Desain Produk kualitas dan Layanan

Operations
Management
Design of Goods and
Services

Humor of Product Design
Keinginan konsumen/Pelanggan

© 1984-1994 T/Maker Co.

Divisi Operasi Mendesain

© 1984-1994 T/Maker Co.

Interpretasi Pemasar

© 1984-1994 T/Maker Co.

Desain Para Insinyur

© 1984-1994 T/Maker Co.

Product & Service Design
 Proses

penentuan sejumlah
karakteristik unik dari penawaran
product & service perusahaan
 Bertujuan untuk mendefinisikan
pelanggan utama perusahaan, citra,
dan pertumbuhan masa depan

Products versus Services
 Products:
 Tangible

offerings
 Dimensions, materials, tolerances &
performance
 Services:
 Intangible

offerings
 Physical elements + sensory, esthetic, &
psychological benefits

Apakah Produk itu?
 Penawaran

pemenuhan/pemuasan
Need-Wants oleh organisasi
 Contoh:
 P&G

tidak menjual laundry detergent
 P&G menjual manfaat dari pakaian
bersih
 Pelanggan

‘membeli’ kepuasan,
 Dalam bentuk produk; barang atau

jasa

Strategic Importance of
Design
 Apa

yang
ditawarkan
harus
mendukung
strategi
bisnis
perusahaan
 Jika
tidak,
perusahaan
akan
kehilangan
pangsa
pasar

dan
kerugian bisnis muncul
 Desain difokuskan pada ‘produk inti’
 Opsi strategi operasi dalam desain:
unik/beda, biaya, atau waktu

Product Components
Product

Brand
(Name)

Physical
Good

Product
Idea

Features

Quality
Level

Package

Service
(Warranty)

Product Life Cycle
 Introduction
 Growth
 Maturity
 Decline

Product Life Cycle
Introduction
 Persiapan
 Penelitian

& pengembangan produk

 Modifikasi & peningkatan kemampuan
 Pengembangan jaringan pemasok

Product Life Cycle
Growth
 Penerimaan

produk mulai stabil
 Peramalan kapasitas dan strategi
flexibility menjadi penting

Product Life Cycle
Maturity
 Kompetitor

mulai muncul
 Volume tinggi; produksi inovatif
mulai diperlukan
 Strategi efisiensi biaya dan
fleksibilitas mulai digencarkan

Product Life Cycle
Decline
 Pilihan:

Jika laku: a) produk dipertahankan;
b) modifikasi minor; c) penambahan
atribut  servis, diskon, dsb
Jika tidak laku: a) modifikasi besar
(ubah total); b) ganti produk baru

Sales, cost, and cash flow

Product Life Cycle

Cost of development and production
Sales revenue
Net revenue (profit)

Cash

flow
Negative
cash flow

Introduction

Loss

Growth

Maturity

Decline

PLC Cost
100 –

Costs committed

Percent of total cost

80 –
60 –

Costs incurred
40 –
20 –

Ease of change

0–

Concept
design

Detailed
design
prototype

Manufacturing

Distribution,
service,
and disposal

Percent of Sales From New
Product

Product Life Cycle: Gadgets
Sales

Maturity
Growth

Introduction

Smartphone

Tablet PC,
Laptop

Decline

Personal Computer
Virtual reality,
game console

Time

Product Development
System
Ideas
Ability
Customer Requirements
Functional Specifications
Scope of
product
development
team

Product Specifications
Design Review
Test Market

Scope for
design and
engineering
teams

Introduction
Evaluation

Steps in Product Design


Idea Development:




Product Screening:




Ide-ide awal dievaluasi kesulitan produksi
dan keberhasilan

Preliminary Design & Testing




Kebutuhan-keinginan diidentifikasi, & ide
produk mulai digabungkan

Tes pasar & pengembangan prototip

Final Design


Product & service characteristics are set

Idea Development
 Existing


& target customers

Customer surveys & focus groups

 Benchmarking


Studying “best in class” companies from your
industry or others and comparing their practices
& performance to your own

 Reverse


engineering

Disassembling a competitor’s product &
analyzing its design characteristics & how it was
made

 Suppliers,

advances

employees and technical

Product Screening
 Operations:

Are production requirements consistent with
existing capacity?
 Are the necessary labor skills & raw
materials available?


 Marketing:

How large is the market niche?
 What is the long-term potential for the
product?


 Finance:


What is the expected return on investment?

Preliminary Design & Testing
 General

performance characteristics
are translated into technical
specifications
 Prototypes are built & tested (maybe
offered for sale on a small scale)
 Bugs are worked out & designs are
refined

Final Design
 Specifications

are set & then used

to:
 Develop

processing and service delivery
instructions
 Guide equipment selection
 Outline jobs to be performed
 Negotiate contracts with suppliers and
distributors

Desain Berbasis QFD
Quality Function Developtment  proses penetapan
keinginan pelanggan dan menerjemahkan keinginan tersebut
ke dalam atribut yang dapat dipahami dan dilaksanakan oleh
setiap bagian fungsional organisasi
Tim anda diminta untuk membuat produk kamera
‘Alat’ House of Quality  matrik yang menghubungkan
antara keinginan konsumen dengan bagaimana perusahaan
memenuhi keinginan konsumen

Quality Function
Development








Identify customer wants
Identify how the good/service will satisfy
customer wants
Relate customer wants to product hows
Identify relationships between the firm’s
hows
Develop importance ratings
Evaluate competing products
Compare performance to desirable
technical attributes

House of Quality
 HouseofQuality.ppt

Sequential & Concurrent Design

Concurrent Engineering
Benefit
 Pendekatan

desain multi/lintas fungsi,
yang secara simultan/bersama-sama
mendesain produk dan proses
 Menggantikan pendekatan tradisional
yang berbasis ‘sekat/batas’ desain antar
tim (layaknya pendekatan sequential)
 Waktu dan biaya pengembangan bisa
dikurangi
 Menekankan pada ‘problem-solving’ atas
desain

ISU PENTING DALAM DESAIN
PRODUK


ROBUST DESIGN  disain yang dapat memproduksi sesuai
dengan persyaratan, meskipun dalam kondisi tidak layak



MODULAR DESIGN  komponen produk yang disub-subkan
dalam modul yang mudah digantikan atau ditempatkan,
customize, misal perakitan modular pada Harley davidson yang
dengan mudah dimodifikasi, restauran swalayan dll



COMPUTER-AIDED DESIGN (CAD)  penggunaan komputer
untuk mengembangkan dan mendokumentasikan produk



COMPUTER-AIDED MANUFACTURING (CAM)  penggunaan
teknologi informasi untuk mengontrol mesin



ENVIRONMENTALLY FRIENDLY DESIGN  mengembangkan
produk yang aman, bisa didaur ulang meminimumkan
pemborosan, mendeferensiasikan produk dengan pesaing,
menambah biaya untuk memenuhi aturan keselamatan
lingkungan

TIME BASED COMPETITION
 Kompetisi

berdasar waktu dalam hal
kecepatan pengembangan produk, dan
melempar ke pasar
 Membeli teknologi dengan menguasai
sebuah perusahaan
 Joint ventures (join kepemilikan untuk
mendapatkan produk baru)
 Aliansi (membuat kesepakatan kerja
sama saling menguntungkan)

Service Design
 Service typically includes direct interaction
with the customer
 Increased opportunity for customization
 Reduced productivity

 Cost and quality are still determined at the
design stage
 Delay customization
 Modularization
 Reduce customer interaction, often through
automation

Service Design
(a) Customer participation in design
such as pre-arranged funeral services
or cosmetic surgery

 Service typically includes direct interaction
with the customer
 Increased opportunity for customization
 Reduced productivity

(b) Customer participation in
delivery such as stress test for
cardiac exam or delivery of a
baby

 Cost and quality are still determined at the
design stage
 Delay customization
 Modularization

(c) Customer participation in design and
delivery such as counseling, college
education, financial management of
personal affairs, or interior decorating

 Reduce customer interaction, often through
automation
Figure 5.12

Tugas Kelompok
 Buat

Product Life Cycle untuk produk

jasa
 Gunakan skenario pendekatan House
of Quality untuk mendesain sebuah
produk jasa

TERIMA KASIH
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