According to the case provided above, please answer the following question in detail:

Question: What enlightenment can we get after reviewing the product service reengineering process of ELB?

Rebirth of Log Book: Design Process of China Eastern Airlines' Electronic Log Boo k1 Abstract: As one of the three major state-owned airlines in China, China Eastern Airlines Co., Ltd. (CEA) operates a modern fleet of over 730 aircraft. Any technological upgrade may have a profound influence on the overall development of CEA. How to apply innovative management concepts to the technical design of products becomes one of the important issues worthy of pondering by CEA. Since June 10, 2021, CEA's Boeing 777 fleet began to use Electronic Log Book (ELB), marking this fleet's discontinued use of the paper log book which ever used for over half a century in civil aviation industry. This case aims to analyze the transformation process of CEA's fleet from using traditional paper log book to using innovative ELB, and show how the project realizes digitally intelligent and environmentally friendly products through process reengineering and the concept of quality function control. This case aims to guide students to examine the product design process, deeply understand how enterprises apply the design concept of the House of Quality to digital product design, and systematically think about how to incorporate eco-design into the product design process to realize enterprises' transformation towards digital intelligentization. Keywords: Process Reengineering of Product and Service, Quality Function Deployment, Eco-design, Digital Intelligentization 1. This case is written by Shao Jing and Yuan Shuming in School of Management of Northwestern Polytechnical University, and Quan Yue in China Eastern Airlines Technology Application Research \& Development Center Co., Ltd. The authors have the rights of authorship, modification and adaptation in terms of copyright. 2. China Management Case-sharing Center is authorized to use this case. China Management Casesharing Center has the rights of reproduction, modification, publication, distribution, information network dissemination, adaptation, compilation and translation. 3. Due to corporate confidentiality requirements, necessary disguised processing has been made to relevant names and data in this case. 4. This case is only for class discussion and is not intended to imply or explain whether a management behavior is effective. Text: 1 Introduction "My" name is "Log Book". Although "I" am an incredibly tiny part of a huge aircraft, I play a vital role in flight safety! Since my owner's first flight mission, "I" have been visible in every aircraft of the owner. So far, I have been on duty for more than 60 years! At first, "I" was complacent about my lofty and unyielding character of "meeting changes with constancy". But gradually, "I" heard of more and more complaints... "This book is thick and heavy. It's so troublesome to fill in!" "Whoops, since I'm getting old and my eyesight is getting poor, I cannot clearly read it. It is even more difficult to understand than my medical records." "My children's homework has been corrected by their teachers online, but I am still exporting records by hand..." It seems that those who used to regard "me" as the apple of their eyes don't fancy "me" that much now; indeed, "I" feel more and more left behind by the times...... What should "I' do to keep pace with everyone's footsteps? 2 What "I" Carry: Abiding by the Rules First, let's talk about "my" owner CEA which currently has the largest scale of Internet wide-bodied aircraft fleet in China with leading business and technology models. As a member of SkyTeam, CEA's airline network reaches 1,036 destinations in 170 countries and regions around the world, serving more than 130 million passengers across the globe every year, and ranking among the top ten worldwide in terms of volume of passenger traffic. For a long time, CEA has actively fulfilled its social responsibilities and comprehensively promoted "Green Flight" to win the "Blue Sky Protection Campaign", and has achieved carbon reduction of two million tons during the "13th Five-Year Plan" period. So, "my" owner is quite reliable! Then let's talk about "me"! Frankly speaking, the "Log Book" is just a generic term and " F " include two parts, namely Tech Log Book (TLB) for pilots and a Cabin Log Book (CLB) for crew members. Since "my" birth, "I" have been endowed with a major mission of recording the important original data of failures reported by the aircraft crew and the airplane maintenance personnel's troubleshooting and maintenance records. TLB and CLB have a similar appearance to "me": the size of a small laptop screen, a few centimeters in thickness but several kilograms in weight! " I " am composed of triplicate forms of carbon paper, of which the first white original page is kept in the log book and then saved in the single aircraft file after the log book is used, the second pink sub-page serves for the Data Collection Department, and the third yellow sub-page is retained in the terminal. Meanwhile, each aircraft is equipped with four log books in case of emergency, including an original and a standby. Whenever the pilot or the crew members find some failures or defects during the flight, they will record these problems on "me" exactly and then hand over the TLB and CLB respectively to the aircraft maintenance specialists who will then perform troubleshooting one by one according to the records on "me". Next, "I" will be passed on to the aircraft release staff for release review, so as to ensure that the airplanes are in the best conditions before taking off. Then, "I" return to the ground and will be stored in a cabinet after the data is exported. Therefore, "I" serve as the cornerstone of the problem list and the link among different posts, and the teams with clear division of responsibilities cannot work together to solve aircraft maintenance problems without "me" who serves as a go-between! Fig. 1 Sample Page of the CEA's Tech Log Book (TLB) 1 Fig. 2 Sample Page of the CEA's Cabin Log Book (CLB) 2 t- The picture is from the presentation of the final project report of China Eastem Airlines Co., LTD. So, year after year, "I" keep guarding the safety and happiness of every passenger and aircraft crew in this repeated cycle. 3 "I" Am Outdated: Overstretched On another occasion, I boarded the flight of Boeing 777-300, affectionately known as the "Great White" by the owner's fans, from London Heathrow International Airport (LHR) to Shanghai Pudong International Airport (PVG). Suddenly, a clear "bang" came from the front of the plane... Ms. Ma, crew chief, failed to lock the closet door on the right side of the front cabin despite several attempts. "Perhaps the latch was cracked up when the first-class passenger's luggage was taken out", she muttered. At that time, all passengers had already deplaned, so Ms. Ma adroitly dialed the phone of cockpit through the interphone and said, "Captain Teng, I would like to enter the cockpit to fetch the CLB." "Fine, crew chief." Thus, "I", sleepily, was taken from the cockpit to the first-class service room by Ms. Ma, and she added a piece of new record, namely "The right closet door is bent, and the lower lock cannot catch." After then, "I" was brought back to the cockpit, but wide awake. In a few moments, "I" was taken away by Mr. Gao, an aircraft maintenance personnel, and he said, "Um... There are so many failures... the seat back failure, entertainment system failure.... and is the door lock broken? Such a hard job for you to write so many records in the big log book while seeing off passengers!" "My pleasure. It seems that you are more hardworking than me because you have to write down more records due to the troubleshooting work in the cockpit!" Seeing their polite smile, "I" am so sad as "I" cannot offer them any help... "Captain Teng, does TLB indicate there is a button failure? Alright, I'm afraid I didn't see it clearly, so I want to check with you. OK, I get it." "The door was adjusted, test OK." As Mr. Gao finished the last stroke on "me", his work came to an end, while "my" journey has just begun... "I" came to the ground from the cabin. "I am going to start typing the records into the system again." Mr. Zhang, who is in charge of importing the data from "me", sighed and tapped the keyboard. When the "tac tac" sound stopped, I came to the archives room which was "my" destination. According to regulations, "I" will stay here for at least a year after the aircraft is sold or retired, and it's time to get a good sleep! In a daze, "F" vaguely heard people saying, "Dozens of log books will be used in one plane every year. I'm afraid we need a bomb shelter to store these books!" "Even the screws on the plane have to be as light as possible. We have to bring four big books on a single flight. How much more fuel will it cost!" "Yep, not only the fuel expenses, making this book itself will be costly and be not environmentally friendly!" "That is the company strategy. For ourselves, in case of any missing pages, we will be very busy." Everyone was talking, but "I" harbored mixed feelings... 4 "I" Am Reborn: A New Look With the existing problems facing "me" at present, the owner CEA was determined to execute electronic upgrade of "me" and formally set up the Project Team of Electronic Log Book (ELB). First, the Project Team conducted demand research with the business units related to "me". Although working for the same owner, the members of Project Team treated potential users as customers, took an in-depth understanding of the various needs of customers at different positions and levels, and finally summarized many problems that would hinder business development: The information transmitted by paper recording is difficult to identify, the efficiency of information flow is low, and the supplementary recording is time-consuming and labor-intensive, which takes up a lot of labor costs; aircraft maintenance and airworthiness release records are an important part of aircraft's own files, and it is hard to manage the traditional paper files; the production and printing process of traditional paper log book features high carbon emissions and costs, and in operation, the oil consumption increases while the carbon emission rises, which is neither energy-saving and cost-lowering nor low-carbon and environmentally-friendly. For a long time, informationization has always been one of the owner's big strategies. Now, with the imperative "dual carbon" target, the Team Leader, the Vice General Manager of Operations Management Department, Mr. Shi put forward the idea of improving the traditional operation process, increasing the degree of data smartness, optimizing product interface design, and assuming corporate social responsibilities when establishing the project team. He promotes agile research and considers both efficiency improvements driven and environmentally friendly driven approaches to achieve a perfect combination of cost reduction, efficiency improvement, energy conservation, and emission reduction on "me". "We are firing the first shot of the scientific reform, so we must aim at the target!" Fig. 3 Overall IT Design Plan of ELB Project of CEA3 1. The picture is from the presentation of the final project report of China Eastem Airlines Co., LTD. By combing through "my" work flow, the Project Team believes that, in "my" life, redundant front-end physical contacts (" I " have been passed too many times by hand!), inefficient middle-ground data sorting (hand-eye coordination, manual data entry), primitive ways of storing background records (simple physical accumulation), lengthy circulation process and traditional media selection determine that "I" am easily affected by human factors. As a result, "I" can neither be portable for users nor be helpful for CEA to reduce costs and carbon. Therefore, the Project Team decided to focus on these tasks: electronic log book, establishment of database, high-speed data transmission, aircraft information sharing, storage box design, aircraft modification design, etc. In total, the Project Team has decomposed 148 tasks and drawn 394 items in demand control sheet. It takes so much effort to upgrade the "me" of a small size! No matter which flight point in the world, "I" can let the crew touch the screen, and the backstage from thousands of miles away can immediately receive information, refresh and record the latest "physical examination card information" for the aircraft, and reflected in the aviation system. This function seems simple, but taking the responsibility to transfer key features of information among flight and cabin systems. Especially, it is not an easy task to sort the processes and realize electronation for several information systems in production operation, maintenance repair and crew scheduling. Fig. 4 ELB Mobile Application Demo of CEA 4 To better realize "my" intelligent features, the Project Team divided "my" users into the following groups: pilots, crew members, aircraft maintenance personnel, outstation support personnel, and system management personnel. The feature of switching between Chinese and English interfaces has also been designed. Through logging in different identities, corresponding content will be presented, so that the staff in each post can go straight to the topic! Everything is ready, only owe the east wind! The project was finally officially launched in May 2020, completed project approval in July 2020, completed procurement in September 2020, completed internal and external system technology development and on-line trial operation in November 2020, and applied for approval from the Bureau at the same time. The aircraft modification was completed in February 2021, and the trial operation was officially approved by the Bureau in April 2021. Therefore, after more than a year of research and development, such as demand research, project "The picture is from the presentation of the final project report of China Eastem Airlines Co., LTD. establishment, product development, internal test optimization, aircraft modification, and trial operation, the electronic new "me" finally boarded the plane (as shown in Figure 4)! In the eyes of the pilot who needs to fill in the information, the key information such as project number, project number, application date, fault report, maintenance procedure, operation procedure, reservation date, whether to renew the insurance, operation and operation restrictions can be clearly seen. In the eyes of the maintenance engineers who need to control the records, the flight information and maintenance records are clear and easy to read, and the positioning is accurate. There Fig. 5. Group Photo of Some Aircraft Crew and Project Team Members of ELB's First Boarding and Operation in CEA Facts have proved that my new birth is of great benefit to the owner: saving paper resources and the cost of single aircraft file management of paper log book; saving the manpower cost of supplementary entry of paper records; saving the printing and distribution costs of some airborne materials on paper; realizing the accurate monitoring management of aircraft maintenance; realizing the monitoring feature of fleet maintenance; reducing human errors; ensuring the safety and uniqueness of recording paper files. saving the cost of about RMB 26410 and about 58310 man-hours each year. As the first project of CEA's scientific innovation reform, the tiny " F " have effectively promoted the digital intelligence transformation of CEA, and completely realized the "dual grasp" of cost reduction and efficiency increase as well as low carbon and environmental protection. "I" am proud of myself! Meanwhile, the Project Team has also completed the registration of software copyright of the newly born "me", established a normative digital single aircraft file management standard in CEA, and formulated the relevant operation management regulations and management procedures of the first ELB of CAAC in the industry (as shown in Figure 6-7). It is said that "I" can provide an important data basis for further predictive maintenance after rehirth Fig.6. ELB System Interface (Flight Interface) 5 "The picture is from the screen shot of the electronic flight record book of China Eastern Airlines Co4 LTD. Fig.7. ELB System Interface (Maintenance Interface) 6 So far, "I" have taken on a new look. 5 Conclusion After nearly one year's service in Boeing 777 fleet, the electronic version of "me" has won unanimous praise from everyone, and "I" have been labeled as "time-saving", "labor-saving", "money-saving", "accurate", "environmentally-friendly", "innovative", etc.. Pilots, crew members, aircraft maintenance personnel and aircraft release personnel, including leaders, appreciate my electronic version! Somehow, " T ' know that iPad is just "my" transitional form, and the final form must be a well-designed software platform which can be integrated into the existing terminals of the crew members in different positions. "I" will be applied not only to Boeing 777 fleet, but also to more brands, companies, and even other aircraft. By then, "I" will be completely "The picture is from the screen shot of the electrouic flight record book of China Eastern Airlines Co., LTD. reborn! Whether it is the product design method combining theoretical concepts with production practice, or a road of enterprise transformation matching cost reduction and efficiency improvement with low carbon and environmental protection, they are all issues that require rigorous thinking. However, "I" believe that more and more futureoriented "me" will appear in all walks of life, and then "we" can write a new chapter of enterprise management upgrading together! (Total number of the words: 2388) Inspiring questions: 1. Please describe the function and usage mode of the reengineering product-ELB based on the case content. 2. Please discuss and analyze how the ELB is redesigned and realized according to the needs of crew members with the theory of House of Quality. 3. Please think about how to take into account the related concepts of green and low carbon while applying eco-design, and analyze and evaluate the process and realization scheme of product service reengineering of ELB. 4. What enlightenment can we get after reviewing the product service reengineering process of ELB? What suggestions do you have for the low-carbon strategic transformation and digital intelligentization challenges faced by China Eastern Airlines? Rebirth of Log Book: Design Process of China Eastern Airlines' Electronic Log Boo k1 Abstract: As one of the three major state-owned airlines in China, China Eastern Airlines Co., Ltd. (CEA) operates a modern fleet of over 730 aircraft. Any technological upgrade may have a profound influence on the overall development of CEA. How to apply innovative management concepts to the technical design of products becomes one of the important issues worthy of pondering by CEA. Since June 10, 2021, CEA's Boeing 777 fleet began to use Electronic Log Book (ELB), marking this fleet's discontinued use of the paper log book which ever used for over half a century in civil aviation industry. This case aims to analyze the transformation process of CEA's fleet from using traditional paper log book to using innovative ELB, and show how the project realizes digitally intelligent and environmentally friendly products through process reengineering and the concept of quality function control. This case aims to guide students to examine the product design process, deeply understand how enterprises apply the design concept of the House of Quality to digital product design, and systematically think about how to incorporate eco-design into the product design process to realize enterprises' transformation towards digital intelligentization. Keywords: Process Reengineering of Product and Service, Quality Function Deployment, Eco-design, Digital Intelligentization 1. This case is written by Shao Jing and Yuan Shuming in School of Management of Northwestern Polytechnical University, and Quan Yue in China Eastern Airlines Technology Application Research \& Development Center Co., Ltd. The authors have the rights of authorship, modification and adaptation in terms of copyright. 2. China Management Case-sharing Center is authorized to use this case. China Management Casesharing Center has the rights of reproduction, modification, publication, distribution, information network dissemination, adaptation, compilation and translation. 3. Due to corporate confidentiality requirements, necessary disguised processing has been made to relevant names and data in this case. 4. This case is only for class discussion and is not intended to imply or explain whether a management behavior is effective. Text: 1 Introduction "My" name is "Log Book". Although "I" am an incredibly tiny part of a huge aircraft, I play a vital role in flight safety! Since my owner's first flight mission, "I" have been visible in every aircraft of the owner. So far, I have been on duty for more than 60 years! At first, "I" was complacent about my lofty and unyielding character of "meeting changes with constancy". But gradually, "I" heard of more and more complaints... "This book is thick and heavy. It's so troublesome to fill in!" "Whoops, since I'm getting old and my eyesight is getting poor, I cannot clearly read it. It is even more difficult to understand than my medical records." "My children's homework has been corrected by their teachers online, but I am still exporting records by hand..." It seems that those who used to regard "me" as the apple of their eyes don't fancy "me" that much now; indeed, "I" feel more and more left behind by the times...... What should "I' do to keep pace with everyone's footsteps? 2 What "I" Carry: Abiding by the Rules First, let's talk about "my" owner CEA which currently has the largest scale of Internet wide-bodied aircraft fleet in China with leading business and technology models. As a member of SkyTeam, CEA's airline network reaches 1,036 destinations in 170 countries and regions around the world, serving more than 130 million passengers across the globe every year, and ranking among the top ten worldwide in terms of volume of passenger traffic. For a long time, CEA has actively fulfilled its social responsibilities and comprehensively promoted "Green Flight" to win the "Blue Sky Protection Campaign", and has achieved carbon reduction of two million tons during the "13th Five-Year Plan" period. So, "my" owner is quite reliable! Then let's talk about "me"! Frankly speaking, the "Log Book" is just a generic term and " F " include two parts, namely Tech Log Book (TLB) for pilots and a Cabin Log Book (CLB) for crew members. Since "my" birth, "I" have been endowed with a major mission of recording the important original data of failures reported by the aircraft crew and the airplane maintenance personnel's troubleshooting and maintenance records. TLB and CLB have a similar appearance to "me": the size of a small laptop screen, a few centimeters in thickness but several kilograms in weight! " I " am composed of triplicate forms of carbon paper, of which the first white original page is kept in the log book and then saved in the single aircraft file after the log book is used, the second pink sub-page serves for the Data Collection Department, and the third yellow sub-page is retained in the terminal. Meanwhile, each aircraft is equipped with four log books in case of emergency, including an original and a standby. Whenever the pilot or the crew members find some failures or defects during the flight, they will record these problems on "me" exactly and then hand over the TLB and CLB respectively to the aircraft maintenance specialists who will then perform troubleshooting one by one according to the records on "me". Next, "I" will be passed on to the aircraft release staff for release review, so as to ensure that the airplanes are in the best conditions before taking off. Then, "I" return to the ground and will be stored in a cabinet after the data is exported. Therefore, "I" serve as the cornerstone of the problem list and the link among different posts, and the teams with clear division of responsibilities cannot work together to solve aircraft maintenance problems without "me" who serves as a go-between! Fig. 1 Sample Page of the CEA's Tech Log Book (TLB) 1 Fig. 2 Sample Page of the CEA's Cabin Log Book (CLB) 2 t- The picture is from the presentation of the final project report of China Eastem Airlines Co., LTD. So, year after year, "I" keep guarding the safety and happiness of every passenger and aircraft crew in this repeated cycle. 3 "I" Am Outdated: Overstretched On another occasion, I boarded the flight of Boeing 777-300, affectionately known as the "Great White" by the owner's fans, from London Heathrow International Airport (LHR) to Shanghai Pudong International Airport (PVG). Suddenly, a clear "bang" came from the front of the plane... Ms. Ma, crew chief, failed to lock the closet door on the right side of the front cabin despite several attempts. "Perhaps the latch was cracked up when the first-class passenger's luggage was taken out", she muttered. At that time, all passengers had already deplaned, so Ms. Ma adroitly dialed the phone of cockpit through the interphone and said, "Captain Teng, I would like to enter the cockpit to fetch the CLB." "Fine, crew chief." Thus, "I", sleepily, was taken from the cockpit to the first-class service room by Ms. Ma, and she added a piece of new record, namely "The right closet door is bent, and the lower lock cannot catch." After then, "I" was brought back to the cockpit, but wide awake. In a few moments, "I" was taken away by Mr. Gao, an aircraft maintenance personnel, and he said, "Um... There are so many failures... the seat back failure, entertainment system failure.... and is the door lock broken? Such a hard job for you to write so many records in the big log book while seeing off passengers!" "My pleasure. It seems that you are more hardworking than me because you have to write down more records due to the troubleshooting work in the cockpit!" Seeing their polite smile, "I" am so sad as "I" cannot offer them any help... "Captain Teng, does TLB indicate there is a button failure? Alright, I'm afraid I didn't see it clearly, so I want to check with you. OK, I get it." "The door was adjusted, test OK." As Mr. Gao finished the last stroke on "me", his work came to an end, while "my" journey has just begun... "I" came to the ground from the cabin. "I am going to start typing the records into the system again." Mr. Zhang, who is in charge of importing the data from "me", sighed and tapped the keyboard. When the "tac tac" sound stopped, I came to the archives room which was "my" destination. According to regulations, "I" will stay here for at least a year after the aircraft is sold or retired, and it's time to get a good sleep! In a daze, "F" vaguely heard people saying, "Dozens of log books will be used in one plane every year. I'm afraid we need a bomb shelter to store these books!" "Even the screws on the plane have to be as light as possible. We have to bring four big books on a single flight. How much more fuel will it cost!" "Yep, not only the fuel expenses, making this book itself will be costly and be not environmentally friendly!" "That is the company strategy. For ourselves, in case of any missing pages, we will be very busy." Everyone was talking, but "I" harbored mixed feelings... 4 "I" Am Reborn: A New Look With the existing problems facing "me" at present, the owner CEA was determined to execute electronic upgrade of "me" and formally set up the Project Team of Electronic Log Book (ELB). First, the Project Team conducted demand research with the business units related to "me". Although working for the same owner, the members of Project Team treated potential users as customers, took an in-depth understanding of the various needs of customers at different positions and levels, and finally summarized many problems that would hinder business development: The information transmitted by paper recording is difficult to identify, the efficiency of information flow is low, and the supplementary recording is time-consuming and labor-intensive, which takes up a lot of labor costs; aircraft maintenance and airworthiness release records are an important part of aircraft's own files, and it is hard to manage the traditional paper files; the production and printing process of traditional paper log book features high carbon emissions and costs, and in operation, the oil consumption increases while the carbon emission rises, which is neither energy-saving and cost-lowering nor low-carbon and environmentally-friendly. For a long time, informationization has always been one of the owner's big strategies. Now, with the imperative "dual carbon" target, the Team Leader, the Vice General Manager of Operations Management Department, Mr. Shi put forward the idea of improving the traditional operation process, increasing the degree of data smartness, optimizing product interface design, and assuming corporate social responsibilities when establishing the project team. He promotes agile research and considers both efficiency improvements driven and environmentally friendly driven approaches to achieve a perfect combination of cost reduction, efficiency improvement, energy conservation, and emission reduction on "me". "We are firing the first shot of the scientific reform, so we must aim at the target!" Fig. 3 Overall IT Design Plan of ELB Project of CEA3 1. The picture is from the presentation of the final project report of China Eastem Airlines Co., LTD. By combing through "my" work flow, the Project Team believes that, in "my" life, redundant front-end physical contacts (" I " have been passed too many times by hand!), inefficient middle-ground data sorting (hand-eye coordination, manual data entry), primitive ways of storing background records (simple physical accumulation), lengthy circulation process and traditional media selection determine that "I" am easily affected by human factors. As a result, "I" can neither be portable for users nor be helpful for CEA to reduce costs and carbon. Therefore, the Project Team decided to focus on these tasks: electronic log book, establishment of database, high-speed data transmission, aircraft information sharing, storage box design, aircraft modification design, etc. In total, the Project Team has decomposed 148 tasks and drawn 394 items in demand control sheet. It takes so much effort to upgrade the "me" of a small size! No matter which flight point in the world, "I" can let the crew touch the screen, and the backstage from thousands of miles away can immediately receive information, refresh and record the latest "physical examination card information" for the aircraft, and reflected in the aviation system. This function seems simple, but taking the responsibility to transfer key features of information among flight and cabin systems. Especially, it is not an easy task to sort the processes and realize electronation for several information systems in production operation, maintenance repair and crew scheduling. Fig. 4 ELB Mobile Application Demo of CEA 4 To better realize "my" intelligent features, the Project Team divided "my" users into the following groups: pilots, crew members, aircraft maintenance personnel, outstation support personnel, and system management personnel. The feature of switching between Chinese and English interfaces has also been designed. Through logging in different identities, corresponding content will be presented, so that the staff in each post can go straight to the topic! Everything is ready, only owe the east wind! The project was finally officially launched in May 2020, completed project approval in July 2020, completed procurement in September 2020, completed internal and external system technology development and on-line trial operation in November 2020, and applied for approval from the Bureau at the same time. The aircraft modification was completed in February 2021, and the trial operation was officially approved by the Bureau in April 2021. Therefore, after more than a year of research and development, such as demand research, project "The picture is from the presentation of the final project report of China Eastem Airlines Co., LTD. establishment, product development, internal test optimization, aircraft modification, and trial operation, the electronic new "me" finally boarded the plane (as shown in Figure 4)! In the eyes of the pilot who needs to fill in the information, the key information such as project number, project number, application date, fault report, maintenance procedure, operation procedure, reservation date, whether to renew the insurance, operation and operation restrictions can be clearly seen. In the eyes of the maintenance engineers who need to control the records, the flight information and maintenance records are clear and easy to read, and the positioning is accurate. There Fig. 5. Group Photo of Some Aircraft Crew and Project Team Members of ELB's First Boarding and Operation in CEA Facts have proved that my new birth is of great benefit to the owner: saving paper resources and the cost of single aircraft file management of paper log book; saving the manpower cost of supplementary entry of paper records; saving the printing and distribution costs of some airborne materials on paper; realizing the accurate monitoring management of aircraft maintenance; realizing the monitoring feature of fleet maintenance; reducing human errors; ensuring the safety and uniqueness of recording paper files. saving the cost of about RMB 26410 and about 58310 man-hours each year. As the first project of CEA's scientific innovation reform, the tiny " F " have effectively promoted the digital intelligence transformation of CEA, and completely realized the "dual grasp" of cost reduction and efficiency increase as well as low carbon and environmental protection. "I" am proud of myself! Meanwhile, the Project Team has also completed the registration of software copyright of the newly born "me", established a normative digital single aircraft file management standard in CEA, and formulated the relevant operation management regulations and management procedures of the first ELB of CAAC in the industry (as shown in Figure 6-7). It is said that "I" can provide an important data basis for further predictive maintenance after rehirth Fig.6. ELB System Interface (Flight Interface) 5 "The picture is from the screen shot of the electronic flight record book of China Eastern Airlines Co4 LTD. Fig.7. ELB System Interface (Maintenance Interface) 6 So far, "I" have taken on a new look. 5 Conclusion After nearly one year's service in Boeing 777 fleet, the electronic version of "me" has won unanimous praise from everyone, and "I" have been labeled as "time-saving", "labor-saving", "money-saving", "accurate", "environmentally-friendly", "innovative", etc.. Pilots, crew members, aircraft maintenance personnel and aircraft release personnel, including leaders, appreciate my electronic version! Somehow, " T ' know that iPad is just "my" transitional form, and the final form must be a well-designed software platform which can be integrated into the existing terminals of the crew members in different positions. "I" will be applied not only to Boeing 777 fleet, but also to more brands, companies, and even other aircraft. By then, "I" will be completely "The picture is from the screen shot of the electrouic flight record book of China Eastern Airlines Co., LTD. reborn! Whether it is the product design method combining theoretical concepts with production practice, or a road of enterprise transformation matching cost reduction and efficiency improvement with low carbon and environmental protection, they are all issues that require rigorous thinking. However, "I" believe that more and more futureoriented "me" will appear in all walks of life, and then "we" can write a new chapter of enterprise management upgrading together! (Total number of the words: 2388) Inspiring questions: 1. Please describe the function and usage mode of the reengineering product-ELB based on the case content. 2. Please discuss and analyze how the ELB is redesigned and realized according to the needs of crew members with the theory of House of Quality. 3. Please think about how to take into account the related concepts of green and low carbon while applying eco-design, and analyze and evaluate the process and realization scheme of product service reengineering of ELB. 4. What enlightenment can we get after reviewing the product service reengineering process of ELB? What suggestions do you have for the low-carbon strategic transformation and digital intelligentization challenges faced by China Eastern Airlines