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ES1050 – Introductory Engineering Design and Innovation Studio

ES1050 – Introductory Engineering Design and Innovation Studio. Introduction to Design Process. Customers’ Needs Product Design Specifications Prof. Paul Kurowski. 1. WHAT versus HOW. First, designers need to know WHAT the customer wants

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ES1050 – Introductory Engineering Design and Innovation Studio

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  1. ES1050 – Introductory Engineering Design and Innovation Studio Introduction to Design Process Customers’ Needs Product Design Specifications Prof. Paul Kurowski 1

  2. WHAT versus HOW • First, designers need to know WHAT the customer wants • Then, designers need to determine HOW to meet the customer requirements

  3. What the customer wants? Customer requirements: • Must be discriminatory • Must be measurable • Must be orthogonal (no overlapping of requirements) • Must be universal (applicable to all alternatives under consideration) • Must be external to problem (not impose design choices)

  4. Customer Requirements: WHAT Examples of customer requirements (BBQ lighter) : • Easy to use • Lightweight • Stylish • Reliable • Affordable • Performs a desired function (lights up a BBQ) Customer Requirements are qualitative

  5. Product Design Specifications: HOW Selected product design specifications (BBQ lighter) • Length 20 cm • Weight 0.1N • Flame length 30mm • Works 500 times on one load • 0.2N force required to release the trigger Product Design Specifications describe features and characteristics present in the product.Product Design Specifications are quantitative, must be measurable in numbers with clearly specified units.

  6. Product Design Specifications:HOW Other names for engineering design specifications include: • Engineering design specifications • Engineering requirements • Design requirements • Functional requirements • Objectives and constraints • Technical requirements • Technical specifications

  7. Product Design Specifications: How can we classify product design specifications and what is their importance in satisfying customers’ requirements? Not all customers’ requirements can be met 100%, some are mutually exclusive so a compromise must be found. How to satisfy customers?

  8. Different Perspectives of the Same Problem As marketing requested it As sales ordered it As engineering designed it As production manufactured it As plant installed it What the customer really wanted !

  9. Basic features Must be present, expected Performance features The more there is the happier the customer Excitement features Exciting, new, unexpected features Over time, excitement features become basic features Kano Diagram of Customer Satisfaction http://www.c2c-solutions.com/kano_tutorial.htm

  10. Understanding the Customer

  11. Quality Function Deployment * (QFD) is a technique developed in Japan during the mid-1970's for better understanding the design problem, in particular of customer needs. * Deployment: the distribution of forces in preparation for battle or work

  12. Quality Function Deployment (QFD) General Comments: • No matter how well the design team thinks it understands a problem, it should employ the QFD technique for all design projects, because in the process the team will learn what it doesn't know about the problem. • The customer's requirements must be translated into measurable design targets before a large amount of time and resources are invested in the design effort. • It is important to first consider what needs to be designed and, only after that is fully understood, to worry about how the design will look and work.

  13. SHRUB PROTECTOR

  14. SHRUB PROTECTOR We want to develop a new product. Something that will protect shrubs from being eaten by bunnies, groundhogs etc. We will use the QFD technique to link customer requirements with engineering specifications. We are here Products that meet our needs Design Need Paths of the Design Process

  15. SHRUB PROTECTOR 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? House owners, ……

  16. SHRUB PROTECTOR 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? Effective in protecting shrubs Easy to install Inexpensive Looks good Long lasting Adjustable to size

  17. SHRUB PROTECTOR 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? Effective in protecting shrubs 5 Looks good 2 Long lasting 1 Easy to install 4 Inexpensive 3 Adjustable to size 3 5 – very important, 4 – important 3 – somewhat important 2 - minimally important 1 – not that important

  18. SHRUB PROTECTOR 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? Size Strength of material Weight Oxidation resistance # of sections

  19. SHRUB PROTECTOR 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough?

  20. SHRUB PROTECTOR m % * N days [1] * % of modulus of elasticity of steel

  21. SHRUB PROTECTOR 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough?

  22. SHRUB PROTECTOR m % * N days [1]

  23. SHRUB PROTECTOR 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? ? (new product)

  24. SHRUB PROTECTOR The eight basic steps in the Quality Function Deployment technique are: 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? ? (new product)

  25. SHRUB PROTECTOR

  26. Summary of Steps in QFD • Identify the customers • Who are they? • Determine the customers' requirements • What do the customers want? • Determine relative importance of the requirements • Generate engineering specifications • Relate customers’ requirements to engineering specifications • Identify relationships between engineering requirements • Identify and evaluate the competition • How satisfied is the customer now? • Set engineering targets • How much is good enough?

  27. CRAMPONS

  28. CRAMPONS – STEP 1 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? People who walk on glaciers or snow fields

  29. CRAMPONS – STEP 2 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? Ability to walk on ice and hard snow Ability to climb on ice but no “hard core” climbing Lightweight Easy to attach Stays on firmly Easy to detach Snow won’t stick Use with “normal” boots

  30. CRAMPONS – STEP 3 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? Ability to walk on ice and hard snow 5 Ability to climb on ice but no “hard core” climbing 2 Lightweight 3 Easy to attach 3 Stays on firmly 5 Easy to detach 2 Snow won’t stick 4 Use with “normal” boots any size 5 5 – very important, 4 – important 3 – somewhat important 2 - minimally important 1 – not that important

  31. CRAMPONS – STEP 3 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? Walk on ice, snow 5 Easy climb 2 Lightweight 3 Easy to attach 3 5 Stays on firmly Easy to detach 5 Snow won’t stick 4 Normal boots 5 3 Low maintenance Customer requirements and their relative importance 1 - 5

  32. CRAMPONS – STEP 4 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough?

  33. CRAMPONS – STEP 4 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? Engineering specifications # of spikes front. # of spikes rear. Force to dislodge Material Finish Material no stick plates Time to attach Time to detach # of straps Walk on ice, snow 5 Easy climb 2 Lightweight 3 Easy to attach 3 5 Stays on firmly Easy to detach 5 Snow won’t stick 4 Customer requirements and their relative importance Scale 1 - 5 Normal boots 5 3 Low maintenance Notes: Material is material density as % of steel Material of no stick plates is coefficient of friction with snow Days: # of days in salt spray to first sign of corrosion

  34. CRAMPONS – STEP 5 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough?

  35. CRAMPONS – STEP 5 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? # of spikes front. # of spikes rear. Force to dislodge Material Finish Material no stick plates Time to attach Time to detach # of straps Walk on ice, snow 5 Easy climb 2 7 Relations between customer requirements and engineering specifications Scale 1 – 9 1 – week relation 9 – very strong relation Lightweight 3 9 9 Easy to attach 5 7 7 3 9 5 Stays on firmly Easy to detach 5 5 7 7 Snow won’t stick 4 9 Normal boots 7 5 3 9 Low maintenance Relative importance of engineering specifications 363 27 41 27 ABSOLUTE IMPORTANCE 120 56 56 36 33% 15% 15% 9% 7% 11% 7% RELATIVE IMPORTANCE days UNITS % s s N

  36. CRAMPONS – STEP 6 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough?

  37. CRAMPONS – STEP 6 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? Relations between engineering specifications Scale 1 - 5 5 3 # of spikes front. # of spikes rear. Force to dislodge Material Finish Material no stick plates Time to attach Time to detach # of straps Walk on ice, snow 5 Easy climb 2 7 Lightweight 3 9 9 Easy to attach 5 7 7 3 9 5 Stays on firmly Easy to detach 5 5 7 7 Snow won’t stick 4 9 Normal boots 7 5 3 9 Low maintenance 363 27 41 27 ABSOLUTE IMPORTANCE 120 56 56 36 33% 15% 15% 9% 7% 11% 7% RELATIVE IMPORTANCE days UNITS % s s N

  38. CRAMPONS – STEP 7 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough?

  39. CRAMPONS – STEP 7 A 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? B http://www.mec.ca/

  40. CRAMPONS – STEP 7 Competition evaluated Scale 1 - 5 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? 5 3 # of spikes front. # of spikes rear. Force to dislodge Material Finish Material no stick plates Mass Price A B Time to attach Time to detach # of straps 5 3 Walk on ice, snow 5 Easy climb 2 7 2 1 2 5 Lightweight 3 9 9 2 2 Easy to attach 5 7 7 3 9 4 3 5 Stays on firmly 2 2 Easy to detach 5 5 7 7 3 5 Snow won’t stick 4 9 1 1 Normal boots 7 5 5 3 3 9 Low maintenance Competition rated 363 27 41 27 ABSOLUTE IMPORTANCE 120 56 56 36 33% 15% 15% 9% 7% 11% 7% RELATIVE IMPORTANCE g $ days 103 97 UNITS % s s N 30 820 A 5 10 141 4 1 1500 15 10 0.05 B 10 4 30 4 2 25 2500 0.05 25 750 118

  41. CRAMPONS – STEP 8 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough?

  42. CRAMPONS – STEP 8 1. Identify the customers: Who are they? 2. Determine the customers' requirements: What do the customers want? 3. Determine relative importance of the requirements: Who versus what 4. Generate engineering specifications: How will the customers' requirements be met? 5. Relate customers , requirements to engineering specifications: Hows measure whats? 6. Identify relationships between engineering requirements: How are the "hows" dependent on each other? 7. Identify and evaluate the competition: How satisfied is the customer now? 8. Set engineering targets: How much is good enough? 5 3 # of spikes front. # of spikes rear. Force to dislodge Material Finish Material no stick plates Price A B Time to attach Time to detach # of straps 5 3 Walk on ice, snow 5 Easy climb 2 7 2 1 2 5 Lightweight 3 9 9 2 2 Easy to attach 5 7 7 3 9 4 3 5 Stays on firmly 2 2 Easy to detach 5 5 7 7 3 5 Snow won’t stick 4 9 1 1 Normal boots 7 5 5 3 3 9 Low maintenance 363 27 41 27 ABSOLUTE IMPORTANCE 120 56 56 36 33% 15% 15% 9% 7% 11% 7% RELATIVE IMPORTANCE g $ days days 103 97 UNITS UNITS % % s s s s N N Our engineering targets 30 820 A 5 10 141 4 4 1500 15 10 0.05 B 10 4 30 4 2 25 2500 0.05 25 750 118 OUR TARGETS 0.05 130 15 2500 750 30 10 6 2 3 15

  43. CRAMPONS – STEP 8 Engineering targets (Design Specifications)

  44. DESIGN INFLUENCE ON PRODUCT COST 100 % of product cost committed 80 60 40 20 0 Time Specification Development Conceptual Design Detailed Product Design Having completed the design specification phase we have already committed 40% of product cost!

  45. QFD Chart also called HOUSE OF QUALITY 1. Identify customers: Who are they? CORRELATION MATRIX ENGINEERING REQUIREMENTS WHO? RELATIONSHIP MATRIX CUSTOMER REQUIREMENTS IMPORTANCE COMPETITION TARGETS

  46. QFD Chart also called HOUSE OF QUALITY 2. Determine customers’ requirements: What do customers need and want? CORRELATION MATRIX ENGINEERING REQUIREMENTS WHO? RELATIONSHIP MATRIX CUSTOMER REQUIREMENTS IMPORTANCE COMPETITION TARGETS

  47. QFD Chart also called HOUSE OF QUALITY 3. Determine the relative importance of customers’ requirements. CORRELATION MATRIX ENGINEERING REQUIREMENTS WHO? RELATIONSHIP MATRIX CUSTOMER REQUIREMENTS IMPORTANCE COMPETITION TARGETS

  48. QFD Chart also called HOUSE OF QUALITY 4. Generate engineering requirements (PDS): How will the customers’ requirements be met? CORRELATION MATRIX ENGINEERING REQUIREMENTS WHO? RELATIONSHIP MATRIX CUSTOMER REQUIREMENTS IMPORTANCE COMPETITION TARGETS

  49. QFD Chart also called HOUSE OF QUALITY 5. Relate customers’ requirements to engineering requirements CORRELATION MATRIX ENGINEERING REQUIREMENTS WHO? RELATIONSHIP MATRIX CUSTOMER REQUIREMENTS IMPORTANCE COMPETITION TARGETS

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