Chapter 3Product and Service Design
OBJECTIVES•Product Phases of Product Design for Product Product Design Strategies•Service New Services
Product Design in Manufacturing•Typical Phases of Product Design Process•Concurrent Engineering•Principles for Product Design•Global Product Design and Manufacturing Strategies
企业管理职能与产品开发的关系营销：为NPD提供新概念与工艺规范研发：为需求的概念转化为产品注意营销与销售的区别制造：选择、实现工艺，制造出新产品
1. Typical Phases of Product Design Process•Concept Development•Product Planning•Product/Process Engineering•Pilot Production/Ramp-Up
An illustration of product designMotor Drive Assembly
Process flowchart for the Plug Housing (partial)
An illustration of production processThe production process in a modern car plant
Typical Phases of NPD新产品的框架：新产品的概念、目标市场、期望性能；投资需求、财务影响原型、设备和工艺设计形成完整的生产系统，小规模生产以测试其商业生产能力反复的“设计—建造—测试”循环供应、生产销售的能力与信心
产品开发过程中职能部门的活动职能部门研发的阶段活动概念设计产品规划研发部门提出新技术，提出新产品的设选择零部件与其供应商交互，构造想，建造样品，进行仿真初步的完整原型，定义产品结构营销部门提供需求信息，提出新产品的定义目标顾客参数，估计销售与毛概念并对其进行市场调查利，建立与顾客的早期联系制造部门提出并调查可能的工艺成本估计，确定工艺结构，进行工艺模拟，确定供应商阶段任务定义产品与工艺的概念确定产品和工艺结构；明确研发项目的参数阶段结果概念被批准研发项目规划被批准
产品开发过程中职能部门的活动(cont’d)研发的阶段详细的产品/工艺设计定型试生产/形成投放市场规模生产能力阶段I（产品设计）阶段II（工艺设计）产品详细设计并与工艺改进产品设计的细节，参与试生产，评估试生产根据销售服务的体验交互，建造实物原型并面向工艺的原型建造的结果并解决可能的评估产品进行测试设计问题进行第II阶段的顾客测试，进行原型的顾客测试，准备首次展出，培训给分销渠道供货，开参与原型评价评价原型，规划首次展出，销售与服务人员，准始销售与促销，关注编制分销计划备订货接单系统关键客户并与其交互进行详细工艺设计，设测试与试验工具与设备，构按商业程序进行试生生产增加到目标产计开发工具与设备，参建面向工艺的原型，安装设产，根据经验改善工量，使质量、产出和与建造实物原型备，提出新工序艺，培训人员，落实成本达到设计目标供应渠道建造、测试完整的原构建、改善面向工艺的原试生产；运作、测试成批量地生产，实现型；验证产品设计型；验证工艺、工具和设计完整的商业系统最初的商业目标详细的产品设计被批准产品及其工艺共同被批准批准第一批商业销售全面商业化被批准
2. Concurrent EngineeringDefined•Concurrent engineering (CE)can be defined as the simultaneous development of project design functions, with open and interactive communication existing among all team members for the purposes of reducing time to market, decreasing cost, and improving quality and reliability
Concurrent Engineering(Continued)•Teams provide the primary integration mechanism in CE programs •There are three types of teams–Program Management Team–Technical Team–Design-Build Teams•Time savings of CE programs are created by performing activities in parallel
Case of CE Application : NPD of New Missile in Lockheed•背景分析•组织综合的产品开发团队（IPT）•改进产品开发流程•实现信息集成与共享•利用产品数据管理系统辅助并行设计•为群组工作提供网络通讯环境•支持异地的电子评审•并行工程技术在LMSC新型号导弹开发中的应用效果
背景分析美国洛克希德（Lockheed）导弹与空间公司（LMSC）于92年10月接受了美国国防部（DOD）用于“战区高空领域防御”（Thaad）的新型号导弹开发计划，经费亿美元，要求在DOD规定的24个月内完成任务，而该公司的导弹开发一般需要5年时间。该项目不仅是设计和开发一种新型导弹，而且要显示和论证一些可用于其它DOD项目的工程应用技术。面对这一挑战，LMSC采用并行工程的方法，最终将产品开发周期缩短60%，完成了合同规定的目标。
Thaad项目拦截导弹开发计划的关键是采用并行工程方法，即LMSC所称的集成产品开发(Integrated Product Development, IPD)。要把导弹开发周期从5年缩短到2年时间，LMSC就必须改变其原有的导弹设计和制造方式。Thaad项目是LMSC第一次将IPD应用于产品开发中，并取得了极大的成功。
组织综合的产品开发团队在Thaad项目中，LMSC采用并行的集成化产品开发方法（IPD），建立了以项目开发小组方式的集成产品开发团队，负责开发导弹的前锥、中间舱段、结合部以及推进器。每一小组都包含飞行、动力装置、导航、电子组装、通讯、质量控制、润滑、采购和制造等方面的人员。这种多学科开发小组之间的相互渗透，在提高产品质量和降低成本的同时，大大减少了设计和工艺过程中可能出现的错误和返工现象。这种方法最直接的结果是缩短了项目的开发周期，加快了产品设计和制造的进度，并成功地将设计基本单元集成为一个整体的过程。
项目管理者通过向每个小组成员发送E-mail来进行设计检查。在各成员提供的优先时间，从自己的工作站上，以电子化的方式一项一项地进行检查、评论和表决，避免了过去传统方法中频繁的出差和无谓的时间消耗。到为期两年的Thaad项目开发阶段的最后，进行了这种方式正式的和非正式的6000次左右的设计检查。
改进产品开发流程在项目工作的前期，LMSC花费了大量的精力对Thaad开发中的各个过程进行分析，并优化这些过程和开发过程支持系统。LMSC采用集成化的并行设计方法，使已有的产品开发过程发生了很大的变化。
•供应商集成因为需求会经常发生变化，为了使供应商能够在LMSC需要支持的时候提供相应的支持，必须让供应商参与到开发小组中来。这个小组中的成员在一个环境下共同工作，从画草图开始，开发每一个模型。这一模型允许人们登记进入、检查、做修改标记，以及在一个集成产品开发环境中传送文件
•设计评审在传统的开发过程中，一套工程图样被贴在一块公告板上，让有关工程师进行检查并在上面做修改标记。在２～３周的时间内，设计者将这些更改汇总，对初始设计进行修改，然后再次进行上述过程，直到图样最终没有被更动，说明该设计是可以接受的。这样的设计检查时间一般需要两周时间LMSC开发了支持Thaad项目的管理信息系统TIMS，该系统能支持在线检查，可以将图样以一定方式分发给人们。检查人员在需要的时候可以在各自的络端上查询和检查设计文件。这样就大大缩短了设计评审与检查的时间（一般情况下仅需３个小时），并且提高了检查和设计的质量。Thaad项目中以这种方式进行了4000多次设计检查。
•建立设计过程的知识档案记录一个完整的检查、评论和表决的设计过程相关档案资料，在设计修改或再次设计导弹系统的主要部件时，不需要重新从头进行开发，而只要花费几个小时将服务器上的数据文件重新调出就行了。这样，在这一轮的设计循环中，工作量就大为减少，设计进度加快。对于项目经理来说，该记录档案有助于他们对项目当前状况的详细了解，根据所掌握最新的项目进展情况，进行相应决策使一些设计活动提前开始。
LMSC公司导弹开发的两种方式修改反馈频繁原型制造概念设计详细设计过程设计生产制造与测试串行开发流程减概念设计少对结构、功能反的改进意见产品结馈构功能次详细设计可加工性、数经济、资金几何特征评估并行开发流程过程设计定性定量可工艺过行性评估程解决原型制造方案生产制造与测试
实现信息集成与共享Thaad项目中采用了很多应用软件，如文档处理应用软件的字处理系统MicrosofcWord，表处理系统Microsoft Excxel和演示软件PowerPoint等，工程设计和制造应用软件包括PTC的Pro/Engineer，SDRC的IDEAS以及各种Formtek的软件模块，这些模块支持过程控制，应用通讯（在网络层和应用层），以及文件索引、注释、浏览、划线、扫描、绘图、格式转换和打印。
在线的数据中，大约20%是文本信息，包含合同文件，设计评注、产品或过程说明，以及其它经过字处理的资料，它们均以原来的方式或Post Script 形式存储。大约75%的数据是以光栅形式存储的工程图样。剩余的5%在线数据包含从用户提供的硬拷贝中获取的扫描图像，通常这些用户不愿意通过电子方式来传送图样和有关资料。为了实现并行化产品开发，各应用系统之间必须达到有效的信息集成与共享。工程设计一直是开发工作的重点。但工程设计数据必须支持后续的制造过程和维护阶段，即实现产品数据在整个开发周期的信息集成。为此，在设计和实验阶段，一些设计、工程变更、试验和实验等数据，随着项目的不断进展，所有相关的数据都要进入数据库。
利用产品数据管理系统辅助并行设计LMSC采用了一个成熟的工程数据管理系统辅助并行化产品开发。这个系统能够按照一定的方式将工程文件发送给工作在各平台上的工程师，并获取他们在工程检查过程中的评审和输入信息。LMSC通过支持设计和工程信息及其使用的七个基本过程，来有效地管理它的工程数据。这七个关键的工程数据管理系统（EDMS）的基本过程是：数据获取、存储、查询、分配、检查和标记、工作流管理及产品配置管理。
为群组工作提供网络通讯环境支持异地的电子评审LMSC在以前的导弹开发项目中，一直依赖其基于IBM3090的计算机集成工程的制造系统。然而这种方法很快就暴露出问题，其一是主机服务的费用超出了原计划客户/服务器体系的预算，更重要的问题是原有的主框架系统只适用于局部地区的工作小组，而不能支持Thaad项目中这一高度保密的、地理位置上分散的开发小组。
在Thaad项目中，采用了一种新的设计评审检查方法。LMSC开发了支持Thaad项目的管理信息系统TIMS，该设计评审及检查系统建立在工作站、网络和电子文件基础上，因此它能支持在线检查，可以将图样以一定方式分发给人们。检查人员在需要的时候可以在各自的络端上查询和检查设计文件。这样就大大缩短了设计评审与检查的时间（一般情况下仅需３个小时），并且提高了检查和设计的质量。自1992年10月以来，Thaad项目已经以这种方式进行了4000多次设计检查。
CE在LMSC新型号导弹开发中的应用效果•LMSC采用并行工程的方法，改进产品开发流程、实现信息集成与共享、组织综合的产品开发队伍、为群组工作提供网络通讯环境，完成了预定的目标•一些新的技术如产品数据管理、异地的网上电子评审、设计者的信息集成与共享等，在Thaad项目的实施过程中得到成功的应用•LMSC将导弹开发周期由过去的5年缩短到24个月，取得了很好的经济效益
3. Principles for Product Design•Designing for the Customer–Quality Function Deployment–House of Quality–Value Analysis/Value Engineering•Design for Manufacturability•Design for Manufacturing and Assembly
Designing for the Customer House of QualityIdeal Value Analysis/Quality FunctionCustomer Value EngineeringDeploymentProduct
Designing for the Customer: Quality Function Deployment•Interfunctional teams from marketing, design engineering, and manufacturing•Voice of the customer•House of Quality
Correlation:Designing XStrong positivePositiveXXXNegativefor the XXStrong negative*Engineering ICompetitive evaluationmCustomer: CharacteristipCoX = UsurtcssaA = Comp. = Comp. BeCustomer t(5 is best)o The House 1 2 3 4 5RequirementsXABEasy to close7of QualityX ABStays open on a hill5XABEasy to open3A X BDoesn’t leak in rain3X ABNo road noise2Customer requirements Customer requirements Importance weighting1066923Relationships:information forms the Strong = 9information forms the Medium = 3basis for this matrix, Target valuesbasis for this matrix, Small = 1used to translate them used to translate them into operating or into operating or 5BABABBBXAXXB4Technical evaluationengineering (5 is best)AX2X1Energy needed Reduce energy level to ft/lbto close doorMDoor seal aintaincurrent levelresistanceCheck force on Reduce forcelevel groundto 9 needed Reduce energyto open doorto ft/. levelMaintainWater resistancecurrent level
Designing for the Customer: Value Analysis/Value Engineering (VA/VE)•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?简化产品与工艺过程：满足需求的前提下以更低的成本达到相同或更好的水平
Design for Manufacturability•Traditional Approach–“We design it, you build it”or “Over the wall”•Concurrent Engineering–“Let’s work together simultaneously”
Design for Manufacturing and AssemblyGreatest improvements related to DFMA arise from simplification of the product by reducing the number of separate parts: the operation of the product, does the part move relative to all other parts already assembled? the part be of a different material or be isolated from other parts already assembled? the part be separate from all other parts to allow the disassembly of the product for adjustment or maintenance?
Measuring Product Development PerformancePerformance MeasuresDimension•Freq. Of new products introduced•Freq. Of new products introduced•Tie to arket introduction•Time to market introductionTime-to-marketTie-to-arket•Nuber stated and nuber copleted•Number stated and number completed•Actual versus plan•Actual versus plan•Percentage of sales fro new products•Percentage of sales from new products•Engineering hours per project•Engineering hours per projectProductivityroductivity•Cost of aterials and tooling per project•Cost of materials and tooling per project•Actual versus plan•Actual versus plan•Conforance-reliability in use•Conformance-reliability in useQualityuality•Design-perforance and custoer satisfaction•Design-performance and customer satisfaction•Yield-factory and field•Yield-factory and field
4. Global Product Design Strategies•Global Product Design Strategy–Knowledge Sharing and Management–Innovation Network–Virtual Reality
Service New Services
1. Service Generalizations1. Everyone is an expert on services 质量判别2. Services are idiosyncratic 服务内涵要求与特性3. Quality of work is not quality of service 时间性4. Most services contain amixof tangible and intangible attributes Service Package服务支持性设施、有形物品、显性服务、隐性服务
Service Generalizations (Continued)5. High-contact services are experienced, whereas goods are consumed 主观感知与客观活动6. Effective management of services requires an understanding of marketing and personnel, as well as operations 对服务管理和人员的要求7. Services often take the form of cycles of encounters（服务的提供者和顾客之间接触的境遇）involving face-to-face, phone, Internet, electromechanical, and/or mail interactions服务境遇是顾客与服务提供者之间的一种交互过程。在这一过程中，顾客心中形成对服务质量的评价，因此服务境遇也被称为“关键时刻”(Moment of truth)。例如，顾客乘飞机有一系列的服务接触境遇，从开始打电话给售票员预订机票，到机场安检、空中服务及到达后行李提取。这一系列的服务境遇确定了顾客对航空公司服务质量和信誉的评价。
2. Designing New Services•The Service Triangle•Three General Dimensions Of Service Design–Customer Focus–Degree of Customer Contact•Service Idea Generation•Designing Service Organizations•Service-System Design Matrix•Applying Behavioral Science to Service Encounters
The Service TriangleOrganization and A philosophical view that A philosophical view that its objectivesuggests the organization suggests the organization The Serviceexists to serve the custoer, exists to serve the customer, Strategyand the systes and the and the systems and the eployees exist to facilitate employees exist to facilitate the process of process of , equipment The&facilitiesCustomerKey role of the Employee:The customer gets the SupportEmployeeskind of service that systemsmanagement deserves
Three General Dimensions Of Service DesignThree general dimensions of service design are:•Degree of Standardization of the Service–Custom-fashioned for particular customers or basically the same for all customers?•Degree of Customer Contact in Delivering the Service–High level of contact (dress boutique) or low level (fast-food restaurant)?•Mix of Physical Goods and Intangible Services–Mix dominated by physical goods (tailor’s shop) or by intangible services (university)?
Customer Focus•High-contact services are experienced.•Customer’s experience and reaction should be focus of service design–Service Strategy–Support systems–Employees
Degree of Customer Contact•More customer contact, harder to standardize and control•Customer influences:–Time of demand–Exact nature of service–Quality (or perceived quality) of service
Service Idea Generation•Extending existing services 拓展范围和顾客•Evolving existing services into new or different forms 升级改造•Turning products into services 增加顾客接触—眼镜店•Creating product-sharing services 应用产品被多种用户共享的生态设计理念形成新的服务•Obtaining customer concepts from the coalface 在对顾客服务中发现新需求•Out-of-the-blue ideas from the technology, from serendipity 新技术推动或灵感
Service Idea Generation Methods•Critical Incident Technique 逻辑分析•User groups•Focus groups•Ethnography 人种论–Observation–Interviews•Surveys and Questionnaire
Use of Metaphors•Other Industries–Hospitals–Airlines•Other Systems–Biological systems–Geography and Geology•Lateral and Creative Thinking 横向、创造性思考
Service Idea Selection•Emerging patterns identifying new core services 从业内显现的服务模式中识别新的核心服务•User demand and support 顾客的需求量和需要的支撑条件•Quantitative cost benefit analysis•Alignment/synergy with business needs 与战略的协同•Extent of integration with existing services 与现有服务的一致性•A balancing exercise in reaching a consensus
Designing Service Organizations•Four major elements in service org. designing–Identify the target market (customers)–Service concept (differentiations from competitors )–Service strategy (service package & operating focus)Focus & & helpfulness to –Service deliver/encounter system (process, staff, ) & convenience of service of of of tangible skills.
Service-Deliver-System Design MatrixDegree of customer/server contactBuffered Permeable Reactivecore (none)system (some)system (much)HighLowFace-to-facetotalcustomizationFace-to-faceloose specsSalesProductionFace-to-faceOpportunityEfficiencytight specsPhoneInternet & Contacton-sitetechnologyMail contactLowHigh
Characteristics of Workers, Operations&Innova-tionsRelative to the Degree of Service Contact•Strategic Uses of the Matrix•Enabling systematic integration of operations & marketing strategy•Clarifying combination of service delivery the firm provided•Compare how other firms deliver service •Indicate evolutionary/life change direction
Applying Behavioral Science to Service front-end and back-end of the encounter are not created the pleasure, combine the the customer control the attention to norms and rituals 规范与礼仪 are easier to blame than systems the punishment fit the crime in service recovery
Distinguish from NPD in Manufacturing•Unless services are dominated by physical goods, their development usually does not require engineering, testing, and prototype building.•Because many service businesses involve intangible services, market sensing tends to be more by surveys rather than by market tests and demonstrations.•Product & process be developed simultaneously•Lacks legal protection•Service package includes goods, trained & certified people•Easy to change, especially routine service
Question Bowl1. Which of the following is the first phase of the typical phases of product development? -up2. Which of the following has been primarily used to speed the completion of product development programs? -even engineering
Question Bowl (cont’d)3. Which of the following is primarily focused on getting the voice of the customer into design specifications in product development? function of the above4. Which of the following is the first step in building a House of Quality in product development? a list of customer requirements for the production/ engineeringe. None of the above
Question Bowl (cont’d)5. Of the following abbreviated concepts which derive the greatest product improvements as a result of simplification of the product by reducing the number of separate parts? Which of the following is an example of a Continuous Flow type of process flow structure? of the above
Question Bowl (cont’d)7. Which of the following are generalizations about the nature of services? contain tangible are often take the form of cycles of encounters involving face-to-face of the of the above8. Which of the following is an example of a Service Business? of the above
Question Bowl (cont’d)9. Which of the following is an example of Internal Services? of the of the above10. Service systems with high customer contact:a. are usually relatively easy to . are usually difficult to . experience medium difficulty in . are generally unconcerned with control . all of the above answers are correct
Question Bowl(cont’d)11. Service strategy development begins by selecting which of the following as an operating focus or performance priority? of the above12. Which of the following “best practices emphasized by service executives”had the highest mean emphasize rating? to the customer
Question Bowl(cont’d)13. Based on the Service-System Design Matrix, which of the following has a lower level of “production efficiency”?-to-face loose and on-site -to-face tight contact
