Chapter 4 Product and Service Design Focus of Product and Service - - PDF document

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Feb 20, 2023 238 likes •380 views

Chapter 4 Product and Service Design Focus of Product and Service Design Product Design and Competitiveness Service Design Zipcar: Refining the Business Model Service Concept: provides shortterm, ondemand use of private cars

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Chapter 4 Product and Service Design

 Focus of Product and Service Design  Product Design and Competitiveness  Service Design

Zipcar: Refining the Business Model

Service Concept: provides short‐term, on‐demand use of private cars conveniently located and easily accessible to customers.

選擇與預約車輛？
如何取得車輛？
如何計費與收費？
如何歸還？
如何維修保養？

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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 規格化

食譜：能做出相同的料理

6. Construct and test prototypes 試驗
7. Document specifications
8. Translate into process specifications.

Formulate quality goals 品質 Formulate cost targets 成本 Refine existing products and services 改善現有 Develop new products and services 全新設計

Key Questions

1. Is there demand for it? 2. Can we do it? 3. What level of quality is appropriate? 4. Does it make sense from an economic standpoint? Product and service design—or redesign—should be closely tied to an organization’s strategy 產品代表競爭力

R&D? Purchasing? Marketing? Production? Finance?

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Idea Generation 點子哪裡來？

Research and Development R&D

 Basic Research  Applied Research  Development

Reverse Engineering 逆向工程

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

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

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4 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.

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

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Design for Production 將好的設計製造出來

Concurrent Engineering 同步工程 bringing engineering design and manufacturing personnel together early in the design phase. Quality Function Deployment

品質機能展開

integrate the voice of the customers into product development.

First to market

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The Kano Model

狩野紀昭

rder winner
rder qualifier

Value Analysis/Value Engineering



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

Examination of the function of parts and materials to reduce costs of order qualifiers and order winners

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Design for Logistics Legal and Environmental Factors

The Three Rs Reduce: reduce waste, reduce cost Reuse: refurbishing used products Recycle: recovering materials for future use. Product liability: the responsibility of a manufacturer for any injuries or damages caused by a faulty product.

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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

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

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 Customer

Participation

 Simultaneity  Perishability  Intangibility  Heterogeneity  Supporting Facility  Facilitating Goods  Information  Explicit Services  Implicit Services

location, interior design capacity planning, waiting line management service encounter revenue management service blueprint, service recovery

Shouldice Hospital: Hernia Repair

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A Service Blueprint for a Restaurant

顧客到達入座點菜通知廚房烹飪上菜結帳顧客離開用餐準備材料準備帳單

Line of Visibility

F F F

Line of Support Interactive Line

Fail‐safing = pokayokes service encounter  moments of truth

前場後場

訂位

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.

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Degree of Complexity/Divergence

No Reservation Take Reservation Table Selection Self-seating Seat guests Seat guests Recite menu

Fills out

rder

Take orders Take orders Personal service

Call number Serve dinner sets Separate-course service

Customer as Co‐Producer  having customers taking a

greater role enhances the service

 Self service  cost, speed,

convenience, customization

 247 service  availability  Appointments and reservations  Customers generated content

 Wiki, e‐markets

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Technology-Driven Service Innovations

Source of Technology Service Example Service Industry Impact Power/energy

Jet aircraft Electric vehicles 電動車 International flight is feasible Battery charging/exchange

Facility design

Hotel atrium Enclosed stadium 開閉頂 Feeling of grandeur/spaciousness Year‐around use

Materials

Digital camera Synthetic engine oil Photo printing/Tourism Fewer oil changes

Methods

Just‐in‐time (JIT) Da Vinci surgery 達文西 Reduce supply‐chain inventories Surgeons & quality improvement

Information

e‐commerce Internet Increase market to world‐wide Video on demand

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，以及對環境的影響

 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 24

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