Sarah is now giving
eggs!
Videos:
https://www.youtube.com/watch?v=gMZly3L9cwc
https://www.youtube.com/watch?v=4sJdS_5DhRA
https://www.youtube.com/watch?v=DGazxF2vgzg
“We thought we knew
what our customers wanted, but came to realize we didn’t know
it at all”
Jurassic QFD
Presented by: Krishna Makwana
Presented to: Mr. Gaurav Ashesh Sir and MBA (IB)- 2018-20
Today’s Ride
• History
• QFD Template
• Voice of Customer
• Emotion Deployment
• Body Deployment
• Engineering Requirements Deployment
• Conclusion
• Kobe shipyard
• Studied by Dr. Yoji Akao
• Experimenting at other firms
• “Hin-shitsu Ki-no Ten-Kai”
• The House of Quality by John Hauser & Don
• Explosion of QFD
Source: The PDMA Toolbook 3 for new Product
Goal of Universal
Studios
Source: Jurassic QFD, Integrating Service and Product Quality Function Deployment
Why QFD?
Clarify vague requirements
Identify Normal, expected, exciting
requirements
Promotes cross functional teams
Improve communication
Translation of customer’s
requirements
It has tools and methods to go up
and down the customer value chain
Source: e PDMA Toolbook 3 for new Product Development
QFD
Template
1. Voice of Customer Analysis
2. Emotion Deployment
3. Body Deployment
4. Engineering Requirement
Deployment
Source: Jurassic QFD, Integrating Service and Product Quality Function Deployment
Voice of Customer
• Clarify customer requirements
• Context prescribed by 5W1H
End product requirements
Reduces complexity
VOC from Scope of Work Context of Use Reworded Data
Close proximity of guest to Who: Families with children Smooth, quiet movement
dinosaur dictates fluid movements, What: Entertainment Looks, smells realistic
non-cyclic programs, low noise, When: After thrill rides Reacts realistically
realistic skin, animal like odor and Where: Animal Paddock area in Isla Responds to touch
reactions Nublar Non-repetitive movement
Why: Amaze children One-on-one personal
How: Guests are allowed limited, experience
supervised interaction with Like a zoo
dinosaurs Appears live, alert
Source: Jurassic QFD, Integrating Service and Product Quality Function Deployment
Product features: Performance
Measurements, Functions,
Reliability, Safety, Technology,
Materials, Components
Benefit Storyboard Body Motion Technical Req. Concept
Looks Realistic Variable Non-repetitive Resistant to outdoor Concealed controls
elements
Source: Jurassic QFD, Integrating Service and Product Quality Function Deployment
“Going to Gemba”
What about Dinasaur Gemba?
• “anthropomorphic”
• Emotional states were
detected
• Gross body motion or Head
motion?
Source: Jurassic QFD, Integrating Service and Product Quality Function Deployment
What is Storyboarding?
Framework for Interactively Perceiving and
Experiencing Fictional Characters
Source:The role of emotion in the study of humanoid social robots in the healthcare domain, Marloes Spekman
Source:The role of emotion in the study of humanoid social robots in the healthcare domain, Marloes Spekman
Emotion
Deployment
Source: Jurassic QFD, Integrating Service and Product Quality Function Deployment
Body Deployment
• Relationship between storyboards and body motion
• Body motion to detailed body parts
Engineering Requirements Deployment
• Engineering Requirements Hierarchy
• Design Specifications
• Potential failures?
Lower costs
• Simplification Faster design
Reliability
Source: Jurassic QFD, Integrating Service and Product Quality Function Deployment
Conclusion
• Migration of QFD Model
• Quality Conscious Organizations
• Initial phase of New Product Development
• Adaptability
Software | Hardware | Service | Process
• Consumer-driven
References
• The role of emotion in the study of humanoid social
robots in the healthcare domain, Marloes Spekman
• Jurassic QFD, Integrating Service and Product Quality
Function Deployment
• Quality Function Deployment and the House of Quality,
Gerry Katz
• Dinasaur Encounter,
https://www.youtube.com/watch?v=gMZly3L9cwc ,
https://www.youtube.com/watch?v=4sJdS_5DhRA
https://www.youtube.com/watch?v=DGazxF2vgzg
Thank You
Any Questions?
