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

Case Questions

 現成蛋糕或是客製化蛋糕？  客製化蛋糕的製作方式與成本？  客製化蛋糕的服務流程？

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Main Focus

Customer satisfaction: 了解並符合目標顧客的需求

Secondary focus Function of product/service Cost/Profit Quality Appearance Ease of production/assembly Ease of maintenance/service Product and service design—or redesign—should be closely tied to an organization’s strategy

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What Does Product or Service Design Do?

• 1. Translate customer wants and needs

into product and service requirements

• 2. Refine existing products and services
• 3. Develop new products and services
• 4. Formulate quality goals
• 5. 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

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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  Reduced design 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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Mass Customization: A strategy of producing standardized goods or services, but incorporating some degree of

• customization. 半自助旅遊

Cultural Factors

Canon G8, Hyundai Atos

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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. Quality Function Deployment: integrate the voice of the customers into product development.

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Design For Manufacturing and Assembly

簡化產品設計或零組件數量 以降低成本或改善品質

商業午餐

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Value Analysis/Value Engineering

在不影響功能的前提下，簡化產品設計與製程以 降低成本

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Is the item necessary?

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Could another material be used instead?

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Can specifications be less stringent?

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Can two or more parts be combined?

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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

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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

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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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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

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Guidelines for Successful Service Design

1. Define the service package in detail 2. Focus on customer’s perspective (expectation and perception) 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 and intangibles elements 7. Make sure that recruitment, training, and rewards are consistent with service expectations 8. Establish procedures to handle exceptions 9. Establish systems to monitor service

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 20