust if variability is a factor

– Being easy to sustain

– Being cost-effective

– Having value that is obvious to the customer

– Having effective linkages between back- and front-of-the-house

operations

– Having a single, unifying theme

– Having design features and checks that will ensure service that

is reliable and of high quality

Operations Strategy

• Effective product and service design can help the

organization achieve competitive advantage:

– Increasing emphasis on component commonality

– Packaging products and ancillary services to increase sales

– Using multiple-use platforms

– Implementing tactics that will achieve the benefits of high volume while

satisfying customer needs for variety

– Continually monitoring products and services for small improvement

opportunities

– Reducing the time it takes to get a new or redesigned product or

service to the market