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
dinosaur dictates fluid movements,
non-cyclic programs, low noise,
realistic skin, animal like odor and
reactions
Who: Families with children
What: Entertainment
When: After thrill rides
Where: Animal Paddock area in Isla
Nublar
Why: Amaze children
How: Guests are allowed limited,
supervised interaction with
dinosaurs
 Smooth, quiet movement
 Looks, smells realistic
 Reacts realistically
 Responds to touch
 Non-repetitive movement
 One-on-one personal
experience
 Like a zoo
 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?