MORPHOLOGICAL METHOD

Introduction

    Morphology word means the study of shape and form. Morphological analysis is a method for representing and exploring all the relationships in multidimensional problems. It can be regarded as a way of creating new forms. Morphological methods have been recorded in science as a way to enumerate and investigate solution alternatives as far back as the 1700s.

      The morphological methods are used to help designers uncover novel and unconventional combinations of components that might not ordinarily generate. This method is used by the design teams that have constraint in terms of time and knowledge in searching for design for any given design problems.

Morphological Method for Design

     Each team member of designer will work as individual on solving small problems regarding the design to be produced. This includes the functionality of the product design and satisfying needs of users. The morphological analysis then will help in compiling individuals research results into one structure to allow for processing information.The general morphological approach to design is summarized in the following three steps:

1. Divide overall design problem into smaller and simpler sub-problems.
2. Generate solution concepts for each sub-problems.
3. Systematically combine all sub-problem solutions into different complete solutions and evaluate all combinations.

Example of Morphological Method

Problem                         : How to improve existing models of cars?

Sub-problems identified  :

1.      Improving elements

2.      Adding Optional equipment

3.      Internal processes

4.      Enhancing Temporary properties

SUB-PROBLEMS	SOLUTIONS
Improving elements	Fuel consumption	Breakdowns	Vibrations	Noise
Optional equipment	Antilock Braking System(ABS)	Air Conditioning	Heated Seat	CD Player
Internal processes	Automatic	Operator Controlled	Random	Continuous
Temporary properties	Powerful Engine	Perfect Tyre	Absence of Dust	New Car Smells

Quality Function Deployment

INTRODUCTION

Quality must be designed into the product, not inspected into it. Quality can be defined as
meeting customer needs and providing superior value. This focus on satisfying the customer's
needs places an emphasis on techniques such as Quality Function Deployment to help
understand those needs and plan a product to provide superior value.

Quality Function Deployment (QFD) is a structured approach to defining customer needs or
requirements and translating them into specific plans to produce products to meet those needs.
The "voice of the customer" is the term to describe these stated and unstated customer needs or
requirements. The voice of the customer is captured in a variety of ways: direct discussion or
interviews, surveys, focus groups, customer specifications, observation, warranty data, field
reports, etc. This understanding of the customer needs is then summarized in a product planning
matrix or "house of quality". These matrices are used to translate higher level "what's" or needs
into lower level "how's" - product requirements or technical characteristics to satisfy these needs.

The basic Quality Function Deployment methodology involves four basic phases that occur over
the course of the product development process. During each phase one or more matrices are
prepared to help plan and communicate critical product and process planning and design
information. This QFD methodology flow is represented below.