House of Quality and Solution Selection Matrices

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1 House of Quality and Solution Selection Matrices Customer Driven Product Development Illustrated by Examples

2 Voice of Customer House of Quality Identify Define the Project Identify CCRs Charter Conceptual Design Function Analysis Solution Selection Matrix Design Proposal End of Week DFSS Process Flow Survive Use Environment Heat Management Shock & Vibration Week 1 Demo #2 Build Prototype Collect data Statistically Analyze Data Design Meet CCRs? Surface Mount Chips Optimized Power PC Boards Manufacturability Robustness Proof-of-Concept Bread Board Circuit Discrete Components Wire Wrap Board End of Week 8 Demo #1 Analyze Prototype Perform. Optimize Design Document Design G. A. Motter, 2006 & 2008 Final Report Sponsor Docs. Design Day Package Design Test & Validate Design Collect Data Statistically Analyze Data Run Charts

House of Quality & Solution Selection Matrix Discussion Objectives Understand purpose of each Room in the Matrix Illustrate 7-step approach to HOQ, via

3 House of Quality & Solution Selection Matrix Discussion Objectives Understand purpose of each Room in the Matrix Illustrate 7-step approach to HOQ, via example Identify Critical Customer Requirements (CCRs) Establish System Level Engineering Specifications Explain Solution Selection Matrix (Design Proposal)

4 House of Quality and Solution Selection Matrices Are... Tools to assist in data based decision making System to translate Customer Needs into System Level Engineering Specifications Tools to reduce design uncertainty Applied to Product, Service, Process, IT, or Software Designs

5 Importance (V) What is a House of Quality? Graphical representation of the logic flow... Customer Needs 7 Correlation (I) Target goals Characteristic/Measures (how)(i) 1 Customer Requirements (V) Relationships (What vs. How) (I) Customer Rating (B) (V) 2 Engineering Design Specifications 6 How important Targets/Specs(B)(I) Technical evaluation (B) (V) = Comes from VOC information (B) = Comes from Benchmarking information (I) = Comes from Internal Expertise

6 Customer Needs (Room 1) Objective: Orderly summation of Customer s Needs... from Voice of Customer... 1 Customer Needs Collected early in DFSS utilizing Voice of Customer techniques

Example: Bank Loan Customer Needs Primary Friendly staff Secondary Willing to answer questions Treat me nicely Knows loan procedure Knowledgeable staff Knows market Understands my situation Speed

7 Example: Bank Loan Customer Needs Primary Friendly staff Secondary Willing to answer questions Treat me nicely Knows loan procedure Knowledgeable staff Knows market Understands my situation Speed Accurate Money when I need it Application quickly filled out Don t make mistakes Give me the right rate Tip: List of needs should be less than 20 Source: Design and Management of Service Processes, R. Ramaswamy

Importance Customer Rating (Room 2) Objectives: Document Importance of Customer Needs 1- Rating Frequency of Response does not indicate Importance Plot Customer

8 Importance Customer Rating (Room 2) Objectives: Document Importance of Customer Needs 1- Rating Frequency of Response does not indicate Importance Plot Customer Perception (opinion) of our performance and that of Competition Direct Competitors Best In Class Competitors Customer Rating 2 Information comes from Quantitative Voice of Customer

9 Example: Customer Rating Key: My Bank The Bank Bank One Competition Comparison Primary Want Secondary Want Import 1 2 Friendly Staff Willing to answer questions Treat me nicely Knows loan process Knowledgeable Staff Knows market Understands my situation Money when I need iit Speed Application fast to fill out 2 Don t make mistakes Accuracy Give me the right rate Source: Design and Management of Service Processes, R. Ramaswamy

10 Design Measures (Room ) Objectives: Translate from Customer Speak to Engineering Design Speak Measures (how) Objective Measures that can be conducted during product development Ensure Customer Satisfaction G. A. Motter, 2006 & 2008

11 Time To Answer Phone # Of Calls Answered/Hr # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time To Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate # Of Errors In Application Example: Measures (Room ) Target Goals Relationship Matrix Key: Strong Moderate Weak Weight 9 1 My Bank The Bank Bank One Primary Want Secondary Want Import Competition Comparison 1 2 Friendly Staff Willing to answer questions Treat me nice Knowledgeable Staff Speed Accuracy Knows loan proc. Knows market Understands my situation Money when I need it Application fast to fill out Don t make mistakes Give me the right rate 2 Source: Design and Management of Service Processes, R. Ramaswamyn

12 Measures Correlation (Room 7) Objectives: Establish direction of improvement for each Design Measure Maximize 7 Correlation Target goals Minimize Target a Specification Determine which Measures are related, and extent of Relationship Identify Design Conflicts that lead to compromise or Trade-off

13 Relationships (Room ) Objective: Establish relationships between Design Measures & Customer Needs (Whatvs. How) Relationships Process: Use 9 (strong), (moderate) and 1 (weak)... rate Relationship between each Measure and Customer Need Use Relationship Matrix symbols: Calculate score for each cell by multiplying Importance Rating (Room 2) by Relationship Rating Add up individual scores for each Measure to determine the How Important value

14 Time To Answer Phone # Of Calls Answered/Hr # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time To Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate # Of Errors In Application Example: Relationships (Room ) Facilitation Question: As I Maximize, Minimize, or Target, (Measure) what direct positive impact does it have on satisfying? (Customer Need) Relationship Matrix Key: Strong Moderate Weak Weight 9 1 My Bank The Bank Bank One Primary Want Secondary Want Import Competition Comparison 1 2 Friendly Staff Knowledgeable Staff Speed Accuracy Willing to answer questions Treat me nice Knows loan proc. Knows market Understands my situation Money when I need it Application fast to fill out Don t make mistakes Give me the right rate How Important Source: Design and Management of Service Processes, R. Ramaswamy 2 Time To Answer Phone Overall Importance = ()() + ()() + (1)() = 28

15 Technical Evaluation (Room ) Objective: Factual picture of how we technically compare to competition: Best in class Technology Innovative technology Technical evaluation G. A. Motter, 2006 & 2008

16 6 Seconds > 10 /100 Customer Min/ Customer 1% Errors 0 Callbacks To Cust. 2 Days 0 Minutes.02 Errors/ Customer 1%.% Time To Answer Phone # Of Calls Answered/Hr # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time to Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate # Of Errors In Application Example: Technical Evaluation (Room ) Relationship Matrix Key: Strong Moderate Weak Weight 9 1 My Bank The Bank Bank One Primary Want Secondary Want Import Competition Comparison 1 2 Friendly Staff Willing To Answer Questions Treat Me Nice Knowledgeable Staff Speed Accurate Knows Loan Proc. Knows Market Understands My Situation Money When I Need It Application Fast To Fill Out Don t Make Mistakes Give Me The Right Rate 2 How Important Target 0 More is Better 0 Callbacks Technical Evaluation 2 1 Source: Design and Management of Service Processes, R. Ramaswamyb

17 6 Seconds > 10 /100 Customer Min/ Customer 1% Errors 0 Callbacks To Cust. 0 Return Visits 2 Days 0 Minutes.02 Errors /Customer 1%.% Time To Answer Phone # Of Calls Answered/Hr # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time to Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate # Of Errors In Application Completed House of Quality Example Target Goals Relationship Matrix Key: Strong Moderate Weak Weight 9 1 My Bank The Bank Bank One Primary Want Secondary Want Import Competition Comparison 1 2 Friendly Staff Willing to answer questions Treat me nice Knowledgeable Staff Speed Accuracy Knows loan proc. Knows market Understands my situation Money when I need it Application fast to fill out Don t make mistakes Give me the right rate 2 How Important Target 0 Callbacks Technical Evaluation 2 1 Source: Design and Management of Service Processes, R. Ramaswamyn

Establish Design Specifications Establish Targets, Upper Specification Limit (USL), and Lower Specification Limit (LSL) for each Measure in the HOQ

18 Establish Design Specifications Establish Targets, Upper Specification Limit (USL), and Lower Specification Limit (LSL) for each Measure in the HOQ Set Target Values to: Ensure Customer Satisfaction Gain Competitive advantage Be sure to document System Level Specifications in bottom row of HOQ!

19 Processes (Whats) Critical Functions CCRs (Whats) Customer Needs (Whats) Developing Further Houses Design Measures (Hows) House of Quality #1 CCRs Functions (Hows) House of Quality #2 Critical Functions Processes (Hows) House of Quality # Critical Processes Production Controls (Hows) House of Quality # Source: The Roadmap to Repeatable Success, B. Bicknell

20 Solution Selection Matrix Template Engineering Criteria Impt. Possible Solutions S 1 S 2 S S Criteria 1 Criteria 2 Criteria Criteria Totals

21 Restaurant Example: Solution Selection Matrix Engineering Criteria Imp t Possible Solutions Ease of Remodeling Ease of Operation Staff Training 2 Additional Capital Table Turnover Time Space Requirement 1 Power Requirement 2 Totals List 6 12 Engineering Criteria and Importance Rating Criteria utilized to select solution Examples: User friendly Maturity of technology Power requirements Space Weight Speed of response Hardware Platform µ-processor, PC Software C, Assembly Language Importance Rating 1-

22 Restaurant Example: Solution Selection Matrix Engineering Criteria Imp t Possible Solutions Ease of Remodeling Ease of Operation Sport Bar Western Theme Evening Get Away Burgers R Us Date Night Family Friendly Staff Training 2 Additional Capital Table Turnover Time Features of finished design that cut across many full Space Requirement 1 Power Requirement 2 Totals List 8 10 Possible Solutions to your design challenge designs or... Specific full designs

23 Restaurant Example: Solution Selection Matrix Engineering Criteria Imp t Possible Solutions Sport Bar Western Theme Evening Get Away Burgers R Us Date Night Family Friendly Ease of Remodeling Ease of Operation Staff Training Additional Capital Table Turnover Time S 2 Total Calculation = (S 2 )(ImpC 1 ) + (S 2 )(ImpC 2 ) +...(S 2 )(ImpC N ) Space Requirement Power Requirement Totals

Defined the purpose of each Room in the House of Quality (HOQ) Illustrated, via an example Provided algorithm to determine Critical Customer Requirements (CCRs)

24 Defined the purpose of each Room in the House of Quality (HOQ) Illustrated, via an example Provided algorithm to determine Critical Customer Requirements (CCRs) Illustrated establishment of System Level Engineering Design Specifications Defined Solution Selection Matrix Provided Examples House of Quality & Selection Matrix Discussion Summary

25 Questions?

26 Solution Selection Matrix Engineering Criteria Criteria 1 Criteria 2 Criteria Criteria Totals Impt. List Possible 6 12 Solutions Engineering Criteria and Importance Rating S 1 S 2 S S Criteria utilized to select solution Examples: User friendly Maturity of technology Power requirements Space Weight Speed of response Hardware Platform µ-processor, PC Software C, Assembly Language Importance Rating 1-

27 Solution Selection Matrix Engineering Criteria Impt. Possible Solutions S 1 S 2 S S Criteria 1 Criteria 2 Criteria Criteria Totals List 8-10 possible solutions to your design challenge Features of finished design that cut across many full designs or... Specific full designs

28 Solution Selection Matrix Engineering Criteria Impt. Possible Solutions S 1 S 2 S S Criteria 1 Criteria 2 Criteria Specific Cell Rating... Criteria Rate each cell on how well the Possible Solution meets the Design Criteria Totals Strong = 9 points, Moderate = points, Weak = 1 point

29 Solution Selection Matrix Engineering Criteria Impt. Possible Solutions S 1 S 2 S S Criteria 1 Criteria 2 Criteria S 2 Total Calculation = (S 2 )(ImpC 1 ) + (S 2 )(ImpC 2 ) +...(S 2 )(ImpC N ) Criteria Totals

Quality Function Deployment

Quality Function Deployment Customer Driven Product Development Illustrated by Example Define Identify CCRs Design Optimize for 6 Validate Define the Project Business Case, Opportunity Statement, Goal,