Product

1
Product

• Introduction
• Life Cycle
• Product Design Phases
• QFD and Other Tools.

2
Index

• Introduction
• Life Cycle
• Product Design Phases
• New Ideas Generation
• Viability Analysis
• Preliminar Design
• Some concepts on detailed Desing
• Tools
• QFD
• DFMA
• Value Analysis / Value Engineering

3
Product Life Cycle

• No time to fix bugs
• No time to relax and collect profit
• Need to continuously deploy new products
• Need to design thinking on variants
• Need to sell on everywhere simultaneosly

4
Relevance of the Design Phase. Poor Success Rate
Number
2000
Market proof, market introduction, Redesign
Market Needs
1500
1000
Functional Specification
1000
Product Specification
500
500
One success!
100
25
0
Development Stage
5
Product Design Steps.
Competitors Clients/Users Suppliers
STOP
Market Research
Process Planning
New Product Development. General Specs
Process Design
Process Analysis
Feasibility Analysis
Preliminar Design
Detailed Design
Feasible
RD Sales Operations
Prototyping Market Test
Technical Evaluation

(source Monks, 1982)
6
The need for cooperation and Info Keeping
Propuesta de marketing
Según el diseñador veterano
Según la petición de desarrollo
Utilizado por el cliente
Lo que quería el cliente
Fabricado por producción
Fuente Schroeder (1985)
7
New Products Development. Sources of Innovation.

• Source of the Idea.
• Internal (Operations, Marketing, RD)
• External (Suppliers, Clients, Competitors)
• Relation with own Products
• Completely New.
• Improvements or Changes
• Relation with Market
• New Markets
• Same Market
• Relation with Origin of the Need
• Pull / Push
• Relation with Opportunity Origin
• Economical Change
• Technological Change
• Sociological or Demographic Change
• Political Change

8
Feasibility Analysis

• Economical Feasibility
• Where is the benefit?
• To whom does the product/service add value?
• The benefit of selling spare parts or
  consumibles?
• Technical Feasibility
• Is it or will it be possible?
• When will it be possible?
• Is the Market Prepared?

9
Preliminar Design

• Function
• What should the product do?
• Cost
• Defined for the Target Segment of the Market
• Shape and Size
• Attractive and acceptable
• Quality
• Quality level required
• Environmental Assesment
• Packages, batteries
• Production
• How and where is to be manufactured?
• Time
• Time to be developed.
• Accesibility
• Where is going to be found by clients?
• Need for a Recipe

10
Some Aspects on Detailed Design

• Standarization
• Use of Standards
• Volume
• Shape
• Position
• Advantages
• Reduces Cost
• Improves Client Service,
• Disadvantages
• Easy to copy
• Reduces flexibility
• Barrier for improvements.

11
A bit more on Standarization

• The US standard railroad gauge (distance between
  the rails) is 4 feet, 8.5 inches.  That's an
  exceedingly odd number.  Why was that gauge
  used?  Because that's the way they built them in
  England, and the US railroads were built by
  English expatriates. 
• Why did the English build them like that? 
  Because the first rail lines were built by the
  same people who built the pre-railroad tramways,
  and that's the gauge they used. 
• Why did "they" use that gauge then?  Because the
  people who built the tramways used the same jigs
  and tools that they used for building wagons,
  which used that wheel spacing.
• Okay! Why did the wagons have that particular odd
  wheel spacing?  Well, if they tried to use any
  other spacing, the wagon wheels would break on
  some of the old, long distance roads in England,
  because that's the spacing of the wheel ruts.
• So who built those old rutted roads?  The first
  long distance roads in Europe (and England) were
  built by Imperial Rome for their legions. The
  roads have been used ever since.
• And the ruts in the roads?  The initial ruts,
  which everyone else had to match for fear of
  destroying their wagon wheels, were first formed
  by Roman war chariots. Since the chariots were
  made for (or by) Imperial Rome, they were all
  alike in the matter of wheel spacing. The United
  States standard railroad gauge of 4 feet, 8.5
  inches derives from the original specification
  for an Imperial Roman war chariot.
• Specifications and bureaucracies live forever. So
  the next time you are handed a specification and
  wonder what horse's arse came up with it, you may
  be exactly right, because the Imperial Roman war
  chariots were made just wide enough to
  accommodate the back ends of two war horses.

12
Now the twist to the story..............

• There's an interesting extension to the story
  about railroad gauges and horses' behinds. When
  we see a Space Shuttle sitting on its launch pad,
  there are two big booster rockets attached to the
  sides of the main fuel tank.  These are solid
  rocket boosters, or SRBs. The SRBs are made by
  Thiokol at their factory at Utah. The engineers
  who designed the SRBs might have preferred to
  make them a bit fatter, but the SRBs had to be
  shipped by train from the factory to the launch
  site. The railroad line from the factory had to
  run through a tunnel in the mountains. The SRBs
  had to fit through that tunnel. The tunnel is
  slightly wider than the railroad track, and the
  railroad track is about as wide as two horses'
  behinds.  So, the major design feature of what
  is arguably the world's most advanced
  transportation system was determined over two
  thousand years ago by the width of a Horse's
  Arse! 

13
Some Aspects on Detailed Design

• Modular Design
• Standardize Interfaces
• Advantages
• Ease to detect the error and to repair,
• Ease to plan
• Increase of product flexibility.
• Disadvantages
• Module as a black box.

14
Some Aspects on Detailed Design

• Reliability
• Probability of the product to survive a given
  time.
• Objectives
• Constant (or known) throughout the Product.
• Robust Design

15
Some Aspects on Detailed Design

• Security
• Legal responsibilities.
• Examples Toys, Electromagnetic products
• Barriers for entering new markets.

16
Prototyping

• Prototypes should represent the characteristics
  to be evaluated. (Car unit in wood or plastic,
  real or reduced dimension)
• They will be used to test features, market or
  production processes.
• Retailing stores test their news layouts through
  Prototype shops.
• Example Nike, Mercadona

17
Tools

• QFDDFMA
• Value Analysis
• Design for Logistics

18
Designing for the Customer Quality Function
Deployment

• QFD is an structured tool, to translate customer
  needs into quality characteristics, through
  functions that will be implemented on mechanisms
  with components, that might fail, and such fails
  are from the beginning considered.
• QFD takes the information from the very beginning
  of the Product Design Process to the last
  product/process modification.
• QFD uses interfunctional teams from marketing,
  design engineering, and manufacturing. It has
  been credit for reducing costs by reducing
  designing times.

19
QFD

• QFD Process begins with studying and listening to
  customers to determine the characteristics of a
  superior product.
• Through Market Research, customers product needs
  and preferences are defined and broken down into
  categories called customer requirements.
• After Customer requirements are defined, they are
  weighted based on their relative importance to
  the customer. Next the customer is asked to
  compare the companys products with the products
  of competitors.
• Customer Requirements are crossed with Technical
  Characteristics and thus goals for improvement
  are specified.

20
Designing for the Customer The House of Quality
Customer requirements information forms the basis
for this matrix, used to translate them into
operating or engineering goals.

• The McGraw-Hill Companies, Inc., 2004

21
QFD Benefits

• Encourages the departments to work closely.
• It results also, in a better understanding of one
  anothers goals and issues.
• It eases the evaluation of minor a major changes
  on the product, and its relation with customer
  requirements.
• It helps the team to focus on products that
  satisfy customers.
• Reduces time-to-market
• Reduces cost of development
• Keeps the know-how of the design process

22
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?

23
Design for Manufacturing and Assembly

• Greatest improvements related to DFMA arise from
  simplification of the product by reducing the
  number of separate parts
• During the operation of the product, does the
  part move relative to all other parts already
  assembled?
• Must the part be of a different material or be
  isolated from other parts already assembled?
• Must the part be separate from all other parts to
  allow the disassembly of the product for
  adjustment or maintenance?

24
DFMA
Fuente Chase (2004)
25
DFMA
Fuente Chase (2004)
26
Design For Logistics. Unit Load.

• If value/weight grows transport cost relevance
  decreases.

• If volume/weight increases, so does
  transportation and storage costs.
• Compact design of products.

• If 10 of capacity is unused, then transport cost
  are 10 higher.

27
Design for Cost

• The Design Team has an objective cost from the
  very beginning.
• This objective is settled according to
• Product Especifications.
• Price to be accepted by the market.
• Desired Margins.
• Competitors.
• Thus minimizing investment on non profitable
  projects and maximizing ROI.

28
Product Design Steps.
Competitors Clients/Users Suppliers
STOP
Market Research
Process Planning
New Product Development. General Specs
Process Design
Process Analysis
Feasibility Analysis
Preliminar Design
Detailed Design
Feasible
RD Sales Operations
Prototyping Market Test
Technical Evaluation

(source Monks, 1982)