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Product Design
Chapter 3
Irwin/McGraw-Hill
 The McGraw-Hill Companies, Inc. 2004
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Outline
Strategies for New-Product Introduction
New-Product Development Process
Cross-Functional Product Design
Quality Function Deployment
Value Analysis
Modular Design
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 The McGraw-Hill Companies, Inc. 2004
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Strategies for New-Product
Introduction
Market Pull (“We Make What We Can Sell”)
Technology Push (“We Sell What We Can Make”)
Interfunctional View
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New Product Development Process
Concept Development
Product Design
Pilot Production/Testing
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New Product Design Process (Figure 3.2)
Concept development
Product design
Preliminary process design
Pilot production/testing
Final process design
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 The McGraw-Hill Companies, Inc. 2004
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Cross Functional Product Design (Figure 3.3)
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Quality Function Deployment
(QFD)
Also known as “House of Quality”
Customer Attributes (“Voice of the
Customer”)
Engineering Characteristics (“Voice of the
Engineer”)
Tradeoffs
Competitors Comparison
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HOUSE OF QUALITY (QFD)
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Value Analysis
Design for Manufacturing (DFM)
Terms in Value Analysis:
– Objectives
– Basic Function
– Secondary Function
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DFM: An Example
(a) The original design
(b) Revised design
(c) Final design
Assembly using
common fasteners
One-piece base &
elimination of fasteners
Design for push-and-snap
assembly
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Modular Design
Allow greater variety
Develop a series of basic product
components (modules) for later assembly
Reduces complexity and costs associated
with large number of product variations
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