This document provides an overview of Quality Function Deployment (QFD), a methodology used to define customer requirements and translate them into engineering specifications for new product development. It discusses the 8 main steps of QFD: 1) identifying customer groups, 2) determining customer requirements, 3) prioritizing requirements, 4) evaluating competitor performance, 5) generating engineering specifications, 6) relating customer needs to specifications, 7) identifying relationships between specifications, and 8) setting target values for specifications. The overall goal of QFD is to ensure that products are designed to meet customer desires and maximize customer satisfaction.
Organizing Your First Website Usability Test - WordCamp Lancaster 2016Anthony D. Paul
You’ve built a shiny, new WordPress site. You asked your grandma and your client if they like it and they both do. However, you’re lying awake at night wondering if you’re missing something—because you know you’re not the end user. You yearn for actionable feedback.
In this talk, I’ll distill my background in usability research into a how-to framework for taking your site and conducting your first moderated usability test. I’ll cover what to look for, best practices in facilitation, tools on the cheap, and how to glean the most from a brief window of time.
The document describes a refinement of Kano's model of quality attributes. Kano's original model categorized attributes as attractive, one-dimensional, must-be, indifferent, or reverse. The refinement adds consideration of the degree of importance customers place on attributes. This divides the categories into subcategories based on high vs. low importance. For example, one-dimensional attributes are divided into high value-added and low value-added. The refinement provides more precise information for quality decisions. The document also presents an application of the refined model to categorize the attributes of air conditioners based on a customer survey.
This document discusses methods for identifying customer satisfaction attributes in products and services. It analyzes limitations of the importance performance analysis (IPA) method and Kano method, and proposes a new method called competitive analysis of the improvement gap. The proposed method was tested on attributes of pizza restaurant services in Brazil. It identified improvement opportunities, including introducing a new innovative attribute, and overcame limitations of IPA and Kano methods.
Usability testing can help bridge the gap between developers, marketers, and stakeholders. Usability testing lets the design and development teams identify problems before they are coded. The earlier issues are identified and fixed, the less expensive the fixes will be in terms of both staff time and possible impact to the schedule. Usability testing is a great way to help teams prioritize website redesign efforts. In this session, we'll talk about the main types of usability tests and why it's better to usability test before deciding on making changes to the design. By conducting tests early, your team learns what to change. You'll learn what to keep. Usability testing early makes it easier to build the requirements, define the use cases, and even create QA test scripts, because you can drive all those things right off what you saw in the research. It will likely reduce your development costs because you’ll have data to make decisions, instead of driving everything off some strong-willed individual’s opinions of what users need. Pushing your user research as early as possible in the schedule is the best way to get value from your efforts.
Slides talk about complete process of usability testing, extensively discusses usability components, phases of usability testing process and significance of designing with empathy
Elizabeth Snowdon is a senior business analyst and consultant specializing in user-centered design with over 12 years of experience. Her presentation discusses prototyping and usability testing, noting that usability testing should occur throughout the product development lifecycle to identify and address usability issues. She outlines the benefits of usability testing and prototyping, such as creating more useful, efficient and satisfying products for users. The presentation provides guidance on planning, conducting and analyzing usability tests, including determining test objectives, recruiting representative users, developing test tasks and metrics to collect.
This is an example of the type of research reports that we do. Of course, your report would be custom and answer the questions you need to make a good business decision.
Organizing Your First Website Usability Test - WordCamp Lancaster 2016Anthony D. Paul
You’ve built a shiny, new WordPress site. You asked your grandma and your client if they like it and they both do. However, you’re lying awake at night wondering if you’re missing something—because you know you’re not the end user. You yearn for actionable feedback.
In this talk, I’ll distill my background in usability research into a how-to framework for taking your site and conducting your first moderated usability test. I’ll cover what to look for, best practices in facilitation, tools on the cheap, and how to glean the most from a brief window of time.
The document describes a refinement of Kano's model of quality attributes. Kano's original model categorized attributes as attractive, one-dimensional, must-be, indifferent, or reverse. The refinement adds consideration of the degree of importance customers place on attributes. This divides the categories into subcategories based on high vs. low importance. For example, one-dimensional attributes are divided into high value-added and low value-added. The refinement provides more precise information for quality decisions. The document also presents an application of the refined model to categorize the attributes of air conditioners based on a customer survey.
This document discusses methods for identifying customer satisfaction attributes in products and services. It analyzes limitations of the importance performance analysis (IPA) method and Kano method, and proposes a new method called competitive analysis of the improvement gap. The proposed method was tested on attributes of pizza restaurant services in Brazil. It identified improvement opportunities, including introducing a new innovative attribute, and overcame limitations of IPA and Kano methods.
Usability testing can help bridge the gap between developers, marketers, and stakeholders. Usability testing lets the design and development teams identify problems before they are coded. The earlier issues are identified and fixed, the less expensive the fixes will be in terms of both staff time and possible impact to the schedule. Usability testing is a great way to help teams prioritize website redesign efforts. In this session, we'll talk about the main types of usability tests and why it's better to usability test before deciding on making changes to the design. By conducting tests early, your team learns what to change. You'll learn what to keep. Usability testing early makes it easier to build the requirements, define the use cases, and even create QA test scripts, because you can drive all those things right off what you saw in the research. It will likely reduce your development costs because you’ll have data to make decisions, instead of driving everything off some strong-willed individual’s opinions of what users need. Pushing your user research as early as possible in the schedule is the best way to get value from your efforts.
Slides talk about complete process of usability testing, extensively discusses usability components, phases of usability testing process and significance of designing with empathy
Elizabeth Snowdon is a senior business analyst and consultant specializing in user-centered design with over 12 years of experience. Her presentation discusses prototyping and usability testing, noting that usability testing should occur throughout the product development lifecycle to identify and address usability issues. She outlines the benefits of usability testing and prototyping, such as creating more useful, efficient and satisfying products for users. The presentation provides guidance on planning, conducting and analyzing usability tests, including determining test objectives, recruiting representative users, developing test tasks and metrics to collect.
This is an example of the type of research reports that we do. Of course, your report would be custom and answer the questions you need to make a good business decision.
This document summarizes key aspects of usability testing based on a literature review. It defines usability testing as evaluating a product's ease of use and learnability through observing users. Usability testing identifies problems, aims to keep users central to the design process, and replaces opinions with empirical data. The document outlines methodologies, criteria for web design, interpreting data, and reporting results. It provides examples of usability testing principles, types of tests, and goals for user-centered design.
Towards a Continuous UX Improvement Model (UX Camp DC, 01.03.2014)Jeffrey Ryan Pass
The document is a presentation about developing a continuous UX improvement model. It proposes a 10-step UX optimization lifecycle that combines elements of traditional UX and continuous improvement processes. The lifecycle includes goals analysis, requirements gathering, design, testing, implementation, metrics collection, and reporting phases that form a repeating cycle of analysis and improvement. The presentation advocates for this approach to promote evidence-based practices, reduce rework, and institutionalize continuous optimization processes.
Innovation Experiment Systems Practices (ICSOB 2015)Teemu Karvonen
The document discusses practices for moving software development companies towards continuous delivery and innovation experimentation systems. It presents findings from a case study of 5 software companies in Finland. All companies had adopted agile practices like Scrum or Kanban. 4 had continuous integration but challenges remained in continuous deployment. Benefits included faster feedback and ensuring the right features were developed. Challenges included complexity, quality risks, and changing customer expectations. The document proposes an extended Stairway to Heaven model with 20 practices across business, architecture, process and organization to help companies transition towards innovation experimentation systems.
The key customer requirements for the Max Gravity Breaker device are to separate asphalt mix within specific size and time constraints. The requirements include:
- Separating 1500g of mix within one hour or 15 minutes
- Accepting mixes with aggregate sizes between 4.75mm and 1.5 inches
- Producing separated particles smaller than the largest aggregate pieces
- Operating automatically and completing separation for under $5000
This document discusses using the BIR (Benefits, Issues, Risks) method to focus software products on consumers' needs. The BIR method involves identifying target consumers, writing out their benefits, issues, and risks, prioritizing these using MoSCoW, and then discussing how product solutions/features address consumers' must-have needs. While powerful, the BIR method requires significant team time and maintaining context. It is also subjective and does not guarantee success. Real-world examples are provided.
Live Conversation: Cut your customer interview costs by up to 90%UserTesting
Companies that use Live Conversation for customer interviews are finding out that they can achieve much more—and spend a lot less.
You'll learn:
- How to easily conduct interviews across the nation without ever leaving your office
- Cut your interview costs by up to 90%
- Reduce the time needed to schedule and recruit interviews by as much as 80%
Get more done for less money, and do it faster. In this webinar, Janelle Estes, UserTesting's VP of Solutions Consulting, will take you through the math and share real-world details on how you can calculate the savings for yourself. We’ll also share stories from customers using Live Conversation showing how it’s helping their businesses today, and give you their tips and tricks on how to get the most from the product.
The document discusses methods for evaluating paper prototypes, including inspection methods like cognitive walkthroughs and heuristic evaluations, as well as testing methods like co-discovery and Wizard of Oz testing. It emphasizes evaluating concepts like usefulness, usability, and user experience. Inspection methods involve experts inspecting the prototype, while testing methods involve real users testing the prototype. An effective evaluation protocol uses a mix of methods and focuses on the prototype's supported tasks and affordances. The overall goal is formative evaluation to identify issues preventing users from achieving their goals.
Design and Market: Customer Requirements Market SurveyNaseel Ibnu Azeez
The document discusses customer requirements and market surveys for product design and development. It defines key customer requirements like performance, quality, cost, conformance, aesthetics, and ergonomics. It also describes different types of market surveys that can be conducted, including market investigation, customer profiling, purchasing tracking, customer motivation, expectations, retention, new product concept analysis, demand, habits and uses, and product fulfilment surveys. Various methods for conducting market surveys are provided, and it is explained how market surveys can help establish a good marketing plan with relevant information.
This document is a project report submitted by Maaz Ahmad Khan to Savitribai Phule Pune University in partial fulfillment of an MBA degree. The report analyzes customer satisfaction with Kohinoor Mechanical Electrical & Engineering Works in Mumbai. It includes an introduction outlining the objectives and scope of the project, an acknowledgments section, a theoretical background on topics like the customer buying process and customer satisfaction/delight. It also provides a profile of Kohinoor Mechanical Electrical & Engineering Works and details the research methodology used in the project.
Product Edition: How we leverage UserTestingUserTesting
As Product Managers, you’re responsible for delivering game-changing products that both delight customers and grow the business. It’s also critical that the product decisions you make get buy-in from key stakeholders, whether it’s from your direct team or executives. Not only that, these decisions need to be made faster than ever before.
In our first installment of the Product Edition Webinar, UserTesting's Director of Product Brian Tran will share a few ways he leverages the UserTesting platform for product discovery and validation, to make decisions quickly and confidently.
You’ll learn how to use UserTesting to:
Uncover key unmet customer needs
Understand the perceived value of your product to determine pricing
Validate and prioritize feature sets
The document discusses understanding stakeholder needs when developing requirements for a software system. It describes sources of requirements like customers and users, characteristics of different types of customers, potential problems that can be encountered, and techniques for eliciting requirements like workshops, brainstorming, use cases, interviews, and questionnaires.
Quality Function Deployment (QFD) is a technique used to understand customer needs and translate them into engineering specifications to help develop a product. QFD uses a tool called the House of Quality (HOQ) which contains information about customers, their requirements, how important each requirement is, engineering specifications to meet the requirements, and the relationships between requirements and specifications. Using QFD, Toyota was able to reduce development costs and time for new car models while improving quality.
Evaluating the customer needs identification process and finding its effects ...istiuq ahmed
Customer Needs Identification is a process to determine what customers want a product to do through gathering raw data from customers via interviews, focus groups, and observation. This data is then interpreted to organize customer needs into independent requirements. The goals are to keep products focused on customer needs and identify both explicit and latent needs. Customer needs identification affects concept selection methods by influencing external decisions, product champions, intuition-based choices, multi-voting, order-based production, prototype evaluation, market demand, standard deviation-based design, and overall company focus on factors like quality, cost and capability.
The document discusses various stakeholder analysis techniques including identifying stakeholders, stakeholder analysis, stakeholder matrix, stakeholder register, force field analysis, Kano model, affinity diagrams, critical to quality tree, and SIPOC diagram. The purpose of stakeholder analysis is to understand how a project may impact different groups, reduce resistance to change, and effectively manage expectations.
Skuuber offers a low-cost product concept testing service that surveys 500 US consumers for $2900. Their 21-page report provides diagnostic metrics like a Skuuber Score to predict retail sales potential and help with marketing, pricing, and distribution strategies. Their fast turnaround of 72 hours and standardized approach aims to improve new product success rates compared to traditional market research methods.
The document provides an overview of Quality Function Deployment (QFD), a structured methodology for incorporating customer needs into product design and development. It discusses the key aspects of QFD, including identifying customer requirements, design attributes, and their relationships. It describes the "House of Quality" diagram which maps these relationships. It also discusses how additional houses can be used to flow customer needs through different stages of development and production to ensure the customer voice is maintained.
How To Build A Mobile App - From Ideation to LaunchCarlos S. Aquino
This presentation is meant to be a 40k-Foot view of the mobile application development process. Overall this guide does not meant delve into the iOS or Android programming language instead it is a guide on how to take an idea and develop it into a mobile app.
This document summarizes key aspects of usability testing based on a literature review. It defines usability testing as evaluating a product's ease of use and learnability through observing users. Usability testing identifies problems, aims to keep users central to the design process, and replaces opinions with empirical data. The document outlines methodologies, criteria for web design, interpreting data, and reporting results. It provides examples of usability testing principles, types of tests, and goals for user-centered design.
Towards a Continuous UX Improvement Model (UX Camp DC, 01.03.2014)Jeffrey Ryan Pass
The document is a presentation about developing a continuous UX improvement model. It proposes a 10-step UX optimization lifecycle that combines elements of traditional UX and continuous improvement processes. The lifecycle includes goals analysis, requirements gathering, design, testing, implementation, metrics collection, and reporting phases that form a repeating cycle of analysis and improvement. The presentation advocates for this approach to promote evidence-based practices, reduce rework, and institutionalize continuous optimization processes.
Innovation Experiment Systems Practices (ICSOB 2015)Teemu Karvonen
The document discusses practices for moving software development companies towards continuous delivery and innovation experimentation systems. It presents findings from a case study of 5 software companies in Finland. All companies had adopted agile practices like Scrum or Kanban. 4 had continuous integration but challenges remained in continuous deployment. Benefits included faster feedback and ensuring the right features were developed. Challenges included complexity, quality risks, and changing customer expectations. The document proposes an extended Stairway to Heaven model with 20 practices across business, architecture, process and organization to help companies transition towards innovation experimentation systems.
The key customer requirements for the Max Gravity Breaker device are to separate asphalt mix within specific size and time constraints. The requirements include:
- Separating 1500g of mix within one hour or 15 minutes
- Accepting mixes with aggregate sizes between 4.75mm and 1.5 inches
- Producing separated particles smaller than the largest aggregate pieces
- Operating automatically and completing separation for under $5000
This document discusses using the BIR (Benefits, Issues, Risks) method to focus software products on consumers' needs. The BIR method involves identifying target consumers, writing out their benefits, issues, and risks, prioritizing these using MoSCoW, and then discussing how product solutions/features address consumers' must-have needs. While powerful, the BIR method requires significant team time and maintaining context. It is also subjective and does not guarantee success. Real-world examples are provided.
Live Conversation: Cut your customer interview costs by up to 90%UserTesting
Companies that use Live Conversation for customer interviews are finding out that they can achieve much more—and spend a lot less.
You'll learn:
- How to easily conduct interviews across the nation without ever leaving your office
- Cut your interview costs by up to 90%
- Reduce the time needed to schedule and recruit interviews by as much as 80%
Get more done for less money, and do it faster. In this webinar, Janelle Estes, UserTesting's VP of Solutions Consulting, will take you through the math and share real-world details on how you can calculate the savings for yourself. We’ll also share stories from customers using Live Conversation showing how it’s helping their businesses today, and give you their tips and tricks on how to get the most from the product.
The document discusses methods for evaluating paper prototypes, including inspection methods like cognitive walkthroughs and heuristic evaluations, as well as testing methods like co-discovery and Wizard of Oz testing. It emphasizes evaluating concepts like usefulness, usability, and user experience. Inspection methods involve experts inspecting the prototype, while testing methods involve real users testing the prototype. An effective evaluation protocol uses a mix of methods and focuses on the prototype's supported tasks and affordances. The overall goal is formative evaluation to identify issues preventing users from achieving their goals.
Design and Market: Customer Requirements Market SurveyNaseel Ibnu Azeez
The document discusses customer requirements and market surveys for product design and development. It defines key customer requirements like performance, quality, cost, conformance, aesthetics, and ergonomics. It also describes different types of market surveys that can be conducted, including market investigation, customer profiling, purchasing tracking, customer motivation, expectations, retention, new product concept analysis, demand, habits and uses, and product fulfilment surveys. Various methods for conducting market surveys are provided, and it is explained how market surveys can help establish a good marketing plan with relevant information.
This document is a project report submitted by Maaz Ahmad Khan to Savitribai Phule Pune University in partial fulfillment of an MBA degree. The report analyzes customer satisfaction with Kohinoor Mechanical Electrical & Engineering Works in Mumbai. It includes an introduction outlining the objectives and scope of the project, an acknowledgments section, a theoretical background on topics like the customer buying process and customer satisfaction/delight. It also provides a profile of Kohinoor Mechanical Electrical & Engineering Works and details the research methodology used in the project.
Product Edition: How we leverage UserTestingUserTesting
As Product Managers, you’re responsible for delivering game-changing products that both delight customers and grow the business. It’s also critical that the product decisions you make get buy-in from key stakeholders, whether it’s from your direct team or executives. Not only that, these decisions need to be made faster than ever before.
In our first installment of the Product Edition Webinar, UserTesting's Director of Product Brian Tran will share a few ways he leverages the UserTesting platform for product discovery and validation, to make decisions quickly and confidently.
You’ll learn how to use UserTesting to:
Uncover key unmet customer needs
Understand the perceived value of your product to determine pricing
Validate and prioritize feature sets
The document discusses understanding stakeholder needs when developing requirements for a software system. It describes sources of requirements like customers and users, characteristics of different types of customers, potential problems that can be encountered, and techniques for eliciting requirements like workshops, brainstorming, use cases, interviews, and questionnaires.
Quality Function Deployment (QFD) is a technique used to understand customer needs and translate them into engineering specifications to help develop a product. QFD uses a tool called the House of Quality (HOQ) which contains information about customers, their requirements, how important each requirement is, engineering specifications to meet the requirements, and the relationships between requirements and specifications. Using QFD, Toyota was able to reduce development costs and time for new car models while improving quality.
Evaluating the customer needs identification process and finding its effects ...istiuq ahmed
Customer Needs Identification is a process to determine what customers want a product to do through gathering raw data from customers via interviews, focus groups, and observation. This data is then interpreted to organize customer needs into independent requirements. The goals are to keep products focused on customer needs and identify both explicit and latent needs. Customer needs identification affects concept selection methods by influencing external decisions, product champions, intuition-based choices, multi-voting, order-based production, prototype evaluation, market demand, standard deviation-based design, and overall company focus on factors like quality, cost and capability.
The document discusses various stakeholder analysis techniques including identifying stakeholders, stakeholder analysis, stakeholder matrix, stakeholder register, force field analysis, Kano model, affinity diagrams, critical to quality tree, and SIPOC diagram. The purpose of stakeholder analysis is to understand how a project may impact different groups, reduce resistance to change, and effectively manage expectations.
Skuuber offers a low-cost product concept testing service that surveys 500 US consumers for $2900. Their 21-page report provides diagnostic metrics like a Skuuber Score to predict retail sales potential and help with marketing, pricing, and distribution strategies. Their fast turnaround of 72 hours and standardized approach aims to improve new product success rates compared to traditional market research methods.
The document provides an overview of Quality Function Deployment (QFD), a structured methodology for incorporating customer needs into product design and development. It discusses the key aspects of QFD, including identifying customer requirements, design attributes, and their relationships. It describes the "House of Quality" diagram which maps these relationships. It also discusses how additional houses can be used to flow customer needs through different stages of development and production to ensure the customer voice is maintained.
How To Build A Mobile App - From Ideation to LaunchCarlos S. Aquino
This presentation is meant to be a 40k-Foot view of the mobile application development process. Overall this guide does not meant delve into the iOS or Android programming language instead it is a guide on how to take an idea and develop it into a mobile app.
KI gestütztes Requirements Engineering: Praktische Insights, wie Innovatoren wie Celonis das kontinuierliche Einbeziehen von Kundenfeedback in das Agile Requirements Engineering praktizieren und damit ihre Customer Experience steigern.
Speaker: Johannes Stich, Co-Founder von Pyoneer.io
The document provides an overview of Quality Function Deployment (QFD). QFD is a structured method used to translate customer requirements into technical requirements and product characteristics throughout the development process. It uses a tool called the "House of Quality" which maps customer needs, technical requirements, and their relationships. The House of Quality allows companies to focus design and development efforts on what matters most to customers. It can result in fewer design changes, start-up problems, shorter development times and lower costs.
1. Four Product Management mindsets Deploy and balance the Explorer, Analyst, Challenger and Evangelist mindset throughout the product life cycle to avoid common pitfalls and deliver a superior solution.
2. Create context to motivate a high-performing team Practical tips and real-world examples to drive innovation, shared understanding, mitigate risks, and create energy and focus.
3.Understand your profile Evaluate your "go-to" strengths versus where you need to consciously practice, and how to recognize and balance stakeholders’ own.
4. Tools to help you Navigate challenging stakeholder relationships. Emerge with a stronger reputation as a leader when faced with conflicting business priorities, changes in direction, misaligned incentives, resource constraints, unexpected disruptions, and aggressive deadlines.
5. And many more strategies Techniques to say “no” given common stakeholder archetypes, how to diplomatically, authentically yet firmly approach keeping your priorities on track.
User Research to Validate Product Ideas WorkshopProduct School
Learn how to leverage User Research techniques to validate customer demand for new products and features before writing a line of code.
See best UX best practices, different user testing experiences (Moderated & Unmoderated) and how to analyze user flows.
Overall feedbackYou addressed most all of the assignment req.docxjacksnathalie
The document provides feedback on an assignment submitted by a student. It notes that while the student addressed most requirements, the introduction could have better identified the key areas to be covered. Additionally, only one scholarly peer-reviewed journal article was included when two were required. The feedback recommends reviewing instructions carefully and including an introduction describing coverage areas and the required number of scholarly sources in the future.
Overall feedbackYou addressed most all of the assignment req.docxhoney690131
Overall feedback:
You addressed most all of the assignment requirements. The assignment had several requirements including, but not limited to: an introduction, 3 questions, conclusion, and at least 2 scholarly references to support your claims. You did include an introduction. However, the introduction should briefly identify the key areas/sections to be covered in the paper. This helps the reader navigate through the organization of both your paper and thought process. You did address the question requirements. The assignment required at least 2 scholarly peer reviewed journal articles. Although you included several references, I only saw one scholarly peer reviewed journal article. Moving forward. Be sure to carefully review the instructions before and after you complete your final draft to ensure all requirements have been met. Second, always include an introduction which briefly describes what areas will be covered. Finally, make sure that you include the required number of scholarly peer reviewed journal articles to support your claims. If you have questions, please contact me.
be sure to fully address the question with terminology and concepts from the book to apply to the case. This demonstrates proficiency at the required tasks. For example, question 2 asked:
Question #2: Discuss your plans for developing formal job descriptions for the employees at the second shop
For this question, I was looking for your approach in terms of methods discussed in the text (interviews, observations, questionnaires, etc.) and application to the case study to show application of the concepts/theories.
As far as the scholarly peer reviewed journal articles, this is an essential part of supporting your claims at the graduate level of writing. The assignment required 2 scholarly peer reviewed journal articles. I only saw one? The purpose of this requirement is to ensure that you are supporting your claims with contemporary research within the management/business discipline. Second, this also gives credit to the author's ideas. While I do not point out every error or missing item on your paper, I focus on those areas/content that are required and can be improved. Moving forward, be sure to fully address each question with terminology from the text/material, as well as provide examples to demonstrate the ability to apply the concepts to the case study. I look forward to receiving your next paper. Second, be sure to include the required number of current (within past 5 years) scholarly peer reviewed journal articles to support your paper.
.
Performance Management
Third Edition
Herman Aguinis
Kelley School of Business
Indiana University
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto
Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Credits and acknowledgments borrowed from other sources and reproduced, with per.
1) The document provides an overview of a webinar on conducting discrete choice conjoint analysis projects using SurveyAnalytics software.
2) It discusses key aspects of setting up a conjoint analysis study such as defining attributes and levels, sample size considerations, and best practices for survey design.
3) The webinar demonstrates how to interpret conjoint analysis outputs including relative importance scores and market simulations.
This document discusses various market analysis tools used in new product development (NPD). It describes tools for idea generation, product optimization, marketing mix optimization, and market prediction. Specific tools covered include brainstorming, the Delphi technique, focus groups, user observation, conjoint analysis, concept testing, prototyping, and diffusion models. The document provides details on how each tool is used, its process, advantages, and disadvantages to help product developers select the right tools for analyzing markets and predicting new product success.
1. Understanding Customer
Requirements
Principles of Design
Zahed Siddique
Assistant Professor
School of Aerospace and Mechanical Engineering
University Of Oklahoma
zsiddique@ou.edu
University of Oklahoma AME 4163
2. Need to focus
Moving in the wrong direction at a fast pace
is still moving in the wrong direction.
Right
W r ong
University of Oklahoma AME 4163
3. Information on QFD….
Developed in Japan in the mid 1970s
Introduced in USA in the late 1980s
Toyota was able to reduce 60% of cost to
bring a new car model to market
Toyota decreased 1/3 of its development
time
Used in cross functional teams
Companies feel it increased customer
satisfaction
University of Oklahoma AME 4163
4. Why….?
Product should be designed to reflect
customers’ desires and tastes.
House of Quality is a kind of a conceptual map
that provides the means for interfunctional
planning and communications
To understand what customers mean by quality
and how to achieve it from an engineering
perspective.
HQ is a tool to focus the product development
process
University of Oklahoma AME 4163
6. Important points
Should be employed at the beginning of every project
(original or redesign)
Customer requirements should be translated into
measurable design targets
It can be applied to the entire problem or any
subproblem
First worry about what needs to be designed then
how
It takes time to complete
University of Oklahoma AME 4163
7. Components of
House of Quality
Customer
Evaluation
Units
Whats
Who vs.
Whats
This Product
How Muches
Targets
This Product
Who
Hows vs
Hows
Hows
Whats vs
Hows
Now
Now vs
What
Hows vs
How
Muches
University of Oklahoma AME 4163
8. Extensions to House
of Quality
Customer
Evaluation
Weighted Importance
Importance %
Units
This Product
Targets
Technical Difficulty
This Product
Useful Data
Target
Ratio of Improvement
University of Oklahoma AME 4163
9. Step 1: Who are the
customers?
To “Listen to the voice of the customer”
first need to identify the customer
In most cases there are more than one
customer
consumer
regulatory agencies
manufacturing
marketing/Sales
Customer
Evaluation
Units
Targets
Customers drive the
development of the product,
not the designer
University of Oklahoma AME 4163
This Product
This Product
Who
Whats
Who vs.
Whats
Hows vs
Hows
Hows
Whats vs
Hows
Now
Now vs
What
How Muches
Hows vs
How
Muches
Customers drive the
development of the product,
not the designer
10. Step 2: Determine the
customers’ requirements
Need to determine what is to be
designed
Consumer
product works as it should
lasts a long time
is easy to maintain
looks attractive
incorporated latest technology
has many features
Customer
Evaluation
Units
Whats
This Product
How Muches
Targets
Now
This Product
Who
Who vs.
Whats
Hows vs
Hows
Hows
Whats vs
Hows
Now vs
What
Hows vs
How
Muches
List all the
demanded qualities
at the same level of
abstraction
University of Oklahoma AME 4163
11. Step 2: cont...
Manufacturing
easy to produce
uses available resources
uses standard components and methods
minimum waste
Marketing/Sales
Meets customer requirements
Easy to package, store, and transport
is suitable for display
University of Oklahoma AME 4163
12. Kano Model
Customer Satisfaction
Basic Quality: These requirements are
not usually mentioned by customers.
These are mentioned only when they are
Excitement
absent from the product.
Absent
Performance Quality: provides an
Satisfiers
increase in satisfaction as performance
improves
Excitement Quality or “wow requirements”: are often
unspoken, possibly because we are seldom asked to
express our dreams. Creation of some excitement features
in a design differentiates the product from competition.
Delighted
Performance
implemented
Basic
Fully
+
-
Disgusted
University of Oklahoma AME 4163
13. Types of customer
requirements
Functional requirements describe the product’s
desired behavior
Human factors
Physical requirements
Reliability
Life-cycle concerns
Resource concerns
Manufacturing requirements
University of Oklahoma AME 4163
14. How to determine the
Whats?
Customer survey (have to formulate the
questions very carefully)
If redesign, observe customers using existing
products
Combine both or one of the approaches with
designer knowledge/experience to determine
“the customers’ voice”
University of Oklahoma AME 4163
15. Affinity Diagram
Provides structure for verbal data by
creating natural clusters or groups
Ensures that the list of demanded
qualities are complete and expressed at
the same level of detail
University of Oklahoma AME 4163
16. Constructing Affinity Diagram
Set a brainstorming session to list all possible requirements
Record each element of the list on small cards
Place all cards on a table randomly
Silent mode
Spend time reading all demanded qualities
Start at the same time, once everyone is ready - everyone quickly
and without thought find two demanded qualities that have
something in common
If you find a demanded quality is not where you think it belongs,
move it. If it is moved again, make a duplicate and talk about it
later.
The process continues until all demanded qualities are in a group.
University of Oklahoma AME 4163
17. Constructing Affinity Diagram
Discussion Mode
Begin discussion after group composition for the demanded
qualities becomes stable
First review the demanded qualities that seemed to have more
than one home
Select a descriptive name for the groups. Group names must also
be demanded qualities, but at a higher level of abstraction
Look at each group and judge if all elements are at the same level
of abstraction
Check each group by asking “If this is the name of the group, what
elements should be included but are missing?”
Next test for missing groups.
Check with the types of customer requirements list
University of Oklahoma AME 4163
18. Step 3: Determine Relative Importance
of the Requirements: Who vs. What
Need to evaluate the importance of
each of the customer’s requirements.
Generate weighing factor for each
requirement by rank ordering or other
methods
Customer
Evaluation
Units
Who vs.
Whats
How This Muches
Product
Targets
This Product
Who
Whats
Hows vs
Hows
Hows
Whats vs
Hows
Now
Now vs
What
Hows vs
How
Muches
University of Oklahoma AME 4163
19. Rank Ordering
Order the identified customer requirements
Assign “1” to the requirement with the lowest priority
and then increase as the requirements have higher
priority.
Sum all the numbers
The normalized weight
Rank/Sum
The percent weight is: Rank*100/Sum
University of Oklahoma AME 4163
20. Step 4: Identify and Evaluate the Competition:
How satisfied is the customer now?
The goal is to determine how the customer perceives the
competition’s ability to meet each of the requirements
it creates an awareness of what already exists
it reveals opportunities to improve on what already exists
The design:
1. does not meet the requirement at all
2. meets the requirement slightly
3. meets the requirement somewhat
4. meets the requirement mostly
5. fulfills the requirement completely
Customer
Evaluation
Units
Who vs.
Whats
How This Muches
Product
Targets
This Product
Who
Whats
Hows vs
Hows
Hows
Whats vs
Hows
Now
Now vs
What
Hows vs
How
Muches
University of Oklahoma AME 4163
21. Step 5: Generate Engineering
Specifications: How will the customers’
requirements be met?
The goal is to develop a set of engineering
specifications from the customers’ requirements.
Restatement of the design problem and customer requirements in
terms of parameters that can be measured.
Each customer requirement
should have at least one
engineering parameter.
Customer
Evaluation
Units
Who vs.
Whats
How This Muches
Product
Targets
This Product
Who
Whats
Hows vs
Hows
Hows
Whats vs
Hows
Now
Now vs
What
Hows vs
How
Muches
University of Oklahoma AME 4163
22. Step 6: Relate Customers’ requirements
to Engineering Specifications: Hows
measure Whats?
This is the center portion of the house. Each cell
represents how an engineering parameter relates to
a customers’ requirements.
Customer
Evaluation
Units
Who vs.
Whats
How This Muches
Product
Targets
This Product
Who
Whats
Hows vs
Hows
Hows
Whats vs
Hows
Now
Now vs
What
Hows vs
How
Muches
9 = Strong Relationship
3 = Medium Relationship
1 = Weak Relationship
Blank = No Relationship at all
University of Oklahoma AME 4163
23. Step 7: Identify Relationships Between
Engineering Requirements: How are the
Hows Dependent on each other?
Engineering specifications maybe
dependent on each other.
Customer
Evaluation
Units
Who vs.
Whats
How This Muches
Product
Targets
This Product
Who
Whats
Hows vs
Hows
Hows
Whats vs
Hows
Now
Now vs
What
Hows vs
How
Muches
9 = Strong Relationship
3 = Medium Relationship
1 = Weak Relationship
-1 = Weak Negative Relationship
-3 = Medium Negative Relationship
-9 = Strong Negative Relationship
Blank = No Relationship at all
University of Oklahoma AME 4163
24. Step 8: Set Engineering Targets:
How much is good enough?
Determine target value for each
engineering requirement.
Evaluate competition products to
engineering requirements
Look at set customer targets
Use the above two information to
set targets
Customer
Evaluation
Units
Who vs.
Whats
How This Muches
Product
Targets
This Product
Targets
Who
Whats
Hows vs
Hows
Hows
Whats vs
Hows
Now
Now vs
What
Hows vs
How
Muches
University of Oklahoma AME 4163
25. Relationships Among
Engineering Characteristics
Identifying performance measure conflicts
Engineering Characteristics
Record Performance measures for each customer
Relative Importance
demanded quality
Record customer performance ratings for your
Customer Similar product Attributes
and competitors’ products
Customer
Evaluation
Customer
Evaluation
Importance for each demanded quality needs
Relationship between demanded customer qualities and
The first step is to list all the demanded qualities at the same
to be determined
Technical benchmarking
Engineering Performance
level of abstraction
Units
Technical Difficulty associated with achieving
Targets/improvements and importance of
Setting Technical Targets
technical characteristics
Determining
Targets
Important
Characteristics Technical Difficulty
Engineering
Influence
Customer
Qualities
Objective
Measures
Targets
Importance
University of Oklahoma AME 4163
26. Components of
House of Quality Customer
Evaluation
Weighted Importance
Importance %
Units
Whats
Who vs.
Whats
This Product
How Muches
Targets
This Product
Who
Hows vs
Hows
Hows
Whats vs
Hows
Now
Now vs
What
Hows vs
How
Muches
Rank
Technical Difficulty
Selected
Addition to the
House of Quality
presented in text
book
University of Oklahoma AME 4163
27. Creating the
Requirement List
Contents of Requirement List
Specify if the individual items are demands or wishes in the
clearest possible terms
Tabulate Quantitative and Qualitative aspects
Collect further information
If possible rank wishes as being of major, medium or minor
importance
Living document
Arrange the requirements in clear order
Define the main objective and the main characteristics
Split into identifiable groups
Enter the Requirement list on standard forms and circulate
Examine Objections
University of Oklahoma AME 4163
28. Requirement List
for
Requirements list
Project, product
User
Changes DW
Identification
Classification
Page
Requirements Responsible
Date of Change
Specify wether item is D or W
Design Group Resposible
Objective or property with qualitative and quantitative data
Replaces Issues of:
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29. Name 1
Name 2
Name 3 Requirement
List Example
Use information from House
of Quality as an starting point
for creating the requirement
list.
Need to identify requirements
for the product that are basic
and necessary but are not
specified by the customers.
University of Oklahoma AME 4163
30. Example House of Quality
Design a device to toast breads
and other similar types of food
University of Oklahoma AME 4163