CUSTOMER INSPIRED PRODUCT DESIGN FOR EMERGING MARKETS › plm › 2010 › presentation › E3.pdf · Functional Attributes (FAs) Vehicle Level (How) Functional Attribute Scores 5

CUSTOMER INSPIRED

PRODUCT DESIGN FOR

EMERGING MARKETS

APPLYING VOC AND S-QFD FOR

NEW PRODUCT DEVELOPMENT

June 25 2010

PLM BEST PRACTICE CONFERENCE, SEOUL, KOREA, 2010

Where Innovation Operates

Management

Consultants

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CONFIDENTIAL | 2Customer Inspired Product Design For Emerging Markets - June 2010 | © 2010 PRTM Proprietary

Note: Disclaimer

This presentation material includes and utilizes PRTM proprietary property which

is confidential under the consulting agreement with the PRTM’s clients.

CAD & Graphics agrees to limit its use of the property solely for PLM Best

Practice Conference purposes and agrees to not disclose any property outside of

the conference.


Methodology Overview

Voice of the Customer (VoC)

The un-stated, observed customer needs

Customer opportunity requirements

Simplified Quality Function Deployment (S-QFD)

Link customer requirements with product engineering requirements

Competitive Benchmarking of Customer Requirements

Defining a Winning Unique Selling Proposition (USP)

Enhancing the product requirements that underscore the USP

De-contenting the product requirements that do not support customer requirements


Voice of

Customer

Analysis

Benchmarking

Quality

Function

Deployment

Understand

Local

Customers

Understand

Competitors and

Opportunities

Define USPs

and Specifications

to Win

Design for

Cost and

Complexity

Workshops

Prepare

Engineering

& Cost

Specifications

Stated & unstated

needs

Local market

experience and

context

Customer

requirements

Competitor products

Performance on

customer requirements

Performance and cost

gaps on key systems

Links between

customer requirements

& product attributes

Product concept USPs

Performance needed to

deliver USPs

Cost reduction ideas

for non-USPs

Design improvements

for USPs

Cost analysis and

action plan

Discover Assess Identify Generate

Customer Inspired Product Development

1 32 4


Identify Target Customers and

Key Decision Makers

OEMs

Fleet

Buyers

Government

Agencies

Individual

Drivers

Voice of the

Customer

(VOC)

Interview

Guides

Truck OEMs

Government

Agencies

Fleet

Operators

Individual

Drivers

Bus OEMs

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers

Understand Competitors

and Cost Drivers

Define USPs and

Specifications to Win

Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering

Inputs/Cost Saving Plan

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Assess Inputs from Routine Sources

to Gain Further Customer Insight

Sales Data

Warranty

& Quality Data

Service & Tech

Support Records

Routine inputs arise from ongoing operational engagement with customers

Order HistoryStandard vs. Custom

Configurations

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Convert “Voices” Into Opportunity

Customer Requirements

Customer

Experience

Category

# of Voices

# of

Selected

Voices

(Key Issues)

# of

Customer

Require-

ments (CRs)

# of

Opportunity

Require-

ments

Driving xxx xxx xxx xxx

Exterior xxx xxx xxx xxx

Interior 619 39 77 18

Ownership xxx xxx xxx xxx

Total xxx xxx xxx xxx

VoC

Tools

Method for

Priority

Marking©

CR

Translation

Worksheets

Kano

Models

Language

Processing

Diagrams©

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Benchmarking Approach to Assess

Performance Capabilities and Cost Drivers

Define Competitive Vehicle Set Collect Benchmark Data

Use S-QFD Model to Determine

Gaps to Current Vehicle Offering

Use S-QFD Model to Evaluate

Competitive Vehicles to CRs

Options/Specifications FA Analysis: Car Clinics

1

4 3

2

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Clinics Provide Hands-on Competitive

Intelligence Gathering

1: Customer Requirements Survey

2: Functional

Attribute BM

3: Experts Assess

VoC CRs

4: Quality Audit

Client Expert Team Client Quality Team

Vehicle

Owner

Interior Survey Exterior Survey Ride & Drive

SME VoC

Team

SME VoC

Team

SME VoC

Team

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Teardowns Help Understand Competitors’

Design and Manufacturing Processes

Product and process experts use teardown results to compare designs:

Which design and manufacturing aspects of the competitive product provide

similar function at a lower cost?

Which design and manufacturing aspects provide more functionality at

similar cost?

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



A Simplified Quality Function

Deployment (S-QFD) Uses Four Inputs

Expert

Engineering

Assessment

Client Input/

PRTM

Bench-

marking

Vehicle Level

Functional

Requirements

2Importance

Ratings

(IRs)

4Correlations

(“What” vs. “How”)

1Customer

Requirements (CRs)

(“What”)

3Functional Attributes (FAs)

Vehicle Level (How)

Functional Attribute Scores

(Product Sum of FA x IR)5Competitive Benchmark

Assessment6

Performance Targets8

Cost Impact 9

7BTarget

Concept

USPs

7AComp

Profile1-BYD-F3

2-New City

3-Elantra

4-New

Elantra

5-Excelle

6-Elysee

2Importance

Ratings

(IRs)

4Correlations


1Customer

Requirements (CRs)

(“What”)


Vehicle Level (How)



Assessment6


Cost Impact 9

7BTarget

Concept

USPs

7AComp

Profile1-BYD-F3

2-New City

3-Elantra

4-New

Elantra

5-Excelle

6-Elysee

VoCS-QFD

Functional Attributes (FAs)

1

2

3

4

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Cross-Functional Workshops With

Suppliers Create Breakthrough Ideas

Key suppliers & cross-

functional VoC team

collaboratively develop

concepts that satisfy CRs

Vehicle Level

Functional

Requirements

2Importance

Ratings

(IRs)

4Correlations


1Customer

Requirements (CRs)

(“What”)


Vehicle Level (How)



Assessment6


Cost Impact 9

7BTarget

Concept

USPs

7AComp

Profile1-BYD-F3

2-New City

3-Elantra

4-New

Elantra

5-Excelle

6-Elysee

2Importance

Ratings

(IRs)

4Correlations


1Customer

Requirements (CRs)

(“What”)


Vehicle Level (How)



Assessment6


Cost Impact 9

7BTarget

Concept

USPs

7AComp

Profile1-BYD-F3

2-New City

3-Elantra

4-New

Elantra

5-Excelle

6-Elysee

CR to FA

Corr.

VoC

1

OEM Input

PRTM

Research

2

Bench-

marking

3

OEM

Expert

Engineering

Assessment

4

What

Customers

Want

How Product

Compares to

Competition

Performance

Needed

To WIN!

Key

Vehicle Systems

and Attributes

Evaluate Concepts

Using

S-QFD Model

Develop USPs Using PRTMs 7-Step Process

1

2 3

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Expert

Engineering

Assessment

Client Input/

PRTM

Research

Bench-

marking

Vehicle Level Functional

Requirements

2Importance

Ratings

(IRs)

4Correlations


1Customer

Requirements (CRs)

(“What”)


Vehicle Level (How)



Assessment6


Cost Impact 9

7BTarget

Concept

USPs

7AComp

Profile1-BYD-F3

2-New City

3-Elantra

4-New

Elantra

5-Excelle

6-Elysee

2Importance

Ratings

(IRs)

4Correlations


1Customer

Requirements (CRs)

(“What”)


Vehicle Level (How)



Assessment6


Cost Impact 9

7BTarget

Concept

USPs

7AComp

Profile1-BYD-F3

2-New City

3-Elantra

4-New

Elantra

5-Excelle

6-Elysee

VoC

S-QFD

1

2

3

4

Benchmarking Identifies Where Competitors

Do Not Satisfy Customers

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Most vehicle interiors are difficult to clean

Difficult to apply seat covers

Car security systems are inadequate

Storage areas are limited and not flexible

Most IP designs lack effective

functionality, high quality fit & finish, or

attractive appearance

Direct CR Assessment Based

on FA Benchmarks

Additional Benchmarking

Takeaways

Big OpportunityS-QFD Model with

FA Driven CR Assessment


One Market Offer Best Satisfies Requirements

Related to Interior Color and Instr. Panel Design

OEM Functional Attributes

Performance Ratings

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Subsystem benchmarking

Process benchmarking

Function analysis

Specification analysis

Value analysis

Material substitution

Complexity reduction

De-contenting

Design for Cost and Complexity

Workshops Optimize Product Cost/Value

CRs/USPs

S-QFD Model

Bill of Material

Benchmarking Data

Other Relevant Data

Workshop

InputsConduct Workshops

Select Sub-system and Workshop Intensity for Each Selected Component

DFC & Complexity

Methodology

1

2 3 4

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Low ranking FAs to

de-content

S-QFD Analysis Identifies Attributes that Can

Be De-contented Without Impacting Requirements

Highest Impact FAs 2nd Highest Impact FAs 3rd Highest Impact FAs Lowest Impact FAs

Interior Experience– FAs Score

Quality of seating material

Seats - Attractiveness

Seat surface resistance to dirt

Rear Passengers Entry/Exit

Roominess - Cabin Front

Engine Power

Doors - Fit and Finish

Roominess-Cabin Rear

Front Hood - Ease of Open/Support

Engine Sound

Fit and Finish Exterior

Seat Comfort - Seat Belt

Seat Comfort - Rear

Interior Assist Handle

Ride Smoothness

S-QFD Model ranks FA

importance

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Safety & Environment – FAs Score

Information system 282

Steering wheel 255

Materials resistance to scuffs/dirt 212

Controls & switch reachability 175

Storage capacity 171

IP design & attractiveness 153

Fit & finish - Interior 117

Gauge visibility & position 99

Color & trim - interior 94

Entertainment system 84

Quality of seating material 81

Quality – FAs Score


Steering wheel 255










Cost of Ownership – FAs Score


Steering wheel 255





Fit & finish – Interior 117


Color & trim – interior 94



Driving Experience– FAs Score


Steering wheel 255










Exterior Experience– FAs Score


Steering wheel 255










Interior Experience– FAs Score


Steering wheel 255

Materials resistance to

scuffs/dirt212










Example DFC Methodology: Muffler Hanger

A portion of the cost is in a non-supporting function and can be eliminated;

another potion is supporting, but not critical and can be reduced

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Defines the functionality

of each part of the

product

Estimates the cost to

provide each function

Allocates the cost of

each component to

each function

Determines whether

any functions can be

eliminated w/o

significantly degrading

the product

Example—Muffler Hanger

Parts / ComponentsCost of

components

Hanger Strap $0.50

Self-Tapping Bolt $0.05

Rubber Insulator $0.70

Clamp $0.85

Total $2.10

Classification of functions

Basic $0.57

Critical $0.49

Supporting $0.87

Non-supporting $0.17


Example Complexity Management:

Interior Décor Moldings

Limit the subsystems to which moldings are applied, limit the part

count, color choices and material choices of décor moldings

3 parts on IP

1 part on Steering

wheel

4 parts on door trim

1 part on floor

console

*Not all parts displayed

4 décor molding parts

on 1 subsystem

9 décor molding parts

on 5 subsystems

Buick: LaCrosse Ford FusionSource: Ford Motor Company Brochure

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Complexity Costs of Interior Décor

Molding Proliferation

Cost of Décor Applied to Different Subsystems

0

5

10

15

20

25

30

35

40

45

0 1 2 3 4 5# of Subsystems to Which

Décor is Applied

Co

mp

lexit

y C

ost

Over

6 Y

ears

(M

illio

n E

uro

)

Model includes Engineering, Material (for left graph), Logistics, Manufacturing and Overhead Cost

0 1 2 3 4 5# of Subsystems to Which

Décor is Applied

0

0.5

1

1.5

2

2.5

Co

mp

lexit

y C

ost

Over

6 Y

ears

(M

illio

n E

uro

)

Including Average Content Cost Excluding Average Content Cost

Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering


Voice of

Customer

(VoC)

Benchmarking

Quality Function

Deployment

(S-QFD)

Understand

China Customers


and Cost Drivers

Define USPs and


Design for Cost

and Complexity

Management

Workshops

(DFC-CM)

Prepare Engineering



Integration

with PLM

Solution Sets

A CID Approach Targeted to Emerging Markets

Integrates with PLM Solution Sets

Do

cu

men

t

Cu

sto

mer

Req

uir

em

en

ts

Valid

ate

Un

ders

tan

din

g

Gen

era

te

Co

ncep

ts f

or

Ev

alu

ati

on

Scre

en

Co

ncep

ts

Valid

ate

Cu

sto

mer

Req

uir

em

en

ts

Refi

ne

Co

ncep

ts

Dev

elo

p

Cu

sto

mer

Insig

htCustomer

Inspired

Design

Techniques

Targeted

Insight

Idea

Sourcing

Ideation

Concept

Development

Conceptualization

Focused

Exploration

Concept

Validation

Incubation

Concept PlanDevelopment

PLM Phases

Marketing

PLM Phases

& Major

Concepts

Idea

Mgmt

Baseline

Req’tsUSPs

Local

Change

Req’ts

Validation

Req’ts

Chg Mgmt

Requirements

ManagementB’Marks sQFD


PRTM … Where Innovation Operates

JAMES SO

Partner

T +81-3-5326-9090

F +81-3-5326-9071

M +81-90-7829-3249

[email protected]

Shinjuku Mitsui Building 30F

2-1-1 Nishi-Shinjuku

Shinjuku-ku, Tokyo 163-0430

Japan

www.prtm.com

RYAN CHUNG

Associate

T +1-202-756-1768

F +1-202-625-7256

M +82-10-7133-4438

[email protected]

1750 Pennsylvania Avenue NW

Washington, DC 20006

USA

www.prtm.com

Thank you!

Documents

CUSTOMER INSPIRED PRODUCT DESIGN FOR EMERGING MARKETS › plm › 2010 › presentation › E3.pdf · Functional Attributes (FAs) Vehicle Level (How) Functional Attribute Scores 5