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Product Planning

Product Planning. Chapter 7. Product Protocol. Product protocol is the product definition Used for technical development Guide document for ultimate product Twelve major elements in product protocol Kahn text pp. 110-111 Example Kahn text pp. 112-113. Engineering-Related Themes.

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Product Planning

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  1. Product Planning Chapter 7

  2. Product Protocol • Product protocol is the product definition • Used for technical development • Guide document for ultimate product • Twelve major elements in product protocol • Kahn text pp. 110-111 • Example Kahn text pp. 112-113

  3. Engineering-Related Themes • Design for Excellence (DFX) • Defined by Bralla in Kahn p. 113 • Maximize desirable characteristics • Minimize lifetime costs, including manufacturing • Key elements described Kahn text pp. 114-115

  4. Major DFX Themes • Function and perform in manner intended • Protect consumers and society from harm • Inherent quality • Reliable • Designed for manufacturing efficiency • Designed for minimal environmental impact • Ease of repair • User ergonomics considered • Appealing to consumers and users • Accessories are carefully considered • Development speed is crucial

  5. TQM • Total Quality Management program • Stresses that quality should be inherent in the product rather than tested for at end of production process • TQM guidelines in Kahn pp. 115-116

  6. Automated Systems to Help • CAD – computer aided design • CAM – computer aided manufacturing • CAE – computer aided engineering

  7. New Processes to Help • QFD – Quality function deployment • Used with DFX • Started in Japanese shipyards in 1960’s • Links customer specs with tech specs • Four major stages • Level 1 (House of Quality) – links customer needs to tech specs • Level 2 – links parts specs to technical specs • Level 3 – links manufacturing process to parts specs • Level 4 – links process specs to manufacturing process

  8. Merger of VOE and VOC • VOE – Voice of the Engineer • House of Quality matrix columns • VOC – Voice of the Customer • Primary research • House of Quality matrix rows • Think of the candy bar development exercise

  9. TIPS and Kano • TIPS – Theory of Innovative Problem Solving • Originated in Russia • Helps resolve engineering conflicts • Kano – Japanese engineer • Proposed in 1980’s • Assumed (basic) features, expected features, and delighting features

  10. Product Use Testing • Alpha testing – in-house testing with employees • Competitors don’t gain information • Less embarrassing when it breaks • Beta testing – limited customer sites • Insight about how it works • Competitors might gain some insights also • Gamma testing – long term testing • Pharma industry is typical

  11. Structuring a Product Use Test • Crawford’s five testing dimensions • Test objectives • What do you want to learn • Test group characteristics • Who are the testers and where will they test • Product usage considerations • Product form considerations • Measurement and analysis considerations

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