ISO/TR 16355-8:2017

TECHNICAL ISO/TR
REPORT 16355-8
First edition
2017-02
Applications of statistical and related
methods to new technology and
product development process —
Part 8:
Guidelines for commercialization and
life cycle
Application des méthodes statistiques et des méthodes liées aux
nouvelles technologies et de développement de produit —
Partie 8: Lignes directrices pour la commercialisation et le cycle de vie
Reference number
©
ISO 2017
© ISO 2017, Published in Switzerland
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ii © ISO 2017 – All rights reserved

Contents Page
Foreword .vi
Introduction .vii
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Basic concepts of QFD . 1
5 Integration of QFD and product development methods . 2
5.1 QFD support for product development methods . 2
5.2 Flow of product development with QFD . 2
5.3 Customers and stakeholders . 2
6 Types of QFD projects . 2
7 QFD team membership . 2
7.1 QFD uses cross-functional teams . 2
7.2 Core team membership . 2
7.3 Subject matter experts . 2
7.4 QFD team leadership . 2
8 Lifestyle and emotional quality deployment . 4
8.1 Kansei engineering . 4
8.2 Setting product image strategy . 4
8.3 Identifying stakeholders and customers . 4
8.4 Visiting customers and stakeholders to understand context of use . 4
8.5 Interviewing and doing ethnographies to understand customer lifestyle and self-image . 5
8.6 Deriving lifestyle words with a customer lifestyle table . 5
8.7 Affinity diagram of lifestyle words . . 6
8.8 Hierarchy diagram of lifestyle words . 6
8.9 Identifying product attributes and set up experimental trials . 7
8.9.1 Selecting product concepts to be evaluated . 7
8.9.2 Creating survey of concepts and lifestyle words . 7
8.10 Statistical analysis of customers’ evaluations of products . 9
8.11 Deploy to design and development .10
9 Component deployment .10
9.1 General .10 ®
9.2 Modern Blitz QFD and the maximum value table (MVT).11
9.3 Functional requirements-components matrix .11
9.3.1 Purpose of the functional requirements-components matrix .11
9.3.2 Building the functional requirements-components matrix .11
9.4 Component-sub-function matrix and value engineering .13
9.4.1 Purpose of the component-sub-function matrix .13
9.4.2 Building the component-sub-function matrix .13
9.4.3 Value analysis (VA) .15
9.4.4 Value engineering (VE) .16
9.5 Function-subassembly and component matrix .17
9.5.1 Purpose of the function-components matrix .17
9.5.2 Building the function-component matrix (unweighted) .17
9.6 Subsystem-components matrix .17
9.6.1 Purpose of the subsystem-components matrix .17
9.6.2 Building the subsystem-components matrix .18
9.7 Component-failure mode matrix .19
9.7.1 Purpose of the component-failure mode matrix .19
9.7.2 Building the component-failure mode matrix .19
9.8 Component failure mode and effects analysis (FMEA) .19
9.8.1 General.19
9.8.2 Risk priority number (RPN) calculation .20
9.9 Quality assurance (QA) table .24
9.9.1 Purpose of the QA table.24
9.9.2 Building the QA table .24
10 Production method (manufacturing and process) deployment .24
10.1 General .24
10.1.1 Objective . .24
10.1.2 Composition .25 ®
10.2 Modern Blitz QFD and the maximum value table (MVT) .25
10.3 Components-manufacturing operations matrix .26
10.3.1 Purpose of the components-manufacturing operations matrix .26
10.3.2 Building the components-manufacturing operations matrix .26
11 Testing, validation, design review, and prototyping .27
11.1 General .27
11.2 Testing .27
11.2.1 Purpose of components-test matrix.27
11.2.2 Building the components-test matrix .27
11.3 Validation .28
11.3.1 General.28
11.3.2 Focus groups .28
11.3.3 Kano surveys .28
11.3.4 Conjoint analysis .28
11.4 Design review .29
11.5 Prototyping .29
12 Production planning .29
12.1 General .29
12.2 Process capability .29
12.2.1 C .
p 29
12.2.2 C .
pk 30
12.3 Optimize process .30
12.4 Make-or-buy decision .30
12.5 Project work or task management .31
13 Build and process planning .32
13.1 General .32
13.2 Quality control (QC) process planning table .32
13.3 Quality control (QC) tables for component production and assembly .33
13.4 Process FMEA .34
13.5 Work standards .35
13.5.1 QC process table based work standard .36
13.5.2 L-matrix based work standard .36
13.6 Other tools and methods .38
14 Build .38
14.1 General .38
14.2 Applicable tools and methods .38
15 Packaging design, logistics, channel management, consumer information, and
operating instructions .39
15.1 Functional packaging .39
15.2 Aesthetics and packaging .39
15.3 Logistics .39
15.4 Marketing claims .39
15.5 Marketing collateral, operating instructions, service and repair documents,
service parts .40
16 Customer support .40
16.1 General .40
iv © ISO 2017 – All rights reserved

17 Customer satisfaction .41
17.1 Customer satisfaction surveys .41
17.2 Reporting customer satisfaction results .42
17.3 Tying customer satisfaction results back to project goals.43
18 Product end-of-life disposal, recycle, reuse, and other sustainability concerns .43
19 Flow to next generation development .45
® 45
19.1 Generational improvements with modern Blitz QFD .
19.2 Generational improvements with comprehensive QFD .45
19.2.1 General.45
19.2.2 Updating comprehensive QFD .46
20 Quality assurance network .47
20.1 Objective .47
20.2 Composition .47
Bibliography .49
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are
described in the ISO/IEC Directives, Part 1. In particular the different approval criteria needed for the
different types of ISO documents should be noted. This document was drafted in accordance with the
editorial rules of the ISO/IEC Directives, Part 2 (see www .iso .org/ directives).
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of
any patent rights identified during the development of the document will be in the Introduction and/or
on the ISO list of patent declarations received (see www .iso .org/ patents).
Any trade name used in this document is information given for the convenience of users and does not
constitute an endorsement.
For an explanation on the meaning of ISO specific terms and expressions related to conformity assessment,
as well as information about ISO’s adherence to the World Trade Organization (WTO) principles in the
Technical Barriers to Trade (TBT) see the following URL: www . i so .org/ iso/ foreword .html.
This document was prepared by Technical Committee ISO/TC 69, Applications of statistical methods,
Subcommittee SC 8, Application of statistical and related methodology for new technology and product
development.
A list of all parts in the ISO 16355 series can be found on the ISO website.
vi © ISO 2017 – All rights reserved

Introduction
Quality Function Deployment (QFD) is a method to assure customer or stakeholder satisfaction and
value with new and existing products by designing in, from different levels and different perspectives,
the requirements that are most important to the customer or stakeholder. These requirements are
well understood through the use of quantitative and non-quantitative tools and methods to improve
confidence of the design and development phases that they are working on the right things. In addition
to satisfaction with the product, QFD improves the process by which new products are developed.
Reported results of using QFD include improved customer satisfaction with products at time of launch,
improved cross-functional communication, systematic and traceable design decisions, efficient use of
resources, reduced rework, reduced time-to-market, lower life cycle cost, improved reputation of the
organization among its customers or stakeholders.
This document demonstrates the dynamic nature of a customer-driven approach. Since its inception
in 1966, QFD has broadened and deepened its methods and tools to respond to the changing business
conditions of QFD users, their management, their customers, and their products. Those who have used
older QFD models will find these improvements make QFD easier and faster to use. The methods and
tools shown and described represent decades of improvements to QFD; the list is neither exhaustive nor
exclusive. Users should consider the applicable methods and tools as suggestions, not requirements.
This document is descriptive and discusses current best practice; it is not prescriptive by requiring
specific tools and methods.
TECHNICAL REPORT ISO/TR 16355-8:2017(E)
Applications of statistical and related methods to new
technology and product development process —
Part 8:
Guidelines for commercialization and life cycle
1 Scope
This document describes after optimization of product design to address non-functional requirements,
for example, test, produce, commercialize, deliver, support, and eventually retire a product from the
market and provides guidance on the use of the applicable tools and methods. The goal is to identify and
assure key processes and measures in order to satisfy and deliver value to customers and stakeholders.
The topics in this document are not exhaustive and vary according to industry, product, and markets.
They are considered a guide to encourage users of this document to explore activities needed to
accomplish the same goal for their products.
NOTE Some of the activities described in this document can be used at an earlier stage.
Users of this document include all organization functions necessary to assure customer satisfaction,
including business planning, marketing, sales, research and development (R&D), engineering,
information technology (IT), manufacturing, procurement, quality, production, service, packaging and
logistics, support, testing, regulatory, business process design, and other phases in hardware, software,
service, and system organizations.
2 Normative references
The following documents are referred to in the text in such a way that some or all of their content
constitutes requirements of this document. For dated references, only the edition cited applies. For
undated references, the latest edition of the referenced document (including any amendments) applies.
ISO 16355-1:2015, Application of statistical and related methods to new technology and product
development process — Part 1: General principles and perspectives of Quality Function Deployment (QFD
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 16355-1 apply.
ISO and IEC maintain terminological databases for use in standardization at the following addresses:
— IEC Electropedia: available at http:// www .electropedia .org/
— ISO Online browsing platform: available at http:// www .iso .org/ obp
4 Basic concepts of QFD
The basic concepts of QFD are described in ISO 16355-1:2015, Clause 4.
5 Integration of QFD and product development methods
5.1 QFD support for product development methods
QFD support for product development methods is described in ISO 16355-1:2015, 5.1.
5.2 Flow of product development with QFD
The flow of QFD methods and tools varies according to the organization and project requirements.
Typically, they begin with broad concerns and through prioritization flow down to specifics.
[1]
Figure 1 shows the flow of product development from quality to technology to cost to reliability
deployments. This document begins with components deployment and describes additional analyses
that are used in new product development.
5.3 Customers and stakeholders
Stakeholders include external customers and internal members of business and work processes who
are also important in development of new products, services, information systems, and processes.
6 Types of QFD projects
QFD projects encompass new developments, as well as generational improvements to existing
products. The types of QFD projects are described in ISO 16355-1:2015, Clause 6 and ISO 16355-2:2017,
Clause 6 Notes.
7 QFD team membership
7.1 QFD uses cross-functional teams
Cross-functional teams are described in ISO 16355-1:2015, 7.1.
7.2 Core team membership
Core team membership is described in ISO 16355-1:2015, 7.2.
7.3 Subject matter experts
Subject matter experts involvement is described in ISO 16355-1:2015, 7.3.
7.4 QFD team leadership
QFD team leadership is described in ISO 16355-1:2015, 7.4.
2 © ISO 2017 – All rights reserved

Key
House of Quality New Concept Deployment
4-Phase QFD for part suppliers Components Deployment
Quality Deployment Cost Deployment
New Technology Deployment Manufacturing Deployment
Reliability Deployment Production Deployment
Function Deployment Process Improvement
Figure 1 — Comprehensive QFD
8 Lifestyle and emotional quality deployment
While QFD focuses on the functional and performance factors of a product, lifestyle and emotional
quality deployment focuses on non-functional factors such as aesthetics, attraction, and sensory
responses to a product, its packaging, and its branding. Many products from fashion to industrial
products can convey pride in ownership through these factors that lead to brand loyalty, repurchase,
and recommendation to others. Consideration of these factors early in the design phase can lead to
individualistic configurations that address customer lifestyle and emotions with little cost impact
to the maker. One approach that has been long integrated into the QFD process is called Kansei
[30]
engineering .
8.1 Kansei engineering
Originally developed as a human factors approach to engineer an appealing product by addressing how
people interpret inputs from the five physical senses of sight, sound, taste, touch, and smell, Kansei
[6]
engineering now bridges the traditional industrial design, marketing, and engineering functions .
Lifestyle deployment uses the following steps:
a) set product image strategy;
b) identify stakeholders and customers;
c) visit customers to understand context of use;
d) interview and do ethnographies to understand customer lifestyle and self-image;
e) derive lifestyle words with a customer lifestyle table;
f) have target customers create an affinity diagram to structure lifestyle words and extract product
meta-metaphor;
g) make a hierarchy diagram translating lifestyle words into the five senses;
h) identify product attributes and set up experimental trials;
i) have customers quantify lifestyle words with product samples and images; conduct statistical
analyses of which design attributes best explain customer lifestyle words;
j) deploy to design and development.
8.2 Setting product image strategy
Product image should support the brand strategy of the organization. Brand strategy, as with other
strategic initiatives, is described in ISO 16355-2. It should consider trends in market and sales,
technology, fashion and style, and other preferences.
8.3 Identifying stakeholders and customers
Brand strategy is customer specific according to such demographics as age, sex, culture, geography,
occupation, and other factors. The customer segments table described in ISO 16355-2 can be modified
to include these factors.
8.4 Visiting customers and stakeholders to understand context of use
Lifestyle is communicated through words, behaviour, body language, and physiological responses. The
gemba visit team should include industrial and fashion design, marketing, brand management, retail
sales, merchandising, and engineering. Setting up and conducting customer gemba visits where they
work and play are described in ISO 16355-2. The gemba visit table described in ISO 16355-2 can be
modified to clarify emotional and lifestyle words such as beautiful, powerful, cute, and elegant.
4 © ISO 2017 – All rights reserved

8.5 Interviewing and doing ethnographies to understand customer lifestyle and self-
image
Customers and stakeholders are interviewed to discuss their lifestyle choices, preferences, aspirations,
motivations, and other matters related to how they wish to appear to others and how they think about
themselves. Depending on who the customer is, what his or her peer group values, what advertising
message is conveyed (direct ads, product placement in movies, etc.), fads and favourites are constantly
changing, creating opportunities for new product excitement and differentiation. Ethnographies help
understand the values, beliefs, wishes, dreams, self-image, projected image, future, past cultural
positives and negatives about the targeted segment. This psychological profile of the segment is
dynamic, and ethnographies are updated frequently to keep information fresh.
EXAMPLE Sample ethnography questions for lifestyle deployment for office wear.
a) What is your biggest opportunity, concern, challenge, difficulty?
b) Who in your life do you relate to most? Who is your favourite politician or movie star?
c) What event in the last 6 months has affected you the most?
d) What does your clothing say about you?
e) What clothing article do you care most about and why?
f) How much time do you spend selecting clothes?
g) What brands do you like to buy and why?
h) How long do you usually wear clothes in terms of hours, seasons, years?
8.6 Deriving lifestyle words with a customer lifestyle table
The gemba visit table clarifies lifestyle items and ethnographic responses should then be arranged in
a customer lifestyle table (CLT), as shown in Table 1. The CLT attempts to parse and make sense of the
[27]
somewhat random language in the ethnographies and translate them into lifestyle words .
Table 1 — Customer lifestyle table for office wear
I am a [who] going to [where] in the [when] because I like to [what activity] because it makes me feel
[why]; so I want [how product fulfils], and therefore I usually buy [which brand].
Who Where When What Why How Which Lifestyle
activity product brand words
fulfils
Urban Work at the Year-round I like to lead Many years My clothing Therefore I Leader,
Uptown, client’s place people and of experi- should be buy experienced,
Money and of business projects. ence have subtle and Kenneth prominent,
Brains led to promi- distinc- Cole. smart,
nence in my tive. My respected,
field. I am ties should teacher,
respected exude power power, subtle,
and expect- without distinctive
ed to teach pretension.
others.
8.7 Affinity diagram of lifestyle words
The affinity diagram process is described in ISO 16355-4. Additionally, the affinity diagram should
include a meta-metaphor statement that describes the most abstract lifestyle or emotional ideal. This
ideal is sometimes used as an advertising tagline.
1)
EXAMPLE Mazda Motor Corporation™ in the design of the MX-5 (Miata) employed the meta-metaphor
“horse and rider as one” to personify that the automobile was a natural extension of the driver’s mind and body
and that they performed as if a single organism.
8.8 Hierarchy diagram of lifestyle words
The hierarchy diagram process is described in ISO 16355-4. In lifestyle deployment, the hierarchy
diagram is inserted into a table that includes the sensory organ affiliated with the lifestyle word and the
product system or subsystem and the design elements and quality characteristics of the components
that interface with the sensory organ. After the analysis is completed, a target performance value or
specification for characteristics of the component is added.
EXAMPLE Table 2 shows the flow of information from the meta-metaphor to the sensory organ to the pen
system, design, and quality characteristics. In the lifestyle domain, “Words that draw attention” is the desired
image of the target customer (engineering consultant) who wants to be seen by her clients as elegant, responsive,
and sophisticated. Her pen should be beautiful, well designed, yet warm and curvy. These lifestyle words are
sensed through sight and touch. The physical domain includes pen systems such as the body and clip, with
design elements and quality characteristics of body dimensions such as length of pen and clip design such as clip
materials.
Table 2 — Lifestyle words hierarchy diagram for pen
1) MX-5 (Miata) is the trade name of a product supplied by Mazda Motor Corporation. This information is given for
the convenience of the users of this document and does not constitute an endorsement by ISO of this product.
6 © ISO 2017 – All rights reserved

8.9 Identifying product attributes and set up experimental trials
The quality characteristics and the lifestyle words in the hierarchy diagram are used as the product
attributes to be tested. The results of the trials are statistically analysed to identify which lifestyle
words are preferred by the customers and which product attribute best explains this preference.
NOTE If too many attributes are tested, the effort asked of the customer to evaluate can increase
substantially.
8.9.1 Selecting product concepts to be evaluated
Product concepts are evaluated by the customers while experiencing the concepts with the appropriate
senses. Concepts can be actual products, images of products, or unrelated products that share similar
[15]
attributes . Each product attribute performance level is exhibited at least twice in the selected
product concepts.
NOTE If too many concepts are tested, the effort asked of the customer to evaluate can increase substantially.
EXAMPLE Figure 2 illustrates three product attributes (length, volume, colour) at different levels of
performance (short-long, thin-fat, and red-blue-black-silver). There are three short pens and six long pens, four
thin pens and five fat pens, and two red, two blue, two black, and three silver pens. Pen #1 is long, thin, silver, and
so forth.
length (3 short, 6 long) long long long long short short long long short
volume (4 thin, 5 fat) thin thin thin fat fat fat fat fat thin
colour (2 red, 2 blue. 2 black, 3 silver silver blue black black silver blue red red
silver)
Figure 2 — Pen concepts and product attributes
8.9.2 Creating survey of concepts and lifestyle words
Customers are asked to evaluate each product concept against each lifestyle word in a survey. Because
the lifestyle words are more emotional than functional, a more psychologically friendly survey method,
[32]
the semantic differential, is recommended . The semantic differential survey uses polar opposite
adjectives along a 5- or 7-level scale, with the upper levels expressing the more desired adjective. The
opposite words are antonyms or “not” constructions, with the latter considered a bit more unnatural
sounding but less likely to be misinterpreted. Examples of antonym polar opposites include hot-cold
and expensive-cheap. Examples of “not” constructions include hot-not hot and expensive-not expensive.
EXAMPLE 1 The following 10 polar word pairs were used in a semantic differential survey. Customers were
instructed to view the sample pens in Figure 2 and respond on a 1 to 5 scale (5 being most desired) according to
how they felt about each pen. The results were recorded in a response grid in a statistics app.
1. Beautiful 5–4–3–2–1 ugly
2. Good design 5–4–3–2–1 bad design
3. High class 5–4–3–2–1 low class
4. Modern 5–4–3–2–1 conservative
5. Curved 5–4–3–2–1 straight
6. Thick 5–4–3–2–1 thin
7. Easy to use 5–4–3–2–1 hard to use
8. Easy to write 5–4–3–2–1 hard to write
9. Warm 5–4–3–2–1 cool
10. Expensive 5–4–3–2–1 cheap
EXAMPLE 2 See Figure 3 for the result of a customer’s evaluation of pens. For beautiful vs. ugly, the customer
felt that pen #1 was a 3 on the 1 to 5 scale, pen #2 was a 2, pen #3 was a 2, pen #4 was a 5, and so forth for each
pen and each lifestyle word pair.
1. Beautiful 5–4–3–2–1 ugly 3 2 2 5 1 2 1 4 4
2. Good design 5–4–3–2–1 bad design 5 4 1 4 2 5 2 4 4
3. High class 5–4–3–2–1 low class 3 3 2 5 3 3 2 2 4
4. Modern 5–4–3–2–1 conservative 5 5 3 3 4 5 1 4 3
5. Curved 5–4–3–2–1 straight 2 3 4 4 4 3 5 5 4
6. Thick 5–4–3–2–1 thin 3 4 2 4 5 5 2 5 4
7. Easy to use 5–4–3–2–1 hard to use 4 4 3 4 4 4 1 4 3
8. Easy to write 5–4–3–2–1 hard to write 5 3 3 4 4 4 1 5 2
9. Warm 5–4–3–2–1 cool 4 2 4 5 4 2 3 4 5
10. Expensive 5–4–3–2–1 cheap 4 2 2 5 3 5 4 4 4
Figure 3 — One customer’s evaluation of pens per each lifestyle word
8 © ISO 2017 – All rights reserved

8.10 Statistical analysis of customers’ evaluations of products
The survey is fielded to pre-qualified customers within the segment identified in 8.3. The sample size
of respondents should reflect the confidence intervals as described in ISO 16355-4. All responses are
entered into a statistical app worksheet aligned to the attributes in the trials in Figure 2. Statistical
analyses include factor analysis, principal component analysis, and bivariate correlations to identify
which lifestyle words best reflect the customer’s lifestyle, which product quality characteristic best
explains the lifestyle word, and which performance level is preferred.
NOTE Survey sample size can be affected by the number of concepts, number of lifestyle words, number of
attributes, and number of levels of each attribute. The larger the number of words and levels, the larger the sample
needed. Studies with five concepts, five lifestyle words, three attributes at two levels each were conducted with
as few as 60 participants.
EXAMPLE 1 In Table 3, the lifestyle words are entered in the columns and evaluations of the nine pens are
shown in the rows. To the right of the responses are the trials describing the attributes given in Figure 2. This
particular statistical app requires that length be expressed as a 1 for short or 2 for long, as well as a 0 (off) for l1
and 1 (on) for l2 if the pen is long. In this example, pen #1 is long, thin, and silver as indicated in Table 3.
Table 3 — Survey responses for pen entered into a statistical package worksheet
EXAMPLE 2 The principal components analysis extraction in Table 4 indicates that MODERN has the most
variation in common with the other variables. Th
...