Chapter 4 Product and Service Design

Transcription

1 Chapter 4 Product and Service Design Focus of Product and Service Design Product Design and Competitiveness Service Design What Does Product or Service Design Do? The essence of a business organization is the products and services it offers, around those products and services. 1. Translate customer wants and needs into requirements Refine existing products and services Develop new products and services Formulate quality goals Formulate cost targets 6. Construct and test prototypes 7. Document specifications 8. Translate into process specifications. 食譜 : 能做出相同的料理 2 1

2 Key Questions 1. Is there demand for it? R&D? 2. Can we do it? Purchasing? 3. What level of quality is appropriate? Marketing? Production? Finance? 4. Does it make sense from an economic standpoint? Product and service design or redesign should be closely tied to an organization s strategy 3 Idea Generation 點子哪裡來? Research and Development R&D Basic Research Applied Research Development Reverse Engineering Dismantling and inspecting a competitor s product to learn and to discover possible improvements. Original Design Manufacturer ODM 設計代工 服務業缺乏專利保護 4 2

3 Product Standardization 單一標準規格? Advantages: Fewer parts to deal with in inventory and manufacturing Reduced training costs and time Quality is more consistent Opportunities for long production runs and automation Disadvantages Decreased variety results in less consumer appeal High cost of design changes increases resistance to improvements 5 Mass Customization: A strategy of producing standardized goods or services, but incorporating some degree of customization. 半自助旅遊 Delayed differentiation The process of producing, but not quite completing, a product or service until customer preferences are known. 6 3

4 Modular Design (Design For Assembly) A form of standardization in which component parts are grouped into modules that are easily replaced or interchanged. Using multiple use platforms 7 Design for Production 將好的設計製造出來 Concurrent Engineering bringing engineering design and manufacturing personnel together early in the design phase. First to market Quality Function Deployment: integrate the voice of the customers into product development. 8 4

5 9 The Kano Model 狩野紀昭 order winner order qualifier 10 5

6 Value Analysis/Value Engineering Examination of the function of parts and materials to reduce costs of order qualifiers and order winners Is the item necessary? Could another material be used instead? Can specifications be less stringent? Can two or more parts be combined? Can packaging be improved to save cost? 採購運用 VA 以降低採購成本研發運用 VE 以避免增加製造成本 11 Design For Assembly 簡化產品設計 減少零組件數量, 以降低成本或改善品質 商業午餐 12 6

7 Design for Logistics 13 Legal and Environmental Factors Product liability: the responsibility of a manufacturer for any injuries or damages caused by a faulty product. The Three Rs Reduce: reduce waste, reduce cost Reuse: refurbishing used products Recycle: recovering materials for future use. 14 7

8 15 Design a Service is Different Tangible and intangible 無形性 Customer Involvement created and delivered at the same time 同時性 Services cannot be inventoried 易滅性 Services highly visible to customers (front office) Services have low barrier to entry (competition) Location is important to service design Range of service systems 異質性 Demand variability 16 8

9 Designing a Service Package Supporting facility: physical resources that must be in place before a service can be sold 建築外觀 內部裝潢 Facilitating goods: material consumed by the service process 餐盤 食材 商品 Information: operations data or information to enable efficient and customized service 庫存紀錄 教材 Explicit services: benefits readily observable 停車場 網頁 Implicit services: psychological benefits which the consumer may sense only vaguely 服務效率與態度 17 Customer Participation Simultaneity Perishability Intangibility Heterogeneity location, interior design service blueprint, service recovery revenue management service encounter capacity planning, waiting line management Supporting Facility Facilitating Goods Information Explicit Services Implicit Services 9

10 標準化服務? Standardizing or reducing consumer choices makes service more efficient, but it can be both frustrating and irritating for the customer. 自動化或自助服務? Automation or reducing customer contact can reduce the cost of providing a service, but it risks eliminating features that some customers value, such as personal attention. 兼職人員? Hiring part time or temporary staff reduces cost and increases capacity flexibility, but the use of less skilled or less interested people may hurt service quality. 19 A Service Blueprint for a Restaurant Interactive Line Line of Visibility Line of Support 訂位 顧客到達 F 入座點菜上菜 F 通知廚房烹飪準備材料 顧客離開用餐結帳 F 準備帳單 前場 後場 Fail safing = pokayokes service encounter moments of truth 20 10

11 Guidelines for Successful Service Design 1. Define the service package in detail 2. Focus on customer s perspective (expectation and perception) 從顧客角度 3. Consider image of the service package 4. Recognize that designer s perspective is different from the customer s perspective 5. Make sure that managers are involved 6. Define quality for tangible & intangibles elements 無形品質 7. Make sure that recruitment, training, and rewards are consistent with service expectations 低技能 低薪? 8. Establish procedures to handle exceptions 授權以應變 9. Establish systems to monitor service 21 Conclusion 產品的設計直接決定企業競爭力 產品設計要面對顧客需求 市場競爭 技術演進 成功的產品設計考慮到對製造與儲運的影響, 以及顧客使用便利性與售後服務 無形內容與顧客在場影響服務業的產品設計 服務業的員工招募與訓練須符合產品設計 22 11