Design Parameter Estimation using a Modified QFD Method to Improve Customer Perception

This article presents an integrated approach to optimize cost while respecting the customer perception of a product using a modified Quality Function Deployment (QFD) method. This QFD method helps a design team to determine the effect of various design strategies for customer satisfaction. The new QFD method uses a two-phased approach for finding an optimum design strategy. During the first phase, the design team sets goals for customer perception for each customer attribute and relates them to those of its competitors (benchmarking); then, in the second phase, a goal-based model with a separated, mixed integer structure is used to minimize cost while respecting customer desires. The model defines fixed cost as a major improvement in design solutions such as changing parts, materials, or operational mechanisms. It also defines variable cost as a minor improvement in the current design solution. An illustrative example is given to demonstrate the use of the method, and a sensitivity analysis for budget limitation is shown. The method is applicable to a wide spectrum of design problems where, setting preferences over competitors’ products and respecting budget limitations are the major criteria in the design strategy.