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    This document provides an overview of product design and development concepts including product life cycle stages, design for reliability, failure mode and effects analysis, and Taguchi methods. Key points covered include the four stages of a product life cycle (introduction, growth, maturity, decline), tools for designing reliability like FMEA, and goals of designed experiments like understanding relationships between parameters and performance.

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    3 Chapter 3 PDD

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    15 views30 pages
    This document provides an overview of product design and development concepts including product life cycle stages, design for reliability, failure mode and effects analysis, and Taguchi methods. Key points covered include the four stages of a product life cycle (introduction, growth, maturity, decline), tools for designing reliability like FMEA, and goals of designed experiments like understanding relationships between parameters and performance.

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    This document provides an overview of product design and development concepts including product life cycle stages, design for reliability, failure mode and effects analysis, and Taguchi methods. Key points covered include the four stages of a product life cycle (introduction, growth, maturity, decline), tools for designing reliability like FMEA, and goals of designed experiments like understanding relationships between parameters and performance.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    15 views30 pages

    3 Chapter 3 PDD

    Uploaded by

    desnetselomon
    This document provides an overview of product design and development concepts including product life cycle stages, design for reliability, failure mode and effects analysis, and Taguchi methods. Key points covered include the four stages of a product life cycle (introduction, growth, maturity, decline), tools for designing reliability like FMEA, and goals of designed experiments like understanding relationships between parameters and performance.

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    Aksum University

    .
    Aksum Institute of Technology
    .
    Department of Mechanical Engineering

    Course Name: Product Design and Development


    course Code: MEng5301

    Lecture delivered by: G/yohannes M.


    December, 2016 E.C
    Design for Product Life Cycle
     It is an important concept and requirement in marketing.
     The product life cycle is a concept that seeks to describe
    a product’s sales, competitors, customers, and marketing
    emphasis from its beginning until it is removed from the
    market.
     It explains the stages of a product from starting to
    until removed from the market.
     Not all products reach this final stage
     Some continue to grow and others rise and fall
    Stages of Product Life Cycle

    Profit is negative in Introduction, slowly rises in Growth, peaks and


    then declines in Maturity stage and in Decline stage.
    Stage 1: Introduction
     Stage 1: Introduction
     Occurs when product first enters marketplace
     Promoting consumer awareness

     Getting customers to try new product

     Millions of dollars spent to educate consumers

     Major task: getting product in the marketplace


    Stage 2: Growth
     Stage 2: Growth
     More competitors enter the marketplace
     Adding distribution outlets

     Product improves:
     adding flavors, features, etc.
     Improved to stay competitive
     Sold in more locations
    Stage 3: Maturity Stage
     Stage 3: Maturity Stage
     Sales begin to slow down for the product
     Repeat customers stop buying the product

     Attracting new buyers is a challenge

     Product has reached its peak


    Stage 4: Decline
     Stage 4: Decline
     Sales and profits drop
     Little to no marketing support

     Product may be dropped by company

     There is no longer a demand for the product


    7 Selected Product Life Cycles
    Manage Product Life Cycle
    The management of all phases of product’s life cycle, from new idea
    through to commercialization and decline.

     Product Modification:
     Changing a product’s characteristics
     package, features, appearance, quality
     Companies market this “new” product to increase sales
     Product differentiation
     Market Modification:
     Strategy to find new customers
     Modify the product to create new target market
     Encourage current customers to use the product more
     Entering new market segment
     Win competitors customers
     Repositioning:
     Change product’s image in relation to competitor’s image
     A change in any of the 4 P’s of Marketing Mix (Product, Price, Place and
    Promotion).
    Product Expansion
    Quality function deployment QFD
     Quality Function Deployment: is a systematic approach to
    design based on a close awareness of customer desires,
    coupled with the integration of corporate functional groups.
     It consists in translating customer desires (customer voice)
    (for example, the ease of writing for a pen) into design
    characteristics (voice of the engineer) (pen ink viscosity,
    pressure on ball-point) for each stage of the product
    development.
    History of QFD
     QFD was developed in Japan in the late 1960s by Professors
    Shigeru Mizuno and Yoji Akao.
     Now widely used not only in Japan but in Europe and the US
    QFD
     Identify customer needs/wants
     Identify how the good/service will satisfy customer
    wants/needs
     Relate customer wants to product how's
     Identify relationships between the firm’s how's
     Develop importance ratings
     Evaluate competing products
    Features of QFD
    • Focuses on meeting market needs by using actual customer
    statements (“Voice of the customer”)
    - expectations
    - requirements

    • It requires Customer and top Management commitment

    • Its effective application of multidisciplinary teamwork


    -cross functional
    -makes use of effective communication

    • The use of a comprehensive matrix called (the “House of


    Quality”) for
    -documenting information
    Benefits of QFD
    • Improves customer satisfaction
    - defines requirements into basic needs
    - fewer customer complaints
    • Reduces implementation time
    - reduction in design changes
    - expensive corrections and redesigns are eliminated
    • Promotes teamwork
    -inputs are required from all facets of an organization
    • Provides documentation
    -database serves as a valuable source for future designs
    • Increases in market share etc.
    Design for environment
     Design for Environment (DFE) is a method to minimize
    or eliminate environmental impacts of a product over its
    life cycle.
     Effective DFE practice maintains or improves product
    quality and cost while reducing environmental impacts.
     DFE expands the traditional manufacturer’s focus on
    the production and distribution of its products to a
    closed-loop life cycle.
    Environmental impacts may be;
     Global warming, solid waste

     Water and air pollution

     Land degradation etc.


    Design of reliability, FMEA

    What is Product Reliability?


     Reliability is the probability that a product will
    continue to work normally over a specified
    interval of time, under specified conditions.
     For example, the mouse on your computer might
    have a reliability of 0.990 (or 99%) over the next
    1000 hours. It has a 99% chance of working
    normally during this time, which is obviously the
    same as saying it has a 1% chance of being faulty.
    What is Design for Reliability (DfR)?

     Reliability is the measure of a product’s


    ability to
    o …perform the specified function
    o …at the customer (with their use environment)

    o …over the desired lifetime

    Design for Reliability is a process for ensuring


    the reliability of a product or system during the
    design stage before physical prototype.
    A more reliable product spends less of its time being maintained,
    so there is often a design trade-off between reliability and
    maintainability.

     Reliability is extremely design-sensitive. Very slight


    changes to the design of a component can cause
    profound changes in reliability, which is why it is
    important to specify product reliability and
    maintainability targets before any design work is
    undertaken.
     This in turn requires early knowledge of the anticipated
    service life of the product, and the degree to which
    parts of the product are to be made replaceable.
    For example, a ballpoint pen could be:
    1. Disposable.
    It will be reliable until the ink is exhausted, at which point it is discarded.
    Neither the ink nor parts of the pen body are replaceable, so the pen body
    needs to last no longer than the ink. The product has a short service life.
    2. Refillable.
    It will be designed for routine replacement of ink (usually as an ink cartridge),
    but pen body parts will not be replaceable. The body must be reliable enough
    to outlast the specified number of ink replacement cycles. The product has a
    moderate service life.
    DFR Tools and Technics:
    FMEA, Reliability hazard analysis, Fault tree analysis, Root cause analysis,
    Human error analysis etc.

    Failure Mode & Effects Analysis (FMEA)


     FMEA is a systematic method of identifying and preventing system, product
    and process problems before they occur. FMEA is focused on preventing
    problems, enhancing safety, and increasing customer satisfaction
     Ideally, FMEA’s are conducted in the product design or process development
    stages, although conducting an FMEA on existing products or processes may
    also yield benefits
    FMEA is a tool that allows you to:
     Prevent System, Product and Process problems before they
    occur
     Reduce costs by identifying system, product and process
    improvements early in the development cycle
     Create more robust processes
     Prioritize actions that decrease risk of failure
     Evaluate the system, design and processes from a starting point
    Taguchi method of DOE
    Systemized statistical approach to product and process
    improvement developed by Dr. G. Taguchi

    Design of Experiments: An information gathering exercise. DOE is a structured


    method for determining the relationship between process inputs and process
    outputs.
    Taguchi Method for Robust Design
     In the design of a new system, any activity can be
    called robust design, if it causes the system…
    – To have longer life (higher reliability)
    – To be more consistent from use to use
    – To be more consistent from product to product
    – To perform consistently as temperature and
    other conditions change
    A robust product or process performs correctly,
    even in the presence of noise factors.
    Noise factors may include:
    –parameter variations
    –environmental changes
    –operating conditions
    –manufacturing variations
    Goals for Designed Experiments
    • Modeling
    – Understanding relationships between design
    parameters and product performance
    – Understanding effects of noise factors
    • Optimizing
    – Reducing product or process variations
    – Optimizing nominal performance
    In robust design we use experiments and data
    analysis to identify robust set points for the
    design parameters we can control.
    A system (product or process) is robust if it performs
    properly in a wide range of conditions
    Quality loss functions
    Taguchi Methods is a statistical methods developed
    largely by GENICHI TAGUCHI to improve quality of
    manufactured goods.
    LOSS = Cost to operate, Failure to function, maintenance
    and repair cost, customer satisfaction, poor design.
     Quality Loss Occurs when a product’s deviates
    from target or nominal value.
     Deviation Grows, then Loss increases.
     Taguchi’s U-shaped loss Function Curve.
    Formula to find Taguchi’s Loss Function
    Taguchi uses Quadratic Equation to determine loss Curve

     L (x) = k (x-N)²
    Where L (x) = Loss Function,
    k = C/d² = Constant of proportionality,
    where C – Loss associated with sp limit
    d - Deviation of specification
    from target value
    x = Quality Features of selected product,
    N = Nominal Value of the product and
    (x-N) = Tolerance

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