1. Designing Products & Engineering

2. Customers Requirements l Normal Requirements are typically what we get by just asking customers what they want. l Expected Requirements are often so basic the customer may fail to mention them - until we fail to perform them. For example, if coffee is served hot, customers barely notice it. If it's cold or too hot, dissatisfaction occurs. Expected requirements must be fulfilled. l Exciting Requirements are difficult to discover. They are beyond the customer's expectations. For example, if full meals were served on a flight from Chicago to Indianapolis, that would be exciting. If not, customers would hardly complain.

3. Kano Model [Noriaki Kano 1984].

4. The Overall Goal l Increase customer satisfaction = l Increase business success

5. Quality Function Deployment Voice of the customer House of quality QUALITY FUNCTION DEPLOYMENT QFD: An approach that integrates the voice of the customer into the product and service development process.

6. House Of Quality How Much Customer Requirements WHAT Relationship matrix Product Characteristics HOW Marketing Competitive assessment Correlation Matrix Engineering Competitive Assessment

7. The What room l implies the voice of the customer, located at the left portion of the matrix. l It answers the question, What requirements should be satisfied, or are there any special features which the customer would be delighted to discover?

8. The How room l Voice of the Engineers or Designers (hows). l Each "whats" item must be converted (refined) to how(s) l They have to be actionable (quantifiable or measurable) l located under the Correlation Matrix roof. It answers the question, How can these customer requirements be met in terms of design requirements?

9. the Relationship Matrix. l It is the linkage between the engineering design requirements and voice of the customer. l Correlates how hows satisfy whats l Use symbolic notation for depicting weak, medium, and strong relationships l Generally, –A circle within a circle indicates a strong correlation between the two. –A single circle shows a moderate correlation –A triangle represents a weak correlation.

10. The How Much room l How muchs" of the Hows (measurement) l Answers a common design question: "How much is good enough (to satisfy the customer)? l located in the box beneath the relationship matrix. l Clearly stated in a measurable way as to how customer requirements are met l Provides designers with specific technical guidance

11. The Correlation Matrix roof l Identifies how hows items support (positive) or conflict (negative) with one another l Find trade-offs for negative items by adjusting how much values. l Trade-offs must be resolved or customer requirements wont be fully satisfied. l There are two consequences of a negative correlation. –The first consequence is to redesign the product in order to eliminate the tradeoffs. –The second consequence is to determine an optimization target in which the design tradeoffs are included with their relative importance to the customer considered.

12. The Engineering Competitive Assessment room l collects the data in engineering terms and records it on the chart. Each item is scaled separately as it relates to its relative merit for each test from good to poor. TheEngineering Competitive Assessment room is recorded below the How Much room and corresponds to the How room column. An importance rating is assigned to each test on a certain scale.

13. The Marketing Competitive Assessment room l Also called the Customer Competitive Assessment room. Its location is next to the Relationship Matrix room. l This competitive benchmarking helps identify the current best-in-class designs as well as the strengths and weaknesses of each design. A weighted scale is also applied to the system.

14. An Example with Completed QFD Matrices: Product Planning Matrix for Pencil

15. BEFORE AND AFTER QFD BEFORE QFD AFTER QFD DESIGNPLANNINGREDESIGNMANUFACTURING PLANNING DESIGNREDESIGNMANUFACTURING BENEFITS Development time $$ Customer satisfaction KEY DIFFERENCES Before QFD After QFD sequential development simultaneous development across functions function involvement by phase all functions participate from start management approval by phase team empowered to make decisions tasks assigned by function tasks shared across functions functionally led decisions consensus decisions about trade-offs presentation meetings working meetings to develop results jointly customer needs not integrated focus on customer needs carried throughout

16. To Build House of Quality l Identify customer wants l Identify how the good/service will satisfy customer wants. l Relate the customers wants to the products hows. l Develop importance ratings l Evaluate competing ideas and concepts Ultimately you choose the design Not the customer!

17. Youve been assigned temporarily to a QFD team. The goal of the team is to develop a new camera design. Build a House of Quality. © 1984-1994 T/Maker Co. House of Quality Example

18. What the customer desires (wall) Customer Requirements Customer Importance Target Values Light weight Easy to use Reliable

19. House of Quality Example Customer Requirements Customer Importance Target Values Light weight Easy to use Reliable 50 20 30 Average customer importance rating

20. House of Quality Example Customer Requirements Customer Importance Target Values Light weight Easy to use Reliable Choose engineering characteristics to satisfy the customer requirements Aluminum Parts Steel Parts Auto Focus Auto Exposure 50 20 30

21. House of Quality Example Customer Requirements Customer Importance Target Values Light weight Easy to use Reliable Relationship between customer attributes & engineering characteristics (rooms) Aluminum Parts Steel Parts Auto Focus Auto Exposure 5 2 87 8453 330260340270 50 20 30

22. Good Luck with your designs!