PRODUCT DESIGN

Product design deals with conversion of ideas into reality. Every business
organization have to design, develop and introduce new products as a survival
and growth strategy. Developing the new products and launching them in the
market is the biggest challenge faced by the organizations.
Characteristics of Successful Product Design
From the perspective of the investors in a for-profit enterprise, successful
product development results in products that can be produced and sold
profitably, yet profitability is often difficult to assess quickly and directly. Five
more specific dimensions, all of which ultimately relate to profit, are commonly
used to assess the performance of a product development effort:
1. Product quality:
How good is the product resulting from the development effort? Does it
satisfy customer needs? Is it robust and reliable? Product quality is
ultimately reflected in market share and the price that customers are
willing to pay.
2. Product cost:
What is the manufacturing cost of the product? This cost includes spending
on capital equipment and tooling as well as the incremental cost of
producing each unit of the product. Product cost determines how much
profit accrues to the firm for a particular sales volume and a particular
sales price.
3. Development time:
How quickly did the team complete the product development effort?
Development time determines how responsive the firm can be to
competitive forces and to technological developments, as well as how
quickly the firm receives the economic returns from the team’s efforts.
4. Development cost:
How much did the firm have to spend to develop the product? Development
cost is usually a significant fraction of the investment required to achieve the
profits.
5. Development capability:
Are the team and the firm better able to develop future products as a result
of their experience with a product development project? Development
capability is an asset the firm can use to develop products more effectively
and economically in the future.
factors to be considered in product design
Before manufacturing, each product manufacturer would go through a lot
of considerations. They need to ensure some essential factors of product
design before beginning sales. These are listed as follows:
1. Fitness for Purpose:
Every product is designed for a unique purpose. Before creating a product,
the designer must know the product's demand and what the customers
require from the product. They should design the product with newer
features that are essential and desirable.
For example, mobile is essential for communications, but mobile phones
with better camera quality are preferred.
2. Materials and Finish:
Before manufacturing a product, the designer must decide the material to be
used. The designer must ensure that their choices are compatible with each
other. Since the materials used in their products also define its quality and
guarantee, the designer must have perfect knowledge about the product's
materials.
3. Maintenance:
Most of the designers concentrate more on functions and aesthetics, and
forget about maintenance. Proper maintenance can prolong(long)the
longevity of the product. Using durable materials for easy maintenance adds
to the overall cost of the product. But this cost can be justified.
4. Efficiency:
The efficiency of a product depends directly on the quality of the
product. Product designers must design their products to ensure
complete customer satisfaction. Only then will the product be in
greater demand.
5. Cost Ratio:
Designers are trained to design a cost-efficient and higher
quality product that will attract more consumers. While
designing a complementary product, the designer must consider
the primary product's price and make their plans accordingly.
6. Fashion:
Designers must know how to design their products according to the ever-
changing trending styles around them. The consumer usually makes
purchasing decisions, according to the trend, and old styles are becoming
obsolete faster.
7. Safety Measures:
The designer must ensure that the products they design are safe to use.
Quality products will have certificates such as ISO, and others.
8. Aesthetics:
Aesthetics is the final and most crucial factor that needs to be considered in
product design. Customers have their own aesthetics, and they purchase
products guided by this sense. Even when the product quality is less than
other products of the same cost, consumers will recommend buying a
product because of its aesthetics.
Steps in Product Design
Product design is a multifaceted process that involves several steps to bring an
idea from concept to reality. These steps can vary depending on the complexity
of the product and the industry, but here is a general overview of the typical
stages in product design.
1.Idea Generation: This is the initial phase where ideas for a new product are
brainstormed. It often involves market research, identifying customer needs,
and considering trends and opportunities.
2.Market Research: Conduct thorough market research to understand
customer preferences, competitor products, and potential demand for your
product. This information helps refine the concept and identify market gaps.
3.Concept Development: Once you have a clear understanding of the market,
start developing the product concept. This involves creating rough sketches,
basic prototypes(sample), or wireframes to visualize the product's form and
function.
4. Feasibility Study: Evaluate the technical, financial, and operational
feasibility of the product concept. This step helps determine if the idea
is viable and worth pursuing.
5.Design and Development: This phase involves detailed product
design. It includes creating CAD (Computer-Aided Design) models,
selecting materials, and developing a prototype. Iterative design and
testing are crucial to refine the product's functionality and aesthetics.
6. Prototyping(experimental process ) and Testing : Build one or more
prototypes of the product to test its functionality, durability, and user
experience. Prototypes can be physical or digital, depending on the
nature of the product. Conduct thorough testing of the prototype(s) to
identify flaws, weaknesses, and areas for improvement. Collect
feedback from potential users and stakeholders and make necessary
adjustments.
7. Production Planning: Prepare for mass production by finalizing
manufacturing processes, sourcing materials, and optimizing
production costs. This step also involves creating assembly instructions
and quality control procedures.
8. Production: Start mass production of the product following the
established plan and quality control procedures. Monitor the
production process to maintain consistency and quality.
9. Packaging and Branding: Design product packaging that is not only
visually appealing but also functional and protective. Consider branding
and labeling requirements.
10.Marketing and Sales: Develop a marketing strategy to promote the
product, including pricing, distribution, and advertising. Create sales
channels and train sales teams if necessary.
11.Continuous Improvement: Collect and analyze customer feedback
and market data post-launch. Use this information to make continuous
improvements to the product, address issues, and develop new
features.
Emerging Issues in Product Design
Product design is evolving and changing all the time based on expectations of
customers, needs of the customer, technical change, proliferation(rapid
increase) of devices global trends etc.
1.Changes in customer expectation: Technological advancements significantly
impact product design, influencing every stage from conception to production.
Customers today have multifaceted needs and expectations influenced by
various factors such as technology, lifestyle changes, and social values
2. Change in technology: Changes in technology have a profound impact on
product design, transforming how products are conceived(imagine),
developed, and brought to market.
3.Sustainability:
Designing eco-friendly products that minimize environmental impact.
Sourcing sustainable materials and ensuring the entire lifecycle of the product
is sustainable.
4.Unique Features: Incorporate innovative features that set the product apart
from competitors.
5. Continuous Improvement: Regularly update the product based on user
feedback and technological advancements.
6. Cultural Sensitivity:
• Designing products that respect and reflect cultural differences.
• Avoiding cultural appropriation and ensuring cultural relevance.
7. Ethical Considerations:
Addressing ethical issues related to data privacy and security.
Ensuring transparency and accountability in the design process.
8.Supply Chain Challenges: Disruptions in the global supply chain, as seen
during the COVID-19 pandemic(viral), have highlighted the importance of
designing products with supply chain resilience in mind.
Process selection
Process selection refers to deciding on the way production of goods or
services will be organized(manage). Processes convert inputs to
outputs; they are the core of operations management. It involves
deciding on the most appropriate production process to meet the goals
and demands of a company.
The concept of process selection refers to the strategic decision-making
process by which an organization chooses the most appropriate
production method to manufacture its products or deliver its services.
Process selection is a strategic level decision of selecting what kind of
production processes to have in the plant. Process Selection affects the
entire organization and its ability to achieve its mission.
The selection of process design is based on the following:
 Nature of the product or service offered.
 volume of the output.
 kinds of machinery available in the firm.
 cost of equipment's required.
 kind of labour skills available, amount of labour available and their wages
rates.
 Expenditure to be incurred for manufacturing processes
 Whether to select capital or labour intensive.
 make or buy decisions.
The basic processing types are:
a) Job Shop: Usually operates on a relatively small scale. It is used when a
low volume of high-variety goods or services will be needed. High
flexibility and skilled workers are necessary. Example: Veterinarian Office.
(A veterinary office is a medical facility where animals with various health
conditions are treated)
b) Batch: Used when a moderate volume of goods or services are needed.
The skill level of workers need not be as high, and equipment need not be as
flexible. Examples: Bakeries, movie theaters (a place where people go to
watch movies for entertainment) and airlines.
c. Repetitive: Used when high volumes of standardized goods or services are
needed. Slight flexibility of equipment is needed. Skill of workers is relatively
low. This process type is often referred to as an assembly. Examples: TVs,
automobiles, and computers.
d) Continuous: Used when a high volume of non discrete(independent), highly
standardized output is desired. These systems have almost no variety in output
and need no equipment flexibility. Skill of workers can range from high to low
depending on the complexity of the system. Examples: process to make steel,
salt, sugar, and flour.
e) Project: Used for work that is non routine, with a unique set of objectives to
be accomplished in a time frame. Examples: putting on a play, publishing a
book, and building a bridge.
Comparison of Process Types

Customization Typical Industry

Construction,
Project Very Low Very High Very High Very Low
film production

Custom
Job Shop Low High High Low furniture,
machine parts

Bakeries,
Batch Medium Medium Medium Medium
pharmaceuticals

Automobiles,
Mass
High Low Low High consumer
Production
electronics

Oil refining,
Continuous Very High Very Low Very Low Very High chemicals,
paper