understanding customer requirements
DESCRIPTION
Understanding Customer Requirements. Principles of Design. Zahed Siddique Assistant Professor School of Aerospace and Mechanical Engineering University Of Oklahoma [email protected]. Need to focus. Moving in the wrong direction at a fast pace is still moving in the wrong direction. Right. - PowerPoint PPT PresentationTRANSCRIPT
AME 4163University of Oklahoma
Understanding Customer Requirements
Principles of DesignZahed Siddique
Assistant ProfessorSchool of Aerospace and Mechanical Engineering
University Of Oklahoma
AME 4163University of Oklahoma
Need to focus
Moving in the wrong direction at a fast pace is still moving in the wrong direction.
Wrong
Right
AME 4163University of Oklahoma
Information on QFD….
Developed in Japan in the mid 1970s Introduced in USA in the late 1980s Toyota was able to reduce 60% of cost
to bring a new car model to market Toyota decreased 1/3 of its
development time Used in cross functional teams Companies feel it increased customer
satisfaction
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Why….?
Product should be designed to reflect customers’ desires and tastes.
House of Quality is a kind of a conceptual map that provides the means for interfunctional planning and communications
To understand what customers mean by quality and how to achieve it from an engineering perspective.
HQ is a tool to focus the product development process
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QFD Target
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Important points Should be employed at the beginning of every
project (original or redesign) Customer requirements should be translated
into measurable design targets It can be applied to the entire problem or any
subproblem First worry about what needs to be designed
then how It takes time to complete
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Components of House of Quality
Customer Evaluation
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Targets
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Targets
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Hows vs Hows
Hows
Whats vs Hows
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How MuchesHows vs
How Muches
AME 4163University of Oklahoma
Extensions to House of Quality
Customer Evaluation
Technical Difficulty
Units
Targets
Weighted Importance
Importance %
This Product
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AME 4163University of Oklahoma
Step 1: Who are the customers?
To “Listen to the voice of the customer” first need to identify the customer
In most cases there are more than one customer consumer regulatory agencies manufacturing marketing/Sales
Customer Evaluation
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Who
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Customers drive the development of the
product, not the designer
Customers drive the development of the
product, not the designer
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Step 2: Determine the customers’ requirements
Need to determine what is to be designed
Consumer product works as it should lasts a long time is easy to maintain looks attractive incorporated latest technology has many features
Customer Evaluation
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List all the demanded qualities at the same level of
abstraction
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Step 2: cont... Manufacturing
easy to produce uses available resources uses standard components and methods minimum waste
Marketing/Sales Meets customer requirements Easy to package, store, and transport is suitable for display
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Kano Model
Excitement
SatisfiersBasic
Perfo
rman
ce
Fullyimplemented
Absent
Customer Satisfaction
-
+
Disgusted
Delighted
Basic Quality: These requirements are not usually mentioned by customers. These are mentioned only when they are absent from the product. Performance Quality: provides an increase in satisfaction as performance improves
Excitement Quality or “wow requirements”: are often unspoken, possibly because we are seldom asked to express our dreams. Creation of some excitement features in a design differentiates the product from competition.
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Types of customer requirements
Functional requirements describe the product’s desired behavior
Human factors Physical requirements Reliability Life-cycle concerns Resource concerns Manufacturing requirements
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How to determine the Whats?
Customer survey (have to formulate the questions very carefully)
If redesign, observe customers using existing products
Combine both or one of the approaches with designer knowledge/experience to determine “the customers’ voice”
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Affinity Diagram Provides structure for verbal data
by creating natural clusters or groups
Ensures that the list of demanded qualities are complete and expressed at the same level of detail
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Constructing Affinity Diagram
Set a brainstorming session to list all possible requirements Record each element of the list on small cards Place all cards on a table randomly Silent mode Spend time reading all demanded qualities Start at the same time, once everyone is ready - everyone
quickly and without thought find two demanded qualities that have something in common
If you find a demanded quality is not where you think it belongs, move it. If it is moved again, make a duplicate and talk about it later.
The process continues until all demanded qualities are in a group.
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Constructing Affinity Diagram
Discussion Mode Begin discussion after group composition for the demanded
qualities becomes stable First review the demanded qualities that seemed to have more
than one home Select a descriptive name for the groups. Group names must
also be demanded qualities, but at a higher level of abstraction Look at each group and judge if all elements are at the same
level of abstraction Check each group by asking “If this is the name of the group,
what elements should be included but are missing?” Next test for missing groups. Check with the types of customer requirements list
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Step 3: Determine Relative Importance of the Requirements: Who vs. What
Need to evaluate the importance of each of the customer’s requirements. Generate weighing factor for each
requirement by rank ordering or other methods
Customer Evaluation
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AME 4163University of Oklahoma
Rank Ordering Order the identified customer requirements Assign “1” to the requirement with the lowest
priority and then increase as the requirements have higher priority.
Sum all the numbers The normalized weight
Rank/Sum The percent weight is: Rank*100/Sum
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Step 4: Identify and Evaluate the Competition: How satisfied is the customer now?
The goal is to determine how the customer perceives the competition’s ability to meet each of the requirements
it creates an awareness of what already exists it reveals opportunities to improve on what already exists
The design:1. does not meet the requirement at all2. meets the requirement slightly3. meets the requirement somewhat4. meets the requirement mostly5. fulfills the requirement completely
Customer Evaluation
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AME 4163University of Oklahoma
Step 5: Generate Engineering Specifications: How will the customers’ requirements be met?
The goal is to develop a set of engineering specifications from the customers’ requirements.
Restatement of the design problem and customer requirements in terms of parameters that can be measured.
Each customer requirement should have at least one engineering parameter.
Customer Evaluation
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AME 4163University of Oklahoma
Step 6: Relate Customers’ requirements to Engineering Specifications: Hows measure Whats?
This is the center portion of the house. Each cell represents how an engineering parameter relates to a customers’ requirements.
Customer Evaluation
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9 = Strong Relationship3 = Medium Relationship1 = Weak RelationshipBlank = No Relationship at all
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Step 7: Identify Relationships Between Engineering Requirements: How are the Hows Dependent on each other?
Engineering specifications maybe dependent on each other.
Customer Evaluation
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9 = Strong Relationship3 = Medium Relationship1 = Weak Relationship-1 = Weak Negative Relationship-3 = Medium Negative Relationship-9 = Strong Negative RelationshipBlank = No Relationship at all
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Step 8: Set Engineering Targets: How much is good enough?
Determine target value for each engineering requirement. Evaluate competition products
to engineering requirements Look at set customer targets Use the above two
information to set targets
Customer Evaluation
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AME 4163University of Oklahoma
Customer Evaluation
Technical DifficultyImportance
Units
Targets
Customer Attributes
The first step is to list all the demanded qualities at the same level of abstraction
Relative Importance
Importance for each demanded quality needs to be determined
Customer Evaluation
Customer Evaluation
Record customer performance ratings for your Similar product and competitors’ products
Engineering Characteristics
Record Performance measures for each customer demanded quality
Engineering Influence Customer Qualities
Relationship between demanded customer qualities and Engineering Performance
Objective Measures
Units
Technical benchmarking
Relationships Among Engineering Characteristics
Identifying performance measure conflicts
Targets
Targets
Setting Technical TargetsDetermining
Important Characteristics
Technical DifficultyImportance
Technical Difficulty associated with achieving Targets/improvements and importance of
technical characteristics
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Components of House of Quality Customer
Evaluation
Units
Targets
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This Product
Targets
Wh
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Whats
Who v
s.W
hats
Hows vsHows
Hows
Whats vsHows
Now
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What
How MuchesHows vs
HowMuches
Weighted Importance
Importance %
Rank
Technical Difficulty
Selected
Addition to the House of Quality presented in text book
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Creating the Requirement List
Contents of Requirement List Specify if the individual items are demands or wishes
in the clearest possible terms Tabulate Quantitative and Qualitative aspects Collect further information If possible rank wishes as being of major, medium or
minor importance Living document
Arrange the requirements in clear order Define the main objective and the main characteristics Split into identifiable groups
Enter the Requirement list on standard forms and circulate
Examine Objections
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Requirement List
for
Requirements list
Project, product
ChangesDW
Requirements Responsible
Dat
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Cha
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Spe
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wet
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Gro
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Replaces Issues of:
User
Objective or property with qualitative and quantitative data
IdentificationClassification
Page
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Name 1Name 2Name 3Requirement
List Example
Use information from House of Quality as an starting point for creating the requirement list.
Need to identify requirements for the product that are basic and necessary but are not specified by the customers.
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Example House of Quality
Design a device to toast breads and other similar types of food