Product Design & Development Overview

Questions and Answers

What is one of the primary goals of Value Analysis/Value Engineering?

Maintain all functional requirements while reducing costs. (correct)

Focus solely on reducing the overall price of materials.

Ensure that all design features are kept, regardless of necessity.

Achieve higher performance at any cost.

Which customer requirement refers to the durability of the fabric?

Fabric should not tear easily. (correct)

Fabric colors should not bleed.

Fabric feel should be soft.

Fabric look should be rich.

In the context of the 'House of Quality', what is typically evaluated apart from customer requirements?

Technical requirements or specifications. (correct)

Cost of production only.

Supplier relationships.

Marketing strategies.

Which of the following is NOT a question typically asked during the Value Analysis process?

How can we improve marketing for this product? Signup and view all the answers

What customer requirement is concerned with the fabric's visual appeal?

Fabric look should be rich. Signup and view all the answers

What is the first step in the QFD process?

Develop a list of customer requirements. Signup and view all the answers

In the QFD process, which step involves prioritizing technical requirements?

Step 6 Signup and view all the answers

What does Step 3 of the QFD process demonstrate?

The relationship between customer requirements and technical design elements. Signup and view all the answers

What is step 4 in the QFD steps?

Identify correlations between design elements. Signup and view all the answers

Which step comes immediately after prioritizing customer requirements?

Prioritize technical requirements. Signup and view all the answers

In the context of QFD, what should be listed during Step 2?

Technical design elements. Signup and view all the answers

What does the house of quality serve as a basis for?

Designing products based on customer requirements Signup and view all the answers

What is the purpose of a competitive assessment in the QFD process?

To evaluate market competition regarding customer requirements. Signup and view all the answers

Which of the following best describes Quality Function Deployment (QFD)?

A method for translating customer needs into product design Signup and view all the answers

How is a priority assigned to customer requirements in the QFD process?

By assessing customer preferences and market needs. Signup and view all the answers

What is one of the key components of QFD?

Series of interlocking matrixes Signup and view all the answers

In QFD, what is the 'voice of the customer' referring to?

Customer requirements translated into functional design Signup and view all the answers

What is the primary purpose of setting target and tolerance values in QFD?

To define acceptable limits for product parameters Signup and view all the answers

How does QFD improve the design process?

By integrating customer requirements into the design phase Signup and view all the answers

Which element is NOT typically associated with the QFD layout?

Financial projections Signup and view all the answers

What role does correlation play in the QFD process?

Visualizing the strength of relationships between design features Signup and view all the answers

What is one of the most important rules in IDEO's design philosophy?

Break the rules Signup and view all the answers

Which of the following is NOT one of the activities in IDEO's design process?

Refinement planning Signup and view all the answers

What is the primary focus of Value Analysis?

Cost reduction for existing products Signup and view all the answers

What stage follows planning in the generic product development process?

Concept development Signup and view all the answers

What distinguishes Concurrent Engineering from the traditional approach?

It encourages collaboration between design and manufacturing. Signup and view all the answers

Which feature distinguishes the Pump 2.0 introduced by Reebok?

It inflates automatically. Signup and view all the answers

Which type of product is exemplified as a 'technology push' product?

Scented garments Signup and view all the answers

What does quality function deployment (QFD) primarily focus on?

Designing based on customer needs Signup and view all the answers

What was a significant factor in the success of Shanta Biotech?

Producing vaccines at a lower cost than competitors. Signup and view all the answers

Which of the following is NOT a step in the generic product development process?

Design feasibility Signup and view all the answers

What is a key characteristic of IKEA's product design process?

Selecting materials that are both affordable and environmentally friendly. Signup and view all the answers

What is the purpose of rapid prototyping in IDEO's design process?

To quickly create and test product models Signup and view all the answers

What does the motto 'Let's not ship air' imply in the context of product logistics?

Ensuring no empty space is included in shipments. Signup and view all the answers

What is essential to the 'detail design' phase in product development?

Complete specifications of materials Signup and view all the answers

The purchasing of Shanta Biotech by Sanofi reflects what aspect of business strategy?

Acquisition of innovative companies for competitive advantage. Signup and view all the answers

Which of the following describes the approach to designing the $0.50 Bang mug by IKEA?

Selecting a price and designing around it. Signup and view all the answers

Which product type relates to high-risk conditions in product development?

Drug formulations Signup and view all the answers

In product development, what does the 'system level design' stage involve?

Creating geometric layouts and functional specifications Signup and view all the answers

What term is used to describe products like computers that benefit from established platforms?

Platform products Signup and view all the answers

During which stage of product development are prototypes prepared and tested?

Testing and refinement Signup and view all the answers

Which factor typically drives the development of generic or market pull products?

Consumer demand Signup and view all the answers

What is a primary focus during the concept development stage?

Identifying market needs Signup and view all the answers

Study Notes

IDEO and Product Design Philosophy

IDEO promotes a playful, rule-breaking approach to design emphasizing brainstorming.
Their design process includes brainstorming and rapid prototyping, characterized by the "3Rs": Rough, Rapid, and Right.

Significance of Product Design

Product design has become crucial across various industries, from consumer goods to aerospace.
Growth of contract manufacturing highlighted by proficiency in core competencies by brands like Levi’s (marketing) and Black & Decker (technology).

Product Development Process

Planning: Establishing target markets, product goals, and key assumptions.
Concept Development: Identifying target market needs and generating potential product concepts.
System Level Design: Creating geometric layouts and functional specifications.
Detail Design: Specifying geometry, materials, tolerances, and production tooling.
Testing and Refinement: Creating and testing prototypes to validate design functionality.
Production Ramp-up: Preparing workforce and resolving remaining issues prior to full production.

Variants in Product Development

Generic Market Pull: Sports goods, furniture.
Technology Push: Innovations like scented garments.
Platform Products: Systems like computers.
Process Intensive Products: Chemicals and related industries.
Customized Products: Tailored items like motors.
High-Risk Products: Drug formulations requiring extensive testing.
Quick Build Products: Items such as mobile phones.
Complex Products: Advanced technology like jet engines and space shuttles.

New Service/Product Development Process

Evaluate ideas through rigorous screening and analysis of market potential and production feasibility.
Develop service packages or product architectures and conduct detailed reviews before full launch.
Post-launch assessments to adjust strategies and ensure market success.

Quality Function Deployment (QFD)

QFD translates customer requirements into functional designs through structured matrices.
Captures the "voice of the customer" to align product development with consumer needs.
Steps include listing requirements, demonstrating relationships between needs and designs, and performing competitive assessments.

Value Analysis/Value Engineering (VA/VE)

Focuses on improving performance at lower costs while maintaining customer-defined functions.
Considerations include eliminating unnecessary features, combining components, and reducing material weight.

Design for Manufacturability

Traditional approach follows a “design and pass” method, while concurrent engineering fosters collaboration between design and production teams.

Case Study - Product Innovations

Reebok's Pump 2.0, launched in 2005, eliminated laces and provided self-inflation technology, building on past success with over 20 million units sold.
Shanta Biotechnics produced a cost-effective Hepatitis-B vaccine, later acquired by Sanofi for €550 million, showcasing innovation in the biotech field.
IKEA’s case: Affordable design emphasized strategic supplier partnerships and sustainable materials, along with optimizing logistics to minimize waste. The design of a $0.50 mug exemplified cost management and efficiency in production.

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Description

Explore the innovative practices of product design and development as discussed by A B Raju from IDEO. Learn about the significance of brainstorming and rapid prototyping in the design process and how breaking traditional rules can lead to creativity. This quiz will test your understanding of these crucial aspects of product design.