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

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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?

• 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

Product and service design—or redesign—should be closely tied to an organization’s strategy 產品代表競爭力

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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

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Product Standardization 單一標準規格？

Advantages:

 Fewer parts to deal with in inventory and

manufacturing 庫存與排程

 Quality is more consistent  Opportunities for long production runs

and automation 自動化 Disadvantages

 Decreased variety results in less

consumer appeal

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Value Analysis/Value Engineering



Is the item necessary? 游泳池



Could another material be used instead?



Can specifications be less stringent?

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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 Assembly: A form of standardization in

which component parts are grouped into modules that are easily replaced or interchanged. 半自助旅遊

Delayed differentiation The

process of producing, but not quite completing, a product or service until customer preferences are known.

The Kano Model

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狩野紀昭

• rder winner
• rder qualifier

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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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Design for Logistics Legal and Environmental Factors

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The Three Rs Reduce: reduce waste, reduce cost Reuse: refurbishing used products Recycle: recovering materials for future use. Product liability 產品責任: the responsibility

• f a manufacturer for any injuries or

damages caused by a faulty product.

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Design 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) 前後場  Services have low barrier to entry (competition)  Location is important to service design  Range of service systems 異質性  Demand variability

Designing 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

Supporting Facility: Shouldice Hospital

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Zipcar’s Service Package

 Supporting Facility: office, parking

space.

 Facilitating Goods: membership card,

cars, recorder, gasoline.

 Information: web site, reservation

system, driving records.

 Explicit Services: cleanliness.  Implicit Services: 247 availability.

Designing Service Process

18  Degree of Complexity: Measured by the number of

steps in the service process, e.g., a clinic is less complex than a general hospital 流程長度

 Degree of Divergence: Amount of discretion permitted

the server to customize the service, e.g., the activities

• f an attorney contrasted with those of a legal assistant

流程多元性

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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

Controlling Complexity

 One‐stop service results in lower complexity.  Focused strategy must be unique or of very

high quality. 專注策略與高品質

 Adding more services to increase revenue

from each customer creates high complexity.

 Superstores with banking, flower shops, and

food service complicate the management

• process. 多元化與管理困難度

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Swim Lane Flowchart (for low contact service)

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A Service Blueprint for a Restaurant 高接觸

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

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Customer Contact: Information Technology

• Mobile technology and web

sites enable vehicle reservation and usage. 行動通訊

• RFID tag and wireless

transmission authorizes users, car equipment reads odometer, mileages, and time stamps. 無線

射頻與通訊

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Support: Maintenance and Relocating Increasing Customer Value

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𝑊𝑏𝑚𝑣𝑓 Process quality Results produced Cost of acquiring the service Price to the customer 𝑊𝑏𝑚𝑣𝑓 Qualit𝑧 Cost

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Business Collaboration

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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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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

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 30