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Product Design and Development
A Generic Development Process
Concept developm
ent
System design Detail
design
Testing and
refinement
Production ramp
up
Identifying Customer Needs (Screw driver)
Define the scope of the effort
• Define description of products– A hand-held, power-assisted device for installing threaded
fasteners
• Key business goal– Product introduction in the first quarter of 2000
• Target market for the product– Do-it-yourself consumer, light-duty professional
• Assumptions that constrain the development effort– Hand-held, power-assisted, nickel-metal-hydride
rechargeable battery technology
Gather raw data from customers
• Interviews -- preferred• Focus group• Observing the product in use• Written survey is not adequate for initial
efforts
Gather raw data from customers
0
20
40
60
80
100
1 2 3 4 5 6 7 8 9 10
Number of Interviews or Groups
Perc
ent N
eeds
Iden
tified
One-on-one intervew (1 hour)
Focus group (2 hours)
Gather raw data from customers
• “Lead users”: customers who experience needs months or years ahead of the majority of the marketplace– they are often able to articulate their emerging
needs, because they have had to struggle with the inadequacies of existing products
– they may have invented solutions to meet their need
Interpret raw data in terms of customer needs
Customer Statement
I like the pistol grip; it feels the best
I like the magnetized tip
Can’t drive screws into hard wood
Interpreted Statement
SD is comfortable to grip
SD tip retains the screw before it is driven
SD can screws into hardwood
Organize The Needs Into A Hierarchy
• Write each need statement on a separate card
• Eliminate redundant statements• Group the cards• For each group. Choose a label• Consider creating “super groups” • Review
The House of Quality (Quality Function Deployment - QFD)
• It is a systematic process of translating customers’ desire (voice of customers) into engineering specifications (designers’ language)
• Invented by Mitsubishi, and expanded by Toyota
• Now also used in products like swimming pool, library, construction equipment, agricultural engines
What do customers want?
• Customer attributes (CAs) -- these are customer requirements
• Typical application would have 30 to 100 CAs• List of attributes are collected via formal market
research, focus group• CAs are often grouped into bundles of attributes
that represent an overall customer concern• CAs are generally reproduced in the customers’
own word
Customer attributes and bundles of CAs
Primary
Good operations and use
Good appearance
Secondary- Easy to open/close door- Isolation- Arm rest
- Interior trim- Clean- Fit
Customer attributes and bundles of CAs
SecondaryEasy to open /close door
Tertiary- Easy to close from outside- Stay open on a hill- Easy to open from outside- Don’t kick back- Easy to close from inside- Easy to open from inside
Are all preferences equally important?
SecondaryEasy to open /close door
Isolation
Tertiary- Easy to close
from outside- Stay open on a
hill
Doesn't leak in rainNo road noise
Relative Importance
7 5
3 2
A complete list total 100%
QFD Example: Car Door Design
Easy to close 7 Doesn’t leak in rain 3
Our car
Car A
Perception
1 2 3 4 5
Customer Attributes
QFD Example: Car Door Design
Easy to close 7 Doesn’t leak in rain 3
Our car
Car A
Perception
1 2 3 4 5
Ene
rgy
to c
lose
doo
r
Doo
r se
al r
esis
tanc
e Engineering Characteristics
QFD Example: Car Door Design
Easy to close 7 Doesn’t leak in rain 3
Our car
Car A
Perception
1 2 3 4 5
Ene
rgy
to c
lose
doo
r
Doo
r se
al r
esis
tanc
e Engineering Characteristics
QFD Example: Car Door Design
Easy to close 7 Doesn’t leak in rain 3
Our car
Car A
Perception
1 2 3 4 5
Ene
rgy
to c
lose
doo
r
Doo
r se
al r
esis
tanc
e
11 ft.lb.. 3 lb./ftTarget measure
A’s car 9 ft.lb. 2 lb./ft
Relationship
Positive Negative
The House of Quality (Quality Function Deployment - QFD)
Correlation matrix
Engineering Characteristics
Customerattributes
Competitiveassessment
Relationshipmatrix
Specificationsor
target values
Customer Requirements
Importance to Cust.
Easy to close
Stays open on a hill
Easy to open
Doesn’t leak in rain
No road noise
Importance weighting
Engineering Characteristics
Ene
rgy
need
ed
to c
lose
doo
r
Che
ck f
orce
on
leve
l gr
ound
Ene
rgy
need
ed
to o
pen
door
Wat
er r
esis
tanc
e
10 6 6 9 2 3
7
5
3
3
2
X
X
X
X
X
Correlation:Strong positive
Positive
NegativeStrong negative
X*
Competitive evaluation
X = UsA = Comp. AB = Comp. B(5 is best)
1 2 3 4 5
X AB
X AB
XAB
A X B
X A B
Relationships:
Strong = 9
Medium = 3
Small = 1Target values
Red
uce
ener
gy
leve
l to
7.5
ft/lb
Red
uce
forc
eto
9 lb
.
Red
uce
ener
gy to
7.5
ft/l
b.
Mai
ntai
ncu
rren
t lev
el
Technical evaluation(5 is best)
54321
B
A
X
BAX B
A
X
B
X
A
BXABA
X
Doo
r se
al
resi
stan
ce
Acc
oust
. Tra
ns.
Win
dow
Mai
ntai
ncu
rren
t lev
el
Mai
ntai
ncu
rren
t lev
el
House of Quality Example
Linked houses from customer’s voice to manufacturing
Engineering Characteristics
Customerattributes
I
Parts Characteristics
Engineering characteristics II
Production requirement
Parts characteristics III
Customer attributes
Engineering Characteristics
Engineering Characteristics
Parts Characteristics
Production Requirement
Parts Characteristics