This three-day, hands-on workshop presents the QFD methodology, provides practical tips on how to effectively conduct QFD product planning, and uses a series of exercises involving actual product hardware to develop a practical understanding of how to use QFD to capture the voice of the customer (VOC), perform competitive analysis, develop a product strategy, and derive product requirements.
This workshop is conducted onsite for individual clients and customized to the nature of the client’s products and markets (e.g., B2B, B2C, etc.). It can be customized to conduct QFD planning on one of the client’s actual development projects.
1. INTRODUCTION
- Product Planning and Voice of the Customer
- QFD Introduction
- Basic QFD – The Four Phases
2. VOICE OF THE CUSTOMER – INPUT TO QFD PLANNING
- First Step: Define the Target Market and Your Customers
- Exercises: Market Definition and Product Positioning for a New Pocket Calculator
- Kano Model and Types of Customer Requirements (Spoken and Unspoken)
- The Importance of Capturing the Voice of the Customer (VOC)
- Methods for Capturing VOC
- Market Research – Primary and Secondary Research
- Surveys and Effective Ways to Ask Questions
- Exercise – Developing a Survey to Gather Customer Needs for a Pocket Calculator
- Customer Interviews – Methods to Plan and Conduct Effective Interviews
- Exercise – Developing an Interview Guide and conducting Interviews to Gather Customer Needs for a Pocket Calculator
- Focus Groups – Advantages, Disadvantages, and Guidelines to Conduct a Focus Group
- Observation – Ethnography, Contectual Inquiry, Empathic Design
- Exercise – Observing the Use of a Pocket Calculator to Identify Unstated Needs
- Creating Effective Statements of Customer Needs
- Organizing Customer Needs with Affinity Diagramming
- Creating a Customer Needs Data Dictionary to Fully Define the Need
3. PRODUCT PLANNING (HOUSE OF QUALITY)
- Development of the Product Planning Matrix Based on Voice of the Customer
- Customer Needs and Priorities
- Competitive Assessment & Product Strategy
- QFD Exercise 1: Organizing Customer Needs, Evaluating the Competition and Developing a Product Strategy (Team Development of a New Pocket Calculator Product )
- Guidelines for Developing Technical Characteristics or Product Requirements
- QFD Exercise 2: Developing Technical Characteristics for the New Product & Establishing Relationships with Customer Needs
- Performing the Technical Evaluation and Setting Preliminary Target Values
- QFD Exercise 3: Performing a Technical Evaluation (Product Benchmarking with Competitive Calculators)
- Identifying and Addressing Interactions
- Technical Difficulty and Program Risks
- Exercise 4: Considering Interactions, Risks, Importance Ratings, & Other Factors for Development
- Steps to Finalize Product Planning
- Exercise 5: Analyzing the Product Planning Matrix and Establishing Target Values
- Creating and Overall Requirements of Specifications Document from the Product Planning Matrix
- Identify Other Basic Functions – Function Analysis
4. CONCEPT DEVELOPMENT
- Concept Development
- Concept Evaluation and Selection – Concept Selection Matrix
- Concept Synthesis
- Case Study – Concept Development and Selection
- Exercise 6: Develop & Select Product Concept
4. SUBSYSTEM/PART DEPLOYMENT
- The Flow of Product Development Activities and Preparation of the Deployment Matrix
- Exercise 7: Deploy Design Requirements (Time Permitting)
- Determining Critical Assembly/Part Characteristics
- Exercise 8: Determine Critical Part Characteristics, Relationships, Importance Ratings & Target Values Time Permitting
5. PROCESS & PRODUCTION PLANNING
- Deploy Selected Part Characteristics
- Evaluate & Select Process Approach
- Determine Process Relationships & Critical Process Parameters
- Establish Quality Control and Process Control Parameters
6. QFD FRAMEWORK AND PROCESS
- QFD and the Product Development Process
- Planning a QFD Project
- Avoiding Pitfalls with QFD
- Summary and Questions and Answers