Module: QEM MM3824

QFD Mini Project MM8474

SINGAPORE POLYTECHNIC
SCHOOL OF MECHANICAL & MANUFACTURING

QUALITY ENGINEERING & MANAGEMENT

MM3824/MM8474

QFD Mini-Project on
Flyer on Crime Prevention for
Elderly Citizens

(Suitable Diagram/Picture)

QFD Project Team:

Adm Number Name Class

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Table of Contents

Pg No
1. Introduction __

2. Objective __

3. Methodology: Building the House of Quality

3.1 Identifying Customer Attributes __

3.2 Identifying Product Characteristics and

Interrelationship __

3.3 Relationship Matrix __

3.4 Market Evaluation & Selling Points __

3.5 Evaluate Competing Products &

Set Targets __

3.6 Select Characteristics to Deploy __

4. Discussion __

5. Flyer Design __

6. Conclusion __

Appendix A: HOQ __

Appendix B: Survey Reports __

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1. Introduction

Wonderful Design Pte Ltd is a company specialising in design and printing of

advertising materials such as product/service brochures, leaflets and
catalogues had recently signed a contract with the National Crime Prevention
Bureau (NCPB) to design and print 500,000 copies of flyers with content
related to crime prevention for elderly citizens at home.

The art designers and software engineers got together in a brainstorming

session and produced a draft version of the flyer design to their client for
approval. However, when the design was presented, the client was not very
satisfied as they think that the design did not meet their intent.

The client rejected the design and requested them to review their original
intent for the flyer or they might have to consider appointing another company
for the contract.

Our project group was approached by Mr. Wonder Master, the Managing
Director, to re-design the flyer that would meet National Crime Prevention
Bureau’s (NCPB) requirements.

2. Objectives

The objectives for this project are to:

a. Develop the House of Quality for the Flyer on Crime Prevention for
Elderly Citizens using the requirements given by National Crime
Prevention Bureau and results of customer survey and competitors
survey provided

b. Design and produce a Flyer on Crime Prevention for Elderly Citizens

using the House of Quality developed.

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3. Methodology: Building the House of Quality

3.1 Identify Customer Attributes (WHATs) and Organise them

into logical groups

Customer Attributes (WHATs) are the product requirements in customer's

terms.

The following is the list of original customer‘s requirements (attributes) given

to the group:

• Flyer content must be easy for elderly to read

• Flyer content must include related criminal topics
• Flyer must have pictures to illustrate the crimes
• Flyer content must be easy for elderly to understand
• Flyer must be attractive/appeals to the reader (the
elderly)
• Flyer must not be too expensive to produce
• Flyer must not be too big a piece
• Flyer must indicate topic/title of contents covered
• Flyer must provide some Help Information
• Flyer content must not be too wordy/lengthy
• Flyer content should provide preventive measures to be
taken
• Flyer information/content should not be out dated quickly
• Flyer must be easy to fold
• Flyer should not tear easily
• Flyer must cater to most races

In addition to the above, our group had also identified the following as
additional requirements (attributes) which could be included in the design of
the flyer:
:

List the additional attributes the group had identified for the flyer

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Using the affinity diagram, our group organised the customer’s requirements
(attributes) identified into the following groups:

Secondary Tertiary

Title for Subgroup 1

List of attributes in this
subgroup

Title for Subgroup 2

List of attributes in this
subgroup

Title for Subgroup 3

List of attributes in this
subgroup

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N.B. You may group into more than 3 subgroups

3.2 Identifying Product Characteristic (HOW) for each

Attribute and their Interrelationship

The customers' attributes identified earlier are now to be translated into

characteristics of the flyer for Crime Prevention for Elderly Citizens. These
characteristics must be measurable and meaningful in the production of the
flyer. In identifying the flyer characteristics for each customer attribute, our
group need to ensure that they are

1. Measurable (quantifiable)
2. Has no design constraints
3. Represent a response to the customers' voice

The product characteristics identified by our group for each of the customer
attribute are shown below:

Customer Requirement Product Characteristic

List of Attributes in Title of Product Characteristic

Subgroup 1 Identified with unit for measurement

List of Attributes in Title of Product Characteristic

Subgroup 2 Identified with unit for measurement

List of Attributes in Title of Product Characteristic

Subgroup 3 Identified with unit for measurement

The interrelationship between the various product characteristics are then

identified and shown in the roof of the House of Quality.

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This information can be viewed in the completed House of Quality Appendix A

at the end of this report.

3.3 Develop Relationship Matrix between WHATs and HOWs

This matrix shows the degree of relationship between the Attributes of the
Customer (WHATs) and the Product Characteristics (HOWs) of the flyer
identified.

The purpose of the matrix is to show that the final product characteristics
developed adequately cover all the required customer attributes.

The various relationships identified between the WHATs and the HOWs can
be viewed in the completed House of Quality Appendix A at the end of this
report.

3.4 Market Evaluation & Selling Points

A survey (Report on Customer Competitive Survey) to determine the

importance rating of each customer attribute and to evaluate existing products
for each of the customer attribute had been conducted and given to the group.

The Importance ratings (IR) for each customer attribute represent areas of
greatest interest and highest expectations as expressed by the customer and
evaluation on existing products for each customer attribute gives the
customer’s opinion of ability of existing products in satisfying their needs. This
competitive evaluation helps to highlight the absolute strengths and weakness
in competing products and allows priorities to be set in the design process.

For example if a customer voice receives high importance rating but low
evaluation on all competitors' products, then focusing on this voice can help to
gain a competitive advantage. Such customer attributes are key selling
points. These selling points should be cherished because of the possibility
that they will the organisation a unique selling proposition.

Base on the Report on Customer Competitive Survey, the following Selling

Points for the flyer were identified:

List the selling point identified from the

Report on Customer Competitive Survey given to your group

Our group will set our priority in focussing (deploy) on these selling points in

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the design of the Flyer for Crime Prevention for Elderly Citizens.

3.5 Evaluate Competing Products & Set Targets

Technical evaluation of our flyer against our most serious competitors is
needed. This engineering competitive evaluation provides a factual picture of
how our flyer compares to the best of our competition. This knowledge is very
important for analysis and in setting target for our final flyer design.

The HOQ is checked to determine if there is any conflicting information

between the information gathered in Step 4 (Customer Evaluation) and Step 5
(Engineering Evaluation). The goal is to eliminate conflicts.

For our case, there is no conflict found between the information provided by
Customer Evaluation and Engineering Evaluation (if there are conflict
identified, list them).

Next, the targets for each product characteristics (HOWs) of the new flyer are
to be determined. Our group needs to determine the value which will result in
customer satisfaction. While setting targets, our group take the opportunity to
copy for cases where our product is judged inferior while our competitor's
product is judged superior. In this type of situation, we use "reverse
engineering" to determine target for our new flyer. Our group find that there
are opportunities to copy for the following customer attributes where the
importance rating is very high (5) and our competitor’s flyer is ranked superior:

List the customer attributes for which there are opportunities to copy.

For selling points, our group will need to research and development to identify
the best target to suit our customers’ requirement.

After studying all the information provided and doing some research on
specifications for selling points, our group have finalised our targets for the
various product characteristics of the new flyer. These are:

Product Characteristic Target Value

Fill in each row Give the target value set

Product Characteristics identified for each Product Characteristic

from Step 3.2 (include unit of measurement)

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3.6 Select Characteristics to Deploy

The next step is to identify product characteristics that should be put into use
for the designing the flyer are to be identified. The criteria for identifying these
product characteristic(s) to deploy are customer voices that are:

1. Important to the customer

2. Gives high reward if you work on them (Selling Points)
3. Becomes high risk if you don't on them

Our group have identified these to be

a) Product Characteristics that are strongly related to Selling Points (High

Importance Rating and Low Competitive Evaluation)
b) Product Characteristics that are strongly related to Customer Attributes with
Importance Rating of 5
c) Product Characteristics strongly related to (a) and (b)

The following Characteristics are to be deployed in the design of the flyer:

(a) Selling Points Product Characteristic to Deploy

List of Selling Points Title for
Identified in Step 3.4 Product Characteristic Selected

(b) Importance Rating 5 Product Characteristic to Deploy

List of Customer Attributes Title for
with IR = 5 Product Characteristic Selected

(c) Product Characteristics that are strongly related to (a) and (b)

List of Product Title of Product Characteristic

Characteristic from (a) or (b) Strongly Related to it to Deploy

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4. Discussion
With the key characteristics to be deployed are identified, our group then use
them in the design of the final flyer using the target values which were
determined earlier.

The following are how these product characteristics were deployed in our
design of the flyer:

Title of Product Characteristic Target Value

Discuss how product characteristic to be deployed is used in

design of flyer

Title of Product Characteristic Target Value

Discuss how product characteristic to be deployed is used in

design of flyer

Title of Product Characteristic Target Value

Discuss how product characteristic to be deployed is used in

design of flyer

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5. Final Flyer Design

The Final Design of the Flyer for Crime Prevention for Elderly Citizens is
shown below:

Fold and Attach

Final Flyer Design

In this Pocket Holder

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6. Conclusion

The final design of the flyer for Crime Prevention for Elderly Citizens was
designed with the aid of the Customer Requirement Planning Matrix, House of
Quality. Using this developed House of Quality, we were able to incorporate
all important customers’ attributes and related attributes in our design.

Our group is quite confident that our client will be satisfied with this new flyer
design.

You may want to write on your conclusion on what you have learnt from this
mini-project.

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Appendix A: House of Quality

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Appendix B: Survey Reports

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QEM PROJECT

REPORT

CUSTOMER COMPETITIVE SURVEY

A: Competitor A’s Product Rating

B: Competitor B’s Product 1 2 3 4 5
C: Product WINRAT Bad Good

CUSTOMER VOICE IMPORTANCE CUSTOMER SURVEY RATING

RATING 1 2 3 4 5
WHAT NUMBER 1 3 C B A
WHAT NUMBER 2 5 A C B
WHAT NUMBER 3 2 B A C
WHAT NUMBER 4 5 ACB
WHAT NUMBER 5 1 AB C
WHAT NUMBER 6 5 C B A
WHAT NUMBER 7 4 C B A
WHAT NUMBER 8 4 C A B
WHAT NUMBER 9 2 B C A
WHAT NUMBER 10 1 A C B
WHAT NUMBER 11 3 A B C
WHAT NUMBER 12 5 A B C
WHAT NUMBER 13 5 A C B
WHAT NUMBER 14 1 B A C
WHAT NUMBER 15 4 A C B
WHAT NUMBER 16 3 A B C
WHAT NUMBER 17 1 C BA
WHAT NUMBER 18 2 A B C
WHAT NUMBER 19 5 A C B
WHAT NUMBER 20 3 C B A

Certified True Copy: _________________

CCS/01

(Attached the signed copy of survey report given to you by your tutorial lecturer)

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QEM PROJECT

REPORT

ENGINEERING COMPETITIVE SURVEY

A: Competitor A’s Product Rating

B: Competitor B’s Product 1 2 3 4 5
C: Product WINRAT Bad Good

PRODUCT CHARACTERISTICS ENGINEERING SURVEY RATING

1 2 3 4 5
HOW NUMBER 1 C B A
HOW NUMBER 2 A C B
HOW NUMBER 3 B A C
HOW NUMBER 4 A C B
HOW NUMBER 5 A B C
HOW NUMBER 6 C A B
HOW NUMBER 7 B A C
HOW NUMBER 8 C A B
HOW NUMBER 9 B C A
HOW NUMBER 10 A C B
HOW NUMBER 11 A B C
HOW NUMBER 12 A B C
HOW NUMBER 13 A C B
HOW NUMBER 14 B A C
HOW NUMBER 15 A BC
HOW NUMBER 16 A B C
HOW NUMBER 17 C B A
HOW NUMBER 18 A B C
HOW NUMBER 19 A C B
HOW NUMBER 20 B C A

Certified True Copy: _______________

ECS/01

(Attached the signed copy of survey report given to you by your tutorial lecturer)

N.B. Students are to fill in their own contents for areas in Blue
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