Approximating Cartography to the Customer's Expectations: Applying the “House of Quality” to Map Design

Abstract

The design of a map and guide for a Spanish natural park has been guided by the application of a product-development methodology known as quality function deployment (QFD). QFD is a tool for bringing the voice of the customer into the product-development process, from conceptual design to manufacturing. In order to develop a high-quality product whose design meets customers’ needs, market research has been developed to discover customers’ expectations and the strengths and weaknesses of competitors’ products. Sixteen main customer expectations (WHATs) were considered in relation to product comfort, content, and portrayal. In order to take into account the aforementioned expectations, 24 technical descriptors (HOWs) were considered. The product was finally specified by all the technical descriptors and their target values (HOW MUCHs). Results of the methodology are expressed using a set of matrices that depicts a house, the “House of Quality,” that concentrates the most important aspects of a product plan. Applying this methodology is an enriching experience, but somewhat difficult and time consuming.

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