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Integration of Kano's Model Into QFD for Multiple Product Design

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Title: Determination of an optimal set of design requirements using house of quality Author: Ken Chen Last modified by: Created Date: 9/18/2005 11:09:06 PM – PowerPoint PPT presentation

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Title: Integration of Kano's Model Into QFD for Multiple Product Design


1
Integration of Kano's Model Into QFD for Multiple
Product Design
  • ????? ? ? ??
  • ??Yesim Sireli, Paul Kauffmann, and Erol Ozan
  • ??IEEE Transactions on Engineering Management,
  • Vol. 54, No. 2, (2007), P.380-390
  • ???? ? ?

2
Outline
  1. Introduction
  2. QFD
  3. Kanos Model
  4. Proposed integration approach
  5. Demonstration of the proposed methodology on a
    NASA problem
  6. Conclusion

3
1. Introduction
  • Kanos model has a unique way of identifying
    CRs in more detail by assigning different
    categories to different requirements, and can
    provide more accurate voice of the customer
    (VOC) as an input to QFD analysis.
  • Literature lacks a technique that incorporates
    these two models specifically focusing on
    simultaneous product design.

4
2. QFD
  • In some applications, the house of quality may
    include negative impacts in a scale containing
    -9, -3 and -1 for a strong negative impact,
    moderate negative impact, and weak negative
    impact, respectively.

5
QFD and Kanos Model
  • The impact of Kano categories on customer
    satisfaction is not represented quantitatively in
    the QFD analysis.
  • In some QFD applications weights are assigned
    to each CR based on Kano classifications, but the
    selection of these weights is quite subjective.

6
3. Kanos Model
(O)
(A)
(M)
  • Indifferent Requirements (I)
  • Reverse Requirements (R)
  • Questionable Requirements (Q)

7
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8
4. Proposed integration approach
  • The absolute importance values of CRs are
    calculated by using two terms impact on customer
    satisfaction (Si) and impact on customer
    dissatisfaction (Di).

9
4. Proposed integration approach
Matzler and Hinterhubers approach (1998)
Proposed integration approach (2007)
10
Review of Matzler and Hinterhubers Integration
Approach
  1. Prepare the Kano questionnaire and survey
    customers.
  2. Analyze survey inputs and identify Kano
    categories for CRs.
  3. Calculate the Si and Di.
  4. Identify the DRs and the CR-DRs relationship
    ratings based on a 2-1-0 scale.
  5. Identify DRs priorities.

11
Multiple Product Design Methodology Created in
this Research
  • It uses a 9-3-1-0 scoring system to make strong
    DRs impacts on CRs visible, and does not use
    negative impacts to simplify QFD implementation.
  • This research employs a statistical significance
    test to label CRs with more reliable Kano
    categories.

12
  • This study selects the highest one as the
    absolute importance value of each CR

13
Statistical Significance Test
  • This study uses a statistical significance test
    to measure the extent of difference between two
    closely ranked categories, when a and b are the
    frequencies of the two most frequent observations
    and N is the total number of responses, the null
    hypothesis is defined as H0a-b0, and the
    alternative hypothesis as H1a-bgt0. Therefore, if
  • fail to reject H0

14
Definition of Multiple Products
Product Requirement
Basic Indifferent
Entry-level Must-be
Advanced 1-D, Must-be, and Indifferent
High-end Attractive, 1-D, Must-be, and Indifferent
15
  • Depending on different business strategies,
    this multiple product design approach can be used
    for the following two motivations.
  • Developing a product family that needs to be
    released to the market simultaneously.
  • Designing product generations with features
    improving over time.

16
Proposed Integration Methodology
  • Step
  • Prepare the Kano questionnaire and survey
    customers.
  • Analyze survey inputs and identify Kano
    categories for CRs.
  • Test statistical significance of the Kano
    categories.
  • Calculate the Si and Di.
  • Define multiple products simultaneously based on
    CRs with statistically significant Kano
    categories from the previous step.
  • Calculate the relative importance values for CRs.
  • Identify the DRs and enter CR-DRs relationship
    ratings into the house of quality by employing
    the 9-3-1-0 scale.
  • Calculate the absolute and relative importance
    values of each DRs.

17
5. Demonstration of the proposed methodology on a
NASA problem
NASA Aviation Safety Program (1997)
Cockpit weather information system (CWIS) design
18
  • Step 1-6
  • A CR list for CWIS design based on the
    recommendations of a focus group including 6
    pilots and 2 NASA aviation managers with
    expertise on CWIS.
  • Kano questionnaire (web-based survey)-605 inputs.
  • An evolution can be observed from the basic
    product to the high-end product due to increasing
    number and technical superiority of these
    features.

19
  • Step 7-8
  • DRs were identified based on expert opinions from
    2 electrical engineers who were knowledgeable on
    CWIS.
  • The CR-DRs relationship ratings were entered into
    the house of quality by using the 9-3-1-0 scale.

20
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21
Validation
  • 10 pilots rated the reasonableness of each
    product based on a scale of 1 to 5 (1 Least
    reasonable, 5 Most reasonable).

22
6. Conclusions
  • This study contributes to the solution of several
    significant problems in customer-oriented product
    design in theory as well as practice.
  • This research proposed a methodology for
    designing multiple products at the same time, by
    integrating Kanos model into QFD.
  • Quantitative integration of these two models has
    its own difficulties.
  • By following the steps of the new methodology and
    based on 605 survey inputs, 4 different levels of
    CWIS were designed simultaneously.

23
  • Thanks For Your Listening!
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