Class 4

ECE520.427Class #4

Customer Needsand

Target Specifications

Front-End Process

Phase 0:Phase 0:PlanningPlanning

Phase 1:Phase 1:Concept Concept DevelopmentDevelopment

Phase 2:Phase 2:SystemSystem--LevelLevelDesignDesign

Phase 3:Phase 3:DetailDetailDesignDesign

Phase 4:Phase 4:Testing andTesting andRefinementRefinement

Phase 5:Phase 5:ProductionProductionRampRamp--UpUp

Perform Economic AnalysisPerform Economic Analysis

Benchmark Competitive ProductsBenchmark Competitive Products

Build and Test Models and PrototypesBuild and Test Models and Prototypes

IdentifyIdentifyCustomerCustomer

NeedsNeeds

EstablishEstablishTargetTarget

SpecificationsSpecifications

GenerateGenerateProductProduct

ConceptsConcepts

SelectSelectProductProduct

Concept(sConcept(s))

Set Set FinalFinal


PlanPlanDownstreamDownstreamDevelopmentDevelopment

MissionMissionStatementStatement TestTest

ProductProductConcept(sConcept(s))

DevelopmentDevelopmentPlanPlan

Step 1: Identify Customer Needs

Identify customer “needs”Satisfaction of customer needs is the primary metric of product qualitySurvey or interview customers to find out what they consider to be importantOutput: list of customer needs statements





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Step 2: Establish Target Specs

Specifications effectively translate customer needs into technical requirements

Each specification has a metric and target valuesOutput: list of target specifications that meet customers’ needs




IdentifyCustomer

Needs




ConceptsConcepts



Set Set FinalFinal






Step 3: Generate Product Concepts

Explore all alternatives that meet customers’needsOutput: list of possible product concepts





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Step 4: Select Product Concept

Evaluate all of the alternatives and pick the best one





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Step 5: Test Product Concept

Create prototypes and test selected conceptEvaluate shortcomings and revise specs and/or concepts





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Step 6: Set Final Specifications

Now that a specific concept is selected, choose specific values for each specification





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Step 7: Project Planning

Create detailed development schedulePlan timing of alpha and beta prototypesIdentify resources required to complete project

Output: contract bookContains documentation from all previous stagesIncludes development schedule, budget, etc.





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Economic Analysis

Used to plan development and manufacturing costsUpdated throughout the front-end process

New technologies may change pricing landscape New competitors may undercut target costNew specifications or needs may change development or manufacturing cost





NeedsNeeds




ConceptsConcepts


Concept(s)Concept(s)

Set Set FinalFinal




ProductProductConcept(s)Concept(s)


Benchmarking

Keep an eye on competitors throughout front-end processUpdate specifications and price targets according to market developmentsIncorporate or improve upon product concepts based on competitors’ products





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Prototyping

Different stages of the front-end process require different types of models and prototypes

Initial concepts concretized by drawingsCore technology verified by component prototypesIndividual components tested for robustnessForm and ergonomics tested with mock-ups





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Stage 1: Identify Customer Needs

Ensures that product is focused on customer needsIdentifies explicit and hidden needsProvides basis for product specificationsCreates documentation for why design decisions were madeHelps to ensure that no critical need is missed or forgotten





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Customer Needs Procedure

1. Gather raw data from customers2. Convert raw data to customer needs3. Categorize needs 4. Prioritize needs

Needs Notes

A “need” is an attribute desired by a customer

“Needs” = “Wants” for nowWe prioritize needs later in the process

Needs are independent of product conceptA need doesn’t have to be metA need may not have an obvious solution

Step 1: Gather Raw Data

How to find out what you want to know in the most efficient manner:

One-on-one interviewsSmall (8-12 people) focus groupsField observationsSurveys


From: Griffin, Abbie and John R. Hauser. “The Voice of the Customer”, Marketing Science. vol. 12, no. 1, Winter 1993.

One-on-One Interviews (1 hour)

Focus Groups (2 hours)

0 1 2 3 4 5 6 7 8 9 10

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20

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Number of Respondents or Groups


How to collect data: customer interviewsHow many to conduct: 10-30Who to interview?

Lead usersRegular usersExtreme users

How to interview to get good data

Use a prepared “interview guide” to structure the session

Where/when/why do you use this kind of product?Explain a typical interaction with the product.What do you like/dislike about these products?What makes you buy a particular model?What features would you like for this product?

Ignore the interview guide when you can go with the flow

How to interview to get good data

Conduct interviews with two team members, one to watch and write, and one to talk

Try to capture wording verbatimRecord everything, if possibleSteer away from specific product conceptsBring drawings or propsListen for “latent needs”Watch for non-verbal clues

Output: Customer StatementsCustomer:Customer:Contact:Contact:User type:User type:

Interviewer(s):Interviewer(s):Date:Date:Currently uses:Currently uses:

Question/Prompt:Question/Prompt: Customer StatementCustomer StatementTypical uses •I need to drive screws fast, faster than by hand.

•I sometimes do duct work; use sheet metal screws.•A lot of electrical; switch covers, outlets, fans, kitchen appliances.

Likes—current tool •I like the pistol grip; it feels the best.•I like the magnetized tip.

Dislikes—current tool •I don’t like it when the tip slips off the screw.•I would like to be able to lock it so I can use it with a dead battery.•Sometimes I strip tough screws.

Suggested improvements •An attachment to allow me to reach down skinny holes.•A point so I can scrape paint off of screws.•Would be nice if it could punch a pilot hole.

Step 2: Convert Customer Statements to Customer Needs

GuidelineGuideline Customer StatementCustomer Statement Correct Need Correct Need StatementStatement

Incorrect Need Incorrect Need StatementStatement

Describe “what”, not “how”

“Why don’t you put protective shields around the battery contacts?”

The screwdriver battery is protected from accidental shorting.

The screwdriver battery contacts are covered by a plastic sliding door.








Be as specific as possible

“I drop my screwdriver all the time.”

The screwdriver operates normally after being dropped.

The screwdriver is rugged.












Avoid using the words “must” and “should”

“I hate it when I don’t know how much juice is left in the batteries of my cordless tools”.

The screwdriver provides an indication of the energy of level of the battery.

The screwdriver should provide an indication of the energy level of the battery.
















Express each need as an attribute of the product

“I’d like to charge my battery from my cigarette lighter.”

The screwdriver battery can be charged from an automobile cigarette lighter.

An automobile cigarette lighter adapter can charge the screwdriver battery.
















Express each need as an attribute of the product

“I’d like to charge my battery from my cigarette lighter.”

The screwdriver battery can be charged from an automobile cigarette lighter.

An automobile cigarette lighter adapter can charge the screwdriver battery.

Use positive, not negative, phrasing (if possible)

“It doesn’t matter if it’s raining; I still need to work outside on Saturdays.”

The screwdriver operates normally in the rain

The screwdriver is not disabled by the rain.

In-Class ExerciseProduct Example: Book Bag

“See how the leather on the bottom of the bag is all scratched; it’s ugly.”“When I’m standing in line at the cashier trying to find my checkbook while balancing my bag on my knee, I feel like a stork.”“This bag is my life; if I lose it I’m in big trouble.”“There’s nothing worse than a banana that’s been squished by the edge of a textbook.”“I never use both straps on my knapsack; I just sling it over one shoulder.”

Step 2: Convert Customer Statements to Customer NeedsOutput: list of customer needs

Hopefully a superset of all needs Some needs may not be feasible for technological, economic, or practical reasonsSome needs may be contradictory (e.g. large battery and light weight)

Next step: organize needs into categories

Step 3: Organize NeedsPower

The SD provides plenty of power to drive screws.The SD maintains power for several hours of heavy use.The SD can drive screws into hardwood.The SD drives sheet metal screws into metal ductwork.The SD drives screws faster than by hand.

Ease of setup and useThe SD is easy to turn on.The SD prevents inadvertent switching off.The user can set the maximum torque of the SD.The SD provides ready access to bits or accessories.The SD can be attached to the user for temporary storage.The SD retains the screw before it is driven.The SD can be used to create a pilot hole.

ConvenienceThe SD is easy to recharge.The SD can be used while recharging.The user can apply torque manually to the SD to drive a screw.The SD recharges quickly.The SD batteries are ready to use when new.

Step 4: Prioritize Needs

Motivation: provide justification for decisions later in the design process Methods

Design team consensusCustomer surveys

Output: numerical rating of priority for each need

Step 4: Prioritize Needs# Need statement Importance

Power

1 The SD provides plenty of power to drive screws. 1

2 The SD maintains power for several hours of heavy use. 4

3 The SD can drive screws into hardwood. 3

4 The SD drives sheet metal screws into metal ductwork. 3

5 The SD drives screws faster than by hand. 2

Ease of setup and use

6 The SD is easy to turn on. 4

7 The SD prevents inadvertent switching off. 3

8 The user can set the maximum torque of the SD. 5

9 The SD provides ready access to bits or accessories. (4)

10 The SD can be attached to the user for temporary storage. 5

11 The SD makes it easy to start a screw. 2

Customer Needs Procedure

Gather raw data from customersConvert raw data to customer needsCategorize needs Prioritize needs

Intermission

Stage 2: Establish Target Specifications

Customer needs ≈ Target specificationsCustomer needs express product requirements in the language of the consumerSpecifications express product requirements in the language of the engineers

Specs describe what, not howSpecs are independent of implementationAll potential product embodiments must strive to meet the specs

Each spec consists of a metric and a value





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Stage 2: Establish Target Specifications

Target specs vs. final specs





NeedsNeeds




ConceptsConcepts



Set Set FinalFinal






Target Specification Procedure

1. Create the list of metrics2. Research competitors3. Set minimum (marginally acceptable) and

maximum (ideal) values for each metric4. Review specifications

Step 1: Create List of MetricsWorking hypothesis: there exists some translation between customer needs and precise, measurable quantitiesLogical conclusion: meeting all of the specifications will lead to satisfaction of customer needsEach need may be represented by one or more specifications (ideal: 1-to-1)Methods for organizing needs and metrics

SpreadsheetNeeds-metrics matrix (HoQ/QFD)

Metrics Spreadsheet

Met

ric #

Nee

d #s

Metric Imp Units1 1,3 Attenuation from dropout to handlebar at 10hz 3 dB2 2,6 Spring pre-load 3 N3 1,3 Maximum value from the Monster 5 g4 1,3 Minimum descent time on test track 5 s5 4 Damping coefficient adjustment range 3 N-s/m6 5 Maximum travel (26in wheel) 3 mm7 5 Rake offset 3 mm8 6 Lateral stiffness at the tip 3 kN/m9 7 Total mass 4 kg

10 8 Lateral stiffness at brake pivots 2 kN/m11 9 Headset sizes 5 in12 9 Steertube length 5 mm13 9 Wheel sizes 5 list14 9 Maximum tire width 5 in15 10 Time to assemble to frame 1 s

# NEED Imp1 The suspension reduces vibration to the hands. 32 The suspension allows easy traversal of slow, difficult terrain. 23 The suspension enables high speed descents on bumpy trails. 54 The suspension allows sensitivity adjustment. 35 The suspension preserves the steering characteristics of the bike. 46 The suspension remains rigid during hard cornering. 47 The suspension is lightweight. 4

Metrics Guidelines

Use dependent (not independent) variablesRemember that you must have the right tools to measure the metric“Subjective” metrics are OKUse common industry benchmarks as metrics, even if they’re not explicitly a needAdd any regulatory requirements as metrics

Step 2: Research Competitors

“Competitive benchmarking” can be used to calibrate your target specifications and support your decisionsBenchmarking can be based on product specifications or testing productsTwo complementary benchmarking charts:

Benchmarking based on metricsBenchmarking based on satisfaction of needs

Benchmark on MetricsM

etric

#

Nee

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Metric Imp Units ST

Tritr

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Man

iray

2

Rox

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21

Tonk

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hox

1 1,3 Attenuation from dropout to handlebar at 10hz 3 dB 8 15 10 15 9 132 2,6 Spring pre-load 3 N 550 760 500 710 480 6803 1,3 Maximum value from the Monster 5 g 3.6 3.2 3.7 3.3 3.7 3.44 1,3 Minimum descent time on test track 5 s 13 11.3 12.6 11.2 13.2 115 4 Damping coefficient adjustment range 3 N-s/m 0 0 0 200 0 06 5 Maximum travel (26in wheel) 3 mm 28 48 43 46 33 387 5 Rake offset 3 mm 41.5 39 38 38 43.2 398 6 Lateral stiffness at the tip 3 kN/m 59 110 85 85 65 1309 7 Total mass 4 kg 1.409 1.385 1.409 1.364 1.222 1.1

10 8 Lateral stiffness at brake pivots 2 kN/m 295 550 425 425 325 650

11 9 Headset sizes 5 in1.0001.125

1.0001.1251.250

1.0001.125

1.0001.1251.250

1.0001.125 NA

12 9 Steertube length 5 mm

150180210230255

140165190215

150170190210

150170190210230

150190210220 NA

Benchmark on Needs

# NEED Imp ST

Tritr

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Man

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1 The suspension reduces vibration to the hands. 3 • •••• •• ••••• •• •••2 The suspension allows easy traversal of slow, difficult terrain. 2 •• •••• ••• ••••• ••• •••••3 The suspension enables high speed descents on bumpy trails. 5 • ••••• •• ••••• •• •••4 The suspension allows sensitivity adjustment. 3 • •••• •• ••••• •• •••5 The suspension preserves the steering characteristics of the bike. 4 •••• •• • •• ••• •••••6 The suspension remains rigid during hard cornering. 4 • ••• • ••••• • •••••7 The suspension is lightweight. 4 • ••• • ••• •••• •••••8 The suspension provides stiff mounting points for the brakes. 2 • •••• ••• ••• •• •••••9 The suspension fits a wide variety of bikes, wheels, and tires. 5 •••• ••••• ••• ••••• ••• •

10 The suspension is easy to install. 1 •••• ••••• •••• •••• ••••• •11 The suspension works with fenders. 1 ••• • • • • •••••12 The suspension instills pride. 5 • •••• ••• ••••• ••• •••••13 The suspension is affordable for an amateur enthusiast. 5 ••••• • ••• • ••• ••14 The suspension is not contaminated by water. 5 • ••• •••• •••• •• •••••15 The suspension is not contaminated by grunge. 5 • ••• • •••• •• •••••16 The suspension can be easily accessed for maintenance. 3 •••• ••••• •••• •••• ••••• •17 The suspension allows easy replacement of worn parts. 1 •••• ••••• •••• •••• ••••• •18 The suspension can be maintained with readily available tools. 3 ••••• ••••• ••••• ••••• •• •19 The suspension lasts a long time. 5 ••••• ••••• ••••• ••• ••••• •20 The suspension is safe in a crash. 5 ••••• ••••• ••••• ••••• ••••• •••••

Step 3: Set Minimum and Maximum Values

Two target values per metric:Ideal value (maximum)Marginally acceptable value (minimum)

A “value” can be:Greater than, less than, or equal to XBetween X and YA set of discrete values that are acceptableA quantity that depends on another metric (avoid if at all possible)

Step 3: Set Minimum and Maximum Values

Metric Units Mar

gina

l Val

ue

Idea

l Val

ue

1 Attenuation from dropout to handlebar at 10hz dB >10 >152 Spring pre-load N 480 - 800 650 - 7003 Maximum value from the Monster g <3.5 <3.24 Minimum descent time on test track s <13.0 <11.05 Damping coefficient adjustment range N-s/m 0 >2006 Maximum travel (26in wheel) mm 33 - 50 457 Rake offset mm 37 - 45 388 Lateral stiffness at the tip kN/m >65 >1309 Total mass kg <1.4 <1.1

10 Lateral stiffness at brake pivots kN/m >325 >650

11 Headset sizes in1.0001.125

1.0001.1251.250

12 Steertube length mm

150170190210

150170190210230

13 Wheel sizes list 26in26in

700c14 Maximum tire width in >1.5 >1.7515 Time to assemble to frame s <60 <3516 Fender compatibility list none all17 Instills pride subj >3 >518 Unit manufacturing cost US$ <85 <6519 Time in spray chamber w/o water entry s >2300 >360020 Cycles in mud chamber w/o contamination k-cycles >15 >3521 Time to disassemble/assemble for maintenance s <300 <16022 Special tools required for maintenance list hex hex23 UV test duration to degrade rubber parts hours >250 >45024 Monster cycles to failure cycles >300k >500k25 Japan Industrial Standards test binary pass pass26 Bending strength (frontal loading) MN >70 >100

Step 4: Review Specs

Avoid pitfalls:Don’t “game” the specs by putting down unrealistically high values for motivationYou don’t have to satisfy all market segments with one product – if the specs are divergent, consider focusing on a single segmentEnsure that your specs cover all of the customer needs

Target Specification Procedure

Create the list of metricsResearch competitorsSet minimum (marginally acceptable) and maximum (ideal) values for each metricReview specifications

Quality Function Deployment (QFD)

A product development methodology like the one described by Ulrich & Eppinger

Relies heavily on visualizationVery quantitative

Developed in the early 1970’s in JapanWidely deployed (~70%) in US companies Central element is the “House of Quality”

House of Quality (HoQ)



Product Development Task #3: Customer Needs and Target Specs

Complete customer needs procedureCreate customer interview guide with at least 5 questionsInterview at least 10 people and create list of customer statementsTranslate customer statements into customer needs and create list Organize and prioritize needs and create needs spreadsheet

Complete target specs procedureCreate list of metricsBenchmark at least 2 competitors’ products in terms of metricsCreate target specifications spreadsheet

Check website for details; submit all documentation via email by 4PM next MondayRemember: the better your front-end process, the better your product will be. Grading will be based on quality of output, not just satisfaction of requirements.

Documents

Class 4