Discover how you can significantly reduce the risk of defective deliveries (DOAs) right from the design phase by incorporating smart packaging, material and installation factors. Learn how Design for Distribution prevents technical choices from causing headaches, costs and quality losses later in the chain.
Summary of this article
Dead on Arrival (DOA) is an underestimated problem in industrial supply chains. When a part arrives at the customer damaged, unusable or defective, the consequences are greater than often thought: lost installation time, additional transportation movements and unnecessary inventory pressure. Research shows that on average between 0.9 and 1.9 percent (Swieten, 2013) of parts DOA, leading to significant operational and financial impact.
The question is not whether DOA affects your processes, but how to structurally reduce its likelihood. An important key lies with the design choices made early in the engineering phase. Design for Distribution means designing with transportation, handling and installation in mind so that products can withstand the realities of the supply chain.
In this article, we show how smart choices in packaging, materials and usability can drastically reduce the likelihood of DOA, and how doing so not only avoids costs, but also enhances reliability and customer satisfaction.
Dead on Arrival (DOA) means that a product or component is found to be unusable as soon as it is unpacked by the customer or service engineer. This may involve defective electronics, visible transport damage, or a product that no longer functions due to incorrect handling. For the end user, the exact cause makes little difference: the component cannot be used and immediately results in downtime, additional costs, and frustration.
Research into industrial spare parts shows that between 0.9% and 1.9% of components are delivered DOA. Although this percentage may seem relatively low, every failed delivery triggers a chain reaction: a service engineer loses valuable time, a replacement shipment often has to be arranged urgently, and inventory levels come under increased pressure.
The causes of DOA are varied, but can broadly be divided into three categories:
The last category in particular demonstrates the importance of design choices. When engineers take transport, handling, and installation into account, the risk of errors is significantly reduced. As a result, DOA is no longer an unavoidable incident, but a manageable risk.
Many companies mainly view DOAs as a logistics issue: a box that is handled incorrectly or a shipment that is damaged in transit. In reality, the foundation is often laid much earlier, during the engineering phase. A product that has not been designed with transport, handling, and installation in mind is naturally more vulnerable throughout the distribution process.
The principle of Design for Distribution is centred on this awareness. From the initial design stage, engineers take the realities of the supply chain into account, from the moment a product leaves the factory until it is installed at the customer’s site. This includes robust packaging choices, protection against shocks and moisture, clear markings, and a design that makes installation easier.
The research shows that this is more than just theory. In one of the cases, the DOA rate was almost halved, falling from 0.46% to 0.22%. The key was a major reduction in the number of different packaging types, from more than 600 to 25, combined with improved information and instructions. Standardisation and clear guidance ensured that components were transported more consistently and safely, while also making them easier to install.
This example highlights that DOA prevention is not solely a logistics responsibility, but also a matter of smart engineering. The earlier these decisions are made in the process, the lower the risk of a product arriving unusable.
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 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.
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.
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.
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.
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.
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.
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.
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.
Set clear requirements for suppliers on packaging quality, labeling and documentation. This prevents errors in the chain from trickling down to the end customer.
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.
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.
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.
More articles by Thijs CanjelsGood packaging doesn’t just happen by chance. Using a tried-and-tested approach, our specialists guide you step by step from the initial idea to the finished product.
