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Service Design
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Learning objective no. 1
1. Translate customer wants and needs into product and service requirements. (marketing,
operations)
2. Refine existing products and services. (marketing)
3. Develop new products and/or services . (marketing, operations)
4. Formulate quality goals.(marketing, operations)
5. Formulate cost targets (accounting, finance, operations)
6. Construct and test prototypes (operating, marketing, engineering)
7. Document specifications.
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Learning objective no. 2
Each of these factors can create a need for product or service design changes in
several different ways. The factors that give rise to market opportunities and threats can be one
or more changes.
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Learning objective no. 3
.
The main focus of product and Secondary focus in product and service
service design: design relate to:
◉ is customer satisfaction. ◉ function
◉ It is essential for designers to
◉ cost and potential profit
understand what the customer wants
and design with that in mind. ◉ Quality
◉ These include development time and ◉ Appearance
cost, the product or service cost, and ◉ forecasted volume
the resulting product or service ◉ ease of production
quality.
◉ For many electronic products, “high ◉ ease of assembly, and
tech” appearance is a design factor. ◉ ease of maintenance or service.
◉ Designing for operations is taking into
account the capabilities of the organization in
designing goods and services.
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Learning objective no. 4
ADVANTAGES:. DISADVANTAGES:.
1. Fewer parts to deal with in inventory and in 1. Designs may be frozen with too many
manufacturing. imperfections remaining.
2. Reduced training costs and time. 2. High cost of design changes increases
3. More routine purchasing, handling, and resistance to improvements.
inspection procedures. 3. Decreased variety results in less
4. Orders fillable from inventory. consumer appeal.
5. Opportunities for long production runs and
automation.
6. Need for fewer parts justifies increased
expenditures on perfecting designs and
improving quality control procedures
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Learning objective no. 5
Produce designs that are consistent with the goals of the organization.
Give customers the value they expect.
Make health and safety a primary concern.
Consider potential to harm the environment
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Learning objective no. 6
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Will be discussed in
IDEA GENERATION detail following this
section
2 It entails market
analysis, economic
FLEXIBILITY ANALYSIS analysis, and technical
analysis. it is necessary
to answer the question,
Does it fit with the
mission?
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Learning objective no. 6
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The alternatives must be
PROCESS
weighed in terms of
SPECIFICATIONS
cost, availability of
resources, profit
potential, and quality.
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Learning objective no. 6
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Learning objective no. 6
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PRODUCT Determine if changes are
INTRODUCTION needed, and refine
forecasts.
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Learning objective no. 7
Idea Generation
Ideas can come from a variety of sources. They can be
1. Supply-chain based
Customer, suppliers, distributors, employees and maintenance and repair
personnel can provide valuable insights. Inputs from them might be obtained from
surveys, unsolicited or direct or indirect suggestions, interviews, and complaints.
2. Competitor based
By studying a competitor’s product or services and how the competitor operates,
an organization can glean many ideas. Some companies purchase a competitor’s product
and then carefully inspect it, searching for ways to improve their product (Reverse
Engineering)
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Learning objective no. 7
Idea Generation
Ideas can come from a variety of sources. They can be
3. Research based
Research and development (R&D) refers to organized efforts that are directed
toward increasing scientific knowledge and product or process innovation.
R&D efforts may involve:
◉ Basic research has the objective of advancing the state of knowledge about a subject,
without any near-term expectation of commercial applications.
◉ Applied research has the objective of achieving commercial applications.
◉ Development converts the results of applied research into useful commercial
applications.
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Learning objective no. 8
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Learning objective no. 8
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Learning objective no. 8
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Learning objective no. 8
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Learning objective no. 8
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Quality Function Deployment
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An example of the house of quality:
the main QFD matrix
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The house of quality:
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The Kano Model
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The house of quality:
“Must have” characteristics
(basic level of satisfaction)
“Expected” characteristics
(steady increase in customer
satisfaction)
“Excitement” characteristics
(evoking a “wow” from
customers)
Customer
Satisfaction
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