THE UNIVERSITY OF NEW SOUTH WALES
School of Mechanical and Manufacturing Engineering






MANF9544 - Concurrent Product and Process Development



Assignment One- Term 1-2022
Quality Function Deployment

Description
A company produces personal-daily wallets. The company looks to introduce a new product. To this end, the
company wants to use ‘House of Quality’ technique to define the design priorities. In this assignment the
student are asked to utilize the given information to develop the ‘House of Quality’.

The ‘Customer Requirements’ were gathered by using standard processes such as interviews, see Section I.
There are three competitors' products X, Y and Z. Their customer ratings for the competitors are listed in
Section II.
The expected outcomes from the assignments are explained in section III.


Section I. Customer Requirements
The following is the list of customer requirements which resulted from intensive qualitative customer
research.
The scale for the importance rating is 1…5, where 1 is not important and 5 is very important.

Importance Rating
1. Wallet feels smooth. 4
2. It is easy to remove. 3
3. I have easy access to cards. 5
4. I can carry all my money. 3
5. I can carry credit cards while shopping. 5
6. I want the contents to be visible. 3
7. I want to carry many items. 3
8. I want it to last a long time. 5
9. I don't want to spend a lot of money for it. 5
10. I want to be able to calculate my checkbook balance. 4

Section II. Customer Competitive Analysis
The scale for the competitive analysis is 1…5, where 1 is a bad performance and 5 is a good performance.
The studying company - Customer Rating:
1. Wallet feels smooth. 2
2. It is easy to remove. 3
3. I have easy access to cards. 4
4. I can carry all my money. 3
5. I can carry credit cards while shopping. 2
6. I want the contents to be visible. 2
7. I want to carry many items. 2
8. I want it to last a long time. 4
9. I don't want to spend a lot of money for it. 4
10. I want to be able to calculate my checkbook balance. 2



Competitor X - Customer Rating:
1. Wallet feels smooth. 3
2. It is easy to remove. 4
3. I have easy access to cards. 3
4. I can carry all my money. 2
5. I can carry credit cards while shopping. 1
6. I want the contents to be visible. 4
7. I want to carry many items. 1
8. I want it to last a long time. 5
9. I don't want to spend a lot of money for it. 5
10. I want to be able to calculate my checkbook balance. 5

Competitor Y - Customer Rating:
1. Wallet feels smooth. 1
2. It is easy to remove. 1
3. I have easy access to cards. 5
4. I can carry all my money. 5
5. I can carry credit cards while shopping. 4
6. I want the contents to be visible. 3
7. I want to carry many items. 5
8. I want it to last a long time. 5
9. I don't want to spend a lot of money for it. 3
10. I want to be able to calculate my checkbook balance. 3

Competitor Z - Customer Rating:

1. Wallet feels smooth. 5
2. It is easy to remove. 2
3. I have easy access to cards. 4
4. I can carry all my money. 5
5. I can carry credit cards while shopping. 4
6. I want the contents to be visible. 5
7. I want to carry many items. 5
8. I want it to last a long time. 5
9. I don't want to spend a lot of money for it. 4
10. I want to be able to calculate my checkbook balance. 2

III-Expected Outcomes (15 marks)

I- For each customer requirement, the students need to determine target for the company (in the scale of 1-
5) by considering the values of Customer Rating for the studying company and its competitors and also
the importance ratings of customer requirements. (0.5 mark)
II- Define special emphasis as ‘1’ for all the requirements.

III- Calculate the improvement ratio and weight for each customer requirement should be calculated (2 mark)

IV- The students need to define the technical requirement (measurable) that attempt to match the customer
requirements. At least ten technical specifications should be defined (3 marks)
V- For each technical requirement, the students need to define the direction of improvement in a separate
table (e.g. reducing the temperature at hand improves the performance of a coffee cup). (1 mark)
VI- The relationship between technical parameters and customer requirement should be defined. (1.5 mark)

VII- The interaction between technical parameters should be defined. (2 marks)

VIII- The importance weight for each technical parameters should be calculated. (2 marks)

IX- You do not need to define target for technical parameters.

X- The students need to develop a house of quality according to the given information and also their own
inputs as specified above in I-VI. (1 mark)
XI- The students need to analyze the house of quality and determine three technical parameters in order of
priority which are of most importance and give reasons (explain) for such selection. (3 marks)

Note: You don’t need to show the development of house of quality step by step. The filled house of quality
is enough.