ISO 16355-7:2023
(Main)Applications of statistical and related methods to new technology and product development process — Part 7: Guidelines for developing digitalized products and services — General principles and perspectives of the QFD method
Applications of statistical and related methods to new technology and product development process — Part 7: Guidelines for developing digitalized products and services — General principles and perspectives of the QFD method
The current ISO 16355 series is written intentionally independent of industry because the principles of applying statistical methods for product and technology development are similar for all types of products. However, when applying the standard for the development of fully or partially digitized products in practice, specific characteristics of digital goods in product development (such as measurability, immateriality, economies of scale effects, etc.) are taken into account. This document gives guidelines for adapting the quality function deployment (QFD) process, its purpose, users, and tools as they are described in the ISO 16355 series that consider these specific characteristics for developing digitalized products and services. Table 1 illustrates the scope of this document by stating examples of the types of products the standard focuses on. Users of this document include all organization functions necessary to assure customer satisfaction, including business planning, marketing, sales, research and development (R&D), engineering, information technology (IT), manufacturing, procurement, quality, production, service, packaging and logistics, support, testing, regulatory, and other phases in hardware, software, service, and system organizations.
Application des méthodes statistiques et des méthodes liées aux nouvelles technologies et de développement de produit — Partie 7: Ligne directrices pour le développement de produits et services numérisés — Principes généraux et perspectives de la méthode de déploiement de la fonction qualité (QFD)
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INTERNATIONAL ISO
STANDARD 16355-7
First edition
2023-01
Applications of statistical and related
methods to new technology and
product development process —
Part 7:
Guidelines for developing digitalized
products and services — General
principles and perspectives of the QFD
method
Application des méthodes statistiques et des méthodes liées aux
nouvelles technologies et de développement de produit —
Partie 7: Ligne directrices pour le développement de produits et
services numérisés — Principes généraux et perspectives de la
méthode de déploiement de la fonction qualité (QFD)
Reference number
ISO 16355-7:2023(E)
© ISO 2023
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ISO 16355-7:2023(E)
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© ISO 2023
All rights reserved. Unless otherwise specified, or required in the context of its implementation, no part of this publication may
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ISO 16355-7:2023(E)
Contents Page
Foreword .v
Introduction . vi
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Basic concepts of developing digitalized products and services .4
4.1 General . 4
4.2 Characteristics of digitalized products and services and their development . 4
4.2.1 Specific characteristics of digitalized products and services . 4
4.2.2 Effects of specific characteristics of digitalized products and services on
the development process . 4
4.2.3 Requirements change management in the development of digitalized
products and services . 5
4.3 Design guidelines for developing digitalized products and services. 5
4.3.1 General . 5
4.3.2 Iterative and incremental development for digital functions . 5
4.3.3 Close collaboration, cooperation, and co-creation of customers’ and
developers’ side . 5
4.3.4 Focus on essential activities and tasks . 6
4.3.5 Consider all aspects of business value . 6
4.3.6 Sustainable and comprehensible procedure . 6
4.3.7 Foster commitment and motivation . 6
4.3.8 Use digital data analytics . 6
5 Basic concepts of QFD . 6
5.1 Theory of QFD . 6
5.2 Principles of QFD . 7
5.3 Spirit of QFD . 7
6 Integration of QFD and the development of digitalized products and services .7
6.1 QFD support for product development methods in general . 7
6.2 The fit between the design guidelines and QFD . 7
6.3 Flow of product development of digitalized products and services with QFD . 8
6.4 QFD enhanced validation support to unified modelling language (UML) and
systems modelling language (SysML) . 11
6.4.1 General . 11
6.4.2 QFD Support to UML . 11
6.4.3 QFD Support to SysML . 11
7 Types of product planning projects with QFD .11
7.1 Requirements driven approach .12
7.1.1 General .12
7.1.2 Requirements driven deployment .12
7.1.3 Dynamic software QFD .12
7.2 Data driven approach .12
7.2.1 Data driven deployment .12
7.2.2 QFD for MVP/MMP development .12
7.3 Technology driven approach .13
7.3.1 Reverse QFD .13
7.3.2 Technology driven deployment . 13
8 QFD team membership .13
8.1 General .13
8.2 Core team membership .13
8.3 Subject matter experts .13
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ISO 16355-7:2023(E)
8.4 QFD team leadership . 14
9 Techniques for applying QFD for developing digital products and services .14
9.1 General . 14
9.2 Fit with iterative procedures . 14
9.3 Extended user stories . 14
9.4 Visual display of information .15
9.5 Categorization with the Kano model . 15
9.6 Maximum value table (MVT) . 15
9.7 Incrementally growing and shrinking prioritization matrices . 16
9.8 Prioritization with pairwise comparison. 16
9.9 Assessment and ranking functional requirements. 16
9.10 Value proposition canvas . 17
9.11 Persona development . 17
9.12 Software support . 17
9.13 Test of prototypes . 17
9.14 Voice of engineer analysis (VOEA) . 18
9.15 Software house of quality (Software HoQ) . 18
9.16 Test coverage matrix . 18
Annex A (informative) Examples of applicable methods and tools .19
Bibliography .23
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ISO 16355-7:2023(E)
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are
described in the ISO/IEC Directives, Part 1. In particular, the different approval criteria needed for the
different types of ISO documents should be noted. This document was drafted in accordance with the
editorial rules of the ISO/IEC Directives, Part 2 (see www.iso.org/directives).
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of
any patent rights identified during the development of the document will be in the Introduction and/or
on the ISO list of patent declarations received (see www.iso.org/patents).
Any trade name used in this document is information given for the convenience of users and does not
constitute an endorsement.
For an explanation of the voluntary nature of standards, the meaning of ISO specific terms and
expressions related to conformity assessment, as well as information about ISO's adherence to
the World Trade Organization (WTO) principles in the Technical Barriers to Trade (TBT), see
www.iso.org/iso/foreword.html.
This document was prepared by Technical Committee ISO/TC 69, Applications of statistical methods,
Subcommittee SC 8, Application of statistical and related methodology for new technology and product
development.
A list of all parts in the ISO 16355 series can be found on the ISO website.
Any feedback or questions on this document should be directed to the user’s national standards body. A
complete listing of these bodies can be found at www.iso.org/members.html.
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ISO 16355-7:2023(E)
Introduction
Quality function deployment (QFD) is a method to assure customer or stakeholder satisfaction and
value with new and existing products by designing in, from different levels and different perspectives,
the requirements that are most important to the customer or stakeholder. These requirements are
well understood through the use of quantitative and non-quantitative tools and methods to improve
confidence of the design and development phases that they are working on the right things. In addition
to satisfaction with the product, QFD improves the process by which new products are developed.
Reported results of using QFD include improved customer satisfaction with products at time of launch,
improved cross-functional communication, systematic and traceable design decisions, efficient use of
resources, reduced rework, reduced time-to-market, lower life cycle cost, improved reputation of the
organization among its customers or stakeholders.
The current ISO 16355 series describes methods and tools of QFD independent of industry because
the principles of applying statistical methods for product and technology development are similar
for all types of products. However, when applying the standard for the development of fully or
partially digitized products, specific characteristics of digital goods in product development (such as
measurability, immateriality, etc.) should be taken into account. Digital goods such as software are
specific in economies of scale and network effects and thus require specific strategies and concepts
for design, development and marketing. Due to the progress of digitalization in almost any market, the
observed phenomena and measures gain relevance and importance in business and academia. Hence
the emerging convergences in industries, suppliers, businesses and products cause a game change in
markets for digital or digitized goods.
Therefore, this document describes guidelines for developing digitalized products and services. It aims
at adapting the (QFD) process, its purpose, users, and tools as they are described in the ISO 16355 series
with respect to the specific characteristics of digitalized products and services. All companies affected
by the digitization of their products and services are intended users of this document.
The methods and tools shown and described represent decades of improvements to QFD; the list is
neither exhaustive nor exclusive. Users should consider the applicable methods and tools as suggestions,
not requirements. As the other parts of the ISO 16355 series, this document is descriptive and discusses
current best practice; it is not prescriptive by requiring specific tools and methods.
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INTERNATIONAL STANDARD ISO 16355-7:2023(E)
Applications of statistical and related methods to new
technology and product development process —
Part 7:
Guidelines for developing digitalized products and services
— General principles and perspectives of the QFD method
1 Scope
The current ISO 16355 series is written intentionally independent of industry because the principles
of applying statistical methods for product and technology development are similar for all types of
products. However, when applying the standard for the development of fully or partially digitized
products in practice, specific characteristics of digital goods in product development (such as
measurability, immateriality, economies of scale effects, etc.) are taken into account.
This document gives guidelines for adapting the quality function deployment (QFD) process, its
purpose, users, and tools as they are described in the ISO 16355 series that consider these specific
characteristics for developing digitalized products and services. Table 1 illustrates the scope of this
document by stating examples of the types of products the standard focuses on.
Users of this document include all organization functions necessary to assure customer satisfaction,
including business planning, marketing, sales, research and development (R&D), engineering,
information technology (IT), manufacturing, procurement, quality, production, service, packaging and
logistics, support, testing, regulatory, and other phases in hardware, software, service, and system
organizations.
2 Normative references
The following documents are referred to in the text in such a way that some or all of their content
constitutes requirements of this document. For dated references, only the edition cited applies. For
undated references, the latest edition of the referenced document (including any amendments) applies.
ISO 16355-1, Application of statistical and related methods to new technology and product development
process — Part 1: General principles and perspectives of quality function deployment (QFD)
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 16355-1 apply.
ISO and IEC maintain terminology databases for use in standardization at the following addresses:
— ISO Online browsing platform: available at https:// www .iso .org/ obp
— IEC Electropedia: available at https:// www .electropedia .org/
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ISO 16355-7:2023(E)
3.1
digitalized products and services
works that incorporate components consisting of operable objects from digital information and
communication technology
Note 1 to entry: In this document, the terms digital, digitized and digitalized are used synonymously. A digitalized
good is an intangible software enabled product or service that can be sold and distributed repeatedly online
without the need to replenish inventory. Digitalization may cause services to have a stronger product character.
Note 2 to entry: In this document, software product development means the development of digitalized products
and software parts of software-intensive products, i.e. systems or services.
Note 3 to entry: Software parts of software-intensive systems that are not marketed and priced as separate
entities are called embedded software.
Note 4 to entry: Software-intensive systems can be products from all industries such as automobiles, airplanes,
smartphones etc.
Note 5 to entry: Software-intensive services, often delivered as cloud services, can also be products from all
industries like financial, insurance, gaming, social software, or human services based on software support.
Note 6 to entry: This document will generally use the term “software products” instead of explicitly referring to
software-intensive products.
Note 7 to entry: When other parts of ISO 16355 series or ISO 9000 series standards are referenced in this
document, note they may not differentiate explicitly between products and services.
3.2
quality function deployment
QFD
managing of all organizational functions and activities to assure product quality
Note 1 to entry: The organization is responsible for product quality and strives for it via defining, testing,
building, commercializing, and supporting the product.
Note 2 to entry: Literal definition is that the “quality function” is “deployed” to all other business functions and
departments who play a role in assuring quality and customer satisfaction.
Note 3 to entry: In most cases, the interests of an organization are commercial, but there are exceptions, as is
sometimes seen in open source-based products or in the public sector.
3.3
voice of customer
VOC
communications from the customer, user, and others
Note 1 to entry: The communications from the customer may be verbal, written, video, audio, animation, or other
form and may be descriptive, behavioural, or ethnographic.
Note 2 to entry: Customer is defined in ISO 9000:2015, 3.2.4.
Note 3 to entry: For digitalized products and services, the voice may not come from the customer itself but from
data or other artefacts relevant for quality.
Note 4 to entry: Customers may be not only human but also digitalized actors (digital agents).
3.4
customer need
potential benefit to a customer
Note 1 to entry: The benefit to a customer from having their problem solved, their opportunity enabled, their
image (self or to others) enhanced, or being advanced to a more desirable state.
Note 2 to entry: The benefit is positively stated.
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ISO 16355-7:2023(E)
Note 3 to entry: The benefit describes a single issue.
Note 4 to entry: The benefit is independent of the product or service performance, functional requirements, non-
functional requirements, functions, features, or enabling technologies.
Note 5 to entry: A need may be explicit or latent.
Note 6 to entry: Customer is defined in ISO 9000:2015, 3.2.4.
Note 7 to entry: Requirements engineering for digitalized products and services defines customer needs
differently than ISO 16355-1. Requirements engineering in focusing on product requirements may not deal with
customer needs explicitly. Customer needs may be latent according to ISO 16355-1 which does not match the
definition of requirements in ISO 9000 where needs must be stated explicitly. If the input to voice of customer
is considered as customer needs in requirements engineering, the voice analysis yields stated requirements
which may be interpreted as customer requirements as the complement to product requirements. Hence in
[2]
requirements engineering the term customer requirements may be used synonymously to customer needs .
Note 8 to entry: The term demanded quality is also used in software QFD projects.
3.5
functional requirement
characteristic that a product or service is specified to possess
Note 1 to entry: The characteristic may be an inherent performance of the product or service or an action that
the product or service may be able to accomplish. The manner in which the product accomplishes the action does
not include specific mechanisms or internal procedures as part of the functional requirement.
Note 2 to entry: Product is defined in ISO 9000:2015, 3.7.6.
Note 3 to entry: Service is defined in ISO 9000:2015, 3.7.7.
Note 4 to entry: Common methods for the specification of requirements for digital products and services
differentiate between functional and non-functional requirements, whereas functional requirements address
actions a product may accomplish and non-functional requirements the inherent performance of a product. The
terms quality requirement, and quality characteristics are also used in software QFD projects.
3.6
voice of stakeholder
VOS
communications from stakeholders
Note 1 to entry: Communications from stakeholders may be verbal, written, video, audio, animation, or other
form and may be descriptive, behavioural, or ethnographic.
Note 2 to entry: Stakeholder is defined in ISO 9000:2015, 3.2.3.
Note 3 to entry: Stakeholders may be not only human but also digitalized decision-makers (digital agents).
Note 4 to entry: For digital goods, the stakeholder “solution developer” is particularly important because the
product is often created incrementally in close cooperation with the customer.
3.7
customer gemba
location where true customer information is found
Note 1 to entry: Gemba is a Japanese word meaning the place where the truth is discovered. In Six Sigma, this
usually refers to the shop floor where internal activities take place. In QFD for new product development, the
new product does not exist yet, so the gemba changes to where the customer's activities or encounters take place.
Note 2 to entry: The gemba may be not limited to physical location. For digitalized products, digitalized spaces
may exist where human actors directly may not explore (for example, cyberspace).
Note 3 to entry: Gemba visits help discover unknown or latent customer needs and requirements.
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ISO 16355-7:2023(E)
3.8
hoshin kanri
method for management and deployment of strategic organizational policy
Note 1 to entry: English translations of the Japanese include policy management, policy deployment, management
by policy, and strategy deployment.
4 Basic concepts of developing digitalized products and services
4.1 General
This standard describes guidelines for adapting the methods described in ISO 16355 series standards
that consider the specific characteristics for developing digitalized products and services. See Table 1.
Table 1 — Digitalized products and services in scope of this document
Degree of digitization
Physical Digitalized(hybrid) Digital
Degree of servizitation
Product Watch with mechanical Smart watch Watch App on smartphone
movement or notebook
Hybrid product/
Intermodal mobility Onlince booking (with
Phone with contract
services chipTAN)
Hybrid service
Car navigation system
Automatic download via
Service Car repair (update performed by car
web services
garage)
not focus of ISO 16355-7 focus of ISO 16355-7
4.2 Characteristics of digitalized products and services and their development
4.2.1 Specific characteristics of digitalized products and services
Digital products and services have specific characteristics that influence the applications of statistical
and related methods to new technology and the product development process.
a) digital "voices" from customers and stakeholders;
b) availability of digital data from product usage;
c) easier product changes during development;
d) easier product changes after delivery;
e) cloud based product functions;
f) high rate of change due to requirements un
...
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