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Tata McGraw

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Chapter 4
Product and Service Design
Product Development
Process
Economic Analysis of
Development Projects
Designing for the
Customer
Design for
Manufacturability
Measuring Product
Development Performance

OBJECTIVES
4-3
Typical Phases of Product Development
Planning
Concept Development
System-Level design
Design Detail
Testing and Refinement
Production Ramp-up
4-4
Economic Analysis of Project Development Costs
Using measurable factors to help
determine:
Operational design and development
decisions
Go/no-go milestones
Building a Base-Case Financial Model
A financial model consisting of major
cash flows
Sensitivity Analysis for what if questions
4-5
Designing for the Customer
Quality Function
Deployment
Value Analysis/
Value Engineering
Ideal
Customer
Product
House of Quality
4-6
Designing for the Customer:
Quality Function Deployment
Interfunctional teams from marketing,
design engineering, and manufacturing
Voice of the customer
House of Quality
4-7
Designing for the Customer:
The House of Quality
Customer
Requirement
s
Easy to close
Stays open on a hill
Easy to open
Doesnt leak in rain
No road noise
Importance weighting
Engineerin
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Characteris
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Competitive evaluation
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(5 is best)
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Relationships:
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Medium = 3
Small = 1
Target values
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The McGraw-Hill Companies, Inc., 2004
Customer
requirements
information forms
the basis for this
matrix, used to
translate them into
operating or
engineering goals.
4-8
Designing for the Customer:
Value Analysis/Value Engineering
Achieve equivalent or better
performance at a lower cost while
maintaining all functional requirements
defined by the customer
Does the item have any design
features that are not necessary?
Can two or more parts be combined
into one?
How can we cut down the weight?
Are there nonstandard parts that
can be eliminated?
4-9
Design for Manufacturability
Traditional Approach
We design it, you build it or Over the
wall



Concurrent Engineering
Lets work together simultaneously
4-10
Design for Manufacturing and Assembly
Greatest improvements related to
DFMA arise from simplification of
the product by reducing the number
of separate parts:
1. During the operation of the product,
does the part move relative to all
other parts already assembled?
2. Must the part be of a different
material or be isolated from other
parts already assembled?
3. Must the part be separate from all
other parts to allow the disassembly
of the product for adjustment or
maintenance?
4-11
Measuring Product Development Performance
Measures
Freq. Of new products introduced
Time to market introduction
Number stated and number completed
Actual versus plan
Percentage of sales from new products
Time-to-market
Productivity
Quality
Engineering hours per project
Cost of materials and tooling per project
Actual versus plan
Conformance-reliability in use
Design-performance and customer satisfaction
Yield-factory and field
Performance
Dimension
4-12
Question Bowl
Which of the following is the first
phase of the typical phases of
product development?
a. Product/process engineering
b. Product planning
c. Concept development
d. Planning
e. Ramp-up
Answer: d. Planning
4-13
Question Bowl
Which of the following is primarily
focused on getting the voice of
the customer into design
specifications in product
development?
a. Concurrent engineering
b. Value engineering
c. DFMA
d. Quality function deployment
e. None of the above
Answer: d. Quality function deployment
4-14
Question Bowl
Which of the following is the first step in
building a House of Quality in product
development?
a. Develop a list of customer
requirements for the product
b. Concept development
c. Pilot production/Ramp-up
d. Concurrent engineering
e. None of the above
Answer: a. Develop a list of customer
requirements for the product
4-15
Question Bowl
Of the following abbreviated
concepts which derive the
greatest product improvements
as a result of simplification of
the product by reducing the
number of separate parts?
a. CE
b. DFMA
c. QFD
d. VA/VE
e. CAD
Answer: b. DFMA
(Design for
Manufacturing and
Assembly)

4-16
End of Chapter 4
4-17