Research & Advanced Engineering Ford Motor Company ... - EOQ

Introduction – What is Perceived Quality?... is the human based evaluation of a product by the sensory inputs crosslinked with expectations, experiences, preferences, and cultural factors.Page 4May 22, 2012Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Why do we measure Perceived Quality?Motivation:‘We can only methodically improve,what we can measure in a robust andreliable manner’Efficiently handle communication during the whole product creationprocess between: Design, Product Development, Supply Base, LaunchTeam, Manufacturing and vice versa.Page 5May 22, 2012Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Creation of a Perceived Quality FunctionMeasurement of PerceivedQuality AttributesCorrelationAcquisition of HumanQuality Perception...Y = f (x1, x2, x3, …)Page 6May 22, 2012Ford Research & Advanced EuropeDr.-Ing. M. Spingler

How to Measure Perceived QualitySwitch Feel- Force Profile- Torque Profile- Wobble-Friction- Usage Stereotypes- Switch Sound- Switch HarmonyRobotizedUnit forTactility andHapticsVisual Quality- Gaps- Flushness- Gloss- Colour- Graining- Micro Graining- Visual HarmonySurface Haptics/TactilityOrthogonal:Tangential:- Elasticity - Friction & stick-slip(initial & progression)- Roughness (macro & micro)- Recovery Rate - Surface Topography- Stickiness Other: - Surface temperature feel- Stiffness of components - Moving componentsPage 7May 22, 2012Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Measurements of Quality AttributesPage 8May 22, 2012Ford Research & Advanced EuropeDr.-Ing. M. Spingler

PQ Toolbox Projects – Air Register EffortsPage 9May 22, 2012Ford Research & Advanced EuropeDr.-Ing. M. Spingler

PQ Toolbox Projects – Switch MeasurementsPage 10May 22, 2012Ford Research & Advanced EuropeDr.-Ing. M. Spingler

PQ Toolbox Projects – Steering Wheel HapticsAverage Front1098Effort [F]765432Split Grain + 2 mm_FSplit Grain + 2,4 mm_FTop Grain + 2 mm_FTop Grain + 2,4 mm_FUpper TargetLower TargetTargetSplit Grain + 1,6 mm_FTop Leather + 1.6mm_FMeasurements made by FFAPerceived Quality TeamR² = 92,8 %100 0,5 1 1,5 2 2,5Travel [mm]Page 11May 22, 2012Ford Research & Advanced EuropeDr.-Ing. M. Spingler

How Can We Include the ‘Real’ Human Perception?• Customer do not communicate in form of Engineering Parameters• Engineers need measurable quality attributes and parameter asbasis for improvements and specificationsattractive ??• ‘Translator’ is needed for engineers to better understand the realcustomer needsFord Research & Advanced EuropeDr.-Ing. M. Spingler

Approach of Kansei EngineeringSemantic DifferentialsMeasurement ofQuality AttributesExclusivity Exclusive OrdinaryElegance Elegant SimpleFPerceived Quality High PQ Low PQHandiness Handy BulkySnapCorrelationsScatterplot of Radio/Navigation Haptic Rating vs Rad/Nav Parameters3,4Radio/Navigation Haptic Rating3,23,02,82,62,42,22,02,22,42,62,83,03,23,4Rad/Nav ParametersData driven Design GuidelinesFord Research & Advanced EuropeDr.-Ing. M. Spingler

Project Set-Up:• Affective evaluation of 6 steering wheels by 64external participants• 14 semantic differentials established in workshopsby subject matter experts• 26 Measurable/Quantifiable Attributes established• Transfer semantic differentials into measureableand quantifiable dataFord MondeoTitanium SFord MondeoPU (hard)Ford FiestaFord TaurusCustomer Clinic incooperation withBMW M3(E46)Audi A6Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Correlation of Kansei Differentials to quantifiable values++ + ---ExclusivenessexclusiveordinaryEleganceelegantsimpleQualityhigh qualitylow qualityHandiness------------------------------------------------------------------------------------------------------------------------------------------------------handy--------------------------------------------------------------------------------------------------------------bulky-------------------------------------------------------------------------------------------------------------Kansei Transfer Function ExclusivityTF Exclusivity = - 0,218 + 0,514 Gaps + 0,335 Hardness RimExclusivity4,03,53,02,5Regression95% C I95% PIS 0,0809040R-Sq 98,5%R-Sq(adj) 98,2%2,01,52,002,252,50 2,75TF Exclusivity3,003,253,50Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Thank you foryour attention!Page 16May 22, 2012Ford Research & Advanced EuropeDr.-Ing. M. Spingler