ECE520.

427
Class #4
Customer Needs
and
Target Specifications
 Front-End Process
Phase 1: Phase 2: Phase 3: Phase 4: Phase 5:
Phase 0:
Concept System-Level Detail Testing and Production
Planning
Development Design Design Refinement Ramp-Up

Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s)
Concept(s) Concept(s)
Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

 Step 1: Identify Customer Needs
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s)
Concept(s) Concept(s)
Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Identify customer “needs”

„ Satisfaction of customer needs is the primary metric
of product quality
„ Survey or interview customers to find out what they
consider to be important
„ Output: list of customer needs statements
 Step 2: Establish Target Specs
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s)
Concept(s) Concept(s)
Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Specifications effectively translate customer

needs into technical requirements
„ Each specification has a metric and target values
„ Output: list of target specifications that meet
customers’ needs
 Step 3: Generate Product Concepts
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s)
Concept(s) Concept(s)
Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Explore all alternatives that meet customers’

needs
Output: list of possible product concepts
 Step 4: Select Product Concept
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s)
Concept(s) Concept(s)
Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Evaluate all of the alternatives and pick the best

one
 Step 5: Test Product Concept
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s)
Concept(s) Concept(s)
Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Create prototypes and test selected concept

Evaluate shortcomings and revise specs and/or
concepts
 Step 6: Set Final Specifications
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s)
Concept(s) Concept(s)
Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Now that a specific concept is selected, choose

specific values for each specification
 Step 7: Project Planning
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s)
Concept(s) Concept(s)
Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Create detailed development schedule

„ Plan timing of alpha and beta prototypes
„ Identify resources required to complete project
Output: contract book
„ Contains documentation from all previous stages
„ Includes development schedule, budget, etc.
 Economic Analysis
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s) Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Used to plan development and manufacturing

costs
Updated throughout the front-end process
„ New technologies may change pricing landscape
„ New competitors may undercut target cost
„ New specifications or needs may change
development or manufacturing cost
 Benchmarking
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s) Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Keep an eye on competitors throughout front-

end process
Update specifications and price targets
according to market developments
Incorporate or improve upon product concepts
based on competitors’ products
 Prototyping
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s) Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Different stages of the front-end process require

different types of models and prototypes
„ Initial concepts concretized by drawings
„ Core technology verified by component prototypes
„ Individual components tested for robustness
„ Form and ergonomics tested with mock-ups
 Stage 1: Identify Customer Needs
Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s) Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Ensures that product is focused on customer needs

Identifies explicit and hidden needs
Provides basis for product specifications
Creates documentation for why design decisions were
made
Helps to ensure that no critical need is missed or
forgotten
 Customer Needs Procedure
1. Gather raw data from customers
2. Convert raw data to customer needs
3. Categorize needs
4. Prioritize needs
 Needs Notes
A “need” is an attribute desired by a
customer
„ “Needs” = “Wants” for now
„ We prioritize needs later in the process
Needs are independent of product concept
„ A need doesn’t have to be met
„ A need may not have an obvious solution
 Step 1: Gather Raw Data
How to find out what you want to know in
the most efficient manner:
„ One-on-one interviews
„ Small (8-12 people) focus groups
„ Field observations
„ Surveys
 Step 1: Gather Raw Data
100
Percent of Needs Identified

80

60
One-on-One Interviews (1 hour)

Focus Groups (2 hours)

40

20

0
0 1 2 3 4 5 6 7 8 9 10
Number of Respondents or Groups

From: Griffin, Abbie and John R. Hauser. “The Voice of the Customer”,
Marketing Science. vol. 12, no. 1, Winter 1993.
 Step 1: Gather Raw Data
How to collect data: customer interviews
How many to conduct: 10-30
Who to interview?
„ Lead users
„ Regular users
„ Extreme users
How to interview to get good data
Use a prepared “interview guide” to structure the
session
„ Where/when/why do you use this kind of product?
„ Explain a typical interaction with the product.
„ What do you like/dislike about these products?
„ What makes you buy a particular model?
„ What features would you like for this product?
Ignore the interview guide when you can go with
the flow
How to interview to get good data
Conduct interviews with two team members, one
to watch and write, and one to talk
„ Try to capture wording verbatim
Record everything, if possible
Steer away from specific product concepts
Bring drawings or props
Listen for “latent needs”
Watch for non-verbal clues
 Output: Customer Statements
Customer: Interviewer(s):
Contact: Date:
User type: Currently uses:
Question/Prompt: Customer Statement
Typical uses •I need to drive screws fast, faster than by hand.
•I sometimes do duct work; use sheet metal
screws.
•A lot of electrical; switch covers, outlets, fans,
kitchen appliances.

Likes—current tool •I like the pistol grip; it feels the best.

Dislikes—current tool
•I like the magnetized tip.
•I don’t like it when the tip slips off the screw.
•I would like to be able to lock it so I can use it
with a dead battery.
•Sometimes I strip tough screws.

Suggested improvements •An attachment to allow me to reach down skinny

holes.
•A point so I can scrape paint off of screws.
•Would be nice if it could punch a pilot hole.
 Step 2: Convert Customer
Statements to Customer Needs
Guideline Customer Statement Correct Need Incorrect Need
Statement Statement
Describe “what”, not “Why don’t you put The screwdriver battery The screwdriver battery
“how” protective shields is protected from contacts are covered
around the battery accidental shorting. by a plastic sliding
contacts?” door.
 Step 2: Convert Customer
Statements to Customer Needs
Guideline Customer Statement Correct Need Incorrect Need
Statement Statement
Describe “what”, not “Why don’t you put The screwdriver battery The screwdriver battery
“how” protective shields is protected from contacts are covered
around the battery accidental shorting. by a plastic sliding
contacts?” door.
Be as specific as “I drop my screwdriver The screwdriver The screwdriver is
possible all the time.” operates normally after rugged.
being dropped.
 Step 2: Convert Customer
Statements to Customer Needs
Guideline Customer Statement Correct Need Incorrect Need
Statement Statement
Describe “what”, not “Why don’t you put The screwdriver battery The screwdriver battery
“how” protective shields is protected from contacts are covered
around the battery accidental shorting. by a plastic sliding
contacts?” door.
Be as specific as “I drop my screwdriver The screwdriver The screwdriver is
possible all the time.” operates normally after rugged.
being dropped.
Avoid using the words “I hate it when I don’t The screwdriver The screwdriver should
“must” and “should” know how much juice is provides an indication provide an indication of
left in the batteries of of the energy of level of the energy level of the
my cordless tools”. the battery. battery.
 Step 2: Convert Customer
Statements to Customer Needs
Guideline Customer Statement Correct Need Incorrect Need
Statement Statement
Describe “what”, not “Why don’t you put The screwdriver battery The screwdriver battery
“how” protective shields is protected from contacts are covered
around the battery accidental shorting. by a plastic sliding
contacts?” door.
Be as specific as “I drop my screwdriver The screwdriver The screwdriver is
possible all the time.” operates normally after rugged.
being dropped.
Avoid using the words “I hate it when I don’t The screwdriver The screwdriver should
“must” and “should” know how much juice is provides an indication provide an indication of
left in the batteries of of the energy of level of the energy level of the
my cordless tools”. the battery. battery.
Express each need as “I’d like to charge my The screwdriver battery An automobile cigarette
an attribute of the battery from my can be charged from an lighter adapter can
product cigarette lighter.” automobile cigarette charge the screwdriver
lighter. battery.
 Step 2: Convert Customer
Statements to Customer Needs
Guideline Customer Statement Correct Need Incorrect Need
Statement Statement
Describe “what”, not “Why don’t you put The screwdriver battery The screwdriver battery
“how” protective shields is protected from contacts are covered
around the battery accidental shorting. by a plastic sliding
contacts?” door.
Be as specific as “I drop my screwdriver The screwdriver The screwdriver is
possible all the time.” operates normally after rugged.
being dropped.
Avoid using the words “I hate it when I don’t The screwdriver The screwdriver should
“must” and “should” know how much juice is provides an indication provide an indication of
left in the batteries of of the energy of level of the energy level of the
my cordless tools”. the battery. battery.
Express each need as “I’d like to charge my The screwdriver battery An automobile cigarette
an attribute of the battery from my can be charged from an lighter adapter can
product cigarette lighter.” automobile cigarette charge the screwdriver
lighter. battery.
Use positive, not “It doesn’t matter if it’s The screwdriver The screwdriver is not
negative, phrasing (if raining; I still need to operates normally in disabled by the rain.
possible) work outside on the rain
Saturdays.”
 In-Class Exercise
Product Example: Book Bag
“See how the leather on the bottom of the
bag is all scratched; it’s ugly.”
“When I’m 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 I’m in big
trouble.”
“There’s nothing worse than a banana that’s
been squished by the edge of a textbook.”
“I never use both straps on my knapsack; I
just sling it over one shoulder.”
 Step 2: Convert Customer
Statements to Customer Needs
Output: list of customer needs
„ Hopefully a superset of all needs
„ Some needs may not be feasible for
technological, economic, or practical reasons
„ Some needs may be contradictory (e.g. large
battery and light weight)
Next step: organize needs into categories
 Step 3: Organize Needs
Power
„ The SD provides plenty of power to drive screws.
„ The SD maintains power for several hours of heavy use.
„ The SD can drive screws into hardwood.
„ The SD drives sheet metal screws into metal ductwork.
„ The SD drives screws faster than by hand.
Ease of setup and use
„ The SD is easy to turn on.
„ The SD prevents inadvertent switching off.
„ The user can set the maximum torque of the SD.
„ The SD provides ready access to bits or accessories.
„ The SD can be attached to the user for temporary storage.
„ The SD retains the screw before it is driven.
„ The SD can be used to create a pilot hole.
Convenience
„ The SD is easy to recharge.
„ The SD can be used while recharging.
„ The user can apply torque manually to the SD to drive a screw.
„ The SD recharges quickly.
„ The SD batteries are ready to use when new.
 Step 4: Prioritize Needs
Motivation: provide justification for
decisions later in the design process
Methods
„ Design team consensus
„ Customer surveys
Output: numerical rating of priority for each
need
 Step 4: Prioritize Needs
# Need statement Importance
Power
1 The SD provides plenty of power to drive screws. 1
2 The SD maintains power for several hours of heavy use. 4
3 The SD can drive screws into hardwood. 3
4 The SD drives sheet metal screws into metal ductwork. 3
5 The SD drives screws faster than by hand. 2
Ease of setup and use
6 The SD is easy to turn on. 4
7 The SD prevents inadvertent switching off. 3
8 The user can set the maximum torque of the SD. 5
9 The SD provides ready access to bits or accessories. (4)
10 The SD can be attached to the user for temporary storage. 5
11 The SD makes it easy to start a screw. 2
 Customer Needs Procedure
9 Gather raw data from customers
9 Convert raw data to customer needs
9 Categorize needs
9 Prioritize needs
Intermission
 Stage 2: Establish Target Specifications

Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s)
Concept(s) Concept(s)
Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Customer needs ≈ Target specifications

„ Customer needs express product requirements in the language
of the consumer
„ Specifications express product requirements in the language of
the engineers
Specs describe what, not how
„ Specs are independent of implementation
„ All potential product embodiments must strive to meet the specs
Each spec consists of a metric and a value
 Stage 2: Establish Target Specifications

Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s)
Concept(s) Concept(s)
Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

Target specs vs. final specs

Target Specification Procedure
1. Create the list of metrics
2. Research competitors
3. Set minimum (marginally acceptable) and
maximum (ideal) values for each metric
4. Review specifications
Step 1: Create List of Metrics
Working hypothesis: there exists some
translation between customer needs and
precise, measurable quantities
Logical conclusion: meeting all of the
specifications will lead to satisfaction of
customer needs
Each need may be represented by one or
more specifications (ideal: 1-to-1)
Methods for organizing needs and metrics
„ Spreadsheet
„ Needs-metrics matrix (HoQ/QFD)
 Metrics Spreadsheet
# NEED Imp
1 The suspension reduces vibration to the hands. 3
2 The suspension allows easy traversal of slow, difficult terrain. 2
3 The suspension enables high speed descents on bumpy trails. 5
4 The suspension allows sensitivity adjustment. 3
5 The suspension preserves the steering characteristics of the bike. 4
6 The suspension remains rigid during hard cornering. 4
7 The suspension is lightweight. 4

Need #s
Metric #
Metric Imp Units
1 1,3 Attenuation from dropout to handlebar at 10hz 3 dB
2 2,6 Spring pre-load 3 N
3 1,3 Maximum value from the Monster 5 g
4 1,3 Minimum descent time on test track 5 s
5 4 Damping coefficient adjustment range 3 N-s/m
6 5 Maximum travel (26in wheel) 3 mm
7 5 Rake offset 3 mm
8 6 Lateral stiffness at the tip 3 kN/m
9 7 Total mass 4 kg
10 8 Lateral stiffness at brake pivots 2 kN/m
11 9 Headset sizes 5 in
12 9 Steertube length 5 mm
13 9 Wheel sizes 5 list
14 9 Maximum tire width 5 in
15 10 Time to assemble to frame 1 s
 Metrics Guidelines
Use dependent (not independent)
variables
Remember that you must have the right
tools to measure the metric
“Subjective” metrics are OK
Use common industry benchmarks as
metrics, even if they’re not explicitly a
need
Add any regulatory requirements as
metrics
Step 2: Research Competitors
“Competitive benchmarking” can be used
to calibrate your target specifications and
support your decisions
Benchmarking can be based on product
specifications or testing products
Two complementary benchmarking charts:
„ Benchmarking based on metrics
„ Benchmarking based on satisfaction of needs
 Benchmark on Metrics

Gunhill Head Shox

Rox Tahx Quadra

Rox Tahx Ti 21
ST Tritrack

Tonka Pro
Maniray 2
Need #s
Metric #

Metric Imp Units

1 1,3 Attenuation from dropout to handlebar at 10hz 3 dB 8 15 10 15 9 13
2 2,6 Spring pre-load 3 N 550 760 500 710 480 680
3 1,3 Maximum value from the Monster 5 g 3.6 3.2 3.7 3.3 3.7 3.4
4 1,3 Minimum descent time on test track 5 s 13 11.3 12.6 11.2 13.2 11
5 4 Damping coefficient adjustment range 3 N-s/m 0 0 0 200 0 0
6 5 Maximum travel (26in wheel) 3 mm 28 48 43 46 33 38
7 5 Rake offset 3 mm 41.5 39 38 38 43.2 39
8 6 Lateral stiffness at the tip 3 kN/m 59 110 85 85 65 130
9 7 Total mass 4 kg 1.409 1.385 1.409 1.364 1.222 1.1
10 8 Lateral stiffness at brake pivots 2 kN/m 295 550 425 425 325 650
1.000 1.000
1.000 1.125 1.000 1.125 1.000
11 9 Headset sizes 5 in 1.125 1.250 1.125 1.250 1.125 NA
150 150
180 140 150 170 150
210 165 170 190 190
230 190 190 210 210
12 9 Steertube length 5 mm 255 215 210 230 220 NA
 Benchmark on Needs

Gunhill Head Shox

Rox Tahx Quadra

Rox Tahx Ti 21
ST Tritrack

Tonka Pro
Maniray 2
# NEED Imp
1 The suspension reduces vibration to the hands. 3 • •••• •• ••••• •• •••
2 The suspension allows easy traversal of slow, difficult terrain. 2 •• •••• ••• ••••• ••• •••••
3 The suspension enables high speed descents on bumpy trails. 5 • ••••• •• ••••• •• •••
4 The suspension allows sensitivity adjustment. 3 • •••• •• ••••• •• •••
5 The suspension preserves the steering characteristics of the bike. 4 •••• •• • •• ••• •••••
6 The suspension remains rigid during hard cornering. 4 • ••• • ••••• • •••••
7 The suspension is lightweight. 4 • ••• • ••• •••• •••••
8 The suspension provides stiff mounting points for the brakes. 2 • •••• ••• ••• •• •••••
9 The suspension fits a wide variety of bikes, wheels, and tires. 5 •••• ••••• ••• ••••• ••• •
10 The suspension is easy to install. 1 •••• ••••• •••• •••• ••••• •
11 The suspension works with fenders. 1 ••• • • • • •••••
12 The suspension instills pride. 5 • •••• ••• ••••• ••• •••••
13 The suspension is affordable for an amateur enthusiast. 5 ••••• • ••• • ••• ••
14 The suspension is not contaminated by water. 5 • ••• •••• •••• •• •••••
15 The suspension is not contaminated by grunge. 5 • ••• • •••• •• •••••
16 The suspension can be easily accessed for maintenance. 3 •••• ••••• •••• •••• ••••• •
17 The suspension allows easy replacement of worn parts. 1 •••• ••••• •••• •••• ••••• •
18 The suspension can be maintained with readily available tools. 3 ••••• ••••• ••••• ••••• •• •
19 The suspension lasts a long time. 5 ••••• ••••• ••••• ••• ••••• •
20 The suspension is safe in a crash. 5 ••••• ••••• ••••• ••••• ••••• •••••
 Step 3: Set Minimum and
Maximum Values
Two target values per metric:
„ Ideal value (maximum)
„ Marginally acceptable value (minimum)
A “value” can be:
„ Greater than, less than, or equal to X
„ Between X and Y
„ A set of discrete values that are acceptable
„ A quantity that depends on another metric
(avoid if at all possible)
Step 3: Set Minimum and
Maximum Values

Marginal Value

Ideal Value
Metric Units
1 Attenuation from dropout to handlebar at 10hz dB >10 >15
2 Spring pre-load N 480 - 800 650 - 700
3 Maximum value from the Monster g <3.5 <3.2
4 Minimum descent time on test track s <13.0 <11.0
5 Damping coefficient adjustment range N-s/m 0 >200
6 Maximum travel (26in wheel) mm 33 - 50 45
7 Rake offset mm 37 - 45 38
8 Lateral stiffness at the tip kN/m >65 >130
9 Total mass kg <1.4 <1.1
10 Lateral stiffness at brake pivots kN/m >325 >650
1.000
1.000 1.125
11 Headset sizes in 1.125 1.250
150
150 170
170 190
190 210
12 Steertube length mm 210 230
26in
13 Wheel sizes list 26in 700c
14 Maximum tire width in >1.5 >1.75
15 Time to assemble to frame s <60 <35
16 Fender compatibility list none all
17 Instills pride subj >3 >5
18 Unit manufacturing cost US$ <85 <65
19 Time in spray chamber w/o water entry s >2300 >3600
20 Cycles in mud chamber w/o contamination k-cycles >15 >35
21 Time to disassemble/assemble for maintenance s <300 <160
22 Special tools required for maintenance list hex hex
23 UV test duration to degrade rubber parts hours >250 >450
24 Monster cycles to failure cycles >300k >500k
25 Japan Industrial Standards test binary pass pass
26 Bending strength (frontal loading) MN >70 >100
 Step 4: Review Specs
Avoid pitfalls:
„ Don’t “game” the specs by putting down
unrealistically high values for motivation
„ You don’t have to satisfy all market segments
with one product – if the specs are divergent,
consider focusing on a single segment
„ Ensure that your specs cover all of the
customer needs
Target Specification Procedure
9 Create the list of metrics
9 Research competitors
9 Set minimum (marginally acceptable) and
maximum (ideal) values for each metric
9 Review specifications
Quality Function Deployment (QFD)
A product development methodology like
the one described by Ulrich & Eppinger
„ Relies heavily on visualization
„ Very quantitative
Developed in the early 1970’s in Japan
Widely deployed (~70%) in US companies
Central element is the “House of Quality”
House of Quality (HoQ)
House of Quality (HoQ)
House of Quality (HoQ)
 Product Development Task #3:
Customer Needs and Target Specs
Complete customer needs procedure
„ Create customer interview guide with at least 5 questions
„ Interview at least 10 people and create list of customer
statements
„ Translate customer statements into customer needs and create
list
„ Organize and prioritize needs and create needs spreadsheet
Complete target specs procedure
„ Create list of metrics
„ Benchmark at least 2 competitors’ products in terms of metrics
„ Create target specifications spreadsheet
Check website for details; submit all documentation via email
by 4PM next Monday
Remember: the better your front-end process, the better your
product will be. Grading will be based on quality of output, not
just satisfaction of requirements.