5: DESIGN: Process/service design

Question 1

Why is good design so important?

Answer 1

Customers needs -> design -> if its good, will satisfy customers -> financial rewards

Question 2

What is designed in a product or service?

Answer 2

1. Concept: the understanding of the nature, value and use of services/products
2. Package: products and services together brought to customers
3. Process: way products/services will be created (design as an activity is also a process)

Question 3

What are the stages of design?

Answer 3

Concept generation - concept screening - preliminary design - evaluation and improvement - prototyping and final design

Question 4

STEP 1 What is concept generation

Answer 4

It transforms an idea of a product or service into a concept, which provides specifications for its design. Ideas can come from different sources.

1. Ideas from customers (focus groups)
2. Ideas from staff
3. Listening to customers (reviews)
4. Open sourcing (development community)
5. Ideas from Research and Development

Question 5

STEP 2 what is concept screening

Answer 5

evaluating new concepts to see if they fit into the company’s image. 3 criterias are used.
1: Feasibility: can we do it?(skills, capacity, money)
2:Acceptability: do we wanna do it, is it worth it?
3: Vulnerability: do we wanna take risks?what could go wrong?
The later the designs are changed, the higher the cost will be.

Question 6

STEP 3 what is preliminary design

Answer 6

Specifying the components of the product & defining process to create package.

Question 7

what are the components of products

Answer 7

Components of product: a diagram shows all components and the order which theyre brought together. If design is too complex, costs a lot of money.
How to reduce complexity?
1; standardizing
2: commonality(common elements in use)
3: modular design(products can be used in different ways)

Question 8

defining process to create package

Answer 8

Processes should be examined way before finalization. Process mapping is a useful tool for designing the process.

Question 9

STEP 4 Evaluation and improvement

Answer 9

To see if preliminary design can be improved before it goes out to the market. Is there a better, cheaper, easier way??
TECHNIQUES:
1. House of Quality: it ensures final product meets customers needs. The matrix sees the relationship between the needs(WHAT) and products(HOW).
2. Value engineering: Reducing and avoiding unnecessary costs. It examines the basic and secondary functions of a product.
3. Taguchi methods: tests a product in extreme conditions. so a product needs to be low cost and high uniformity

Question 10

STEP 5 Prototyping and final design

Answer 10

The already improved design goes into testing and becomes a prototype. After this, product can be delivered.
Different types:
Product prototype, service, virtual, computer aided, skunkworks

Question 11

Benefits of interactive design (products and services are integrated)

Answer 11

TTM Time To Market, should be reduced by:

1. simultaneous development (design decisions are taken asap)
   2: early conflict resolution(continuous decisions can be resolved early)
   3: Project based organisational structure(team of designers)