Satisfying Customer Needs

Target Specifications Product Specifications

Ulrich and Eppingers Product Development Process

Planning Concept Develop. SystemLevel Design Detail Design Testing And Refinement Production Ramp-Up

Marketing

Design

Mfg

Other

After Ulrich and Eppinger, Exhibit 2-2

Mission Statement

Identify Customer Needs Establish Target Specs. Generate Product Concepts Select Product Concept(s) Test Product Concept(s)

Concept Development Phase (U & E)

Set Final Specs.

After Ulrich and Eppinger, Exhibit 2-3 Plan Downstream Development

Development Plan

Concept Development Process

Mission Statement

Identify Customer Needs

Establish Target Specifications

Generate Product Concepts

Select Product Concept(s)

Test Product Concept(s)

Set Final Specifications

Plan Downstream Development

Development Plan

Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes

Target Specs Based on customer needs and benchmarking

Final Specs Based on selected concept, feasibility, models, testing, and trade-offs

The Product Specs Process (U&E)

Set Target Specifications
Based on customer needs and benchmarks Develop metrics for each need Set ideal and acceptable values

Refine Specifications
Based on selected concept and feasibility testing Technical modeling Trade-offs are critical

Reflect on the Results and the Process

Critical for ongoing improvement

Weighting Factors Technical Correlations

House of Quality
(QFD)

Engineering Metrics (2)

Customer Requirements (1)

Relationships between Customer Requirements and Engineering Metrics (3)

Competitive Benchmarks (4)

Engrg Targets (5)

Jam clearance time

Total System Expectations

Multifeed rate

Misfeed rate

Copy rate

Jam rate

Target Specifications
Voice of the Customer
1 2 3 4 5 6 7 8 9 10 Always get a copy No blank sheets No jams to clear Medium speed Copies on cheap paper Copies on heavy paper Copies on light paper Easy to clear jams No paper damage Low cost

Paper damage rate F O

6 <100/10

A O

B O O

O
O O O O O O O O 70+2/-0CPM O <20 sec <$6000

Core of House of Quality Example: Xerox Copier

Source: Pugh, Creating Innovative Products Using Total Design , Addison-Wesley, 1996

<50/106

6 <100/10

<50/106

UMC

Identifying Customer Needs

Who is the customer?
External
Consumer, purchaser, end-user Vendor, supplier Everyone who touches the product or is touched by it

Internal

Identifying Customer Needs

The process:
1. Gather raw data from customers 2. Interpret raw data in terms of customer needs 3. Organize needs into a hierarchy (primary, secondary, etc.) 4. Establish relative importance of each need 5. Reflect on the results and the process

Kano Diagram
Satisfaction
Exciters (unspoken) Performance Wants (revealed)

Functionality

Basic Expectations (unspoken)

Expected, Requested, and Surprising Performance

Surprising Performance

Benefit Derived =Differentiating Outcome

Design Variables Expected Performance

Requested Performance

Establish Hierarchy, Relative Importance

Project Specification Steps

Gather and filter problem information
Establish the customers requirements

Convert requirements into specifications

Requirements vs. Specifications

Requirements Define what the customer wants May be subjective, qualitative, difficult to measure Specifications Define what will actually be delivered Respond to: customers needs, organizational capabilities, technology and resource availability Always Measurable

Specifications.....
Precisely define the end product or result
Quantify the customers needs and specify the degree to which the needs will be met Should not limit how the customers needs are to be addressed

Consist of:
Metric - Characteristic being measured Value or range of values Unit of measurement

Specifications are the yardstick for determining project success

Rules for Creating Specifications

1. Focus on the end RESULTS. 2. Do not build your ideas of how to achieve the results into the specifications. 3. Make sure that each requirement is covered. 4. Make sure that the customers interests are protected. 5. Make sure that your interests are protected.

Product Design Specifications

Guidelines for developing the Product Design Specification (PDS)
(Click here for Product Design Specifications (Pugh) presentation)

The End