Product Design

Dr. Datu B. Agusdinata

Industrial & Systems Engineering
Integrated Framework for
Facilities Design

Product
design

Facilities
design
Process Schedule
design design
 Agenda
Learning Objective
Apply Quality Function Deployment (QFD)
technique (i.e. House of Quality) to product
design

Assignment and Assessment

Home assignment
Class assignment and assessment
Quiz based on lecture notes
Team task
 Introduction: What is QFD?
Quality Function Deployment (QFD)
A cross-functional planning tool to ensure that the
voice of customer (VOC) is heard throughout the
product planning and design stages
A planning tool to identify critical items that must be
addressed to satisfy customers needs
 Introduction
Key Concepts
A team approach
Need multifunctional teams to work on together
The process is driven by what the customer wants and
not solely by technology or a designers creativity
Key Steps
Identify who the customers are
Identify what the customer needs
Identify how to fulfill the customers needs
Four Phases of QFD

Phase I Product Planning

Customer Requirements Product Requirements
Translate the voice of customer into engineering
characteristics or technical requirements

Phase II Part Deployment

Product Requirements Component Characteristics
Translate the product engineering characteristics into
critical component characteristics
 Four Phases of QFD

Phase III Process Deployment

Component Characteristics Process Steps
Identify the operation to be performed and develop
process plan
Phase IV Production/Mfg. Deployment
Process Steps Production & Quality Control Parameters
Establish quality control checkpoints for critical product
and process parameters
 House of Quality Matrix
Six Steps in Product Planning Phase
1. Voice of Customer (VOC)
What are customer needs & wants?
2. Competitive Analysis (from the eyes of customer)
How well is your company doing compared to others?
3. Voice of Engineer (VOE)
What are technical measures that relate to customer needs?
4. Correlations/Relationships
What are relationships between VOC & VOE?
5. Technical Comparison (from the eyes of engineers)
How does your product performance compared to others?
6. Trade-offs/Technical Correlations/Roof
What are the critical technical items that need trade-offs?
BREAK
 Step 1 - Voice of Customer (VOC)
Gather the voice of the customer
Interview customers directly
Collect customer complaints
Investigate (on-line) product reviews
Study market trend reports
Others?
Sort the VOC into major categories
Structure the needs
Arrange the needs in the VOC section
 Step 1 - Voice of Customer (VOC)
Ex: Backpack Co. (produce new camp stove)
Organize a multifunctional Backpack co. team
Gather the voice of the customer:

List of needs is developed (see Figure)

List usually should be no more than 20 requirements
 Step 1 - Voice of Customer (VOC)

Kano Measure
Each need in the list corresponds to either Basic (B), One Dimensional
(O), or Excitement (E) features
Basic (B) - Dissatisfiers
Assumed by customer and often not stated
As long as feature is there, customer is not dissatisfied, but no added
value to satisfy customer
If feature is not there, customer dissatisfied
Necessary but not sufficient
One Dimensional (O) - Satisfiers
Will increase customer satisfaction as performance improved
But little excitement generated
Excitement (E) - Delighters
Delight customer & differentiate product from competitors
 Step 2 - Competitive Analysis
Team surveys customers to determine how
company is viewed with respect to each of
the needs
How important is this need/want to the customer?
(H)
How well does our company meet this need? (A)
How well do competitors meet this need? (B to D)
Customers response - 1 (low) to 5 (high) using
Absolute Importance
Target (E)
How well does our company want to do in meeting
this need?
Based on customers evaluations (A to D) and
importance data (H), team chooses a target level
(E) for each customer need on scale 1 to 5
 Step 2 - Competitive Analysis

Ratio (F)
Relative improvement necessary to meet target
Ratio (F) = (E) / (A)
Sales Point (G)
Team places special emphasis on a few customer needs
Generally correspond in some way to Kano measures
Scaled by 1.0 (none), 1.2 (possible), and 1.5 (strong)
Weight (I)
Weight (I) = (F) (G) (H)
Normalized (J)
Normalize weight (I) as a percentage (J)
Easily rank order
BREAK
 Step 3 - Voice of Engineer (VOE)

Translate subjective statements of

customer needs into quantifiable
engineering performance terms
Multifunctional BP team
Create list of technical measures
Must be at least one technical measure
per need
In Backpack Co. example, BP team came
up with 11 technical measures with
respect to 11 customer needs
 Step 4 Correlations/Relationships

How well the result of each technical measure

satisfies the customer needs
Scaled by 1 (weak), 3 (medium), and 9 (strong)
BREAK
 Step 5 - Technical Comparison

Data must be obtained from competitors

specs or measurements of actual product
performance
Product must be examined under same
conditions
Technical evaluation for each technical
measure
Scaled from 1 (low) to 5 (high)
Point out possible discrepancies between
customer evaluations and technical evaluations
Figure out why and solve the discrepancies
Possibly technical measure not chosen well or
need better advertising to customer about
product capability
 Step 5 - Technical Comparison
Raw Importance
Combines importance weight of customer needs (in Step 2) with the
strength of correlation (in Step 4)
Raw Importance = (S I)
where S = Strength of correlation
I = Weight value in column (I)
Ex: Volume (1st column in technical measures)
Very Compact (Volume = 9 3.0 = 27.0)
Weights Little (Volume = 3 9.8 = 29.4)
Burns Long (Volume = 1 15.0 = 15.0)
Raw Importance = (27.0 + 29.4 + 15.0) = 71.4 71
% Importance = 71.4 / 1095 = 6.5%
Target Specifications (starting point for design)
Determine target values for each technical measure based on the
information of % importance
 Step 6 - Trade-offs/Technical
Correlations/Roof

Cannot build roof until there is a basic

design concept
A prototype design concept is developed,
then technical trade-offs can be determined
If one technical measure is improved, this
might improve another or negatively impact
another
Scaled from Strong Positive and Positive, to
Negative and Strong Negative
Trade-offs must be made for any of technical
measures with negative correlation in the
roof
ASSIGNMENT
 Green Harley-Davidson
Design product features that would appeal for
environmental-conscious customers (Tree
Huggers)
sketch the product and present
Highlight the unique components
Assign:
2 team members as marketing expert
2 team members as engineering expert
 Green Harley-Davidson
Individual Home assignment
Perform own research in the area of the assigned
expertise
Marketing: customer preferences, competitor products (step
1, 2)
Engineering: engineering characteristics related to customer
preferences (step 3, 5 (target specification), and 6)
Team Class assignment
Work as a team to develop a complete HOQ