Week 3 Design thinking-QFD-lecture Slides

Week 3
Design thinking
• GSOE9820 Engineering Project Management

• Term 2 2021
• Shiva Abdoli
GSOE9820 Engineering Project Management, By S. Abdoli, 2021

Design process
General design theory
PMBOK Guide (6th Ed) Part 1, Sec. 5.3.2.5
Conceptual design Engineering Design methodologies(Tomiyama et al., 2009)

Most important design stage Less applied in practice
Guild the design process not produce solutions

Less intergradation on complex/multi-disciplinary design knowledge
GSOE9820 Engineering Project Management, By S. Abdoli, 2021 2

Systems Engineering
• Systems Engineering:
✓ Multi-disciplinary design approach
✓ Managing large scale systems
Trade
study
• Architecture design
• Concept embodiment to achieve the desired
system’s function as combination of
structure and behaviour
• System validation Detail design
• Checking the compliance of any element
with its purpose and functions

Trade study
Design as a decision making process
Design Assessment Re-design
Objectives; Requirements &

cost constraints
Domain
axioms
Optimization;
Linear
programming

Quality Function Deployment
Requirement
QFD definition
Concept
QFD, Design for x design Application of QFD in various stage
of product development
Detailed
QFD, Ishikawa
design
QFD, Design of Process

Experiments design
Manufacturing
QFD,Taguchi
system design
SPC (Statistical process

Manufacturing
control), Pareto analysis
Distribution
Time to Support
Market & service
End of Life:
Disposal, recycle, .
Life Cycle
Management

Definition
• Methodology for market driven design and development for product

and services to meet or exceed customer’s needs and expectations
• Structured process to translate the customer requirements to

technical engineering requirements and production planning
parameters
• A visual communication platform for integrated thinking in a cross-

functional team
• ‘Market-in’ approach instead of ‘Product-out’ approach
PMBOK Guide (6th Ed) Part 1, Sec. 5.2.2.6

QFD Methodology
• Constructs series of matrices to propagate critical customer requirements

through the product life cycle

QFD Methodology
• The first and most frequently applied QFD matrix is called House of Quality matrix
Interactions
Voice of
Engineers
Competitive
analysis
Customers Relationships
requirements
Technical
competitive
assessment

QFD Methodology
• Six basic steps to build House of Quality

• Step 1: Customer Requirements
• Step 2: Competitive analysis
• Step 3: Voice of Engineers
• Step 4: Relationships
• Step 5: Technical comparison
• Step 6: Interactions

QFD Methodology
Step 1: Customer requirements

▪ Different customers (stakeholders)
• External customers: buy the product
• Internal customers: designers, owners, managers, dealers, …
• Past and future customers
Customer requirements ≡ f 𝐷𝑉𝑂𝐶 , 𝐷𝐹 , 𝐷𝑀𝐴

𝐷𝑉𝑂𝐶 ≡ f 𝐷𝑖𝑐 , 𝐷𝑒𝑐 , 𝐷𝑃&𝑓
𝐷𝑉𝑂𝐶 : voice of customer
𝐷𝑊𝐹 : 𝐹𝑖𝑒𝑙𝑑 𝑑𝑎𝑡𝑎
𝐷𝑀𝐴 : 𝑀𝑎𝑟𝑘𝑒𝑡 𝑎𝑛𝑎𝑙𝑦𝑠𝑖𝑠 𝑑𝑎𝑡𝑎
𝐷𝑖𝑐 : 𝐼𝑛𝑡𝑒𝑟𝑛𝑎𝑙 𝑐𝑢𝑠𝑡𝑜𝑚𝑒𝑟𝑠
𝐷𝑒𝑐 : 𝐸𝑥𝑡𝑒𝑟𝑛𝑎𝑙 𝑐𝑢𝑠𝑡𝑜𝑚𝑒𝑟𝑠
𝐷𝑒𝑐 : 𝑃𝑎𝑠𝑡 𝑎𝑛𝑑 𝑓𝑢𝑡𝑢𝑟𝑒 𝑐𝑢𝑠𝑡𝑜𝑚𝑒𝑟𝑠

QFD Methodology
Internal
customers
External Field data

Develop customer
customers
requirements
Past and future
customers
Market
analysis

QFD Methodology
Internal customers
• Designers
• Engineers
• Managers
• Owners
• Dealers,…
Voice of Develop customer Field data
External customers customers requirements
• Who buy the product
Past and future customers

• Buy from the competitor
• Switched from your Market
product to competitor analysis

QFD Methodology
Field data
Internal
customers
• Warranty data
External • Field support
Develop customer • Repair/maintenance
customers
requirements • Customer complaints
Past and future
customers
Market
analysis

QFD Methodology
Internal
customers
External Develop customer Field data

customers requirements
Past and future
customers
Market analysis
• Questionnaires; Mail, Telephone, ..
• Product clinic: People come and use the product
• Focus group: Groups of 8-12 with facilitator to obtain attributes
• Personal observations: Customers observed while using product
• Individual interview
• Listening in dealerships
• Marketing surveys,

QFD Methodology
Demonstration case:
You are going on a week-long hiking trip. All your equipment must
be carried out on your back. You need a stove to cook meals in the
wilderness where no fires are allowed. What do you need and want
in that stove? What will excite you?

QFD Methodology

Demonstration case: You are going on a week-long hiking trip. All your
equipment must be carried out on your back. You need a stove to cook
meals in the wireless where no fires are allowed. What do you need and
want in that stove? What will excite you?
• Very compact
• Weight little
• Lights easily
• Very stable
• Operates quickly
• Heats quickly
• No repairs needed
• Can simmer
• Burns long with less weight
• Fuel tanks are refillable
• Gas is readily available

QFD Methodology

Demonstration case : You are going on a week-long hiking trip. All your
equipment must be carried out on your back. You need a stove to cook
meals in the wireless where no fires are allowed. What do you need and
want in that stove? What will excite you?
• Very compact
• Weight little
• Lights easily: It can be automatic ignition system to delight
customers
• Very stable
• Operates quickly
• Heats quickly
• No repairs needed
• Can simmer
• Burns long with less weight
• Fuel tanks are refillable
• Gas is readily available

QFD Methodology
Customer requirements
Very compact
Weight little
Lights easily
Very stable
Operates quickly What
Heats quickly
No repairs needed
Can simmer
Burns long with less weight
Fuel tanks are refillable
Gas is readily available

QFD Methodology
Interactions
Voice of
Engineers
Competitive
analysis
What
(customer Relationships
requirements)
Technical
competitive
assessment

QFD Methodology
Step 2: Competitive analysis

• Prioritize the customer requirements
• How important is this need for a customer?
• How well our company meet this need?
• How well do competitors do?
• Define target
• Define special emphasis
• Weight the customer requirements
Benchmarking: PMBOK Guide (6th Ed) Part 1, Sec. 5.2.2.2

QFD Methodology

A rating approach:
• 5: I must have this, I expect it and I would switch brands to get it
• 4: it would be nice to have it, I might switch brands to get it
• 3: I am apathetic about it, it really does not influence my buying
decision at the same of level 5 or 4

QFD Methodology

Customer requirements Importance

Very compact 3
Weight little 5
Lights easily 4
Very stable 3
Operates quickly 4
Heats quickly 4
No repairs needed 5
Can simmer 5
Burns long with less weight 5
Fuel tanks are refillable 4
Gas is readily available 3

QFD Methodology C: Competitor
A rating approach:
• 5: fully meets my needs, exceeds expectations in some cases
• 3: satisfactory, not expectational or a problem or concern
• 1: Unsatisfactory and causes aggravation. A major problem.

Customer requirements Importance Customer Evaluation

US C1 C2
Very compact 3 3 3 5
Weight little 5 3 3 4
Lights easily 4 5 2 3
Very stable 3 3 5 3
Operates quickly 4 4 1 4
Heats quickly 4 3 5 3
No repairs needed 5 5 3 4
Can simmer 5 3 1 5
Burns long with less weight 5 2 4 3
Fuel tanks are refillable 4 1 5 5
Gas is readily available 3 3 5 3

QFD Methodology SP=Sales Point

▪ Prioritize the customer requirements
▪ Define a target for each requirement
• Scale 1-5: low to high
• Target is the level of improvement that the company would like
to have after the new product is introduced
Ratio of improvement: Target/US

QFD Methodology I: Importance
Step 2: Competitive analysis CE: Customer
▪ Define a target for each requirement Evaluation
Customer requirement I CE
Target
Ratio
US C1 C2
Very compact 3 3 3 5 3 1
𝟒
Weight little 5 3 3 4 4 1.3
𝟑
Lights easily 4 5 2 3 5 1
Very stable 3 3 5 3 3 1
Operates quickly 4 4 1 4 4 1
Heats quickly 4 3 5 3 3 1
No repairs needed 5 5 3 4 5 1
Can simmer 5 3 1 5 5 1.7
Burns long with less weight 5 2 4 3 4 2
Fuel tanks are refillable 4 1 5 5 5 5
Gas is readily available 3 3 5 3 3 1

▪ Prioritize the customer requirements Evaluation
▪ Define special emphasis
• Sales point
• None: 1
• Possible 1.2
• Strong: 1.5

• Special emphasis: Sales point Evaluation
• None: 1, Possible 1.2, Strong: 1.5
Customer requirement I CE
Target
Sales
Ratio
point
US C1 C2
Very compact 3 3 3 5 3 1 1
Weight little 5 3 3 4 4 1.3 1.5
Lights easily 4 5 2 3 5 1 1.5
Very stable 3 3 5 3 3 1 1
Operates quickly 4 4 1 4 4 1 1.2
Heats quickly 4 3 5 3 3 1 1
No repairs needed 5 5 3 4 5 1 1
Can simmer 5 3 1 5 5 1.7 1.2
Burns long with less weight 5 2 4 3 4 2 1.5
Fuel tanks are refillable 4 1 5 5 5 5 1
Gas is readily available 3 3 5 3 3 1 1

▪ Prioritize the customer requirements
▪ Define Special emphasis
▪ Weigh the requirement
Weight: Ratio ☓ Importance ☓ Sales Point

• Weighting the requirement
Example calculation: 5×1.3×1.5=9.8
Weight
Target
Ratio
CE
SP
Customer requirement I US C1 C2
Very compact 3 3 3 5 3 1 1 3
Weight little 5 3 3 4 4 1.3 1.5 9.8
Lights easily 4 5 2 3 5 1 1.5 6
Very stable 3 3 5 3 3 1 1 3
Operates quickly 4 4 1 4 4 1 1.2 4.8
Heats quickly 4 3 5 3 3 1 1 4
No repairs needed 5 5 3 4 5 1 1 5
Can simmer 5 3 1 5 5 1.7 1.2 10.2
Burns long with less weight 5 2 4 3 4 2 1.5 15
Fuel tanks are refillable 4 1 5 5 5 5 1 20
Gas is readily available 3 3 5 3 3 1 1 3


Step 3: Voice of the Engineer
• Translation of subjective customer requirement to
technical/engineering performance measures; engineering
parameters
• At least one engineering parameter should be defined for each
customer requirement
• Number of engineering parameters should not be too many; less
than 30

Demonstration case
Technical parameters
• Volume in cubic centimetres
• Weight in ounces
• Time to light the stove in still air at 40F
• Noise level in decibels
• Average boiling time of water at 70F in covered pot, in still air at sea
level
• Fuel capacity
• Burning time of fuel in container at maximum flame
• Quarts of water boiled per point of fuel
• Number of refills possible per container
• Number of outlasts intentionally available that sell the fuel

QFD Methodology
Weight
Target
CE
Ratio
SP
Customer requirement I US C1 C2
Very compact 3 3 3 5 3 1 1 3
Weight little 5 3 3 4 4 1.3 1.5 9.8
Lights easily 4 5 2 3 5 1 1.5 6
Very stable 3 3 5 3 3 1 1 3
Operates quickly 4 4 1 4 4 1 1.2 4.8
Heats quickly 4 3 5 3 3 1 1 4
No repairs needed 5 5 3 4 5 1 1 5
Can simmer 5 3 1 5 5 1.7 1.2 10.2
Burns long with less weight 5 2 4 3 4 2 1.5 15
Fuel tanks are refillable 4 1 5 5 5 5 1 20
Gas is readily available 3 3 5 3 3 1 1 3

QFD Methodology
Step 4: Relationships
▪ The effect of technical requirement on customer requirement satisfaction
▪ Strong
▪ Moderate
▪ Weak
▪ No relationship: blank
▪ All customer requirements and technical requirements should have at
least one symbol (preferably a strong/moderate)

QFD Methodology
▪ Demonstration case
▪ No technical requirement was related to the ‘can simmer’
▪ New parameter is defined
▪ Maximum boiling time with the minimum flame

QFD Methodology

QFD Methodology
Step 5: Technical comparison
▪ Validation of the defined relationships with test data
▪ Comparing technical parameters with competitors
Technical parameter Importance=σ𝒓=𝑹

𝒓=𝟏 𝑰𝒓 × 𝑺𝒓𝒕
R: total number of customer requirements

𝐼𝑟 : importance weight of the rth customer requirement
r: customer requirement
𝑆𝑟𝑡 :the strength of the relationship between the technical
parameter and 𝐼𝑟
▪ Define the importance of technical parameters

▪ Defining targets for technical parameters

QFD Methodology
• Demonstration case
• Volume importance: 9×3+3×9.8+1×15=71
71 96 59 43 81 133 178 135 180 27 92

QFD Methodology
▪ Validation of the defined relationships with test data
▪ Comparing technical parameters with competitors
▪ Define the importance of technical parameters
▪ Defining targets for technical parameters
▪ Customer Importance Ratings
▪ Number of Complaints
▪ Customer Competitive Evaluation
▪ Strength of Relationships

QFD Methodology
▪ Demonstration example

5
4
3
2 Comparing technical
1 parameters with competitors
US 3 3 5 4 5 5 5 5 1 3 1
C1 4 3 1 1 4 4 3 3 5 5 3
C2 2 3 3 4 5 2 3 3 5 5 5
Importance of 71 96 59 43 81 133 178 135 180 27 92
technical
300 minutes
Use existing
3 refills then
distribution
2 seconds
5 decibels
3 minutes
6 minutes
targets for technical

44 quarts
per tank
2.0 pins
discard
3200cc
parameters
9 oz
parameters

QFD Methodology
Step 6: Interactions
▪ Analysis of the technical trade-off
▪ This correlation is shown in the roof of the house of quality
▪ If one technical feature is improved
▪ If there is a strong possibility that another also improve, then there
is a strong positive correlation between these two technical
parameters.
▪ If there is a possibility that another also improve, then there is a
positive correlation between these two technical parameters.
▪ If there is a strong possibility that another gets worse, then there is
a strong negative correlation between these two technical
parameters.
▪ If there is a strong possibility that another gets worse, then there is
a strong negative correlation between these two technical
parameters.
▪ If it is not impacted; there is no correlation. Blank

QFD Methodology
Step 6: Interactions
Demonstration example

QFD Methodology
Customer
Information
Section
Technical
Information
Section
QFD Methodology
• Identifying Priority Items in the Product Planning Matrix

– Two important questions:
1. How do we use this information to improve customer
satisfaction?
2. Where can we best use the limited resources?

QFD Methodology
Analyse and Choose Priority Items

▪ Check the matrix
1. Blank rows and blank columns
2. Customer/Technical assessment conflicts
3. Technical requirements with large # of relationships with negative
correlation
4. Find the interaction between important customer requirements,
important technical parameters, and their correlation
• E.g. One technical requirement may improve one customer
requirement but worsen another important customer requirement

The Role of RP in Product Development
Rapid
prototyping

What is a Prototype
“A prototype is a representation of the product along one

or more dimensions of interest”
The dimensions of interest:
•The function of the product - Functional Prototype
•The visual appearance of the product -Visual Prototype

Types of Prototype
•The nature of the prototype:

•Physical Prototype:
▪ A tangible object that can be seen and handle
▪ Can be used for experiments to test the
function, or/and visual appearance
•Analytical Prototype:
▪ A non-tangible representation of the product,
▪ A simulation model, a 3-D video image or
CAD model, or a mathematical model for
engineering analysis

The Purpose of Prototypes
1) Learning Tool
• To analyse:
• Functionality :“will it work?”,
• Capability/Feasibility: “can we make it?”
• Desirability: “what does the customer
think?”
2) Communication Tool
•Explanation and discussion of alternatives
•Demonstration to management, team
members, external partners or customers.

The Purpose of Prototypes
3) Integration Tool
•To test the interaction of components or subassemblies in terms of function and fit
4) Time Management tool

•Define milestones: Prototypes are used to demonstrate the stages of development or
the level of functionality (usually defined as project milestones) to top management.

3D Printing Principles as a prototyping technology
Printed
Object

Analytical prototype: Digital twin
• Digital replica of a physical object/process
• Early design models can be employed later in the production to stand as or be part
of a bigger digital twin

Questions?
GSOE9820 Engineering Project Management, By S. Abdoli, 2021

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Week 3

• GSOE9820 Engineering Project Management

GSOE9820 Engineering Project Management, By S. Abdoli, 2021

PMBOK Guide (6th Ed) Part 1, Sec. 5.3.2.5

Conceptual design Engineering Design methodologies(Tomiyama et al., 2009)

Guild the design process not produce solutions

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 2

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 3

Design as a decision making process

Design Assessment Re-design

Objectives; Requirements &

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 4

QFD, Design of Process

SPC (Statistical process

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 5

• Methodology for market driven design and development for product

• Structured process to translate the customer requirements to

• A visual communication platform for integrated thinking in a cross-

• ‘Market-in’ approach instead of ‘Product-out’ approach

PMBOK Guide (6th Ed) Part 1, Sec. 5.2.2.6

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 6

• Constructs series of matrices to propagate critical customer requirements

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 7

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 8

• Six basic steps to build House of Quality

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 9

Step 1: Customer requirements

Customer requirements ≡ f 𝐷𝑉𝑂𝐶 , 𝐷𝐹 , 𝐷𝑀𝐴

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 10

Step 1: Customer requirements

External Field data

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 11

Step 1: Customer requirements

Past and future customers

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 12

Step 1: Customer requirements

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 13

Step 1: Customer requirements

External Develop customer Field data

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 14

Step 1: Customer requirements

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 15

Step 1: Customer requirements

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 16

Step 1: Customer requirements

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 17

Step 1: Customer requirements

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 18

Step 1: Customer requirements

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 19

Step 2: Competitive analysis

Benchmarking: PMBOK Guide (6th Ed) Part 1, Sec. 5.2.2.2

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 20

Step 2: Competitive analysis

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 21

Step 2: Competitive analysis

Customer requirements Importance

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 22

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 23

Customer requirements Importance Customer Evaluation

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 24

GSOE9820 Engineering Project Management, By S. Abdoli, 2021 25

Ratio of improvement: Target/US