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42 August 31, 2006 2:54 The Essence of Design for Six Sigma
measure, analyze, design, and verify). In this chapter we present a general outline
of the IDOV framework proposed by GE and implemented in Seagate Technology
since the turn of the millennium. Since its adoption in late 1990s, successes have
been reported by these corporations. Notably, GE Medical has secured leadership
in terms of market share worth some US$2 billion globally for its CT scanners; and
Seagate Technologies was presented a global Six Sigma Excellence Award in 2004 for
“Best DFSS Project of the Year”. It is thus beneficial for other Six Sigma believers to
understand the DFSS design/development process and learn the major tools in DFSS
deployment.

4.2 THE IDOV ROADMAP

The primary objective of DFSS is to design a product that pleases customers and
achieves the maximum possible profitability within the safety constraints. To do so,
it is imperative to manage risk during the product development process by assess-
ing and controlling it by exercising trade-offs. This can only be achieved through a
structured framework that emphasizes systems thinking and a toolset that allows the
impact of decisions taken upstream on downstream operations to be quantified. These
prerequisites motivate the IDOV roadmap for DFSS. The key phases are described in
the rest of this section.

4.2.1 Identify
This is a highly strategic phase as one needs to identify the intended market segment
for the product under design. On a macro scale, a cross-functional team must have
a good idea of the emerging technologies, the market trend and the areas of growth.
At the same time, the team must have their feet on the ground to understand their
customers’ needs. With the aid of quality function deployment (QFD), the team will
then translate critical-to-quality (CTQ) requirements into objective measures which,
in turn, give the design targets and specifications. Using the target values, a gap
analysis looking into various technological and functional aspects such as product
performance, the stakeholders and the competitive advantage, complemented by a
design failure mode and effects analysis (FMEA), can be carried out. The final deliv-
erable is a strategic plan that consists of three major elements: a project charter, the
level 1 House of Quality, and matrices from gap analysis.
The project charter is a first document that sets the stage for the project. It should
be clear and concise in order to get the project off the ground, and will be revised
along the way. It will be used to facilitate communication and obtain approval and
buying-in from the sponsor and stakeholders. The elements of a project charter are
listed in Table 4.1.
QFDbasicallyinvolvesseveralstepswhichaimtotranslatethevoiceofthecustomer
into relevant targets and specifications for the technical attributes of a product, its key
components, the manufacturing processes, and the related operations through a series
2
of flow-down matrices commonly known as the House of Quality. An example of a
level 1 House of Quality is presented in Table 4.2.