1. Introduction Life Cycle Product Design Phases QFD and Other Tools.
The structure of the topic is the following one.
First we should have a look to the relevance of deploying new products and services.
We will watch a video: decathlon (to analyse the ideas generation, lladró to analyse the process definition phase)

2. Index Introduction Life Cycle Product Design Phases Tools
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”
sales
time
Introduction
Maturity
Decline
Growth
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
Ideas
1750
Market proof, market introduction, Redesign…
Market Needs
1500
1000
1000
Functional Specification
500
Product Specification
This slide suggests the relatively small number of product concepts that actually become successful. Ask students to suggest reasons for such a poor success rate. Can they also suggest ways by which the success rate might be improved?
500
100
¡ One success! 25
Development Stage

5. Product Design Steps. STOP Competitors Market Research Clients/Users
Suppliers
STOP
Market Research
Process
Planning
New Product Development.
General Specs
Process Design
Process Analysis
Feasibility
Analysis
Preliminar Design
Detailed
Design
Feasible
R+D
Sales
Operations
Prototyping
Market Test
Technical
Evaluation
(source: Monks, 1982)

6. The need for cooperation and Info Keeping
Propuesta de marketing
Según la petición de desarrollo
Según el diseñador veterano
This slide suggests the relatively small number of product concepts that actually become successful. Ask students to suggest reasons for such a poor success rate. Can they also suggest ways by which the success rate might be improved?
Fabricado por producción
Utilizado por el cliente
Lo que quería el cliente
Fuente: Schroeder (1985)

7. New Products Development. Sources of Innovation.
Source of the Idea.
Internal (Operations, Marketing, R+D)
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 Technical Feasibility
Sold Units
Fixed Cost
Total Variable Cost
Total Cost
Total Income € Q*
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 Cost Shape and Size Quality
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
Function Mislead: armchair, plastic botijo (earthenware jar with spout and handle for drinnking)
Cost: Renault Logan, Yamaha Vmax
Shape and Size: iPOD, cards…
Quality: NewZealand Postmen,Tergal
Environmental Assesment: products that are forbidden
Production: who can produce it?
Time:
Accesibility: Amstrad
Need for a Recipe: we use to buy the pack of rice, rather than the rice.

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. QFD DFMA Value Analysis Design for Logistics
Tools
QFD DFMA
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. 6

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 company’s 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
Requirements
Importance to Cust.
Easy to close
Stays open on a hill
Easy to open
Doesn’t leak in rain
No road noise
Importance weighting
Engineering Characteristics
Energy needed
to close door
Check force on level ground
to open door
Water resistance 10 6 9 2 3 7 5 X
Correlation:
Strong positive
Positive
Negative
Strong negative *
Competitive evaluation
X = Us
A = Comp. A
B = Comp. B
(5 is best) AB
X AB
XAB
A X B
X A B
Relationships:
Strong = 9
Medium = 3
Small = 1
Target values
Reduce energy
level to 7.5 ft/lb
Reduce force
to 9 lb.
to 7.5 ft/lb.
current level
Maintain
Technical evaluation 4 1 A BA
BXA
Door seal
resistance
Accoust. Trans.
Window
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 7

21. QFD Benefits Encourages the departments to work closely.
It results also, in a better understanding of one another’s 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? 8

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? 10

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. STOP Competitors Market Research Clients/Users
Suppliers
STOP
Market Research
Process
Planning
New Product Development.
General Specs
Process Design
Process Analysis
Feasibility
Analysis
Preliminar Design
Detailed
Design
Feasible
R+D
Sales
Operations
Prototyping
Market Test
Technical
Evaluation
(source: Monks, 1982)