Jspe hokkaido 2010

A Virtual Customer Needs System for Product Development

AuthorsMd Mamunur Rashid, Jun'ich Tamaki, Sharif Ullah, and Akihiko

Kubo

Kitami Institute of Technology, Hokkaido, Japan

北海道工業大学平成22年9月4日2010年度精密工学会北海道支部学術講演会 1

Contents:

Introduction

Kano Model for Customer Needs

Proposed System

Results

Future Plan

Concluding Remarks


Introduction: Product Development Process


Strategic Goal

Customer Needs

Assessment

Conceptualization

Product Realization

Satisfaction

Simulation System for

Virtual Customer Needs

Product

Development Team

Product Development

Cycle

Real

Customers

Questionnaires

Introduction


Introduction


VOC analysis using the method described in the paper

Technical Solutions Methods/ToolsQFD, TRIZ, Simulation, CAD/CAM/CAE,…

Requirement Analysis Tools:Quality Requirement Definition (Hari et al. 2007)Logical Requirement Analysis (Mannion and Kaindle 2008)…

Kano Model


Classification of Customer Needs

Low satisfaction (Disgusted)

Performance fully absent

(Dysfunctional)

Performance fully present

(Functional)

High satisfaction (Delighted)

Must be (M)

One-dimensional (O)

Attractive (A)

Indifferent (I)

Reverse (R)

Kano Model


Functional Answer:

Like

Must-be

Neutral

Live-with

Dislike

Dysfunctional Answer:

Like

Must-be

Neutral

Live-with

Dislike

(Must-be, Dislike) Must-be

Functional Answer:

Like

Must-be

Neutral

Live-with

Dislike

Dysfunctional Answer:

Like

Must-be

Neutral

Live-with

Dislike

(Dislike, Like) Reverse

Functional Answers

(X) ( )

Dysfunctional Answers (Y)

Like Must-be Neutral Live-with Dislike

Like Q A A A O

Must-be R I I I M

Neutral R I I I M

Live-with R I I I M

Dislike R R R R Q

Question: 1 Question: 2

Proposed System


Strategic Goal

Customer Needs

Assessment

Conceptualization

Product Realization

Satisfaction

Simulation System for

Virtual Customer Needs

Product

Development Team

Product Development

Cycle

Real

Customers

Questionnaires

Proposed System


The generic discrete event simulation technique :

vector event d//simulate

:Output

For End

Then CPr,CPr If

For End

Then CPr,CPrIf

1,,2 For

Else

ThenCPr0, If

0,1 interval the in number random a is //generate

,,1 For

:Simulate

For End

yprobabilit cumulative//PrPrCPr

,,1For

:Calculate

iterations of //number

vector ity//probabilPr,,Pr

vector //event,,

:Input

1

1

1

11

1

1

1

Nk

nknnk

ikiik

kk

kk

ii

n

n

,S,,S,S

ESEEr

ESEEr

ni

ESEr

rr

Nk

EEE

ni

N

EE

EE

S

P

E

Proposed System


..\JSPE\System for Virtual Customer.xls

Results


0

0.2

0.4

0.6

0.8

1

Pr(.)

Evaluations

0

0.2

0.4

0.6

0.8

1

Pr(.)

Evaluations

Worst Possible Probability for attractive Best Possible Probability for attractive

Results


0

0.2

0.4

0.6

0.8

1

Pr(.)

Evaluations

0

0.2

0.4

0.6

0.8

1

Pr(.)

Evaluations

For 100 simulated answers For 1000 simulated answers

Results


0

0.2

0.4

0.6

0.8

1

Pr(.)

Evaluations

0

0.2

0.4

0.6

0.8

1

Pr(.)

Evaluations

For 50 simulated answer For 25 simulated answer

Results


Using this system a product developmentteam can identify beforehand how manycustomers that should ask to determinewhether or not a product attribute isAttractive, Must-be, One-dimensional,Indifferent, or Reverse.

Future Work


1. The simulation method can be developedto know the unknown answer, when thedemographic and psychographic factorsof the respondents of known andunknown answers are similar.

2. A system can to simulate the functionaland dysfunctional answers for a givenKano evaluation.

3. A combination of the known answer andrandom selection can be used to developa computer system.

Concluding Remarks


1.Customer requirements are an important component of product development.

2.The customer expectations to the technical requirements of products are also necessary for product development.

Education

Jspe hokkaido 2010