Transport & Logistics

Design for Distribution: engineering choices that reduce DOA probability

Summary

Thijs Canjels

Business Innovation Manager

Thijs Canjels is Business Innovation Manager at Faes and specializes in packaging management and supply chain optimization. In his blogs, he shares insights on efficiency improvements, cost savings and the strategic role of packaging in modern supply chains.

What is DOA and where does it arise?

Dead on Arrival (DOA) means that a product or part proves unusable as soon as it is unpacked with the customer or service engineer. It could be faulty electronics, visible shipping damage or a product that no longer functions due to improper handling. For the end user, the cause matters little: the part cannot be used and immediately causes downtime, additional costs and frustration.

Research on industrial spare parts shows that between 0.9 and 1.9 percent of parts DOA. While this percentage may seem relatively low, each failed delivery has a chain reaction: a service engineer losing hours, a new shipment often having to be arranged urgently, and inventory coming under pressure faster.

The causes of DOA are diverse, but can be broadly divided into three groups:

Logistics: damage during transport or storage due to insufficient protection or improper packaging.
Product quality: defects already present at production.
NFF (No Failure Found): situations where the product is technically sound but is declared unusable due to improper installation, missing documentation or miscommunication in the chain.

Especially in the latter case, it shows how important design choices are. When engineers take transportation, handling and installation into account, the chance of errors decreases dramatically. As a result, DOA no longer becomes an unavoidable incident, but a manageable risk.

Why design choices make the difference

Many companies see DOAs primarily as a logistical problem: a box mishandled or a shipment damaged along the way. In reality, the basis is often laid earlier, in the engineering phase. A product not designed for transportation, handling and installation is simply more vulnerable en route.

The Design for Distribution principle revolves around exactly that awareness. Engineers consider the reality of the supply chain from the first design: from the moment a product leaves the factory to installation at the customer’s site. That means robust packaging choices, protection from shock and moisture, clear markings and a design that makes installation easier.

The study shows that this is more than theory. In one of the cases, DOA frequency was almost halved, from 0.46 percent to 0.22 percent. The key was a sharp reduction in the number of different packaging types, from over 600 to 25, combined with better information provision. Standardization and clear instructions ensured that parts were transported more consistently and safely, and were easier to install.

This example underscores that DOA prevention is not only a logistical responsibility, but also a matter of smart engineering. The earlier in the process those choices are made, the less likely a product is to arrive unusable.

Three key factors in design that lower DOA probability

Getting a product safely and usably to its final location requires more than just a sturdy box. It involves design choices that consider the entire chain. From research and practical experience, three factors emerge that make the difference.

Packaging and material selection

Packaging is the first line of defense against damage. Using robust materials, standardization of packaging types and protection against electrostatic discharge and moisture can prevent much of the logistical damage. Stackability and efficient use of space also play a role.

Handling and installation friendliness

Not every DOA is caused by a broken product. Often things go wrong during unpacking or installation. A product that is intuitive to handle, with clear orientation and safe gripping points, reduces the chance of error. Engineers who consider the service engineer’s work environment make the difference between a smooth installation and an unusable part.

Information Integration

Clear communication prevents misunderstandings. Labels that show immediately what the contents are, digital instructions that can be accessed via QR codes and clear pack instructions ensure that products are transported and installed correctly. Increasingly, traceability is also being added, for example with sensors that register shocks or tilts. This makes it easier to identify causes of damage and improve processes.

Together, these three factors form the core of Design for Distribution. Integrating them early in the design phase dramatically reduces the chance of DOA and increases the reliability of the entire chain.

Practical recommendations for engineers and supply chain managers

Reducing DOA probability requires not only an understanding of causes, but more importantly structural choices in design and process. For engineers and supply chain managers, here are some steps that are immediately applicable.

Integrate Design for Distribution into the R&D phase

Include transportation and handling in the design requirements from the first design. This prevents vulnerability from becoming apparent only after a product is already in the market.

Involve packaging engineers early in the process

Packaging choices are not a capstone, but an integral part of product development. Packaging tailored to the product and logistical realities significantly reduces the risk of damage.

Build a feedback loop with service engineers

The experiences of mechanics and service engineers provide immediate feedback on where problems arise in practice. By feeding that knowledge back into design and packaging, the same mistakes are not repeated.

Make DOA and NFF measurable

Without data, it remains guesswork where improvements can be made. Structurally recording how many products arrive DOA and how many cases involve NFF provides insight into patterns. This makes it possible to target improvements.

Embed DOA prevention in supplier management

Set clear requirements for suppliers on packaging quality, labeling and documentation. This prevents errors in the chain from trickling down to the end customer.

Faes as a partner in DOA prevention

As a partner, Faes supports organizations in implementing Design for Distribution. We ensure that packaging choices fit both the product and the logistics reality, and link insights from data, service experiences and supply chain partners back to design teams. We translate practical experience directly into structural improvements in design and process.

By applying these measures in conjunction, DOA no longer becomes an annoying surprise, but an indicator that is actively managed.

From incident to standard: DOA prevention through Design for Distribution

Dead on Arrival is not an inevitability, but a risk that can be greatly reduced. The study shows that even small adjustments in design and packaging already lead to a significant decrease in defective deliveries. This makes it clear that DOA prevention is not only a logistical responsibility, but primarily a result of smart engineering choices.

Integrating Design for Distribution into product development creates a chain in which products can withstand transport, handling and installation. Packaging, choice of materials, user-friendliness and clear information play a decisive role. Companies that apply these principles early on not only avoid failure costs, but also strengthen their reliability and customer satisfaction.

With Faes as a partner, DOA prevention becomes a structural part of the supply chain. We combine design knowledge with operational direction and data insights so that companies can count on continuity, efficiency and a future-proof approach. In this way, Design for Distribution changes from a theoretical principle into a practical standard that creates value for the entire chain. Want to know more about this topic? Check out our extensive knowledge center.