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Learn how to identify customer needs for various types of design projects, including product variation, improvement, and development. Explore methods such as surveys, focus groups, and benchmarking to gather relevant information and create customer-centric designs.
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Chapter 2 Need Identification and Problem Definition
Types of Design Projects • Variation of existing product • Improvement in existing product • Development of a new product for a low-volume production run • Development of a new product for mass production • One of a kind design
Wheelwright-Clark model for product development process go-no-go Ship 1-2 months Screen2 Screen1 many ideas for new products and processes are considered
Identifying Customer Needs who are my customers? What does the customer want How can I provide it Customer is one that purchases a product or service Types of customers-External and Internal
Gathering Informations from Customers • Interviews with customers • Focus Groups • Customer surveys • Customer complaints
Constructing a Survey Instrument • Determine the survey purpose • Determine the type of data collection method to be used • Identify what specific information is needed • Design the questions- attitute question, knowledge question, behavior question • Arrange the order of questions • Protest the survey • Administer the survey
Evaluate customer needs • It is important to divide customer needs into two groups: hard constraints that absolutely be satisfied (musts) and softer needs that can be traded off against other customer needs (wants). Customer needs can best be identified from focus group surveys or from the higher ranking items in the written survey. See Figure 2.3 page 64.
Benchmarking • Benchmarking is a method for measuring a company’s operations against the best companies both inside and outside of the industry. Benchmarking can be used for product comparisons in the design and manufacturing of products, in service functions such as delivery and warranty isues, or in business areas like order entry, billing, financing and repair.
Benchmarking Steps • Select the product, process, or functional area of the company that is to be benchmarked. • Identify the key performance matrics that will be measured and used for comparison. • Identify the best-in-class companies for with the in-house equivalent using the performance matricseach product or process to be benchmarked. • Compare the best-in-class products and processes. • Specify programs and actions to meet and exceed the competition.
Reverse Engineering is a process similar to but more narrow than benchmarking.Reverse Engineering involves dismantling of a product to determine its technology and how it is made, with the purpose of replication. The tear-down of a product is often part of benchmarking, but without the intent of copying the design.Benchmarking is not a one-time effort. It is the first step in a process of continuous improvement.
Customer Requirements • Physiological needs- thirst, hunger, sex ,sleep, shelter, and excercise • Safety and security- protection against danger, deprivation, and threat • Social Needs for love and esteem by others. these needs include belonging to groups, group identity, and social acceptance. • Psychological needs- for self-esteem and self-respect and for accomplishment and recognition. • Self-fulfillment needs - for the realization of one’s full potential through self-development, creativity, and self-expression. AS each need in this hierarchy is satisfied, the emphasis is shift to the next higher need.
Within each basic need there is a hierarchy of problem situations
As the type I problem situation s are solved we move to the solution of higher level problems
Customer requirements should be chatacterized as to: • Performance- deals with what design should be when it is completed and in operation • Time- reduce the cycle time to market for new products • Cost- pertains to all monetary aspects of the design. Everything else being roughly equal, cost determines most customer’s buying decision. • Quality-totality features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.
Valueis the worth of a product or service. function providedValue=----------------------------- costquality provided=-----------------------cost
Garvin identified the eight basic dimensions of quality for a manufactured product • Performance • Features • Reliability • Durability • Servicability • Conformance • Aesthetics • Perceived quality- reputation
Four levels of customer requirement • Expecters- These are the basic attributes that one would expect to see the product, i.e., standard features. Expecters are frequently easy to measure and are used often in benchmarking. • Spokens- These are the specific features that customers say they want in the product. Because the customer defines the product in terms of these attributes, the designer must be willing to provide them to satisfy the customer. • Unspoken-These are product attributes the customer does not generally talk about, but are nevertheless important to him or her. They cannot be ignored. They may be attributes the customer simply forget to mention or was unwilling to talk about or simply does not realize he or she want. It takes great skill on the part of the design team to identify the unspoken requirement. • Exciters-These are product features that make the product unique and distinguish it from the competition.
Expecters must be satisfied first because they are the basic characteristics that a product is expected to posses.Spokens give greater satisfaction because they go beyond the basic level and respond to specific customer desires. Unspokens are an elusive category, while true exciters will serve to make a product unique.
