Design for Quality Flashcards
What are the four pleasures in products and how are they defined?
Physio-pleasure: Pleasures via the five human sensory channels
Socio-pleasure: Pleasures via relationships with others
Psycho-pleasures: Pleasure from mental and emotional reaction. E.g colour effect
Ideo-pleasures: Pleasure from tastes, values and aspirations. E.g being environmentally friendly
What are some pros and cons of Quality Function Deployment (QFD)?
Pros:
*Better communication of cross-functional teamwork
*Lower project and product cost
*Better product design
*Increased customer satisfaction
Cons:
*More effective for developing incremental products as opposed to new products
*QFD does not shorten time–to-market
*Rather burdensome due to big matrices
What does Arrow’s impossibility theorem imply?
It implies that by trying to satisfy all customer needs, we might end up satisfying none of them
What is the Analytic Hierarchy Process (AHP) and why is it important?
AHP provides a ratio-scale importance rating.
In the House of Quality, which are the two central attributes?
Customer attributes and Engineering characteristics, i.e whats (DQ) and hows (QC)
What are the three rating scales and examples?
- Nominal (Your house number)
- Ordinal (Your rank in your class)
- Interval (Celsius temperature)
What are the two most common QFD scales?
Importance rating scale and relationship matrix scale
How do you design a Kano-questionnaire?
You ask a question on functional form, i.e If I can choose my seat when booking, how would you feel? and also a question on dyfunctional form, i.e If I can not choose my seat when booking, how would you feel?
How can you illustrate the results of a Kano-survey?
In the form of a satisfaction-dissatisfaction diagram, i.e S-DS diagram. The S and DS values are calculated through separate formulas for EACH attribute by using the percentage of each quality
What are the three attributes that need to be understood of customers?
Needs, motivations and preferences
What are three factors that can be causes of tension in companies?
- Large companies vs self-organised
- Privacy vs openess (integrity vs transparence)
- Autonomy vs relatedness (freedom vs guidelines)
Define shape (design) vs fit (marketing) and what the complication of it is.
Companies need to balance shape and fit to ensure both fitting the short term of the market and the long term. While marketing is focused on short term needs and assume the market to be set in stone, design is focused on the long term needs and assume that the market can be shaped
What are the three practices of resourceful sensemaking and how are they explained?
- Exposing - Addressing aspects as interaction practices. Focus on the appreciation of the others perspective rather than creating a shared language and practice
- Co-opting - Reframing own insights in the language of others
- Repurposing - Deploying the very practice of the other function
What are the five elements of Design thinking?
- Focusing on people and their needs
- Open to reframing the problem
- Driven by experimentation
- Visible & tangible
- Performed by diverse teams with multiple perspectives
What are the two spaces of Design thinking as a process?
Problem space and solution space
What are the eight steps of Design thinking as a process?
- Complex issues
- Explore/ emphathize
- Find patterns/ define
- REFRAMED PROBLEM
- Ideate
- Prototype
- Test
- POTENTIAL SOLUTION
What are some techniques of Design thinking?
- Persona (A relatable character)
- Journey maps
- Role plays
In Design thinking, what is a tool for pattern finding?
Affinity diagrams
How do the terms Point of View (POV) and How Might We (HMW) relate to design thinking?
Finding a point of view (POV) is about creating a more accurate problem statement that highlights what should be solved/improved. From the Point of View we then need to create a How Might We (HMW)
In Discrete Choice Models, what are some of the dimensions of choice?
- Timeframe: Short-/long-term
- Frequency
- Complexity
- Consequences
What are the two main purposes of modelling choices?
- Understanding current behaviours e.g why does someone choose a certain alternative and how important is quality, price?
- Predicting future behaviour e.g what will happen if the price changes?
What are the four key principles of Discrete Choice Models (DCM)?
- Decision context: What the choice is about and in which setting the choice is made?
- Decision maker: The entity that makes the choice
- Choice set: What is there that can be chosen?
- Decision rule: Representation of choice process - why do people choose a specific product in a given setting?
What are the three steps of a choice process?
- Observe choices
- Identify factors that influence the choices
- Estimate a quantitative relationship i.e given a set of variables, how do they effect the outcome?
What are the two different types of data and what do they represent?
- Revealed preference data - data on actual choices
- Stated preference data - data on hypothetical choice scenarios, experiment based (e.g surveys)
What are the pros and cons of Revealed preference vs stated preference data?
*Revealed preference
Pros: Contains real choices, the choice settings are realistic
Cons: Difficult to access, cannot study choices that do not exist (e.g new products)
*Stated preference
Pros: Useful for new product design and pricing. Includes information on choice situation and encourages trade-off behaviour (what is more important?)
Cons: Some attributes might e overlooked but matter in real life. It is also easier to say that I’ll pay more since I am not really paying and also it is hard to feel what is stated
What are the two categories of choice modelling and what do they imply?
- Non-compensatory decision making, “Elimination by aspects”. Implies ranking attributes, finding an alternative that meets a criterion and iterative until there is only one alternative left
- Compensatory decision making. Implies weighing the positive and negative attributes of the considered alternatives in a way that allows for positive attributes to compensate for the negative ones
What does the utility theory imply?
Utility represents the appeal of an alternative, i.e the higher the utility, the more likely it is that it will be chosen. Due to rational behaviour users will chose the alternative with the highest utility
What are the two elements that make up the utility value?
Systematic + random utility
What does the random utility represent?
*Unobserved attributes
*Unobserved taste variation
*Measurement errors
*Limited information on availability
*Non-linearities
*Most people do not use utility
maximisation
If you capture the error mean in utility theory, what do you get?
The Alternative Specific Constant (ASC) /delta
What is the purpose of Design of Experiments (DoE)?
To study the cause-and-effect, i.e how does the variable x influence the variable y?
What are the two approaches to DoE? (study types)
*Observational studies: Analysing the associations between the x and y through the collection of data
*Interventional studies: Analysing what happens to y if we change x through experiments
The main difference is that interventional studies manipulate the dependent variable
What are the six parts of the P-diagram?
Signal (In)
Process (Transformation)
Response (Out) + Error(Out)
Noise factors
Control factors
In DoE, what is important to consider when choosing the order of runs?
It is important to randomise the order to prevent order bias
What are the three fundamental principles for factorial effects (DoE)?
*Effect sparsity principle: The number of relatively important effects in a factorial experiment is small
*Effect hierarchy principle: Lower order effects are more likely to be important than higher order effects
*Effect hereditary principle: In order for a interaction to be significant, at least one of its parent should be significant
What are the three economic games that can be used to assess behaviour?
- Ultimatum game (One gives, the other accepts or declines)
- Dictator game (One gives, the other cannot decide)
- Public goods game
In DCM, what is an outlier?
An outlier is a data point that clearly deviates from the trend, often indicating a respondent choosing randomly
