Quality and Innovation in Product and Process Design

1. Generate Product Ideas

external sources: customer, industry experts consultants, competitors, suppliers, inventors internal sources:marketing, mgmt, research and development, employee suggestions

QFD Process - flowchart/house diagram

flowchart/house diagram

kano model shows quality is a function of

fulfilling customer requirements and achieving high levels of satisfaction

key elements: hows

how do you satisfy the customer whats product requirements satisfying customer needs

Key elements: customer reqts

how important the WHATS are to the customer customer ranking of their needs voice of the customer

key elements: what

identify customer attributes -what does the customer want, need voice of the customer

Building the House of Quality

identify customer attributes identify design attributes/reqts relate the customer attributes to the design attributes -conduct an evaluation of competing products -evaluate design attributes and develop targets determine which design attributes to deploy in the remainder of the process

add market evaluation and key selling points

identifying importance ratings for each customer attribute and evaluating existing products/services for each of the attributes

information: correlation matrix

impact of the hows on each other conflict resolution

information: target direction

information on the hows (more, less, specific amount) "the best direction"

key elements: relationship

relating customer and design attributes -strength of the interrelation between the whats and the hows untangling the web

performance:

reqts that customer can articulate and are at the top of their minds, and used to base decisions off of.

basic:

reqts that customer expects, they are taken for granted, when done well, customer is just NEUTRAL, when done poorly, customer is dissatisfied.

key elements: technical importance

select design attributes to be deployed in the remainder process -which hows are key? ranking the hows

information: how much

target values for the hows consistent comparison

2. Project Customer Needs

using data to predict future customer needs

kano model - expected needs

-entry level expectations are the MUST level qualities, properties or attributes -fully satisfying the customer at this level simply GET a supplier into the market -aka DISSATISFIERS bc by themselves they cannot fully satisfy a customer -failure to provide these expectations will cause dissatisfaction -ex. attributes relative to safety -MUSTS include customer assumptions, expected qualities, expected functions and other unspoken expectations

Designing products for quality

-functions customer wants -capabilities of current prod -limitations of materials selected? -are better materials available? -cost to make product -how much should it cost to be successful in marketplace

when is QFD appropriate?

-poor communication and expectations get lost in the complex product development cycle -lack of structure or logic to the allocation of product dev resources -lack of efficient &or effective product/process dev teamwork -extended development time caused by excessive redesign, problem solving or fire fighting

designing processes for quality

-services customer wants -steps of the current process -limitations of the procedures we have for the process -are there better procedures? -cost of process to perform -how much should process cost to be successful in marketplace?

benefits of QFD

-shorter development cycles -tradeoffs are made in design, strategically rather than in the market, tactically -lower costs, increased productivity -documentation orientation -team involvement and commitment at the design stage

kano model - normal needs

-these qualities attributes and characteristics KEEP a supplier in the market -aka WANTS/SATISFIERS because customers will specify these expectations from a list -can either satisfy or dissatisfy the customer depending on their presence or absence -wants include voice of the customer reqts and other spoken expectations

kano model - exciting needs

-wow level qualities -qualities and features that make a supplier a leader in the market -aka DELIGHTERS /EXCITERS bc they go beyond the customers imagination -absence does not hurt sales but presence improves likelihood of purchase -Wows excite customers to make on the spot pruchases and also return for future purchases -unspoken way of knocking socks of customer -ie.100,000 mile warranty

9 Steps to the design process

1. Generate Product Ideas 2. Project Customer Needs 3. Technology Feasibility Statement 4. Process Tech Selection 5. Final Product Definition 6. Marketing Plan Design 7. Product Evaluation 8. Manufacturing system Design 9. Manufacture, Delivery, and use

QFD's House of quality diagram

1. customer needs 2. importance rankings 3. design attributes 4. relationships btwn customer needs and design attributes 5. customer perceptions 6. correlation matrix 7. costs/feasibility 8. engineering measures

kano model - useful for gaining understanding of customer's needs -customers ACTUALLY do know what they want!! :)

1984- professor Noriaki Kano, categorize customer preferences into 3: the different needs have a different impact on customer satisfaction when fulfilled or unfulfilled. model applies to products, services, business processes and software

key elements: completeness

are all the hows captured?

QFD-quality function deployment

defined by voice of CUSTOMER, while the specification traditional approach is defined by the voice of ENGINEER

excitement:

delighters: unexpected and pleasant surprises. they are the innovations that differentiate your product. don't cause any disatsifaction when theyre not there because customer didnt expect them!

cascading the voice of the customer

design attributes=functional reqts component attributes=part characteristics process operations=manufacturing processes quality control plan=key process variables

3. Tech selection for product development

designers choose the best materials and technologies that will provide the best performance for the customer at an acceptable cost --> tech feasibility assessment

four houses of quality

diagram

using the house of quality

the voice of the customer MUST be carried throughout the design process 3 other houses of quality are used to do this and together with the first, these carry the customers voice from its initial expression, through design attributes, on to component attributes, to process operations, and eventially to a quality control and improvement plans -in japan all four houses are used -the tendency in the west is to use only the first one or two