1. 4 Product and Service Design

13. Life Cycles of Products or Services Figure 4.1 Time Introduction Growth Maturity Saturation Decline Demand

27. Degree of Design Change Table 4.3 High High New Low High Clone Low Low Expansion Low Low Modification Newness to the market Newness of the organization Type of Design Change

31. Idea Generation Competitor based Supply chain based Research based Ideas

43. The House of Quality Figure 4.3 Correlation matrix Design requirements Customer require- ments Competitive assessment Relationship matrix Specifications or target values

44. House of Quality Example Figure 4.4 Customer Requirements Importance to Cust. Easy to close Stays open on a hill Easy to open Doesn’t leak in rain No road noise Importance weighting Engineering Characteristics Energy needed to close door Check force on level ground Energy needed to open door Water resistance 10 6 6 9 2 3 7 5 3 3 2 X X X X X Correlation: Strong positive Positive Negative Strong negative X * Competitive evaluation X = Us A = Comp. A B = Comp. B (5 is best) 1 2 3 4 5 X AB X AB XAB A X B X A B Relationships: Strong = 9 Medium = 3 Small = 1 Target values Reduce energy level to 7.5 ft/lb Reduce force to 9 lb. Reduce energy to 7.5 ft/lb. Maintain current level Technical evaluation (5 is best) 5 4 3 2 1 B A X BA X B A X B X A BXA BA X Door seal resistance Accoust. Trans. Window Maintain current level Maintain current level

45. The Kano Model Figure 4.5