DM306: Week 3 Product specification methods

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Questions and Answers

What is the product design specification?

An exact statement of what the product has to do and what the customer design requirements are.

What are the steps involved in gathering information for product design?

Consulting books, speaking to people, conducting questionnaires, and market research.

Why is it important to stop and focus on the product design specification after completing market research?

It is the foundation upon which the rest of the design process is built and clearly defines the overall product requirements and what you're trying to achieve.

What are the key components of the product design specification?

Must have's, could have's, must avoids, and other customer requirements. Signup and view all the answers

What is the potential consequence of rushing into concept generation after completing market research?

Skipping the essential stage of product design specification. Signup and view all the answers

How does the product design specification contribute to customer satisfaction?

By ensuring that the product meets the customer's specific requirements and expectations. Signup and view all the answers

What should the product design specification (PDS) reflect?

It should include all the facts identified in market research and the outputs of market and customer research. Signup and view all the answers

Why is it important to avoid ambiguity in the product design specification?

To ensure that the specification is really specific and not open to interpretation. Signup and view all the answers

What is the importance of setting realistic design constraints and targets?

To ensure that the goals are achievable and realistic. Signup and view all the answers

Why is it essential for a designer to identify relevant headings in the product design specification?

To identify what is important to the overall product being designed at that moment in time. Signup and view all the answers

What are some key questions that need to be answered in the product design specification (PDS)?

Purpose of the product, what is trying to be achieved, product functions, unique selling points, direct and indirect competitors, customer demographics, and customer willingness to pay. Signup and view all the answers

What are the five categories into which the Kano model classifies customer requirements?

The five categories are basic needs, performance needs, excitement needs, indifferent needs, and reverse performance needs. Signup and view all the answers

What are 'basic needs' in the Kano model, and how do they impact customer satisfaction?

Basic needs are the must-haves, and when absent or poorly executed, they lead to dissatisfaction. Even when well executed, they only maintain a neutral satisfaction level. Signup and view all the answers

Explain 'excitement needs' in the Kano model and provide an example.

Excitement needs are the 'wow' factors, the delighters of the product. An example of this could be provided. Signup and view all the answers

What is the impact of 'indifferent needs' according to the Kano model?

Indifferent needs are things that customers don't really care about, and they have little impact on satisfaction. Signup and view all the answers

Explain the concept of 'reverse performance needs' in the Kano model, and give an example.

Reverse performance needs are things where more is not often better. An example of this type of need could be provided. Signup and view all the answers

Give an example of a reverse performance need and explain its impact on customer satisfaction.

A busy restaurant generating queues and long waiting times. When present, it decreases customer satisfaction; when not present, it increases customer satisfaction. Signup and view all the answers

How does the Kano model demonstrate the evolution of customer needs over time?

Features that were once wow factors and excitement factors become basic needs as time progresses. Signup and view all the answers

What is the purpose of the Kano questionnaire?

To understand how potential customers would feel if a feature was either present or not present. Signup and view all the answers

How are the responses to the Kano questionnaire used to classify the type of needs for a feature?

The responses are used to determine the type of need by looking at a simple lookup table, which categorizes the features into basic needs, performance needs, excitement needs, indifferent needs, and reverse needs. Signup and view all the answers

What are the two questions asked for each feature in the Kano questionnaire?

A functional question (the feature is present) and a dysfunctional question (the feature is not present). Signup and view all the answers

What is the significance of using the Kano questionnaire for designers?

It aids designers in prioritizing the most important functions and features to include in the overall design by separating them into five categories. Signup and view all the answers

What are the target values at the bottom of the House of Quality (HoQ) in the text?

The target values that the design team has determined must be met to meet the technical responses. Signup and view all the answers

What is the purpose of quality function deployment (QFD) in engineering?

The purpose of quality function deployment (QFD) is to improve the quality of products in an engineering department. Signup and view all the answers

What are the strengths and weaknesses associated with the implementation of Quality Function Deployment (QFD)?

Strengths of QFD implementation include focusing resources on customer needs and achieving maximum impact. Weaknesses may include resource requirements and overcoming initial problems. Signup and view all the answers

What types of organizations are generally associated with the publications related to Quality Function Deployment (QFD)?

Publications related to QFD are generally associated with large multinational organizations which have the necessary resources to apply this powerful tool. Signup and view all the answers

What is the impact of overcoming the problems associated with Quality Function Deployment (QFD)?

Overcoming the problems associated with QFD allows companies to design a variety of products. Signup and view all the answers

What is the purpose of Quality Function Deployment (QFD) in engineering?

To translate customer requirements into specific technical requirements and to ensure that the design reflects the voice of the customer. Signup and view all the answers

How does Quality Function Deployment (QFD) contribute to the design process?

QFD ensures that customer requirements are integrated into the design, leading to a more customer-focused and quality-driven design process. Signup and view all the answers

What are the key components of the House of Quality (HoQ) in the context of Quality Function Deployment (QFD)?

The key components include customer requirements, technical features, and the interrelationship matrix. Signup and view all the answers

Explain the significance of using Quality Function Deployment (QFD) in manufacturing strategic planning.

QFD aids in aligning manufacturing strategies with customer needs, leading to improved product quality and customer satisfaction. Signup and view all the answers

What is the purpose of Quality Function Deployment (QFD) in product planning and development?

The purpose of QFD is to specify clearly the customer’s wants and needs, and then to evaluate each proposed product or service capability systematically in terms of its impact on meeting those needs. Signup and view all the answers

What is the 'House of Quality' (HoQ) in the QFD methodology and what does it exhibit?

The 'House of Quality' (HoQ) is a matrix in the QFD method that exhibits the customer’s needs on the left-hand side and the technical response to meeting those needs along the top. Signup and view all the answers

How does the QFD method contribute to structured product planning and development?

The QFD method includes building one or more matrices known as ‘quality tables’, such as the House of Quality (HoQ), to systematically evaluate and plan product or service capabilities in terms of meeting customer needs. Signup and view all the answers

In a QFD what does the black circle indicator mean?

A strong positive interaction that has a value of 9 Signup and view all the answers

In a QFD what does the white circle indicator mean?

A medium neutral interaction with a value of 3 Signup and view all the answers

In a QFD what does the white triangle indicator mean?

A weak negative interaction with a value of 1 Signup and view all the answers

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Study Notes

The text discusses the importance of a well-defined product design specification (PDS) in the product development process.
PDS is a document that defines the overall product requirements and customer design requirements.
It serves as the foundation upon which the rest of the design process is built.
Market research is conducted to gather information about customer needs and preferences before creating a PDS.
PDS should reflect the facts discovered during market research, be specific and clear, and include realistic design constraints and targets.
Kano model is a method for analyzing customer needs and determining new product requirements.
The model classifies customer needs into five categories: basic needs, performance needs, excitement needs, indifferent needs, and reverse performance needs.
Basic needs are must-haves, performance needs are things where more is often better, excitement needs are wow factors, indifferent needs don't impact satisfaction, and reverse performance needs are things where more is not often better.
The text explains how each category of needs affects customer satisfaction with examples.
To use the Kano model, identify customers, product functions and features, develop a questionnaire, test and administer it, analyze the results, and decide how to act on them.

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