1. Product Design Process Customer Needs Assessment EDSGN100 Introduction to Engineering Design Junfeng Ma (With Acknowledgement to Prof. Sven G. Bilén, Prof. Wally Catanach, Prof. Ming-Chuan Qiu, Prof. Gul Kremer)

2. Review Product Design Process, How to E valuate Customer Needs Continue Customer Needs Assessment Project 1 Working Time EDSGN100

3. Product Design Process

4. 4 Product planning 1. Determine what you want to design. - Develop Brand new product? - Redesign existing one? - Technology push product? 2. Identify target users (customers) 3. Determine your own design points - Lay out objectives - Product description - What will be different? - Consider constraints (design assumption) 4. Specify particulate market opportunity 5. Look around environment (stakeholders)

5. How can raw data be gathered from p otential customers? 1. Interview - One team member vs. one single customer - 1 to 2 hours - Questionnaires needed - Need to pay high compensation 2. Focus group interview - Team members vs. 8 to 12 power users (experts) - Need to pay high compensation - 2 hour discussion - One team member hosts discussion - Questionnaires are needed

6. 6 3. Survey - Written survey (mail) or web-based survey (quick) - Ineffective (Not always a good idea) - Late process 4. Observing the product in use (field study) - Watching customers use an existing product or perform a task for new product - No direct interaction with customers 5. Internal search - Discuss with team members - Cheap and fast, but biased information

7. EDSGN100 “What” not “How” Transfer needs “What” not “How” Transfer needs Specificity Performance Specificity Performance Positive not Negative Positive not Negative Attributes of the Product Characteristics Attributes of the Product Characteristics Avoid “must” and “should” Objective not subjective Avoid “must” and “should” Objective not subjective Avoid: Garbage in and garbage out

8. EDSGN100 Design a cooker for a third world country Portable Lightweight Small footprint User friendly Simple design Easy to load wood Easy to load food Easy to clean Low maintenance Small ecological footprint Efficient Safe Contains debris Controls outer temperature Controls ventilation Minimal parts Flexible Ability to cook at various temperatures Durable Weather resistant Reliable Retails under $7

9. EDSGN100 Items can be divided into three broad categories: –Attribute: Define attributes that the design attempts to attain. e.g. The cooker should be ‘portable’, ‘safe’, ‘flexible’, ‘durable’, etc. –Constraints provide limitations or boundaries within which the final design specifications must lie. e.g. the cooker should be ’small footprint’, ‘minimum part’, etc. –Features or functions are the things that the design must do. e.g. the cooker should be ‘control debris’, ‘control outer temperature’, etc.

10. EDSGN100 Keep attributes. Exclude functions and constraints. 1. Portable 1.1 Lightweight C.1 Small footprint 2. User friendly 2.1 Simple design 2.2 Easy to load wood 2.3 Easy to load food 2.4 Easy to clean 2.5 Low maintenance 2.6 Small ecological footprint 2.7 Efficient 2.8 Safe F.1 Controls ventilation F.2 Controls outer temperature F.3 Contains debris C.2 Minimal parts 3. Flexible 3.1 Ability to cook at various temperatures 4. Durable 4.1 Weather resistant 4.2 Reliable C. 3 Retails under $7

11. EDSGN100 Analytical Hierarchy Process(AHP) –Pair-wise Comparison –Rank from 1-9

12. EDSGN100 Rank the first layer Hierarchy 1. Portable 1.1 Lightweight 2. User friendly 2.1 Simple design 2.2 Easy to load wood 2.3 Easy to load food 2.4 Easy to clean 2.5 Low maintenance 2.6 Small ecological footprint 2.7 Efficient 2.8 Safe 3. Flexible 3.1 Ability to cook at various temperatures 4. Durable 4.1 Weather resistant 4.2 Reliable

13. EDSGN100 Analytical Hierarchy Process(AHP) –Pair-wise Comparison –Rank from 1 -9 PortableUser FriendlyDurableFlexibleTotal (Ri)Weighting (wi) Portable 11.860.0831.86/22.38 User Friendly 19.320.4169.32/22.38 Durable 15.60.255.6 /22.38 Flexible 15.60.255.6 /22.38 Total 22.38 If A = 2B, then B = 1/2A 1/5 =0.2 5 1/3 = 0.33 0.6 3 3 1/3 = 0.33 1/.6= 1.66 0.6 1 1

14. EDSGN100 Rank the second layer Hierarchy 1. Portable 1.1 Lightweight 2. User friendly 2.1 Simple design 2.2 Easy to load wood 2.3 Easy to load food 2.4 Easy to clean 2.5 Low maintenance 2.6 Small ecological footprint 2.7 Efficient 2.8 Safe 3. Flexible 3.1 Ability to cook at various temperatures 4. Durable 4.1 Weather resistant 4.2 Reliable

15. EDSGN100 Simple Design Easy to l oad wo od Easy to load fo od Easy to clean Low maintena nce Envir. Fri endlySafeEfficientTotalWeight Simple design130.33 170.110.212.970.076 Easy to load wood0.3310.2 0.3350.110.147.310.043 Easy to load f ood3515170.140.222.340.132 Easy to clean350.21150.110.215.510.091 Low mainten ance1311170.140.3314.470.085 Envir. Friendl y0.140.20.140.20.1410.11 2.040.012 Safe99797919600.354 Efficient5755390.11135.110.207

16. EDSGN100 1. Portable (0.083) 1.1 Lightweight (0.083, 1.00) 2. User friendly (0.416) 2.1 Simple design (0.0316, 0.076) 2.2 Easy to load wood (0.0179, 0.043) 2.3 Easy to load food (0.0549, 0.132) 2.4 Easy to clean (0.0379, 0.091) 2.5 Low maintenance (0.0354, 0.085) 2.6 Environmentally Friendly (0.005, 0.012) 2.7 Safe (0.147, 0.354) 2.8 Efficient (0.0861, 0.207) 3. Flexible (0.250) 3.1 Ability to cook at various temperatures (0.250, 1.00) 4. Durable (0.250) 4.1 Weather resistant (0.125, 0.50) 4.2 Reliable (0.125, 0.50) Actual weight = 0.416 * 0.076 = 0.0316

17. EDSGN100 Negotiate with team members: Does the result make sense? Do all team members agree?

18. EDSGN100 Project 1Design Tasks Analysis of customer needs External Search for concept generation –Literature Search –Patent Search –Benchmarking Revising design statement Internal work for concept generation Concept generation Concept Selection Embodiment of the design and feasibility analysis Detail design and prototype Presentation & Report

19. Assignment: EDSGN100 In-Class Practice (Project 1): Position yourself as single-finger disabled customers, what attributes you would like to have in your dream coffee mug? (3 first layer attributes & > 10 second layer attributes) Use AHP to prioritize them Take Home Team-Assignment (Project 1): (Due Next Tuesday, Jan. 26) Gather more customer needs (5 first layer attributes & > 18 second layer attributes) by 1) Interviews, 2) Focus Groups, 3) Observation, and 4) Other Methods Use AHP to prioritize them Submit a 1~2 page word file report, it should cover mission statement, customer needs hierarchy, and relative importance of needs (AHP). Submit to dropbox in Angel.