Engineering 11
Formulate
Design Prob
Bruce Mayer, PE
Licensed Electrical & Mechanical Engineer
BMayer@ChabotCollege.edu
Engineering-11: Engineering Design
1
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Example  Improve MotorCycle
 Other Useful Information
• What is the target cost-to-manufacture?
• Which is more preferred: low-end torque or
high-end speed?
• What is the anticipated production run
quantity?
• What types of instruments are preferred,
digital and or analog?
• What are the desired service intervals?
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Formulating Design Problems
 Designing a high-performance motorcycle
 What is a “design problem?”
 What is the “solution” to a design problem?
 How do we solve a design problem?
 Steps in formulating the Design Problem
 Customer & Company requirements
 Engineering Design Specifications
 Gaining Consensus
 Quality Products
 QFD/House of Quality
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
What is a design problem?
 An opportunity to make and sell a new
product
 Need to fix an existing product
 Make and sell a variant of an older
design
[Customer or Company Requirements]
↓define↓
[”Function”]
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Example  Improve MotorCycle
 What info would help us understand this
design problem?
• How quickly should the MotorCycle accelerate to
60 mph?
• What should the top speed be?
• Is fuel consumption less important than
acceleration?
• What riding comforts are expected?
• Is an electric starter desired?
• Will the customer tolerate a liquid cooling system?
• Will customer care about aesthetics?
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
“Solution” to a Design Prob 





Set of Drawings & Bills of Materials
Predicted performance calculations
Test reports on prototypes
Manufacturing specifications
Estimates of sales-revenue, costs, profit
 [“design” ready for manufacture]
→defines→ [“Form”]
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
How to Solve a Design Problem?
Design problem
(function, customer need)
“Formulate” first!
i.e., Decide on
needed Decisions...
Decision making
processes and
activities
Solution
(form, manufacturable product design)
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Decisions & Info Flow
Formulating process
Customer needs?
Competition?
Functional requirements?
Targets? Constraints?
Evaluation criteria?
Seek info
Interpret
Summarize
Literature, Surveys
Market Studies
Focus Groups
Observation
Studies
Benchmark Studies
probe
revise
Preliminary design
specifications
Obtain management
approval
Gain
consensus
Revie
w
continue
discontinue
Engineering Design
Specification
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Steps In Formulating Design Prob
1. obtain a detailed understanding of the
design problem; i.e., the application
2. document our understanding in an
Engineering Design Spec (EDS)
3. choose a solution strategy
4. develop a project plan (scope of work,
budget and schedule)
5. establish a consensus among team
members & management
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
1. Obtain a Detailed Understanding
 Need ACCURATE Information on
• Company Requirements (easy)
• CUSTOMER Requirements (hard)
 The “Requirements” for a Design
typically divide into two categories
• PERFORMANCE Requirements
• Constraint Requirements
– e.g., Meet N.E.C. Electrical Code
• Business Impact  Revenue, Profit, RoI
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Market Requirements StateMent
 The “MRS” is Also often called the
Market Requirements Document (MRD)
 MRS Most Often Prepared by the
Technical Marketing Team With
Extensive Consultation with
• Upper Management
• Senior Design Engineers
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
MRS/MRD Purpose
 Provide an outline of the prospective
product for all interested parties
• Investors, Sales Engineers, Finance,
Upper Management, Engineering, others
 Provide enough information for
engineering to write a functional
design specification for the product
• The Design Spec if Often Called the
Engineering Design Specification (EDS)
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
MRS ↔ Design Engineering
 Once the New Product Has been
Approved (i.e., Meets the Company RoI
Requirement) The Design Engineering
Focuses on These Portions of the MRS
• Product Performance
– Becomes the Heart of the Engineering Design
Spec (EDS)
• Code-Compliance Constraints
• Product Cost Targets
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
MRS Example 
Performance Spec
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Customer Req’s for MotorCycle
 Function/Performance:
• start engine quickly
• support rider(s) comfortably
 Operating
• Tolerated road shock: PotHoles, Bumps
• Run in wet, cold, high altitude Environs
 Other
• Long maintenance intervals
• Good fuel economy
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
MRS/MRD Information Sources







Customer Surveys
Market Studies
Technical & Trade Literature
Focus Groups
Observation Studies
Benchmark Studies
Trade/Industry Groups
• SIA, SEMI, SemaTech, etc.
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Company Req’s for MotorCycle
 Sales & Marketing:
• need product in 24 months,
• sale price competitive
 Manufacturing
• Produce 5,000 units per year
• Use existing manufacturing plant
 Financial
• $300,000 R&D budget
• minimum 20% RoI, 3 Year PayBack
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Generic Customer Requirements
 Function &
Performance
• Functions and their
Priority
• Engineering
characteristics
– With units & limits
• Performance Targets
• Satisfaction Goals
• Size & Weight
• Power Use
Engineering-11: Engineering Design
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 Operating
Environment
• Air temp.
• Humidity,
• Elevation
• Corrosion (e.g.
SeaWater)
• Shock & Vibration
• Cleanliness (e.g.
Operating Room)
• Radiation, Other
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Generic Customer Requirements
 Other Issues
• Economic
(Affordability)
• Geometry
• Maintenance
• Repair
• Retirement
• Reliability
 Other Issues
•
•
•
•
•
•
Robustness
Safety
Pollution
Ease of use
Human Factors
Appearance
 Notice Focus on Function, NOT Form
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Generic Company Requirements
 Marketing
• Total Available
Market (TAM)
• Competition
• Sales Strategy
• Time to market
• Pricing
• Advertising
• Market Share
Engineering-11: Engineering Design
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 Manufacturing &
Operations
• Production quantity
• Processes, Materials
• New factory equip.
•
•
•
•
Warehousing & dist.
After Sales Support
Warranty Support
Returns & Repairs
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Generic Company Requirements
 Financial
• Product
Development
Investment
• Cash Flow
• Return on
investment (RoI)
• Return on
Controllable Assets
(RoCA)
Engineering-11: Engineering Design
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 Other
• Regulations,
Standards, Codes
• Patents / intellectual
property
• Company Image
– e.g., a Pharmaceutical
Co. would not develop
a Cigarette
• Product Liability
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Must all requirements be satisfied?
 Requirements can be separated into:
• NEED-to-Have items
– Product WILL FAIL in MarketPlace w/o these
– These “Must-Have” items Become “Constraints”
on the Design
• Nice-to-Have items
– Produce will be MORE COMPETITIVE w/ these
– These “Desirable” Features should be Weighted
by “Importance-to-the-Market”
 Weighting is Typically a Marketing Engineering Fcn
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
MotorCycle  Importance Wts
 Example of Customer importance
weights by sub-function
Sub-function
start engine quickly
support rider(s) comfortably
transport rider(s) fast
steer bike easily
absorb road shocks
TOTAL
Engineering-11: Engineering Design
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Weight
15 %
10 %
50 %
20 %
5%
100 %
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Translate MRS/MRD to EDS
 A CRITICAL Step Done by Senior
Marketing & Design/System Engineers
 How will we know when we have
designed a product that satisfies the
customer? e.g.
• Customer says, “I want a fast motorcycle.”
 What does “fast” mean? Could it be:
•
•
•
120 mph top speed?
32 ft/sec2 (1 G) acceleration?
150 Hz (9 kRPM) engine frequency?
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
MotorCycle: Translation to EDS
Sub-function
Engineering
Characteristic
Units
Limits
start engine quickly
cranking time
seconds
≤ 6 secs
support rider(s)
comfortably
cushion compression
inches
transport rider(s) fast
acceleration
top speed
0-60 mph
feet/
sec2
mph/kph
seconds
steer bike easily
steering torque
turning radius
pound-ft
feet
Absorb road shocks
suspension travel
inches
≥ 32 ft/s2
≥ 90 mph
≤ 6 secs
> 5 in.
 Engineering Specs are Objective & Quantitative
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Engineering Characteristics
 Engineering Design Spec Elements are:
quantities that measure the
“performance”
of a candidate design with respect to
specific customer required
functions
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
MRS→EDS War-Story
 Customer Needs for BPSG & USG
Films for IC production
 Then What it the Bubbler
TEMPERATURE CONTROL Spec
• This Question
Lead to the a
22 Pg Paper:
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Customer Satisfaction Function(s)
 Usually Prepared by
 Tabular Function
MARKETING
Amount of satisfaction Value
Engineers, NOT by
1.0
Design Engineers Most satisfied
• Large Amount of
JUDGMENT in Fcn
Construction
• The Design
Engineers may USE
them to Guide
Design Decisions
Engineering-11: Engineering Design
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Very satisfied
0.9
Moderately satisfied
0.8
Somewhat satisfied
0.6
Hardly satisfied
0.3
Not satisfied
0.0
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Customer Satisfaction Function(s)
 Graphical Function for MotorCycle TopSpeed
Shape of the Curve
Depends on JUDGMENT
Satisfaction
1.0
0.0
90
Engineering-11: Engineering Design
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150
Top
Speed
(mph)
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
2. Document UnderStanding in EDS
 The Engineering Design Specification is a
Quantitative listing of the critical parameters,
specifications, targets and requirements for
the product you are designing.
 It is a statement of what the product should
BE and should DO.
 Detail is added as the design grows.
 The EDS is driven by customer needs. It is
intended to show WHAT you are trying to
ACHIEVE, NOT what you will end up with.
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
3. Choose a Solution Strategy
1. list possible alternative solution strategies,

for example: discontinue product, variant design,
original design, etc
2. estimate the expected benefits and the costs
of each alternative
3. assess the risk of each alternative strategy
4. establish criteria to evaluate alternatives

(e.g. benefits/costs, risk, Return on investment)
5. evaluate the alternatives
6. select the best alternative
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Formulation Produces Strategy
Formulation
original
design
part
design
Concept Design
selection
design
variant
design
Configuration
Design
Configuration
Design
Parametric Design
Parametric Design
Parametric Design
Detail Design
Detail Design
Detail Design
Engineering-11: Engineering Design
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Detail Design
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
4. Develop a Project Plan
 Will be Covered in Detail in Chp 14
Key Questions
Stage Objectives
Concept
• Evaluate the
market
opportunity
• Clarify the
product
concept
Go/
No Go
Definition &
Planning
• Develop the
product
• Clearly define
the product
• Develop
production
and support
processes
• Fully plan the
project
Go/
No Go
Pre-Production
• Transition the
product to
volume
production
• Begin market
introduction
• Plan the
market
introduction
Does the product
meet customer
needs, and does it
warrant investment
in full development?
Engineering-11: Engineering Design
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Development
• Validate the
opportunity
• Assess
strategic fit
Does the product
warrant further
definition?
Go/
No Go
Does the product
meet expectations
and remain viable
within the required
time frame?
Go/
No Go
Production
• Ramp-up
production
• Verify
distribution
and support
processes
• Achieve
stable
operations
Do test results and
market introduction
preparations
demonstrate launch
readiness?
Have project
objectives been
achieved, and can
the Core Team be
disbanded?
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
5. Establish a Consensus
 “Building In” the Consensus
• Consensus is INTEGRAL To the Process
 If all team members follow the previous five
steps to a sound formulation, they will:
• Have a common understanding of the “problem,”
• All Understand WHY,
• All Know WHAT has to be done and WHEN, and
• All Commit to WHO & HOW-MUCH
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Quality  What is it?
 TIME Magazine Survey responses
•
•
Works as it should
Lasts a long time
•
Is easy to maintain
 Garvin, Commenting on Eight Dimensions of
Quality, Harvard Business Review, Nov/Dec 1987
 Performance
 Reliability
 Serviceability
 Features
 Durability
 Aesthetics
 Conformance to conventions/standards
 Perceived quality  reputation of manufacturer
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
All Done for Today
MotorCycle
Engine
BluePrint
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Engineering 11
Appendix
QFD & HoQ
Bruce Mayer, PE
Registered Electrical & Mechanical Engineer
BMayer@ChabotCollege.edu
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Quality Function Deployment, QFD
 Quality Function Deployment (QFD)
• Team based visual, connective process
• Focuses on customer needs throughout entire product
development process

QFD is a systematic process
• Helps identify customer desires and to “deploy” them
through all functions and activities of the organization

House of Quality (HoQ)
• Use of large visual displays or diagrams to
– Focus decision making interactions of multifunctional teams
– Visually display relevant information for ready reference
– Document decisions in a graphical Form
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
Quality Function Deployment, QFD
 Team discussions and research results
summarized in House of Quality (HoQ) diagrams
•
•
•
Product
Part
Process
•
Production information
 Representatives from all parts of company
involved in creating and refining HoQ diagrams
 Desire to achieve high level of consensus
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
HoQ for Product Planning
 Systematic, graphic representation of
product design information
 Organized as matrix of rooms with roof
and basement
 HoQ diagram is not the real value
• Real value is in the
discussion and
consensus acquired
while constructing
the diagram
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
HoQ for Product Planning
 Team gathers information related to product
design
• Customer requirements
• Customer importance weights
• Engineering characteristics (technical specifications)
•
•
•
•
Correlation ratings of requirements & characteristics
Benchmark satisfaction ratings
Coupling between technical specifications
Benchmark performance values
• New product design target values
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
HoQ FloorPlan
8
Coupling
 Group method
 Structures
information
Engineering-11: Engineering Design
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4
Correlation
Ratings
5
Benchmark Satisfaction
Ratings
2
Importance Weights
 Forces
agreement
between
team
members
1
Customer
Requirements
 Encourages
discussion
3
Engineering Characteristics
6
Benchmark Performance
7
New Product
Performance Targets
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
HoQ for Product Planning
 Room 1  Customer requirements
8
Coupling
4
Correlation
Ratings
6
Benchmark Performance
7
New Product
Performance Targets
 Room 2  Customer importance weights
• Adjacent to customer requirements column
• Use values between 0.0 and 1.0 (0-100%)
• Importance weights sum to 1.0 (100%)
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
5
Benchmark Satisfaction
Ratings
2
Importance Weights
3
Engineering Characteristics
1
Customer
Requirements
• Summarized in rows of 1st column
• Clear list of functions and sub
functions from customer’s view point
• Customer wording used to express
voice of the customer
• Contains only most important
requirements (usually less than 25)
HoQ for Product Planning
 Room 3  Engineering Characteristics (TS)
•
•
•
•
Top row underneath roof triangle
List of quantitative performance factors with units
Arranged in a row vector
Quantifies the customer satisfaction for each
customer requirement
 Room 4  Correlation ratings matrix
• Cells at intersections of rows and columns indicate
the amount of correlation between
the requirements and specifications
• Use for positive correlation
8
Coupling
– −1 ≡ low, −3 ≡ medium, −9≡high
Engineering-11: Engineering Design
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4
Correlation
Ratings
5
Benchmark Satisfaction
Ratings
• Use for negative correlation
2
Importance Weights
– 1 ≡ low, 3 ≡ medium, 9 ≡ high
1
Customer
Requirements
3
Engineering Characteristics
6
Benchmark Performance
7
New Product
Performance Targets
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
HoQ for Product Planning
 Room 5  Benchmark satisfaction ratings
3
Engineering Characteristics
4
Correlation
Ratings
6
Benchmark Performance
7
New Product
Performance Targets
• Below of correlation matrix
• Rating for each benchmark product with respect to
the Technical Specs (TS) in Room 3
 Room 7  New product targets
• Below benchmark performance in the basement
• List performance targets for new product
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
5
Benchmark Satisfaction
Ratings
 Room 6  Benchmark performance
8
Coupling
2
Importance Weights
1
Customer
Requirements
• Right of correlation matrix
• Customer ratings for competitive products
for satisfaction of each requirement
• Include own current products if any
• Ratings between 0.0 and 1.0
HoQ for Product Planning
 Room 8  Coupling matrix
• Uncoupled specifications can be
optimized one by one
4
Correlation
Ratings
6
Benchmark Performance
7
New Product
Performance Targets
• Inversely coupled specifications
require compromises (strong but light)
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
5
Benchmark Satisfaction
Ratings
3
Engineering Characteristics
2
Importance Weights
– For positive correlation:
1 ≡ low, 3 ≡ medium, 9 ≡ high
– For negative correlation:
−1 ≡ low, −3 ≡ medium, −9≡high
8
Coupling
1
Customer
Requirements
• Roof triangle
• Values to estimate coupling or
interaction between technical
specifications
Example  HoQ
Engineering-11: Engineering Design
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Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
-9
-9
1
-3
9
3
1
9
point roughness (micro in.)
9
weight (oz)
8
no. hands to operate
7
point cone angle (degrees)
120 VAC (yes/no)
6
1
no. steps to empty
5
9
shavings storeage (cu.in.)
4
3
9
grasp torque (in-lbf)
3
3
9
hold force required (lbf)
1
1
3
1
9
-3
1
Engineering Characteristics (units)
force to sharpen (lbf)
2
3
3
1
start switch force (lbf)
Custom er Requirem ents
1
1 doesn't slide w hen using
0.10 9
2 needs little insertion f orce
0.05
3 requires little insertion torque
0.05
4 operates w hen pencil is inserted 0.15
5 collects pencils shavings w ell
0.05
6 empties shavings easily
0.20
7 plugs into w all socket easily
0.05
8 cord is long enough
0.05
9 grinds pencil to sharp point
0.20
10 needs only one hand tw o operate0.10
9
friction factor
slides (yes/no)
Importance wt.
3
9
-3
cord length (ft)
Pencil
Sharpener
HoQ
Custom er
Satisfactio
n Rating
(0.00 1.00)
10 11 12 13 14 CP
3 3
9
9
9
1
3
-3
9
3
9
9
9
3
3
A
B
0.9
0.8
0.9
1.0
1.0
0.6
0.9
0.8
0.7
0.8
Total Importance 1.00
Perform ance
current product(CP)
competitior A: Model #25
N
1
0
0
0
0
2
6
Y
6
20
1
20
6
competitor B
New Product Targets N
1
0
0
0
0
3
4
Y
6
18
1
18
5
Engineering-11: Engineering Design
48
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
QFD method uses cascading
Houses of Quality
Production
Characteristics
Process
Characteristics
Production
Planning
Part
Characteristics
Process
Planning
Engineering
Characteristics
Part
Design
Customer
Requirements
Product
Planning
Engineering-11: Engineering Design
49
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
EDS Example Elements
 These Items Might appear in an EDS
 Intended market
 User interface
 Product cost(s)
 Dimensions
 Operating
environment
 Weight
 Engineering
performance
 Product life
 Product operators
users
 Storage shelf life
 Ergonomics
Engineering-11: Engineering Design
50
 Materials
 Service life
 Reliability
 Mean time to failure
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
EDS Example Elements
 This List is NOT Exhaustive
 Disposal / Reuse
 Test protocol
 Assembly
 Product liability
 Installation
 Intended market
 Regulatory
environment
(federal, state, local)
 Packaging
 Patent infringement
 Overall “look” (buyer
perception)
 Safety
Engineering-11: Engineering Design
51
 Shipping and
storage
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
2001 SIA Industry RoadMap
Year
Unit
1993
1995
1999
2001
2003
2005
2008
2011
2014
2016
microns/nm
0.50
0.35
180
130
100
80
70
50
34
22
Mhz/Ghz
200
300
750
1.68
2.31
5.17
6.74
11.5
19.3
28.7
million/cm2
2
4
6.6
13
24
44
109
269
664
million
transistors/chip
5.2
12
23.8
47.6
95.2
190
539
1523
4308
DRAM size
Mbit/Gbit
16
64
256
512
1
2
6
16
48
SRAM size
Mbit/Gbit
1
4
16
64
256
Vdd
5
3.3
2.5
1.2
1.0
0.9
0.7
0.6
0.5
Feature Size
Internal Clock
(high
performance)
Logic transistors
Microprocessor
Voltage
Engineering-11: Engineering Design
52
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
0.4
MRS/MRD Details
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

Introduction
Describe briefly why the product is being considered, this could also be an objective for the product. One
paragraph.
Overview
Include a brief description of the product and requirement. One to four paragraphs.
Target Market
Describe who the customer is for this product, why do they need it, and what is unique about their
requirement. It may be desirable to discuss market size here. Use numbers from analysts for a general
market size.
Detail in this section may not be necessary for a new version of an existing product unless the new
version will help target a new market segment.
Competition
List all competitors, how they answer this need and how this product will be differentiated from the
competition. Provide any implementation detail that you can on how a competitor has implemented a
similar feature and the pros and cons of that implementation.
Desired Characteristics
This is the primary information of the market requirements document. Make the first paragraph a general
description of the product.
Required Features
List and describe all features that are required for the product to address the customers’ needs and be
competitive.
Desired Features
List and describe all features that would be nice to have in the product but are not required in the first
release.
Engineering-11: Engineering Design
53
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
MRS/MRD Details
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Estimated Development Costs
List the estimated costs of this product in terms of development time, licensing
components, or equipment required to build the product (useful for both hardware and
software). This may or may not be required in your company to have a project approved.
Will require input from engineering.
Estimated Product Life
How long will this product be on the market. When should it be replaced by a new product
or version?
Distribution
Use this section if this product will not be distributed through the company’s usual
channels. If the product is software, list whether it will be available as a download off the
web site.
Configurations
Use this if there are multiple configurations desired.
Licensing Requirements
If you are building a software product, describe the requirements for software licensing.
Describe how customers will obtain the product and how the licensing (if any) will restrict
them from making illegal copies.
Manufacturing
Use this section to describe any special manufacturing considerations or requirements.
Provide an estimated bill of materials (a list of everything that will be packaged with the
product). This section may require input from Manufacturing if it is a hardware product.
Engineering-11: Engineering Design
54
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
MRS/MRD Details
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
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
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Packaging
For both software and hardware, describe how the product will be packaged.
Maintenance
This section is used (primarily for a hardware product) to describe any special maintenance
requirements. May require input from customer service.
Documentation
Describe the types of documentation that are required including installation instructions, user manuals,
administration manuals, quick start guides and tutorials. Specify whether the documentation will be online or hard copy.
Forecast/Cost
Estimate the sales for the product. This is required for cost justification as well as for forecasts for
inventory of product and or manuals.
For hardware products you will need to estimate the preliminary costs of the product. For a software
product you will need to estimate any potential royalties.
In some companies, management wants the product manager to figure out the development costs of a
product. If this is required, you will need to work closely with the finance department and the VP of
Engineering to accurately estimate those costs.
Impact on Other Products
Use this section if this product will impact sales of or replace other products. Finance and sales will need
this information for forecasting purposes.
Preliminary Schedule
This will require input from engineering. It is needed for other departments to understand when the
product will be available.
Engineering-11: Engineering Design
55
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt
In 10 min  Discuss “Quality”
Engineering-11: Engineering Design
56
Bruce Mayer, PE
BMayer@ChabotCollege.edu • ENGR-11_Lec-10_Chp3_Fomulate_DesignProb.ppt