Including the voice of the client in the creative process: a case study of the integration of Quality Function Deployment (QFD) to the Value Proposition Design (VPD) in the service sector

Authors

  • Fabiano Armellini Polytechnique Montréal Assistant professor - Department of mathematics and industrial engineering Canada
  • Ricardo Assis Pelicioni Escola Politécnica da Universidade de São Paulo Brazil
  • Paulo Carlos Kaminski Escola Politécnica da Universidade de São Paulo Brazil
  • Samuel Bassetto Polytechnique Montréal Canada

Keywords:

Value Proposition Design, Quality Function Deployment, Design thinking, service innovation

Abstract

By integrating quality-management tools to product design, this paper aims at proposing a model to assist in idea prioritization in value proposition design (VPD) processes in the service sector, tested in an experimental case study of a startup of the wholesale segment. To make for the subjective perspective in idea prioritization, this work conceives and adopts a hybrid approach, so to integrate the VPD canvas with the quality function deployment (QFD) methodology, the latter designed to listen to the “voice of the client.” Comparing the results obtained from the standard and the hybrid VPD models, we noticed an average prioritization shift of around 30%, when comparing the relative position of a given idea in the priority ranking in both models. We also found, particularly in this case, that the design team tended to attribute a higher importance to “gain creators,” while customers gave more importance to “pain killers.” These findings evidence the divergence between the designers’ feelings and the customers’ perception of needs. We close with conclusions and recommendations derived from this case-study experience.

Author Biographies

  • Fabiano Armellini, Polytechnique Montréal Assistant professor - Department of mathematics and industrial engineering Canada

    FABIANO ARMELLINI holds B.Eng. (2003), MSc. (2006) and DSc. (2013) degrees in Mechanical Engineering from Escola Politécnica da Universidade de São Paulo (Brazil), with exchange studies at Michigan State University (USA). He is an assistant professor in the Department of Mathematics and Industrial Engineering at Polytechnique Montréal (Canada) and member of the Centre Interuniversitaire de Recherche sur la Science et la Technologie (CIRST). Dr. Armellini is co-founder of two successful Brazilian consulting companies focused on engineering design, product development and innovation management. He has several years of professional experience in performing and managing innovative product development, as well as in the design and implementation of innovation processes as a consultant. His experience embraces several different industry sectors, such as aerospace, automotive, telecommunications, industrial automation, food, mining and chemical sectors. In research, Dr. Armellini's interests lie on innovation management, with special interest on open innovation, technological entrepreneurship and new product development.

  • Ricardo Assis Pelicioni, Escola Politécnica da Universidade de São Paulo Brazil

    Ricardo Assis Pelicioni holds the title of Mechanical Technologist from Centro Universitário Santo André (2001) and has an MBA in Product and Service Management & Engineering from Escola Politécnica da Universidade de São Paulo (2017), Brazil. With over 17 years of experience in product development, his areas of expertise include the generation of consumable articles and customer-driven services from its inception to commercialization for the segments of industry and construction on both professional and DIY markets.

  • Paulo Carlos Kaminski, Escola Politécnica da Universidade de São Paulo Brazil

    Paulo Carlos Kaminski holds a degree in Naval Engineering (1986), he has a master’s degree and a Ph.D. in Mechanical Engineering (1992) from Escola Politécnica da Universidade de São Paulo - EPUSP. He is also graduated in Business Administration (1990), and was a post-doctoral researcher at the Technical University of Darmstadt with fellowship from the Alexander von Humbolt foundation (1993-1994). Since 2009, he is a Full Professor of the Mechanical Engineering Department from EPUSP.He has experience in research and teaching in the Mechanical field, acting on the following topics: product engineering, design methodology, continuing education and internationalization of engineering.

  • Samuel Bassetto, Polytechnique Montréal Canada

    Samuel Bassetto is the founder and director of the CIMAR Laboratory that develops continuous improvements and control methods to enhance performance of organizations. Samuel Bassetto is associate professor at Polytechnique Montreal in the department of mathematics and industrial engineering. His research is funded by the Canadian Natural Science and Engineering Research Council (NSERC) as well as private companies. He has directed more than 100 Masters and PhD students and co-authors of more than 50 papers and conferences in industrial and system engineering. Prior to this position, he served as associate professor at Grenoble-InP (France), school of Industrial Engineering and worked as Process Control Engineer for a major semiconductor company. Samuel Bassetto has a Bachelor of Mechanical Engineering from ParisTech(2001), a Master Science in Computer Science-Artificial Intelligence from Nancy University (2001). He earned his PhD from ParisTech in Industrial Engineering (2005).

References

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Published

2022-05-20

Issue

Vol. 5 No. 2 (2017): The Journal of Modern Project Management

Section

Articles-JMPM

License

Copyright (c) 2022 Fabiano Armellini, Ricardo Assis Pelicioni, Paulo Carlos Kaminski, Samuel Bassetto

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Including the voice of the client in the creative process: a case study of the integration of Quality Function Deployment (QFD) to the Value Proposition Design (VPD) in the service sector. (2022). The Journal of Modern Project Management, 5(2). https://journalmodernpm.com/manuscript/index.php/jmpm/article/view/JMPM01402

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