1. 1
Product Design

2. 2
OBJECTIVES
Product Development Process
 Economic Analysis of
Development Projects
 Designing for the Customer

Design for Manufacturability
 Measuring Product Development
Performance


3. 3
Typical Phases of Product
Development

Planning

Concept Development

System-Level design

Design Detail

Testing and Refinement

Production Ramp-up

4. Designing for the
Customer
House of Quality
Quality Function
Deployment
Ideal
Customer
Product
Value Analysis/
Value Engineering
4

5. 5
Designing for the Customer:
Quality Function Deployment

Interfunctional teams from marketing,
design engineering, and manufacturing

Voice of the customer

House of Quality

6. 6
QFD Phases
CUSTOMER
REQUIREMENTS
PRODUCT
DESIGN
PRODUCTION
REQUIREMENTS
PARTS
CHARACTERISTICS
PROCESS
DESIGN

7. 7
QFD Process

Customer Satisfaction Audit Survey

QFD matrix – the House of Quality
( “Hows and Whats” )

8. Designing for the
Customer:
8
The House of Quality
Correlation:
X
X
X
3
Competitive evaluation
X = Us
A = Comp. A
B = Comp. B
(5 is best)
1 2 3 4
5
AB
XAB
A XB
Doesn’t leak in rain3
Target values
5
Technical evaluation 4
3
(5 is best)
2
X A
10
6
B
A
X
BA
X
6
9
2
3
Reduce force
to 9 lb.
Reduce energy
to 7.5 ft/lb.
Maintain
current level
Maintain
current level
No road noise
2
Importance weighting
1
©The McGraw-Hill Companies, Inc., 2004
*
X AB
Stays open on a hill 5
Easy to open
X
X
Reduce energy
level to 7.5 ft/lb
Maintain
current level
Customer
Customer
requirements
requirements
information- forms
information- forms
the basis for this
the basis for this
matrix, used to
matrix, used to
translate them into
translate them into
operating or
operating or
engineering goals.
engineering goals.
Energy needed
to close door
Door seal
resistance
Check
force on
level needed
Energy
ground door
to open
Accoust. Trans.
Window
Engineerin
Im
po g
Cu r
st. tan Characterist
Customer ce to
ics
Requirement
s
Easy to close
7
Water resistance
X
X
Strong positive
Positive
Negative
Strong negative
B
A
X
B
X
A
BXA
BA
X
B
Relationships:
Strong = 9
Medium = 3
Small = 1

9. 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?
9

10. Value analysis application
10
Product Life-Cycle
Maturity
Value analysis makes
its contribution in the
last stage of Product
Life-cycle, viz,
Maturity stage
Sales
Growth
R&D
Stage
Time

11. Design for
Manufacturability

Traditional Approach
– “We design it, you build it” or “Over the
wall”

Concurrent Engineering
– “Let’s work together simultaneously”
11

12. 12
Design For Logistics
• Design for Logistics uses product design to
address logistics costs
• Key Concepts of Design for Logistics
• Economic packaging and transportation
• Concurrent / Parallel Processing
• Standardization

13. 13
Economic Transportation and
Storage
• Design products so that they can be
efficiently packed and stored
• Design packaging so that products can be
consolidated at cross docking points
• Design products to efficiently utilize retail
space

14. 14
Design for Manufacturing
and Assembly

1.
2.
3.
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?