Lecture 2: Understanding Customer Needs and Specifications. ME2110: CREATIVE DECISIONS AND DESIGN Prof. Cassandra Telenko Summer 2015

Transcription

1 Lecture 2: Understanding Customer Needs and Specifications ME2110: CREATIVE DECISIONS AND DESIGN Prof. Cassandra Telenko Summer 2015

2 Learning Objectives Identify types of customers Identify and interpret customer needs Define engineering requirements Translate customer needs to engineering requirements using a house of quality Use a house of quality to show relationships among customer needs and engineering requirements Create a specifications list from engineering requirements and customer needs

3 the best way to design paths is to not design them at all, but allow them to be revealed by the users Carl Myhill, GE Flicker. CogDog. Life Philosophy.

4 Stakeholders Clarify the Task problem defition (revisable, refinable, changeable) o technology-push, marketdriven, you have a topic!

5 Who is the Customer? airlines passengers flight attendants pilots ground crew TSA air traffic control FAA and many others. 5

6 Who is the Customer? You invent a faster, electric vehicle charging system 6

7 Who is the Customer? 7

8 Kano Model Relates Satisfaction and Needs Kano, Noriaki; Nobuhiku Seraku; Fumio Takahashi; Shinichi Tsuji (April 1984). "Attractive quality and must-be quality". Journal of the Japanese Society for Quality Control (in Japanese) 14 (2):

9 Customer needs are found by asking, observing, and testing Focus Groups One-on-One Interviews Lead Users Articulated Use Interviews Ethnography Empathic design Many others... Lin, J., and Seepersad, C., 2007, Empathic Lead Users: The Effects of Extraordinary User Experiences on Customer Needs Analysis and Product Rede- sign, ASME DETC Design Theory and Methodology Conference, Las Vegas, NV, ASME, New York, Paper No. DETC

10 Be careful when interpreting customer needs If I had asked my customers what they wanted they would have said a faster horse. Henry Ford 13

11 Converging: Asking How Narrows Your Options Faster horse Responsive Few rests Resilient Agile H o w Training Good genes

12 Diverging: Asking Why Opens Possibilities Feel powerful See more in less time Do more in less time Machines WHY? germanhistorydocs.ghi-dc.org/

13 Customer needs are specific, positive, and solution-neutral (ish) MIT OpenCourseWare: Thomas A. Roemer 16

14 Customer needs are specific, positive, and solution-neutral (ish) Specific Wheelchair Needs o o o Safe: stays upright, stays still on hills, robutst to electrical signals, robust to environmental contaminants Easy to use: usable by movement impaired, simple controls, easy to access from bed or chair Cost: inexpensive, cost suggests high quality

15 Ex. Page Turner Question Customer Statement Interpreted Need Importance Typical uses Independent use by student Operable by person with disabilities (must) 4 Likes Portable, Mobile Auditory sound provided when page is turned Adjustable stand for different book sizes Portable Signals when performing desired actions Adjusts to different book sizes (good) 3 Dislikes Used so much that we wore it out Heavy Need consistent page turning Lightweight Repairable by staff Easily replaceable parts Predictable page turning Low failure rate Long mean time between failures (500) (good) 3 (good) 3 (must) 4 (must) 4 (should) 2 Suggested Improvements Build in delay to handle multiple button pushes Be able to turn newspaper pages Be able to turn scrapbook pages Multiple students can share Turns variety of page types Accounts for accidental, repeat button pushes Operable by multiple persons (should) 2 (good) 3 (must) 4 18

16 Engineering Requirements and Specifications Translate Voice of the Customer to Technology

17 House of Quality (1) LEFT Weighted Customer Needs (6) TOP Conflicts & Synergies (3) CEILING Metrics (measuring customer need fulfillment) (4) CENTER Metrics vs. Customer Needs (relationships) (2) RIGHT Customer Perceptions (of products & concepts) (5) BOTTOM Metric Targets (engineering specification targets) 20

18 House of Quality Coordinate efforts towards goods customers WANT. Focus on quality and customer needs across the design process and across corporate boundaries. Guide design priorities based on customer needs and competitive benchmarking. Over 70% of US companies use QFD (Ford, Xerox, Toyota ) Many credit HOQ/QFD with increasing customer satisfaction HOQ Images from: Hauser, J.R., and D. Clausing, The House of Quality, Harvard Business Review, May/June 1988, pp

19 HOQ is Part of Quality Function Deployment HOQ Images from: Hauser, J.R., and D. Clausing, The House of Quality, Harvard Business Review, May/June 1988, pp

20 Customer Needs Engineering Specifications, via HOQ Customer Needs Customer desires (qualitative) Not tied to product/concept Example: portable HOQ Engineering Requirements and Specifications Product performance (quantitative) ~Not tied to product solutions TESTABLE NOT A TEST Specification is a: Metric with Target Value & units mass < 0.1 kg volume < 250 cm 3 Revised throughout design

21 Metrics are powerful; they lead you to solutions 480/Homework/W12/ME480HWTw osols.html

22 Metrics are powerful; they lead you to solutions

23 Needs-Requirements Matrix Customer Requirements (Explicit and Implicit) Direction of Improvement Engineering Requirements operable by person with disabilities Portable/Mobile Signals when performing desired actions lightweight repairable by staff easily replaceable parts predictable page turning low failure rate safely handles variety of reading materials tolerance of user-initated motions grip force required of operator total mass carrying dimensions auditory volume of signals match signals with user generated action intensity of visual signals number of assembly and disassembly orie error in aligning parts # specialty components # tools needed to repair granularity of page turning control error rate in page turning rate of wear of components adjustable range of dimensions force on the page 26

24 Specification Sheet Requirement Target Value Resp. Test Source Geometry Range of book heights 3-12 in Donnell Measurements; book sample studies Range of book thicknesses in Donnell Measurements; book sample studies Forces Range of book widths 5-10 in Donnell Measurements; book sample studies Shear force on the page < 40g/m 2 Telenko calculation; book sample studies Book study [1] Book study [1] Book study [1] TAPPI Newspa per [2] 27

25 Refer to Standards Organizations The Technological Association of the Pulp and Paper Industry (TAPPI) Lifting loads heavier than about 50 pounds will increase the risk of injury. Occupational Safety and Health Administration (OSHA) actors/materials/heavy.html National Institute for Occupational Safety and Health (NIOSH) 28

26 Refer to Standards Organizations Talk to the Librarian for Access!! 29

27 Requirements List Checklist Pahl, G., and Beitz, W., 1999, Engineering Design: A Systematic Approach, Springer-Verlag, London. 30

28 Conflicts Matrix (roof of HOQ) tolerance of user-initated motions grip force required of operator total mass carrying dimensions auditory volume of signals match signals with user generated actions intensity of visual signals mber of assembly and disassembly orientati error in aligning parts # specialty components # tools needed to repair granularity of page turning control error rate in page turning rate of wear of components + adjustable range of dimensions force on the page Column # tolerance of user-initated mo grip force required of operato total mass carrying dimensions auditory volume of signals match signals with user gene intensity of visual signals number of assembly and disa error in aligning parts # specialty components # tools needed to repair granularity of page turning c error rate in page turning rate of wear of components adjustable range of dimensio force on the page 31

29 Conflicting metrics are powerful; they lead you to solutions ZDnu1nth0_HRNnBQ0qPKA7dqiWhgahupfZlzDfiE3kKudKrM2JSwqbd0lra4-4oXn8V2avxw0rOkSm3Z3QW0o-Ep0w

30 Introductory Project: HW#1 Due Monday, May 18th See Website (2110.me.gatech.edu) or T-Square Seen a few examples of needs and requirements in lecture.. Need to explain your major insights in writing 33

31 Introductory Project: Problem Understanding Deliverables due in Studio next week See Website (2110.me.gatech.edu) or T-Square Seen a few examples in lecture.. Need to develop: Introduction Section Preliminary HOQ Accident Scenarios, User Error, etc. Preliminary Specification Sheet Look at specs of similar devices to get ideas of what to consider Specs of Exercise Machines for Interfacing 34