Product Design and Development

1. Product Design and Development

2. A Generic Development Process System design Testing and refinement Concept development Detail design Production ramp up

3. Identifying Customer Needs (Screw driver)

4. 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

5. Gather raw data from customers • Interviews -- preferred • Focus group • Observing the product in use • Written survey is not adequate for initial efforts

6. Gather raw data from customers

7. 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

8. 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

9. 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

10. 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

11. 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

12. Customer attributes and bundles of CAs Secondary - Easy to open/close door - Isolation - Arm rest - Interior trim - Clean - Fit Primary Good operations and use Good appearance

13. Customer attributes and bundles of CAs Secondary Easy 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

14. Are all preferences equally important? Relative Importance 7 5 3 2 Secondary Easy to open /close door Isolation Tertiary - Easy to close from outside - Stay open on a hill Doesn't leak in rain No road noise A complete list total 100%

15. QFD Example: Car Door Design Perception 1 2 3 4 5 Easy to close 7 Doesn’t leak in rain 3 Customer Attributes Our car Car A

16. QFD Example: Car Door Design Engineering Characteristics Door seal resistance Energy to close door Perception 1 2 3 4 5 Easy to close 7 Doesn’t leak in rain 3 Our car Car A

17. QFD Example: Car Door Design Engineering Characteristics Door seal resistance Energy to close door Perception 1 2 3 4 5 Easy to close 7 Doesn’t leak in rain 3 Our car Car A

18. QFD Example: Car Door Design Relationship Positive Negative Door seal resistance Energy to close door Perception 1 2 3 4 5 Easy to close 7 Doesn’t leak in rain 3 Target measure 11 ft.lb.. 3 lb./ft Our car A’s car 9 ft.lb. 2 lb./ft Car A

19. The House of Quality (Quality Function Deployment - QFD) Correlation matrix Engineering Characteristics Customer attributes Relationship matrix Competitive assessment Specifications or target values

20. Correlation: Strong positive X Positive X X Negative X X X Strong negative * Engineering Characteristics Competitive evaluation Check force on level ground X = Us Energy needed to open door Energy needed to close door Accoust. Trans. Window Door seal resistance Water resistance A = Comp. A Importance to Cust. B = Comp. B Customer Requirements (5 is best) 1 2 3 4 5 AB X Easy to close 7 X AB Stays open on a hill 5 Easy to open 3 XAB A X B Doesn’t leak in rain 3 No road noise 2 X A B Importance weighting 10 6 6 9 2 3 Relationships: Strong = 9 Medium = 3 Target values Reduce energy level to 7.5 ft/lb Reduce energy to 7.5 ft/lb. Small = 1 Reduce force to 9 lb. Maintain current level Maintain current level Maintain current level 5 BA BA B B BXA X Technical evaluation (5 is best) B 4 X A X A 3 A X 2 X 1 House of Quality Example

21. Linked houses from customer’s voice to manufacturing Engineering Characteristics Parts Characteristics Production requirement Parts characteristics Engineering characteristics Customer attributes I II III Parts Characteristics Engineering Characteristics Customer attributes Production Requirement Parts Characteristics Engineering Characteristics