Design for Quality

Question 1

Describe the five different roles of customer according to Lengnick-Hall,

Where in the QFD can the different roles be utilized?

Answer 1

Customer as:
- Resource, utilize customers knowledge, wealth, contacts et.c.
(provides input for the left side of the house (requirements))
Example: Most common situation is when customers provide information/wealth. E.g use students to improve courses in school.

• Co-producer, Can the customer help us in development? Assambly?
  (can be a part of the QFD team, which facilitates identification of areas where customers can do active work)
  Example: The customer is involved in the production from input to output. E.g healthcare: pregnant woman can get training in advance. Create value together.
  Tools: Observation, customer contact
• User, How is the product used
  (one important way to gain knowledge of customer
  requirements (input to QFD) is to observe actual customers using the product to gain insights on implicit needs)
  Example: The gap between the expectations and actual experience. Determining customer satisfaction in this way. Reach out with information to customers.
  Tools: observations
• Product, How can the owner change as a result of using our product/Service
  Example: School (learning), healthcare etc.
  Tools:
• Buyer, What is important at the point of Purchase?
  Example: Converting potential customers to actual customers.
  Branding (Apple)
  Tools: Marketing surveys, marketing strategies

Question 2

Provide an overall description of Quality Function Deployment (QFD) including a definition and an explanation of the key steps in a QFD process.

Answer 2

Definition: Translation of customer needs to product/process requirements, taking into consideration the competitors.

Usage:
House of quality → Parts deployment → Process planning→ Production planning

Cross-functional team….

Question 3

What is the difference between direct and indirect methods when collecting customer needs?

Answer 3

Direct methods address needs that the customer is aware of and that can be discovered through direct questions addressed to the customer (Quantitative tools, e.g. surveys )

Indirect methods are meant to collect needs that the customer is not aware of and that cannot be discovered through direct questions addressed to the customer ( Qualitative tools, e.g Behavior studies)

Question 4

Name a couple of tools for gathering direct and indirect needs

Answer 4

Direct Methods
• Interviews
• Focus groups
• Customer complaints
• Questionnaires, surveys

Indirect Methods
• Observations in Gemba
• Experiments

Question 5

Which are the four steps of QFD

Answer 5

House of quality → Parts deployment → Process planning→ Production planning

Alternative view:
Market analysis → Examination of competitors → Identification of key factors→ Translation of key factors into product/process
characteristics

Question 6

Describe the different “qualities” that can be evaluated using the Kano-model

Answer 6

• Necessary qualities, deal breakers
• Reverse qualities, stuff the customers don’t want
• Attractive qualities, stuff the customer didn’t know he wanted
• Expected quality, stuff the customer will grade in comparison to competing offers
• Indifferent qualities, Stuff the customer don’t care about

Question 7

Name the two axis in the Kano-model

Answer 7

• Customer satisfaction (Vertical)

- Degree of achievement ( Horizontal)

Question 8

What is Pughs matrix used for?

Answer 8

Concept generation, selection and dismissal in a repetitive cycle where good aspects of a bad concept can be added to good concepts.

(visualize a funnel, aka Tratt))

Question 9

Explain the “House of Quality” ( including some benefits and drawbacks)

Answer 9

Function of HoQ:
Aids in determining how a product is living up to customer needs

Translation process:
The breakdown of charachteristics help us identify strengths, weaknesses, areas of improvment, Inter- relationship between different components.

Part of QFD…

The benefits of house of quality include:
- Provide a collaborative team environment

• Increase focus and attention on
  customer requirements and design characteristics
• Provide a consistent approach for analyzing and prioritizing customer requirements against design characteristics
• Save cost and time by identifying and prioritizing design characteristics
• Provide an approach for effectively determining and defining design characteristics

Question 10

Draw the House of cards

Answer 10

1 Customer requirements and priority ranking

2 Current design benchmark and competitor analysis against customer requirements

3 Design characteristics intended to deliver the customer requirements

4 Strength of relationship between customer requirements and design characteristics

5 Paired correlation between each design characteristic

6 Design characteristic scores, current design benchmark and competitor analysis against design characteristics, and design targets

Conceptual Drawing:
https://vgpblog.wordpress.com/2015/08/16/generating-value-by-using-house-of-quality-quality-function-deployment/