Product Planning

Chapter 7

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

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

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

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

Automated Systems to Help

CAD – computer aided design CAM – computer aided manufacturing CAE – computer aided engineering

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

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

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

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

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