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Integration of Kano's Model Into QFD for Multiple Product Design

Integration of Kano's Model Into QFD for Multiple Product Design. 指導教授：童 超 塵 老師 作者： Yesim Sireli, Paul Kauffmann, and Erol Ozan 出處： IEEE Transactions on Engineering Management, Vol. 54, No. 2, (2007), P.380-390 主講人：陳 建 旻. Outline. Introduction QFD Kano’s Model

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Integration of Kano's Model Into QFD for Multiple Product Design

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  1. Integration of Kano's Model Into QFD for Multiple Product Design 指導教授：童 超 塵 老師 作者：Yesim Sireli, Paul Kauffmann, and Erol Ozan 出處：IEEE Transactions on Engineering Management, Vol. 54, No. 2, (2007), P.380-390 主講人：陳 建 旻

  2. Outline • Introduction • QFD • Kano’s Model • Proposed integration approach • Demonstration of the proposed methodology on a NASA problem • Conclusion

  3. 1. Introduction Kano’s model has a unique way of identifying CRs in more detail by assigning different categories to different requirements, and can provide more accurate “voice of the customer (VOC)” as an input to QFD analysis. Literature lacks a technique that incorporates these two models specifically focusing on simultaneous product design.

  4. 2. QFD In some applications, the house of quality may include negativeimpacts in a scale containing -9, -3 and -1 for a “strong negative impact,” “moderate negative impact,” and “weak negative impact,” respectively.

  5. QFD and Kano’s Model The impact of Kano categories on customer satisfaction is not represented quantitatively in the QFD analysis. In some QFD applications weights are assigned to each CR based on Kano classifications, but the selection of these weights is quite subjective.

  6. 3. Kano’s Model (O) (A) (M) • Indifferent Requirements (I) • Reverse Requirements (R) • Questionable Requirements (Q)

  7. 4. Proposed integration approach The absolute importance values of CRs are calculated by using two terms: impact on customer satisfaction (Si) and impact on customer dissatisfaction (Di).

  8. 4. Proposed integration approach Improve Matzler and Hinterhuber’s approach (1998) Proposed integration approach (2007)

  9. Review of Matzler and Hinterhuber’s Integration Approach • Prepare the Kano questionnaire and survey customers. • Analyze survey inputs and identify Kano categories for CRs. • Calculate the Si and Di. • Identify the DRs and the CR-DRs relationship ratings based on a ±2-±1-0 scale. • Identify DRs priorities.

  10. Multiple Product Design Methodology Created in this Research • It uses a 9-3-1-0 scoring system to make strong DRs impacts on CRs visible, and does not use negative impacts to simplify QFD implementation. • This research employs a statistical significance test to label CRs with more reliable Kano categories.

  11. This study selects the highest one as the absolute importance value of each CR

  12. Statistical Significance Test This study uses a statistical significance test to measure the extent of difference between two closely ranked categories, when a and b are the frequencies of the two most frequent observations and N is the total number of responses, the null hypothesis is defined as H0:a-b=0, and the alternative hypothesis as H1:a-b>0. Therefore, if fail to rejectH0

  13. Definition of Multiple Products

  14. Depending on different business strategies, this multiple product design approach can be used for the following two motivations. • Developing a product family that needs to be released to the market simultaneously. • Designing product generations with features improving over time.

  15. Proposed Integration Methodology Step: • Prepare the Kano questionnaire and survey customers. • Analyze survey inputs and identify Kano categories for CRs. • Test statistical significance of the Kano categories. • Calculate the Si and Di. • Define multiple products simultaneously based on CRs with statistically significant Kano categories from the previous step. • Calculate the relative importance values for CRs. • Identify the DRs and enter CR-DRs relationship ratings into the house of quality by employing the 9-3-1-0 scale. • Calculate the absolute and relative importance values of each DRs.

  16. 5. Demonstration of the proposed methodology on a NASA problem NASA Aviation Safety Program (1997) Cockpit weather information system (CWIS) design

  17. Step 1-6: • A CR list for CWIS design based on the recommendations of a focus group including 6 pilots and 2 NASA aviation managers with expertise on CWIS. • Kano questionnaire (web-based survey)-605 inputs. • An evolution can be observed from the basic product to the high-end product due to increasing number and technical superiority of these features.

  18. Step 7-8: • DRs were identified based on expert opinions from 2 electrical engineers who were knowledgeable on CWIS. • The CR-DRs relationship ratings were entered into the house of quality by using the 9-3-1-0 scale.

  19. Validation 10 pilotsrated the reasonableness of each product based on a scale of 1 to 5 (1: Least reasonable, 5: Most reasonable).

  20. 6. Conclusions • This study contributes to the solution of several significant problems in customer-oriented product design in theory as well as practice. • This research proposed a methodology for designing multiple products at the same time, by integrating Kano’s model into QFD. • Quantitative integration of these two models has its own difficulties. • By following the steps of the new methodology and based on 605 survey inputs, 4 different levels of CWIS were designed simultaneously.

  21. Thanks For Your Listening！

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