3n prod serv design

8/8/2019 3n Prod Serv Design

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OPERATIONSOPERATIONS

MANAGEMENTMANAGEMENTLECTURE 3LECTURE 3

PRODUCT AND

SERVICE DESIGN

JIM MATTHEWSJIM MATTHEWS


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Learning ObjectivesBy the end of this chapteryou should be able to:

define the terms product and service

outline what is contained in a product package

explain how ideas are generated

describe the mechanisms for specifying whatshould be contained in a product or service

outline the range of techniques that can be usedto evaluate a design

describe the product or service design processdiscuss the differences between product &service design, including the role of quality & thereasons for design failures


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Introduction

The function of every business is to

provide a product or service that peoplewant.

Product and service design represents theactivity of converting various forms


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Defining product, service

and design

PRODUCTPRODUCT

SERVICESERVICE

DESIGNDESIGN


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The product package


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The productandservice

design process

Ideasgeneration

Internal generationIdeasfrom Staff

Ideasfrom Researchand Development

Reverseengineering

External generation

Ideasfrom CompetitorActivity

Government


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USEFUL TECHNIQUES

Brainstorming

Synectics

Enlargingthe Search Space

Challenge

Transfer

Visualisation

Checklistfornewideas

Lateralthinking

AnalogyDelphimethod

Morphologicalanalysis

Assessingnewconcepts


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A more rational approach?

clarifying objectives

establishing functions

setting requirementsdetermining characteristics

generating alternatives

evaluating alternativesimproving details


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Feasibilitystudy

The descriptionof channels

The explanationof these attitudesperceptions and behaviours

Evaluationof the cost effectiveness of

marketing designsPredictionof trends


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Marketing research can be divided

into two broad categories.

Primarydatacollection

Secondarydatacollection


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Secondary data collection

Secondary data collection should always

be undertaken first.

A common form of desk research is

parametricanalysis.


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Parametric analysis takes

two major forms.

Various aspects of a service

Plot of any parameter against any other


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Primary data collection

Interviewing

Qualitativeresearch

Quantitativeresearch

Feasibility Study

Cost

Technology

Logistics Physicalconstraints

Compatibility


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Designanddevelopment

specification

Product specifications.

Manufacturing drawings.

List of components.

Manufacturing process data.

List of tools for manufacture.

Material specifications.Details of equipment.

Details of special labour skills.


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C.A.D.C.A.D.

Computer generated drawings and blueprints can bestored electronically.

CAD systems provide additional savings in the processof product modification and blueprint storing procedures.

CAD systems enable the designers to store relevantproduct information, including dimensions, tolerances,material specifications etc, in a database and provide theinformation in a variety of formats.

CAD systems provide additional design capabilities,such as engineering calculations, optimal weight or sizedetermination, cost optimisation, component reduction,product standardisation, stress and thermal analysis etc.


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CAD is also used during

product evaluationEstablish the basic parameters and limitations ofthe proposed new service.

Identify and summarise all steps involved in thenew service.

Develop a flowchart of all main steps related tothe new service.

Identify potential strengths and weaknesses ofthe proposed flow chart and each step.

Develop a suitable time frame for executingeach step

Analyse the key profitability factors


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New service design factors

Location.

Room requirements.

Facilities in the room.Records.

Security for access to records.

Access when is the service on offer? 24hr help line?

Staff details of qualifications and experience.

Process length of sessions, back-up in emergency.

Customer clientele.


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Elements that are important

Reliability

SafetyAesthetics

Maintainability

ErgonomicsPrice


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Elementsofdesignspecification


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Design Evaluation

Quality function deployment (QFD)

Value engineering

The Taguchi method

CADCAM

Prototyping

Virtual reality

Dimensional analysisChecklists

Screening (See Next Slide)


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Screening

Marketingconsiderations

Operationalconsiderations

Financialconsiderations Other non-financial considerations

Other Methods

selectingcriteria

rankingandweighting

specificationwriting


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Finaldesign

This stage includes detailed drawings and

final process design requirements

This also involves large expenditure and

designers must be sure of success


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Production,distribution

&customeruse

We now move on to the final stages of the

design process

However good a service or product is, it

will not sell itself


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Monitoringandreview

some customer feedback

avoid over design

continually monitored and periodicallyreviewed


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Disposal


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Modelofthe productorservicedesign process


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Product and service design

four stages

Motivation/Opportunity

Product/Service Generation

Launch

Re-Use


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Differences between product

andservicedesignProduct is tangible

Product is manufactured

Product can be stored

Product is delivered in a packageProduct can be delivered at any location

Product does not require contact between themanufacturer and the customer

Copyrights dont exist to protect service-basedcompanies

With a service, labour is the main utilisation


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Diverse types of service design.

Professional services e.g. an architects

practice

Service shops e.g. car rental companies.

Mass services e.g. supermarkets.


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Service design

considerations summarised

being consistent with the operating focus of thefirm

being user-friendly

being robusteasily maintaining consistent performance

providing effective links between front andback office

helping customers to see the value of theservice provided

being cost-effective


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Roleofqualityin product

andservicedesign

unconditional (no small print);

meaningful to customer (payoff fully covers

customers dissatisfaction);

easy to understand and communicate (for

employees as well as customers);

painless to invoke (given proactively).


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Reasonsforproduct

andservicefailure

less than 30% of new products are

successfulask the right questions

inadequacy of specification.

definitionIneffective and inefficient marketing


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Summary

3n prod serv design

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