MIT产品设计中如何识别客户需求

IdentifyingCustomerNeedsTeachingmaterialstoaccompany:ProductDesignandDevelopmentChapter4KarlT.UlrichandStevenD.EppingerSecondEdition,McGraw-Hill,NewYork,2000.ProductDesignandDevelopmentKarlT.UlrichandStevenD.Eppinger2ndedition,IrwinMcGraw-Hill,2000.ChapterTableofContents1.Introduction2.DevelopmentProcessesandOrganizations3.ProductPlanning4.IdentifyingCustomerNeeds5.ProductSpecifications6.ConceptGeneration7.ConceptSelection8.ConceptTesting9.ProductArchitecture10.IndustrialDesign11.DesignforManufacturing12.Prototyping13.ProductDevelopmentEconomics14.ManagingProjectsProductDevelopmentProcessPlanningPlanningConceptDevelopmentConceptDevelopmentSystem-LevelDesignSystem-LevelDesignDetailDesignDetailDesignTestingandRefinementTestingandRefinementProductionRamp-UpProductionRamp-UpConceptDevelopmentProcessPerformEconomicAnalysisBenchmarkCompetitiveProductsBuildandTestModelsandPrototypesIdentifyCustomerNeedsEstablishTargetSpecificationsGenerateProductConceptsSelectProductConcept(s)SetFinalSpecificationsPlanDownstreamDevelopmentMissionStatementDevelopmentPlanTestProductConcept(s)CustomerNeedsProcess•DefinetheScope–MissionStatement•GatherRawData–Interviews–FocusGroups–Observation•InterpretRawData–NeedStatements•OrganizetheNeeds–Hierarchy•EstablishImportance–Surveys–QuantifiedNeeds•ReflectontheProcess–ContinuousImprovementCustomerNeedsExample:CordlessScrewdriversMissionStatementExample:ScrewdriverProjectProductDescription•Ahand-held,power-assisteddeviceforinstallingthreadedfastenersKeyBusinessGoals•Productintroducedin4thQof2000•50%grossmargin•10%shareofcordlessscrewdrivermarketby2004PrimaryMarket•Do-it-yourselfconsumerSecondaryMarkets•Casualconsumer•Light-dutyprofessionalAssumptions•Hand-held•Powerassisted•Nickel-metal-hydriderechargeablebatterytechnologyStakeholders•User•Retailer•Salesforce•Servicecenter•Production•LegaldepartmentHowManyCustomers?One-on-OneInterviews(1hour)FocusGroups(2hours)PercentofNeedsIdentified100806040200012345678910NumberofRespondentsorGroupsFrom:Griffin,AbbieandJohnR.Hauser.“TheVoiceoftheCustomer”,MarketingScience.vol.12,no.1,Winter1993.VisualInformationExample:BookBagDesignFiveGuidelinesforWritingNeedsStatementsGuidelineCustomerStatementNeedStatement-WrongNeedStatement-RightWhatNotHowSpecificityPositiveNotNegativeAttributeoftheProductAvoid“Must”and“Should“Whydon’tyouputprotectiveshieldsaroundthebatterycontacts?”“Idropmyscrewdriverallthetime.”“Itdoesn’tmatterifit’sraining,IstillneedtoworkoutsideonSaturdays.”“I’dliketochargemybatteryfrommycigarettelighter.”“IhateitwhenIdon’tknowhowmuchjuiceisleftinthebatteriesofmycordlesstools.”Thescrewdriverbatterycontactsarecoveredbyaplasticslidingdoor.Thescrewdriverbatteryisprotectedfromaccidentalshorting.Thescrewdriverisrugged.Thescrewdriveroperatesnormallyafterrepeateddropping.Thescrewdriverisnotdisabledbytherain.Thescrewdriveroperatesnormallyintherain.Anautomobilecigarettelighteradaptercanchargethescrewdriverbattery.Thescrewdriverbatterycanbechargedfromanautomobilecigarettelighter.Thescrewdrivershouldprovideanindicationoftheenergylevelofthebattery.Thescrewdriverprovidesanindicationoftheenergylevelofthebattery.OrganizedListofCustomerNeedsTheSDprovidesplentyofpowertodrivescrews.TheSDiseasytoset-upanduse.*TheSDmaintainspowerforseveralhoursofheavyuse.*TheSDiseasytoturnon.**TheSDcandrivescrewsintohardwood.*TheSDpreventsinadvertentswitchingoff.TheSDdrivessheetmetalscrewsintometalductwork.*TheusercansetthemaximumtorqueoftheSD.***TheSDdrivesscrewsfasterthanbyhand.!*TheSDprovidesreadyaccesstobitsoraccessories.*TheSDcanbeattachedtotheuserfortemporarystorage.TheSDmakesiteasytostartascrew.*TheSDretainsthescrewbeforeitisdriven.TheSDpowerisconvenient.!*TheSDcanbeusedtocreateapilothole.*TheSDiseasytorecharge.TheSDcanbeusedwhilerecharging.TheSDworkswithavarietyofscrews.***TheSDrechargesquickly.**TheSDcanturnphilips,torx,socket,andhexheadscrews.TheSDbatteriesarereadytousewhennew.**TheSDcanturnmanysizesofscrews.!**TheusercanapplytorquemanuallytotheSDtodriveascrew.TheSDcanaccessmostscrews.TheSDlastsalongtime.TheSDcanbemaneuveredintightareas.**TheSDtipsurvivesheavyuse.**TheSDcanaccessscrewsattheendofdeep,narrowholes.TheSDcanbehammered.*TheSDcanbedroppedfromaladderwithoutdamage.TheSDturnsscrewsthatareinpoorcondition.TheSDcanbeusedtoremovegreaseanddirtfromscrews.TheSDiseasytostore.TheSDallowstheusertoworkwithpaintedscrews.*TheSDfitsinatoolboxeasily.**TheSDcanbechargedwhileinstorage.TheSDfeelsgoodintheuser'shand.TheSDresistscorrosionwhenleftoutsideorindampplaces.***TheSDiscomfortablewhentheuserpushesonit.!*TheSDmaintainsitschargeafterlongperiodsofstorage.***TheSDiscomfortablewhentheuserresiststwisting.TheSDmaintainsitschargewhenwet.*TheSDisbalancedintheuser'shand.!TheSDisequallyeasytouseinrightorlefthands.TheSDpreventsdamagetothework.TheSDweightisjustright.*TheSDpreventsdamagetothescrewhead.TheSDiswarmtotouchincoldweather.TheSDpreventsscratchingoffinishedsurfaces.TheSDremainscomfortablewhenleftinthesun.TheSDhasapleasantsoundwheninuse.TheSDiseasytocontrolwhileturningscrews.***Theus