Product Design Specification: Micromax Canvas Infinity Mobile Phone

This project analyzes the Micromax Canvas Infinity mobile phone using the House of Quality (HoQ) model and Product Design Specification (PDS). It begins with an introduction to the mobile phone industry, emphasizing the importance of customer satisfaction and systematic product development. The project details the application of the HoQ model, integrating the Kano model to understand customer needs and preferences. It outlines the criteria for customer satisfaction, market segment determination, and the assignment of relative importance to customer attributes. Engineering characteristics are defined and correlated with customer attributes. The project then moves on to the application of product design specification, including performance, operational, manufacturing, acceptance, and disposal requirements. The conclusion summarizes the findings and highlights the importance of a structured approach to product planning and development in the mobile phone industry. Tables are included to show the relative importance of customer attributes and the correlation between customer attributes and engineering characteristics.

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Material Engineering

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Executive Summery
The project is to analyses the cell phone of a company, based on the house of quality model and
product design specification. First, we will analyze the house of quality model integrated with
Kano model for better customer satisfaction and after that we will move to product design
specification based on the result obtained from HoQ model. We have analyzed the Canvas
infinity cell phone from Micromax company, which is just going to launch.
Contents
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1.0 Introduction and background.....................................................................................................5
2.0 Application steps for House of quality (HoQ)...........................................................................6
Criteria for satisfied Customer.....................................................................................................7
Determination of market segment...............................................................................................7
Relative importance of customers attributes................................................................................7
Engineering Characteristics.........................................................................................................9
Assigning Correlation between C. As and ECs.........................................................................10
Assigning ECs with primary and secondary importance levels................................................10
Assigning ECs with primary and secondary importance levels................................................11
3.0 Application steps for product design specification..................................................................14
Performance requirement...........................................................................................................14
Operational requirement............................................................................................................14
Manufacturing requirement.......................................................................................................14
Acceptance Standard.................................................................................................................15
Disposal.....................................................................................................................................15
4.0 Conclusion...............................................................................................................................16
1.0 Introduction and background
It is not more a decade, when mobile has changed from machine of simply calling and texting to
extremely multifaceted, sophisticated and handy device in the following but not limited to the
filed. These fields are banking, health servicing, education, communication etc. Most of the
companies are only rely on mobile phone technologies, some of them are Uber, Ola, online
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shopping companies. All the application used in present days are completely depends on high
speed and reliable data. As per report given by Eriksson mobile use of cell phone grows to 3.8
billion and it is expected that by the end of 2022, it will go up to 8 billion subscriptions. To
provide the services for such cell phone, the network provider continuously upgrading their
network generation which was started from 2G, 3G and now 4G and in future it is 5G. Just from
beginning of this century, a new birth taken place in mobile which is known as Mobile App, and
todays with advancement in wireless application protocol. Only on mobile about 39% web pages
were used, all over world on and average 2.9 hours spend by the people on the mobile
(Gillenwater, 2017).
The mobile industries are in pace to modify and upgrade their hardware and operating system, so
that they can complete with the user demand. As we all know that demands are dynamic and
unsteady, in this way satisfying the expectation of their customers becomes more difficult, and if
device is not up to the expectation, it’s a disaster for manufacturer. This is the reason that,
peoples are buying a cell phone by standing in a que for eight hours while another phone with
similar feature are being sold at minimal margin price (Shah, 2016).
The reason behind making first one cell phone making so successful is they took customer
survey, analyse the requirement, innovate their product according to product design
specification. A systematic approach which includes from requirement of manufacturing to
disposal procedure in step by step process and ends with House of quality analysis, in short it is
also known as PDS i.e. product design specification is a structured product planning and
development method that enables the development team to define the needs and desires of the
consumer and then evaluate the capacity of each proposal and product and service systematically
(Cohen 2005). The PDS process involves the establishment of one or more matrices or a quality
table. This matrix known as House of Quality (HOQ) consists of several parts or sub matrix that
join in several ways that each - each contains information that is interconnected. HOQ is used by
teams in various fields to translate customer requirements, market research results and
benchmarking data into many priority technical targets. HOQ matrix types vary in shape. The
general and matrix form consists of five main components, namely Performance requirement,
Manufacturing requirement, Operation requirement, Acceptance standard, disposal requirement
(Yohanes, 2017).
The Matrix House of Quality (HoQ) is the best-known form of PDS representation. This matrix
consists of two main parts, namely the horizontal part of the matrix having the information
associated with the consumer and called the customer table, the vertical and matrix has technical
information as a response to consumer input and called the technical table. Two main aspects of
the quality home matrix can be visible later (Mmereki, 2016).
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2.0 Application steps for House of quality (HoQ)
The product I have selected for PDS is from Micromax company, India and the product are
Canvas Infinity, the reason behind selecting this product is, this is yet to launch, and lot of
feature are coming under the budget phone. As company, this hold tenth position in mobile
market world, and giving latest specification and cheap price he the prime policy for this
company, the mission of the company includes strong engagement with customer, analysing its
requirement, win-win situation for both and enhancing their product to world class capabilities.
The recent announcement for launching their flagship killer handset given a fascination view to
their customer, it specification is readily available and easy to compare with their market
competitor. So now we must start the PDS with this Canvas Infinity.
Criteria for satisfied Customer
To attend the voice of the customer, focus group meeting called with two different teams, one
from terminal testing and other from network quality. First it the topic discussed that what a good
cell phone should have? Later, few more meeting also arranged with especially with those
customers who has used Micromax phone earlier, and team of smart phone co-worker. The
different criteria rose from these discussions as followed but not limited to this customer
attributed for Canvas infinity. The attributes are Easiness in handling, switching between the
different interfaces, clear visibility, speed of internet, Capability of application, Battery life,
music, video and game preferences, different functionality, Quality of voice on call/receive,
email system, massage system, payment system, social media app features, touch screen
sensitivity and size of the touch screen.
Determination of market segment
The teams available from sales and marketing have very less opportunity for seeing the customer
choice, the experience of these questionnaire makes feel about real-world customer they are
facing in day to day life. In this way the relationship will also get strong between marketer and
direct customer. As discussed earlier the focussed group customer is having at least 10 years’
experience in using smartphone and 50% of them are using the phone of Micromax company.
Relative importance of customers attributes
The goal of PDS application on Canvas infinity, which was just going to launch six months after
the last mobile phone, we have found the two sections in which customer has to fill the data, in
first section, the customer must fill score between 1 to 5, in which 1 is lowest and 5 is highest.
Taking average of the data given by the customers taken as relative importance for the required
cell phone. In second part of the questionnaire, related with evaluation of last two mobile phones
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released by the company, the level of satisfaction of earlier cell phone and scoring like section I
for rating 1 to 5 for worst to best.
The team of sales and marketing calculated the ratio of improvement, primary importance, and
secondary importance
The formula given below
Ratio of importance= Inteded level of quality
PDS level satisfaction
Primary importance= ( level of imprtance ) x ( Ration of importance ) x (Sales advantage)
Secondary importance= Ration of imporatnce of any row
Total ration of importance x 100
The data calculated from feedback form rating points given in table below.
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Table 1 - Relative importance weight of customer
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Relative importance
Canvas 3
Canvas 2
Intended quality
Corrected ration of
improvement
Sales advantage
Primary Importance
Secondary Importance
Easiness in handling, 4.305
2.73
0 2.625 4.305 1.659 1.575 10.185 12.117
switching between the
different interfaces, 4.515
3.25
5 1.785 4.515 1.460 1.575 9.398 11.183
Clarity in vision 3.675
3.25
5 2.310 3.675 1.187 1.260 4.977 5.922
Speed of Internet 3.990
3.46
5 2.625 3.990 1.208 1.260 5.513 6.563
No of application used 3.465
3.25
5 3.150 3.465 1.113 1.050 3.686 4.389
Battery life 4.305
2.31
0 2.520 4.305 1.953 1.575 12.033 14.322
Music Video App 2.940
3.15
0 3.045 2.940 0.977 1.050 2.741 3.266
Quality of voice on
call/receive, 3.885
3.25
5 2.310 3.885 1.250 1.260 5.565 6.626
email system, 4.095
3.36
0 2.940 4.095 1.281 1.260 5.985 7.130
massage system, 3.990
3.67
5 2.520 3.990 1.145 1.260 5.198 6.185
payment system, 2.205
3.15
0 2.835 2.205 0.735 1.050 1.544 1.838
Location, Map etc 2.835
3.36
0 2.625 2.835 0.882 1.050 2.394 2.846
social media app
features, 3.885
3.78
0 2.940 3.885 1.082 1.260 4.788 5.702
touch screen
sensitivity and 3.780
3.99
0 2.730 3.780 0.998 1.260 4.295 5.114
size of the touch
screen. 4.410
2.94
0 1.890 4.410 1.575 1.575 9.923 11.813

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Engineering Characteristics.
The important feature related with engineering characteristics directly comes from inter-
departmental brain storming done by the staff of manufacturers and, this the attributes obtained
from customers. These attributes embedded with the engineering characteristics. In simple word
we can say that engineering characteristics is the rely of question that how the product will be
change. We must translate the requirement in the language of engineer’s (Versace, 2013).
With the combination of customer attributes and Engineering characteristics, a technical
specification bought on this basis making house of quality becomes much easier. Literature
review is also an important part of mobile phone study, Popular mechanics, Journal extracted
from AIEEE plays a key role in making innovative design in cell phones. The important
The secondary attributes obtained from bundle of customer attributes are listed below, this also
reveals that the basic requirements of technical attributes in a smart phone, these lists are
 The level of network for cell phone
 Version of operating system
 Design of hardware
 Design of software
 Specification of processor
 Adjustment of memory
 Connectivity issue especially (Bluetooth, AGPS etc)
Assigning Correlation between C. As and ECs.
For correlating C. As and engineering characteristics, often we are using another set of
questionnaires, the further analysis show the relationship between customer attributes and
engineering characteristics. Technical teams of cell phone manufacturers also decide some E. Cs
so that inert relation between customer requirement and technical requirement is to make much
stronger, but this is not always necessary, it is and choice feature of process. The formation of
correlation matrix done through taking importance level of C. As in Y axis of table and technical
requirement given by the engineers.
Assigning ECs with primary and secondary importance levels
As we have shown earlier the primary and secondary importance level analysed by the demands
given by the customer attributes, now it reassigned by correlating with engineering
characteristics.
Based on the table of correlation, the effect of engineering characteristic is easily handle in roof
of house of quality, which will be shown in next table. It is not necessary that one EC is mapped
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with one CA, one EC can be assigned with more CA also depending upon the relationship. One
property of engineering characteristic is that it is a characteristic which provide the product in
measurable term. For example, the quality of voice can be directly correlated with type of
network in MHz in a region (Houser, 2017). The minus sign of any attributes shows that the
amount of power must be reduce from that technical parameters (Hurst, 2007).
Table 2 Primary and secondary Importance level
Network for Cell
phone
OS version
Design of Hardware
Design of Software
Specification of
processor
Memory
Connectivity
Primary weight
Easiness in handling, 8 4 8 4 4 4 12.117
Switching between the
different interfaces, 9 9
11.183
Clarity in vision 9 5.922
Speed of Internet 4 8 3 1 1 3 6.563
No of application used 9 8 3 3 4.389
Battery life 4 9 1 14.322
Music Video App 8 3 3 8 8 3.266
Quality of voice on
call/receive 9 4 4 1 1 8
6.626
Email system 9 1 8 1 7.13
massage system 4 9 1 1 1 9 6.185
Payment system 4 8 1.838
Location, Map etc 3 4 3 1 1 2.846
Social media app
features 4 9 1 1 1
5.702
Touch screen sensitivity 8 9 3 5.114
Size of the touch screen. 3 8 3 11.813
Primary Importance 185.4 426.3 374.1 401.9 282.1 86.1 125.8
Secondary Impotence 9.82 22.56 19.81 21.46 14.86 4.64 6.81
Assigning ECs with primary and secondary importance levels
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Now before starting the formation of house of quality we must look for the previously launched
phone i.e. canvas 3 and canvas 2 and positioned it on house of quality. In this HoQ, some of the
vital few attributes are responsible for many other attributes also. The roof of the matrix also
helps in deciding that the removal of one unimportant attribute from important one this is also
termed as trade-off situation. Technical Correlation "ROOF matrix", used to identify, where
technical requirement mutually supports or interfere with each other in product design. This
matrix can present an opportunity for innovation. Competitive Analysis "Technical priorities,
benchmarks and targets", are used to record the priorities of the technical requirement matrix, to
measure the technical performance obtained by competitors' products and the degree of difficulty
that arises in developing the requirements. The final output and the matrix are the target values
for each technical requirement (Zheng, 2009).
Relative importance
Network for Cell phone
OS version
Design of Hardware
Design of Software
Specification of processor
Memory
Connectivity
Primary weight
Canvas 3
Canvas 2
Intended quality
Corrected ration of improvement
Sales advantage
Primary Importance
Secondary Importance
Easiness in handling, 4.30
5 8 4 8 4 4 4
12.11
7 2.73
2.62
5
4.30
5 1.659
1.57
5
10.18
5 12.117
switching between the
different interfaces, 4.51
5 9 9
11.18
3 3.25
5
1.78
5
4.51
5
1.459
5
1.57
5
9.397
5
11.182
5
Clarity in vision 3.67
5 9 5.922 3.25
5 2.31
3.67
5
1.186
5 1.26 4.977 5.922
Speed of Internet 3.99
0 4 8 3 1 1 3 6.563 3.46
5
2.62
5 3.99
1.207
5 1.26
5.512
5 6.5625
No of application used 3.46
5 9 8 3 3 4.389 3.25
5 3.15
3.46
5 1.113 1.05
3.685
5 4.389
Battery life 4.30
5 4 9 1
14.32
2 2.31 2.52
4.30
5 1.953
1.57
5
12.03
3 14.322
Music Video App 2.94
0 8 3 3 8 8 3.266 3.15
3.04
5 2.94
0.976
5 1.05
2.740
5 3.2655
Quality of voice on
call/receive, 3.88
5 9 4 4 1 1 8
6.626 3.25
5 2.31
3.88
5
1.249
5 1.26 5.565 6.6255
Email system, 4.09
5 9 1 8 1 7.13 3.36 2.94
4.09
5 1.281 1.26 5.985 7.1295
massage system, 3.99
0 4 9 1 1 1 9 6.185 3.67
5 2.52 3.99
1.144
5 1.26
5.197
5 6.1845
Payment system, 2.20
5 4 8 1.838 3.15
2.83
5
2.20
5 0.735 1.05
1.543
5 1.8375
Location, Map etc 2.83
5 3 4 3 1 1 2.846 3.36
2.62
5
2.83
5 0.882 1.05 2.394 2.8455
Social media app features, 3.88
5 4 9 1 1 1 5.702 3.78 2.94
3.88
5
1.081
5 1.26 4.788 5.7015
Touch screen sensitivity
and 3.78
0 8 9 3
5.114
3.99 2.73 3.78
0.997
5 1.26
4.294
5 5.1135
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Size of the touch screen. 4.41
0 3 8 3
11.81
3 2.94 1.89 4.41 1.575
1.57
5
9.922
5
11.812
5
Primary Importance 185.4 426
374.
1
401.
9
282.
1 86.1
125.
8
Secondary Impotence 9.82 22.6
19.8
1
21.4
6
14.8
6 4.64 6.81
Relationship Matrix, this matrix describes the perception of QFD team to know the relationship
between technical and customer requirement. A suitable scale is applied and illustrated using the
following symbols
It shows strong relationship
Show moderate relation ship
Further integration into Kano Model
KANO MODEL
Relative importance
Network for Cell phone
OS version
Design of Hardware
Design of Software
Specification of processor
Memory
Connectivity
Primary weight
Canvas 3
Canvas 2
Intended quality
Corrected ratio of improvement
Sales advantage
Primary Importance
Secondary Importance
Easiness in handling, D 4.30
5 8 4 8 4 4 4 12.117 2.73 2.625
4.30
5 1.659 1.575 10.185 12.117
switching between the
different interfaces,
D
4.51
5 9 9
11.183 3.25
5 1.785
4.51
5 1.4595 1.575 9.3975
11.182
5
Clarity in vision D 3.67
5 9 5.922 3.25
5 2.31
3.67
5 1.1865 1.26 4.977 5.922
Speed of Internet D 3.99
0 4 8 3 1 1 3 6.563 3.46
5 2.625 3.99 1.2075 1.26 5.5125 6.5625
No of application used D 3.46
5 9 8 3 3 4.389 3.25
5 3.15
3.46
5 1.113 1.05 3.6855 4.389
Battery life D 4.30
5 4 9 1 14.322 2.31 2.52
4.30
5 1.953 1.575 12.033 14.322
Music Video App D 2.94
0 8 3 3 8 8 3.266 3.15 3.045 2.94 0.9765 1.05 2.7405 3.2655
Quality of voice on
call/receive,
T
3.88
5 9 4 4 1 1 8
6.626 3.25
5 2.31
3.88
5 1.2495 1.26 5.565 6.6255
Email system, T 4.09
5 9 1 8 1 7.13 3.36 2.94
4.09
5 1.281 1.26 5.985 7.1295
massage system, T 3.99
0 4 9 1 1 1 9 6.185 3.67
5 2.52 3.99 1.1445 1.26 5.1975 6.1845
Payment system, H 2.20
5 4 8 1.838 3.15 2.835
2.20
5 0.735 1.05 1.5435 1.8375
Location, Map etc D 2.83
5 3 4 3 1 1 2.846 3.36 2.625
2.83
5 0.882 1.05 2.394 2.8455
Social media app features, T 3.88
5 4 9 1 1 1 5.702 3.78 2.94
3.88
5 1.0815 1.26 4.788 5.7015
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Touch screen sensitivity
and
T
3.78
0 8 9 3
5.114
3.99 2.73 3.78 0.9975 1.26 4.2945 5.1135
Size of the touch screen. D 4.41
0 3 8 3 11.813 2.94 1.89 4.41 1.575 1.575 9.9225
11.812
5
Primary Importance 185.4 426
374.
1 401.9
282.
1 86.1 125.8
Secondary Impotence 9.82 22.6
19.8
1 21.46
14.8
6 4.64 6.81
The primary purpose for product design specification is to excel in expectation of our customer.
In the above house of quality each attributes of customer are considered as provide the equal
effect on our analysis. But vital are heavier concern about many attributes, the integration of
Kano model in product design specification given the result for action performed priority for
attributes. In other words, this model consists of effective approach in categorization of attributes
given by the customer.
The customer satisfaction points and its weightage the requirement was decided in this column.
Various literature illustrates that use of Kano model gives high level of satisfaction to the
customer (Bilgili, 2011).
Now I must move towards application steps for product design specification, the above analysed
house of quality model illustrates that, the battery life for cell phone has the paramount important
for customer, it comes up with 14.32% of secondary importance. Easiness in handlining, and size
and sensitivity of touch screen is being followed by it.
3.0 Application steps for product design specification
Performance requirement
From earlier history the performance of the cell phone this company is better than average, the
phone is having 18:9 aspect ratio with 3000 mAh of battery capacity which considered as high
life battery. The processor used are Qualcomm Snapdragon with 32 GB of memory which is like
iPhone 6 or Samsung Galaxy 6 smartphone. These specifications considered primary
requirement for running 4G services of network. Like other big player smartphone industry this
company also obliged to concern for environmental issue. 12.5“screen is nominal for today’s
smartphones, weight is 150 grams which nominal for this range of smart phone.
Operational requirement
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For operation point of view all mobile comes with preloaded operating system and some
necessary applications, no training needed to use it, and if any cell phone is based on android
operating system, then its use becomes easier. From maintenance point of view, it has long life
battery which use its quality and no any considerable damage cause by any phone of Micromax
company till date, i.e. phone is safe.
Manufacturing requirement
In today’s market scenario, very few company in this world wo is manufacturing all the part of
cell phone at their own premises. Rest of the companies importing their parts from other OEM
companies. Micromax is also one of them, the battery, the printed circuit board, and its screens
are importing from china. Overall 44% product they are importing for their purpose and rest 56%
are from their own campuses. The material used for making Canvas infinity is Glass, Metal, and
plastics. The glass made from aluminium oxide and silicon oxide, metals used are aluminium
alloy. For battery purpose lithium cobalt oxide and carbon graphite used. There are two different
operation houses in India and one in Russia. Most of the mobile company in the world uses same
packing configuration and delivery date is not an issue for this kind of analysis.
Acceptance Standard
Quality and inspection procedure is very high to this company, after stepping into the export
market to Russia its inspection procedure tightened much. Testing of ionisation after the
assembly also done before packing, Standard assembly procedure followed at each step.
Recently, the company is striving for Malcom Baldridge award, its means that they are doing
excellence in their business.
Disposal
Due to use of plastic and other toxic material in batteries, the waste generated is known as e-
waste. Most of the electronic producer in Indian bounded by EPR, A global policy which is also
known as Extended producer responsibility. In this policy. The manufacturer must take
responsibility of taking back the e-waste and dispose it as per legal requirement. The rule
governed by ministry of environment and forest (MoEF). Micromax is also following the
procedure as per legislative requirement, every store has a disposable centre, where consumer
put their used or waste cell phone to the store and finally it collected at disposable centre, and
waste material incinerated, this waste disposable system is situated at Cochin in South India. The
policy of the company is that, they are giving discount on new phone, if they delivered the old
one whether it is usable or not. Whenever we are buying a new phone from Micromax, the pack
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we receive also include safety manual for hazardous content of material in cell phone with
proper instruction about using it.
4.0 Conclusion
Based on the above House of quality and product design specification, this report can be
concluded as, in house of quality, the correlation between customer attributes and engineering
characteristics and further, the infusion of Kano model reveals that the top most priority of
customer satisfaction is from battery life for cell phone has which has the paramount important
for customer, it comes up with 14.32% of secondary importance. Easiness in handlining, and size
and sensitivity of touch screen is being followed by it. So, if space of the battery is increased by
some amount the capacity of battery can be enhanced. The internal signal capturing device can
also enhance the space for bigger batteries. The other improvement in this arear can be done by
designing the software and hardware which consumes less battery power, in such way the
capacity can be improved.
After close examination of house of quality, the secondary importance for operating system is
showing 22.6% secondary importance, this ratio takes parts a highest contributor in engineering
characteristics, the design of software is followed by operating system with 21.46% so
improvement in operating system also improves the quality of software design. After integration
of Kano model, Long battery life and easiness in handling is the primary attributes, which should
be taken care.
As discussed in product design specification, the operating system is used in this model is
android latest version which is known as Nougat, it can consume less power with new and
improved software design. The memory is increase from previous launch cell phone.
The other improvement which is seen in canvas infinity is as follows:
 Newer version of android.
 Easy to use application design
 Battery performance manager for saving power.
 Touch screen of high sensitivity.
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 Higher capacity battery
 Perforated back side design, which eliminates heat quickly
 Highly competitive price, no other cell phone in this range with similar capacity etc.
As we have seen that cell phone is being analysed with house of quality model while engineering
characteristics were analysed with PDS, one thing it seems that battery capacity is not used as
per requirement given by customer, whereas, battery size of higher capacity is available in the
market. My perception is that it is due to keep cell phone lighter and smaller from market cell
phones.
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