ns

5
PRODUCTÍON DESIGN AND
DEVELOPMENT
2.
service has tosatisfy the needs of the
produce? The product or with
Whatshould
we achieves customer's satisfaction and keeps pace
organisation which over others.
a competitive edge
requirements will always haveESsentially
Cstomer.An it encashes on the
changing organisation.
thecustomer's process for the competencies that need to
Dasianis a citical identifies the core
competencies and also functionality of the product. Service
ortanisation's cCore
Product design deals with form and and the psychological benefits
te developed. benefits
with the physical items, the sensuous
tasign deals designs
to the Customer. the operations
tiat the service will provide customer and
marketing team identifies the need of the product and consequently
its
the Ihe affects the quality of the not meet the
uEpioduct to satisfy it. Design needs. Poorly designed products may recover
ced aoity to satisfy the customer's cost it may not be viable to the
high attributes of
tustomer's needs, if the design has a very should match the effective
tie costs through pricing. An effective design simple and cost
Moduct or service with the customer'srequirements in a competitors will
too much time, elseleast amount of
tamer. The design process itself should not take the
Gogture the market, The design must be workable and require

proaches for Design of Product

Following are the approaches for designing a product:
to workin watertight
organisationstend
1.UmparTt rmaednittsi,onaThel Approach-Traditionally,
involves the
customer, the marketing
the purchase
Rartnent, Droduct product service design
artnent and the
or operations team,
or Service designers, production or followed as showninfollowing
suppliers. Asequential approachis
 Production o60
80 Design and
Performance
Design
Dev la Production Design and
implications. This results in
Development
Customers specifications engineer considerable reduction
Concurrentt design integrates the desian and
the
of 81
development time and resurces.
Design engineers may not be aware of the
limitationsin themanufact
strengthsuringthe
Product
Concept specifications The
inclusionof
designs and
manufacturing engineers
reduces costs and time of
choices can be considered at an
or

reworking
design
on
of
team leads
designs.
processes.ften,design
manufact uring DIOCess.
to beter
in workable
Marketing
personnel Manufacturing
engineer
design early
stage.The soutionTrade-ofs
is cOsts and
atained at afaster
pace. Computer-aided Design Approach-
Manufacturing
3.
software which helps the
designer to make -Computer-aideddesigndesignof (CAD)
three-dimensional a
IS a
specifications the
vis
computer and|visualize the design from various
vari
different workstantions throughn angles.The designs produt on
made on CAD
can be seen at
locations using internets.
intranets simultaneousiy. Also, these
sent to distant
Production Purchase can be
personnel personnel Supplier Process
steps in Design
Fig. :Product Design-Traditional Approact. the designs pass through the following stages :
Most of generation--The design process starts with draft
1. Idea specifications of the
service. Marketing team in consultation with the customer must draw up
product or and performance specifications in as much detail as possible. Ideas for
This approach suffers from lack of coordination and product concept services or for improvements in existing producs and services may
team identifies the customer's needs and passes on the integration. The
team, They invariably feel that the requirement to the
requirements as projected by the marketing
marketra
desteign
new
productsand
customerS, research and development department, suppliers,
come from complaints or suggestions, factory woorkers, and new
salespersons,
are unrealistic in terms of technological
available technology and resources. They customer specifications should include the following:
based on their perceptions. When the design is received by the produce a desion developments. The draft quality
they modify it further to suit manufacturing team including requirements of reliabilityand
1 Performance requirements
its own problems about the manufacturing processes. The purchase department poses styling requirements
The suppliers add to the difficulty 2. Appearance or
of procuring required
materials as specified in the design. product or service usage that is
confusion by expressing inability
Each team modifies the design to supply to the 3. Probable quantity of product or service is required
the
product being substandard andspecifications to suit its
requirements. specifications.
This results in the
4The time by which
price at which product or service will
sell. This may initialy be in the
not in conformity with 5 The likely
marketing department fails to the customer's needy. The not to exceed cost has to be recoyered
and changes. It is better to sell the substandard product and returns form of Price is important as the design
form design teams with it for
modifications 6.Maximum cost of designing. This
Involved and instead of sequential
design, use the representatives of all product standards
reduce the design cycle time. concept of departments through the price of the that. have to be incorporated such as statutory safety important
2. concurrent designto 7.Any special features
all subsequent activities
andit is
design Concurrent form the basis of
approach in Engineering
which the designApproach--Concurrent
Thedraft specifications
departmleadsents concerned. teams are formed withengineering is the ofproduct that these are
prepared carefully.
feasibility study--The draft specification is
tested for its
concept to design Instead of
fol lowin g asequential representatives all the
procedure 2. Acceptance or accepted, modified or rejected. An integrated design design
team

onthe engineering and speci fi cati o ns

detailed and then to manufacturing
where the product feasibility and then either than a team consisting
solely of
this task much better
the design. For exampleworki ng ngs, different specifications and and a
willbe able to perform an economicanalysis,
, in casedrawi of items which are departments includes a market analysis,
tr adi tio nal
and calls for approach is to wait till al to
work
be procured fromconcurrently engineers.The feasibility study
analysis. The market analysis
assesses whether the market
and the long term
bids from suppliers, technical and strategic
speci f ic atio ns of the suppl iers. In specifications and drawings have been finalised to justify developing the product or servicecost of production and
worked out by the item and is Concurrent design, the supplier is given demand is sufficient
The economic analysis
determines the
supplier since heasked to
is part ofprepare a prototype for testing. Detailsbroad
the design team and is aware of are
potential for the product.
depending on its estimatedselling price and sales volume.The
technx
the other ItS profitability
 LImanuaup MMa

83
Production. Design and and Development
82 Production Design

existing Devel,
robots.
automation and production using minimum number of parts to
analysis considers whether the product can be produced by the jtselfto
better of
Standardisation-Htis a tool to promote the use the economical manufacture,
new technology, ne facilities will be required. It determines whether thee servethemaximum number of purposes consistent with
reliabilíty necessary to ensure optimum
is sufficient and the necessary labour skills, raw materials and other
requirements are available. Strategic aspects such as core
príorities that the company has laid down must also be
competenciessand eiinsfriarscotg,tg minímum
effectiveness.
whole life costs
and the quality and
Customers benefit from
simplicity and convenience in buying
be saved by using
standardised
standard
components to
considered costs and time can For instance, most of the small components in
product. while laurc products. Desígn
family of products. standardised. Standardisation leads to
product or a
3. Execution or preliminary design-Once the product or servíce is
fOurd make a manufactured by Maruti Udyog are when a suitable
and accepted for designing, the execution of the design is unnecessary engineering designcomponents are in
undertaken, Thic all cars productivity by avoiding because fewer
making a number of models, testing them, modifying or increased already exists, reduction of inventories bulbs use
waste. For instance, light
and so on till aviable design is produced. The design revising therm, retestiras component eliminatíon of unnecessary
functional design. The models produced may not confortm incorporates both form:
to the specifications tr
system and
standardised
the components. products from some
combination of basic.
not perform as per the specifications. the creation of combined to make a large
problems of scale. The cost of producingGenerally Such dífferences ocCur becaiz. Modular designIt isCommon subassemblies can be
a full fledged scale model may be m electronics and automobile
and ít may not be possible to make full too nre-existing, subsystems. designs are common in the combining
scale models before the design is finalised Modular of computers by
Form design-This refers to the Variety of products.manufacturers can produce a large variety and repair. Faulty modules
with its shape, size, colour, aesthetics physical appearance of a product- It is concer industry. Computer
Modular design is also
easier to maintain workshop without
must 'feel' right. For instance, the styling and market appeal of the product. The prodr different modules. and then repaired at leisure in a with printed
of car interiors may not replaced by new ones computers have cards
of the car but is an
essentíal part of the market appeal of the add car.
much to function can be quícklycustomer. For instance, TV sets and
Restaurants and fast food
establishments also
Functional affecting the by a recipe
design---The functional design is concerned with the
the product. Reliability components fitted to them. different proportions as required separate
and maintainability are two performance circuits and and mix them in costs, as each
ingredients inventory
stage. These will be dealt in detail important considerations at te
in a separate chapter. prepare base items. This reduces
large variety of manufactured and stored; only the
subassemblies and
4. Translation or to produce a
with how the product willproduction design--This stage of the design have to be and when required.
product does not produce products as
This also includes actually be made or how the service will prOcess deas subsystems are stored
and assembled to
poor quality products. aspects of after sales actually
service. Difficult to execute' be operated
its Providing too many options 'and designs result i Design of Services characteristics
of amanufacture features products because of the benefits and
an extremely in the product
difficult task. products become too complexrendering design of
large number of
options and features,Some varies from the benefits, sensuous
For example, and the customer because Design of services generally provide physical chairs, the
modern music systems and digital is Services food, the tables, the
incorporated that their instruction handy cams unsatisfied with them. of services. benefits. For instance, in a restaurant, the
of the
provided by it. The taste and so on are
food, the
CUstomer does not use most of the manualssrun into over a have so many features psychological
the physical
benefits
lighting, the people relaxation,
product. special features. They hundred
only add pages. The napkins and so on are the ambience created by soft
to the cost average
of the aroma, the soft music, satisfactionof dining at a
posh place, the the
Sometimes the design
design has then to be engineers are not aware of benefit;and the status, psychological benefits. Let us examine
the the sensuous are the
Integrated design teamsmodified of well being
to make it viable services.
to production facilities. The Comfort and a sense and how they affect
the design of
by the customer. It
overcome this problem
the recommended approaches.
with adequate
amplification, representation produce.
standardisation fromthe
This results in delays. characteristics of services
Intangibility-Services are intangible and are experienced
expectations
or seen. The preference.
Simplification It is the
reduction of variety
and modular product
design ioaren
floor will
Some of
1.
to design
something that
IS Obviously difficult according to his knowledge,
cannot be touchedperception
experience, and
has to be
processes Designs are of provider or operator
be moulded together if simplified by using lesser number of
there is no
results in reduction of costs, functional requirement to
unnecessar
parts.y Some
parts, materials
m
of the parts
and
OLne
It
customer vary
difficult to standardise
all
to be able to
services. The service
provide the customer 'an
information on how
'experience according to
peoplethink,
reduces the time required per increases the separate them, Simplificatiocann iexible in his approach begin by compiling
unit. Productivityefficiency
of
is increasedthe expectations. Designers be
andproaduction process and
his or her
simpler design lends feel and behave.
 Production. Design and L
Designand. Development
85
84
Perishability-Servicescannot be stored.
They have to be Dev la Production
concept which describes
concept-Thedesign Drocess starts with sevice also describes how the
2.
they arepoduced. It is important
not only to Know wnatto
as delivered
deliver but a e 5Service customer and the
target service willbe
desired
different
service experience. It
from others in the field and on what basis will it
when to deliver. the example. while Domino's Pizza stresses on home delivery
varies because services are organisation's For
emphasises on the freshness of its pizzas made from
Heterogeneity-Service output others.
3.
preference and perception of the
customer. Ihe variance is also becauso ta
Uigompete based
withthe
hou, PizZza
Hut
vary hie.Pithinhalf an daily. the next step is to create a
providing the service. While the demands of the Customer preparedpackage-Based On the service concept,
sensuous benefits and the
persons considerable design physical items, the
is expected to be
consistent. This poses
proper training of
problems.
employees who
Organi dough Service
6. package. This includes the
service will
management institute
provide.For example, a most comfortable
can achieve consistencyin
service by provinservice
de
are home delivered esupsychological
the
benefitsthat class rooms, equippedI withthe
best and
Domino' s ensure that their pizzas conditioned systems, a wellstockedIlibrary,
service. For example, for their staff to computer projection
of physicalitome
housekeeping norims provideair trainingaids like on in terms
an hour. Hotels lay down stringent chain. may latest cateteria andso training
latestaudiovideo brand
experience throughout their furniture,the centre, a enmploy the a
consistent service Computer members who mayhave
modern
an ultra highlyqualifiedfaculty sensuousbenefit.
Theinstitute memberofsuch
Beinga
provides the systemforadmission.
mayhave
teaching. This screening compatiblewith
Service concept Service package aids for stringent psychologicalbenefit. mustbe chairsand
and adopt a the benefits
Desired service experience Physical items name provide psychological comfortable
Customers Targeled customer
Sensuous benefits
elitegroupwouldsensuous,andthepointlesstoprovidevery servedquicklyand
Psychological benefits an the expectedtobe betotallyout
Thephysical,provided.Itwould thecustomeris
be
servicewould
being where selfhelp mealsfromanexclusie
theservice foodrestaurant service.Similarly, made-to-order
Design specifications Performance specifications tablesinafastleavequicklyafterspecialisesinserving
perfomance
to
Customer requirements isexpectedrestaurantwhich servicepackage, customer
Activities
a definingthe and
Facility
Customer expectations of placeinexoticdishes,specifications-After customerrequirements
Provider skills menuof
Performance outline activitiestobe
Cost and time estimates
7. developed. They includethe
specificationsare specifications consistent. Theyaiso
design canbe andtimeestimate
expectations. specifications-The that theservice
Delivery specifications acquire.Acost facilityare
Design service providersoprovidershould detailsoftheservice
Schedule
8. service sensuouSand
Deliverables Service the
performed by skillsthatthe layout andother thephysical,
Location special location, include
includethe stage.The specifications deliverablesot
atthis desian schedute,the
Fig. :Steps in Service Design Inciuded the provided. work
IS considered. So aretobe outlinethe carriedout.serviceintermsof
also benefitsthat
specifications-These
psychological thework
istobe nature of custome,and
the
4. Simultaneity--This occurs because the customer must be present while most Delnvery locationatwhichfactorssu
Such as with the
canices heing provided. Often the cUstomer becomes the throughnut of the system. the influenced by customer interaction
serviceand
For instance, a hairdresser styles the hair of the customer. The customer, in this case the design is the adaptation.
becomes a part of the throughput of the system. There is greater contact between the
Service contact with or
provided--choice,fixed
intensity, design
the
revolutionised
Customer and the service provider. The customer does not make a distinction between labour marketata
Customisation has the
the and its delivery. The service design has not only to consider what isto be
service where Technologyand Design technology productshit Twenty-five
delivered, and when, but also howit is to be delivered. 'How' decisions must take information new pace.
rapid
shorterand
into account the degree of customer participation that the service will permit. Itshould
of
computers and
becoming innovateata
activities will be performed in the presence of the The advent is
product cycle Companies
like3M
also consider what (front
customer's customer process. The than before.
out of the
what will be performed
room activities) and sight (back-room muchrapid
pace
activities).
 in Common
easily
Factors manufacture in testing
raw concerned
in torobotics
technology
a real real designs to view.of
Autocad analysed
components
whether The computer
engineering
a strengths drawings libandraries can 2 86
5.Quality
Policy. Cost. 4. 3. 2.
facilities.
Production the
materials
dimensionalgraphiColcs laborative(CAD)per, cent
Requirements.
Customers' 1. subsequent
Many maintainable 4. 3.
Raw-materials
tinmevirtual and Collaborative
time, tointoComputer
controlof 2. so be 1.
factors that produce is on. exirotst ated
Determining contribute even finalising. reducing n abodycar for Comput
aided e r with The Computer Computer to of
chapter. space
and are share instructionsfor software
their help 3M's
determine the dimensions design the to or in in
to
andsubassemblies,
when geographically
the Aided engineering
canbe Product revenue
be have to view, to The the manufacturing
CAD product performance.
whi chassis
wi
chth and Aided dimensiocrnaleation,
software
can
view 3 Aided Aided
they design timegenerated Product Manufacture
value. the Commerce comes
used.
the
computer-controlled subjected and and be the
modificatioDesin Engi
gn neering
the success modify
design
These
are
engineers, andrequired
separated. as
designcanthe
Engineering
flawsS. also. material modified. objtoect
Product not Commerce designed.
process wilbe guide images from
of aspectS
a
co-located. any
of and all
others
test for
product
(CAM)-Computer instance, finite
For
various to
specifications.
They
A Once on (CAD)-It(CPC)(CAE),
from
new
the any based
product. the The able are and.
product. designs design, by are
Design of concerned production (CPC)-CPC teamsdesign computers. optimised be to element
(CAE)-Some capable
th e danalysis
products being
angl e . on is
Some
the
product Tne
Quality
and approval,
work files
machines withstand th e
tests materials
design
Computer Production.
plansoftware a
The commonly
them
of product of can with
engineers, betweenon
package virtually
analysis of
finalised
is
the to
be and of a
every
CAD/CAM
which aided from an design design.
a analysing CAD
or interact
service design the making the
incorporates
collision
elevation
system
Aided yer.
are should product design may can packages on used, used. Design
as with various manufacture the can The
Manufacture
are and the of converts the can Computer
follows
be eachsuppliersdconcurrent bethe engineering be th e software esoftware
or views.
be that and
discussed quality canprototypa coupled be
:
reliable,
othe usea agenda interme an
accit
Onput
uSedabout
latest
edesign design inco
Verfonthe
colourmodfie Deve,

d w o re information lo ta ger st Thg ge A:

in
uct.decide new Product
be new may these goodwill rep good of plant
Process reputationmanufactured standard.
development.Development images.
positive whi ch So
Sometimes
he requiretms entconfcustidenceaommer
depar ongterms.s the r9dvction
1, 7. 6.

Raw-materials. ProductiornequireCusmenttosmerRes' putation

done 2.
Nowadays,1. product Companies be 7. 6.
Quality
anPlant
d
5.has 4. 3. The Plant
products. companiesa Reputation is Cost.
the
on Idea
product
by
completely the
in quality
of machinery. and
fix
It ed
about
to
the mi ni m um and above andhas
of
Generation
new development.
Companies
Companiesfollowing first market
the and by bydesi
Policy.
sets
gn Costmaterials
maki n g got
quality, offactors Desgn
product. managers.
go
newabout find
company ofmachine
wil thbetter
Machinery.
in
The
design the
The
product
the requi is
onered pr oduct ion al
performance,
F:acilities.
customers.Thet
targeted
pe the
of
Requirements.
and
Machinery.
e trend top product which ofnecessary
The may
Stage.stage nextproduct.
product leveldesign designer material
the of a company.
Idea pay developingtarget
Foremost want in available
Company. the product. type be
neration
processes
particular The
have
Organisational
to
their
market.
condition.
the The for
management
designerdesign
in the . wi
oft h in
a factorsfrom
ismairequi
are
n red facianldifacilities ties. The
reliablity, The
discussed Development
first companies mnarket
organise products new The the future. productinformed this
Thqual
e ity
product
focusstage are product
to to designed designer as
can
being than Compani es company. must ofa iscost. aboutwhiprimary
productdesigner of
ch produce raw produce durability
product
must under
also on idea the must sewhi
is ch
tsegment product
not Thiguis ded designer c designer
and of :
be followed process
Consumer up may design The policy influences
the materials
allocate of design by secondary the a product a
generat
done ion has which machines
a depends maximum product. must
etc.
by of product to beand toproduct a givqual
es ity product. must to
by The
needs development.funds be then
the match have product the have beSimple check must
studying companies
that conducive on policy
to guidelines sources.
design
cost used productsatisfy
a
must be the He
proper consider
and is
the modifor ficustomers.
cation orgood which
keep consider usedavailability of of must greatly
product
that
customersthe
research to the the of
competitodemands
r's search . tnS support name
up shouldcannot for
company, product.
product.
knowledge
a collect influence production must
and
After
or their and the qualit y design create study
tofor Can and be be of the 87
it
 following to 88
productamaterials
design
their way are of
the Factors
across capturetesting
production.
continue toare
production involvesales, ofmarket competitors of concepts. into by promisproposed
ing
4.
Requirements.Customers'a 3.prepared2.rmain Many
Cost.
1. 8. 7. taken the
6. business marketing 5. 4.Development the 3. screening 2.
Continuous
roduction
Production Industrial
Batch
prototype/oneSingle
off likesteam Materials. Commercialisation target space Market of Production frequency
Developing Idea
manufacturing will in size,
Developing
and
influence
factors factors
Influencing
to The
new from production
of development
to Out
ideas, can
wil is market in operation new product
strategy committee Screening be
dislikes. designed
show pay cost
The thatinfluence
product.
consumer's Testing model
of finaliseseveralof
Production. for
of backed
product. purchase
ofand around demand, of of
margiconvert
nal ed
techniques potenlial availability the influences
th e
and
final
materials
the
The of point New
distribution
Business marketing
for
Marketing
Strategy product process. Process ideas
to
intoStage.
developed. product. Stage.
by wind. new New Here and new make
customers design development Product of
Product the growth
All of the and a
Model product. concepts, and HereStage. them and
: proper product view more nature newStage.
Product
Stage. The
products materlals product
The
of labour The whether than of
products.
rejected
For product.
of potential, positioning a
ready second
customer
several a marketing eighth Stage. new
are example, product. Development
development.
and required of is one business. The product The
a
ready product. the
one idea third Compani
or threetaesProduction
designs the product, stages
it
pOssible
is The Business Themarketing Stage. fideas.
manufactured
will
development and with technically
The profit stageDesign
tion
when have to Next fifth strategy.
The which stagePromising next
and manufacture The some strategy
involves brandseventh product sixth is is
designing great estimationmodelestimate
stage strategy fourth stage. idea
nake price converted
looks begins list
through are name, and stage ideas
changes influence of plan.
launching involves
potential
new listed stage
commercially are start stage fit id Screening. Design
eas
a a involves in involves
mobile hi-technolo product packaging, created. of first is into
one involves Cost with deg i theninto when are
involves
according custom below: the few Development
andand
the
of phon Over
is0
of
prot Dei thex ando estim dtehve e ves eal seveverdy th. furtrer
are:
plantconform layout,
can similar entire
requirements
effective
tz
from organisation.
capabilitymade-tO-stock
items resource
of
number inputsnecessary
choice
manufacture
of arc tasks
p ma fe
Process
a to 8. cuts7.
Mi
desi gac
n. .m ec h
from wiseathne ism
ompa n ies
tne

final When
to be Processrange made-to-order,
The one that
into la damage
rge
New
i d e 6. 5.
functions
ufacturedequipments
be to only process
ofproduct in
wil of
needresult products Envi
ensureronment Funct
.
Exact i
lyons. Aes t h et icCompa
s . n y
pro duct Just-in-Time
more
the
selection
processing are when product process
of isthe small processes.
Process to manufacture
or outputs.
the
of inputs to
Desigproport
n ion that it what a to in of
side are des igning
labOur
assemblto
be ed-to-order. the
selectedquantities, to be in into are caused product proud loks.
toand run another. designwasteful
done The products
fin al
A
the
isThe
it.
IThde entitof y . a
by numberPromaduct s shape their produCt
on influencesensured.
be
tensive
equirements. an
performed certainthe atmix for processes and product process a
not and material
of Potential the
y
of should
assembly design executing the is choice
effort realities recycledindustrial product
product. The
also Selection
the
and organisation.
volumes.
the The
also process outcome
an how or
aftheservices.
or can
customers in fluence
of are and product
public the
used
at of
less line. For one capacity prOcess the be
For they and a
involvProduction
operation
process es until l. be functions
materirecycled
aproduction. going often image.
form most
work must wil need the
instance, product instance,
The compatible additional
of A they to designed may desirable
omated.Highly systems. ofshould
place
be differ the to process are technology
do? of
be must of
flow concerned
or a product have
orchoice a are
customised the plant aldesign
So if
an overall donecosts. the operations
from of is
theWhen product
to companyproduction
to
mass The of so designed be manufact aured. product p
The functions the as beand
withorganisation
those by made final
mat erials set developing about inside look may
display
operations Process their has
stylish.
Commonproduced process procesS some conformi
capabl e n g the the service involofve itself to it.determine thetechnique
goods are product
that used
variousjudiciouslyinformation.actandTheions can perform
it
produces design may which Process The
sprocesses the a
c may ed dito
basiassembl cbe
tateaffects of ran strategy.
when product
environment
be and
producing design. to easily functions inas volvetransformation style the
manufactured wil image. may
processesrequire arranged the are its a Itdefines a transforms desian
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