customer needs & product specifications
TRANSCRIPT
-
8/12/2019 Customer Needs & Product Specifications
1/61
Fall2005- ENGR 3200U 1
Customer Needs & Product Specifications
-
8/12/2019 Customer Needs & Product Specifications
2/61
Fall2005- ENGR 3200U 2
Product Planning Process
Planning
Planning ConceptDevelopment
ConceptDevelopment
System-LevelDesign
System-LevelDesign
DetailDesign
DetailDesign
Testing andRefinement
Testing andRefinement
ProductionRamp-Up
ProductionRamp-Up
Four Phases of Design Progress
The product planning phase precedes the Design process.
-
8/12/2019 Customer Needs & Product Specifications
3/61
Fall2005- ENGR 3200U 3
Xerox Lakes Project Example
Xerox Document
Centre 265
Xerox Cooperation is a global Enterprise offering a wide range of
documents related products. Its mission is being a leader in the globaldocument market. Technological innovation in a rapid changing market is
their key element in competitive strategy. Lakes is a project in Xerox that
resulted a product called Centre 265.
-
8/12/2019 Customer Needs & Product Specifications
4/61
Fall2005- ENGR 3200U 4
Product Planning Process
Product plan identifies the portfolio of products to be developed by the
organization and the timing of their entering to the market.
Main output of Product Planning Process is Mission Statement
-
8/12/2019 Customer Needs & Product Specifications
5/61
Fall2005- ENGR 3200U 5
Four Types of Product Planning
Process
1996 1997 1998 1999 2000
Hodaka
Lakes
H-Net
L-Net
Astro
595 6010 392 393
NewPlatforms
Derivatives
Improvements
Fundamentally New
Legend
Project
ProductRelease
-
8/12/2019 Customer Needs & Product Specifications
6/61
Fall2005- ENGR 3200U 6
Five Steps of Product Planning
Process
Evaluate and
Prioritize
Projects
Allocate
Resources and
Plan TimingPortfolio
of
Projects
Multiple Projects
Complete
Pre-Project
PlanningProduct
Plan
Mission
Statements
Product
Development
Process
Identify
Opportunities
To develop a product plan and a project mission statement a five steps
process is suggested:
1- Identify Opportunities
2- Evaluate and prioritize projects3-Allocate resources and plan timing
4-Complete Pre-project planning
5- Reflect on the results and the process
-
8/12/2019 Customer Needs & Product Specifications
7/61
Fall2005- ENGR 3200U 7
Five Steps of Product Planning
Process
Step 1: Identify Opportunities
Ideas may come from several sources:
Market, sales personnel, R&D, Current Product development team,Manufacturing, Customer, Third parties such as suppliers, Inventor,
Business partner
-
8/12/2019 Customer Needs & Product Specifications
8/61
Fall2005- ENGR 3200U 8
Five Steps of Product Planning
Process
Step 2: Evaluate and Prioritize Projects
Selection between hundreds or even thousands opportunities in a year
Competitive strategy
Market segmentationTechnology Trajectories
Product platform planning
Balancing the Portfolio
-
8/12/2019 Customer Needs & Product Specifications
9/61
Fall2005- ENGR 3200U 9
1998 19991997 2000
Department
Workgroup
Personal
40 ppmnetwork
$20k
30 ppm
$10k
20 ppm
$8k
40 ppm
$16k
65 ppm
$23k
55 ppm$20k
25 ppm
$9k
30 ppm
$10k
25 ppm
$10k
35 ppm
$15k
20 ppm
$7k
40 ppm
$20k
60 ppmnetwork$35k
LegendXerox
product
competitorproduct
potentialcompetitor
65 ppmnetwork
$31k
Year ofRelease
HodakaProject
LakesProject Lakes
Extensions
HodakaProject
LakesProject Lakes
Extensions
MarketSegment
Market Segment Map
Xerox B&W digital products and competitors in three marketsegments. Key performance dimensions are pages per minute,
networking capacity and price
-
8/12/2019 Customer Needs & Product Specifications
10/61
Fall2005- ENGR 3200U 10
Technology trajectories (S-Curves)
Light-LensTechnology
DigitalTechnology
Time
Co
pierPerf
ormance
-
8/12/2019 Customer Needs & Product Specifications
11/61
Fall2005- ENGR 3200U 11
Technology RoadmapFunctional Elements
Photo-receptor
ScannerLayout
TonerType
OutputModes
UserInterface
CylindricalDrum
2D CCD Arrayw/Optical Reduc.
Keypad
3-Pitch BeltPhotoreceptor
Full-Width, Linear Arraywithout Optical Reduction
Touch Screen, Remote PC
Color: Paper, Fax, Scan,Local Network, Internet
Document
Centre220, 230
Document
Centre240, 255, 265
DocumentCentre
2XX
HodakaProject
LakesProject
LakesExtensions
DocumentCentre
3XX
NextPlatform
Technologies
n-Pitch BeltPhotoreceptor
HighTemperature
Low MeltingPoint
Low Melting Point,Low Emission
Touch Screen
ImageProcessing
Automatic Image Quality
Diagnostics On-BoardDiagnostics
Remote-DialupDiagnostics
RemoteRepair
Time
1200 dpi600/1200 dpi 1800 dpi600 dpi
Monochrome: Paper, Fax, Scan,Local Network, Internet
-
8/12/2019 Customer Needs & Product Specifications
12/61
Fall2005- ENGR 3200U 12
Product platform planning
time
Platform BPlatform
Product
Development
Derivative
Product
Development
Legend
Project
ProductRelease
Research and
Technology
Development
Platform A
A Platform development project creates the structure of a
family of products. Derivative Products may be included in the
initial platform (A) of may follow thereafter (Platform B)
-
8/12/2019 Customer Needs & Product Specifications
13/61
Fall2005- ENGR 3200U 13
Balancing the Portfolio
Product-Process Change MatrixExtent of Production Process Changes
Exten
tofProduct
Changes
NewCore
Process
NextGeneration
Process
SingleDepartment
Upgrade
Tuning andIncremental
Changes
NoProcessChange
New
CoreProduct
NextGeneration
Product
Additionto Product
Family
MinorProductEnhancement
NoProduct
Change
LakesProject
Research andTechnology
Development
Breakthrough
DevelopmentProjects
PlatformDevelopment
Projects
DerivativeProduct
Development
CurrentProduct/Process
Support
Five Steps of Product Planning
-
8/12/2019 Customer Needs & Product Specifications
14/61
Fall2005- ENGR 3200U 14
Five Steps of Product Planning
Process
Step 3: Allocate Resources and Plan Timing
Project timing
Product Plan
-
8/12/2019 Customer Needs & Product Specifications
15/61
Fall2005- ENGR 3200U 15
Aggregate Resource Planning
0%
20%
40%
60%
80%
1 0 0 %
120%
140%
Year 1 Year 2 Year 3
Capac it y Ut ilizat io n
MechanicalDesign
ElectricalEngineering
ManufacturingEng
ineering
Software/Firmwar
e
IndustrialDesign
MechanicalDesign
ElectricalEngineering
ManufacturingEng
ineering
Software/Firmwar
e
IndustrialDesign
MechanicalDesign
ElectricalEngineering
ManufacturingEng
ineering
Software/Firmwar
e
IndustrialDesign
Five Steps of Product Planning
-
8/12/2019 Customer Needs & Product Specifications
16/61
Fall2005- ENGR 3200U 16
Five Steps of Product Planning
Process
Step 4: Complete Pre-Project planning
Project is approved but before substantial resources are applied
A small cross- functional team
The Lakes core team: 30 people with wide range of technologicalexpertise, marketing, Manufacturing and service functions
-
8/12/2019 Customer Needs & Product Specifications
17/61
Fall2005- ENGR 3200U 17
Mission Statement
L k P j t Mi i St t t
-
8/12/2019 Customer Needs & Product Specifications
18/61
Fall2005- ENGR 3200U 18
Lakes Project Mission StatementProduct Descript ion
Networkable, digital machine with copy, print, fax, and scan functions
Key Business Goals
Support Xerox strategy of leadership in digital office equipment
Serve as platform for all future B&W digital products and solutions
Capture 50% of digital product sales in primary market
Environmentally friendly
First product introduction 4thQ 1997
Primary Market
Office departments, mid-volume (40-65 ppm, above 42,000 avg. copies/mo.)
Secondary Markets
Quick-print market
Small satellite operations
Assumptions and Constraints
New product platform
Digital imaging technology
Compatible with CentreWare software
Input devices manufactured in Canada
Output devices manufactured in Brazil
Image processing engine manufactured in both USA and Europe
Stakeholders
Purchasers and Users
Manufacturing Operations
Service Operations
Distributors and Resellers
Five Steps of Product Planning
-
8/12/2019 Customer Needs & Product Specifications
19/61
Fall2005- ENGR 3200U 19
Five Steps of Product Planning
Process
Step 5: Reflect on the Results and Process
Asses the quality of both the process and the results
Concept Development; Front-End
-
8/12/2019 Customer Needs & Product Specifications
20/61
Fall2005- ENGR 3200U 20
Concept Development; Front End
Process
Interrelated activities ordered roughly in the front-end process
Identify customer needs
Case Study: Design of Screwdriver
-
8/12/2019 Customer Needs & Product Specifications
21/61
Fall2005- ENGR 3200U 21
Case Study: Design of Screwdriver
Existing productused to drive the
screw:
-Manual
screwdrivers
-Cordless
screwdrivers
-Screw gun-Cordless drill with
driver bit
A successful hand tool Manufacturer was exploring the growing
market for hand-held power tool. Identification of the customer needs
an adequate process.
Mission Statement: Screwdriver Project
-
8/12/2019 Customer Needs & Product Specifications
22/61
Fall2005- ENGR 3200U 22
Mission Statement: Screwdriver Project
Mission statement identifies a direction to go, but generally dont
specify a precise destination or the particular way to proceed
Five Steps of Identifying
-
8/12/2019 Customer Needs & Product Specifications
23/61
Fall2005- ENGR 3200U 23
p y g
customer needs
To Identifying customer needs a five steps process is suggested:1- Gather raw data from customer
2- Interpret the raw data in terms of customer needs
3-Organize the needs into a hierarchy of primary, secondary and (ifrequired) tertiary needs.
4- Establish a relative importance of the needs
5- Reflect on the results and the process
Five Steps of Identifying
-
8/12/2019 Customer Needs & Product Specifications
24/61
Fall2005- ENGR 3200U 24
p y g
customer needs
1- Gather raw data from customer
One to one interview (One hour)Focus groups (8 to 10 customers- $2500 each focus group)
Observing the product in use
Five Steps of Identifying
-
8/12/2019 Customer Needs & Product Specifications
25/61
Fall2005- ENGR 3200U 25
p y g
customer needs
1- Gather raw data from customer
Visual Information Example: Book Bag Design
-
8/12/2019 Customer Needs & Product Specifications
26/61
Fall2005- ENGR 3200U 26
Visual Information Example: Book Bag Design
Five Steps of Identifying
-
8/12/2019 Customer Needs & Product Specifications
27/61
Fall2005- ENGR 3200U 27
customer needs
1- Gather raw data from customerNumber of Interviews
Case studies:-90% of customer needs for picnic coolers were revealed after 30
interviews-98% of customer needs for a piece of office equipment were revealed
after 25 hours data collection in both focus groups and interviews
General rule: Between 10 to 50 interviews
Five Steps of Identifying
-
8/12/2019 Customer Needs & Product Specifications
28/61
Fall2005- ENGR 3200U 28
customer needs
1- Gather raw data from customerChoosing Customers
Five Steps of Identifying
-
8/12/2019 Customer Needs & Product Specifications
29/61
Fall2005- ENGR 3200U 29
customer needs
1- Gather raw data from customer
The Art of Eliciting customer Needs Data
Documenting Interactions with Customer (Template for the raw data)
-
8/12/2019 Customer Needs & Product Specifications
30/61
Five Steps of Identifying
t d
-
8/12/2019 Customer Needs & Product Specifications
31/61
Fall2005- ENGR 3200U 31
customer needs
2- Interpret the raw data in terms of customer needs
Five Steps of Identifying
t d
-
8/12/2019 Customer Needs & Product Specifications
32/61
Fall2005- ENGR 3200U 32
customer needs
3-Organize the needs into a hierarchy of primary, secondary and (if
required) tertiary needs.
-
8/12/2019 Customer Needs & Product Specifications
33/61
Five Steps of Identifying
customer needs
-
8/12/2019 Customer Needs & Product Specifications
34/61
Fall2005- ENGR 3200U 34
customer needs
4- Establish a relative importance of the needs
Five Steps of Identifying
customer needs
-
8/12/2019 Customer Needs & Product Specifications
35/61
Fall2005- ENGR 3200U 35
Step 5: Reflect on the Results and Process
Asses the quality of both the process and the results
customer needs
-
8/12/2019 Customer Needs & Product Specifications
36/61
Concept Development; Front-End
Process
-
8/12/2019 Customer Needs & Product Specifications
37/61
Fall2005- ENGR 3200U 37
Process
Interrelated activities ordered roughly in the front-end process
Product Specification
Case Study: Design of ScrewdriverSpecialized Bicycle components was interested in developing a new
-
8/12/2019 Customer Needs & Product Specifications
38/61
Fall2005- ENGR 3200U 38
Existing Suspension:
It is successful in the high-
performance segment of the market
racing cyclist with less concern for
cost or long term durability. The firmwished to broaden the sales of the
suspension forks and therefore was
interested in developing a productthat would provide high value for the
recreation cyclists
Specialized Bicycle components was interested in developing a new
suspension fork for the mountain bike market.
Case Study: Customer Needs for the
Suspension
-
8/12/2019 Customer Needs & Product Specifications
39/61
Fall2005- ENGR 3200U 39
Suspension
Fork
What are Specifications
-
8/12/2019 Customer Needs & Product Specifications
40/61
Fall2005- ENGR 3200U 40
Language of Customer should be translated
A specification consists of a metric and a value.
For example:
Customer Language
Easy to Install
Specification
Average time to Assemble the Fork to the Frame is Less than 75
Seconds
When are specifications established?
-
8/12/2019 Customer Needs & Product Specifications
41/61
Fall2005- ENGR 3200U 41
Interrelated activities ordered roughly in the front-end process
Product Specification
Establishing the Target Specification is a preliminary specificationLater these specifications will be refined based on the limitations of the
product concept actually selected: Set Final Specification
Four Steps of the process of Establishing
the Target Specifications
-
8/12/2019 Customer Needs & Product Specifications
42/61
Fall2005- ENGR 3200U 42
the Target Specifications
A four steps process is suggested:1- Prepare the list of metrics
2- Collect competitive benchmarking
3-Set idea and marginally acceptable target values4- Reflect on the results and the process
-
8/12/2019 Customer Needs & Product Specifications
43/61
Four Steps of the process of Establishing
the Target Specifications
-
8/12/2019 Customer Needs & Product Specifications
44/61
Fall2005- ENGR 3200U 44
g p
1- Prepare the list of metrics
The metrics should include the popular criteria.
Many customers buy products based on independently
published evaluations.Popular Science, Consumer Reports
In case of bicycle: Bicycling and mountain bike magazine
Monster test machine is used by this magazine which measure
of the vertical acceleration of the handlebars as a bicycle
equipped with the fork runs over a block 50 millimeter tall
-
8/12/2019 Customer Needs & Product Specifications
45/61
-
8/12/2019 Customer Needs & Product Specifications
46/61
Four Steps of the process of Establishingthe Target Specifications
-
8/12/2019 Customer Needs & Product Specifications
47/61
Fall2005- ENGR 3200U 47
2- Collect
competitivebenchmarking
(A room of houseof quality)
Based on the
Metrics
Four Steps of the process of Establishingthe Target Specifications
-
8/12/2019 Customer Needs & Product Specifications
48/61
Fall2005- ENGR 3200U 48
2- Collect
competitivebenchmarking
(A room of houseof quality)
Based on the
Satisfaction of
Needs
Four Steps of the process of Establishingthe Target Specifications
-
8/12/2019 Customer Needs & Product Specifications
49/61
Fall2005- ENGR 3200U 49
3-Set idea and marginally acceptable target values
At least X: the value of the brake mounting stiffness is specified to be at least 325kilonewtons/meter)
At most X: the value of the mass of suspension forl is set to be at most 1.4 kilograms)
Between X and Y: spring preload between 480 and 800 Newtons
Exactly X: ideal value for the rake offset metric is set to 38 millimeters
A Set of Discrete Values: headset diameters 1.00, 1.125 or 1.250 inches
Four Steps of the process of Establishingthe Target Specifications
-
8/12/2019 Customer Needs & Product Specifications
50/61
Fall2005- ENGR 3200U 50
Step 4: Reflect on the Results and Process
Asses the quality of both the process and the results
Five Steps of the process of Setting theFinal Specifications
-
8/12/2019 Customer Needs & Product Specifications
51/61
Fall2005- ENGR 3200U 51
As the team finalize the choice of a concept and prepares for subsequentdesign and development, the specifications are revised.
A five steps process is suggested:
1- Develop Technical models of the product2- Develop a cost model of the product
3- Refine the specifications, marking trade-offs where necessary
4-Flow down the specifications as appropriate
5- Reflect on the results and the process
Five Steps of the process of Setting theFinal Specifications
-
8/12/2019 Customer Needs & Product Specifications
52/61
Fall2005- ENGR 3200U 52
1- Develop Technical models of the productA technical model is a tool for predicting the values of the metrics for a
particular set of design decisions.
Example: Oil-damped coil spring concept suspension fork
Five Steps of the process of Setting theFinal Specifications
-
8/12/2019 Customer Needs & Product Specifications
53/61
Fall2005- ENGR 3200U 53
1- Develop Technical models of the product
Five Steps of the process of Setting theFinal Specifications
-
8/12/2019 Customer Needs & Product Specifications
54/61
Fall2005- ENGR 3200U 54
2- Develop a cost model of the product
The goal of this step is to make sure that the product can be
produced at the target cost
A simple method is a bill of material with cost estimates
Five Steps of the process of Setting theFinal Specifications
-
8/12/2019 Customer Needs & Product Specifications
55/61
Fall2005- ENGR 3200U 55
2-
Deve
lop
acos
tmo
de
lo
fthe
pro
duc
t
Five Steps of the process of Setting theFinal Specifications
-
8/12/2019 Customer Needs & Product Specifications
56/61
Fall2005- ENGR 3200U 56
3- Refine the specifications, marking trade-offs where necessary
Competitive map is the tool for this step. It is also called a trade-off map.
It is simply a scatter plot of competitive products along two dimensions
selected from the set of metrics
Five Steps of the process of Setting theFinal Specifications
-
8/12/2019 Customer Needs & Product Specifications
57/61
Fall2005- ENGR 3200U 57
3- Refine the specifications, marking trade-offs where necessary
Competitive map is the tool for this step. It is also called a trade-off map.
It is simply a scatter plot of competitive products along two dimensions
selected from the set of metrics
Regions by the marginal and ideal values are shown in the map.
Armed with technical performance model and a cost model the team can
asses it will be able to beat the trade off exhibited in the map
3 R fi th ifi ti ki t d ff h
Five Steps of the process of Setting theFinal Specifications
-
8/12/2019 Customer Needs & Product Specifications
58/61
Fall2005- ENGR 3200U 58
3- Refine the specifications, marking trade-offs where necessary
High performance suspensions (low monster score) have high manufacturing cost
3 Refine the specifications
Five Steps of the process of Setting theFinal Specifications
-
8/12/2019 Customer Needs & Product Specifications
59/61
Fall2005- ENGR 3200U 59
3- Refine the specifications,
marking trade-offs wherenecessaryThe final specifications of the
suspension fork
-
8/12/2019 Customer Needs & Product Specifications
60/61
Five Steps of the process of Setting theFinal Specifications
-
8/12/2019 Customer Needs & Product Specifications
61/61
Fall2005- ENGR 3200U 61
Step 5: Reflect on the Results and Process
Asses the quality of both the process and the results