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Lecture Notes - Chapter 5 - Identifying Customer Needs

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459 views14 pages

Lecture Notes - Chapter 5 - Identifying Customer Needs

PDD

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Syapiq Torres
Copyright
© © All Rights Reserved
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CHAPTER 5 - IDENTIFYING CUSTOMER NEEDS

AP Dr Ahmad Majdi Bin Abdul Rani

DEPARTMENT OF MECHANICAL ENGINEERING

2016 INSTITUTE OF TECHNOLOGY PETRONAS SDN BHD


All rights reserved. No part of this document may be reproduced, stored in a retrieval system or transmitted in any form or by any means (electronic,
mechanical, photocopying, recording or otherwise) without the permission of the copyright owner.
Product Design and Development
Karl T. Ulrich and Steven D. Eppinger
5th edition, Irwin McGraw-Hill, 2012.

Chapter Table of Contents:


1. Introduction
2. Development Processes and Organizations
3. Opportunity Identification
4. Product Planning
5. Identifying Customer Needs
6. Product Specifications
7. Concept Generation
8. Concept Selection
9. Concept Testing
10. Product Architecture
11. Industrial Design
12. Design for Environment
13. Design for Manufacturing
14. Prototyping
15. Robust Design
16. Patents and Intellectual Property
17. Product Development Economics
18. Managing Projects
Product Development Process
Concept Development Process
Customer Needs Process
Define the Scope
Mission Statement
Gather Raw Data
Interviews
Focus Groups
Observation
Interpret Raw Data
Need Statements
Organize the Needs
Hierarchy
Establish Importance
Surveys
Quantified Needs
Reflect on the Process
Continuous Improvement
Customer Needs Example:
Cordless Screwdrivers
Mission Statement
Example: Screwdriver Project
Product Description Assumptions
A hand-held, power-assisted device for Hand-held
installing threaded fasteners Power assisted
Key Business Goals Nickel-metal-hydride rechargeable battery
Product introduced in 4th Q of 2000 technology
50% gross margin Stakeholders
10% share of cordless screwdriver market User
by 2004 Retailer
Primary Market Sales force
Do-it-yourself consumer Service center
Secondary Markets Production
Casual consumer Legal department
Light-duty professional
How Many Customers?
Visual Information Example: Book Bag Design
Five Guidelines for Writing Needs Statements
Organized List of Customer Needs
Needs Translation Exercise:
Book Bag Design Example
See how the leather on the bottom of the bag is all
scratched; its ugly.
When Im standing in line at the cashier trying to find my
checkbook while balancing my bag on my knee, I feel like
a stork.
This bag is my life; if I lose it Im in big trouble.
Theres nothing worse than a banana thats been squished
by the edge of a textbook.
I never use both straps on my knapsack; I just sling it over
one shoulder.
Caveats
Capture What, Not How.
Meet customers in the use environment.
Collect visual, verbal, and textual data.
Props will stimulate customer responses.
Interviews are more efficient than focus groups.
Interview all stakeholders and lead users.
Develop an organized list of need statements.
Look for latent needs.
Survey to quantify tradeoffs.
Make a video to communicate results.
THANK YOU
2012 INSTITUTE OF TECHNOLOGY PETRONAS SDN BHD
All rights reserved. No part of this document may be reproduced, stored in a retrieval system or transmitted in any form or by any means (electronic,
mechanical, photocopying, recording or otherwise) without the permission of the copyright owner.

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