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Product Planning
Chapter 7
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Product Protocol
Product protocol is the product definition Used for technical development Guide document for ultimate product
Twelve major elements in product protocol Kahn text pp. 110-111 Example Kahn text pp. 112-113
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Engineering-Related Themes
Design for Excellence (DFX) Defined by Bralla in Kahn p. 113
Maximize desirable characteristics Minimize lifetime costs, including
manufacturing Key elements described Kahn text pp. 114-
115
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Major DFX Themes
1. Function and perform in manner intended2. Protect consumers and society from harm3. Inherent quality4. Reliable5. Designed for manufacturing efficiency6. Designed for minimal environmental impact7. Ease of repair8. User ergonomics considered9. Appealing to consumers and users10. Accessories are carefully considered11. Development speed is crucial
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TQM
Total Quality Management program Stresses that quality should be inherent in
the product rather than tested for at end of production process
TQM guidelines in Kahn pp. 115-116
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Automated Systems to Help
CAD – computer aided design CAM – computer aided manufacturing CAE – computer aided engineering
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New Processes to Help QFD – Quality function deployment
Used with DFX Started in Japanese shipyards in 1960’s Links customer specs with tech specs Four major stages
Level 1 (House of Quality) – links customer needs to tech specs
Level 2 – links parts specs to technical specs Level 3 – links manufacturing process to parts specs Level 4 – links process specs to manufacturing process
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Merger of VOE and VOC
VOE – Voice of the Engineer House of Quality matrix columns
VOC – Voice of the Customer Primary research House of Quality matrix rows
Think of the candy bar development exercise
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TIPS and Kano
TIPS – Theory of Innovative Problem Solving Originated in Russia Helps resolve engineering conflicts
Kano – Japanese engineer Proposed in 1980’s Assumed (basic) features, expected
features, and delighting features
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Product Use Testing
Alpha testing – in-house testing with employees Competitors don’t gain information Less embarrassing when it breaks
Beta testing – limited customer sites Insight about how it works Competitors might gain some insights also
Gamma testing – long term testing Pharma industry is typical
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Structuring a Product Use Test
Crawford’s five testing dimensions Test objectives
What do you want to learn Test group characteristics
Who are the testers and where will they test Product usage considerations Product form considerations Measurement and analysis considerations