om chapter 3.ppt

CHAPTER 3
PRODUCT DESIGN AND
PROCESS SELECTION

Product design
o Design is the conversion of ideas and concepts
into a physical form
o Design means the determination of shape,
pattern, size, the functional aspect etc of the
product which is offered to the customer in the
form of the output of the company
o Product design in its broadest sense includes the
whole development of the product through all
preliminary stages until the actual manufacturing
begins

Product Design
Product design – the process of defining all of
the companies product characteristics
The process of deciding on the unique
characteristics of a company’s product & service
offerings in terms of:
o Appearance
o Materials
o Dimensions
o Performance standards

Reasons for product or service design
Economic
o Low demand
o Excessive warranty claims
Social and demographic
o Changing tastes
o Aging population
Political, liability, or legal
o Safety issues
o New regulations
o Government changes

Reasons for product or service design
Competitive
o New products and services in the market
o Promotions
Cost or availability
o Raw materials
o Components
o labor
Technological
o Components
o Production processes

Objectives of product and service design
Main focus
o Customer satisfaction
o Understand what the customer wants
Secondary focus
o Function of product/service
o Cost/profit
o Quality
o Appearance
o Ease of production/assembly
o Ease of maintenance/service

Step 1: Idea development
Is the systematic search for new product ideas from
• Employees
• Market research
• Customer survey
• The organization's (R&D) department competitors
• Suppliers
Reverse engineering: buying a competitor’s product
and disassembling it to analyze its design
characteristics & how it was made
Benchmarking: comparing and contrasting product
and process characteristics against those of
competitors

Step 2 - Product Screening
Process to spot good ideas and drop poor ones as
soon as possible.
Many companies have systems for rating and
screening ideas which estimate:
o Fit with facility
o Availability of labor skills & raw materials
o Market Size and long-term potential
o Product Price
o Development Time & Costs
o Manufacturing Costs
o Return on sales
o Break-even analysis etc.

Step 3: Preliminary Design
General performance characteristics are
translated into technical specifications
Prototypes are built & tested (maybe offered
for sale on a small scale)

Step Four : Final Design
Specifications are set & then used to:
Develop processing and service delivery
instructions
Guide equipment selection
Outline jobs to be performed
Negotiate contracts with suppliers and distributors

Issues in product and service design
o Concurrent Engineering
o Standardization
o Mass customization
o Recycling-Remanufacturing
o Robust design
o Computer-aided design (CAD)
o Product reliability and range of operating
conditions
o Environmentally friendly design

Concurrent Engineering vs sequential design
A design approach that uses multifunctional teams to
simultaneously design the product & process
Replaces a traditional ‘over-the-wall’ approach where one
group does their part & then hands off the design to the next
group

Standardization
Extent to which there is an absence of variety in a
product, service or process
Design which enable a company to offer
similar/identical products or product which satisfy
the Mass
Standardized products are immediately available to
customers
Example calculators, pen etc

Advantages of Standardization
Fewer parts to deal with in inventory &
manufacturing
o Less costly to fill orders from inventory
Reduced training costs and time
More routine purchasing, handling, and inspection
procedures
Opportunities for long production runs, automation
Possibility of perfecting designs and improving
quality control procedures.

Disadvantages of Standardization
Decreased variety results in less consumer appeal.
Designs may be frozen with too many imperfections
remaining.
High cost of design changes increases resistance
to improvements
Standard systems are more vulnerable to failure

Mass Customization
 A strategy of producing standardized goods or
services, but incorporating some degree of
customization
o Delayed differentiation
o Modular design

Delayed Differentiation: Postponement tactic
• Is a Producing but not quite completing a product/service until
customer preferences/specifications are known

 Modular design is a form of standardization in which
component parts are subdivided into modules that are easily
replaced or interchanged.
o Products designed in easily segmented components
o Adds flexibility to both production and marketing
o Improved ability to satisfy customer requirements
Modular Design

Reliability and normal operating conditions
Reliability: The ability of a product, part, or system to
perform its intended function under a prescribed set of
conditions
Failure: Situation in which a product, part, or system
does not perform as intended
Normal operating conditions: The set of conditions
under which an item’s reliability is specified
A regular car is not to be driven at 200 mph
A bed is not to be used as a trampoline(sport)

Recycling: recovering materials for future use
o Cost savings
o Environment concerns
o Environment regulations
Remanufacturing: replacing worn out parts in used
products
Kodak cameras
Recycling-Remanufacturing

 Using computers to design products and prepare
engineering documentation
 Shorter development cycles, improved accuracy,
lower cost
 Information and designs can be deployed worldwide
Computer Aided Design (CAD)

 Computer technology used to develop a 3-D model
of a product from the basic CAD data
 Allows people to ‘see’ the finished design before a
physical model is built
Virtual Reality Technology

 Design that results in products or services that can
function over a broad range of conditions
 In a design of a new system, any activity can be called
robust design, if it causes the system…
o To have longer life(higher reliability)
o To have more consistent from use to use
o To be more consistent from product to product
o To perform consistently as temperature and
other conditions
Robust Design

• Designing a product from material that can be recycled,
ease of repair, minimize packaging minimize material and
energy used during manufacture, consumption and
disposal
Goals of environmentally friendly designs
o Develop safe and environmentally sound products
o Minimize waste of raw materials and energy
o Reduce environmental liabilities
o Increase cost-effectiveness of complying with
environmental regulations
o Be recognized as a good corporate citizen
Environmentally Friendly Designs

Process and Process Selection
Process: Any set of activities performed by an
organization that takes inputs and transforms them
into outputs ideally of greater value to the
organization than the original inputs.
Process selection refers to the strategic decision of
selecting with which kind of production processes
to have in the manufacturing plant.
 It has major implications for
Capacity planning
Layout of facilities
Equipment
Design of work systems

Process Selection: considerations
Process selection is based on five considerations
1. Type of process; range from intermittent to
continuous
2. Degree of vertical integration
3. Flexibility of resources
4. Mix between capital & human resources
5. Degree of customer contact

Process Selection types
Two broad process classifications include
Intermittent operations – produce a variety of
products in lower volumes
Repetitive operations – produce one or a few
standardized products in high volume

Intermittent vs Repetitive Operations

Process types can be:
Project process – make a one-at-a-time product
exactly to customer specifications
Batch/job process – small quantities of product in
groups or batches based on customer orders or
specifications
Line process – large quantities of a standard
product
Continuous process – very high volumes of a fully
standard product

Project process characteristics
1. Makes a one-of-a-kind product (volume = 1)
2. Uses general purpose equipment
3. Has informal relationships with many vendors
4. Very little vertical integration
5. Flexible layout often with factors of production
moving to job

The Job shop process characteristics
1. Makes many products types in small volume
2. Uses general purpose equipment, grouped by the
same function in Work Centres
3. Has informal relationships with vendors
4. Very little vertical integration
5. Similar product follows the same path, produced in
batches to reduce the impact of setup time.

The Large Batch process characteristics
1. Makes several families of products in moderate volume
2. Uses general purpose equipment
3. Little vertical integration
4. Hybrid layout with flow lines

The Assembly Linecharacteristics
1. Makes few products in large volume
2. Uses specialized high-volume equipment
3. Has formal relationships with vendors
4. May use vertical integration
5. Product-based layout with linear flow

Continuous Flow characteristics
Continuous flow: An often automated process structure
that converts raw materials into finished product in one
continuous process.
Highly standardized products, no variety
Special-purpose equipment (no need for equipment
flexibility)
Skill of workers is low
Examples: petroleum, steel, sugar, flour, and salt

Some examples(find the process type of each)
Movie production
Bakery
Restaurant
(non fast food)
University
Car repairing
(car mechanic shop)
Oil mining
Producing office tools
Veterinarian
Project
Batch
Batch
Batch
Job shop
Continuous
Repetitive
Job shop

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