Operation management 6e by russel and taylor ch04

Chapter Product Design Operations Operations Management Management 66thth Edition Edition Roberta Russell & Bernard W Taylor, III Copyright 2009 John Wiley & Sons, Inc Beni Asllani University of Tennessee at Chattanooga Lecture Outline  Design Process  Concurrent Design  Technology in Design  Design Reviews  Design for Environment  Design for Robustness  Quality Function Deployment Copyright 2009 John Wiley & Sons, Inc 4-2 Design Process  Effective design can provide a competitive edge     matches product or service characteristics with customer requirements ensures that customer requirements are met in the simplest and least costly manner reduces time required to design a new product or service minimizes revisions necessary to make a design workable Copyright 2009 John Wiley & Sons, Inc 4-3 Design Process (cont.)  Product design     defines appearance of product sets standards for performance specifies which materials are to be used determines dimensions and tolerances Copyright 2009 John Wiley & Sons, Inc 4-4 Design Process (cont.) Copyright 2009 John Wiley & Sons, Inc 4-5 Idea Generation  Company’s own R&D department  Customer complaints or suggestions  Marketing research  Suppliers  Salespersons in the field  Factory workers  New technological developments  Competitors Copyright 2009 John Wiley & Sons, Inc 4-6 Idea Generation (cont.)  Perceptual Maps  Visual comparison of customer perceptions  Benchmarking  Comparing product/process against best-in-class  Reverse engineering  Dismantling competitor’s product to improve your own product Copyright 2009 John Wiley & Sons, Inc 4-7 Perceptual Map of Breakfast Cereals Copyright 2009 John Wiley & Sons, Inc 4-8 Feasibility Study  Market analysis  Economic analysis  Technical/strategic analyses  Performance specifications Copyright 2009 John Wiley & Sons, Inc 4-9 Rapid Prototyping  testing and revising a preliminary design model  Build a prototype       form design functional design production design Test prototype Revise design Retest Copyright 2009 John Wiley & Sons, Inc 4-10 Design for Environment Copyright 2009 John Wiley & Sons, Inc 4-31 Sustainability  Ability to meet present needs without compromising those of future generations  Green product design        Use fewer materials Use recycled materials or recovered components Don’t assume natural materials are always better Don’t forget energy consumption Extend useful life of product Involve entire supply chain Change paradigm of design Copyright 2009 John Wiley & Sons, Inc Source: Adapted from the Business Social Responsibility Web site, www.bsr.org, accessed4-32 April 1, 2007 Quality Function Deployment (QFD)  Translates voice of customer into technical design requirements  Displays requirements in matrix diagrams   first matrix called “house of quality” series of connected houses Copyright 2009 John Wiley & Sons, Inc 4-33 Importance House of Quality Trade-off matrix Design characteristics Customer requirements Relationship matrix Competitive assessment Target values Copyright 2009 John Wiley & Sons, Inc 4-34 Competitive Assessment of Customer Requirements Easy and safe to use Irons well Competitive Assessment Customer Requirements Presses quickly Removes wrinkles Doesn’t stick to fabric Provides enough steam Doesn’t spot fabric Doesn’t scorch fabric Heats quickly Automatic shut-off Quick cool-down Doesn’t break when dropped Doesn’t burn when touched Not too heavy Copyright 2009 John Wiley & Sons, Inc 8 3 5 B A AB X X AB X AB A XB X B X BA X A ABX X A B AB AB X X A 4-35 X B Easy and safe to use Irons well Copyright 2009 John Wiley & Sons, Inc - Automatic shutoff Protective cover for soleplate Time to go from 450º to 100º Time required to reach 450º F Flow of water from holes Size of holes Number of holes Material used in soleplate Thickness of soleplate Size of soleplate Weight of iron Customer Requirements Presses quickly Removes wrinkles Doesn’t stick to fabric Provides enough steam Doesn’t spot fabric Doesn’t scorch fabric Heats quickly Automatic shut-off Quick cool-down Doesn’t break when dropped Doesn’t burn when touched Not too heavy Energy needed to press From Customer Requirements to Design Characteristics - + + + + + + + + + + + + + + + + + - - + + + - + - + + - - + + + + + + - - - + + + + + + - 4-36 Copyright 2009 John Wiley & Sons, Inc 4-37 Automatic shutoff Protective cover for soleplate Time to go from 450º to 100º Time required to reach 450º + Flow of water from holes - Size of holes Number of holes Material used in soleplate Thickness of soleplate - Size of soleplate Weight of iron Energy needed to press Tradeoff Matrix + + Time to go from 450º to 100º mm oz/s sec sec Y/N Y/N 8x4 SS 27 15 0.5 45 500 N Y 1.2 8x4 MG 27 15 0.3 35 350 N Y 1.7 9x5 T 35 15 0.7 50 600 N Y 4 5 3 3 3 4 1.2 8x5 SS 30 30 500 * * * * * * 1.4 Weight of iron in Copyright 2009 John Wiley & Sons, Inc * 4-38 soleplate ea ft-lb lb Protective cover for Size of holes Time required to reach 450º Number of holes ty Size of soleplate Objective measures Units of measure Iron A Iron B Our Iron (X) Estimated impact Estimated cost Targets Design changes Flow of water from holes Material used in soleplate cm Energy needed to press Thickness of soleplate Targeted Changes in Design Completed House of Quality SS = Silverstone MG = Mirorrglide T = Titanium Copyright 2009 John Wiley & Sons, Inc 4-39 A Series of Connected QFD Houses Part characteristics Process characteristics A-2 Parts deployment A-3 Operations Process characteristics House of quality Part characteristics A-1 Product characteristics Customer requirements Product characteristics Process planning A-4 Operating requirements Copyright 2009 John Wiley & Sons, Inc 4-40 Benefits of QFD  Promotes better understanding of customer demands  Promotes better understanding of design interactions  Involves manufacturing in design process  Provides documentation of design process Copyright 2009 John Wiley & Sons, Inc 4-41 Design for Robustness  Robust product  designed to withstand variations in environmental and operating conditions  Robust design  yields a product or service designed to withstand variations  Controllable factors  design parameters such as material used, dimensions, and form of processing  Uncontrollable factors  user’s control (length of use, maintenance, settings, etc.) Copyright 2009 John Wiley & Sons, Inc 4-42 Design for Robustness (cont.)  Tolerance  allowable ranges of variation in the dimension of a part  Consistency    consistent errors are easier to correct than random errors parts within tolerances may yield assemblies that are not within limits consumers prefer product characteristics near their ideal values Copyright 2009 John Wiley & Sons, Inc 4-43  Quantifies customer preferences toward quality  Emphasizes that customer preferences are strongly oriented toward consistently  Design for Six Sigma (DFSS) Quality Loss Taguchi’s Quality Loss Function Copyright 2009 John Wiley & Sons, Inc Lower tolerance limit Target 4-44 Upper tolerance limit Copyright 2009 J ohn Wiley & Sons, Inc All rights reserved Reproduction or translation of this work beyond that permitted in section 117 of the 1976 United States Copyright Act without express permission of the copyright owner is unlawful Request for further information should be addressed to the Permission Department, J ohn Wiley & Sons, Inc The purchaser may make back-up copies for his/her own use only and not for distribution or resale The Publisher assumes no responsibility for errors, omissions, or damages caused by the use of these programs or from the use of the information Copyright 2009herein John Wiley & Sons, Inc 4-45 ... products and processes by design teams  Improves quality of early design decisions  Involves suppliers  Incorporates production process  Uses a price-minus system  Scheduling and management. .. fasteners Design for push -and- snap assembly Copyright 2009 John Wiley & Sons, Inc 4-19 Final Design and Process Plans  Final design   Process plans detailed drawings and specifications for new... suppliers create, store, and manage project documents Copyright 2009 John Wiley & Sons, Inc 4-24 Design Review  Review designs to prevent failures and ensure value  Failure mode and effects analysis